زهرا علیپور درویشی

This study aims to investigate the effect of advertising on expectations and perception of the brand with emphasis on the mediating role of customer experience management in the insurance industry. The present study is an applied research in terms of purpose. In terms of data collection method, it is a descriptive correlation and because the data were collected at a specific time, it is cross-sectional. Also, the main data for testing research hypotheses were collected in the field using a questionnaire. The statistical population of the present study consisted of customers of the insurance industry in Tehran. In order to determine the sample size, the principles of sample size in multivariate regression analysis were used to determine the sample size in structural equation modeling. The sample size was 385. The reliability and validity of the questionnaire were confirmed using face validity and reliability using confirmatory factor analysis, Cronbach's alpha coefficient and combined reliability. SPSS and LISREL software were used to analyze and test the research hypotheses. Findings from this study showed that advertising has a positive and significant effect on perception, brand expectation and customer experience management. Customer experience management also has a positive and significant effect on brand perception and expectation. Other findings of this study pointed to the positive and significant effect of the mediating role of customer experience management variable in the relationship between advertising and perception and expectations of the brand. Considering the findings of this study, advertising had the greatest effect on the customer experience. Also, the mediating effect of customer experience management variable in the relationship between advertising and brand perception was greater than the direct effect of advertising on brand perception.

Nowadays, researchers and managers believe that paying attention to employees' thoughts facilitates sustainable competitive advantage in organizations. After the introduction of cognitive science into organizations, the identification of what it is, how it is formed, and the formulation of Counterfactual Thoughts (CTs) have been investigated and analyzed in the field of Human Resources (HR). In this study, a systematic review of the literature in the field of CT has been done with the aim of identifying the antecedents and key consequences of this field and analyzing them. In this research, a two-stage methodology has been considered including (i) Extraction of antecedents and consequences, (ii) Weighting of antecedents. In the first stage, using the screening of articles based on the seven-step method of Sandelowski and Barroso, the antecedents and consequences of CTs, synthesis and interpretation have also been implemented through the coding method of qualitative interpretive meta-analysis. In the second stage, the consequences extracted in the field of counterfactuals are weighted using the matrix of paired comparisons based on the opinions of experts in the field of HR and AHP, which can be used to evaluate employees' thoughts and behavior. Based on the screening of the articles, the antecedents are categorized into 4 general concepts with 12 codes, and the consequences are classified into 2 and 8 codes. The results of the AHP analysis show that the normalization of the condition related to the behavioral outcome has the greatest impact on the evaluation of employees' thoughts and behavior, while the regulation of related emotions as a result of attitude has the least impact among the codes introduced in this evaluation.