ناصر سیف اللهی

Objective:Examining brand experience, value congruence,and customer engagement for tourism brand productivity.Given the significant effects that brand productivity in the tourism industry can have on a country's prosperity and economic progress, the primary objective of this research is to develop and empirically examine a conceptual model that elucidates the complex relationships among brand experience dimensions,brand value congruence, customer-brand identification, and brand productivity.Furthermore, the study investigates the moderating role of customer-brand engagement within this framework.Methods:The statistical population for this research comprises the tourists visiting the city of Isfahan.Given that the population is unlimited, a sample size of 400 participants was selected based on Cochran's formula, and the sampling method used was convenience sampling.The data was collected through a structured questionnaire.First, the validity and reliability of the measurement scales were assessed. Content validity and convergent validity were established, and the reliability was confirmed through Cronbach's alpha and composite reliability calculations. The results of these assessments were satisfactory. For data analysis, the researchers employed structural equation modeling techniques, utilizing SPSS25 and SmartPLS3.0 software.Results: Sensory experience, effective experience, behavioral experience, intellectual experience and brand value congruence have a positive and significant effect on customer-brand identification.Customer-brand identification has a positive and significant effect on brand productivity.customer-rand engagement can moderate the effect of brand-customer value congruence on customer-brand identification.Conclusions:The results of this research will help the authorities to promote and improve brand productivity in the tourism industry by focusing on customer-brand engagement, brand value congruence and customer-brand identification,and considering different dimensions of customer experiences.

The lack of a comprehensive information system and application model in the supply chain of agricultural products in Iran has caused this part of the country's economy to be ineffective despite its potential.Therefore, the aim of the current research was to investigate the Barriers against the orchards production chains  in Meshginshahr located at Ardabil province, Iran. To reach the aim of the study,  the semi-structured interviews were used to collect research data from 16 interviews including farmers, faculties and managers in the field of farming production chains. Then we analyzed the data by applying the Strauss and Corbin method and the paradigm model through Max QDA software. Sampling was theoretical sampling and was done using targeted and snowball methods. Based on that, 16 interviews were conducted with gardeners, university professors and managers in the field of Barriers to the development of agricultural production chains. The open codes included 38 concepts and the core codes also included 44 major categories, which were finally identified into four groups of selective categories including Barriers to i) product production; ii) input supply; iii) product distribution; and iv) customers . Based on the findings of the research on the risk of supply of input resources, the weakness of regulations and rules in supply of inputs, production information barriers, strategic production barriers, competition barriers in production, environmental risks, planning-management, financial-credit, technical-technical barriers, Product distribution cost barriers, lack of regulations in the distribution system, and sales barriers; Barriers related to the production sector are of the Barriers to the development of production chains of agricultural products. Barriers related to the production sector are one of the Barriers to the development of production chains of agricultural products.