مریم رحمتی

INTRODUCTION: This research aimed to provide a dynamic model of organizational citizenship behavior (OCB) in crisis management non-governmental organizations with a social approach (experimental evidence: Red Crescent Society of the Islamic Republic of Iran). METHODS: This applied research was conducted using a mixed (quantitative-qualitative) method to analyze the data. The statistical population consisted of university professors as well as the managers and experts of the Iranian Red Crescent Society, who were selected by the snowball sampling method. The total number of experts in the Iranian Red Crescent Society and in the academic community accounted for 10 individuals (n=5 each), and the sampling continued until reaching theoretical saturation. The required information was collected through observation, in-depth and semi-in-depth interviews, review of documents, and experts' opinions; finally, by using the exploratory factor analytical statistical method, appropriate measurement tools were prepared. In this research, the Delphi technique and the Decision-Making Trial and Evaluation Laboratory-based Analytic Network Process were employed to determine and prioritize criteria and sub-criteria. For this purpose, the pairwise comparison matrix was used to determine the weight of the criteria. FINDINGS: In this study, helping behaviors, individual initiatives, organizational obedience, organizational loyalty, chivalry, civic virtue, and personal development were among the dimensions of OCB in descending order. CONCLUSION: The results of this research showed that the consequences of OCB included an increase in performance productivity and effectiveness, the promotion of positive relations between employees, more efficiency in allocating resources, reduction in maintenance costs, the provision of necessary flexibility for innovation, improvement of customer service, and effective use of scarce resources.

The main problem of most companies is the short life of brands. The brand life cycle is used by many business managers and plays a very vital role in determining strategies. Considering propulsions and inhibitors that strengthen or hinder this type of marketing, entrepreneurial marketing (EM) is one of the new topics of the brand life cycle management. An accepted framework for EM and identification of effective factors for brand cycle management is not available. Therefore, the purpose of this article for solving the above mentioned problem is to design an EM model for brand life cycle management. This is how this paper contributes in this regard. The necessity of this research is the short life of brands and the waste of economic and social capital. This current research has qualitative approach and is descriptive-exploratory in data process with conceptual qualitative analysis methodology. The tool applied in this research are interviews |(semi-structured) and the population of this paper includes managers, marketing and brand experts in the field of chemicals, medicine and facilities industries in Eshtehard industrial zone of Tehran, Iran. The target community have been selected by snowball sampling method. Interviews extracted data has been classified by Open, axial and selective codes and were analyzed by Maxqda software. After investigating of codes by experts and eliminating items less than critical amount of 0.62 (according to Lawche formula), finally 166 codes and 23 components as propulsion and 84 codes and 16 components as inhibitors of EM were identified and categorized for brand life cycle management. The conceptual model of this paper has been reached from the review of the research background and interviews with the experts and by the final investigations, we reached to the conclusion that propulsion and inhibitors are affecting on entrepreneurial marketing and consequently on brand life cycle management. The results of this research shows that entrepreneurial marketing is a suitable solution to manage the brand life cycle and prevent the early decline of brands.