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Purpose: the present research was designed and implemented with the aim of presenting a prediction model for consumer purchase behavior with emphasis on brand perception of Shahrvand store. Methodology: in order to achieve the research objectives, qualitative and exploratory grounded theory approach was used. The sample required for investigating the research questions was obtained through theoretical sampling method. The required data were collected through profound and semi-structured interviews until theoretical saturation. Overall, 10 interviews were performed with the experts of marketing and industrial management, general psychology, the representatives and staff of chain stores. For data analysis, Strauss and Corbin methodical approach was used by going through three stages of open, axial, and selective coding. Eventually the paradigmatic model of the research was presented. Findings: at the end of the data analysis, 94 concepts were identified as 19 items and six main classes. The results indicated that perceived satisfaction with the brand, brand communication, and enjoyable motives were introduced as excellent and effective conditions on development of the axial dimension of consumer status, grantmaking based on behavior, perception, and expectations of consumers about services. They lead to repeated purchase behavior, brand dependence, and brand loyalty through perceived strategies, perceived after sale services, and perceived value creation for consumer. Conclusion: based on the findings, stores, relation-oriented marketing, and internal branding of the store were identified as the contextual conditions, and perception of environmental factors plus consumers' perceived experience as confounding conditions.

Purpose: The aim of this study was to identify the dimensions and components of human capital in the Iranian education system in order to provide a model for it. Methodology: The present study was applied research in terms of purpose and mixed (qualitative/quantitative) research in terms of implementation method. In the qualitative section, the participants included 15 university experts from Zanjan in the academic year 2019-20, selected by purposive sampling. In the next part of the study, the statistical population consisted of 1029 high school principals in Zanjan in the academic year 2019-20. The sample size was determined 292 principals based on Morgan table and was selected by simple random sampling. Data were collected through a questionnaire obtained based on qualitative findings, the validity of which was confirmed by professors and the reliability of which was calculated to be 0.81 through Cronbach's alpha test. To analyze the data in the qualitative part, the researchers used the thematic analysis method, the validity of which was confirmed by experts and the reliability of which was obtained as the coding agreement coefficient (0.86). To analyze the quantitative part, the researchers used content analysis method and confirmatory factor analysis and structural modeling with Amos24 for the quantitative part analysis. Findings: The results demonstrated that HC had 5 dimensions and 20 components, namely skill (5 components), knowledge (4 components), ethics (4 components), mental health (4 components) and sociocultural (3 components), as well as 70 indicators (P <0/05). The results of confirmatory factor analysis showed that the measurement models have a good fit. The RMSEA value was less than 0/08, the GFI, AGFI and NFI values were greater than 0.9 and the indices (PNFI and PCFI) were greater than 0/5 The results of structural equations also showed that all dimensions had a direct and positive effect on human capital (P <0/05). Conclusion: Planners and practitioners of the education system can use the results of this research at two levels of study time of human resources in universities, especially Farhangian University for the growth and excellence of human capital and during service to maintain them in the education system.

Purpose: The present study was conducted aimed to apply a model of higher education for commercializing knowledge and responding to the needs of society in comprehensive and large branches of Islamic Azad University. Methodology: This study was applied in terms of objective, and in terms of method is in the category of data-based qualitative and exploratory research, conducted in two phases. In the first phase, while reviewing the literature, by 18 in-depth and semi-structured interviews using theoretical purposeful sampling (including 15 faculty members and 3 experts in the industry) required data were collcted that reached saturation. The data collected from the interviews were analyzed based on the systematic approach of Strauss and Corbin at three stages of open, axial and selective coding. Findings: Finally, a summary of the developed model was presented to 4 professors, and their opinions were collected for correction and adjustment. In order to evaluate the reliability of the data, the criteria of the Grounded Theory including comprehensibility, compatibility, controllability, and generality of Strauss and Corbin (2008) were carefully investigated. In the second phase, the results of the analysis were compiled in the form of a questionnaire and the first stage of Delphi was performed on 15 experts and by calculating Kendall's Coefficient of Concordance (W) of 0.564, 25 components were excluded. Then, the second and third stages of Delphi were performed on 15 and 12 experts, respectively. Given that a significant coefficient of less than 5% was obtained for all components, no component was excluded at the second and third stages of Delphi, and Kendall's Coefficient of Concordance (W) was calculated to be 0.600 and 0.788, respectively, indicating a consensus among members. Conclusions: Finally, the research model was developed with 6 main categories and 43 sub-categories.