درخت حوزه‌های تخصصی

The aim of this research is designing the Causal Impulse Model to create a positive brand image in the dairy industry. The present research is applicable in terms of purpose, descriptive-exploratory in terms of research type, gauging in terms of collecting the data, quantitative- qualitative in terms of the kind of data, and sectional in terms of time horizons (data gathering time).Communication Method based on asking respondents has been used as the method of this research. Measurement tools in this research are interviews and questionnaires. This research includes interviewing experts and a questionnaire for assessing the views of consumers and experts who are ranked according to the Likert Scale. As this study consists of two stages, it has two statistical populations. The first statistical population includes experts, therefore, the managers of dairy producing companies were selected and we did semi-structured interviews with them. The second statistical population consists of customers of dairy products. To determine the sample size of consumers, the Cochran Formula was used. Finally, 373 questionnaires were analyzed. Also, Structural Equation Method and PLS software were used to study the causal relationship between variables. The results of the test of the model showed that the olfactory and tactile senses have a positive and meaningful effect on the positive image of the brand. The number of T for the olfactory sense on the brand image was 2.704 and for the tactile sense on the positive image of the brand it was 4.668. Also, the Effect Rate or the Path Coefficient were respectively 0.139 and 0.24. There was no meaningful effect for other sensory impulses.

The main purpose of this paper is providing a model to calculate the credit risk of Melli bank clients and implement it at Mellat Bank. Therefore, the present study uses a multi-layered neural network method. The statistical population of this research is all real and legal clients of Melli and Mellat banks. Sampling method used in this research is a simple random sampling method. Friedman test was used to calculate the required number of samples in a random sampling method from Cochran formula (1977) and Friedman test was used to rank the factors affecting the credit risk. Friedman test was also performed using data from a completed questionnaire of active experts at the Melli Bank. Based on the results obtained from Friedman test, five important factors in the credit risk of real clients of the Melli Bank of Iran, type of occupation, guarantee value, loan amount, having return checks, the balance average, and the value of the guarantee, the amount of the loan, the average of the balance, having returned checks and deferred loans are the most important factors affecting the credit risk of legal clients, which have been used as inputs in the neural network model. The results of credit risk prediction using the neural network showed that the designed model has a high ability to predict the credit risk of real and legal clients of the Melli bank, while it did not have this ability for the Mellat bank.