مطالب

Promotion of urbanization is one of characteristics of current societies that in their evolutionary trend results in establishment of megalopolis and brings the complex urban management in these huge population centers every day, together with new difficulties. Urban environmental problems, providing public and security services, green space and city fa ade, urban economic problems, informing, research and training makes the urban management duties list every day longer. Tehran Metropolis as the most important and greatest city of Iran and one of the most important metropolises of Middle East and included in the 20 great cities in the world, face these challenges more and less. Doubtless, management in this city with a population of 8 million peoples and 2/3 million families residing therein in an area equal to 800 square km, is not possible without participation of citizens. Citizens&rsquo participation in their city and neighborhood matters, firstly has frequent benefits for municipality. If citizens based on their well-known motto &ldquoour city, our home&rdquo are sensitive to the city matters and public profits, then plenty of municipality responsibilities will be fulfilled in a better manner. Therefore, quality of assistance to the growth of organizational model of urban NGOs&rsquo participation has been converted to an important phenomenon and one of the most essential questions. The experience of participation of NGOs in the developed societiesindicated that solving many urban problems such as urban environment, inappropriate status of security, unsuitable city fa ade and improper urban economic status is possible only at the extensive presence of NGOs and upon active participation and responsibility in the urban services management. Despite of awareness of necessity of development of NGOs participation in the urban matters administration, this concept in its organized concept in each one of participation levels encounters a lot of barriers such as deliberation, commenting, proposing, decision making, planning, execution and supervision on urban projects which limits the opportunity of NGOs upward from participation stair.Objectives of this research: Identification of grounds of need to citizens&rsquo participation and identification of citizens&rsquo participation promotion that upon studying national documents in national context (including constitutional law, viewpoints of supreme leader of Iran, 20-year perspective document of regime, fourth and fifth socioeconomic and cultural development plans and policies applicable on sixth development plan), and in urban context and comparative urban study in foreign cities consistent to Tehran, based on comparative and focal studies, at first strategies for promotion of NGOs&rsquo participation in urban services are presented. Later theoretical model was offered for formulation of strategies for NGOs&rsquo participation promotion in urban services management.

One of the most valuable assets of each firm is the brand of that firm. Whatever the brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different domains such as university and business market to itself. Most of the researchers and managers of companies have concluded that the most valuable asset of a firm for improvement of marketing is the knowledge of branding which is accomplished by investing in marketing plans and creates the brand picture in the consumer&rsquos mind. With regard to this important, studying the effective factors on the brand equity and its effects on the customer responses with a comprehensive look which includes both dimensions is needed. In this research we intend to design an optimal model for Samsung company to study that which variables can have the most effect and also they can have what effect on the customer behavior and response. The purpose of doing this research is to introduce the conceptual model about the effect of the Marketing Mix elements on the brand equity and its relation with the customer responses. This research has been a descriptive-survey kind and the field information was collected by the questionnaire tool. The statistical population of this research includes the consumers of the audio-video products of Samsung company. The sample size was assessed according to the Coachran formula in the unlimited population including 384 samples and data analysis was done with modeling the structural equations by statistical software named SPSS and LISREL. The research results have indicated the existence of positive relation between the research variables and fitting the conceptual model of the research.