مطالب

This study examines the impact of celebrity endorsements on brand image, brand loyalty, and repurchase intentions within the sports industry, specifically focusing on Nike Product in Tehran, Iran. Employing a survey-based approach with 400 participants, the study utilizes a Partial Least Squares Structural Equation Modeling (PLS-SEM) technique to analyze the relationships between these key variables. The findings reveal a significant positive effect of celebrity endorsement on both brand loyalty and brand image among Nike customers in Tehran. Furthermore, the study demonstrates that brand image and brand loyalty both mediate the relationship between celebrity endorsement and repurchase intention. These results highlight the crucial role of celebrity endorsements in enhancing brand perception, fostering customer loyalty, and ultimately driving sales within the competitive sports industry.

Background: The study of the psychological effects of this viral disease on the mental health of individuals at different levels of society, especially elite athletes, is of great importance.Aim: Present study aimed to investigate the psychological status of elite athletes during the COVID-19 pandemic.Materials and Methods: The statistical population of this study included 87 Iranian elite and national athletes in various sports. The statistical population of this study included 87 elite and national athletes in various sports. Data were collected using the stress, anxiety, depression inventory (DASS-14), perceived stress inventory (PSS-14), the revised event impact inventory (IES-R), and the Graz Emotional Disorders Questionnaire.Results: There is no significant difference between the components of depression, anxiety, event impact, and emotional disorders (P≥0.05). There is a significant difference between the mean scores obtained by elite athletes and the mean scores of the stress component (P=0.01). The mean scores obtained by elite athletes were lower than the mean scores in the perceived stress component (P=0.001).Conclusion: The elite Iranian athletes in the Corona pandemic are in a relatively good psychological state.

Background: Work-related musculoskeletal disorders (WMSDs) impose a heavy burden on individuals, organizations, and governments.Aim: The purpose of this study was to provide information about WMSDs and working posture. This information can be helpful in designing preventive programs.Materials and Methods: The present study is a descriptive-analytical study. 207 subjects participated in this study. For WMSDs investigation and postural assessment during work, Nordic Questionnaire and Rapid Upper Limb Assessment (RULA) method were used, respectively. Gathered data from research variables measurement analyzed using Chi-square test and descriptive statistics. A p value of equal or less than 0.05 took into account to be statistically significant.Results: The most prevalent work–related musculoskeletal disorder was found in lower back region, the percentage for large, medium and small ships staff was 58%, 61.7% and 45.1%, respectively. A significant relationship was found between WMSDs in neck (P=0.001), hands and wrists (P=0.02), back (P=0.04) and knees (P=0.001) and used ship by staff. A higher proportion of level four corrective action, was found in small ship staff.Conclusion: WMSDs are prevalent among staff of all ships. WMSDs are more prevalent in lower back. Also, immediate change in posture and investigation is more necessary in small ship staff.

The goal of investors in forming a stock portfolio is to obtain the highest return for bearing the lowest risk and portfolio optimization is one of the most complicated problems in the field of finance and investment. It is an NP-hard problem, and in general there is no definite method in polynomial time to find an exact solution for it. In this research, to solve the problem of choosing the optimal stock portfolio, the multi-criteria decision making method has been used under conditions of uncertainty. In order to implement the algorithm and evaluate it, the monthly returns of the Tehran Stock Exchange indices were used between 2018 and 2013. The results can be examined from two different perspectives. From an analytical and technical point of view, the results can be discussed. From a technical point of view, presenting a new technique for doing things can give the capital market participants the confidence that they can choose a stock portfolio using a new tool. From an analytical point of view, the existence of decision making algorithms in providing the optimal portfolio is a new step that can be used in the combination of fundamental analysis and the use of dynamic stock portfolio.

This study employs a mixed-method approach to investigate Iranian EFL (English as a Foreign Language) teachers' perspectives on the effectiveness of the current educational program. The participant cohort comprises 40 teachers, ensuring gender parity and a diverse range of educational backgrounds, with 37% holding bachelor's degrees and 63% holding master's degrees. The research reveals that creating a supportive learning environment and tailoring interactions to meet the diverse needs of students is crucial for effective teaching. The findings emphasize the importance of promoting cooperation, critical thinking, and social skills through various pedagogical strategies. These include group work, active participation, and providing constructive feedback, as well as offering targeted academic support. The study highlights that integrating qualitative and quantitative data provides a comprehensive understanding of teaching practices and student progress. This approach allows for a detailed analysis of how different strategies impact learning outcomes. The research underscores the necessity of continuous assessment to monitor student progress and identify areas for improvement. This ongoing evaluation is essential for adapting teaching methods and enhancing the overall effectiveness of English language instruction. By combining different methodological perspectives, the study aims to offer valuable insights into optimizing instructional strategies in Iranian high schools. Ultimately, this study seeks to advance the field of mixed-method research in EFL education, contributing to the improvement of student learning outcomes. By addressing both theoretical and practical aspects of teaching, the research provides a framework for enhancing educational practices and supporting more effective language instruction.

Speaking proficiency is a crucial skill for Iranian EFL learners, yet it remains one of the most challenging aspects of language acquisition due to traditional, teacher-centered instruction and a lack of communicative practice. This study examines the effects of Differentiated Instruction (DI) and Gamification (G) on the Complexity, Accuracy, and Fluency (CAF) of Iranian EFL learners’ speaking skills. A quasi-experimental design was employed, involving 108 B2-level learners from Safir Language Institute, Iran. Participants were divided into three groups: one receiving DI-based instruction, another engaging in Gamification-based tasks, and a control group following conventional teaching methods. The study utilized pre- and post-tests of speaking performance, evaluated through CAF metrics, alongside qualitative interviews to explore learners’ perceptions. Statistical analyses revealed significant improvements in all three dimensions of speaking in the experimental groups, with DI showing greater gains in accuracy and complexity, while G was more effective in enhancing fluency. Qualitative findings indicated that both approaches increased learner engagement, motivation, and confidence. These results suggest that DI and Gamification are effective pedagogical strategies for improving speaking proficiency and should be integrated into EFL curricula to optimize learning outcomes.

Culture encompasses the values, norms, traditions, beliefs, and customs of a society, with clothing representing one of its most significant elements. In analyzing the traditional attire of an ethnic group, two key aspects are of importance: the cultural patterns influencing choices of material, color, design, and tailoring methods, and the symbolic and functional roles of clothing. Certain garments play vital roles across various social, cultural, occupational, and religious contexts. The Qashqai are one of the major nomadic tribes of Iran, primarily residing in the southern and southwestern regions of the country. The distinctive features of Qashqai clothing set it apart from that of other ethnic groups, despite notable similarities with the attire of the Lurs. Based on archival research and fieldwork, this study explores the historical evolution of Qashqai clothing. It aims to identify the earliest documented references to their attire through textual sources and visual representations, and to discuss the key factors contributing to its continuity. The findings reveal that although traditional Qashqai clothing has undergone changes over time, particularly among men, where modern styles are increasingly replacing it, it continues to be preserved among Qashqai women, especially during ceremonial events.

The traditional anthropocentric understanding of human rights is undergoing a profound re-evaluation in contemporary legal discourse. While historically focused on the individual human being, recent developments in international and regional human rights law reveal a nascent yet significant trend towards extending rights and protections to non-human entities. This article examines the legal basis and implications of recognizing "rights of nature" and considering the human rights dimensions of artificial intelligence, arguing that these emerging subjects challenge and reshape foundational concepts within human rights law. Abstract: The traditional anthropocentric understanding of human rights is undergoing a profound re-evaluation in contemporary legal discourse. While historically focused on the individual human being, recent developments in international and regional human rights law reveal a nascent yet significant trend towards extending rights and protections to non-human entities. This article examines the legal basis and implications of recognizing "rights of nature" and considering the human rights dimensions of artificial intelligence, arguing that these emerging subjects challenge and reshape foundational concepts within human rights law. Abstract: The traditional anthropocentric understanding of human rights is undergoing a profound re-evaluation in contemporary legal discourse. While historically focused on the individual human being, recent developments in international and regional human rights law reveal a nascent yet significant trend towards extending rights and protections to non-human entities. This article examines the legal basis and implications of recognizing "rights of nature" and considering the human rights dimensions of artificial intelligence, arguing that these emerging subjects challenge and reshape foundational concepts within human rights law.