mental image

Ease of routing is one of the most important principles in the design of public spaces. Such spaces can provide higher desirability when they can communicate with numerous users. This study aims to find the components affecting the mental image, to investigate the compliance of the mental map of passengers from the terminal, and the effect of the variables of gender, education, and the number of trips on the mental map. The results in the theoretical part reached four main components: body, readability, meaning, and attractiveness, each of which includes six subsets. Then, by studying these components, a questionnaire was developed and distributed among the passengers. Software analyses were performed by SPSS. The results of the one-sample Chi-square test to check the compliance rate of the mind map showed that the mind map of passengers in terms of the body, meaning, and attractiveness is undesirable. However, the readability of the airport is desirable. The effectiveness of gender, education, and the number of trips on the mind map was reported to be 0.34, 0.14, and 0.27, with a coefficient of determination of 25%, respectively, indicating that the above variables explain 25% of the variance of the mind map. According to the t-tests of independent female samples, there was a clearer mind map in all components, and the analysis of the variance test shows that the higher the number of trips and the level of education, the clearer the mind map.

Background and Aim: Derrida's Deconstruction has key elements in the schema that affect current realms of environmental graphics. The challenges in current urban life require that graphic science gets involved, at some level, in the architecture and the environment. Therefore, the purpose of the current study was to examine the effects of using key elements of environmental graphics based on Derrida's Deconstruction in the schemata of tourists in Isfahan. Methods: library archives and field surveys were employed for data collection in this study. As such, the visual, emotional evidence and documents in the library archives were used to evaluate the criteria involved. Considering the nature of the study, the statistical population consisted of two groups of citizens of Isfahan. The first group includes 18 experts, and the second includes 213 domestic tourists in Isfahan in 2019. Findings: The results of the study indicated that there is a strong and significant relationship between the variables of balance, continuity in the environment, creating unity in the environment, diversity in the environment, texture and light. Furthermore, the findings revealed that the variable of light is extremely strong in correlation, the variable of emphasis in the environment has a very weak correlation, and the variable of proportionality is negatively correlated. Also, based on the beta coefficient obtained from regression, the greatest impact pertained to the components of light, diversity, texture, balance, continuity, unity in the environment, proportionality and emphasis. Conclusion: This study showed a significant relationship between the schemata of tourists and context, diversity, light, unity in the environment, proportionality, continuity, balance and emphasis, among which the variable of light was determined to have the greatest effect.

This article is an interdisciplinary study of culture and politics that combines insights from political science and the concept of image in the discipline of culture and communication. Relying on various documents and secondary sources pertaining to the period of constitutional revolution in Iran, this article is an attempt to reconstruct the mental image that the Shiite scholars (Ulama) had of western political systems as well as their own government and society. Western domination and its cultural hegemony seemed to threaten Muslim societies including Iran due to western countries' superiority in science and technology. Perceptions of such an imminent danger created a particular image of the west in the minds of majority of Iranian political elite and Shiite scholars prompting them to join in one way or another the reform movement known as the constitutional movement towards saving Islamic culture and Iran from foreign invasion.

Purpose: In the present research   the relationship between the dimensions of mental image, brand awareness and brand recognition in attracting customers, has been investigated and analyzed with   marketing of electronic services (the case study of Iran Postbank) especially taken into account. E-marketing has greatly facilitated the banking operation.Method: This research is applied in terms of purpose and descriptive-survey and correlational as regards the nature of data collection. The statistical population of the research includes managers and senior supervisors of Iran Postbank. The sample size of the research is 168 people, and simple sampling method was used, and 117 people were selected for the research. A questionnaire was used to collect data. The validity of the questionnaire was confirmed through content validity and its reliability using Cronbach's alpha coefficient. To analyze the data, structural equation modeling was used with the help of PLS ​​software.Findings: The results of this research showed that the variables of mental image, brand awareness and brand recognition have a significant and positive impact on the marketing of electronic services, also the marketing of services has a positive and significant impact on customer attraction and the marketing of electronic banking services will increase customer attraction.Conclusion: Given the increasing competition among Iranian banks and the challenge of attracting new customers and keeping current customers, as discussed in this research, brand awareness is one of the most important factors affecting customer attraction in the bank.