Studying Brand Equity in Terms of Beliefs Shaping Consumers’ Attitudes on Advertising through Mobile Phones

Any innovation creates new opportunities and in recent years, advertising has experienced radical changes due to technological progresses. Mobile phone is a type of such technological changes which has converted into an important advertising channel. Regarding such importance, present study is conducted to promote three aims. The first aim of this research is to identify beliefs which shape audiences’ attitudes on mobile advertising. The second aim is that this research evaluates the impact of those identified beliefs which shape an attitude on mobile advertising on a general attitude on advertising. The ultimate aim is to study the impact of the attitude on advertising on brand equity. Present study is a survey which uses questionnaire to collect data. To achieve the aims of this research, 384 users of Irancel’s products and services who were exposed by mobile advertising as the sample. To analyze data and to test research hypotheses and model, structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used. Research findings show the significant impact of such beliefs as “being informative”, “good for economy”, “hedonism”, “annoyance factor”, “validity”, “personalization” and “permission” in mobile advertising on “attitude on advertising” and the significant impact of “attitude on mobile advertising” in “brand equity”. Keywords: Advertising, Mobile Advertising, Attitudes on Mobile Advertising, Brand Equit

in the Selected Teaching Hospitals Affiliated with Shahid Sadoughi University of Medical Sciences, Yazd

The Relationship between Spiritual Leadership and Employee Involvement in the Selected Teaching Hospitals Affiliated with Shahid Sadoughi University of Medical Sciences, Yazd Milad Shafii1, Alireza Dehghan Muriabadi2, Roohollah Askari1, Khatere Khanjankhani3* 1- Assistant Professor, Department of Health Services Management, School of Public Health , Shahid Sadoughi University of Medical Sciences , Yazd , Iran 2- BSc, School of Public Health, Shahid Sadoughi University of Medical Sciences, Yazd, Iran. 3- MSc, School of Public Health, Shahid Sadoughi University of Medical Sciences, Yazd, Iran *Correspondence: Shahid Sadoughi University of Medical Sciences Campus, Shohada-e-Gomnam Boulevard, Professor Hesabi Boulevard. Yazd, Iran. Tel: 0353820910 Email: [email protected] Abstract: Introduction: Organizational and social changes have made organizations to adapt to the environment. Spiritual leadership and job involvement have significant role in these changes. The aim of this study was to investigate the relationship between spiritual leadership and employee involvement in the selected teaching hospitals affiliated with Shahid Sadoughi University of Medical Sciences, Yazd. Methods: This descriptive-analytical study was conducted on 236 administrative and clinical staff who were selected using stratified random sampling in selected teaching hospitals affiliated with Shahid Sadoughi University of Medical Sciences, Yazd. Data were collected using valid and reliable questionnaires consisting of spiritual leadership and job involvement. Data were analyzed using descriptive statistics (mean and standard deviation) and inferential statistics (t-test, Mann-Whitney test, ANOVA, and Kruskal-Wallis test) by SPSS 17. Results: The average score of spiritual leadership in hospital A and B were 2.51 and 2.55, respectively. The average scores of job involvement in the hospitals was 2.55. The level of variables in both hospitals were intermediate. There was a direct relationship between spiritual leadership and job involvement (P=0.00); in other words, improvement of the spiritual leadership level increased employee involvement. Conclusion: Managers of the organizations involved in healthcare in addition to focusing on various aspects of spiritual leadership, should strengthen the sense of job security in employees in order to improve employees work commitment and job involvement. Key¬words: Job Involvement, Spiritual Leadership, Teaching Hospitals, Administrative Staff, Clinical Staff. ¬Citation: Shafii M, Dehghan Muriabadi A, Askari R, Khanjankhani K. The Relationship between Spiritual Leadership and Employee Involvement in the Selected Teaching Hospitals Affiliated with Shahid Sadoughi University of Medical Sciences, Yazd. Journal of Health Based Research 2016; 2(3): 249-258

chronic sleep deprevation and ventricular arrhythmias: effect of symphatic nervous system

Introduction: We assessed the effect of chronic sleep deprivation on incidence of ischemia/reperfusion-induced ventricular arrhythmias (ventricular tachycardia and ventricular fibrillation) and the role of the sympathetic nervous system in this respect. Material and methods: Rats were randomly divided into four groups; 1) ischemia/reperfusion group (IR): 30 minutes ischemia followed by 60 minutes reperfusion was induced, 2) control group (CON): rats has been placed in large multiple platforms for 72h prior to ischemia and reperfusion, 3) Chronic sleep deprivation group( SD): 72h sleep deprivation was induced by using small  multiple platform prior to ischemia and reperfusion, 4) Sympathectomy group (SYM): chemical sympathectomy was done 24h before to chronic sleep deprivation and then underwent ischemia and reperfusion. The heart isolated and perfused by langendorff apparatus. After thoracotomy and aorta cannulation, the hearts perfused in the langendorff apparatus using krebs-Henseleit buffer. Hearts were allowed to recovery for 15 min. After recovery period, 15 minutes was considered as baseline prior to 30 minutes ischemia followed by 60 minutes reperfusion.Tow thin stainless stell electrodes fixed on the ventricular apex and right atrium for recording the lead II of electrocardiogram (ECG).Results: There were no significant differences between heart rates between groups, and ventricular tachycardia significantly increased in chronic sleep deprivation group As compared with IR group in ischemia period. Sympathectomy significantly reduced ventricular tachycardia incidence when compared with SD. There is no difference in incidence of ventricular tachycardia between control group and IR group. The incidence of ventricular fibrillation during early reperfusion was significantly augmented (P<0.05) in sleep deprivation group as compared with IR group and Sympathectomy significantly could reverse ventricular fibrillation incidence to IR group level as compared with SD group (P<0.05).Conclusion: Induction of 72 h sleep deprivation prior to ischemia and reperfusion increased the probability of ventricular tachycardia and ventricular fibrillation occurrence during ischemia and reperfusion and chemical sympathectomy could eliminate this effect

Identification of Dimensions and Components of Customer Marketing of Iran's Tourism Industry with a Quality Method

AbstractThe aim of the current research is to identify the dimensions and components of marketing of customers in Iran's tourism industry. According to its purpose, the research method is applicable; and in terms of implementation, it is qualitative, descriptive and thematic analysis. The statistical population of this research includes 10 specialists, researchers, academic experts and familiar with marketing in the tourism industry. Also, they were selected and interviewed in order to approve the validity of the model. Data analysis was done using MAXQDA 2018 software. According to the analysis that has been carried out using thematic analysis method to determine the dimensions and components of the marketing of Iranian tourism industry customers; 3 dimensions, 8 components, and 41 indicators have been identified and confirmed. Marketing dimensions include service quality dimension, marketing policy dimension and tourism experience dimension; and components including satisfaction with tourism services, infrastructure facilities, tourism costs, macro policies, planning and management, tourist feedback, tourism culture, advertising and marketing. The results showed that all the identified indicators related to the dimensions and components of marketing of Iranian tourism industry customers are effective.Extended AbstractIntroductionToday, tourism is considered one of the most important and effective economic issues and one of the important and prominent communicative, social and cultural factors in the world (Mohammadi & Mirtaghiyan Rudsari, 2019). In the past years, the importance of tourism at the international level, both in terms of the number of tourists and in terms of foreign exchange earnings, has continuously and unprecedentedly been increasing. Service quality has been emphasized as one of the pillars of the competitiveness of service companies in the tourism industry. Therefore, using a method that can be used to measure service quality has always been important (Huong et al, 2017).As one of the leading industries in the world and one of the fastest economic sectors, tourism industry has a strong driving force in social, cultural and economic fields, and the ability to shape and transform many organizations. Among the factors that can improve the development of this industry, there is the use of tools and effective parameters of marketing. Therefore, the need for research on tourism marketing is raised more and more (Shir Shamsi et al, 2020).Therefore, the researcher asked the main question: what are the dimensions and components of marketing for customers in Iran's tourism industry?Theoretical FoundationsTourism refers to the set of trips that are made between the origin and the destination with the motives of rest, entertainment, recreation, sports, sightseeing, business, culture or spending leisure time, and in which the tourist does not have employment or permanent residence at the destination. In general, trips that are made with the above motivations and involve at least one night stay at the destination are called tourism trips (Argha, 2016). The issue of motivations in tourism and the choice of travel today is one of the issues that occupy the minds of researchers in the field of tourism, forcing them to try to learn more and more about these motivations and dreams that make travelers spend their time and money in this way (Hoseinzadeh & Heydari, 2018). Han & Nhung (2022) conducted a study titled "Vietnam tourism satisfaction: comparison with other countries in Southeast Asia". The statistical population was electronic tourists in Vietnam. The results of the research showed that the level of satisfaction with e-tourism in Vietnam was at a higher level than the neighboring countries, and this was due to the improvement of the quality of services provided in this industry. Moon & An (2022) conducted a research titled "Usage and satisfaction motives and their effect on the attitude and satisfaction of e-tourists: a multi-level approach". The results of the research showed that the optimal use of the electronic tourism system had a positive effect on their satisfaction and attitude.Research methodologyThis research is applicable in terms of purpose, qualitative in terms of data collection, and thematic analysis in terms of research implementation method. The statistical population of the research is 10 specialists, including experts, researchers, academic experts and familiar with marketing in the tourism industry. Also, they were selected and interviewed in order to fit the validity of the selection model, and using the field method and dimensions' semi-structured interview tools, primary components and indicators will be compiled. After analyzing the interviews, a total of 3 dimensions, 8 components and 41 indicators were identified in line with the research objectives.Research findingsData analysis was done using MAXQDA 2018 software. Based on the obtained results and according to the qualitative analysis, a total of 3 dimensions, 8 components and 41 indicators have been identified and confirmed. The dimension of service quality, the dimension of marketing policy, and the dimension of tourism experiences have been identified. The results showed that, according to the interview regarding the indicators that influence the dimensions and components of the marketing of the customers of the tourism industry of Iran, the extracted components related to the dimensions and components of the marketing of customers of the Iranian tourism industry are effective.ConclusionThe current research was carried out with the aim of identifying the dimensions and components of marketing for the customers of Iran's tourism industry. The results of this research are consistent with the results of Han & Nhung (2022), Moon & An (2022), Cavalcante et al, (2021), Balal (2021), Manavi (2022), and Abkhiz (2021). Sharmin et al, (2021) showed in the research that interaction, trendy trend and electronic word-of-mouth advertising indirectly influence satisfaction through mobile usefulness and ease of use of mobile phone. Also, mobile usefulness and ease of use directly affect satisfaction, and this significantly affects the intention to use these factors for sustainable tourism marketing.According to the obtained results and the identification of the importance of service quality aspects that include satisfaction with tourism services, infrastructure facilities and tourism costs that have the greatest impact, it is suggested that tourist accommodations and organizations consider such things as the physical environment, tourism destination, tourism costs, tourism accommodation facilities, creation of recreational and sports facilities,              e-tourism, security, health and hygiene, etc. to create a better and superior feeling among permanent tourism customers, and try in the field of these facilities to improve the quality of their services to customers. According to the results obtained from the marketing policy dimension, which includes attracting domestic investors in the tourism sector, removing of the obstacles to foreign investment in tourism, large investments in tourism, regulation of the tourism industry, regulation of strategies based on the distribution of attractions, provision of trained manpower, determining the standards of the tourism industry, monitoring the good performance of work, etc., to improve these experiences for tourists as much as possible and help to improve tourism

KLINIČKE PRIČE I MEDICINSKE ANAMNEZE KOJE JE ZABILJEŽIO RHAZES (865.–925.), IRANSKO‑ISLAMSKI LIJEČNIK SREDNJEGA VIJEKA

Recording medical histories of patients is not a new issue in clinical medicine. However, the method practiced by the Iranian chemist physician, Rhazes, in the ninth century A.D is incredible. Rhazes has written several textbooks in clinical medicine, but a particular one, “Clinical Stories and Medical Histories” (Qesas va hekayat al-marazi), is a classical case book describing precise clinical courses of thirty three patients. Each chapter includes a title, the name and demographic data about a patient, his/her history of present illness, past medical and family history, findings of physical exam, impression and interventions by the physician, including pharmacological or surgical management. The reasons for each decision made by Rhazes as well as the outcomes are clearly discussed. This book review will shed light on the unknown medical practice methods in Islamic-Iranian golden era.Bilježenje medicinske anamneze pacijenata nije novo pitanje kliničke medicine. Kako bilo, metoda koju je prakticirao Rhazes, iranski kemičar i liječnik, u devetom stoljeću zadivljujuća je. Rhazes je napisao nekoliko udžbenika iz kliničke medicine, ali ona kratka, Kliničke priče i medicinske anamneze, klasična je knjiga prikaza slučajeva koja opisuje točan klinički tijek kod trideset i tri pacijenta. Svako poglavlje uključuje naslov, ime i demografske podatke o pacijentu, njenu/njegovu povijest trenutne bolesti, prošlu medicinsku i obiteljsku povijest bolesti, nalaze fizikalnog pregleda, utiske i intervencije liječnika, uključujući farmakološke i/ili kirurške postupke. Razlozi su svake Rhazesove odluke kao i rezultati jasno raspravljeni. Čitanje zabilješki u ovoj knjizi pomaže osvijetliti nepoznate kutke koji se tiču metoda medicinskih praksi u vrijeme rađanja islamskoiranske civilizacije

Designing a development physical training model for students of Iranian medical sciences universities

Background and aims: The importance of developing physical training and the need to expand it among students increases when the social harms and anomalies observed in this space are carefully analyzed. Knowing the pattern and model governing this matter helps prevent social anomalies. Since no study was done to discover this model, the present research was conducted to investigate the design of the development model of physical training for students of Iranian medical sciences universities. Methods: This study was conducted with an exploratory-fundamental nature, a qualitative approach, and the foundation’s data strategy in 2021-2022. The data collection method was a semi-structured interview with 19 specialists and experts using purposeful sampling. The method of coding and forming concepts from the interviews was used to analyze the data. MAXQDATA2020 software was used to analyze the data. Then, the codes were categorized, and a conceptual model was presented. Results: The codes extracted from the interviews included 191 codes in 6 categories of causal conditions, central phenomenon, contextual conditions, intervening conditions, strategic conditions, and consequential conditions, as well as 38 components. Causal conditions include seven components and 27 codes; central phenomenon includes three components and 11 codes; contextual conditions include seven components and 36 codes; intervening conditions include eight components and 41 codes; strategic conditions include eight components and 43 codes and conditions a result includes five components and 24 codes. Conclusion: The developments of physical education and sports for students of medical sciences in Iran, taking into account its causes, axes, contexts, obstacles, and consequences, can inform the managers and planners of sports students of the Ministry of Health about its development process and trend. Students go to physical activity to prevent the wastage of available resources, including financial, human and physical, with careful planning and organization