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Mohammad Sarvari, Afshin Musavi Chilak, Soraya Ziaee,
Volume 4, Issue 4 (3-2018)

Background and Aim: Thinking is an active, purposeful, organized cognitive process which is used to mean the world. Successful thinking will solve the problems that we face with them constantly, make clever decisions, and achieve the goals we determin in our lives. Critical thinking is a process in which we examine our thoughts and opinions, and get a better understanding. Asking, analyzing and meaning are three processes that we examine our own thoughts and others, and, based on that, we make the best decisions that are in the subcategory of critical thinking, and there are several factors that can be applied to it. The purpose of this study was to investigate the effect of emotional intelligence on the critical thinking of librarians in the National Library of Iran.
Methods: 229 librarians from the National Library of Iran were selected by simple random sampling method and included the standard questionnaire of California's Contemporary Thinking Skills (1990) and the emotional intelligence of Nokia and Ayazo (2009).
Results: Data were analyzed by two-variable linear regression and Friedman tests. The results showed that emotional intelligence and its dimensions on the critical thinking of librarians from the National Library of Iran had a significant effect (p<0.01). The results also showed that among the effective dimensions of emotional intelligence, management of relations (with a mean score of = 3.05) in the first rank, self-awareness (with an average rating = 2.79), self-management (with a mean of = 2.12) ranked fourth in the third place and social awareness (with an average rating of = 2.04).
Conclusion: To mprove critical thinking Natioal Library staff require to enhance their emotional intelligence and social awareness factors.
Afshin Mohsen, Darioush Afshin, Alireza Rousta,
Volume 8, Issue 3 (11-2021)

Objective: The study aims to explain the role of brand equity in increasing market share, based on information seeking behavior and needs in Kish commercial centers.
Method: This is applied exploratory-explanatory qualitative research. Population included branding and economics experts who were selected as a research sample by targeted snowball method of 14 people. To analyze the information related to the semi-structured interview, the content analysis method based on open coding, axial coding and selective coding based on the data theory of the foundation was used.
Findings: The results showed that marketing strategies through 5 elements of product, price, location, promotion, process management. Management factors through two components of leadership and human resource management have added value to the brand of Kish commercial centers. The added value created creates a competitive advantage. Also, environmental capabilities include: Infrastructure, technology, environmental features, security and recreation as background conditions and external factors including political-economic factors, information seeking behavior and information needs through customer information and market information as an intervener. The competitive advantage of Kish commercial centers is affected and ultimately increases the market share or in other words the development of customers and improves the financial performance of these centers.
Results: The results showed that increasing market share is a complex process and is strongly influenced by brand value added, which is affected by marketing strategies and management factors. In addition, in order for Kish commercial centers to be known as a brand, they must first gather the necessary and sufficient information about customers and then the market.

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