Journal of value creating in Business Management

Abstract Abstract Geomarketing is a new interdisciplinary knowledge that has been increasingly used with the development of technology and tools for collecting location data, especially in organizations developed in the geographical area. In fact, GeoMarketing should be considered as a kind of engineering of the neglected element of location in minimizing the uncertainties of marketing policies, so that it has the ability to challenge the traditional models of developing marketing strategies. GeoMarketing should be considered as a scientific and operational strategy in measuring the spatial acceptability of policy feedback before adopting them on the basis of smart maps. The purpose of this article is to examine more closely the capabilities of the development of the Place element on the basis of the GeoMarketing strategy in relation to each elements of marketing mix (price, product and promotion). which by providing a new definition of this topic along with the basic explanation, Implementation steps of Tehran's standard geomarketing project to guide the policies of a business..
In this article, by collecting information and processing them in 7 business components, in relation to the extraction of neglected potentials in the development of the branches of a clothing brand, by implementing multi-criteria decision analysis and the weighted average result of collecting the opinions of 11 experts in the field of clothing on the software platform ArcGIS was implemented. In the end, the three areas of Artesh Boulevard, Abshenasan and Shohada Square were identified as areas of potential with pedestrians and left for interpretation. It is obvious that this new topic is in the early stages of its maturity and it is suggested to discover its practical capabilities in other business topics. Extended Abstract Introduction Geomarketing was first proposed as a new marketing method in 1990, and research-oriented articles mention the advantages of including geographic information in marketing methods (Shweta & Rohit, 2023). This method was used over time with the development of technologies related to location calculation, such as the Global Positioning System (GPS), even for the banking industry and the development of urban tourism (Sabet et al., 2021). In general, geomarketing is the set of activities in which location information is used to improve the accuracy and efficiency of marketing programs. It is worth noting that this information are extracted from various sources such as GPS; field observations; aerial and satellite images; digital maps; local data; etc. (Shweta & Rohit, 2023). Choosing optimal locations in a store development program is one of the main conditions for the success rate of a store. The problem that was tried to be answered in this research with a scientific and operational solution by the basic implementation of the geomarketing strategy in the branch development program of one of the clothing brands in Tehran. In line with the basic explanation of geomarketing services, the superiority of the element of place for each and every elements of the marketing mix has been elaborated; and then the implementation steps of a geomarketing project were presented in order to find the most productive locations in a store branch development program in Tehran's clothing field. For this purpose, by considering 6 main components in the optimal location selection of store locations in the clothing field, in relation to the collection of spatial data and their processing, a multi-criteria decision-making model was implemented. Then, the processed components were weighted based on the opinion of active experts in this field, and the most potential locations were extracted in the developed model. Research literature The main goal in the new geomarketing strategy is to scientifically consider the neglected element of location in business decisions. Philip Kotler, the father of modern marketing science, was the first to codify the marketing mix concept as it is today under the title of 4P (Perreault & McCarthy 2002); and 7P, 15P, and 44P models were also developed later. Meanwhile, the combination of four elements including location, promotion, price, and product is the main reference of researchers in this field such as Singh (2012). Understanding that every customer is located in a geographical point of the earth having the nature of location is the main key in defining and explaining geomarketing services in each and every elements of marketing mix. In fact, geomarketing should be called the engineering science of location, the result of the intersection of marketing science and geographic information science (GIS). It is obvious that explaining the concept of geomarketing requires examining the services and capabilities that can be provided in each and every marketing mix elements (García et al., 2022). In the following, considering the research articles of Ramadan et al., (2017); Farmanesh et al., (2017); Cliquet & Baray (2020); and Baray & Pelé (2020) to derive a standard mechanism in how to define, collect and process business indicators in a geomarketing project was discussed with a case study on the optimal location of new branches of a clothing brand in Tehran, considering 6 components including household density; financial ability; foot traffic; away from competitors; micro business density; and the accesses were investigated. Research methodology The present research was carried out by implementing the practical steps of geomarketing with the sample of Tehran. After defining the project and assessing the need, determining the information layers determined in the previous stage and taking action to collect and update of the available data was performed by using different tools from different sources. In the preparation phase, the spatial data that was collected from different sources in the previous phase; sometimes in different formats, was integrated; and after cleaning, necessary measures were taken to prepare them in order to implement advanced spatial analysis, which is known as data cleaning and GeoData preparing. GIS Ready, GeoData Referencing, and GeoDatabase Implementation can be mentioned among the measures taken in this stage. In the processing phase, the raw data collected and prepared with the processes required by a project and explained and defined in the analysis phase of the need and definition of the project are upgraded to the maturity level of information. Thermal maps or heatmaps are among the most widely used outputs at this level, which are referred to under the Spatial Analyst analysis collection in the user space of spatial data science software (DANIELE, 2019). In the conducted research, a number of outputs derived from the above analysis on the data collected in Tehran city were mentioned. The household density component taken from the latest census of the Statistics Center, Financial ability component derived from the average rental price of the neighborhoods of Tehran, foot traffic component derived from the implementation of proximity analysis on the data of commercial centers and shopping centers in Tehran, and the distance component from competitors through the collection of the location of more than 1000 store locations of garment area in Tehran city from Google Map data, micro business density component based on more than 36,000 micro businesses registered in Google Map and accesses including the integration of parameters of main roads with maximum impact, secondary roads at the second level of importance, taxi stations, buses, subway and parking lots at the third level of importance, were collected with weights of 40, 35 and 25, respectively. In order to process the six data mentioned in the extraction of high-yield points in the aforementioned store development planning, a specific placement model based on the multi-criteria decision-making algorithm or MCDM was developed based on the Raster Calculator analysis of the Spatial Analyst analysis package in the ArcGIS software space with the obtained weights. In the special integrated model developed in the processing of components in order to implement multi-criteria decision analysis, the blue circles represent the variables (six components and their subsets), and the yellow rectangles represent the processing steps in the data processing, which is implemented in the last part of the decision analysis. Research findings The results of the weights assigned to each of the 6 components acquired from the average expert opinion of 11 people active in the field of clothing were presented in a table. Also, the results of the output in the integrated model indicate the existence of three areas full of neglected potential in the field of clothing in Tehran, including the first area (Artesh Blvd.) between Sohanak and Oshan Boulevard; the second area (Abshenasan highway) between Ashrafi Esfahani and Bakeri highways; and the third area (Shohada Square to Imam Hossein Square). All the above three cases were located in the commercial centers of Tehran city, while in the field surveys, the accumulation of the presence of medium and large shopping centers including Parnian Center, Mahtab, Nakhl, Morvarid and Shemiran Center was only within the determined potential range of the first range. The occurrence of the same issue in the second area, including Qaim, Maryam, Ghadir shopping centers, as well as Goldis, Bahar and Zomorrod shopping centers in the third area shows the high potentials of the clothing field in the proposed areas. Conclusion Managers of any business always make strategic decisions to determine the survival and success of that business. Ignoring each of the different success parameters makes decisions' success faced with challenge. Decision-making algorithms and analyzes in GIS not only consider all the influential parameters in the form of information layers, but also determine and define the impact of each one by the ability to weight each one (Tu Le et al., 2023). In practice, at this level, the intra-organizational, peripheral, and extra-organizational information layers that were prepared and processed in the previous stages were modeled in different scenarios and weight combinations using advanced spatial data science analyzes so that the feedback measurement and spatial acceptability measurement of decisions and policies makes it possible on the basis of the map. In this strategy, it is important to minimize uncertainties by optimally allocating resources to the most productive points in the geography of the market. The uniqueness of geomarketing evolves by integrating functions and spatial analysis in order to solve problems related to the development of local, regional and extra-regional markets with different social, economic and political approaches as the driving force of modern marketing knowledge (Tkhorikov et al., 2020). Marketing mix elements are one of the main topics that are always cited and evaluated in the formulation of marketing strategies (Thabit & Manaf 2018). Location is one of these pillars that, due to the development of information infrastructure and software based on GIS knowledge, is able to provide unique capabilities along with the development of businesses and brands in global markets (Matheus et al., 2020). The authors of the article believe that the absence or lack of standard location data has made it difficult to refer to the achievements and outputs of geomarketing in practice. In this article, by explaining a comprehensive definition, it was tried to investigate the geomarketing solutions that can be presented in each of the elements of the marketing mix, and its applications were introduced by determining the implementation steps with reference to Tehran's business data. It is suggested that case studies on the implementation of the services of this strategy to be implemented in other business areas such as restaurants, banking industry and broadcasting industry by the researchers of this field, and geomarketing services investigated specifically for each of the elements of the marketing mix based on real business data.  

Abstract The purpose of this research is to present a green human resource management model. This research is applicable in terms of purpose, qualitative in terms of the method of data collection, and meta-composite in terms of the research implementation method. The statistical population of the research includes 15 organizational experts, managers and specialists in the field of human resources, who were selected by purposeful sampling. Extracting the components and indicators of green human resources management was obtained from the review of the background and theoretical foundations, and then the fuzzy Delphi method was used for analysis in three rounds. The components and dimensions of green human resources management include 9 dimensions of green process, green strategy, green support, green culture, green training, green reward, green participation, green job analysis and design, green discipline management, and 20 components were identified and confirmed. The results showed that the dimension of green strategy in green human resource management in the first stage acquired with an average of (0.967) and in the second with an average of (0.942), that the obtained numbers almost overlap in the two final stages. Also, the results show that in the dimension of green strategy, the component of green strategic alignment has the highest opinions of experts; in the first stage with an average of (0.990) and in the second with an average of (0.973), which shows the full saturation of experts' opinions and the overlap of these two stages.
Extended Abstract
Introduction
Human resource management is one of the main responsibilities of management in any organization, and all managers at multiple levels of the organization have this responsibility in some way (Bombiak & Marciniuk-Kluska, 2018). The high complexity of businesses and jobs in the world has led to their competitiveness, and for this reason, companies should pay special attention to value creation and be responsible in addition to efficiency (Kour & Joshi, 2020). Accountability is not only limited to work and fulfilling obligations to customers. One of the most important things is being responsible for the environment. For this reason, companies should pay attention to environmental issues and move towards "green" processes and actions (Singh et al, 2020). Green management is possible for the realization and convergence of green values and a wide range of economic, social, political and legal motivations only by benefiting from green human resource management (Evazkhah, 2020).
Green human resource management includes the process of support strategy and green culture; this means that human resource processes are redesigned based on environmental goals and strategies, and by supporting an environmentally friendly lifestyle, green culture is institutionalized in the organization. For successful implementation, factors at the individual, organizational and extra-organizational levels are effective. Finally, successful implementation leads to positive consequences at the individual, organizational and extra-organizational levels (Yeganegi & Safari, 2020).
Therefore, according to the issues raised, the current research aims to answer the question: what is the appropriate model of green human resource management with a metacombination approach?
Theoretical framework
Green human resource management can be defined as human resource management actions and policies that cause the sustainability of a business and more important than all, prevent the damages caused by anti-environmental activities in organizations. (Yussoff et al, 2020). Organizations, as the largest members of societies, should recognize the effects of their behaviors on the environment and take measures to reduce the negative effects of these behaviors on natural ecosystems. Green human resource management, as a strong tool that assumes the role of human factors, can help organizations to fulfill their social responsibilities in order to protect the environment (Barati, 2021).
Hajizadeh et al, (2022) investigated the identification and ranking of the antecedents of green human resource management with fuzzy Delphi approaches and hierarchical analysis. The findings showed that organizational factors with a weight of 0.627 dimensions were ranked 1^st, and among its components, the quality of human resources was ranked first with a weight of 0.359. Technological factors were also ranked second with a weight of 0.289, and the advantage component was also ranked first. Environmental factors with a weight of 0.084 dimensions, was obtained with a dimension rank of 3, and among its components, government support with a weight of 0.336 was ranked first. The overall results indicated that the organizational factor ranked first in terms of importance, the technology factor ranked second, and the environmental factor ranked third.
Alirezaei et al, (2022) investigated the impact of green transformational leadership on environmental performance with the mediating role of green human resource management and environmental awareness in small and medium businesses of Sirjan Special Economic Zone. The findings of the research indicate that, in general, green transformational leadership has a significant effect on environmental performance with the mediating role of green human resource management and environmental awareness.
Research Methodology
This research is applicable in terms of purpose, qualitative in terms of data collection, and meta-composite in terms of the research implementation method. The statistical population of the research includes 15 organizational experts, managers and specialists in the field of human resources, who were selected by purposeful sampling. Extracting the components and indicators of green human resources management is based on the background and theoretical foundations, and then the fuzzy Delphi method was used for analysis.
Research Findings
For the analysis, the background review and theoretical foundations, and then the fuzzy Delphi method was used. The components and dimensions of green human resources management include 9 dimensions of green process, green strategy, green support, green culture, green training, green reward, green participation, green job analysis and design, green discipline management; and 20 components were identified and confirmed. The results showed that the dimension of green strategy in green human resource management in the first stage obtained with an average of (0.967) and the second with an average of (0.942), that the obtained numbers almost overlap in the two final stages. Also, the results show that in the dimension of green strategy, the component of green strategic alignment has the highest opinions of experts; in the first stage with an average of (0.990) and in the second with an average of (0.973), which shows the full saturation of experts' opinions and the overlap of these two stages.
Conclusion
The current research was conducted with the aim of presenting a green human resource management model. The present research is in line with the results of Alirezaei et al, (2022), Hajizadeh et al, (2022), Sidra Munawar et al, (2022), Fazlali & Moazzami (2022), Yu et al, (2020), Rezaei et al, (2020), and Farrokhi et al, (2017). Alam & Bahramzadeh (2022) showed that considering the many environmental problems that the hotel industry is facing, this industry has undergone a lot of pressure to respond to these problems by implementing sustainable strategies such as green human resource management. Their findings showed that there is a direct and significant relationship between green human resource management and green performance related to tasks and innovativeness. Also, green human resource management works have a positive effect on employees' environmental care behaviors, and also promote environmental efficiency programs in the organization. Also, green human resource management is directly and positively related to innovative green performance and the great role of environmental behaviors in the workplace, and confirms an indirect and significant relationship between green human resource management and innovative green performance of employees due to the mediating role of environmental awareness.
According to the results obtained, organizations are suggested to pay attention to the review of their human resources management system and move towards green human resources management, such as paying more attention to green criteria in human resources subsystems (such as green recruitment and hiring, green training and development, green performance evaluation, green service compensation). It is suggested that the development of green human resource management strategies should be included in the human resource management agenda of petrochemical companies, considering the concerns and issues of the day. It is suggested to increase the knowledge and awareness of the employees with accurate needs assessment and holding green courses to the senior managers of these companies. It is suggested that human resource managers and senior managers of organizations, after hiring new staff, should consider criteria to evaluate the performance of employees based on the standards, according to which benefits and rewards will be paid to employees.

Abstract Abstract
The purpose of the present research was to analyze the impact of social responsibility on consumer's repurchase intention with regard to the mediating role of brand personality and reputation. The statistical population of the research is made up of Digikala online store customers. The sample size was determined using Cochran's formula of 384 people and the samples were selected by available sampling method. The questionnaires of social responsibility (Salamon Olajide, 2004), intention to repurchase (Ko et al., 2009), personality (Brandaker, 1997), and reputation (Brandback et al., 2010) were used to collect data, and their validity was confirmed by academic experts and their reliability was also confirmed through Cronbach's alpha coefficient test. The structural equation technique was applied to analyze the data, and the Lisrel statistical software and also the statistical software Spss were used. The findings of the research showed that social responsibility has a positive and significant effect on brand reputation, brand personality and customers' repurchase intention. Brand reputation has a positive and significant effect on customers' intention to repurchase. Brand personality has a positive and significant effect on customers' repurchase intention. The results of the research showed that brand personality and personality played a mediating role in the effect of social responsibility on the repurchase intention of Digikala online store customers.
Extended Abstract
Introduction
The dramatic increase in competition in the field of business has led to the growing importance of establishing, maintaining and expanding relationships with customers. On the other hand, the widespread use of information technology in businesses has created new ways and methods for communication with customers (Phan & Vogel, 2003; cited by Ghaffari et al, 2019). Considering that the business world is moving from traditional to digital, online communities are also growing every day (Husain et al, 2020), and the buying and selling of products and services has moved from offline to online. For this reason, the buying behavior and communication behavior of customers have also been affected by social networks (Veza & Hernuning, 2020). Corporate social responsibility is a move beyond the minimum legal requirements that are accepted voluntarily, because economic institutions consider it among their long-term interests (Aguinis et al, 2020). In this way, the internal function of social responsibility can lead to the improvement of the company's position and ultimately increase efficiency and profitability and finally their long-term survival (Sanchez et al, 2010; quoted by Garusi et al, 2020). Among the issues raised in the field of brand reputation is the issue of corporate social responsibility. Many researchers have tried to establish a relationship between corporate reputation and social responsibility (Esmaeil Por et al, 2014). According to researchers, the reputation of a company derived from its ethical activities can be considered as a part of the special value of that company's brand (Rust et al, 2021).
In this research, an attempt is made to answer the question: whether social responsibility has a significant effect on consumers' repurchase intention, considering the mediating role of personality and reputation of the Digikala online store brand?
Theoretical framework
Tarabashkina et al. (2020) investigated the question of whether corporate social responsibility improves the responsible and active personality dimensions of brands. The results of the research showed that brands with a strong active or responsible personality, experienced brand erosion after being exposed to less CSR message or lack of improvement when aligning CSR message with responsible and proactive behavior.
In a research, Asgari & Baghestani (2020) analyzed the mediating role of brand equity in the effect of social responsibility on customers' behavioral tendencies. The results of the research showed that the special value of the brand has a mediating role in the effect of the social responsibility of the financial and credit institution on the behavioral tendencies of customers.
Methodology
The current research is practical in terms of purpose, and descriptive-survey in terms of nature. The statistical population of the research is made up of Digikala online store customers, 378 of whom were selected as the sample size of the research using Cochran's formula and available sampling method. In order to collect data, valid questionnaires of social responsibility by Salamon Olajide (2004), repurchase intention by Ko et al. (2009), brand personality by Aker (1997), and brand reputation by Bek et al. (2010) were used.
Discussion and Results
In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then Lisrel software was used to test the hypotheses or conceptual model of the research; and the results showed that the power of social responsibility on brand reputation was calculated equal to (0.78), which indicates a favorable effect. The t-statistic of the test was also obtained (8.76), which is greater than the critical value of t at the 5% error level, i.e. (1.96); and shows that the observed effect is significant. Therefore, it can be said that social responsibility has a positive and significant effect on the brand reputation of Digikala online store. The influence of brand reputation on repurchase intention has been calculated to be equal to (0.67), which indicates a favorable effect. The t statistic of the test was also obtained (7.65), which was greater than the critical value of t at the 5% error level, i.e. (1.96), and it shows that the observed effect is significant. Therefore, it can be said that brand reputation has a positive and meaningful effect on the intention to repurchase Digikala online store. The strength of the impact of social responsibility on brand personality has been calculated to be equal to (0.74), which indicates a favorable effect. The t-statistic of the test was also found to be (8.72), which is greater than the critical value of t at the 5% error level, i.e. (1.96) and shows that the observed effect is significant. Therefore, it can be said that social responsibility has a positive and significant effect on the brand personality of Digikala online store. The influence of brand personality on customers' repurchase intention has been calculated as equal to (0.63), which indicates a favorable effect. The t-statistic of the test was also obtained (7.61), which is greater than the critical value of t at the 5% error level, i.e. (1.96) and shows that the observed effect is significant. Therefore, it can be said that the brand personality has a positive and significant effect on the repurchase intention of Digikala online store customers. The strength of the effect of social responsibility on customers' repurchase intention has been calculated equal to (0.45), which indicates a favorable effect. The t-statistic of the test was also obtained (5.43), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and shows that the observed effect is significant. Therefore, it can be said that social responsibility has a positive and significant effect on the repurchase intention of Digikala online store customers. In order to investigate the mediating effect of brand reputation in the discussed hypothesis, the direct effect of two constructs should be examined with the indirect effect in the case of mediating variables being involved, so that if the effect increases, the mediating effect can be considered acceptable. In the current hypothesis, the direct effect is equal to (0.45). The indirect effect in the presence of the mediating variable of brand reputation is 0.522, which due to the fact that the effect of the direct path is less than the indirect paths, so the presence of the mediating variable of brand reputation increases the effect; and the mediating role in the present hypothesis is confirmed. In order to investigate the mediating effect of brand personality in the discussed hypothesis, the direct effect of two constructs should be examined with the indirect effect in the case of mediating variables being involved, so that if the effect increases, the mediating effect can be considered acceptable. In the current hypothesis, the direct effect is equal to (0.45). The indirect effect in the presence of the mediating variable of brand personality is 0.466, which due to the fact that the effect of the direct path is less than the indirect paths, so the presence of the mediating variable of brand personality increases the effect; and the mediating role in the present hypothesis is confirmed.
Conclusion
The present research was conducted with the aim of the effect of social responsibility on consumer's repurchase intention with regard to the mediating role of personality and brand reputation (case study: Digikala online store). The test results are in line with the following research findings: (Nazari, 2018; Garanti et al, 2019; Asgari & Baghestani, 2020; Matzelr et al, 2016; Esmaeil Por et al, 2014; Tarabashkina et al, 2020). Social responsibility is known as one of the most important elements of the existential philosophy of organizations, in such a way that putting importance for organizations to comply with it in the framework of social identity theory not only leads to the possibility of organizational commitment, but also maintains the satisfaction of stakeholders outside the organization to legitimize it. Paying attention to the fact that the services provided by the Digikala store have a reputation and the store's customer relationship management systems work very intelligently will make the Digikala store engraved in the minds of customers as a good store. The successful functioning of the Digikala store in providing distinctive services and products is effective in encouraging customers to use the Digikala store. On the other hand, the credibility of the infrastructure for providing services and products of Digikala store from a technical point of view, as well as providing valuable products to customers, leads to customer loyalty and the establishment of a good bilateral relationship. According to the present research, it is suggested that the management of the Digikala online store should pay more attention to their customers and keep in touch with them after the sale, and try to retain and motivate them by maximizing the expected benefit of the customer and creating strong relationships. The services and products provided in the Digikala online store have a high social aspect.
 

Abstract Extended Abstract
Abstract
The purpose of this study is to analyze the impact of ethical marketing on consumer repurchase intention with emphasis on the mediating role of brand identity and brand equity. The research method is descriptive-survey in terms of nature, and applicable in terms of purpose. The statistical population of the research is the customers of Digi Kala online store. The sample size was determined using Cochran's formula of 375 people, and the samples were selected by available sampling method. Ethical marketing questionnaires (Safari.et al.2017), brand equity (Aaker.1991), brand identity (Mael & Ashforth, 1992) and repurchase intention (Hong.et al.2012) were used to collect data. The data validity was determined by the academic experts, and the reliability was confirmed by Cronbach's alpha coefficient test. In order to analyze the data, the structural equation technique was used using Lisrel statistical software and SPSS statistical software. The results showed that marketing Ethics has a positive and significant effect on brand identity, customer repurchase intention and brand equity. Brand identity has a positive and significant effect on customers' intention to repurchase. Brand equity has a positive and significant effect on customers' intention to repurchase. Finally, ethical marketing has a significant effect on consumer's intention to repurchase by emphasizing the mediating role of brand identity and brand equity.
Introduction
Rapid change in today's world has faced organizations with various challenges, but in the meantime, successful organizations are those which, with the help of management tools and new technologies, take advantage of the opportunities created to their benefit. The e-commerce environment is one of these tools. Internet-based e-commerce environment allows customers to search for information and purchase goods and services through direct contact with online stores (Feyznia.2017) .Today, shopping intention reflects the predictable behavior of the consumer in future purchasing decisions that significantly helps in the formation of consumer attitudes (Xiao, & Liu.2018). Identity is one of the factors that keeps the brand stable and directs it to new markets and products (Muhonen.et al.2017) Brands identify themselves to customers and differentiate themselves from other competitors. The process of creating a brand identity is to formulate the mindsets that the brand intends to create and ensure that the brand is identified by the customer and associated with a particular category of needs (Khodavardikhani, 2018). The customers prefer one tbrand to other based on the factors important to them (Ebrahim, 2020). Brand equity is one of the assets that maintains the value of the company and, by creating a competitive advantage over competitors, will attract customers' attention and loyalty (Zollo.et.al.2020). The intention to repeat the purchase is the process of referring and repeatedly purchasing goods and services from a store in the long run, the main reason for which is positive experiences after the purchase (Birjandi.et.al.2019). Ethical marketing is a domain of applicable ethics which is related to hidden ethical principles in behavior, advertising and regulation in marketing (Purwanto.etal.2019). This issue, which is widely discussed in management and market science today, is called ethical marketing (Pittz.et.al.2020). Digi Kala online store is one of the most reputable virtual stores in our country which many people buy from around the clock to provide the products and services they need. Considering that a suitable platform for online sales and purchases has not yet become popular in our country, the researcher intends to analyze the relationship between consumer intention to repurchase, brand identity and brand equity while analyzing the aspects of ethical marketing. This study tries to answer the question whether ethical marketing has a significant effect on the consumer's intention to repurchase, by emphasizing the mediating role of brand identity and brand equity in the Digikala online store.
Theoretical literature
Using the definition of Taylor (2000), Till (2009) defines marketing ethics as follows: Research into the nature and levels of belief, beliefs, standards, and rules of ethical behavior in relation to business decisions and sales conditions (Safari, et.al.) 2017). Intention to buy is a pattern of attitude towards the product for future purchases (Shaghlani, 2017). Su (1990) states that the intention to buy refers to some exchange behaviors that occur after consumers evaluate the product and reflect an emotional response in their behavior to an issue (Safari, et al. 2017). Brand identity expresses the ideal characteristics that the brand intends to offer to customers. In other words, brand identity is what the brand commits to the market (Essamri, et. al.2019). Whatever is supposed to be portrayed in the future and engraved in the mind of the customer is the essence of the brand. Adorned appearance and what is seen is the expression of a brand identity (Ahmadian.2017). According to Acker (1991), brand equity has three basic components: brand awareness, brand loyalty and brand association. Brand awareness is the level of awareness and cognition by which the customer recognizes, remembers and can identify brand-related products and services (bordbar, et al.2018).
Chae.et al. (2020) in a study concentrated on the effect of product features on perceived value, brand trust and repurchase intention. The results showed that product features have a positive and significant effect on perceived value, brand trust and repurchase intention. Ghaffari (2018) also stated in his research that there is a positive and significant relationship between ethical marketing and customer loyalty. Izadian (2019) also concluded in his research that there is a positive and significant relationship between brand personality with brand trust and brand loyalty.
Methodology
The present research is applicable in terms of purpose, and descriptive-survey in nature. The statistical population of the research consists of customers of Digi Kala online store, 375 of whom were selected as the research sample using Cochran's formula and available sampling method. ethical marketing questionnaires (Safari.et al 2017), brand equity (Aaker.1991), brand identity (Mael, & Ashforth, 1992) and repurchase intention (Hong.et al.2012) were used to collect data.
Discussion and Results
In order to investigate the mediating effect of brand identity in the hypothesis under discussion, the direct effect of the two structures with the indirect effect in the case of involving mediating variables should be examined so that if the effect increases, the mediating effect can be considered acceptable. In the present hypothesis, the direct effect is equal to 0.49. If there is a mediating variable of brand identity, the indirect effect is:
 (0.69) × (0.73) = (0.507)
Due to the fact that the direct path effect is less than the indirect path, therefore, the existence of a mediating variable increases the brand identity and the mediating role in the present hypothesis is confirmed.
In order to investigate the mediating effect of brand personality in the hypothesis under discussion, the direct effect of two structures with indirect effect in the case of involving mediating variables should be examined so that if the effect increases, the mediating effect can be considered acceptable. In the present hypothesis, the direct effect is equal to 0.49. Indirect effect in the presence of a mediator variable of brand equity is:
(0.72) × (0.78) = (0.561)
Due to the fact that the effect of direct path is less than indirect paths, therefore, the existence of a mediator variable increases the equity of the brand, and the mediating role in the present hypothesis is confirmed.
Conclusion
Considering the confirmation of the first main hypothesis; the effect of ethical marketing on repurchase intention with emphasis on the mediating role of brand identity, the result is explained in such a way that providing the desired services to customers creates trust among customers and persuades them to refer to this site in different situations. Therefore, the idea is imprinted in the minds of customers that if they want quality services, they will always trust this online store and keep it in mind, and if the services required by customers are available on this site, they will not be willing to use services and products of other stores. As a result, the management of this store fulfills its obligations to customers correctly and honestly, and customers are assured about the goodness of the products they receive from this site, compared to other online stores. The degree of easy access of customers to the services or products listed on the Internet sites can affect their satisfaction with the perceived usefulness of these facilities and goods. When the customer can easily make online purchases and buy the desired product, he acts with more interest in understanding the usefulness and the purchase process. These results match with research findings of Demirgüneş.(2015); Rezaei, (2018); Izadian, (2019) and supported by them.
The result of testing the second hypothesis based on the positive and significant effect of ethical marketing on repurchase intention by emphasizing the mediating role of brand equity is explained in such a way that considering the intangibility of goods and services received by customers through the Internet and their purchase from virtual stores has reasonably high perceived risk. When buying online from store sites, customers pay special attention to the details of the purchase and the products offered on this site. Paying attention to the characteristics of the offered products and the amount of site commitment about the returning of impaired goods can be considered as a significant aspect in this case. On one hand, online stores should explain precisely the details and application of their products with high clarification so that customers can make the right choice to meet and satisfy their needs. On the other hand, these stores must be committed to selling their goods and provide after-sales service satisfy the customers. In this way, site managements can stimulate the customer's sense of trust to their virtual store and encourage them to buy online. These results match with research findings of Bavarsad, et al. (2015); Vazifehdust & Memarian. (2014); Chen & Quester, (2015) and supported by them.