Objective: People give inputs to the organizations and receive outputs instead. Each individual compares his/her inputs and received outputs with others and may feel dissatisfied. This comparison forms the foundation of the Equity theory introduced by Adams. Despite the widespread acceptance of Adams’ Equity theory and the consensus on its ability to explain the distributive Equity Perceived by employees, the difficulty in quantifying the concept of Equity has made its use challenging to some extent. This study seeks to propose an approach to estimate the degree of Equity Perceived by each employee compared to others and determine the number of changes in inputs/outputs of the employees to increase their sense of Equity while causing the least dissatisfaction. Methods: The output-oriented CCR model, as one of the Data Envelopment Analysis (DEA) methods, was used with two different scenarios of optimism and pessimism. It provided an estimate of the degree of Equity Perceived by each employee. DEA is a mathematical model that is conceptually similar to Equity theory. This technique compares homogeneous decision-making units that consume similar inputs and produce similar outputs. It distinguishes the efficient and inefficient units. To illustrate the applicability of the proposed approach, it was used to estimate the Equity Perceived by the faculty members of an educational group. This example estimated the Equity Perceived by nine professors working in an educational institution, by considering two inputs (i. e., scores achieved for educational activities and research activities) and two outputs (i. e., financial compensation and supporting facilities). Results: Solving the formulated models showed that optimistic and pessimistic views have different effects on the ranking of employees in terms of the degree of Equity they perceive. The results also showed that the degree of Equity Perceived by an employee does not necessarily correspond to the degree of Equity estimated using both optimistic and pessimistic views because these two perspectives measure the extreme values of these approaches. Instead, the degree of Equity Perceived by employees is more in line with the average of equities obtained from both optimistic and pessimistic approaches. Conclusion: The results showed that the real Equity values Perceived by employees fall within the interval values obtained from the approach proposed in this study, indicating its validity. Therefore, it is possible to estimate the Equity Perceived by each employee as an interval value and, accordingly, prepare some facilities for employees who have the potential to feel inEquity based on DEA models to reduce the intensity of this feeling. Since Equity theory is a reactive theory that investigates the Perceived equities in an exchange relation, it does not have the ability to predict and cannot be applied until the exchange relation is finished. DEA, the same as the Equity theory, is also a reactive model. However, it can be considered a futuristic model due to its capability of estimating how the change in each person’s inputs and received outputs will affect his/her satisfaction and the satisfaction of his/her peers i. e. changing the inputs and outputs values of a person will change the degree of satisfaction Perceived by others. DEA can predict such changes, it can predict the satisfaction degree of individuals in advance by considering different values for their inputs and outcomes.

The purpose of this study is "Studying the effect of Perceived e-service quality and Perceived security on brand Equity". The method used in this study from the point of purpose is applied research and from the point of matter is survey-descriptive research. The statistics population of this research was the students of Islamic Azad University Science and Research branch and Tehran Central branch. The sample size of the study is calculated according to the number of hidden variables and the hypotheses. Since the number of hidden variables and hypotheses is 15, 700 people is selected as the sample. The questions regard to the objectives of the study have been designed in Likert seven-option package. For data analyzing Spss22 software in two parts, descriptive and inferential statistics and to check normality of the distribution, and the hypotheses AMOS22 software is used. Delivery quality and outcome quality have been used as Perceived e-service quality dimensions to investigate the process of using online services and also the outcome with which the customer is left. Based on the results obtained from the research, all of the research hypotheses are confirmed with confidence level of 95%. The results indicate that the Perceived quality and Perceived security formed through interaction with an online banking service positively affect customer trust and satisfaction, which in turn influence loyalty and brand Equity. The results of this study suggests that marketing managers should pay attention to both the process of using the online service and the outcome of the process. Finally, they should provide their customers with the newest technology in order to secure the website. It is suggested that future researches examine different e-service quality measuring models and various statistical population in different industries.

Educational justice is a term used to describe the role of justice, which is directly related to classroom interactions. The present study aimed to investigate the relationship between Perceived educational justice and academic performance of students. After reviewing the background and theoretical foundations, the issue revealed that organizational justice has three dimensions (distributive justice, procedural justice, and intercourse justice). The three types of justice were used to investigate educational justice. The research type was applied in terms of purpose and descriptive-survey method. A questionnaire was designed for collecting information. The Cronbach's alpha (0. 82) was obtained. The statistical population of the study consisted of students of educational sciences of Mazandaran University with 110 students. According to Morgan table, 85 subjects were selected as sample. For data analysis, regression analysis was used. The results of the study showed that distribution justice with a mean of 4. 14, procedural justice with a mean of 3. 66, and interactional justice mean of 3. 85 predict the students' educational performance. Also, the results showed that there was a significant and positive relationship between educational justice and its dimensions with academic performance of students.

Brand as the most valuable intangible asset of any companies has an important role in companies’ success and efficient communication with customers because of its excellent benefits. So the creation and maintenance its appropriate situation in customers’ mind in order to effect on their decision making and purchase intention is one of the companies’ goals and priorities. This research investigates the effect of brand Equity and its dimensions based on Aaker’ s model (brand awareness, brand association, Perceived quality, and brand loyalty) on Perceived value and repurchase intention and mediator role of Perceived value between 267 life insured in Saman insurance in Tehran. Research data are gathered by questionnaire with Reliability coefficient equal to 0. 95. Exploratory factor analysis and correlation test are done on data by SPSS16 software and LISREL8. 50 software is used to test measurement and structural models. The results show that brand Equity has a significant and positive effect on Perceived value and repurchase intention. Perceived value has significant and positive effect on repurchase intention. Brand awareness and brand association do not have a significant effect on Perceived value and repurchase intention. Perceived quality has a significant and positive effect on repurchase intention indirectly by mediatory of Perceived value and finally brand loyalty is the only dimension that directly and indirectly by mediatory of Perceived value has a significant and positive effect on repurchase intention.

Abstract Background & Objectives: Marital conflicts manifest in Iran by a significant increase in the number of registered divorces. There are several findings on the causes of marital disputes. Most marital conflicts of a couple are caused by the inequality of involvement and participation of men in family affairs, compared to women, which is based on gender stereotypes. These stereotypes usually mean unequal share in the married life of a man and a woman. So, gender roles and Equity are two critical factors that cause conflicts. In today's world, gender patterns are changing because traditional gender patterns can be restrictive and discriminatory for men and women. Therefore, it seems that research is needed to examine the current characteristics of femininity and masculinity and Perceived fairness in the marital conflicts of Iranian women. So, this study aimed to investigate the relationship between gender roles and Perceived Equity in marital conflicts in married women. Methods: This is a descriptive correlational study. A total of 404 married women aged 25 to 40 years, living in Tehran City, Iran, with at least one child, were chosen by available sampling. The inclusion criteria were their length of marriage of at least 1 year and at most 21 years, between 25 and 40 years old, having at least one child, and living in Tehran. The exclusion criteria were incomplete completion of the questionnaires and declaration of addiction or unemployment of the spouse. Because of the coronavirus pandemic in the country, the samples virtually completed the Sex Role Questionnaire–Short Form (Bem, 1981), Revised Marital Conflict Questionnaire (Sanai et al., 2008), and Perceived Equity Measurement (Perry, 2004). Data analysis was performed using the Pearson correlation, eta–squared correlation, 1–way ANOVA, and multiple regression in SPSS26 software at the significance level of α=0.05. Results: Most respondents (304 women) had one child. Their average length of marriage was 8.68 years. In gender role classification, the highest frequency was in women in the androgynous category, and the lowest was in the undifferentiated category. The results of the Pearson correlation showed a significant negative relationship between masculinity and marital conflicts of married women (r=–0.50, p<0.01). Also, there was a significant negative relationship between Perceived Equity and marital conflicts of married women (r=–0.54, p<0.01). We found a relationship between gender roles and marital conflicts (F=21.40, p<0.001). In addition, there was also a relationship between Perceived Equity and gender role (F=8.73, p<0.001). The results of 1–way ANOVA showed a significant difference between the means of marital conflicts in married women due to their gender roles and also a significant difference between the mean value of Perceived Equity in married women due to their gender roles. The mean value of marital conflicts of women with a feminine gender role was significantly higher than the marital conflicts of women with masculine and androgynous gender roles (p<0.001). The mean value of Perceived Equity of married women with masculine and androgynous gender roles was significantly higher than the Perceived Equity of married women with feminine gender role (p<0.001). The results of multiple regression showed that masculinity and Perceived Equity explained 42% of the variance of marital conflicts. Conclusion: Gender role is a determining factor in predicting women's marital conflicts. Breaking gender stereotypes along with Equity and understanding equal human rights will be a big step in reducing relationship conflicts.

Customer-Based Brand Equity (CBBE) is a fundamental concept in marketing and numerous companies continually seek to enhance their brand Equity. This study aimed to elucidate CBBE within Iraqi telecommunication companies and identify its offline and online drivers. The research employed a qualitative approach, utilizing thematic analysis. In-depth interviews were conducted with 25 academic experts and executives from various telecommunication firms in Iraq by using a targeted sampling method. Data analysis followed Castleberry and Nolen's (2018) 5-stage model, which included compiling, disassembling, reassembling, interpreting, and concluding. The findings revealed 55 open codes, which were organized into 13 sub-themes and 6 main themes and categorized into customer-based brand Equity and its drivers. The components of CBBE encompassed Perceived quality, brand association, brand awareness, and brand loyalty with Perceived quality identified as a key element. Drivers of brand Equity were divided into offline and online categories. Offline drivers included price Equity, privacy, Perceived security, ancillary services, customized services, and customer involvement in company affairs. Online drivers featured 2 sub-themes: internet support and advanced internet capabilities. The integration of both offline and online drivers could significantly enhance CBBE in Iraqi telecommunication companies.IntroductionIn today’s technology-driven landscape, telecommunication companies play a pivotal role in the global communication industry. As competition intensifies, Customer-Based Brand Equity (CBBE) has become increasingly vital for these companies. Brands that prioritize customer needs are better positioned in the market and can enhance customer satisfaction by focusing on user experience and offering specialized services. CBBE is a crucial concept in marketing, prompting organizations to continually seek ways to enhance their brand value. By understanding both offline and online drivers of CBBE, telecommunication companies can uniquely attract customers and improve service offerings, ultimately fostering growth and elevating customer satisfaction. In a competitive telecommunication landscape, effectively identifying and leveraging these drivers is essential for success.Materials & MethodsThis research aimed to elucidate the unique value of CBBE in Iraqi telecommunication companies and identify the offline and online drivers influencing it. A qualitative thematic analysis was employed for this study. In-depth interviews were conducted with 25 academic experts and executives from various telecommunication companies in Iraq, utilizing a targeted sampling approach. Data analysis was guided by Castleberry and Nolen's (2018) 5-stage model, which included compiling, disassembling, reassembling, interpreting, and concluding. Coding procedures were carried out using Atlas TI software, version 9. The purposive sampling method was used, specifically targeting university professors in electronic marketing, social marketing, and telecommunication experts with significant marketing experience in telecommunications. The adequacy of the sample was achieved after reaching theoretical saturation through the completion of 25 interviews.Research FindingsThe analysis of the final 55 open codes resulted in the identification of 13 sub-themes and 6 main themes, which were categorized into 2 groups: CBBE and its drivers. CBBE comprised key components, such as Perceived quality, brand association, brand awareness, and brand loyalty, with Perceived quality emerging as the most significant concept. The drivers of brand Equity were divided into offline and online categories. Offline drivers included value for money, privacy, Perceived security, ancillary services, customized services, and a sense of customer involvement in the company's operations. Online drivers featured 2 sub-themes: internet support and advanced internet capabilities. Overall, the findings indicated that the unique value of a brand in telecommunications was influenced by both offline and online drivers. While the number of offline drivers was considerably greater, online drivers, particularly those related to advanced capabilities, could offer a competitive advantage. In today’s market, most companies provide basic services, which do not significantly enhance brand value on their own. However, through strategic efforts, such as offering customized services and encouraging customer participation, companies can effectively elevate their brand Equity. The offline drivers and advanced internet capabilities within the online drivers collectively enhance CBBE.Discussion of Results & ConclusionBoth offline and online factors significantly enhanced brand value for Iraqi telecommunication companies. In the offline context, elements, such as Perceived value, privacy protection, security perception, ancillary services, customized offerings, and a sense of customer involvement contributed to positive customer experiences and strengthened brand Equity. Conversely, in the online realm, factors like user-friendly online platforms, the speed and efficiency of services, optimal user experiences, and provision of engaging and valuable content were crucial. By integrating these two sets of stimuli and crafting meaningful experiences, brands could forge stronger relationships with customers and enhance their overall value. Given the importance of Perceived quality in CBBE, it is vital for companies to focus on improving the functional quality of their services and internet offerings. Additionally, cultivating customer perceptions of security and privacy serves as an essential offline driver for brand Equity.Telecommunication companies should prioritize efforts to provide customized services and enhance ancillary offerings. Creating an environment where customers feel valued and engaged in company affairs fosters positive perceptions of the brand.While basic internet services and support remain fundamental needs, telecommunication companies must also strive to develop advanced capabilities, such as a strong presence on social media and establishment of online brand communities. These initiatives will facilitate active communication with customers and strengthen the role of brands in the online community.