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The identity of a society is a tool for distinguishing different nations from each other based on a common concept or predetermined concepts. The strong sense of identity can be considered as a social capital. In addition, social capital and social identity are the result of tangible social relationships, which are understandable by the society. They Also have strong affects on each other. With respect to this relationship, this paper verifies the relationship between identity and social capital. The data were gathered from the world values data of 70 countries according to the definitions of the variables. The results by logistic regression showed that there is a positive and significant relationship between social identity and social capital.

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The aim of this study was to investigate the effect of enamel plate on the frequency variation of theta, alpha and beta brain waves, with emphasis on gender factor as a demographic variable, to answer to following question: How is a cultural luxury item like a enamel plate changing in the comparison between males and females, considering bioelectric activity of the cerebral cortex is affected by the color element. This study is an applied research with semi-experimental design.
Electroencephalography was recorded in two regions of F3 and F4 in a commercial video of an enamel plate in four colors, blue, yellow, green and red; and in two groups of males and females. The data was recorded using Biofeedback System 2000 of the Sheffield Corporation during the commercial video demonstration. EEG data were processed using MATLAB software 2018 and statistical comparison was performed using SPSS software version 20 using multivariate analysis of variance analysis. Results showed that the color factor had no significant effect on the power of theta, alpha and beta band frequency. In contrast, the effect of gender was significant and the brain electroencephalography pattern of the participants without color was different in both males and females. The normalized electroencephalographic power of women in all colors was higher than mens’. Therefore, in a cultural luxury product, color cannot have a different effect on the electroencephalogram pattern of the frontal lobe of ​​women and men, but the female cortex is more active than men when processing different colors.

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Today, more than ever, consumers are searching for authenticity. One of the valuable features of brand authenticity is that consumers are willing to pay primum price for products that they think are authentic. Authenticity has emerged as a consumer favorite feature that reflects a brand's sense of uniqueness, realism, or originality, helping marketers differentiate their brands from competitors. The present study examines the antecedents of brand authenticity and its impact on word of mouth (WOM). Consumers of Tavazeh nuts brand in Tehran constitute the statistical population of this research. 372 people were selected as the sample by available sampling method. Data were collected through a standard questionnaire. The reliability of the questionnaire was assessed by calculating Cronbach's alpha coefficient and its validity was assessed by first-order and second-order confirmatory factor analysis (CFA). SPSS24 software was used for descriptive statistics and structural equation modeling (SEM) with LISREL 8.8 software was used to test the hypotheses. The results of testing the hypotheses showed that brand nostalgia, brand heritage, brand legitimacy and brand clarity have a positive and significant effect on brand authenticity. Also, brand authenticity has a positive and significant effect on word of mouth (WOM).

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In B2C models of e-commerce, customer trust is considered as one of the key factors of successfulness, and many scholars believe that the success factor in e-commerce is establishment and implementation of a safe and reliable purchasing process for the customers. The aim of this research was to study the effective factors on customer trust in e-commerce. To do so, the research hypotheses were developed to examine individual, company and infrastructural variables. Statistical population of this research was the customers, who had the experience of e - purchasing from the e-stores of “Iranian virtual community”. As the results of data analysis showed, the cooperative and infrastructural variables had positive influence on customer trust but individual variables had no positive influence on customer trust.

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Shallow foundation is one of the most common types of foundations used in mid–rise buildings in high seismic zones. The effects of soil-foundation-structure interactions are generally not significant in the structure with rigid bases, while the nonlinear behavior of soil and soil-structure interaction phenomenon cause various changes in the seismic response of structures with flexible bases. When a structure supported on shallow foundations is subjected to inertial loading due to earthquake ground motion, the foundation may undergo sliding, settling and rocking movements. If the capacity of the foundation is mobilized, the soil-foundation interface will dissipate significant amounts of vibrational energy, resulting in a reduction in structural force demand. This energy dissipation and force demand reduction may enhance the overall performance of the structure, if the settlement or bearing failure potential is considered. In this paper, the effect of soil and shallow foundation types, and variation of safety factor are studied to assess the seismic response of steel buildings. For this purpose, five stories special steel moment frames with two different soil types (II and IV) have been considered. The footing and strip shallow foundations have been designed for these buildings with safety factors of 2, 3 and 4. The finite element models are developed using OpenSees software. The structural members such as beams and columns are modeled by nonlinear beam–column elements and fiber sections. The soil–foundation interface is modeled using Beam-on-Nonlinear-Winkler foundation. In this procedure, an array of vertical q–z springs is used to capture vertical and rotational resistance of the foundation, while two springs, namely p–x and t–x, are placed horizontally to capture the passive and sliding resistance of the foundation, respectively. The constitutive relations for the q–z, p–x, and t–x springs are represented by nonlinear backbone curves that have been constructed from the pile-calibrated backbone curves developed by Boulanger. The independent p-x and t-x springs are connected to identical end nodes with zero distance between them. The seismic performance of these special steel moment frames with various foundation and soil type are evaluated using nonlinear static pushover and nonlinear dynamic time history analyses through seven far–fault ground motions. The numerical results for each case of soil-foundation-structure systems and rigid base conditions are then presented and compared in terms of maximum base shear and maximum inter–story drifts. These results are shown that in the soil type IV, the steel moment frames with the footing foundations have lower structural capacity and maximum base shears than structures with the the strip foundations or rigid bases, but the maximum inter-story drifts in the strip foundation bases are higher than others. It is also observed that by enhancing the safety factor, the structural capacity, the maximum base shear and the maximum inter-story drifts in the models with the footing foundations are increased, but changing in the safety factors do not influence in the structural response of models with the strip foundation. On the other hand, the safety factor and foundation types have not any effect on the structural capacity and the seismic responses of the structures that located on the soil type II.

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In recent years, the tendency to use antimicrobial films and coatings has increased, which has increased the quality, safety and shelf life of food. In this study, basil seed mucilage coating containing different concentrations of Caraway extract (0, 1, 2.5 and 5%) was used to increase the shelf life of lactic cheese. Cheese samples were subjected to various microbial, physicochemical and sensory tests. The results of physicochemical evaluation showed that with increasing the storage period, moisture content and pH decreased and acidity increased in all coated cheeses. Sensory evaluation of lactic cheeses showed that the aroma, taste and overall acceptance of coated cheeses containing lower concentrations of Caraway (1 and 2.5%) were better compared to the control sample, while in coated cheeses Containing high concentrations of the extract (5%) due to the negative effect of Caraway extract on the organoleptic properties of cheese, the overall acceptance was significantly reduced. Coating with basil seed mucilage and Caraway extract significantly reduced the total count of bacteria and molds compared to the control sample.  Also, the total microbial count and the number of mold and yeast in all samples increased over time and this increase was more in the control sample. In general, it can be concluded that the oral coating of basil seeds mucilage containing Caraway extract can be used in food packaging systems, especially for lactic cheese.

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Shopping in the general sense is ambiguous, it is both work, leisure and entertainment and it is an activity that oscillates between private life and privacy with social dimensions and in the tension between rationality and lust and a pleasant social form with necessary and obligatory activity. The aim of this study is to systematically study the research literature in the field of comparative comparison of shopping motivation studies, identify research gaps and propose suggestions accordingly. To this end, it seeks to answer the question of what are the strengths and weaknesses of existing domestic and foreign scientific articles in the field of shopping motivations in terms of problematics, theory and methodology. The method of this research was a systematic literature review of Latin and Persian articles in the field of studies related to shopping motivations. Articles found in 2001-2020 for Latin articles. By examining the keywords in the databases of this field and based on pre-determined criteria, appropriate articles were selected and analyzed. During the study of the dimensions of the studied articles, it can be stated that lack of attention to problematics, lack of various methodologies, dominance of positivist approach and lack of attention to interpretive paradigms and critical realism, lack of clear theoretical foundations and lack of attention to basic theories and related to the concepts of hedonic and utilitarian shopping motives are very evident. At the end of the research, based on the results of a systematic literature review is presented a model of purchasing motivation.