Journal of Razavi Culture

Abstract Abstract
Cultural and artistic industries, due to their impact on cultural identity and their crucial role in the creative economy, require effective marketing strategies. Despite the significance of this field, limited research has focused on identifying the dimensions and components of marketing strategies in these industries. Therefore, the main question of this study is: What are the dimensions and components of marketing strategies in the Astan Quds Razavi Institute of Artistic Creations, and how are the relationships between these dimensions structured. This qualitative research was conducted using thematic analysis through coding and causal cognitive mapping with the UCINET software. In the first phase, a review of relevant academic articles from the past ten years was conducted, leading to the selection of 60 articles. Then, in-depth interviews were conducted with eight experts from the institute using purposive sampling. Finally, causal cognitive mapping was employed to explain the relationships among the identified components.The findings revealed a total of 170 basic themes and 40 organizing themes. The marketing strategies at the Astan Quds Razavi Institute of Artistic Creations encompass seven overarching themes: environmental analysis, market segmentation, positioning, targeting, product, pricing, and advertising. Additionally, the relationships among these variables indicate that marketing strategy dimensions are not only significant independently but also interact dynamically, forming a comprehensive and interconnected system. Among them, targeting and environmental analysis have the greatest impact.The proposed model can serve as an effective tool for enhancing marketing efforts in cultural and artistic industries, strengthening the institute’s competitive position in the market.

Abstract Organizational citizenship behavior and its desired results are vital and critical in organizations. This issue is more important in spiritual and religious organizations such as Astan Quds Razavi. Therefore, this study investigates the relationship between spiritual intelligence, organizational citizenship behavior and moderating role of duty background in the Imam Reza (AS) holy shrine. With regard to the goal, this research is of applied model. Also, the research method is descriptive correlational. The population of this study consists of 705 employees working in the religious places. According to the Morgan’s table, 247 people were classified through random sampling and selected as the sample of this study to complete the questionnaire. Data collection tools were organizational citizenship behavior standard questionnaires of Buil et al. (2016) and spiritual intelligence standard questionnaire of Abdul Rahman and Medi Shah (2015). In order to analyze the data, structural equation modeling method was used along with LISREL and SPSS softwares. The result shows that the spiritual intelligence enhances the organizational citizenship behaviors. Also, the positive moderating role of duty background in the relationship between spiritual intelligence and organizational citizenship behavior was confirmed.