دانشگاه بیرجند پژوهش‌های زعفران 2345-3869 14 1 2026 05 22 Evaluating Research Directions and Identifying Research Gaps and Emerging New Topics in Iranian National Conferences of Saffron ارزیابی جهت‌گیری‌های پژوهشی و شناسایی شکاف‌های تحقیقاتی و موضوعات نوپدید در همایش‌های ملی زعفران ایران 1 33 3506 10.22077/jsr.2025.9315.1273 FA حمیدرضا فلاحی دانشیار، گروه مهندسی تولید و ژنتیک گیاهی و عضو گروه پژوهشی گیاه و تنش‌های محیطی، دانشکده کشاورزی، دانشگاه بیرجند، بیرجند، ایران. مهسا اقحوانی شجری استادیار، گروه اگروتکنولوژی، دانشکده کشاورزی، دانشگاه فردوسی مشهد، مشهد، ایران. عباس همتی کاخکی استادیار، موسسه پژوهشی علوم و صنایع غذایی، مشهد، ایران؛ محقق میهمان، پژوهشکده زعفران ، دانشگاه تربت حیدریه. تربت حیدریه، ایران. 0009-0009-8684-0126 Journal Article 2025 04 30 Introduction: Saffron is considered as a strategic crop for Iran due to its food, cosmetic, health and medicinal uses, high economic value and adaptability to the arid climatic conditions. Accordingly, seven national conferences on saffron, have been held in Iran, from 1988. So far, no bibliometric study has been conducted with the aim of qualitatively examining and identifying the research directions of Iranian national saffron conferences. Accordingly, the aim of this study was identifying the research topics, being aware of research gaps and providing a way for future research based on information presented in the past saffron conferences. Materials and Methods: In this descriptive-analytical study, the research trend was evaluated during the seven sessions of the Iranian National Conference of Saffron. The first of them was held in Qaen in 1988 and the last one was held in Birjand in 2024. Research topics were divided into eight main axes, 17 branches, and 98 subgroups. Articles that examined more than one research topic were attributed to all relevant subgroups. Results and Discussion: Based on the results of eight main research axes, out of 601 articles presented at seven sessions of the national conferences of saffron, 236 articles (39.3%) dealt with the subject of production and cultivation, 90 articles (14.9%) with saffron uses and applications, 77 articles (12.8%) with harvesting and post-harvest issues, 73 articles (12.1%) with economic issues, 55 articles (9.1%) with genetics, breeding and biotechnology, 24 articles (0.4%) with pests and diseases, 19 articles (3.2%) with mechanization and 27 articles (4.5%) with other topics. In all these research topics, the largest number of articles was published in the 7th conference. In the last session of the conference, the topics of medical applications, biotechnology and breeding, as well as saffron compounds, have received more attention, so that out of 64, 55 and 11 articles dedicated to this topic in all conferences, 28 (43.7%), 30 (54.5%) and 7 (63.6%) articles were presented in the 7th conference, respectively. New technologies have received special attention from researchers since the 5th conference and have received the largest number of articles (21 articles out of a total of 31 articles, equivalent to 67.8%) in the 7th conference. Among the post harvest issues, the two topics of stigma drying method and identification of fraud and determination of product authenticity have received more attention from researchers in the last session of the conference, and about 50% of the total number of articles on these topics have been presented in this session. Regarding the topic of climate change and organic production, 17 and 9 articles have been published in the total national saffron conferences, respectively, of which 12 and 6 (70.6 and 66.7 %, respectively) are related to the 7th conference. Among the topics related to mechanization, the most attention in all conferences has been paid to mechanized stigma separation. Regarding nutritional management of saffron, 104 articles have been published independently or in combination with other topics (17.3 % of the total articles), of which 49 (47.1 %) were presented in the 7th conference, and among them, the use of new sources of fertilizer and foliar application of nutreints has received more attention in recent years. Of the 45 articles published on irrigation management, 28 (62.2 %) were presented in the last conference, and in recent years, more attention has been paid to the topics of water quality, water requirement, and irrigation methods. The topic of saffron disease identification and management has received 12 papers in all conferences so far, 10 of which (83.3%) were presented in the 7th conference. The most important ecological and agronomic issues that have recently received more attention include the effect of climatic factors on saffron, the allelopathic effects of saffron, crop rotation, pretreatment of corms with growth hormones, and the most important issues that have been considered in most conferences include corm weight and planting density. Some agronomic issues such as planting date, corm planting bed, corm specific propagation, corm storage conditions, and soil physical properties have received less attention from researchers. Indigenous knowledge and agrotourism are also among the issues that, although they have recently received more attention from researchers, have not yet been sufficiently researched. Conclusion: Although numerous researches have been conducted on saffron agronomic issues, this trend should be continued and focused on creating innovation in research and studying less studied topics such as corm storage conditions, identifying optimal levels of nutrients, adaptation to climate change, and crop rotation. The topic of biotechnology has not received sufficient attention from saffron researchers, and research development in this issiue is necessary. بررسی جهت گیری های تحقیقاتی زعفران از حیث شناخت موضوعات جدید پژوهشی، آگاهی از شکاف های تحقیقاتی و ارایة مسیر برای پژوهش های آتی دارای اهمیت است. در این تحقیق، روند پژوهش ها طی هفت دوره برگزاری همایش ملی زعفران (از سال 1367 تا سال 1403) مورد بررسی قرار گرفت. موضوعات پژوهشی به 8 محور اصلی، 17 شاخه و 98 گروه فرعی تقسیم بندی شد. بر اساس نتایج حاصل از هشت محور تحقیقاتی اصلی، از 601 مقاله ارایه شده در همایش های ملی زعفران، تعداد 236 مقاله (39.3 درصد) به موضوع تولید و به زراعی، 90 مقاله (14.9 درصد) به مصارف و کاربردهای زعفران، 77 مقاله (12.8 درصد) به مسایل برداشت و پس از برداشت، 73 مقاله (12.1 درصد) به مسایل اقتصادی، 55 مقاله (9.1 درصد) به ژنتیک، بهنژادی و بیوتکنولوژی، 24 مقاله (4.0 درصد) به آفات و بیماری ها، 19 مقاله (3.2 درصد) به مکانیزاسیون و 27 مقاله (4.5 درصد) به سایر موضوعات تعلق داشتند. در تمامی این محورهای تحقیقاتی بیشترین تعداد مقاله در همایش هفتم منتشر شده است. در خصوص مدیریت تغذیهای زعفران در کل همایشهای ملی تعداد 104 مقاله (17.3 درصد کل مقالات) بهصورت مستقل یا تلفیقی با سایر موضوعات انتشار یافته است. فناوری های نوین از همایش پنجم تا هفتم مورد توجه خاص محققان قرار گرفته است. موضوعاتی مانند تغییر اقلیم، تولید ارگانیک، مدیریت آبیاری، شناسایی و مدیریت بیماری ها، کاربردهای پزشکی، زیست فناوری و به نژادی و نیز ترکیبات زعفران در آخرین دوره برگزاری همایش بیشتر مورد توجه محقان قرار گرفته اند. برخی موضوعات زراعی مانند بستر کاشت بنه، تکثیر و تولید بنه بذری، شرایط ذخیره سازی بنه و خصوصیات فیزیکی خاک، کمتر مورد توجه محققان قرار گرفته اند.

https://jsr.birjand.ac.ir/article_3506_e82b7b72aa8edc45549c72289c0f36d5.pdf

دانشگاه بیرجند پژوهش‌های زعفران 2345-3869 14 1 2026 05 22 Family Business Branding in the Saffron Industry: Emphasizing Brand Identity Capital Dimensions برندینگ کسب و کارهای خانوادگی زعفران با تاکید بر ابعاد سرمایه هویتی برند 34 56 4081 10.22077/jsr.2026.11262.1304 FA علیرضا روحبخش دانشجوی دکتری، گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران. امیر رحیم پور استادیار، گروه مدیریت، واحد بجنورد، دانشگاه آزاد اسلامی، بجنورد، ایران. علی حسین زاده استادیار، گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران. Journal Article 2026 05 11 Introduction: In the contemporary digital marketing landscape, social media platforms have radically transformed the dynamics of value creation and consumer–brand relationships. Family-owned businesses, representing a significant pillar of the global economy, inherently possess unique identity-based intangible assets, such as multi-generational heritage, historical authenticity, long-term commitment, and socioemotional wealth. However, possessing these identity resources does not automatically guarantee a sustainable competitive advantage in highly volatile online markets. Saffron production in Iran is not merely an economic sector; it represents a key component of national identity and cultural heritage. Prominent saffron brands are mostly multi-generational family firms that rely heavily on their heritage. Nevertheless, under intense global competition and the proliferation of digital platforms, these firms face the critical challenge of converting their symbolic assets into active, supportive consumer behaviors. Relying on Social Identity Theory (SIT), this study addresses a significant literature gap in family business branding by developing an integrated framework to explain how brand identity capital influences digital brand ambassadorship through consumer–brand identification. Materials and Methods: This study applies an empirical, quantitative research design utilizing a descriptive-survey method. The target population comprised active followers and consumers of the official Instagram account of "Saharkhiz Saffron," a renowned multi-generational family-owned brand in Iran. Instagram was selected because digital brand ambassadorship primarily manifests within highly interactive social networks. Due to the lack of an official sampling frame of online followers, non-probability convenience sampling was employed. To ensure data validity and high statistical power, a total of 315 usable questionnaires were collected. The sample size adequacy was verified using a G*Power statistical analysis (f² = 0.15, α = 0.05, Power = 0.95, with four predictors), confirming that the collected sample greatly exceeded the required minimum threshold of 129 observations. Measurement scales were adapted from validated international literature and localized for the Iranian market context, consisting of 18 reflective items evaluated on a 5-point Likert scale. Content validity was rigorously confirmed through a panel of three marketing experts, achieving a perfect item-level Content Validity Index (I-CVI = 1.00). Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software, utilizing a non-parametric bootstrapping procedure with 5,000 replications to evaluate path coefficients and structural relationships. Results and Discussion: Evaluation of the measurement model demonstrated high internal consistency and reliability, with Cronbach's alpha and composite reliability (CR) values for all constructs exceeding the standard 0.70 threshold. Convergent validity was established as the Average Variance Extracted (AVE) for all variables surpassed 0.50. Discriminant validity was fully supported through both the Fornell–Larcker criterion and the (HTMT) ratio, with all HTMT values remaining safely below 0.85. The structural model analysis revealed robust explanatory power, accounting for 56% of the variance in consumer–brand identification (R² = 0.56) and 40% of the variance in digital brand ambassadorship (R² = 0.40). Global model fit indices indicated an excellent model fit (SRMR = 0.057 < 0.08; NFI = 0.92 > 0.90). The hypotheses testing confirmed that all four dimensions of brand identity capital significantly enhance consumer–brand identification. Value congruence exerted the strongest direct impact (β = 0.33, p < 0.001), followed closely by family brand identity (β = 0.31, p < 0.001), brand heritage and authenticity (β = 0.28, p < 0.001), and perceived quality (β = 0.26, p < 0.001). Most importantly, the central path of the model—the direct effect of consumer–brand identification on digital brand ambassadorship—was highly significant and powerful (β = 0.63, p < 0.001). Regarding direct effects on advocacy, value congruence (β = 0.14), perceived quality (β = 0.12), and family identity (β = 0.11) directly triggered digital ambassadorship. Interestingly, the direct link between brand heritage/authenticity and digital ambassadorship was non-significant (β = 0.09, p = 0.061), indicating that heritage must first be internalized through consumer identification before translating into digital advocacy. Conclusion: This research demonstrates that contemporary family business branding on digital networks must shift from transactional, promotion-based advertising toward relationship-driven, identity-activation strategies. When consumers perceive a strong alignment between their own values and those of a multi-generational family firm, the brand transitions from a mere commercial entity to an active social group embedded in the consumer's self-concept. Consequently, supporting the brand through digital ambassadorship (e.g., generating positive content, defending the brand against online criticism, and active word-of-mouth) becomes an identity-driven action. Saffron family business managers are advised to develop human-centric digital storytelling campaigns that emphasize authentic ancestral roots, transparent ethical farming traditions, and consistent product quality, thereby turning passive followers into loyal online advocates. در عصر رسانه‌های اجتماعی، برندهای خانوادگی برای ایجاد تمایز، اعتماد و تبدیل مشتریان به حامیان فعال برند، نیازمند تقویت سازوکارهای هویتی مؤثر بر رفتارهای دیجیتال مصرف‌کنندگان هستند. در عصر رسانه‌های اجتماعی، برندهای خانوادگی برای ایجاد تمایز، اعتماد و تبدیل مشتریان به حامیان فعال برند، نیازمند تقویت سازوکارهای هویتی مؤثر بر رفتارهای دیجیتال مصرف‌کنندگان هستند. هدف پژوهش حاضر، تبیین نقش نظریه هویت اجتماعی در درک سازوکارهای برندینگ کسب‌وکارهای خانوادگی است. این پژوهش با تمرکز بر برند خانوادگی «زعفران سحرخیز» و دنبال‌کنندگان آن در شبکه اجتماعی اینستاگرام، تأثیر ابعاد هویت برند خانوادگی (هویت خانوادگی، اصالت، میراث، همخوانی ارزش‌ها و کیفیت ادراک‌شده) را بر رفتار سفیرگری دیجیتال از طریق سازۀ هویت‌یابی مصرف‌کننده بررسی کرده است. این پژوهش از نظر هدف کاربردی، از حیث گردآوری داده‌ها توصیفی ـ پیمایشی و از نظر رویکرد تحلیل مبتنی بر مدل‌سازی معادلات ساختاری با رویکرد حداقل مربعات جزئی (PLS-SEM) است. داده‌ها از ۳۵۶ نفر از دنبال‌کنندگان صفحۀ رسمی برند در اینستاگرام گردآوری و با مدل‌سازی معادلات ساختاری مبتنی بر حداقل مربعات جزئی تحلیل شد. یافته‌ها نشان داد هویت‌یابی مصرف‌کننده به‌عنوان سازوکار کلیدی هویت اجتماعی، نقش میانجی معناداری میان ابعاد هویت برند خانوادگی و رفتار سفیرگری دیجیتال ایفا می‌کند. نتایج پژوهش بر اهمیت ایجاد پیوند هویتی با مشتریان توسط برندهای خانوادگی و نقش آن در تبدیل مصرف‌کنندگان منفعل به سفیران وفادار دیجیتال تأکید دارد. این یافته‌ها می‌تواند راهنمای مدیران برندهای خانوادگی حوزه زعفران در توسعۀ استراتژی‌های هویت‌محور در محیط آنلاین باشد.

https://jsr.birjand.ac.ir/article_4081_4b3537a339860f604bd6c3484f824a60.pdf