Quarterly Scientific-Research Goljaam

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Abstract
After the arrival of Islam and the prohibition of the use of animals and human figures, the Islamic artists invented new and different manners to decorate various art forms; one of this way was applying different calligraphy styles in their pieces. The carpet was one those which got influenced by calligraphy
This investigation will study the importance of writing and calligraphy; and the factors, which influence on the quality and execution of rules and geometry of writing in carpet through analyzing the collected samples and a descriptive-analytical manner. It is well known that the carpet, in comparison with the other branches of art, has a limitation in execution and techniques especially in design. This investigation has analyzed the samples up to Qajar period while considering the technical limitations as the main obstacle for the lack of executing the letters in calligraphy although with utmost beauty and maturity, and also taking into consideration that the use of writing as a subsidiary factor, leads to less attention to its execution. Eventually, it is concluded that the technical limitation, in some cases human mistakes, neglect and imprecision were factors, which had influence on execution of the carpet. 
Between different types of writing, Nastaliq was the only script, which has received most infliction in both execution form and technical points.
 

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 Abstract
Handmade carpet as one of the most important employment industries in nomadic and rural areas of Iran has experienced many ups and downs in recent decades. A proper and sustainable planning for the preservation and development of this art-industry is to provide a clear and comprehensive picture of the status of carpet weaving and its ups and downs in each of these areas. The main question in this article is also based on this issue. In other words, the study was aimed at providing a clear and complete picture of the carpet condition of Qashqai tribes inhabited in the Firouzabad region of Fars in the past decade and seeks to answer the question of how the process of production and what product have been during the mentioned period.
This paper presents the results of research conducted in 10 villages of Firoozabad district in the period from 2007 to 2017, the majority of villages’ population is from different tribes of Qashqai. These villages including Jaidasht, Moushgan, Jahad Abad, Mord Shahrak, Baygan, Deh Bram, Nouderan, Najaf Abad, Atashkadeh and Ruzbedan, also, the carpets in this study have a maximum 40 years old.
The carpets of this region in last decades have enjoyed a special boom because of the settlement of various tribes of Qashqai, the proximity of villages to Firoozabad, and the close association between buyers and producers with weavers. Among these villages, Jaidasht and Baygan produce the most quality carpets and they are the highest in terms of quantity. The common designs of this region are Botte, Herati, stripe design, medallion, prayer design. In the mentioned villages, weaver use cartoon to weave carpets but used cartons are different from urban workshops. In this type of cartoon, the composition of the design and color is the responsibility of the weaver.

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New ways of marketing in world trade led to a position that customers are the market drivers. So it is necessary that new ways of marketing to be used in the trade of traditional and valuable Iranian goods. In the world of handmade carpet business, the word sale should not be used. Handmade carpets should be marketed, meaning a permanent relationship in the interest of customers. In this regard, due to the importance of customer relationship management (CRM) and brand extension (BE) for handmade carpet export, the purpose of this study is to investigate the effect of CRM on BE with an emphasis on the mediating role of brand equity in the handmade carpet industry of Iran (studied in Tehran and Isfahan provinces). This study is practical in term of purpose and based on the nature and method is descriptive-causal from the survey branch. Statistical population of the survey are all consumers and buyers of handmade carpets; given the unlimited size of the population, non-random in access sampling method was used. The number of questionnaires distributed was 215, of which 204 responded to the questionnaires.The data collecting tool is a combination of three questionnaires: customer relationship management (Leo et al., 2005), brand equity (Baily et al., 2013) and brand development (Pena & Garcia, 2017). Data analysis was done by Structural Equation Modeling (SEM) with Smart PLS2 software. The results showed that most of the paths and hypotheses were confirmed, but the effect of brand awareness, brand perceived quality and brand loyalty on BE were rejected; the highest effect was the effect of CRM on brand equity (47%) as well as brand equity on BE (89%). Among other paths, CRM has the most effect on the brand perceived quality (brand equity dimension) with an effect level of 60%.On the other hand, the brand association brand has a positive and significant effect on BE among brand equity components with a coefficient of 0.73 and t-value of 7.931. Brand equity also has a mediating role in the effect of CRM on BE, which explains brand development by as much as 47%. On the other hand, among the components of brand equity, only brand association with 66 percent has a mediating role between CRM and BE. According to research findings, CRM, along with brand equity, has played an important role in enhancing the BE of the handmade carpet industry; Therefore, the results of this research can be useful for companies and brands of handmade carpets in order to be able to communicate effectively with customers and ultimately brand development.
 

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Nowadays, the status of e-commerce in the exchange of art works is the subject of study experts in the field of art economics. Considering the importance of this issue, identifying the effective factors in accepting e-commerce in this sector of the economy is essential.  Hence, using this technology in the art sector, especially the handmade carpet exchanges, we can overcome the problems in the handmade carpet economy and achieve the positive outcomes in the field of economy with the support of handmade carpets, owing to its effective role in the Iran's economy.The present research aims to find an answer for the following questions: 1. How can e-commerce contribute in development of the economy based on handmade carpets and related factors? 2. What infrastructures are needed to use e-commerce for the development of the economy based on handmade carpets?Thus, the objective of the present study is to evaluate the benefits of using e-commerce to develop the handmade carpet economy in Iran and identify the effective infrastructures in accepting e-commerce and exploiting it in the development of the economy based on handmade carpets. The research method in this study is descriptive-survey. Library resources, valid internet websites and questionnaires were used to collect the data. This research investigates e-commerce, art economics and handmade carpets. Then, research results are presented by analyzing the data. Finally, some recommendations are presented to achieve the research goals and future research.  Based on the results of this study, creating a cultural and educational context for handmade carpet authorities and creating the necessary infrastructure for accepting e-commerce would be of great contribution in the development of handmade carpet exchanges.

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in defining and recognizing the originality of the carpet, it is necessary to adhere to the features of the appearance, including the color, design and function of the texture, such as the type of knot and tufts, and ... neglecting the intangible features such as the traditions of the tissue community and  The historical, social and economic status of that society leads to a complete lack of comprehension of the carpet and its characteristics.
 In this study, in order to find a more complete definition of the originality indices in the carpet, in addition to its physical features, it also embraces the carpet forming concept, the notion of authenticity in the protection of cultural heritage and history, which is also characteristic  Tangible and intangible effects of the work have been considered. Based on the qualitative research method and the content analysis strategy and logical deduction, the analysis of the concepts of authenticity in the cultural heritage has been studied in accordance with the international conventions, and then by expanding it to the characteristic  In the end, the carpet has been extracted the features of carpet authenticity in two intangible and intangible forms.
 Finally, it is concluded that the carpet can be analyzed in search of its authenticity, such as the cultural and historical heritage, according to the opinions of the International Cultural Heritage Conservation Convention in its formation platform, and its intangible features  Also to be investigated.

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Bird motif is a commonly used figure in the art of this country especially carpet weaving and is found in different parts of carpets and in various forms and concepts. This indicates the importance of this creature for people. Bird motif has long been widely used and in various forms in carpet weaving, this local, ancient and venerable art. Many of these bird figures have symbolic meanings and have special positions in the culture and the literature of this country. These symbolic meanings may include concepts such as victory of good over evil, luck and prosperity, spring tidings, pleading for fertility and rain, and mystic and religious concepts. There has been an inseparable connection between Persian carpets and bird motif in various forms because Persian carpets are a visualization of paradise or heaven. Bird motifs are seen as a symbol of soul, flight and freedom and this is the underlying reason behind the relation and connection between carpets and bird motifs. Most of these birds are weaved realistically or as abstract figures on tree branches in Persian carpet, sometimes flying and sometimes sitting. Chaharmahal va Bakhtiari is one of the regions which uses bird motifs realistically or as abstract figures in designing carpets. This study begins by providing a short explanation about carpets and bird motifs as well as a giving a comparative semiotic explanation on the role of bird motifs. Bird motifs designed in the art of carpet weaving in Chaharmahal va Bakhtiari are shown in a table, firstly according to their type and then their form. A classification of the bird’s positioning in the carpet of this region and its relation with the other birds and animals and also its combination with other elements is also provided. The symbolic companionship of the sacred tree and the bird and its role in the carpets of Chaharmahal va Bakhtiari are presented. Finally the studied sample in the carpet of Chaharmahal va Bakhtiari is analyzed.

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For a long time, the handmade carpet of the Markazi province, especially the Sarouq brand, With A few hundred years old has been recognized as one of the symbols of Iranian art and culture in Iran and has played an important role in employment, non-oil exports and the Introducing the province art. Unfortunately, in the last decade, the province's carpet share has fallen sharply from domestic and foreign market and this old art-industry has encountered a lot of difficulties, where the number of producers and activists in this field significantly reduced. This paper studies the qualitative and strategic analysis of handmade carpet in Markazi province, rooting downgrades and providing appropriate solutions for the exit from this depression. In this paper, we have been used library method and various tools such as completion of questionnaires and interviews with stakeholders, experts and activists in the field of Art- Industry of Carpet of the province. Then, with using SWOT technique, analyzed he strengths, weaknesses, opportunities and threats of this art-industry and finally, solutions have been developed to achieve priorities based on its development orientations in the province. The results of this study indicate the defensive position of the carpet in the domestic and foreign markets, and, according to this, presented strategies and policies, functional tactics In order to exit the current depression. The main developed strategies are " Needs assessment, compilation, implementation and evaluation of regular educational program at different stages and levels in the field of art- industry of carpet", "Improving the quality of handmade carpets in the province through woven carpets identification, standardization, monitoring and evaluation" and "Applying new marketing methods and effective planning to introduce handmade carpets brands in order to penetrate new markets and increasing the share of existing markets."

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The original handmade carpet of Sistan has always played an important role in the livelihoods and the economy of the people. However, the position of this valuable art-craft has been impressed by some problems in Iran handmade carpet and especially to the particular native dilemma of the area. As the production of Sistan's carpets has been greatly reduced today, continuing this process can in the long run lead to the deterioration of Sistan's carpet and cause irreparable damage to the employment and livelihoods of the people of this area. Therefore, it is necessary to recognize and analyze the indexes affecting the stagnation of Sistan carpet and planning to eliminate them in order to improve the final product and job creation in the region. This issue is considered as the main goal of the current research.
The research methodology is combined and Extractive. First, using semi-structured interviews, the causes of the recession of handmade rug in Sistan were analyzed from the viewpoint of experts in this field and nineteen key factors were identified. Then, a new questionnaire was designed using these factors within the Likert scale framework. The views of the local people in this area regarding the causes of the stagnation of Sistan's handmade carpet were examined. In this step, a "T test" was used for analyzing questionnaire data. The results show that the drought and destruction of livestock, lifestyle changes and livelihoods, as well as the low profitability of the final product, The most important causes of the stagnation of Sistan's original handmade carpet are the most important.
 

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Today, the speed of change in the areas of technology, software and hardware, market knowledge and even the political economy of countries on the one hand and as well as the initiative with the speed of action in business areas has made companies face the challenge, it has become the era of competition today, which contributes to the extent to which a company achieves its own goals based on export performance. Accordingly, the present study seeks to investigate The Investigating Impact of export market orientation on export performance, with the role of mediating marketing effectiveness and marketing capabilities. The research method is quantitative- survey, and which 154 executives of carpet companies are focused on as non-random available sampling, A standard questionnaire has been distributed online and personally. The results were evaluated using SPSS software in the descriptive section and according to the abnormal distribution of data based on Smart PLS of inferential section.  The results of the findings indicate that the market orientation of the export on marketing capabilities and marketing effectiveness have a significant effect on the confidence level of 0.99 and 0.95 respectively. Also, marketing capabilities and marketing effectiveness on export performance have a significant effect on the confidence level of 0.95 and 0.99, therefore, export market orientation, either directly or indirectly with the variables of marketing capabilities and marketing effectiveness on export performance of carpet export companies has a significant 99% confidence level.

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The present study examines the nonlinear dynamic relation among the factors affecting the export of Iran handmade carpets between 1352- 95, and focuses on the macroeconomic variables. For this purpose, the Nonlinear Autoregressive Distributed Lag (NARDL) Technique is used. The results indicate that there is a nonlinear short-run and long-run relation among the variables of the model. Among the variables, two variables of carpet prices and world income have both asymmetric effects on handmade carpet exports in the short-run and long-run. In the other words, the positive and negative changes in the price of handmade carpet, both in the short run and long run have different effects on export of handmade carpets. In the case of the world income, the effects of positive and negative shocks are significant and have the expected signs in the short run. In the long run, the negative shock of world income has also the expected sign and is significant. In the long run, the positive world income shock, although has the expected sign, but it is not significant. Furthermore, according to the theory, increasing the production of the handmade carpets and the real exchange rate has the expected effect and are significant. Finally, the rate of adjustment of the model from short-run to long-run equilibrium is about 0.72. In the other words, the amount of error correction and decreasing of deviation from long-run equilibrium in each period is about 0.75.

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Iran is an ancient country with very rich culture, art, and history.  People who reside there have different cultures and religions. One of the most important and classical art in Iran is carpet which dates return to many years ago. This art has an appropriate background to presents images and symbols that show beliefs, traditions, social changes, religious thought and etc. By various images and patterns on Persian rug, it is a proper commodity for presentation and communication with individuals and societies that are different with each other in the eyes of religion and culture.
The rug that Naser al-Din Shah donated his Jewish doctor, Nur Mohammad, is one of these rugs which has religious images and symbols. Nur Mohammad was Jewish doctor of Naseri Court who survived after an attempt, then Naser al-Din Shah presented him with this rug as a gift. So, this is assumed that this carpet is able to communicate with different societies and religions. The purpose of this paper is to reading the symbols and analyzing the concepts of   this rug and answer to this question: What is the relationship between existing images and Judaism principles and doctrines of this rug.
In this paper, by using of discourse analysis which has become an interdisciplinary attitude nowadays, it is endeavored to read these symbols and compare them with the Holy Bible and other available information in written sources, by talking to persons who are aware of Judaism's concepts and patterns.
The results of this research demonstrate that existing images on this rug adopted from the Holy Bible of Jewry and artist demonstrates holiness and importance by using of the Holy Bible's part or parts repeatation, or with painting greater picture of important religious persons who have special importance for Jewry.

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The Iranian Carpet Museum collection contains the most valuable specimens of rugs from the ninth century AH to the contemporary period and is a rich source of research for researchers and art friends. Carpet Museum carpets and carpets, according to their quality and antiquity and taking into account the characteristics of carpet in terms of color, design, role, texture and variety of carpet weaving areas are preserved. The museum is built on two floors, the first floor of which is a permanent display of 150 pieces of carpet and the second floor is intended for specialized and seasonal exhibitions.
In this empirical-analytical study with environmental studies, sampling as well as library and laboratory studies, we have identified and introduced appropriate light levels for the storage of museum carpets with natural fibers, thus In order to perform tensile strength test of museum carpets because it is not possible to perform tests on museum rugs and it is necessary to fabricate rugs in accordance with the statistical population studied, weave samples of natural fibers of wool, cotton and Silk is done. Finally, according to the data obtained from the test of tensile strength of carpet in line with the length and width of the samples, analysis of variance, Toki and LSD tests can be concluded that light has a destructive effect on the carpet and reduces the tensile strength of the carpet and It has a significant effect on the tensile strength of carpets.

 

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The advent of digital implements and techniques in the modern world, has changed the quality of the human life and also has influenced the traditional art of the nations. The traditional design as the most important step which the artistic creation take place in, has been affected by these evolutions and specially the arts like carpet are being influenced the most. Due to the two decades passing from entrance and stabilization of digital implements and techniques in Iran carpet design, it is indispensable to study their impacts in order to identify the threats and opportunities of these new tools in traditional art. On the other hand, artists and experts of this scope are the most competent references to evaluate the quality of these impacts. Accordingly, this study has been conducted to determine the impacts of digital implements and techniques on the traditional design through analyzing the ideas of the experts working in Iran carpet design scope. This is a qualitative research and its data has been collected through the library and the field survey methods by the in-depth interview with 9 persons of carpet design experts and artists and has been organized by Delphi method. Then they have been analyzed in the framework of grounded theory. The consequences of this study show that the carpet design experts have a consensus on synthesized attitude, admission of computer as a necessity or an opportunity and using it to preserve the artistic and cultural identity.
 

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Customer satisfaction is essential for the survival of the organization. In recent years, Iran's hand woven carpet market has been occupied by rivals. This position is due to the lack of attention to customer satisfaction; hence, in this research, the identification and prioritization of the effective factors on the satisfaction of hand woven carpets customers is discussed. This research is done in two stages. In the first step, Delphi was used and in the second step, the Topsis method was used. The statistical population of this research in the first stage is handmade carpet experts and in the second step is hand carpet customers in Chaharmahal and Bakhtiari province. The first sample size is 15 people and the second sample size is 400 people using the Morgan table. The results of the research showed that the factors affecting the satisfaction of handmade carpets customers classified into 9 categories that are pre-sale, sales, after sales services, quality features, process characteristics, distribution system, economics, valuation, and artistic features. By using the Topsis method, the characteristics of the arts are all the more important and, in comparison with the whole of the factors, the component of the originality of the carpet is all the more important. As a result, it is proposed to work to preserve the originality of the handmade carpet, through the design and production of original carpets in accordance with the needs of today's customer and the prediction of its future needs.

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In recent years, the wave of economic sanctions has overshadowed Iran's economy with the aim of reducing the financial power, national welfare and disbelief, and a new confrontation has opened up on the Iranian economy. With respect to special importance and role of carpet weaving and its place in the country's economy, identifying and studying the recent problems of hand-made carpet weavers along with economic sanction is essential. The purpose of this research is to formulate and validate a conceptual framework via thematic analysis through descriptive in-depth semi-structured interviews. The statistical population includes carpet weavers in Arbatan city in East Azarbaijan province, among whom 20 carpet weavers were selected by purposeful sampling and participated in this study. The findings show that the challenges in four main themes include individual challenges, production and sales challenges and administrators challenges and 33 sub-themes. Finally, according to the results of the research, suggestions have been made like the development of low-cost supportive financial facilities, systematization and organization of in-country raw material processing mechanisms and appropriate advertising in global markets to solve carpet weaving problems. 

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Carpets are the most important non-oil export goods in the country. However, due to the sanctions, new conditions have been created for Iran and the industry has undergone changes, losing some of its markets and the possibility of exporting has become more limited. The purpose of this study is to identify the factors affecting the choice of Iran's export market for handwoven carpets. In this regard, after identifying the effective criteria for selecting the target market for Iranian handwoven carpets using the Likert range, the criteria of lesser importance are eliminated using Friedman's method. Then, using the fuzzy Dematel technique, the effectiveness and interaction of the criteria are calculated and finally the factors influencing the choice of the target market for the export of handwoven carpets are determined. The results of this study showed that the factors of legal environment, legal registration of Iranian names and plans, GDP, target market tastes, export through bank LC and expected quality are the most influential factors on others, respectively.

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Today, increasing competition in the business environment is increasingly encouraging organizations to deliver quality products based on customer demands. In the meantime, the carpet industry is no exception to this one as one of the oldest Iranian industries. In recent years, the focus has been on meeting the demands of customers and more orbital ones. One of the methods for accurately identifying customers' expectations is the method of quality function deployment. In this regard, the present research seeks to identify and apply the views and wishes of customers in the design of handmade carpets in order to adapt to their interests and needs. To determine the expectations and demands of customers and identify the design and engineering requirements of the decision team which includes 12 experts and experts in the field of marketing and sales, design and carpet engineering with a minimum of 15 years of work experience. Then, by using the fuzzy hierarchy process analysis technique, the preference criteria were determined. After completing the matrices of the house of quality, the results indicate that the demand was not like sarkaji and coordination of carpet colors, is most important. Also, the product design matrix output showed that standard Warp fluff and standard Warp sleave great importance. In addition, operations of knotting and carpet payment are the most important operations that companies must pay special attention to in order to increase customer satisfaction from handmade carpets.
 

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