Keyword Index

A

  • Advertising A Systematic Review of Neuromarketing and Its Tools in Iran [Volume 15, Issue 4, 2025, Pages 31-72]
  • Artificial Intelligence (AI) Examining the Impact of Artificial Intelligence on Customer Satisfaction in Consumer Goods Purchases [Volume 15, Issue 1, 2025, Pages 87-120]
  • Artificial Intelligence (AI) Explaining a Conceptual Model of Artificial Intelligence Applications in Digital Marketing with an Emphasis on Enhancing Consumer Loyalty: A Mixed-Methods Approach [Volume 15, Issue 3, 2025, Pages 105-132]

B

  • Benevolent Marketing Identifying and Ranking the Components of Benevolent Marketing with a Focus on Ethical Principles and Social Responsibility [Volume 15, Issue 1, 2025, Pages 55-86]
  • Brand Investigating the Impact of Brand Innovation on Brand Resonance with the Mediating Role of Brand Experience (A Study of Pasargad Bank Customers in Tehran) [Volume 15, Issue 1, 2025, Pages 1-24]
  • Brand authenticity Experimental Investigation of the Effect of Corporate Social Responsibility (CSR) Storytelling on Brand Loyalty in the Ecotourism Industry: The Mediating Role of Perceived Authenticity and Brand Trust [Volume 15, Issue 4, 2025, Pages 73-98]
  • Brand Equity Investigating the Impact of Brand Innovation on Brand Resonance with the Mediating Role of Brand Experience (A Study of Pasargad Bank Customers in Tehran) [Volume 15, Issue 1, 2025, Pages 1-24]
  • Brand Fragmentation Designing a Brand Schizophrenia Management Model in Sports Clubs [Volume 15, Issue 2, 2025, Pages 151-172]
  • Brand Identity Studying Sundis Brand Identity: Solutions for Improving It among Consumers in Tehran Province through Brand Concept Mapping [Volume 15, Issue 2, 2025, Pages 73-96]
  • Brand Identity Designing a Brand Schizophrenia Management Model in Sports Clubs [Volume 15, Issue 2, 2025, Pages 151-172]
  • Brand Loyalty Experimental Investigation of the Effect of Corporate Social Responsibility (CSR) Storytelling on Brand Loyalty in the Ecotourism Industry: The Mediating Role of Perceived Authenticity and Brand Trust [Volume 15, Issue 4, 2025, Pages 73-98]
  • Brand Personality Disorder Designing a Brand Schizophrenia Management Model in Sports Clubs [Volume 15, Issue 2, 2025, Pages 151-172]
  • Brand resonance Investigating the Impact of Brand Innovation on Brand Resonance with the Mediating Role of Brand Experience (A Study of Pasargad Bank Customers in Tehran) [Volume 15, Issue 1, 2025, Pages 1-24]
  • Brand Trust Experimental Investigation of the Effect of Corporate Social Responsibility (CSR) Storytelling on Brand Loyalty in the Ecotourism Industry: The Mediating Role of Perceived Authenticity and Brand Trust [Volume 15, Issue 4, 2025, Pages 73-98]
  • Business-to-Business (B2B) Marketing Presenting a Model of Gamification Deployment in Business-to-Business (B2B) Marketing in the Medical Equipment Industry in Iran [Volume 15, Issue 2, 2025, Pages 97-124]

C

  • Channel Integration Quality Increasing Shopping Intention in Chain Retail Stores Using Omnichannel Strategy [Volume 15, Issue 1, 2025, Pages 145-180]
  • Cognitive Dissonance Exploring the Role of Discounting in Creating Cognitive Dissonance: A Study of Business Owners in the Fashion and Apparel Industry [Volume 15, Issue 3, 2025, Pages 161-182]
  • Competitiveness Re-examining the Concept of Destination Market Knowledge Competence for Achieving Competitive Advantage in the Export Marketing of Iranian Dried Fruits [Volume 15, Issue 4, 2025, Pages 125-152]
  • Consumer Behavior Analyzing Consumer Preferences for Clothing Products and Services among Z and Y Generations: A Fuzzy Cognitive Mapping (FCM) Approach Emphasizing Intergenerational Differences [Volume 15, Issue 1, 2025, Pages 25-54]
  • Consumer Behavior Examining the Impact of Artificial Intelligence on Customer Satisfaction in Consumer Goods Purchases [Volume 15, Issue 1, 2025, Pages 87-120]
  • Consumer Behavior Simulating the Interaction Effects of Green Marketing Programs and Asset Efficiency Using System Dynamics Modeling [Volume 15, Issue 2, 2025, Pages 173-202]
  • Consumer Behavior Exploring the Role of Discounting in Creating Cognitive Dissonance: A Study of Business Owners in the Fashion and Apparel Industry [Volume 15, Issue 3, 2025, Pages 161-182]
  • Consumer Loyalty Explaining a Conceptual Model of Artificial Intelligence Applications in Digital Marketing with an Emphasis on Enhancing Consumer Loyalty: A Mixed-Methods Approach [Volume 15, Issue 3, 2025, Pages 105-132]
  • Content Marketing Identification and Prioritization of Key Performance Indicators for Content Marketing Strategy in Digital Marketing for Startups in the Online Service Industry [Volume 15, Issue 2, 2025, Pages 45-72]
  • CSR Storytelling Experimental Investigation of the Effect of Corporate Social Responsibility (CSR) Storytelling on Brand Loyalty in the Ecotourism Industry: The Mediating Role of Perceived Authenticity and Brand Trust [Volume 15, Issue 4, 2025, Pages 73-98]
  • Cultural approach Meta-Synthesis of Service Recovery Studies with a Cultural Approach [Volume 15, Issue 3, 2025, Pages 27-48]
  • Customer Citizenship Behavior Investigating the Impact of Gamification on Customer Citizenship Behavior Based on the MDA Framework: A Case Study of Strava Sport Activity Tracking Program [Volume 15, Issue 2, 2025, Pages 1-44]
  • Customer Experience Management Impacts of Rebranding and Customer Experience on Service Quality and Customer Loyalty [Volume 15, Issue 1, 2025, Pages 121-144]
  • Customer Experience of Omnichannel Increasing Shopping Intention in Chain Retail Stores Using Omnichannel Strategy [Volume 15, Issue 1, 2025, Pages 145-180]
  • Customer Satisfaction Examining the Impact of Artificial Intelligence on Customer Satisfaction in Consumer Goods Purchases [Volume 15, Issue 1, 2025, Pages 87-120]

D

  • Delphi Method Explaining a Conceptual Model of Artificial Intelligence Applications in Digital Marketing with an Emphasis on Enhancing Consumer Loyalty: A Mixed-Methods Approach [Volume 15, Issue 3, 2025, Pages 105-132]
  • Demarketing Developing a Demarketing Model to Improve Environmental Sustainability Behaviors in the Electricity Company [Volume 15, Issue 3, 2025, Pages 49-76]
  • Destination Market Knowledge Re-examining the Concept of Destination Market Knowledge Competence for Achieving Competitive Advantage in the Export Marketing of Iranian Dried Fruits [Volume 15, Issue 4, 2025, Pages 125-152]
  • Digital marketing Identification and Prioritization of Key Performance Indicators for Content Marketing Strategy in Digital Marketing for Startups in the Online Service Industry [Volume 15, Issue 2, 2025, Pages 45-72]
  • Digital marketing Explaining a Conceptual Model of Artificial Intelligence Applications in Digital Marketing with an Emphasis on Enhancing Consumer Loyalty: A Mixed-Methods Approach [Volume 15, Issue 3, 2025, Pages 105-132]
  • Digital transformation Developing a Conceptual Model for the Implementation of Industry 4.0 Technologies in the Supply Chain: A Grounded Theory Approach [Volume 15, Issue 3, 2025, Pages 133-160]
  • Discount Exploring the Role of Discounting in Creating Cognitive Dissonance: A Study of Business Owners in the Fashion and Apparel Industry [Volume 15, Issue 3, 2025, Pages 161-182]

E

  • E-commerce Identification and Prioritization of Key Performance Indicators for Content Marketing Strategy in Digital Marketing for Startups in the Online Service Industry [Volume 15, Issue 2, 2025, Pages 45-72]
  • Ecotourism Experimental Investigation of the Effect of Corporate Social Responsibility (CSR) Storytelling on Brand Loyalty in the Ecotourism Industry: The Mediating Role of Perceived Authenticity and Brand Trust [Volume 15, Issue 4, 2025, Pages 73-98]
  • Electroencephalography A Systematic Review of Neuromarketing and Its Tools in Iran [Volume 15, Issue 4, 2025, Pages 31-72]
  • Environmental awareness Simulating the Interaction Effects of Green Marketing Programs and Asset Efficiency Using System Dynamics Modeling [Volume 15, Issue 2, 2025, Pages 173-202]
  • Environmentally Responsible Marketing Developing a Model for Formulating Sustainable Marketing Strategies in the Iranian Food Industry (Case Study: Protein Product Manufacturers) [Volume 15, Issue 3, 2025, Pages 77-104]
  • Ethical Marketing Indicators Identifying and Ranking the Components of Benevolent Marketing with a Focus on Ethical Principles and Social Responsibility [Volume 15, Issue 1, 2025, Pages 55-86]
  • Ethics Identifying and Ranking the Components of Benevolent Marketing with a Focus on Ethical Principles and Social Responsibility [Volume 15, Issue 1, 2025, Pages 55-86]
  • Export Markets Re-examining the Concept of Destination Market Knowledge Competence for Achieving Competitive Advantage in the Export Marketing of Iranian Dried Fruits [Volume 15, Issue 4, 2025, Pages 125-152]
  • Eye Tracking A Systematic Review of Neuromarketing and Its Tools in Iran [Volume 15, Issue 4, 2025, Pages 31-72]

F

  • Fashion and Apparel Exploring the Role of Discounting in Creating Cognitive Dissonance: A Study of Business Owners in the Fashion and Apparel Industry [Volume 15, Issue 3, 2025, Pages 161-182]
  • Future research Future Research on Smart Marketing Based on the Internet of Things (Case Study: Iranian Social Security Organization) [Volume 15, Issue 1, 2025, Pages 181-214]

G

  • Gamification Investigating the Impact of Gamification on Customer Citizenship Behavior Based on the MDA Framework: A Case Study of Strava Sport Activity Tracking Program [Volume 15, Issue 2, 2025, Pages 1-44]
  • Gamification Presenting a Model of Gamification Deployment in Business-to-Business (B2B) Marketing in the Medical Equipment Industry in Iran [Volume 15, Issue 2, 2025, Pages 97-124]
  • Gamification Aesthetics Investigating the Impact of Gamification on Customer Citizenship Behavior Based on the MDA Framework: A Case Study of Strava Sport Activity Tracking Program [Volume 15, Issue 2, 2025, Pages 1-44]
  • Gamification Dynamics Investigating the Impact of Gamification on Customer Citizenship Behavior Based on the MDA Framework: A Case Study of Strava Sport Activity Tracking Program [Volume 15, Issue 2, 2025, Pages 1-44]
  • Gamification Mechanics Investigating the Impact of Gamification on Customer Citizenship Behavior Based on the MDA Framework: A Case Study of Strava Sport Activity Tracking Program [Volume 15, Issue 2, 2025, Pages 1-44]
  • General Demarketing Developing a Demarketing Model to Improve Environmental Sustainability Behaviors in the Electricity Company [Volume 15, Issue 3, 2025, Pages 49-76]
  • Government Incentives Simulating the Interaction Effects of Green Marketing Programs and Asset Efficiency Using System Dynamics Modeling [Volume 15, Issue 2, 2025, Pages 173-202]
  • Grounded Data Theory Presenting a Model of Gamification Deployment in Business-to-Business (B2B) Marketing in the Medical Equipment Industry in Iran [Volume 15, Issue 2, 2025, Pages 97-124]
  • Grounded Theory Designing a Brand Schizophrenia Management Model in Sports Clubs [Volume 15, Issue 2, 2025, Pages 151-172]
  • Grounded Theory Developing a Conceptual Model for the Implementation of Industry 4.0 Technologies in the Supply Chain: A Grounded Theory Approach [Volume 15, Issue 3, 2025, Pages 133-160]
  • Grounded Theory Exploring the Role of Discounting in Creating Cognitive Dissonance: A Study of Business Owners in the Fashion and Apparel Industry [Volume 15, Issue 3, 2025, Pages 161-182]
  • Grounded Theory model Grounded Theory Model for Marketing Modern Agricultural Technologies with Emphasis on Rice Production in Mazandaran Province [Volume 15, Issue 4, 2025, Pages 181-208]

I

  • In-app advertising Designing a Model of the Antecedents of Users Avoiding In-App Ads in Smartphone Applications [Volume 15, Issue 4, 2025, Pages 1-30]
  • Industry 4.0 Developing a Conceptual Model for the Implementation of Industry 4.0 Technologies in the Supply Chain: A Grounded Theory Approach [Volume 15, Issue 3, 2025, Pages 133-160]
  • Instagram Experimental Investigation of the Effect of Corporate Social Responsibility (CSR) Storytelling on Brand Loyalty in the Ecotourism Industry: The Mediating Role of Perceived Authenticity and Brand Trust [Volume 15, Issue 4, 2025, Pages 73-98]
  • Insurance Industry Future Research on Smart Marketing Based on the Internet of Things (Case Study: Iranian Social Security Organization) [Volume 15, Issue 1, 2025, Pages 181-214]
  • Internet of Things Future Research on Smart Marketing Based on the Internet of Things (Case Study: Iranian Social Security Organization) [Volume 15, Issue 1, 2025, Pages 181-214]
  • Interpretive Structural Modeling (ISM) Explaining a Conceptual Model of Artificial Intelligence Applications in Digital Marketing with an Emphasis on Enhancing Consumer Loyalty: A Mixed-Methods Approach [Volume 15, Issue 3, 2025, Pages 105-132]
  • Interpretive Structural Modeling (ISM) Developing a Conceptual Model for the Implementation of Industry 4.0 Technologies in the Supply Chain: A Grounded Theory Approach [Volume 15, Issue 3, 2025, Pages 133-160]
  • Iranian Food Industry Developing a Model for Formulating Sustainable Marketing Strategies in the Iranian Food Industry (Case Study: Protein Product Manufacturers) [Volume 15, Issue 3, 2025, Pages 77-104]

M

  • Machine Learning (ML) Evaluating the Effectiveness of Social Marketing Campaigns in Sustainable Tourism: A Machine Learning-Based Approach [Volume 15, Issue 4, 2025, Pages 99-124]
  • Marketing Identifying and Ranking the Components of Benevolent Marketing with a Focus on Ethical Principles and Social Responsibility [Volume 15, Issue 1, 2025, Pages 55-86]
  • Marketing Evaluation Factors Affecting Sustainable Marketing Using Mixed Methods of Multi-Criteria Decision-Making [Volume 15, Issue 2, 2025, Pages 125-150]
  • Marketing Excellence Re-examining the Concept of Destination Market Knowledge Competence for Achieving Competitive Advantage in the Export Marketing of Iranian Dried Fruits [Volume 15, Issue 4, 2025, Pages 125-152]
  • Marketing Management Examining the Impact of Artificial Intelligence on Customer Satisfaction in Consumer Goods Purchases [Volume 15, Issue 1, 2025, Pages 87-120]
  • Marketing of Modern Agricultural Technologies Grounded Theory Model for Marketing Modern Agricultural Technologies with Emphasis on Rice Production in Mazandaran Province [Volume 15, Issue 4, 2025, Pages 181-208]
  • Marketing System Grounded Theory Model for Marketing Modern Agricultural Technologies with Emphasis on Rice Production in Mazandaran Province [Volume 15, Issue 4, 2025, Pages 181-208]
  • Masstige Marketing Investigating the Effects of Consumer Perception of Masstige Product Quality and Prestige Value on Purchase Intention by Mediating Product Attributes (Masstige Marketing in DORSA Company) [Volume 15, Issue 4, 2025, Pages 153-180]
  • Masstige Product Features Investigating the Effects of Consumer Perception of Masstige Product Quality and Prestige Value on Purchase Intention by Mediating Product Attributes (Masstige Marketing in DORSA Company) [Volume 15, Issue 4, 2025, Pages 153-180]
  • MDA Framework Investigating the Impact of Gamification on Customer Citizenship Behavior Based on the MDA Framework: A Case Study of Strava Sport Activity Tracking Program [Volume 15, Issue 2, 2025, Pages 1-44]
  • Meta-synthesis Meta-Synthesis of Service Recovery Studies with a Cultural Approach [Volume 15, Issue 3, 2025, Pages 27-48]
  • MICMAC Analysis Developing a Conceptual Model for the Implementation of Industry 4.0 Technologies in the Supply Chain: A Grounded Theory Approach [Volume 15, Issue 3, 2025, Pages 133-160]
  • Mobile Applications Designing a Model of the Antecedents of Users Avoiding In-App Ads in Smartphone Applications [Volume 15, Issue 4, 2025, Pages 1-30]

N

  • Neuromarketing Tools A Systematic Review of Neuromarketing and Its Tools in Iran [Volume 15, Issue 4, 2025, Pages 31-72]

O

  • Online Purchasing Behaviors Psychographic Segmentation of Global Online Retailing Based on Online Shopping Motivations and Online Shopping Behaviors [Volume 15, Issue 3, 2025, Pages 1-26]
  • Online purchasing motivations Psychographic Segmentation of Global Online Retailing Based on Online Shopping Motivations and Online Shopping Behaviors [Volume 15, Issue 3, 2025, Pages 1-26]
  • Online retail Psychographic Segmentation of Global Online Retailing Based on Online Shopping Motivations and Online Shopping Behaviors [Volume 15, Issue 3, 2025, Pages 1-26]
  • Online Shopping Examining the Impact of Artificial Intelligence on Customer Satisfaction in Consumer Goods Purchases [Volume 15, Issue 1, 2025, Pages 87-120]
  • Ostensible Demarketing Developing a Demarketing Model to Improve Environmental Sustainability Behaviors in the Electricity Company [Volume 15, Issue 3, 2025, Pages 49-76]

P

  • Pasargad Bank Investigating the Impact of Brand Innovation on Brand Resonance with the Mediating Role of Brand Experience (A Study of Pasargad Bank Customers in Tehran) [Volume 15, Issue 1, 2025, Pages 1-24]
  • Perceived Compatibility Increasing Shopping Intention in Chain Retail Stores Using Omnichannel Strategy [Volume 15, Issue 1, 2025, Pages 145-180]
  • Perceived Fluency Increasing Shopping Intention in Chain Retail Stores Using Omnichannel Strategy [Volume 15, Issue 1, 2025, Pages 145-180]
  • Perceived Prestige Value Investigating the Effects of Consumer Perception of Masstige Product Quality and Prestige Value on Purchase Intention by Mediating Product Attributes (Masstige Marketing in DORSA Company) [Volume 15, Issue 4, 2025, Pages 153-180]
  • Perceived Product Quality Investigating the Effects of Consumer Perception of Masstige Product Quality and Prestige Value on Purchase Intention by Mediating Product Attributes (Masstige Marketing in DORSA Company) [Volume 15, Issue 4, 2025, Pages 153-180]
  • Performance Indicator (KPI) Identification and Prioritization of Key Performance Indicators for Content Marketing Strategy in Digital Marketing for Startups in the Online Service Industry [Volume 15, Issue 2, 2025, Pages 45-72]
  • Protein Products Developing a Model for Formulating Sustainable Marketing Strategies in the Iranian Food Industry (Case Study: Protein Product Manufacturers) [Volume 15, Issue 3, 2025, Pages 77-104]
  • Psychographic Segmentation of Customers Psychographic Segmentation of Global Online Retailing Based on Online Shopping Motivations and Online Shopping Behaviors [Volume 15, Issue 3, 2025, Pages 1-26]
  • Purchase Intention Investigating the Effects of Consumer Perception of Masstige Product Quality and Prestige Value on Purchase Intention by Mediating Product Attributes (Masstige Marketing in DORSA Company) [Volume 15, Issue 4, 2025, Pages 153-180]

Q

  • Quasi-Experiment Experimental Investigation of the Effect of Corporate Social Responsibility (CSR) Storytelling on Brand Loyalty in the Ecotourism Industry: The Mediating Role of Perceived Authenticity and Brand Trust [Volume 15, Issue 4, 2025, Pages 73-98]

R

  • Return on Assets (ROA) Simulating the Interaction Effects of Green Marketing Programs and Asset Efficiency Using System Dynamics Modeling [Volume 15, Issue 2, 2025, Pages 173-202]
  • Rice Production Grounded Theory Model for Marketing Modern Agricultural Technologies with Emphasis on Rice Production in Mazandaran Province [Volume 15, Issue 4, 2025, Pages 181-208]

S

  • Saman Bank Impacts of Rebranding and Customer Experience on Service Quality and Customer Loyalty [Volume 15, Issue 1, 2025, Pages 121-144]
  • Scenario Building Future Research on Smart Marketing Based on the Internet of Things (Case Study: Iranian Social Security Organization) [Volume 15, Issue 1, 2025, Pages 181-214]
  • Selective Demarketing Developing a Demarketing Model to Improve Environmental Sustainability Behaviors in the Electricity Company [Volume 15, Issue 3, 2025, Pages 49-76]
  • Service failure Meta-Synthesis of Service Recovery Studies with a Cultural Approach [Volume 15, Issue 3, 2025, Pages 27-48]
  • Service quality Impacts of Rebranding and Customer Experience on Service Quality and Customer Loyalty [Volume 15, Issue 1, 2025, Pages 121-144]
  • Service recovery Meta-Synthesis of Service Recovery Studies with a Cultural Approach [Volume 15, Issue 3, 2025, Pages 27-48]
  • Smart marketing Future Research on Smart Marketing Based on the Internet of Things (Case Study: Iranian Social Security Organization) [Volume 15, Issue 1, 2025, Pages 181-214]
  • Smartphones Designing a Model of the Antecedents of Users Avoiding In-App Ads in Smartphone Applications [Volume 15, Issue 4, 2025, Pages 1-30]
  • Smart Supply Chain Developing a Conceptual Model for the Implementation of Industry 4.0 Technologies in the Supply Chain: A Grounded Theory Approach [Volume 15, Issue 3, 2025, Pages 133-160]
  • Social Responsibility Identifying and Ranking the Components of Benevolent Marketing with a Focus on Ethical Principles and Social Responsibility [Volume 15, Issue 1, 2025, Pages 55-86]
  • Social Security Future Research on Smart Marketing Based on the Internet of Things (Case Study: Iranian Social Security Organization) [Volume 15, Issue 1, 2025, Pages 181-214]
  • Sundis Studying Sundis Brand Identity: Solutions for Improving It among Consumers in Tehran Province through Brand Concept Mapping [Volume 15, Issue 2, 2025, Pages 73-96]
  • Support Vector Machine (SVM) Evaluating the Effectiveness of Social Marketing Campaigns in Sustainable Tourism: A Machine Learning-Based Approach [Volume 15, Issue 4, 2025, Pages 99-124]
  • Sustainable Agricultural Development Grounded Theory Model for Marketing Modern Agricultural Technologies with Emphasis on Rice Production in Mazandaran Province [Volume 15, Issue 4, 2025, Pages 181-208]
  • Sustainable Business Simulating the Interaction Effects of Green Marketing Programs and Asset Efficiency Using System Dynamics Modeling [Volume 15, Issue 2, 2025, Pages 173-202]
  • Sustainable Development Developing a Demarketing Model to Improve Environmental Sustainability Behaviors in the Electricity Company [Volume 15, Issue 3, 2025, Pages 49-76]
  • Sustainable Marketing Management Developing a Model for Formulating Sustainable Marketing Strategies in the Iranian Food Industry (Case Study: Protein Product Manufacturers) [Volume 15, Issue 3, 2025, Pages 77-104]
  • Sustainable Marketing Strategy Developing a Model for Formulating Sustainable Marketing Strategies in the Iranian Food Industry (Case Study: Protein Product Manufacturers) [Volume 15, Issue 3, 2025, Pages 77-104]
  • System Dynamics Modeling Simulating the Interaction Effects of Green Marketing Programs and Asset Efficiency Using System Dynamics Modeling [Volume 15, Issue 2, 2025, Pages 173-202]

T

  • Target Market Knowledge Competence Re-examining the Concept of Destination Market Knowledge Competence for Achieving Competitive Advantage in the Export Marketing of Iranian Dried Fruits [Volume 15, Issue 4, 2025, Pages 125-152]

U

  • User avoidance Designing a Model of the Antecedents of Users Avoiding In-App Ads in Smartphone Applications [Volume 15, Issue 4, 2025, Pages 1-30]

Z

  • Z and Y generation consumer preferences Analyzing Consumer Preferences for Clothing Products and Services among Z and Y Generations: A Fuzzy Cognitive Mapping (FCM) Approach Emphasizing Intergenerational Differences [Volume 15, Issue 1, 2025, Pages 25-54]