Celebrity endorsement has been used for decades to promote products to consumers. As employees are one of the primary stakeholders and are known as second consumers, their concerns about celebrity endorsement effectiveness and pride need attention for building their identification with an organization. This study investigated the internal branding process by examining employees’ brand orientation, celebrity-organization value congruence, and the accuracy of employee portrayal. Data are collected from a leading multinational bank in Pakistan through a structured questionnaire. The results of (...) the study showed that when employees felt celebrity endorsement matched organizational values, the celebrity successfully portrayed actual corporate values. Thus, employees believed that endorsement effectively gained consumers’ attention and built a strong corporate image. The study affirmed that employees’ sense of pride toward their organization motivates them to identify with it. Furthermore, the results showed that value congruence mediates the relationship between brand orientation and endorsement effectiveness, while pride mediates the relationship between endorsement effectiveness and organization identification. Service organizations could use brand orientation to gain accurate employee portrayal that revives their pride and attachment with the organization and enhances corporate identification. The future directions and limitations are discussed. (shrink)

Introduction: Maintaining dignity is one of patients is one of the main ethical responsibilities of caregivers. However, in many cases, the dignity of patients, especially autistic teenagers is not maintained. The extent to which dignity needs are met for this group within the Iranian care system is difficult to determine as dignity is an abstract concept, and there are few related research studies reported. Objectives: The objective of this study is to find out caregivers perspectives on dignity in teenagers with (...) autistic spectrum disorder. Research design: This study uses a qualitative research design. The data were collected through individual, semi-structured interviews and field notes developed during the interviews. In order to analyze the data, qualitative conventional content analysis was used. Participants and research context: In all, 16 professional caregivers for autistic teenagers working in public hospitals were recruited based on a targeted sampling method to reach data saturation from February 2016 to July 2017. Findings: The findings of this study were presented in three main themes, “privacy,” “respecting individual identity,” and “comprehensive support,” and 11 categories. Ethical consideration: This study’s protocol was approved by the Research Ethics Committee of medical universities located in Southeast of Iran and the required ethical principles were followed throughout. Discussion and conclusion: Based on the findings of this study from the perspective of caregivers, autistic teenagers need to be cared for and educated in a respectful environment where their privacy is maintained, their individual identities are respected, and they receive comprehensive familial, social, and financial support. These conditions would maintain the dignity of such teenagers and would result in appropriate behavioral outcomes. Therefore, it is suggested that a cultural, professional and institutional background in which all components of the autistic teenager’s dignity are protected and emphasized be provided. (shrink)

Background: Compassion is the core of nursing care and the basis of ethical codes. Due to the complex and abstract nature of this concept, there is a need for further investigations to explore the meaning and identify compassionate nursing care. Objectives: The purpose of this study was to identify and describe compassionate nursing care based on the experiences of nurses, patients, and family caregivers. Research design: This was a qualitative exploratory study. Data were analyzed using the conventional content analysis method. (...) Participants and research context: Nurses, hospitalized patients, and family caregivers in different educational hospitals in an urban area of Iran were selected from February 2016 to December 2017 using a purposeful sampling method. In-depth and semi-structured interviews, focus group interviews, and field notes were used for data collection. Ethical considerations: The study was approved by the University’s Ethics Committee. The participants were informed about the aim and method of the study, reasons for recording the interviews, confidentiality of data, and voluntary nature of participation in this study. Findings: Data from interviews and filed notes were analyzed and classified into three themes: “effective interaction,” “professionalism,” and “continuous comprehensive care.” Discussion and conclusion: Emerged themes of this study involved holistic care in the current literature on nursing with an emphasis on effective interaction and professionalism. Nurses can understand patients’ and family caregivers’ comprehensive needs through interaction skills. In addition, clinical proficiency, maintaining professional ethics’ standards along with holism, and continuity in care are examples of compassionate care. Education program about compassionate care can enhance the quality of nursing care. (shrink)

The Iran–Iraq war, which took place from 1980 to 1988, was one of the longest and bloodiest conventional wars in the history of the last century. The war was also the largest mobilization of the Iranian population and was achieved primarily by producing and promoting a culture of martyrdom based on religious themes found in Shi'i Islam. It was the war that created and consolidated what we know today as the Islamic republic of Iran. For years there have been two (...) popular public discourses in post-war Iran: the secular discourse, which is to evade, to ignore, to escape to the Caspian; and then the state's discourse, of the strong, mourning women and the heroic martyrs. It is the group of women who exist betwixt the dominant discourses of the secular versus the religious and the idea of womanhood versus motherhood that I am interested in exploring here by looking at the most recent work of a secular female filmmaker, Rakhshan Bani-Etemad. (shrink)