AL-Qadisiyah Journal For Administrative and Economic sciences

Abstract : This research aims to design an interactive marketing model that is in line with business development for
Iraqi mobile phone companies. The research problem was indicated by raising a question: whether or not the new
design of the interactive marketing model is compatible with the development of work in the Iraqi mobile phone
companies in the research sample. In this research, a qualitative approach was followed, and the classic basic theory
approach (Strauss and Corbin) was used. The research community included most of the managers and experts related
to the research topic in the surveyed companies: Asiacell, Zain, and Korek in Iraq. Thirty-five interviews were
conducted using the method and theory of purposive sampling, which was infused with a number of qualitative
interviews. The data was analyzed using the theory of Strauss and Corbin through three stages of open, central, and
selective coding and then tested via the Atlas-Ti program to obtain the main dimensions that make up the new
interactive marketing design, which are causal conditions, overlapping contextual conditions, information
technology,and marketing management. Based on what was mentioned, the results resulting from these factors
included value creation leading to the creation of a sustainable competitive advantage, in line with global standards,
and avoiding short- and long-term economic consequences.

Abstract : The public budget deficit is one of the problems that various countries in the world suffer from, especially
Iraq, which prompts the government to cover this deficit through internal and external borrowing, which leads to an
increase in its public debt. The existence of a planned financial deficit in the Iraqi public budgets was negatively
reflected in the trend towards the internal public debt, and for this reason the importance of the research came to
clarify the reciprocal relationship between the public budget deficit and the internal public debt, and for this reason
the goal of the research was to shed light on the causes of the public budget deficit and ways of financing it and to
identify the causes and sources of financing that debt Down to the analysis of the relationship between the public
budget deficit and the internal public debt in Iraq for the period (2004-2021), In order to reach this, the relevant data
was analyzed to reach the results on the one hand, and the standard quantitative analysis was used to indicate that
relationship based on the statistical program (EVIEWS: 12), and it was concluded that there is one causal relationship
that goes from the budget deficit to the internal public debt, i.e. the presence of a long-term relationship between the
two variables, and thus a long-term co-integration relationship between the budget deficit and internal public debt.

Abstract : This paper aimed at the role of Human Resources Management Ambidexterity in promoting industrial
harmony using data collected from 74 professors who work in private colleges in the Al-Diwaniyah Governorate. It
has been found that the Ambidexterity of Human Resources Management has an important role in achieving
industrial harmony. The greater the reliance of human resources management in implementing its policies and
practices in the private colleges under discussion, the greater the effect of Ambidexterity in promoting industrial
harmony between management and workers becomes apparent. The results also indicated a positive and significant
effect of Human Resources Management Ambidexterity on industrial harmony.
Keywords: Human Resources Management Ambidexterity, industrial harmony, exploration, exploitation,
Industrial Democracy, Employee Loyalty

Abstract : Financial stability is one of the important issues that policymakers have increasingly noticed in the last two
decades. Adopting preventive measures to deal with risk in the financial sector and building strength in financial
institutions to reduce costs during financial crises are the main elements of financial stability policy. Accordingly,
over the past three decades, financial systems in many countries have seen major reforms through the adoption of
financial inclusion and, more recently, increased financial interest. In this regard, the purpose of this study is to
investigate the effect of financial literacy and financial inclusion on financial stability in a selection of exporting
countries during the period 2010 to 2021. In order to analyze the data, the generalized method of moments (GMM)
has been used. The findings of the research show that financial inclusion has had a negative and significant effect on
financial stability in the selected countries. Also, the results showed that financial literacy has been able to improve
financial stability in the studied countries to some extent. Based on this, it is concluded that the expansion of financial
inclusion due to the wide participation of low-income people in the formal financial system increases the cost of
transactions and information, which causes greater inefficiency in the financial system. Also, increasing the level of
financial literacy, on the one hand, helps people to make the most appropriate financial decisions according to their
situation and, on the other hand, reduce errors caused by behavioural tendencies. In addition, the active participation
of financially literate people in financial markets and their preference for formal financial institutions for their
financial needs reduces the likelihood of financial system fragility.

Abstract : The research aims to identify the accounting qualification, analyse the indicators of financial performance
and test the impact of the qualification on the financial analysis of financial statements under the application of the
International Financial Reporting Standard (9), and indicate the level of its practice in a group of banks (Al Ahli,
Baghdad, Commercial, Middle East, Ashur, Mosul) through analysis using ratios (Profitability, trading), and to
achieve the objectives the research deals with a sample of (6) banks listed on Iraq's stock market over a while from
(2017-2021), and the variables are also quantified according to the benefits method and statistically analysed such as
Pearson's association to measure the correlation between variables. Based on the financial statements of the Directory
of Iraqi Enterprises Listed in the Iraq Securities Market and the results show that banks exercise accounting
qualifications when disclosing the results of their financial position at varying rates, there is an impact of the
reservation on the financial analysis, and this principle continues to receive broad attention and imposes its strength
on accounting practices and procedures. Research recommends that organisations with conservative accounting
policies should not abandon the application of such policies and should continue to apply them when preparing their
reports. ", while not overstated, because it enhances the ability of those reports to evaluate and improve accounting
performance.

Abstract : In light of the current circumstances and the fact that Iraqi companies suffer from intense competition
due to the invasion of the financial markets with a large number of competitive products with a low price and better
quality compared to the local products, which put Iraqi companies under many pressures for various reasons,
including the high cost of their products and the low level of quality due to their lack of application of technologies
Modern calf. Therefore, the research focused on the application of the costing technique based on time-oriented
activities (TD-ABC) and the disjointed analysis technique and its role in reducing costs and improving quality in the
Diwaniyah dairy factory, which is one of the Abu Ghraib dairy factories affiliated with (the general companies for
food products), to overcome the defects of traditional costing techniques and provide more accurate and objective
information as well as identifying the utilised and untapped energy in the factory by applying (TD-ABC) technology.

Abstract : The research aims to determine the impact of the financing structure (common stock, debt, and retained
earnings) on banking stability. The research problem included the extent to which the financing structure and its
various components contribute to achieving banking stability. A sample was selected from two commercial banks
listed on the Iraq Stock Exchange, namely the Bank of Baghdad and the Trans-Iraq Bank. An important indication of
the components of the financing structure on banking stability. Several financial and statistical equations were
adopted using the statistical programs (Eviews) and (Excel).
The research reached conclusions, the most important of which is that banks’ heavy reliance on debt in their
financing structure leads to a decrease in the rate of banking stability, that their reliance on debt may expose them to
liquidity risks, and that these banks may be exposed to financial distress and instability, while banks that rely on
stocks are characterised by with a high rate of banking stability, it has a low-profit rate.
The research recommends that banks that rely heavily on debt financing should reduce their reliance on this source
and try to diversify their sources to achieve stability and avoid financial distress and instability resulting from
reliance on debt financing sources, which results in financial increases. Risks for the bank

Abstract : Iran tended to self-determination and criticism of the external dependence of the United States through
its emphasis on minimizing American interference and influence and resisting Western interventions, as well as
establishing a network of economic relations and policies with the countries of the world depending on the
capabilities of those countries and achieving autonomy within the framework of adopting defence policies that
resisted those sanctions and through which Iran was able to rely on itself in self-determination away from external
pressures, and the most prominent of those policies pursued by the Iranian government to achieve Its economic
independence is represented by trade policy, fiscal policy and monetary policy.

Abstract : The research is concerned with studying economic exposure and explaining its impact on
competitiveness in the Iraqi economy, based on the principle that every country that suffers from economic exposure
will have a dependent economy. Economic dependency, in its general sense, means the subordination of a backward
national economy to an advanced national economy, whether it is the economy of a specific country. Or the economy
of a specific region, and this submission or dependency is inclusive of all the variables that occur in the developed
country or the decisions issued by it, as a result of the financial, commercial, and technical control that characterises
the advanced economy. That is, it is a renewable, never-ending state in which countries, economies, and agents
depend. Economists affect each other and a variety of different economic and non-economic factors for economic and
non-economic reasons as well. Economic dependency is one of the most dangerous things that the state faces, as the
economy of that country is exposed to violent economic shocks that weaken the structure of the economy and trade in
it and then make it retreat from its obligations to the state and, the economy begins. With the collapse after a series of
collapses in the value of the currency and the rise in prices in the markets, as a result of a change in economic policies
in another country, or the exposure of that country to those changes as a result of a crisis or a previously unplanned
situation, which affects the dependent country negatively and significantly. Therefore, we find that specialists are
trying to Economic exposure is limited to its limits so that its negative effects are not greater than the capacity of that
exposed economy that belongs to another country, which is what the research sought and reached through the
conclusions and recommendations it reached.

Abstract : This study aims to examine liquidity indicators in the Iraqi stock market and analyse their trajectory and
fluctuations during the period from 2005 to 2021, with a focus on trading volume and stock turnover rate as liquidity
indicators. The study sheds light on important issues that must be considered to manage risks and improve the
performance of the Iraqi stock market in the face of economic fluctuations. The results of this research can be used by
investors and economic decision-makers to improve the market's ability to use financial resources to achieve its
goals. The study found that both trading volume and stock turnover rate were subject to fluctuations during the
research period, and were affected by improvements in economic and security conditions in the country, reflecting a
state of market instability and irregularity of operations.

Abstract : In this research, a Bayesian hierarchical model was used to select and estimate variables.
In the context of binary regression, existing approaches to variable selection in the context of binary classification are
proposed. The proposed method is that the Laplace probability of the regression parameters is proposed and
estimated with a Bayesian Markov chain Monte Carlo. The conceptual result is that by doing so, the regression model
is transferred from a Gaussian framework to a full Laplacian framework without sacrificing With a lot of
computational efficiency. In addition, the Gibbs sampler is effective for the Parameter estimation of the proposed
model and is superior to the Metropolis algorithm Which has been used in previous studies on Bayesian binary
regression. Both simulation studies and real data analysis indicate that the proposed method performs well compared
to other binary regression methods.

Abstract : This research aims to analyze the role of institutions in green marketing in Iraq. This
research is a mixed method consisting of two parts: quantitative and qualitative, first through a
literature review through desk studies, green marketing functions were extracted, then semistructured interviews were conducted with green marketing experts in Iraq on this topic, and
finally the importance and performance analysis (IPA) questionnaire was extracted. It is
completed by 100 academic and regulatory experts in the field of green marketing (in the public
and private sectors). The results showed that green marketing functions are divided into four
quadrants. Production of green products is in the first quadrant, green workforce in the second
quadrant, green distribution and price in the third quadrant, and finally, green advertising in the
fourth quadrant. Green marketing managers in Iraq must avoid wasting resources on “green
promotion” which has little importance in favorable conditions and spend these resources on
“green products” which are very important to achieve favorable conditions in green marketing.
Abandoning the "green distribution" and "green pricing" existing in the third quadrant, and not
spending their efforts and resources on them, and finally, since the functions of the second
quadrant are highly efficient and important in their current and optimal state, they do not need to
change the current situation and accordingly, it is It is better for Iraqi managers in green companies
to continue the “green human resources” (present in this quadrant) with the same existing facilities
because there is no need for more resources and they have the right conditions.

Abstract : In this research, the researcher studied the most important influential factors that lead to an increase or
decrease in the number of students accepted to some colleges at the University of Babylon for the academic year
2021-2022 and compared them to the admission plan and the number of those accepted for the academic year 2022-
2023. Through the selected sample to find out the reasons for this disparity, the results showed The main reason is the
decline in employment opportunities in some departments of public universities Then the student’s ambition is not
achieved through central admission, and thus we have reached that the rates of private colleges are considered, and
the acceptance rates must be close to government colleges. Also, when applying for jobs, whether in government
departments or private companies, preference must be given to a graduate who is proficient in his department,
whether from a government university or Eligible because our country needs experienced and distinguished people
who have honesty in their work to avoid many of the country’s problems

Abstract : In this article, the phenomena that follow the models for dealing with numerical data, which take the
form of time series, have been dealt with. This type of time series often suffers from the problem of zero inflation.
which represents a problem that cannot be overlooked. so a set of methods and methods has been proposed to deal
with this problem. and one of the most important models in this case is Poisson's zero-inflated model. It should be
noted here that there is a set of methods that are used to estimate the parameters of the Poisson zero-amplified model.
including the MLE method and the NLM method.

Abstract : This research aims to investigate the oil price changes and their effects on the macroeconomic variables
in Iraq for the period between 1990-2021. For this purpose, in this study, a Vector Error Correction model (VEC) is
used to investigate the impact of oil price changes on macroeconomic variables including GDP, money supply,
exchange rate, government size, and non-oil trade. Then, using instantaneous reaction functions, the reaction of
macroeconomic variables in the event of a shock in the cost of crude oil has been studied. The findings of the
research showed that although factors influencing oil prices have fluctuated the macroeconomic variables
investigated in the research in the short term, they have ultimately led to the improvement of the economic situation
of Iraq during the period under investigation.

Abstract : In this work the author investigate a Bayesian inference in lasso censored regression with more flexible
hierarchical prior model. Learning rate parameter proposed to have multinomial distribution which is a prior
distribution of the target parameter, so updated hierarchical prior expression developed and Gibbs sample algorithm
have independent based on the proposed hierarchical prior model to generate samples from full conditional posterior
distribution. Simulation example have conducted to test the performance of the suggested model and real data
analysis presented. The result summary of simulation studies and real raw data show that the proposed model perform
better than some existing methods .

Abstract : Regularization methods always focus on the selection of variables (vs) and estimation of regression
parameters. So it is relied upon (vs) Because it is difficult to identify the important variables in the model, if the
number of common variables is very large, and to choose the most effective variables in the model.
In this paper, we proposed a new method for selecting an ordinal model . This method is Bayesian reciprocal bridge
regression for the ordinal model (BOrBridge ), We have developed a new hierarchical Bayesian regression model
Bayesian reciprocal bridge for the ordinal model (BOrBridge). Which motivates us to suggest a Gibbs sample New to
sample parameters from the posteriors . The performance of the proposed approach was examined through simulation
studies and real data analysis.
The results show that our proposed method (BOrBridge) After comparing it with the AIC and BIC Identifying the
best model in standard ordinal regression works very well This also indicates the convergence of the constructspecific Gibbs samples to the posteriors distribution, was quick and the mixing was good . The research reached
important conclusions, represented by the superiority of the proposed method over existing methods in selecting
variables and estimating parameters.

Abstract : The current study focused on strategic clarity as an independent variable with its dimensions
(Information-processing Capacity, Variety of Perspectives , and Ability to Reach Consensus) And its effect on
improvisational behaviour as a dependent variable consisting of three dimensions (innovation, proactivity, and risktaking) to determine the correlation and influence between the two variables.. The study was tested as an analytical
study of the opinions of shareholders and investors in private universities and colleges in central and southern Iraq.
The sample size was (369). The descriptive analytical method was relied upon in this study. The researchers aimed to
investigate five respondents for each paragraph. The research included correlation hypotheses, and the statistical
program (Smart PLS) was adopted to analyze the results, and the study concluded that all hypotheses were accepted.
The study reached a set of theoretical and applied conclusions, including that the strategic clarity variable helps to
raise the level of improvisational behaviour among entrepreneurs who work in colleges in the study community
through (Information-processing Capacity , Variety of Perspectives , and Ability to Reach Consensus) to achieve
competitive advantage in an environment characterized by change and instability.

Abstract : The purpose of this study is to investigate the effect of the quality of electronic banking services on the
level of customer loyalty in the state banks of Iraq. At first, after determining the validity and reliability of the
questionnaire questions, through Cronbach's alpha test, a sample size of 300 items was selected from among the
questionnaires that had more confidence in the accuracy and closeness of their answers. In this study, the methods
available in descriptive statistics such as absolute frequency distribution tables, percentages, means and standard
deviations were used to compare the information collected through the questionnaire, and statistical tests were used in
the inferential statistics section using SPSS software. Kolmogorov test for the normality of the research variables, a
single-variable t-test, to determine the significant difference between the observed mean compared to the actual
value, and Friedman's test was used to rank the research variables.
Various aspects of service provision, including responsiveness, privacy, dependability, trustworthiness, and client
loyalty, are examined here. According to the estimates, there is a positive correlation between customer service and
support criteria, privacy, reliability, customer trust, and privacy, and customer loyalty in state-run financial
institutions. Customer service and support, customer loyalty, customer trust, privacy, dependability, and website
design all come up in the study, leading us to the conclusion that experts need to pay attention to consumer behavior.
Successful in Defining Customer Loyalty.

Abstract : The current study aims to test the direct and indirect impact of the toxic work environment through its
dimensions (toxic leader, toxic co-worker, and toxic organizational culture) in the counterproductive work behaviors
represented in (deviations at the individual level, deviations at the organizational level) through the moderating role
of the Person -environment fit in its dimensions (functional fit, organizational fit, group fit, and supervisor fit), and to
improve the desired level of private hospitals studied, study problem has been formulated in a fundamental question
(is Person-environment fit can be adopted as a moderating variable between toxic work environment and
counterproductive work behaviours, and then diagnose the level of interest in it in the field, as well as identify
appropriate actions by the organization.
The study was conducted on several workers in private hospitals in Babil province as a field for study and testing its
hypotheses, and the questionnaire form was adopted as a major tool in collecting data related to the field side of the
study, and the size of the community (287) working in (5) hospitals, and the size of the distributed sample (250)
questionnaire, while the sample was valid for analysis after the tab (230) questionnaire.
The study also used a set of statistical methods represented in standard deviations, arithmetic averages, and structural
equation modelling with the help of statistical programs (SPSS& AMOS. V.28), and the results proved the validity of
the hypotheses of the study, perhaps the most prominent of which is the existence of a correlation and influence
between (toxic work environment, Person-environment fit, counter Productive work behaviors)

Abstract : Today, the use of renewable energy has become a priority in global and regional concerns, after the
emergence of many environmental problems and risks and their repercussions on human life. Renewable energy
meets the requirements of humanity and the inductive approach was relied upon (moving from the general to the
specific, coupled with a descriptive analysis of the nature of those sources. On the emerging energy, we conclude that
the diversity of reasons for resorting to the use of traditional energy alternatives (crude oil, natural gas, coal,
including environmental motives resulting from the extraction and refining of traditional sources as a result of the
formation of land, water and air, including political motives that fall under the so-called necessary to find alternative
energy sources.

Abstract : The study aims to analyze the role of the Central Bank of Iraq through the currency auction and its
impact on indicators of economic stability represented by (inflation, unemployment, and economic growth). In order
to achieve the objectives of the study, the researcher studied and analyzed the relationship between the foreign
currency auction and indicators of economic stability represented by (inflation, unemployment, and economic
growth).
The problem of the study was represented by the following question: Does the central bank achieve economic
stability through the currency auction?
The importance of the role played by the central bank varies from one economic system to another and from one
country to another in the same economic system, and this difference is governed by many factors, the most important
of which is the surrounding environment in which the bank carries out its activity, as well as the powers it possesses
in exercising its main tasks, which are reflected in The monetary resources obtained by the Central Bank, and the uses
of these resources in areas that work to achieve the goals of economic stability, based on the annual statements of the
Central Bank and achieving the goal of the study.
The study adopted the inductive and deductive approach in describing the impact of the foreign currency auction on
indicators of economic stability by collecting data and annual reports of the Central Bank, the research sample, for
the period (2003-2022), as well as using a statistical analysis program for the study, through the (Eviews 12) program
and the Excel 2010 program. To facilitate the process of extracting financial and statistical analysis results.
The study reached a set of conclusions, including The central bank plays an effective role in directing, monitoring
and refinancing commercial banks and providing the appropriate amount of liquidity to ensure the continuation of
their banking activity.

Abstract : Purpose: The current study aims to determine the impact of customer-oriented behavior in enhancing
intangible market assets by surveying the opinions of a sample of EarthLink customers.
Design/Methodology: Several questions, the most important of which was, determined the problem of the study (Is
achieving intangible market assets a function of customer-oriented behavior? In addition, what is the size of the
impact of the contribution of customer-oriented behavior in enhancing intangible market assets)? How important is it
to them and what is the extent of the impact of the contribution of customer-oriented behavior in enhancing intangible
market assets? The nature and level of interest in the telecommunications sector and the low realization of intangible
market assets are due to the weak availability of effective customer-oriented behavior in the surveyed company, and
the study population is represented by (customers of EarthLink Company) if the number of questionnaires distributed
reached (275). After sorting and verifying the data, it reached the number of questionnaires suitable for analysis was
(244) questionnaires out of a total of (260) questionnaires that were retrieved.
The current study sought to choose a number of main hypotheses related to correlations and influence relationships
between the study variables. In order to answer the questions related to the study problem and reach the set goals, and
in order to process the data, I used several statistical methods (normal distribution, arithmetic mean, Pearson
correlation coefficient, and simple regression model) using the statistical program SPSS28 and Amos v.25.
Theoretical results: There is a knowledge gap in explaining the nature of the relationship between the variables of the
current study, represented by the two independent variables, customer-oriented behavior, and the dependent variable,
intangible market assets.
Practical results: The study reached several results, the most important of which was that the variable of customeroriented behavior is related to and affects the variable of intangible market assets.

Abstract : The current study aimed to reveal the nature of the role of reverse logistics capabilities represented in
(logistics information management, closed-loop capacity, logistics information integration, coordination ability,
organizational motivation, and matching ability) in marketing vigilance in its dimensions (environmental survey,
proactive information review, earned value, mental image, and marketing competitive intelligence), as study tries to
address a realistic problem reflected in bridging the knowledge gap between reverse logistics capabilities and
marketing vigilance among workers In the soft drinks laboratory in Babylon, where the researcher distributed (275)
questionnaire forms randomly to a sample of workers in the soft drinks laboratory in Babylon, and the number of
forms valid for analysis (235), and was analyzed using the advanced statistical program (SPSS). V.28 & AMOS.
V.28), and the current study is a pioneer in its variables, as it deals with important variables that will highlight the
importance of reverse logistics capabilities in improving marketing vigilance, study has summarized a set of
conclusions, the most prominent of which is that the research laboratory is keen to use written procedures and
instructions to monitor and control the return process, which enhances its capabilities to share information about
returned products between departments.

Abstract : Selecting active variables for a QR model is difficult. Selecting the right group of predictors often
improves prediction accuracy. To improve scientific understanding, choose a smaller subset. Several methods have
been presented to find the active subset. Estimating model parameters aims to find the best estimators for accurate
predictions. Estimating all the parameters in the high-dimensional data request yields a weak prediction with large
correlations between independent variables, resulting in incorrect findings. Variable selection (V.S) is a key challenge
in modelling high-dimensional data. Linear QR selection variables and estimation are studied using the Bayesian
hierarchical approach. Regularization bridge and ordinal composite quantile regression are our specialities. This work
proposes a Bayesian reciprocal adaptive bridge composite quantile regression for ordinal variable selection and
estimation. A new Gibbs sampling approach is developed for comprehensive conditional posterior distributions. We
look at how Bayesian reciprocal adaptive bridge composite quantile regression for ordinal data (BrABCQRO) stacks
up against other Bayesian and non-Bayesian approaches. The posterior, prior, and conditional distributions are all
talked about together. For full conditional posterior distributions, a new Gibbs sampling method is created. A realworld example and many simulation examples show that the suggested methods often work better than standard ones.

Abstract : The reasons for establishing sovereign funds differ from one country to another, depending on the
different nature of the funds that comprise them and their issuance, as well as the different goals that were set for
them, whether they are to achieve economic stability or to influence some economic indicator. About the oil
countries, sovereign funds are one of the possible solutions in how to manage the public finances of the countries
owning oil wealth and their relationship to the changes in oil prices in an effective and high efficiency, and since the
latter is characterized by instability, so these countries resort to establishing sovereign funds to take advantage of the
huge financial surpluses resulting from oil export revenues and investing them, so the research will address a group
of successful models in this field with proposing an objective vision or drawing an integrated picture of the
possibility of creating an Iraqi sovereign fund that can employ the revenues of oil wealth and thus avoid shocks
resulting from changes in oil prices and financial crises resulting from Rely on the latter.

Abstract : The study aimed to clarify the cognitive foundations of value engineering technology and to
demonstrate the role that technology can play in reducing costs and improving the value of the product in a way that
makes the product of the economic unit (men’s clothing factory in Najaf) at the level of competitive products.
In the theoretical aspect, the researcher relied on the data and information available in dissertations, research, and on
the Internet, while the applied aspect was through cost data for the research sample (Men’s Clothing Factory in Najaf
Al-Ashraf) for the year 2022.
The researcher reached a set of conclusions, the most important of which was that value engineering technology
provides solutions to many of the problems facing the economic unit, and aims to optimize the exploitation of
economic resources, improve performance and product quality, and reduce costs to achieve competitive advantage.
The researcher recommends a set of recommendations, the most important of which is that the economic unit, the
research sample, should constantly communicate with customers to find out information about their desires and
requirements regarding the characteristics of the products that meet these desires and requirements and conduct
periodic studies and research on the market, to produce products that achieve customer satisfaction and then their
loyalty. The economic unit, the research sample, is clearly interested in value engineering technology through the
formation of a work team, because of its role in reducing costs and improving the product's value

Abstract : The current study aims to investigate the effect of brand personality and brand experience on the
prestige of brands in the smart phone industry from the point of view of the Iraqi consumer, as a sample of customers
chose the smartphone brand (IPhone). Based on the theoretical review of the study, the effect of brand personality
and brand experience as major factors affecting brand prestige in the smart phone industry. The study's main problem
was represented by a main question: "Can the brand's personality and the brand's experience relate to the perceived
prestige of the brand from the customer's point of view? Based on the theoretical relationships between the
conceptual structure, a model was proposed and then tested based on the data collected from (716) customers of the
Smart phones. Through the applied aspect, it became clear that one of the most important conclusions reached by the
current study is that the prestigious personality of the brand, its credibility, and its ability to communicate with
customers on an ongoing basis positively affects the image of this brand and increases its psychological and mental
health. social situation.