Explaining the pattern and presenting strategic branding challenges in saffron industry

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HAGHIGHI KAFASH MEHDI; Hamidi Binabaj Mojgan; KARIMI ALAVIJEH MOHAMMAD REZA; Khalilnejad Shahram

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Paper Information

Journal: IRANIAN JOURNAL OF MANAGEMENT SCIENCES Year:2019 | Volume:14 | Issue:55 Page(s): 75-106

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Title

Explaining the pattern and presenting strategic branding challenges in saffron industry

Author(s)

HAGHIGHI KAFASH MEHDI | Hamidi Binabaj Mojgan | KARIMI ALAVIJEH MOHAMMAD REZA | Khalilnejad Shahram | Issue Writer Certificate

Keywords

Strategic BrandingQ1

Saffron IndustryQ1

Grounded theoryQ1

Abstract

In today's competitive world, saffron as a strategic product needs a special attention in order to gain a proper place in branding. Compared to other countries, Iranian saffron brands have no competitive advantage in exporting this product. Therefore, Iranian companies should strive to shape, guide and consolidate a proper understanding of their brand’ s identity in the minds of their customers and pay special attention to the formation and strengthening of reputable brands. The present study aimed at explaining the pattern and presenting the challenges of Strategic Branding in the Saffron Industry. The tool for data collection was a semi-structured interview. The interviewees included university professors familiar with the subject and managers of saffron exporting companies. The final model consists of a set of axial categories, causal conditions, contexts, necessary variables, confounding variables, branding strategies and consequences for the Saffron Industry. We used the interpretive structural modeling to show the ranking of Strategic Branding challenges of the Saffron Industry.

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APA: Copy

HAGHIGHI KAFASH, MEHDI, Hamidi Binabaj, Mojgan, KARIMI ALAVIJEH, MOHAMMAD REZA, & Khalilnejad, Shahram. (2019). Explaining the pattern and presenting strategic branding challenges in saffron industry. IRANIAN JOURNAL OF MANAGEMENT SCIENCES, 14(55 ), 75-106. SID. https://sid.ir/paper/406516/en

Vancouver: Copy

HAGHIGHI KAFASH MEHDI, Hamidi Binabaj Mojgan, KARIMI ALAVIJEH MOHAMMAD REZA, Khalilnejad Shahram. Explaining the pattern and presenting strategic branding challenges in saffron industry. IRANIAN JOURNAL OF MANAGEMENT SCIENCES[Internet]. 2019;14(55 ):75-106. Available from: https://sid.ir/paper/406516/en

IEEE: Copy

MEHDI HAGHIGHI KAFASH, Mojgan Hamidi Binabaj, MOHAMMAD REZA KARIMI ALAVIJEH, and Shahram Khalilnejad, “Explaining the pattern and presenting strategic branding challenges in saffron industry,” IRANIAN JOURNAL OF MANAGEMENT SCIENCES, vol. 14, no. 55 , pp. 75–106, 2019, [Online]. Available: https://sid.ir/paper/406516/en

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