Presenting a Strategic Branding Model

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HAGHIGHI KAFASH MEHDI; Hamidi Beinabaj Mojgan; Karimi Alavijeh MohammadReza; Khalil Nezhad Shahram

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Journal Paper

Paper Information

Journal: JOURNAL OF STRATEGIC MANAGEMENT STUDIES Year:2020 | Volume:11 | Issue:43 Page(s): 21-43

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Title

Presenting a Strategic Branding Model

Author(s)

HAGHIGHI KAFASH MEHDI | Hamidi Beinabaj Mojgan | Karimi Alavijeh MohammadReza | Khalil Nezhad Shahram | Issue Writer Certificate

Keywords

Strategic brandingQ1

model presentationQ1

Grande theoryQ1

structural equation modelingQ1

Abstract

The aim of this study is to explain the model of Strategic branding challenges with emphasis on Iran's saffron industry. The method is combined (qualitative-quantitative). In the qualitative part, the data theory method of the foundation has been used. The data collection tool in this section was an in-depth interview. The statistical population of the research consists of experts in the field of brand and managers of saffron exporting companies and the method of targeted sampling has been used. The collected data were analyzed using open, central, selective coding and the final pattern was extracted. In a small part, structural equation modeling using SmartPLS3 software has been used. The statistical population in the quantitative phase of the research consists of all managers of saffron exporting companies. The measuring instrument in the quantitative section of the questionnaire and the scale of measurement was the 5-choice Likert scale. First, the measurement models were examined and the validity and reliability of the measurement tools were confirmed. In the structural model section, the predictive power of the model was evaluated. Assessing the predictive power of the model according to the values of the coefficient of explanation of the model has had the desired predictive power. Meanwhile, the SRMR index shows a good fit of the measuring and structural modeldue to the value less than 0. 08. The research findings showed that due to the high economic value of saffron, its uniqueness can be achieved by using targeted advertising, promoting competitiveness, increasing brand value and attracting investors.

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APA: Copy

HAGHIGHI KAFASH, MEHDI, Hamidi Beinabaj, Mojgan, Karimi Alavijeh, MohammadReza, & Khalil Nezhad, Shahram. (2020). Presenting a Strategic Branding Model. JOURNAL OF STRATEGIC MANAGEMENT STUDIES, 11(43 ), 21-43. SID. https://sid.ir/paper/409785/en

Vancouver: Copy

HAGHIGHI KAFASH MEHDI, Hamidi Beinabaj Mojgan, Karimi Alavijeh MohammadReza, Khalil Nezhad Shahram. Presenting a Strategic Branding Model. JOURNAL OF STRATEGIC MANAGEMENT STUDIES[Internet]. 2020;11(43 ):21-43. Available from: https://sid.ir/paper/409785/en

IEEE: Copy

MEHDI HAGHIGHI KAFASH, Mojgan Hamidi Beinabaj, MohammadReza Karimi Alavijeh, and Shahram Khalil Nezhad, “Presenting a Strategic Branding Model,” JOURNAL OF STRATEGIC MANAGEMENT STUDIES, vol. 11, no. 43 , pp. 21–43, 2020, [Online]. Available: https://sid.ir/paper/409785/en

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