CONCEPTUALIZATION OF INTEGRATED BRAND ENGAGEMENT (IBE) WITH GLOBALIZATION APPROACH AND GROUNDED THEORY STRATEGY (THE CASE OF AUTOMOTIVE INDUSTRY)

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KH. SHOJAEI VAHAB; KHODADAD HOSEINIE SIED HAMID

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Journal: Iranian Journal of Trade Studies Year:2013 | Volume:17 | Issue:68 Page(s): 175-199

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Title

CONCEPTUALIZATION OF INTEGRATED BRAND ENGAGEMENT (IBE) WITH GLOBALIZATION APPROACH AND GROUNDED THEORY STRATEGY (THE CASE OF AUTOMOTIVE INDUSTRY)

Author(s)

KH. SHOJAEI VAHAB | KHODADAD HOSEINIE SIED HAMID | Issue Writer Certificate

Keywords

BRANDQ2

BRAND ENGAGEMENTQ1

GROUNDED THEORYQ2

OPEN CODINGQ2

AXIAL CODINGQ2

SELECTIVE CODINGQ2

Abstract

The purpose of this study is conceptualization of Integrated BRAND Engagement (IBE) through inductive approach based on data collected from interviewees in Iran automotive market. By using GROUNDED THEORY for collecting the data; we theorize the process of shaping IBE. In this theory, the "BRAND Equity" is the central phenomenon; “Integrated Marketing Communication (IMC) " is causal conditions. The manifestation of central phenomenon expressed in a set of actions and interactions, which is referred to as “Customer Engagement". On the other hand, Integrated BRAND Communication (IBC) (as context conditions) or Shareholders Engagement elements (as intervening conditions) will stabilize and expand such an engagement. The main consequence of this phenomenon is “BRAND Engagement “leading to increasing the engagement of customers, staffs and shareholders and consequently the value of BRAND. These conditions cause all people who directly and/or indirectly are involved with BRAND to advocate the mentioned BRAND because they would have sense of belongingness and engagement to the BRAND even if they have not bought the product.

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APA: Copy

KH. SHOJAEI, VAHAB, & KHODADAD HOSEINIE, SIED HAMID. (2013). CONCEPTUALIZATION OF INTEGRATED BRAND ENGAGEMENT (IBE) WITH GLOBALIZATION APPROACH AND GROUNDED THEORY STRATEGY (THE CASE OF AUTOMOTIVE INDUSTRY). IRANIAN JOURNAL OF TRADE STUDIES (IJTS), 17(68), 175-199. SID. https://sid.ir/paper/7456/en

Vancouver: Copy

KH. SHOJAEI VAHAB, KHODADAD HOSEINIE SIED HAMID. CONCEPTUALIZATION OF INTEGRATED BRAND ENGAGEMENT (IBE) WITH GLOBALIZATION APPROACH AND GROUNDED THEORY STRATEGY (THE CASE OF AUTOMOTIVE INDUSTRY). IRANIAN JOURNAL OF TRADE STUDIES (IJTS)[Internet]. 2013;17(68):175-199. Available from: https://sid.ir/paper/7456/en

IEEE: Copy

VAHAB KH. SHOJAEI, and SIED HAMID KHODADAD HOSEINIE, “CONCEPTUALIZATION OF INTEGRATED BRAND ENGAGEMENT (IBE) WITH GLOBALIZATION APPROACH AND GROUNDED THEORY STRATEGY (THE CASE OF AUTOMOTIVE INDUSTRY),” IRANIAN JOURNAL OF TRADE STUDIES (IJTS), vol. 17, no. 68, pp. 175–199, 2013, [Online]. Available: https://sid.ir/paper/7456/en

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