Introducing a Comprehensive, General and Strategic Model for Branding Iranian Goods (Based on the Brand-Consumer Relationship) in Support of Production and Reducing the Impact of Sanctions as a Powerful Component of Iranian Political Sociology

Document Type : Original Article

Authors

1 Manager of the Business Department of the Comprehensive University of Applied Sciences, Chamber of Commerce

2 Head of Marketing Department, and assistant professor Faculty of Management and Economics, Islamic Azad University, Science and Research Branch

3 Assistant Professor, Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran

4 Assistant Professor of Islamic Azad University, Qazvin Science and Research Branch

Abstract

Abstract
Brand is necessary for strategy which helps organizations to create value more. Future world of marketing is brand management world, these brands are related with consumer rather than organizations and their products. In this research, quality data based theory method was used. Method for collecting data is to perform semi-structure interview to consumers and experts in the field of it and sampling is theoretical one. After interview and collect data, the codes were analyzed and after three steps including open, axial and selective coding, final model was obtained. Final model consists of axial category, factorial conditions, interventional conditions, strategies and outcomes and results derived from branding. Each of terms and the factors has variables and categorizes which caused to branding. As for significant gap between branding and potential, this research tries to offer strategy for branding of Iranian successful products by discussing and identify effective dimensions and variables by concentrate upon native indicators in year of jump in production as one of the lost circles.
Keywords: Brand, Branding, Consumer’ behavior, Brand Relationship, Consumer

Keywords

Political Sociology of Iran
Volume 2, Issue 4 - Serial Number 8
August 2020
Pages 922-940

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