نوع مقاله : مقاله پژوهشی
نویسنده
گروه مدیریت و کارآفرینی، دانشگاه رازی، کرمانشاه، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
Branding is a set of measures to create a popular and lasting mentality of products in the mind of the consumers. Therefore, the aim of the current research was to design a model of factors affecting the success of branding for manufactured produced in Kermanshah province, which was carried out using the grounded theory research method. Strauss and Corbin's approach was used for data coding. Data collection was done through semi-structured interviews with the help of judgmental and snowball sampling methods, with 31 industrial company managers, university professors, government officials and private sector experts in Kermanshah province. Intreviews continued until theoretical data saturation was achieved. Three methods of triangulation, asking questions in several ways and using expert and diverse interviewers were used to verify the validity of the interviews, and to know the reliability, the recoding method and "intra-topic agreement percentage" were used, which was calculated as 90.73%. In the research model, 2918 open codes, 301 concepts and 60 subcategories were identified. The results showed that the success model of the branding of manufactured products in Kermanshah province is affected by various factors that can be classified into causal, intervening, and contextual conditions, and by implementing the proposed strategies, various consequences can be planned for it. At the end, suggestions were presented separately for each area to improve the branding situation in Kermanshah province, including the formation of an organization in charge of branding in the country to provide financial and nonfinancial support to eligible businesses.
کلیدواژهها [English]
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