Designing and Architecting the Iran National Brand

Document Type : علمی - پژوهشی

Authors

1 PhD Candidate, Alzahra Uniersity

2 Associate Proffersor in Alzahra University.

Abstract

 Objective: The national brand survey is one of the most important business issues that has received much attention in recent research. Unfortunately, however, little research has been done to identify the constituents of the national brand in Iran. Methodology: In this study, using two methods of qualitative content analysis, and DEMATEL, the elements that influence the nation branding were extracted and the structural network of relationships among the extracted elements were studied.  Finding: Accordingly, in the first stage, in-depth interviews were conducted with 16 experts and 241 concepts, 30 codes, 10 categories, and 4 themes were extracted with Themes such as opinion scrolling, institutional setting, political and regulatory transformation, and value and sport transformation. The relationship between the ten categories extracted in the qualitative content analysis method was also studied through the DEMATEL method. Result: Accordingly, it was found that the issue of measuring international public opinion has the most influence on other factors. Also, ethnicity management has the most impact on other variables. Finally, the issue of improving the architecture of the country's political and legal system has the most interaction with other factors in terms of effectiveness and effectiveness

Keywords

References

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History

  • Receive Date: 11 August 2019
  • Revise Date: 08 January 2021
  • Accept Date: 31 December 2020

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