Understanding the phenomenon of brand courage in the fashion industry

Document Type : Original Article

Authors

1 Associate Professor of Business Administration, Faculty of Literature and Humanities, Ilam University, Ilam, Iran.

2 MS Student, Business Administration Department, Faculty of Literature and Humanities, Ilam University, Ilam, Iran.

Abstract

Abstract
Objective: The present study was conducted with the aim of understanding the phenomenon of brand courage in the fashion industry.
Methodology: This research is exploratory in terms of practical purpose and in terms of data collection, which has been analyzed with a mixed (qualitative-quantitative) approach. Using purposeful sampling and considering the logic of theoretical sampling, an in-depth semi-structured interview was conducted with 11 university experts and marketing managers in the field of fashion and clothing industry. Also, in the quantitative section, 384 customers of Iranian clothing brands in Tehran were selected using a non-probability method. The tool for collecting data in the quantitative section was a questionnaire based on the findings of the qualitative section, whose validity and reliability were confirmed. Quantitative data analysis was done by SmartPLS software.
Findings: The analysis of the interviews using the theme analysis method showed that the pattern of the phenomenon of brand courage in the fashion industry includes five components: "brand-related features", "brand social actions", "advertising-related features", "competitor-related actions" and "related actions". with customers.
Conclusion: The results of structural equation modeling showed that the model has a good fit and the components and indicators of the model have been able to have a meaningful explanation of the phenomenon of brand courage in the fashion industry.

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Journal of Business Management Perspective
Volume 22, Issue 54 - Serial Number 88
September 2023
Pages 47-78

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History

  • Receive Date: 12 March 2023
  • Revise Date: 17 July 2023
  • Accept Date: 25 July 2023

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