Design and validation of the national brand promotion model in the field of export of industrial goods and services in Iran
Alireza Zamani
1
(
PhD student, Department of Industrial Management, Faculty of Management and Accounting, South Tehran Branch, Islamic Azad University, Tehran, Iran.
)
Kambiz Jalali Farahani,
2
(
Assistant Professor, Department of Industrial Management, Faculty of Management and Accounting, South Tehran Branch, Islamic Azad University, Tehran, Iran.
)
Nasrin Akhondi
3
(
Assistant Professor, Department of Mathematics, Technical and Engineering Faculty, South Tehran Branch, Islamic Azad University, Tehran, Iran
)
Mahmoud Samiei Nasr,
4
(
Assistant Professor, Department of Business Management, Faculty of Management and Accounting, South Tehran Branch, Islamic Azad University, Tehran, Iran.
)
Keywords: national brand implementation, improvement strategies, export of industrial goods and services,
Abstract :
The current research was carried out with the aim of designing and validating the national brand promotion model in the field of exporting industrial goods and services in Iran. The current research is an applied-developmental research in terms of its purpose, and it is considered a cross-sectional survey research from the point of view of the method of data collection. The community of participants in the qualitative section includes managers of the Iran Trade Development Organization, who have sufficient experience in the field of exporting goods and industrial services. Sampling was done with a targeted method and theoretical saturation was achieved with 17 interviews. In the quantitative part, the point of view of 343 people who are active in the export of oriented culture affect international branding. The infrastructure of international communication in the country provides the necessary platform and the challenges of export sanctions play the role of an interventionist. Finally, improvement strategies in the field of export of goods and industrial services lead to the promotion of the national brand. It was also shown that the index of creating and improving the country's brand image in the world with a weight of 0.1233 in the first priority, the index of increasing foreign exchange to the country with a weight of 0.1131 in the second priority and the index of stability in decision-making, legislation and macro policies with a weight of 0.912 0/0 are in the third priority.
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