Designing a Branding Model for Consumer Goods with a Social Responsibility Approach

Journal of System Management

مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 16 دی 1402

نوع مقاله: Research Paper

شناسه دیجیتال (DOI): 10.30495/jsm.2024.1999211.1896

نویسندگان

Aminollah Pahlavani¹؛ Jamshid Salar^{* 2}؛ Mohammadreza Eghbal³

¹PhD Candidate, Department of Business Administration, Sari Branch, Islamic Azad University, Sari, Iran.

²Assistant Professor, Department of Business Management, Payame Noor University, Tehran, Iran

³Assistant Professor, Department of Business Administration, Sari Branch, Islamic Azad University, Sari, Iran.

چکیده

As one of the driving forces of the modern economy, small and medium businesses play a significant role in improving employment opportunities, encouraging the increase of exports, and strengthening technological innovations. The purpose of this research is to present the branding model of consumer goods with a social responsibility approach. The research is exploratory in nature and mixed-in approach. In the qualitative part of the research and using the Delphi method, 30 university experts in the fields of management and marketing, organizational experts, management, and economics included senior managers, professors, and related to the field of management and economics. The quantitative section is an applied research purpose. Using the designed questionnaire after its validation process, it was distributed among the statistical sample (small and medium business experts) and finally led to the extraction and identification of variables. The statistical population was 5450 people, based on Cochran's formula, 357 people were randomly selected as a sample. The variables were identified using the Delphi method, and finally, the model was validated using the smart.pls, software. Based on research literature and experts' opinions, a total of 62 factors were identified. The fuzzy Delphi approach was used to screen the indicators and identify the final indicators, 55 indicators were extracted in the first round, 51 indicators in the second round, and 46 indicators in the third round. The identified barriers were identified in four dimensions, sales management, reasonable price, customer needs, and high accessibility, which have been assigned the first to fourth ranks. Validation of the model also showed that the numerical value of the GOF index was equal to 0.546, which is a strong index and shows the overall high quality of the model. Therefore, based on the results obtained from the research findings, it is suggested that arrangements be made based on knowledge and communication and information innovations to promote the branding of consumer goods with a social responsibility approach.

کلیدواژه‌ها

Branding؛ Sales management؛ Reasonable price؛ Customer needs؛ High availability؛ Social responsibility

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