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A Comprehensive Model of Ethical Branding in Order to Create Special Brand Value
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Abstract: (216 Views) |
Background: Branding is used in all fields, including educational NGOs, tourism and charitable organizations, and ethical branding helps ensure a good reputation and ensures customer loyalty, thereby increasing quality. According to these materials, the purpose of this research is to present a comprehensive model of ethical branding in order to create a special brand value suitable for project-oriented organizations.
Method: In this research, the model was designed using the foundation data method (ground theory). The statistical population was the experts of project-oriented organizations, 12 of whom were selected as a sample using the purposeful sampling method until reaching theoretical saturation. The interview tool was semi-structured and the obtained data were analyzed using the triple coding method (open, central and selective).
Results: The results of the first stage of open coding showed that 231 codes were obtained from interviews with experts, whose explanation led to the identification of 27 categories, which were presented by selective coding in the form of a paradigm model.
Conclusion: Based on the results of this research, it was found that correct planning and ethical orientation in marketing will develop organizational credibility, financial and profitability, customer loyalty and sustainable competitive advantage |
Article number: 18 |
| Keywords: Ethical branding, Special brand value, Project-oriented organizations |
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Full-Text [PDF 513 kb]
(118 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2023/05/12 | Accepted: 2023/05/27 | Published: 2023/08/28
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