Volume 11, Issue 44 (Fall 2023)
IUESA 2023, 11(44): 9-9 |
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Explaining and presenting a model of strategic branding with an emphasis on the role of innovative attitudes
(case study: Tehran Metropolitan Municipality). IUESA 2023; 11 (44) :9-9
URL: http://iueam.ir/article-1-2065-en.html
URL: http://iueam.ir/article-1-2065-en.html
Abstract: (415 Views)
This study aimed to explain and present a model of strategic branding with an emphasis on the role of innovative attitudes. The present study has a practical purpose and was carried out with a descriptive-survey method. The community of participants in the qualitative section includes the managers of Tehran municipality, 13 of whom were selected by purposeful sampling. The statistical population in the quantitative section also includes Tehran municipality experts, 291 of whom were selected by cluster-random method. The data collection tool is a semi-structured interview in the qualitative part and a researcher-made questionnaire in the quantitative part, the convergent validity and divergent validity and the reliability of the tool have been confirmed through composite reliability and Cronbach's alpha. First, qualitative thematic analysis method was used to analyze the expert interviews, then the identified pattern was validated using the partial least squares method. Thematic analysis was done with MaxQDA software and partial least squares with Smart PLS software. Based on the results, it was determined that the comprehensive factors of the model include innovative attitudes, urban branding and organizational factors. The innovative dimension itself includes 4 organizing categories, which are: "innovative attitude", "centric innovation", "social innovation" and "sustainable innovation". It was also shown that urban branding includes "internal branding", "city brand and identity" and "city mental image". Finally, it was determined that organizational factors include "strategic branding", "structure and organization" and "city participation".
Type of Study: Research |
Subject:
Special
Received: 2023/02/13 | Accepted: 2023/05/29 | Published: 2023/11/1 | ePublished: 2023/11/1
Received: 2023/02/13 | Accepted: 2023/05/29 | Published: 2023/11/1 | ePublished: 2023/11/1
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