Identifying the pattern of relationships between employer branding indicators using multi-criteria decision-making technique: Corporate social responsibility in the fashion industry
الموضوعات : Branding and Business in the Textile Industry
SEIEDEH ROBABEH SEYDI
1
,
Peiman Valipour
2
,
ELHAM FAZELI VEISARI
3
1 - Department of Textile Engineering, Apparel and Fashion, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran
2 - Department of Textile Engineering, Apparel and Fashion, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran
3 - Department of Management and Accounting, To.c., Islamic Azad University, Tonekabon, Iran
الکلمات المفتاحية: branding, fashion industry, social responsibility, small and medium companies,
ملخص المقالة :
Abstract
This research aims to identify the relationship patterns among employer branding indices in the fashion industry, focusing on corporate social responsibility in small and medium-sized fashion companies. The research is applied in objective, mixed (qualitative-quantitative) in data type, cross-sectional in time frame, and descriptive-survey in methodology. The statistical population includes textile engineering experts, executive managers, and university professors. Ten experts were purposefully interviewed using a theoretical and purposive sampling method, selecting individuals prominent in this field. The quantitative sample also includes 10 randomly selected experts. Data collection tools were semi-structured interviews and questionnaires. Data analysis in the qualitative section followed the six-stage theme analysis using MAXQDA, while the Delphi technique in Excel validated the indicators in the quantitative section. Findings reveal five main dimensions: high-quality and sustainable products, effective brand communications, enhanced social responsibility, positive customer experiences, and innovation. From 132 initial codes extracted from interviews, 25 secondary codes emerged. The Delphi technique confirmed these indicators. The results highlight that innovation in fashion design and production can reduce environmental impact by utilizing recycled and natural materials, new technologies, and sustainable products, ensuring high quality and resource efficiency.
Keywords: branding, fashion industry, social responsibility, small and medium companies
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