Presenting a co-creation model in family branding based on social capital
Subject Areas : marketingmahshid noorali 1 , حمیدرضا سعیدنیا 2 , zahra alipour darvishi 3
1 - Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran (Corresponding Author)
3 - Assistant Professor, Department of Human Resource Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: family brand, social capital, value co-creation, strategic brand management,
Abstract :
This study was conducted with the aim of presenting a value co-creation model in family branding based on social capital. The current research is considered a mixed research method in terms of purpose, applied research type, method type, and data collection method. The statistical population in the qualitative part includes 15 experts and in the quantitative part it includes employees and experts of sales, marketing, and commercial managers of companies active in the leather industry and active representatives of leather brand companies whose headquarters are in Tehran, 4000 of whom A sample of 384 people has been selected. The main data collection tool in the field section includes a semi-structured interview (in the qualitative section) and a researcher-made questionnaire with 42 items based on a five-point Likert scale (in the quantitative section). The validity of the questionnaire was confirmed using the content validity method. Cronbach's alpha coefficient was calculated to evaluate the reliability of the questionnaire. Cronbach's alpha coefficient was more than 0.7, which shows that the questionnaire has good reliability. In order to analyze the data in the qualitative part, the foundation data method was used; And finally, to test the assumptions of the structural equation modeling technique and SmartP software. LS has been used. Based on the results of qualitative analysis, competition and communication were identified as causal conditions in the model of value co-creation in family branding; Economic factors and family brand culture as the main contextual categories,
