Designing a competitive advantage model with an emphasis on brand identity based on foundational data theory in the apparel industry

Subject Areas : Jounal of Marketing Management

Iman Akhbarati ¹ , Fariz Taherikia ² , Seyed mehdi jalali ³

1 - Ph.D. student of Business Management Department, Roudehen Branch, Islamic Azad University, Roudehen, Iran
2 - Assist. Prof. In business management Department of Business management, firozkoh branch,Islamic Azad University, Firozkoh, Iran
3 - Assistant Professor of Business Management Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2023-07-12 Accepted : 2023-10-21 Published : 2024-03-12

Keywords: competitive advantage, brand identity, competitiveness, clothing.,

Abstract :

Considering the competitive intensity in the clothing industry and the presence of foreign brands in the Iranian clothing market, it is necessary to pay more attention to the principle of competitive advantage to increase the competitiveness of domestic companies. This research was done with the aim of designing a competitive advantage model with an emphasis on brand identity in the clothing industry. The statistical population includes 15 experts and managers of clothing manufacturing companies who were selected in a non-random way. The main tool of data collection is semi-structured in-depth interview. After confirming the reliability and validity of the interviews, a qualitative analysis method with a data base approach was used using MAXQDA software. Coding has been done in three stages: open, central and selective coding. Based on the obtained paradigm model, the components related to competitive advantage with emphasis on brand identity in the apparel industry in six categories of causal factors (brand identity and competitiveness factors), background conditions (product and service advantage), central phenomenon (competitive advantage), strategies (company planning), intervening conditions (competition management factors) and consequences (brand loyalty, brand identity, brand orientation and market share) were identified

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