Typology of the Effective Constructions in the Consensual Map of the Ideal Political Brand for Iran's Presidency by Cross-Impact Matrix

Subject Areas : Iranian Political Research

Mohammad Hossein Ghourchani Khouzani ¹ , Zohreh Dehdashti Shahrokh ²

1 - PhD student, Department of Business Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Professor, Department of Business Administration, Allameh Tabatabai University, Tehran, Iran

Received: 2022-07-14 Accepted : 2022-08-26 Published : 2022-09-23

Keywords: Cross-Impact, Presidency Candidate, ZMET Technique, Iran, Presidency, Consensual Map, Political brand image,

Abstract :

The purpose of the present research is typology of the effective constructions in the consensual map of the ideal political brand for presidency and it aims to make politicians and presidency candidates familiar with key constructions of ideal political brand for presidency in people's perception and it assists to the effectiveness of their promotional and advertising plans in elections. In this research, constructions of the consensual map of the ideal political brand for presidency were recognized using ZMET technique and profound interviews. The participants were purposefully and judgmentally chosen and finally ZEMT interviews with 14 participants reached theoretical saturation to extract the consensual map. Then, using the cross-impact matrix method, typology of the constructions was conducted and they were classified into effected, effective, control, purpose, and risk. The results showed that pragmatism, commitment, justice, improvement of education, and convenience were recognized to be in the group of effective constructions; developed Iran, global relations, improvement of welfare, environment conservation, betterment of people's condition, and economic improvement were classified in the risk constructions; and development of tourism and employment were in the purpose constructions. Moreover, constructions of realism, development of high quality domestic industry, tranquility, power, natural resources conservation, betterment and expansion of culture, art, and peace were classified in the result constructions.

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