Designing an attitude development model for the Iranian brand in the household appliance industry with an emphasis on national values and religious beliefs

Subject Areas : marketing

omid zanganeh ¹ , mahdi mahmoodzadeh vashan ² , hosein hakimpour ³ , Mohammad Mohammadi ⁴

1 - Business Management Islamic Azad University of Birjand
2 - Assistant Professor, Department of Public Administration, Faculty of Humanities, Islamic Azad University, Birjand Branch, Birjand, Iran
3 - Assistant Professor, Department of Public Administration, Faculty of Humanities, Islamic Azad University, Birjand Branch, Birjand, Iran
4 - Assistant Professor, Department of Public Administration, Birjand Branch, Islamic Azad University, Birjand, Iran

Received: 2024-01-30 Accepted : 2024-05-25 Published : 2024-09-16

Keywords: brand, brand attitude, development of brand attitude, national values and religious beliefs, foundation data theory,

Abstract :

The current research was conducted with the aim of designing and validating the model of attitude development towards the Iranian brand in the household appliance industry with an emphasis on national values and religious beliefs. The research paradigm is pragmatism and research method with inductive approach and qualitative type and theorizing strategy of the foundation. The statistical population was experts, experts, professors in the field of business management, marketing and managers in the field of home appliances, who were selected as the sample size using the principle of saturation and the snowball sampling method. Semi-structured in-depth interviews were used to collect data. Data analysis was done using Max Kyuda software. The results of the research show the extraction of 158 indicators in 21 components in the form of a paradigm model including emotional, cognitive and behavioral as the central category and causal conditions (psychological factors, brand image, brand experience, brand satisfaction, brand trust). and role modeling and belonging to the group), background factors (cultural factors, political factors and economic factors), intervening conditions (micro environment and macro environment), strategy (use of national values and beliefs, direct marketing, special brand value, Fair price and use of product information (product information) and consequences (improving customer performance and improving company performance) were placed. Based on the results, paying attention to the knowledge and skills of the companies' managers in the field of marketing provides favorable conditions for the development of consumers' brand attitudes towards Iranian products.