Identifying the dimensions and components of cultural branding development in the Iranian film industry: A social approach

Subject Areas : Journal of Iranian Social Development Studies

azra moradi ¹ , Amir hassan nedaei ² , Nader Mohaghegh ³

1 - worker
2 - Department of Animation and Cinema, Faculty of Art and Architecture, Tarbiat Modares University, Tehran
3 - Islamic Azad University, South Tehran Branch

Received: 2020-08-18 Accepted : 2020-09-30 Published : 2007-12-22

Keywords: film industry, Grounded Theory, Social Development, Cultural branding,

Abstract :

This study aims to identify the dimensions and components of cultural branding in the Iranian film industry and to provide an appropriate model in order to improve the current situation. The present research was applied in terms of purpose, qualitative in terms of data type and based on grounded theory(GT) in terms of research method. Participants in this study based on the principle of theoretical saturation include 20 experts available in the field of cultural branding of the film industry who were selected by theoretical sampling. The data collection tool was a semi-structured interview. Data were analyzed using MAXQDA2020 software in three stages of open coding, axial coding and selective coding. Data validation was performed by participants using the verification method. Based on the research findings, the dimensions and components of the cultural branding model in the Iranian film industry are divided into 6 categories, including the central phenomenon dimension (branding), the causal dimension dimension (brand mission), the background condition dimension (environment), the mediation condition dimension (communication), and the Strategies component (ranking) and dimension of outcome and results (brand loyalty) were identified. As a result of the research, it can be said that providing a suitable model and providing conditions for brand development can improve the effectiveness of cultural branding in the Iranian film industry by policy makers in the field of media. In addition, the results of the research showed that cultural branding, if considered and invested, can bring the Iranian film industry to a valuable position.