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 , Amirhassan Nedaie ² , Nader Mohaghegh ³

1 - PhD Student in Cultural Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor of Animation and Cinema, Faculty of Art and Architecture, Tarbiat Modares University, Tehran, Iran
3 - Assistant Professor, South Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2021-06-21 Accepted : 2021-06-21 Published : 2021-05-22

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

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 in terms of research method. Participants in this study based on the rule and principle of theoretical saturation include 20 experts and experts available in the field of cultural branding of the film industry who were selected by purposive and theoretical sampling. The data collection tool was a semi-structured interview. Data were analyzed using Max Kyoda 2020 software in three stages of open coding, axial coding and selective coding. Data validation was performed by the participants using the verification method. Based on the research findings, the dimensions and components of the cultural branding model in the Iranian film industry in 6 categories, including the central phenomenon dimension (branding), causal conditions dimension (brand mission), background conditions dimension (environment), mediation conditions dimension (communication), dimension Strategies (ranking) and outcome dimension (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.