Designing a Branding Model for Consumer Goods with a Social Responsibility Approach

Subject Areas : Marketing

Aminollah Pahlavani ¹ (PhD Candidate, Department of Business Administration, Sari Branch, Islamic Azad University, Sari, Iran.)
Jamshid Salar ² (Assistant Professor, Department of Business Management, Payame Noor University, Tehran, Iran)
Mohammadreza Eghbal ³ (Assistant Professor, Department of Business Administration, Sari Branch, Islamic Azad University, Sari, Iran.)

Received: 2023-10-18 Accepted : 2024-01-06 Published : 2024-02-04

Keywords: Customer Needs, branding, Social Responsibility, Reasonable price, Sales management, High availability,

Abstract :

As one of the driving forces of the modern economy, small and medium businesses play a significant role in improving employment opportunities, encouraging the increase of exports, and strengthening technological innovations. The purpose of this research is to present the branding model of consumer goods with a social responsibility approach. The research is exploratory in nature and mixed-in approach. In the qualitative part of the research and using the Delphi method, 30 university experts in the fields of management and marketing, organizational experts, management, and economics included senior managers, professors, and related to the field of management and economics. The quantitative section is an applied research purpose. Using the designed questionnaire after its validation process, it was distributed among the statistical sample (small and medium business experts) and finally led to the extraction and identification of variables. The statistical population was 5450 people, based on Cochran's formula, 357 people were randomly selected as a sample. The variables were identified using the Delphi method, and finally, the model was validated using the smart.pls, software. Based on research literature and experts' opinions, a total of 62 factors were identified. The fuzzy Delphi approach was used to screen the indicators and identify the final indicators, 55 indicators were extracted in the first round, 51 indicators in the second round, and 46 indicators in the third round. The identified barriers were identified in four dimensions, sales management, reasonable price, customer needs, and high accessibility, which have been assigned the first to fourth ranks. Validation of the model also showed that the numerical value of the GOF index was equal to 0.546, which is a strong index and shows the overall high quality of the model. Therefore, based on the results obtained from the research findings, it is suggested that arrangements be made based on knowledge and communication and information innovations to promote the branding of consumer goods with a social responsibility approach.

References:

Aghazadeh, H., Haghighi, M., Torkestani, M. S., & Zare, M. S. (2023). Investigating the Process and Factors Affecting the Branding of Startups in Iran: A Multiple - Case Study. Journal of Business Management, 15(1), 27-53. https://doi.org/10.22059/jibm.2020.289327.3649 (In Persian)

Andaluz, J., Elsadany, E., Jarne, G. (2023). Dynamic behavior in a Cournot duopoly with social responsibility. Journal of Chaos, Solitons & Fractals, (172), 38-51. https://doi.org/10.1016/j.chaos.2023.113511  

Aziz, L., & Sassen, R. (2023). How universities' social responsibility activities influence students’ perceptions of reputation. Journal of Cleaner Production. (417), 1-19. https://doi.org/10.1016/j.jclepro.2023.137963

Balqiah, T., Astuti, R., & Hati, R. (2023). Corporate social responsibility and customer's responses: CSR authenticity and government intervention during the COVID-19 pandemic. Journal of Heliyon, 9(5), 154-168. https://doi.org/10.1016/j.heliyon.2023.e15962

Chikr, I., Rjiba, H., Khalil, A. (2023). Trust and corporate social responsibility: International evidence. Journal of Finance Research Letters, 58(1), 566-582. https://doi.org/10.1016/j.frl.2023.104043  

Darvish, A., Lotfizadeh, F., Hiedarzadeh, K., & Mohtaram, R. (2023). Identifying the Effective Factors of Oral Electronic Marketing on Brand Equity. Journal of System Management, 9(1), 15-36. https://doi.org/10.30495/jsm.2022.1966066.1680

Dehyadegari, S., Ashrafzadeh Afshar, A., Heravi, M., & Poursaeed, M. M. (2023). Factors Affecting Entrepreneurial Branding in Social Networks Using Data Mining Approach (Case Study: Instagram). Journal of Entrepreneurship Research, 2(1), 77-95. https://doi.org/10.22034/jer.2023.1989167.1027  (In Persian)

Dalvand, M. R., & zohdi, M. H. (2023). Virtual & Cyber Whistle Blowing Role of Brand Hate among Home Appliance Customers. Journal of System Management, 9(3), 249-261. https://doi.org/10.30495/jsm.2023.1977845.1750 

Dong, X., Yuan, H., & Huang, L. (2023). The Negative Effect of Team Performance on Sponsorship Brand Performance: The Mediating Role of Social Identity Threat. Journal of Procedia Computer Science, (221), 17-24. https://doi.org/10.1016/j.procs.2023.07.003

Gambetti & Biraghi, (2023). Branded activism: Navigating the tension between culture and market in social media. Journal of Futures, 68(3), 297-314. https://doi.org/10.1016/j.futures.2022.103080

Hashemi ‎, S. M., Khodadad Hossaini ‎, S. H., Kordnaiej ‎, A., & Kamran ‎, A. (2023). Analysis of the Masculine and Feminine Brand Personality and the Customer-based Brand ‎Equity on Instagram Pages of Fast-moving Consumer Goods. New Marketing Research Journal, 13(1), 73-88. https://doi.org/10.22108/nmrj.2023.134784.2747  (In Persian)

Jalalzadeh, S. R., & Momeni, A. (2024). The impact of a brand's country of origin and manufacturer on customers' perceptions of a country's institutional environment and their purchasing decisions taking into account the moderating role of beliefs arising from customer trust. Journal of System Management, 10(1), 117-132. https://doi.org/10.30495/jsm.2023.1989947.1837

Khanh Vuong, T., & Manh Bui, H. (2023). The role of corporate social responsibility activities in employees’ perception of brand reputation and brand equity. Journal of Case Studies in Chemical and Environmental Engineering, (7), 1-16. https://doi.org/10.1016/j.cscee.2023.100313

Li, S., Zheng, X., & Niu, J. (2023). Share pledging of controlling shareholders and corporate social responsibility disclosure. Research in International Business and Finance, 67(1), 1-19. https://doi.org/10.1016/j.ribaf.2023.102130

Paruzel, A., Schmidt, L., & Maier, G. (2023). Corporate social responsibility and employee innovative behaviors: A meta-analysis. Journal of Cleaner Production, (393), 847- 863. https://doi.org/10.1016/j.jclepro.2023.136189

RezaSoltani, M., Gholipour Fereydooni, S., Nabavi Chashmi, S. A., & Maleki, M. (2023). Designing and Explaining the Model of Brand Experience with the Citizenship Behavior of Customers in the Banking Industry. Journal of System Management, 9(3), 229-247. https://doi.org/10.30495/jsm.2023.1977819.1748

Reynolds, L., Peattie, K., & Doering, H. (2023). There’s a time and place: Navigating omni-temporality in the place branding process. Journal of Business Research, (170), 637-653. https://doi.org/10.1016/j.jbusres.2023.114308

Sethi, S, Shi, R., & Zhang, J. (2023). Channel power shift and store brand introduction. Journal of Transportation Research Part E: Logistics and Transportation Review, (179), 1078-1096. https://doi.org/10.1016/j.tre.2023.103259

Shabani, S., Badizadeh, A., Saeedniya, H. R., & Hiedarzadeh, K. (2020). Presenting an Entrepreneurial Brand Building Model to Knowledge-Based Firms. Journal of System Management, 6(1), 79-112. https://doi.org/10.30495/jsm.2020.673651

Sharp, P., Dawes, J., & Victory, K. (2023). The market-based assets theory of brand competition. Journal of Retailing and Consumer Services, (76), 409-430. https://doi.org/10.1016/j.jretconser.2023.103566

Tan, L., Rasoolimanesh, M., & Manickam, G. (2022). How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities. Journal of Heliyon, 8(4), 1-18. https://doi.org/10.1016/j.heliyon.2022.e09266

Vithanage, C., Wattage, P., Kariyawasam, S., & Khanal, U.  (2023). Choice modeling of grocery shopping behavior: A Sri Lankan case study. Journal of Cities, (143), 61-79. https://doi.org/10.1016/j.cities.2023.104610

Wan, P., Chen, X., & Dong, W. (2023). Does local government debt affect corporate social responsibility? Evidence from China. International Review of Economics & Finance, 38(2), 754-769. https://doi.org/10.1016/j.iref.2023.10.022

Wang, C., Zhang, T., Tian, R., Wang, R., Alam, F., & Hossain, B. (2023). Corporate social Responsibility's impact on passenger loyalty and satisfaction in the Chinese airport industry: The moderating role of green HRM. Journal of Heliyon, 10(1), 178-196. https://doi.org/10.1016/j.heliyon.2023.e23360

Xu, Y., Zhao, X., & Xie, P. (2023). Clarifying the dispute of corporate social responsibility: Evidence from green technological innovation. Journal Technology in Society, 28(1), 166-183. https://doi.org/10.1016/j.techsoc.2023.102392

Zarei, G., Movahed, S. M. R., & ebadi sani, S. (2023). Identifying and Prioritizing Effective Factors on Personal Branding of Commercial Company Managers in Social Networks. Quarterly Journal of Brand Management, 10(1), 213-258. https://doi.org/10.22051/bmr.2023.42240.2409 (In Persian)