List of Articles برندسازی فرهنگی

• Open Access Article
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  1 - Identifying the dimensions and components of cultural branding development in the Iranian film industry: A social approach
  azra moradi Amir hassan nedaei Nader Mohaghegh
  10.30495/jisds.2007.21307
  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 More

  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. Manuscript profile
• Open Access Article
  • Abstract Page
  • Full-Text
  
  2 - Identifying the Dimensions and Components of Cultural Branding Development in the Iranian Film Industry: A social Approach
  Azra Moradi Amirhassan Nedaie Nader Mohaghegh
  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 More

  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. Manuscript profile
• Open Access Article
  • Abstract Page
  • Full-Text
  
  3 - طراحی الگوی مناسب برندسازی فرهنگی در صنعت فیلم (الگوی ساختاری)
  عذرا مرادی امیرحسن ندائی
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