Providing a Comprehensive Branding Pattern for Organic Product with a Sensory Marketing Approach
محورهای موضوعی : Business StrategyBentolhoda Kohanzahedani 1 , Esmaeil Hassanpour Qorughchi 2 , Vahid Reza Mirabi 3
1 - Department of Management, Qeshm International Branch,
Islamic Azad University, Qeshm, Iran
2 - Department of Management, Qeshm Branch,
Islamic Azad University, Qeshm, Iran
3 - Department of Management, Central Tehran Branch,
Islamic Azad University, Tehran, Iran
کلید واژه: Sensory Marketing, organic products, branding, Marketing,
چکیده مقاله :
Today, the world faces a major problem called population growth, one of the consequences of which is food shortages. Therefore, organic farming is considered as one of the most effective approaches to responding to the challenges facing human beings in realizing sustainable development. The purpose of this research is to provide a comprehensive model of branding for sensory marketing based on an interview with 20 experienced experts and marketing proficient, aspects of model and variables related to the use of MAXQDA software has been identified. Finally, based on the detected final criteria, the model is presented based on the data theory method. The results of open coding of the collected qualitative data using the interviewing tool showed that 86 open codes were identified among 331 concepts. Finally, 86 initial codes in the form of 18 categories of brand value, trust, brand awareness, marketing, brand image, knowledge and vision of production and development, risk, performance, cultural factors of consumption, financial factors, process, competitive advantage, socio-ecological responsibility, role of Government organizations, customer requirements, brand identity, customer loyalty, product attributes, are identified.
