Ebrahim Mollazadeh shirehpazi
Hossein Emari
Siamak Mousavi
Hossein Gharehbiglo
Abstract
Objective: The brand is a set of mental nodes or functional, emotional, intellectual implications and advantages that occupy the mind of the target market. Associating
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Ebrahim Mollazadeh shirehpazi
Hossein Emari
Siamak Mousavi
Hossein Gharehbiglo
Abstract
Objective: The brand is a set of mental nodes or functional, emotional, intellectual implications and advantages that occupy the mind of the target market. Associating the meanings and linking images and signs with the brand are some of the advantages and benefits of a brand. It is the advantages or benefits and the brand that become the basis of the decision to buy a product. If enough attention is not paid to the brand decline and failure of the brand will occur, and the revival of failed brands which is called brand revival is a very difficult task. The current research aims to identify the dimensions and components of brand revival in the textile industry.
Methodology: The method of this research is sequential mixed in the form of pragmatism paradigm, which started with qualitative method and data-based strategy and then ended with quantitative method and causal strategy. The method of data analysis in the qualitative part of coding and the statistical population include 17 managers of companies active in the textile industry of Iran, who have been interviewed using the snowball method (reaching the theoretical saturation limit). In the quantitative part, structural equation modeling was used. In order to evaluate the validity of the model, managers and distributors of the textile industry were considered as the statistical population, and random cluster method was used for sampling.
Findings: To determine the dimensions of brand revival Interviews with 17 elite experts in the field of brand management and prominent textile industry managers, were performed by snowball method and the theoretical saturation limit was achieved. Also, the validity and reliability of the interview protocol was checked and confirmed through the Guba method. In the quantitative part, in order to determine the contribution and weighting of the dimensions of brand revival, all managers, sales and marketing employees and distributors formed a statistical population, the size of the sample was 110 randomly selected according to the Morgan table method. Investigating convergent validity with AVE criterion, divergent validity was evaluated with structural equation method and total reliability was calculated and confirmed by Cronbach's alpha test of 0.962. In order to analyze the data, confirmatory factor analysis was performed in PLS. The findings showed that the influencing factors include 166 components (open code), 114 dimensions (axial code) in the form of 16 factors extracted from library sources and the opinions of managers and experts.
Conclusion: In this research, for the first time, the brand revival structure in the textile industry was designed and tested. Applying this method is completely different from the previous studies that were designed to understand the prerequisites and dimensions of the brand. In this research, based on the data model of the Glaser foundation and the method of structural equations, a fourteen-factor model in the form of 114 functional components was presented for revitalizing the brand of textile industries.
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