Designing a Process Model for the Success of Brands at Macro and Enterprise Levels (Case Study: Kermanshah Province)

Document Type : Research Paper

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Management and Entrepreneurship Department, Faculty of Social Sciences, Economic and Accounting, Razi University, Kermanshah, Iran.

10.22051/bmr.2024.46226.2549

Abstract

This study was done with the aim of designing a process model for the success of brands in Kermanshah province at both the macro level and the enterprise level. The research approach was qualitative and based on grounded theory, and Strauss and Corbin method was used for data analyzing. Data collection was done through semi-structured interviews with subject matter experts (31 people) with the help of judgmental and snowball sampling methods and continued until data theoretical saturation was achieved. The validity of the interviews was confirmed by triangulation method, asking questions in several ways and using several interviewers. In order to know the level of reliability, the recoding method and intra-subject agreement percentage (90.73%) were used. In order to design a process model, first a paradigm model of factors affecting the success of brands in Kermanshah province was designed. Then, the framework of this model was redesigned based on detailed analysis. Finally, the process model of the success of brands in Kermanshah province was presented by separating the two levels of macro and enterprise, based on which, a successful branding process is proposed.

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