Designing Charismatic Brand Model In The Leather Industry

Document Type : Research Paper

Authors

1 Department of Business Administration, Payame Noor University, Tehran, Iran

2 Associate Prof. Department of Business Administration, Payame Noor University, Tehran, Iran.

3 Prof. Department of Business Administration, Payame Noor University, Tehran, Iran

4 Assistant Prof. department of Business Administration, Payame Noor University, Tehran, Iran

10.22051/bmr.2024.44612.2495

Abstract

A concept being studied about creating brand equity through brand-consumer relationships is brand charisma. Brand charisma can be defined as a concept that is socially connected to a brand with an emotional metaphor that is made of something sublime or sacred. The perception of charisma can have a great impact on the consumer's purchase decision as well as customer loyalty to the brand, especially in the case of luxury products, the decision to buy them has certain complications. So far, the discussion of charisma has been discussed more about the characteristics of leaders, and this topic has been less discussed in marketing concepts. The current research was conducted with the aim of designing a charismatic brand model in the leather industry. The present research method is a developmental-exploratory study. The statistical population of the research includes 30 university professors and leather industry managers using targeted sampling and using brainstorming method (interview with experts) and it continued until it reached theoretical saturation. In this research, First, the factors related to the antecedents and consequences of the charismatic brand were investigated using the library method and literature review; Then, to get expert opinions, the Delphi method based on the identification of the central phenomenon, causal conditions, contextual and intervening factors, strategies and consequences and the relationship between them has been used. By Examining the data obtained in the first stage of open coding, 36 concepts in the form of 10 items including brand experience, brand trust, charismatic brand, brand personality, brand resonance, brand equity, brand loyalty, brand commitment, brand love and the understanding of social responsibility to design the charismatic brand model was achieved. Finally, the major categories were related to each other in the form of a conceptual model around the central category.

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References

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Quarterly Journal of Brand Management
Volume 11, Issue 3 - Serial Number 39
December 2024
Pages 229-276

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