Matineh Moghaddam; Mirza Hassan Hosseini; Mousa khademi; Aliakbar Jowkar
Abstract
In the current situation of the country, which has been accompanied by numerous sanctions and economic turmoil, the tendency to design a brand of indigenous and cultural artifacts with the approach of manifesting values and crystallizing tourism capabilities with the approach of productivity of the results ...
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In the current situation of the country, which has been accompanied by numerous sanctions and economic turmoil, the tendency to design a brand of indigenous and cultural artifacts with the approach of manifesting values and crystallizing tourism capabilities with the approach of productivity of the results of the provincial planning plan, is in line with the criteria of the slogan of production of the Supreme Leader, which requires the discovery of categories related to scientific branding. Therefore, the present study seeks to develop and explain the branding model of the province's cultural artifacts with a grounded approach. The data collection instrument was a semi-structured interview that was conducted through snowball sampling method with 19 experts. Data analysis was done in three stages of open, axial, and selective coding, and the data were analyzed through MAXQDA2020 software and the qualitative model of the research was extracted from the individuals’ mental patterns and opinions. PLS SMART3 software was used to explain the model. The result of the analysis is the extraction of 125 initial codes from interviews as well as the enumeration of 50 concepts and 6 main categories that are presented in a paradigm model, and finally, by implementing the resulting branding strategy with an emphasis on the visual identity of cultural artifacts, while providing values and the expected customer satisfaction, we can hope for customer loyalty and awareness of product value at the market level and attract more tourist shopping experience.
