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Rostami, M., Feyz, D., Zarei, A., Rastgar, A., Maleki Minbashrazgah, M. (2018). Factors Influencing Islamic Branding. Electronic and Cyber Defense, 26(2), 11-40.
Mohammad Reza Rostami; Davood Feyz; Azim Zarei; Abbas Ali Rastgar; Morteza Maleki Minbashrazgah. "Factors Influencing Islamic Branding". Electronic and Cyber Defense, 26, 2, 2018, 11-40.
Rostami, M., Feyz, D., Zarei, A., Rastgar, A., Maleki Minbashrazgah, M. (2018). 'Factors Influencing Islamic Branding', Electronic and Cyber Defense, 26(2), pp. 11-40.
Rostami, M., Feyz, D., Zarei, A., Rastgar, A., Maleki Minbashrazgah, M. Factors Influencing Islamic Branding. Electronic and Cyber Defense, 2018; 26(2): 11-40.

Factors Influencing Islamic Branding

مدیریت اسلامی
Article 2, Volume 26, Issue 2, July 2018, Pages 11-40    PDF (709.3 K)
Document Type: Original Article
Authors
Mohammad Reza Rostami1; Davood Feyz* 2; Azim Zarei3; Abbas Ali Rastgar4; Morteza Maleki Minbashrazgah5
1Student of international marketing management, Semnan University
2Corresponding Author, associate professor of business administration, Semnan University
3Associate professor of business administration, Semnan Universit
4Associate professor of business administration, Semnan University
5Faculty of Business Management, DoS in Economics, Management and Administrative Sciences, Semnan University, Semnan
Receive Date: 20 April 2018,  Accept Date: 30 December 2019 
Abstract
This research is intended to identify and assess the factors affecting Islamic brandy in Iranian industries in order to present a conceptual framework for attending the global markets. The research follows an exploratory combined method, conducted directly in two qualitative and quantitative phases. Interviewing 14 experts by profound semi-structured, academics scholars and professors of marketing, branding and Islamic branding fields through a combination of purposeful judgment and snowball sampling method, the researchers identified and categorized components of the Islamic branding and factors influencing it for achieving the research objectives. Then, in the quantitative phase, a descriptive survey method was employed and a researcher-made questionnaire was developed. The views and ideas of 328 marketing managers and experts were collected from 60 Islamic companies. The data was then analyzed by confirmatory factor analysis and LISREL software. The results of the research from interviewing the experts led to the identification of three main components including approaches, opportunities and challenges of the Islamic branding and the factors that affected it.
Keywords
Islamic branding; Islamic market demands; Islamic brand extension; mental image
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