A Branding Model of Rural Chain Businesses in Iran

Chain businesses around the world are growing as the top and largest businesses, enriching all actors in the industry day by day. The present study seeks to provide a branding model for the acquisition of rural chain businesses in Iran. This research is applied and in terms of data collection method, it is mixed (qualitative-quantitative). In the qualitative part, semi-structured interviews, focus group and expert grouping were used and in the quantitative part, PLS software was used. In order to evaluate the reliability of the research measurement model, factor load coefficients, Cronbachchr('39')s alpha coefficients and combined reliability, convergent validity and divergent validity were performed. The results show that the proposed model has 5 main dimensions: market stimulus, social context, growing infrastructure, value creation and business clusters. Components identified in the market stimulus dimension include: brand, market and customer, in the social context dimension include: communications, culture, in the growing infrastructure dimension including: strategy, law and capital, knowledge management, economic infrastructure and process management, in the value creation dimension. It has two components of entrepreneurial characteristics and entrepreneurial process, and in the dimension of business clusters, it also has two components of tourism and rural areas.