Modeling the Attractiveness of Investment in Iran Gas Industry from Place Branding Perspective (with Meta-synthesis and System Dynamics Approaches)

Complete and comprehensive identification of effective factors on place brand building and interaction among them over time is vital for absorbing investment in gas industry. By providing such a knowledge and with a systematic view to the subject, a vast insight into the mechanism of achieving a brand with a favorable and competitive position helps decision makers to employ place branding to attract investment. Therefore, the present study attempts to identify the codes, concepts, and categories related to the formation of place branding and the relationships among them. To this end, the meta-synthesis research approach was applied and previous studies from 1999 to 2017 were reviewed, and through critical assessment skilled program (CASP), 42 credential articles were identified and entered to the meta-synthesis process. Then, they were coded and categorized by Nviov software and validated by elites agreement. The obtained 62 codes were classified into eight concepts and two categories. Based on these findings, and considering their complex and dynamic relationships, a causal model of place branding influencing investment comprising image and identity of place was presented by the qualitative system dynamics approach, which can be effective in correcting the attitude of brand managers in attracting investment. Applying the meta-synthesis approach and focusing on dynamic relationships and a comprehensive systematic view are the innovations of this study.