Predicting Pervasive branding based on qualitative and quantitative approach

One of the new and emerging concepts in the Branding Industry is the Comprehensive Brand Development, which plays an important role in increasing market share, number of customers, and making a distinct distinction.

The purpose of this study was to predict universal branding in organizations organizing non-academic educational events based on qualitative and quantitative approach.

In order to achieve the research goal, the mixed method was used. The two sections were qualitative and quantitative. In the qualitative section, interviews with experts in the education and branding industry were used. The coding method was used to analyze the information obtained from the interview. Inclusive branding model includes individual factors (individual competencies, human relationships, self-confidence, continuous effort and individual attractiveness), organizational factors (corporate credibility, corporate social responsibility, organizational identity, organizational image and organizational brand value), management factors (manager's attitude) Branding, managerial competence, branding planning, branding process monitoring, and environmental factors (advertising, financial reasons, and social environment).

The Delphi method was used to confirm or reject the components of the qualitative stage which confirmed the results of the interview with the experts of the extracted factors in the qualitative section. Then, structural equation modeling was used to test the model. 407 managers, assistants, and experts from companies and non-academic non-university training institutes participated in the study.

The results showed that individual factors, organizational factors, management factors and environmental factors predict pervasive branding.