Model of Ethical-Islamic Branding for Entering International Markets in Small and Medium Businesses in Food Industry

Ethics in branding uses a win-win approach that can lead to increased services, brand development and reduced costs. This is more important in Islamic culture. Therefore, the purpose of this study is to identify the factors affecting ethical-Islamic branding to enter international markets in small and medium businesses in the food industry.

The research method was performed sequentially in two parts: qualitative and quantitative. The necessary information was collected through in-depth semi-structured interviews. Qualitative data were analyzed by open and centralized coding method. In a quantitative stage, a sample of 364 people from the community of managers and marketing experts of small and medium business in the country's food industry was selected by cluster sampling. The tool was a researcher-made questionnaire and confirmatory factor analysis, structural equations and SPSS22 and Amos22 software were used to analyze the quantitative data.

The analysis of qualitative data showed that there are three main components and fifteen sub-components and fifty-one indicators of ethical-Islamic branding. Also, the factors affecting ethical-Islamic branding were classified into 6 components and twenty-one sub-components. The results of quantitative analysis showed that the research model is approved in terms of significance and fit indicators.

The most important factors affecting ethical-Islamic branding are the system of moral values ​​and lifestyle, self-concept, scope of application, the amount of demand, idea (mental image). Based on this research, the system of moral values And lifestyle are the most effective factors in ethical-Islamic branding