Identifying the effective factors on co-creation branding in startups with a Meta-synthesis approach

Today, global statistics show the fact that 80% of start-up companies fail in a short period of time, which is one of the main reasons for the lack of success and the challenge of start-ups around the weakness of the start-up branding strategy because start-ups do not have accurate branding knowledge. Therefore, to reduce the risk of failure of start-up companies, marketers need a phenomenon called co-creation branding. Therefore, the purpose of this research is to identify the effective factors on co-creation branding in startups. For this purpose, the Meta-synthesis method has been used. In this research, 196 authentic scientific texts in English were identified and extracted between 2007-2022 and 41 research titles were used. To analyze the research literature, a systematic review (Meta-synthesis) method was used. After studying and extracting the text, the key codes were extracted and clustered with Max QDI software and arranged in the form of concepts and components. Finally, the effective factors on co-creation branding in startups were extracted and classified into 4 categories, 8 concepts and 33 distinct codes. These categories are: environmental factors (financial factors, social factors), strategic brand management factors (brand value, brand creation), marketing factors (promotional activities, customer-related factors), individual entrepreneur factors (personal characteristics of the entrepreneur, entrepreneur skill). .