Designing a Conceptual Model for Global Branding of Iranian High-Tech Products: A Mixed-Methods Approach
Keywords:
Global Branding, high Technology Products, Knowledge-Based Companies, Conceptual Model, IranAbstract
This study aims to design and validate a context-specific conceptual model explaining the global branding process of Iranian high-technology-based products. This research adopted a mixed-methods exploratory sequential design; in the qualitative phase, data were collected through 20 semi-structured interviews with academic experts, managers of knowledge-based firms, and technology export specialists and analyzed using grounded theory coding procedures, while in the quantitative phase, the extracted model was validated through a researcher-developed questionnaire administered to 552 managers and experts and analyzed using Structural Equation Modeling. Structural model results indicated that causal conditions significantly influence global branding (β=0.554), global branding has a significant effect on global branding strategies (β=0.463), contextual conditions (β=0.309) and intervening conditions (β=0.302) significantly affect branding strategies, and global branding strategies significantly explain branding outcomes including economic, social, political, and marketing consequences (β=0.666). The validated model demonstrates that successful global branding of Iranian high-tech products depends on the strategic alignment of national resources, organizational capacities, target market regulations, and integrated marketing and governance strategies, offering a practical roadmap for knowledge-based firms and policymakers.
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