نوع مقاله : مقاله پژوهشی
1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد رودهن، دانشگاه آزاد اسلامی، رودهن، ایران
2 استادیار، گروه مدیریت بازرگانی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران (نویسنده مسئول)
3 استادیار، گروه مدیریت و حسابداری، واحد رودهن، دانشگاه آزاد اسلامی، رودهن، ایران
عنوان مقاله [English]
Introduction: Providing models related to market situation has always been of interest to researchers to be able to take control of the market, especially in times of crisis; Therefore, the purpose of this study was to design a model of factors affecting the promotion of the national brand image in regional markets in terms of products (goods) of the country of origin in the post-corona period.
Methods: The research method is contextual (survey). The statistical population is managers and experts in the electricity industry, private sector contractors in the electricity industry, operators, manufacturers of electrical industry equipment, exporters and companies related to the business of supplying and selling related equipment. The sample size, considering the size of the community and the large number of members using the Morgan table, the sample number for 196 is considered. The sampling method in the qualitative part is judgmental (snowball) and saturated with the opinion of the researcher. A questionnaire and in-depth interviews were used to collect the information. The initial questionnaire to assess the validity and reliability was provided to experts, experts and experts (to a limited extent) and after ensuring the validity and reliability, the sample was provided. Structural equation modeling (SEM) method was used to analyze the data.
Results: The results showed that the GOF criterion for the fit of the overall model was calculated to be 0.428, which indicates a very strong fit of the model.
Conclusion: It seems that the presentation of the national brand model, given the current situation, can be effective in promoting the brand image in the post-corona era in order to advance economic goals.