Document Type : Original Article
Authors
1 PhD candidate
2 Communication, Media Science and Sociology Studies/Head of Department - Electronic Campus, Azad University Associated Professor/Faculty Member, Communication Department, Sciences and Research Branch, Azad University
3 Communication, Islamic Azad University, Science and Research Branch Tehran, Iran
Abstract
National branding is an important concept in today's world.In the national branding process, countries are complex products in a very large market. Although in today's world, countries try to increase their international reputation, Iran has a very weak image in the country brand indices.The present study aimed to investigate the effect of sociocultural behaviors on the six-component national branding, applying Anholt's National Branding Model and Vygotsky's sociocultural theory.Two mediation variables were added to the structural model namely Iranian positive and negative cultural behaviors.The virtual Snowballing sampling method was used to collect 141 respondents.The results showed that among the six components of the national brand namely People, Tourism, Exports, Governance, Investment & Immigration, and Culture & Heritage "the cultural and heritage of the country" is the strongest, and "tourism " is the weakest component in Iran. The questionnaire was adapted and adopted from multiple sources. Exploratory factor analysis (SPSS software) and confirmatory factor analysis (smart PLS software) showed that the independent variable of "sociocultural behaviors" was extracted in 6 components (Iranian cultural behaviors, collective behaviors, individual behaviors, maintaining traditions and religiosity , Iranian personality, and Iranian fidelity) and the independent variable "national branding" were also extracted in five components(international image, national symbols , eminent Iranian figures, investment privileges, and climates).Overall, the results showed that "sociocultural behaviors" have a positive effect on the six-component of branding. There was also found that the "positive Iranian cultural behaviors" have a mediation effect on the relationship between sociocultural behaviors and the sixth- component of branding.
Keywords
- National branding
- Vygotsky's sociocultural theory
- Anholt's National Branding Model
- Structural equation modeling
Main Subjects
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