Template-Type: ReDIF-Article 1.0
Author-Name: Aminallah Pahlevani
Author-Name-First: Aminallah
Author-Name-Last: Pahlevani
Author-Email: aminallah.pahlevani@iau.ir
Author-Workplace-Name: Department of Business Management, Sar.C., Islamic Azad University, Sari, Iran.
Author-Name: Jamshid Salar
Author-Name-First: Jamshid
Author-Name-Last: Salar
Author-Email: j_salar@pnu.ac.ir
Author-Workplace-Name: Assistant Professor, Department of Business Management, Payame Noor university, Tehran, Iran.
Author-Name: Mohammad Reza Eghbal
Author-Name-First: Mohammad Reza
Author-Name-Last: Eghbal
Author-Email: eghbal@iausari.ac.ir
Author-Workplace-Name: Department of Business Management, Sar.C., Islamic Azad University, Sari, Iran.
Title: Development of a Branding Model for Fast-Moving Consumer Goods with a Corporate Social Responsibility Approach
Abstract: This research aims to develop a branding model for fast-moving consumer goods (FMCG) grounded in a corporate social responsibility (CSR) approach. The present study is exploratory in nature and employs a mixed-methods research design. In the qualitative phase, the Delphi method was utilized, engaging thirty experts comprising academic scholars in management and marketing disciplines, as well as organizational experts, senior managers, and specialists in the fields of management and economics. The quantitative phase was conducted with an applied research objective. A structured questionnaire, validated through a rigorous assessment process, was distributed among a statistical sample of experts specializing in small and medium-sized enterprises (SMEs). The statistical population consisted of 5,450 individuals, from which a sample of 357 participants was selected randomly using Cochran's formula. The Delphi method facilitated the identification and extraction of relevant variables, and ultimately, the proposed model was validated using SmartPLS software. Based on the research literature and expert opinions, an initial set of 62 factors was identified. Through the application of fuzzy Delphi methodology for indicator screening and refinement, the number of indicators was reduced to 55 in the first round, 51 in the second round, and 46 in the third round. The identified barriers were categorized into four principal dimensions—sales management dimensions, appropriate pricing dimensions, customer needs dimensions, and high accessibility dimensions—which respectively secured the first through fourth priority rankings. Model validation results demonstrated robust fitness indices, indicating high overall model quality and structural validity.
Classification-JEL: JEL
Keywords: sales management; fast-moving consumer goods branding; corporate social responsibility approach
Journal: International Journal of Resistive Economics
Pages: 67-91
Volume: 12
Issue: 3
Year: 2024
Month: July
DOI: 10.22034/oajre.2026.407771.1072
File-URL: https://www.oajre.ir/article_240620_6e8b7d90ea74d34467cf4280fe75fa4b.pdf
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File-Function: Full text
File-URL: https://www.oajre.ir/article_240620.html
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Handle: RePEc:trd:journl:240620