Development of Indigenous Brand Image Model for Manufacturing and Service Industries in the Essential Production Supply Sector for Dairy Products

Objective
The current research endeavors to formulate a native brand image model within the manufacturing and service sectors for materials and supplies essential to dairy product production.
 
Methodology
This study adopts a developmental-applied approach and employs a descriptive-exploratory strategy in its research implementation. Regarding data collection methods, the research relied on a combination of library research and field studies, employing semi-structured interviews as the primary tool. Consequently, the data collected falls under the qualitative category. Additionally, the study is characterized as a single cross-sectional research design. Given the non-experimental nature of the research, the extent of researcher intervention in the research process remains minimal. The research's statistical population comprises experts in the Iranian dairy industry who possess specific qualifications, including holding an MSc degree or higher in brand management and marketing, substantial experience, and a strong familiarity with the dairy industry. The researchers carried out sampling with a purposeful judgmental approach and snowball method, up to the theoretical limit of data saturation. They selected 20 people (5 company managers, 9 marketing and sales managers, and 6 senior experts in the marketing department of companies) as a sample of research experts and interviewed them. As mentioned, the data measurement tool in this research, in addition to in-depth study of documents using the library method, included semi-structured interviews with experts. To ensure the validity and reliability of the results of the interview process, special criteria of qualitative research including credibility and confirmability were used. To enhance credibility, the researchers employed a review process involving the interview participants. To ensure confirmability in the final stage, the researchers submitted the identified categories to three of the original participants for review and approval, subsequently incorporating any suggested revisions. In addition,  a retest method was utilized to calculate the reliability of the interviews. In this regard, among the interviews conducted, researchers selected three interviews and coded each of them twice within 14 days. The statistical population included experts in the Iranian dairy industry with at least an MSc degree and who were familiar with the dairy industry. The statistical sample (20 individuals) was selected by a purposeful judgmental method. Data collection tools included library studies and semi-structured interviews with experts. The validity of the interview questions was confirmed by the content method and their reliability by the retest method (0.89). A data analysis was performed with a qualitative approach using data-based theorizing and the coding process in three stages open, axial, and selective coding.
 
Findings
Accordingly, the researchers described each component of the coding paradigm, drew the pattern of the brand image in the manufacturing and service industries of materials and supplies required for dairy products, and finally created the theory based on 13 judgments. The calculated paradigm model includes causal conditions (including brand capabilities), central category (brand performance), foundations (brand innovation), contextual conditions (brand modifiers), strategies (brand orientation), and consequences (brand value creation and brand image). Ultimately, the selected model conceptualized the relationships between the categories.
 
Conclusion
This research endeavors to formulate a native brand image model within the manufacturing and service sectors for materials and requirements in the dairy product industry. Utilizing an exploratory approach and data-driven theorizing, the researchers tried to delineate the brand image framework in these sectors through a three-stage process encompassing open, axial, and selective coding, resulting in the formulation of 13 key judgments. Future studies are recommended to transform these theoretical propositions into research hypotheses and validate them through quantitative methodology, employing a structural equation modeling approach. Based on the present research findings, the causal conditions affecting the research paradigmatic model include "brand capabilities" which itself consists of two parts: "marketing capabilities" and "organizational capabilities". Identified marketing capabilities include brand status and market share, marketing mixes, internet marketing services, brand reputation, and having a specific advertising slogan. Organizational capabilities also include fast transportation facilities, strong (management, financial, human, information) brand support, a stable competitive advantage, a strong supply chain, and creating a sustainable value chain. The researchers also considered brand performance as the central category of the research model; classifying it into three areas: "customer-related performance", "brand social performance", and "brand corporate performance". They emphasized "brand innovation" as a platform for brand performance developers, which includes market innovation and innovation in processes.  They also considered brand orientation as a strategy to promote brand value creation and image, which includes competitive orientation and product/service orientation. They considered brand value creation and brand image as the consequences of the paradigmatic model; emphasizing value creation in both material and immaterial domains and brand image in both customers and competitors. Drawing from the presented model, the researchers elucidated the various components, including causal conditions (comprising brand capabilities), the central category (entailing brand performance), contexts (involving brand innovation), contextual conditions (encompassing brand modifiers), strategies (pertaining to brand orientation), and consequences (relating to both brand value creation and brand image) within the paradigmatic model. Ultimately, the researchers formulated the theoretical relationships between these categories in the selected model.