Identifying the mental model of experts regarding the influence of ethnic factors in the process of national branding

Document Type : Original Article

Authors

1 Ph.d.student of Department of Communication Sciences & Knowledge Studies, Science and Research Branch, Islamic Azad University, Tehran, Iran.

2 Assistant Professor of Department of Communication Sciences & Knowledge Studies, Science and Research Branch, Islamic Azad University, Tehran, Iran.

3 Associate Professor of Department of Communication Sciences & Knowledge Studies, Science and Research Branch, Islamic Azad University, Tehran, Iran.

10.22034/scs.2023.390297.1421

Abstract

Identification of ethnic components is one of the influential issues that become important in the process of national branding. One of the duties of the governments in the modern world is to use the capacity of national branding in order to achieve political, social and economic goals in order to differentiate, create power and attractiveness. For this reason, the aim of this article is to identify and rank the ethnic factors affecting the national brand, which leads to the discovery of the mental model of national branding experts. Using library studies and reviewing written sources, the following article tries to answer the question, what is the impact of Iranian ethnic groups on the national brand? The research method of this article is the "Q" test, which identifies the relationship between Iranian ethnic groups and the national brand, and by using exploratory factor analysis, it identifies the mental model of experts in the field of national brand. The findings of the article show that eight components have been discovered for the variable of Iranian ethnic groups and six components for the variable of the national brand. There is a negative and significant relationship.

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History

  • Receive Date: 18 March 2023
  • Revise Date: 24 May 2023
  • Accept Date: 31 May 2023

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