Design and Validation of a Branding Model for Project-Oriented Organizations Toward Creating Brand Equity
Keywords:
Competitive advantage, project-oriented companies, branding, brand equityAbstract
This study was conducted with the aim of designing and validating a branding model for project-oriented organizations. The research method was quantitative-descriptive using structural equation modeling (SEM), and in terms of purpose, it was applied research. The statistical population included users and project managers involved in the implementation of projects within project-oriented organizations, as well as marketing and sales managers. Based on the number of variables in the model, the sample size was determined to be 405 individuals. The research instrument was a researcher-made questionnaire, the face validity and reliability of which were confirmed. Data were analyzed using the structural equation modeling method through Smart PLS software. The findings indicated that causal conditions had an effect on the core category with a coefficient of 0.799, contextual conditions with a coefficient of 0.819, and intervening conditions with a coefficient of 0.519. It can be concluded that the proposed model is generalizable and can respond to the expected outcomes of organizations, especially project-oriented ones.
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Copyright (c) 2025 Hosein Mohammadi (Author); Jahanbakhsh Rahimi Baghmalek; Ali Pirzad, Alireza Anvari (Author)
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