Document Type : Original Article
Authors
1
1. Ph.D. Student in Business Management-Marketing Management, Department of Business Management, Faculty of management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
2
Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
3
Department of Design and Clothing, Yazd Branch, Islamic Azad University, Yazd, Iran
4
4. Professor of Marketing, Department of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.
10.48301/kssa.2024.409273.2644
Abstract
This study examines the components of digital branding and analyzes the existing gap between the current and desired state of the Iranian carpet industry. The advent of digital technology has transformed the way brands communicate with customers, necessitating companies to establish a presence in the digital space. By identifying the key elements of digital branding and understanding the disparity in the industry, companies can make more informed decisions to progress in this domain.The research adopts a qualitative-quantitative taxonomy development model, employing theme analysis, library research, and expert questionnaires. In the first step of this research, digital branding components were identified through theme analysis and library method with the help of NVIVO software. In the second step, using the results of the first step, through the gap analysis method and experts' questionnaire, and with the help of SPSS software, the situation of Iran's carpet industry was examined from the perspective of digital branding.The findings reveal three overarching themes, eleven organizing themes, and forty-five basic themes associated with digital branding in the industry. Furthermore, the study highlights a significant difference between the current and desired state of digital branding components, with the highest and lowest ranks attributed to physical product and digital communication tools, respectively.
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