Proposing a Framework for Strategic Development of Branding Process Based on the CIPP Model: A Meta-synthesis Approach

Objective Recently, branding plays a significant role for service companies. However, many service companies do not have a distinct and well-known brand because services are heterogeneous, intangible, and based on experience. On the other hand, the literature in the field of service branding are gre...

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Autores principales:	Rezvan Choobandian, Amir Khanlari, Hamid Reza Yazdani, Ehsan Abedi
Formato:	article
Lenguaje:	FA
Publicado:	University of Tehran 2021
Materias:	cipp model strategic development of branding process service industry meta-synthesis Business HF5001-6182
Acceso en línea:	https://doaj.org/article/d26b713562d84d84958d6e0e4ce0210f
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spelling	oai:doaj.org-article:d26b713562d84d84958d6e0e4ce0210f2021-11-14T05:42:08ZProposing a Framework for Strategic Development of Branding Process Based on the CIPP Model: A Meta-synthesis Approach2008-59072423-509110.22059/jibm.2021.317700.4040https://doaj.org/article/d26b713562d84d84958d6e0e4ce0210f2021-08-01T00:00:00Zhttps://jibm.ut.ac.ir/article_83338_242d634c567f01f9cf6ed2fb85c17559.pdfhttps://doaj.org/toc/2008-5907https://doaj.org/toc/2423-5091Objective Recently, branding plays a significant role for service companies. However, many service companies do not have a distinct and well-known brand because services are heterogeneous, intangible, and based on experience. On the other hand, the literature in the field of service branding are greatly scattered. Therefore, this study seeks to address and fill this gap by providing a comprehensive and systematic framework for the strategic development of the branding process based on the CIPP model. Methodology The present qualitative research was conducted based on the meta-synthesis approach. Accordingly, 226 previous studies related to the subject of the study were reviewed based on the model proposed by Sandlowski and Barso. The research population consisted of all articles published in ISI journals, books, as well as domestic and foreign dissertations related to branding in the service industry during 1996 and 2020. Findings According to the CIPP model, the authors identified 16 concepts and 176 codes for the context, input, process, and output of the related literature. Research findings indicate that, as the "contextual" indicator, the environment proximity is effective on the strategic development of the branding process. The "inputs" of strategic development of the branding process include the following four factors: structural, managerial, financial, and employee factors. The crucial issue of strategic development of the branding process is the "process", which consists of formation of brand strategy, brand analysis and evaluation, planning and instructions, program development, and executive measures. The desired outcome of the proposed research model is to achieve the "output" (outcome) of strategic development, which includes organizational, managerial, financial, human resources, and marketing performance. Conclusion The findings of this study help researchers and stakeholders in the field of service branding to develop a comprehensive understanding of the strategic development of the branding process. It includes the variables and considerations to take into account in four categories of contexts, inputs, process, and outputs. Hence, this study contributes to the literature by filling the potential gaps and enhancing the depth of knowledge in the field of service branding.Rezvan ChoobandianAmir KhanlariHamid Reza YazdaniEhsan AbediUniversity of Tehranarticlecipp modelstrategic development of branding processservice industrymeta-synthesisBusinessHF5001-6182FA‫مدیریت بازرگانی, Vol 13, Iss 2, Pp 306-336 (2021)
institution	DOAJ
collection	DOAJ
language	FA
topic	cipp model strategic development of branding process service industry meta-synthesis Business HF5001-6182
spellingShingle	cipp model strategic development of branding process service industry meta-synthesis Business HF5001-6182 Rezvan Choobandian Amir Khanlari Hamid Reza Yazdani Ehsan Abedi Proposing a Framework for Strategic Development of Branding Process Based on the CIPP Model: A Meta-synthesis Approach
description	Objective Recently, branding plays a significant role for service companies. However, many service companies do not have a distinct and well-known brand because services are heterogeneous, intangible, and based on experience. On the other hand, the literature in the field of service branding are greatly scattered. Therefore, this study seeks to address and fill this gap by providing a comprehensive and systematic framework for the strategic development of the branding process based on the CIPP model. Methodology The present qualitative research was conducted based on the meta-synthesis approach. Accordingly, 226 previous studies related to the subject of the study were reviewed based on the model proposed by Sandlowski and Barso. The research population consisted of all articles published in ISI journals, books, as well as domestic and foreign dissertations related to branding in the service industry during 1996 and 2020. Findings According to the CIPP model, the authors identified 16 concepts and 176 codes for the context, input, process, and output of the related literature. Research findings indicate that, as the "contextual" indicator, the environment proximity is effective on the strategic development of the branding process. The "inputs" of strategic development of the branding process include the following four factors: structural, managerial, financial, and employee factors. The crucial issue of strategic development of the branding process is the "process", which consists of formation of brand strategy, brand analysis and evaluation, planning and instructions, program development, and executive measures. The desired outcome of the proposed research model is to achieve the "output" (outcome) of strategic development, which includes organizational, managerial, financial, human resources, and marketing performance. Conclusion The findings of this study help researchers and stakeholders in the field of service branding to develop a comprehensive understanding of the strategic development of the branding process. It includes the variables and considerations to take into account in four categories of contexts, inputs, process, and outputs. Hence, this study contributes to the literature by filling the potential gaps and enhancing the depth of knowledge in the field of service branding.
format	article
author	Rezvan Choobandian Amir Khanlari Hamid Reza Yazdani Ehsan Abedi
author_facet	Rezvan Choobandian Amir Khanlari Hamid Reza Yazdani Ehsan Abedi
author_sort	Rezvan Choobandian
title	Proposing a Framework for Strategic Development of Branding Process Based on the CIPP Model: A Meta-synthesis Approach
title_short	Proposing a Framework for Strategic Development of Branding Process Based on the CIPP Model: A Meta-synthesis Approach
title_full	Proposing a Framework for Strategic Development of Branding Process Based on the CIPP Model: A Meta-synthesis Approach
title_fullStr	Proposing a Framework for Strategic Development of Branding Process Based on the CIPP Model: A Meta-synthesis Approach
title_full_unstemmed	Proposing a Framework for Strategic Development of Branding Process Based on the CIPP Model: A Meta-synthesis Approach
title_sort	proposing a framework for strategic development of branding process based on the cipp model: a meta-synthesis approach
publisher	University of Tehran
publishDate	2021
url	https://doaj.org/article/d26b713562d84d84958d6e0e4ce0210f
work_keys_str_mv	AT rezvanchoobandian proposingaframeworkforstrategicdevelopmentofbrandingprocessbasedonthecippmodelametasynthesisapproach AT amirkhanlari proposingaframeworkforstrategicdevelopmentofbrandingprocessbasedonthecippmodelametasynthesisapproach AT hamidrezayazdani proposingaframeworkforstrategicdevelopmentofbrandingprocessbasedonthecippmodelametasynthesisapproach AT ehsanabedi proposingaframeworkforstrategicdevelopmentofbrandingprocessbasedonthecippmodelametasynthesisapproach
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Proposing a Framework for Strategic Development of Branding Process Based on the CIPP Model: A Meta-synthesis Approach

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