Identifying and Prioritizing the Factors Affecting Iran's Nation Brand with the consumer's Cognitive behavior approach

Abstract

With the advent of communication age, Countries are more and more deprived of their image and other countries image and in response to it, tried to manage advertising and the use of modern public relations tools to improve the reputation of their country. The general image of a country is synonymous with personal structures and stereotypes of other countries people and affects their selective behavior in preferences through changing in their Cognitive and emotional attitude. Role of nation brand on overall image of other countries and general assessment of its products is a subject that has attracted many researchers in recent years. It can be said that in order to promote Nation Brand and reduce the effects of the weakening factors of countries Nation Brand we need special attention to the brand and its related strategies. In order to answer this question, we tried to identify the factors affecting Iran's nation brand and Prioritizing them with cognitive behavior approach. Firstly, we tried to gather information from scientific resources Related to field of research and the main factors were identified using Meta-synthesis method. Secondly, the data obtained from researcher-made questionnaire in order to prioritize the factors, has been used. The sample interviewed consisted of managers of detergent and sanitary exporter companies of Iran selected using judgment sampling method and analyzed using paired comparison method. According to research findings, factors affecting Iran's nation brand described as: “Cultural heritage capacities, Tourism capacities, Welfare, Products & services, Physiography capacities, Governance, Human capacities, Economical capacities”.

Keywords

• brand
• nation brand
• image
• competitive identity
• cognitive behavior