Planning the future of Iran with nation branding

Subject Areas : Futurology

Amin Ardalan ¹ (Department of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.)
Hossein Vazifehdust ² (Department of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.)
Hashem Nikoomaram ³ (Department of Business Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.)

Received: 2017-12-03 Accepted : 2018-08-13 Published : 2019-05-22

Keywords: Competitive Identity, Iran, Structural Equation Model, Future planning, Nation Brand,

Abstract :

In order to plan the future, knowledge of the attitudes, perceptions and identification of the various factors and dimensions affecting the nation brand of a country is necessary for any specialist and organization that wants to create, exploit, maintain, and develop a brand. Therefore, the present study seeks to find effective factors in nation branding in such a way as to identify the variables specific to Iran and to provide a suitable and comprehensive roadmap for future planning of the nation brand. The statistical population of the study was tourists who visited Iran and collected information from 987 individuals using a questionnaire. Using descriptive surveying method and structural equation modeling, eight hypotheses are analyzed and applied in terms of purpose. The results show that the factors of government, culture, tourism, society, geography, and nature, affect Brand. Also, export brands, science, and technology and economics are factors that affect the nation brand.