Designing a Green Brand Maddness Model
Keywords:
Brand maddness, Green brand maddness, grounded theoryAbstract
Objective: The purpose of this study was to design a green brand maddness model.Methodology: This study is fundamental in terms of its objective and exploratory in terms of methodology. The qualitative phase of the research involved a statistical population consisting of 15 faculty members in the field of management at the University of Tehran, as well as managers and professionals in the mobile phone industry with more than six years of experience. Grounded theory methodology was employed in this study. Data were collected through in-depth semi-structured interviews with experts in the country, as well as consultations with decision-makers and managers of selected units and centers at Islamic Azad University. The collected data were analyzed using specialized methods and techniques.Findings: The resulting model in this study consists of five main categories: (1) Causal Conditions (environmental awareness, market orientation, sensory factors, product-related factors, marketing and advertising factors); (2) Contextual Factors (society, economy, technological advancement, psychological and behavioral factors); (3) Intervening Factors (political and legal factors, economic and financial changes, social and cultural changes, environmental and climatic changes); (4) Strategies (unique and attractive innovations, community-building and group belonging, brand positioning, strong brand communications, social activities, creating a sense of rarity and uniqueness, green strategies); and (5) Outcomes (development of brand cultural identity, creation of green values, improvement in product and service performance, widespread impacts on market behavior and industry, increased psychological pressure and stress on consumers, economic and social inequalities, product development challenges, unexpected cultural and social consequences, communication and transparency challenges).Conclusion: The findings of this study indicate that green brand maddness is influenced by various factors, and appropriate strategies can contribute to creating green values, enhancing brand performance, and managing related challenges.
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