Presentation of a Qualitative Model of Abandoned Brand Damage Based on a Study of Brand Image Damage in Imported Luxury Cars to Iran
Keywords:
Quality model, damage to abandoned brands, damage to brand image, luxury cars imported to IranAbstract
This article presents a qualitative model of damage to abandoned brands, based on a study of brand image deterioration in imported luxury automobiles to Iran. The present research is qualitative, applied in nature, and based on grounded theory. From a purpose perspective, the study is applied, and in terms of data analysis method, it is considered descriptive. The statistical population includes automotive industry experts and marketing professionals, particularly importers, company CEOs, and members of the Iranian Automobile Importers Association. Data were collected through in-depth semi-structured interviews. Content validity was employed to evaluate the validity of the questions, and inter-coder reliability was used to ensure reliability of the results. Data analysis from 10 interviews was conducted using the grounded theory method and the Strauss and Corbin approach in three stages: open coding, axial coding, and selective coding, leading to the development of the research model. The findings indicate that causal conditions include factors related to customer abandonment by the parent company, poor performance of representatives, and characteristics of domestic luxury car customers. Contextual conditions comprise international and country-of-origin factors, parent company performance, and representative performance. Intervening conditions consist of luxury car customer characteristics, brand image and identity, financial and economic interventions, representative performance, and the definition of luxury vehicles. Strategies encompass actions related to the performance of the parent company and representatives, brand image recovery, and leveraging the characteristics of luxury car customers to encourage repeat purchases. Finally, consequences include positive outcomes in the event of strategy implementation and negative outcomes resulting from customer abandonment and failure to implement the proposed strategies.
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