Effective Ethnic Components in National Branding of Iran. (English)

Today, in the international environment, "national brand" is a lever needed by governments to improve and strengthen their position in the world arena. Leaders who understand the value of the national brand can use cultural differences and diversity to create competitive advantage and superiority. It is essential to be aware of the attitudes and identify the different dimensions that affect the national brand of a country. Therefore, the current research has an exploratory aspect and has used a qualitative method. The statistical community of the research was formed by experts in the field of national branding, and the number of these people is 57, and the mental pattern of these people was identified and analyzed based on the "Q" research method. The results show that eight components for the variable of ethnic groups and six components for the variable of national brand have been discovered, among which, there is a positive and significant relationship between the component of "ethnic culture" and "international image" and "ethnic interests" and "economic capitals". There is a negative and meaningful. [ABSTRACT FROM AUTHOR]

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