Designing a Model for Prioritizing the Success Factors of Entrepreneurial Brands in Kermanshah: Application of a Mixed-Methods Approach

Branding is recognized as one of the most important driving factors for the growth and sustainability of entrepreneurial businesses. In today's competitive world, identifying and strengthening these factors can play a significant role in economic development and creating sustainable employment. This study, using a mixed exploratory approach, was conducted in two phases: qualitative (grounded theory method) and quantitative (descriptive), with the aim of designing a model for prioritizing success factors of entrepreneurial brands in Kermanshah. In the qualitative phase, data were collected through semi-structured interviews with 31 experts, including experienced managers, private sector specialists, university professors, and policymakers related to branding, using judgmental and snowball sampling methods. The analysis resulted in the identification of 2918 open codes, 301 concepts, and 60 subcategories. In the quantitative phase, data were gathered using a researcher-designed questionnaire from 20 experts and analyzed through the Analytic Hierarchy Process (AHP) method with the Expert Choice software. The findings indicated that the most important factors in the research model included managerial skills, product, and brand as causal conditions. In the intervening conditions, factors such as financial resource provision and government and private sector support play a role. Regarding contextual conditions, socio-cultural and political-legal factors were identified as the most significant. In terms of strategies, managerial strategies, organizational restructuring, empowerment, and performance strategies in supply and production were deemed highly important. Macro-level outcomes include increased motivation among business actors, entry opportunities for newcomers, and increased sustainable employment. At the firm level, reducing financial debt and attracting skilled human resources are among the main outcomes. Improvements in management, sales collaboration, technological development, and brand planning are recommended as effective strategies for successful branding in businesses.