Providing the Optimal Branding Model of Chain Stores in Iran with a Focus on Creating Educational Bases for Managers and Employees

Abstract

Purpose: The purpose of this study was to provide an optimal model of chain store branding in Iran with a focus on creating educational foundations for managers and employees. Methodology: The present study was descriptive-correlational in terms of applied purpose and in terms of data collection. The statistical population was all customers of retail stores in the country. Sampling method of this research was simple random sampling method. The sample size was 385 based on Morgan table. The data collection tool in this study was a self-made questionnaire. The construct validity of the questionnaire was used by confirmatory factor analysis, which according to the results; the research tool had appropriate validity. The reliability of the questionnaire was assessed by calculating the reliability coefficient (Cronbach’s alpha). Structural equation modeling technique with partial least squares approach and Smart PLS software was used to analyze the data in a quantitative part. Findings: The results showed that important factors such as the quality of in-store staff services, the quality of product layout in the store, store brand awareness and advertising had a high impact on the store shopping experience and the pleasure of shopping in the store. Conclusion: The results showed that the positive characteristics of the retail brand affect the experience and enjoyment that the customer gets from their purchase in the store.