Identifying the Influential Dimensions of Branding Based on the Creation of Competitive Advantage in Food Industry Companies
Abstract
This study was conducted with the aim of identifying the influential dimensions of branding based on the creation of competitive advantage in food industry companies. The research adopts a mixed-methods approach. Data collection tools included interviews in the qualitative phase and a questionnaire in the quantitative phase. Data analysis in the qualitative section was performed using thematic analysis, while in the quantitative section, the DEMATEL method was employed. According to the findings, the dimensions and components of branding based on the creation of competitive advantage in food industry companies include: (1) the branding dimension, comprising brand identity, brand image, brand trust, brand loyalty, brand differentiation, brand sustainability, brand communications, and brand equity; (2) brand interaction, including transparent communication, after-sales services, digital interactions, interaction personalization, employee behavior, customer engagement, digital experience design, and transparency in complaint management; and (3) competitive advantage, including brand values, brand personality, visual identity design, brand voice, organizational culture, brand innovation experience, brand trust, adaptability to market changes, multichannel communications, and corporate social responsibility. The results indicate that the criteria within the branding group at the initial level have limited interaction with one another; however, they independently play a significant role in shaping brand identity. The findings also reveal a strong interaction between brand trust and brand loyalty, which can generate multidimensional effects within the branding model. According to the analysis, all three criteria—branding, brand interaction, and competitive advantage—operate within a complex network of interrelated influences and play distinct yet interconnected roles in the branding model. Furthermore, branding criteria play a fundamental role in fostering positive interactions and synergy among other criteria and are typically considered as starting points for system improvement and enhancement. The fuzzy DEMATEL analysis results indicate a complex network of interactions among the criteria. This analysis not only facilitates the identification of key criteria but also demonstrates how strengthening or weakening a particular criterion can influence the entire system. This perspective can be utilized in designing branding strategies, enhancing customer engagement, and creating sustainable competitive advantage.
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Copyright (c) 2025 Iman Abadar (Author); Fereydoun Omidi
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
