A Model of Brand Revitalization and Its Effect on Stimulating Sales Demand (Case Study: Development of Cultural and Handicraft Industries)
Keywords:
Brand Revitalization, Sales Demand Stimulation, Cultural Industries, Handicrafts, Structural Equation Modeling, Branding StrategyAbstract
The present study aimed to develop and empirically test a model of brand revitalization and examine its effect on stimulating sales demand in the context of cultural and handicraft industries. This study employed a causal, applied, and cross-sectional research design. The statistical population consisted of stakeholders in cultural industries and handicrafts in Tehran who were over 18 years old. Using cluster random sampling based on five geographical regions of the city, a sample of 384 respondents was selected according to the Krejcie and Morgan table. Data were collected through structured questionnaires designed based on the theoretical framework and expert opinions, covering six dimensions of brand revitalization (brand awareness, brand image, brand personality, brand relationships, brand development, and brand reputation) and the construct of sales demand stimulation. The measurement model and structural relationships were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. Reliability and validity were assessed through Cronbach’s alpha, composite reliability, and average variance extracted (AVE), while model fit was evaluated using R², Q², and GOF indices. The results of structural equation modeling indicated that brand revitalization had a strong and statistically significant positive effect on sales demand stimulation (β = 0.790, t = 36.901, p < 0.05). At the dimensional level, all six components of brand revitalization exerted positive and significant effects on sales demand stimulation, including brand development (β = 0.497, t = 8.265), brand image (β = 0.415, t = 7.970), brand awareness (β = 0.311, t = 5.242), brand reputation (β = 0.308, t = 5.152), brand personality (β = 0.216, t = 3.921), and brand relationships (β = 0.202, t = 3.164). The coefficient of determination for sales demand stimulation was 0.623, indicating substantial explanatory power of the model. The predictive relevance (Q² = 0.409) and goodness-of-fit index (GOF = 0.540) further confirmed the adequacy and robustness of the structural model. The findings demonstrate that brand revitalization is a significant and effective strategic mechanism for stimulating sales demand in cultural and handicraft industries, emphasizing the importance of a multidimensional and integrated approach to brand renewal that enhances both symbolic value and market performance.
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Copyright (c) 2025 Abbas Ghanbari (Author); Fatemeh Azizabadi Farahani; Aliakbar Rezaei , Seyed Reza Salhi Amiri (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
