Branding capabilities in information and knowledge services, applying grounded theory
Objective: This qualitative study aims to find branding capabilities of Iranian National Library with approach of 4p.Methodology: The study is based on a systematic approach and applies the grounded theory. For this purpose, 13 deep interviews with the faculty members and senior staff of Iranian Nat...
| Main Authors: | , |
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| Format: | Article |
| Language: | fas |
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University of Tehran
2014-06-01
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| Series: | تحقیقات کتابداری و اطلاعرسانی دانشگاهی |
| Subjects: | |
| Online Access: | https://jlib.ut.ac.ir/article_53026_b6e29c7caed7bf1c2ecf5c6b13abf34e.pdf |
| _version_ | 1797939059178340352 |
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| author | Farzane sahli Mohammad Reza Esmaili Givi |
| author_facet | Farzane sahli Mohammad Reza Esmaili Givi |
| author_sort | Farzane sahli |
| collection | DOAJ |
| description | Objective: This qualitative study aims to find branding capabilities of Iranian National Library with approach of 4p.Methodology: The study is based on a systematic approach and applies the grounded theory. For this purpose, 13 deep interviews with the faculty members and senior staff of Iranian National Library was performed.Findings: The "unique identity and reality" and "top position" are central research components. Utilizing components of the marketing mix is of causal research in order to get the top brand in the country. Also, benefiting from unique legal opportunities have been proposed as interventional factors, and the market dynamics and governmental policies and laws have been proposed as contextual factors in this study.Originality/value: This research explains the value of information and services in information service centers, especially in Iranian National Library. Also it reviews the philosophy of existence of this national organization and its distinct role in research context and structure in the country. |
| first_indexed | 2024-04-10T19:10:14Z |
| format | Article |
| id | doaj.art-e53e0884d6dc43409166ae644050edda |
| institution | Directory Open Access Journal |
| issn | 2783-4638 |
| language | fas |
| last_indexed | 2024-04-10T19:10:14Z |
| publishDate | 2014-06-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | تحقیقات کتابداری و اطلاعرسانی دانشگاهی |
| spelling | doaj.art-e53e0884d6dc43409166ae644050edda2023-01-30T18:57:43ZfasUniversity of Tehranتحقیقات کتابداری و اطلاعرسانی دانشگاهی2783-46382014-06-0148220124110.22059/jlib.2014.5302653026Branding capabilities in information and knowledge services, applying grounded theoryFarzane sahli0Mohammad Reza Esmaili Givi1Graduate student of Information Science and Knowledge Studies of Tehran UniversityPhD of Systems Management, Assistant Professor of Tehran UniversityObjective: This qualitative study aims to find branding capabilities of Iranian National Library with approach of 4p.Methodology: The study is based on a systematic approach and applies the grounded theory. For this purpose, 13 deep interviews with the faculty members and senior staff of Iranian National Library was performed.Findings: The "unique identity and reality" and "top position" are central research components. Utilizing components of the marketing mix is of causal research in order to get the top brand in the country. Also, benefiting from unique legal opportunities have been proposed as interventional factors, and the market dynamics and governmental policies and laws have been proposed as contextual factors in this study.Originality/value: This research explains the value of information and services in information service centers, especially in Iranian National Library. Also it reviews the philosophy of existence of this national organization and its distinct role in research context and structure in the country.https://jlib.ut.ac.ir/article_53026_b6e29c7caed7bf1c2ecf5c6b13abf34e.pdfbrandingmarketing mixbrandgrounded theorynational library of the islamic republic of iran |
| spellingShingle | Farzane sahli Mohammad Reza Esmaili Givi Branding capabilities in information and knowledge services, applying grounded theory تحقیقات کتابداری و اطلاعرسانی دانشگاهی branding marketing mix brand grounded theory national library of the islamic republic of iran |
| title | Branding capabilities in information and knowledge services, applying grounded theory |
| title_full | Branding capabilities in information and knowledge services, applying grounded theory |
| title_fullStr | Branding capabilities in information and knowledge services, applying grounded theory |
| title_full_unstemmed | Branding capabilities in information and knowledge services, applying grounded theory |
| title_short | Branding capabilities in information and knowledge services, applying grounded theory |
| title_sort | branding capabilities in information and knowledge services applying grounded theory |
| topic | branding marketing mix brand grounded theory national library of the islamic republic of iran |
| url | https://jlib.ut.ac.ir/article_53026_b6e29c7caed7bf1c2ecf5c6b13abf34e.pdf |
| work_keys_str_mv | AT farzanesahli brandingcapabilitiesininformationandknowledgeservicesapplyinggroundedtheory AT mohammadrezaesmailigivi brandingcapabilitiesininformationandknowledgeservicesapplyinggroundedtheory |