English abstract

This research is intended to identify and assess the factors affecting Islamic brandy in Iranian industries in order to present a conceptual framework for attending the global markets. The research follows an exploratory combined method, conducted directly in two qualitative and quantitative phases. Interviewing 14 experts by profound semi-structured, academics scholars and professors of marketing, branding and Islamic branding fields through a combination of purposeful judgment and snowball sampling method, the researchers identified and categorized components of the Islamic branding and factors influencing it for achieving the research objectives. Then, in the quantitative phase, a descriptive survey method was employed and a researcher-made questionnaire was developed. The views and ideas of 328 marketing managers and experts were collected from 60 Islamic companies. The data was then analyzed by confirmatory factor analysis and LISREL software. The results of the research from interviewing the experts led to the identification of three main components including approaches, opportunities and challenges of the Islamic branding and the factors that affected it.