نوع مقاله : استخراج از پایان نامه کارشناسی ارشد
نویسندگان
1 استادیار گروه مدیریت دولتی ، واحد شاهرود ، دانشگاه آزاد اسلامی ، شاهرود ، ایران
2 دانشجوی دکتری مدیریت بازرگانی ، واحد شاهرود ، دانشگاه آزاد اسلامی ، شاهرود ، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The huge wave of environmentalism and green trends in recent decades has led researchers in many fields to study and explore the field of environment and green activities. Brand stories play an important role in helping consumers understand the brand. This qualitative research has been conducted with the aim of identifying the components of green brand storytelling using the data theory of the foundation. For this purpose, in the opinion of experts, including university professors and senior managers of Sahar Hamedan Company, an open interview was conducted. First, a set of basic themes was collected during the coding process and categories were obtained from them. Then, in the axial coding stage, the relationship between these categories was determined in the form of coding paradigm and in the selective coding stage, each component of the coding paradigm was described. Finally, Sahar presents the green brand storytelling model in Sahar Hamedan food industry.
کلیدواژه‌ها [English]
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