Providing Brand value Creation Model based on Consumer Attitude

Brand equity, as the most valuable intangible asset of any company, plays an important role in the success of companies and effective communication with customers due to the extraordinary advantages it creates. In this study, using foundation data theorizing, the model of brand value creation based on consumer's attitude in the retail industry was identified and explained. For this purpose, data was collected through in-depth semi-structured interviews with corporate marketing experts in this field. Sampling was done theoretically and after 15 interviews, theoretical adequacy was achieved. Analyzing and coding data based on the foundation's data theorizing model during three stages of open, selective and central coding showed that in order to successfully influence the specific value of a service brand with an emphasis on the consumer's attitude, managers must apply to all the categories and subcategories identified in This research should pay attention carefully and have sufficient information about each of them. In addition, this research shows the need to pay attention to the impact of providing brand value creation model based on consumer's attitude in the retail industry. Therefore, companies should fix the weaknesses related to communication with accountability and strengthen the tendency to be responsive by regularly checking customer satisfaction and identifying the current and future needs of customers.