EntrepReneurial Branding with an Ethical Responsibility Approach in Knowledge-Based Companies

Abstract

Purpose: The present study aimed to provide an entrepreneurial branding model with a social ethics approach in knowledge-based educational companies. Methodology: According to the purpose of the study, the present study was performed using the fuzzy Delphi method in three stages. The present study population consisted of experts in marketing and branding industry. In this study, purposive sampling method was used and 20 experts in marketing and branding industry were selected as a sample. To collect information, library studies (related books and articles) and a questionnaire were used to measure the variables of this research. Results: The results of the research obtained from the responses of 20 marketing and branding experts in this industry, showed that ethics is one of the effective components in entrepreneurial branding in knowledge-based training companies and includes strategic management profiles, technical-executive prerequisites, entrepreneurial prerequisites, prerequisites Stakeholders, Brand Value Content, Brand Inductions, Brand Technical Aspects, Brand Participation, Brand Mental Nature, Brand Management, Competitive Strategies, Executive Management Strategies, Professional Ethics, Advertising and Sales Promotion Strategies, Public Governance, Corporate Governance, Social Background , Technological context, economic context, natural context, ethical context, financial implications, competitive implications, customer implications, operational implications. Conclusion: According to the findings of social ethics research and its observance is effective in entrepreneurial branding of knowledge-based educational companies and to business growth, customer confidence, loyal customer development, creating a valuable and ethical mental image of the brand, preserving environmental issues and Sustainable development helps