Interpretive Structural Modeling of the Role of the Organizational Nature on Brand Identity in the Biological Industry (A Case Study of the Razi Institute).

Abstract

This research seeks to investigate the factors related to the nature of the organization and its role in brand identity. The research was conducted in the field of biological industry. Razi Institute is the leader of the vaccine industry in terms of a variety of products and production of more than 70% of the country's market needs and is a propitious case for studying this industry. The model from the results of the qualitative method was examined using the structural equation modeling method. Because of the exploratory nature of the model and the non-normal distribution of the variables, variance-based methods were employed to predict the results of the hypotheses. The statistical population comprised 1,870 individuals, including sales representatives, inoculation centers, and veterinarians. A 40-item questionnaire was distributed among 251 participants, with an 80% response rate. The adequacy of this tool was confirmed using Bartlett's sphericity test. The variables of the model included eight exogenous latent (independent) variables, two endogenous latent (dependent) variables, two moderating variables, and one mediating variable. A total of 15 hypotheses related to relationships between variables were examined in various internal and external model analysis tests. In the end, the hypotheses were checked through factor loadings and impact factors. The variables of the model with a coefficient of determination of 0.731 could predict the model at a close-to-strong level. The obtained fit (goodness-of-fit=0.593) showed that the model had high reliability and tested the hypotheses with 97% precision.