Compilation and explanation of the leadership brand model in the agricultural industry, the citrus product of the south of the country

The purpose of the current research was to develop an organizational leadership brand model and to investigate and rank the factors affecting the leadership brand in agricultural products (Case Study: Citrus of Hormozgan Province). This research consists of two main parts: in the first part, in order to select the variables affecting the leadership brand in the field of agriculture, the theoretical foundations of research and library studies have been used and after reviewing the articles published in domestic and foreign scientific sites, four elements of personal characteristics of leadership, cultural elements, brand elements and agricultural infrastructure elements were identified as variables affecting the leadership brand in the field of agriculture, Then, using group decision-making technique in three stages, four elements with ۸۰ indicators were identified as factors affecting the leadership brand in the field of agriculture. The final model was constructed for modeling using the technique of the structural equation. The research plan was a combination that was obtained through qualitative strategies (foundation data) and interviews with ۳۵ managers and experts of the Research Department of the Ministry of Agriculture, the Farmer's House and the Chamber of Commerce, and then, through quantitative strategy, the research hypotheses of the research were calculated as a good test for fitting the model. In the qualitative section, after purposeful sampling, data collection tools were used. In the quantitative part, a questionnaire was distributed among ۳۱۵ managers and experts in order to investigate the viewpoints of managers and experts of the mentioned organizations and to analyze the data, structural equations model with the PLS approach was used. Four general elements of leadership brand variables including personal elements and characteristics, cultural elements, brand elements and agricultural infrastructure elements were identified and categorized as variables affecting the leadership brand in the field of agriculture. The results of quantitative sector findings showed that each of the four elements of leadership brand has a positive effect on leadership brand in the field of agriculture.

کلیدواژه ها:

hip brand ، Personality Traits ، Cultural elements ، Brand elements ، Agriculture