Given the importance and necessity of branding in the clothing industry, this research was conducted with the aim of developing clothing brands in online businesses. This research is applied in terms of purpose and descriptive-survey in terms of method, and it has adopted a mixed (qualitative-quantitative) approach. In the first step of qualitative research, the method used was meta-analysis, and the statistical population included studies, books, and articles from 2014 to 2024 in the field of clothing brand development in online businesses, including works published in reputable scientific and promotional journals in this period. In the second step, the quantitative research method was used using confirmatory factor analysis and the statistical population included 238 senior and middle managers of clothing manufacturing companies in Mazandaran, of which a sample of 147 was determined using the Cochran formula. In the qualitative stage, meta-analysis was used, and in the quantitative stage, PLS structural equation modeling was used. The findings identify five main dimensions: brand strategy, design and visual variables, competitive advantage, content production and feedback, and communication, each of which includes specific components. The relationships between dimensions and components were verified through path analysis, validating the proposed model. The overall fit of the model, calculated using the GOF formula, indicates a strong fit. This study provides practical insights into the strategic development of apparel brands in online markets, enhancing brand competitiveness, and customer engagement.
| Published in | Research and Innovation (Volume 1, Issue 1) |
| DOI | 10.11648/j.ri.20250101.18 |
| Page(s) | 56-70 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2025. Published by Science Publishing Group |
Brand Development, Online Business, Apparel Industry, Meta-Analysis
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APA Style
Hashemi, Z., Valipour, P., Veisari, E. F. (2025). Presentation of a Brand Development Model: A Meta-analysis in the Online Clothing Industry. Research and Innovation, 1(1), 56-70. https://doi.org/10.11648/j.ri.20250101.18
ACS Style
Hashemi, Z.; Valipour, P.; Veisari, E. F. Presentation of a Brand Development Model: A Meta-analysis in the Online Clothing Industry. Res. Innovation 2025, 1(1), 56-70. doi: 10.11648/j.ri.20250101.18
AMA Style
Hashemi Z, Valipour P, Veisari EF. Presentation of a Brand Development Model: A Meta-analysis in the Online Clothing Industry. Res Innovation. 2025;1(1):56-70. doi: 10.11648/j.ri.20250101.18
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Download@article{10.11648/j.ri.20250101.18,
author = {Zahra Hashemi and Peiman Valipour and Elham Fazeli Veisari},
title = {Presentation of a Brand Development Model:
A Meta-analysis in the Online Clothing Industry},
journal = {Research and Innovation},
volume = {1},
number = {1},
pages = {56-70},
doi = {10.11648/j.ri.20250101.18},
url = {https://doi.org/10.11648/j.ri.20250101.18},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ri.20250101.18},
abstract = {Given the importance and necessity of branding in the clothing industry, this research was conducted with the aim of developing clothing brands in online businesses. This research is applied in terms of purpose and descriptive-survey in terms of method, and it has adopted a mixed (qualitative-quantitative) approach. In the first step of qualitative research, the method used was meta-analysis, and the statistical population included studies, books, and articles from 2014 to 2024 in the field of clothing brand development in online businesses, including works published in reputable scientific and promotional journals in this period. In the second step, the quantitative research method was used using confirmatory factor analysis and the statistical population included 238 senior and middle managers of clothing manufacturing companies in Mazandaran, of which a sample of 147 was determined using the Cochran formula. In the qualitative stage, meta-analysis was used, and in the quantitative stage, PLS structural equation modeling was used. The findings identify five main dimensions: brand strategy, design and visual variables, competitive advantage, content production and feedback, and communication, each of which includes specific components. The relationships between dimensions and components were verified through path analysis, validating the proposed model. The overall fit of the model, calculated using the GOF formula, indicates a strong fit. This study provides practical insights into the strategic development of apparel brands in online markets, enhancing brand competitiveness, and customer engagement.},
year = {2025}
}
TY - JOUR T1 - Presentation of a Brand Development Model: A Meta-analysis in the Online Clothing Industry AU - Zahra Hashemi AU - Peiman Valipour AU - Elham Fazeli Veisari Y1 - 2025/12/17 PY - 2025 N1 - https://doi.org/10.11648/j.ri.20250101.18 DO - 10.11648/j.ri.20250101.18 T2 - Research and Innovation JF - Research and Innovation JO - Research and Innovation SP - 56 EP - 70 PB - Science Publishing Group UR - https://doi.org/10.11648/j.ri.20250101.18 AB - Given the importance and necessity of branding in the clothing industry, this research was conducted with the aim of developing clothing brands in online businesses. This research is applied in terms of purpose and descriptive-survey in terms of method, and it has adopted a mixed (qualitative-quantitative) approach. In the first step of qualitative research, the method used was meta-analysis, and the statistical population included studies, books, and articles from 2014 to 2024 in the field of clothing brand development in online businesses, including works published in reputable scientific and promotional journals in this period. In the second step, the quantitative research method was used using confirmatory factor analysis and the statistical population included 238 senior and middle managers of clothing manufacturing companies in Mazandaran, of which a sample of 147 was determined using the Cochran formula. In the qualitative stage, meta-analysis was used, and in the quantitative stage, PLS structural equation modeling was used. The findings identify five main dimensions: brand strategy, design and visual variables, competitive advantage, content production and feedback, and communication, each of which includes specific components. The relationships between dimensions and components were verified through path analysis, validating the proposed model. The overall fit of the model, calculated using the GOF formula, indicates a strong fit. This study provides practical insights into the strategic development of apparel brands in online markets, enhancing brand competitiveness, and customer engagement. VL - 1 IS - 1 ER -
Department of Textile and Apparel Engineering I.A., Islamic Azad University, Qaemshahr, Iran
Department of Textile and Apparel Engineering I.A., Islamic Azad University, Qaemshahr, Iran
Department of Management and accounting, To.c., Islamic Azad University, Tonekabon, Iran
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