عنوان مقاله [English]
The purpose of this study is to model brand value creation in brand orientation with emphasis on service quality. The research method used in this research is exploratory mixed and qualitative-quantitative. For gathering information and analyzing data analysis, in the first phase (qualitative method), a grounded theory based approach utilizing the viewpoints of 15 masters and PhDs with marketing orientation of at least 5 years Has a background in consulting and working in the food service industry or has undertaken research in these fields as well as experts, experts, managers and activists of the food industry consisting of investors, shareholders and owners of food preparation and relying on study resources, model frameworks. The content was presented and analyzed in such a way as to identify the dimensions, components and indices using the coding method. Selected and refined, then the relationships between the variables were determined and finally the research model was presented. Then, in the second phase (quantitative method), the research sample in the statistical population of 384 customers and audiences of a food brand in food supply in Tehran (Persian Food Industries Group) was evaluated and evaluated using structural equation modeling. has taken. The results of the data analysis indicated that the hypotheses and the fitting of the research model were confirmed. According to the results of this study, branding or affiliation and brand preference can be influenced by the perceived value created through brand value creation, and value creation is also influenced by the quality of service received.