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

Document Type : Research Paper


1 Department of Management, Payame Noor University, Tehran, Iran

2 Department of Business Administration, Payame Noor University, Tehran, Iran


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 80 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 35 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 315 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.


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Volume 14, Issue 1
January 2023
Pages 2985-2998
  • Receive Date: 27 July 2022
  • Revise Date: 17 August 2022
  • Accept Date: 03 September 2022