designing a competitive advantage model with an emphasis on brand identity in the apparel industry

This research was done to design a competitive advantage model with an emphasis on brand identity in the clothing industry. the statistical population in the qualitative phase includes 15 experts and managers of clothing manufacturing companies who were selected in a non-random way. the main tool of data collection is a semi-structured in-depth interview. qualitative data analysis was done with the method of database theory and using maxqda software. the statistical population in the quantitative part, statistical population in the quantitative part included all customers of clothing products in tehran city, based on which a sample of 384 people was selected using morgan’s table. data collection was done in the quantitative section using a questionnaire and data analysis with the partial least squares method and smart-pls software. based on the obtained paradigm model, the components related to competitive advantage with emphasis on brand identity in the clothing industry in six categories of causal factors (brand identity and competitiveness factors), background conditions (product and service advantage), central phenomenon (competitive advantage), strategies (company planning), intervening conditions (competition management factors) and outcomes (brand loyalty, brand identity, brand orientation and market share) were identified.