tubittum journal

ISSN: 2822-5295

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Research Article

Investigating Self-leadership on Economic Efficiency of Entrepreneurship in Movie Industry based on Branding.

Vol 3, issue 1, 2024

Authors

  • Hossein Hajati Mobarhan Fumani
  • Aboutaleb Delafrouz Vajari
  • Mirmohammad Seyednouri
  • Mercede Ostadsandiani
  •  Sadegh Karimi Masouleh
  •  Zahra Aliasghari
  • Amir Khodadadi Parashkouh
  •  Ashkan Maghsoudi Ghashghaeinejad
  • Ali Farzpourmachiani
  • Simin Naghibi Masouleh
  • Snjezana Baroness Rajacic
  •  Mehrdad Fojlaley
  •  Mehdi Farzpourmachiani

Abstract

This research was conducted to investigate the role of self-leadership among actors in branding in the cinema industry. The population of the present study included all actors in the cinema industry. A sample of 193 cinema industry actors was selected, and questionnaires were completed by the same number of participants. The data collected through questionnaires were analyzed using SPSS24 and Smart PLS3 software through structural equation modeling. The analysis of the collected data from the research questionnaires at a confidence level of 95% showed that brand knowledge has a positive and significant effect on brand commitment. Brand knowledge also has a positive and significant effect on brand citizenship behavior. Brand commitment has a positive and significant effect on brand citizenship behavior. Self-leadership has a positive and significant effect on brand knowledge. Self-leadership also has a positive and significant effect on brand commitment. Self-leadership has a positive and significant effect on brand citizenship behavior. Identity plays a mediating and positive role in the relationship between self-leadership and brand knowledge. Identity also plays a mediating and positive role in the relationship between self-leadership and brand commitment. Identity plays a mediating and positive role in the relationship between self-leadership and brand citizenship behavior.

Hajati Mobarhan Fumani H, Delafrouz Vajari A, Seyednouri M, Ostadsandiani M, Karimi Masouleh S, Aliasghari, Z. Khodadadi Parashkouh A, Maghsoudi Ghashghaeinejad A, Farzpourmachiani A, Naghibi Masouleh S, Baroness Rajacic S, Fojlaley M, Farzpourmachiani, M. Investigating Self-leadership on Economic Efficiency of Entrepreneurship in Movie Industry based on Branding. Tubittum. 2024; 3(1): 433-449.

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  • BibTeX
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