چكيده لاتين :
Introduction
The role and position of villages in the process of economic development, Social and political in different scales and the consequences of its underdevelopment such as poverty, Inequality, Immigration and unemployment, fast population growth, It has caused attention to rural development and its priority over urban development. Since the Today, the main economic problem of rural communities is Their inability to understand the available resources and facilities and not recognizing priorities, It is necessary to get the rural economy out of the current situation. therefore, Identifying the components of branding have a direct impact on achieving these benefits, Because in addition to solving problems, it can also have positive consequences. Ardabil is one of the agricultural poles of the country, Which has considerable potential in relation to product branding and more than four million tons of agricultural products are produced in the province. therefore, Branding in rural areas of the province can Lead to the organization and prevention of sporadic action in rural development programs and this through branding of agricultural products, Numerous tourist attractions and handicrafts and creating a target market for export products is possible, Because in recent years, economic constraints that have been accompanied by a significant reduction in manpower in the work process have affected the conditions of the rurals. according to this, Identifying and evaluating brand components is essential in order to achieve economic empowerment. Therefore, the present study was conducted to investigate the analysis of rural brand components on economic empowerment in rural areas of the central part of Ardabil city.
Research Methods
The present study in terms of applied purpose and is based on a descriptive-analytical nature. The statistical population of the study includes two groups of experts and local people in the villages of the central part of Ardabil city. Panel members (experts) in this study in the form of non-probabilistic purposive sampling, 30 qualified people were selected. To obtain the required sample among the local community using cluster sampling in five rural areas of the central part, Initially, six villages from each district and from each village, 436 people were randomly selected as a sample. Data collection method To answer research questions It has been in the form of a library and a questionnaire. To measure research variables, In the variable part of the effects of brand components, Four indicators in the form of 30 indicators and 13 indicators in the economic empowerment variable were used. The validity of the questionnaire was examined by a panel of experts and experienced in this field and confirmed. To determine the reliability of the questionnaire, 30 questionnaires were distributed in the same area and the total reliability of the questionnaire was estimated to be 0.917. Analysis of the findings of the questionnaire using the opinion of experts, Mick Mac software was used. In order to analyze the views of the local community, Spss software was used, Where Pearson correlation coefficient to examine the relationship between research variables, Multivariate regression coefficient was used to determine the effect of brand effects on economic empowerment of villagers.
Discussion and conclusion
The results based on the effective and influential rural brand plan indicate that: The system is in an unstable state and most of the factors are scattered around the diagonal axis and are in a similar position to each other and only their weakness and intensity are different from each other. The results were 100% desirable after 4 spins of cross-effect data. and this indicates the favorable validity of the questionnaire. The filling rate of the matrix is 92.62% Which shows that more than 92% of cases, the factors in question have affected each other. After scoring and analysis by Mick Mac model, 15 factors were selected as key factors and from the 15 factors extracted, Five factors of the existence of facilities, Animal species, Local business development, Handicrafts Proper waste disposal was more important. Findings are based on multivariate regression Considering the level of significance of the test with a confidence level of 0.95 among the four effects of the rural brand, Physical effects index with beta coefficient of 0.855 had the greatest effect on the dependent variable and 0.723 of the total variance explains economic empowerment. On the other hand, The environmental effects of the brand with a beta coefficient of 0.640 have had the least effect in explaining economic empowerment and explains only 0.391 of the variance. The results also showed Pearson correlation coefficient, Between the effects of rural branding and economic empowerment, There is a positive and significant relationship. According to the results obtained, it can be said, Economic empowerment is one of the dimensions of sustainable development Emphasizing the existing capacities and potentials in the region, Provides employment and income generation and strengthens production. Pay attention to capabilities and the potential capabilities of these areas and given the existence of a strong and motivated workforce, By investing and branding through flagship agricultural products, Numerous tourist and handicraft attractions and creating a target market for export products and income generation for the villagers, Provided the necessary ground for their economic empowerment.
