Presentation of a Brand Development Model: A Meta-analysis in the Online Clothing Industry

Given the importance and necessity of branding in the clothing industry, this research was conducted with the aim of developing clothing brands in online businesses. This research is applied in terms of purpose and descriptive-survey in terms of method, and it has adopted a mixed (qualitative-quantitative) approach. In the first step of qualitative research, the method used was meta-analysis, and the statistical population included studies, books, and articles from 2014 to 2024 in the field of clothing brand development in online businesses, including works published in reputable scientific and promotional journals in this period. In the second step, the quantitative research method was used using confirmatory factor analysis and the statistical population included 238 senior and middle managers of clothing manufacturing companies in Mazandaran, of which a sample of 147 was determined using the Cochran formula. In the qualitative stage, meta-analysis was used, and in the quantitative stage, PLS structural equation modeling was used. The findings identify five main dimensions: brand strategy, design and visual variables, competitive advantage, content production and feedback, and communication, each of which includes specific components. The relationships between dimensions and components were verified through path analysis, validating the proposed model. The overall fit of the model, calculated using the GOF formula, indicates a strong fit. This study provides practical insights into the strategic development of apparel brands in online markets, enhancing brand competitiveness, and customer engagement.