Introduction and Purpose: Brand equity has emerged as one of the most critical intangible assets for organizations, playing a strategic role in creating sustainable competitive advantage and enhancing customer loyalty (Aaker, 1991; Keller, 2003). While classical brand equity models have significantly contributed to understanding customer-based brand equity through dimensions like brand awareness, associations, perceived quality, and loyalty, these approaches primarily focus on cognitive and behavioral aspects, neglecting deeper layers of meaning and identity that play decisive roles in cultural and religious contexts. In recent years, brand spirituality has emerged as a new paradigm, with studies indicating that brands aligned with consumers' inner beliefs experience higher levels of trust and attachment (Wang et al., 2018). Brand spirituality refers to consumers' perception of ethical, sacred, and transcendent values embodied by a brand, extending beyond its functional performance. Despite growing research on brand spirituality, this concept has yet to find a well-defined position in brand equity models. The lack of frameworks capable of assessing components such as sacredness and inspiration has led existing models to face limitations in evaluating religious and cultural brands, a gap particularly evident in societies with strong religious backgrounds, such as Iran. The "Razavi Brand," originating from Astan Quds Razavi and attributed to Imam Reza (AS), represents a prominent example of religious-cultural brands, with a significant portion of its value rooted in spiritual meaning and sacredness. While previous research has developed a model for evaluating spirituality-based brand equity comprising four dimensions—Brand Holiness (Halit), Brand Sacredness, Brand Responsibility, and Brand Inspirationality—the next critical step is prioritizing these dimensions. Given limited organizational resources, understanding which dimensions merit priority investment can lead to optimal resource allocation and more effective strategy formulation. Therefore, this study aims to prioritize the dimensions and components of spirituality-based brand equity in the Razavi Brand. The specific research questions are: (1) What is the priority of each of the four dimensions of spirituality-based brand equity (Holiness, Sacredness, Responsibility, and Inspirationality) in the Razavi Brand? (2) How can managers of the Razavi Brand optimize their marketing and branding approaches based on this prioritization?
Methodology: This research employs an exploratory mixed-method approach with a descriptive-survey design. In the qualitative phase, semi-structured interviews were conducted with 16 marketing and branding experts selected through purposive sampling until theoretical saturation. Data were analyzed using thematic analysis with MAXQDA 2020. Lincoln and Guba's (1985) criteria—credibility, transferability, dependability, and confirmability—were employed to ensure validity. Additionally, Content Validity Ratio (CVR) and Content Validity Index (CVI) were calculated, and Cohen's Kappa coefficient was used to assess inter-coder reliability. In the quantitative phase, the statistical population consisted of Razavi Brand customers (pilgrims and residents) aged at least 15 years. A sample of 384 respondents was determined using Cochran's formula with a 5% error margin. Systematic sampling was employed, and data were collected through a researcher-made questionnaire developed based on the conceptual model. Content validity was confirmed by expert judgment, and reliability was assessed using Cronbach's alpha, with an overall value of 0.92. Prior to analysis, data normality was confirmed using skewness and kurtosis indices. Principal Component Analysis (PCA) was conducted to confirm the factor structure, followed by structural equation modeling (SEM) with maximum likelihood estimation using SPSS and AMOS software. Composite Reliability (CR) and Average Variance Extracted (AVE) were calculated to assess convergent validity.
Findings: Qualitative analysis revealed that spirituality-based brand equity consists of four main dimensions. Brand Holiness includes four components: Tayyib (purity), compliance with Sharia principles, respect for consumer rights, and respect for employee rights. Brand Sacredness comprises three components: brand blessedness (Tabarrok), religious association, and sacred visual identity. Brand Responsibility encompasses four components: social, economic, legal, and environmental responsibility. Brand Inspirationality includes five components: ethical values, emotional connection, purposefulness, positive customer experiences, and storytelling. A total of 61 indicators were extracted. Quantitative findings showed that among 384 respondents, 60% were male and 40% female, with 64% being residents and 32% pilgrims. The majority (41%) were aged 35-44 years, and over 80% reported medium to high familiarity with the Razavi Brand. PCA results confirmed the four-dimensional structure, explaining 72% of the total variance. Structural equation modeling demonstrated acceptable fit indices (CFI = 0.929, RMSEA = 0.09, SRMR = 0.056), confirming model validity. All dimensions and components were significant at the 5% level with factor loadings exceeding 0.7. Convergent validity was confirmed with Composite Reliability (CR > 0.7) and Average Variance Extracted (AVE > 0.5) for all dimensions. Regarding dimension prioritization, Brand Inspirationality had the highest coefficient (0.917), followed by Brand Sacredness (0.831), Brand Responsibility (0.759), and Brand Holiness (0.732). Thus, Inspirationality ranked first, Sacredness second, Responsibility third, and Holiness fourth. At the component level, within Inspirationality, "ethical values" ranked first (0.894), followed by "emotional connection" (0.693), "purposefulness" (0.679), "positive experiences" (0.506), and "storytelling" (0.426). In Sacredness, "religious association" ranked first (0.938), followed by "sacred visual identity" (0.824) and "brand blessedness" (0.689). In Responsibility, "legal responsibility" ranked first (0.821), followed by "environmental responsibility" (0.720), "social responsibility" (0.702), and "economic responsibility" (0.539). In Holiness, "compliance with Sharia principles" ranked first (0.781), followed by "Tayyib" (0.731), "consumer rights" (0.609), and "employee rights" (0.512).
Discussion and Conclusion: The findings demonstrate that spirituality-based brand equity dimensions are not equally important. Brand Inspirationality emerged as the highest priority, consistent with Wang et al. (2018, 2019), suggesting that Razavi Brand customers seek meaningful, transcendent experiences beyond ordinary functionalities. This dimension forms when the brand institutionalizes ethical values, establishes deep emotional connections with customers, and creates positive, lasting experiences through purposefulness and storytelling. Brand Sacredness as the second priority aligns with Belk et al. (1989) and Abdul Hamza Abbas and Jasim Mohammed (2023), indicating that sacred brands establish relationships beyond commercial interactions. In the Razavi Brand, religious association stemming from connection to Astan Quds Razavi, sacred visual identity, and the feeling of blessedness play crucial roles. These spiritual dimensions create a sense of deeper commitment and belonging among customers that transcends purely economic interests. Brand Responsibility as the third priority corresponds with Carroll (1999) and Kafashpour et al. (2023), showing that perceived social responsibility significantly influences customer behavior. The legal, environmental, and social responsibility dimensions indicate customer expectations for the brand to adhere to ethical and legal requirements beyond commercial interests. Brand Holiness, despite ranking fourth, maintains a fundamental role, aligning with Wilson and Liu (2010) and Tavakoli and Karbasi (2022), introducing Halit as a basic expectation rather than a differentiating factor. Customers of the Razavi Brand take Halit for granted; this dimension alone cannot significantly increase brand equity, but its absence can cause serious damage. At the component level, "ethical values" in Inspirationality emphasizes brand adherence to ethical principles; "religious association" in Sacredness indicates that the most important source of sacredness is the mental connection with the Holy Shrine; "legal responsibility" in Responsibility reflects customer expectations for compliance and transparency; and "compliance with Sharia principles" in Holiness aligns perfectly with the Razavi Brand's religious nature. Overall, value creation in the Razavi Brand primarily depends on the brand's ability to create inspirational and sacred experiences. This finding aligns with Kotler et al.'s (2010) Marketing 3.0 perspective, emphasizing attention to humans as beings with body, mind, heart, and spirit. Therefore, strategic focus on strengthening Inspirationality and Sacredness should be primary priorities in Razavi Brand development programs. Based on the findings, practical recommendations include: (1) focusing on inspirational storytelling and ethical values in brand communications; (2) safeguarding sacred identity and strengthening religious associations; (3) institutionalizing responsible practices with emphasis on legal and environmental responsibility; and (4) maintaining holiness as a basic prerequisite without over-investing in it as a differentiator. This study contributes to both theory and practice by providing a validated framework for prioritizing spirituality-based brand equity dimensions in religious-cultural contexts. For managers of the Razavi Brand and similar religious brands, these findings offer practical guidance for optimal resource allocation and strategic focus.