عنوان مقاله [English]
Brand resilience is a type of ability that enables the brand to resist the risks that have turned into a crisis and recover from the crisis if it is effective and even grow in a crisis situation. The current research was conducted with the aim of explaining and designing the model of brand resilience in the conditions of sanctions in the handwoven carpet industry of Iran using the foundation data method. The data of this research was derived from in-depth and semi-structured interviews with twelve experts and experts in brand management in the field of hand-woven carpets in Iran, which was based on purposeful sampling dependent on the selection criteria and continued until reaching theoretical saturation. Found. The validity of the research data was checked and confirmed by going back to the participants and external auditors. Data analysis was done based on the Strauss and Corbin model in the form of open, axial, and selective coding in the Atlas TI8 software. The results showed that the model of brand resilience in the conditions of sanctions in Iran's handwoven carpet industry includes causal factors (competition in the business ecosystem, development of knowledge and technology, internal politics), intervention factors (brand consumption challenges, handwoven carpet brand capabilities), platforms. environmental sustainability, brand nature, sanctions pressure), strategies (active development, internal resistance, creative support, production under sanctions) and consequences (commercial interests, brand capabilities, strengthening brand value and identity).