An International Branding Model in Markets with Institutional Voids (Case Study: FMCG Industries in Iran)

International branding has grown significantly in recent years and become a strategy to facilitate the efforts of companies to improve performance and meet the competitive realities of the current world markets. This study used a qualitative approach and content analysis technique. The statistical population consisted of organizational experts with international branding experience selected by a purposeful (judgmental) method and the interview continued until theoretical saturation, which was achieved in the twelfth interview. To confirm the research validity, the method of "triangulation of data, reviewing by colleagues and participants" and to confirm the reliability of the research, "reliability between two coders and retest" have been used. The data were analyzed by MAXQDA2020 software and open, axial, and selective coding steps were used to identify international branding patterns in markets with institutional voids. This study found that international branding has outcomes such as "increasing exports, supporting production, globalization, increasing domestic sales, increasing market share, increasing public trust, increasing corporate credibility, spreading production culture, and promoting the national brand.".