Study and analysis of brand love and brand hatred of the Islamic Republic of Iran Radio and Television Organization among the audience

Mirshafiei, Seyyedeh Sara; Masoodipoor, Saeed

doi:10.30497/smt.2026.249434.3687

Study and analysis of brand love and brand hatred of the Islamic Republic of Iran Radio and Television Organization among the audience

Articles in Press

Document Type : Research Paper

Authors

seyyedeh sara mirshafiei ¹

saeed masoodipoor ²

¹ Master of Business Administration, University of Qom

² استادیار گروه مدیریت، دانشکده علوم اقتصادی و اداری، دانشگاه قم

10.30497/smt.2026.249434.3687

Abstract

Nowadays, media play a crucial role in shaping public opinion and gaining audience trust. In the increasingly competitive environment with domestic and foreign media, the national broadcaster of Iran requires a deeper understanding of the factors influencing audience perceptions. The present study aimed to examine two opposing emotions—brand love and brand hate—towards the Islamic Republic of Iran Broadcasting (IRIB) among students of the University of Qom. This applied research employed a mixed-methods approach (qualitative–quantitative). In the qualitative phase, data were collected through 12 semi-structured interviews using convenience sampling until theoretical saturation was reached, and were analyzed through thematic analysis. In the quantitative phase, a researcher-developed questionnaire was distributed among 399 students (determined based on Cochran’s formula), and the data were analyzed using SPSS version 25. The findings indicated that the level of brand love was low, while brand hate was at a medium-to-high level. Higher education level and more hours of television viewing were associated with greater love and less hate, whereas no significant difference was found by gender.

Keywords

Brand

Brand Love

Brand Hate

Media Brand

IRIB

Subjects