Isfahan University of Medical Sciences Health Information Management 1735-7853 17 6 2021 02 19 Identifying the Characteristics of Librarians in Branding Iranian Libraries and Medical Information Centers: A Qualitative Study Identifying the Characteristics of Librarians in Branding Iranian Libraries and Medical Information Centers: A Qualitative Study 302 308 11775 10.22122/him.v17i6.4243 FA Zahra Sefaei PhD Student, Knowledge and Information Science, Department of Knowledge and Information Science, Science and Research Branch, Islamic Azad University, Tehran, Iran 0000-0002-0669-0917 Abdolrasoul Khosravi Associate Professor, Medical Library and Information Sciences, Department of Medical Library, School of Paramedical Sciences, Bushehr University of Medical Sciences, Bushehr, Iran 0000-0003-2850-5097 Reza Rajabali-Begloo Assistant Professor, Knowledge and Information Science, Iranian Research Institute for Information Science and Technology (IranDoc), Tehran, Iran 0000-0002-6278-1928 Journal Article 2020 11 05 Introduction: Human resource management in libraries and medical information centers can play an important role in the branding process, which has received less attention so far. This study endeavored to identify the characteristics and role of librarians, as an important pillar of human resources, in branding Iranian medical libraries and information centers.Methods: This applied study employed qualitative content analysis method. The data were collected through semi-structured interviews with a purposeful sample of 14 managers of Iranian libraries and medical information centers.Results: Three major concepts, including cognitive, professional, and communication skills, 8 components and 28 codes related to the role and characteristics of librarians in branding libraries and medical information centers were identified. Conclusion: The managers of libraries and medical information centers should have sufficient sensitivity and planning to attract, select, and trigger librarians towards branding. Introduction: Human resource management in libraries and medical information centers can play an important role in the branding process, which has received less attention so far. This study endeavored to identify the characteristics and role of librarians, as an important pillar of human resources, in branding Iranian medical libraries and information centers.Methods: This applied study employed qualitative content analysis method. The data were collected through semi-structured interviews with a purposeful sample of 14 managers of Iranian libraries and medical information centers.Results: Three major concepts, including cognitive, professional, and communication skills, 8 components and 28 codes related to the role and characteristics of librarians in branding libraries and medical information centers were identified. Conclusion: The managers of libraries and medical information centers should have sufficient sensitivity and planning to attract, select, and trigger librarians towards branding. https://him.mui.ac.ir/article_11775_88059058ba56daa4bf889eb6cdf2e6c1.pdf