Prioritizing the Describing Factors in Promoting Brand Personality Using Fuzzy Delphi Technique
Promoting brand personality can be a sufficient impetus for customer satisfaction, loyalty, commitment, affective and emotional attachment between customers and the brand. Hence, the current study was aimed at identifying and prioritizing the effective factors in promoting brand personality based on...
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| Format: | Article |
| Language: | fas |
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University of Kurdistan
2020-01-01
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| Series: | مطالعات رفتار مصرف کننده. |
| Subjects: | |
| Online Access: | http://cbs.uok.ac.ir/article_61370_5a3e998401b57ce22bcf9c62dfaa44cd.pdf |
| _version_ | 1818188610687467520 |
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| author | Saeed Mir Ali Rashidpoor |
| author_facet | Saeed Mir Ali Rashidpoor |
| author_sort | Saeed Mir |
| collection | DOAJ |
| description | Promoting brand personality can be a sufficient impetus for customer satisfaction, loyalty, commitment, affective and emotional attachment between customers and the brand. Hence, the current study was aimed at identifying and prioritizing the effective factors in promoting brand personality based on a mixed method research i.e., both quantitative and qualitative, which is practical regarding its purpose and descriptive-survey regarding its nature and method. The population in qualitative and quantitative sections was 15 university experts who were investigated based on purposive sampling method, required data saturation and theoretical adequacy. In qualitative section of the study, data collection instrument of the texts was based on content analysis technique. Data collection instrument in quantitative section was the expert questionnaire which its validity and reliability was measured using content validity and retesting. Data analysis was carried out by using Fuzzy Delphi Technique; then effective factors in brand personality Innovative were identified and prioritized.The results of the study included identifying the effective factors on innovative brand personality in innovative and knowledge based organizations in qualitative section and their prioritizing in quantitative section.The results show that the most important factors in promoting brand personality are: brand romance, brand written language, brand profitability, brand reliability, brand prestige, brand activism, brand color. |
| first_indexed | 2024-12-11T23:29:40Z |
| format | Article |
| id | doaj.art-dd2db12e0aca45cd82dab0c7035a0d85 |
| institution | Directory Open Access Journal |
| issn | 2717-0004 2717-0012 |
| language | fas |
| last_indexed | 2024-12-11T23:29:40Z |
| publishDate | 2020-01-01 |
| publisher | University of Kurdistan |
| record_format | Article |
| series | مطالعات رفتار مصرف کننده. |
| spelling | doaj.art-dd2db12e0aca45cd82dab0c7035a0d852022-12-22T00:46:04ZfasUniversity of Kurdistanمطالعات رفتار مصرف کننده.2717-00042717-00122020-01-016213414861370Prioritizing the Describing Factors in Promoting Brand Personality Using Fuzzy Delphi TechniqueSaeed Mir0Ali Rashidpoor1Ph.D. Student in Marketing management, Azad Islamic University of Kermanshah, kermanshah, IranAssistant Prof, Faculty of Management, Azad Islamic University of Isfahan (Khorasgan), Isfahan, IranPromoting brand personality can be a sufficient impetus for customer satisfaction, loyalty, commitment, affective and emotional attachment between customers and the brand. Hence, the current study was aimed at identifying and prioritizing the effective factors in promoting brand personality based on a mixed method research i.e., both quantitative and qualitative, which is practical regarding its purpose and descriptive-survey regarding its nature and method. The population in qualitative and quantitative sections was 15 university experts who were investigated based on purposive sampling method, required data saturation and theoretical adequacy. In qualitative section of the study, data collection instrument of the texts was based on content analysis technique. Data collection instrument in quantitative section was the expert questionnaire which its validity and reliability was measured using content validity and retesting. Data analysis was carried out by using Fuzzy Delphi Technique; then effective factors in brand personality Innovative were identified and prioritized.The results of the study included identifying the effective factors on innovative brand personality in innovative and knowledge based organizations in qualitative section and their prioritizing in quantitative section.The results show that the most important factors in promoting brand personality are: brand romance, brand written language, brand profitability, brand reliability, brand prestige, brand activism, brand color.http://cbs.uok.ac.ir/article_61370_5a3e998401b57ce22bcf9c62dfaa44cd.pdfbrandbrand personalitypromoting brand personalityfuzzy delphi technique |
| spellingShingle | Saeed Mir Ali Rashidpoor Prioritizing the Describing Factors in Promoting Brand Personality Using Fuzzy Delphi Technique مطالعات رفتار مصرف کننده. brand brand personality promoting brand personality fuzzy delphi technique |
| title | Prioritizing the Describing Factors in Promoting Brand Personality Using Fuzzy Delphi Technique |
| title_full | Prioritizing the Describing Factors in Promoting Brand Personality Using Fuzzy Delphi Technique |
| title_fullStr | Prioritizing the Describing Factors in Promoting Brand Personality Using Fuzzy Delphi Technique |
| title_full_unstemmed | Prioritizing the Describing Factors in Promoting Brand Personality Using Fuzzy Delphi Technique |
| title_short | Prioritizing the Describing Factors in Promoting Brand Personality Using Fuzzy Delphi Technique |
| title_sort | prioritizing the describing factors in promoting brand personality using fuzzy delphi technique |
| topic | brand brand personality promoting brand personality fuzzy delphi technique |
| url | http://cbs.uok.ac.ir/article_61370_5a3e998401b57ce22bcf9c62dfaa44cd.pdf |
| work_keys_str_mv | AT saeedmir prioritizingthedescribingfactorsinpromotingbrandpersonalityusingfuzzydelphitechnique AT alirashidpoor prioritizingthedescribingfactorsinpromotingbrandpersonalityusingfuzzydelphitechnique |