Identifying and prioritizing factors affecting the success of active brands in the construction industry
Subject Areas :
1 - nadaram
Keywords: Brand success construction industry Fuzzy AHP technique ,
Abstract :
Considering the importance of brand success in businesses and especially in the construction industry, this research aims to Carrying out ISM, identifying and prioritizing factors affecting the success of active brands in the construction industry by using the method 10 of the experts have experience in the field of construction industry. For this purpose, using comments 15 or have had education related to the construction industry. Studying the factors influencing the success of the brand in the construction industry were investigated and the experts participated in the questionnaire, 55% were men and 45% were women. The level of education of the senior experts was the highest in the group of postgraduates who were between the ages of 30 and 42. And after the final refinement, the weight of the criteria was determined; Strengthening the economic foundations 30%, strengthening Economic bases 30%, use of social and cultural capacities 7%, confrontation with sanctions 9%, management Export 5%, job creation 12%, knowledge-based economy 5%, development of entrepreneurship culture 17%, resource management . 6%, modification of consumption pattern 5%, goal orientation 4%
ا ( .ح ،یلیلخ .ج ،ینایقدص یعاص .ح ،روپ 1390 هطبار یسررب .) شهوژپ .زیربت یمیشورتپ تکرش یراجت درکلمع و ینامزاس ینیرفآراک ی .یمومع تیریدم یاه
13128-121 .
( ناسحا ،ناریگجاب یدمحم .میرم ،لابقا .نیسح ،یچولب 1398 لدم ) یراتخاس یبای-تیلباق زا یریسفت یملع همانلصف .ایوپ طیحم رد نامزاس یتباقر تیزم رب رثؤم یاه
هرود .تیفیک و درادناتسا تیریدم 9 ناتسبات ،- یپایپ هرامش 32 رویرهش 1398 هحفص 46-69 .
( هنامس ،ینموف ناوخا و هزوریف ،یربکا یلع یجاح 1397 ) رهش ایسآ همیب : هعلاطم دروم( همیب تعنص رد رادیاپ یتباقر تیزم بسک اب دنرب هژیو شزرا نیب هطبار
.هعسوت و داصتقا ، تیریدم رد نیون یاه شهوژپ یللملا نیب سنارفنک نیموس،)تشر
( دمحم دیس رتکد ،رجاهم 1400 .رادیاپ یتباقر تیزم و یبایرازاب یاه یژتارتسا قیرط زا دنرب هژیو شزرا یشخبرثا شیازفا )
رابج .م ،یبایراف .ه ،یریصن ( .ی ،هداز 1394 لیدعت شقن ؛عیانص درکلمع دوبهب رب یراکمه رب ینتبم تاطابترا تاریثأت یسررب .) تیلباق یگدننک رازاب اب طبترم یاه
هعلاطم( هرامش ،مجنپ لاس .نیون یبایرازاب تاقیقحت .)ناجنز ناتسا یتعنص یاهدحاو ؛یدروم ی ( ،مراهچ ی 19 :) 53-72 .
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راک و بسک رد یدربهار تاعلاطم
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