Designing the model of factors determining the equity value of the company's brand and ranking them using the fuzzy Delphi method and structural equations
Subject Areas : مدیریت
Vahidreza Nesabi
1
,
bahram kheiri
2
,
Hamidreza Yazdani
3
1 - PhD student, Department of Business Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 - management faculity, university of Azad
3 -
Keywords: Brand special value, brand valuation, Tadbirgarane Fardaye Omid company.,
Abstract :
Valuing the brand based only on the tangible assets of a company is obsolete. If we accept that the special value of the brand is an umbrella that is drawn over all the actions and behavior of the organization, all the reputable brand companies are trying to announce their organizational power to the world under the umbrella of the special value of the brand. In this research, the brand of Tadbirgaran Fardaye Omid company was investigated. The purpose of this research is to investigate the parameters that determine the special value of the brand and the special valuation of the brand of Tadbirgaran Fardaye Omid Company (Special Shares). In the methodology part of the research, the model was validated using SmartPLS software, and by using the opinion of specialists, experts and experts of the company who deal with this matter, it resulted in the extraction of variables. . The statistical population sample of 360 people was randomly selected. The results of the test showed that brand equity parameters have an effect on brand association dimensions, brand equity parameters have an effect on brand awareness dimensions, brand equity parameters have an effect on brand loyalty dimensions, and brand equity parameters have an effect on perceived quality dimensions. Therefore, dimensions of brand association, dimensions of brand awareness, dimensions of brand loyalty and dimensions of perceived quality are meaningfully considered as parameters of brand equity. Key words: brand equity, brand valuation, Tadbirgaran Farda Omid company.