categorizing brand value index in the automotive industry of Iran

Subject Areas : Production Management

mahsa karbalaei hassan ¹ , hossein vazifehdoost ² , karim hamdi ³

1 - marketing management/ science and research branch of Tehran
2 - marketing management/science and research branch
3 - marketing management/science and research branches of Tehran

Received: 2022-02-13 Accepted : 2022-08-14 Published : 2022-05-22

Keywords: brand, Brand Value, Brand management, Automotive Industry exploratory survey,

Abstract :

The present study was conducted with the aim of grouping brand value index in the automotive industry of Iran. This research is applied in terms of purpose and exploratory survey in terms of approach. The statistical population was a group of automobile sector experts who were fully acquainted with the issues of brand value in Tehran. Based on this and using the purposive sampling method, 35 people were selected. In the process of identifying the brand value index, an unstructured interview tool was used in the grouping stages of the brand value indicators. In this research, in different phases, different methods and software were used. In the grouping indicators, descriptive and inferential analysis methods such as mean, Kolmogorov-Smirnov test, one-sample t-test, and factor analysis were used to perform calculations, Excel and SPSS software. Finally, the results of the study led to the identification of seven dimensions (distinction, awareness, belonging, trust, quality, loyalty, and social responsibility) and 24 sub-indicators.