Studying the Effective Factors in Brand Value Creation from the Perspective of Customers, Organizations and Stakeholders (Case study: Iranian Textile Industry)
محورهای موضوعی : Business StrategyParviz Alilou 1 , Hamid Reza Saeednia 2 , Ali Badi Zadeh 3
1 - PhD Student, Department of Business Administration, U.A.E Branch, Islamic Azad University, Dubai, United Arab Emirates
2 - Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Department of Industrial Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
کلید واژه: Customer Expectations, Customer value, Textile industry, Data Foundation Theory, Brand Value Creation,
چکیده مقاله :
The purpose of this study is to design a model to explain the indicators of brand value creation in the Iranian textile industry, to identify the dimensions, components and the indicators of brand value, measuring the dimensions, components and indicators of brand value. The research method in this study is descriptive-exploratory using ground data theory (grounded theory). The study population is the Iranian textile industry. The final research model includes the three main dimensions of customer, organization and government. The results obtained from the correlation of factors also showed that value from the customer's point of view, value from the organization's point of view and value from the government's point of view have the most role and effect in brand value development, respectively. Factors showed issues related to import and export, cost management, insurance and tax issues, administrative bureaucracy, human resources, technology, customer emotional factors and performance expectations factors are considered to be of higher rank and importance for brand value creation from the evaluators' point of view, respectively.
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