Designing a model of factors determining the specific value of the company's brand and ranking them based on the fuzzy Delphi method and structural equations

Abstract Objective

In this research, the special value of the brand of Tadbirgarane Farday Omid Company (Special Shares) was investigated in the investment industry in Iran. The main goal of the research is to identify the influencing factors and causal relationships between the determining parameters (dimensions, components, indicators) of brand equity and design a model of factors determining the equity brand of Tadbir garane Fardaye Omid Company (Special Shares) and ranking the impact of each of them. It is based on fuzzy Delphi method and structural equations.

Methodology

The method of this research is of mixed type - exploratory design; that the collection of information was done through library studies and also by field method, which is based on content analysis in the qualitative stage and descriptive-survey in the quantitative stage. In the qualitative part of the statistical population, it consists of 15 academic experts, consultants and marketing managers who are familiar with the field of branding, and in the quantitative part of the statistical population, it consists of managers and employees active in Tadbirgaran and investment companies in Tehran. The number of 360 final samples was selected in a purposeful way, and the fuzzy Delphi approach was used to screen the indicators and identify the final indicators. In the quantitative part of the research, descriptive statistics and inferential statistics and SPSS26 and Smart PLS3 software were used for data analysis.

Findings

The results show the overall high quality of the model and the determining parameters of the brand specific value led to the presentation of a model for the design of the factors determining the brand specific value of Tadbir garane Fardaye Omid Company in the main four components as follows; 1- Perceived quality with 8 sub-indices, 2- Brand awareness with 8 sub-indices, 3- Brand loyalty with 19 sub-indices, 4- Brand association with 12 sub-indices were identified, after ranking them with the help of Friedman test, respectively The first to fourth ranks have been assigned to themselves. Also, 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, in four dimensions, 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.

Conclusion

What distinguishes the present study from other previous studies is: Designing the model of determinants of brand equity using the Delphi method and fuzzifying its components is in the field of investment companies, which have not been addressed in Iran, despite the existence of different models, a comprehensive model that can provide all the requirements for the success of brand equity marketing development. In this research, in order to provide a systematic and comprehensive approach, the Delphi method was used to interpret and combine the findings of previous researches. They have used the survey method, which has also been examined in this research by the qualitative method.The lack of using exploratory research methods in the field of marketing as well as referring to schools to conduct qualitative research has been one of the things that made the present research important. Previous marketing researches using quantitative research methods are generally formed by referring to foreign articles and non-native theories, and the current research was conducted through native research. The process of creation, learning and its role in the administrative system in economic, political, social and cultural structures and its effect in realizing the goals of the macro systems of the society is so decisive that without designing a logical and efficient administrative system, achieving the said goals is not practical; ; Therefore, the determining parameters of brand equity in order to design a suitable model for brand equity is considered a profitable investment, the return of which is actually a vital and unavoidable matter, it is suggested that it should be taken into consideration continuously in the organization, the results of the present research can be useful for policy makers. For legislation, in academic circles in the direction of creating and storing knowledge, it is beneficial, and using the obtained results for marketing managers and foresight of leaders of companies active in the field of investment can be a way forward.













Keywords: Brand Equity, Brand Valuation, Tadbir garane Fardaye Omid Company