مطالعات رفتار مصرف کننده. (Jan 2020)
Prioritizing the Describing Factors in Promoting Brand Personality Using Fuzzy Delphi Technique
Abstract
Promoting brand personality can be a sufficient impetus for customer satisfaction, loyalty, commitment, affective and emotional attachment between customers and the brand. Hence, the current study was aimed at identifying and prioritizing the effective factors in promoting brand personality based on a mixed method research i.e., both quantitative and qualitative, which is practical regarding its purpose and descriptive-survey regarding its nature and method. The population in qualitative and quantitative sections was 15 university experts who were investigated based on purposive sampling method, required data saturation and theoretical adequacy. In qualitative section of the study, data collection instrument of the texts was based on content analysis technique. Data collection instrument in quantitative section was the expert questionnaire which its validity and reliability was measured using content validity and retesting. Data analysis was carried out by using Fuzzy Delphi Technique; then effective factors in brand personality Innovative were identified and prioritized.The results of the study included identifying the effective factors on innovative brand personality in innovative and knowledge based organizations in qualitative section and their prioritizing in quantitative section.The results show that the most important factors in promoting brand personality are: brand romance, brand written language, brand profitability, brand reliability, brand prestige, brand activism, brand color.
