Mendeley
TY  _  JOUR
ID  -  13970612112359164158
TI  -  Promoting Brand Personality Based on Effective Variables on Brand 
JO  -  Modiriat-e- farda
JA  -  ES
LA  -  fa
SN  -  2228-6047
AU  -  mir saeed
AU  -  rashidpoor ali
AD  -  دانشگاه آزاد اسلامی واحد کرمانشاه
AD  -  دانشگاه ازاد اسلامی واحد اصفهان(خوراسگان)
Y1  -  2019
PY  -  2019
VL  -  57
IS  -  
SP  -  189
EP  -  202
KW  -  brand promoting brand personality equipment manufacturing companies Interpretive Structural Modeling
DO  -  
N2  -  The current study was conducted to introduce promoting brand personality based on effective variables on the brand using ISM approach. This study is on the basis of the mixed method research, both qualitative and quantitative, in a deductive-inductive paradigm. Regarding its purpose, this is a practical and a descriptive-survey research in nature and procedure. Statistical population of the current study in qualitative and quantitative was 15 people selected from experts at the university who were investigated based on purposive sampling method. Also, they were asked questions to obtain as much information as required. In qualitative section of this research, data-collection instrument of the text information is based on content analysis technique. The instrument of data collection in quantitative section was the ISM Matrix Questionnaire which its validity and reliability was measured using content validity and retesting. In qualitative section, the acquired data were analyzed using content analysis technique and MATLAB Software was used for analysis of data in quantitative section. The results of the study consist of introducing eight effective aspects in promoting brand personality which is introduced as the final model of the research. These aspects are: brand personality, brand performance, marketing mix, brand design, technology and social networks, customer, culture and social responsibility.
UR  - rimag.ir/en/Article/25774
L1  - rimag.ir/en/Article/Download/25774
ER  -  
