Identifying Factors Affecting National Brand Promotion in the Automotive Industry with Economic Approach

Subject Areas : Marketing

seyed shahab mousavi ¹ , mahmud samiei nasr ² , farhad hosseinzadeh lotfi ³

1 - Department of Business Management, Science and Research Unit, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Science and Research Unit, Islamic Azad University, Tehran, Iran
3 - Department of Statistics, Science and Research Unit, Islamic Azad University, Tehran, Iran

Received: 2023-05-24 Accepted : 2023-07-01 Published : 2024-06-21

Keywords: Automobile industry, Economic Development, National Brand, foundation data,

Abstract :

The aim of the current research is to identify the influencing variables on promoting the national brand in the automobile industry with an economic approach using the ground theory method. The current research was conducted using qualitative method (qualitative content analysis) and fuzzy Delphi analysis. Finally, using the fuzzy Delphi analysis, the factors extracted from the interviews with experts were analyzed and the final qualitative model was designed. Based on fuzzy Delphi analysis among the components: choosing the best technology transfer strategy in order to promote national branding in the automobile industry in line with economic development with the Cripps number (0.917), considering key economic factors in the country in order to promote branding National in the automotive industry with the Cripps number (0.903), according to experts, they have the highest amount of these components. In the end, 34 components and 88 indicators were confirmed, mostly causal factors or preconditions, intervening factors, background factors, strategies and consequences were identified

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