Identifying and Categorizing Pricing Indexes of Brand Value in the Auto Industry in Iran
DOI:
https://doi.org/10.5377/reice.v12i23.18286Keywords:
brand value, pricing, auto industry, descriptive and inferential analyses, judgmental sampling, Fuzzy analysisAbstract
The present study is an applied and exploratory research that aims at identifying and categorizing pricing indexes of brand value in auto industry. Population of the study includes a host of academic and administrative elites who were knowledgeable with auto industry, branding and brand valuation. A number of 35 experts were selected using a judgmental sampling method. Open-ended interviews were also used for identifying pricing indexes of brand value, which were later categorized using a five-point Likert scale close-ended questionnaire. In the categorization and screening phase, descriptive and inferential analyses such as Kolmogorov–Smirnov test, one-sample t-test, exploratory factor analysis, and mean test were used. Data analysis was done by Excel and SPSS. Finally, 9 major dimensions (differentiation, credit, awareness, bonding, trust, quality, loyalty, social responsibility, association) and 28 minor indexes were identified.
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