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ASSESSMENT AND PRIORITIZING BRANDING FACTORS EFFECTIVE IN THE FURNITURE INDUSTRY

Mohammad Ghofrani, Vajihe Farshchi, Majid Azizi

Abstract


The present paper aims to Assessment and prioritizing branding factors effective the furniture industry and offering appropriate solutions to branding in furniture industry. To this end, after basic studies and review of other researches, 23 patterns and sub-patterns under 5 basic criteria of brand equity, effect of brand, client satisfaction, promotions and the effectiveness of the brand were recognized, and prioritized through hierarchical analysis procedure method (AHP). Results showed that the factors of client faithfulness, appropriate quality, understood quality, appropriate price, exhibitions, and client-friendliness have respectively the highest scores, and also solutions, the training of skilled managers, as well as the factors for the effectiveness of the brand and the effectiveness of the brand have respectively been the most appropriate solution and most sensitive criteria.


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