Identifying and prioritizing factors affecting the success of active brands in the construction industry

Document Type : Original Article

Authors

• tooraj jafari ¹
• maryam mosleh ²
• Yahya khansari ³

¹ Senior expert of Islamic Azad University, Tehran West Branch

² Associate Professor, Faculty of Management, Islamic Azad University, Theran Gharb branch

³ Assistant Professor of Management School of Islamic Azad University, Theran Gharb branch

Abstract

Considering the importance of brand success in businesses and especially in the construction industry, this research aims to

Carrying out ISM, identifying and prioritizing factors affecting the success of active brands in the construction industry by using the method

10 of the experts have experience in the field of construction industry. For this purpose, using comments 15

or have had education related to the construction industry. Studying the factors influencing the success of the brand in the construction industry

were investigated and the experts participated in the questionnaire, 55% were men and 45% were women. The level of education of the senior experts was the highest in the group of postgraduates who were between the ages of 30 and 42.

And after the final refinement, the weight of the criteria was determined; Strengthening the economic foundations 30%, strengthening

Economic bases 30%, use of social and cultural capacities 7%, confrontation with sanctions 9%, management

Export 5%, job creation 12%, knowledge-based economy 5%, development of entrepreneurship culture 17%, resource management

. 6%, modification of consumption pattern 5%, goal orientation 4%

Keywords

• Brand success
• construction industry
• Fuzzy AHP technique

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