- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
Purpose – This study aims at providing a quantitative basis to analytically determine the ranking of the brand personality of Adidas, Asics, Nike, Puma and Saucony brands among Iranian customers via a conventional multi-criteria decision-making method. Design/methodology/approach – Data for determining the importance of evaluation criteria and ranking of brands is gathered by means of distributing questionnaires among a group of Iranian customers of sport shoes, as well as some industrial experts. The Fuzzy Analytic Network Process (FANP) was used to rank the brands with regard to dependencies between criteria and alternatives. Findings – The results indicate that FANP is a capable method which provides invaluable insights for strategic marketing decisions in the sport product industry. Results show Adidas has the best performance in the sports shoe market compared to the other four brands. In this study, it was found that expertise sophistication was the most important criterion among Aaker’s five main criteria. Originality/value – The value of this paper is applying FANP decision‐making method for ranking sport shoe brands. This method has not been commonly used in the area of marketing, hence it is added to the pool of techniques utilized in ranking brands. In addition, evaluation and ranking of brands can be very useful for both academic research and practice. Researchers can benchmark the competences of each brand through evaluating them, and industrialists can extract the competitive advantages of the selected brands.
5.2 Limitations of the research and future directions
The main limitations of this study are as follows. Because of the constraints of time and implementation, the present study investigated the selected brand personality of sports shoes only in the geographical area of Iran. The results may be different from the results obtained from other countries due to social, cultural and economic differences. It is worth mentioning that as brands of sports products have their own customers, the results cannot be generalized to other brands in the field of brand personality, since challenges and influential factors related to brand personality vary for other products at different levels. The results in this industry are different from the findings in other industries. Finally, the present research has been carried out on a few special brands only.
The results of this study were obtained with regard to the particular conditions of the studied brand. Further research is suggested, to examine these models in the market situation with regard to the fact that other models are designed to explain brand personality. Research could be carried out to consider factors that are influential on dimensions of brand personality in order to strengthen these dimensions and favorably influence the brand personality. The present research model has been examined in order to develop the scope of research in societies with different cultures. Moreover, the study results can also be verified by applying the same FANP technique across various cultures, through which a generalized model for the evaluation of the customer viewpoint can be attained. The research model could be examined for other brands and products, and the results could be compared with each other.