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Proposing A Method For Assessment of Brand Imitation Factors
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DOR
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20.1001.2.2080297181.1397.2.1.43.3
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نویسنده
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Ebrahimi Seyed Babak ,Ghaderifar Esmaeil ,Jamali Moghadam Fateme ,Manuchehrian Kambiz ,Arfa Abbasali
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منبع
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كنفرانس بين المللي پژوهش در نوآوري و فناوري - 1397 - دوره : 2 - دومین کنفرانس بین المللی پژوهش در نوآوری و فناوری - کد همایش: 20802-97181
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چکیده
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Brand imitation is an approach for new brands to be successful in the market; on the other hand, it can be destructive for developed brands by incurring heavy financial losses. many studies have investigated imitation and its effective factors. the present paper studies effective factors of imitation and also ranks them through expert judgments. we use rough numbers properties to rank the factors. in so doing, three groups of experts, based in iran, were asked to rank the factors that affect brand imitation. the ranking process was implemented by rough-topsis method. also, the authors apply fuzzy-topsis method and findings were compared. this study recognizes important factors that affect brand imitation and rank them according to the significance level. results emphasize that legislation is the most important factor that can prevent brand imitation and counterfeit. this ranking helps companies to improve specifications in order to obtain security for their brands
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کلیدواژه
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Brand Imitation ,Effective Imitation Factors ,Topsis Rough
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آدرس
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Allameh Tabataba’I Univesity, Iran, K. N. Toosi University Of Technology, Iran, University Of Sistan And Baluchestan, Iran, Karaj Azad University, Iran, University Of Tehran, Iran
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پست الکترونیکی
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b_ebrahimi@kntu.ac.i
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Proposing a method for assessment of brand imitation factors
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Authors
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Arfa Abbasali ,Ghaderifar Esmaeil ,Jamali Moghadam Fateme ,Manuchehrian Kambiz ,Ebrahimi Seyed Babak
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Abstract
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Brand imitation is an approach for new brands to be successful in the market; on the other hand, it can be destructive for developed brands by incurring heavy financial losses. Many studies have investigated imitation and its effective factors. The present paper studies effective factors of imitation and also ranks them through expert judgments. We use rough numbers properties to rank the factors. In so doing, three groups of experts, based in Iran, were asked to rank the factors that affect brand imitation. The ranking process was implemented by Rough-TOPSIS method. Also, the authors apply Fuzzy-TOPSIS method and findings were compared. This study recognizes important factors that affect brand imitation and rank them according to the significance level. Results emphasize that legislation is the most important factor that can prevent brand imitation and counterfeit. This ranking helps companies to improve specifications in order to obtain security for their brands
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Keywords
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Brand imitation ,Effective imitation factors ,TOPSIS Rough
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