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Critical factors of brand equity in HVAC industry in Iran
2010 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The situations of business in global market are changing rapidly and companies strive to differentiate themselves from their competitors. To achieve this goal, one of the most effective ways is differentiation through branding. While the brand and its management have dominated the consumer markets, business to business branding is in the infancy phase. On the other hand, the amount of money being spent in HVAC (Heating, Ventilation and Air-Conditioning) industry is enormous in recent years in Iran. Furthermore, lots of foreign and local companies are performing in Iran HVAC market. Seeing that the purchasing these heavy industry equipments are intricate, brand plays a critical role in decision making process among buyers. However, the parameters which directly affect on HVAC branding were ambiguous. Consequently, by discovering and extracting the essential factors of B2B branding, companies can invest on these parameters and bolster their brands. Inasmuch as the parameters are vague and this study is going to discover and rank them, the best research strategy was the Delphi method. It is noteworthy that two panels, Academians and Practitioners, have participated in conducting the Delphi method (totally 37 professionals). Then, the factors should be essayed in order to authenticate. Hence, I have selected six companies (3 local companies and 3 foreign companies) which performing in Iran HVAC market. Next, I asked 6 connoisseurs to rank the companies' brand according their perception. On the other hand, 2 other experts rank the companies according to the extracted factors from conducting Delphi method in previous stage. Seeing that the rankings of different methods were similar, it can be said that the extracted factors are acceptable.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, HVAC, Brand, B2B, Delphi, Factor, Experts
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-57385ISRN: LTU-PB-EX--10/004--SELocal ID: e0eebdb3-eecd-4a5e-9c23-d9a5247c4070OAI: diva2:1030772
Subject / course
Student thesis, at least 30 credits
Educational program
Electronic Commerce, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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