APJEM
Arth Prabandh: A Journal of Economics and Management
Vol. 4 Issue 6 June 2015, ISSN 2278-0629, pp. 55-66
Identifying Strategies for Branding in Iranian Construction Companies
Seyed Mohammad Mahdi Ghorashi, Ayatollah Momayez, Nezameddin Faghih
M.A. In Entrepreneurship, University of Tehran
2. Ayatollah Momayez, Assistant Professor of Entrepreneurship, University of Tehran
3. NezameddinFaghih, Professor of managhement, University of Tehran
Abstract
The main objective of this study is to provide strategies for improving the value of building
brands. The study in term of purpose is applied; in term of method of data collection is
descriptive. Strategies through content analysis of interviews with contractors, building managers
and experts rated the vice president of strategy and technique, using the Shannon entropy and
also using the student t-test of the appropriate or inappropriate and the Friedman rank test each of
them is tested. The results of the analysis of questionnaire data suggests that all of the strategies
to promote brand value in good standing and highest on measures of perceived quality and
loyalty strategies has the lowest rank.
Keywords: Branding, Construction Companies.
Pinnacle Research Journals
http://www.prj.co.in
55
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APJEM
Arth Prabandh: A Journal of Economics and Management
Vol. 4 Issue 6 June 2015, ISSN 2278-0629, pp. 55-66
Pinnacle Research Journals
http://www.prj.co.in
56
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