نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، لرستان، ایران
2 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، لرستان، ایران
3 دانشجوی دکتری مدیریت دولتی، دانشکده مدیریت و اقصاد، دانشگاه لرستان، لرستان، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The potentials and capabilities of export enterprises in the carpet industry are so great that export enterprises operating in this field have a high ability to create brand signatures in the carpet industry in international markets. Therefore, the current research was conducted with the aim of identifying the antecedent and consequent elements of brand signatures for carpet export enterprises and analyzing these elements using the fuzzy cognitive mapping (FCM) method. It is an applied study, and as for the method of collecting the descriptive information, it is a survey. Methodologically, this study is an investigation that combines qualitative and quantitative approaches within an analogous inductive paradigm. The statistical population of the study is the experts, 30 of whom were selected according to the principle of theoretical adequacy and using the purposive sampling method. The instrument used to collect information is a semi-structured interview in the qualitative part of the study and a questionnaire in the quantitative part, whose validity and reliability were determined by the CVR coefficient and the Kappa-Cohen test, respectively. For the questionnaire part, content validity and retest reliability were confirmed. In the qualitative part, the data obtained from the interview were analyzed using MAXQDA software and the coding method, and the antecedents and suffixes of the brand signature were identified. In the quantitative part of the research, the fuzzy cognitive map of the brand signature was constructed using the FCM method, and the most important antecedents and consequent factors of the brand signature were identified.
کلیدواژه‌ها [English]
)