Brand Signature for Export Enterprises in the Carpet Industry, Analysis of Antecedent and Consequent Factors Using the FCM Method

Document Type : Original Article

Authors

1 Assistant Professor Department of Business Management, Faculty of Management and Economics, Lorestan University, Lorestan, Iran

2 Associate Professor Department of Business Management. Faculty of Management and Economics, Lorestan University, Lorestan, Iran

3 PhD Student Government Management, Faculty of Management and Economics, Lorestan University, Lorestan, Iran

Abstract

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.

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Main Subjects

Journal of International Business Administration

Articles in Press, Accepted Manuscript
Available Online from 09 October 2023

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History

  • Receive Date: 12 May 2023
  • Revise Date: 05 July 2023
  • Accept Date: 09 October 2023

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