Evaluating Factors Affecting Brand Marketing Based on Cross Impact Analysis

The main purpose of this research is to evaluate the factors affecting brand marketing. To collect data, questionnaires and interviews with relevant experts and cross impact analysis technique were used for analysis. Questionnaires are completed by experts and managers of the company and are used with the mutual effects analysis matrix method to investigate the influence of factors on each other. The statistical population of this research includes experts, experts, managers, specialists and activists in the company. In this research, interviews and questionnaires were completed by thirty experts. According to the results of the research, consumer price perception and event sponsorship and marketing are the most important factors affecting brand marketing.

کلیدواژه ها:

Brand Marketing ، Factors ، Cross Impact Analysis