Investigating the Relationship among Effective Brand Success Factors of Knowledge-Based Business Industries, using DEMATEL Technique

The purpose of this study was to investigate the relationship between the factors affecting brand success of knowledge based business industries, using the Fuzzy DEMATEL Technique. In this research, by studying the history of literature, the most important factors influencing the brand success of Knowledgebase companies were identified. Then, using the Fuzzy DEMATEL Technique, the importance, impact and relationships between them were determined by managers and experts of selected technology companies in Semnan Industrial Park. DEMATEL technique is one of the best methods for mapping the relationships between different factors, which when combined with fuzzy logic, its reliability increases and the probability of error decreases. Among the eight identified factors, the most important factors were the following: Company reputation and history, company ownership, company features and marketing plans. Also, the most influential factor in this study was, Margin of profit factor that had affected from other factors

کلیدواژه ها:

Brand Success ، Knowledge Based Companies ، DEMATEL ، Fuzzy Logic