Investigation of Persian Handmade Carpet Brand Positioning in view of European Customers

Document Type : Research Paper

Authors

1 Faculty Member of Tehran University

2 Carpet Economy Group, Art and Architect Faculty, Elm o Honar Yazd University, Yazd, IRAN.

Abstract

 
 
The handmade carpet industry has a long lifetime in IRAN. It was as one of important and key industries in some provinces for far decades, such that must of our export goods was carpets and rugs before oil discovery. However, handmade Persian carpet has the top position in global world market yet. Thus, this work tries to investigate the brand position of handmade Persian carpet from view of point of European customers. The research method is operational as goal. Statistical population of this research includes elites of branding and marketing of handmade carpet production in qualitative phase, and tourists and customers of some European countries in quantitative phase. Sampling method in the quantitative phase is proportional to the size of the population and based on the Cochran formula, about 384 persons were selected. An open questionnaire was designed for data collection. The SPSS software was selected for analysis of data and applying the Maen and T tests. The results showed that the “Brand Quality” has the highest level in European customers mind. The “Brand Recognition”, “Brand Leadership”, “Brand Experience”, and “Brand Specialization” have the next levels. The “Brand Innovation” has the lowest level, however. As an important result, Persian handmade carpet brand is repeating over and over, and is weak from view of innovation. Thus it is recommended to designers and producers of this brand, to use this important finding to improve the brand’s position in future products.

References

امیرشاهی و فیاضی آزاد (1390) پژوهشی با عنوان جایگاه برند بانک‌ها از دیدگاه مشتریان حقیقی ساکن شهر تهران با استفاده از فن نقشه ادراکی. فصلنامه علمی و پژوهشی کاوش‌های مدیریت بازرگانی (پاییز و زمستان 1389). شماره 4. صص 27-1.
اسماعیلی، محبوبه (1393). اولویت‌بندی عوامل موثر بر جایگاه برند با رویکرد آمیخته‌ی بازاریابی با در نظر گرفتن متغیر واسطه‌ای رضایت‌مندی مشتری (مطالعه‌ی موردی فست‌فود زنجیره‌ای پدر خوب)، پایان‌نامه کارشناسی ارشد، دانشگاه ارومیه، دانشکده اقتصاد و حسابداری.
 امتی، احمدی‌راد وکفچه (1396) عوامل کلیدی تاثیرگذار بر عملکرد بازار با نقش واسطه‌ای نوآوری برند. فصلنامه مدیریت برند دانشگاه الزهرا دوره 5، شماره 1 - شماره پیاپی 9، بهار 1396، صفحه 172-135
جوانمرد، حبیب‌اله و سلطان‌زاده، علی اکبر (1388). بررسی ویژگی‌های برند اینترنتی و وب‌سایت‌ها و تاثیر آن بر اعتماد و وفاداری مشتریان (مطالعه موردی: خرید محصولات فرهنگی از طریق اینترنت). فصلنامه پژوهشنامه بازرگانی، 53: 225- 256.
حسنقلی پورسوریانی، طهمورث، علی دیواندری و فاطمه عباسی بنی، (۱۳۸۹). بررسی تطبیقی عملکرد استراتژی برندسازی فرش دستباف ایران در بازار آمریکا، پنجمین کنفرانس بین‌المللی مدیریت استراتژیک، تهران، گروه ناب، گروه پرتو بینا.
 حقیقی، قارلقی و نیکبخت (1390)، ابعاد تصویر برند.
 دهقانی، حدیث (1393). بررسی عوامل موثر بر جایگاه‌سازی برند به منظور دستیابی به جایگاه مطلوب در شرکت‌های تولید‌کننده تونل فرم: مورد مطالعه شرکت ارس پولاد، پایان‌نامه کارشناسی ارشد، دانشگاه پیام نور استان تهران، مرکز پیام نور تهران، دانشکده مدیریت و حسابداری.. دیواندری، علی و عباسی، فاطمه. (1393). بررسی مقایسه‌ای ادراک صادرکنندگان ایرانی و واردکنندگان آمریکایی از راهبرد برندسازی فرش دستباف ایران در بازار آمریکا، مجله مدیریت بازرگانی، دوره 6 شماره 3.
دیلمی معزی، حسن (1394). بررسی عوامل موثر بر اثربخشی استراتژی‌های جایگاه برند از نگاه مشتری، پایان‌نامه کارشناسی ارشد، دانشگاه پیام نور استان تهران، دانشکده مدیریت.
 رجبی، سعید (1390). عوامل موثر بر جایگاه‌یابی برند (مطالعه موردی: بررسی صنعت نوشابه در تهران)، پایان‌نامه کارشناسی ارشد، دانشگاه علامه طباطبایی.
 سلیمان، غلامرضا و صادقی، سهیل. (1394). شناسایی استراتژی ورود فرش ابریشم قم به بازار فرش دستباف چین. ماهنامه پژوهش‌های مدیریت و حسابداری، شماره 13.
فرهنگی، علی اکبر. (1394). تاثیر عناصر آمیخته رسانه بر ارزش ویژه برند خدمات (مطالعه موردی بانک سینا)، مدیریت بازاریابی: بهار 1394، دوره 10، شماره 26؛ از صفحه 47 تا صفحه 74.. میرزا امینی، سید مهدی و شوقی، زهرا (1394) خــــــلاقیت و نوآوری در طراحی فرش. کتاب جامع.
 Amirshahi and Fayazi Azad (2011) A research titled "The position of brand banks from the point        of view of the true customers of Tehran city using the perceptual mapping technology." Quarterly Journal of Research and Research on Commercial Management (Fall & Winter 2010). number 4. Pp. 27-1. (In Persian)
 D Grewal, M Levy, V Kuma (2009), Customer experience management in retailing: an organizing framework, Journal of retailing, 85 (1), pp. 1-14
 Dehghani Hadith (2014). Factors Affecting Brand Positioning to Find Desirable Position in Tunnel Manufacturing Companies Form: Case Study of Arus Poulad Co., Master's Thesis, Payame Noor University of Tehran, Payame Noor Center, Tehran, Faculty of Management and Accounting. (In Persian)
 Deilemi Moezi, Hassan (2015). A Study on the Effective Factors on the Effectiveness of Brand Positioning Strategies from Customer Perspective, Master's Degree, Payame Noor University of Tehran, Faculty of Management. (In Persian)
 Divandari, Ali and Abbasi, Fatemeh. (2014). A Comparative Study of Iranian Exporters and Importers Perceptions of Iran's Handmade Carpet Branding Strategy in the American Market, Journal of Business Management, Volume 6, Issue 3. (In Persian)
 Farhangi Ali Akbar. (2015). The Effect of Media Mixing Elements on the Value of Service Brands (Case Study of Sina Bank), Marketing Management: Spring 2015, Volume 10, Number 26; from page 47 to page 74. (In Persian)
 Hassanqoli Porsouriani, Tahmourist, Ali Diwandari and Fatima Abasi Bani (2010). Comparative study on the performance of the strategy of branding of handmade carpets in the US market, the 5th International Conference on Strategic Management, Tehran, Lebanon, Perotuba Group. (In Persian)
 Haghighi, Qarlaghi and Nikbakht (2011), the dimensions of the brand image. (In Persian)
 Ismaili, Mahboubeh (2014). Prioritizing the Factors Affecting Brand Position with Marketing Approach Approach With Considering Customer Satisfaction Intermediate Variables (A Good Father's Case Study of Father's Good Fate), Master's Thesis, Urmia University, Faculty of Economics and Accounting. (In Persian)
 Javanmard, Habibollah and Sultanzadeh, Ali Akbar (2009). Examining the features of Internet brand and websites and its impact on trust and customer loyalty (Case study: Purchasing cultural products via the Internet). Quarterly Journal of Business Research, 53: 225-256. (In Persian).
 Keller, K. L. (2008), Strategic Brand Management, NJ: Prentice-Hall, Englewood Cliffs.
 Keller, K.L. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing, 51(1), pp. 1-22.
 Keller, K.L. (2003) Strategic Brand Management: Building, Measuring and Managing Brand Equity, 2 nd ed., Prentice- Hall, Englewood Cliffs, NJ.
 Kotler, P. (2003), Marketing Management, NJ: Prentice-Hall, Englewood Cliffs.
 Levy, S.J. (1959), Symbols for sales, Harvard Business Review, Vol. 3.
 Mirza Amini Seyyed Mehdi and Shoghi Zahra (2015) Creativity and Innovation in Carpet Design. Ketabjame.
 Ommati, Ahmadi Rad and Kafche (1396) Key factors affecting market performance with the role of branding innovation short. Certificate of Brand of University of Alzahra Volume 5, Number 1 -
 Pecotich, A. & Ward, S. (2007).Global branding, country of origin and expertise: An experimental evaluation.International Marketing Review, 24 (3), pp. 271-96
 Rajabi, Saeed (2011). Factors Affecting Brand Positioning (Case Study: A Survey of the Drink Industry in Tehran), Master's Thesis, - Allameh Tabatabaei University. (In Persian)
 Sahin, A., Zehir, C., Kitapci, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands; 7th International Strategic Management Conference
 Shin Kim H. (2000), “Examination of brand personality and brand attitude within the apparel product category”, Journal of Fashion Marketing and Management, Vol 4, pp. 243-252.
 Simon, C. J., Sullivan, M. W. (1993). The measurement and determinants of brand equity: a financial approach, Marketing Science, Vol.12, No.1, pp. 28-53.
 Snelders, D. & Schoormans, J. P. L. (2004), “An exploratory study of the relation between concrete and abstract product attributes”, Journal of Economic Psychology, Vol. 25, No. ?, pp. 803-820.
 Solomon, Gholamreza and Sadeghi, Soheil. (2015). Identify the strategy of entering the carpet of Qom carpet into China handmade carpet market. Monthly Journal of Management and Accounting Research, No. 13. (In Persian)
 Strizhakova, Y., Coulter, R. A., & Price, L. L. (2008). Branded products as a passport to global citizenship: Perspectives from developed and developing countries. Journal of International Marketing, 16(4), pp. 57-85.
 Sweeney, J. C., & Soutar, G. N. (2001). Consumer per‌ceived value: the development of a multiple item scale. Journal of Retailing, 77, pp. 203-220
 Tybout, A. M. & Sternthal, B. (2005), “Brand positioning”, in Tybout, A. M. & Calkins, T. (Eds), Kellogg on Branding (pp. 11-26), NJ: Wiley, Hoboken.
 Vriens, M. & Hofstede, F. (2000), “Linking attributes, benefits, and consumer values: a powerful approach to market segmentation, brand positioning, and advertising strategy”, Marketing Research, Vol. 12, No. 3, pp. 5-10.
 Wong, H.Y. & Merrilees, B. (2007). Closing the marketing strategy to performance gap, the role of brand orientation. Journal of strategic Marketing, 15 (5), PP. 387-402.
 Zinkhan, G.M. & Balazs, A.L. (2014). International brand-name standazation. Adaption: antecedents and consequences. Journal of International Marketing, 10 (3), PP. 22-48.
 www.thedesignchannel.com
 Zehir, C., Şahin, A., Kitapçı, H., & Özşahin, M. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust; the empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, pp. 1218-1231
 
 
Quarterly Journal of Brand Management
Volume 4, Issue 3 - Serial Number 11
October 2018
Pages 77-108

Files

Share

How to cite

Statistics