نوع مقاله : مقاله پژوهشی
نویسندگان
1 مدیریت، دانشکده صنایع و مدیریت ، دانشگاه صنعتی شاهرود، شاهرود
2 مدیریت، دانشگاه شیخ بهایی
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Abstract: The purpose of this research is to rank the brand equity of the listed companies in Tehran Stock Exchange based on financial indicators and using the fuzzy Unscaling method to develop an investment strategy. Therefore, after systematic elimination of the unqualified companies, a sample of 268 companies listed at TSE during the period of 2007 to 2016 was selected. To test the hypothesis of the research, brand equity was valued using different methods and Based on each of these methods and compared with the industry average, rating was conducted, then compared with the present and future performances. Finally, by analyzing relationships among variables using correlation and regression models, a relation between them was found. The results indicate a significant positive relation between brand equity and the current ROI and also a reverse correlation between
کلیدواژهها [English]
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