key success factors in Reviving Graveyard Brands

Document Type : Research Paper

Author

Associate Professor, Department of Business Administration, Faculty of Economics and Management, Lorestan University, Khorramabad, Iran

Abstract

The main goal of the current research is to identify and analyze the key success factors in the revival of Graveyard Brands using the fuzzy Delphi technique. This research is applied in terms of purpose, in terms of method is descriptive survey data, and in terms of research typology, it is among mixed researches with a qualitative and quantitative approach in the inductive comparative paradigm. The statistical population of the research in the qualitative part is experts, 12 of whom were selected based on the principle of theoretical adequacy and using the purposeful sampling method. On the other hand, in the quantitative section, 30 people were selected based on targeted sampling. In the qualitative part of the research, the data collection tool was a semi-structured interview, the validity and reliability of which was confirmed using the coefficient of content validity ratio and the Kappa-Cohen test. The tool for collecting information in the quantitative part is a pairwise comparison questionnaire whose validity and reliability were confirmed using content validity and retesting. In the qualitative part, the qualitative data obtained from the interview were analyzed using Atlas.T software and the coding method, and the key success factors in reviving cemetery brands were identified using rebranding. In addition, in the quantitative part of the research, using the fuzzy Delphi method, determining the priority of the key success factors in reviving cemetery brands using rebranding was done and the most important factors were determined. The research results show that in the qualitative part, fourteen factors were identified as key success factors in reviving cemetery brands with rebranding. In the quantitative part, the results indicate that fixing past shortcomings, mentioning past honors, updating research technology, tastes and interests, changing the brand logo and color, changing the brand slogan, and changing the visual characteristics of the brand are the most important key factors  are respectively  considered as key success factors in reviving cemetery brands using rebranding.

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Quarterly Journal of Brand Management
Volume 9, Issue 4 - Serial Number 32
February 2023
Pages 111-142

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