Proposing A Method for Assessment of Brand Imitation Factors
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Keywords
Brand imitation, Effective imitation factors, TOPSIS Rough
Abstract
Brand imitation is an approach for new brands to be successful in the market; on the other hand, it can be destructive for developed brands by incurring heavy financial losses. Many studies have investigated imitation and its effective factors. The present paper studies effective factors of imitation and also ranks them through expert judgments. We use rough numbers properties to rank the factors. In so doing, three groups of experts, based in Iran, were asked to rank the factors that affect brand imitation. The ranking process was implemented by Rough-TOPSIS method. Also, the authors apply Fuzzy-TOPSIS method and findings were compared. This study recognizes important factors that affect brand imitation and rank them according to the significance level. Results emphasize that legislation is the most important factor that can prevent brand imitation and counterfeit. This ranking helps companies to improve specifications in order to obtain security for their brands.
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Article Details
Seyed Babak Ebrahimi, K. N. Toosi University of Technology
Assistant Professor in Financial Engineering Department of Faculty of Industrial Engineering. He earned his MSc from Sharif University of Technology as a top student in the field of economics. During his undergraduate period, he was awarded as the best student in research in Industrial Engineering Department of Iran University of Science and Technology for three consecutive years. He was also the top young Iranian researcher in Science and Technology and was elected as the best Ph.D. graduate. His research interests include econometrics, microeconomics, time series analysis and pricing.
Esmaeil Ghaderifar, Allameh Tabataba'i Universtity
PhD of Technology Management Allameh Tabataba'i Universtity, Tehran, Iran. He also has M.B.A degree. He is Director of Strategic Technologies Center of Vice-Presidency for Science and Technology. He are leading lots of innovation and technology projects in Iran. Esmaeil has authored couple of articles in national and international journals and conferences.
Kambiz Manuchehrian, Karaj Azad University
Student of industrial engineering at Karaj Azad University. He also has M.B.A degree. Focused on Project Management also branding is his favorite field of investigation. He is interested in fields that are not studied completely by researchers. Brand Imitation is such a topic in brand studies that is not clearly studied by all of its aspects. So he is interested in it.
Fateme Jamali Moghadam, Vice Presidency of Science and Technology
Expert in marketing, entrepreneurship and decision science. She has studied Master of industrial engineering focusing on fuzzy and rough MCDM methods in risk evaluation as her dissertation in 2015. She is also working on data mining and analysis as her main area of interest. Fateme has authored couple of articles in Iranian journals and conferences.
Abbasali Arfa, Vice Presidency of Science and Technology
Expert in innovation and technology area. He is working on this area since 2001.Nowadays, He is acting deputy of Strategic Technologies Center of Vice-Presidency for Science and Technology. He also participated in scientific conferences and workshop as a board Abbasali has written reports and articles in innovation national meeting and conferences
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