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Language Teaching Research Quarterly

European Journal of Studies in Management and Business

International Journal of Behavior Studies in Organizations

Studies in Educational Management

New Challenges in Accounting and Finance

Language Testing in Focus: An International Journal

Marketing and Branding Research

Individual Differences in Language Education: An International Journal 

Feedback Research in Second Language 

Management Issues in Healthcare System

Language Teacher Education Research

Artificial Intelligence Knowledge Development

<p style="text-align:justify;">One of the most important factor in business is known as a brand. Despite all its potential,&nbsp;Iranian carpet is not branded well. The present study has been conducted in&nbsp;order to identify and prioritize the main factor of failure in achieving a&nbsp;powerful brand in commercial carpet companies. For this reason, the analytic&nbsp;hierarchy process (AHP) method used for data analysis. The nine main criteria&nbsp;and forty sub-criteria were identified based on the literature review. The&nbsp;highest importance weight obtained by the lack of brand management with 0.196.&nbsp;Customization and market orientation with (0.171) placed in the second rank.&nbsp;Production and quality with (0.129) placed in the third priority. Marketing&nbsp;capabilities familiarity with (0.111) and communications with (0.111) obtained&nbsp;the same rank. The rest of criteria were placed as following priority;&nbsp;appropriate business environment with (0.096), information about the product&nbsp;with (0.080), profitability with (0.069), and standard with (0.038)&nbsp;respectively. The results of this study could be used by managers of the&nbsp;commercial companies to improve and retrieve their organizational processes to&nbsp;achieve powerful brand. Even though the research shed a light on the topic,&nbsp;however, future work can focus on developing a conceptual framework and can be&nbsp;investigated using other decision-making methods.&nbsp;</p>

Evaluation of the Barriers to Achieve a Powerful Brand Using AHP Technique

Original Research 

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