درخت حوزه‌های تخصصی

Nowadays, marketing professionals are increasingly aware of the importance of brands in the success of organizations, as it can be an asset with utmost importance for a lasting competitive advantage. Indeed, what is called a brand is something far more than a name. The brand and its affiliates pave the way for human communication. Brand personification is done in this respect. Although BP can be defined separately from human personality, it is not entirely independent of it. Therefore, in this study, the indicators of the component themes of consumer BP present in Iran’s market are clearly demonstrated. The present study, which falls into the category of developmental research in terms of objective, is carried out qualitatively. As a developmental research, this study uses a sample of 29 students of management whom were selected by non-probability sampling (purposive and judgemental). The main research tool was an open-ended questionnaire, completed and collected by semi-structured interviews. The findings consist of 74 indicators that were extracted and compiled from the literature review, theoretical foundations, research background (such as Aaker, 1997 and Geuns et al. 2008) and semi-structured interviews using NVivo software, which could be divided into eight positive and negative dimensions. Furthermore, some of the 74 indicators or personality traits identified for Iranian consumer brands include beautiful, personable, hardworking, always friendly, strong and capable, skilled, attractive, creative, efficient, competent, competitive, friendly to little ones, old friend, funny, dysfunctional, uncommitted, insincere, unfriendly (unkind), bully, tyrant, naughty, narcissistic that actually constitutes the personality themes of consumer brands in Iran’s commodity market.

The purpose of this paper is to provide a new approach to incorporating uncertainty into assessing the profitability of investment projects. In the real world, the capital budgeting problem is accompanied by uncertainty and risk associated dealing with imprecise data. The major contribution of this research is the development of a novel approach to evaluating the profitability of an investment project in uncertainty condition. At first, we presented a new discount method that can be used by investors when they wants to be able to make an investment decision. That is, we developed a new method to evaluate the profitability of investment projects by or-dered fuzzy net present value (OFNPV). In addition, ordered fuzzy numbers (OFN) are used to describe the dynamics of changes of the defined investment parameters in the assumed time horizon. By using ordered fuzzy numbers, we develop an effective tool for assessing the profitability of investment projects. This assessment tool not only enables decision-makers to decide under uncertainty conditions whether or not a given investment project should be carried out or rejected, but also facilitates selecting the most effective project, e.g. a project with the most expected probability of success.