International E-publication: Publish Projects, Dissertation, Theses, Books, Souvenir, Conference Proceeding with ISBN.  International E-Bulletin: Information/News regarding: Academics and Research

Qualitative Research in the field of Perceived brand Parity by using approach Grounded Theory

Author Affiliations

  • 1Department of Business Management, Science and Research Branch, Islamic Azad University (I.A.U), Tehran, IRAN

Res. J. Recent Sci., Volume 4, Issue (8), Pages 55-61, August,2 (2015)

Abstract

One of the main objectives in marketing is a product proposed in a particular class, as different and dissimilar from the rest is considered While researches show that differences to be less every day and consumers feel brand parity in a class of product, Unfortunately, for measuring such as important component have been done very little researches In this paper, by using of qualitative research and selection of grounded theory approach as one of the main methods of qualitative, were paid to do In-depth interviews. Analysis of more than 421 minutes of interviews with consumers has led this result that brand parity is a multidimensional construct that contains both aspects of obvious and both aspects of latent and emotional. The dimensions included functional parity, experimental parity, social relationship parity, spiritual parity and mentality parity.

References

  1. Hanson D. and Grimmer M., The mix of qualitative and quantitative research in major marketing journals: 1993-2002, European Journal of Marketing,41(1/2), 58-70 (2007)
  2. Glaser Barney G. and Strauss Anselm L., the discovery of grounded theory: strategies for qualitative research, Chicago: Aldine (1967)
  3. Abdolvand M. A. and Taghipourian M. J., Perceived Brand parity: critiques on Muncy's scale, International Research Journal of Applied and Basic Sciences,4(8), 2111-2114 (2013)
  4. Lefkoff-Hagius R. and Mason C.H., The Role of Tangible and Intangible Attributes in Similarity and Preference Judgments, Advances in Consumer Research,17, 135-143 (1990)
  5. Río A., Belén del, Vázquez Rodolfo and Iglesias Víctor, The role of the brand name in obtaining differential advantages, Journal of Product and Brand Management,10(7), 452–465 (2001)
  6. Brïdson K. and Evans J., The secret to a fashion advantage is brand orientation, International Journal of Retail and Distribution Management,32(8), 403–411 (2004)
  7. Yasin N.M., Noor M.N. and Mohammad O., Does image of country-of-origin matter to brand equity?, Journal of Product and Brand Management,16/1, 38–48 (2007)
  8. Clancy Kevin J. and Trout Jack, Brand Confusion, Harvard Business Review,80(3), 22 (2002)
  9. Muncy James A., Measurement perceived brand parity, Advances in Consumer Research,23, 411-417 (1996)
  10. Jones M.Y., Santos B.G.L., Influences on Perceived Brand Parity, ANZMAC 2005 Conference: Branding, Australia (5-7DEC.):29-36., www.anzmac.info/conference/, (2005)
  11. Iyer R. and Muncy J.A., The Role of Brand Parity in Developing Loyal Customers, Journal of Advertising Research, 45(2), 222-234 (2005)
  12. Kottman E. John, Promoting the Parity Product, Journal of Consumer Affairs, 11 (summer), 145-150 (1977)
  13. Strauss A. and Corbin J., Basics of qualitative research: Grounded theory procedures and techniques, Newbury Park, CA: Sage (1990)
  14. Glaser BG., The Grounded Theory Perspective I:Conceptualization Contrasted with Description,Sociology Press, (2001)
  15. Glaser BG., The Grounded Theory Perspective I: Conceptualization Contrasted with Description, Sociology Press, (2001)
  16. Glaser BG., The Grounded Theory Perspective II: Description's Remodeling of Grounded Theory, Sociology Press, (2003)
  17. Glaser BG., Doing Grounded Theory, Issues and Discussions, Sociology Press (1998)