International Science Community Association Research Journal of Recent Sciences 2277 - 2502 4 8 2015 August 2 Qualitative Research in the field of Perceived brand Parity by using approach Grounded Theory 55 61 EN H. Saleem 1 Department of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Islamabad, PAKISTAN Khan M.A. 2 Alireza Miremadi 1 Sharif University of Technology, International Campus, IRAN EtemadolesllamiBakhtiyari Ali 2 Arash Dorvash 3 Mohammad Aghania 1 Department of management Limkokwing University, Limkokwing Cyberjaya, Malaysia Peyman Attariani 2 Babak Afshar 3 Behnaz Torabi 4 Mohammad Aghaei 1 Department of Business Management, Branch, Tarbiat Moddares University (TMU), Tehran, IRAN Abdolmaleki Sobhan 2 Institute for Management and Planning Studies, IMPS, Tehran, IRAN Amin Asadollahi 3 Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, IRAN MahinEslami Shahrbabaki 1 Psychiatry Department, Shahid Beheshti hospital, Kerman University of Medical Sciences, Kerman, IRAN Hassan Ziaaddini 2 Institue of Neuropharmachology, Psychiatry Department, Shahid Beheshti hospital, Kerman University of Medical Sciences, Kerman, IRAN Saeedi Hamed 3 Neurology Research Center, Kerman University of Medical Sciences, Kerman, IRAN Khorasani Farshid 4 Neuroscience Research Center, Institue of Neuropharmachology, Kerman University of Medical Sciences, Kerman, IRAN Moghaddam Pourhassan 1 Khorasgan branch, Islamic Azad University, Esfahan, IRAN Mahmud 2 LotfiAhmad Reza 3 Yaghoubi Yaghoub 1 Department of Mechanical Engineering, Khomeinishahr Branch, Islamic Azad University, Khomeinishahr, Isfahan, IRAN Karimian Majid 2 Department of Engineering, Tiran Branch, Islamic Azad University, Tiran, IRAN Kamran Amini 3 Shah RajeshKumar 1 Deptt. of Zoology, D.H.S.K. College, Dibrugarh, Assam, INDIA Das Loveleena 2 Deptt. of Life Sciences, Dibrugarh University, Assam, INDIA Bakhtyarabaslo 1 Islamic Azad University Central Tehran Branch, Faculty of Law, Tehran, IRAN Leila Noroozi 2 MohammadAli Abdolv 1 Department of Business Management, Science and Research Branch, Islamic Azad University (I.A.U), Tehran, IRAN MohammadJavad Taghipourian 2 > Research Paper 2014 2 21 2015 August 2 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. Copyright@ International Science Community Association