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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)


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.


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