Suggested Model to Measure the Value of Syrian Mobile Phone Operator's Brand Names: A Conjoint Analytical Approach

Authors

  • Ahmad Taha Kahwaji Strategic Management, Brescia University, Italy and College of Commerce and Business Administration, Dhofar University, Sultanate of Oman.
  • Wissam Abou Khalel Damascus University, Higher Institute for Administrative Development, Damascus, Syria and Tubingen University, Germany.

DOI:

https://doi.org/10.9734/bpi/castr/v5/2200F

Keywords:

Brand, conjoint analysis, value, Syrian mobile phone operators

Abstract

Brand is a very important intangible asset for organization. In this paper nominal values of Syrian mobile phone operators' brands were measured by using Conjoint Analysis technique depending on the preference of Syrians people which introduce good data measurements for mobile operators in Syria in order to prepare good Brand strategic plans. Many techniques were used to measure the nominal value of brand name mathematically. Conjoint analysis is one of many techniques that has been widely used to evaluate consumer preference in marketing researches for hypothetical product and services.

Published

2021-06-03

How to Cite

Ahmad Taha Kahwaji, & Wissam Abou Khalel. (2021). Suggested Model to Measure the Value of Syrian Mobile Phone Operator’s Brand Names: A Conjoint Analytical Approach. Current Approaches in Science and Technology Research Vol. 5, 39–51. https://doi.org/10.9734/bpi/castr/v5/2200F

Issue

Current Approaches in Science and Technology Research Vol. 5

Section

Chapters