Identification and Explanation of Effective Propellers in the Commercial Branding of Industrial Products in ‎Lorestan Province

The present study was conducted with the aim of identifying and explaining effective drivers in commercial branding. The present study was applied and descriptive survey in terms of purpose and method. It was also inductive-deductive and qualitative-quantitative in terms of philosophy and approach. The statistical population of this study was all the economic activists, investors, managers and experts in the sectors of industry and mining and university professors in Lorestan province selected by the purposeful sampling method. In the qualitative section, interviews were used to identify propellers of commercial branding of Lorestan products. It should be noted that after developing the interviews and gathering information, the validity and reliability of the interviews were tested using Relative Content Validity Index and Kappa Cohen Reliability Index. In the quantitative part, the data collection tool was a questionnaire. In this way, the propellers identified through interviews were given to the participants in the form of a questionnaire for use in the Delphi Fuzzy Method. To assess the validity and reliability of the research questionnaire, content validity and reliability based on inconsistency rate were used, which was 0.038. Regarding the data analysis method, it should be noted that in the qualitative part of the research, the software Atlas.ti and in the part of the qualitative, Delphi Fuzzy method have been used. The results of this study included identifying and prioritizing the most important propellers of commercial branding of industrial products in Lorestan province. Finally, 20 determinant factors of industrial product branding were identified.