Providing a fuzzy AHP and fuzzy DEMATEL approach in order to rank branding effective factors based on grounded theory

The main purpose of the present study is to representing a multi attribute fuzzy AHP and fuzzy DEMATEL approach in order to rank branding effective factors based on grounded theory in the Iranian banking industry. This study is an applied and exploratory one. The snowball method was used to determine the sample size. The statistical sample size was 80 persons. In order to achieve the research objectives, the questions were designed for interview and finally seven categories of structural, behavioral, environmental, processes, output, outcome and effect and sub-components of each were identified. The fuzzy DEMATEL and grounded theory approach was used to analyze the data. The results showed that structural, behavioral and process factors play an important role in branding, and consequence, impact and results are the next priorities that can lead to bank branding. . . . . . . . . . . . . . . . . . .. . .