Identifying factors affecting political brand using fuzzy cognitive map with FCM method

The current research was conducted with the aim of identifying factors affecting political brand using fuzzy cognitive map with FCM method. Brands are strategic and key assets to achieve competitive advantage. Brands can be considered as a heuristic device that includes a set of values that enable the consumer to make quick and efficient choices. Recently, the concept of political branding and branding slogans have been widely adopted by many political parties as they seek to differentiate themselves, leading to an emerging interest in the idea of political branding.

This research is descriptive and exploratory in terms of practical purpose and in terms of data collection method, which has an inductive comparative research philosophy. The statistical population of the current research is the employees of the Political Vice-Chancellor of Lorestan Governorate and the governors of Lorestan, in addition to the professors of political science and marketing fields of Lorestan universities. that the sample members were selected using the purposeful sampling method and based on the principle of theoretical saturation. The data collection tool in the qualitative part is a semi-structured interview and in the quantitative part is a questionnaire whose validity and reliability are respectively through CVR and Cohen's kappa test and in the questionnaire part using content validity and intra-coder and inter-coder reliability of the interview and validity and content validity and retest reliability for the questionnaire. has been analyzed. I. C