Book Publisher International
Published June 2, 2021 | Version Chapter 4
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Suggested Model to Measure the Value of Syrian Mobile Phone Operator's Brand Names: A Conjoint Analytical Approach

Authors/Creators

  • 1. Strategic Management, Brescia University, Italy & College of Commerce and Business Administration, Dhofar University, Sultanate of Oman.
  • 2. Damascus University, Higher Institute for Administrative Development, Damascus, Syria & Tubingen University, Germany.

Description

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.

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