Prioritizing the Effective Factors on the Success of Entrepreneurial Brands in Kermanshah with AHP Technique

This study aimed to prioritize the effective factors for the success of entrepreneurial brands in Kermanshah using the AHP technique. The research employed a exploratory mixed methods approach. In the qualitative section, data was collected using judgmental and snowball sampling methods. The data collection tool was a semi-structured interview that continued until the data saturation was reached (31 people). For this purpose, CEOs, executive and marketing managers of active businesses, researchers and expert professors in branding, private sector specialists and business experts, policy makers and government officials related to the branding process in Kermanshah province were interviewed. In the quantitative part, the data were collected using a researcher-made questionnaire from 20 experts and used Expert Choice software for prioritizing the effective factors. Factors related to management skills, product, brand, production, customers, place of purchase, shopping experience etc. are the basis for the success of Kermanshah’s brands. Strategies resulting from this phenomenon include things like management strategies, empowerment strategies, performance strategies in the field of production, performance strategies in the field of supply etc., which are affected by factors such as the provision of financial resources, public and private sector support etc. This is important in a complex and multi-dimensional social-cultural, political-legal, economic, technological environment and regarding branding time, where many groups with different goals, values, motivations, and interests play a role in its formation. Finally, increasing the motivation of business activists, creating opportunities for newcomers to enter, etc. as macro-level consequences and reducing financial debts, attracting and retaining human resources etc. are presented as the consequences of the company level in the success of Kermanshah’s entrepreneurial brands. Utilizing the AHP method to prioritize model components showed that “factors related to the product” have the highest priority among causal conditions, while “Provision of financial resources” is deemed the highest priority among the intervening conditions. “Economic factors” have the highest priority among contextual conditions, “correct design of the branding process” is of highest priority among strategies, “Increasing sustainable employment and job opportunities” holds the highest priority among macro consequences, and “customer loyalty” is of highest priority among corporate consequences.