Presenting a conceptual model of branding using multi-criteria decision making method LINMAP to prioritize the consumption value affecting on the customer relationship management for fashion based communication goods

Today, companies are using customer value as a tool to create competitive advantage among competitors. By perceiving and creating value from customers’ viewpoint, they are attempting to build an appropriate phantasm from their commercial brand in the customer’s mind. This paper has followed to investigate effect of consumable values on choosing brand (trade mark) of mobile phones using knowledge management techniques and also data mining. To increase accuracy in this dissertation, it has been tried that case study is chosen with different and diverse shopping tastes. Therefore, mobile phone shoppers in Kermanshah macro city were considered as statistical population. Sampling was done using simple random sampling. Number of sample is 384 persons. Also, by designing a stable questionnaire with orientation about customer recognition from 2 consumable and emotional aspects, data were collected and statistically investigated. Results obtained from different tests have happened by concentrating on 3 first conspicuous consumption brands. Different results showed that in addition to significance of effect of consumable values on choosing brand, shoppers in studied geographic area have received the highest consumable value from an especial brand. Also, it brings the highest cognitive and emotional value for shoppers. Thus, by taking advantage of brand and knowledge management, valuable strategies were articulated for more penetration in the market for local producers by using results.

Keywords:

Customer relationship management , Brand management , Data mining , Customer recognitio