Designing of a conceptual pattern of brand equity in the automotive industry: Foundation data theory approach

Brand equity is one of the assets that maintain the value of the company and the loyalty of customers to follow, therefore, is important for corporate success. The purpose of this research is to design a conceptual model of brand equity in the automotive industry. In order to conduct the analysis process, the analysis of data theory was used by relying on the [17] method. This analysis is based on the implementation process based on three steps analysis of open codes; Axial coding analysis and selective coding analysis such as [32]. The reason for using this approach was that due to effective functions in relation to the phenomenon studied, the special value of the brand, although criteria in past research were created, these criteria did not have the necessary effectiveness within the framework of a coherent and integrated theoretical approach in the automotive industry. To conduct this approach, 13 experts of commercial management experts who had a good scientific level were used to conduct an interview. In other words, the research point of 13 reached theoretical saturation, the point that is based on the interview process. Performed interviews at the beginning of it, because concepts did not have specific integrity and in interviews, 5 to 7, interviews were performed by the approximate dimension of the model, interviews were carried out half open and based on that, the coherent framework of the conceptual model of brand value in the automotive industry was carried out.