Abstract
Article history: Received May 16, 2013 Received in revised format 12 September 2013 Accepted 24 October 2013 Available online October 27 2013 This paper presents an empirical investigation on the effects of various factors on building appropriate brand in food industry. The proposed study deigns a questionnaire and distributes it among some expert who were involved in food industry. Cronbach alpha are mostly well above the minimum desirable limit of 0.7, which validate the overall questionnaire. In addition, Pearson correlation ratios indicate that there were some positive and meaningful relationships among all components of the survey. The study implements structural equation modeling and the results indicate that brand vision influences brand position, positively. In addition, there is a positive and meaningful relationship from brand vision to product performance, from stakeholders towards brand vision as well as brand position and brand communication. The survey has also detected that brand position could influence on brand communication and product performance. In our survey, brand communication influences product and brand performance, brand distribution influences on brand performance and product influences on brand performance. © 2013 Growing Science Ltd. All rights reserved.
Highlights
Brand plays an important role on product development and it is always necessary to find important factors influencing brand for different purposes such as gaining more market share, customer retention, etc. (Aaker, 2004; Keller, 2008; Omar & Ali, 2010; De Chernatony, 2010)
We have presented an empirical investigation to study the effects of various factors on building brand in Iranian food industry
The proposed study has determined that brand vision influences brand position, positively
Summary
Brand plays an important role on product development and it is always necessary to find important factors influencing brand for different purposes such as gaining more market share, customer retention, etc. (Aaker, 2004; Keller, 2008; Omar & Ali, 2010; De Chernatony, 2010). Pitt et al (2006) introduced and evaluated new dimensions for brands and revisited the functions that brands perform and link these to the evolutionary trajectory of branding in open systems They argued that many open systems could represent a final phase in the evolution of corporate brands from closed to open brands. Devasagayam et al (2010) examined the appropriateness of a brand community within an internal branding framework They reported strong support to the need for and efficacy of internal brand communities, and provided an opportunity to test the strategic synergies of pursuing such a strategy for internal as well as external audiences. They concluded that corporate brand evolution could be a way of including consumers' everyday brand image constructions in a company's branding strategy
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