Studying and Analyzing the Brand Social Power Bases in the Iranian Auto-Making Industry (Case Study: Iran khodro)

Ali Shariat Nejad,Mohammad Veysi,Ali Sereshoumi,Mehrdad Naserpour

doi:10.5901/mjss.2016.v7n3s3p231

Abstract

The main purpose of the present research is to analyze and study bases of brands̛ social power in the auto-making industry as well as to provide an applied solution to increase the power of brands̛ social bases in this industry. This study in the terms of purpose is an applied research and in the terms of collecting the data and information is a descriptive research. As for the statistic population it should be noted that the statistic population of the research is composed of the staff in permitted agencies of Iran Khodros̛ Company in Khorram-Abad. Using the Morgan table, the sample volume of 48 persons was obtained and by the means of stratified-random sampling method, the questionnaires were distributed among them. To evaluate the variables of the brands ̛ s social power, a researcher-made questionnaire was extracted from the standard questionnaires covering the research items. It is worth noting that validity of the present questionnaire was confirmed using content validity method, and reliability of the questionnaire was ratified by the means of SPSS software cronbach̛ s alpha test. To study the research hypotheses, the factor analysis procedure along with Amos 18 software is used. Research results indicate that the Iran-Khodrơs brand does not have the ability to affect the customer’s behavior through coercive power or reward power. Moreover, the research results show that the Iran Khodrơ s brand can affect the customer’s behavior using its legitimacy along with the brand referent social power and expert social brand. DOI: 10.5901/mjss.2016.v7n3s3p231

Highlights

Today, due to the limitation of energies and sources, we can see an increase competition between companies which leads to the advent of organizations in the competitive market so that they inevitably use the tangible and intangible assets efficiently
Due to the high-fast changes in the world and fading the economical borders, in order to maintain the Iranian companies to compete with foreign companies and having a powerful presence in the internal markets as well as increasing the power of export, making a valid and powerful brand is inevitable
As for the rejection of the force hypotheses, it should be uttered that Iran-Khodro࡙ s brand in the terms of applicants࡙ view is not rewarding; because the result show that this brand does not have a high acceptability and does not create a distinguished social status

Summary

Introduction

Due to the limitation of energies and sources, we can see an increase competition between companies which leads to the advent of organizations in the competitive market so that they inevitably use the tangible and intangible assets efficiently. The role of intangible assets on the activities and improving the business performance in different industries has been increased (Hassani et al, 2013). One the most important intangible assets for each organization is the brand. A brand can be powerful when it can influence the image of the consumers and it can affect the normal preferences, tendencies, and purchased behavior for that brand as routine. Due to the importance of brand in competitive markets, a brand is powerful that can affects customer࡙ s behavior for purchase. A question which the present research seeks to answer is that, how are the brand’s social powers bases in the Iranian auto-making industry?

Objectives

Methods

Results

Conclusion