Explaining the home appliance brand strategies by Iranian customer view

Document Type : Research

Authors

1 Assistant professor of Imam Sadiq University, Tehran, Iran

2 Ph.D., Faculty Member of Shahid Beheshti university, Tehran, Iran

3 Student of Imam Sadiq University, Tehran, Iran

4 Student of Shahid Beheshti University, Tehran, Iran

Abstract

Branding strategies weakness and strengths recognition is one of the most important issues in marketing strategies. Brand equity concept is one of the indicative specifications for brand strengths and weakness. Aim of this paper is creating a scale for brand equity measurement for home appliance goods by Iranian customer view resident in Tehan. By this process the strengths and weakness of Iranian branding can be recognized. The statistical population is from Iranian home appliance consumers resident in Tehran.  1017 consumers have been selected to complete questionnaires in stochastic method. By SPSS and Lisrel , Factor analysis has been used for modeling and Independent compare mean for population comparison. The study identified that the brand equity of home appliance for Iranian and European brand can be measured by the fourteen scales. The findings indicate that in home appliance industry, foreigner brand equity is better than Iranian brand equity in all scales.

Keywords

References

1. حقیقی‌نسب، منیژه؛ یزدانی، حمیدرضا؛ مرادی، الهام (1390). تأثیر ارزش‌های برند بر عملکرد رابطه در بازارهای B2B)مطالعه موردی شرکت شاتل(، چشم‌انداز مدیریت بازرگانی، شماره 8 زمستان: 45-27.
2. خورشیدی، غلام‌حسین؛ عارفی، اصغر؛ فیاضی آزاد، علی (1389). برداشت ادراکی از لوازم خانگی ایرانی و کره ای، چشم انداز مدیریت بازرگانی، شماره 1 بهار: 93-77.
3. عزیزی، شهریار؛ درویشی، زهرا؛ نمامیان، فرشید (1390). بررسی عوامل تعیین کننده ارزش برند با رویکرد مالی در شرکت‌های پذیرفته شده در بورس اوراق بهادار تهران، چشم‌انداز مدیریت بازرگانی، شماره 6 (32) تابستان: 9 – 32.
4. Aaker, D.A. (1991). Managing Brand Equity. New York: NY.The Free Press.
5. Aaker, D.A. (1996). Measuring brand equity across products and markets. California Management Review, 38)3( :102-20.
6. Aaker, Jennifer Lynn; Benet-Martínez, Verónica; Garolera, Jordi .(2001). A
study of brand equity in an organizational-buying context. Journal of Personality and Social Psychology, : 81(3), 492-508.
7. Ailawadi, K., Harlam, B. (2002). The effect of store brands on retailer profitability: an empirical analysis. Working Paper 06-06, Tuck School of Business at Dartmouth, Hanover,pp.152–164. NH.
8. Andres Cuneo, Pilar Lopez, Maria Jesus Yagüe, (2012).Measuring private labels brand equity: a consumer perspective. European Journal of Marketing, Vol. 46 Iss: 7/8, pp.952 – 964.
9. Chen, Y.S. (2009). The drivers of green brand equity: green brand image, green satisfaction and green trust. Journal of Business Ethics, Vol. 92 No.3, pp.307-19.
10. Cobb-Walgren, C., Ruble, C., Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, Vol. 24 No.3, pp.25-40.
11. Farquhar, P.H. (1989). Managing brand equity .Marketing Research, Vol. 1, pp. 24-33.
12. HadiMoradi, AzimZarei. (2012). Creating consumer-based brand equity for young Iranian consumers via country of origin sub-components effects. Asia Pacific Journal of Marketing and Logistics, Vol. 24 Iss: 3, pp.394 – 413.
13. Hsiang-Ming Lee, Ching-Chi Lee, Cou-Chen Wu, (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, Vol. 45 Iss: 7/8, pp.1091 – 1111.
14. Hutton, J.G. (1997). A study of brand equity in an organisational-buying context. Journal of Product & Brand Management, Vol. 6, No.6, pp.428-39.
15. Johan Anselmsson, Ulf Johansson, NiklasPersson. (2007). Understanding price premium for grocery products: a conceptual model of customer-based brand equity. Journal of Product & Brand Management, Vol. 16, Iss: 6, pp.401 – 414.
16. Kamakura, W.A., Russell, G.J. (1993). Measuring brand value with scanner data. International Journal of Research in Marketing, Vol. 10 No.1, pp.9-22.
17. Kapferer, J. N. (2005). the New Strategic Brand Management. Creating and Sustaining Brand Equity Long Term, Kogan Page, London.
18. Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57:1-22.
19. Keller, K.L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Pearson Education, Upper Saddle River, NJ.
20. Kotler, P. (1991). Marketing Management, 7 th ed, Prentice-Hall, Inc, Englewood Cliffs, NJ.
21. Lassar, W., Mittal, B., Sharma, A. (1995).Measuring customer-based brand equity. Journal of Consumer Marketing, Vol. 12 No.4, pp.11-19.
22. Leone, R.P., Rao, V.R., Keller, K.L., Luo, A.M., McAlister, L., Srivastava, R. (2006). Linking brand equity to customer equity. Journal of Service Research, Vol. 9 No.2, pp.125-38.
23. Lindemann, J. (2010). The Economy of Brands, Palgrave Macmillan, Basingstoke.
24. Mackay, M.M. (2001). Evaluation of brand equity measures: further empirical results. Journal of Product & Brand Management, Vol. 10 No.1, pp.38-51.
25. Myers, C. (2003). Managing brand equity: a look at the impact of attributes. Journal of Product & Brand Management, Vol. 12 pp.39-51.
26. NarumonKimpakorn, Gerard Tocquer, (2010) "Service brand equity and employee brand commitment", Journal of Services Marketing, Vol. 24 Iss: 5, pp.378 – 388.
27. Netemeyer, R., Krishnan, B., Pullig, C., Yagci, M., Dean, D., Ricks, J., Wirth, F. (2004).Developing and validating measures of facets of customer-based brand equity. Journal of International Business Research, Vol. 57 No.February, pp.209-24.
28. Pappu, R., Quester, P.G., Cooksey, R.W. (2006). Consumer-based brand equity and country-of-origin relationships: some empirical evidence. European Journal of Marketing, Vol. 40 No.5/6, pp.696-717.
29. PhumisakSmutkupt, DonyapruethKrairit, Do Ba Khang.(2012). Mobile marketing and consumer perceptions of brand equity. Asia Pacific Journal of Marketing and Logistics, Vol. 24 Iss: 4, pp.539 – 560.
30. Scott Davis. (1995). A vision for the year 2000: brand asset management. Journal of Consumer Marketing, Vol. 12 Iss: 4, pp.65 – 82.
31. Stijn M. J. van Osselaer Joseph W. Alba. (2000). Consumer Learning and Brand Equity. Journal of Consumer Research, Vol. 27, No. 1.pp.35 – 52
32. Ravi Pappu, Pascale G. Quester, Ray W. Cooksey. (2005). Consumer-based brand equity: improving the measurement – empirical evidence. Journal of Product & Brand Management, Vol. 14 Iss:3, pp.143 – 154.
33. Rossiter John R and Lary Percy. (1987). Advertising and promotion management. Ney york: Mc-Grow Hill Book Company.
34. Ulla Hakala, Johan Svensson, ZsuzsannaVincze. (2012). Consumer-based brand equity and top-of-mind awareness: a cross-country analysis. Journal of Product & Brand Management, Vol. 21 Iss: 6, pp.439 – 451.
35. Yoo, B, Donthu, N, Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, Vol. 28 pp.195-21.
36. Yoo, B., Donthu, N. (2001). Developing and validating multidimensional consumer-based brand equity scale. Journal of Business Research, Vol. 52 No.1, pp.1-14.
37. WalfriedLassar, Banwari Mittal, Arun Sharma. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12 )4( : 11 – 19.
38. Zwithmalvalarie A. (1988). Consumer perception aoprice,quality and value: A means- end model and synthesis of evidence. Journal of marketing,: 52 pp.2-22.
Journal of Strategic Management Studies
Volume 3, Issue 10
September 2012
Pages 97-112

Files

History

  • Receive Date: 15 June 2019
  • Accept Date: 15 June 2019

Share

How to cite

Statistics