Identifying the effective factors in brand creation for food industrial companies
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2014, Vol 8, Issue 7
Abstract
Nowadays, the importance of the brand concept is so high thereby some researchers believe that the brand itself represents the whole product and that most of the time customers buy the brand instead of purchasing a product. The brands often remind of all functions, reputation, and credit of an organization faced to the customers. In regard of the capital indices, the performance of the food industrial companies in 2008 shows that, among 4,700 active companies, in the field of food industry, almost 2,300 companies are inactive using less than 50% of their capacity and 2,400 companies use 50% of their capacity (Saeedi, 2008). The present study aims to investigate those factors that affect the brand creation in food industrial companies. The study methodology has applied structure and descriptive survey feature. The research population was located in Tehran and the statistical sample was 400 individuals (clustering method) according to the factor analysis index. Based on the brand index evaluation models (Keller, David Ackers, BAV) and by using Delphi method and the statistical findings, 19 variables are effective on brand creation, which are classified in four general factors, of which 4 variables have the prior importance: personality and psychological factor and entity, knowledge, quality, services, and reputation factors. In contrast, the personality and psychological factor has the highest effect for every individual to choose the brand based on the qualitative analysis for responding effects in brand choice to great extent.
Authors and Affiliations
Fatemeh Shahsavar| Master of business administration on international business, Faculty of management, Buinzahara Branch, Islamic Azad University, Buinzahar, Iran. email: Author:shahsavar_sahar@yahoo.com
Keywords
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