Designing a Structural Model for the Effect of Brand Management System on Brand Performance in Iran's Food Industry

Dehghani Soltani, Mahdi; Feiz, Davood; Motameni, Ali Reza; Zarei, Azim

Designing a Structural Model for the Effect of Brand Management System on Brand Performance in Iran's Food Industry

Authors

Mahdi Dehghani Soltani ¹

Davood Feiz ²

Ali Reza Motameni ³

Azim Zarei ²

¹ Ph.D. Student of International Marketing Management, Semnan University, Semnan, Iran

² Associate Professor, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran

³ Associate Professor, Faculty of Accounting and Management, Shahid Beheshti University, Tehran, Iran

Abstract

Despite the growing body of research acknowledging that strong brands are critical for firms' long - term competitiveness, little research examines how firms should manage their brands internally to maximize their value and the brand performance. The aim by present study is to examine the role the role of market orientation, brand management and marketing innovation in improving brand performance. Population of study consists of active firms in the country's food industry and size of sample is 222 obtained through stratified random sampling way. Data gathering toll is the standard questionnaire, for whose reliability Cronbach alpha was applied. Present study is an applied study in terms of purpose and in terms of collecting data it is regarded as a descriptive survey. Considered model was studied using structural equations modeling. The findings show that brand management system helps companies achieve brand performance better than competitors, and market orientation and marketing innovation are two of the key constituents of the system's development. In this study, the brand management system was considered as an intermediate variable for achieving better brand performance.

Keywords

Brand Management System

Brand Performance

Market orientation

Marketing Innovation