Analyzing branding obstacles in family companies using structural equation modeling
Subject Areas :
amirhossein Abdolalipour
1
(Department of management,,KHOY branch,IAU)
FLOR NEDAYEE
2
(Management Department, Islamic Azad University, URMIA, IRAN)
Hooshmand Baghery Garebolagh
3
(Management Department, URMIA University, URMIA,IRAN)
Keywords: branding, Lack of brand of family companies, brand risk, branding knowledge,
Abstract :
The main goal of this research is to evaluate the effective hindering challenges on branding (avoidance of branding) of family companies in active companies of West Azerbaijan province. The present study used survey method to collect data and correlation method to analyze data. The statistical population of the research includes marketing managers of family companies active in West Azerbaijan province who are active in various industries, according to the information obtained from the province's industries and mines organization, the statistical population of this research is 250 people. A simple random sampling method was used for sampling. Using Cochran's formula, 144 statistical samples were obtained that could be analyzed. The data collection tool is a questionnaire with 29 items, which was confirmed in terms of validity and reliability. In order to test the hypotheses of the research, partial least squares structural equation modeling was used. The results of this research showed that high marketing costs, lack of confidence in the company's abilities, lack of necessary knowledge, weak demand and high risk of branding have a positive and significant effect on the inhibition of branding in active family companies of West Azerbaijan Province.
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