An Analysis the Impact of Brand Orientation on Brand Performance and Corporate’s Financial Performance (Case Study: Active Corporate’s in Ahwas’ Industrial Estates)

Subject Areas : Jounal of Marketing Management

P. Ghasemi ¹ , A. Darzian Azizi ²

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Received: 2013-08-21 Accepted : 2013-08-21 Published : 2013-03-21

Keywords: Brand orientation, Brand distinctiveness, innovation, Brand performance, Financial Performance,

Abstract :

Purpose-Nowadays, managers have noticed that brand and brand management is essential and necessary for their business life to be continued. In fact, brands have become an inseparable component of the company’s value and also an important strategic asset; as for some of the companies, brand is their own entire asset. Therefore, the purpose of this research is to recognize the effects of brand attitude on the brand performance (brand knowledge, brand image, brand loyalty) and the financial performance of the company. Design/methodology/approach –To complete this research, 162 questionnaires was distributed between the managers of active companies located in Ahvaz industrial towns; of which 141 questionnaires were collected and the hypothesis test was accomplished through correlation research method by SPSS software. Findings –The research results showed that the brand attitude has direct and positive effect on the brand distinction and performance and also financial performance of the company is affected directly and positively by the brand performance. Limitations-Because of the limitation of the Financial and time resources, the researcher could not study and calculate the brand market share of the companies under study on the province. Also, because the financial information was not represented by the companies’ managers, evaluation of the financial performance of the company only completed through collecting information from questionnaires. Practical implications-The research results may be used by the managers of the production companies. Due to the results acquired, establishment of the company strategy based on the brand strategy (brand attitude) will result in financial and brand performance improvement.