The effect of brand prestige, brand differentiation, brand experiences, brand social benefits on brand productivity through brand attractiveness and Customer brand identification (Case study of Tabriz leather)

Subject Areas : Business Management

yazdan shirmohammadi ¹ , Parisa Abyaran ² , zeinab hashemi baghi ³ , Gholamreza Taleghani ⁴

1 - Assistant Professor, Department of Business Management, Payam Nourtahan University, Iran
2 - MSc, Department of Executive Management, Payame Noor University, Tehran, Iran
3 - MSc, Department of Business Management, Payamenour University, Tehran, Iran
4 - Professor, Department of Management, University of Tehran, Iran

Received: 2019-02-23 Accepted : 2019-11-29 Published : 2020-03-20

Keywords: Customer Brand Identitfication, Brand Attractiveness, Brand Prestige, Brand Distinction, Brand Productivity,

Abstract :

Leather is one of the most attractive and profitable industries and business in the world. However, the condition of the leather industry in Iran is different from the expected position and is still far from the desired level of production and export. The purpose of this study is to create and expand the importance of the national brand among the manufacturers of "Tabriz Leather" brand and to examine the consequences of this process and to help the brand productivity of companies. The statistical population of this research is all customers and consumers of Tabriz leather brand in the province of East Azerbaijan. The results of this research show that Brand Prestige has a positive and significant effect on Brand Attractiveness, while the effect of this variable (Brand Prestige) has not been confirmed on Customer Brand Identification. Also, the variables of Brand Distinction, Brand Social Benefits, and Brand Experiences affect the Brand Attractiveness variable and the Brand Attractiveness variable affects as well as the Customer Brand Identification variable and Brand Productivity. The results of this study indicated that Brand Distinction and Brand Experience have a significant effect on Customer Brand Identification And Customer Brand Identification has a positive and significant effect on brand productivity, but the effect of brand social benefits on customer brand recognition was not confirmed. The final results of this article show that in order to create brand productivity and other influential brand variables among consumers, should be considered in the brand management area.

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