Studying the Effective Factors in Brand Value Creation from the Perspective of Customers, Organizations and Stakeholders (Case study: Iranian Textile Industry)
محورهای موضوعی : Business Strategy
Parviz Alilou
1
(
PhD Student, Department of Business Administration, U.A.E Branch, Islamic Azad University, Dubai, United Arab Emirates
)
Hamid Reza Saeednia
2
(
Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
)
Ali Badi Zadeh
3
(
Assistant Professor, Department of Industrial Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
)
کلید واژه: Customer Expectations, Customer value, Textile industry, Data Foundation Theory, Brand Value Creation,
چکیده مقاله :
The purpose of this study is to design a model to explain the indicators of brand value creation in the Iranian textile industry, to identify the dimensions, components and the indicators of brand value, measuring the dimensions, components and indicators of brand value. The research method in this study is descriptive-exploratory using ground data theory (grounded theory). The study population is the Iranian textile industry. The final research model includes the three main dimensions of customer, organization and government. The results obtained from the correlation of factors also showed that value from the customer's point of view, value from the organization's point of view and value from the government's point of view have the most role and effect in brand value development, respectively. Factors showed issues related to import and export, cost management, insurance and tax issues, administrative bureaucracy, human resources, technology, customer emotional factors and performance expectations factors are considered to be of higher rank and importance for brand value creation from the evaluators' point of view, respectively.
Ahmadi, Esmat. (2018). Relationship between brand equity and sales performance ", Conference on Applied Research in Industrial Management, Islamic Azad University, Semnan Branch.
Asnaashari, Massoud. 2011. Evaluation of the effect of internal branding on brand performance with regard to the moderating role of competitive climate and job satisfaction in the Iranian banking system, a case study of Tat Bank. Master Thesis in MBA Management. Payame Noor University, Damavand Branch.
Chu, Singfat. and Keh, H.T., (2012), “Brand Value Creation: Analysis of the Inter brand-Business Week Brand ValueRankings”, Marketing Letters, Volume 17, Pages 323-331.
Colleen P. Kirk etal.(2013), The Effect of Brand Value on Firm Valuation: The Moderating Influence of Firm Type, Journal of Brand Management 20(6) • June 2013
Gummerus, Johanna,(2018) Value creation processes and value outcomes in marketing theory: Strangers or siblings? Marketing Theory. doi:10.1177/1470593112467267
Haddadi Nia Hassan Shundi (2011), The Effect of Familiarity with Brand and Product Type on Customer Response to Benevolent Marketing, Iranian Journal of Management Sciences, Year 6, Issue 23.
Iyer, P., Davari, A. & Paswan, A. (2018). Determinants of brand performance: the role of internal branding, Journal of Brand Management, 25(3): 202–216.
Jalonen, H. , Tuominen, S. , Ryömä, A. , Haltia, J. , Nenonen, J. and Kuikka, A. (2018) How Does Value Creation Manifest Itself in the Nexus of Sport and Business? A Systematic Literature Review. Open Journal of Business and Management, 6, 103-138.
Kelly, J., Male, S., Graham, D. (2015). Value management of construction projects, Chichester, England, Wiley Blackwell
Li, X.Y. and Sun, C. (2015) A Study on the Core Values of the Brand. Journal of Service Science and Management, 8, 868-873
Morvati Sharifabadi, Ali. Keshvar-Shahi, Mohammad Kazem. Rastegar, Mahsa. (2016). Relationship between brand equity dimensions and organizational performance based on CBBE model (Case study: car body insurance companies), Quarterly Journal of Business Management Research, Third Year, No. 4.
Ranjbarian, Bahram; Rashid Kaboli, Majid; Industrial, Ali; Hadadian, Alireza; (2016). Analyzing the Relationship between Perceived Value, Perceived Quality, Customer Satisfaction and Repurchase Intention in Tehran Chain Stores ", Journal of Business Management, University of Tehran, Volume 3, Number 11.
Ruenrom, Guntalee and Pattaratanakun, Suppakron., (2012), Corporate brand success valuation: an integrative approach to measuring corporate brands,,International journal of business strategy, Volume 12, Number 3
Sandberg, E., Pal, R., Hemilä, J., (2018), Exploring value creation and appropriation in the reverse clothing supply chain, International Journal of Logistics Management, 29(1), 90-109.
Sangari, Negin Blokani, Jaleh (2018), The role of intra-organizational brand equity in customer satisfaction, A study of the mediating role of brand citizenship behavior and employee satisfaction, Quarterly Journal of Organizational Behavior Studies, Volume 7, Number 1.
Sangari, Negin Blokani, Jaleh (2018), The role of intra-organizational brand equity in customer satisfaction, A study of the mediating role of brand citizenship behavior and employee satisfaction, Quarterly Journal of Organizational Behavior Studies, Volume 7, Number 1.
Wood, Lisa,(2012), “Brands and Brand equity: definition and management”, MCB University Press, pp. 662-669.
Yoo, Boonghee and Naveen Donthu,(2011), “Testing cross- Cultural invariance of the brand equity creation process”, Journal of product and brand Management, Vol. 11, No 6.
