Analysis of Brand Skills Pattern on Brand Performance in Corporate Steel Exchange

Document Type : علمی - پژوهشی

Authors

1 university of Isfahan

2 Associate Professor, Management Department, Faculty of Administrative Sciences and Economics, university of Isfahan

3 faculty member, university of Isfahan

Abstract

Objective: This study seeks to design and test the brand skill model in companies active in the field of Iranian steel metals exchange.
Methodology: This research has been done qualitatively-quantitatively. The qualitative part of the data was collected from semi-structured interviews with 18 experts. Due to the unlimited statistical population, 384 customers of companies operating in the metal exchange were selected and a researcher-made questionnaire was extracted from the qualitative stage of the research. Thematic analysis was used to analyze the qualitative data and structural equations were used for the quantitative part.
Findings: In the qualitative part of the research, the factors that create brand skills in three categories of factors: functional characteristics of the brand, market orientation and marketing capability; Underlying factors include government sovereignty and the role and problems of exports; Finally, the consequences or performance of brand skills were classified into four categories: brand equity, brand market performance, brand financial performance, and brand export performance.
Result: The results of the model test showed that the functional characteristics of the brand, market orientation, marketing capability, government governance, brand skills and brand skills affect brand equity, market performance, financial performance, export performance. Export problems and shortcomings also have a negative impact on brand skills.

Keywords

References

  1. Aaker, J., Vohs, K.D. and Mogilner, C. (2010) ‘Nonprofits are seen as warm and for-profits as competent: Firm stereotypes matter’, Journal of Consumer Research, Vol. 37, No. 2, pp.224-237.
  2. Bairrada, C., Coelho, F. and Coelho, A. (2018) ‘Antecedents and outcomes of brand love: utilitarian and symbolic Brand qualities’, European Journal of Marketing, Vol. 52, No. 3/4, pp.656-682.
  3. BURSON, K, A. (2007). Consumer-Product Skill Matching: The Effects of Difficulty on Relative Self-Assessment and Choice. JOURNAL OF CONSUMER RESEARCH. 34, 104-110.
  4. Cavusgil,S., Tamer, and Jacob Naor, (1987). "Firm management characteristics as Discriminators of Export marketing Activity" journal of Business research 15.
  5. Davies, G., Rojas-Mendez, J.I., Whelan, S., Mete, M. and Loo, T. (2018) ‘Brand personality: theory and dimensionality’, Journal of Product & Brand Management, Vol. 27, No. 2, pp. 115-127.
  6. Fischer, M. and Himme, A. (2017) ‘The financial brand value chain: how brand investments contribute to the financial health of firms’, International Journal of Research in Marketing, Vol. 34, No. 1, pp.137-153.
  7. Foroudi, P., Dinnie, K., Kitchen, J.P., Melewar, T.C. and Foroudi, M.M. (2017) ‘IMC antecedents and the consequences of planned Brand identity in higher education’, European Journal of Marketing, Vol. 51, No. 3, pp.528-550
  8. Hankinson, G., & Cowking., P. (1995). “what do you really mean by a brand?”, journal of brand management, 3(1), 43-50.
  9. Hegner, S.M., Beldad, A.D. & Kamphuis Op Heghuis, S. (2014), "How company responses and trusting relationships protect brand equity in times of crises", Journal of Brand Management, Vol. 21 No. 5, pp. 429-445
  10. Jaworski, S. P. and Fosher, D. (2003) ‘National Brand Identity & Its Effect On Corporate Brands:The National Brand Effect (NBE)’, Multinational Business Review, Vol. 11, No. 2, pp.99 -113.
  11. Jin, C.H., Yoon, M.S. and Lee, J.Y. (2019) ‘The influence of brand color identity on brand association and loyalty’, Journal of Product & Brand Management, https://doi.org/10.1108/JPBM-09-2017-1587
  12. Karjaluoto, H., Munnukka, J. and Kiuru, K. (2016) ‘Brand love and positive word of mouth: the moderating effects of experience and price’, Journal of Product & Brand Management, Vol. 25, No. 6, pp.527-537.
  13. Kaufmann, H.R., Loureiro, S.M.C. and Manarioti, A. (2016) ‘Exploring behavioural branding, brand love and brand cocreation’, Journal of Product & Brand Management, Vol. 25, No. 6, pp.516-526.
  14. Kervyn, N., Fiske, S.T. and Malone, C. (2012) ‘Brands as intentional agents framework: How perceived intentions and ability can map brand perception’, Journal of Consumer Psychology, Vol. 22, No. 2, pp.166-176.
  15. Khan, I. and Fatma, M. (2019) ‘Connecting the dots between CSR and brand loyalty: the mediating role of brand experience and brand trust’, Int. J. Business Excellence, Vol. 17, No. 4, pp.439–455.
  16. Kucuk, S.U. (2016a) ‘Antecedents of Brand Hate Brand Hate’, Springer, pp.37-56.
  17. Leung, L.C., Bougoure, U.S. and Miller, K.W. (2014) ‘The effects of affective and utilitarian brand relationships on brand consideration’, Journal of Brand Management, Vol. 21, No. 6, pp.469-484.
  18. Martin, S.L. and R. Javalgi )2015(. Entrepreneurial orientation, marketing capabilities and performance: The moderating role of competitive intensity on Latin American international new ventures. J. Bus. Res. 15: 1-12.
  19. Matzler, K., Strobl, A., Stokburger-Sauer, N., Bobovnicky, A. and Bauer, F. (2016) ‘Brand personality and culture: the role of cultural differences on the impact of brand personality perceptions on tourists’ visit intentions’, Tourism Management, Vol. 52, pp. 507-520
  20. Mishra, P. and Solanki, D. (2017) ‘Study of Brand Preference in Consumer Electronics’, Reflections Journal of Management (RJOM), Vol. 6.
  21. Mohan, M., Jimenez, F.R., Brown, B.P. and Cantrell, C. (2017) ‘Brand skill: linking brand functionality with consumerbased brand equity’, Journal of Product & Brand Management, Vol. 26, Issue. 5, pp.477-491.
  22. Muhonen, T., Hirvonen, S. and Laukkanen, T. (2017) ‘SME brand identity: its components, and performance effects’, Journal of Product and Brand Management, Vol. 26, No. 1, pp.52-67.
  23. Narver, J. C., & Slater S. F (1990). The Effect of a Market Orientation on Business Profitability. Journal Of Marketing, 54(4), 20-36.
  24. O’Cass, A., & Viet Ngo, L. (2005). Market orientation versus innovative culture: two routes to superior brand performance. European Journal of Marketing. (41)(7/8), 868-887.DOI :10.1108/03090560710752438
  25. Pandey, S.K. and Mookerjee, A. (2018) ‘Assessing the role of emotions in B2B decision making: an exploratory study’, Journal of Indian Business Research, https://doi.org/10.1108/ JIBR-10-2017-0171
  26. Rooney, J. (2016). "Forbes: Why the ability to teach could be a key differentiator for brands", available at: http://www.forbes.com/sites/jenniferrooney/2016/02/23/why-the-ability-toteach- could-be-a-key-differentiator-for-brands-new-research-from-vcubrandcenter/# 39d2dfc8127b (accessed February 23, 2016).
  27. Sığındı, T. (2018) ‘What Factors Matter To Brand Relevance In Category? An Empirical Study In Turkey’, BMIJ, Vol. 6, No. 2, pp.606-621.
  28. Sung, E. and Huddleston, P. (2017) ‘Department vs discount retail store patronage: effects of selfimage congruence’, Journal of Consumer Marketing
  29. van derWesthuizen, L.M. (2018) ‘Brand loyalty: exploring self-brand connection and brand experience’, Journal of Product & Brand Management, Vol. 27, No. 2, pp. 172-184.
  30. Veloutsou, C. and Guzman, F. (2017) ‘The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management’, Journal of Product & Brand Management, Vol. 26, No. 1, pp. 2-12
  31. Wallace, E., Buil, I. and de Chernatony, L. (2017) ‘Consumers’ self-congruence with a ‘liked’ brand: cognitive network influence and brand outcomes’, European Journal of Marketing, Vol. 51, No. 2, pp. 367-390.
  32. Wang, W. H., Liang, C. J., & Joonas, K. (2009). Customer Relationship Investments, Value to the Customer, and Value to the Firm: Integrating Attributes and Benefits. Southwest Business & Economics Journal, 17, 23-46
  33. Wheeler, C. N.,)1990). "Stimulating Scottish and united Kingdom economist through export promotion programs", in cavusgil, S. T. and Czinkota, M. R. (Eds), International perspectives on Trad promotion and Assistance, Quorum, New York, NY
  34. Zarantonello, L., Romani, S., Grappi, S. and Bagozzi, R.P. (2016) ‘Brand hate’, Journal of Product & Brand Management, Vol. 25, No. 1, pp.11-25.
  35. Zeffane, R., Melhem, S.B. and Baguant, P. (2018) ‘The impact of job satisfaction, trust, gender and supervisor support on perceived organisational performance: an exploratory study in the UAE service sector’, Int. J. Business Excellence, Vol. 14, No. 3, pp.339–359

Files

History

  • Receive Date: 05 February 2020
  • Revise Date: 08 January 2021
  • Accept Date: 31 December 2020

Share

How to cite

Statistics