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دسته بندی:
مدیریت بازاریابی - Marketing Management
سال انتشار:
2020
عنوان انگلیسی مقاله:
The impact of brand value on brand competitiveness
ترجمه فارسی عنوان مقاله:
تأثیر ارزش برند بر رقابت برند
منبع:
Sciencedirect - Elsevier - Journal of Business Research, 112 (2020) 210-222. doi:10.1016/j.jbusres.2020.02.033
نویسنده:
Suraksha Guptaa,⁎, David Gallearb, John Ruddc, Pantea Foroudid
چکیده انگلیسی:
The role of brand value in driving brand competitiveness has recently received attention from marketing scholars
like Winzar, Baumann, and Chu (2018). From the perspectives of marketing and strategic orientation, we propose
and test a framework that depicts the effects of these variables on brand competitiveness. Development of
the framework was achieved by synthesising existing research from the marketing and management streams. A
convenience sample of 374 retailers who worked with the brand as its business customers completed a survey
questionnaire. Structural Equation Modelling (SEM) was employed to test the proposed model. We found that
brand value, created for business customers, indirectly enhances brand competitiveness through marketing orientation,
albeit not directly. Moreover, brand differentiation directly and positively influences brand competitiveness
in addition to building brand value. Our study is one of the initial attempts to explore the capability of
brand value to bring together market orientation and strategic orientation for brand competitiveness and also
extend the periphery of current knowledge about the variables that drive the competitiveness of a brand.
Keywords: Brand value | Marketing orientation | Strategic orientation | Brand competitiveness | Brand differentiation
قیمت: رایگان
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