Investigating the effects of brand experience components on power of brand in food industry
This paper presents an empirical investigation to study the effects of brand power experiences on power of brand in food industry. The study deigns a questionnaire in Likert scale consists of 23 questions, distributes it among 208 randomly selected people who purchase foods from three different food...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2014-10-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/msl_2014_292.pdf |
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| _version_ | 1849396119643095040 |
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| author | Naser Azad Ashkan Arabi |
| author_facet | Naser Azad Ashkan Arabi |
| author_sort | Naser Azad |
| collection | DOAJ |
| description | This paper presents an empirical investigation to study the effects of brand power experiences on power of brand in food industry. The study deigns a questionnaire in Likert scale consists of 23 questions, distributes it among 208 randomly selected people who purchase foods from three different food chains in city of Tehran, Iran. Using structural equation modeling, the study has examined the effects of six factors influence the most in our survey including Brand loyalty, Physical attributes, pricing factors, functional characteristics, brand association and brand position. The results of our survey indicate that pricing factors and brand position were the most important influential factors followed by functional characteristics and physical attributes. However, the survey does not confirm the effects of brand loyalty and brand association on brand power. |
| format | Article |
| id | doaj-art-b1b24d0301f44f5c97f73a10a68de2d1 |
| institution | Kabale University |
| issn | 1923-2934 1923-9343 |
| language | English |
| publishDate | 2014-10-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj-art-b1b24d0301f44f5c97f73a10a68de2d12025-08-20T03:39:26ZengGrowing ScienceManagement Science Letters1923-29341923-93432014-10-014102177218210.5267/j.msl.2014.9.020Investigating the effects of brand experience components on power of brand in food industryNaser AzadAshkan Arabi This paper presents an empirical investigation to study the effects of brand power experiences on power of brand in food industry. The study deigns a questionnaire in Likert scale consists of 23 questions, distributes it among 208 randomly selected people who purchase foods from three different food chains in city of Tehran, Iran. Using structural equation modeling, the study has examined the effects of six factors influence the most in our survey including Brand loyalty, Physical attributes, pricing factors, functional characteristics, brand association and brand position. The results of our survey indicate that pricing factors and brand position were the most important influential factors followed by functional characteristics and physical attributes. However, the survey does not confirm the effects of brand loyalty and brand association on brand power.http://www.growingscience.com/msl/msl_2014_292.pdfPower of brandBrand loyaltyFood industryPricing factorPhysical attributes |
| spellingShingle | Naser Azad Ashkan Arabi Investigating the effects of brand experience components on power of brand in food industry Management Science Letters Power of brand Brand loyalty Food industry Pricing factor Physical attributes |
| title | Investigating the effects of brand experience components on power of brand in food industry |
| title_full | Investigating the effects of brand experience components on power of brand in food industry |
| title_fullStr | Investigating the effects of brand experience components on power of brand in food industry |
| title_full_unstemmed | Investigating the effects of brand experience components on power of brand in food industry |
| title_short | Investigating the effects of brand experience components on power of brand in food industry |
| title_sort | investigating the effects of brand experience components on power of brand in food industry |
| topic | Power of brand Brand loyalty Food industry Pricing factor Physical attributes |
| url | http://www.growingscience.com/msl/msl_2014_292.pdf |
| work_keys_str_mv | AT naserazad investigatingtheeffectsofbrandexperiencecomponentsonpowerofbrandinfoodindustry AT ashkanarabi investigatingtheeffectsofbrandexperiencecomponentsonpowerofbrandinfoodindustry |