An exploration study to find important factors influencing on authenticity of brand
Building an appropriate brand always makes it possible to reach better market share in competitive market. This paper presents a study to find important factors influencing the authenticity of brand. The proposed study designs a questionnaire in Likert scale consists of 21 questions, distributes it...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2013-10-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol3/msl_2013_275.pdf |
| _version_ | 1818624057863569408 |
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| author | Naser Azad Elham Eghbali Mehrnaz Moshkelati Hamid Bagheri Hamed Asgari |
| author_facet | Naser Azad Elham Eghbali Mehrnaz Moshkelati Hamid Bagheri Hamed Asgari |
| author_sort | Naser Azad |
| collection | DOAJ |
| description | Building an appropriate brand always makes it possible to reach better market share in competitive market. This paper presents a study to find important factors influencing the authenticity of brand. The proposed study designs a questionnaire in Likert scale consists of 21 questions, distributes it among 400 people who purchase regularly from chain stores in city of Tehran, Iran and collects 388 filled ones. Cronbach alpha is calculated as 0.712. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.748 and 1718.212, respectively. Based on the results of our survey, we have derived five factors including brand identification, brand registration, brand position, perception image from the brand and trust to brand. |
| first_indexed | 2024-12-16T18:50:55Z |
| format | Article |
| id | doaj.art-94757c39e066499a8e46c756c9f7c273 |
| institution | Directory Open Access Journal |
| issn | 1923-9335 1923-9343 |
| language | English |
| last_indexed | 2024-12-16T18:50:55Z |
| publishDate | 2013-10-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj.art-94757c39e066499a8e46c756c9f7c2732022-12-21T22:20:42ZengGrowing ScienceManagement Science Letters1923-93351923-93432013-10-013102655266010.5267/j.msl.2013.08.038An exploration study to find important factors influencing on authenticity of brandNaser AzadElham EghbaliMehrnaz MoshkelatiHamid BagheriHamed AsgariBuilding an appropriate brand always makes it possible to reach better market share in competitive market. This paper presents a study to find important factors influencing the authenticity of brand. The proposed study designs a questionnaire in Likert scale consists of 21 questions, distributes it among 400 people who purchase regularly from chain stores in city of Tehran, Iran and collects 388 filled ones. Cronbach alpha is calculated as 0.712. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.748 and 1718.212, respectively. Based on the results of our survey, we have derived five factors including brand identification, brand registration, brand position, perception image from the brand and trust to brand.http://www.growingscience.com/msl/Vol3/msl_2013_275.pdfBrand identificationFactor analysisAuthenticity of brand |
| spellingShingle | Naser Azad Elham Eghbali Mehrnaz Moshkelati Hamid Bagheri Hamed Asgari An exploration study to find important factors influencing on authenticity of brand Management Science Letters Brand identification Factor analysis Authenticity of brand |
| title | An exploration study to find important factors influencing on authenticity of brand |
| title_full | An exploration study to find important factors influencing on authenticity of brand |
| title_fullStr | An exploration study to find important factors influencing on authenticity of brand |
| title_full_unstemmed | An exploration study to find important factors influencing on authenticity of brand |
| title_short | An exploration study to find important factors influencing on authenticity of brand |
| title_sort | exploration study to find important factors influencing on authenticity of brand |
| topic | Brand identification Factor analysis Authenticity of brand |
| url | http://www.growingscience.com/msl/Vol3/msl_2013_275.pdf |
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