The role of strategic position in brand promise: Evidence from LG Company
This paper presents an empirical investigation to study the effects of different strategies including attribute, advantage, application, consumer, competitive advantage, pricing/quality and category on brand promise for products of LG Company in city of Tehran, Iran. The study designs two questionna...
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2016-08-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol6/msl_2016_39.pdf |
| _version_ | 1829136080001040384 |
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| author | A. Eilaghi Karvandi |
| author_facet | A. Eilaghi Karvandi |
| author_sort | A. Eilaghi Karvandi |
| collection | DOAJ |
| description | This paper presents an empirical investigation to study the effects of different strategies including attribute, advantage, application, consumer, competitive advantage, pricing/quality and category on brand promise for products of LG Company in city of Tehran, Iran. The study designs two questionnaires, one for strategic positioning and the other for brand promise in Likert scale. Cronbach alphas for brand promise and strategic positioning are 0.81 and 0.79, respectively. The questionnaires are distributed among 385 randomly selected regular users of LG products and using Spearman correlation as well as Stepwise regression techniques, the effects of various strategies on brand promise are examined. The results of the implementation of Spearman correlation have indicated that there were positive and meaningful relationships between different strategies and brand promise. In addition, the results of Stepwise regression have indicated that three strategies of price/quality, consumer and application were the most important predictors of brand promise. |
| first_indexed | 2024-12-14T18:35:29Z |
| format | Article |
| id | doaj.art-d82fb239aa9c4936b83d1639f8f6c5da |
| institution | Directory Open Access Journal |
| issn | 1923-9335 1923-9343 |
| language | English |
| last_indexed | 2024-12-14T18:35:29Z |
| publishDate | 2016-08-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj.art-d82fb239aa9c4936b83d1639f8f6c5da2022-12-21T22:51:37ZengGrowing ScienceManagement Science Letters1923-93351923-93432016-08-016855756010.5267/j.msl.2016.7.001The role of strategic position in brand promise: Evidence from LG CompanyA. Eilaghi KarvandiThis paper presents an empirical investigation to study the effects of different strategies including attribute, advantage, application, consumer, competitive advantage, pricing/quality and category on brand promise for products of LG Company in city of Tehran, Iran. The study designs two questionnaires, one for strategic positioning and the other for brand promise in Likert scale. Cronbach alphas for brand promise and strategic positioning are 0.81 and 0.79, respectively. The questionnaires are distributed among 385 randomly selected regular users of LG products and using Spearman correlation as well as Stepwise regression techniques, the effects of various strategies on brand promise are examined. The results of the implementation of Spearman correlation have indicated that there were positive and meaningful relationships between different strategies and brand promise. In addition, the results of Stepwise regression have indicated that three strategies of price/quality, consumer and application were the most important predictors of brand promise.http://www.growingscience.com/msl/Vol6/msl_2016_39.pdfBrand promiseStrategic planningLGCustomer |
| spellingShingle | A. Eilaghi Karvandi The role of strategic position in brand promise: Evidence from LG Company Management Science Letters Brand promise Strategic planning LG Customer |
| title | The role of strategic position in brand promise: Evidence from LG Company |
| title_full | The role of strategic position in brand promise: Evidence from LG Company |
| title_fullStr | The role of strategic position in brand promise: Evidence from LG Company |
| title_full_unstemmed | The role of strategic position in brand promise: Evidence from LG Company |
| title_short | The role of strategic position in brand promise: Evidence from LG Company |
| title_sort | role of strategic position in brand promise evidence from lg company |
| topic | Brand promise Strategic planning LG Customer |
| url | http://www.growingscience.com/msl/Vol6/msl_2016_39.pdf |
| work_keys_str_mv | AT aeilaghikarvandi theroleofstrategicpositioninbrandpromiseevidencefromlgcompany AT aeilaghikarvandi roleofstrategicpositioninbrandpromiseevidencefromlgcompany |