Formating of Processing Marketing Strategy with Brand Personality and Consumer Budget

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Bayat Rohullah; Forghani Pilerood Sania

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Journal Paper

Paper Information

Journal: JOURNAL OF STRATEGIC MANAGEMENT STUDIES Year:2015 | Volume:6 | Issue:22 Page(s): 101-129

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Title

Formating of Processing Marketing Strategy with Brand Personality and Consumer Budget

Author(s)

Bayat Rohullah | Forghani Pilerood Sania | Issue Writer Certificate

Keywords

Internal and Enviromental ConditionsQ1

Purchasing DecisionQ2

Human & Brand Personality CongruenceQ2

Marketing StrategyQ2

Oriantation Change StrategyQ2

Abstract

Nowadays Competitive Environment, Iranian goods are typically unable to compete with their foreign comparable goods due to the failing in designing Marketing Strategy rather than just their failure in quality. From this viewpoint, the current study examines the effects of brand personality and consumer budget on the compiling of Marketing Strategy. To achieve this objective, four types of commodities with different degree of utilization in two kinds of Iranian and non-Iranian brand goods were appointed from a sample of 600 people in the North and South of Tehran. The reliability and the validity of the questionnaire and data were approved by Cronbach’ s Alpha and face validity methods. Subsequently, the econometrics model of Logit was applied to test the hypotheses. The results suggest that for all types of Iranian goods in the North, and also for semi – durable and non-durable goods in the South of Tehran, the brand personality plays essential role in Marketing Strategy compilation. Nonetheless, in the South of Tehran and for the highly durable goods and durable goods the consumer budget plays a significant role in the compiling of Marketing Strategy.

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APA: Copy

Bayat, Rohullah, & Forghani Pilerood, Sania. (2015). Formating of Processing Marketing Strategy with Brand Personality and Consumer Budget. JOURNAL OF STRATEGIC MANAGEMENT STUDIES, 6(22 ), 101-129. SID. https://sid.ir/paper/181773/en

Vancouver: Copy

Bayat Rohullah, Forghani Pilerood Sania. Formating of Processing Marketing Strategy with Brand Personality and Consumer Budget. JOURNAL OF STRATEGIC MANAGEMENT STUDIES[Internet]. 2015;6(22 ):101-129. Available from: https://sid.ir/paper/181773/en

IEEE: Copy

Rohullah Bayat, and Sania Forghani Pilerood, “Formating of Processing Marketing Strategy with Brand Personality and Consumer Budget,” JOURNAL OF STRATEGIC MANAGEMENT STUDIES, vol. 6, no. 22 , pp. 101–129, 2015, [Online]. Available: https://sid.ir/paper/181773/en

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