Modeling the Effect of Entrepreneurial Marketing on the Value of Customers-Oriented Brand in Dairy Industries (Case Study: Kaleh Brand)

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Mohabattalab Ali; REZVANI MEHRAN

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Journal: New Marketing Research Journal Year:2018 | Volume:8 | Issue:2 (29) Page(s): 123-138

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Information Journal Paper

Title

Modeling the Effect of Entrepreneurial Marketing on the Value of Customers-Oriented Brand in Dairy Industries (Case Study: Kaleh Brand)

Author(s)

Mohabattalab Ali | REZVANI MEHRAN | Issue Writer Certificate

Keywords

Entrepreneurial MarketingQ1

Brand EquityQ1

Dairy IndustriesQ1

Entrepreneurial Marketing from Customers’PerspectiveQ1

Abstract

This study aimed to investigate the effect of Entrepreneurial Marketing’ s dimensions on customers based Brand Equity in Dairy Industries. In this study, the dimensions and measurement instruments of Entrepreneurial Marketing, have been explored from customers’ perspective, based on previous studies and examination of experts’ opinions. Consequently, the effect of these dimensions on customer based Brand Equity of Kaleh have been evaluated. This study is an applied research in terms of purpose and the methodology used is descriptive-correlation. The statistical population of this research includes citizens of Tehran who use Kaleh products. In order to collect information, 390 structured questionnaires were distributed by simple random sampling among sample members, and information were analyzed by structural equation model analysis using the LISREL software version 8. 8. The results show that perceived innovativeness, perceived value creation, perceived resource leverage ability and risk management ability have a positive effect on Brand Equity and perceived opportunity driven and perceived pro-activeness have a negative effect on Brand Equity.

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APA: Copy

Mohabattalab, Ali, & REZVANI, MEHRAN. (2018). Modeling the Effect of Entrepreneurial Marketing on the Value of Customers-Oriented Brand in Dairy Industries (Case Study: Kaleh Brand). NEW MARKETING RESEARCH JOURNAL, 8(2 (29) ), 123-138. SID. https://sid.ir/paper/194563/en

Vancouver: Copy

Mohabattalab Ali, REZVANI MEHRAN. Modeling the Effect of Entrepreneurial Marketing on the Value of Customers-Oriented Brand in Dairy Industries (Case Study: Kaleh Brand). NEW MARKETING RESEARCH JOURNAL[Internet]. 2018;8(2 (29) ):123-138. Available from: https://sid.ir/paper/194563/en

IEEE: Copy

Ali Mohabattalab, and MEHRAN REZVANI, “Modeling the Effect of Entrepreneurial Marketing on the Value of Customers-Oriented Brand in Dairy Industries (Case Study: Kaleh Brand),” NEW MARKETING RESEARCH JOURNAL, vol. 8, no. 2 (29) , pp. 123–138, 2018, [Online]. Available: https://sid.ir/paper/194563/en

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