STUDY OF THE RELATIONSHIP BETWEEN THE COUNTRY OF ORIGIN AND THE BRAND EQUITY CASE STUDY: GRAD

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

NAJAFIZADEH N.S.; MEHRABI M.; KARJALIAN R.; MASHAYEKHNIA A.

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2013 | Volume:7 | Issue:17 Page(s): 83-96

Download Full-Text

Persian Verion

View:

1,590

Download:

Cites:

Information Journal Paper

Title

STUDY OF THE RELATIONSHIP BETWEEN THE COUNTRY OF ORIGIN AND THE BRAND EQUITY CASE STUDY: GRAD

Author(s)

NAJAFIZADEH N.S. | MEHRABI M. | KARJALIAN R. | MASHAYEKHNIA A. | Issue Writer Certificate

Keywords

IMAGE OF COUNTRY OF ORIGINQ2

BRAND EQUITY DIMENSIONSQ2

BRAND EQUITYQ2

Abstract

Purpose: To investigate consumer attitudes in Iranian market towards local brand names, against a background of increasing prevalence of foreign brand names and stereotypes of countries of origin covering the range from positive to negative.Methodology: A structured questionnaire administered face-to-face to 137 consumers in the shopping center of Gerad wearing store. Attitudes to country of origin categorized as cognition, design, creativity and quality aspects of Iranian products. Five points Likert scale was used to collecting data. Regression analysis was conducted for analyzing customer’s answers.Findings: It was found that the IMAGE OF COUNTRY OF ORIGIN has a positive relation with BRAND EQUITY dimension includes brand distinction, brand loyalty and brand awareness, and there is a significant positive relation with BRAND EQUITY DIMENSIONS/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank"> BRAND EQUITY DIMENSIONS with BRAND EQUITY. The effect of BRAND EQUITY DIMENSIONS/fa?page=1&sort=1&ftyp=all&fgrp=all&fyrs=all" target="_blank"> BRAND EQUITY DIMENSIONS on BRAND EQUITY is more significant and stronger than merely effect of IMAGE OF COUNTRY OF ORIGIN on BRAND EQUITY.Research Limitations: getting access to the foreign consumers that use Grad wearing products was a limitation of this research. For better explanation of the research model it was better to investigate foreign consumers of this brand.Managerial Implication: The strategy of marketers of foreign brands in the Iranian market should be to position their products on attributes of technology and quality, rather than economy and value for money.Originality/value: Shows that ethnocentricity does not necessarily result in hostility to foreign brands.

Cites

No record.

References

Cite

APA: Copy

NAJAFIZADEH, N.S., MEHRABI, M., KARJALIAN, R., & MASHAYEKHNIA, A.. (2013). STUDY OF THE RELATIONSHIP BETWEEN THE COUNTRY OF ORIGIN AND THE BRAND EQUITY CASE STUDY: GRAD. JOURNAL OF MARKETING MANAGEMENT, 7(17), 83-96. SID. https://sid.ir/paper/219019/en

Vancouver: Copy

NAJAFIZADEH N.S., MEHRABI M., KARJALIAN R., MASHAYEKHNIA A.. STUDY OF THE RELATIONSHIP BETWEEN THE COUNTRY OF ORIGIN AND THE BRAND EQUITY CASE STUDY: GRAD. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2013;7(17):83-96. Available from: https://sid.ir/paper/219019/en

IEEE: Copy

N.S. NAJAFIZADEH, M. MEHRABI, R. KARJALIAN, and A. MASHAYEKHNIA, “STUDY OF THE RELATIONSHIP BETWEEN THE COUNTRY OF ORIGIN AND THE BRAND EQUITY CASE STUDY: GRAD,” JOURNAL OF MARKETING MANAGEMENT, vol. 7, no. 17, pp. 83–96, 2013, [Online]. Available: https://sid.ir/paper/219019/en

Related Journal Papers