BRANDORIENTATION AND THE IMPROVEMENT OF COMPANIES’ PERFORMANCE

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SAFARZADEH HOSSEIN; MORADI KOBRA

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2011 | Volume:2 | Issue:10 Page(s): 71-96

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Information Journal Paper

Title

BRANDORIENTATION AND THE IMPROVEMENT OF COMPANIES’ PERFORMANCE

Author(s)

SAFARZADEH HOSSEIN | MORADI KOBRA | Issue Writer Certificate

Keywords

BRANDINGQ2

BRAND ORIENTATIONQ2

PERFORMANCE IMPROVEMENTQ2

BRAND PERFORMANCEQ1

Abstract

Considering fast changes in the business world and the importance which brand has in organizations as a vital factor and the image a brand may create in customers' mind and the position an organization may acquire due to this critical factor, this research investigates brand-orientation and the impact it may have on organization's performance. In this research, various factors which may affect brand-orientation are, brand obstacles which impede brand establishment and brand-orientation in organizations as well as other indices such as innovation, brand differentiation, BRAND PERFORMANCE, company's performance and brand-orientation are explained and investigated. In the present research has been carried out in cookie and chocolate companies operating in Tabriz city, a sample of 205 persons from among sale and commercial managers was selected and the required information has been gathered using a questionnaire. According to the obtained results from the tested hypotheses, brand-orientation in organization as a marketing strategy through innovations and brand differentiation would lead brand's increasing performance which in general, would result in company's increasing performance and its improvement.

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APA: Copy

SAFARZADEH, HOSSEIN, & MORADI, KOBRA. (2011). BRANDORIENTATION AND THE IMPROVEMENT OF COMPANIES’ PERFORMANCE. JOURNAL OF BUSINESS MANAGEMENT, 2(10), 71-96. SID. https://sid.ir/paper/237819/en

Vancouver: Copy

SAFARZADEH HOSSEIN, MORADI KOBRA. BRANDORIENTATION AND THE IMPROVEMENT OF COMPANIES’ PERFORMANCE. JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2011;2(10):71-96. Available from: https://sid.ir/paper/237819/en

IEEE: Copy

HOSSEIN SAFARZADEH, and KOBRA MORADI, “BRANDORIENTATION AND THE IMPROVEMENT OF COMPANIES’ PERFORMANCE,” JOURNAL OF BUSINESS MANAGEMENT, vol. 2, no. 10, pp. 71–96, 2011, [Online]. Available: https://sid.ir/paper/237819/en

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