Factors Predicting Trademark Re-Creation at The Company Level Based On The Structural Equation Model.

Document Type : Original Article

Authors

1 Professor of Business Administration, Shahid Beheshti University

2 Islamic Azad University,Roudehen Branch,Tehran,Iran

3 Assisstant Professor at the faculty of Humanities,Islamic Azad University,Firoozkooh Branch

Abstract

Benefiting from a strong trademark is the priority of many organizations and companies. Trademark re-creation is one of the most complicated marketing strategies. This study aims to project trademark re-creation survey factors at the company level for the country’s food industries. The research carried out while applying data nature and data collection by exploiting descriptive- survey research method. The statistical population of the research includes 292 managers and clerical analysts (marketing section) of Tehran’s food industry companies. That amount of statistical sample of research based on Cochran Table. The recommended conceptual model is utilized through structural equation model in order to estimate the model. For validation, questionnaire was employed, hence its reliability was confirmed by Cronbach’s Alpha and validity was verified on the basis of factor analysis.The research results revealed that organizational preparation for re-creation and organizational support of change via entity creation of trademark, continuous control and market repositioning have a significant and positive impact on trademark re-creation at the company level. Moreover, they displayed that supplying and allocating resources, special value creation by adopting perspective and major procedures and effective advertising strategies, have a significant and positive impact on re-creation at the company level as well. The strict laws and business competitors as interfering elements, they all have a negative and significant impact on selecting the perspective, major procedures and effective advertising strategies.Trademark re-creation is the most important duty of the company. To enhance trademark effectiveness, management system and the entity of trademark creation should be improved

Keywords

Main Subjects


احمدی، حسین (1398)، بررسی تأثیر ارزش ویژه برند بر قصد تغییر برند با توجه به نقش میانجی دلزدگی (مطالعه موردی :داروی ایزی آیرون)، دانشگاه پیام نور استان تهران
بیات، مریم (1396)، عوامل مؤثر برارتقای ارزش ویژه برند از طریق پیوند عاطفی برند با مشتری با در نظر گرفتن نقش تعدیلگر دانش مصرف کننده (موردمطالعه: شرکت ایران رادیاتور)، دانشگاه پیام نور استان تهران، مرکز پیام نور تهران غرب
حاتمی، نورخدا (1399)، تاثیر نام تجاری توسعه یافته بر ارزیابی مصرف‌کننده از کالای جدید، دانشکده مدیریت و حسابداری، موسسه آموزش عالی باختر ایلام  .   
داودزاده مقدم، علیرضا، آزاد، ناصر، مدیری، محمود (1395)، بررسی بازآفرینی برند در صنعت خودرو ایران، دومین همایش ملی پژوهش­های مدیریت و علوم انسانی در ایران، تهران
عبده زاده، روح الله (1398)، بررسی تأثیر استرس مشتریان بر قصد تغییر برند (موردمطالعه: بانک‌های خصوصی شهر ایلام، موسسه آموزش عالی باختر ایلام.
مافی، زهره (1393)، شناسایی و اولویت‌بندی عوامل مؤثر بر ارتقا برند در بانک (مطالعه موردی بانک سامان)، دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی واحد تهران مرکزی.
ملازاده، راضیه (1398)، تأثیر عوامل مؤثر بر انتقال وفاداری نسبت به تغییر نام برند (مطالعه موردی شرکت بیست)، دانشکده مدیریت و اقتصاد، دانشگاه شهید باهنر کرمان.
 
Agha, N., Goldman, M. M., & Dixon, J. C. (2016). Rebranding: the effect of team name changes on club revenue. European Sport Management Quarterly, 16(5), 675-695.
Amaldoss, W., & Jain, S. (2015). Branding conspicuous goods: An analysis of the effects of social influence and competition. Management Science, 61(9), 2064-2079.
Bains, G. (2015). Empirical evidence on employer branding and its impact on the formation of psychological contract. JIMS8M: The Journal of Indian Management & Strategy, 20(2), 28-35.
Brodie, R. J., Ilic, A., Juric, B., Hollebeek, L., 2013. Consumerengagementinavirtualbrand community:anexploratoryanalysis. J. Bus. Res. 66, 105–114.
Campbell. K, (2013), Rebranding a higher education institution using corporate practices", American University Honors Capstone, pp.1-37
Campelo, A., Aitken, R., Thyne, M., & Gnoth, J. (2014). Sense of place: The importance for destination branding. Journal of Travel Research, 53(2), 154-166.
Chad, P. (2016). Corporate Rebranding: An Employee-Focused Nonprofit Case Study. Journal of Nonprofit & Public Sector Marketing, 28(4), 327-350.
Dalman, M. D., & Puranam, K. (2017). Consumer Evaluation of Ingredient Branding Strategy. Management Research Review, (just-accepted), 05-11
Frazier, A. E., & Wikle, T. A. (2017). Renaming and rebranding within US and Canadian geography departments, 1990–2014. The Professional Geographer, 69(1), 12-21.
Keller, K. O., Geyskens, I., & Dekimpe, M. G. (2020). Opening the Umbrella: The Effects of Rebranding Multiple Category-Specific Private-Label Brands to One Umbrella Brand. Journal of Marketing Research, 0022243720922853.
Lannoo, K., & Thomadakis, A. (2019). Rebranding Capital Markets Union: A market finance action plan (No. 500). Centre for European Policy Studies.
Lee, Z., & Bourne, H. (2017). Managing Dual Identities in Nonprofit Rebranding: An Exploratory Study. Nonprofit and Voluntary Sector Quarterly, 0899764017703705.
Lievens, F., & Slaughter, J. E. (2016). Employer image and employer branding: What we know and what we need to know. Annual Review of Organizational Psychology and Organizational Behavior, 3, 407-440.
Luxton, Sandra., Reid, Mike., Mavondo, Felix., (2014). Integrated Marketing Communication Capability and Brand Performance, Journal of Advertising, 44, 37-42.
Marques, C., da Silva, R. V., Davcik, N. S., & Faria, R. T. (2020). The role of brand equity in a new rebranding strategy of a private label brand. Journal of Business Research, 117, 497-507.
Montgomery, J. (2020). Rebranding unlimited: improving the image of Western Sydney University. Advertising: An Integrated Marketing Communication Perspective, 517-519.
Muller. B, Kocher. B, Crettaz. A, (2013), The effects of visual rejuvenation through brand logos", Journal of Business Research, No.66, pp. 82-88
Nana, S., Tobias-Mamina, R., Chiliya, N., & Maziriri, E. (2019). The impact of corporate rebranding on brand equity and firm performance.
Truong, Y., Klink, R. R., Simmons, G., Grinstein, A., & Palmer, M. (2017). Branding strategies for high-technology products: The effects of consumer and product innovativeness. Journal of Business Research, 70, 85-91.
Washburn, J. H., Till, B. D., Priluck, R., & Boughton, P. D. (2015). The Effect of Co-Branding on the Brand Equity of Constituent and Composite Brands Before and After Trial. In: Spotts H., Meadow H. (eds) Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11885-7_100