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

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References

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Journal of International Business Administration
Volume 3, Issue 3 - Serial Number 11
November 2020
Pages 23-40

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History

  • Receive Date: 06 June 2020
  • Revise Date: 01 August 2020
  • Accept Date: 18 August 2020

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