The role of entry into regional markets in fulfilling brand promise
This paper presents an empirical investigation to study the role of entry into regional markets in fulfilling brand promise. The study designs two questionnaires, one for measuring brand promise and the other for measuring export capabilities, in Likert scale and distributes it among 250 randomly se...
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| Format: | Article |
| Language: | English |
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Growing Science
2014-12-01
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| Series: | Management Science Letters |
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| Online Access: | http://www.growingscience.com/msl/Vol4/msl_2014_317.pdf |
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| _version_ | 1850169880855183360 |
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| author | Ali Ghasemi Abdolhamid Hajipoor Shoshtari |
| author_facet | Ali Ghasemi Abdolhamid Hajipoor Shoshtari |
| author_sort | Ali Ghasemi |
| collection | DOAJ |
| description | This paper presents an empirical investigation to study the role of entry into regional markets in fulfilling brand promise. The study designs two questionnaires, one for measuring brand promise and the other for measuring export capabilities, in Likert scale and distributes it among 250 randomly selected producers who were involved in production and development of various products in city of Esfahan, Iran. Cronbach alphas were calculated for brand promise and export capabilities as 0.856 and 0.812, respectively. Using structural equation modeling, the study has detected seven factors including product development, public advocacy, strategic orientation, customer satisfaction, competitive pressures, organizational capabilities and distribution strategies. |
| format | Article |
| id | doaj-art-a2a86a068faa42f1a9a301a49e6194e9 |
| institution | OA Journals |
| issn | 1923-2934 1923-9343 |
| language | English |
| publishDate | 2014-12-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj-art-a2a86a068faa42f1a9a301a49e6194e92025-08-20T02:20:37ZengGrowing ScienceManagement Science Letters1923-29341923-93432014-12-014122503250810.5267/j.msl.2014.11.007The role of entry into regional markets in fulfilling brand promiseAli GhasemiAbdolhamid Hajipoor ShoshtariThis paper presents an empirical investigation to study the role of entry into regional markets in fulfilling brand promise. The study designs two questionnaires, one for measuring brand promise and the other for measuring export capabilities, in Likert scale and distributes it among 250 randomly selected producers who were involved in production and development of various products in city of Esfahan, Iran. Cronbach alphas were calculated for brand promise and export capabilities as 0.856 and 0.812, respectively. Using structural equation modeling, the study has detected seven factors including product development, public advocacy, strategic orientation, customer satisfaction, competitive pressures, organizational capabilities and distribution strategies.http://www.growingscience.com/msl/Vol4/msl_2014_317.pdfExportDistribution channelsOrganizational capabilitiesCustomer satisfaction |
| spellingShingle | Ali Ghasemi Abdolhamid Hajipoor Shoshtari The role of entry into regional markets in fulfilling brand promise Management Science Letters Export Distribution channels Organizational capabilities Customer satisfaction |
| title | The role of entry into regional markets in fulfilling brand promise |
| title_full | The role of entry into regional markets in fulfilling brand promise |
| title_fullStr | The role of entry into regional markets in fulfilling brand promise |
| title_full_unstemmed | The role of entry into regional markets in fulfilling brand promise |
| title_short | The role of entry into regional markets in fulfilling brand promise |
| title_sort | role of entry into regional markets in fulfilling brand promise |
| topic | Export Distribution channels Organizational capabilities Customer satisfaction |
| url | http://www.growingscience.com/msl/Vol4/msl_2014_317.pdf |
| work_keys_str_mv | AT alighasemi theroleofentryintoregionalmarketsinfulfillingbrandpromise AT abdolhamidhajipoorshoshtari theroleofentryintoregionalmarketsinfulfillingbrandpromise AT alighasemi roleofentryintoregionalmarketsinfulfillingbrandpromise AT abdolhamidhajipoorshoshtari roleofentryintoregionalmarketsinfulfillingbrandpromise |