Presenting a model of factors affecting the role of corporate brand strategy in consumer response to purchasing new products

Bahraini, Reza; Sadeghi, Amir; Gholami, Mahmoud

doi:JABM.3.2.15564.3556.3921

Presenting a model of factors affecting the role of corporate brand strategy in consumer response to purchasing new products

Document Type : Excerpt from doctoral thesis

Authors

Reza Bahraini ¹

Amir Sadeghi ²

Mahmoud Gholami ²

¹ Department of Business Management, Q, C., Islamic Azad University, Qazvin, Iran.

² Department of Marketing Management, Shahid Sattari Aeronautical University of Science and Technology, Tehran, Iran.

JABM.3.2.15564.3556.3921

Abstract

The aim of this study was to present a model of factors affecting the role of corporate brand strategy in consumer response to purchasing new products. The present study was based on a combined paradigm (qualitative-quantitative) and was also practical in terms of purpose. The participants included industry elites and experts, who were interviewed based on purposive sampling with 15 people. In the quantitative part, the statistical population included all people who used fast-moving consumer goods and were over the age of 18. Accordingly, 384 people were determined using the available sampling method and based on the Cochran formula. The research tool for the qualitative part was semi-structured interviews, and for the quantitative part, a researcher-made questionnaire was based on qualitative findings, the validity of which was examined with a formal and reliability method using Cronbach's alpha test. Max Quda (2020) software was used to analyze the data in the qualitative part, and the structural equation modeling method with Smart PLS3 software was used in the quantitative part. The findings showed that 14 indicators and 5 important factors, including disadvantages of the company's brand strategy, consumer response to purchasing new products of the company's brand, advantages of the company's brand strategy, factors influencing the selection of the appropriate strategy, and factors influencing the purchase of new products by the consumer, are factors influencing the consumer's response to purchasing new products. It can be concluded that today's market is affected by consumer preferences, so companies should be sensitive to consumer responses and include their perspectives in their company's brand. Also, the overall model fit value (GOF) was 0.53, which indicated acceptable validity of the final model.

Keywords

Corporate strategy

brand

consumer

spicy products

Subjects

Marketing

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