چكيده به لاتين
Abstract:
Brand building has an important role in the control of thought pathway and reaction by customers. Moreover in the various industries, competition among commercial brands has increased attention to brand building more than before. Therefore, recognition of role and significance of brand building in various industries with respect to its impact on customers' reaction (e.g. purchasing intention or desire for paying price and choosing products of that specific company) is highly important. The aim of this research is defined as: Analyzing the role and importance of brand building in different industries.
In this research two models has been applied in order to first identify the determinant factors in brand-building and then to measure the impact of brand-building in different industries. In the first model, advertising costs, brand age and company age are assumed as independent variable while brand value is considered as dependent variable. In the second model, brand value is assumed as independent variable and relative market share considered as dependent variable.
With regard to application and subject of this research, the statistical population considered for this research is comprised of active companies in the food industry and Automotive Industry listed in Tehran Stock Exchange. Our sample includes 24 companies and panel data has been extracted from Tehran Stock Exchange database from 2007 to 2014 and based on this collected data hypothetical tests conducted.
In the mentioned research, panel regression analysis has been applied. In the first model extrapolated equation estimation method has been used while in the second model differential constant effects applied. Results of research shows that advertisement costs has significant impact on brand value in both food and automotive industries and relation between brand value and relative market share is statistically significant, hence the higher the value of company brand, the more market share is expected.
Keywords: advertising costs, relative market share, brand age, company age, brand equity
