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Investigating the Role of Key Factors of Food Industry Companies on the Development of National Brand

Volume: 99  ,  Issue: 1 , April    Published Date: 19 April 2022
Publisher Name: IJRP
Views: 318  ,  Download: 248 , Pages: 31 - 41    
DOI: 10.47119/IJRP100991420223077

Authors

# Author Name
1 Mirza Hasan Hosseini
2 meysam alahyari

Abstract

A constant presence in the global market requires a good brand because customers, in the same situation, go for a brand that is more and better known to them. Therefore, the more the value of a national brand is, the more pressure will be on the competitors. In this regard, the present study aimed to investigate the effect of company-related factors on the development of food industry national brand. The population consisted of managers and experts of Tabarrok Industrial Factories Group (Tabarrok Food Industry), and the sample size was considered to be 235 people using Cochran's formula. The data collection tools were library studies and a researcher-made questionnaire scoring by a Likert scale. The findings of the quantitative part indicated that the model proposed in the first stage had the goodness of fit. Moreover, the results of the hypotheses test confirmed the positive and significant variables of the proposed model, according to the results of the standard path coefficient and the statistic of t (between -1.96 and +1.96).