نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 استادیار دانشکده مدیریت دانشگاه آزاد اسلامی واحد فیروزکوه
2 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد ساری، دانشکده مدیریت، دانشگاه آزاد اسلامی، ساری، ایران.
3 استادیار، گروه مدیریت بازرگانی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران.
4 استادیار، گروه مدیریت بازرگانی، واحد بابل، دانشگاه آزاد اسلامی، بابل، ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Abstract
Objective: Brands are unique intangible assets that provide a point of differentiation and sustainable competitive advantage. However, the realization of brand differentiation, which can bring sustainable competitive advantages, requires strategic management of brands. Therefore, it is essential that companies have a proper understanding of strategic brand management in order to achieve effective value creation.
Methodology: In terms of purpose, the research is practical and in terms of the method of data collection, it is a descriptive survey type. The statistical population is 420 people, of which a statistical sample of 201 people was extracted according to Morgan's sample size determination table. The sampling method is available sampling and a questionnaire was used to collect data.
Findings: In this research, using structural equation modeling through Lisrel software, model fitting and hypothesis testing have been done.
Conclusions: The results showed that the causal conditions (government and media support, competition between domestic producers, the globalization of the culture of using cosmetics and health products and helping to develop non-oil exports), the background conditions (the establishment of knowledge companies) Foundation and research of international marketing for consulting activities and communication, review of all laws and standards of international markets and review of the status of macroeconomic indicators), interfering conditions (consistency limits of cosmetics industry products) with the environment and sustainability and the challenge of adapting to the local culture of each country) and strategies (segmentation of international markets, targeting in the international market and positioning in the international market) on the strategic management of the international brand have a positive and significant effect. International brand strategic management has a positive and significant effect on the country's economic growth, improving the value of the national brand and gaining a competitive advantage.
Abstract
Objective: Brands are unique intangible assets that provide a point of differentiation and sustainable competitive advantage. However, the realization of brand differentiation, which can bring sustainable competitive advantages, requires strategic management of brands. Therefore, it is essential that companies have a proper understanding of strategic brand management in order to achieve effective value creation.
Methodology: In terms of purpose, the research is practical and in terms of the method of data collection, it is a descriptive survey type. The statistical population is 420 people, of which a statistical sample of 201 people was extracted according to Morgan's sample size determination table. The sampling method is available sampling and a questionnaire was used to collect data.
Findings: In this research, using structural equation modeling through Lisrel software, model fitting and hypothesis testing have been done.
Conclusions: The results showed that the causal conditions (government and media support, competition between domestic producers, the globalization of the culture of using cosmetics and health products and helping to develop non-oil exports), the background conditions (the establishment of knowledge companies) Foundation and research of international marketing for consulting activities and communication, review of all laws and standards of international markets and review of the status of macroeconomic indicators), interfering conditions (consistency limits of cosmetics industry products) with the environment and sustainability and the challenge of adapting to the local culture of each country) and strategies (segmentation of international markets, targeting in the international market and positioning in the international market) on the strategic management of the international brand have a positive and significant effect. International brand strategic management has a positive and significant effect on the country's economic growth, improving the value of the national brand and gaining a competitive advantage.
کلیدواژه‌ها [English]
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