The describe of moderating role of product performance in brand vision and positioning effect on brand equity in Iran food industry

Abstract

This research aimed to investigate the effect of brand vision and positioning on brand equity with regard to moderating role of product performance and using descriptive survey research. The population of research was marketing experts of superior brands in Iran’s food industry, which chosen 148 sample of those population using stratified sampling method. Data collection tool was a questionnaire that confirmed its validity and reliability by content validity and crovbach’s alpha method. To review and hypothesis testing structural equation modeling were used. Results suggest that brand vision has positive and significant impact on positioning, product performance and brand equity. Product performance also plays a positive moderating role in brad vision and positioning on brand equity.

Keywords

• Brand equity
• brand vision
• Food industry
• product performance
• positioning