An integrated model for building brand in food industry

Abstract

This paper presents an empirical investigation on the effects of various factors on building appropriate brand in food industry. The proposed study deigns a questionnaire and distributes it among some expert who were involved in food industry. Cronbach alpha are mostly well above the minimum desirable limit of 0.7, which validate the overall questionnaire. In addition, Pearson correlation ratios indicate that there were some positive and meaningful relationships among all components of the survey. The study implements structural equation modeling and the results indicate that brand vision influences brand position, positively. In addition, there is a positive and meaningful relationship from brand vision to product performance, from stakeholders towards brand vision as well as brand position and brand communication. The survey has also detected that brand position could influence on brand communication and product performance. In our survey, brand communication influences product and brand performance, brand distribution influences on brand performance and product influences on brand performance.

Keywords

• Food industry
• Brand
• Brand communication
• Brand position