An exploration study to find important factors influencing on authenticity of brand

Abstract

Building an appropriate brand always makes it possible to reach better market share in competitive market. This paper presents a study to find important factors influencing the authenticity of brand. The proposed study designs a questionnaire in Likert scale consists of 21 questions, distributes it among 400 people who purchase regularly from chain stores in city of Tehran, Iran and collects 388 filled ones. Cronbach alpha is calculated as 0.712. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.748 and 1718.212, respectively. Based on the results of our survey, we have derived five factors including brand identification, brand registration, brand position, perception image from the brand and trust to brand.

Keywords

• Brand identification
• Factor analysis
• Authenticity of brand