首页    期刊浏览 2024年12月05日 星期四
登录注册

文章基本信息

  • 标题:A factor analysis to detect factors influencing building national brand ,
  • 本地全文:下载
  • 作者:Naser Azad ; Somayeh Hozouri ; Seyed Foad Zarifi
  • 期刊名称:Management Science Letters
  • 印刷版ISSN:1923-9335
  • 电子版ISSN:1923-9343
  • 出版年度:2013
  • 卷号:3
  • 期号:3
  • 页码:777-782
  • DOI:10.5267/j.msl.2013.02.011
  • 出版社:Growing Science
  • 摘要:Developing a national brand is one of the most important issues for development of a brand. In this study, we present factor analysis to detect the most important factors in building a national brand. The proposed study uses factor analysis to extract the most influencing factors and the sample size has been chosen from two major auto makers in Iran called Iran Khodro and Saipa. The questionnaire was designed in Likert scale and distributed among 235 experts. Cronbach alpha is calculated as 84%, which is well above the minimum desirable limit of 0.70. The implementation of factor analysis provides six factors including “cultural image of customers”, “exciting characteristics”, “competitive pricing strategies”, “perception image” and “previous perceptions”.

  • 关键词:Factor analysis; National brand; Iran Khodro
国家哲学社会科学文献中心版权所有