文章基本信息

标题：An exploration study to find important factors influencing on brand in rubber industry
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作者：Mehrnaz Moshkelati Elham Eghbali ; Hamed Asgari ; Hamid Bagheri 等
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：8
页码：2357-2360
DOI：10.5267/j.msl.2013.07.003
出版社：Growing Science
摘要：Building a distinguished brand often makes it possible to have sustainable growth in competitive market. It also helps us sell products with higher price; attract reliable customers for long term relationships. This paper presents an empirical investigation to find important factors influencing rubber industry. The proposed study designs a questionnaire in Likert scale consists of 20 questions, distributes it among 300 people and collects 265 filled ones. Cronbach alpha is calculated as 0.756. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.75 and 1292.573, respectively. Based on the results of our survey, we have derived six factors including brand transparency, expected quality, brand promises, brand support and brand sustainability.
关键词：Rubber industry; Factor analysis; Brand image