Document Type : Original Article
Authors
1 Department of Accounting, Ayandegan Institute of Higher Education, Tonekabon, Iran
2 Department of Chemistry, Tarbiat Modares University, Tehran, Iran.
Abstract
While the brand and its management have ruled in the marketing of consumer goods and services, industrial brands have been very slow in gaining a marketing position for themselves. Perhaps this is due to the belief that brands are very unspeakable in the face of an organizational buyer whose decisions are based on logical and reasoned reasons. Providers of products and services in the petrochemical market, in order to remain in the world competition, seek to gain a competitive advantage through the strategic use and development of brand value. Heavy competition in the petrochemical industry among countries requires that attention be paid to the brand debate in Priority should be given, especially companies related to the petrochemical industry in Iran due to sanctions issues, they can move by creating a strong industrial brand to protect their customers. In this research, the design of the brand performance model in the petrochemical industry was discussed. By conducting consistent interviews with brand experts in the petrochemical industry, as well as library studies, the concepts and basic components of brand performance were identified. Out of the 28 components identified in the qualitative analysis, 11 components remained, which became the basis of the analysis. The result of the confirmatory factor analysis showed that out of the 11 components mentioned, only 7 components significantly explain the performance of the brand. These 7 components are: sales efficiency, innovation in response, modeling, brand-oriented organizational capital, organizational competitive strategies, product quality, production and sales volume.
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