Presentation of Brand Equity Pattern to Increase Market Share: Based on Consumer Behavior perspective

Document Type : Research Paper

Authors

1 Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran

2 Department of Business Management, Faculty of Management, Khonj Branch, Islamic Azad University, Fars, Iran

3 Assistant Professor, Department of Business Management, Islamic Azad University, Kish International Branch, Kish Island, Iran

10.22034/cbsj.2023.62913

Abstract

In this research, the brand equity pattern to increase market share is done. The research method is applied in terms of purpose and exploratory and explanatory in terms of approach. Due to the fact that the present study is of mixed, exploratory and explanatory type, the mixed method was used in two phases, qualitative and quantitative. The required information in the qualitative phase was collected through interviews with 12 branding and economic experts, the number of whom was determined by targeted snowball sampling. Also, in the quantitative part, the required data were collected by distributing a researcher-made questionnaire among 65 consumers (customers) of Kish commercial centers, which was determined according to Cochran. In this research, to design and implement the explained model, the structural equation modeling technique with pls software was used to test the qualitative model. The results of structural equation modeling showed that marketing strategies and management factors have a significant effect on brand value added; Brand added value also has a significant effect on competitive advantage; also, external factors, competitive intelligence and environmental capabilities have a significant effect on competitive advantage. Competitive advantage has a significant effect on increasing market share. Conclusion: Therefore, the results showed that increasing market share is a complex process and is strongly influenced by brand value added, which is itself affected by marketing strategies and management factors.

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References

 
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Consumer Behavior Studies Journal
Volume 10, Issue 4 - Serial Number 1
February 2024
Pages 160-179

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