This paper presents an empirical investigation to study the effects of brand power experiences on power of brand in food industry. The study deigns a questionnaire in Likert scale consists of 23 questions, distributes it among 208 randomly selected people who purchase foods from three different food chains in city of Tehran, Iran. Using structural equation modeling, the study has examined the effects of six factors influence the most in our survey including Brand loyalty, Physical attributes, pricing factors, functional characteristics, brand association and brand position. The results of our survey indicate that pricing factors and brand position were the most important influential factors followed by functional characteristics and physical attributes. However, the survey does not confirm the effects of brand loyalty and brand association on brand power.

The proposed study of this paper present an empirical investigation to detect important factors impacting on food market using factor analysis. The proposed study designed a questionnaire, distributed among 207 customers who were regular customers of two food chains in city of Tehran, Iran named Shahrvand and Hyperstar. The results of our survey indicate that six major factors including brand loyalty, physical characteristics, pricing effects, performance characteristics, brand relationship and brand position influence food industry, significantly. In terms of the first factor, brand loyalty, “Trust”, “Packaging design characteristics”, “Competitive pricing strategy”, “Stability in quality”, “External relationships” and “Meeting expectations” are important factors in different categories.