The role of management’s tendency and personnel’s motivation in fulfillment of brand promise

Abstract: Fulfillment of the promises or brand promise plays essential role for the success of organizations. This paper presents an empirical investigation to evaluate the rate of management’s interest and personnel’s motivation in an Iranian firm named TAM Iran Khodro. The study reviews its relationship with fulfillment of corporative promises for customers. The study selects a sample of 206 employees of TAM Iran Khodro Company including managers and employees. Questionnaire is a tool for gathering information designed by the researchers. With respect to primary sample group including 40 participants, Cronbach’s Alpha coefficient was calculated as 0.905 for reliability value of this questionnaire, which validates the questionnaire. Spearman’s correlation coefficient and multiple regressions have been adopted to test different hypotheses. Research findings indicate that management’s tendency and personnel’s motivation were positively and significantly associated with fulfillment of corporative promises to customers (Brand Promise) with correlation coefficient 0.427.

How to cite this paper

 Nasr, M., Mahmoudzadeh, S., Mousavi, S & Boostani, A. (2014). The role of management’s tendency and personnel’s motivation in fulfillment of brand promise.Management Science Letters , 4(6), 1077-1084.

Refrences

Abbasi, H., Abbasi, H., Faraji, A & amp; Hajirasouliha, M. (2014). Investigating the effects of organizational culture on brand promise. Management Science Letters, 4(5), 1039-1042.

Azad, N., Hozouri, S., Zarifi, S & amp; Khodashenas, Y. (2013). A factor analysis to detect factors influencing building national brand. Management Science Letters, 3(3), 777-782.

Aziziha, H., Mousavi, S., Tabatabaee, S & amp; Khodsetan, A. (2014). Investigating the effect of different conflict management strategies on brand promise: A case study of banking industry. Management Science Letters, 4(1), 1-4.

De Chernatony, L. (2010). From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands. Routledge.

Daye, D., & amp; Vam Auken, B. (2010). 10 keys to Aligning Organizations and Brand Promises.

Kotler, P., & amp; Pfoertsch, W. (2007). Being known or being one of many: the need for brand management for business-to-business (B2B) companies. Journal of Business & amp; Industrial Marketing, 22(6), 357-362.

Han, S. L., & amp; Sung, H. S. (2008). Industrial brand value and relationship performance in business markets—A general structural equation model. Industrial Marketing Management, 37(7), 807-818.

Heding, T., Knudtzen, C. F., & amp; Bjerre, M. (2008). Brand management: Research, theory and practice. Routledge.

Light, L., & amp; Kiddon, J. (2009). Six rules for brand revitalization. Learn how companies like McDonald’s can re-energize their brands, Arcature LLC.

Pringle, H. (2008). Brand immortality: How brands can live long and prosper. Kogan Page Publishers.

Putnam, L. L., & amp; Wilson, C. E. (1982). Communicative strategies in organizational conflicts: Reliability and validity of a measurement scale. Communication Yearbook, 6, 629-652.

Samiei nasr, M., Alavi, S. M., & amp; Najafi Siahroodi, M. (2010). Secret of success of the world & apos; s top brands - twelve key characteristics of successful brands. Publisher: Sadeghpoor, Mahmoud (In Persian).

Sutton, D., & amp; Klein, T. (2006). Enterprise marketing management: the new science of marketing. John Wiley & amp; Sons.

Swystun, J. (Ed.). (2006). The brand glossary. Palgrave Macmillan.

Wang, Y. S., & amp; Liao, Y. W. (2007). The conceptualization and measurement of m-commerce user satisfaction. Computers in human behavior, 23(1), 381-398.