The role of strategic position in brand promise: Evidence from LG Company

Karvandi, A.

Abstract: This paper presents an empirical investigation to study the effects of different strategies including attribute, advantage, application, consumer, competitive advantage, pricing/quality and category on brand promise for products of LG Company in city of Tehran, Iran. The study designs two questionnaires, one for strategic positioning and the other for brand promise in Likert scale. Cronbach alphas for brand promise and strategic positioning are 0.81 and 0.79, respectively. The questionnaires are distributed among 385 randomly selected regular users of LG products and using Spearman correlation as well as Stepwise regression techniques, the effects of various strategies on brand promise are examined. The results of the implementation of Spearman correlation have indicated that there were positive and meaningful relationships between different strategies and brand promise. In addition, the results of Stepwise regression have indicated that three strategies of price/quality, consumer and application were the most important predictors of brand promise.

How to cite this paper

        APA: Karvandi, A. (2016). The role of strategic position in brand promise: Evidence from LG Company. Management Science Letters, 6(8), 557-560.
    

        Chicago/Turabian: Karvandi, A. 2016. "The role of strategic position in brand promise: Evidence from LG Company." Management Science Letters 6, no. 8 (2016): 557-560.
    

        AMA: Karvandi, A. The role of strategic position in brand promise: Evidence from LG Company. Management Science Letters. 2016;6(8):557-560.
    

References

Abbasi, H., Abbasi, H., Faraji, A & Hajirasouliha, M. (2014). Investigating the effects of organizational culture on brand promise. Management Science Letters, 4(5), 1039-1042.
Aziziha, H., Mousavi, S., Tabatabaee, S & 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.
Kotler, P., & Pfoertsch, W. (2007). Being known or being one of many: the need for brand management for business-to-business (B2B) companies. Journal of Business & Industrial Marketing, 22(6), 357-362.
Light, L., & Kiddon, J. (2009). Six rules for brand revitalization. Learn how companies like McDonald’s can re-energize their brands, Arcature LLC.
Nehzat, F. (2015). The impact of supply chain relationship quality on brand promise. Uncertain Supply Chain Management, 3(2), 141-146.
Samiei 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.
Swystun, J. (Ed.). (2006). The brand glossary. Palgrave Macmillan.

⭐ Highly Cited Articles

Journals

MSL Volumes

🔑 Keywords

✍️ Authors

🌍 Countries