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Impact of Corporate Reputation on Brand Differentiation: An Empirical Study from Iranian Pharmaceutical Companies
The influence of company reputation or what is often referred to as corporate reputation on branding strategy and producing intangible asset for different industries has been researched in western countries, but there is a gap for the generalizability of findings to countries out of the United State...
Autores principales: | , , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Shaheed Beheshti University of Medical Sciences
2017
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5843328/ https://www.ncbi.nlm.nih.gov/pubmed/29552075 |
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author | vahabzadeh, Afshin vatanpour, Hossein dinarvand, Rasoul rajabzadeh, Ali salamzadeh, Jamshid mohammadzadeh, Mehdi |
author_facet | vahabzadeh, Afshin vatanpour, Hossein dinarvand, Rasoul rajabzadeh, Ali salamzadeh, Jamshid mohammadzadeh, Mehdi |
author_sort | vahabzadeh, Afshin |
collection | PubMed |
description | The influence of company reputation or what is often referred to as corporate reputation on branding strategy and producing intangible asset for different industries has been researched in western countries, but there is a gap for the generalizability of findings to countries out of the United State and Europe. To establish the western researcher’s external validity of theories in other countries and to obtain a better understanding of the influences of branding and company reputation on pharmaceutical business markets, the researchers applied this study for Iran, a country in the Middle East. The obtained results using SEM (by P.L.S. 2.0 software) showed a good relationship between value creation and brand differentiation (β =0.360 and t-value = 3.167), between corporate communication and brand differentiation (β = 0.022 and t-value = 3.668), and between strategic resources and brand differentiation (β = 0.289 and t-value = 2.247). This study is a pioneering attempt in Iran to measure the impact of corporate reputation on brand differentiation strategy. |
format | Online Article Text |
id | pubmed-5843328 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2017 |
publisher | Shaheed Beheshti University of Medical Sciences |
record_format | MEDLINE/PubMed |
spelling | pubmed-58433282018-03-16 Impact of Corporate Reputation on Brand Differentiation: An Empirical Study from Iranian Pharmaceutical Companies vahabzadeh, Afshin vatanpour, Hossein dinarvand, Rasoul rajabzadeh, Ali salamzadeh, Jamshid mohammadzadeh, Mehdi Iran J Pharm Res Original Article The influence of company reputation or what is often referred to as corporate reputation on branding strategy and producing intangible asset for different industries has been researched in western countries, but there is a gap for the generalizability of findings to countries out of the United State and Europe. To establish the western researcher’s external validity of theories in other countries and to obtain a better understanding of the influences of branding and company reputation on pharmaceutical business markets, the researchers applied this study for Iran, a country in the Middle East. The obtained results using SEM (by P.L.S. 2.0 software) showed a good relationship between value creation and brand differentiation (β =0.360 and t-value = 3.167), between corporate communication and brand differentiation (β = 0.022 and t-value = 3.668), and between strategic resources and brand differentiation (β = 0.289 and t-value = 2.247). This study is a pioneering attempt in Iran to measure the impact of corporate reputation on brand differentiation strategy. Shaheed Beheshti University of Medical Sciences 2017 /pmc/articles/PMC5843328/ /pubmed/29552075 Text en © 2017 by School of Pharmacy,Shaheed Beheshti University of Medical Sciences and Health Services This is an Open Access article distributed under the terms of the Creative Commons Attribution License, (http://creativecommons.org/licenses/by/3.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. |
spellingShingle | Original Article vahabzadeh, Afshin vatanpour, Hossein dinarvand, Rasoul rajabzadeh, Ali salamzadeh, Jamshid mohammadzadeh, Mehdi Impact of Corporate Reputation on Brand Differentiation: An Empirical Study from Iranian Pharmaceutical Companies |
title | Impact of Corporate Reputation on Brand Differentiation: An Empirical Study from Iranian Pharmaceutical Companies |
title_full | Impact of Corporate Reputation on Brand Differentiation: An Empirical Study from Iranian Pharmaceutical Companies |
title_fullStr | Impact of Corporate Reputation on Brand Differentiation: An Empirical Study from Iranian Pharmaceutical Companies |
title_full_unstemmed | Impact of Corporate Reputation on Brand Differentiation: An Empirical Study from Iranian Pharmaceutical Companies |
title_short | Impact of Corporate Reputation on Brand Differentiation: An Empirical Study from Iranian Pharmaceutical Companies |
title_sort | impact of corporate reputation on brand differentiation: an empirical study from iranian pharmaceutical companies |
topic | Original Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5843328/ https://www.ncbi.nlm.nih.gov/pubmed/29552075 |
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