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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...

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Autores principales: vahabzadeh, Afshin, vatanpour, Hossein, dinarvand, Rasoul, rajabzadeh, Ali, salamzadeh, Jamshid, mohammadzadeh, Mehdi
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Shaheed Beheshti University of Medical Sciences 2017
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.
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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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