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An exploratory study of brand success: Evidence from the food industry
Instituto Universitario de Lisboa (IUL), Lisbon, Portugal.
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for Technology, Innovation and Marketing Management (CTIM2).ORCID iD: 0000-0002-8603-9269
2012 (English)In: Journal of International Food & Agribusiness Marketing, ISSN 0897-4438, E-ISSN 1528-6983, Vol. 24, no 1, 91-109 p.Article in journal (Refereed) Published
Abstract [en]

Managing a successful brand that is differentiated and consumer oriented can provide a comprehensive competitive advantage. The goal of this research is to identify drivers that influence the brand and to determine which drivers influence the brand more, in order to develop a more effective business strategy. The main question is how the drivers in a proposed model contribute to brand success. An abductive theory approach is adopted and food managers from Italy and Sweden were questioned. The paper explores the enriched-food brands in the Italian and Swedish markets. The measurement scales were constructed using theory combined with suggestions from industry. The authors modeled the eight constructs as nine correlated first-order factors. The model includes seven independent variables (consumer orientation, brand differentiation, brand knowledge, new brand development, values, organization and strategy) and the dependent variable brand success. All variables contain four to six items. The variance-based structural equation modeling approach, using PLS algorithm, have been applied. This study provides insight and empirical evidence on the development and enhancement of brand success. The findings can be employed as more effective brand strategies in a sector that has been under-investigated in academic literature and practice. © 2012 Copyright Taylor and Francis Group, LLC.

Place, publisher, year, edition, pages
New York: Haworth Press, 2012. Vol. 24, no 1, 91-109 p.
Keyword [en]
branding, brand success, variance-based SEM, PLS, food industry
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-16279DOI: 10.1080/08974438.2012.645747Scopus ID: 2-s2.0-84857264533OAI: oai:DiVA.org:hh-16279DiVA: diva2:442238
Note

Partially funded by the PRIN 2006 of MIUR (Italian University & Research Ministry), Grant 2006072800_003.

Available from: 2011-09-20 Created: 2011-09-20 Last updated: 2017-04-13Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf