Customers’ Interpretations and Attitudes about Objectives and Forms of Branding of Products Used Co-Branding Strategy among the Main Iranian Ethnicities

Shahtahmasbi, Esmaeil; Abooei, Monireh; Shamsollahi, Sarah

doi:10.22051/bmr.2015.1224

Customers’ Interpretations and Attitudes about Objectives and Forms of Branding of Products Used Co-Branding Strategy among the Main Iranian Ethnicities

Authors

¹ Ph.D. student at Tarbiat Modares University, Faculty of Management and Economics, author of the paper

² Master of Business Administration, Tarbiat Modarres University, Faculty of Management and Economics

³ Master of International Business Management, Research and Training Center, Iranian Export Development Bank

10.22051/bmr.2015.1224

Abstract

Unstable environments, dynamic markets and intense competition to enter new markets, force to companies to use creative strategies such as co-branding. Moreover, a brand has different backgrounds and signal for each customer that we should be aware of customer’s interoperation of this change, primarily. In addition, different cultural characteristics can be highly influential on different interpretations of the customers. As a result, this paper investigates the interpretation and attitude of customers in some aspects and investigates difference of the Iranian ethnic in the interpretation of these aspects. For this purpose, a questionnaire was distributed among management and industrial engineering students of Tehran universities. The questionnaire was prepared by using the literature and previous researches and was approved its content validity and reliability by face and Cronbach’s alpha. For product and brand, this study used of three products and six brands. As a results this research showed that in the product of laptop, there was no difference between determine and no determine branding among ethnicities, but in other cases (automobile and mobile), there were differences among ethnicities. Finally, we can say that the greatest difference in approach there are between Lor and Kord ethnicities in the field of research hypotheses.

Keywords