The Effect of Customer Orientation Degree of the Goods Market on the Brand of Selected Countries

Document Type : Research Paper

Authors

1 Azad University

2 lzahra University

3 Department of Management, Buinzahra Branch, Islamic Azad University, Buinzahra, Iran

Abstract

 
 
The brand of countries is a sign of credibility, authenticity and quality of goods produced under that brand, and strengthening the brand differentiates a country's products from similar goods in domestic and foreign markets and by creating a positive mindset in customers, it encourages them to buy goods made in that country. Therefore, the study of factors affecting the brand of countries in recent years has become very important in international marketing issues. In this regard, the present study tried to examine and determine the effect of the degree of customer orientation of the goods market on the brand of two selected groups of developing and developed countries during the period of 2011-2018. To this purpose, the research model was estimated by approaching panel data and generalized method of moments in two cases by separating the two groups of selected countries. The results showed that product market customer orientation had a positive and significant effect on the brand of both groups of selected countries. The difference is that its estimated coefficient is higher in developing countries. Also, all control variables including economic incentives and institutional regime, innovation system, education and human development, ICT infrastructure and natural capital with different coefficients have a positive and significant effect on the brand of both groups of selected countries.

Keywords

Main Subjects

References

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