Brand Intelligence: Its Conceptualization, Measurement, and Impact on Firm Performance
Publish place: Iranian Journal of Management Studies، Vol: 17، Issue: 3
Publish Year: 1403
نوع سند: مقاله ژورنالی
زبان: English
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شناسه ملی سند علمی:
JR_JIJMS-17-3_012
تاریخ نمایه سازی: 10 تیر 1403
Abstract:
Using intelligence in various aspects of business, including branding, allows organizations to reach a worthy competitive position in today's turbulent environment. However, researchers have not yet provided a scale to measure the level of brand intelligence. As a result, the purpose of this study is ۱) to provide an operational definition of brand intelligence and ۲) to develop a standard scale for measuring this variable. This study reports six studies on developing a brand intelligence scale based on a literature review and interviews with practitioners. This scale shows reliability, internal consistency, construct validity, and nomological validity. The findings show a ۲۴-item measurement scale comprising seven dimensions: monitoring, brand research, predictability, reactivity, learning ability, ability to collaborate, and responsiveness. Also, the results showed that brand intelligence significantly affects market performance and financial performance. Finally, contributions, implications, limitations, and future research directions are discussed.
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Authors
Maryam Varmaghani
Faculty of Economics Management and Administrative Sciences, Semnan University, Semnan, Iran
Azim Zarei
Faculty of Economics Management and Administrative Sciences, Semnan University, Semnan, Iran
Davood Feiz
Faculty of Economics Management and Administrative Sciences, Semnan University, Semnan, Iran
Morteza Maleki Minbashrazgah
Faculty of Economics Management and Administrative Sciences, Semnan University, Semnan, Iran
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