نوع مقاله : مقاله پژوهشی
نویسندگان
1 عضو هیئت علمی دانشکده علوم اداری واقتصادی دانشگاه فردوسی مشهد
2 کارشناس ارشد مدیریت بازرگانی، دانشگاه غیرانتفاعی ارس تبریز
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
From consumer's point of view, brand is an essential part of product and not only tries to facilitate consumers' choices but also fulfills their expectations to receive a distinct level of quality, makes loyalty and decreases consumer risk. The aim of this research is to identify effective factors of internal environment of organization to build valuable brands and also to rank the most effective factors.The statistical population in this research includes executive managers working in food and related industries all over Mashhad city, Iran. Questionnaire has been used to obtain data.The analysis of collected data was prepared by one-way t-test. Finally,the results showed that internal factors of organization are effective for creating valuable brands.Highest impact belongs to product features and lowest impact belongs to physical environment.
کلیدواژهها [English]
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