Impact of Corporate Reputation on Brand Differentiation: An Empirical Study from Iranian Pharmaceutical Companies

机译：企业声誉对品牌差异化的影响：来自伊朗制药公司的实证研究

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摘要

The influence of company reputation or what is often referred to as corporate reputation on branding strategy and producing intangible asset for different industries has been researched in western countries, but there is a gap for the generalizability of findings to countries out of the United State and Europe. To establish the western researcher’s external validity of theories in other countries and to obtain a better understanding of the influences of branding and company reputation on pharmaceutical business markets, the researchers applied this study for Iran, a country in the Middle East. The obtained results using SEM (by P.L.S. 2.0 software) showed a good relationship between value creation and brand differentiation (β =0.360 and t-value = 3.167), between corporate communication and brand differentiation (β = 0.022 and t-value = 3.668), and between strategic resources and brand differentiation (β = 0.289 and t-value = 2.247). This study is a pioneering attempt in Iran to measure the impact of corporate reputation on brand differentiation strategy.

机译：西方国家已经研究了公司声誉或通常被称为公司声誉对品牌战略和为不同行业生产无形资产的影响，但对于将结果推广到美国和欧洲以外的国家还是存在差距。。为了建立西方研究者在其他国家的理论的外部有效性，并更好地了解品牌和公司声誉对制药企业市场的影响，研究人员将这项研究应用于中东的一个国家伊朗。使用SEM（通过PLS 2.0软件）获得的结果表明，在价值创造与品牌差异化之间（β= 0.360，t值= 3.167），在企业传播与品牌差异之间具有良好的关系（β= 0.022，t值= 3.668），以及战略资源和品牌差异之间的关系（β= 0.289，t值= 2.247）。这项研究是伊朗在衡量企业声誉对品牌差异化策略的影响方面的开创性尝试。

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期刊名称 Iranian Journal of Pharmaceutical Research : IJPR
作者
Afshin vahabzadeh; Hossein vatanpour; Rasoul dinarvand; Ali rajabzadeh; Jamshid salamzadeh; Mehdi mohammadzadeh;
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作者单位

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年(卷),期 2017(16),4
年度 2017
页码 1658–1670
总页数 13
原文格式 PDF
正文语种
中图分类药学;
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专利

1. Investigating the Uses of Corporate Reputation and Its Effects on Brand Segmentation, Brand Differentiation, and Brand Positioning: Evidence from the Taiwanese Pharmaceutical Industry [J] . Chen Chu Matilda Chen, Nguyen Bang, Melewar T. C., International studies of management & organization . 2017,第3期

机译：调查企业声誉的使用及其对品牌细分，品牌差异化和品牌定位的影响：来自台湾制药业的证据
2. Importance of the Corporate Reputation in B2B Context in Iran: An Empirical Study [J] . Alireza Miremadi, Nazila Babakhani, Maria Yousefian, International Journal of Marketing Studies . 2011,第4期

机译：在伊朗的B2B环境中企业声誉的重要性：一项实证研究
3. The study Effect of Service Quality and Corporate Brand Image on Switching Behavior, Based on Model of Sharma and Srivastava (Case Study of: Esfahan Iran Cell Services Company) [J] . Advances in Environmental Biology . 2014,第25期

机译：基于Sharma和Srivastava模型的服务质量和企业品牌形象对转换行为的影响研究（案例研究：伊斯法罕伊朗电池服务公司）
4. A study of impact on IPO pricing of auditors' reputation—Based on the empirical research of Chinese GEM companies [C] . Chen Ke-jing, Li Yan-xi, Song Lin, International Conference on Management Science Engineering . 2014

机译：审计师声誉对IPO定价的影响研究-基于中国创业板公司的实证研究
5. Reputation and Entry Deterrence: A Structural Empirical Model of Fighting Brands in the U.S. Pharmaceutical Market [D] . Wang, Shuna. 2011

机译：声誉和进入威慑力：美国制药市场中抗击品牌的结构性经验模型
6. Economic and non-economic determinants of Iranian pharmaceutical companies’ financial performance: an empirical study [O] . Mohammadreza Masoumi, Farbod Ebadi Fard Azar, Aziz RezaPour, 2019

机译：伊朗制药公司财务绩效的经济和非经济决定因素：一项实证研究
7. Teenagers and young adults are increasingly using social networks as a means to interact and participate in constructing a multiple speech. Companies take direct options with followers in networks and use these virtual structures to approach their target. The purpose of this paper is to study, using empirical and observational methodology, how to build «Coca-Cola» brand image in «Tuenti», followed by the network over the public sector. Among other things, we will see how involved the brand and how followers, what are the issues that are introduced on the inputs and through what kind of formats. In conclusion, we noted that the interest in the brand of free speech to let the followers is just a strategy, the actual entries of «Coca-Cola» are very rare but they all have a high effect, a language that challenges the user to activate and resume his speech so directed. Moreover, there is no mechanism differentiating between information, entertainment and advertising, which combined with continued exposure to advertising impacts across different formats, leads us to propose the need for media education to encourage responsible use critic and social networks by young people. [O] . Carmen Lazo, Marta, Martínez Rodrigo, Estrella, Sánchez Martín, Lourdes 2013

机译：青少年和年轻人越来越多地使用社交网络作为交互和参与构建的手段多个演讲。公司直接选择网络中的关注者并使用这些虚拟结构接近他们的目标。本文的目的是使用经验和观察方法研究如何在«Tuenti»建立«可口可乐»品牌形象，随后是公共部门的网络。除其他外，我们将看到品牌及其追随者的参与程度，以及在投入和投入上引入的问题通过什么样的格式。总之，我们注意到对自由言论品牌的兴趣让追随者只是一个策略，«可口可乐»的实际条目是非常罕见的，但它们都有很高的效果，一种语言，挑战用户如此指示激活和恢复他的演讲。而且，没有机制区分信息，娱乐和广告之间，以及持续接触广告不同形式的影响，使我们建议需要媒体教育来鼓励负责任的使用评论家和年轻人的社交网络。

Impact of Corporate Reputation on Brand Differentiation: An Empirical Study from Iranian Pharmaceutical Companies

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