سامانه پشتیبانی خدمات اطلاعات

  اخبار و اعلانات

 آمار

تعداد نشریات158
تعداد شماره‌ها6,240
تعداد مقالات67,867
تعداد مشاهده مقاله115,408,152
تعداد دریافت فایل اصل مقاله90,177,260
Varmaghani, Maryam, Zarei, Azim, Feiz, Davood, Maleki MinBashRazgah, Morteza. (1402). Brand Intelligence: Its Conceptualization, Measurement, and Impact on Firm Performance. , (), -. doi: 10.22059/ijms.2023.344777.675178
Maryam Varmaghani; Azim Zarei; Davood Feiz; Morteza -- Maleki MinBashRazgah. "Brand Intelligence: Its Conceptualization, Measurement, and Impact on Firm Performance". , , , 1402, -. doi: 10.22059/ijms.2023.344777.675178
Varmaghani, Maryam, Zarei, Azim, Feiz, Davood, Maleki MinBashRazgah, Morteza. (1402). 'Brand Intelligence: Its Conceptualization, Measurement, and Impact on Firm Performance', , (), pp. -. doi: 10.22059/ijms.2023.344777.675178
Varmaghani, Maryam, Zarei, Azim, Feiz, Davood, Maleki MinBashRazgah, Morteza. Brand Intelligence: Its Conceptualization, Measurement, and Impact on Firm Performance. , 1402; (): -. doi: 10.22059/ijms.2023.344777.675178

Brand Intelligence: Its Conceptualization, Measurement, and Impact on Firm Performance

Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies)
مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 22 شهریور 1402
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22059/ijms.2023.344777.675178
نویسندگان
Maryam Varmaghani1؛ Azim Zarei* 2؛ Davood Feiz2؛ Morteza -- Maleki MinBashRazgah3
1Ph.D. Candidate, Faculty of Economics Management and Administrative Sciences, Semnan University, Semnan, Iran
2Professor, Faculty of Economics Management and Administrative Sciences, Semnan University, Semnan, Iran
3Associate Professor, Faculty of Economics Management and Administrative Sciences, Semnan University, Semnan, Iran
چکیده
Using intelligence in various aspects of business, including branding, allows organizations to reach a worthy competitive position in today's turbulent environment. However, no scale has been provided to measure the level of brand intelligence yet. As a result, the purpose of this study is 1) to provide an operational definition of brand intelligence and 2) to develop a standard scale for measuring this variable. This study reports a set of six studies to develop a brand intelligence scale based on an extensive literature review and interviews with practitioners. This scale shows reliability, internal consistency, construct validity, and nomological validity. The research findings show a 24-item measurement scale that consists of seven dimensions: monitoring, brand research, predictability, reactivity, learning ability, ability to collaborate, and responsiveness. Also, this study showed that brand intelligence has a significant effect on market performance and financial performance through a nomological network. Finally, contributions, implications, limitations, and future research directions are discussed.
کلیدواژه‌ها
Brand Intelligence؛ Conceptualization؛ Firm performance؛ Measurement
آمار
تعداد مشاهده مقاله: 61


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب