Investigating the effect of losing customers and reputation on the supply chain of brand marketing

The purpose of this research is to Investigating the Effect of losing customers and reputation on the supply chain of brand marketing (case study: Pegah products consumers). The present study is an applied research. The statistical population of this research is the customers of Pegah products. Given the unlimited size of the statistical population, the sample size is 384 people.
Nội dung trích xuất từ tài liệu:
Investigating the effect of losing customers and reputation on the supply chain of brand marketing 364 Int. J Sup. Chain. Mgt Vol. 8, No. 1, February 2019 Investigating the Effect of Losing Customers and Reputation on the Supply Chain of Brand Marketing (Case Study: Pegah Company Products Consumers) Abbas Hadi Abbood1, Zainab Hadi Mahdi2, Adheem naeem Bachi3 1, 2,3 Department of Accounting, college of Economics & Administration, University of AL-Qadisiyah, Iraq 1abbasabood1980@gmail.com, 2Zanib.almusawy@qu.edu.iq, 3athaam.n.paje@uq.edu.iqAbstract- The purpose of this research is to criteria for marketing strategies that have reciprocalInvestigating the Effect of losing customers and relationships. In this research, the supply chain of brandreputation on the supply chain of brand marketing marketing including product strategies, prices,(case study: Pegah products consumers). The present distribution channels, and communications have beenstudy is an applied research. The statistical used to create brand value [1]. Understanding marketpopulation of this research is the customers of Pegah product strategies has created a serious challenge forproducts. Given the unlimited size of the statistical researchers in the field of strategic market management.population, the sample size is 384 people. The These researchers need to learn about competitors andsampling method is also available. The validity of the internal capabilities of the company (marketingquestionnaires was confirmed by experts and the capabilities) to understand market product strategies.reliability of the questionnaires with the help of However, the relationship between product strategies -Cronbachs alpha coefficient for brand marketing of the companys market or marketing and performance0.878 and 0.801 for organizations reputation. To capabilities has been less studied. The present studyanalyze the data collection using Amos software, the seeks to investigate the impact of different productresults show that the supply chain of brand strategy-market dimensions, including cost leadership,marketing has an effect on organizational reputation. product differentiation, and market domains. Market- based marketing capabilities include specializedKeywords: Brand marketing, supply chain, capabilities and marketing architecture, and theirOrganizational reputation, customer, Pegah products. relationship with market performance [2]. On the other hand, corporate reputation has a general impact that reflects the perception of key stakeholders about the1. Introduction activities of the organization and examines the status of the product or services provided. A good reputationToday, with the increasing competition between prevents the perception of negative information bycompanies and organizations at the national and stakeholders. For companies with higher reputationinternational levels, as well as much change in the experiences, less likely to face negative market reactionsbusiness environment, they have been looking at the or disappointing incomes, and their reputation is lessfactors that create the value of a brand rather than their troublesome after shrinking and moderating power. Inintangible assets in order to gain a competitive and addition, good reputation attracts employees anddistinctive advantage, given the importance of brand customers [3]. Organizational reputation is considered asvalue for companies, its imperative and inevitable to one of the factors affecting the behavioral characteristicsexamine how brand marketing elements play a role in of employees in different organizations [4] and includesbrand building. The present research is concerned with four dimensions of trust, quality of service,the impact of brand value on brand marketing elements communication and social responsibility. Carrying outin the Fouman Chimie Company. There are many social responsibility obligations brings customers positive perceptions of corporate reputation. Companies______________________________________________________________International Journal of Supply Chain Management and companies can increase their reputation amongIJSCM, ISSN: 2050-7399 (Online), 2051-3771 (Print)Copyright © ExcelingTech Pub, UK (http://excelingtech.co.uk/) 365 Int. J Sup. Chain. Mgt Vol. 8, No. 1, Febr ...