An exploration study to find important factors influencing on brand in rubber industry

Management Science Letters

关键词: Rubber industry;    Factor analysis;    Brand image;   

DOI  :  10.5267/j.msl.2013.07.003

来源: DOAJ

【 摘 要 】

Building a distinguished brand often makes it possible to have sustainable growth in competitive market. It also helps us sell products with higher price; attract reliable customers for long term relationships. This paper presents an empirical investigation to find important factors influencing rubber industry. The proposed study designs a questionnaire in Likert scale consists of 20 questions, distributes it among 300 people and collects 265 filled ones. Cronbach alpha is calculated as 0.756. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.75 and 1292.573, respectively. Based on the results of our survey, we have derived six factors including brand transparency, expected quality, brand promises, brand support and brand sustainability.

【 授权许可】

Unknown