An Exploratory Study of Brand Success: Evidence From the Food Industry |
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Authors: | Nebojša St Davčik Jonas Rundquist |
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Institution: | 1. Instituto Universitario de Lisboa (IUL) , Lisbon , Portugal davcik@live.com;3. Halmstad University , Halmstad , Sweden |
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Abstract: | The goal of this research is to identify drivers that influence the brand success, in order to develop a more effective business strategy. An abductive theory approach is adopted and food managers from Italy and Sweden were questioned. The authors modeled the eight correlated first-order factors, using seven independent variables and the dependent variable brand success. The variance-based structural equation modeling approach (partial least square PLS] algorithm) have been applied. This study provides insight and empirical evidence on brand success. The findings can be employed as more effective brand strategies in a sector that has been under-investigated in academic literature and practice. |
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Keywords: | brand success branding food industry italy PLS Sweden variance-based SEM |
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