Author/Authors :
vahabzadeh, Afshin Department of Pharmacoeconomics and Pharmaceutical Management - School of Pharmacy - Shahid Beheshti University of Medical Sciences, Tehran, Iran , vatanpour, Hossein Department of Pharmacoeconomics and Pharmaceutical Management - School of Pharmacy - Shahid Beheshti University of Medical Sciences, Tehran, Iran , dinarvand, Rasoul Department of pharmaceutics - School of pharmacy - Tehran University of Medical Sciences, Tehran, Iran , rajabzadeh, Ali Department of Industrial Management - Faculty of Management and Economics - Tarbiat Modarres University, Tehran, Iran , salamzadeh, Jamshid Department of Pharmacoeconomics and Pharmaceutical Management - School of Pharmacy - Shahid Beheshti University of Medical Sciences, Tehran, Iran , mohammadzadeh, Mehdi Department of Pharmacoeconomics and Pharmaceutical Management - School of Pharmacy - Shahid Beheshti University of Medical Sciences, Tehran, Iran
Abstract :
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.
Keywords :
Brand Differentiation , Brand , Corporate Communication , Strategic Resource , Value Creation , Corporate Reputation
