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http://hdl.handle.net/10071/15462
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Title: An exploratory study of brand success: evidence from the food industry
Authors: Davcik, N.
Rundquist, J.
Keywords: Brand success
Branding
Food industry
Italy
PLS
Sweden
Variance-based SEM
Issue Date: 2012
Publisher: Routledge/Taylor and Francis
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.
Peer reviewed: yes
URI: https://ciencia.iscte-iul.pt/id/ci-pub-9807
http://hdl.handle.net/10071/15462
DOI: 10.1080/08974438.2012.645747
ISSN: 0897-4438
Publisher version: The definitive version is available at: http://dx.doi.org/10.1080/08974438.2012.645747
Appears in Collections:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica

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