Volume 8, Issue 3 (11-2021)
Human Information Interaction 2021, 8(3): 41-56 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Mohsen A, Afshin D, Rousta A. The Role of Brand Equity in Increasing Market Share Based on Infor-mation Seeking Behavior and Needs in Kish Commercial Centers. Human Information Interaction 2021; 8 (3)
URL: http://hii.khu.ac.ir/article-1-2996-en.html
URL: http://hii.khu.ac.ir/article-1-2996-en.html
Department of Business Management,Khonj Branch, Islamic Azad University, Fars, Iran
Abstract: (4453 Views)
Objective: The study aims to explain the role of brand equity in increasing market share, based on information seeking behavior and needs in Kish commercial centers.
Method: This is applied exploratory-explanatory qualitative research. Population included branding and economics experts who were selected as a research sample by targeted snowball method of 14 people. To analyze the information related to the semi-structured interview, the content analysis method based on open coding, axial coding and selective coding based on the data theory of the foundation was used.
Findings: The results showed that marketing strategies through 5 elements of product, price, location, promotion, process management. Management factors through two components of leadership and human resource management have added value to the brand of Kish commercial centers. The added value created creates a competitive advantage. Also, environmental capabilities include: Infrastructure, technology, environmental features, security and recreation as background conditions and external factors including political-economic factors, information seeking behavior and information needs through customer information and market information as an intervener. The competitive advantage of Kish commercial centers is affected and ultimately increases the market share or in other words the development of customers and improves the financial performance of these centers.
Results: The results showed that increasing market share is a complex process and is strongly influenced by brand value added, which is affected by marketing strategies and management factors. In addition, in order for Kish commercial centers to be known as a brand, they must first gather the necessary and sufficient information about customers and then the market.
Method: This is applied exploratory-explanatory qualitative research. Population included branding and economics experts who were selected as a research sample by targeted snowball method of 14 people. To analyze the information related to the semi-structured interview, the content analysis method based on open coding, axial coding and selective coding based on the data theory of the foundation was used.
Findings: The results showed that marketing strategies through 5 elements of product, price, location, promotion, process management. Management factors through two components of leadership and human resource management have added value to the brand of Kish commercial centers. The added value created creates a competitive advantage. Also, environmental capabilities include: Infrastructure, technology, environmental features, security and recreation as background conditions and external factors including political-economic factors, information seeking behavior and information needs through customer information and market information as an intervener. The competitive advantage of Kish commercial centers is affected and ultimately increases the market share or in other words the development of customers and improves the financial performance of these centers.
Results: The results showed that increasing market share is a complex process and is strongly influenced by brand value added, which is affected by marketing strategies and management factors. In addition, in order for Kish commercial centers to be known as a brand, they must first gather the necessary and sufficient information about customers and then the market.
Keywords: brand equity, information seeking behavior, information needs, competitive advantage, market share, Kish commercial centers.
References
1. Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
2. Afshar Naderi, K. (2007). Business Centers. Architect Magazine. 44. (Persian)
3. Ahmadinejad, E. (2017). Presenting a strategic plan to increase the market share of financial and credit institutions using regression modeling, the third conference on economics and applied management with a national approach. (Persian)
4. Asçioglu, Asli.,. Holowczak, Richard., Louton, David., Saraoglu, Hakan. (2017). The evolution of market share among the U.S. options market platforms, The Quarterly Review of Economics and Finance, Volume 64, May 2017, Pages 196-214. [DOI:10.1016/j.qref.2016.06.011]
5. Bauner, Christoph., Jaenicke, Edward., Wang, Emily., Wu, Ping-Chao. (2019). Couponing Strategies in Competition Between a National Brand and a Private Label Product, Journal of Retailing, Volume 95, Issue 1, March 2019, Pages 57-66. [DOI:10.1016/j.jretai.2018.11.002]
6. Beigzadeh, A. H., Askari, A., Naami, A., & Rousta, A. (2020). Presenting a local model of guerrilla marketing in small and medium-sized businesses in Iran based on the theory of corporate information behavior, Journal of Human Information Interaction, 6, 4, 50-64. (Persian)
7. Benkovskis, Konstantins., Wörz, Julia. (2018). What drives the market share changes? Price versus non-price factors, Structural Change and Economic Dynamics, Volume 45, June 2018, Pages 9-29. [DOI:10.1016/j.strueco.2017.12.001]
8. Bigdeli, Z., Pourmousavi, Z. (2018). Investigating the information-seeking behavior of everyday life and information environments of Armenians in Tehran, Journal of Human Information Interaction, 4, 4, 52-63. (Persian)
9. Buil, Isabel. And Martı'nez, Eva (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing. Vol. 30, No. 1, pp: 62-74 [DOI:10.1108/07363761311290849]
10. Chen, Qian., Lu, Yaobin., Gong, Yeming (Yale)., Tang, Qing. (2018). Why do users resist service organization's brand mobile apps? The force of barriers versus cross-channel synergy, International Journal of Information Management, Available online 22 November 2018, in press.
11. Choi, Donghyuk., Kim, Yeonbae. (2018). Market share and firms' patent exploitation, Technovation, Volumes 72-73, April-May 2018, Pages 13-23. [DOI:10.1016/j.technovation.2017.12.001]
12. Cooper, L. G., Nakanishi, M. (1998). Market share analysis evaluating competitive marketing effectiveness. Boston: Kluwer academic publishers.
13. Das, Gopal. (2014). Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender, Journal of Retailing and Consumer Services, Volume 21, Issue 2, March 2014, Pages 130-138. [DOI:10.1016/j.jretconser.2013.07.011]
14. Eftekhar, Z., Ziaee, S., & Sharif Moghadam, H. (2019). Information-seeking behaviors in Islamic sciences research: a case study in theological fields, Journal of Human Information Interaction, 5, 5, 4, 64-76. (Persian)
15. Farquhar, p. h. & Herr, p. m. (1993). The dual structure of brand association, I Aaker, d. a. and Biel, a. l. (Eds), Brand equity and Advertising: Advertising s Role in Building Strong Brand, Lawrence Erlbaum Associates, London, 263-279.
16. Hariharan, Vijay Ganesh., Desai, Kalpesh Kaushik., Talukdar, Debabrata., Inman, J. Jeffrey. (2019). Shopper marketing moderators of the brand equity - behavioral loyalty relationship, Journal of Business Research, Volume 85, April 2018, Pages 91-104. [DOI:10.1016/j.jbusres.2017.12.002]
17. Henderson, I.L., Tsui, K.W.H., Ngo, T., & Andrew Gilbey., A.M. (2019). Airline brand choice in a duopolistic market: The case of New Zealand. Transportation Research Part A: Policy and Prac-tice. 121: 147-163. [DOI:10.1016/j.tra.2019.01.016]
18. Hermans, I. M., R. K., John & Agarwal, R. (2014). Linking Advertising and Brand value, Business Horizons, Vol 38: 19-26. [DOI:10.1016/S0007-6813(00)89197-1]
19. Heydari, G., Bigdeli, Z., Mokhtari, B., & Khademi, R. (2017). Identification and analysis of business information behavior of companies located in Khuzestan Science and Technology Park: A qualitative study, Journal of Human Information Interaction, 4, 2, 88-107. (Persian)
20. Irawan, M. Zudhy., Belgiawan, Prawira F., Widyaparaga, Adhika., Deendarlianto, F., Sopha, Bertha M. (2018). A market share analysis for hybrid cars in Indonesia, Case Studies on Transport Policy, Volume 6, Issue 3, September 2018, Pages 336-341. [DOI:10.1016/j.cstp.2017.09.003]
21. Jiang, G., Tadikamalla, P.R., Shang, J., & Zhao, L. (2016). Impacts of knowledge on online brand success: an agent-based model for online market share enhancement. European Journal of Opera-tional Research. 248(3): 1093-1103. [DOI:10.1016/j.ejor.2015.07.051]
22. Jamshidi, D., Rousta, A., & Meijani, M. (2019). Is self-esteem important to marketing literature branding perspective from Nike's sport wear in-dustry in Kish Island. Socialsci Journal, 5, 262-276.
23. Keller, K. L. (2008). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Third Edition. New Jersey: Pearson Prentice Hall.
24. Konishi, Hideo., Yurtseven, Çaglar. (2014). Market share regulation? Japan and the World Economy, Volume 29, January 2014, Pages 36-45. [DOI:10.1016/j.japwor.2013.11.003]
25. Kuhn, J.R., Courtney, J.F., Morris, B., & Tatara, E. (2010). Agent- based analysis and simulation of the consumer airline market share for frontier air-lines. Knowledge-based systems. 23: 875-882. [DOI:10.1016/j.knosys.2010.06.002]
26. Khoshtinat, B., Shahabadi, A., Naeemi, F., Moradi, A. (2019). The Impact of Individual and institu-tional indicators of entrepreneurship on Market Share of the Selected Countries of Global Exports of Medical Equipment. Journal of International Business Administration, 2(4), 121-140. doi: 10.22034/jiba.2019.9830.
27. Kazemi, A., Rousta, A., & Na'ami, A. (2021). Ana-lyzing the Impact of Export Orientations on Ex-port Performance Through Innovation and Inter-nationalization: The Mediation-Moderation Mod-el. Iranian Journal of Management Studies, 14(4), 761-776.
28. Loursen, K., Meliciai, V. (2010). The role of ICT knowledge flows for international market share dynamics. Research policy, 39(2010), 687-697. [DOI:10.1016/j.respol.2010.02.007]
29. Minh, Q. TH. (2006). Retailers' perceptions of product Brand Equity: An Empirical Study of Vi-etnamese Independent Grocers. Ph.D. Disserta-tion, the Southern Cross University, N.S.W., Aus-tralia.
30. Mohammad Ismail, S., & Naimi, J. (2017). Cluster-ing and comparative study of information needs and information seeking behavior of scholars in the field and university of Khorasan Razavi prov-ince with the neural network algorithm Article, Journal of Human Information Interaction, 12, 90 - 103. (Persian).
31. Meijani, M., Rousta, A., Jamshidi, D. (2021). Em-ploying the creative approach of brand addiction to develop a model of repurchasing luxury prod-ucts. Journal of Innovation and Creativity in Hu-man Science, 10(4), 113-142.
32. Mueller Loose, Simone., Peschel, Anne., Grebitus, Carola. (2013). Quantifying effects of conven-ience and product packaging on consumer prefer-ences and market share of seafood products: The case of oysters, Food Quality and Preference, Volume 28, Issue 2, June 2013, Pages 492-504. [DOI:10.1016/j.foodqual.2012.11.004]
33. Naieji, E. (2017). Development of a model for in-creasing market share through multi-criteria deci-sion-making methods. Master Thesis in Industrial and Financial Management. Raja Higher Educa-tion Institute. (Persian)
34. Nikbakht, S. (2018). Investigating the effect of marketing planning quality on increasing market share and financial performance in conversion companies and canned products. Master Thesis in Marketing Management. Islamic Azad University. Bandar Abbas Branch. (Persian)
35. Norman, William S. (1998). "Forming New Part-nerships: The Outlook for U.S. Travel 43 and Tourism." Keynote speech at the Annual Meeting Bloomington Convention & Visitors Bureau. Re-trieved October 10, from, http://www.tia.org/Press/asp.
36. Nowruzi, N. (2009). Factors Affecting Maintaining and Increasing the Market Share of Domestic Pharmaceutical Companies. Bachelor Thesis in Financial Management. Allameh Tabatabai Uni-versity. (Persian).
37. Nazareth, D. L., & Choi, J. (2021). Market share strategies for cloud computing providers. Journal of Computer Information Systems, 61(2), 182-192. [DOI:10.1080/08874417.2019.1576022]
38. Ogola, F.O., & Dreer, T.H. (2012) Market share as an indicator for social responsibility (CSR) spend-ing: The study of Coca Cola's Market. African Journal of business management. 6(6): 2234-2247. [DOI:10.5897/AJBM11.2133]
39. Packalen, M., & Sen, A. (2013). Static and dynam-ic merger effects: A market share based empirical analysis. International Review of Law and Eco-nomics. 36, 12-24. [DOI:10.1016/j.irle.2013.04.003]
40. Razeghian, Maryam., Weber, Thomas A. (2019). Strategic durability with sharing markets, Sus-tainable Production and Consumption, Volume 19, July 2019, Pages 79-96. [DOI:10.1016/j.spc.2019.02.007]
41. Rousta, A., Bahrami, E. (2021). the effect of brand equity and consumer attitude toward advertising to create competitive advantage (case study of 5 star hotels on kish island ).
42. Roulac, S. E. (2007). Brand+Beauty+Utility=Property Value. Property Management, 25(5), 428-446. [DOI:10.1108/02637470710824711]
43. Saghaei, M., Javanbakht Ghahfarkhi, Z., & Mafi, E. (2011). Analysis of the role of shopping centers in relation to tourism and pilgrimage in metropo-lises (Case study of Mashhad metropolis). Journal of Geographical Studies of Arid Areas. 2(8): 77-101. (Persian)
44. Salarizadeh, K. (2014). Identifying and ranking the factors affecting the increase of the market share of Mihan Company with AHP approach (Zahedan branch). BS thesis in Financial Management. Sistan and Baluchestan University. (Persian)
45. Sepehrnia, V. (2011). Relationship between brand equity from customer perspective and brand mar-ket performance. Master Thesis in Marketing Management. Islamic Azad University. Central Tehran Branch. (Persian)
46. Shelby D. Hunt. (2019). The ethics of branding, customer-brand relationships, brand-equity strate-gy, and branding as a societal institution, Journal of Business Research, Volume 95, February 2019, Pages 408-416 [DOI:10.1016/j.jbusres.2018.07.044]
47. Sheikh Aghaei, K., Rousta, A., Naami, A. (2021). Personal branding process in the IT industry. Quarterly Journal of Brand Management, (), -. doi: 10.22051/bmr.2021.36053.2156
48. Ucak, Ozan N. (1998). Information Seeking and In-formation Behavior of Faculty Members at a
49. Turkish University.
50. Tanusondjaja, A., Nenycz-Thiel, M., Dawes, J., & Kennedy, R. (2018). Portfolios: Patterns in brand penetration, market share, and hero product vari-ants. Journal of Retailing and Consumer Services. 41, 211-217. [DOI:10.1016/j.jretconser.2017.12.009]
51. Wilson, T. D. (2000). Human Information Behav-ior. Information Science. 3 (2); 49-65.
Send email to the article author
| Rights and permissions | |
 | This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
