Document Type : Original Articles
Authors
1
Associate Professor, Department of Management, Islamic Azad University, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
2
Department of Marketing Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
10.22092/ari.2024.364360.2968
Abstract
This research seeks to investigate the factors related to the nature of the organization and its role in brand identity. The research was conducted in the field of biological industry. Razi Institute is the leader of the vaccine industry in terms of a variety of products and production of more than 70% of the country's market needs and is a propitious case for studying this industry. The model from the results of the qualitative method was examined using the structural equation modeling method. Because of the exploratory nature of the model and the non-normal distribution of the variables, variance-based methods were employed to predict the results of the hypotheses. The statistical population consisted of 1,870 individuals including sales representatives, inoculation centers, and veterinarians. A 40-item questionnaire was distributed among 270 participants, with a response rate was 82%. The adequacy of this tool was confirmed using Bartlett's sphericity test. The variables of the model included 8 exogenous latent (independent) variables, 2 endogenous latent (dependent) variables, 2 moderating variables, and 1 mediating variable. A total of 15 hypotheses related to relationships between variables were examined in various internal and external model analysis tests. In the end, the hypotheses were checked through factor loadings and impact factors. The variables of the model with a coefficient of determination of 0.731 could predict the model at a close-to-strong level. The obtained fit (goodness-of-fit=0.593) showed that the model had high reliability and tested the hypotheses with 97% precision. Finally, while confirming the obtained model, relationships were measured in structural equations, and in the results, in addition to examining the hypotheses of its influence, it was also analyzed, and the reasons for its influence and its average were also seen based on each analytical variable.
Keywords
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