Tayyib brand gap analysis: a framework for brand performance analysis during life cycle

Document Type : Original Article

Authors

Department of Agricultural Economics, Ferdowsi University of Mashhad, Mashhad, Iran.

Abstract

Introduction: Tayyib brand has been proposed with the aim of supporting Muslims through the implementation of a food chain based on Islamic principles. Any deviation between the goals of the brand owners and the consumers' perspective leads to a gap between them, which is considered as the brand gap. Brand gap analysis helps brand owners in formulating strategies and increasing the quality and quantity of life cycle.
Methods: According to the purpose, the present research is practical and based on a descriptive survey and a cross-sectional method. A five-point Likert questionnaire with 28 items was used to collect data. 130 consumers and potential customers completed the questionnaire as a sample size. In order to estimate the research measurement model, confirmatory factor analysis was used by AMOS software.
Results: The findings of the research show that according to the obvious variables extracted from Aaker's model, the importance of all four functional areas in the research conceptual model, including Business processes, customer-oriented, financial and innovation perspective, has been confirmed. These areas had a significant relationship with the main construct under study, that is, the explanation of Tayyib brand gap.
Conclusion: Customer-oriented variables, the least, and Business processes, have contributed the most to creating brand gap. Therefore, the improvement of the variables related to the field of business processes, especially the transfer of brand identity and confidence in the score of tayyib indicators, is a priority, and it is also necessary to control the strengths in customer-oriented variables.

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