Designing and Identifying the Variables of the Pricing Model for the Company’s Brand Value in Merger and Acquisition Strategies

Journal of System Management

مقاله 10، دوره 6، شماره 1، شهریور 2020، صفحه 149-162   

نوع مقاله: Research Paper

شناسه دیجیتال (DOI): 10.30495/jsm.2020.673655

نویسندگان

Hamid Kheilnejad¹؛ Fariz Taherikia^{* 2}؛ Seyyed Mahdi Jalali²؛ Bita Tabrizian¹

¹Department of Management, Roudehen Branch, Islamic Azad University, Roudehen, Iran

²Department of Management, Firoozkuh Branch, Islamic Azad University, Firoozkuh, Iran

چکیده

Strong brands bring numerous benefits for both the companies and their customers such as decreasing purchasing risk and searching cost and increasing the likelihood of repurchasing. It is not presented an applied model for determining the price of this asset in Iran, especially in terms of merger and acquisition. The purpose of this study is to develop a model for pricing brand value in Iran’s capital supply companies in terms of marketing strategies of merger and acquisition. The current study is qualitative research which is done by conducting grounded theory in MAXQDA software. Needed data were gathered from interviews and panel sessions with all the 21 pricing experts in capital supply companies during the year 2018, and were analyzed to extract the variables of the model of brand pricing to Rial. After that, open codes were categorized into 5 main categories and 2 sub-categories titled as: communication and performance environmental factors, marketing, brand, performance (financial and non-financial), and corporate audit reports. Research findings; in addition, has developed an operational brand pricing model for Iran’s semi-public economy that is unprecedented in other studies.

کلیدواژه‌ها

Brand؛ Brand Value؛ Merger؛ Acquisition؛ Pricing

مراجع

Ahadi Pari, Sanayei Ali, Shaemi Ali, (1393). Development of a Special Brand Value Model Banking Services: A Study of Sepah Bank Branches. Quarterly Journal of Business Management Perspective, 13 (17), 119-99.

Bourreau, M., & Jullien, B. (2018). Mergers, investments and demand expansion. Economics Letters, 167, 136-141.

Dirisu, J., Worlu, R., Osibanjo, A., Borisade, T., Olokundun, M., Atolagbe, T., & Obi, J. (2018). Dataset on brand culture and perceived value of offerings to customers in the hospitality industry in Nigeria. Data in brief, 19, 1-5.

Ebrahimi, A., Kheiri Bahram, Yadegari Niaraki Somayeh (2009). Evaluation of factors affecting brand equity based on consumer opinion (Six categories of consumer products in the welfare shop in Tehran). Marketing Management Magazine, 4 (7), 184-159.

Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International journal of hospitality management, 76, 271-285.

François, P., & MacLachlan, D. L. (1995). Ecological validation of alternative customer-based brand strength measures. International Journal of Research in Marketing, 12(4), 321-332.

Kartono, B., & Rao, V. R. (2005). Linking consumer-based brand equity to market performance: An integrated approach to brand equity management. Zyman Institute of Brand Science.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.

Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.

Khodarahmi Behrouz, (1395). Implementation and operational integration of mergers and acquisitions. First Printing, Tehran: Terme Publishing.

Kim, H. B., & Kim, W. G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tourism management, 26(4), 549-560.

Lambkin, M. C., & Muzellec, L. (2010). Leveraging brand equity in business-to-business mergers and acquisitions. Industrial Marketing Management, 39(8), 1234-1239.

Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of consumer marketing, 12(4), 11-19.

Majerova, J., & Kliestik, T. (2015). Brand valuation as an immanent component of brand value building and managing. Procedia economics and finance, 26, 546-552.

Motameni, R., & Shahrokhi, M. (1998). Brand equity valuation: a global perspective. Journal of product & brand management, 7(4), 275-290.

Österle, B., Kuhn, M. M., & Henseler, J. (2018). Brand worlds: Introducing experiential marketing to B2B branding. Industrial Marketing Management, 72, 71-98.

Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: a financial approach. Marketing science, 12(1), 28-52.

Stauss, A., & Corbin, J. (1990). Basics of qualitative research: grounded theory procedures and techniques. Beverley Hills,(IA: Sage.

Valuation, B. (2010). Requirements for monetary brand valuation. International Standard ISO, 10668.

Warren, A., & Gibson, C. (2017). Subcultural enterprises, brand value, and limits to financialized growth: The rise and fall of corporate surfing brands. Geoforum, 86, 177-187.