INVESTIGATING THE RELATIONSHIP BETWEEN BRAND DEVELOPMENT AND COMPANY IMAGE ;( CASE STUDY: NIVEA PRODUCTS)

Abstract

The present article studies the relationship between band development and company image. This
study is correlational descriptive and the population of the study is the consumers of NIVEA
cosmetics in Tehran city. The samples were selected using clustering method and total number of
384 samples were selected based on the volume determined in Morgan and Krejcie‘s table.
Research instrument was a questionnaire developed by the present researcher which included 26
questions in Likert scale. Data were analyzed using the statistical method of Pearson correlation,
multivariate regression and one-way variance analysis (ANOVA). The results of the study
indicated that there is a significant and meaningful relationship between the company’s primary
image variables, company’s secondary image, perceived balance, perceived quality of the
original brand and perceived quality of the generalized brand. Furthermore, the results of multi
variate regression indicated that the share of the perceived variable of the generalized brand and
primary image of the company and perceived balance is meaningful in predicating the secondary
image of the company but the share of perceived quality of the original brand is not significant in
predicating the secondary image of the company. Other result of the study showed that the
secondary image of the company is same among different groups in terms of education, age and
average shopping costs.