Marketing Doctrine and Its Relationship to Brand Authenticity: The Interactive Impact of Strategic Identity(A Survey Study of Opinions from a Sample of Employees at Noor Al-Kafeel Company)

Abstract

The primary objective of this research was to analyze the interactive role of strategic identity in the relationship between marketing doctrine and brand authenticity, as an attempt by the researcheres to contribute to advancing the reality of Iraq’s food manufacturing sector by establishing appropriate foundations for achieving brand authenticity. Accordingly, the opinions of the study population—comprising employees of Noor Al-Kafeel Company for Animal and Food Products—were comprehensively surveyed using a rigorously designed questionnaire prepared specifically for this purpose. The researcher distributed 115 questionnaires and received 100 valid responses suitable for statistical analysis. Subsequently, data analysis was conducted using a set of statistical tests implemented in SmartPLS v.4 and SPSS v.24.

The statistical analysis of the study hypotheses revealed two types of relationships among the variables under investigation. The first type indicated a significant and positive direct effect of marketing doctrine on brand authenticity, as well as a significant and positive direct effect of strategic identity on brand authenticity. The second type demonstrated an interactive (moderating) effect of strategic identity on the relationship between marketing doctrine and brand authenticity. Based on these findings, the added value of this study lies in its being the first attempt to bridge the existing knowledge gap concerning the interrelationships among the aforementioned variables. Consequently, we encourage scholars interested in the theoretical and practical dimensions of these constructs to conduct further studies and research across various Iraqi organizations or in organizations located in other countries.