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

 This research aims to highlight the nature of the relationship and the impact between strategic identity and brand authenticity, through an exploratory study of the opinions of a sample of employees at "Noor Al-Kafeel Company for Animal and Food Products". The research problem stemmed from questioning whether the failure to achieve brand authenticity in organizations is due to a lack of attention to strategic identity, which is considered an intangible resource that provides flexibility and consistency to organizational and marketing activities. The research relied on a field survey methodology, wherein 115 questionnaires were distributed using purposive sampling to the employees of the aforementioned company. For analysis purposes, descriptive statistics (arithmetic mean, standard deviation, coefficient of variation, and relative importance) were used to evaluate the level of the variables' dimensions. Additionally, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed via SmartPLS v.4 software to test the main research hypothesis. The results of the descriptive analysis revealed a positive trend among the sample members toward the dimensions of strategic identity (vision, mission, values) and the dimensions of brand authenticity (brand congruence, brand consistency, and customer orientation toward the brand). Furthermore, the hypothesis testing results confirmed a positive and significant impact of strategic identity on brand authenticity. Based on these findings, the research concluded that a clear and coherent strategic identity plays a pivotal role in building brand authenticity and enhancing its credibility. Accordingly, the research recommended that the company's management develop a clear and explicitly stated core vision, mission, and values, ensure their consistency across all marketing and communication interactions, and design campaigns that reflect these values to solidify trust and increase customer loyalty to the brand