Marketing Doctrine and by brand authenticity: interactive role to the Strategic identity
DOI:
https://doi.org/10.36322/jksc.176(B).19525Keywords:
marketing ideology, strategic identity, brand authenticity, and Noor Al-Kafeel CompanyAbstract
The main objective of this study is to analyze the interactive effect of the strategic identity in the relationship between the marketing ideology and the originality of the brand, as an attempt by the researcher to contribute to the development of the reality of the food industry sector in Iraq by laying the appropriate foundations to achieve the authenticity of the brand. Accordingly, the opinions of the study community represented by the employees of Noor Al-Kafeel Company for Animal and Food Products were comprehensively surveyed by means of an elaborate questionnaire prepared for this purpose. The statistical analysis of the data through the use of a set of tests in the SmartPLS v.4 program and the SPSS v.24 program. The results of the statistical analysis of the study hypotheses showed that there are two types of relationship between the variables under study. The brand, as well as the presence of a direct moral and positive impact of the strategic identity in the originality of the brand. As for the second type of relationship, it was represented by the presence of an interactive effect of the strategic identity variable in the relationship between the marketing ideology and the originality of the brand. Based on the results of this study, its added value is represented in describing it as the first attempt in the context of reducing the knowledge gap between the aforementioned variables. As a result, the researcher invites researchers interested in the knowledge and application of these variables to conduct more studies and research in various Iraqi organizations or various organizations in other countries.
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