Authors : Moslem Mehrzad, Shahram Shahabi and Ghanbar Amir Nejad
Abstract: Brand equity is a tool to measure competitive power of brands and this field is measured mostly by academics and researchers. Based on the increase of competition, new product should be presented. The main purpose of this study is the evaluation of the role of new product development performance on brand equity. In this study, brand equity is based on Aaker model (1991) as awareness, association, perceived quality and brand loyalty. To evaluate NPD performance variables and brand equity, a questionnaire is used. The validity of questionnaire is supported via content validity and its reliability via. Cronbach’s alpha. The study population is marketing and product research and development experts of some companies of Mapna industrial group in Tehran province. The sample size is 80. To evaluate the relationship between variables, regression test is used. The results of study showed that there was a positive and significant relationship between NPD performance and brand equity and dimensions of brand equity. Also, the condition of brand equity indices and NPD performance is evaluated using mean test of a population and is evaluated as average.
Moslem Mehrzad, Shahram Shahabi and Ghanbar Amir Nejad, 2020. A Survey of the Role of New Product Development Performance in Brand Equity Creation (Case Study: Mapna Industrial Group). International Business Management, 14: 55-60.