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

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.

brand, brand development, image, perceived quality of the original brand, perceived quality of the developed brand.