A factor analysis to detect factors influencing building national brand


Naser Azad, Somayeh Hozouri, Seyed Foad Zarifi and Yaser Khodashenas


Developing a national brand is one of the most important issues for development of a brand. In this study, we present factor analysis to detect the most important factors in building a national brand. The proposed study uses factor analysis to extract the most influencing factors and the sample size has been chosen from two major auto makers in Iran called Iran Khodro and Saipa. The questionnaire was designed in Likert scale and distributed among 235 experts. Cronbach alpha is calculated as 84%, which is well above the minimum desirable limit of 0.70. The implementation of factor analysis provides six factors including “cultural image of customers”, “exciting characteristics”, “competitive pricing strategies”, “perception image” and “previous perceptions”.


DOI: j.msl.2013.02.011

Keywords: Factor analysis ,National brand ,Iran Khodro

How to cite this paper:

Azad, N., Hozouri, S., Zarifi, S & Khodashenas, Y. (2013). A factor analysis to detect factors influencing building national brand.Management Science Letters, 3(3), 777-782.


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Corresponding author.

E-mail: r.naserazad@yahoo.com (N. Azad)

© 2013 Growing Science Ltd. All rights reserved.

doi: 10.5267/j.msl.2013.02.011