The Investigation of relationship between entrepreneurial marketing and brand loyalty in dairy industry (Case study: kaleh)

Document Type : Research Paper



2 ent



This study aims to investigate the relationship between selected entrepreneurial marketing’s dimensions and brand loyalty in dairy industry. In this study, the dimensions and measurement instruments of entrepreneurial marketing, have been explored from customer’s perspective for the first time in the literature, based on previous studies and examination of expert’s opinions, and consequently their effect on customer loyalty to Kaleh has been evaluated. This research is applied in terms of purpose and the methodology used is descriptive-correlation. The statistical population of this research includes all citizens of Tehran who use Kaleh products. This research was completed in 1396 and In order to collect information, 380 structured questionnaires were distributed by simple random sampling among sample members, and information were analyzed by structural equation model analysis using the LISREL software version 8.8 The results show that perceived innovativeness and perceived value creation have a positive effect on brand loyalty and perceived proactiveness have a negative effect on brand loyalty.


Main Subjects

حمیدی زاده، محمد رضا؛ پشاآبادی، میکائیل، عطایی و حیاتی (۱۳۹۴). بررسی الگویی کمی از اثر ابعاد بازاریابی کارآفرینانه بر چابکی سازمانی (مورد مطالعه: مراکز آموزشی خصوصی). فصلنامه علمی- پژوهشی مدیریت بازرگانی، ۷(۳): ۶۰۱-۶۲۰.
رضوانی، مهران، خداداد حسینی، سیدحمید، آذر، عادل و احمدی (۱۳۸۸). مفهوم‌پردازی بازاریابی کارآفرینانه بین‌المللی در بنگاه‌های کارآفرین ایرانی؛ بخش صنایع غذایی. فصلنامه علمی پژوهشی توسعه کارآفرینی، ۲(۳): ۳۱-۵۳.
رضوانی، مهران (۱۳۸۸). "بازاریابی کارآفرینانه." دانشنامه کارآفرینی ۱ (۱۳۸۸): ۱۳۴-۱۲۱.
وب­سایت انجمن صنایع لبنی ایران (۱۳۹۶). قابل دسترس در:
وب­سایت هزار برند (۱۳۹۶). قابل دسترس در:
وب­سایت کاله (۱۳۹۶). قابل دسترس در:
وب­سایت خبرگزاری صدا و سیما (۱۳۹۶). قابل دسترس در:   
وب­سایت آیمارکتور (۱۳۹۶). قابل دسترس در:
Aaker, D.A. (1991), Managing Brand Equity, Capitalizing on the value of a brand name
Becherer, R. C., Helms, M. M., & McDonald, J. P. (2012). The effect of entrepreneurial marketing on outcome goals in SMEs. New England Journal of Entrepreneurship, 15(1), 7-18.
Bavarsad, B., Hosseini, S. A., & Hozhabri, A. A. (2015). Analyzing the Impact of Entrepreneurial Marketing on Sustainable Competitive Advantage in SMEs. In e-Commerce in Developing Countries: With focus on e-Business (ECDC), 2015 9th International Conference (pp. 1-10). IEEE.
Buil, Isabel. Martı´nez, Eva (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing. 30(1), 62–74.
Casidy, R. (2014). The role of perceived market orientation in the higher education sector. Australasian Marketing Journal (AMJ)22(2), 155-163.
Collinson, E., & Shaw, E. (2001). Entrepreneurial marketing—A historical perspective on development and practice. Management Decision, 29(9), 761-766.
Dickel, P. (2017). The impact of protectability and proactiveness on the environmental performance of new ventures. Corporate Governance: The International Journal of Business in Society17(1), 117-133.
Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360.
Hacioglu, G., Eren, S. S., Eren, M. S., & Celikkan, H. (2012). The effect of entrepreneurial marketing on firms’ innovative performance in Turkish SMEs. Procedia-Social and Behavioral Sciences, 58, 871-878.
Hills, G. E., Hultman, C. & Miles, M. P. (2008). The evolution and development of
entrepreneurial marketing, Journal of Small Business Management, 46(1):
99- 112.
Hubert, M., Florack, A., Gattringer, R., Eberhardt, T., Enkel, E., & Kenning, P. (2017). Flag up!–Flagship products as important drivers of perceived brand innovativeness. Journal of Business Research71, 154-163.
Keller, K. L. (2008). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Third Edition. New Jersey: Pearson Prentice Hall.
Kraus, S., Harms, R. And Fink, M. (2010), Entrepreneurial Marketing: Moving beyond Marketing in New Ventures, International Journal of
Entrepreneurship and Innovation Management
, 11(1), 19-34.
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and psychological measurement30(3), 607-610.
Kunz, W., Schmitt, B., & Meyer, A. (2011). How does perceived firm innovativeness affect the consumer?. Journal of Business Research, 64(8), 816-822.
Ionitã, D. (2012). Entrepreneurial marketing: a new approach for challenging times. Management & Marketing, 7(1), 131-150.
Jekanyika Matanda, M., & Oly Ndubisi, N. (2009). Market orientation, supplier perceived value and business performance of SMEs in a Sub-Saharan African nation. Journal of Enterprise Information Management22(4), 384-407.
Morrish, S. C. (2011). Entrepreneurial marketing: a strategy for the twenty-first century?. Journal of Research in Marketing and Entrepreneurship13(2), 110-119.
Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives. Journal of marketing theory and practice, 10(4), 1-19.
Metcalfe, J.S. (2006), “Entrepreneurship: an evolutionary perspective”, in Casson, M., Yeung, B., Basu, A. and Wadeson (eds.) The Oxford Handbook of Entrepreneurship, pp. 59-90, Oxford University Press, Oxford
Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009-1030.
Olsen, S.O. (2002), “Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty”, Journal of the Academy of Marketing Science, 30 (3), 240-249.
Pappu, R., & Quester, P. G. (2016). How does brand innovativeness affect brand loyalty? European Journal of Marketing50(1/2), 2-28.
Rezvani, M., & Khazaei, M. (2013). Prioritization of entrepreneurial marketing dimensions a case of in higher education institutions by using entropy. International Journal of Information, Business and Management, 5(3), 30.
Sahin, A., Zehir, C., & Kitapci, H. (2012). The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality. African Journal of Business Management6(45), 11190.
Sharma, P., & Chrisman, S. J. J. (2007). Toward a reconciliation of the definitional issues in the field of corporate entrepreneurship. Entrepreneurship: concepts, theory and perspective, 83-103.
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing21(10), 799-822.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science, 28(2), 195-211
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research52(1), 1-14.