Today, brand competitiveness is among those issues which has received much attention among researchers and scholars in economy and has been touched upon as a means to achieve desired economic growth and sustained development. In today’s world, the development of food in More
Today, brand competitiveness is among those issues which has received much attention among researchers and scholars in economy and has been touched upon as a means to achieve desired economic growth and sustained development. In today’s world, the development of food industry market from one hand and increase in competitiveness among firms and customers’ expectations, on the other hand, have persuaded food companies to generate a strong brand in today’s competitive markets. The present research is aimed at studying and examining the effect of brand distinctiveness and performance on brand competitiveness through the mediating role of technological opportunism among super exporter firms of food industry products. Data gathering instrument was a standard questionnaire whose face validity for validity purpose and Cronbach alpha coefficient for its reliability were examined. This study is practical in aim and descriptive-survey in data gathering procedure. To test the research hypotheses and to confirm the conceptual model, structural equation modeling was used. The results show that brand distinctiveness and performance have a significant positive effect on brand competitiveness while technological opportunism has a mediating role in the above relationship.
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