TY  - JOUR
T1  - A Survey of the Role of New Product Development Performance in Brand Equity Creation
(Case Study: Mapna Industrial Group)
AU - Mehrzad, Moslem AU - Amir Nejad, Ghanbar AU - Shahabi, Shahram 
JO  - International Business Management
VL  - 14
IS  - 2
SP  - 55
EP  - 60
PY  - 2020
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2020.55.60
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2020.55.60
KW  - Mapna industrial group
KW  -NPD performance
KW  -Brand equity
KW  -significant
KW  -competitive power
AB  - 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.
ER  -