Investigating competitive factors on supply chain management with the mediating role of brand image

alireza padash¹

1) Iran University of Strategic management

IOI Code : XYCF-KABKE
Publication : 2nd.International Congress on Management, Economy, Humanities and Business Development(icmba.ir)
Abstract :
    The purpose of this research was to investigate competitive factors on supply chain management with the mediating role of brand image in Artaville Ardabil tire industry. This field research was applied, descriptive and correlational. The number of subjects of this research was 552 people, of which 149 people were included in the statistical sample, which were selected by simple random sampling from among the managers, experts and employees of ArtavillTire Company, Ardabil. The measurement tool was Sabbagh Kermani et al. s competitive factors questionnaire (2013), Liu et al. s (2016) brand image, and Lee et al. s supply chain management (2013). Data analysis was done using structural equation modeling. The research findings showed that competitive factors have a significant impact on supply chain management and brand image on supply chain management. Also, the results of structural equation modeling also showed that competitive factors had an effect on the supply chain management of Artavill Tire Company in Ardabil through the mediating role of brand image.

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