A Study of the Impacts of Firm's Capacity and Collaborative Values on Industrial Brand Equity in the Industrial Estate of Bushehr Province: A Case Study of Manufacturing Companies

Nowadays, in the world of hyper-competition, every supplier has to maintain and improve its position against other domestic and foreign suppliers and take advantage of brand equity. However, the problem is that industrial suppliers do not recognize what creates and promotes the industrial brand equity that they hold. The aim of this study was to evaluate the influence of firms’ capacity and collaborative values on industrial brand equity. In terms of data gathering and analysis, the method of the study is descriptive and based on correlations. The research population consists of the manufacturing companies operating in the industrial estate of Bushehr province. According to the statistics received from the manager of Bushehr industrial estate during 2015-2016, the total number of the active manufacturing companies in the industrial estate of Bushehr was 169.Considering the limited population, a sample of 118 companies were selected. To test the hypothesis, the mean, standard deviation and the correlations among the variables were calculated by using the SPSS software. Moreover, the proposed structural model was run by utilizing the LISREL software, and all the hypotheses were confirmed.