عنوان مقاله [English]
Brand repositioning is referred to as the modification or change of a current brand in response to market conditions. The aim of this study was to investigate the role of brand Incongruity and Heterogeneous of Consumers on firms' intention to brand repositioning. For this purpose, on the current study 77 companies that were active in the machine-made carpet industry in Kashan were selected for this study. The research method is applied in terms of purpose and the causal in terms of method, of the survey type. The data collection tool is the questionnaire and the sampling method is a convenience sampling that the Cochran formula was used to determine the sample size. The researchers this study used to analyze the data and examine the relationship between the variables the structural equation modeling using Smart-PLS software. The results of this study showed that brand incongruity variables, competitive weakness of the organization and brand differentiation directly affect the intention to brand repositioning, but variables the turbulent of the competitive environment and brand weakness are not affected by variable the intention to brand repositioning. Also, the heterogeneous of consumers as a moderator affects both Brand incongruity and brand weaknesses and modifies the effect of these two variables on the Intention to brand repositioning.
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