The effect of marketing capability and entrepreneurial orientation on brand performance and customer value co-creation with the mediating role of brand orientation
Subject Areas :
1 - Associate Professor, Department of Industrial Management, Meybod University, Meybod, Iran
Keywords: Brand Performance, Entrepreneurial Orientation, Brand Orientation, Marketing Capability, Customer Value.,
Abstract :
The importance of brand and branding in business contexts is well accepted and confirmed. In the knowledge-based economy, the success of companies depends on their ability to manage their brand, and in order to be able to manage these assets, they must first be identified and measured. Therefore, attention to brand orientation and brand performance of tile companies in Yazd province is important. The purpose of this study was to identify the effect of marketing capability and entrepreneurial orientation on brand performance and customer value co-creation with the mediating role of brand orientation in tile companies in Yazd. The research community of this study was 683 managers of tile companies. Based on Cochran's relation, the sample size was estimated to be 417 managers and was selected randomly. This study is causal research and by survey method was conducted. The questionnaires of entrepreneurial orientation, marketing capability, brand orientation, customer value, and brand performance are the main tools for variables measuring. The content validity of the research tool was confirmed by a survey of experts, construct validity was confirmed based on factor loads value, and the reliability of these questionnaires was also confirmed using Cronbach's alpha coefficient. The results of data analysis using PLS method showed that entrepreneurial orientation and marketing capability had a significant effect on brand orientation, also, brand orientation had a significant effect on brand performance and customer value, and finally, brand orientation had a positive and significant effect on brand performance with the mediating role of brand orientation.
References:
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12. عابدی، احسان؛ جمالو، فاطمه. (1396). بررسی عوامل مؤثر بر هویت برند سازمانی و تأثیر آن بر عملکرد برند و رضایت کارکنان بیمة البرز (مطالعۀ موردی: کارکنان استان تهران)، فصلنامه مدیریت بازرگانی، 9(3): 617-640.
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15. فیلیپ کاتلر، گری آرمسترانگ. (1388). اصول بازاریابی. ترجمه علی پارساییان، چاپ هفتم، انتشارات جهان نو.
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17. Ahmad, N., & Iqbal, N. (2013). The impact of market orientation and brand orientation on strengthening brand performance: An insight from the beverage industry of Pakistan. International review of management and business research, 2(1), 128-132.
18. Alhadid, A. Y. (2015). The impact of brand personality on brand loyalty: An empirical study on mobile market at Jordan. International Review of Management and Business Research, 4(2), 431-433.
19. Amue, G. J., & Asiegbu, I. F. (2014). Internal Branding Initiatives and Brand Performance: An Empirical Investigation of Fast Food Industry in Nigeria. International Journal of Business and Management Invention, 3(9), 32-40.
20. Avlonitis, G. J., & Salavou, H. E. (2007). Entrepreneurial orientation of SMEs, product innovativeness, and performance. Journal of Business Research, 60(5), 566–575.
21. Casidy, R., Prentice, C., & Wymer, W. (2018). The effects of brand identity on brand performance in the service sector. Journal of Strategic Marketing, 26(2), 1-15.
22. Chang, Y., Wang, X., & Arnett, D. B. (2018). Enhancing firm performance: The role of brand orientation in business-to-business marketing. Industrial Marketing Management, 72, 17-25.
23. Chin, W. W., (1998). Issues and Opinion on Structural Equation Modeling. MIS Quarterly, 22(1), 7-16.
24. Chiu, H. C., Hsieh, Y. C., & Kuo, Y. C. (2012). How to align your brand stories with your products. Journal of Retailing, 88(2), 262-275.
25. Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183–195.
26. Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37(2), 191-203.
27. Erdem, T., & Sun, B. (2002). An empirical investigation of the spillover effects of advertising and sales promotions in umbrella branding. Journal of Marketing Research, 39(4), 408–420.
28. Grönroos, C. (2011). A service perspective on business relationships: The value creation, interaction, and marketing interface. Industrial Marketing Management, 40(2), 240–247.
29. Hambrick, D. C. (2007). Upper echelons theory: An update. Academy of Management Review, 32(2), 334–343.
30. Homburg, C., Klarmann, M., & Schmitt, J. (2010). Brand awareness in business markets: When is it related to firm performance? International Journal of Research in Marketing, 27(3), 201–212.
31. Hughes, M., & Morgan, R. E. (2007). Deconstructing the relationship between entrepreneurial orientation and business performance at the embryonic stage of firm growth. Industrial marketing management, 36(5), 651-661.
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