The effect of marketing capability and entrepreneurial orientation on brand performance and customer value co-creation with the mediating role of brand orientation
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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.
