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 : مدیریت تحقیق و توسعه
Mohammad Zarei Mahmoudabadi
1
*
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.
1. ابراهیمی، ابوالقاسم؛ علوی، سیدمسلم؛ نجفی سیاهرودی، مهدی. (1393). بررسی اثر مزایای برند بر رضایتمندی و وفاداری رفتاری مشتری به برند (مورد مطالعه: برند پارس خزر). فصلنامه علوم مدیریت ایران، 9(35): 144-113.
2. اسداله، هوشنگ؛ حميدي¬زاده، محمدرضا؛ دري، بهروز؛ کريمي علويجه، محمدرضا. (1388). توسعه مدل ارتباطي بين ارزش ويژه برند مبتني بر مشتري با عملکرد برند در بازار: مطالعه موردي برندهاي لبني در بازار تهران، مجله اقتصاد و تجارت نوین، 4(15و16): 52-76.
3. بهمنی، اکبر؛ خدایی¬متین، اسماعیل. (1394). بررسی تأثیر گرایشهای کارآفرینانه مدیران بر مدیریت دانش در کسب-وکارهای کوچک و متوسط. مطالعات رفتار سازمانی، 4(4): 224-201.
4. بیرامی ایگدر، جمال¬الدین؛ عباسیان، عبدالحسین؛ حاتمی، سعید. (1395). نقش هویت اجتماعی برند بر خوش نامی باشگاه از دیدگاه هواداران. نشریه مدیریت ورزشی، 14(35): 83-96.
5. جعفری، وحیده؛ نجارزاده، محمد؛ کیانی فیض¬آبادی، زهره. (1396). بررسی عوامل مؤثر بر ارزش ویژه برند مقصد گردشگری (مورد مطالعه: شهرستان سوادکوه). فصلنامه برنامه¬ریزی و توسعه گردشگری، 6(20): 93-75.
6. خانی، سجاد؛ نصیری، مهری؛ اجلی، امین؛ جعفرزاده کناری، مهدی؛ ابراهیمی، عبدالحمید. (1393). نقش کیفیت خدمات در خلق ترجیح برند و قصد خرید مشتریان در صنعت خدمات بانکی کشور. تحقیقات بازاریابی نوین، 4(4): 1-20.
7. خیری، بهرام؛ روشنی، عارفه. (1392). بررسي نقش ميانجي¬گرانه قابليت¬هاي بازاريابي در رابطه بين جهت¬گيري¬هاي استراتژیك و عملكرد سازمان: مطالعه موردي در بانك ملي ايران. نشریه پژوهشگر مدیریت، 10(29): 97-113. 8. داوری، علی؛ رضازاده؛ آرش. (1393). مدل¬سازی معادلات ساختاری با نرم¬افزار PLS، چاپ دوم، تهران، سازمان انتشارات جهاد دانشگاهی.
9. رشیدی، حسن؛ رحمانی، زین¬العابدین (1392). برند و تأثیر آن بر وفاداری مشتری. مجله اقتصادي (دوماهنامه بررسي مسائل و سياست¬هاي اقتصادي). 9(10): 65- 80.
10. زنگیان، سمیه؛ فیض، داوود؛ نعمتی، محمدعلی؛ جبلی، اشکان. (1391). تأثیر قابلیتهای بازاریابی بر پیامدهای عملکردی شرکتهای کوچک و متوسط کارآفرین (مورد مطالعه: شرکت مواد غذایی تهران همبرگر). فصلنامه نوآوری و ارزش آفرینی، 1(1): 19-28.
11. سالاري، غلامرضا. (1383). منافع و هزینه¬هاي وفاداري مشتري، تهران: مجله تدبیر، 150: 52-49.
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.
13. عبدالوند، محمدعلی؛ هنری¬شریف، الهام. (1395). شناسایی عوامل مؤثر بر وفاداری و تعهد به نام و نشان تجاری (برند) در رسانه¬های اجتماعی. فصلنامه مدیریت توسعه و تحول، 7(24): 69-80.
14. فشارکی، فرزاد؛ صحت، سعید؛ موسوی، سیدمحسن. (1396). بررسی تأثیر گرایش کارآفرینانه بر رشد کسب¬وکار از طریق برندسازی. پژوهش¬های مدیریت راهبردی، 23(66): 57-80.
15. فیلیپ کاتلر، گری آرمسترانگ. (1388). اصول بازاریابی. ترجمه علی پارساییان، چاپ هفتم، انتشارات جهان نو.
16. کرمی، اژدر؛ گریفیتز، گرث؛ کرمی، هادی؛ یونس¬پور، زهرا. (1397). تأثیر گرایش کارآفرینی بر عملکرد صادراتی شرکت¬های کوچک و متوسط، فصلنامه مدیریت کسب¬وکارهای بین¬المللی، 1(3): 57-43.
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.
32. Hult, G. T. M., Snow, C. C., & Kandemir, D. (2003). The role of entrepreneurship in building cultural competitiveness in different organizational types. Journal of Management, 29(3), 401–426.
33. Karjaluoto, H., Munnukka, J., & Salmi, M. (2016). How do brand personality, identification, and relationship length drive loyalty in sports? Journal of Service Theory and Practice, 26(1), 50-71.
34. Keh, H. T., & Xie, Y. (2009). Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment. Industrial Marketing Management, 38(7), 732–742.
35. Keller, K. L. (2008). Strategic Brand Management Pearson Education. Upper Saddle River, New Jersey.
36. Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing management: an Asian perspective. Pearson.
37. Kumar, V., Bohling, T. R., & Ladda, R. N. (2003). Antecedents and consequences of relationship intention: Implications for transaction and relationship marketing. Industrial Marketing Management, 32(8), 667–676.
38. Leek, S., & Christodoulides, G. (2011). A literature review and future agenda for B2B branding: Challenges of branding in a B2B context. Industrial Marketing Management, 40(6), 830–837.
39. Li, Y. H., Huang, J. W., & Tsai, M. T. (2009). Entrepreneurial orientation and firm performance: The role of knowledge creation process. Industrial Marketing Management, 38(4), 440–449.
40. Lumpkin, G. T., & Dess, G. G. (1996). Clarifying the entrepreneurial orientation construct and linking it to performance. Academy of Management Review, 21(1), 135–172.
41. Lumpkin, G. T., & Dess, G. G. (2001). Linking two dimensions of entrepreneurial orientation to firm performance: The moderating role of environment and industry life cycle. Journal of Business Venturing, 16(5), 429–451.
42. Markus, G., Mertens, D. P., & Murphy, R. O. (2005). Customers as good soldiers: Extending organizational citizenship behavior research to the customer domain. Journal of Management, 31(1), 415–433.
43. Morgan, N. A., Vorhies, D. W., & Mason, C. H. (2009). Market orientation, marketing capabilities, and firm performance. Strategic Management Journal, 30(8), 909–920.
44. Noble, C. H., Sinha, R. K., & Kumar, A. (2002). Market orientation and alternative strategic orientations: A longitudinal assessment of performance implications. Journal of Marketing, 66(4), 25–39.
45. Oliver, R. L. (2006). Co-producers and co-participants in the satisfaction process. In R. F. Lusch, & S. L. Vargo (Eds.). The service-dominant logic of marketing: dialog, debate, and directions (pp. 118–127). New York: M.E. Sharpe.
46. Persson, N. (2010). An exploratory investigation of the elements of B2B brand image and its relationship to price premium. Industrial Marketing Management, 39(8), 1269–1277.
47. Ranjan, K. R., & Read, S. (2016). Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290–315.
48. Rao, V. R., Agarwal, M. K., & Dahlhoff, D. (2004). How is manifest branding strategy related to the intangible value of a corporation? Journal of Marketing, 68(4), 126–141.
49. Rauch, A., Wiklund, J., Lumpkin, G. T., & Frese, M. (2009). Entrepreneurial orientation and business performance: An assessment of past research and suggestions for the future. Entrepreneurship Theory and Practice, 33(3), 761–787.
50. Rauch, A., Wiklund, J., Lumpkin, G. T., & Frese, M. (2009). Entrepreneurial orientation and business performance: An assessment of past research and suggestions for the future. Entrepreneurship Theory and Practice, 33(3), 761–787.
51. Reid, M., Luxton, S., & Mavondo, F. (2005). The relationship between integrated marketing communication, market orientation, and brand orientation. Journal of Advertising, 34(4), 11–23.
52. Reijonen, H., Hirvonen, S., Nagy, G., Laukkanen, T., & Gabrielsson, M. (2015). The impact of entrepreneurial orientation on B2B branding and business growth in emerging markets. Industrial Marketing Management, 51, 35–46.
53. Sean Hyun, S., & Han, H. (2012). A model of a patron's innovativeness formation toward a chain restaurant brand. International Journal of Contemporary Hospitality Management, 24(2), 175-199.
54. Spyropoulou, S., Skarmeas, D., & Katsikeas, C. S. (2011). An examination of branding advantage in export ventures. European Journal of Marketing, 45(6), 910–935.
55. Tynan, C., McKechnie, S., & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156–1163.
56. Urde, M., Baumgarth, C., & Merrilees, B. (2013). Brand orientation and market orientation—From alternatives to synergy. Journal of Business Research, 66(1), 13–20.
57. Van Riel, A. C., De Mortanges, C. P., & Streukens, S. (2005). Marketing antecedents of industrial brand equity: An empirical investigation in specialty chemicals. Industrial Marketing Management, 34(8), 841–847.
58. Vorhies, D. W., & Morgan, N. A. (2005). Benchmarking marketing capabilities for sustainable competitive advantage. Journal of Marketing, 69(1), 80–94.
59. Vorhies, D. W., Orr, L. M., & Bush, V. D. (2011). Improving customer-focused marketing capabilities and firm financial performance via marketing exploration and exploitation. Journal of the Academy of Marketing Science, 39(5), 736–756.
60. Walker, M., & Heere, B. (2011). Consumer attitudes toward responsible entities in sport (CARES): Scale development and model testing. Sport Management Review, 14(2), 153-166.
61. Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly, 33(1), 177-195.
62. Wiklund, J., & Shepherd, D. (2003). Knowledge-based resources, entrepreneurial orientation, and the performance of small and medium-sized businesses. Strategic Management Journal, 24(13), 1307–1314.
63. Yoganathan, D., Jebarajakirthy, C., & Thaichon, P. (2015). The influence of relationship marketing orientation on brand equity in banks. Journal of Retailing and Consumer Services, 26, 14-22.
64. Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14.
65. Zahra, S. A., Sapienza, H. J., & Davidsson, P. (2006). Entrepreneurship and dynamic capabilities: A review, model and research agenda. Journal of Management Studies, 43(4), 917–955.
66. Zarei Mahmoudabadi, M., Razavi, S.M.J., & Abdolmaleki, H. (2019). A structural model for investigating the role of relationship marketing and brand equity in the development of the business performance of private sport clubs. International Sports Studies, 41(1), 40-53.