Abstract:
Nowadays, competition in business has made paying attention to productivity, customer and brand satisfaction more and more important. Achieving higher performance is a goal that organizations take various steps to achieve. Marketing capabilities reflect marketing activities such as customer relationship management, the effectiveness of promotional activities, and product differentiation. The purpose of this study was to investigate the effect of marketing capabilities on organizational productivity with the mediating role of brand equity. The type of research was applied in terms of purpose and in terms of the nature of the descriptive-correlation method and the statistical population of the study included managers, experts and employees of the textile company and 320 people. The sample size was 175 based on Morgan table, which was selected by stratified sampling method from among three classes of managers, experts and employees. Three questionnaires of internal marketing capabilities, organizational productivity and brand equity were used to collect data. Validity was assessed using confirmatory factor analysis and reliability was assessed by Cronbach's alpha. Structural equation modeling was used to analyze the hypotheses. Data were analyzed using SPSS and PLS software. According to the research findings, marketing capabilities have a positive and significant effect on organizational productivity and among the dimensions of marketing capabilities, marketing research has the greatest impact on marketing capabilities. Brand equity also mediates between marketing capabilities and organizational productivity. Research findings can be effective in moving textile companies to pay more attention to marketing capabilities and brand equity to improve productivity.
Machine summary:
Investigating the effect of marketing capabilities on organizational productivity with the mediating role of brand equity 1 Naser Seifollahi (Received: 2021/08/28 - Final Acceptance: 2022/02/05) Abstract Nowadays, competition in business has made attention to productivity, customer satisfaction, and brand more important than ever.
The aim of this research was to investigate the effect of marketing capabilities on organizational productivity with the mediating role of brand equity.
The research findings can be effective in moving textile companies towards greater attention to marketing capabilities and brand equity to enhance and improve productivity.
Brand equity can be considered the "added value" of a product in the thoughts, words, and actions of consumers (Keller & Brexendorf 5, 2019) because strong brands create sustainable competitive advantages in the industrial environment and can lead to the success of companies (Stoner 6, 2016).
, separately on performance, this research attempts to create an integrated model to examine the effect of marketing capability with the mediating role of brand equity on productivity.
First, it is considered as a dynamic marketing capability (Maklan & Knox, 2009 2) which includes processes such as customer communication, product differentiation, customer service, effectiveness of driving activities, marketing research, and distribution systems (Wang & Sengupta 3, 2016).
The conceptual model of the research includes three variables: marketing capabilities, organizational productivity, and brand equity.
According to this model, the brand equity factor plays a mediating role in increasing organizational productivity through marketing capabilities.
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