Abstract:
The aim of this study was to investigate the effect of brand orientation on brand performance in transformational agricultural cooperatives with respect to the role of entrepreneurial orientation and marketing capability. This research was applied in terms of purpose and descriptive-survey method. A 40-item questionnaire based on sequential scale and a five-point Likert scale was used to collect data. Level of analysis of the company and the statistical population of the research, agricultural cooperatives in Firoozabad city are 85 companies. The sample size was calculated using Krejcie Morgan table of 70 people who were selected by simple random sampling method. SmartPLS software was used to analyze the data. The results showed that entrepreneurial orientation and marketing capabilities have a positive and significant effect on brand orientation with path coefficients of 0.85 and 0.72, respectively. The effect of brand orientation on brand performance was also confirmed (path coefficient 0.669 and significance coefficient 13.701). According to the results, the approach of managers of cooperatives in the optimal use and combination of internal resources to create and develop marketing capabilities, as well as entrepreneurial and opportunity-oriented approach to the market, can have a significant effect on brand orientation and ultimately improve brand performance and performance of these companies.
Machine summary:
Based on the results, the approach of cooperative company managers in the optimal use and combination of intra-organizational resources to create and develop marketing capability, as well as an entrepreneurial and opportunity-seeking approach to the market, can have a significant effect on brand orientation and ultimately improve brand performance and the performance of these companies.
The present research was conducted with the aim of investigating the impact of brand orientation on brand performance in agricultural processing cooperative companies, considering the role of entrepreneurial orientation and marketing capability.
The research results showed that brand orientation has a positive impact on brand performance, the role of entrepreneurial orientation, and marketing capability.
The findings of Orck and Babaei Zecliki (1394) showed that all four marketing capabilities (innovation, customer relationship, brand management, and market sensing) have a positive and significant relationship with organizational performance (such as growth, profitability, and revenue), and the effect of two mediating variables (organizational age and size) on the relationship of capabilities marketing with organizational performance, there was no significant relationship and they concluded that marketing capabilities - regardless of the life cycle stages or size of the organization - can be considered a source of sustainable competitive advantage and lead to the enhancement of organizational performance in food manufacturing companies in Tehran.
Also, the results showed that marketing capability has a positive and significant impact on brand orientation in the herbal distillates and medicinal plants processing industries of Firuzabad County.
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