The key Key factors Factors influencing Influencing market Market performance Performance with mediator Mediator role Role of brand Brand innovationInnovation

Document Type : Research Paper

Authors

1 Master of Business Administration, University of Kurdistan, Sanandaj, Iran

2 Assistant Professor in Business Administration, University of Kurdistan, Sanandaj, Iran.

3 Assistant Professor in Business Administration, University of Kurdistan, Sanandaj, Iran

Abstract

Companies do their best to achieve a better market performance. This study deals with the key factors influencing market performance with mediator role of brand innovation. The research is practical one, in terms of purpose, and methodologically it is an analytical survey. The statistical population of the research includes marketing, brand and sale managers of Iranian companies in various industries. The data has been obtained by using Convenience Nonprobability Sampling method and Cochran Formula, through a questionnaire, which has been handed out to 400 managers of Iranian companies. Confirmatory Factor Analysis (CFA) technique has been used for assessing factor structure validity and Cronbach alpha has been used for measuring the integrity of the tools. Moreover, for hypothesis test, Structural Equation Modeling (SEM) and Smart PLS software has been used. The results show that the strategic orientation, product innovation, entrepreneurial orientation and brand innovation constructs directly have a positive and significant influence on the market performance. In addition, brand innovation is the most important factor affecting the market performance. Moreover, The organizational learning, market orientation, strategic orientation, product innovation, and entrepreneurial orientation variables have a positive and meaningful influence of the market performance, indirectly and with the escalating role of brand innovation.

Keywords

References

 
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