Brand Performance

The purpose of this study was to do an empirical study on the service sector to investigate the effect of brand identity on brand performance and employees’ job satisfaction with the intermediating role of organizational confidence, using Buil et al. (2015) model. In this model, the effect of brand identity on brand performance and employees’ job satisfaction is investigated both directly and indirectly through the organizational confidence. A sample of 273 individuals was selected randomly from employees of Pasargad bank branches in Tehran. The data collection instrument was a standard questionnaire with 26 questions whose validity and reliability were confirmed; it was distributed among the statistical population. Data were analyzed using descriptive statistics and inferential statistics. At the level of descriptive statistics, indices such as frequency and frequency percentage were used. The correlation methods, structural equation modeling, and path analysis were used on the level of inferential statistics; LISREL and SPSS software were used for this purpose. The results of the analysis showed the direct and positive impact of brand identity on brand performance, organizational confidence, and job satisfaction. In general, the ability of Pasargad Bank to improve the brand performance, increase the organizational confidence and satisfy its employees, is directly and indirectly related to the brand identity (p <0.05).

The purpose of this paper is to explore the impact of industry competitive intensity on brand performance that marketing capabilities and market-focused learning and organizational innovation have the mediator role. Survey of top firms of Tehran Stock Exchange for the last 4 years is explored. We used questionnaire for gathering data and 77 firms of 92 responded to the questionnaire . In order to test the validity of the questionnaire Dillon - Goldstein (cρ =0/70) coefficient used. AVE was used to assess the validity of indicators that show the validity of the questionnaire have been favorable .This study analyzed the data in two levels of descriptive and inferential statistics using Smart PLS ,Spss18, Excel2007. To calculate the significant path coefficient and to gain the test statistic T we used Astrab boot ( via insertion of the sampling method ). The results show that industry competitive intensity has a positive and significant effect on brand performance and all hypotheses were confirmed . The mediation effect of marketing capabilities and market-focused learning and organizational innovation was approved too.

Branding is an operational strategy to distinguish the industry, besides at present time, companies and organizations are not only pursuing competition for owning the market of products and services, but also making effort to align customers' mental perceptions with themselves (product/ brand) .Nowadays, the brand is no longer just a potent mechanism available for managers. Branding is a strategic requirement that supports organizations to make more profits for customers as well as sustainable competitive advantages. Sustainable competitive advantage is essential to maintain the survival of organizations at present competitive environment. Competitive advantage is an invisible structure and is inherently complex and demanding to identify due to its latent nature.

The purpose of this paper is to explore the impact of industry competitive intensity on brand performance that marketing capabilities and market-focused learning and organizational innovation have the mediator role. Survey of top firms of Tehran Stock Exchange for the last 4 years is explored. We used questionnaire for gathering data and 77 firms of 92 responded to the questionnaire . In order to test the validity of the questionnaire Dillon - Goldstein (cρ =0/70) coefficient used. AVE was used to assess the validity of indicators that show the validity of the questionnaire have been favorable .This study analyzed the data in two levels of descriptive and inferential statistics using Smart PLS ,Spss18, Excel2007. To calculate the significant path coefficient and to gain the test statistic T we used Astrab boot ( via insertion of the sampling method ). The results show that industry competitive intensity has a positive and significant effect on brand performance and all hypotheses were confirmed . The mediation effect of marketing capabilities and market-focused learning and organizational innovation was approved too.

The aim of this paper was to investigate the effect of the competitive environment on brand performance of the sports goods with the mediating role of marketing strategies in Iran. The statistical population of the study consisted of managers, staff, distributors, shop assistants, manufacturers of Iranian sports goods and sport products in Tabriz. 150 subjects were studied through total sampling approach and completed the questionnaire. Structural equation modeling were conducted for data analysis. The results showed that: a) there is a positive and significant relationship between competitive environment and brand performance, b) there is a positive and significant relationship between competitive environment and the marketing strategy, and c) there is a positive and significant relationship between marketing strategies and the brand performance. The findings also demonstrated that the research model has an appropriate fitness.