Investigating the Effect of Marketing Capabilities on Organizational Productivity with the Mediating Role of Brand Equity
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 relation...
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| Format: | Article |
| Language: | fas |
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Islamic Azad University, Tabriz Branch
2022-09-01
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| Series: | مدیریت بهره وری |
| Subjects: | |
| Online Access: | https://jpm.tabriz.iau.ir/article_692964_3ba0ced493ff6871da81397a81188f47.pdf |
| _version_ | 1811160110191345664 |
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| author | Naser Seifollahi |
| author_facet | Naser Seifollahi |
| author_sort | Naser Seifollahi |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-10T05:52:07Z |
| format | Article |
| id | doaj.art-b0c0727b41cf464cbc1f1cc7067b09d0 |
| institution | Directory Open Access Journal |
| issn | 2716-9979 2476-7298 |
| language | fas |
| last_indexed | 2024-04-10T05:52:07Z |
| publishDate | 2022-09-01 |
| publisher | Islamic Azad University, Tabriz Branch |
| record_format | Article |
| series | مدیریت بهره وری |
| spelling | doaj.art-b0c0727b41cf464cbc1f1cc7067b09d02023-03-04T10:29:28ZfasIslamic Azad University, Tabriz Branchمدیریت بهره وری2716-99792476-72982022-09-01163(62)پاییز759810.30495/qjopm.2022.1937558.3209692964Investigating the Effect of Marketing Capabilities on Organizational Productivity with the Mediating Role of Brand EquityNaser Seifollahi0Associate Professor, Department of Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabili, IranNowadays, 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.https://jpm.tabriz.iau.ir/article_692964_3ba0ced493ff6871da81397a81188f47.pdfmarketing capabilityorganizational productivitybrand equityardabil textile company |
| spellingShingle | Naser Seifollahi Investigating the Effect of Marketing Capabilities on Organizational Productivity with the Mediating Role of Brand Equity مدیریت بهره وری marketing capability organizational productivity brand equity ardabil textile company |
| title | Investigating the Effect of Marketing Capabilities on Organizational Productivity with the Mediating Role of Brand Equity |
| title_full | Investigating the Effect of Marketing Capabilities on Organizational Productivity with the Mediating Role of Brand Equity |
| title_fullStr | Investigating the Effect of Marketing Capabilities on Organizational Productivity with the Mediating Role of Brand Equity |
| title_full_unstemmed | Investigating the Effect of Marketing Capabilities on Organizational Productivity with the Mediating Role of Brand Equity |
| title_short | Investigating the Effect of Marketing Capabilities on Organizational Productivity with the Mediating Role of Brand Equity |
| title_sort | investigating the effect of marketing capabilities on organizational productivity with the mediating role of brand equity |
| topic | marketing capability organizational productivity brand equity ardabil textile company |
| url | https://jpm.tabriz.iau.ir/article_692964_3ba0ced493ff6871da81397a81188f47.pdf |
| work_keys_str_mv | AT naserseifollahi investigatingtheeffectofmarketingcapabilitiesonorganizationalproductivitywiththemediatingroleofbrandequity |