The Role of Market Orientation in Improving Brand Performance in the International Markets
Globalization and competitiveness in the international markets have urged companies to encounter new challenges. Now, it is necessary that organizations understand the characteristics of global markets and customers. They also need to adapt their brands to different cultures in order to achieve sust...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
Islamic Azad University, Tabriz Branch
2013-03-01
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| Series: | مدیریت بهره وری |
| Subjects: | |
| Online Access: | http://jpm.iaut.ac.ir/article_519440_01099a27445aca91fe9c35d6ddc65130.pdf |
| _version_ | 1818195700068909056 |
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| author | Ahmad Asadzadeh Mina Asiyaban rezaye Mahnaz Tahoni |
| author_facet | Ahmad Asadzadeh Mina Asiyaban rezaye Mahnaz Tahoni |
| author_sort | Ahmad Asadzadeh |
| collection | DOAJ |
| description | Globalization and competitiveness in the international markets have urged companies to encounter new challenges. Now, it is necessary that organizations understand the characteristics of global markets and customers. They also need to adapt their brands to different cultures in order to achieve sustainable competitive advantage. On this basis, understanding the relationship between market orientation and brand performance helps achieve greater competitive advantage and success. The present paper investigates the direct effect of market orientation on international brand performance. It also studies the indirect effect on international branding through brand oriention and brand repositioning. To this end, the top 100 branded manufacturing companies in Iran have been surveyed. The results of the Spearman correlation, multiple regressions and path analysis indicate a significant and direct as well as indirect effect of market orientation on the brand performance. Also, the significant effect of international branding as the intermediate variable was confirmed. |
| first_indexed | 2024-12-12T01:22:21Z |
| format | Article |
| id | doaj.art-c7b1c19b46da4f139bdf17fd367357cb |
| institution | Directory Open Access Journal |
| issn | 2716-9979 2476-7298 |
| language | fas |
| last_indexed | 2024-12-12T01:22:21Z |
| publishDate | 2013-03-01 |
| publisher | Islamic Azad University, Tabriz Branch |
| record_format | Article |
| series | مدیریت بهره وری |
| spelling | doaj.art-c7b1c19b46da4f139bdf17fd367357cb2022-12-22T00:43:12ZfasIslamic Azad University, Tabriz Branchمدیریت بهره وری2716-99792476-72982013-03-0171(24) بهار119140519440The Role of Market Orientation in Improving Brand Performance in the International MarketsAhmad Asadzadeh0Mina Asiyaban rezaye1Mahnaz Tahoni2Associate Professor, Department of Management and Commerce, Tabriz University, Tabriz-IranMaster of Business Administration in International Business, lecturer at Payam Noor UniversityMaster of Business Administration, International Trade Orienteering, Teacher of Payam Noor UniversityGlobalization and competitiveness in the international markets have urged companies to encounter new challenges. Now, it is necessary that organizations understand the characteristics of global markets and customers. They also need to adapt their brands to different cultures in order to achieve sustainable competitive advantage. On this basis, understanding the relationship between market orientation and brand performance helps achieve greater competitive advantage and success. The present paper investigates the direct effect of market orientation on international brand performance. It also studies the indirect effect on international branding through brand oriention and brand repositioning. To this end, the top 100 branded manufacturing companies in Iran have been surveyed. The results of the Spearman correlation, multiple regressions and path analysis indicate a significant and direct as well as indirect effect of market orientation on the brand performance. Also, the significant effect of international branding as the intermediate variable was confirmed.http://jpm.iaut.ac.ir/article_519440_01099a27445aca91fe9c35d6ddc65130.pdfmarket orientationbrandingbrand-orientionbrand repositioningbrand performance |
| spellingShingle | Ahmad Asadzadeh Mina Asiyaban rezaye Mahnaz Tahoni The Role of Market Orientation in Improving Brand Performance in the International Markets مدیریت بهره وری market orientation branding brand-oriention brand repositioning brand performance |
| title | The Role of Market Orientation in Improving Brand Performance in the International Markets |
| title_full | The Role of Market Orientation in Improving Brand Performance in the International Markets |
| title_fullStr | The Role of Market Orientation in Improving Brand Performance in the International Markets |
| title_full_unstemmed | The Role of Market Orientation in Improving Brand Performance in the International Markets |
| title_short | The Role of Market Orientation in Improving Brand Performance in the International Markets |
| title_sort | role of market orientation in improving brand performance in the international markets |
| topic | market orientation branding brand-oriention brand repositioning brand performance |
| url | http://jpm.iaut.ac.ir/article_519440_01099a27445aca91fe9c35d6ddc65130.pdf |
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