Investigating the Impact of Brand Orientation on Brand Performance in Agricultural Cooperatives (Distillates and Medicinal Plants of Firoozabad County): The Role of Entrepreneurial Orientation and Marketing Capability
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...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Ministry of Labor Cooperation and Social Welfare
2021-08-01
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| Series: | تعاون و کشاورزی |
| Subjects: | |
| Online Access: | https://ajcoop.mcls.gov.ir/article_129180_f4e37c503c0383140f5da2918b2f8058.pdf |
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| author | saeid abdolmanafi Enayatalla Najibzade Abolfazl Baghbani arani Yaser Maghsoudi-Ganjeh Mona Poureisa Siavash Amiri |
| author_facet | saeid abdolmanafi Enayatalla Najibzade Abolfazl Baghbani arani Yaser Maghsoudi-Ganjeh Mona Poureisa Siavash Amiri |
| author_sort | saeid abdolmanafi |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-11T12:45:08Z |
| format | Article |
| id | doaj.art-d640d3fb0538416698bc2b11aee1553c |
| institution | Directory Open Access Journal |
| issn | 2783-5464 2783-5472 |
| language | English |
| last_indexed | 2024-03-11T12:45:08Z |
| publishDate | 2021-08-01 |
| publisher | Ministry of Labor Cooperation and Social Welfare |
| record_format | Article |
| series | تعاون و کشاورزی |
| spelling | doaj.art-d640d3fb0538416698bc2b11aee1553c2023-11-05T06:54:49ZengMinistry of Labor Cooperation and Social Welfareتعاون و کشاورزی2783-54642783-54722021-08-0110388410410.22034/ajcoop.2021.129180129180Investigating the Impact of Brand Orientation on Brand Performance in Agricultural Cooperatives (Distillates and Medicinal Plants of Firoozabad County): The Role of Entrepreneurial Orientation and Marketing Capabilitysaeid abdolmanafi0Enayatalla Najibzade1Abolfazl Baghbani arani2Yaser Maghsoudi-Ganjeh3Mona Poureisa4Siavash Amiri5Department of Management Science, Payam Noor University, Tehran, Iran.Department of management scince, Payame Noor University, Ttehran, IranDepartment of Agriculture Science, Payam Noor University, Tehran, IranDepartment of Management, Payame noor university, Tehran, IranDepartment of Agriculture Science , Payame Noor university, Tehran, Iranmaster student , management department , Payame Noor university, Tehran, IranThe 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.https://ajcoop.mcls.gov.ir/article_129180_f4e37c503c0383140f5da2918b2f8058.pdfbrand performancemarketing capabilityentrepreneurial orientation |
| spellingShingle | saeid abdolmanafi Enayatalla Najibzade Abolfazl Baghbani arani Yaser Maghsoudi-Ganjeh Mona Poureisa Siavash Amiri Investigating the Impact of Brand Orientation on Brand Performance in Agricultural Cooperatives (Distillates and Medicinal Plants of Firoozabad County): The Role of Entrepreneurial Orientation and Marketing Capability تعاون و کشاورزی brand performance marketing capability entrepreneurial orientation |
| title | Investigating the Impact of Brand Orientation on Brand Performance in Agricultural Cooperatives (Distillates and Medicinal Plants of Firoozabad County): The Role of Entrepreneurial Orientation and Marketing Capability |
| title_full | Investigating the Impact of Brand Orientation on Brand Performance in Agricultural Cooperatives (Distillates and Medicinal Plants of Firoozabad County): The Role of Entrepreneurial Orientation and Marketing Capability |
| title_fullStr | Investigating the Impact of Brand Orientation on Brand Performance in Agricultural Cooperatives (Distillates and Medicinal Plants of Firoozabad County): The Role of Entrepreneurial Orientation and Marketing Capability |
| title_full_unstemmed | Investigating the Impact of Brand Orientation on Brand Performance in Agricultural Cooperatives (Distillates and Medicinal Plants of Firoozabad County): The Role of Entrepreneurial Orientation and Marketing Capability |
| title_short | Investigating the Impact of Brand Orientation on Brand Performance in Agricultural Cooperatives (Distillates and Medicinal Plants of Firoozabad County): The Role of Entrepreneurial Orientation and Marketing Capability |
| title_sort | investigating the impact of brand orientation on brand performance in agricultural cooperatives distillates and medicinal plants of firoozabad county the role of entrepreneurial orientation and marketing capability |
| topic | brand performance marketing capability entrepreneurial orientation |
| url | https://ajcoop.mcls.gov.ir/article_129180_f4e37c503c0383140f5da2918b2f8058.pdf |
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