بررسی اثر قابلیت‌های بازاریابی بر بهره‌وری سازمانی با نقش میانجی ارزش ویژه برند
محورهای موضوعی : مدیریت بازرگانی
ناصر سیف اللهی
1
(دانشیار گروه مدیریت دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی،اردبیل،ایران)
کلید واژه: ارزش ویژه برند, بهره‌وری سازمانی, قابلیت بازاریابی, شرکت نساجی اردبیل,
چکیده مقاله :
امروزه رقابت موجود در کسب‌وکار، توجه به بهره وری، رضایتمندی مشتری و برند را بیش از پیش با اهمیت ساخته است. دستیابی به عملکرد بالاتر هدفی است که سازمان‌ها برای رسیدن به آن به اقدامات مختلفی روی می‌آورند. قابلیت های بازاریابی منعکس‌کننده فعالیت های بازاریابی مثل ارتباط با مشتری، اثربخشی فعالیت های پیشبرد و تمایز محصول هستند. هدف از این پژوهش بررسی اثر قابلیت‌های بازاریابی بر بهره وری سازمانی با نقش میانجی ارزش ویژه برند بود. نوع پژوهش از نظر هدف کاربردی و به لحاظ ماهیت روش کار توصیفی - همبستگی و جامعه آماری پژوهش شامل مدیران، کارشناسان و کارکنان شرکت نساجی و به تعداد 320 نفر بود. حجم نمونه بر اساس جدول مورگان 175 بود که به روش نمونه گیری طبقه بندی شده و از بین سه‌طبقه مدیران، کارشناسان و کارمندان انتخاب شدند. برای جمع آوری داده ها از سه پرسشنامة قابلیت های بازاریابی داخلی، بهره وری سازمانی و ارزش ویژه برند استفاده شد. روایی با استفاده از روش تحلیل عاملی تأییدی و پایایی به وسیلة آلفای کرونباخ بررسی و تأیید شد. جهت تجزیه‌وتحلیل فرضیه ها از روش مدل سازی معادلات ساختاری استفاده شد. داده ها با استفاده از نرم افزار SPSS وPLS تجزیه‌وتحلیل شد. بر اساس یافته های پژوهش، قابلیت های بازاریابی بر بهره وری سازمانی تأثیر مثبت و معنادار دارد و در بین ابعاد قابلیت بازاریابی بعد تحقیقات بازاریابی بیشترین تأثیر را بر قابلیت های بازاریابی دارد. قابلیت بازاریابی داخلی بر ارزش ویژه برند و همچنین ارزش ویژه برند بر بهره وری سازمانی تأثیر مثبت دارد.یافتـه هـای پـژوهش مـی توانـد در حرکت شرکت های نساجی به سمت توجه بیشتر به قابلیت های بازاریابی و ارزش ویژه برند برای ارتقاء و بهبود بهره وری مؤثر واقع شود.
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.
Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102-120.
Alabboodi, A. S. (2019). The effect of customer satisfaction on service quality: The case of Iraqi banks. International Journal of Applied Research, 5(1), 146-152.
Alkhawaldeh, A., & Eneizan, B. M. (2018). Factors influencing brand loyalty in durable goods market. International Journal of Academic Research in Business and Social Sciences, 8(1), 326-339.
Al-Weshah, G. A., Al-Manasrah, E., & Al-Qatawneh, M. (2019). Customer relationship management systems and organizational performance: Quantitative evidence from the Jordanian telecommunication industry. Journal of Marketing Communications, 25(8), 799-819.
Amar, M. Y. (2015). The influence of product differentiation strategy on operational performance at Small and Medium Enterprises (SMEs) in South Sulawesi, Indonesia. Journal of Economics, Business, & Accountancy Ventura, 18(3), 343-350.
Barney, J. B. (2014). How marketing scholars might help address issues in resource-based theory. Journal of the Academy of Marketing Science, 42(1),24–26.
Borgo, M. D., Goodridge, P., Haskel, J., & Pesole, A. (2013). Productivity and growth in UK industries: An intangible investment approach. Oxford Bulletin of Economics and Statistics, 75(6), 806–834.
Cacciolatti, L., & Lee, S. H. (2016). Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organisational power. Journal of Business Research, 69(12), 5597-5610.
Chang, A., Chiang, H. H., & Han, T.-S. (2015), Investigating the Dual-Route Effects of Corporate Branding on Brand Equity. Asia Pacific Management Review, 20(3), 120-129.
Danilevičienė, I. (2019, April). Features of the assessment of factors influencing productivity. In International Scientific Conference „Contemporary Issues in Business, Management and Economics Engineering".
Day, G. S.(1994). “The capabilities of market-driven organizations”. Journal of Marketing, 58 ,437–52.
Dutta, S., Narasimhan, O., & Rajiv, S. (1999). Success in high-technology markets: Is marketing capability critical. Marketing Science,18(4),547-568.
Foltean, F. S., Trif, S. M., & Tuleu, D. L. (2019). Customer relationship management capabilities and social media technology use: Consequences on firm performance. Journal of Business Research, 104, 563-575.
Foster, L., Grim, C., Haltiwanger, J., & Wolf, Z. (2016). Firm-level dispersion in productivity: is the devil in the details? American Economic Review,106(5),95-98.
Gabrielczak, P., & Serwach, T. (2018). The links between firm-level productivity and modes of international expansion of firms from the Lodz Voivodeship. Economic Research-Ekonomska Istra_zivanja, 31(1),1307–1329.
Gidwani, B. D., & Dangayach, G. S. (2017). Productivity measurement and improvement-an overview. International Journal of Productivity and Quality Management, 20(3), 316-343.
Gilmore, A., & Carso, D. (2009). Innovative marketing in SMEs, European Journal of Marketing, 43 (1/2), pp 46 – 61.
Giroux, M., Pons, F., & Maltese, L. (2017). The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams. International Journal of Sports Marketing and Sponsorship. 18(2).180-195.
He, P., Pei, Y., Lin, C., & Ye, D. (2021). Ambidextrous Marketing Capabilities, Exploratory and Exploitative Market-Based Innovation, and Innovation Performance: An Empirical Study on China’s Manufacturing Sector. Sustainability, 13, 1146.
He,Qiuqin., Guaita-Martínez, José Manuel & Botella-Carrubi, Dolores .(2019) .How brand equity affects firm productivity: The role of R&D and human capital ,Economic Research-Ekonomska Istraživanja, Published by Informa UK Limited, trading as Taylor & Francis Group.
He, Qiuqin., Manuel Guaita-Mart, Jose & Botella-Carrubic, Dolores (2019).How brand equity affects firm productivity: The role of R&D and human capital, Economic Research-Ekonomska Istraživanja,1-17, Published by Informa
Ho, F. N., & Huang, C. W. (2020). The interdependencies of marketing capabilities and operations efficiency in hospitals. Journal of Business Research, 113, 337-347.
Huang, C.C.(2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 30(3), 258-266.
Hussein, R., & Hassan, S. (2018). Antecedents of global brand purchase likelihood: Exploring the mediating effect of quality, prestige and familiarity. Journal of International Consumer Marketing, 30(5), 288-303.
Iranzadeh, soliman., Fakhimi Azar, Sirus and Jadari Ayub.(2015).Investigating the Impact of Knowledge Management Components on Manpower Productivity Using Factor Analysis Method in Financial and Credit Institutions of Tabriz, Productivity Management,9(33),27-45).[In Persian]
Jayswal, M., & Vora, P. (2019). Impact of brand association on brand equity with specific focus on advergames in India. Journal of Creative Communications, 14(3), 271-284.
Jin, B., & Cho, H. J. (2018). Examining the role of international entrepreneurial orientation, domestic market competition, and technological and marketing capabilities on SME’s export performance. Journal of Business & Industrial Marketing, 33(5), 585-598.
Jocevski, M., Arvidsson, N., Miragliotta, G., Ghezzi, A., & Mangiaracina, R. (2019). Transitions towards omni-channel retailing strategies: a business model perspective. International Journal of Retail & Distribution Management.47(2),78-93.
Kamble, R., & Wankhade, L. (2018). Structural modelling approach: the strategy for productivity enhancement in manufacturing industries. International Journal of Business Excellence, 16(4), 497-522.
Keller, K. L., & Brexendorf, T. O. (2019). Measuring brand equity. Handbuch Markenführung, 1409-1439.
Kotler, P. and Keller, K.L. (2012). Marketing management, Translator: Amir Jahfari, M. (2014), Tehran, Nas press. [In Persian]
Krasnikov, A., & Jayachandran, S.(2008). The relative impact of marketing,research-and-development, and operations capabilities on firm performance. Journal of Marketing, 72(4), 1-11.
Lebdaoui, H., & Chetioui, Y. (2020). CRM, service quality and organizational performance in the banking industry a comparative study of conventional and Islamic banks. International Journal of Bank Marketing.38(5),1081-1106
Liu, M. T., Wong, I. A., Tseng, T. H., Chang, A. W. Y., & Phau, I. (2017), Applying Consumer-Based Brand Equity in Luxury Hotel Branding. Journal of Business Research, 81, 192-202.
Lome, O., Heggeseth, A. G., & Moen, Ø. (2016). The effect of R&D on performance: Do R&D-intensive firms handle a financial crisis better? The Journal of High Technology Management Research, 27(1), 65-77.
Maklan, S., & Knox, S. (2009). Dynamic capabilities: The missing link in CRM investments. European Journal of Marketing, 43(11/12), 1392–1410.
McQuiston, D. H.(2004), Successful Branding of a Commodity Product: The Case of RaexLaserSteel. Industrial Marketing Management,33(4),345-354.
Morgan, N. A., Vorhies, D. W., & Mason, C. H. (2009). Market orientation, marketing capabilities, and firm performance. Strategic Management Journal, 30(8), 909-920.
Morgan, N.A., Vorhies, D.W., Mason, C. (2009). Market orientation, marketing capabilities, and firm performance. Strategic Management Journal, 30(8), 909-920.
Narteh, B. (2018). Brand equity and financial performance: The moderating role of brand likeability. Marketing Intelligence & Planning, 36(3), 381-395.
Nguyen, Cau Ngoc & Oyotode, Renee .(2015).The Moderating Effect of Marketing Capabilities on the Relationship between Changes in CSR perceptions and Changes in Brand Equity.International Management 11 (1),16-25.
Noja, G. G. (2018). Flexicurity models and productivity interference in CEE countries: A new approach based on cluster and spatial analysis. Economic research-Ekonomska Istra_zivanja,31(1), 1111–1136.
Nopsandasiel, Seyed Mohammad, Ramazan Pour, Asmaeyl & Attari Asl, Payman (2016). The Effect of Marketing, Innovation And Learning Capabilities On Organization’s Performance (Case Study: Tabriz Petrochemical Company),Productivity Management,9(36),95-124.[In Persian].
O'Cass, A., & Weerawardena, J.(2010), TheEffects of Perceived Industry Competitive Intensity and Marketing-Related Capabilities: Drivers of Superior Brand Performance. Industrial Marketing Management, 39(4), 571-581.
Rahimnia, Fariborz, Kafashpur, Azar, & Purreza, Malihe (2012). Strategic orientation and marketing capabilities. Journal of Strategic Management Studies, 12, 145-166. [In Persian]
Rahman, M., Rodríguez-Serrano, M. Á., & Lambkin, M. (2019). Brand equity and firm performance: the complementary role of corporate social responsibility. Journal of Brand Management, 26(6), 691-704.
Rawat, G. S., Gupta, A., & Juneja, C. (2018). Productivity measurement of manufacturing system. Materials Today: Proceedings, 5(1), 1483-1489.
Raza, M., Salleh, S., Tariq, B., Altayyar, R & Shaari, H. (2020). Investigating the effects of customer-based brand equity on turnover intentions with mediating effect of customer citizenship behavior. Management Science Letters, 10(2), 279-286.
Shafiei, A., & Reza Mirabi, V. (2018). Investigating Factors Affecting Brand Equity with Respect to Mediating Role of Productivity in Major Steel Companies. The Journal of Productivity Management, 12(3 (46)), 233-260.
Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47, 57-65.
Sharifi, Ehsan, & Yazdani, Naser (2018). The Impact of Internet Marketing Capabilities on the Development of International Markets of Exporting Companies.Journal of Strategic management studies,34,167-184.[In Persian]
Stoner, J.L.(2016), Perceptions of Power in Brands and an Investigation into Market Dominance. University of Minnesota.
Syapsan, S. (2019). The effect of service quality, innovation towards competitive advantages and sustainable economic growth: Marketing mix strategy as mediating variable. Benchmarking: An International Journal, 26(4), 1336-1356.
Takata, H. (2016). Effects of industry forces, market orientation, and marketing capabilities on business performance: An empirical analysis of Japanese manufacturers from 2009 to 2011. Journal of Business Research, 69(12), 5611-5619.
Uruena, A., Arenas, A. E., & Hidalgo, A. (2018). Understanding workers’ adoption of productivity mobile applications: a fuzzy set qualitative comparative analysis (fsQCA). Economic research-Ekonomska Istra_zivanja, 31(1), 967–981.
Wang, X., Li, S., & Wang, H. (2018). Demonstration effect of MNCs on the building up of CSR practices in China. European Journal of International Management, 12(3), 295–310.
Wang, Y., Lavelle, J., & Gunnigle, P. (2018). Chinese firms in Ireland: Profile, motives and impact of human resource and industrial relations factors. Management, European J. Of International 12(5-6), 695–721.
Wang, Z., & Kim, H. G. (2017). Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, 39, 15-26.
Weerawardena, J. (2003b). The role of marketing capability in innovation-based competitive strategy. Journal of strategic marketing, 11, 15-35.
Xie, Y., & Zheng, X. (2019). How does corporate learning orientation enhance industrial brand equity? The roles of firm capabilities and size. Journal of Business & Industrial Marketing, 35(2), 231-243.
Zhang, M., Ren, C., Wang, G. A., & He, Z. (2018). The impact of channel integration on consumer responses in omni-channel retailing:The mediating effect of consumer empowerment. Electronic Commerce Research and Applications, 28, 181-193.
_||_Aaker, D. A. (1996). Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102-120.
Alabboodi, A. S. (2019). The effect of customer satisfaction on service quality: The case of Iraqi banks. International Journal of Applied Research, 5(1), 146-152.
Alkhawaldeh, A., & Eneizan, B. M. (2018). Factors influencing brand loyalty in durable goods market. International Journal of Academic Research in Business and Social Sciences, 8(1), 326-339.
Al-Weshah, G. A., Al-Manasrah, E., & Al-Qatawneh, M. (2019). Customer relationship management systems and organizational performance: Quantitative evidence from the Jordanian telecommunication industry. Journal of Marketing Communications, 25(8), 799-819.
Amar, M. Y. (2015). The influence of product differentiation strategy on operational performance at Small and Medium Enterprises (SMEs) in South Sulawesi, Indonesia. Journal of Economics, Business, & Accountancy Ventura, 18(3), 343-350.
Barney, J. B. (2014). How marketing scholars might help address issues in resource-based theory. Journal of the Academy of Marketing Science, 42(1),24–26.
Borgo, M. D., Goodridge, P., Haskel, J., & Pesole, A. (2013). Productivity and growth in UK industries: An intangible investment approach. Oxford Bulletin of Economics and Statistics, 75(6), 806–834.
Cacciolatti, L., & Lee, S. H. (2016). Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organisational power. Journal of Business Research, 69(12), 5597-5610.
Chang, A., Chiang, H. H., & Han, T.-S. (2015), Investigating the Dual-Route Effects of Corporate Branding on Brand Equity. Asia Pacific Management Review, 20(3), 120-129.
Danilevičienė, I. (2019, April). Features of the assessment of factors influencing productivity. In International Scientific Conference „Contemporary Issues in Business, Management and Economics Engineering".
Day, G. S.(1994). “The capabilities of market-driven organizations”. Journal of Marketing, 58 ,437–52.
Dutta, S., Narasimhan, O., & Rajiv, S. (1999). Success in high-technology markets: Is marketing capability critical. Marketing Science,18(4),547-568.
Foltean, F. S., Trif, S. M., & Tuleu, D. L. (2019). Customer relationship management capabilities and social media technology use: Consequences on firm performance. Journal of Business Research, 104, 563-575.
Foster, L., Grim, C., Haltiwanger, J., & Wolf, Z. (2016). Firm-level dispersion in productivity: is the devil in the details? American Economic Review,106(5),95-98.
Gabrielczak, P., & Serwach, T. (2018). The links between firm-level productivity and modes of international expansion of firms from the Lodz Voivodeship. Economic Research-Ekonomska Istra_zivanja, 31(1),1307–1329.
Gidwani, B. D., & Dangayach, G. S. (2017). Productivity measurement and improvement-an overview. International Journal of Productivity and Quality Management, 20(3), 316-343.
Gilmore, A., & Carso, D. (2009). Innovative marketing in SMEs, European Journal of Marketing, 43 (1/2), pp 46 – 61.
Giroux, M., Pons, F., & Maltese, L. (2017). The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams. International Journal of Sports Marketing and Sponsorship. 18(2).180-195.
He, P., Pei, Y., Lin, C., & Ye, D. (2021). Ambidextrous Marketing Capabilities, Exploratory and Exploitative Market-Based Innovation, and Innovation Performance: An Empirical Study on China’s Manufacturing Sector. Sustainability, 13, 1146.
He,Qiuqin., Guaita-Martínez, José Manuel & Botella-Carrubi, Dolores .(2019) .How brand equity affects firm productivity: The role of R&D and human capital ,Economic Research-Ekonomska Istraživanja, Published by Informa UK Limited, trading as Taylor & Francis Group.
He, Qiuqin., Manuel Guaita-Mart, Jose & Botella-Carrubic, Dolores (2019).How brand equity affects firm productivity: The role of R&D and human capital, Economic Research-Ekonomska Istraživanja,1-17, Published by Informa
Ho, F. N., & Huang, C. W. (2020). The interdependencies of marketing capabilities and operations efficiency in hospitals. Journal of Business Research, 113, 337-347.
Huang, C.C.(2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 30(3), 258-266.
Hussein, R., & Hassan, S. (2018). Antecedents of global brand purchase likelihood: Exploring the mediating effect of quality, prestige and familiarity. Journal of International Consumer Marketing, 30(5), 288-303.
Iranzadeh, soliman., Fakhimi Azar, Sirus and Jadari Ayub.(2015).Investigating the Impact of Knowledge Management Components on Manpower Productivity Using Factor Analysis Method in Financial and Credit Institutions of Tabriz, Productivity Management,9(33),27-45).[In Persian]
Jayswal, M., & Vora, P. (2019). Impact of brand association on brand equity with specific focus on advergames in India. Journal of Creative Communications, 14(3), 271-284.
Jin, B., & Cho, H. J. (2018). Examining the role of international entrepreneurial orientation, domestic market competition, and technological and marketing capabilities on SME’s export performance. Journal of Business & Industrial Marketing, 33(5), 585-598.
Jocevski, M., Arvidsson, N., Miragliotta, G., Ghezzi, A., & Mangiaracina, R. (2019). Transitions towards omni-channel retailing strategies: a business model perspective. International Journal of Retail & Distribution Management.47(2),78-93.
Kamble, R., & Wankhade, L. (2018). Structural modelling approach: the strategy for productivity enhancement in manufacturing industries. International Journal of Business Excellence, 16(4), 497-522.
Keller, K. L., & Brexendorf, T. O. (2019). Measuring brand equity. Handbuch Markenführung, 1409-1439.
Kotler, P. and Keller, K.L. (2012). Marketing management, Translator: Amir Jahfari, M. (2014), Tehran, Nas press. [In Persian]
Krasnikov, A., & Jayachandran, S.(2008). The relative impact of marketing,research-and-development, and operations capabilities on firm performance. Journal of Marketing, 72(4), 1-11.
Lebdaoui, H., & Chetioui, Y. (2020). CRM, service quality and organizational performance in the banking industry a comparative study of conventional and Islamic banks. International Journal of Bank Marketing.38(5),1081-1106
Liu, M. T., Wong, I. A., Tseng, T. H., Chang, A. W. Y., & Phau, I. (2017), Applying Consumer-Based Brand Equity in Luxury Hotel Branding. Journal of Business Research, 81, 192-202.
Lome, O., Heggeseth, A. G., & Moen, Ø. (2016). The effect of R&D on performance: Do R&D-intensive firms handle a financial crisis better? The Journal of High Technology Management Research, 27(1), 65-77.
Maklan, S., & Knox, S. (2009). Dynamic capabilities: The missing link in CRM investments. European Journal of Marketing, 43(11/12), 1392–1410.
McQuiston, D. H.(2004), Successful Branding of a Commodity Product: The Case of RaexLaserSteel. Industrial Marketing Management,33(4),345-354.
Morgan, N. A., Vorhies, D. W., & Mason, C. H. (2009). Market orientation, marketing capabilities, and firm performance. Strategic Management Journal, 30(8), 909-920.
Morgan, N.A., Vorhies, D.W., Mason, C. (2009). Market orientation, marketing capabilities, and firm performance. Strategic Management Journal, 30(8), 909-920.
Narteh, B. (2018). Brand equity and financial performance: The moderating role of brand likeability. Marketing Intelligence & Planning, 36(3), 381-395.
Nguyen, Cau Ngoc & Oyotode, Renee .(2015).The Moderating Effect of Marketing Capabilities on the Relationship between Changes in CSR perceptions and Changes in Brand Equity.International Management 11 (1),16-25.
Noja, G. G. (2018). Flexicurity models and productivity interference in CEE countries: A new approach based on cluster and spatial analysis. Economic research-Ekonomska Istra_zivanja,31(1), 1111–1136.
Nopsandasiel, Seyed Mohammad, Ramazan Pour, Asmaeyl & Attari Asl, Payman (2016). The Effect of Marketing, Innovation And Learning Capabilities On Organization’s Performance (Case Study: Tabriz Petrochemical Company),Productivity Management,9(36),95-124.[In Persian].
O'Cass, A., & Weerawardena, J.(2010), TheEffects of Perceived Industry Competitive Intensity and Marketing-Related Capabilities: Drivers of Superior Brand Performance. Industrial Marketing Management, 39(4), 571-581.
Rahimnia, Fariborz, Kafashpur, Azar, & Purreza, Malihe (2012). Strategic orientation and marketing capabilities. Journal of Strategic Management Studies, 12, 145-166. [In Persian]
Rahman, M., Rodríguez-Serrano, M. Á., & Lambkin, M. (2019). Brand equity and firm performance: the complementary role of corporate social responsibility. Journal of Brand Management, 26(6), 691-704.
Rawat, G. S., Gupta, A., & Juneja, C. (2018). Productivity measurement of manufacturing system. Materials Today: Proceedings, 5(1), 1483-1489.
Raza, M., Salleh, S., Tariq, B., Altayyar, R & Shaari, H. (2020). Investigating the effects of customer-based brand equity on turnover intentions with mediating effect of customer citizenship behavior. Management Science Letters, 10(2), 279-286.
Shafiei, A., & Reza Mirabi, V. (2018). Investigating Factors Affecting Brand Equity with Respect to Mediating Role of Productivity in Major Steel Companies. The Journal of Productivity Management, 12(3 (46)), 233-260.
Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47, 57-65.
Sharifi, Ehsan, & Yazdani, Naser (2018). The Impact of Internet Marketing Capabilities on the Development of International Markets of Exporting Companies.Journal of Strategic management studies,34,167-184.[In Persian]
Stoner, J.L.(2016), Perceptions of Power in Brands and an Investigation into Market Dominance. University of Minnesota.
Syapsan, S. (2019). The effect of service quality, innovation towards competitive advantages and sustainable economic growth: Marketing mix strategy as mediating variable. Benchmarking: An International Journal, 26(4), 1336-1356.
Takata, H. (2016). Effects of industry forces, market orientation, and marketing capabilities on business performance: An empirical analysis of Japanese manufacturers from 2009 to 2011. Journal of Business Research, 69(12), 5611-5619.
Uruena, A., Arenas, A. E., & Hidalgo, A. (2018). Understanding workers’ adoption of productivity mobile applications: a fuzzy set qualitative comparative analysis (fsQCA). Economic research-Ekonomska Istra_zivanja, 31(1), 967–981.
Wang, X., Li, S., & Wang, H. (2018). Demonstration effect of MNCs on the building up of CSR practices in China. European Journal of International Management, 12(3), 295–310.
Wang, Y., Lavelle, J., & Gunnigle, P. (2018). Chinese firms in Ireland: Profile, motives and impact of human resource and industrial relations factors. Management, European J. Of International 12(5-6), 695–721.
Wang, Z., & Kim, H. G. (2017). Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, 39, 15-26.
Weerawardena, J. (2003b). The role of marketing capability in innovation-based competitive strategy. Journal of strategic marketing, 11, 15-35.
Xie, Y., & Zheng, X. (2019). How does corporate learning orientation enhance industrial brand equity? The roles of firm capabilities and size. Journal of Business & Industrial Marketing, 35(2), 231-243.
Zhang, M., Ren, C., Wang, G. A., & He, Z. (2018). The impact of channel integration on consumer responses in omni-channel retailing:The mediating effect of consumer empowerment. Electronic Commerce Research and Applications, 28, 181-193.
