چکیده مقاله
Branding, especially branding and brand orientation in companies, has often been investigated as a new concept In this research, we sought an appropriate answer to whether brand orientation can be influential in creating added value and improving brand performance Factors affecting brand orientation were also examined The method used in this research is a descriptive survey In order to investigate the research topic, 384 employees and managers of Iran Khodro Company were considered as the final sample of the research by a simple random method The research results showed that entrepreneurial orientation and marketing capabilities significantly relate to brand orientation Also, the research results showed that brand orientation has a significant relationship with brand performance and creating added value for the customer
کلیدواژهها
نویسندگان
Fatemeh Mardani Garm Dareh
Master student, Islamic Azad University, Karaj, Iran
شیوه ارجاع
Mardani Garm Dareh, Fatemeh,1401,The effect of entrepreneurial orientation and marketing capabilities on customer value creation and brand performance: considering the role of brand orientation,The second international conference on modern studies in humanities, educational sciences, law and social studies
ارائهشده در
مجموعه مقالات دومین کنفرانس بین المللی مطالعات نوین در علوم انسانی، علوم تربیتی، حقوق و مطالعات اجتماعی20 آذر 1401