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Investigating the Effects of Types of Capital on Brand Performance with the Mediation of Brand Management Capabilities
Euro-Asian Journal of Economics and Finance
View Archive Info| Field | Value | |
| Title |
Investigating the Effects of Types of Capital on Brand Performance with the Mediation of Brand Management Capabilities
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| Creator |
Razminia, Ehsan
Baladi, Akram Shafiee, Hadi |
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| Description |
Brands have assumed special significance as a basis for a competitive strategy. Unfortunately,although brand managers are responsible for developing and implementing the brand strategy, theyhave little information regarding what makes their management effective. The aim of this study isto investigate the effects of types of capital on brand performance with the mediation of brandmanagement capabilities at Bank Saderat Iran in Bushehr Province. The statistical populationincluded the brand manager and experts of Bank Saderat. Then the convenience random samplingmethod was used to select samples. The correlation test and structural equation modeling techniquewere employed to analyze data in SPSS 20 and LISREL 8.8. The findings indicated that theresultant coefficient of organizational capital was -0.14 indicating no significant relationshipsbetween organizational capital and brand performance. However, there were positive and directrelationships between other variables. Finally, some suggestions were made according to theresearch findings.
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| Publisher |
Academy of Business & Scientific Research
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| Date |
2017-10-17
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
application/pdf
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| Identifier |
http://absronline.org/journals/index.php/eajef/article/view/735
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| Source |
Euro-Asian Journal of Economics and Finance; Vol 5 No 3 (2017): Euro-Asian Journal of Economics and Finance; 83-89
2310-4929 2310-0184 |
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| Language |
eng
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| Relation |
http://absronline.org/journals/index.php/eajef/article/view/735/751
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