The Role of Human Capital Impact on Competitive Advantage with the Mediating Role of Brand Management Capability and Market Dynamics Moderator
Subject Areas : marketing
fatemeh
rezaee rad
1
(Ph.D. Student in Business Administration)
MohammadBagher
Poranjafzadeh Ardakani
2
(PhD student in Marketing Management - Islamic Azad University of Qazvin)
Keywords: Human Capital, Competitive Advantage, Brand Managerial Ability, Market Dynamics,
Abstract :
Today, the role of intellectual capital in achieving the goals and programs of reputable companies and organizations is important. The lasting effects of this phenomenon on managers and professionals in this field are obvious. Creative directors with intelligent and scientific planning try to improve the role and impact of these factors in continuous improvement of the quality of activities and organizational excellence. This paper aimed to investigate the role of human capital on competitive advantage considering the mediating role of brand management capability and moderating market dynamics. The research method was descriptive (survey) and applied in terms of purpose.The statistical population of the study is all the managers in charge of 5-star hotels, marketing and sales managers, internal management and employees with a history of 10 years or more. The sample size was estimated based on Cochran formula of 198 people by cluster random sampling. The data collection tool was Al-Sharnobi and Albana standard questionnaire (2021) with 18 items. In this study, content and construct validity and Cronbach's alpha coefficient and combined reliability were used to determine the validity of the questionnaires. The collected data from the questionnaire was analyzed using SPSS and smartpls3 software. The findings showed that human capital had a positive and significant effect on competitive advantage and brand management capability. Market dynamics also had a moderating role in the relationship between competitive advantage and brand management capabilities.And brand management capability played a mediating role between the relationship between human capital and competitive advantage.
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