Emotional marketing, dynamic capabilities and organizational profitability

Subject Areas : Jounal of Marketing Management

Mojtaba  Poursalimi ¹ (Assistant Professor, Department of Management, Ferdowsi University of Mashhad, Mashhad, Iran)
anoosh  omidi ² (Teacher, Department of Management, Tabaran Institute of Higher Education, Mashhad, Iran)

Received: 2019-05-05 Accepted : 2019-06-10 Published : 2017-08-23

Keywords: emotional marketing, organizational profitability, dynamic capabilities, Brand Loyalty,

Abstract :

Organizational profitability in competitive markets is one of the important paradigms in organizational and performance issues that has been widely studied. Organizations that have a good understanding of this topic will be better performing and more profitable. Therefore, the present study aims to explain the relationship between capabilities Dynamic, Emotional Marketing, Brand Loyalty and Organizational Profitability. In this regard, the required data were collected using the standard questionnaire of the target population of the research (Active Representatives of Pasargad Insurance, Khorasan Razavi, whose number is 261 and based on the table). Morgan the A sample of 152 individuals was selected (collected). The conceptual design of the research was evaluated using structural equation modeling using PLS software and path analysis method. The results showed that emotional marketing through brand loyalty had a positive effect on organizational profitability. Also, the results indicated that the dynamic capabilities of the organization also had a positive impact on organizational profitability.

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