Effect of Market Orientation on Brand Reputation according to Mediator role of Intellectual Capital in Sports Companies in the Northwest of Iran

Subject Areas : Sport Sciences Quarterly

Yasob safari ¹ , محبوب شیخعلی زاده ^{2 *}

1 - M.A Sport Management, Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar, Iran
2 - دانشگاه آزاد اسلامی اهر، دانشکده علوم انسانی، گروه مدیریت ورزشی

Received: 2023-09-26 Accepted : 2024-09-09 Published : 2025-04-08

Keywords: Competitive Advantage, Customer Orientation, Competitor Orientation, Brand Reputation, Sports Manufacturers,

Abstract :

Objective: This study aimed to investigate the effect of market orientation on brand reputation due to the mediating role of organizational intellectual capital in sports companies in the Northwest of Iran. Methodology: The statistical population of the research is all managers, employees, and managers of sporting goods companies in the Northwest of Iran with 642 people. According to Krejcie and Morgan's table, 211 people were selected as a statistical sample and were selected using the random cluster sampling method. The research tool was Narver and Slater's market orientation (1990), Parhizkar et al. brand reputation (2012), and Bontis's intellectual capital (1998). A structural Equation Modeling (SEM) test was used based on the partial least squares method in Smart PLS software to analyze the data. Results: The results of path analysis showed that market orientation has a direct and significant effect on brand reputation and intellectual capital. The positive role of mediating intellectual capital for the relationship between market orientation and brand reputation was confirmed. The study of the fitness model showed that the proposed model has a strong fitness fit (GOF = 0.659). Conclusion: In conclusion, we can say that sports companies with a strong spirit of market orientation and the use of intellectual capital can change the company's behavior and create a special place for their brand in the production of sports goods, taking into account the needs and demands of customers.