The effect of entrepreneurial orientation and marketing capabilities on customer value creation and brand performance: considering the role of brand orientation

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, ۳۸۴ 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.

Keywords:

entrepreneurial orientation , brand orientation , marketing capabilities , brand performance , creating added value