The Effect of Brand Competitiveness on Banking Performance with the Mediating Role of Entrepreneurial Opportunities (Case Study: Shahr Bank of Tehran Province)

The topic of brand competitiveness is one of those topics that have strongly drawn the interest of economic researchers in recent years. Today, brands are known as the most valuable assets of many companies. Therefore, the success of the banking industry is undoubtedly related to their performance. The purpose of this research was to study the impact of brand competition on banking performance with the mediating role of entrepreneurial opportunities. The research is an applied study in terms of its purpose and a descriptive-survey study in terms of data collection. For the purpose of field investigation in the present research, the statistical population included all employees of Shahr Bank of Tehran province, amounting to 1496 people out of whom 306 people were sampled according to the population size from Cochran's formula. In addition to library studies, the data collection tool was a questionnaire whose validity was confirmed by confirmatory factor analysis and its reliability was estimated by Cronbach's alpha. Data were analyzed both descriptively and inferentially using the SPSS version 23 and Lisrel version 8.8 software suites. The results of structural equation modeling show that brand competitiveness significantly influences banking performance negatively and entrepreneurial opportunities positively. Also, entrepreneurial opportunities influence banking performance positively and significantly. Finally, brand competitiveness influences banking performance through entrepreneurial opportunities positively and significantly. It is inferred from the results that branding and entrepreneurial opportunities play a very important role in improving bank performance.