Investigation of the Impact of The Effect of Marketing Innovation on Brand Competitiveness with Clarifying Role of Technological Opportunism in the Food industry of Iran

Brand competitiveness is one of the important issues emphasized in management and marketing literature in recent years. In today's world, the development of food industry market from one hand and increase in competitiveness among firms and customer's expectation on the other hand, has persuaded food companies to create a strong brand in today's competitive markets. The present study is aimed at studying and examining the effect of marketing innovation on brand competitiveness through the mediating role of technological opportunism among superior exporter firms of food industry products. Data gathering instrument was a standard questionnaire. For validity purpose, face and construct validity and for its reliability, Cronbach Alfa coefficient were adopted. The current study is practical in aim and descriptive-survey in data gathering procedure. Structural equation modeling was used to examine the research hypotheses and the effect of the conceptual model of the analysis. The results of the statistical model show that the proposed model fits the data and marketing innovation and technological opportunism have a significant positive effect on brand competitiveness while technological opportunism has a mediating role in the above relationship.