Achievement based on Brand Performance and Market Control; Investigating the Mediating Role of Brand Management Capability

Brand performance and market control are two mechanisms that their roles in the success of an organization should be examined. Brand performance as an indicator is used to evaluate the brand ability in delivering value to customers. Market control is an instrument for an organization to penetrate into the market and adjust its consumers’ behavior. This research was designed to explain how an organization’s achievement can be achieved through brand performance and market control, and to this end, the roles of brand performance in creating the valuable brand and market control in adjusting the consumer’s behavior have been surveyed. The statistical population of this study was experts in the field of information technology and 158 employees from Maadiran Group were sampled. Library studies were used to model and develop the hypotheses and the data were collected by simple random sampling. To assess the validity and reliability of the model and test hypotheses, structural equation modeling with partial list square using Smart-PLS was employed. Findings showed two effective approaches to gain achievement; creating the valuable brand is a way to gain success in brand-based organizations; whereas market oriented organizations adjust consumer behavior to gain success. Also, according to resource-based theory, it can be suggested that only one of these strategies should be implemented in an organization to gain success. Because, in the case of simultaneous emphasis on the two approaches, they would loss their maximum capacity compared to the times they are used alone.