Investigating the Impact of Brand Orientation on Brand Performance in Agricultural Cooperatives (Distillates and Medicinal Plants of Firoozabad County): The Role of Entrepreneurial Orientation and Marketing Capability

The aim of this study was to investigate the effect of brand orientation on brand performance in transformational agricultural cooperatives with respect to the role of entrepreneurial orientation and marketing capability. This research was applied in terms of purpose and descriptive-survey method. A 40-item questionnaire based on sequential scale and a five-point Likert scale was used to collect data. Level of analysis of the company and the statistical population of the research, agricultural cooperatives in Firoozabad city are 85 companies. The sample size was calculated using Krejcie Morgan table of 70 people who were selected by simple random sampling method. SmartPLS software was used to analyze the data. The results showed that entrepreneurial orientation and marketing capabilities have a positive and significant effect on brand orientation with path coefficients of 0.85 and 0.72, respectively. The effect of brand orientation on brand performance was also confirmed (path coefficient 0.669 and significance coefficient 13.701). According to the results, the approach of managers of cooperatives in the optimal use and combination of internal resources to create and develop marketing capabilities, as well as entrepreneurial and opportunity-oriented approach to the market, can have a significant effect on brand orientation and ultimately improve brand performance and performance of these companies.