Study of the Effect of Organizational Innovation on Brand Loyalty with a Mediating Role of Entrepreneurial Thinking

Thinking is not innate or inherited matter rather achieved through learning and experience. Examining some related studies, it was found that the dimensions of entrepreneurial thinking are not classified into multiple dimensions, and it was noted that their dimensions are related to the fields of innovation. There is an overlap in the organization that can be considered these two variables in relation to customer loyalty to the brand. Assessing the existing backgrounds in this field, the lack of research is felt especially about the mediating role of entrepreneurial thinking. The present study is descriptive-correlational based on the applied purpose and based on the nature and method. In the analysis of Kalmogorov-Smirnov test results, it was shown that the data distribution was not normal; therefore, Smart Pls software was used for data analysis. The PLS method for fitting and evaluating the validity of structural equation models covers three parts. Fitting of measurement models, fit of structural model, fit of general model. The results showed that the conceptual model has a good fit. Also, to test the research hypotheses, the path coefficient and statistical value of t were used, which were all confirmed and the results of this study showed that the innovation of the organization has an effect on customer loyalty and entrepreneurial thinking and entrepreneurial thinking can play a mediating role in this regard.