Analyzing The Role of Intellectual Capital on The Competitive Advantage of The Brand With The Mediating Role of Innovation And Brand Value (Case Study: Marketing Managers of The Hospitality And Hotel Sector)

In today's competitive era, knowledge and intellectual capital is considered as a sustainable strategy and the main factor for profitability and maintaining the competitive advantage of organizations. On the other hand, achieving innovation and brand value is considered as one of the most important steps for the organization to succeed in the markets and surpass competitors. Therefore, the current research examines the role of intellectual capital on competitive advantage through innovation and brand value. This research is descriptive-correlation type. The statistical population of the present study consists of employees and marketing managers of the hospitality sector in Tabriz, whose number, according to the website of the Ministry of Cultural Heritage, Tourism and Handicrafts of East Azarbaijan Province in 1400, is fifteen hotels, and the number of their personnel is estimated to be approximately 500 people; Out of this number, 229 members of the sample were available and the questionnaires were completed. Data were analyzed using SPSS software and partial least squares method and Smart PLS software. were analyzed. Examining the results of this research showed that the use of intellectual capital by improving the capacity of brand value and brand innovation leads to creating a competitive advantage in hospitality organizations.