Journal of Business Management Perspective

Journal of Business Management Perspective

The impact of market orientation on brand-consumer congruence: the moderating role of innovation ambidexterity and relationship quality

Document Type : Original Article

Authors
Majid Mohammad shafiee
Shakiba Rahgozar
Department of Management, University of Isfahan
10.48308/jbmp.2024.235555.1602
Abstract
Objective: This research seeks to determine and investigate the effect of market orientation on brand-consumer fit with the mediating role of innovation and relationship quality.
Methodology: The current research is descriptive-survey in terms of data collection method. A researcher-made questionnaire was used to collect data. The statistical population of the research is the customers of consumer cooperative companies of Isfahan province. The sample of the present study includes 206 customers of consumer cooperative companies in Isfahan province, who were selected non-randomly. In order to analyze the collected data and test the hypotheses, structural equation modeling with partial least squares (PLS) approach was used.
Findings: The results show that market orientation has a positive and significant effect on innovation and relationship quality. Also, innovation ambidexterity and relationship quality have a positive effect on brand consumer congruence.
Conclusion: This research shows that in order to achieve a unique competitive advantage for themselves in today's competitive market, companies can increase the quality of their communication with customers by market orientation and obtaining information about them, and by creating innovation ambidexterity. In their products and services, they produce products that meet customer expectations in order to improve their marketing performance.
Keywords
market orientation
brand consumer congruence
innovation ambidexterity relationship quality
Subjects
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