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

Document Type : Original Article

Authors

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.

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History

  • Receive Date: 04 May 2024
  • Revise Date: 03 June 2024
  • Accept Date: 05 June 2024

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