Investigating the Effects of Types of Capital on Brand Performance with the Mediation of Brand Management Capabilities

Brands have assumed special significance as a basis for a competitive strategy. Unfortunately, although brand managers are responsible for developing and implementing the brand strategy, they have little information regarding what makes their management effective. The aim of this study is to investigate the effects of types of capital on brand performance with the mediation of brand management capabilities at Bank Saderat Iran in Bushehr Province. The statistical population included the brand manager and experts of Bank Saderat. Then the convenience random sampling method was used to select samples. The correlation test and structural equation modeling technique were employed to analyze data in SPSS 20 and LISREL 8.8. The findings indicated that the resultant coefficient of organizational capital was -0.14 indicating no significant relationships between organizational capital and brand performance. However, there were positive and direct relationships between other variables. Finally, some suggestions were made according to the research findings.

Brand management, intangible capital, human capital, brand performance