Volume 28, Issue 2 (2021)                   AIJH 2021, 28(2): 1-26 | Back to browse issues page

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Naami A. Study of the Effect of Entrepreneurial Marketing-Mix on Organization Brand with Mediating Role of Entrepreneurial Organizational Culture in Iranian Automotive Industry (Case Study: Pars Khodro Company). AIJH 2021; 28 (2) :1-26
URL: http://aijh.modares.ac.ir/article-31-44611-en.html
Assistant Professor Islamic Azad University ،Department of usiness Administration - South Tehran Branch, Iran , a_noami@azad.ac.ir
Abstract:   (1846 Views)
Entrepreneurs need to develop marketing strategies and tools that go beyond conventional customer definitions and target any organization or individual that can have a positive impact on a venture entrepreneurial business. In this sense, one of the important roles of entrepreneurial marketing is to focus on its impact on the brand of an organization and the entrepreneurial organizational culture. Assessing the existing backgrounds, a lack of research in this field is felt especially about the mediating role of entrepreneurial organizational culture. The present study is descriptive-correlation based on the applied purpose and based on the nature and method. In the analysis of Kolmogorov-Smirnov test results, the data distribution was not normal; therefore, Smart Pls software was used for the 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, all of which were confirmed, and we concluded that the entrepreneurial marketing mix has an effect on the brand of the organization and entrepreneurial culture Entrepreneurship affects the relationship between the entrepreneurial marketing mix and the brand of the organization.
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Article Type: مقالات علمی پژوهشی | Subject: Arts and Humanities (General)
Received: 2020/07/27 | Accepted: 2020/10/15 | Published: 2021/06/22

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