Abstract
Relationship Among Market Focus, Brand Management Capabilities and Organizational Performance: A Field Survey in the Automotive Sector
Brand management capabilities and market orientation in today's markets, where competition has reached global dimensions have become an important element to improve the level of organizational performance. In this study, it was attempted to determine whether there is a relationship between market orientation, organizational performance levels and brand management capabilities in the automotive sector. The questionnaire consists of two parts and in the first part, demographic characteristics and descriptive statistics of enterprises in the industry are included. The second part involves market orientation, brand management capabilities and organizational performance scales. In data analysis, structural equation modelling, confirmatory factor analysis, frequency analysis are used. The reliability analyses of the scales are also investigated and the reliability analyses are evaluated together with confirmatory factor analysis. It has been determined that there is a positive and significant effect among market orientation, brand management capabilities and organizational performance level in the automotive sector.
Keywords
Market Orientation, Organizational Performance, Brand Management Capabilities, Management, Strategic
