the role of market orientation in improving brand performance in the international markets

Globalization and competitiveness in the international markets have urged companies to encounter new challenges. Now, it is necessary that organizations understand the characteristics of global markets and customers. They also need to adapt their brands to different cultures in order to achieve sustainable competitive advantage. On this basis, understanding the relationship between market orientation and brand performance helps achieve greater competitive advantage and success. The present paper investigates the direct effect of market orientation on international brand performance. It also studies the indirect effect on international branding through brand oriention and brand repositioning. To this end, the top 100 branded manufacturing companies in Iran have been surveyed. The results of the Spearman correlation, multiple regressions and path analysis indicate a significant and direct as well as indirect effect of market orientation on the brand performance. Also, the significant effect of international branding as the intermediate variable was confirmed.