Journal of Entrepreneurial Strategies in Agriculture

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Bashirkhodaparasti R, bagheri garbollagh H. (2021). Investigating the Role of Brand Orientation and Entrepreneurship Orientation on Brand Performance in Green Food Producers. jea. 7(14), 11-20. doi:10.52547/jea.7.14.11
URL: http://jea.sanru.ac.ir/article-1-225-en.html

Entrepreneurial orientation is a valuable structure for understanding how and why some companies are able to grow regularly over time through new ways. The aim of this study is to Investigating the role of Brand Orientation and Entrepreneurship orientation on Brand Performance in Green food producers. This is an applied and descriptive study and has been performed by the survey method. The sample size in this study 94 employees of green food companies in Tehran who were selected by the Cochran sampling method. Data collection in the present study was done in the winter period of 1398 and in order to analyze the data, the structural equation modeling method was used. The validity of convergent and divergent validity was used by software, In order to fit the reliability, Cronbach alpha was used and its coefficient for all research structures is more than 0.7. The results show that brand orientation and entrepreneurship orientation have a significant effect on brand performance. There was also a positive and significant effect between brand orientation and entrepreneurial orientation. Because the heart of entrepreneurial orientation is innovation, green food companies are better able to create creative brands for their products and services and present a different image of their organization in the market. Therefore, adopting an entrepreneurial orientation in manufacturing companies promotes branding in them.