Structural Model of Brand Ambidexterity Impact on Brand Commitment through Brand’s Performance, Image and Reputation

Abstract

Brand ambidexterity strategies help organizations improve their capabilities and performance and simultaneously discover new opportunities. The purpose of this study is to investigate the effects of brand ambidexterity strategies on brand commitment through brand’s performance, image and reputation. The statistical population of this research were the users of Pishgaman Company. Random sampling method was used and 300 acceptable questionnaires were collected. Data analysis was carried out using the PLS3 software and the results show that exploratory and exploitative strategies have positive and significant impact on brand performance. Also, the impact of brand’s performance on its reputation and image, and brand reputation on brand commitment are positive and significant. Other findings show that the impact of brand performance on brand commitment, brand image on brand reputation and brand image on brand commitment are not significant. Moreover, results indicate that brand performance has a mediating role in the relationship between brand ambidexterity and brand commitment, and reputation has a mediating role in the relationship between brand performance and brand commitment. Nevertheless, the mediating role of brand image in the relationship between brand performance and brand commitment has not been confirmed.

Keywords

• brand ambidexterity
• exploratory strategy
• exploitative strategy
• brand commitment
• brand performance.