Investigating the impact of brand equity on the competitive intelligence of knowledge-based companies

Abstract

Background and purpose: A powerful brand creates value for both the customer and the organization. On the one hand, brands provide a concise and useful tool to simplify the process of choosing and buying a product or service, and make the process of processing data and information easier and faster for them, thereby creating value for customers. Therefore, the present study deals with the effect of brand value on the competitive intelligence of Razavi Khorasan Islamic Azad University knowledge-based companies. Methodology: The research method used is descriptive, survey and correlation. Also, the statistical population in the present study is all managers of knowledge-based companies of Razavi Khorasan Islamic Azad University. The sample size was determined using the Cochran formula of 82 people, and the sampling method of the present study is simple random sampling. The library and field method collected the research data, and a questionnaire was used as the tool. The reliability of the questionnaires has been confirmed using Cronbach's alpha method of 0.859 and the instrument's validity using the content method. Research information was analyzed with the help of Lisrel software and using statistical, descriptive, and inferential tests. Results: The results of this research indicate that brand awareness, brand loyalty, brand association, and perceived quality have a positive and significant effect on competitive intelligence. Conclusion: Based on the research findings, it is suggested that, by taking a dynamic approach, managers pay attention to the special value of the brand and the development of competitive intelligence as two strategic functional areas of the company.