Effects of Managers’ Perception of Competition Intensity in the Industry and Marketing Capabilities on the Brand Performance (Computer Services Companies as Case Study)

Brand is an assurance that secures the companies’ performance. The companies’ effort for achieving better performance and recognizing the brand performance motivations is done in order to achieve better and stronger brand name. Intensity of the competition among companies in every industry and its effect on the commercial performance components and motivations is an important issue. This is why that the present study was aimed to develop and test a conceptual and determinant model for explaining the effects on the brand performance. This study is a practical research from purpose view and is a descriptive-survey one from methodological perspective. The reliability of questionnaire has been examined and confirmed through pre-testing it among managers. The results of this study that have been analyzed through parametric tests such as regression analysis, independent two-sample t-test, and analysis of variance (ANOVA) revealed that the perceived competition intensity influences marketing capabilities and market-oriented learning significantly. All in all, the results of this study indicated that perceived competition intensity influences market-oriented learning, marketing capabilities, and brand performance.