Identification of Key Factors Influencing Golrang Brand Performance with Emphasis on the Mediating Role of Brand Innovation: A Case Study of Pakshoo Company in the Detergent Industry

Mafi, Hamid; Erfani Kia, Ali; Yeganegi, Kamran

doi:10.22034/apj.2026.2091706.1071

Identification of Key Factors Influencing Golrang Brand Performance with Emphasis on the Mediating Role of Brand Innovation: A Case Study of Pakshoo Company in the Detergent Industry

Document Type : Original Research Article

Authors

Hamid Mafi ¹

Ali Erfani Kia ²

Kamran Yeganegi ³

¹ Department of Management, Ghazali Higher Education Institute, Faculty of Management, Qazvin, Iran

² Department of Management, Ab.C , Islamic Azad University, Abhar, Iran

³ Department of Industrial Engineering ,Za.C, Islamic Azad University, Zanjan, Iran

10.22034/apj.2026.2091706.1071

Abstract

The present study aims to identify and explain the key factors affecting the performance of the Golrang brand, with an emphasis on the mediating role of brand innovation, focusing on Pakshoo Company in the detergent industry. Based on the resource‑based view and the dynamic capabilities approach, market orientation, organizational learning, and internationalization were considered as organizational and strategic drivers, brand innovation as the mediating mechanism, and brand performance as the final outcome of the model.

In terms of purpose, this research is applied, and in terms of method, it is descriptive–survey and correlational. The statistical population consisted of managers and employees of Pakshoo Company located in the Alborz Industrial City of Qazvin. Out of 260 individuals, 152 respondents were selected using simple random sampling based on the Morgan table. Data were collected through a standardized questionnaire adapted from validated studies and localized for the detergent industry. The content validity of the questionnaire was confirmed by experts, and its reliability was verified using Cronbach’s alpha; the alpha coefficients for the constructs ranged from 0.712 to 0.946.

Data were analyzed using descriptive statistics, the Kolmogorov–Smirnov test, linear regression, and the Preacher and Hayes mediation model in SPSS software. The findings indicated that market orientation, organizational learning, and internationalization have a positive and significant effect on brand innovation, and brand innovation in turn positively and significantly improves brand performance. Furthermore, the mediating role of brand innovation in the relationships between the three drivers and brand performance was confirmed.

The results suggest that brand innovation acts as a connecting mechanism between organizational capabilities and developmental strategies with superior brand performance. It can serve as a lever for differentiation, market responsiveness, and strengthening competitive advantage in the detergent industry.

Keywords

Brand performance

Brand innovation

Market orientation

Organizational learning

Internationalization

Detergent industry

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