Publication Details
Abstract
The research aims to utilize marketing intelligence capabilities as a driving force for market orientation in reality (customer orientation, competitor orientation, and information processing) in developing brand awareness, represented by (brand recognition, brand recall, brand popularity, and brand dominance), through the mediating role of customer satisfaction among a sample of employees in industrial companies in Karbala Holy and Najaf al-Ashraf governorates. To achieve the research objective that emerged to address the problem raised, which was expressed in the fundamental question (Can marketing intelligence capabilities be utilized as a driving force for market orientation in developing brand awareness through the mediating role of customer satisfaction among a sample of employees in industrial companies in Karbala Holy and Najaf al-Ashraf governorates?), a descriptive analytical approach was adopted by adopting a questionnaire tool to measure the level of availability of research variables among the concerned sample. The research sample included a group of employees in these companies, which consisted of six industrial companies, distributed among three companies in Karbala Holy governorate, namely (Noor Al Kafeel Animal and Food Products, Animal Feed Factory, Seed Purification Factory), and three companies in Najaf al-Ashraf governorate, namely (Al Kafeel Dairy and Juice Factory, Al Kawthar Development and Business Company, Al-Kafil Investment Company), and therefore, (125) preliminary questionnaires were distributed to the selected sample, and (111) questionnaires were retrieved, with (4) defective questionnaires, and (107) valid questionnaires for analysis, and thus the response rate reached (85.6%). To analyze the research results, two analysis programs were adopted: SPSS & AMOS.V.28, for the purpose of analysis and extracting the results that the research aspires to achieve. As a result of interpreting the research findings, the research presented several findings, the most important of which is the existence of a correlation between marketing intelligence capabilities as a driving force for market orientation, and Developing Brand Awareness, and Customer Satisfaction. The results also indicated that Customer Satisfaction plays an important mediating role in improving the relationship between marketing intelligence capabilities as a driving force for market orientation and Developing Brand Awareness, which in turn contributed to improving the customer experience as part of its strategy to enhance Customer Satisfaction. When customers feel satisfied, this will contribute to strengthening and increasing their loyalty to the brand, which in turn enhances its awareness in the market. The research also presented several recommendations, the most important of which is the need to invest in marketing intelligence, which allows industrial companies to understand market dynamics more accurately and objectively, which in turn requires the establishment of new mechanisms for decision-making Strategic decisions enhance brand awareness.