A Study of The Effect of Brand Ambidexterity on Brand Performance, Brand Reputation and Brand Commitment (Case Study: Kaleh Brand in Iran)

Today, brand is a strategic requirement for organizations, which allows the creation of greater values customers and sustainable competitive advantages companies. Creating strong in market primary goal many organizations. A can build up customer confidence purchase goods services, giving them appreciation intangibles. Given importance marketing studies, this paper was conducted to investigate effect ambidexterity on performance commitment. The research population consists all Kaleh Rasht, Iran. Since size not known, sample n= 384 people selected using Cochran's formula infinite as well Krejcie & Morgan table ensure sampling adequacy. Structural equation modeling (SEM) partial least squares (PLS) method were also used data analysis. results show that (exploitation exploration) affects performance. suggested image, reputation