AN ANALYSIS OF THE RELATIONSHIP BETWEEN ORGANIZATIONAL INTELLIGENCE AND BRAND REPUTATION

The present study introduces a new variable in development of reputation of the organization by the way of surveying the effects of organizational intelligence on reputation of brand in Tire manufacturing industry. Given the high number of top and mid managers in the 10 active companies in the industry and the necessity of statistical tests, limited society sampling was conducted to select the study group. The results of pilot survey showed a maximum standard deviation of 0.371. Thus, maximum size of sample group with error level of 5% was obtained 106 individuals but 117 questionnaires were retuned, and 3 were incomplete and the analyses were carried with 114 questionnaire. Having validity and reliability of two standard questionnaires ascertained, surveys of the hypotheses revealed that two aspects (strategic perspectives and tendency to change) out of the seven aspects of Tire manufacturing industry were at inacceptable level. Among the brand reputation aspects only financial index, leadership status and management were at inacceptable level. Moreover, correlation analyses showed that there is relation between the two variables at Pierson’s correlation level of 0.184, which was significant at 1% level of error. Therefore, hypothesis one of the study was supported. On the other hand, significant and positive relation was found between organizational intelligence level and five aspects of brand reputation