Analyzing the Moderating Role of Knowledge Management in Relation to Intellectual Capital and Brand Competitive Advantage: Focusing on the Mediating Role of Brand Value (Case Study: Ardebil Hotels)

Today, intellectual capital is used to create and increase organizational value, and the success of an organization depends on its ability to manage this scarce resource, in addition to one of the important organizational capabilities that can greatly help organizations in creating and sharing knowledge. They create a competitive advantage over other organizations, brand value and knowledge management; Therefore, the present study investigates the moderating role of knowledge management in the relationship between intellectual capital and competitive advantage through innovation. This research is of descriptive-correlation type. The statistical population of the present study consists of hotel staff in Ardabil; 130 sample members were randomly available and questionnaires were completed. Data using SPSS software and partial least squares method and Smart PLS software were employed. The results of this study showed that the use of intellectual capital by promoting brand value management and brand innovation leads to a competitive advantage in hospitality and hospitality organizations.