Investigating the impact of emerging market dimensions on luxury brand sales with the mediating role of marketing efforts (Case study: Persia Khodro Company)

Organizations are increasingly expanding their scope of pursuit in emerging economies. Almost 40% of the companies we studied have established commercial operations in addition to their manufacturing operations that serve local markets in addition to global markets. After-sales service, sourcing, and sales and marketing are increasingly being developed by new entrants in low-cost centers. In the current research, the dimensions of the emerging market on the sale of luxury brands with the mediating role of marketing efforts in Persia Khodro Company have been discussed. The current research is applied in terms of purpose and descriptive-survey in terms of method. The sample number is 132 people from all the employees of Persia Khodro Company in the 1st district of Tehran, who were selected by simple random method and based on Cochran's formula, and the impact between the hypotheses was investigated using the Klumrov Smirinov test, factor analysis, and Liesrel's structural equations. The research results show that according to the table of non-standard coefficients, it can be said that all hypotheses are confirmed at the 99% confidence level. Because the value of sig or the level of significance in these hypotheses is smaller than 0.01 and also the numbers related to the t-value column are outside the range (2.58 and -2.58). According to the values of the significance level and the t-value of the rejected hypotheses, it can be said that the value of the obtained significance level is greater than 0.05 and all the hypotheses were proved and suggestions were presented at the end.