Purpose

Branding plays a vital role in the success of every organization and even industry. In Islamic countries, every organization must consider Sharia rules while strategy making. Nowadays, the supply chain is considered a major tool of branding and marketing. After an extensive literature review, it has been found that the studies that test the marketing advantages (MAs) and sustainable competitiveness through branding are scarce. The purpose of this study is to empirically examine the relationship between branding and MAs and mediating the role of sustainable competitiveness.

Design/methodology/approach

This is a quantitative study. An instrument was adopted, and data were collected. The researchers tested the hypotheses from the survey data from 179 electronic organizations. The data ware analyzed through structural equation modeling to examine the proposed hypothesis of this study.

Findings

The findings indicate that the relationship among dimensions of branding attitude and MAs were supported (expect reliability). Additionally, this study also revealed that a sustainable competitive variable plays a substantial role as a mediating variable in those relationships.

Research limitations/implications

This study is a cross-sectional survey. Consequently, the limited sample size from the electric industry may affect the power of generalizability. The next study may be demonstrated for other industries to respect the nature of the branding and MAs among the managerial staff of other industries.

Practical implications

This study will help managers to understand how to use the supply chain as branding for their MAs through sustainable competitiveness.

Originality/value

This study adds practical value to the literature on sustainable competitive, branding and MA and supply chain. The study shows that sustainable competitiveness has varying mediating effects on industry value.

中文翻译：

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通过品牌塑造伊斯兰国家供应链的营销优势和可持续竞争力

目的

品牌在每个组织甚至行业的成功中都起着至关重要的作用。在伊斯兰国家，每个组织在制定战略时都必须考虑伊斯兰教法。如今，供应链被认为是品牌和营销的主要工具。经过广泛的文献回顾，发现通过品牌测试测试营销优势（MA）和可持续竞争力的研究很少。本研究的目的是实证检验品牌与 MA 之间的关系，以及在可持续竞争力的中介作用。

设计/方法/方法

这是一项定量研究。采用了一种仪器，并收集了数据。研究人员从 179 个电子组织的调查数据中测试了假设。数据件通过结构方程模型分析，以检验本研究提出的假设。

发现

研究结果表明，品牌态度维度和 MA 之间的关系得到了支持（预期可靠性）。此外，这项研究还表明，可持续竞争变量在这些关系中作为中介变量起着重要作用。

研究限制/影响

本研究为横断面调查。因此，电力行业有限的样本量可能会影响泛化能力。下一项研究可能会为其他行业展示，以尊重其他行业管理人员的品牌和 MA 的性质。

实际影响

本研究将帮助管理人员了解如何通过可持续竞争力将供应链用作其 MA 的品牌。

原创性/价值

本研究为关于可持续竞争、品牌和 MA 和供应链的文献增加了实用价值。研究表明，可持续竞争力对行业价值具有不同的中介作用。