Exploring the Role of DataDriven Culture and Marketing Innovation in Driving Brand Credibility and Loyalty: Evidence from Fisheries Startups-Explorando el rol de la cultura basada en datos y la innovación de marketing para impulsar la credibilidad y la lealtad de marca: evidencia de empresas emergentes del sector pesquero


== Abstract ==

<p><strong>Purpose- </strong>This study investigates the structural relationships between data-driven characteristics, marketing innovation, sustainability practices, and their impact on brand credibility, customer loyalty, and business performance in fisheries startups. The research is grounded in the Resource-Based View (RBV) and Dynamic Capabilities Theory, emphasizing the strategic role of data culture and innovation in startup growth.</p>

<p><strong>Design/Methodology/Approach-</strong>A structured questionnaire was developed based on validated measurement scales from existing literature, translated using forward&ndash;backward translation, and pre-tested with 40 respondents. Data were collected from 380 startup stakeholders in Iran&#39;s aquaculture sector. The instrument demonstrated high reliability (Cronbach&rsquo;s alpha &ge; 0.81) and convergent validity (AVE &ge; 0.59). Exploratory and Confirmatory Factor Analyses (EFA/CFA) were conducted to validate the measurement model. Structural Equation Modeling (SEM) using SmartPLS was applied to test the hypothesized paths (see Figure 1).</p>

<p><strong>Findings-</strong>The results reveal that data-driven characteristics significantly influence marketing innovation (&beta; = 0.35, p &lt; 0.001). In turn, marketing innovation enhances brand credibility (&beta; = 0.48, p &lt; 0.001), which positively affects customer loyalty (&beta; = 0.52, p &lt; 0.001). Loyalty and sustainability practices both significantly contribute to business performance (&beta; = 0.43 and 0.39, respectively; p &lt; 0.001). All proposed hypotheses were supported, and model fit indices confirmed the robustness of the structural model.<br>
Practical</p>

<p><strong>Implications- </strong>This research provides actionable insights for startup managers in emerging industries, particularly in aquaculture, emphasizing the integration of data analytics, innovative marketing, and sustainability to build resilient brand performance.</p>

<p><strong>Originality/Value- </strong>This is among the first studies to empirically examine the integrated role of data culture, innovation, and sustainability in determining brand and performance outcomes within fisheries startups, combining theory-driven modeling with real-world entrepreneurial data.</p>



== Document ==
<pdf>Media:Draft_cho_796590975-7775-document.pdf</pdf>