The mediating role of emotional intelligence in the relationship between leadership orientations and branding relevance: A study in the ready-to-wear sector

In this study, it is aimed to investigate the mediating role of emotional intelligence in the relationship between leadership orientations and branding relevance. It is thought that the study carried out on the ready-made clothing sector will contribute to the literature. In addition, it is expected to guide the sector managers and employees. The model of the research is the general screening model. The universe of the research consists of senior and middle level managers working in textile companies in Istanbul. The research sample, consists of 495 senior and middle level managers randomly selected from ready-made clothing companies in Bayrampasa, Beylikduzu, Gungoren, Zeytinburnu and Sisli districts of Istanbul. Three different scales were used in the study. These are the leadership orientation scale in which leadership is measured, the emotional intelligence scale in which emotional intelligence is measured, and the branding relevance scale in which branding is measured. The starting point of the research was four hypotheses; The first hypothesis was determined as "leadership orientations have an effect on branding relevance". As a result of the analysis, it was determined that the levels of leadership orientation have a positive and significant effect on the level of branding interest. (=0.40, p<0.001). The second hypothesis is that "leadership orientations have an effect on emotional intelligence". As a result of the analysis, it was determined that leadership orientation levels had a negative and significant effect on the level of emotional intelligence (=0-0.576, p<0.001). The third hypothesis was determined as "emotional intelligence has an effect on Branding relevance". As a result of the analysis, it was determined that emotional intelligence levels have a negative and significant effect on the level of branding interest. (=0-0.238, p<0.001). Finally, as a result of the analysis made for the hypothesis that "emotional intelligence has a mediating effect on the effect of leadership orientations on branding interest", it was determined that emotional intelligence level is a partial mediator variable in the relationship between leadership bias level and branding interest level. (p=0.0001). At the end of the research, it was determined that as the leadership orientation levels increase, the level of branding interest will increase. It has been determined that the level of emotional intelligence will decrease with the increase in leadership orientation levels. In addition, it has been observed that as emotional intelligence levels increase, the level of branding interest will decrease. Finally, it has been determined that the level of emotional intelligence has a mediating effect that reduces the effect of leadership tendency on the level of branding interest.