spot_img
spot_img
spot_img
HomeInsightsBuilding Brand Success via Marketing Orientation and Marketing-Based Capability: An Inside-out Approach

Building Brand Success via Marketing Orientation and Marketing-Based Capability: An Inside-out Approach

Authors: Liem Viet Ngo, Aron O’Cass

Description
Being market-oriented has been considered a key contributor of superior firm performance. A significant void exists in current models of market orientation-firm performance because none of them incorporate constructs related to marketing including marketing orientation and marketing-based capability. In this study, the authors examine the structural effect (both indirect and direct) of marketing orientation on brand performance and the mediating role of marketing-based capability in the context of Vietnam, a non-Western developing economy business environment. The empirical findings provide support for the indirect effect of marketing orientation on brand performance through marketing-based capability, but no empirical support was found for the direct relationship between marketing orientation and brand performance.

RELATED ARTICLES

Weather

Australia
overcast clouds
29.8 ° C
29.8 °
29.8 °
15 %
5.4kmh
100 %
Sat
29 °
Sun
42 °
Mon
41 °
Tue
43 °
Wed
43 °

CALENDAR

LATEST NEWS

Rõ biết 250

Rõ biết 249

Rõ biết 248

Rõ biết 247

spot_img

About Me

Quick Links

Stay connected

16,985FansLike
2,458FollowersFollow
61,453SubscribersSubscribe