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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.

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