Authors: Aron O’Cass, Liem Ngo
This study primarily examines the brand performance impacts of service brand innovation and service brand marketing capabilities in service firms. A secondary focus was an examination of the role of service firms’ market orientation (MO) in the performance process. The results of a survey of 400 medium and large service firms show that MO culture works through MO behavior in facilitating the deployment of service firms’ innovation and brand marketing capabilities, which in turn influences their brands’ marketplace performance. In addition, our findings reveal a significant interaction effect of service brand innovation capability and service brand marketing capability on a brand’s marketplace performance. We also show that these capabilities mediate the effect of MO behavior on a brand’s marketplace performance.