The Impact of Market Orientation, Brand Image and Internal Marketing on Brand Orientation and Strengthening Br

Adam, Mulyadi; Tabrani, Mirza

doi:10.20472/iac.2016.025.001

Cited by 3 publications

(2 citation statements)

References 8 publications

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“…In this way, MO is positively link with BI (Pitt et al, 1996). Researchers proposed that MO leads to brand orientation, which improves a brand’s performance (Adam & Tabrani, 2016). Further, Khan, Khan et al (2021a, 2021b) suggest that CDMO significantly influences BI.…”

Section: Literature Reviewmentioning

confidence: 99%

Customer-Defined Market Orientation, Brand Image and Customer Satisfaction: A Mediation Approach

Khan

Kumar

et al. 2022

Sage Open

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Over the past two decades, marketing literature has classified market orientation’s nature, antecedents, and consequences as intra-organizational phenomena. Most studies focus on market orientation at the organizational level, concentrating on managers’ views of their companies. Another school of thought contends that customer perception of company offerings is critical. This research provides empirical data on the effect of a customer-defined market orientation on consumer satisfaction, with brand image functioning as a mediator. The study focused on South Asian ethnic restaurants in Malaysia. Data was collected from 301 respondents and analyzed using the PLS-SEM technique. Results reveal that customer-defined market orientation has a positive impact on consumer satisfaction. Furthermore, brand image mediated the link between customer-defined market orientation and customer satisfaction to a lesser extent. Finally, researchers addressed managerial implications, limitations, and future directions.

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Section: Literature Reviewmentioning

confidence: 99%

Customer-Defined Market Orientation, Brand Image and Customer Satisfaction: A Mediation Approach

Khan

Kumar

et al. 2022

Sage Open

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“…In this regard, Pitt, Caruana and Berthon (1996) also found a positive association between market orientation and the brand image. In addition to this, Adam and Tabrani (2016) argued that market orientation, in actuality, leads to the brand orientation strengthening a brand's performance. Therefore, keeping these revelations in context, this study hypothesizes:…”

Section: Market Orientation and Brand Imagementioning

confidence: 99%

(In) Direct Effects of Customer-Defined Market Orientation on Brand Loyalty through Purchase Intention and Brand Image: A Parallel Mediation Approach

Khan¹,

Abedin²,

Ghouri³

2021

LJB

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This study investigates the impact of market orientation on brand loyalty, primarily through variables pertaining to the purchase intention and brand image. In order to achieve this aim, this study have resorted to testing the relationships between customer-defined market orientation and purchase intention, and the brand image, leading to brand loyalty. In this regard, the study is quantitative in nature, and uses the cross-sectional design. For this purpose, the primary data were collected from gold jewelry customers (n = 413) from Karachi, Pakistan. Three key findings emerged from the structural model testing. The first finding revealed that the customer, competitor and interventional orientation are positively associated with the purchase intention, brand image and loyalty of gold jewelry customers. Secondly, in simple mediation, the purchase intentions and brand image tend to fully mediate the impact of customer orientation, and competitor orientation on the brand loyalty of gold jewelry customers, while partially mediating the association between the interfunctional coordination and brand loyalty. The third finding revealed that, in parallel to the mediation effect, the impact of customer, competitor and interfunctional orientation on brand loyalty is fully mediated by the purchase intention and brand image. This research is useful for gold jewelry businesses and business owners, since on a comparative level, less research has been conducted in the domestic industry of Pakistan.

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Business Guidelines for Environmentally Friendly Plastic Industry in The Digital Era

Dokmai

ROOPSING

Wattanakomol

2023

Wseas Transactions on Business and Economics

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: At present, the total revenue of plastic production in the plastic industry is continuously decreasing. The purpose of this study was to investigate the business practices of the environmentally friendly plastic industry in the digital era and then develop it into a structural equation model. Then it was developed into a structural equation model. Both qualitative and quantitative methods were integrated into this research. The quantitative data were collected with questionnaires from 5 0 0 executives of plastic industry businesses. Descriptive, referential, and multivariate statistics were used to analyze the data. It was found that there were 4 components prioritized as follows: 1 ) Marketing Orientation (𝑥̅= 4 .2 8 ), 2 ) Innovation (𝑥̅= 4 .1 7 ), 3 ) Resources (𝑥̅= 4.15), and 4) Business alliances (𝑥̅= 4.15), respectively. The detailed item found most important in each element was: explore new markets for environmentally friendly plastic products to expand business opportunities, study and develop new raw materials durable for reuse, provide a process of using used plastic products to produce new products to add value, and collaborate with various business groups to improve practice guidelines under the concept of 3R to be environmentally friendly. As for the hypothesis testing, it was found that small, medium and large businesses differently recognized the importance of the studied guidelines at the statistical significance level of 0 .0 5. The analysis of the developed structural equation model revealed that it passed the assessment criteria and was consistent with the empirical data. The calculated values of the probability of chi-square, the relative chi-square, the index of consistency, and the root mean squared error of approximation were 0.101, 1.128, 0.960, and 0.016, respectively.

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The Impact of Market Orientation, Brand Image and Internal Marketing on Brand Orientation and Strengthening Br

Abstract: Abstract:Brand

Cited by 3 publications

References 8 publications

Customer-Defined Market Orientation, Brand Image and Customer Satisfaction: A Mediation Approach

Customer-Defined Market Orientation, Brand Image and Customer Satisfaction: A Mediation Approach

(In) Direct Effects of Customer-Defined Market Orientation on Brand Loyalty through Purchase Intention and Brand Image: A Parallel Mediation Approach

Business Guidelines for Environmentally Friendly Plastic Industry in The Digital Era

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