The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Assessing the Relationship Between Brand Image, Market Orientation, and Competitive Advantage
Author(s): Orlando Lima Rua (ISCAP, CEOS, Polytechnic of Porto, Portugal & NECE, University of Beira Interior, Portugal & UNIAG, Associação dos Politécnicos do Norte de Portugal, Portugal)and Catarina Santos (ISCAP, Polytechnic of Porto, Portugal)
Copyright: 2021
Pages: 24
EISBN13: 9781799878063
Purchase
View Sample PDF
Abstract
This study aims to analyze the relationship between intangible resources, namely the brand image, and competitive advantage through differentiation and market orientation. To this end, using a quantitative methodological approach, an empirical study was carried out with Portuguese companies exporting the footwear industry, to which a questionnaire survey was applied, resulting in a sample of 86 companies. Findings show that (1) the brand image has a direct, positive, and significant impact on market orientation and on competitive advantage through differentiation and that (2) market orientation has a significant impact on competitive advantage through differentiation.
Related Content
Lokesh Sharma.
© 2014.
15 pages.
|
Sandra Samy Haddad, Nourhan Foaad Nasib.
© 2023.
18 pages.
|
William L. Solomonson, Tomas R. Giberson.
© 2015.
21 pages.
|
O. A. Guirette-Barbosa, José G. Vargas-Hernandez, S. Castañeda-Burciaga, M. A. García-Camacho, J. J. Reyes-Sánchez.
© 2024.
24 pages.
|
Mohamed Mustafa Saad, Riham Moawad.
© 2015.
14 pages.
|
|
|