Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.6/12278
Título: Linking brand and competitive advantage: The mediating effect of positioning and market orientation
Autor: Rua, Orlando Lima
Santos, Catarina
Palavras-chave: Brand
Positioning
Market orientation
Competitive advantage
Data: 2022
Citação: Rua, O. L., & Santos, C. (2022). Linking brand and competitive advantage: The mediating effect of positioning and market orientation. European Research on Management and Business Economics, 28(2), 100194. https://doi.org/10.1016/j.iedeen.2021.100194
Resumo: The purpose of this paper is to analyze the relationship between brand and competitive advantage (through differentiation) and the mediating effect of positioning and market orientation in this relationship. An empirical study was developed using a quantitative methodological approach. The object of the study was Portuguese exporting companies in the footwear industry, to which a questionnaire survey was applied. The results show that (1) brand has a significant direct impact on positioning and market orientation and competitive advantage through differentiation, (2) competitive advantage through differentiation is directly impacted by positioning, (3) market orientation does not have a significant direct impact on competitive advantage through differentiation, and (4) positioning has a mediating effect on the relationship between brand and competitive advantage through differentiation, and market orientation does not have on it.
Peer review: yes
URI: http://hdl.handle.net/10400.6/12278
DOI: https://doi.org/10.1016/j.iedeen.2021.100194
Aparece nas colecções:FCSH - DGE | Documentos por Auto-Depósito
ICI - NECE | Documentos por Auto-Depósito

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