Linking brand and competitive advantage: The mediating effect of positioning and market orientation
Dublin Core
Title
Linking brand and competitive advantage: The mediating effect of positioning and market orientation
Subject
Brand
Positioning
Market orientation
Competitive advantage
Positioning
Market orientation
Competitive advantage
Description
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.
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.
Creator
Orlando Lima Rua, Catarina Santos
Source
https://www.sciencedirect.com/journal/european-research-on-management-and-business-economics/vol/28/issue/2
Publisher
Elsevier Espana, S.L.U
Date
5 January 2022
Contributor
Sri Wahyuni
Rights
ISSN: 2444-8834
Format
PDF
Language
English
Type
Text
Coverage
Jurnal Internasional European Research on Management and Business Economics 2022
Files
Collection
Citation
Orlando Lima Rua, Catarina Santos, “Linking brand and competitive advantage: The mediating effect of positioning and market orientation,” Repository Horizon University Indonesia, accessed February 5, 2025, https://repository.horizon.ac.id/items/show/6789.