How Market Orientation Impacts Customer’s Brand Loyalty and Buying Decisions

As retail management has become increasingly demanding, it is imperative that retailers use market orientation to promote and increase loyalty their private labels. This can be important in efforts differentiate themselves from competition. The focus of this study understand how these factors impact the customer purchase decisions, through link between potential for brand risk commitment, order facilitate loyalty. An online survey was conducted with a sample 2900 consumers Portugal Spain. analyzed two distinct high involvement product categories: Denomination Origin (DOC) wine anti-wrinkle cream. Structural equation modeling methodology used analyze relationship different constructs. It found there no direct correlation However, connection critical when mediating variables commitment are accounted for. Another finding relates values differences identified categories. results obtained show importance products. In practice, justifies brands explicitly managing factors, because they translate into behaviors. also contribute demystifying more complex products, particularly choice process complex.