Linking brand and competitive advantage: The mediating effect of positioning and market orientation
نویسندگان
چکیده
The purpose of this paper is to analyze the relationship between brand and competitive advantage (through differentiation) mediating effect positioning market orientation in relationship. An empirical study was developed using a quantitative methodological approach. object Portuguese exporting companies footwear industry, which questionnaire survey applied. results show that (1) has significant direct impact on through differentiation, (2) differentiation directly impacted by positioning, (3) does not have (4) it.
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ژورنال
عنوان ژورنال: European Research on Management and Business Economics
سال: 2022
ISSN: ['2444-8842', '2444-8834']
DOI: https://doi.org/10.1016/j.iedeen.2021.100194