Linking brand and competitive advantage: The mediating effect of positioning and market orientation

被引：17
|
作者：
Rua, Orlando Lima [1 ,2 ]
Santos, Catarina [3 ]
机构：
[1] Polytech Porto P PORTO, Porto Sch Accounting & Business ISCAP, Ctr Org & Social Studies CEOS PP, P-4465004 Mamede De Infesta S, Portugal
[2] Univ Beira Interior UBI, Res Ctr Business Sci NECE, P-6200209 Covilha, Portugal
[3] Polytech Porto P PORTO, Porto Sch Accounting & Business ISCAP, P-4465004 Mamede De Infesta S, Portugal
来源：
EUROPEAN RESEARCH ON MANAGEMENT AND BUSINESS ECONOMICS | 2022年 / 28卷 / 02期
关键词：
Brand; Positioning; Market orientation; Competitive advantage; DESTINATION; IMPACT; PERFORMANCE; MANAGEMENT; EQUITY; ANTECEDENTS; PERCEPTIONS; RESOURCES; CONSTRUCT; QUALITY;
D O I：
10.1016/j.iedeen.2021.100194
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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. (C) 2021 Published by Elsevier Espana, S.L.U. on behalf of AEDEM.
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页数：10
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