Antecedents and consequences of marketing audits: Empirical evidence from Taiwanese firms

被引：5

作者：

Wu, Wen-Kuei ^{[1
]}

Chen, Hui-Chiao ^{[2
]}

Huang, Yi-Xiu ^{[1
]}

机构：

[1] Chaoyang Univ Technol, Dept Business Adm, 168 Jifeng E Rd, Taichung 41349, Taiwan

[2] Natl Yunlin Univ Sci & Technol, Dept Accounting, Touliu, Yunlin, Taiwan

来源：

ASIA PACIFIC MANAGEMENT REVIEW | 2015年 / 20卷 / 03期

关键词：

Marketing audits; Market environment; Marketing performance;

D O I：

10.1016/j.apmrv.2014.09.001

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

The purpose of this study is to develop and test a model of antecedents and consequences for marketing audits (MAs). The research used a mail survey and a partial least square (PLS) method to test the hypotheses. Drawing on a sample of Taiwanese firms, the results show that (a) a greater environmental munificence indicates that less MAs are implemented, (b) a proactive business strategy contributes significantly to the implementation of MAs, (c) MAs can contribute significantly to marketing performance, and (d) MAs mediate the relationship between environmental factors and marketing performance. (C) 2015 College of Management, National Cheng Kung University. Production and hosting by Elsevier Taiwan LLC. All rights reserved.

引用

页码：156 / 164

页数：9

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