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

Detalhes bibliográficos
Autor(a) principal: Rua, Orlando Lima
Data de Publicação: 2022
Outros Autores: Santos, Catarina
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.6/12278
Resumo: 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.
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spelling Linking brand and competitive advantage: The mediating effect of positioning and market orientationBrandPositioningMarket orientationCompetitive advantageThe 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.uBibliorumRua, Orlando LimaSantos, Catarina2022-07-11T09:30:43Z20222022-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.6/12278engRua, O. L., & Santos, C. (2022). Linking brand and competitive advantage: The mediating effect of positioning and market orientation. European Research on Management and Business Economics, 28(2), 100194. https://doi.org/10.1016/j.iedeen.2021.100194https://doi.org/10.1016/j.iedeen.2021.100194info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-12-15T09:55:23Zoai:ubibliorum.ubi.pt:10400.6/12278Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T00:51:55.406573Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Linking brand and competitive advantage: The mediating effect of positioning and market orientation
title Linking brand and competitive advantage: The mediating effect of positioning and market orientation
spellingShingle Linking brand and competitive advantage: The mediating effect of positioning and market orientation
Rua, Orlando Lima
Brand
Positioning
Market orientation
Competitive advantage
title_short Linking brand and competitive advantage: The mediating effect of positioning and market orientation
title_full Linking brand and competitive advantage: The mediating effect of positioning and market orientation
title_fullStr Linking brand and competitive advantage: The mediating effect of positioning and market orientation
title_full_unstemmed Linking brand and competitive advantage: The mediating effect of positioning and market orientation
title_sort Linking brand and competitive advantage: The mediating effect of positioning and market orientation
author Rua, Orlando Lima
author_facet Rua, Orlando Lima
Santos, Catarina
author_role author
author2 Santos, Catarina
author2_role author
dc.contributor.none.fl_str_mv uBibliorum
dc.contributor.author.fl_str_mv Rua, Orlando Lima
Santos, Catarina
dc.subject.por.fl_str_mv Brand
Positioning
Market orientation
Competitive advantage
topic Brand
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.
publishDate 2022
dc.date.none.fl_str_mv 2022-07-11T09:30:43Z
2022
2022-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.6/12278
url http://hdl.handle.net/10400.6/12278
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Rua, O. L., & Santos, C. (2022). Linking brand and competitive advantage: The mediating effect of positioning and market orientation. European Research on Management and Business Economics, 28(2), 100194. https://doi.org/10.1016/j.iedeen.2021.100194
https://doi.org/10.1016/j.iedeen.2021.100194
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