A Manager-Customer Empirical Investigation Of The Subjective Performance Of Proactive Market-Oriented Consumer Goods Companies: Testing A Double-Mediation Model

This study investigates the mediating role of perceived branded product leadership and perceived customer value in the relationship between of proactive market orientation on performance (corporate reputation) in a consumer goods setting. A manager-customer approach is adopted: data was collected fr...

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Veröffentlicht in:	Journal of applied business research 2016-09, Vol.32 (5), p.1475
1. Verfasser:	Tournois, Laurent
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand equity Business administration Consumer goods Customers Humanities and Social Sciences Leadership Market orientation Market strategy Purchase intention Reputations
Online-Zugang:	Volltext
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