Causal Relationship of Market Orientation and Customer-Based Performance of Fashion Apparel Brands

• Autorzy: Gul Rana Faizan , Liu Dunnan , Jamil Khalid , Hussain Zahid , Awan Fazal Hussain , Anwar Aliya , Qin Guangyu

Identyfikatory

DOI

10.5604/01.3001.0015.2716

• Języki publikacji: EN

Abstrakty

EN

This study was conducted to determine the impact of market orientation on the consumer-based performance of fashion apparel brands. The study also reveals the moderating effect of employee orientation on market orientation and consumer-based performance. The sample of 270 respondents of this study consists of managerial staff who have decisive power with regard to apparel brands in Pakistan. The findings of this study express that all three dimensions of market orientation have a significant and positive impact on the consumer-based performance of fashion apparel brands. Furthermore, the study finds no moderation between customer orientation and consumer-based performance, while for the remaining two dimensions, there is a positive moderation. The management of fashion apparel firms must give considerable importance to market orientation to enhance overall consumer-based performance. This study contributes valuable literature because it focuses on the fashion apparel industry, which is most important for very nearly everyone in the present era.

Słowa kluczowe

EN

market orientation; customer orientation; competitor orientation; interfunctional orientation; consumer-based performance; fashion apparel

• Wydawca: Sieć Badawcza Łukasiewicz - Łódzki Instytut Technologiczny
• Czasopismo: Fibres & Textiles in Eastern Europe
• Rocznik: 2021
• Tom: Vol. 29, no. 6 (150)
• Strony: 11--17
• Opis fizyczny: Bibliogr. 44 poz., rys., tab.

Twórcy

autor

Gul Rana Faizan

• North China Electric Power University, School of Economics and Management, Beijing 102206, China

• https://orcid.org/0000-0001-7985-7530

autor

Liu Dunnan

• North China Electric Power University, School of Economics and Management, Beijing 102206, China
• North China Electric Power University, Beijing Key Laboratory of New Energy and Low-Carbon Development, Beijing 102206, China

autor

Jamil Khalid

• North China Electric Power University, School of Economics and Management, Beijing 102206, China

• https://orcid.org/0000-0003-2106-9173

autor

Hussain Zahid

• National Textile University, Department of Management Sciences, Faisalabad, Pakistan

autor

Awan Fazal Hussain

• North China Electric Power University, School of Economics and Management, Beijing 102206, China

autor

Anwar Aliya

• North China Electric Power University, School of Economics and Management, Beijing 102206, China

• https://orcid.org/0000-0002-3564-2017

autor

Qin Guangyu

• North China Electric Power University, School of Economics and Management, Beijing 102206, China
• North China Electric Power University, Beijing Key Laboratory of New Energy and Low-Carbon Development, Beijing 102206, China

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