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The symbiotic effect of market orientation and brand orientation on performance of service firms in Ghana
Journal of Brand Management ( IF 4.0 ) Pub Date : 2023-01-02 , DOI: 10.1057/s41262-022-00295-5
Linda Narh , Raphael Odoom , Mahmoud Abdulai Mahmoud , Ernest Yaw Tweneboah-Koduah

This paper examined the effect of brand orientation and market orientation on the performance of service firms in Ghana. The paper used a quantitative cross-sectional survey design and convenience sampling technique to select 550 service firms in Ghana. A closed-ended questionnaire was used to collect data, and the structural equation model was used to analyse the data. The paper found that the effect of a symbiotic market orientation and brand orientation on firm performance is higher than their individual effect, although both market orientation and brand orientation have direct independent and positive effect on service firms. The paper, therefore, concludes that synergising brand orientation and market orientation to leverage on the strengths of each other leads to enhanced firm performance. The paper provides scientific evidence of the independent and synergistic effect of market orientation and brand orientation on performance of service firms in Ghana.



中文翻译:

市场导向和品牌导向对加纳服务公司绩效的共生效应

本文研究了品牌定位和市场定位对加纳服务公司绩效的影响。本文使用定量横断面调查设计和便利抽样技术在加纳选择了 550 家服务公司。采用封闭式问卷收集数据,采用结构方程模型对数据进行分析。该论文发现,共生的市场导向和品牌导向对企业绩效的影响高于它们各自的影响,尽管市场导向和品牌导向对服务企业都有直接独立的正向影响。因此,本文得出结论,协同品牌导向和市场导向以利用彼此的优势可以提高公司绩效。

更新日期:2023-01-02
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