Cover Image

Customer agility, market orientation, and brand image in the context of Chinese market

IntroductionCustomer agility (CA) and market orientation have been widely discussed in prior research. Also, the role of brand image in business making-decision has been emphasized. However, the current analysis lacks integrating the relationship among the three concepts. Thus, this study creatively...

Full description

Saved in:
Bibliographic Details
Main Authors: Wang, Junfeng, Yang, Zesheng, Lai, RuQiang
Format: Article
Published: Frontiers Media SA 2022
Subjects:
H Social Sciences (General)
Online Access:http://eprints.um.edu.my/40259/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.um.eprints.40259
record_format eprints
spelling my.um.eprints.402592023-11-24T08:50:57Z http://eprints.um.edu.my/40259/ Customer agility, market orientation, and brand image in the context of Chinese market Wang, Junfeng Yang, Zesheng Lai, RuQiang H Social Sciences (General) IntroductionCustomer agility (CA) and market orientation have been widely discussed in prior research. Also, the role of brand image in business making-decision has been emphasized. However, the current analysis lacks integrating the relationship among the three concepts. Thus, this study creatively creates a causal relationship model of CA, market orientation, and brand image. MethodsFinally, 289 valid samples from the managers in Chinese market was collected for further analysis by partial least squares structural equation modeling (PLS-SEM). ResultsThe results show that market orientation can positively affect CA (both customer-sensing capability and customer-responding capability), and CA will further have a positive influence on brand image. Also, market orientation has a direct impact on brand image. Additionally, CA (both customer-sensing capability and customer-responding capability) will mediate the impact of market orientation on brand image. DiscussionThe research has both theoretical and practical contributions. From the theoretical perspective, the results contribute to enriching the brand theory, strategy management, and marketing research. From the practical perspective, the investigation enlightens managers to pay attention to the roles of CA implementation and market orientation strategies in enhancing their brand image. Frontiers Media SA 2022-12-05 Article PeerReviewed Wang, Junfeng and Yang, Zesheng and Lai, RuQiang (2022) Customer agility, market orientation, and brand image in the context of Chinese market. Frontiers in Psychology, 13. ISSN 1664-1078, DOI https://doi.org/10.3389/fpsyg.2022.1062643 <https://doi.org/10.3389/fpsyg.2022.1062643>. 10.3389/fpsyg.2022.1062643
institution Universiti Malaya
building UM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaya
content_source UM Research Repository
url_provider http://eprints.um.edu.my/
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Wang, Junfeng
Yang, Zesheng
Lai, RuQiang
Customer agility, market orientation, and brand image in the context of Chinese market
description IntroductionCustomer agility (CA) and market orientation have been widely discussed in prior research. Also, the role of brand image in business making-decision has been emphasized. However, the current analysis lacks integrating the relationship among the three concepts. Thus, this study creatively creates a causal relationship model of CA, market orientation, and brand image. MethodsFinally, 289 valid samples from the managers in Chinese market was collected for further analysis by partial least squares structural equation modeling (PLS-SEM). ResultsThe results show that market orientation can positively affect CA (both customer-sensing capability and customer-responding capability), and CA will further have a positive influence on brand image. Also, market orientation has a direct impact on brand image. Additionally, CA (both customer-sensing capability and customer-responding capability) will mediate the impact of market orientation on brand image. DiscussionThe research has both theoretical and practical contributions. From the theoretical perspective, the results contribute to enriching the brand theory, strategy management, and marketing research. From the practical perspective, the investigation enlightens managers to pay attention to the roles of CA implementation and market orientation strategies in enhancing their brand image.
format Article
author Wang, Junfeng
Yang, Zesheng
Lai, RuQiang
author_facet Wang, Junfeng
Yang, Zesheng
Lai, RuQiang
author_sort Wang, Junfeng
title Customer agility, market orientation, and brand image in the context of Chinese market
title_short Customer agility, market orientation, and brand image in the context of Chinese market
title_full Customer agility, market orientation, and brand image in the context of Chinese market
title_fullStr Customer agility, market orientation, and brand image in the context of Chinese market
title_full_unstemmed Customer agility, market orientation, and brand image in the context of Chinese market
title_sort customer agility, market orientation, and brand image in the context of chinese market
publisher Frontiers Media SA
publishDate 2022
url http://eprints.um.edu.my/40259/
_version_ 1783876695468539904
score 13.211869

Similar Items