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

INTRODUCTION: Customer 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 creative...

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Autores principales: Junfeng, Wang, Zesheng, Yang, RuQiang, Lai
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9760762/
https://www.ncbi.nlm.nih.gov/pubmed/36544463
http://dx.doi.org/10.3389/fpsyg.2022.1062643
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author Junfeng, Wang
Zesheng, Yang
RuQiang, Lai
author_facet Junfeng, Wang
Zesheng, Yang
RuQiang, Lai
author_sort Junfeng, Wang
collection PubMed
description INTRODUCTION: Customer 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. METHODS: Finally, 289 valid samples from the managers in Chinese market was collected for further analysis by partial least squares structural equation modeling (PLS-SEM). RESULTS: The 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. DISCUSSION: The 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.
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spelling pubmed-97607622022-12-20 Customer agility, market orientation, and brand image in the context of Chinese market Junfeng, Wang Zesheng, Yang RuQiang, Lai Front Psychol Psychology INTRODUCTION: Customer 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. METHODS: Finally, 289 valid samples from the managers in Chinese market was collected for further analysis by partial least squares structural equation modeling (PLS-SEM). RESULTS: The 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. DISCUSSION: The 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 S.A. 2022-12-05 /pmc/articles/PMC9760762/ /pubmed/36544463 http://dx.doi.org/10.3389/fpsyg.2022.1062643 Text en Copyright © 2022 Junfeng, Zesheng and RuQiang. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Junfeng, Wang
Zesheng, Yang
RuQiang, Lai
Customer agility, market orientation, and brand image in the context of Chinese market
title 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_short 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
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9760762/
https://www.ncbi.nlm.nih.gov/pubmed/36544463
http://dx.doi.org/10.3389/fpsyg.2022.1062643
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