Assessing the Relationship Between Brand Image, Market Orientation, and Competitive Advantage

Orlando Lima Rua (ISCAP, CEOS, Polytechnic of Porto, Portugal & NECE, University of Beira Interior, Portugal & UNIAG, Associação dos Politécnicos do Norte de Portugal, Portugal) and Catarina Santos (ISCAP, Polytechnic of Porto, Portugal)
Copyright: © 2021 |Pages: 216
EISBN13: 9781799878063|DOI: 10.4018/978-1-7998-4387-0.ch010
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This study aims to analyze the relationship between intangible resources, namely the brand image, and competitive advantage through differentiation and market orientation. To this end, using a quantitative methodological approach, an empirical study was carried out with Portuguese companies exporting the footwear industry, to which a questionnaire survey was applied, resulting in a sample of 86 companies. Findings show that (1) the brand image has a direct, positive, and significant impact on market orientation and on competitive advantage through differentiation and that (2) market orientation has a significant impact on competitive advantage through differentiation.
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