Linkages between market orientation and brand performance with positioning strategies of significant fashion apparels in Pakistan

Abstract The study explores the importance of market orientation strategy to enhance brand performance and the mediating role of positioning strategies. The researcher used questionnaires to collect data from the managers of middle and high fashion apparel manufacturing firms based on the quantitati...

Ausführliche Beschreibung

Bibliografische Detailangaben

Hauptverfasser:	Rana Faizan Gul, Dunnan Liu, Khalid Jamil, Sajjad Ahmad Baig, Fazal Hussain Awan, Mingguang Liu
Format:	Artigo
Sprache:	Inglês
Veröffentlicht:	SpringerOpen 2021-08-01
Schriftenreihe:	Fashion and Textiles
Schlagworte:	Proactive market orientation Reactive market orientation Positioning strategies Brand performance Fashion apparel Pakistan
Online-Zugang:	https://doi.org/10.1186/s40691-021-00254-9
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