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How to create brand fans: the relationship between dynamic capabilities, customer orientation, and brand love

  • We were able to identify a set of specific capabilities corporations need to develop in order to enhance brand love. Furthermore, the effects of most dynamic capabilities on brand love have a strong correlation to the degree of customer orientation. Other results are relevant concerning the proposed moderation and mediation hypotheses. Firstly, the impact of customer orientation on brand love is varied under specific market conditions, supporting our central moderation hypothesis (β = .259, p = .001). To be precise, the impact of customer orientation is strongest in markets that have low competitive differentiation in products and services. Other control variables like age, gender, or market form (B2B versus B2C) lead to no significant heterogeneity in the data set. Finally, mediation analyses show no significant “direct effect” of the existing DC constructs on brand love, supporting the mediating role of customer orientation.

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Metadaten
Name:Rossmann, Alexander; Wilke, Tim
Erschienen in:AMA Summer Educators' Conference proceedings
Publisher:American Marketing Assoc.
Place of publication:Chicago, Ill.
Document Type:Article
Language:English
Year of Publication:2017
Tag:communication; eWoM; electronic word-of-mouth; lliterature analysis
Volume:28
Pagenumber:2
First Page:B-22
Last Page:B-23
Dewey Decimal Classification:330 Wirtschaft
Open Access:Nein