A Manager-Customer Empirical Investigation Of The Subjective Performance Of Proactive Market-Oriented Consumer Goods Companies: Testing A Double-Mediation Model

Laurent Tournois
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Laurent Tournois: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes

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Abstract: This study investigates the mediating role of perceived branded product leadership and perceived customer value in the relationship between of proactive market orientation on performance (corporate reputation) in a consumer goods setting. A manager-customer approach is adopted: data was collected from 146 managers from 55 companies, and 425 customers that purchased their branded products. Results show that companies that practice a high level of proactive market orientation are perceived as leaders, which leads to higher levels of customer perceived value of their branded products and enhanced reputation. This research adds to the existing literature in considering customers' perceptual assessments.

Keywords: Proactive Market Orientation Branded Product Leadership Customer Value Reputation Consumer Go ods Companies Double Mediation; Proactive Market Orientation; Branded Product Leadership; Customer Value; Reputation; Consumer Go ods Companies; Double Mediation (search for similar items in EconPapers)
Date: 2016-09-01
Note: View the original document on HAL open archive server: https://hal.science/hal-04477573v1
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Published in Journal of Applied Business Research, 2016, 32 (5), pp.1475. ⟨10.19030/jabr.v32i5.9774⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04477573

DOI: 10.19030/jabr.v32i5.9774

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