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

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Laurent Tournois

Keywords

Proactive Market Orientation, Branded Product Leadership, Customer Value, Reputation, Consumer Goods Companies, Double Mediation

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.

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