While the literature often pays particular attention to how brand benefits develop relationship quality, such as trust and satisfaction, this study departs from this approach and demonstrates the mediating roles of brand relationship quality (BRQ) and customer relationship quality (CRQ) in the...

Purpose – The purposes of this paper are to examine whether internal market orientation facilitates the development of external market capabilities, before influencing organizational performance, and to investigate whether learning orientation strengthens the aforementioned link....