Purpose – The goal of this paper is to investigate how market sensing (market orientation) and customer linking capabilities (service branding and customer empowerment capabilities) enable firms to achieve superiority in customer satisfaction. Design/methodology/approach – To achieve this...

Purpose – This study seeks to extend the existing literature on value creation by specifically focusing on service brand value creation (SBVC) and the role of brand marketing. Design/methodology/approach – The authors first develop a model of SBVC and simultaneously investigate SBVC from the...

Using data from a 1989 household survey of new vehicle buyers, this paper develops and estimates a nested logit model of new vehicle demands. In comparison with the more restrictive multinomial logit model, which assumes that the error terms are uncorrelated, the results support a nested...

Purpose: While extant research highlights the importance of both market orientation and brand orientation in brand success, it is still unclear how they actually combine to contribute to brand performance. Grounded in the theoretical perspectives of the resource-based view and dynamic...