IDEAS home Printed from https://ideas.repec.org/a/gam/jjrfmx/v15y2022i8p357-d885759.html
   My bibliography  Save this article

How Market Orientation Impacts Customer’s Brand Loyalty and Buying Decisions

Author

Listed:
  • Elizabeth Serra

    (Atlântico Business School, 4405-604 Vila Nova de Gaia, Portugal
    Pulsar Development International, 20-22 Wenlock Road, London N1 7GU, UK)

  • Mariana de Magalhães

    (Faculty of Business and Law, Anglia Ruskin University, Cambridge CB1 1PT, UK
    European Economic and Social Committee, B-1000 Brussels, Belgium)

  • Rui Silva

    (CETRAD (Centre for Transdisciplinary Development Studies) and NECE (Center for Studies in Business Sciences), University of Trás-os-Montes e Alto Douro, 5000-801 Vila Real, Portugal)

  • Galvão Meirinhos

    (LABCOM-IFP, University of Trás-os-Montes e Alto Douro—UTAD, 5000-801 Vila Real, Portugal)

Abstract

As retail management has become increasingly demanding, it is imperative that retailers use market orientation to promote and increase loyalty to their private labels. This can be important in efforts to differentiate themselves from their competition. The focus of this study is to understand how these factors impact the loyalty of customer purchase decisions, through the link between the potential for brand risk and brand commitment, in order to facilitate customer orientation and brand loyalty. An online survey was conducted with a sample of 2900 consumers in Portugal and Spain. This study analyzed two distinct and high involvement product categories: Denomination of Origin (DOC) wine and anti-wrinkle cream. Structural equation modeling methodology was used to analyze the relationship between different constructs. It was found that there is no direct correlation between customer orientation and brand loyalty. However, this connection is critical when the two mediating variables of brand risk and brand commitment are accounted for. Another important finding relates to the values and differences identified between the two product categories. The results obtained show the importance of risk and commitment for high involvement products. In practice, this justifies brands explicitly managing these factors, because they can translate into loyalty behaviors. The results also contribute to demystifying the market for more complex products, particularly when the choice and risk process is more complex.

Suggested Citation

  • Elizabeth Serra & Mariana de Magalhães & Rui Silva & Galvão Meirinhos, 2022. "How Market Orientation Impacts Customer’s Brand Loyalty and Buying Decisions," JRFM, MDPI, vol. 15(8), pages 1-14, August.
    • Handle: RePEc:gam:jjrfmx:v:15:y:2022:i:8:p:357-:d:885759
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1911-8074/15/8/357/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1911-8074/15/8/357/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hasan, Mostafa Monzur & Habib, Ahsan, 2017. "Corporate life cycle, organizational financial resources and corporate social responsibility," Journal of Contemporary Accounting and Economics, Elsevier, vol. 13(1), pages 20-36.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Al-Shaer, Habiba & Uyar, Ali & Kuzey, Cemil & Karaman, Abdullah S., 2023. "Do shareholders punish or reward excessive CSR engagement? Moderating effect of cash flow and firm growth," International Review of Financial Analysis, Elsevier, vol. 88(C).
    2. Uyar, Ali & Lodh, Suman & Nandy, Monomita & Kuzey, Cemil & Karaman, Abdullah S., 2023. "Tradeoff between corporate investment and CSR: The moderating effect of financial slack, workforce slack, and board gender diversity," International Review of Financial Analysis, Elsevier, vol. 87(C).
    3. Manish Bansal, 2024. "Unpacking the drivers of earnings management in CSR firms: influence of investor risk perception," International Journal of Disclosure and Governance, Palgrave Macmillan, vol. 21(1), pages 127-142, March.
    4. Ahsan Habib & Mabel D' Costa & Hedy Jiaying Huang & Md. Borhan Uddin Bhuiyan & Li Sun, 2020. "Determinants and consequences of financial distress: review of the empirical literature," Accounting and Finance, Accounting and Finance Association of Australia and New Zealand, vol. 60(S1), pages 1023-1075, April.
    5. Yue Vaughan & Yinyoung Rhou & Yoon Koh & Manisha Singal, 2024. "Slack resources and employee-centered corporate social responsibility in restaurant companies," Tourism Economics, , vol. 30(3), pages 592-614, May.
    6. Khurshid Djalilov & Christopher A. Hartwell, 2023. "The spirit is willing, but the institutions are weak: disclosure of corporate social responsibility and the financial sector in transition," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 13(2), pages 385-427, June.
    7. Manish Bansal, 2024. "Do shifting practices vary across the firm life cycle?," Australian Journal of Management, Australian School of Business, vol. 49(2), pages 142-169, May.
    8. Biswas, Pallab Kumar & Habib, Ahsan & Ranasinghe, Dinithi, 2022. "Firm life cycle and financial statement comparability," Advances in accounting, Elsevier, vol. 58(C).
    9. Anat Anaqie Zahidy & Shahryar Sorooshian & Zahidy Abd Hamid, 2019. "Critical Success Factors for Corporate Social Responsibility Adoption in the Construction Industry in Malaysia," Sustainability, MDPI, vol. 11(22), pages 1-24, November.
    10. Muhammad Atif & Searat Ali, 2021. "Environmental, social and governance disclosure and default risk," Business Strategy and the Environment, Wiley Blackwell, vol. 30(8), pages 3937-3959, December.
    11. K Shiljas & Dilip Kumar, 2024. "The interplay of cash flow uncertainty and firm life cycle on sustainability disclosure," Business Strategy and the Environment, Wiley Blackwell, vol. 33(8), pages 8471-8492, December.
    12. Daewoung Choi & Hyunju Shin & Kyoungmi Kim, 2023. "CEO’s Childhood Experience of Natural Disaster and CSR Activities," Journal of Business Ethics, Springer, vol. 188(2), pages 281-306, November.
    13. Zhengwen Lu & Yujie Zhang & Yuanxu Li, 2022. "Strategic Charitable Giving and R&D Innovation of High-Tech Enterprises: A Dynamic Perspective Based on the Corporate Life Cycle," Sustainability, MDPI, vol. 14(23), pages 1-20, December.
    14. Tingting Hu & Kun You & Char-Lee Lok, 2025. "State ownership, political connection and ESG performance," Risk Management, Palgrave Macmillan, vol. 27(1), pages 1-33, January.
    15. Hasan, Mostafa Monzur & Jiang, Haiyan, 2023. "Political sentiment and corporate social responsibility," The British Accounting Review, Elsevier, vol. 55(1).
    16. Hasan, Mostafa Monzur & Wong, Jin Boon & Al Mamun, Mohammed Abdullah, 2022. "Oil shocks and corporate social responsibility," Energy Economics, Elsevier, vol. 107(C).
    17. Zhao, Tianjiao & Xiao, Xiang, 2019. "The impact of corporate social responsibility on financial constraints: Does the life cycle stage of a firm matter?," International Review of Economics & Finance, Elsevier, vol. 63(C), pages 76-93.
    18. Huixiang Zeng & Xuemei Li & Qiong Zhou & Lin Wang, 2022. "Local government environmental regulatory pressures and corporate environmental strategies: Evidence from natural resource accountability audits in China," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3060-3082, November.
    19. Wu, Xiaojuan & Dluhošová, Dana & Zmeškal, Zdeněk, 2023. "The moderating role of a corporate life cycle with the impact of economic value-added on corporate social responsibility: Evidence from China's listed companies," Emerging Markets Review, Elsevier, vol. 55(C).
    20. Nam Chul Jung & Hyun Ah Kim, 2019. "The Effect of Listing Period on Corporate Social Responsibility: Evidence from Korea," Sustainability, MDPI, vol. 11(8), pages 1-15, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jjrfmx:v:15:y:2022:i:8:p:357-:d:885759. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.