Title: Do resources mediate the relationships between the internet and performance in the marketing domain? Testing the role of customer orientation and brand equity

Authors: Andrea Ordanini, Gaia Rubera

Addresses: Bocconi University, Viale Filippetti, 9 – 20122, Milan, Italy. ' Bocconi University, Viale Filippetti, 9 – 20122, Milan, Italy

Abstract: The adoption of internet solutions for marketing increases over time, but a strong empirical evidence of their effect on performance is still lacking. The paper investigates the links existing between the internet, marketing resources and marketing performance, and test a model where two marketing resources – customer orientation and brand equity – are expected to mediate the relationship between internet technologies and performance. The analysis, based on a sample of 277 service firms and handled with a structural equation model technique, reveals that a significant partial mediation effect exists for customer orientation but not for brand equity. This effect provides implications for both theory and management.

Keywords: internet marketing; marketing resources; customer orientation; brand equity; marketing performance; service firms.

DOI: 10.1504/IJIMA.2007.014794

International Journal of Internet Marketing and Advertising, 2007 Vol.4 No.1, pp.4 - 25

Available online: 09 Aug 2007 *

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