Do resources mediate the relationships between the internet and performance in the marketing domain? Testing the role of customer orientation and brand equity Online publication date: Thu, 09-Aug-2007
by Andrea Ordanini, Gaia Rubera
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 4, No. 1, 2007
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.
Online publication date: Thu, 09-Aug-2007
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