Do resources mediate the relationships between the internet and performance in the marketing domain? Testing the role of customer orientation and brand equity. (10th August 2007)

• Record Type: Journal Article
• Authors: Ordanini, Andrea; Rubera, Gaia
• Is Part Of: International journal of internet marketing and advertising. Volume 4:Number 1(2007)
• Page Start: 4
• Page End: 25
• Publication Date: 2007-08-10
• Subjects: internet marketing -- marketing resources -- customer orientation -- brand equity -- marketing performance -- service firms; Internet marketing -- Periodicals; Internet advertising -- Periodicals; 658.872
• Languages: English
• ISSNs: 1477-5212

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.