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