Relationship between Marketing Orientation and Firm Performance: A Test Corporate Image as Mediator

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Pratanporn Jhundra-Indra
Chatchai Inthasang
Satiya Klinsukhon

Abstract

The purpose of this research is to examine the influence of marketing orientation through the corporate image and leads to firm performance. Data was collected from 359 Small & Medium Enterprises in Mueang Nakhon Ratchasima province. The questionnaire mail survey was used as research instrument. The validity and reliability was checked, which are content validity by expert, the result of discriminant validity tested by factor analysis show value between 0.712 - 0.893, and 0.822 - 0.838 are result of Cronbach’s Alpha Coefficient test of reliability. In this research, multiple regression analysis. The results of hypothesis testing found that marketing orientation play a significant and positive effect on corporate image. Likewise, corporate image explicitly leads to firm performance. Besides, this research findings show that the corporate image plays the role of a mediator in the effects of marketing orientation on firm performance. This study verifies the importance of marketing orientation as consistent with resource-based view theory. However, conclusion and discussion include directions for future research are discussed in the last section of this research.

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บทความวิจัย

References

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