Customer agility, market orientation, and brand image in the context of Chinese market

• Main Authors: Wang, Junfeng, Yang, Zesheng, Lai, RuQiang
• Format: Article
• Published: Frontiers Media SA 2022
• Subjects: H Social Sciences (General)
• Online Access: http://eprints.um.edu.my/40259/

IntroductionCustomer agility (CA) and market orientation have been widely discussed in prior research. Also, the role of brand image in business making-decision has been emphasized. However, the current analysis lacks integrating the relationship among the three concepts. Thus, this study creatively...