Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/270283 
Year of Publication: 
2021
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 8 [Issue:] 1 [Article No.:] 1926212 [Year:] 2021 [Pages:] 1-19
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
This study aims to examine the relationship among concepts as market orientation, corporate social responsibility, firm performance, and relationship marketing orientation in a transition economy such Vietnam. A model with its key determinants was conducted with quantitative test on a sample of 242 respondents, comprising owners and senior managers of Vietnamese enterprises in the marketing communications industry. Structural equation modeling was used to verify proposed relationships. The results show that relationship marketing orientation moderates all relations of constructs in the research model. In particular, all components are associated with relationship marketing orientation moderating relation of constructs in different ways. The findings suggest that Vietnamese senior managers as well as owners should upgrade their perceptions about the importance of all research concepts in order to improve enterprise competitiveness in a market-oriented economy.
Subjects: 
market orientation
corporate social responsibility
firm performance
relationship marketing orientation
marketing communications
Vietnam
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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