Causal Relationship of Market Orientation and Customer-Based Performance of Fashion Apparel Brands

This study was conducted to determine the impact of market orientation on the consumer-based performance of fashion apparel brands. The study also reveals the moderating effect of employee orientation on market orientation and consumer-based performance. The sample of 270 respondents of this study consists of managerial staff who have decisive power with regard to apparel brands in Pakistan. The findings of this study express that all three dimensions of market orientation have a significant and positive impact on the consumer-based performance of fashion apparel brands. Furthermore, the study finds no moderation between customer orientation and consumer-based performance, while for the remaining two dimensions, there is a positive moderation. The management of fashion apparel firms must give considerable importance to market orientation to enhance overall consumer-based performance. This study contributes valuable literature because it focuses on the fashion apparel industry, which is most important for very nearly everyone in the present era.