Key points are not available for this paper at this time.
This paper summarizes the arguments and counterarguments within the scientific discussion on the issue of entrepreneurial orientation on brand and market execution, particularly when taking into account the moderating effect of corporate image. The main purpose of the research is to explore how entrepreneurial orientation (EO) impacts brand and market performance, with corporate image playing a moderating role. Systematization of the literary sources and approaches for solving the problem of the impact of entrepreneurial orientation (EO) on brand and market performance, indicates that more entrepreneurial companies are likely to develop successful brands and achieve strong market performance. Corporate Image influences Brand Performance and Market Performance as a moderating variable. The relevance of this scientific problem decision is that the study enhances comprehension of strategic management and marketing ideas by examining the correlation between entrepreneurial orientation (EO), brand performance (BP), and market performance (MP). Investigation of the topic "Influence of Entrepreneurial Orientation on Brand Performance and Market Performance: Moderating Role of Corporate Image". Methodological tools of the research methods were Factor Analysis, Confirmatory Factor Analysis, and Structured equation modeling through statistical packages such as IBM SPSS-23 and AMOS -20, with 1 year of research. The object of research is the Northern Indian SME. The study uses a well-structured questionnaire to acquire primary data from respondents. Entrepreneurial orientation (EO) measured with four items, whereas brand performance and market performance with three items each. Likewise, 3 items measured the corporate image. The paper presents the results of an empirical analysis using the structural equation model (SEM), which shows that companies with a favorable image in the marketplace are more capable of utilizing their entrepreneurial orientation to enhance brand performance and market outcomes. The research empirically confirms and theoretically proves that corporate image mediates the relationship between EO, brand performance, and market performance. The results of the research can be useful for marketers, brand managers, and corporate strategists seeking to enhance brand and market performance through entrepreneurial orientation and corporate image.
Jha et al. (Sat,) studied this question.