Brand orientation to competitive advantage: the mediating roles of entrepreneurial proactiveness and relational capital in gastronomic firms

Within a business ecosystem shaped by a diverse culinary and tourism offering, firms may leverage brand orientation, entrepreneurial proactiveness, and relational capital to secure competitive advantage. This study examines the mediating roles of entrepreneurial proactiveness and relational capital in the relationship between brand orientation and competitive advantage. An empirical analysis was conducted using partial least squares structural equation modeling (PLS-SEM) on a sample of 207 gastronomic firms located in a UNESCO-recognized Creative City of Gastronomy. The findings reveal that brand orientation exerts a positive influence on competitive advantage. In addition, entrepreneurial proactiveness and relational capital partially mediate this relationship, significantly strengthening the effect of brand orientation on competitive advantage. These findings broaden current understanding of the determinants of competitive advantage while offering practical insights to enhance the professionalization of management practices in gastronomic firms operating in emerging economies.