Retraction: An empirical investigation between brand orientation and brand performance: mediating and moderating role of value co-creation and innovative capabilities

Key Points

• The study highlighted that brand orientation influences brand performance significantly, emphasizing key interactions with value co-creation.
• Findings indicate value co-creation mediates and innovative capabilities moderate the relationship between brand orientation and performance.
• Empirical investigation utilized various quantitative methods to analyze relationships among the constructs.
• Such insights support organizations aiming to enhance brand value through strategic focus on innovation and collaborative value creation.