Articles

MARKETING CAPABILITIES AND PERFORMANCE IN FASHION RETAIL: RELATIONSHIPS WITH BRAND VISIBILITY AND CUSTOMER LOYALTY

Carolina Hernandes Gomes, Eliabe Dias Mendes de Oliveira, Lívia Casavelha Lovato, Lucas Gustavo Rubio Sabino, Vanessa Batista de Souza Pereira, Prof. Me. Eder Freitas

Introduction: fashion retail demands constant differentiation, and marketing capabilities offer a lens to understand how stores organize resources around product, price, channel and communication. Objective: to analyze the relationship between marketing capabi …