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

… tion. Objective: to analyze the relationship between marketing capabilities and performance in fashion retail, considering brand visibility and customer loyalty. Methods: qualitative, exploratory bibliographic research, with a critical review of a corpus of th …