📄 Abstract
This study aims to analyze the influence of business networks on eco brand resonance capability. It examines the impact of business networks and eco brand resonance capability on product competitive advantage, and the effect of product competitive advantage on marketing performance. The research sample consists of 110 respondents from small and medium-sized batik enterprises in Central Java. The analysis tool used is SEM AMOS version 21. The findings indicate that the stronger the business networks, the higher the eco brand resonance capability; the stronger the business networks and eco brand resonance capability, the greater the product competitive advantage; and the higher the product competitive advantage, the better the marketing performance.
🏷️ Keywords
📚 How to Cite:
Gita Sugiyarti, Retno Mawarini Sukmariningsih, Aris Mardiyono , IMPROVING MARKETING PERFORMANCE THROUGH BUSINESS NETWORKS AND ECO BRAND RESONANCE CAPABILITY , Volume 11 , Issue 10, october 2024, EPRA International Journal of Economics, Business and Management Studies (EBMS) , DOI: https://doi.org/10.36713/epra18650