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ORI:10001/2026.0007 Published

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

Carolina Hernandes Gomes1, Eliabe Dias Mendes de Oliveira1, Lívia Casavelha Lovato1, Lucas Gustavo Rubio Sabino1, Vanessa Batista de Souza Pereira1, Prof. Me. Eder Freitas1

  1. 1Universidade Paulista

Oxton Science JournalOxton Education

Published
10 Nov 2026
Volume and issue
Vol. 2, n. 1
Pages
83–92
Language
English
Type
Review article
License
CC BY 4.0
Access article View in journal Cite

Abstract

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 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 three journal articles and thematic analysis in five categories, supported by theoretical literature. Results: a single empirical study shows that product, channel and communication capabilities are positively associated with perceived performance, channel standing out; price capability showed no significant relationship. Links to visibility and loyalty are conceptual or indirect. Conclusion: the chain from capabilities to visibility, loyalty and performance is a hypothesis to be tested, and the article proposes a research agenda.

Keywords

Marketing capabilitiesFashion retailBrand visibilityCustomer loyaltyPerformance

Bibliographic metadata

TitleMARKETING CAPABILITIES AND PERFORMANCE IN FASHION RETAIL: RELATIONSHIPS WITH BRAND VISIBILITY AND CUSTOMER LOYALTY
AuthorsCarolina Hernandes Gomes; Eliabe Dias Mendes de Oliveira; Lívia Casavelha Lovato; Lucas Gustavo Rubio Sabino; Vanessa Batista de Souza Pereira; Prof. Me. Eder Freitas
Affiliations
  1. Universidade Paulista
JournalOxton Science Journal
Publication date10 Nov 2026
Received30 Oct 2026
Accepted3 Nov 2026
Volume and issueVol. 2, n. 1
Pages83–92
LanguageEnglish
Document typeReview article
PublisherOxton Education
ISSN3086-0881 (online)
Subject areasBusiness; Management; Economics

How to cite

ABNT

GOMES, C. H.; OLIVEIRA, E. D. M.; LOVATO, L. C.; SABINO, L. G. R.; PEREIRA, V. B. S.; FREITAS, P. M. E. MARKETING CAPABILITIES AND PERFORMANCE IN FASHION RETAIL: RELATIONSHIPS WITH BRAND VISIBILITY AND CUSTOMER LOYALTY. Oxton Science Journal, v. 2, n. 1, p. 83-92, 2026. Available at: https://oriregistry.org/10001/2026.0007.

APA

Gomes, C. H., Oliveira, E. D. M., Lovato, L. C., Sabino, L. G. R., Pereira, V. B. S., & Freitas, P. M. E. (2026). MARKETING CAPABILITIES AND PERFORMANCE IN FASHION RETAIL: RELATIONSHIPS WITH BRAND VISIBILITY AND CUSTOMER LOYALTY. Oxton Science Journal, 2(1), 83–92. https://oriregistry.org/10001/2026.0007

Vancouver

Gomes CH, Oliveira EDM, Lovato LC, Sabino LGR, Pereira VBS, Freitas PME. MARKETING CAPABILITIES AND PERFORMANCE IN FASHION RETAIL: RELATIONSHIPS WITH BRAND VISIBILITY AND CUSTOMER LOYALTY. OSJ. 2026;2(1):83-92. Available from: https://oriregistry.org/10001/2026.0007

BibTeX

@article{gomes202620260007,
  title = {MARKETING CAPABILITIES AND PERFORMANCE IN FASHION RETAIL: RELATIONSHIPS WITH BRAND VISIBILITY AND CUSTOMER LOYALTY},
  author = {Gomes, Carolina Hernandes and Oliveira, Eliabe Dias Mendes de and Lovato, Lívia Casavelha and Sabino, Lucas Gustavo Rubio and Pereira, Vanessa Batista de Souza and Freitas, Prof. Me. Eder},
  journal = {Oxton Science Journal},
  year = {2026},
  volume = {2},
  number = {1},
  pages = {83--92},
  issn = {3086-0881},
  url = {https://oriregistry.org/10001/2026.0007},
  note = {ORI: ORI:10001/2026.0007}
}

References

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Record history

  1. Record created 8 Nov 2026, 13:38
  2. Status changed 8 Nov 2026, 13:38 draft → reserved
  3. Metadata updated 9 Nov 2026, 15:19 Fields: article url
  4. Metadata updated 9 Nov 2026, 16:33 Fields: volume, issue, first page, last page
  5. Metadata updated 9 Nov 2026, 16:38 Fields: published date, fulltext url
  6. Status changed 9 Nov 2026, 16:38 reserved → published

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