{
    "identifier": "ORI:10001/2026.0007",
    "previous_identifiers": [],
    "url": "https://oriregistry.org/10001/2026.0007",
    "notice": "ORI is an institutional identifier of Oxton. It is not a DOI.",
    "journal": {
        "title": "Oxton Science Journal",
        "abbreviation": "OSJ",
        "issn_electronic": "3086-0881",
        "issn_print": null,
        "homepage_url": "https://oxtonscience.com/",
        "publisher": "Oxton Education"
    },
    "files": [],
    "status": "published",
    "status_reason": null,
    "status_changed_at": "2026-11-09 16:38:53",
    "version": 6,
    "publication_year": 2026,
    "doi": null,
    "publication_type": "review-article",
    "language": "en",
    "title": "MARKETING CAPABILITIES AND PERFORMANCE IN FASHION RETAIL: RELATIONSHIPS WITH BRAND VISIBILITY AND CUSTOMER LOYALTY",
    "subtitle": null,
    "translated_titles": [],
    "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.",
    "translated_abstracts": [],
    "keywords": [
        {
            "lang": "en",
            "keyword": "Marketing capabilities"
        },
        {
            "lang": "en",
            "keyword": "Fashion retail"
        },
        {
            "lang": "en",
            "keyword": "Brand visibility"
        },
        {
            "lang": "en",
            "keyword": "Customer loyalty"
        },
        {
            "lang": "en",
            "keyword": "Performance"
        }
    ],
    "contributors": [
        {
            "given_names": "Carolina",
            "family_name": "Hernandes Gomes",
            "orcid": null,
            "ori_id": null,
            "role": "author",
            "corresponding": false,
            "credit_roles": [
                "conceptualization",
                "formal-analysis",
                "investigation",
                "methodology",
                "writing-original-draft"
            ],
            "affiliations": [
                {
                    "name": "Universidade Paulista",
                    "ror": null
                }
            ]
        },
        {
            "given_names": "Eliabe",
            "family_name": "Dias Mendes de Oliveira",
            "orcid": null,
            "ori_id": null,
            "role": "author",
            "corresponding": false,
            "credit_roles": [
                "conceptualization",
                "formal-analysis",
                "investigation",
                "methodology",
                "writing-original-draft"
            ],
            "affiliations": [
                {
                    "name": "Universidade Paulista",
                    "ror": null
                }
            ]
        },
        {
            "given_names": "Lívia",
            "family_name": "Casavelha Lovato",
            "orcid": null,
            "ori_id": null,
            "role": "author",
            "corresponding": false,
            "credit_roles": [
                "conceptualization",
                "formal-analysis",
                "investigation",
                "methodology",
                "writing-original-draft"
            ],
            "affiliations": [
                {
                    "name": "Universidade Paulista",
                    "ror": null
                }
            ]
        },
        {
            "given_names": "Lucas",
            "family_name": "Gustavo Rubio Sabino",
            "orcid": null,
            "ori_id": null,
            "role": "author",
            "corresponding": false,
            "credit_roles": [
                "conceptualization",
                "formal-analysis",
                "investigation",
                "methodology",
                "writing-original-draft"
            ],
            "affiliations": [
                {
                    "name": "Universidade Paulista",
                    "ror": null
                }
            ]
        },
        {
            "given_names": "Vanessa",
            "family_name": "Batista de Souza Pereira",
            "orcid": null,
            "ori_id": null,
            "role": "author",
            "corresponding": false,
            "credit_roles": [
                "conceptualization",
                "formal-analysis",
                "investigation",
                "methodology",
                "writing-original-draft"
            ],
            "affiliations": [
                {
                    "name": "Universidade Paulista",
                    "ror": null
                }
            ]
        },
        {
            "given_names": "Prof. Me. Eder",
            "family_name": "Freitas",
            "orcid": "0009-0000-7048-0175",
            "ori_id": "6380-4182-7929-5426",
            "role": "author",
            "corresponding": true,
            "credit_roles": [
                "methodology",
                "supervision",
                "validation",
                "visualization",
                "writing-review-editing"
            ],
            "affiliations": [
                {
                    "name": "Universidade Paulista",
                    "ror": null
                }
            ]
        }
    ],
    "volume": "2",
    "issue": "1",
    "first_page": "83",
    "last_page": "92",
    "elocation_id": null,
    "received_date": "2026-10-30",
    "accepted_date": "2026-11-03",
    "published_date": "2026-11-10",
    "license_code": "CC-BY-4.0",
    "license_url": "https://creativecommons.org/licenses/by/4.0/",
    "article_url": "https://oxtonscience.com/article/13/",
    "fulltext_url": "https://oxtonscience.com/article/13/download/6/",
    "funding": [],
    "conflicts_of_interest": null,
    "external_ids": [],
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    "relations": [],
    "created_at": "2026-11-08 13:38:05",
    "updated_at": "2026-11-09 16:38:53"
}