Linkages between market orientation and brand performance with positioning strategies of significant fashion apparels in Pakistan

Fashion and Textiles

International Journal of Interdisciplinary Research

Table 3 Hypotheses testing results

Hypotheses	Relationship	Beta	St.Dev	t-value	F²	Accepted/Rejected
Hypothesis1	PMO- > DBD	0.39	0.082	4.77***	0.179	Accepted
Hypothesis2	PMO- > QBD	0.506	0.068	7.44***	0.344	Accepted
Hypothesis3	RMO- > BID	0.606	0.051	11.9***	0.581	Accepted
Hypothesis4	RMO- > PBD	0.576	0.073	7.93***	0.496	Accepted
Hypothesis5	RMO- > UDS	0.584	0.064	9.06***	0.517	Accepted
Hypothesis6	RMO- > BID- > BP	0.287	0.051	5.58***		Accepted
Hypothesis7	PMO- > DBD- > BP	0.082	0.041	1.973*		Accepted
Hypothesis8	RMO- > PBD- > BP	0.025	0.04	0.63^NS		Rejected
Hypothesis9	PMO- > QBD- > BP	0.029	0.054	0.36^NS		Rejected
Hypothesis10	RMO- > UDS- > BP	0.162	0.051	3.15**		Accepted

PMO proactive market orientation, RMO responsive market orientation, DBD design based differentiation, QBD quality based differentiation, PBD price based differentiation, UDS undifferentiation strategy, BP brand performance
*** p < 0.001;**p < 0.01;*p < 0.05; NS = Not supported