How and when does the brand orientation-market orientation nexus matter?
Purpose: While extant research highlights the importance of both market orientation and brand orientation in brand success, it is still unclear how they actually combine to contribute to brand performance. Grounded in the theoretical perspectives of the resource-based view and dynamic capabilities, this study unpacks how, and when, brand orientation and market orientation link systematically to influence brand performance. Design/methodology/approach: In testing the research hypotheses involving mediation and moderation effects, survey data were gathered from a sample of business firms in the manufacturing sector and analyzed through regression analysis. Findings: The results suggest brand orientation manifests through market orientation to influence brand performance via the intervening mechanism of brand management capability. The results also suggest at high levels of competitive intensity, the systematic combination of market orientation and brand orientation is critical in facilitating brand management capability enhancement and subsequent brand performance. Originality/value: This study extends current literature by providing a more detailed account of how brand orientation and market orientation systematically combine to yield superior brand performance via the mediating role of brand management capability. This study also provides further insights into how, in response to different levels of competitive intensity, the systematic combination of brand orientation and market orientation is managed to facilitate brand management capability enhancement and subsequent brand performance.
Year of publication: |
2019
|
---|---|
Authors: | Lee, Wai Jin (Thomas) ; O'Cass, Aron ; Sok, Phyra |
Published in: |
Journal of Business & Industrial Marketing. - Emerald, ISSN 0885-8624, ZDB-ID 2019934-X. - Vol. 35.2019, 2 (23.11.), p. 349-361
|
Publisher: |
Emerald |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
Unpacking brand management superiority
Lee, Wai Jin (Thomas), (2017)
-
Why doesn’t our branding pay off: optimising the effects of branding through innovation
Lee, Wai Jin (Thomas), (2016)
-
Sok, Phyra, (2017)
- More ...