Skip to main content
placeholder image

Why doesn’t our branding pay off: optimising the effects of branding through innovation

Journal Article


Download full-text (Open Access)

Abstract


  • Purpose: Recent branding failures (e.g. Kodak and Krispy Kreme) have cast considerable doubt on the widely accepted contention that to develop a strong brand, firms must continuously strive to be brand oriented or innovation oriented. This study aims to examine the curvilinear and interactive effects of brand orientation and innovation orientation on brand performance. Design/methodology/approach: Survey data were drawn from a sample of 181 firms operating in the consumer goods sector (i.e. fashion, consumer electronics and automobile) and tested through a hierarchical regression analysis. Findings: This study finds that the sole and exclusive focus on either brand orientation or innovation orientation is detrimental to the realisation of superior brand performance because increased levels of this focus lead to diminishing returns. Critically, this study finds that the key to achieving superior brand performance lies in the extent to which the firm integrates both brand orientation and innovation orientation. Originality/value: This study extends current knowledge by showing that focusing on either brand orientation or innovation orientation in isolation is actually detrimental to the firm¿s realisation of superior brand performance. The integration of brand orientation and innovation orientation is the key to achieving superior brand performance because the inherent limitations associated with each are overcome by their integration.

UOW Authors


Publication Date


  • 2016

Citation


  • Lee, W., O'Cass, A. & Sok, P. (2016). Why doesn’t our branding pay off: optimising the effects of branding through innovation. European Journal of Marketing, 50 (3-4), 509-529.

Scopus Eid


  • 2-s2.0-85010338489

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2057&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1051

Number Of Pages


  • 20

Start Page


  • 509

End Page


  • 529

Volume


  • 50

Issue


  • 3-4

Place Of Publication


  • United Kingdom

Abstract


  • Purpose: Recent branding failures (e.g. Kodak and Krispy Kreme) have cast considerable doubt on the widely accepted contention that to develop a strong brand, firms must continuously strive to be brand oriented or innovation oriented. This study aims to examine the curvilinear and interactive effects of brand orientation and innovation orientation on brand performance. Design/methodology/approach: Survey data were drawn from a sample of 181 firms operating in the consumer goods sector (i.e. fashion, consumer electronics and automobile) and tested through a hierarchical regression analysis. Findings: This study finds that the sole and exclusive focus on either brand orientation or innovation orientation is detrimental to the realisation of superior brand performance because increased levels of this focus lead to diminishing returns. Critically, this study finds that the key to achieving superior brand performance lies in the extent to which the firm integrates both brand orientation and innovation orientation. Originality/value: This study extends current knowledge by showing that focusing on either brand orientation or innovation orientation in isolation is actually detrimental to the firm¿s realisation of superior brand performance. The integration of brand orientation and innovation orientation is the key to achieving superior brand performance because the inherent limitations associated with each are overcome by their integration.

UOW Authors


Publication Date


  • 2016

Citation


  • Lee, W., O'Cass, A. & Sok, P. (2016). Why doesn’t our branding pay off: optimising the effects of branding through innovation. European Journal of Marketing, 50 (3-4), 509-529.

Scopus Eid


  • 2-s2.0-85010338489

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2057&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1051

Number Of Pages


  • 20

Start Page


  • 509

End Page


  • 529

Volume


  • 50

Issue


  • 3-4

Place Of Publication


  • United Kingdom