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How and when does the brand orientation-market orientation nexus matter?

Journal Article


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Abstract


  • 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.

UOW Authors


Publication Date


  • 2019

Citation


  • Lee, W., O'Cass, A. & Sok, P. (2019). How and when does the brand orientation-market orientation nexus matter?. Journal of Business and Industrial Marketing, 35 (2), 349-361.

Scopus Eid


  • 2-s2.0-85076844370

Ro Full-text Url


  • https://ro.uow.edu.au/cgi/viewcontent.cgi?article=2678&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1655

Has Global Citation Frequency


Number Of Pages


  • 12

Start Page


  • 349

End Page


  • 361

Volume


  • 35

Issue


  • 2

Place Of Publication


  • United Kingdom

Abstract


  • 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.

UOW Authors


Publication Date


  • 2019

Citation


  • Lee, W., O'Cass, A. & Sok, P. (2019). How and when does the brand orientation-market orientation nexus matter?. Journal of Business and Industrial Marketing, 35 (2), 349-361.

Scopus Eid


  • 2-s2.0-85076844370

Ro Full-text Url


  • https://ro.uow.edu.au/cgi/viewcontent.cgi?article=2678&context=buspapers

Ro Metadata Url


  • http://ro.uow.edu.au/buspapers/1655

Has Global Citation Frequency


Number Of Pages


  • 12

Start Page


  • 349

End Page


  • 361

Volume


  • 35

Issue


  • 2

Place Of Publication


  • United Kingdom