Brand orientation: a systematic literature review and research agenda

Sepulcri, Lara Mendes Christ Bonella; Mainardes, Emerson Wagner; Marchiori, Danilo Magno

doi:10.1108/sjme-06-2019-0035

Cited by 19 publications

(21 citation statements)

References 92 publications

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“…Since the late twentieth century, many economists and marketers have become attracted to the topic of variable brand orientation (Baumgarth, 2010;Anees-ur-Rehman et al, 2016;Sepulcri et al, 2020). This concept is defined as an operational and functional strategy to be implemented by managing organisations to protect brand identity by focusing on their customers (Núñez-Barriopedro et al, 2021).…”

Section: Conceptual Background and Hypothesesmentioning

confidence: 99%

“…Scientific publications currently addressing corporate happiness's influence, subjective employee wellbeing or happiness management on the multidimensional brand orientation parameter are relatively scarce (Sepulcri et al, 2020). An exception to this is found in Tumasjan et al (2020), where it is empirically shown that a positive climate within organisations positively influences the brand orientation of employees.…”

Section: Conceptual Background and Hypothesesmentioning

confidence: 99%

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Happiness Management: A Culture to Explore From Brand Orientation as a Sign of Responsible and Sustainable Production

et al. 2021

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The overarching call to action represented by the sustainable development goals (SDGs) calls for new sustainable production and management models. Likewise, in periods of crisis, such as the current COVID-19 pandemic, companies are forced to develop competitive and sustainable development strategies to increase their brand value and achieve a good market position. Therefore, this work’s main objective is to design a structural equation modelling (SEM) to analyse the main critical dimensions of brand orientation to influence happiness in responsible and sustainable entities. For this purpose, a descriptive cross-sectional study was carried out based on primary data from a survey of a representative sample of 216 managers of small- and medium-sized enterprises in Andalusia (Spain) in the construction, industry and services sectors. The model results reveal significant dimensions of brand orientation and positively direct influence on happiness management. One of the significant managerial implications of this work is that the model allows for more responsible and sustainable management of entities by considering brand orientation about happiness.

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Section: Conceptual Background and Hypothesesmentioning

confidence: 99%

Section: Conceptual Background and Hypothesesmentioning

confidence: 99%

Happiness Management: A Culture to Explore From Brand Orientation as a Sign of Responsible and Sustainable Production

et al. 2021

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“…In this sense, Eliyana and Ma'arif (2019) support the idea that organizational commitment relates to the intentions of a salesperson to stay in the firm as a group member, share values and deploy behaviors aligned with organizational aspirations and culture, suggesting a positive relationship of commitment to brand attitude. Sepulcri et al (2020) assert that an employee's relationship with a brand impacts their organizational commitment because the more they are able to identify with a brand, the more involved they will become. In this sense, Sreejesh (2014) presents empirical evidence that brand attachment influences brand commitment.…”

Section: Sjmementioning

confidence: 99%

Does brand-relationships matter? The role of brand attachment in salesperson performance in retailing

Chinelato

Filho

Júnior

2021

SJME

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Purpose Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing. Design/methodology/approach A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3. Findings The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance. Practical implications Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance. Originality/value Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance.

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“…On the other hand, eco-behaviour goals refer to the goals or aspirations of millennial consumers to engage in environmentally sustainable activities in the immediate future (Emekci, 2019;van Tonder et al, 2020). Eco-brand orientation refers to the consumer's general proclivity or inclination to favour and choose brands perceived as green or eco-friendly (Sepulcri et al, 2020;Mostafa, 2007;Huddlestone et al, 1993).…”

Section: Introductionmentioning

confidence: 99%

Effects of institutions on the eco-brand orientation of millennial consumers: a social cognitive perspective

Roxas

Marte

2022

JCM

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Purpose Given the lucrative millennial or generation Y market across the globe, this study aims to draw on social cognitive and institutional theories to tease out the crucial roles of regulatory and social pressures in shaping the eco-brand orientation of millennial consumers. The study focuses on millennials from a developing country – a context that is less explored in the literature on the social and institutional perspectives of green consumer behaviour. Design/methodology/approach Using data from a survey of 354 millennial consumers in the Philippines, the authors tested the hypotheses on the effects of two types of institutional pressures (social and regulatory) on the key constructs espoused by social cognitive theory. The authors followed the partial least square approach to path analysis to determine the significant empirical relationships and linkages of the constructs contained in the proposed model. Findings The results highlight the significant influence of the social-institutional environment on the internal drivers of millennials' orientation towards green or environmentally sustainable brands. Research limitations/implications Although the sample size has generalisability-related constraints, the findings extend the current understanding of green millennial consumer behaviour from a social cognitive perspective by highlighting the role of institutions – a concept that is less explored in the marketing and consumer behaviour literature. Practical implications It provides valuable business and policy insights and directions for future research on how business enterprises such as producers, manufacturers, retailers and marketers can influence millennial consumers’ orientation towards green brands. Originality/value This study uses data from a survey of millennial consumers in the Philippines. The study extends the ambit of social cognitive theory by drawing on institutional theory to highlight the role of institutional social pressures on sustainable consumer behaviour.

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Brand orientation: a systematic literature review and research agenda

Cited by 19 publications

References 92 publications

Happiness Management: A Culture to Explore From Brand Orientation as a Sign of Responsible and Sustainable Production

Happiness Management: A Culture to Explore From Brand Orientation as a Sign of Responsible and Sustainable Production

Does brand-relationships matter? The role of brand attachment in salesperson performance in retailing

Effects of institutions on the eco-brand orientation of millennial consumers: a social cognitive perspective

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