Linking SMEs Profitability to Brand Orientation and Market-Sensing Capability: A Service Sector Evidence

Osakwe, Christian Nedu; Chovancová, Miloslava; Ogbonna, Benson U.

doi:10.3311/ppso.8069

Cited by 26 publications

(36 citation statements)

References 37 publications

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“…While it is true that a brand or the branding process could be best described as a multidimensional marketing construct (Kapferer, 2008;de Chernatony and Dall'Olmo Riley, 1998), the major essence of branding per se, is to distinguish an entity (e.g., a fi rm), product and/ or service from the rest of the competition (Aaker, 1996;Urde et al, 2013;Osakwe et al, 2015a). Without doubt, branding is a multidimensional construct that consists of numerous dimensions such as brand promotion, brand orientation, customerbased brand equity (e.g., brand image perception), employee branding, and marketplace brand equity, among others.…”

Section: Introductionmentioning

confidence: 99%

Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms

Iwu¹,

Osakwe²,

Ajayi³

2015

Acta Univ. Agric. Silvic. Mendelianae Brun.

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To date there is hardly any empirical evidence in academic literature that branding, particularly brand promotion and brand image perception, plays any signifi cant role in the performance of small-sized agribusiness, especially those in the Sub-Saharan (SSA) region. This study was triggered by the need to fi ll this vacuum. Survey data were collected from small-sized agribusiness fi rms in one of the SSA economic 'powerhouses', which is Nigeria. Employing a contemporary research technique, specifi cally the Consistent Partial Least Square Structural Equation Modeling (denoted as PLSc), the study found that both brand promotion and brand image perception are instrumental for enhancing the organizational performance of small agribusinesses. In sum, the fi ndings lend empirical support to the extant literature on brand promotion and brand image perception as precursors to the performance of fi rms regardless of a its size and business location. The implications of study, limitation and future research directions are further highlighted in the concluding section of the paper.

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Section: Introductionmentioning

confidence: 99%

Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms

Iwu¹,

Osakwe²,

Ajayi³

2015

Acta Univ. Agric. Silvic. Mendelianae Brun.

Self Cite

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“…al., 2014;Kajalo and Lindblom, 2015). Meanwhile, several dimensions of marketing capabilities, such as market sensing capabilities (Day, 1994;Osakwe et. al., 2016), brand management capabilities (Osakwe et.…”

Section: Specialized Marketing Capabilities and Business Performancementioning

confidence: 99%

“…Meanwhile, several dimensions of marketing capabilities, such as market sensing capabilities (Day, 1994;Osakwe et. al., 2016), brand management capabilities (Osakwe et. al., 2016), and CRM capabilities (Wang and Feng, 2012) are important variables that affect business performance.…”

Section: Specialized Marketing Capabilities and Business Performancementioning

confidence: 99%

Business Performance Based on Specialized and Architecture Marketing Capabilities

Sumiati¹,

Ratnawati²,

Zahari³

et al. 2020

Proceedings of the 1st International Conference on Islamic Civilization, ICIC 2020, 27th August 2020, Semarang, Indonesia

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“…From a projective branding paradigm perspective, brand orientation is an internalised organisation-based culture that takes into account the elements of branding in the organisation's overall business strategy (Osakwe, Chovancova & Ogbonna 2016). Brand orientation has received much attention since its inception in the early 1990s by Frans Melin and Mats Urde (Gromark & Melin 2013, Urde 19941999).…”

Section: Introductionmentioning

confidence: 99%

Does brand orientation lead to brand loyalty among senior and top management in a South African business-to-business organisation?

Dludla¹,

Dlamini²

2018

SAJBM

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Background: At the heart and depth of building a strong and prosperous brand in the marketplace, is brand orientation. A few studies have investigated the conceptualisation of brand orientation in relation to brand loyalty, as well as the involvement of brand commitment and brand trust in mediating this association in the business-to-business (B2B) environment.Objective: It is the objective of this study to examine the impact of brand orientation on brand loyalty and the roles played by brand commitment and brand trust in mediating the impact in the South African B2B environment.Method: Questionnaires were completed by 261 top and senior managers of a B2B organisation in South Africa. Structural equation modelling and smart partial least squares were employed in this study to examine the relationships between the constructs.Results: This study provides empirical evidence that brand orientation has a positive and significant relationship with brand commitment and and brand trust. Also that brand commitment and brand trust have positive and significant relationships with brand loyalty in the South African B2B context.Conclusion: This means that organisations that operate in the B2B environment should focus on brand orientation and develop brand strategies that recognise the importance of brand trust and brand commitment.

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Linking SMEs Profitability to Brand Orientation and Market-Sensing Capability: A Service Sector Evidence

Abstract: Abstract

Cited by 26 publications

References 37 publications

Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms

Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms

Business Performance Based on Specialized and Architecture Marketing Capabilities

Does brand orientation lead to brand loyalty among senior and top management in a South African business-to-business organisation?

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