The progression of brand orientation literature in twenty years: A systematic literature review

Anees-ur-Rehman, Muhammad; Wong, Ho Yin; Hossain, Mokter

doi:10.1057/s41262-016-0008-2

Cited by 49 publications

(34 citation statements)

References 86 publications

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“…Brand orientation is defined as 'an approach in which the processes of the organisation revolve around the creation, development and protection of brand identity in an on-going interaction with target customers with the aim of achieving lasting competitive advantages in the form of brands' (Urde 1999, p. 117). The concept of brand orientation has been applied in different fields (Anees-ur-Rehman et al 2016), including non-profit and public sectors (Ewing and Napoli 2005;Evans et al 2012;Gromark and Melin 2013), retail industries (Bridson and Evans 2004), service industries (King et al 2013), corporate levels (Balmer 2013), and small-and medium-enterprises (SMEs) in B2B sectors (Hirvonen et al 2016). Baumgarth (2010) claimed that brand orientation is an accumulated result based on the internal brand awareness and the external brand image stored in customers' minds.…”

Section: B2b Brand Orientationmentioning

confidence: 99%

Exploring brand management strategies in Chinese manufacturing industry

Lin

Siu

2019

J Brand Manag

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The purpose of this paper was to empirically explore how Chinese private manufacturers make strategic branding decisions. We develop a conceptual framework to investigate the branding decisions undertaken by Chinese manufacturers. Interview data were subjected to qualitative thematic analysis and quantitative categorical principal component analysis. Data reveal a branding schema that illustrate four types of B2B brander: achievement competencies branders, awareness competencies branders, novice competencies branders, and no-competencies branders. The schema describes the trajectory of the progressive evolution of B2B branders. This paper contributes to the long-called-for formation of a theoretical framework of B2B branding from the amorphous literature and provides a direction for manufacturers to undertake branding practice. The exploratory nature lays foundations for further research to investigate B2B branding in other contexts.

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Section: B2b Brand Orientationmentioning

confidence: 99%

Exploring brand management strategies in Chinese manufacturing industry

Lin

Siu

2019

J Brand Manag

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“…Thus, in the twentieth century, a new organizational strategy of brand orientation was theorized, taking the focus of the company from just meeting the needs of customers to creating a strategic meaning for the brand (Urde, 1999). Since then, studies in this area have evolved from the discussion about brand orientation to the analysis of its importance in companies (Anees-ur-Rehman et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

Brand orientation: a systematic literature review and research agenda

Sepulcri

Mainardes

Marchiori

2020

SJME

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Purpose Various studies dealing with brand orientation were analysed to discuss how the issues identified in this area have been relating over time. This paper aims to identify the key studies, the keywords used and the origin of the studies. Design/methodology/approach A systematic literature review (SLR) was performed within the Scopus database to select and summarize the studies that deal with brand orientation. Finally, 90 articles were subjected to bibliometric analysis. Findings Five major research areas were identified (brand orientation concept, hybrid strategies, internal branding management, brand performance and perceived brand orientation) and discussed. Research limitations/implications As the main theoretical contribution, the results showed a focus on research in five areas: the development of the brand orientation concept and proposed extensions; hybrid strategies; the relations between brand orientation, internal branding and brand management; the relation between brand orientation and financial performance; and the perceived brand orientation, mostly applied to higher education sector. Originality/value The study offers a general overview of brand orientation, identifying relations on topics of interest, main keywords and sub-themes in this field. The results contribute to fulfilling the research gap about the relationship between all these aspects. Finally, an agenda for future research is proposed.

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“…Laukkanen et al 2013;Reijonen et al 2015). By considering a comprehensive scale to measure brand performance, this study actions the call made by Anees-ur-Rehman et al (2016) to conduct quantitative studies with large samples to establish the linkages between brand orientation and performance. Thirdly, by considering the BMPs of firms in an emerging country, the study expands the geographic scope of the discourse on BMPs and attempts to generalize the validity of the framework.…”

Section: Introductionmentioning

confidence: 99%

“…Thirdly, by considering the BMPs of firms in an emerging country, the study expands the geographic scope of the discourse on BMPs and attempts to generalize the validity of the framework. This study, in a way, actions the call made by King et al (2013) and Anees-ur-Rehman et al (2016) to conduct brand orientation studies in eastern cultures to validate the basic premises of brand orientation.…”

Section: Introductionmentioning

confidence: 99%

Brand management practices in emerging country firms – exploring the patterns of variation and its impact on firm performance

Tatoğlu¹,

Sahadev

Demirbağ

2018

JEEMS

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Brand management practices in emerging country firmsexploring the patterns of variation and its impact on firm performance Firms in emerging countries often face different sets of challenges in developing their brand management strategies. Drawing on the dynamic capabilities view, the present study examines brand management practices among firms in an emerging country. Drawing on a survey of 224 firms in Turkey, the study first aims to segment firms in terms of their adoption level of brand management practices and then relate them to their overall firm and brand performances. A three-cluster solution emerging from a K-means cluster analysis reveals that firms show significant differences with respect to both performance dimensions. The findings of the study also provide evidence to the view that brand management practices add to the dynamic capabilities of emerging country firms. Finally, the study concludes with practical implications and avenues for future research.

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The progression of brand orientation literature in twenty years: A systematic literature review

Cited by 49 publications

References 86 publications

Exploring brand management strategies in Chinese manufacturing industry

Exploring brand management strategies in Chinese manufacturing industry

Brand orientation: a systematic literature review and research agenda

Brand management practices in emerging country firms – exploring the patterns of variation and its impact on firm performance

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