The Relationship Between Integrated Marketing Communication, Market Orientation, and Brand Orientation

Market Orientation and Brand Orientation from Customer Perspective: An Empirical Examination in the Non-profit Sector

“…The results provide empirical verification for the conceptual work of Reid, et al (2005) and complement the findings of previous researchers in this area (O'Cass & Ngo, 2009;Tuominen, et al, 2009). In relation to the previous studies, it worth noting that the association between PMO and PBO in this study ( =0.768, p<.001) is stronger than the one found in O'Cass and Ngo (2009) studies ( =0.66, p<.05).…”

“…Urde (1999, p.118) argued that "to be brand-oriented is market orientation plus". Reid et al (2005) proposed a conceptual model of the relationships among integrated marketing communication (IMC), market orientation (MO), and brand orientation (BO) and argued that higher levels of market orientation are associated with higher levels of brand orientation. In line of these propositions, O'Cass and Ngo (2009) establish empirical evidence to support the conceptual link between the two constructs.…”

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

“…Similarly, Reid, Luxton and Mavondo (2005) opine that market-sensing capability offers firms invaluable insights on how they could differentiate and manage their brands to become more successful in the competitive business landscape. Although both BO and MKTSC are presumably two distinct strategic levers, they are equally related levers that could be strategically and simultaneously deployed together in order to bolster a firm's competitive dynamics and ultimately its financial outcomes in the marketplace.…”

Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process

“…Conceptual aspect of IMC, as theoretical foundation, status and goals (Cornelissen and Lock, 2000;Cornelissen, 2001;Duncan and Mulhern, 2004;Gould, 2004;Madhavaram, 2005;Reid et al 2005;Kitchen and Schultz, 2009), including opposite views or barriers for its implementation (Cornelissen & Lock, 2000;Ewing et al, 2000;Gould, 2004, Fitzpatrick, 2005 b. Measurement and effectiveness of IMC programmes (Low, 2000;Reid, 2003;Schultz, Cole and Bailey, 2004;Belch andBelch, 2008, Ewing, 2009 (Barnes, 2001;Naik and Raman, 2003;Schultz 2004;Dewhirst and Davis, 2005;Ratnatunga andEwing, 2005, Finne andGronroos, 2009) An IMC program must be structured in multiple strands, influencing all the processes of consumer behaviour (perception, learning, attitude, motivation), not only the actual behaviour.…”