The Role of Brand Orientation in Developing a Learning Culture and Achieving Performance Goals in the Third Sector Organizations

Khan, Imran; Bashir, Taqadus

doi:10.1080/01900692.2020.1749849

Cited by 4 publications

(2 citation statements)

References 64 publications

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“…To achieve this, brand identities (mission, vision and values) must be integrally involved with companies' organisational culture and strategic plans (Urde et al, 2013). It is not possible, in managerial terms, without the existence of inter-organisational ecosystems that stimulate the following factors in all members of the organisations: motivation, learning, eco-innovation, disruptive thinking, autonomy, creative talent and happiness (Dechawatanapaisal, 2018;Khan and Bashir, 2020;Sanagustín-Fons et al, 2020). In general, this corpus of intangibles and many others are not very highly valued by the managers of small-and medium-sized companies in times of economic crisis.…”

Section: H1mentioning

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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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: H1mentioning

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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“…Lastly, for corporate brand orientation to be efficient, key prerequisites involve recognition among organizational members of the corporate brand culture and corporate brand covenant/promise (Khan and Bashir, 2020). In fact, corporate brand orientation acts as a key factor for corporate brand communications and provides a benchmark that managers can use to assess the corporate brand image and reputation (Tajeddini and Ratten, 2020).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Fly me to the moon: from corporate branding orientation to retailer preference and business performance

Foroudi

Palazzo

et al. 2021

IJCHM

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Purpose The airline aviation industry is both capital-intensive and competitive. Hence, the evolution of the sector needs original marketing strategies. To study the relationships between corporate branding and corporate image, taking into account two views, namely, corporate strategy and corporate expression in airline identity, this paper aims to analyze the main indicators of the corporate branding that affect the outcomes of the corporate image. Design/methodology/approach To inspect the theories, the foundational configural model was assessed through the perceptions of 395 employees in Indian aviation companies. By using complexity theory, this study matched the concept of equifinality and it examined the data via a fuzzy set qualitative comparative analysis. Findings Findings show that corporate strategy positively influences the corporate image and corporate expression. Corporate expression offers the verbal and visual facets of a brand. Surprisingly, the paper shows that there is no link between corporate expression and corporate image. It also suggests that corporate expression, including corporate community, corporate promise and corporate personality, are all components of a corporate brand and do not influence the corporate image. Finally, the study highlights that corporate image positively affects superior business performance, which influences superior retailer preference. Research limitations/implications The study identifies the corporate identity’s indicators (corporate strategy and corporate expression) that affect the corporate image, which results in stronger, superior business performance and retailer preference. It suggests that managers in the airline industry should follow the recommendations of this research by adopting more objective and fairer procedures to attain superior business performance and retailer preference. In addition, the continued growth and the financial impact of the airline sector require the use of pioneering branding strategies. Future study is needed in various nations to advance the generalizability of the research findings. Originality/value To the best of the authors’ knowledge, the paper is the first to study corporate brand, its sub-dimensions (corporate strategy and corporate expression) and their individual links to brand image, which involves experience, relationships and visual identity.

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Non-profit Brand Orientation as a Strategic Communication Approach

Sepulcri

Mainardes

Pascuci

2022

International Journal of Strategic Communication

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The Role of Brand Orientation in Developing a Learning Culture and Achieving Performance Goals in the Third Sector Organizations

Cited by 4 publications

References 64 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

Fly me to the moon: from corporate branding orientation to retailer preference and business performance

Non-profit Brand Orientation as a Strategic Communication Approach

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