When is brand orientation a useful strategic posture?

Abstract

This study examines the extent to which the effect of brand orientation on sales performance is contingent upon levels of transformational leadership and inter-functional collaboration. Using primary data from 108 subsidiaries of multinational enterprises (MNEs) operating in the Commonwealth Caribbean region, the study finds that brand orientation is not directly related to sales performance. However, findings show that brand orientation is positively related to sales performance when levels of both transformational leadership and inter-functional collaboration are high. Theoretical implications of these findings are discussed while drawing lessons for MNE subsidiary brand management practice.

The Influence of Brand Orientation and Knowledge Creation on Organisational Performance of Malaysian Tourist Resorts

“…Committing resources to brand-building activities could help improve organisational performance. Empirically, the findings are supported by Boso et al (2016), Casidy et al (2018), Ciunova-Shuleska et al (2017, and Urde et al (2013). Second, the results suggest that it might be worthwhile for Malaysian tourism entrepreneurs to schedule knowledge gathering and knowledge sharing sessions (for example event sponsorships, press releases, sales promotions, and other events) with travel intermediaries, hotel associations, and other stakeholders.…”

“…The study reveals the superior role of brand orientation and knowledge creation process in enhancing the organisational performance of tourist resorts. In congruence with Boso et al (2016), Casidy et al (2018), Ciunova-Shuleska et al (2017, Ismail et al (2016), andLaukkanen et al (2016), branding orientation activities are found to be an essential asset for enhancing the organisational performance of tourist resorts. Our findings emphasise the importance of knowledge creation process for tourist resorts in transmuting the knowledge pool and incorporating knowledge into business operations that enhance organisational performance (Li et al, 2009).…”

“…Lahap et al (2016) revealed that brand image has a positive effect on customer satisfaction in the Malaysian hotel industry. Similarly, according to primary data from 108 subsidiaries of multinational enterprises operating in the Commonwealth Caribbean region, Boso, Carter, and Annan (2016) found that brand orientation has a positive influence on sales performance. Casidy, Wymer, and O'Cass (2018) found some evidence that the hotel brand performance of American hotels is enhanced by forging a brand relationship in the customers' minds.…”

Journal of Brand Management – Year end review 2016

“…Secondly, research by Boso et al (2016) suggest that brand orientation on its own is not directly associated with sales performance --but that a brand orientation's effect on sales performance is accentuated when firms align it to their leadership-and structure-related activities --and when the levels of both transformational leadership and inter-functional collaboration are high. In other words, these two organisational forces are required to translate a firm's branding philosophy into sales.…”

Brand orientation: a systematic literature review and research agenda

“…Since the inception of this concept, different studies have analysed the same concept in diverse contexts (Cant et al, 2013;Gromark and Melin, 2013;Jain et al, 2018;King et al, 2013;Napoli, 2006). In addition to empirical implications, several models were proposed to measure brand orientation, and its barriers, antecedents and outcomes (Apaydin, 2011;Boso et al, 2016;Harrison-Walker, 2014b;Huang and Tsai, 2013). Therefore, given the diversity of empirical and theoretical production over 20 years, we understand that it is necessary not only to systematize the content produced but also to further understand the relationship between the published research and the main thematic areas.…”