Piha, L, Papadas, K and Davvetas, V orcid.org/0000-0002-8905-7390 (2021) Brand Orientation: Conceptual extension, scale development and validation. Journal of Business Research, 134. pp. 203-222. ISSN 0148-2963
Abstract
Creating powerful brands that stand out from competition, deliver on their promise, and strengthen over time is among the greatest challenges managers face. Building on prior relevant work, this study re-conceptualizes brand orientation and provides a broader operationalization to capture the main organizational behaviors manifested by strategically brand-oriented companies. Following established measurement theory guidelines and scaling procedures, this article reports a series of five complementary studies that collectively present the development of a new brand orientation scale to measure an organization’s holistic approach to branding. The new scale comprises four dimensions (brand importance, brand consistency, brand differentiation, and brand intelligence) and demonstrates satisfactory psychometric properties of reliability and validity. The findings suggest that brand orientation (1) is stronger in companies in which the power of the marketing department in organizational decision making is high and (2) serially mediates the effects of marketing department power and market orientation on financial performance.
Metadata
Item Type: | Article |
---|---|
Authors/Creators: |
|
Copyright, Publisher and Additional Information: | © 2021 Elsevier Inc. All rights reserved. This is an author produced version of an article published in Journal of Business Research. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Brand orientation; Scale development; Marketing department power; Market orientation |
Dates: |
|
Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 27 May 2021 14:45 |
Last Modified: | 18 Mar 2023 01:40 |
Status: | Published |
Publisher: | Elsevier |
Identification Number: | 10.1016/j.jbusres.2021.05.023 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:174646 |
Download
Filename: Manuscript_without author details_Brand Orientation.pdf
Licence: CC-BY-NC-ND 4.0