13 research outputs found
The Progression of Brand Orientation Literature in Twenty Years: A Systematic Literature Review
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The relationship between brand personality and customer personality, gender and income: A case study of the cell phone market in Iran
No full textThe progression of brand orientation literature in twenty years: A systematic literature review
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When is brand orientation a useful strategic posture?
No full textThis 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
Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention
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