Brand orientation : conceptualisation, operationalisation and explanatory power
Bridson, Kerrie and Mavondo, Felix 2002, Brand orientation : conceptualisation, operationalisation and explanatory power, in Proceedings of the Australian and New Zealand Marketing Academy Conference, Deakin University, Geelong, Vic., pp. 2151-2158.
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Proceedings of the Australian and New Zealand Marketing Academy Conference
Shaw, Robin N. Adam, Stewart McDonald, Heath
Place of publication
This study contributes to the brand management literature by providing a conceptualisation of brand orientation from a resource based theory perspective. Moreover, the study advances seminal brand conceptualisations through operationalising the construct and empirically testing its psychometric properties and explanatory power. The construct was explored within a services context focusing on Australian retail organisations, thereby extending brand management research beyond the manufacturing domain. Building on the work of leading brand authors four reflective dimensions of brand orientation are operationalised including distinctive, functional, value adding and symbolic capabilities. The results of this study suggest that brand orientation is a robust construct with strong explanatory power in regards to dependent constructs; positional advantage and organisational performance.
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