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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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Title Brand orientation : conceptualisation, operationalisation and explanatory power
Author(s) Bridson, Kerrie
Mavondo, Felix
Conference name Australian and New Zealand Marketing Academy Conference (2002 : Geelong, Victoria)
Conference location Geelong, Victoria
Conference dates 2-4 December 2002
Title of proceedings Proceedings of the Australian and New Zealand Marketing Academy Conference
Editor(s) Shaw, Robin N.
Adam, Stewart
McDonald, Heath
Publication date 2002
Start page 2151
End page 2158
Publisher Deakin University
Place of publication Geelong, Vic.
Summary 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.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 0730025624
9780730025627
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30006238

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.