Brand compass: charting a course to improve firm performance Bridson, Kerrie Christine and Evans, Jody 2016, Brand compass: charting a course to improve firm performance, Journal of strategic marketing, vol. 26, no. 2, pp. 174-187, doi: 10.1080/0965254X.2016.1195861. Attached Files Name Description MIMEType Size Downloads Title Brand compass: charting a course to improve firm performance Author(s) Bridson, Kerrie Christine orcid.org/0000-0002-3454-9910 Evans, Jody Journal name Journal of strategic marketing Volume number 26 Issue number 2 Start page 174 End page 187 Total pages 14 Publisher Taylor & Francis Place of publication Abingdon, Eng. Publication date 2016-07 ISSN 0965-254X 1466-4488 Keyword(s) brand compass market orientation innovation orientation Summary This study contributes to the internal brand management domain from a firm asset perspective. We argue brand compass is an inside-out identity-focused firm asset consisting of brand vision, brand commitment and shared brand understanding. We build a theoretical argument for examining brand compass together with two important outward focused orientations: market orientation and innovation orientation. Through structural equation modelling, within the context of retailing, the findings chart a course to improve firm performance. Language eng DOI 10.1080/0965254X.2016.1195861 Field of Research 150599 Marketing not elsewhere classified Socio Economic Objective 970115 Expanding Knowledge in Commerce HERDC Research category C1 Refereed article in a scholarly journal ERA Research output type C Journal article Copyright notice ©2016, Taylor & Francis Persistent URL http://hdl.handle.net/10536/DRO/DU:30085205 Document type: Journal Article Collection: Department of Marketing Related Links Link Description Connect to published version Go to link with your DU access privileges   Connect to Elements publication management system Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Wed, 03 Aug 2016, 10:13:56 EST Mon, 10 Oct 2016, 11:31:14 EST Tue, 11 Oct 2016, 04:02:59 EST Tue, 11 Oct 2016, 05:12:23 EST Fri, 21 Oct 2016, 13:30:08 EST Fri, 21 Oct 2016, 13:32:42 EST Fri, 21 Oct 2016, 13:33:41 EST Mon, 24 Oct 2016, 09:40:56 EST Fri, 11 Nov 2016, 11:31:19 EST Wed, 15 Feb 2017, 15:00:45 EST Fri, 21 Apr 2017, 13:45:24 EST Fri, 22 Sep 2017, 13:33:45 EST Mon, 25 Sep 2017, 07:54:12 EST Fri, 16 Feb 2018, 09:06:38 EST Fri, 16 Feb 2018, 09:08:08 EST Sat, 17 Mar 2018, 01:31:25 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 89 Abstract Views, 3 File Downloads  -  Detailed Statistics Created: Mon, 10 Oct 2016, 11:31:14 EST

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