You are not logged in.

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, In press, pp. 1-14, 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 ChristineORCID iD for Bridson, Kerrie Christine orcid.org/0000-0002-3454-9910
Evans, Jody
Journal name Journal of strategic marketing
Season In press
Start page 1
End page 14
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
Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Versions
Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 0 times in TR Web of Science
Scopus Citation Count Cited 0 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 36 Abstract Views, 1 File Downloads  -  Detailed Statistics
Created: Mon, 10 Oct 2016, 11:31:14 EST

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.