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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.

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Title Brand compass: charting a course to improve firm performance
Author(s) Bridson, Kerrie ChristineORCID iD for Bridson, Kerrie Christine
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
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
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Document type: Journal Article
Collection: Department of Marketing
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Created: Mon, 10 Oct 2016, 11:31:14 EST

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