Brand Orientation

Purpose
Previous research has shown that business-to-business (B2B) brand image has positive effects on customer loyalty. However, the results have been inconsistent because they have highlighted that B2B brand image has either direct or mediated effects on loyalty. Drawing on the framework of service transition, this study develops and tests a model that reconciles previous findings. This model suggests that goods-related and service-related B2B brand images coexist in customers’ perceptions and impact customer loyalty in different ways.

Design/methodology/approach
A model was developed and estimated using covariance-based structural equation modeling. The data used in the analysis were collected through a survey in the Italian healthcare industry, focusing on the relationship between hearing aid manufacturers and audiologists.

Findings
Both goods-related and service-related B2B brand images have positive effects on loyalty. However, while the effects of goods-related image on loyalty are fully mediated by satisfaction, service-related image has both direct and mediated effects on loyalty.

Research limitations/implications
This study reconciles previous work arguing that B2B brand image has either direct or mediated effects on loyalty by focusing on the transition from a goods-oriented logic for branding to service branding. In particular, the analysis focuses on the role of the brand in the co-creation process, suggesting that a service-related brand image reflects the value unfolding over time through co-created experiences. However, additional research needs to be conducted in other industries before the results can be generalized.

Practical implications
The findings provide managers with insights for the co-creation of their B2B brand images. In particular, the results urge managers to integrate the traditional goods-oriented approach to branding with service branding, showing that enriching B2B brand image with service-related aspects will have a direct and positive effect on loyalty. However, brand image cannot be created or changed unilaterally by the firm as it is determined by the customer based on co-creation experiences.

Originality/value
This is the first study to explicitly and separately consider the effects of goods-related and service-related aspects of B2B brand image on loyalty. It also one of the first studies to apply service logic to B2B branding issues.

In this article, the corporate brand orientation notion is formally introduced. To date, the brand orientation notion, as it applies to corporate brands, tends to be implicit rather than explicit. A corporate brand orientation refers to a category of institution where the corporate brand specifically acts as an entity’s cornerstone. It is a centripetal force that informs and guides the organisation. As such, both inherent and espoused corporate brand values/the corporate brand covenant underpins an organisation’s core philosophy and culture. It is also reflected in an entity’s purposes, activities and ethos (its corporate identity). It may also enlighten corporate strategy and management vision and provide a hub from which corporate brand communications and reputations can be evaluated. Key determinates of a corporate brand include meaningful identification with the corporate brand covenant/promise on the part of organisational members. A corporate brand orientation requires amenability to corporate marketing precepts that focuses on customers and other stakeholders taking an omni-temporal perspective and is mindful that corporate marketing is underpinned by societal and corporate social responsibility tenets. It is argued that a corporate brand orientation represents a logical development, if not a logical dénouement, of the brand orientation notion. In accordance with the precepts of this journal, the management of corporate brand orientation is considered

Tourism industry is undergoing a considerable extent of research in recent times due to its high relative influence on the economy of nations. The area is subject to multiple studies done by
scholars as well as practitioners. All destinations provide a unique style of experience to every leisure traveler who has a unique perspective about country that is influenced by destination
brand image. This study develops a variable interaction model that assist in forming destination brand image in context to UK’s tourism industry. It also identifies opportunities of further
improvement in enhancing UK's brand image as a tourist destination.

This study aims to examine the influences of brand orientation and brand distinctiveness on brand performance. Proportionate stratified random sampling was used to collect data of 550 furniture manufacturing firms. It was found that brand orientation of the furniture manufacturing firms have positive and significant relationships with brand distinctiveness and brand performance. This indicates the more oriented their brand are, the more distinctive and better performance are their brands.  Brand distinctiveness was revealed as a mediator between brand orientation and brand performance.  Hence, this study provides important findings through the integration of these variables towards brand performance within the furniture firms in Malaysia.

This study aims to position the hotel segments as market-oriented and/or brand-oriented. Total of 130 hotel brands from six hotel segments that are economy (27), midscale (20), upper-midscale (21), upscale (22), upper-upscale (24) and luxury (16) were listed for that purpose. Then, each hotel segment was considered as a cluster and three hotel brands from each segment were chosen by applying the random sampling method. Hospitality Net™ was searched to reach the information statements (re-lated to the mission, vision, culture, values etc.) of these hotel brands. The information statements obtained from the websites were content analyzed. Finally, the hotel segments which are represented by those hotel brands were mapped on the brand and market orientation matrix. The findings revealed that the economy hotel segment follows the outside-in and image-driven approach that represents market orientation. Midscale, upper-midscale and upscale hotels apply a different strategic option by considering the inside-out and image-driven approach, which is called market and brand orientation. Since the hotel brands serving for upper-upscale and luxury segments interiorize the outside-in and identity-driven approach, these brands were categorized as brand and market-oriented organizations. Findings also demonstrated that none of the hotel brands from any segments is completely brand-oriented. Hence, the study proposes that the economy hotel segment focuses on customer needs and wants while other hotel segments recognize the weight of brand identity and brand image.

More the brands looks transparent, devoid of semantics density at its advertising,more are valid to hide the conditions of its product materiel elaboration. In this sense, advertising provide brands of luxury and fashion markets with a special transparece, trying to keep  in secret the inhuman conditions  according with them the respective products are elaborated.

Academic research text: In value oriented organisations such as sustainable banking, which circumstances instigate brand-value-aligned employee behavior and how does such behavior impact on success? Based on the creation of sustainable competitive advantages, this book investigates a new model of 'Living the Brand'. It reveals that 'brand orientation' and 'value fit' influence such behavior. The inner structure of 'Living the Brand' is defined through a time-, compliance-, and promotion component. This new model of 'Living the Brand' has been positively validated quantitatively and qualitatively through replication case studies with socio-ecological financial services providers. The book delivers operational recommendations for internal branding and discusses higher-level corporate strategies, as well as questions related to identification with the brand. Extended chapters describe the phenomenon of social banking, compare it with conventional banking, and explain the research methods. The book offers findings for adding value to the corporate brand, and it will be useful for managers, marketing, human resources, students, and scholars of economics, as well as for all interested in sustainable banking.

Academic research text: This doctoral research thesis looks at brand value orientation of Social Banks. It addresses how Living the Brand by employees emerges and how it affects individual work performance. The dissertation applies a mixed methods research design including case studies. The new model of Living the Brand is validated through structural equation modeling as well as qualitative surveys.

Today’s business customers expect sellers not only to respond effectively to their expressed needs but also to understand their business sufficiently well to proactively address their latent and future needs. Yet, research shows that many firms underestimate, misunderstand, or overlook these customer expectations. To draw clarity to this discrepancy, this study explores the notion of proactive customer orientation and examines the degree to which this capability offers an opportunity for competitive advantage. While research in recent years has explored the role of proactive customer orientation in new product performance, empirical investigation in this stream of market orientation literature is significantly underdeveloped. We assess the impact of the proactive customer orientation construct on value creation by taking a novel approach that examines the proactive customer orientation → value → satisfaction → loyalty chain using data from 800 business customers in India, Singapore, Sweden, the United Kingdom, and the United States. We find that, relative to other firm capabilities, proactive customer orientation is the most consistent driver of customer value across our multinational data set. Results also show robust effects for the interaction of proactive and responsive customer orientation to create superior value. Several moderating conditions further frame the impact of this capability: intense levels of customer value change, a global relationship scope, and a transnational relationship structure. Overall, findings significantly advance the understanding of the proactive dimension within market orientation and provide marketers with insights for voice of the customer processes.

Academic research text: In value oriented organisations such as sustainable banking, which circumstances instigate brand-value-aligned employee behavior and how does such behavior impact on success? Based on the creation of sustainable competitive advantages, this book investigates a new model of 'Living the Brand'. It reveals that 'brand orientation' and 'value fit' influence such behavior. The inner structure of 'Living the Brand' is defined through a time-, compliance-, and promotion component. This new model of 'Living the Brand' has been positively validated quantitatively and qualitatively through replication case studies with socio-ecological financial services providers. The book delivers operational recommendations for internal branding and discusses higher-level corporate strategies, as well as questions related to identification with the brand. Extended chapters describe the phenomenon of social banking, compare it with conventional banking, and explain the research methods. The book offers findings for adding value to the corporate brand, and it will be useful for managers, marketing, human resources, students, and scholars of economics, as well as for all interested in sustainable banking.

The study develops and empirically tests a model of the effects of brand strategy and design innovation on brand performance in furniture manufacturing firms. Questionnaires were sent to 500 furniture SMEs operating in Malaysia and 204 effective responses were returned. Confirmatory factor analysis is used to validate the constructs. Research hypotheses are tested using structural equation modeling. The proposed model fits the data well. The results show brand orientation, brand distinctiveness and functional innovation have direct effects on brand performance. Finally, implication and recommendations of these findings are discussed. The paper encapsulates the role of each dimensions of brand strategy and product design innovation to determine a stronger brand performance in the furniture manufacturing firms.

The present research aimed at recognizing the indexes of brand orientation in service organizations and discussing their effects on creating a competitive advantage for a
service organization and developing a strong service brand.150 experts and managers of the business and marketing units of Airlines were chosen to attend the current project. Data analysis was performed using structural equation modeling. The results
indicate that brand orientation indexes in service organizations including brand symbolization, Brand identity, internal marketing and implementation of integrated marketing communications, lead to a strong service brand development and
differentiation from competitors in the marketplace. Furthermore attitudes of senior managers to brand orientation as an investment approach affects their participation in
branding process thus it provides a situation for brand orientation improvement in the organization. According to this research, Competitive advantage and differentiation from competitors are attained as a result of developing a strong service brand.

Academic research text: The purpose of this early stage work in progress paper is to analyse brand orientation of socio ecological banks and how value related concepts influence Living the Brand behaviour (LtB) of employees. It shortly describes socio ecological banks and delivers some insight into a fast growing branch of the finance industry that is not yet in focus of scholarly research. The final project aims at proposing and testing a model of LtB through multiple case study employing qualitative and quantitative research techniques. Preliminary results from exploratory expert interviews and a pilot survey suggest that employees of socio ecological banks are highly value driven and seem inspired by helping building a more responsible future. Although the hypothesised relationships between value related organisational concepts and LtB are supported by this preliminary research the impact of LtB on individual work performance tends to be low. For social enterprises that are driven by organisational values the final project has practical implications for internal marketing investments and human resources management. The originality of the project is in demonstrating how brand orientation, organisational identification, and value fit relate with LtB and cause individual performance, and that from the perspective of social enterprises such as socio ecological banks.

Small business branding is a relatively nascent field of research, and incontrovertible evidence exists that little information on the subject has come from developing regions like Africa. Informed by the knowledge gap, this study explored entrepreneur brand orientation and consumers' perceptions of their brand positioning. The research was conducted in Mafikeng, North West Province of South Africa. Using qualitative methodology, three entrepreneurs were interviewed and their brand orientation-in terms of understanding and disposition towards branding including positioning strategy they adopt-was explored. Also, two focus group sessions were held with consumers to probe their perceptions of participating SMEs' brand positioning. As per value for the scholarship, it emerged that the entrepreneurs' brand orientation was low, resulting in low brand distinctiveness. The focus group sessions corroborated the low brand orientation finding because discussants' familiarity with and knowledge of the SMEs was almost non-existent, a situation discussants attributed to poor branding and communication. This finding prompted recommendations for entrepreneurs, policymakers and scholarship.

The business performance of young firms is significantly influenced by customer- and brand-oriented capabilities. These capabilities can be sustained competitive advantages for firms from an early age on and managers need to consciously develop them over time. In the first years, the development of these firms is still highly dependent on their environment. The products and services are still under development, and there are only little resources and market information available. Therefore, the development of customer-orientation, brand-orientation and their impact on business performance at this age is crucial to be understood for founders to appropriately manage these capabilities. The purpose of this article is to provide insights on how customer-orientation
and brand-orientation vary across the three age groups of up to two years, two to five years and five to ten years. The paper is based on a quantitative analysis of 413 completed and usable surveys of founders of young firms at an age of up to ten years. Latent variables of customer- and brand-oriented capabilities as well as business performance were structured and analyzed for their components. In an analysis of
variance, the differences in these variables between the age groups of up to two years, two to five years and older than five years are analyzed. Between the age groups, the three variables of customer-orientation, brand-orientation and business performance develop differently. While customer-orientation does not vary significantly, components
of brand-orientation do. Business-performance even displays a crossover-effect of items.

Abstract Today's business customers expect sellers not only to respond effectively to their expressed needs but also to understand their business sufficiently well to proactively address their latent and future needs. Yet, research shows that many firms underestimate, misunderstand, or overlook these customer expectations. To draw clarity to this discrepancy, this study explores the notion of proactive customer orientation and examines the degree to which this capability offers an opportunity for competitive advantage. While research in ...

A number of FMCG brands in Russia today exploit nostalgia and images associated with national identity to gain legitimacy and win market share. Yet so far very little research has been conducted on this particularly interesting, and significant aspect of contemporary Russian consumer culture. This is the focus of our paper, which looks at how one brand in particular, InBev’s ‘Sibirskaya korona’, represents ‘Russian-ness’ on its packaging and social media pages.

The recent innovation literature has increasingly emphasized the efficient use of knowledge and information not only inside the company borders, but particularly the knowledge locating outside the company borders, such as the knowledge of customers and users. In addition, the co-creation of new knowledge has gained fast in importance. Various types of collaborative web tools and approaches, such as social media, can enable and significantly increase the collaboration, the collaborative knowledge creation and the use of the distributed knowledge both within and outside the company borders. In this paper, we have studied the role and possibilities of social media in the sharing and creation of customer information and knowledge especially from the perspective of business-to-business companies' innovation with an extensive literature review. Business-to-business context was chosen because it is in many ways a very different environment for social media than business-to-consumer context, and is currently very little academically studied.

Values in Internal Marketing - Living the Brand in Sustainable Banking

An new concept for the emergence and impact of values based employee behaviour "Living the Brand" has been researched from the perspective of the creation of sustainable competitive advantage in financila services. The book delivers scientific evidence for the development of brand equity. It has been written for management executives, marketing and HR managers, students and scholars, as well as for service-entrepreneurs in the private an social economies.

Publisher: Nomos Verlagsgesellschaft Baden-Baden, 2013,  270 pages

Albeit often—and fairly—degraded in the world of high culture as a populist and politicised representation of music, the Eurovision Song Contest (ESC)—by sheer virtue of the populist and politicised nature of its essence—stands among the most consequential cultural encounters to which post-independence Azerbaijan has been exposed, in that the extent to which Baku’s victory in the ESC-2011—and the further developments this victory has generated—can potentially impact on, and contribute to, the very process of nation-building and national identity formation, with which this post-Soviet Muslim-majority country is currently struggling, is unparalleled by any of the state’s earlier encounters of the kind.  This paper focuses on, and examines, four intimately related ways in which the ESC and Azerbaijan’s successful involvement with the latter worked to interfere with the country’s nation-building: as a dubious factor in the evolution of the Western sense of self among Azerbaijanis; as a unifying force within the structure of the country’s rapidly maturing civil society; as a medium working to open up a channel through which Western popular cultural elements could interfere with the evolving dynamics of, and work to globalise , indeed de-endogenise, indigenous Azerbaijani culture, on one hand, and unify the discursive realm within which the country’s cultural domain is to further evolve, on the other; and, finally, as an important element serving to decouple the evolving processes within the country’s cultural domain from the unfolding dynamics of conflict settlement and hence conducive to the diversification of public discourse in Azerbaijan.

This article explores the relationship between place-branding and creative industries in post-industrial urban landscapes, with a particular focus on Wales’ capital city, Cardiff. It examines the production and representation of place by close reference to BBC Wales’ television production as a case study of place-making. It draws upon original research undertaken for BBC Audience Council Wales that sought to gauge the cultural impact of BBC Wales’ landmark drama production. Questions of ethics, representation and cultural identity are explored through analysis of developers' and broadcasters’ promotional materials, key speeches and interviews with television commissioners, and focus groups with BBC Wales’ viewers and residents of Cardiff and the rest of Wales. Arguing that television is a powerful medium for representing and branding place, the article contributes to debates concerning the relationship between national media organisations and urban regeneration projects.