The underlying dimensions of brand orientation and its impact on financial performance
Gromark, Johan LU
and Melin, Frans
LU
(2011)
In Journal of Brand Management
18(6).
p.394-410
- Abstract
- This research responds to the need for an increased understanding of brand orientation and its impact on financial performance. Since brand orientation is often perceived as a somewhat elusive concept we here present a theoretical framework for the purpose of identifying the underlying dimensions of brand orientation from a holistic perspective. Based on this framework we have performed a study on Sweden’s 500 largest companies, aimed at analysing how brand oriented these companies are and how that degree of brand orientation influences their financial performance. In our analysis we have identified eight dimensions that can be seen as the anatomy of brand orientation. The analysis also provides empirical evidence of a significant positive... (More)
- This research responds to the need for an increased understanding of brand orientation and its impact on financial performance. Since brand orientation is often perceived as a somewhat elusive concept we here present a theoretical framework for the purpose of identifying the underlying dimensions of brand orientation from a holistic perspective. Based on this framework we have performed a study on Sweden’s 500 largest companies, aimed at analysing how brand oriented these companies are and how that degree of brand orientation influences their financial performance. In our analysis we have identified eight dimensions that can be seen as the anatomy of brand orientation. The analysis also provides empirical evidence of a significant positive relationship between brand orientation and profitability, showing that the most brand-oriented companies in this study have almost double the profitability of the least brand-oriented companies. (Less)
- Abstract (Swedish)
- This research responds to the need for an increased understanding of brand orientation and its impact on financial performance. Since brand orientation is often perceived as a somewhat elusive concept we here present a theoretical framework for the purpose of identifying the underlying dimensions of brand orientation from a holistic perspective. Based on this framework we have performed a study on Sweden’s 500 largest companies, aimed at analysing how brand oriented these companies are and how that degree of brand orientation influences their financial performance. In our analysis we have identified eight dimensions that can be seen as the anatomy of brand orientation. The analysis also provides empirical evidence of a significant positive... (More)
- This research responds to the need for an increased understanding of brand orientation and its impact on financial performance. Since brand orientation is often perceived as a somewhat elusive concept we here present a theoretical framework for the purpose of identifying the underlying dimensions of brand orientation from a holistic perspective. Based on this framework we have performed a study on Sweden’s 500 largest companies, aimed at analysing how brand oriented these companies are and how that degree of brand orientation influences their financial performance. In our analysis we have identified eight dimensions that can be seen as the anatomy of brand orientation. The analysis also provides empirical evidence of a significant positive relationship between brand orientation and profitability, showing that the most brand-oriented companies in this study have almost double the profitability of the least brand-oriented companies. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/80a8c003-eaf1-4af7-b363-c591485fb4fe
- author
- Gromark, Johan
LU
and Melin, Frans
LU
- publishing date
- 2011-04
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- brand orientation, business performance, corporate branding, internal branding
- in
- Journal of Brand Management
- volume
- 18
- issue
- 6
- pages
- 17 pages
- publisher
- Palgrave Macmillan
- external identifiers
-
- scopus:79953195149
- ISSN
- 1479-1803
- DOI
- 10.1057/bm.2010.52
- language
- English
- LU publication?
- no
- id
- 80a8c003-eaf1-4af7-b363-c591485fb4fe
- date added to LUP
- 2017-09-11 22:15:37
- date last changed
- 2022-10-22 20:28:05
@article{80a8c003-eaf1-4af7-b363-c591485fb4fe,
abstract = {{This research responds to the need for an increased understanding of brand orientation and its impact on financial performance. Since brand orientation is often perceived as a somewhat elusive concept we here present a theoretical framework for the purpose of identifying the underlying dimensions of brand orientation from a holistic perspective. Based on this framework we have performed a study on Sweden’s 500 largest companies, aimed at analysing how brand oriented these companies are and how that degree of brand orientation influences their financial performance. In our analysis we have identified eight dimensions that can be seen as the anatomy of brand orientation. The analysis also provides empirical evidence of a significant positive relationship between brand orientation and profitability, showing that the most brand-oriented companies in this study have almost double the profitability of the least brand-oriented companies.}},
author = {{Gromark, Johan and Melin, Frans}},
issn = {{1479-1803}},
keywords = {{brand orientation; business performance; corporate branding; internal branding}},
language = {{eng}},
number = {{6}},
pages = {{394--410}},
publisher = {{Palgrave Macmillan}},
series = {{Journal of Brand Management}},
title = {{The underlying dimensions of brand orientation and its impact on financial performance}},
url = {{http://dx.doi.org/10.1057/bm.2010.52}},
doi = {{10.1057/bm.2010.52}},
volume = {{18}},
year = {{2011}},
}