Advanced

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 (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)
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)
Please use this url to cite or link to this publication:
author
publishing date
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
2017-09-17 09:53:17
@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},
  keyword      = {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},
  volume       = {18},
  year         = {2011},
}