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Brand orientation and market orientation — From alternatives to synergy

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  1. Kristal, Samuel & Baumgarth, Carsten & Henseler, Jörg, 2020. "Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock," Journal of Business Research, Elsevier, vol. 114(C), pages 240-253.
  2. Bill Merrilees, 2017. "Experience-centric branding: challenges and advancing a new mantra for corporate brand governance," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 1-13, January.
  3. Lara Mendes Christ Bonella Sepulcri & Emerson Wagner Mainardes, 2023. "Elements that compose the non-profit BRAND orientation in an emerging country," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 85-123, March.
  4. Moreno Frau & Ludovica Moi & Francesca Cabiddu, 2020. "Outside-in, Inside-out, and Blended Marketing Strategy Approach: A Longitudinal Case Study," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(3), pages 1-1, September.
  5. Dean, Dianne & Arroyo-Gamez, Ramon E. & Punjaisri, Khanyapuss & Pich, Christopher, 2016. "Internal brand co-creation: The experiential brand meaning cycle in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3041-3048.
  6. Muhammad Anees-ur-Rehman & Ho Yin Wong & Mokter Hossain, 2016. "The progression of brand orientation literature in twenty years: A systematic literature review," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 612-630, November.
  7. Pramod Iyer & Arezoo Davari & Audhesh Paswan, 2018. "Determinants of brand performance: the role of internal branding," Journal of Brand Management, Palgrave Macmillan, vol. 25(3), pages 202-216, May.
  8. Baumgarth, Carsten, 2016. "Marken-Audit: Skizze und Erfahrungen mit einem holistischen Markencontrolling," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 22-34.
  9. Lee, Zoe & Davies, Iain, 2021. "Navigating relative invariance: Perspectives on corporate heritage identity and organizational heritage identity in an evolving nonprofit institution," Journal of Business Research, Elsevier, vol. 129(C), pages 813-825.
  10. Kucherov, Dmitry G. & Tsybova, Victoria S. & Yu. Lisovskaia, Antonina & Alkanova, Olga N., 2022. "Brand orientation, employer branding and internal branding: Do they effect on recruitment during the COVID-19 pandemic?," Journal of Business Research, Elsevier, vol. 151(C), pages 126-137.
  11. Nicole M. Hodge & Cathi McMullen & Jodie Kleinschafer, 2018. "Taking a deliberate approach: the enactment of brand orientation in an SME context," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 395-408, July.
  12. Pride Morokane & Manoj Chiba & Nicola Kleyn, 2016. "Drivers of employee propensity to endorse their corporate brand," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 55-66, January.
  13. Víctor Temprano-García & Ana Isabel Rodríguez-Escudero & Javier Rodríguez-Pinto, 2020. "Do proactive and reactive causes to delete a brand impact deletion success? The role of brand orientation," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 211-226, March.
  14. Abdullah J. Sultan, 2022. "Aligning employees’ work engagement and behavioral performance with internal branding: the missing link of employees’ perceived brand authenticity," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(1), pages 52-64, March.
  15. Balmer, John M.T. & Podnar, Klement, 2021. "Corporate brand orientation: Identity, internal images, and corporate identification matters," Journal of Business Research, Elsevier, vol. 134(C), pages 729-737.
  16. Samira Raki & Mahani Mohammad Abdu Shakur, 2018. "Brand Orientation in Small and Medium Enterprises (SMEs) from Malaysian Government Perspective," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(7), pages 377-391, July.
  17. Karin Tollin & Lars Bech Christensen, 2019. "Sustainability Marketing Commitment: Empirical Insights About Its Drivers at the Corporate and Functional Level of Marketing," Journal of Business Ethics, Springer, vol. 156(4), pages 1165-1185, June.
  18. Halilu Bello Rogo & Halilu Bello Rogo & Mohd Noor Mohd. Shariff & Muhammad Haroon Hafeez, 2017. "Moderating Effect of Access to Finance on the Relationship between Total Quality Management, Market Orientation and Small and Medium Enterprises Performance: A Proposed Framework," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 119-127.
  19. Mihai STOICA, 2023. "Organic Food Positioning: How Do Companies Want Their Brand To Be Perceived By Consumers?," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 61-93, May.
  20. Theo Benos & Nikos Kalogeras & Frans J.H.M. Verhees & Panagiota Sergaki & Joost M.E. Pennings, 2016. "Cooperatives’ Organizational Restructuring, Strategic Attributes, and Performance: The Case of Agribusiness Cooperatives in Greece," Agribusiness, John Wiley & Sons, Ltd., vol. 32(1), pages 127-150, January.
  21. Liu, Gordon & Ko, Wai Wai & Chapleo, Chris, 2017. "Managing employee attention and internal branding," Journal of Business Research, Elsevier, vol. 79(C), pages 1-11.
  22. Gromark, Johan, 2020. "Brand orientation in action – A transformational learning intervention," Journal of Business Research, Elsevier, vol. 119(C), pages 412-422.
  23. Piha, Lamprini & Papadas, Karolos & Davvetas, Vasileios, 2021. "Brand orientation: Conceptual extension, scale development and validation," Journal of Business Research, Elsevier, vol. 134(C), pages 203-222.
  24. Temprano-García, Víctor & Pérez-Fernández, Hector & Rodríguez-Pinto, Javier & Rodríguez-Escudero, Ana Isabel & Barros-Contreras, Ismael, 2023. "How to build a brand-oriented family firm: The impact of socioemotional wealth (SEW) dimensions," Journal of Business Research, Elsevier, vol. 163(C).
  25. Gupta, Suraksha & Gallear, David & Rudd, John & Foroudi, Pantea, 2020. "The impact of brand value on brand competitiveness," Journal of Business Research, Elsevier, vol. 112(C), pages 210-222.
  26. Schmidt, Holger J. & Mason, Roger & Steenkamp, Pieter & Mugobo, Virimai, 2017. "Does brand orientation contribute to retailers’ success? An empirical study in the South African market," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 210-222.
  27. Sen Li & Yingying Shi & Lingling Wang & Enjun Xia, 2023. "A Bibliometric Analysis of Brand Orientation Strategy in Digital Marketing: Determinants, Research Perspectives and Evolutions," Sustainability, MDPI, vol. 15(2), pages 1-22, January.
  28. Arup Barua & Alexandra Ioanid, 2020. "Country Brand Equity: The Decision Making of Corporate Brand Architecture in Cross-Border Mergers and Acquisitions," Sustainability, MDPI, vol. 12(18), pages 1-24, September.
  29. Aimé, Isabelle & Berger-Remy, Fabienne & Laporte, Marie-Eve, 2022. "The brand, the persona and the algorithm: How datafication is reconfiguring marketing work☆," Journal of Business Research, Elsevier, vol. 145(C), pages 814-827.
  30. Kusi, Samuel Yaw & Gabrielsson, Peter & Baumgarth, Carsten, 2022. "How classical and entrepreneurial brand management increases the performance of internationalising SMEs?," Journal of World Business, Elsevier, vol. 57(5).
  31. Ayaz Ahmad & Salniza Md. Salleh & Selvan a/l Perumal, 2019. "Brand Related Capabilities and the Process of Integrated Marketing Communications (IMC): A Resource Based View (RBV)," Journal of Contemporary Research in Social Sciences, Michael Laurence, vol. 1(6), pages 136-150.
  32. Florian Lückenbach & Holger J. Schmidt & Jörg Henseler, 2023. "Building brand meaning in social entrepreneurship organizations: the social impact brand model," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 207-226, May.
  33. Fernando Pinto Santos & Mario Burghausen & John M T Balmer, 2016. "Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 67-88, January.
  34. Moreno Frau & Francesca Cabiddu, 2016. "Exploring the Traits of Marketing Strategy Approaches: The Latte Arborea Case Study," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 2(1), pages 43-60, July.
  35. Silvio Cardinali & Meri Travaglini & Marta Giovannetti, 2019. "Increasing Brand Orientation and Brand Capabilities Using Licensing: an Opportunity for SMEs in International Markets," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 10(4), pages 1808-1830, December.
  36. Fenfang Lin & Wai-Sum Siu, 2020. "Exploring brand management strategies in Chinese manufacturing industry," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 48-76, January.
  37. Holger J. Schmidt & Carsten Baumgarth, 2018. "Strengthening internal brand equity with brand ambassador programs: development and testing of a success factor model," Journal of Brand Management, Palgrave Macmillan, vol. 25(3), pages 250-265, May.
  38. Nathaniel Boso & Paige S Carter & Jonathan Annan, 2016. "When is brand orientation a useful strategic posture?," Journal of Brand Management, Palgrave Macmillan, vol. 23(4), pages 363-382, July.
  39. Heidi Neuvonen, 2016. "Toward a model of brand strategy adoption," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 197-215, March.
  40. Linda Narh & Raphael Odoom & Mahmoud Abdulai Mahmoud & Ernest Yaw Tweneboah-Koduah, 2023. "The symbiotic effect of market orientation and brand orientation on performance of service firms in Ghana," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 318-332, July.
  41. Mustafa Rehman Khan & Naveed R. Khan & V V Ravi Kumar & Vimal Kamleshkumar Bhatt & Falak Malik, 2022. "Customer-Defined Market Orientation, Brand Image and Customer Satisfaction: A Mediation Approach," SAGE Open, , vol. 12(4), pages 21582440221, December.
  42. Stathakopoulos, Vlasis & Kottikas, Konstantinos G. & Theodorakis, Ioannis G. & Kottika, Efthymia, 2019. "Market-driving strategy and personnel attributes: Top management versus middle management," Journal of Business Research, Elsevier, vol. 104(C), pages 529-540.
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