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Does Brand Orientation Matter? An Empirical Study of Korean SMEs

김미정|박상일
한국마케팅학회 (Korean Marketing Association)|2013.01|아시아마케팅저널 (Asia Marketing Journal)|제14권 제4호|pp. 117-142

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참고문헌

키워드

PerformanceMarket OrientationSMEsBrand OrientationStrategic Orientation
주제분류경영학

초록

Brand orientation is a relatively new paradigm in marketing which was first introduced in the 1990s. Since then, an accumulating body of research has addressed the strategic importance of brand orientation. Although there is a growing body of literature on brand orientation, there have been no empirical studies examining the mediation effect of brand orientation on market orientation-performance relationship to date. Moreover, most studies on brand orientation have been carried out in the context of large enterprises. Hence, the aim of this research is to extend the literature and address market orientation, brand orientation, and firm performance against the backdrop of Korean SMEs. The authors empirically investigate the impact of market/brand orientation on organizational performance and the mediating role of brand orientation. They utilize 178 usable responses to test the four research hypotheses. The hypothesized model predicts that there is a positive association among market orientation, brand orientation, and firm performance. It is also expected that brand orientation mediates the relationship between market orientation and organizational performance. The statistical results based on PLS analysis confirm our prediction among the constructs in the research model. The empirical evidence provides significant theoretical and managerial implications for brand orientation among SMEs. The first theoretical implication is that we provide empirical evidence regarding the important role of brand orientation in explaining the multi-trait perspectives of strategic orientation. The second theoretical implication is that the concept of brand orientation can be empirically validated in the context of SMEs. In terms of managerial implications, managers of SMEs should attempt to build a brand-oriented corporate culture or mindset that places brand values and brand norms as the top priority among their company’s tasks. In addition, managers should recognize that brand orientation is critical for SMEs as well as large enterprises. In the last section, the authors address limitations of the study and provide directions for further research.

Abstract

Brand orientation is a relatively new paradigm in marketing which was first introduced in the 1990s. Since then, an accumulating body of research has addressed the strategic importance of brand orientation. Although there is a growing body of literature on brand orientation, there have been no empirical studies examining the mediation effect of brand orientation on market orientation-performance relationship to date. Moreover, most studies on brand orientation have been carried out in the context of large enterprises. Hence, the aim of this research is to extend the literature and address market orientation, brand orientation, and firm performance against the backdrop of Korean SMEs. The authors empirically investigate the impact of market/brand orientation on organizational performance and the mediating role of brand orientation. They utilize 178 usable responses to test the four research hypotheses. The hypothesized model predicts that there is a positive association among market orientation, brand orientation, and firm performance. It is also expected that brand orientation mediates the relationship between market orientation and organizational performance. The statistical results based on PLS analysis confirm our prediction among the constructs in the research model. The empirical evidence provides significant theoretical and managerial implications for brand orientation among SMEs. The first theoretical implication is that we provide empirical evidence regarding the important role of brand orientation in explaining the multi-trait perspectives of strategic orientation. The second theoretical implication is that the concept of brand orientation can be empirically validated in the context of SMEs. In terms of managerial implications, managers of SMEs should attempt to build a brand-oriented corporate culture or mindset that places brand values and brand norms as the top priority among their company’s tasks. In addition, managers should recognize that brand orientation is critical for SMEs as well as large enterprises. In the last section, the authors address limitations of the study and provide directions for further research.

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관련 논문AI추천

The Roles of Learning Orientation and Market Orientation in Driving Marketing Capabilities and Firm Performance신소현, 이성호, 채서일한국마케팅학회 · 아시아마케팅저널2011 · 제13권 제3호시장지향성, 기업이미지, 경영성과 간의 영향관계 -중소 제조업 중심으로-정경효, 정기한한국창업학회 · 한국창업학회지2012 · 제7권 제2호A Mediating Effect of Cross-Functional Interface in the Relationship between Market Orientation and the Level of IMC Implementation양영익한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2011 · 제19권 제1호B2B 거래에서 브랜드가치, 관계가치, 시장지향성 그리고 성과에 관한 연구박승환, 한상설한국유통과학회 · 산경연구논집2018 · 제9권 제9호시장지향성과 기업가지향성이 중소기업의 신제품 성과에 미치는 영향박찬희, 최인혁, 홍진환한국중소기업학회 · 중소기업연구2010 · 제32권 제1호A Study on Antecedents of Export Market Orientation and Export Performance of Korean Firms김용규, 조영철한국무역보험학회 · 무역금융보험연구2013 · 제14권 제1호

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