The Impact of Market Orientation, Brand Image and Internal Marketing on Brand Orientation and Strengthening Br

Muhammad Adam () and Mirza Tabrani ()
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Muhammad Adam: FACULTY OF ECONOMICS & BUSINESS, SYIAH KUALA UNIVERSITY
Mirza Tabrani: FACULTY OF ECONOMICS & BUSINESS, SYIAH KUALA UNIVERSITY

No 4106682, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: Brand performance related concepts, such as brand strength and brand equity have been proven out to provide several positive outcomes for a firm. This research study aims to estimate the impact of market orientation, internal marketing and brand image on brand orientation and strengthening brand performance. The study tests whether market orientation, internal marketing and brand image affects brand orientation and in turn whether brand orientation affects brand performance in coffee industry of Aceh - Indonesia. A standardized questionnaire was distributed among different people pertinent to coffee industry (distributors, whole sellers, retailers, sales force and employees etc). A total of 200 questionnaires were used by random sampling technique. A model with hypotheses of the relationships between the constructs was built. The results of the structural equation model suggest that market orientation and internal marketing, has positive effect on brand orientation, while brand image has a non-significant effect. Moreover, the study concludes that brand orientation has a substantial impact on strengthening brand performance. Results of this study can help organizations to improve their company performance through more awareness of the determinants of brand performance.

Keywords: market orientation; internal marketing; Brand Image; brand orientation; brand performance (search for similar items in EconPapers)
JEL-codes: M31 M38 M39 (search for similar items in EconPapers)
Pages: 9 pages
Date: 2016-10
New Economics Papers: this item is included in nep-ipr, nep-mkt and nep-sea
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Published in Proceedings of the Proceedings of the 25th International Academic Conference, OECD Headquarters, Paris, Oct 2016, pages 1-9

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Persistent link: https://EconPapers.repec.org/RePEc:sek:iacpro:4106682

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