 Does brand orientation contribute to retailers’ success? An empirical study in the South African marketHolger J. Schmidt, Roger Mason, Pieter Steenkamp and Virimai Mugobo Journal of Retailing and Consumer Services, 2017, vol. 38, issue C, 210-222 Abstract: Despite retailers investing considerable budgets in building and maintaining their corporate brands, very little research on the effect of brand orientation on their performance has been conducted. The main findings of this study among 196 respondents from the South African retail sector support the idea that values, norms, symbols and behavior are important elements of retailers’ brand orientation. Building on insights from partial least squares path modeling, the findings emphasize the importance to a retail store's performance of agreed values and implemented norms being part of the everyday culture of all staff. Furthermore, the study shows that symbols of brand orientation and staff's brand-oriented behavior contribute significantly to a retailer's market performance. Keywords: Brand management; Brand orientation; Retail brand orientation; Strategic orientations; Partial least squares path modeling (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:38:y:2017:i:c:p:210-222 DOI: 10.1016/j.jretconser.2017.06.012 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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