Developing and validating a multidimensional nonprofit brand orientation scale

Ewing, Michael Thomas; Napoli, Julie

doi:10.1016/j.jbusres.2003.09.012

Cited by 176 publications

(214 citation statements)

References 48 publications

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“…Unlike past research that has argued that brand orientation is positively associated with firm performance (e.g., Baumgarth, 2010;Ewing & Napoli, 2005;Gromark & Melin, 2011;Napoli, 2006), findings from this study suggest that brand orientation on its own is not directly associated with sales performance. One way to explain this surprising result is that brand orientation, like any other strategic orientation, constitutes costs to firms as it can be expensive to build brands.…”

Section: Theoretical Implicationscontrasting

confidence: 99%

“…In reaction to this potential financial benefit of brand orientation, studies have focused on discovering and explaining how firms can develop their brand orientation levels (e.g., Baumgarth, 2010;Ewing & Napoli, 2005;Hankinson, 2001;Napoli, 2006;Mulyanegara, 2011;Schmidt & Baumgarth, 2014;Simoes & Dibb, 2001;Urde, 1994;Wong & Merrilees, 2005). Empirical studies examining how brand orientation impacts performance have primarily been descriptive (e.g., Baumgarth, 2009;Keller, Dato-on, & Shaw, 2010) and directed at understanding linear associations (e.g., Gromark & Melin, 2011).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Successful products/services help to reinforce and broaden brand meaning, revitalize brands, act as an effective safeguard against private labels, and improve brand value. It follows that brand-oriented MNE subsidiaries are better able to improve their performance than their less brand-oriented counterparts (Ewing & Napoli, 2005;Van Wijk, Jansen, & Lyles, 2008).…”

Section: Brand Orientation and Sales Performancementioning

confidence: 99%

See 2 more Smart Citations

When is brand orientation a useful strategic posture?

Boso

Carter²,

Annan

2016

J Brand Manag

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This study examines the extent to which the effect of brand orientation on sales performance is contingent upon levels of transformational leadership and inter-functional collaboration. Using primary data from 108 subsidiaries of multinational enterprises (MNEs) operating in the Commonwealth Caribbean region, the study finds that brand orientation is not directly related to sales performance. However, findings show that brand orientation is positively related to sales performance when levels of both transformational leadership and inter-functional collaboration are high. Theoretical implications of these findings are discussed while drawing lessons for MNE subsidiary brand management practice.

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Section: Theoretical Implicationscontrasting

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Brand Orientation and Sales Performancementioning

confidence: 99%

See 1 more Smart Citation

When is brand orientation a useful strategic posture?

Boso

Carter²,

Annan

2016

J Brand Manag

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“…Satisfaction of stakeholder expectations results from an organization's ability "to generate market intelligence, disseminate information to relevant organizational members and then use them to develop services and products". This dimension is an indicator of a nonprofit organization's ability to perceive stakeholders' brand attitudes and feelings successfully (Ewing and Napoli, 2005).…”

Section: Brand Orientationmentioning

confidence: 99%

“…After studying a summary of each organization's goals and activities, following purposive classification which can be used in the researches were done by researchers (Jacobs & Glass 2002;Ewing & Napoli, 2005;Balabanis et. al., 1997;Hou, 2009): 1.…”

Section: Introductionmentioning

confidence: 99%

A Proposed Model of Antecedents and Outcomes of Brand Orientation for Nonprofit Sector

Apaydin¹

2011

ASS

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Most literature focuses on the branding in the profit sector, while few efforts have been spent on studies in the nonprofit sector which has been in the rise in the last decades and constitutes a remarkable percentage of the economy in many developed countries. Nonprofit organizations are in essence a kind of an indicator of how developed a country is, so it might be accepted that in underdeveloped countries and developing countries they are not well established yet, so analyzing the well established nonprofit organizations will also usher the ones which are at still birth age. An issue which should be analyzed about nonprofit organizations is the application of a significant marketing concept of brand orientation. The proposed research aims to highlight the importance of branding and brand orientation for nonprofit organizations and to bring to surface the antecedents and the outcomes of being brand oriented in nonprofit sector. A comprehensive literature review was done and a conceptual model is proposed in this literature review.

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The role of cognition and affect in the formation of customer satisfaction judgements concerning service recovery encounters

Schoefer

2008

J of Consumer Behaviour

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It is widely accepted that justice perceptions play an important role in shaping customers' evaluations of service recovery experiences. However, this stream of justice research has evolved with little cross-reference to emotion research. The current paper seeks to address this issue by explicitly considering the role of perceived justice in the elicitation of recovery-specific consumer emotions. Specifically, we develop and test a model suggesting that perceived justice represents a cognitive appraisal dimension, which helps to explain the elicitation of positive and negative emotions during and/or after service recovery encounters. Furthermore, we argue that customer satisfaction with service recovery (i.e. recovery satisfaction) is based partly on cognitive (i.e. perceived justice based) and partly on affective responses. Support for the proposed model is provided through findings from an empirical study showing that both cognitive and affective influences work to create the recovery satisfaction judgement. This finding has significant implications for the theory and practice of service recovery management.

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Developing and validating a multidimensional nonprofit brand orientation scale

Cited by 176 publications

References 48 publications

When is brand orientation a useful strategic posture?

When is brand orientation a useful strategic posture?

A Proposed Model of Antecedents and Outcomes of Brand Orientation for Nonprofit Sector

The role of cognition and affect in the formation of customer satisfaction judgements concerning service recovery encounters

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