The Progression of Brand Orientation Literature in Twenty Years: A Systematic Literature Review

Brand orientation: a systematic literature review and research agenda

“…This closely ties it to business development and financial performance (Gromark and Melin, 2011), as highlighted in the studies by Anees-ur-Rehman et al (2018) and Wong and Merrilees (2008). The theoretical development of this concept has been increasing since the year 2000, expanding to different extension, as suggested by Anees-ur-Rehman et al (2016).…”

“…Furthermore, in the third sector, Mulyanegara (2011a) examined the brand orientation from the consumer perspective (Casidy, 2013), coining the concept “perceived brand orientation” (PBO) (Anees-ur-Rehman et al , 2016). In his study, Mulyanegara (2011a) concludes that active participation in churches is influenced by the positive evaluation of brand orientation as well as by the spiritual and social benefits derived from church programmes.…”

“…Despite the existence of a systematic literature review on the theme (Anees-ur-Rehman et al , 2016), we noticed that this study did not use bibliometric analyses, to deepen the understanding of the themes analysed. The use of statistical and mathematical techniques allows researchers to expand their vision about the object of study due to the identification of bibliometric relations on the topics of interest: main keywords and their relations; the relationship between sub-themes; and the main authors in the area (Börner et al , 2003; Waltman et al , 2010).…”

“…Thus, in the twentieth century, a new organizational strategy of brand orientation was theorized, taking the focus of the company from just meeting the needs of customers to creating a strategic meaning for the brand (Urde, 1999). Since then, studies in this area have evolved from the discussion about brand orientation to the analysis of its importance in companies (Anees-ur-Rehman et al , 2016).…”

“…The use of statistical and mathematical techniques allows researchers to expand their vision about the object of study due to the identification of bibliometric relations on the topics of interest: main keywords and their relations; the relationship between sub-themes; and the main authors in the area (Börner et al , 2003; Waltman et al , 2010). Thus, the use of statistical techniques, through a bibliometric analysis, enabled us to see some relationships that cannot be seen from a simple content analysis, filling the research gap about the relationship between brand orientation, its extensions proposed by Anees-ur-Rehman et al (2016), the sectors and the contexts explored by the studies.…”