Abstract:
Purpose:
The purpose of this research is to analyze the effect of brand orientation on brand
performances. Although previous literature has proved that brand orientation effects brand
performance, however, its direct or indirect effect has not been figured out. This research will
help in finding the direct or indirect effects.
Methodology & Design:
A questionnaire was designed and distributed to 400 different people within 25
companies so that a varied opinion can be gained for authentic results.
Findings:
The research helped in finding that brand-market orientation relationship is leaving
positive impact while an indirect impact is left by brand orientation itself.
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Limitations:
Manual assessment of the questionnaires is one of the biggest limitations of the research.
Recommendations:
It is recommended for the SMEs and B2B organizations to use brand-market
orientation for direct positive impact on brand performance.
