THE EFFECT OF BRAND ORIENTATION ON BRAND PERFORMANCE

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. a 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.