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| Author: | Baumgarth, C. |
| Title: | "Living the brand": brand orientation in the business-to-business sector |
| Journal: | European Journal of Marketing
2010 : VOL. 44:5, p. 653-671 |
| Index terms: | brands marketing market orientation business-to-business organizational culture |
| Language: | eng |
| Abstract: | The aim of this study is to design and test a model for the internal anchorage of a b2b brand via corporate brand orientation. The findings support the structure of the brand orientation model. The positive influence of brand orientation on market and economic performance is demonstrated. Smaller b2b firms seem to exhibit lower levels of brand orientation than larger ones, to their strategic disadvantage. Line of business and management type had no influence on brand orientation. |
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