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- W3003385259 abstract "Purpose Various studies dealing with brand orientation were analysed to discuss how the issues identified in this area have been relating over time. This paper aims to identify the key studies, the keywords used and the origin of the studies. Design/methodology/approach A systematic literature review (SLR) was performed within the Scopus database to select and summarize the studies that deal with brand orientation. Finally, 90 articles were subjected to bibliometric analysis. Findings Five major research areas were identified (brand orientation concept, hybrid strategies, internal branding management, brand performance and perceived brand orientation) and discussed. Research limitations/implications As the main theoretical contribution, the results showed a focus on research in five areas: the development of the brand orientation concept and proposed extensions; hybrid strategies; the relations between brand orientation, internal branding and brand management; the relation between brand orientation and financial performance; and the perceived brand orientation, mostly applied to higher education sector. Originality/value The study offers a general overview of brand orientation, identifying relations on topics of interest, main keywords and sub-themes in this field. The results contribute to fulfilling the research gap about the relationship between all these aspects. Finally, an agenda for future research is proposed." @default.
- W3003385259 created "2020-02-07" @default.
- W3003385259 creator A5003384383 @default.
- W3003385259 creator A5004071331 @default.
- W3003385259 creator A5015550843 @default.
- W3003385259 date "2020-01-16" @default.
- W3003385259 modified "2023-09-27" @default.
- W3003385259 title "Brand orientation: a systematic literature review and research agenda" @default.
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- W3003385259 doi "https://doi.org/10.1108/sjme-06-2019-0035" @default.
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