Brand orientation: a systematic literature review and research agenda
| dc.contributor.author | Sepulcri L.M.C.B. | |
| dc.contributor.author | Mainardes E.W. | |
| dc.contributor.author | Marchiori D.M. | |
| dc.date.accessioned | 2024-03-12T23:48:12Z | |
| dc.date.available | 2024-03-12T23:48:12Z | |
| dc.date.issued | 2020 | |
| dc.description.abstract | © 2020, Lara Mendes Christ Bonella Sepulcri, Emerson Wagner Mainardes and Danilo Magno Marchiori.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. | |
| dc.description.firstpage | 97 | |
| dc.description.issuenumber | 1 | |
| dc.description.lastpage | 114 | |
| dc.description.volume | 24 | |
| dc.identifier.doi | 10.1108/SJME-06-2019-0035 | |
| dc.identifier.issn | 2444-9709 | |
| dc.identifier.uri | https://dspace.mackenzie.br/handle/10899/34992 | |
| dc.relation.ispartof | Spanish Journal of Marketing - ESIC | |
| dc.rights | Acesso Aberto | |
| dc.subject.otherlanguage | Bibliometric analysis | |
| dc.subject.otherlanguage | Brand | |
| dc.subject.otherlanguage | Brand orientation | |
| dc.subject.otherlanguage | Systematic literature review | |
| dc.title | Brand orientation: a systematic literature review and research agenda | |
| dc.type | Artigo de revisão | |
| local.scopus.citations | 19 | |
| local.scopus.eid | 2-s2.0-85083445429 | |
| local.scopus.updated | 2024-05-01 | |
| local.scopus.url | https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85083445429&origin=inward |