How multiple strategic orientations impact brand equity of B2B SMEs

被引：18

作者：

Anees-ur-Rehman, Muhammad ^{[1
]}

Johnston, Wesley James ^{[2
]}

机构：

[1] Univ Oulu, Oulu Business Sch, Dept Mkt, Oulu, Finland

[2] Georgia State Univ, J Mack Robinson Coll Business, Mkt, Atlanta, GA 30303 USA

来源：

JOURNAL OF STRATEGIC MARKETING | 2019年 / 27卷 / 08期

关键词：

Brand orientation; market orientation; entrepreneurial orientation; B2B branding; brand equity;

D O I：

10.1080/0965254X.2018.1482943

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The purpose of this study is to investigate how multiple strategic orientations impact brand equity of B2B SMEs. In this regard, direct and moderating interaction effects of brand, market and entrepreneurial orientations on brand equity have been examined. The hypotheses of the study are tested on the basis of data collected from 250 Finnish B2B SMEs. The results suggest that brand and entrepreneurial orientations have positive direct effects while the market orientation has a negative direct effect on brand equity. Furthermore, the results indicate that all interaction terms have a negative but insignificant effect on brand equity. This study makes the contribution to B2B branding literature and suggests managerial implications based on the results.

引用

页码：730 / 750

页数：21

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