title: Brand orientation: The construct and position in marketing theory
metadata.name: dc.contributor.author
metadata.value: Kusraeva, Olga A.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2019-02-06T11:56:20Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2019-02-06T11:56:20Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2018-12
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Kusraeva O. A. 2018. Brand orientation: The construct and position in marketing theory. Vestnik of Saint Petersburg University. Management 17 (4): 611–638.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/11701/spbu08.2018.406
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/15378
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The paper aims to clarify the construct of brand orientation and to justify the independent position of the brand orientation concept in marketing. Despite being the subject for research for more than 20 years, relatively little research has been conducted to understand the complex nature of brand orientation and there is still much debate concerning the main characteristics that describe brand orientation and distinguish between brand and marketing orientation. At the same time, the meaning of the brand orientation construct is blurred and each of the existing definitions appeals to the circumstances in which the construct is analyzed. But so far, no definition has been suggested that would reflect the multidimensionality of brand orientation. The results of literature review show that changing market conditions, the development of the relational paradigm and the expansion of the branding functionality could be accepted as the preconditions of the brand orientation appearance. Three parts that the brand orientation construct consisted of strategy, tactics and instrument of measurement are among the key findings of this study. The findings also suggest that brand orientation and market orientation are two different strategic approaches with brand orientation having its own place in the theory of marketing, because it rests on the superior value of the brand and relies on brand values and brand positioning in the process of developing company`s business strategy.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 17; Issue 4
metadata.lang: -
metadata.name: dc.subject
metadata.value: market orientation
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand orientation
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: strategic orientation
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: branding
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Brand orientation: The construct and position in marketing theory
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 06-Kusraeva.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/15378/1/06-Kusraeva.pdf
resources.format: Adobe PDF
resources.size: 331,07 kB