Work

Market orientation and customer-based corporate brand equity (CBCBE): a dyadic study of Indian B2B firms

Year: 2016

Type: article

Abstract: The emergence of market orientation (MO) since early nineties has led to its adoption as a strategic marketing tool. Among the key consequences of market orientation adoption is enhanced firm performance. The extant body of knowledge that aims to connect these two constructs has largely focused on financial or objective measures for judging firm performance. This paper aims to secure those gaps in the literature which include absence of use of judgmental or market-based measures in assessing performance and the employment of self-reported surveys to test firm performance. Here the concept of customer-based corporate brand equity (CBCBE) is introduced which gives an equitable assessment of the performance of a firm subsequent to implementation of market orientation. Accessing both the ends of the B2B dyads in India, we hope to get a stronger grasp of the impact of market orientation on corporate brand performance.

Source: Journal of Strategic Marketing

DOI: 10.1080/0965254x.2016.1148768

Authors: Soumya Sarkar, Prashant Mishra

Institutions: Indian Institute of Management Ranchi, Indian Institute of Management Calcutta

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W35975351

FWCI: 1.388

Cites: 89

Cited by: 10

Related to: 10