Brand orientation and performance implications: A resource-based perspective of Boss Menswear

• Autor(a) principal: Singh, Manwir
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/26018
• topic: Brand orientation; Strategic brand management; Mixed model research; Boss Menswear

Nowadays companies across different industries face intense competition and increasingly demanding customers. They need to pursue a strategic orientation that fits the brand and organizational behaviors and mindset. Particularly within the fashion industry companies must establish strong and consistent brands paired with an efficient management. In addition, companies must acknowledge that such orientation needs to be examined within a dynamic context. Thus, brand orientation performance and capability performance are interrelated concepts that enhance the overall performance. This dissertation strives to explore brand orientation from a resource-based perspective and provides an understanding of its antecedents and related concepts. Another additional aim is to empirically test how brand orientation relates to managerial capabilities considering financialand marketing-based performance measures. The study applies an embedded mixed model research design. Within the qualitative study, indepth interviews with seven different managers are conducted. In addition, a survey (n=20) including the interviewed managers has been used to test a variance-based structural equation model. The qualitative content analysis yielded that the BOSS Menswear department is brand-oriented from a medium to a high degree with a strong product focus. At the same time, there is still potential for orientation towards the customers. The statistical findings reveal that brand orientation is positively related to managerial capabilities regarding financial performance measures. As far as the author knows, it is a pioneer study in the application of the market and brand orientation matrix for a single brand. Besides, it is the first attempt to explore the financial and marketing-based performance relationships regarding brand orientation and managerial capabilities.