“Living the brand”: brand orientation in the business‐to‐business sector

By C. Baumgarth. 2010

292 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/77179b34320aba47efabbc158e284e2daec2692c

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Management Science and Operations Research

1. M. Urde
2. B. Merrilees
3. Nelson Oly Ndubisi
4. Margaret Jekanyika Matanda
5. C. Baumgarth

In Marketing

1. M. Urde
2. B. Merrilees
3. Nelson Oly Ndubisi
4. Margaret Jekanyika Matanda
5. C. Baumgarth

In Strategy and Management

1. M. Urde
2. B. Merrilees
3. Nelson Oly Ndubisi
4. Margaret Jekanyika Matanda

Citations in the corpus

• Brand orientation and market orientation — From alternatives to synergy (2013, methodology): “Empirical studies in different contexts by Baumgarth (2009, 2010), Bridson and Evans (2004), Gromark and Melin (2011), Napoli (2006) and Wong and Merrilees (2007, 2008) demonstrate a positive relationship between brand orientation and corporate performance.”
• Internal marketing, internal branding, and organisational outcomes: The moderating role of perceived goal congruence (2013, background): “In prior literature, brand orientation has been conceptualised in a number of ways varying from a single- to a six-dimensional construct (Baumgarth, 2010; Ewing & Napoli, 2005; P. Hankinson, 2002; Wong & Merrilees, 2007).”