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Drivers, impediments and manifestations of brand orientation

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References

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1999Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation858 cited
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2000Can Museums be All Things to All People?: Missions, Goals, and Marketing's Role274 cited
2005The artist and the brand

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257 cited

Cited by

2013Corporate brand orientation: What is it? What of it?104 cited
2018Employee retention: the effects of internal branding and brand attitudes in sales organizations81 cited
2021Corporate brand orientation: Identity, internal images, and corporate identification matters80 cited
2014Research in Arts Marketing: Evolution and Future Directions77 cited
2017IMC capability: antecedents and implications for brand performance77 cited
2016Corporate Brand Orientation: What Is It? What of It?71 cited
2016Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands69 cited
2017SME brand identity: its components, and performance effects65 cited
2015Does market orientation pay off without brand orientation? A study of small business entrepreneurs62 cited
2016The progression of brand orientation literature in twenty years: A systematic literature review58 cited
2021Brand orientation: Conceptual extension, scale development and validation51 cited
2016Co-production of service experiences: insights from the cultural sector47 cited
2023A Bibliometric Analysis of Brand Orientation Strategy in Digital Marketing: Determinants, Research Perspectives and Evolutions28 cited
2018Taking a deliberate approach: the enactment of brand orientation in an SME context27 cited
2015Out with the old and in with the new: a study of new kit sponsorship and brand associations in the Barclays Premier League26 cited
2013Brand orientation and brand values in retail banking24 cited