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

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.

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