Brand compass: charting a course to improve firm performance |
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| Authors: | Kerrie Christine Bridson Jody Evans |
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| Institution: | 1. Management and Marketing, BL Deakin Business School, Deakin University, Melbourne, Australia;2. Melbourne Business School, The University of Melbourne, Melbourne, Australia |
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| Abstract: | This study contributes to the internal brand management domain from a firm asset perspective. We argue brand compass is an inside-out identity-focused firm asset consisting of brand vision, brand commitment and shared brand understanding. We build a theoretical argument for examining brand compass together with two important outward focused orientations: market orientation and innovation orientation. Through structural equation modelling, within the context of retailing, the findings chart a course to improve firm performance. |
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| Keywords: | Brand compass market orientation innovation orientation |
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