| Authors |
Using Factors |
Summary Findings / indicators Results |
| Narver & Slater (1990) |
Business-Specific Factors, Market Orientation, Business Performance |
The findings do suggest that after controlling for important market-level and business-level influences, market orientation and performance are strongly related. |
| Kohli, Jaworski, and Kumar (1990) |
Market Orientation |
Their objective was to develop a measure of market orientation. MARKOR, measure could initially be used to establish a baseline level of market orientation with an SBU. |
| Eusebio et al. (2006) |
Customer Orientation, Competitor Orientation, Marketing Performance |
It was found that consumer-based measures have a leading role in the evaluation of marketing effectiveness in Tourism and Hospitality companies and customer orientation affects the importance of these consumer-based measures. |
| Wong & Merrilees (2007) |
Innovation, Marketing Strategy, Brand Orientation, Brand Performance |
The results suggest that brand orientation, marketing strategy can influence brand performance. Additionally, it is brand orienatation that offers extra benefits in terms of partly closing the strategy performance gab. |
| Wong & Merrilees (2008) |
Brand Orientation, Brand Distinctiveness, Financial Performance |
The main result is a very strong positive relationship between brand orientation and brand performance. Brand orientation less direct influence on performance via brand distinctiveness. |
| Baumgarth (2010) |
Brand Orientation As a Value, Market Performance, Economic Performance |
The findings demonstrate the positive influence of brand orientation on market and economic performance |
| Sweeney et al. (2011) |
Financial Performance, Market Performance, Customer Performance |
Results show interaction marketing was the combination of extent of use and rather than extent of use alone, is a better predictor of firm performance. |
| Hu et al. (2012) |
Brand Familiarity, Brand Preference |
While confirming existing findings concerning functional image congruity, brand familiarity does not moderate the role of symbolic image congruity. |
| Reijonen et al. (2014) |
Customer Orientation, Competitor Orientation, Interfuctional Coordination, Brand Orientation |
The results indicate that the higher growth intention group the SME belonged to the more market and brand oriented it is. The biggest differences between the SMEs were found with regards to brand orientation. |
| Hirvonen & Laukkanen (2014) |
Brand Orientation, Brand Identity |
The results show a positive relationship between brand orintation and brand performance. |
