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The progression of brand orientation literature in twenty years: A systematic literature review

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  • Muhammad Anees-ur-Rehman

    (University of Oulu)

  • Ho Yin Wong

    (Deakin University)

  • Mokter Hossain

    (Aalto University)

Abstract

This study reviews the progress of brand orientation literature in twenty years. A systematic literature review approach has been applied in this study. Four major publication databases have been used to extract pertinent articles for the review purpose. Four major areas in the literature have been examined: publication activity, integration of brand orientation, research design, and contribution of empirical findings. Based on the synthesis of the current literature, ten future research recommendations are suggested for the advancement of literature on brand orientation. Thus, this study deepens our understanding of the current literature and recommends future research avenues on brand orientation.

Suggested Citation

  • Muhammad Anees-ur-Rehman & Ho Yin Wong & Mokter Hossain, 2016. "The progression of brand orientation literature in twenty years: A systematic literature review," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 612-630, November.
    • Handle: RePEc:pal:jobman:v:23:y:2016:i:6:d:10.1057_s41262-016-0008-2
    DOI: 10.1057/s41262-016-0008-2
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    5. Leonilde Conceição Silva & Emerson Wagner Mainardes & Arilda Magna Campagnaro Teixeira & Lindemberg Costa Júnior, 2020. "Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 353-373, September.
    6. Víctor Temprano-García & Ana Isabel Rodríguez-Escudero & Javier Rodríguez-Pinto, 2020. "Do proactive and reactive causes to delete a brand impact deletion success? The role of brand orientation," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 211-226, March.
    7. Balmer, John M.T. & Podnar, Klement, 2021. "Corporate brand orientation: Identity, internal images, and corporate identification matters," Journal of Business Research, Elsevier, vol. 134(C), pages 729-737.
    8. Samira Raki & Mahani Mohammad Abdu Shakur, 2018. "Brand Orientation in Small and Medium Enterprises (SMEs) from Malaysian Government Perspective," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(7), pages 377-391, July.
    9. Gromark, Johan, 2020. "Brand orientation in action – A transformational learning intervention," Journal of Business Research, Elsevier, vol. 119(C), pages 412-422.
    10. Temprano-García, Víctor & Pérez-Fernández, Hector & Rodríguez-Pinto, Javier & Rodríguez-Escudero, Ana Isabel & Barros-Contreras, Ismael, 2023. "How to build a brand-oriented family firm: The impact of socioemotional wealth (SEW) dimensions," Journal of Business Research, Elsevier, vol. 163(C).
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    12. Sen Li & Yingying Shi & Lingling Wang & Enjun Xia, 2023. "A Bibliometric Analysis of Brand Orientation Strategy in Digital Marketing: Determinants, Research Perspectives and Evolutions," Sustainability, MDPI, vol. 15(2), pages 1-22, January.
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    14. Steven W. Bayighomog Likoum & Mohamed Dawood Shamout & Ibrahim Harazneh & A. Mohammed Abubakar, 2020. "Market-Sensing Capability, Innovativeness, Brand Management Systems, Market Dynamism, Competitive Intensity, and Performance: an Integrative Review," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 11(2), pages 593-613, June.
    15. Silvio Cardinali & Meri Travaglini & Marta Giovannetti, 2019. "Increasing Brand Orientation and Brand Capabilities Using Licensing: an Opportunity for SMEs in International Markets," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 10(4), pages 1808-1830, December.
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