Brand orientation in small firms: an empirical test of the impact on brand performance

摘要

Increasing attention has been paid to the concept of brand orientation over the last decade. However, research on brand orientation in small firms is only in its infancy, the present study being among the first contributions to this emerging stream of research. An empirical dataset of 255 responses from small service firms operating in Finland is used to test a model of the performance effects of brand orientation in the small business context. In addition, the moderating effects of internal branding are investigated. Confirmatory factor analysis is used in validating the constructs. The research hypotheses are tested using structural equation modeling. The results show a positive relationship between brand orientation and brand performance. However, brand orientation does not have a direct effect on performance, but instead the effect is fully mediated by brand identity. Interestingly, internal branding does not moderate any of the paths in the conceptual model.