品牌导向研究述评:基于混合战略导向逻辑的分析
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摘要
近20年来,对品牌导向的探讨成为品牌管理与战略管理交叉领域的研究热点,但现有研究结论并不一致,甚至彼此矛盾和冲突。在对品牌导向概念内涵与构成维度进行系统梳理的基础上,采用混合战略导向的分析逻辑重新审视企业实施品牌导向的本质,从不同战略目标这一角度出发对品牌导向类型进行解析,并对品牌导向的前因后果作出评述,最后对品牌导向的未来研究方向进行展望。
Over the past 20 years,the focus on brand orientation and its related discussions has been a research hotspot in the field of brand management and strategic management. However,the existing research conclusions are inconsistent and they even contradict with each other. This paper firstly systematically reviews and evaluates brand orientation with regard to its concept and dimensions. Then it takes the hybrid strategic orientation as logical analysis,looks again the essence why enterprises implement brand orientation,and analyzes the types of brand orientation from the perspective of different strategic targets. Thirdly,the paper reviews the causes and effects of brand orientation. Lastly,it discusses the future prospect of brand orientation.
Over the past 20 years,the focus on brand orientation and its related discussions has been a research hotspot in the field of brand management and strategic management. However,the existing research conclusions are inconsistent and they even contradict with each other. This paper firstly systematically reviews and evaluates brand orientation with regard to its concept and dimensions. Then it takes the hybrid strategic orientation as logical analysis,looks again the essence why enterprises implement brand orientation,and analyzes the types of brand orientation from the perspective of different strategic targets. Thirdly,the paper reviews the causes and effects of brand orientation. Lastly,it discusses the future prospect of brand orientation.
引文
[1]卢泰宏,吴水龙.品牌理论里程碑探析[J].外国经济与管理,2009,31(1):32-42.
[2]URDE M.Brand orientation—A strategy for survival[J].Journal of Consumer Marketing,1994,11(3):18-32.
[3]BRIDSON K,EVANS J.The secret to a fashion advantage is brand orientation[J].International Journal of Retail&Distribution Management,2004,32(8):403-411.
[4]HANKINSON P.Brand orientation in the charity sector:A framework for discussion and research[J].International Journal of Nonprofit and Voluntary Sector Marketing,2001,6(3):231-242.
[5]HANKINSON P.The impact of brand orientation on managerial practice:A quantitative study of the UK’s top 500 fundraising managers[J].International Journal of Nonprofit&Voluntary Sector Marketing,2002,7(1):30-44.
[6]WONG H Y,MERRILEES B.A brand orientation typology for SMEs:A case research approach[J].Journal of Product&Brand Management,2005,14(3):155-162.
[7]BAUMGARTH C.“Living the brand”:Brand orientation in the business-to-business sector[J].European Journal of Marketing,2010,44(5):653-671.
[8]EWING M T,NAPOLI J.Developing and validating a multidimensional nonprofit brand orientation scale[J].Journal of Business Research,2005,58(6):841-853.
[9]EVANS J,BRIDSON K,RENTSCHLER R.Drivers,impediments and manifestations of brand orientation:An international museum study[J].European Journal of Marketing,2012,46(11/12):1457-1475.
[10]BAUMGARTH C,SCHMIDT M.How strong is the business-to-business brand in the workforce?An empirically-tested model of“internal brand equity”in a business-to-business setting[J].Industrial Marketing Management,2010,39(8):1250-1260.
[11]URDE M.Brand Orientation:A mindset for building brands Into strategic resources[J].Journal of Marketing Management,1999,15(1/3):117–133.
[12]REID M,LUXTON S,MAYONDO F.The relationship between integrated marketing communication,market orientation,and brand orientation[J].Journal of Advertising,2013,34(4):11-23.
[13]WONG H Y,MERRILEES B.The performance benefits of being brand-orientated[J].Journal of Product&Brand Management,2008,17(6):372-383.
[14]URDE M,BAUMGARTH C,MERRILEES B.Brand orientation and market orientation—from alternatives to synergy[J].Journal of Business Research,2013,66(1):13-20.
[15]WALLACE E,BUIL I,DE CHERNATONY L.Brand orientation and brand values in retail banking[J].Journal of Marketing Management,2013,29(9/10):1007-1029.
[16]REIJONEN H,PARDANYI S,TUOMINEN S.Are growth-oriented SMEs more likely to adopt market and brand orientations?[J].Journal of Small Business and Enterprise Development,2014,21(2):250-264.
[17]彭正龙,何培旭.企业战略导向的权变选择及差别绩效效应:探索性/利用性学习的中介作用和产业类型的调节作用[J].管理评论,2015,27(5):121-134.
[18]LYNCH J,DE CHERNATONY L.Winning hearts and minds:Business-to-business branding and the role of the salesperson[J].Journal of Marketing Management,2007,23(1/2):123-135.
[19]李桂华,黄磊.要素品牌价值对关系绩效的影响——采购商视角的研究[J].管理科学,2014,27(2):82-94.
[20]GHOSH M,JOHN G.When should original equipment manufacturers use branded component contracts with suppliers?[J].Journal of Marketing Research,2009,46(10):597-611.
[21]张婧,邓卉.品牌价值共创的关键维度及其对顾客认知与品牌绩效的影响:产业服务情境的实证研究[J].南开管理评论,2013,16(2):104-115.
[22]GROMARK J,MELIN F.From market orientation to brand orientation in the public sector[J].Journal of Marketing Management,2013,29(9/10):1099-1123.
[23]HUANG Y T,TSAI Y T.Antecedents and consequences of brand-oriented companies[J].European Journal of Marketing,2013,47(47):2020-2041.
[24]HANKINSON G.The measurement of brand orientation,its performance impact,and the role of leadership in the context of destination branding:An exploratory study[J].Journal of Marketing Management,2012,28(7/8):974-999.
[25]BAUMGARTH C.Brand orientation of museums:Model and empirical result[J].International Journal of Arts Management,2009,11(3):30-45.
[26]KYLANDER N,STONE C.The role of brand in the nonprofit sector[J].Stanford Social Innovation Review,2012,10(2):37-41.
[27]董保宝,李全喜.竞争优势研究脉络梳理与整合框架构建——基于资源与能力的视角[J].外国经济与管理,2013,35(3):2-11.
[28]BAUMGARTH C,MERRILEES B,Urde M.Brand orientation:Past,present,and future[J].Journal of Marketing Management,2013,29(9/10):973-980.
[29]WONG H Y,MERRILEES B.Closing the marketing Strategy to performance gap:The role of brand orientation[J].Journal of Strategic Marketing,2007,15(5):387-402.
[30]HIRYONEN S,LAUKKANEN T.Brand orientation in small firms:An empirical test of the impact on brand performance[J].Journal of Strategic Marketing,2014,22(1):41-58.
[31]张婧,蒋艳新.产业服务企业品牌导向对品牌资产的影响机制研究[J].管理评论,2016,28(3):184-195.
[32]汪涛,陈金亮.环境不确定条件下市场导向对价值创造的作用研究[J].南开管理评论,2011,14(6):57-66.
[33]HARRISON-WALKER L J.Manifestations of a strategic brand orientation[J].Academy of Marketing Studies Journal,2014,18(1):203-216.
[34]BAKER W E,SINKULA J M.The complementary effects of market orientation and entrepreneurial orientation on profitability in small businesses[J].Journal of Small Business Management,2009,47(4):443-464.
[2]URDE M.Brand orientation—A strategy for survival[J].Journal of Consumer Marketing,1994,11(3):18-32.
[3]BRIDSON K,EVANS J.The secret to a fashion advantage is brand orientation[J].International Journal of Retail&Distribution Management,2004,32(8):403-411.
[4]HANKINSON P.Brand orientation in the charity sector:A framework for discussion and research[J].International Journal of Nonprofit and Voluntary Sector Marketing,2001,6(3):231-242.
[5]HANKINSON P.The impact of brand orientation on managerial practice:A quantitative study of the UK’s top 500 fundraising managers[J].International Journal of Nonprofit&Voluntary Sector Marketing,2002,7(1):30-44.
[6]WONG H Y,MERRILEES B.A brand orientation typology for SMEs:A case research approach[J].Journal of Product&Brand Management,2005,14(3):155-162.
[7]BAUMGARTH C.“Living the brand”:Brand orientation in the business-to-business sector[J].European Journal of Marketing,2010,44(5):653-671.
[8]EWING M T,NAPOLI J.Developing and validating a multidimensional nonprofit brand orientation scale[J].Journal of Business Research,2005,58(6):841-853.
[9]EVANS J,BRIDSON K,RENTSCHLER R.Drivers,impediments and manifestations of brand orientation:An international museum study[J].European Journal of Marketing,2012,46(11/12):1457-1475.
[10]BAUMGARTH C,SCHMIDT M.How strong is the business-to-business brand in the workforce?An empirically-tested model of“internal brand equity”in a business-to-business setting[J].Industrial Marketing Management,2010,39(8):1250-1260.
[11]URDE M.Brand Orientation:A mindset for building brands Into strategic resources[J].Journal of Marketing Management,1999,15(1/3):117–133.
[12]REID M,LUXTON S,MAYONDO F.The relationship between integrated marketing communication,market orientation,and brand orientation[J].Journal of Advertising,2013,34(4):11-23.
[13]WONG H Y,MERRILEES B.The performance benefits of being brand-orientated[J].Journal of Product&Brand Management,2008,17(6):372-383.
[14]URDE M,BAUMGARTH C,MERRILEES B.Brand orientation and market orientation—from alternatives to synergy[J].Journal of Business Research,2013,66(1):13-20.
[15]WALLACE E,BUIL I,DE CHERNATONY L.Brand orientation and brand values in retail banking[J].Journal of Marketing Management,2013,29(9/10):1007-1029.
[16]REIJONEN H,PARDANYI S,TUOMINEN S.Are growth-oriented SMEs more likely to adopt market and brand orientations?[J].Journal of Small Business and Enterprise Development,2014,21(2):250-264.
[17]彭正龙,何培旭.企业战略导向的权变选择及差别绩效效应:探索性/利用性学习的中介作用和产业类型的调节作用[J].管理评论,2015,27(5):121-134.
[18]LYNCH J,DE CHERNATONY L.Winning hearts and minds:Business-to-business branding and the role of the salesperson[J].Journal of Marketing Management,2007,23(1/2):123-135.
[19]李桂华,黄磊.要素品牌价值对关系绩效的影响——采购商视角的研究[J].管理科学,2014,27(2):82-94.
[20]GHOSH M,JOHN G.When should original equipment manufacturers use branded component contracts with suppliers?[J].Journal of Marketing Research,2009,46(10):597-611.
[21]张婧,邓卉.品牌价值共创的关键维度及其对顾客认知与品牌绩效的影响:产业服务情境的实证研究[J].南开管理评论,2013,16(2):104-115.
[22]GROMARK J,MELIN F.From market orientation to brand orientation in the public sector[J].Journal of Marketing Management,2013,29(9/10):1099-1123.
[23]HUANG Y T,TSAI Y T.Antecedents and consequences of brand-oriented companies[J].European Journal of Marketing,2013,47(47):2020-2041.
[24]HANKINSON G.The measurement of brand orientation,its performance impact,and the role of leadership in the context of destination branding:An exploratory study[J].Journal of Marketing Management,2012,28(7/8):974-999.
[25]BAUMGARTH C.Brand orientation of museums:Model and empirical result[J].International Journal of Arts Management,2009,11(3):30-45.
[26]KYLANDER N,STONE C.The role of brand in the nonprofit sector[J].Stanford Social Innovation Review,2012,10(2):37-41.
[27]董保宝,李全喜.竞争优势研究脉络梳理与整合框架构建——基于资源与能力的视角[J].外国经济与管理,2013,35(3):2-11.
[28]BAUMGARTH C,MERRILEES B,Urde M.Brand orientation:Past,present,and future[J].Journal of Marketing Management,2013,29(9/10):973-980.
[29]WONG H Y,MERRILEES B.Closing the marketing Strategy to performance gap:The role of brand orientation[J].Journal of Strategic Marketing,2007,15(5):387-402.
[30]HIRYONEN S,LAUKKANEN T.Brand orientation in small firms:An empirical test of the impact on brand performance[J].Journal of Strategic Marketing,2014,22(1):41-58.
[31]张婧,蒋艳新.产业服务企业品牌导向对品牌资产的影响机制研究[J].管理评论,2016,28(3):184-195.
[32]汪涛,陈金亮.环境不确定条件下市场导向对价值创造的作用研究[J].南开管理评论,2011,14(6):57-66.
[33]HARRISON-WALKER L J.Manifestations of a strategic brand orientation[J].Academy of Marketing Studies Journal,2014,18(1):203-216.
[34]BAKER W E,SINKULA J M.The complementary effects of market orientation and entrepreneurial orientation on profitability in small businesses[J].Journal of Small Business Management,2009,47(4):443-464.