Department Seminar Series - June 2017 Dr Thomas Lee

Department Seminar Series - June 2017 Dr Thomas Lee

How does brand orientation contribute to brand performance and does competitive intensity matter?

 Dr Thomas Lee

School of Management, Operations and Marketing, University of Wollongong

Abstract:  The importance of fostering brands and maximising their performance is a common refrain in the literature. However, there is limited understanding of the brand-building processes underpinned by specific organisational philosophies and capabilities that are critical to brand success. Drawing from the resource-based literature, we offer theoretical and empirical account of how and when the interplay among three specific factors – brand orientation, market orientation and brand management capability, contributes to brand performance. Using data from a sample of firms operating in the consumer goods sector, we find that brand orientation is positively related to brand management capability and subsequent brand performance via market orientation. The results also show that the indirect effect of brand orientation on brand management capability through market orientation is stronger when competitive intensity is high. 

Bio:  Dr. Thomas Lee is a Lecturer in Marketing at the School of Management, Operations and Marketing, University of Wollongong. His research interests include brand management, marketing strategy and consumer behaviour. He has published in journals such as the European Journal of Marketing, the Journal of Retailing and Consumer Services, the Journal of Service Theory and Practice, the Journal of Fashion Marketing and Management, and the Journal of International Consumer Marketing.

Title: How does brand orientation contribute to brand performance and does competitive intensity matter?

Presenter: Dr Thomas Lee, School of Management, Operations and Marketing, University of Wollongong

Time: Wednesday 14 June 2017, 11am – 12noon 

Venue: E4A623 Seminar Room

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