What Affects Brand Performance?
Abstract
The purpose of this research is to analyse what affects brand performance on the relationships between industry competitive intensity, market orientation and brand knowledge towards Chatime products in Indonesia. This research surveyed total 160 valid responses from Chatime’s consumer. Path analysis will be used for analysing the data, using SPSS 26 and AMOS 23 statistical software. The results indicate that all hypotheses are accepted. The findings enhance the existing literature pertaining to industry competitive intensity, market orientation, brand knowledge and brand performance on fnb companies by providing new insights. This research is useful for managerial because this framework can be applied by fnb companies and if necessary modified by considering other aspects. The study contributes originality lies in providing information to clarify the effect of industry competitive intensity, market orientation and brand knowledge as a contributing factor to brand performance. This research not only broadens the empirical application of dynamic capabilities theory but also offers actionable insights for practitioners aiming to optimize performance.
Full Text:
PDFReferences
Aaker, D. A. (1996). Building strong brands. New York: Free Press.
Aaker, D. A. (2019). Measuring brand performance: Understanding consumer expectations. New York: Free Press.
Atuah, H., & Ghodes, S. (2015). The impact of market orientation, customer relationship management, and brand knowledge on brand performance: A study of fast food restaurants in Jordan. Journal of Retail and Consumer Services, 28, 12-22.
Bajgiran, O., & Sadeghi, S. (2018). Brand performance evaluation: A multi-perspective approach. Journal of Business Research, 85, 112-123.
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Economic Studies, 27(2), 106-140.
Boafo, N.D., Kraa, J.J. and Webu, C.G. (2018), “Porter’s five forces impact on the performance of companies in the banking industry in Ghana”, International Journal of Economics, Commerce and Management, Vol. 6 No. 8, pp. 14-28.
De Chernatony, L., & McWilliam, G. (2020). Brand performance and business strategy: How brands contribute to success. Journal of Business Strategy, 41(2), 45-58.
Dess, G. G., & Miller, A. (2003). Strategic management: Text and cases. McGraw-Hill/Irwin.
Fiol, C. M. (2009). Sensemaking as organizational learning: A theoretical framework for understanding the organizational learning process. The Academy of Management Review, 34(1), 98-116.
Harcourt, J., & Gladson, M. (2020). The strength of a brand: Indicators of brand power in the market. Journal of Brand Management, 45(3), 200-215.
Hult, G. T. M., Ketchen Jr DJ, & S.F. Slater. (2005). Market Orientation and Performance: an integration of disparate approaches. Strategic Management Journal, 26, 259–76.
Irshad, M. (2012). Brand performance: Meeting customer needs and creating unique products. Marketing Research Journal, 20(2), 50-65.
Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, NJ: Pearson Prentice Hall.
Keller, K. L. (2016). Brand knowledge and its impact on consumer behavior. Journal of Marketing Management, 32(1-2), 48-62.
Keller, K. L. (2016). Strategic brand management: Building, measuring, and managing brand equity. Pearson Prentice Hall.
Keller, K. L., & Abratt, R. (2019). Defining brand knowledge: Components and implications for brand management. Journal of Consumer Research, 45(3), 289-305.
Keller, K.L., 2003a. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice-Hall, New York.
Khayru, R. K., D. Darmawan., & M. Munir. (2021). Analysis of Product Preference of Chitato and Lays Potato Chips. Marginal: Journal of Management, Accounting, General Finance and International Economic Issues, 1(1), 10-15.
Khayru, R.K., Nichen, A Chairunnas, Safaruddin, & M. Tahir. (2021). Study on The Relationship Between Social Support and Entrepreneurship Intention Experienced by Adolescents, Journal of Social Science Studies, 1(2), 47-51.
Kohli, A. K., & Jaworski, B. J. (2000). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1-18.
Lumpkin, G.T. & G.G. Dess. (2001). Linking Two Dimensions of EO to Firm Performance: The Moderating Role of Environment and Industry Life Cycle. Journal Business Venturing, 16 (5), 429 -451
Narver, J. C., & Slater, S. E. (1990). The market orientation construct: A strategic framework for research. Journal of Marketing, 54(4), 20-40.
Narver, J. C., & Slater, S. F. (2000). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20-35.
Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. New York: Free Press.
Sousa, J. M., & Namburete, A. P. (2020). The impact of market orientation, brand knowledge and brand trust on brand loyalty in the Angolan mobile telecommunications industry. Journal of Brand Management, 27(8), 989-1012.
Talari, M., & Khoshroo, M. (2018). Impact of industry competitive intensity on brand performance: mediating role of market orientation and organizational learning. Journal of Business Research, 89, 432-440.
Unurlu, C. (2019). Performance as an evaluation tool: A qualitative and quantitative analysis. Management Science Review, 34(1), 88-104.
Unurlu, C., & Uca, N. (2017). Brand strength and its role in evaluating strategic success in the market. International Journal of Business and Management, 12(4), 65-78.
Verma, V., & Sharma, D. D. (2017). The impact of market orientation, brand knowledge, and brand trust on brand performance: A study of retail apparel brands in India. Journal of Retail and Consumer Services, 52, 138-146.
Verma, V., & Sharma, D. D. (2017). The impact of market orientation, brand knowledge, and brand trust on brand performance: A study of retail apparel brands in India. Journal of Retail and Consumer Services, 52, 138-146.
Waithaka, P., Mungai, G., & Maina, S. (2018). Brand performance and its impact on attracting investors, employees, and customers. African Journal of Marketing, 6(1), 123-134.
Yoo, B. Y., Lee, H. S., & Kim, W. C. (2004). A customer-based brand equity model in the mobile telecommunications industry. Journal of marketing research, 41(4), 88-101.
Yousaf, I., Tariq, S., & Hussain, Z. (2016). The effect of market orientation, brand awareness, and brand image on brand loyalty: An empirical study of Pakistani mobile phone users. Journal of Marketing Management, 32(1-2), 18-45.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (2009). Customer relationship management: Building strong, long-term relationships. Journal of Service Research, 5(2), 67-82.
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Global Summit on Sustainable Innovation, and Green Technologies (GS-SIGRET) Proceedings
This work is licensed under a Creative Commons Attribution 4.0 International License.