ETD Collection

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Author: search.filters.author.Dludla, Gail MbaliSubject: search.filters.subject.Business enterprises--South Africa

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    The impact of brand orientation on a South African business-to- business organisation
    (2016) Dludla, Gail Mbali
    Since the 1980s, marketing researchers have conceptualised market orientation as an organisational culture that is geared towards delivering supreme customer value. However, one of the shortcomings of the market orientation concept is that it has failed to recognise the potential significance of strong brands, that is, it did not acknowledge brand orientation. A few studies have investigated the conceptualisation of brand orientation in relation to brand loyalty; and the involvement of brand commitment and brand trust in mediating this association in the business-to-business context. Thus, it is the aim of this study to examine the impact of brand orientation on brand loyalty, and the roles played by brand commitment and brand trust in mediating the impact in the South African business-to-business environment. Two hundred and sixty one questionnaires were completed by top and senior managers of a B2B organisation in South Africa. Structural equation modelling and Smart Plus were employed in this study to examine the relationships between the constructs. This study provides empirical evidence that brand orientation has a positive and significant relationship with brand commitment and brand trust, and that brand commitment and brand trust have positive and significant respective relationships with brand loyalty in the South African B2B context. The results indicate that brand orientation (BO), brand commitment (BC) and brand trust (BT) all have a strong influence on Brand Loyalty (BL). Implications and limitations, as well as future research, are discussed in the study. Keywords: Brand Orientation, Brand Commitment, Brand trust, Brand Loyalty, B2B