Brand orientation: Conceptual extension, scale development and validation

Abstract

This article aims to develop and validate a multi-component scale for brand orientation. Drawing on an extensive literature review on the existing conceptualizations of brand orientation, a comprehensive conceptual framework is first proposed that encompasses the four facets of brand orientation, namely, brand commitment, brand creation, brand responsiveness, and brand performance. Following a rigorous scale development procedure, a refined 20-item scale is developed and validated using a large dataset from Greece. The findings suggest that the proposed conceptualization of brand orientation is a hierarchical, four-dimensional, and valid construct. The article concludes with a discussion of the theoretical and managerial implications, while future research directions are also offered.