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.
Keywords
Brand orientation, Scale development, Scale validation, Marketing strategy, Branding strategyand commitment, Brand creation, Brand responsiveness, Brand performance