Brand Orientation Concept: A Comprehensive Review

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Kanok Amornpatipat
Saravudh Anantachart


Brand orientation, an organizational-wide stakeholder focus, is increasingly employed as a theoretical background in corporate branding. Despite its debate in conceptualization, this article aims to address how the brand orientation has evolved and how it is different from and intertwined with the market-orientation concept. Based on a semi-systematic review, this conceptual article provides an understanding of five main research areas: brand-orientation concept, hybrid strategies, internal brand management, brand performance, and perceived brand orientation. It also compares and explains the components of brand orientation in corporate marketing literature. Following the approach of semi-systematic review, future research is proposed that reflects unexplored areas in relation to theory, context, and methodology.


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