Market Orientation and Corporate Brand Performance: A Bayesian Analysis

Posted: 13 Oct 2013 Last revised: 10 Dec 2013

See all articles by Soumya Sarkar

Soumya Sarkar

Indian Institute of Management (IIMU), Udaipur

Subhashish Chakravarty

Indian Institute of Management (IIMU), Udaipur

Date Written: October 12, 2013

Abstract

The performance of corporate brands is a very significant and key metric in gauging the degree of success of the respective firms. In a business-to-business setting, corporate brands are of even larger importance and greater relevance. From a strategic marketing perspective, this study looks at market orientation as a major antecedent to enhanced corporate brand performance. The presence of relationship orientation and innovativeness as two strategic marketing mediators affect the association that the study tries to establish between market orientation and corporate brand performance. In the backdrop of Indian B2B firms, a dyadic analysis is carried out to eke out the relationships between the two main and the two mediatory concepts. The analysis, done with a Bayesian paradigmatic approach, comes up with a linkage between corporate brand performance and market orientation under positive mediatory influences of innovativeness and relationship orientation.

Suggested Citation

Sarkar, Soumya and Chakravarty, Subhashish, Market Orientation and Corporate Brand Performance: A Bayesian Analysis (October 12, 2013). Indian Institute of Management Udaipur Research Paper Series No. 2012-2171274, Available at SSRN: https://ssrn.com/abstract=2339418

Soumya Sarkar (Contact Author)

Indian Institute of Management (IIMU), Udaipur ( email )

Mohanlal Sukhadia University Campus
Udaipur, Rajasthan 313001
India

Subhashish Chakravarty

Indian Institute of Management (IIMU), Udaipur ( email )

Mohanlal Sukhadia University Campus
Udaipur, Rajasthan 313001
India

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