The Impact of Market and Brand Orientation on Firm Performance: An Application in the Members of United Brand Association

13th INTERNATIONALSTRATEGIC MANAGEMENT CONFERENCE, Podgorica, Sırbistan Ve Karadağ, 6 - 08 Temmuz 2017, cilt.1, ss.115-124

The aim of this study is to investigate the effects of market orientation and brand orientation on

firm performance. An integrative approach is used in designing the research model. Market orientation

and brand orientation taken as antecedents of firm performance are included in the model as existed in the

literature. However, researches on how companies become market-oriented, brand-oriented and how

market orientation and brand orientation affect firm performance are still rather limited. Therefore, the

aim of this paper is to propose a theoretical model showing what factors contribute to market orientation

and brand orientation, as well as the their effect on firm performance for Turkish brands. Variables in the

proposed research model were measured by scales already existed in the literature. A questionnaire form

is used via both online and face-to-face interviews for gathering data in the survey. Data were collected

from the firms which are members of United Brand Association with 144 firms. The universe of the

research consists of the marketing manager, the brand manager and / or the corporate communications

managers of the companies that are members of the United Brands Association. This paper also

demonstrates a value for its sectoral brands-specific findings.