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本科毕业设计（论文） 外文文献 (此文档为word格式,下载后您可任意修改编辑!) 文献信息 标题: Clarifying the Brand Orientation Construct for Business-to-Business Sector 作者: Anees-ur-Rehman, Muhammad 出版物名称: International Journal of Business and Management 卷: 9；期: 12；页: 62-73；页数: 12； 出版年份: 2014 ISSN: Clarifying the Brand Orientation Construct for Business-to-Business Sector Anees-ur-Rehman, Muhammad Abstract Purpose of this conceptual article is to clarify scope and propose model of brand orientation in business-to-business (B2B) sector. Brand orientation was first introduced by Urde (1994). To authors knowledge, Baumgarth (2010) is the only article to propose and empirically test brand orientation construct in B2B context in nearly 20 years. No other study offers explanation to conceptualize brand orientation for industrial suppliers perspective. This article addresses following questions. How brand orientation is relevant in B2B sector? And how brand orientation can be conceived and operationalized by industrial supplier in B2B sector? It extensively reviews the brand orientation, industrial marketing and strategic management literature to uncover elements of brand orientation in industrial context. Model has three interdependent levels (mindset, management and performance), and each level is embedded into internal and external environment of industrial supplier. Keywords: brand orientation, B2B branding, B2B marketing, branding 1. Introduction Brand orientation is all about creating, developing and protecting brands. The origin of brand orientation can be traced to the article of Urde (1994). So far this concept has been applied to various contexts including nonprofit, place, small businesses, public and consumer sector (Baumgarth et al., 2013). Most of these articles reported positive effect of brand orientation on brand strength and related company/organizational performance. Branding strategies in B2B sector was quite unpopular subject for scholars before 2007 (Ker?nen et al., 2012)