Article : The underlying dimensions of brand orientation and its impact on financial performance , Received (in revised form): 16th November 2010
RESEARCH QUESTIONS
In light of the research gaps presented above, the main purpose of this study is to investigate the underlying dimensions of brand orientation and its impact on financial performance. In order to achieve this we have formulated three research questions that will be addressed in this article:
1. What are the underlying dimensions of brand orientation?
2. How do these dimensions influence the degree of brand orientation?
3. How does the degree of brand orienta-tion influence financial performance?
DISCUSSION
In this section we will discuss the results of the study based on theoretical contribu-tions, managerial implications and sugges-tions for future research.
This discussion will revolve around research questions in the study: what are the underlying dimensions of brand orientation, how do these dimensions influence the degree of brand orientation and how does the degree of brand orientation influence financial performance?