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2. PHD Thesis / Tesis PHD
3. Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

Title:	Market orientation and brand performance relationship: the role of brand orientation and competitive intensity
Authors:	Mazuri Abd Ghani (P39328)
Supervisor:	Norjaya Mohd Yasin, Associate Professor Dr.
Keywords:	Market orientation Brand performance relationship Role of brand orientation Role of competitive intensity Marketing--Management
Issue Date:	13-Sep-2014
Description:	This study aimed to examine the mediating role of brand orientation and the moderating role of competitive intensity in the relationship between market orientation and brand performance in Malaysian hotel industry. The Malaysian service industry has gained greater attention in today’s business environment since it has been a major player in the growth of Malaysian economy. The industry is contributing more than 50 percent of the nation’s real GDP. One of the most promising industries in Malaysia is the hotel industry. Majority of performance measures have been discussed at the macro level, that is, the overall organizational performance. However, the micro level performance measures such as brand performance has been neglected. To align with the Industrial Master Plan to meet the economic agenda of the nation, branding strategy is crucial because brand is considered an organization’s primary asset. The study was based on a sample gathered from middle-level managers of star-rated hotels in Peninsular Malaysia, using a self-administered questionnaire. Of the total 500 questionnaires distributed, 221 returned the questionnaire, giving a response rate of 44.2%. Partial Least Squares (PLS) approach was used to analyze the data and to test the hypotheses. The three components of market orientation namely customer orientation, competitor orientation and interfunctional coordination were treated individually. The results suggested that customer orientation was positively related to brand performance, while competitor orientation and interfunctional coordination had no significant effect. Brand orientation was found to mediate the relationship between customer orientation and brand performance, as well as the relationship between interfunctional coordination and brand performance. However, brand orientation did not mediate the relationship between competitor orientation and brand performance. Interestingly, the study also found that competitive intensity moderated the relationship between brand orientation and brand performance. Such a finding had not been proven by previous studies in the context of hotel industry. The findings of this study provided insights to hoteliers with regard to the importance of deploying and establishing a brand orientation strategy and adapting the strategy to the intense competitive environment in an effort to improve brand performance in hospitality sector.,PhD
Pages:	201
Call Number:	HF5415.13 .M376 2014
Publisher:	UKM, Bangi
Appears in Collections:	Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

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