Market Orientation and Brand Orientation from Customer Perspective: An Empirical Examination in the Non-profit Sector

Abstract

The purpose of this paper is to examine the relationship between market orientation and brand orientation from the customer perspective. Data was collected from a non-profit organisation in Australia using a self-administered questionnaire. This yielded a useable sample of 344. Confirmatory factor analysis was used to test the validity and reliability of the measures, while structural equation modeling was used to test the hypotheses. Findings reveal that interfunctional coordination perform the strongest effects on perceived brand orientation whereas no significant association was found between competitor orientation and perceived brand orientation. The study contributes to the body of literature through an examination of the relationship between perceived market orientation and perceived brand orientation and the development of perceived brand orientation construct to assess the brand orientation level of an organisation from the customer perspective.