Ho Yin Wong

A brand orientation typology for SMEs: a case research approach

Purpose – This research paper aims to discuss the role of branding strategy in small and medium size enterprises (SMEs).Design/methodology/approach – The literature on traditional brand management and strategic branding are first reviewed. Four critical constructs are identified, namely brand distinctiveness, brand orientation, brand‐marketing performance and brand barriers. The literature, in combination with (eight) case research interviews, has been synthesised to develop a new theory of SME branding.Findings – The paper reveals that the theory identifies the ladder of SME brand orientation, moving from minimal brand orientation, to embryonic brand orientation to integrated brand orientation. Further, it is suggested that most SMEs will be on the lower steps of the ladder. A model of the brand strategy process has been formulated, specifying links between brand barriers, brand distinctiveness, brand orientation and brand‐marketing performance. The study puts forward some propositions about the pre‐cond...

The performance benefits of being brand‐orientated

Purpose – This paper aims to undertake an empirical study to investigate the nature and magnitude of potential benefits that accrue to firms that have a high level of brand orientation.Design/methodology/approach – A quantitative study is undertaken. The sample of firms surveyed included more than 400. The scope of the study included measuring the level of brand orientation among other variables. A conceptual model linking brand orientation and performance is developed and tested.Findings – The overall structural model fits the data well, giving confidence to interpreting the individual paths within the model. The main result is a very strong positive relationship between brand orientation and brand performance. Brand orientation also exerts another, less direct influence on performance, via brand distinctiveness. Innovation mediates the influence of brand distinctiveness.Research limitations/implications – The most obvious limitation is that the study pertains to one country only at this stage, pending m...

Multiple roles for branding in international marketing

Purpose – The purpose of this study is to empirically examine the inter‐related relationships among various branding issues such as brand orientation, brand re‐positioning, brand performance and international marketing issues in terms of international marketing strategy, financial performance, control of international marketing activities, international commitment and macro‐marketing environment.Design/methodology/approach – A mail survey with 315 useful samples drawn from the Austrade database was conducted. The steps suggested by Churchill, Cheng and Andersen and Gerbing were rigorously followed to purify the constructs and measurement models. Finally, structural equation modelling using partial disaggregation method was performed to test the whole structured model.Findings – The results from structural equation modelling method confirm significant relationships between the constructs in the model. All major fit indices from structural equation modelling analysis show satisfactory results for both the m...

Closing the marketing strategy to performance gap: the role of brand orientation

Recently there has much interest in the role of marketing contributing to firm performance. However, in practice, because of implementation difficulties intended strategy often falls short of optimum performance. The purpose of this paper is to report a recent empirical study that can close the gap between marketing strategy and performance. We empirically investigate whether brand orientation can partly close the strategy–performance gap. Empirical evidence was collected from a sample of 403 Australian firms. Marketing strategy and innovation level were found to influence significantly brand performance. In turn, brand orientation moderated the path from marketing strategy to brand performance. The results suggest that brand orientation, marketing strategy and innovation can influence brand performance and it is brand orientation that offers extra benefits in terms of partly closing the strategy–performance gap.

Antecedents and Consequences of Service Quality in a Higher Education Context: A Qualitative Research Approach.

Purpose – The purpose of the paper is to report on the perception of students in regard to critical antecedents, dimensions and consequences of service quality with an aim to develop a theoretical model in the context of a university in Australia.Design/methodology/approach – This research used focus group discussions with 19 students who had been studying in undergraduate and postgraduate level programs at an Australian university.Findings – The findings show that the critical antecedents to perceived service quality are information and past experience. There are three aspects of perceived service quality, namely, academic, administrative and facilities. Student satisfaction and student trust are found to have direct and positive relationships with perceived service quality as consequences; and brand performance and behavioural intention are found to have indirect relationships with perceived service quality mediated through satisfaction and trust.Originality/value – This paper found three separate theme...

Service quality in a higher education context: an integrated model

Purpose – The aim of this study is to develop and empirically test an integrated model incorporating the antecedents and consequences of service quality in a higher education context.Design/methodology/approach – This research employed both qualitative and quantitative research methods. The data from three focus groups, conducted at the Central Queensland University (CQU), Rockhampton, Australia, generated key themes and their interrelationships. The theoretical model was then tested using structural equation modelling technique on a sample of 528 university students.Findings – The findings show that information (marketing communications) is more statistically significant than past experience as the antecedents of service quality. The consequences of service quality are composed of trust, satisfaction, and image. Overall, the results suggest a good validity of the theoretical model and the key paths in the model are found statistically significant, except past experience affecting service quality.Original...

Service quality in higher education : a review and research agenda

Purpose – The purpose of this paper is to explore the critical research issues in terms of service quality in higher education.Design/methodology/approach – The paper critically examines a number of leading studies in satisfaction, service quality, and higher education.Findings – The paper finds five critical research agenda in the field of service quality in higher education sector.Research limitations/implications – The paper shows the research gaps of service quality in higher education through a review of literature. Future research should empirically address those gaps.Practical implications – The growth of service quality literature started with commercial enterprises. Later, it is expanded in the management and marketing of higher education sector. Measuring and modeling service quality in higher education is new. The paper shows the nature and future directions of service quality research in higher education.Originality/value – The research issues developed for this paper are relevant to anteceden...

Performance‐based service quality model: an empirical study on Japanese universities

Purpose – This paper aims to develop and empirically test the performance‐based higher education service quality model.Design/methodology/approach – The study develops 67‐item instrument for measuring performance‐based service quality with a particular focus on the higher education sector. Scale reliability is confirmed using the Cronbachs alpha. The principle component analysis followed by a Varimax method is used to extract the factor loadings.Findings – The results are satisfactory in terms of factor analysis, reliability and validity tests. Based on the overall loaded items, the eight dimensions are named. They are dependability, effectiveness, capability, efficiency, competencies, assurance, unusual situation management, and semester and syllabus.Research limitations/implications – Although the empirical results are significant, a comparative study can identify relative strengths of this model.Practical implications – This study underlines some critical dimensions and related attributes on which the...

Is spiritual tourism a new strategy for marketing Islam

Purpose – Spiritual tourism has recently been accepted as a growing segment of tourism in business and research circles. The purpose of this paper is to suggest a new dimension in Islamic marketing and investigates spiritual tourism as a new strategy for marketing Islam as a religion.Design/methodology/approach – In this exploratory research, convenient sampling was employed to select Muslim spiritual tourists and Islamic organisations arranging spiritual tourism in Australia. A total of 34 face‐to‐face interviews were conducted. Thematic analysis was used to identify factors relevant to the research themes regarding spiritual tourism and marketing Islam.Findings – Some religious organisations used religious gatherings and festivals as spiritual tourism products to market their religion – Islam. These organisations attracted Muslim and non‐Muslim spiritual tourists to the Islamic places, gatherings, occasions, and festivals by promoting them as spiritual tourism products.Practical implications – The paper...

An integrated-process model of service quality, institutional brand and behavioural intentions: The case of a University

Purpose – The purpose of this paper is to develop and test an integrated-process model/an index model by incorporating the antecedents and consequences of service quality in a higher education context. Design/methodology/approach – This research employed both qualitative and quantitative research methods. The data from three focus groups, conducted at an Australian University, generated key themes and their interrelationships. The theoretical model was then tested using the structural equation modelling (SEM) technique on a sample of 528 University students. Findings – The findings show that information (or marketing communications) and past experience are the antecedents of perceived service quality (PSQ). PSQ is a second order construct and has three dimensions: academic, administrative and facilities. The consequences of PSQ include trust, satisfaction, university-brand (UniBrand) performance and behavioural intentions. Overall, the results suggest a good validity of the model, and the nine path coeffi...