| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 99 === Recently, the issue of brand orientation is more and more popular. However, previous studies on the theory and measurement scales of brand orientation are limited. For the reason, this paper tries to explore the relationship among dynamic capabilities (DC), brand orientation (BO) and performance. Based on the past literature, this paper developed the measurement scales of brand orientation and dynamic capabilities, and then divided brand orientation into two parts, including cultural brand orientation (CBO) and behavioral brand orientation (BBO), as also divided dynamic capabilities into external dynamic capabilities (EDC) and internal dynamic capabilities (IDC).
On the part of the hypothesis testing, first, to check the relationship between DC and BO, then check the relationship between BO and performance. Second, examining whether the sub-dimensions of BO and DC have different effects on dependent variables or not. Finally, test the mediating effect on BO. The responses of 102 managers, drawn from Taiwanese companies with branding marketing in global marketing, to a questionnaire survey were analyzed by multiple regression analysis for theoretical models. After the research, we found that DC has a positive direct effect on BO. EDC and IDC have a positive direct effect on BO. EDC and IDC have a positive direct effect on CBO. Specially, IDC has a positive direct effect on CBO, but EDC has no positive effect on BBO. BO has a positive direct effect on performance. In addition, CBO has a positive direct effect on operating performance, but it has no positive effect on BBO. BBO has a positive direct effect on brand equity, but it has no positive effect on BBO. Finally, BO has a mediating effect on the relationship between DC and performance.
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