Benson U. Ogbonna

Bio: Benson U. Ogbonna is an academic researcher from University of Port Harcourt. The author has contributed to research in topics: Profitability index & Financial services. The author has an hindex of 2, co-authored 2 publications receiving 32 citations.

Linking SMEs Profitability to Brand Orientation and Market-Sensing Capability: A Service Sector Evidence

Abstract: The key question among policy makers and marketing scholars alike is 'how can SMEs become more financially viable?' bearing in mind that we now live in a highly globalized society that is driven by technological, social and economic forces. Consequently, for SMEs to become more financially viable in the changing business landscape, it becomes more imperative now than ever before for this set of enterprises to develop some core business orientations and/or capabilities, particularly that of brand orientation and market-sensing capability. Against this backdrop, the current article examines the role of brand orientation and market-sensing capability in relation to the profitability of SMEs in the context of a financial intermediation sector. Based on the findings from 119 surveyed financial services SMEs in one of Africa’s largest economies, we have empirical support that both brand orientation and market-sensing capability contribute significantly to SMEs profitability. Our results demonstrate the need for SMEs in the African financial intermediation sector to develop an 'in-house' branding culture that takes into cognizance 'local' market conditions, and more particularly employee involvement. More so, SMEs should endeavour to develop market-sensing capability given that this unique capability is key to unlocking both present and future marketing opportunities.

Building Strong Customer Relationships through Brand Orientation in Small Service Firms: An Empirical Investigation

Abstract: The purpose of this paper is to empirically examine the relationship between the adoption of a brand orientation strategy and customer relationship performance in a small service firm setting More specifically, in addition to investigating the direct link between brand orientation and customer relationship performance, we further examine the moderating effects of entrepreneurial orientation and perceived competitive intensity on the empirical link between brand orientation and customer relationship performance To test the hypothesized relationships in the conceptual framework, 105 usable structured questionnaires were collected from small service firms and the data were further analyzed using a hierarchical, moderated regression analysis The results affirm the positive link between brand orientation and customer relationship performance Moreover, entrepreneurial orientation is found to strengthen the brand orientation-customer relationship performance link However, our results show that competitive intensity does not significantly moderate the brand orientation-customer relationship performance link Nonetheless, it is highly suggestive that perceived competitive intensity is a direct predictor of customer relationship performance In terms of the practical significance of the overall research model, the effect size is fairly large (Cohen’s f 2 = 033) The research implications and directions for future research are further highlighted in the penultimate section of the paper

Market-Sensing Capability, Innovativeness, Brand Management Systems, Market Dynamism, Competitive Intensity, and Performance: an Integrative Review

Abstract: This article reviewed existing strategic management and marketing literature, and then proposes a framework that links market-sensing capability, firm innovativeness, brand management systems, and firm performance. Drawing on resource based theory (RBT) and dynamic capability theory, a framework that proffers firm innovativeness and brand management systems as mediators in the relationship between market-sensing capability and firm performance, this paper proposes the moderating role of environmental factors (i.e., competitive intensity and market dynamism) on the relationship between firm innovativeness and firm performance, and brand management systems and firm performance. A set of propositions that represent an empirically driven research agenda are presented.

The progression of brand orientation literature in twenty years: A systematic literature review

Abstract: This study reviews the progress of brand orientation literature in twenty years. A systematic literature review approach has been applied in this study. Four major publication databases have been used to extract pertinent articles for the review purpose. Four major areas in the literature have been examined: publication activity, integration of brand orientation, research design, and contribution of empirical findings. Based on the synthesis of the current literature, ten future research recommendations are suggested for the advancement of literature on brand orientation. Thus, this study deepens our understanding of the current literature and recommends future research avenues on brand orientation.

The Progression of Brand Orientation Literature in Twenty Years: A Systematic Literature Review

Abstract: This study reviews the progress of brand orientation literature in twenty years. A systematic literature review approach has been applied in this study. Four major publication databases have been used to extract pertinent articles for the review purpose. Four major areas in the literature have been examined: publication activity, integration of brand orientation, research design, and contribution of empirical findings. Based on the synthesis of the current literature, ten future research recommendations are suggested for the advancement of literature on brand orientation. Thus, this study deepens our understanding of the current literature and recommends future research avenues on brand orientation.

Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy

Abstract: This paper is an empirical study aimed at investigating the effect of marketing innovativeness, market sensing capabilities and customer relationship management on marketing performance. The resear...