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Call for papers

Journal of Marketing Management – Brand Orientation (deadline for submissions 1 August 2012)

Guest Editors:

Professor Carsten Baumgarth (HWR Berlin School of Economics and Law, Germany); Professor Bill Merrilees (Griffith University, Australia); Associate Professor Mats Urde (Lund University, Sweden).

Journal of Marketing Management is pleased to announce a special issue focused on advances and development with regard to scholarship on Brand Orientation (BO). Brand orientation is a relatively new marketing research domain, about 15 years old. Although there is now a solid body of research (Urde, 1994; Hankinson, 2002; Ewing & Napoli, 2005; Wong & Merrilees, 2005; Wong & Merrilees, 2007; Baumgarth, 2009; Mulyanegara, 2010; Baumgarth, 2010; Gromark & Melin, 2011), the opportunity arises to take the concept to another level. This Special Issue of JMM aims to bring together collaborative efforts from different perspectives. It is timely for leading researchers to be part of the greater understanding and evolution of the paradigm of BO. "Brand orientation is an inside-out, identity driven approach that sees brands as hub for an organization and its strategy. Similarity, market orientation is an outside-in, image-driven approach" (Urde, Baumgarth & Merrilees, 2011).

Over the last decade, there has been recognition of the centrality and strategic importance of the brand orientation concept. "Brand orientation is an approach in which the processes and the organisation revolve around the creation, development, and protection of brand identity in an ongoing interaction with target customers with the aim of achieving lasting competitive advantages in the form of brands." (Urde, 1999, p.117). Although considerable research in the area has commenced, there are still many unanswered questions, such as: How do existing theories and constructs need to be modified and what new frameworks need to be developed for academic and practitioner use?

Accordingly, the Guest Editors welcome submissions offering innovative insights into issues surrounding Brand Orientation. All rigorous and thoughtful conceptual papers, literature reviews, case studies, empirical studies and practice papers using a wide range of methodologies are encouraged. A wide variety of topics will be suitable for this special edition and might include (but are not limited to) the following:

• Theoretical and conceptual foundations of brand orientation
• Reconciling the inside-out and the outside-in approaches to marketing and branding
• Brand orientation and internal branding (human resources, culture, "living the brand", employer branding)
• Conceptualisation and operationalisation of brand orientation (Brand orientation: What of it? What about it?)
• Brand orientation and market orientation (and/or relating to other paradigms)
• Brand orientation and identity
• Instruments for improving/guiding the level of brand orientation
• Brand orientation in different types of organisations and sectors
• Brand orientation from a management and leadership perspective
• Brand orientation and the strategic management of brands
• Brand orientation and performance

All manuscripts submitted should follow the guidelines for the Journal of Marketing Management. These are available at The closing date for submissions is 1 August 2012, for publication in July 2013.

Submissions

Manuscripts should be submitted online using the Journal of Marketing Management ScholarOne Manuscripts site () from 1 October 2011. New users should first create an account. Once a user is logged onto the site submissions should be made via the Author Centre.

Authors should prepare and upload two versions of their manuscript. One should be a complete text, while in the second all document information identifying the author should be removed from files to allow them to be sent anonymously to referees. When uploading files authors will then be able to define the non-anonymous version as "Complete paper with author details", and the anonymous version as "Main document minus author information".

To submit your manuscript to the Special Issue Brand Orientation choose the title of the Special Issue from the Manuscript Type list when you come to submit your paper. Also, when you come to the ‘Details and Comments’ page, answer ‘yes’ to the question ‘Is this manuscript a candidate for a special issue’ and insert the title in the text field provided.

Prospective contributors with questions concerning the potential suitability of topics, Guest Editors’ expectations, or additional requirements about this special issue are invited to contact the Guest Editors directly by email:

Carsten Baumgarth, cb@cbaumgarth.net, Bill Merrilees, bill.merrilees@griffith.edu.au or Mats Urde, mats.urde@fek.lu.se.

References

Baumgarth , C. (2009). Brand orientation of museums: Model and empirical results. International Journal of Arts Management, 11(3), 30-85.

Baumgarth, C. (2010). ‘Living the brand’: brand orientation in the business-to-business sector. European Journal of Marketing, 44(5), 653-671.

Ewing, M.T., & Napoli, J. (2005). Developing and validating a multidimensional nonprofit brand orientation scale. Journal of Business Research, 58(6), 841-853.

Gromark, J., & Melin, F. (2011). The underlying dimensions of brand orientation and its impact on financial performance. Journal of Brand Management, 18(6), 394-410.

Hankinson, P. (2002). The impact of brand orientation on managerial practice: a quantitative study of the UK’s top 500 fundraising managers. International Journal of Nonprofit and Voluntary Sector Marketing, 7(1), 30-44.

Mulyanegara, R.C. (2010). Market Orientation and Brand Orientation from Customer Perspective an Empirical Examination in the Non-profit Sector. International Journal of Business and Management, 5(7), 14-23.

Urde, M. (1994). Brand orientation: a strategy for survival. Journal of Consumer Marketing, 11(3), 18-32.

Urde, M. (1999). Brand orientation: a mindset for building brand into strategic resources. Journal of Marketing Management, 15(13), 117-133.

Urde, M., Baumgarth, C., & Merrilees, B. (2011). Brand Orientation and Market Orientation – From Alternatives to Synergy. Journal of Business Research (forthcoming).

Wong, H.Y. & Merrilees, B. (2005). A brand orientation typology for SMEs: a case research approach. Journal of Product & Brand Management, 14(3), 155-162.

Wong , H.Y. & Merrilees , B. (2007). Closing the marketing performance gap: The role of brand orientation. Journal of Strategic Marketing, 15(5), 443-458 .

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