The relationship among brand orientation, brand citizenship behaviour and corporate performance: An analysis of healthcare industry

The purpose of this study is to investigate the relationship among brand orientation, brand citizenship behaviour and corporate performance. This study also observes the the effect of brand orientation on brand performance and the effect of brand performance on financial performance. Healthcare industry was chosen as a focal point due to its high sales and marketing employment rate. Questionnaires were distributed among 230 participants and 219 answered questionnaires were usable for the research. According to the statistical analysis, it has been manifested that brand orientation has a significant effect on brand citizenship behaviour. Also it has been observed that brand performance has an effect on financial performance as well. There was no relationship between brand citizenship behaviour and brand performance. Our findings demonstrated that only "Brand Enthusiasm" dimension of brand citizenship behaviour has a significant effect on brand performance.