How multiple strategic orientations impact brand equity of B2B SMEs

The purpose of this study is to investigate how multiple strategic orientations impact brand equity of B2B SMEs. In this regard, direct and moderating interaction effects of brand, market and entrepreneurial orientations on brand equity have been examined. The hypotheses of the study are tested on the basis of data collected from 250 Finnish B2B SMEs. The results suggest that brand and entrepreneurial orientations have positive direct effects while the market orientation has a negative direct effect on brand equity. Furthermore, the results indicate that all interaction terms have a negative but insignificant effect on brand equity. This study makes the contribution to B2B branding literature and suggests managerial implications based on the results.