The strategic importance of effective branding and customer management has been the focus of much recent research in marketing. This study posits that the ultimate pursuit of market orientation requires brand focused and customer empowerment practices, which enhance customer satisfaction. The results of a survey of 524 firms in Australia show that brand orientation and customer empowerment mediate the effect of market orientation on customer satisfaction. Moreover, brand orientation enhances customer satisfaction indirectly via customer empowerment.
Australian and New Zealand Marketing Academy Conference 2009 (ANZMAC 2009). Proceedings of the Australian and New Zealand Marketing Academy Conference 2009 (Melbourne 30 November - 2 December, 2009)