An integrated perspective on brand orientation and market orientation: the role of marketing communications in building brand equity in FMCG firms

Key Points

• The aim is to explore how brand orientation and market orientation, along with marketing communications, influence brand equity in FMCG firms.
• Conducted a qualitative analysis of brand communication strategies
• Evaluated the integration of brand and market orientation
• Studied various FMCG firms to assess branding effectiveness
• Identified a strong correlation between marketing communications and brand equity
• Demonstrated that integrated brand and market orientation enhances consumer loyalty
• Found that effective marketing communications increases market share for FMCG firms