Background: At the heart and depth of building a strong and prosperous brand in the marketplace, is brand orientation. A few studies have investigated the conceptualisation of brand orientation in relation to brand loyalty, as well as the involvement of brand commitment and brand trust in mediating this association in the business-to-business (B2B) environment. Objective: It is the objective of this study to examine the impact of brand orientation on brand loyalty and the roles played by brand commitment and brand trust in mediating the impact in the South African B2B environment. Method: Questionnaires were completed by 261 top and senior managers of a B2B organisation in South Africa. Structural equation modelling and smart partial least squares were employed in this study to examine the relationships between the constructs. Results: This study provides empirical evidence that brand orientation has a positive and significant relationship with brand commitment and and brand trust. Also that brand commitment and brand trust have positive and significant relationships with brand loyalty in the South African B2B context. Conclusion: This means that organisations that operate in the B2B environment should focus on brand orientation and develop brand strategies that recognise the importance of brand trust and brand commitment.

中文翻译：

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品牌定位是否会导致南非企业对企业组织的高级管理层和高层管理人员忠诚于品牌？

背景：品牌定位是在市场上建立强大和繁荣的品牌的核心和深度。少数研究调查了与品牌忠诚度相关的品牌定位概念，以及在企业对企业（B2B）环境中，品牌承诺和品牌信任在调解此关联方面的参与。目的：本研究的目的是研究品牌取向对品牌忠诚度的影响以及品牌承诺和品牌信任在调解南非B2B环境中的影响中所起的作用。方法：调查问卷由南非一家B2B组织的261名高层和高级经理完成。在这项研究中使用结构方程模型和智能偏最小二乘法来检验构造之间的关系。结果：这项研究提供了经验证据，表明品牌取向与品牌承诺和品牌信任之间具有正向和显着的关系。同样，在南非B2B环境中，品牌承诺和品牌信任与品牌忠诚度有着积极而重要的关系。结论：这意味着在B2B环境中运营的组织应专注于品牌定位并制定品牌战略，以认识到品牌信任和品牌承诺的重要性。