The Role of Brand Orientation in Developing a Learning Culture and Achieving Performance Goals in the Third Sector Organizations

ABSTRACT

This study is first in nature to find the empirical evidence of relationship between brand orientation (BRO), learning orientation (LO), and its impact on Performance (PERF) of third sector organizations (TSOs) in Pakistan. A structured questionnaire was filled through non-probability snowball sampling method from more than 300 senior managers working in different cities of Pakistan. The structural equation model was used for the mediation by running smart partial least squares software. The results prove that organizations with strong BRO philosophy not only help to develop strong LO culture but also help in achieving organizational performance goals. The study also discussed practical implications, limitations, and areas of future directions.