The relationship between market orientation, brand orientation and perceived benefits in the non-profit sector: a customer-perceived paradigm

The purpose of this paper is to examine the relationship between ‘market orientation’, ‘brand orientation’ and ‘perceived benefits’ in the non-profit sector from the perspective of the customers. Data were collected from a number of church organizations in Australia using a self-administered questionnaire. The tests for construct reliability, validity and research hypotheses were conducted using structural equation modelling. Findings reveal that ‘market orientation’ is significantly associated with both ‘perceived brand orientation’ and ‘perceived benefits’. An alternative model also reveals significant relationship between ‘brand orientation’ and ‘perceived benefits’ through ‘market orientation’ as the mediating variable. The study contributes to the body of literature and provides practical implications for non-profit managers and church leaders alike. An organization that endeavours to build a strong brand and deliver relevant benefits to its members should ensure that it has sufficient understanding of its members and utilizes the various resources of the organization to deliver superior values to its existing and prospective members.

The role of brand orientation in church participation: an empirical examination

Although a large amount of research has been undertaken into the application of marketing techniques in church organizations, few studies have provided empirical evidence on the effects of brand orientation on church participation. This empirical study sought to contribute to the body of literature via a survey of 344 church attendees of a particular church denomination in Australia. The conceptual model hypothesizes brand orientation as performing direct and indirect effects on church participation through perceived benefits as the mediating variables. A person's perception of the extent to which a church engages in brand-oriented activities and behavior is significantly related with his or her perception of the benefits associated with church activities, which then leads to a higher level of church participation. The results reveal that brand orientation is significantly related with perceived benefits and church participation.

The role of brand orientation in the higher education sector: a student-perceived paradigm

Purpose
The purpose of this paper is to examine the relationship between perceived brand orientation (PBO), satisfaction, loyalty, and post-enrolment communication behaviour in the Australian higher education sector.

Design/methodology/approach
Two hundred and fifty-eight questionnaires were completed by undergraduate students of a particular university in Australia. Structural equation modeling was employed in this study to examine the associations between the constructs.

Findings
This study provides empirical evidence that PBO has a positive and significant relationship with all dependent variables. The research reveals that students' perception of a university's brand orientation is significantly related to satisfaction, loyalty, and post-enrolment communication behaviour.

Research limitations/implications
The findings may guide the key decision makers in higher education institutions to understand the importance of brand orientation in their corporate strategy to enhance satisfaction, loyalty, and positive WOM, which can be used to differentiate themselves from other institutions in the highly competitive education market.

Originality/value
Past researchers have not looked into the dynamic relationships between PBO, satisfaction, loyalty, and post-enrolment communication behaviour, and hence research is to be called for in this area. The paper is the first to examine brand orientation from the perspective of the students and provide higher education institutions with recommendations to improve service quality through brand orientation.

Perceived market orientation and church participation

Over the recent years, the concept of market orientation has become an attractive avenue for research in marketing. However, despite an array of theories, a systematic framework investigating the role of market orientation in non-profit organizations remains limited. Through the integration of concepts from church participation and marketing literature, the study put forth a comprehensive model that describes the role of market orientation in church participation phenomenon. The study found support for the positive association between ‘perceived market orientation’ and respondents’ extent of participation in church-related activities.

Phase and crystal orientation study of a TRansformation Induced Plasticity steel subjected to cyclic load induced fatigue

An electron backscatter diffraction (EBSD) study of the microstructure of TRIP steel during fatigue failure. Phase and crystal orientation study of a TRIP steel subjected to cyclic load induced fatigue. The relative fractions of austenite, ferrite and martensite are quantified within the strain field of a fatigue crack tip. This data is a subset of data supporting a wider study of the fatigue properties of multiphase steels used in the automotive industry. The different microstructural phases present in these steels can influence the strain life and cyclic stabilized strength of the material due to the way in which these phases accommodate the applied cyclic strain. Fully reversed strain-controlled low-cycle fatigue tests have been used to determine the mechanical fatigue performance of a dual-phase (DP) 590 and transformation induced plasticity (TRIP) 780 steel, with transmission electron microscopy (TEM) and scanning electron microscopy (SEM-EBSD) used to examine the deformed microstructures .

Space vector modulation based fast speed response field-orientation control of induction motor drive with adaptive neural integrator

This paper presents a novel fast speed response control strategy for the poly-phase induction motor drive system based on flux angle. The control scheme is derived in rotor field coordinates and employs the estimation of the rotor flux and its position. An adaptive notch filter is proposed to eliminate the dc component of the integration of signals used for the rotor flux estimation. To improve the performance of the rotor flux estimator, derivative term of the back emf is incorporated in the system. The voltage components in the synchronous reference frame are generated in the controllers which are transformed to stationary reference frame for driving the motor. Space vector modulation technique is used here. Simulation of the drive system was carried out and the results were compared with those obtained for a system that produces the above mentioned voltage components using the conventional PI controller. It is observed that the proposed control methodology provides faster response than the conventional PI controller incorporated system.

New rules, no rules, old rules or our rules : women designing mixed-orientation relationships with bisexual men

This chapter draws from an Australian semi-structured interview project with seventy-eight culturally, sexually and geographically diverse women, aged nineteen to sixty-five, who were in monogamous, open and polyamorous marital and de facto relationships with bisexual men, abbreviated as MOREs (mixed-orientation relationships).
For the purposes of this chapter, I will provide an overview of the shifting subjectivities, agency and resistance of those women and their male partners who stated that, without coercion or repression, they undertook processes of ‘designing’ their long-term MOREs.
I wiIl explore what every woman stated as being an essential component of consensually and creatively entering or being in a relationship with a bisexual man: designing, negotiating and maintaining some “ground rules” and “boundaries”.
There appear to be three overall groups of ‘rules’ within which specific ‘designs’ are created:
1. ‘Old Rules’: Monogamy is considered the only workable or desirable rule, and a partner’s inability to adhere to monogamy would mean the end of the relationship.
2. ‘New Rules’: A range of negotiations and design-specifications establish non-monogamous boundaries and operational strategies.
3. ‘Our Rules or His and Her Rules’: Decisions are made regarding to what extent the rules will be equitable to both, or there are separate regulations for each partner.

Brand orientation and service quality in online and offline environments: empirical examination in higher education

This study examines the relationship between perceived brand orientation (PBO) and service quality (SERVQUAL) in both online and offline education environment. A total of 476 questionnaires were completed by undergraduate students of a particular university in Australia. Structural equation modeling was employed in this study to examine the associations between PBO and service quality (SERVQUAL). The “interaction” dimension of PBO is significantly related to all elements of SERVQUAL in both groups. The “affect” dimension is only significantly related to the “tangibles” dimension in the online groups and is not significantly related to all SERVQUAL dimension in the offline groups