First-order Constructs Research Articles

Bounded real lemmas for inertial neural networks with unbounded mixed delays and state-dependent switching

This paper mainly studies the bounded real lemma for inertial neural networks with unbounded time-varying transmission delays, unbounded distribution delays and state-dependent switching. Bounded real lemmas of inertial neural networks under consideration are presented by proposing a parameterizing approach based on the system solutions. The advantage of this approach is that it neither decomposes the model into two first-order differential equations nor constructs any Lyapunov–Krasovskii functional, thus reducing computational effort and complexity. Furthermore, the obtained sufficient condition contains only a few simple linear scalar inequalities, which can be easily solved by using MATLAB. Finally, a numerical example and its numerical simulation are used to demonstrate the validity of the theoretical results.

Conceptualizing maternal and paternal autonomy support and control among adolescents in Hong Kong.

This study examined how parental autonomy support and control are conceptualized by adolescents in Hong Kong (Grades 7-11) using the Perceived Parental Autonomy Support Scale. Competitive models were evaluated using confirmatory factor analyses. Although the 6-factor model demonstrated the best fit, further analyses indicated that a second-order structure was more appropriate. Provision of choice, acknowledgment of child's feelings, rationale for rules, and demands subsumed under autonomy support. Guilt-inducing criticisms and the use of threats subsumed under control. Performance pressure emerged as a first-order construct on its own. Measurement invariance was evident across adolescent gender and age. All subscales had adequate to strong reliability. Discriminate validity was evident. Findings offer insights into the conceptualization of autonomy support and control in Hong Kong.

I Consume, Therefore I Am? Hyperconsumption Behavior: Scale Development and Validation

Social and material models consider hyperconsumption to be an unsustainable practice of consumer behavior that is responsible for the considerable damage inflicted upon the planet. The primary objective of this research study was to develop and validate a novel measurement scale to assess hyperconsumption behavior (HB) from a consumer’s point of view. Based on the literature on measurement theory, an HB scale was developed and validated over three studies. The first study consisted of item development, while the second study focused on exploring and confirming the factor structure of the scale. The investigations revealed that hyperconsumption behavior was a first-order construct with four underlying dimensions: shopping control (food); perceived repair benefits; possession of a large amount of goods; and experiential consumption. The third study assessed the nomological validity of the proposed scale by testing its association with two relevant scales of materialism and sustainable purchase behavior.

Small stories and accountability of discursive action in mediated political discourse: Contextualisation and recontextualisation of ordinary and not-so-ordinary participants

This paper examines how participants in mediated political discourse use short narratives strategically to account for discursive action by contextualising and re-contextualising their discursive selves, particular discursive acts and their intended and unintended perlocutionary effects. The data analysed are pre-election data (2017) and non-election data (2018), comprising online news reports from British broadsheets, parliamentary debates, political speeches from leading British politicians, and their web-based comments' sections. The research is based on the differentiation between the generalised pragmatic premise and second-order theoretical construct of accountability2 of communicative action and its discourse-community-based particularisation, the first-order participant construct of accountability1. The discursive value of the latter is negotiated in context and in the political-discourse data further distinguished as regards accountability of and accountability for discursive acts. The analysis focuses on how ordinary and not-so-ordinary participants contextualise and recontextualise interfacing ordinary-life experience anchored in private domains and not-so-ordinary political action anchored in public and institutional domains. It considers (1) the production format comparing not-so-ordinary and ordinary story tellers; (2) stories with (a) not-so-ordinary, (b) ordinary, and (c) ordinary and not-so-ordinary characters; (3) ordinary settings and institutional settings; and (4) explicit and implicit evaluations by characters and tellers. The analysis shows that there is not only variation in the formatting of the short narratives with more-prototypical small stories and monolithic characters, settings and plot, and less-prototypical small stories with more dimensional characters, fuzzy settings and negotiated evaluations. There is also variation in the discursive function of the small stories: not-so-ordinary tellers and characters account for their discursive acts through life-world-experience-based accounts while at the same time implicating their leadership skills. They present themselves as listening to ordinary people, voicing their concerns in the public arena, initiating political action and acting on their behalf. Ordinary tellers and their ordinary characters tell their ordinary-life based stories, distancing themselves from the not-so-ordinary agents. In the mediated data, not-so-ordinary participants' references to the private-public interface generally trigger conversational implicatures targeting sincerity, credibility and ideological coherence, while ordinary participants' references to the private-public interface are used to show the effects of political decision on their real-life experience.

Antecedents and outcomes of memorable tourism experiences in tourism recreation: the case of motorcycle tourism

ABSTRACT Mototourism is a kind of tourism that has consistently been overlooked by tourism experts. However, it is currently considered as one of the fastest growing segments of tourism. This is generating and attracting much attention from researchers. Despite the importance of memorable tourism experiences (MTEs) for destinations, no studies have yet assessed this aspect in the motorcycle tourism industry. This paper examines the antecedents and consequences of MTEs in this sector. In this respect, the objective of this research is to explore the concept of mototourism and to propose a structural model with first-order and second-order constructs. To this end, a survey questionnaire was applied to a sample of 457 Spanish motorcycle tourists, and AMOS software was used for the data analysis. The findings show that motivation is an important precursor of MTEs in the mototourism industry. At the same time, the results show that MTEs have an effect on the satisfaction and behavioural intention in this industry.

On the validity and meaningfulness of higher-order reflective constructs: A reply to Mikulić

In a recent article published in Tourism Management, Mikulić (2022) argues against the validity of higher-order reflective constructs (HORC). The argument is primarily based on the premise that items that measure first-order constructs are unidimensional. This reply aims to clarify the inconsistencies of the arguments against HORC, showing that this type of construct can be valid and meaningful. Conceptual clarification, statistical deduction, and instructive examples are presented. Items do not necessarily measure a single construct. Besides, manifest variables of the same first-order construct share a common error term. Hence, HORC are necessary to measure multidimensional constructs.

Examining Social Sustainability in Organizations

Social sustainability in organizations has been externally focused and, given its socio-ecological importance and potential, it requires further attention. This study examines social sustainability in business organizations (a) as an antecedent of environmental and economically related constructs, and (b) as a component of a multiplicity of relationships among social, environmental, and economically associated constructs. We examine a diverse set of 41 model configurations of 10 first-order constructs, and a diverse set of second-order constructs following a gradient ranging from a relatively moderate degree of order to quasi-random construct arrangements ending with model configurations fully determined at random. These sets reflect variability and commonality among respondents from various organizations, industries, and regions of the United States. Constructs may be antecedents, mediators, or outcomes. Analyses were conducted using PLS-SEM software. Results show (a) that social constructs are at the core of organizational life, given their frequent moderate to strong positive effects on other social constructs, as well as on environmental and economically related organizational constructs; and (b) construct variability within sustainability dimensions. Contributions include examining both constructs’ gradient ordering and constructs’ variability effects contingent on both construct nature and position. Theoretical and practical implications, as well as limitations and future research, are discussed.

Analysis of the influence of perceived self-efficacy on organizational performance among pharmaceutical managers: a structural equation study

Abstract Objective To investigate the influence of perceived self-efficacy on organizational performance among operational, product and strategic managers in the pharmaceutical marketing industry. Method A cross-sectional study with a literature-based questionnaire administered to 241 managers proportioned across operational, product and strategic managerial roles using stratified random sampling. Structural equation modeling techniques in the analysis of moment structures software were used to examine causal relations between predictor and outcome variables. Study hypotheses were tested using inferential statistical measures with a P-value of < 0.05. Key findings A large number of respondents were operational sales managers (n = 138, 57.3%), followed by strategic managers (n = 64, 25.6%), and the least was product managers (n = 39, 16.2%). The measurement models of self-efficacy, organizational performance constructs and structural models had acceptable measures of fit. Three first-order constructs were derived from the self-efficacy construct namely: self-adaptability (regression coefficient, β = 0.237, P < 0.025), self-efficiency (β = 0.574, P < 0.001), and self-creativity (β = 0.649, P < 0.003). Structural equation modelling revealed a significant positive effect of perceived self-efficacy on organizational performance (R2 = 0.65, β = 0.651, P < 0.003). Simple plot analysis revealed lower performance scores at a moderate level of self-efficacy with operational sales managers compared to strategic and product managers. Multigroup analysis revealed no confounding effect of gender and type of firm on the hypothesized relationship (P > 0.05). Conclusions This study contributed another dimension to extant research on the relationship between perceived self-efficacy and performance among pharmaceutical managers. The study suggests targeted management training and collaborative learning for managers to improve their level of self-efficacy. Focal and routine training to enhance work-based competencies, professional development and problem-solving skills of pharmaceutical managers are advocated.

Multi-actor co-innovation partnerships in agriculture, forestry and related sectors in Europe: Contrasting approaches to implementation

CONTEXTInnovation is an important driver of increased productivity, sustainability and resilience in agriculture, forestry and related sectors. An analysis of how different types of multi-actor co-innovation partnerships function can help to identify the reasons why some are more successful than others in ‘speeding up’ innovation. OBJECTIVETo provide a framework for the analysis of the co-innovation process, we developed a multidimensional conceptual typology of co-innovation activities based on a review of 200 such partnerships involving farmers and foresters from across Europe. This framework is based on innovation systems theory and the prevailing policy context of the ‘multi-actor approach’. METHODSThe overarching concept or dependent variable measured by the typology is ‘effectiveness of co-innovation by a multi-actor partnership’ and the two dimensions of the overarching concept are the ‘structural components of the Organisational Innovation System’, with four categories, and ‘attitude towards interaction’, with two categories. The result is a matrix of eight ‘ideal types’ of co-innovation activity. These eight types are characterised according to first-order constructs derived from our research data. RESULTS AND CONCLUSIONSThe results show that the co-innovation process can successfully take contrasting forms according to the ‘contextual contingencies’ encountered by the partnership. In other words, no one ideal type is intrinsically ‘superior’ to another but may be more ‘appropriate’ in given circumstances. Factors influencing approaches to implementation include actor capacities, aspirations and networks, the co-innovation topic and its influence on the partnership size and the workplan structure, the type of co-innovation activity outputs and the need to engage with the ‘larger periphery’ of stakeholders, and the nature of the enabling environment. SIGNIFICANCEThe typology is not a classification since the ideal types represent organisational forms that might exist rather than real partnerships. However, the analytical framework it provides will help policy makers and programme managers to develop targeted interventions, according to actor needs and local circumstances, for ‘speeding up’ innovation.

Fitness switching costs scale (FSCS): development and assessment of higher-order reflective-formative scale

ABSTRACT Research question Scholars have recognized the critical role of switching costs in predicting consumption behavior. However, a scale measuring fitness consumers’ switching costs was unavailable. The purpose of the study is to develop and validate a fitness switching costs scale (FSCS). Research methods A three-step study was conducted. Step 1 generated a pool of items, which were then content validated by expert judges (N = 6). Step 2 (n = 455) examined the reliability and validity of the FSCS. Finally, Step 3 (n = 441) cross-validated the FSCS. Results and Findings The results provided support for the reliability and validity of the FSCS composed of the third-order formative construct (i.e. switching costs) with the four second-order formative constructs (i.e. procedural costs, relationship costs, financial costs, and convenience costs) and the 11 first-order reflective constructs (i.e. adjustment to a new fitness center, lack of other attractive fitness centers, information search costs, fitness center relationship loss, employee relationship loss, other consumer relationship loss, termination fee, loss of price benefit, loss of location benefit, loss of service-hour benefit, and loss of equipment availability benefit). Implications The FSCS allows researchers to obtain reliable results and advances theory development in fitness switching costs. Fitness practitioners can also use the FSCS and survey their current consumers to determine factors that prevent consumer defection.

A formative measurement model and development of quality of work-life scale based on two-factor theory: evidence from Indian private industries

PurposeThis study examines the quality of work-life (QoWL) as a formative construct and validates the scale in an Indian context. Taking a cue from the two-factor (Herzberg) theory, the study developed and validated a formative assessment model of QoWL in the current scenario.Design/methodology/approachCross-sectional data and a self-administered questionnaire were used to analyze the QoWL scale based on a sample of 841 respondents from IT/ITES, BFSI, CPG and manufacturing sectors. Indicators/items of QoWL were considered a first-order reflective construct, and factors of QoWL were considered second-order formative construct in the study. Embedded two-stage approach was used to assess the antecedent construct in the model in which QoWL was measured with seven formative indicators in stage one, and all the constructs of the QoWL are measured with a single item (Global_QWL, i.e. the essence of all constructs) in stage two.FindingsThe study found QoWL as a formative construct with seven significant dimensions; namely, hygiene factors included fairness in compensation (FC), job security (JS), interpersonal relationship (IR), health and wellbeing (HWB), where motivational factors had rewards and career growth (RG), work-life balance (WLB) and learning and development (LD). The study also indicated the strong association of a single item (global_QWL) with all constructs of QoWL. The study findings conceptualize a QoWL as a formative construct within the mentioned sector and can be generalized and extended to other sectors of the economy as well.Research limitations/implicationsFuture researchers can take guidance to deal with the formative construct in the development and validation of scale in various topics in the field of HRM. Future researchers can extend the study across cities and different sectors.Practical implicationsIn this VUCA world, employees have to be constantly on their toes to ensure their organization remains relevant. In this context, the least organization can do for their employees is to offer a conducive environment and favorable QoWL. This study aims to assist the key decision-makers in applying the QoWL index as a formative construct and aiding them in improving the quality of their decisions.Social implicationsResearcher believes that applying the QoWL index as a formative construct can aid decision-makers in improving the quality of their decisions by equipping them with relevant inputs and knowledge. Government can focus on the employees' welfare and introduce the current motivational and hygiene factors in the area of quality of life of the Indians.Originality/valueFormative assessment measurement of QoWL model was validated with the two-factor theory to understand the work environment of India in the private sector across different sectors. The unique finding of the study was a single item (global_QWL) to conclude the QoWL index as a formative construct by redundancy analysis.

Destination experiencescape: conceptualization and scale development amid COVID-19 pandemic

ABSTRACT Although experiencescape has been gaining increasing scholarly attention, there is still a lack of a comprehensive and multi-dimensional scale that can be used to assess destination experiencescape. In addition, how the COVID-19 pandemic has influenced the key components of experiencescape remains unknown. Adopting both qualitative and quantitative approaches, this study proposes a destination experiencescape conceptualization and then empirically tests the proposed scale paying special attention to the challenges the COVID-19 pandemic brought to the travel industry. Specifically, based on the content mining of online reviews posted by travellers and the coding analysis of in-depth interviews as well as a thorough review of literature, this study identifies five second-order dimensions that are formed by 23 first-order constructs. The proposed scale is validated through several content validity check approaches and two rounds of survey data. The nomological validity of this instrument is conducted by examining its influence on two outcome variables: perceived value and destination loyalty. A simplified scale consisting of 22 questions is also validated for future research to adopt.

Rock in Rio Festival: Influences of Brand Experience and the Brand Personality in Audience of a Music Festival in Brazil

Considering the existence of other studies in which the brand experience tested from the Brand Experience Model fails to verify the nomological validity in all their relations represents a gap in the knowledge about the brand experience and there exists little empirical evidence in consumption services like Rock in Rio Music Festival. This article measures the brand experience of the Rock in Rio Musical Festival and verifies its relationships with brand personality, moreover consumers' attitudes and their behavioral intentions in terms of satisfaction and loyalty. A survey questionnaire was applied to the participants of Rock in Rio Music Festival by Facebook ads and 864 online questionnaires were answered. Eight hypotheses were tested empirically by multivariate statistical analysis by the use of structural equation modeling. Findings indicate that the first order of constructs— sensory, affective, behavioral, and intellectual—formed the second-order construct of brand experience and the first-order constructs of sincerity, excitement, competence, and ruggedness formed the second-order construct of the brand personality. The brand experience focuses on the brand personality and both influence the satisfaction and loyalty to the brand. Moreover, this article helps managers to increase the experiential marketing perception of their consumers at a music festival.

Specifying, estimating and validating consumer eSports engagement composite model: a composite confirmatory approach

PurposeThe present study aims to specify, estimate, and validate the composite formative model of consumer eSports engagement (CeSE) through utilizing the composite confirmatory analysis (CCA) methodological approach.Design/methodology/approachTo validate the composite model of CeSE, we collected the data using the Mturk online tool from eSports gamers located in European countries. The partial least squares based structural equation modelling (PLS-SEM) approach was employed using SmartPLS to conduct CCA analyses.FindingsUsing CCA, the authors first evaluated the reflective constructs (three first-order dimensions comprising cognitive, affective, and activation) and found reliable and valid reflective constructs. The authors then proceeded to assess the composite formative model of CeSE at higher-order level and resulted that CeSE is a valid composite model. Besides, the nomological network of CeSE with technology acceptance variables (e.g. behavioral intention and usage behavioral were estimated and found significant results).Originality/valueThis study contributes to consumer engagement literature in many directions. First, this study applies consumer engagement scale in the eSports context (i.e. eSports game brands). Second, this study notably specifies, estimates, and validates CeSE as composite model comprising cognitive, affective, and activation factors as first-order reflective constructs and CeSE as second/higher-order formative construct. Third, this study applies CCA guidelines to establish the CeSE as a composite formative measurement model and make significant methodology contribution. Fourth, this study extends the TAM model via studying CeSE as an important determinant of behavioral intention to play eSports games, which in turn impacts on eSports gaming/usage behavior.

Hierarchical Service Quality Analysis Using Structural Equation Modeling (SEM): A Case on Malaysian Taxi

This study was intended to examine the impact of two dimensional service quality, namely Techical quality and Functional quality toward consumer satisfaction of taxi service in Malaysia. Development of the research framework was based on adaptation of Parasuraman’s SERVQUAL model and Grönroos’s Two-Dimensional model. The Technical quality is conceptualized as the second-order measured constructs with three first-order constructs namely, Waiting time, Tangibles and Valence, while the Functional quality is conceptualized as second-order measured constructs with four first-order constructs namely, Reliability, Assurance, Empathy and Responsive. A total of 250 surveys were collected from tourists who had used Malaysian taxi service in Selangor, Wilayah Persekutuan Kuala Lumpur, Johor, Penang, and Perak. The target respondents were screened by using quota sampling technique where location was used as control category or quota in the first stage and in second stage was based on judgment. Partial least squares structural equation modeling (PLS-SEM) method were used to analyse the measurement and structural model as well as for hypothesis testing. Results found that Technical quality and its dimensions (Tangibles and Valence), Functional quality and its dimensions (Reliability, Empathy and Responsiveness) have significant influence on the consumer satisfaction in Malaysian taxi services. While, the Waiting time and Assurance do not bring any significant effect on consumer satisfaction. The empirical outcomes from this study are predicted to have a substantial impact of the success of taxi service in Malaysia, which now have terrible image from public due to their services. On top of that, it is also projected to enhance knowledge and literatures in the domain of service quality by providing more comprehensive service quality model and its determinants.

The Development of Lean Healthcare Constructs for Quality of Healthcare Service: A Second-order Model of Lean Healthcare in Malaysia

The increase of patients’ attendance due to Covid-19 cases, together with the rise of patients’ demand, long waiting time, rising cost of service, lack of quality personnel and government funding constraints has overwhelmed the healthcare system and resources. Lean is therefore introduced as one of the best strategies by improving the quality of healthcare service delivery through stakeholders’ centricity. Despite there are emerging literatures for Lean healthcare, there is less agreement on the primary constructs constituting under the Lean healthcare practices. This study aims to identify the Lean healthcare practices and provide valid and reliable constructs for Lean healthcare in Malaysia. With the inspiration of Complementary Theory and Sustainable Lean Iceberg Model, the Lean healthcare is conceptualized as second-order formatively measured construct with five first-order constructs namely Strategy and alignment; Leadership; Behavior and engagement; Process management; Tools, technologies and techniques and measure Lean healthcare association with healthcare service quality. Data were obtained from 500 healthcare practitioners and patients in Malaysia public lean hospitals. The result identified the valid and reliable Lean healthcare constructs which consists of five Lean healthcare practices with total 30 items. The study found that all the constructs are complementary and mutually supportive to present the Lean healthcare as holistic implementation and have significant association with the healthcare service quality. This study provides fundamental knowledge and direction for future research as well as practitioners to adopt and implement all the Lean healthcare practices in a holistic manner to enhance the quality of healthcare services.

Patient Self-Care and Caregiver Contribution to Patient Self-Care of Chronic Conditions: What Is Dyadic and What It Is Not

ObjectivesSelf-care of chronic conditions involves both patients and their informal caregivers and therefore might be considered as a dyadic phenomenon. Nevertheless, empirical evidence supporting a dyadic construct is unavailable. This study aimed to explore the existence of a dyadic construct in self-care maintenance, monitoring, and management in patients affected by chronic conditions and their informal caregivers. MethodsThis study used a cross-sectional design. We used the Self-Care of Chronic Illness Inventory and the Caregiver Contribution to Self-Care of Chronic Illness Inventory, which measure patient self-care and informal caregivers’ contribution to self-care maintenance, monitoring and management. Exploratory Structural Equation Modeling was performed to verify the existence of dyadic latent constructs in each scale in patients and informal caregivers. ResultsA convenience sample of 493 patients and informal caregivers, with a mean age of 76.47 and 52.76 years, respectively, was studied. In the self-care maintenance scales, 2 correlated factors (r = 0.34, P < .001) were identified, indicating the presence of a dyadic second-order construct. In addition, 2 factors that were not correlated (r = 0.11, P = .064) were identified in the self-care monitoring scales, indicating the absence of a dyadic construct. Finally, we found a 3-factor model in the self-care management scales composed of both patient and caregiver items, indicating a dyadic first-order construct. ConclusionsKnowing which care behaviors are dyadic in chronic conditions is important for tailoring interventions to improve self-care. Self-care maintenance and management would benefit from dyadic interventions, while self-care monitoring would not. The results of this study may illuminate future theoretical and scientific developments in dyadic care of chronic illness.

Classifying and measuring the service quality of AI chatbot in frontline service

AI chatbots have been widely applied in the frontline to serve customers. Yet, the existing dimensions and scales of service quality can hardly fit the new AI environment. To address this gap, we define the dimensions of AI chatbot service quality (AICSQ) and develop the associated scales with a mixed-method approach. In the qualitative analysis, with the coding of the interviews from 55 global organizations in 17 countries and 47 customers, we develop new multi-level dimensions of AICSQ, including seven second-order and 18 first-order constructs. Then we follow a 10-step scale development method to establish the valid scales. The nomological test result shows that AICSQ positively influences customers’ satisfaction with, perceived value of, and intention of continuous use of AI chatbots. The innovative dimensions and scales of AI chatbot service quality provide conceptual classification and measurement instruments for the future study of chatbot service in the frontline.

Investigating the role of technostress, cognitive appraisal and coping strategies on students' learning performance in higher education: a multidimensional transactional theory of stress approach

PurposeCOVID-19 has galvanized educational institutions to rapidly adopt technology-enhanced learning (TEL) environment where students are required to use and manage a diverse set of information and communication technologies (ICTs). Using the Transactional Theory of Stress, the authors investigate the impact of a TEL environment on students' stress, cognitive appraisal and coping. The authors also explore how the TEL environment impacts students' learning satisfaction and performance.Design/methodology/approachA survey using Qualtrics was developed to collect the data from 275 undergraduate students. The authors used the Partial Least Squares (PLS) through SmartPLS for instrument validation and testing of the structural model. The reflective-formative model was applied as the measures used to evaluate the first-order constructs are unidimensional, and the second-order construct has a formative measurement.FindingsStudents experienced technology-related stress due to ICT use. The negative appraisal such as harm and threat leads to emotion-focused coping among students, while the constructive appraisal such as positive and challenge leads to problem-focused coping. Emotion-focused coping was found to negatively impact learning satisfaction, while problem-focused coping was found to positively impact satisfaction. The authors also found that students with a higher level of experience with online and hybrid classes, higher confidence in computer usage and lower anxiety are better equipped to deal with technostress.Research limitations/implicationsThis study provides the first comprehensive technostress model in the IS literature that uses formative modeling to explain technostress creators and inhibitors and emotion-focused coping and problem-focused coping, as was intended by the Transactional Theory of Stress. The result allows for rethinking TEL environment by drawing attention to strategies that can reduce technological complexity and uncertainty. For future research, it may be helpful to perform a longitudinal or experimental study to obtain rigorous causal inference. Originality/valueThere is limited research on the impact of technostress in the field of higher education. Also, technostress has been used inconsistently in Information Systems research, with the majority of research focusing on technostress creators and inhibitors only. This research incorporates all the constructs of the original theory adding new knowledge to the IS literature about the nature and causes of stress created by the use of technology.

Elements that compose the non-profit BRAND orientation in an emerging country

This study grouped and systematized the elements that make up non-profit brand orientation (NBO) in an emerging country, as well as the elements that precede non-profit brand orientation, and the consequences of, and barriers to, the implementation of this strategy. The country studied was Brazil. We carried out an exploratory quantitative study based on the theoretical concept of brand orientation, with data collected from a questionnaire with statements generated in qualitative initial research. We collected 223 valid questionnaires and submitted them to exploratory factor analysis (EFA). We found that NBO in an emerging country is a higher-order reflective construct composed of two lower-order reflective constructs (communication and cause). The antecedents of NBO resulted in a set of reflective constructs of the first order (organizational factors, market factors, and action). We also found four first-order reflective constructs as a consequence of NBO (fundraising, partnerships, staff relationships, and social influence). The barriers to NBO constitute a higher-order reflective construct, composed of four lower-order reflective constructs (communication challenges, commercial aversion, barriers to donation, and economic context). We conclude that, in the presence of the antecedents of NBO in an emerging country, a non-profit organization tends to develop NBO and thus achieves several benefits. However, barriers to NBO hinder both the implementation of NBO and the achievement of the benefits resulting from this strategic orientation.