Developing brand identities for international new ventures under uncertainty: Decision-making logics and psychic distance

Kusi, Samuel Yaw; Gabrielsson, Peter; Kontkanen, Minnie

doi:10.1016/j.ibusrev.2021.101867

Cited by 20 publications

(20 citation statements)

References 95 publications

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“…Overall, the results of this research supported the idea that achieving higher export performance is possible by recognising the antecedent resources and capabilities (Morgan et al, 2018;McKelvie et al, 2020;Kusi et al, 2021) in a low-tech/mature industry (Haddoud et al, 2019;Gupta and Chauhan, 2020) in a B2B market (K€ oksal and € Ozg€ ul, 2010;Morgan et al, 2012). The present study contributed to the extant literature by combining resources and capabilities (Falahat et al, 2020;Hoque et al, 2020;Jafari-Sadeghi et al, 2021a) through the firm's branding advantage (Zou et al, 2003;Spyropoulou et al, 2011).…”

Section: Theoretical Contributionssupporting

confidence: 74%

“…Therefore, this study, from a practical standpoint, attempts to satisfy the urge to illuminate the relationships between antecedents of export ventures' ability to effectively implement the strategy of positional advantage, via their brand, with performance in international B2B markets (K€ oksal and € Ozg€ ul, 2010; Morgan et al, 2012). From an academic perspective, some of the antecedents of the brand resources explored in a domestic market context, such as communication capability have received little attention in the international marketing context (McKelvie et al, 2020;Kusi et al, 2021). In a similar vein, the capability-performance mechanisms explored in a domestic market context have received little research attention in international marketing (Morgan et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

“…From an academic perspective, some of the antecedents of the brand resources explored in a domestic market context, such as communication capability have received little attention in the international marketing context (McKelvie et al. , 2020; Kusi et al. , 2021).…”

Section: Introductionmentioning

confidence: 99%

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Branding advantage of agri-food companies in competitive export markets: a resource-based theory

Aghazadeh

Abadi

Zandi

2022

BFJ

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PurposeThe purpose of the present study is to investigate the antecedents of export performance and branding advantage, as a key type of competitive advantage in export markets among entrepreneurs and managers of agri-food exporters.Design/methodology/approachA sample of entrepreneurs from 182 exporting firms of the agriculture and food industry participated in a cross-sectional survey. The data were collected by a self-reporting questionnaire and partial least squares were used to analyse the data and assess the path model.FindingsResults revealed that experiential resources strongly promote communication capabilities. Also, communication, distribution and product development capabilities contribute to the creation of the branding advantage in export markets. In addition, a positive relationship between the branding advantage and export performance of agri-food products is confirmed.Research limitations/implicationsThe study targets exporters of agri-food products. Hence, the results should be interpreted regarding the context of low-technology firms. Further, this paper delineates branding advantage considerations that managers need to account for to achieve effective exporting. Practitioners can efficaciously exploit resources to achieve a competitive advantage, considering that they focus on building capabilities, and in particular, communication capabilities.Originality/valueThe present study highlights the role of the branding advantage as an important type of competitive advantage in international entrepreneurship and export markets. It attempts to examine the combined relationships of resources and capabilities with branding advantage and export performance.

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Section: Theoretical Contributionssupporting

confidence: 74%

Section: Introductionmentioning

confidence: 99%

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Branding advantage of agri-food companies in competitive export markets: a resource-based theory

Aghazadeh

Abadi

Zandi

2022

BFJ

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“…Brand identity can help consumers' perception of a brand so that it can be identified. Brand Identity includes the advantages and icons of the Bekasi Hutan Bambu as a tourist spot (Balmer & Podnar, 2021;Krishna & Kim, 2021;Kusi et al, 2021). This Bekasi Hutan Bambu Tour is one of the tourist attractions that have a uniqueness that is typical of Betawi in the middle of the city of Bekasi.…”

Section: Brand Identitymentioning

confidence: 99%

Sustainable SCM Approach as a Branding Strategy on the Hutan Bambu Tourism Object in Bekasi City

Andayani¹,

Fahriyah²,

Yoseph³

et al. 2022

ijjm

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This study was aimed at analyzing the implementation of the Sustainable Supply Chain Management (SSCM) approach as a branding strategy of tourism development of Hutan Bambu in Bekasi city. This study employed a descriptive research method using a qualitative approach. The data sources were primary and secondary data. The techniques of data collection were observation, interviews, and documentation. The interviews were conducted with six informants representing the manager, visitors, local communities, and food sellers in the Hutan Bambu area of Bekasi city. Furthermore, the data were analyzed by using the SSCM approach. The results of the study showed that the branding strategy for developing the Hutan Bambu tourism object can apply several ways. First, it considered SSCM concerns, especially sustainability, marketing-logistics empowerment, market-driven SCM, synchronous SCM, fast response logistics, and network-based resource management. Second, the tourism development was carried out by creating strong branding with the advantages of the Hutan Bambu tourism object, namely by marketing through social media to local and national communities. Third, the development can be done by holding attractive soft skills programs regularly by collaborating with training studios or certain institutions, so they can bring in visitors on a more regular and programmed basis. Fourth, this can also be done by modifying the management system, so the tourists can find alternative tourism objects in the city. Finally, the SSCM approach could be implemented in the development of the Hutan Bambu tourism object, Bekasi by strengthening branding and interesting soft-skills, as well as modifying the management system.

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“…In general, the concept of branding, brand building, brand positioning and brand management are similar in nature (Kapferer 1992). Usually, branding is regarded as a strategy of designing and managing the companies’ products eye-catching and differently in the market (Salzer-Mörling and Strannegård 2004; Kushi et al 2021;). It is an activity to build a strong relationship between a brand and consumers (Aperia 2001).…”

Section: Literature Reviewmentioning

confidence: 99%

Disclosure of Silent Branding During COVID-19 Pandemic: A Study of Sarsiwa Village in Chhattisgarh State of India

Agrawal

2021

International Journal of Rural Management

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The study tried to explore the adopted branding strategy in trading essential goods in lockdown during the COVID-19 pandemic. The lead researcher observed the buying behaviour of 600 rural customers as a participant–observer in grocery shops. Additionally, he interviewed five grocery shopkeepers in that village to cross-check the customers’ observations. The study categorised these observations into similar themes using content analysis. The sorting of the study data resulted in six main categories. Out of six categories, two are the most important, which reveal that customers don’t want to compromise with their choice of products/brands even in this adverse situation and they ask their preferred products/brands in code word very often to their nearby shopkeepers. Actually, these code words are the impact of silent branding of a product in their mind. The current study reveals that silent branding works long-lasting for customers and could be beneficial for firms. The study imperatively adds the concept of silent branding in the existing literature on branding.

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Developing brand identities for international new ventures under uncertainty: Decision-making logics and psychic distance

Cited by 20 publications

References 95 publications

Branding advantage of agri-food companies in competitive export markets: a resource-based theory

Branding advantage of agri-food companies in competitive export markets: a resource-based theory

Sustainable SCM Approach as a Branding Strategy on the Hutan Bambu Tourism Object in Bekasi City

Disclosure of Silent Branding During COVID-19 Pandemic: A Study of Sarsiwa Village in Chhattisgarh State of India

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