The brand management system and service firm competitiveness

Vijande, María Leticia Santos; Río-Lanza, Ana Belén del; Suárez‐Álvarez, Leticia; Díaz‐Martín, Ana M.

doi:10.1016/j.jbusres.2012.07.007

Cited by 125 publications

(154 citation statements)

References 69 publications

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“…The four items were scored using the same 7-point Likert scale running from 1 (Much Worse Than Competitors) to 7 (Much Better Than Competitors). Strategic Brand Management was measured using the five item scale developed in a B2B context by Santos-Vijande et al, (2013). Participants were asked to rate their level of agreement with statements, scored using a 7 point Likert scale running from 1 (Strongly disagree) to 7 (Strongly agree).…”

Section: (Much Better Than Competitors) Our International Market Infmentioning

confidence: 99%

Investigating international strategic brand management and export performance outcomes in the B2B context

Pyper

Doherty

Gounaris

et al. 2019

IMR

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Purpose Drawing on Resource-based Theory, the purpose of this paper is to empirically examine the effect of International Strategic Brand Management (SBM) on export performance within the Business-to-Business (B2B) context. To be able to purposely assess the relationship, this paper also sets out to discover what antecedent international resources, (financial resources) and international capabilities (market information, branding and marketing planning) contribute to the ability of B2B exporters to effectively manage their brands abroad. Design/methodology/approach A mixed method firm-level approach was employed. First, a qualitative study of 34 in-depth interviews explored the focal inter-relationships and constructs identified within the literature. A survey of 208 successful UK exporters was then conducted and the results were analysed using structured equation modelling. Findings The results confirm that certain marketing capabilities (branding and marketing planning) are advantageous antecedents to the employment of effective SBM in foreign markets which, in turn, leads to increased financial and market performance internationally. Practical implications This paper outlines practical brand management considerations managers need to account for to achieve effective exporting. Practitioners are advised to prioritise the development of robust international branding and marketing planning capabilities which can enable them to exploit their limited financial resources for optimal benefits. Furthermore, by developing these capabilities, firms can focus on the essence of their brand and communicate their brand image through the effective strategic management of their brand to business customers, evoking positive brand associations, enhanced perceived brand value and the achievement of increased export performance. Originality/value This paper is the first to focus on international SBM as the deterministic factor leading to improved B2B export performance. An innovative framework is offered which positions the pivotal role of International SBM as the central focus. The construct for international branding capabilities is extended specifically for use in the B2B domain.

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Section: (Much Better Than Competitors) Our International Market Infmentioning

confidence: 99%

Investigating international strategic brand management and export performance outcomes in the B2B context

Pyper

Doherty

Gounaris

et al. 2019

IMR

View full text Add to dashboard Cite

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“…Many organizations believe that one of their most important features is the brand of their products and services. Many researchers such as Santos-Vijande et al (2013) have mentioned that establishing strong brands is among the main factors in achieving competitive advantage as well as organizational durability and survival (5). For example, consumers use sportswear not only during their physical activity, but also at home, workplace, school, and other leisure centers.…”

Section: Introductionmentioning

confidence: 99%

“…For example, consumers use sportswear not only during their physical activity, but also at home, workplace, school, and other leisure centers. Also, the industries manufacturing sporting goods have the tendency for proper and athletic design of clothes, which are indispensable for each other (5).…”

Section: Introductionmentioning

confidence: 99%

The Relationship between Brand Image and Brand Trust in Sporting Goods Consumers

Deheshti

Firouzjah

Alimohammadi

2016

Ann. Appl. Sport Sci

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The image of a brand is the first word or image that is evoked in the mind of costumers immediately after hearing the brand name. The purpose of paying attention to the brand image is to ensure the proper mentality of consumers toward the brand. The components such as suitability, services, brand, variety, quality, and atmosphere form the brand image. The relationship between the brand image and other fields such as brand trust has been considered by researches and can play an effective role in improving the behavioral tendencies of costumers. This study is aimed to examine the relationship between foreign brand image and brand trust among buyers of foreign sports brands. The statistical population of this study consisted of 279 male and female athletes in city of Qom who were buying foreign sports brands. The data collection tool was brand image questionnaire and brand trust questionnaire with Cronbach's alpha of 0.87 and 0.88, respectively. The results of Pearson's correlation test showed a significant relationship between image and brand trust (r=0.68). The components of brand image (brand, services, suitability, variety, quality, and atmosphere) with the coefficients of 0.39, 0.53, 0.45, 0.55, 0.51, and 0.54, respectively, had significant correlation with brand trust. The results of simultaneous regression analysis demonstrated that the components of services, variety, quality, and atmosphere could predict the significance of the brand trust among the buyers of foreign sports brands. Based on the results of this study, it seems that the focus on improving the components of services, variety in sale, attention to the quality of products and services, as well as developing a positive atmosphere for customers in providing sale services can have an effective impact on increasing brand trust and improving the behavioral tendencies of costumers.

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“…Previous studies adopting similar constructs broadly reflecting the notion of BMPs (viz. brand orientation, brand management systems and integrated brand management) have attempted to relate them directly to the performance of the firm (Brïdson/Evans 2004;Napoli 2006;Lee et al 2008;Baumgarth 2010;Chen et al 2011;Laukkanen et al 2013;Santos-Vijande et al 2013). However, in these studies, the independent variables (i.e., brand management system, integrated brand management or brand orientation) were typically collapsed into only a single dimension, even though it is acknowledged that the independent variables, in fact, comprise multiple dimensions.…”

Section: Discussionmentioning

confidence: 99%

Brand management practices in emerging country firms – exploring the patterns of variation and its impact on firm performance

Tatoğlu¹,

Sahadev

Demirbağ

2018

JEEMS

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Brand management practices in emerging country firmsexploring the patterns of variation and its impact on firm performance Firms in emerging countries often face different sets of challenges in developing their brand management strategies. Drawing on the dynamic capabilities view, the present study examines brand management practices among firms in an emerging country. Drawing on a survey of 224 firms in Turkey, the study first aims to segment firms in terms of their adoption level of brand management practices and then relate them to their overall firm and brand performances. A three-cluster solution emerging from a K-means cluster analysis reveals that firms show significant differences with respect to both performance dimensions. The findings of the study also provide evidence to the view that brand management practices add to the dynamic capabilities of emerging country firms. Finally, the study concludes with practical implications and avenues for future research.

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The brand management system and service firm competitiveness

Cited by 125 publications

References 69 publications

Investigating international strategic brand management and export performance outcomes in the B2B context

Investigating international strategic brand management and export performance outcomes in the B2B context

The Relationship between Brand Image and Brand Trust in Sporting Goods Consumers

Brand management practices in emerging country firms – exploring the patterns of variation and its impact on firm performance

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