品牌管理
营销
业务
品牌知名度
品牌资产
一致性(知识库)
独创性
市场导向
企业品牌
控制(管理)
品牌延伸
价值(数学)
广告
计算机科学
心理学
机器学习
人工智能
社会心理学
创造力
作者
Wai Jin J Lee,Aron O’Cass,Phyra Sok
出处
期刊:European Journal of Marketing
[Emerald (MCB UP)]
日期:2017-02-13
卷期号:51 (1): 177-199
被引量:35
标识
DOI:10.1108/ejm-09-2015-0698
摘要
Purpose A strong brand is one that consumers know and perceive as differentiated from competing brands. Building brands with high levels of awareness and uniqueness is critical to ensuring brand strength and sustained competitiveness. To this end, the roles of brand management capability and brand orientation are highlighted. However, given the significance of consistency in branding, firms’ brand management capability and brand orientation alone may not be sufficient, and a mechanism that facilitates branding consistency is required. In the integrating marketing control theory with the resource-based view (RBV) and dynamic capabilities (DC) theory, this study aims to examine how a firm’s brand orientation, when supported by formalisation, contributes to building brands with high levels of awareness and uniqueness through the intervening role of brand management capability. Design/methodology/approach In testing the hypotheses proposed in this study, survey data were drawn from a sample of firms operating in the consumer goods sector and examined through hierarchical regression analysis. Findings This study finds that firms are more likely to build brands with high levels of awareness and uniqueness in the market when their brand orientation is supported by formalisation, because this combination (brand orientation and formalisation) facilitates branding consistency and brand management capability development. Originality/value In weaving together the theoretical perspectives of marketing control, RBV and DC, this study extends current knowledge by showing that brand management capability and brand orientation alone are insufficient for building brands with high levels of awareness and uniqueness. Instead, maximising their performance effects requires the support of formalisation.
科研通智能强力驱动
Strongly Powered by AbleSci AI