tailieunhanh - International branding and performance implications in emerging markets

This study examines the impact of branding aspects on firm performance in the emerging markets ofSoutheast Asia. Specifically, the question of standardization versus adaptation of brandpromotion is the focus of attention. | International branding and performance implications in emerging markets International Journal of Management INTERNATIONAL IJM ISSN 0976 JOURNAL OF MANAGEMENT 6502 Print ISSN 0976 - 6510 Online IJM Volume 5 Issue 7 July 2014 pp. 01-15 IAEME ISSN 0976-6502 Print ISSN 0976-6510 Online IJM Volume 5 Issue 7 July 2014 pp. 01-15 IAEME http IAEME Journal Impact Factor 2014 Calculated by GISI INTERNATIONAL BRANDING AND PERFORMANCE IMPLICATIONS IN EMERGING MARKETS Dr. Mauricia Miguel-Herrera Dr. Business and Academic Consultant Director MMH Consulting GRD Institute of Management College of Science Coimbatore-641 014 ABSTRACT The central role of branding in establishing the firm s identity and building its position in the global marketplace among customers retailers and other marketplace participants makes it increasingly imperative for firms to establish a clear cut international branding strategy. This study examines the impact of branding aspects on firm performance in the emerging markets ofSoutheast Asia. Specifically the question of standardization versus adaptation of brandpromotion is the focus of attention. After literature review a conceptual model suggests that thestandardization of brand promotion as well as a long-term brand vision provided by management positively influence target market performance. Furthermore the model considers externalenvironmental factors. Data gathered from a survey with managers allow testing the hypothesesthrough structural equation modelling. The results of the quantitative study largely support thehypotheses. Keywords Branding Standardization Performance Emerging Markets. INTRODUCTION The globalization of the marketplace gave rise to the importance of international marketing. A greatnumber of the well-established theories in marketing are derived from research conducted in thecontext of advanced markets in highly industrialised countries which raises the question

• Quản trị kinh doanh
• Impact of branding aspects
• Emerging markets of Southeast Asia
• Standardization versus adaptation of brandpromotion
• Central role of branding
• International branding strategy