Exploring brand management strategies in Chinese manufacturing industry
| Autor: | Wai-sum Siu, Fenfang Lin |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
Marketing
Knowledge management business.industry Strategy and Management 05 social sciences Interview data Brand management Conceptual framework Manufacturing Schema (psychology) 0502 economics and business 050211 marketing Thematic analysis business Categorical variable 050203 business & management |
| Zdroj: | Journal of Brand Management. 27:48-76 |
| ISSN: | 1479-1803 1350-231X |
| DOI: | 10.1057/s41262-019-00166-6 |
| Popis: | The purpose of this paper was to empirically explore how Chinese private manufacturers make strategic branding decisions. We develop a conceptual framework to investigate the branding decisions undertaken by Chinese manufacturers. Interview data were subjected to qualitative thematic analysis and quantitative categorical principal component analysis. Data reveal a branding schema that illustrate four types of B2B brander: achievement competencies branders, awareness competencies branders, novice competencies branders, and no-competencies branders. The schema describes the trajectory of the progressive evolution of B2B branders. This paper contributes to the long-called-for formation of a theoretical framework of B2B branding from the amorphous literature and provides a direction for manufacturers to undertake branding practice. The exploratory nature lays foundations for further research to investigate B2B branding in other contexts. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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