Antecedents and Performance Consequences of Integrated Brand Management in China: An Exploratory Study

Chen, Xiaoyun; Lam, Long W.; Zou, Huan

Abstract

This study explores the role of integrated brand management in China. Using the survey data for 309 brands, our results show that integrated brand management has a positive effect on business performance in China. We also find that top management emphasis and corporate supportive resources directly foster integrated brand management. In addition, the emphasis of top management indirectly affects integrated brand management through reward system. Furthermore, we find that these relations vary between high- and low-performance brands. The implications for transitional economies are discussed.

Citation

Chen, X., Lam, L. W., & Zou, H. (2011). Antecedents and Performance Consequences of Integrated Brand Management in China: An Exploratory Study. Journal of Global Marketing, 24(2), 167-180. https://doi.org/10.1080/08911762.2011.558814

• Journal Article Type: Article
• Publication Date: Jan 1, 2011
• Deposit Date: Dec 23, 2015
• Journal: Journal of Global Marketing
• Print ISSN: 0891-1762
• Electronic ISSN: 1528-6975
• Publisher: Taylor and Francis Group
• Peer Reviewed: Peer Reviewed
• Volume: 24
• Issue: 2
• Pages: 167-180
• DOI: https://doi.org/10.1080/08911762.2011.558814