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Chen, Xiaoyun, Lam, Long W. and Zou, Huan (2011) 'Antecedents and Performance Consequences of Integrated Brand Management in China: An Exploratory Study.' Journal of Global Marketing, 24 (2). pp. 167-180.

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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.

Item Type: Journal Article
SOAS Departments & Centres: Departments and Subunits > School of Finance & Management
Legacy Departments > Faculty of Law and Social Sciences > School of Finance and Management
ISSN: 08911762
DOI (Digital Object Identifier): https://doi.org/10.1080/08911762.2011.558814
Date Deposited: 23 Dec 2015 12:02
URI: https://eprints.soas.ac.uk/id/eprint/21661

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