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.
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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