Енннн
The current issue and full text archive of this journal is available at www.emeraldinsight.com/0265-1335.htm IMR
24,4
Multiple roles for branding in international marketing
384
Faculty of Business and Informatics, School of Commerce and Marketing,
Central Queensland University, Rockhampton, Australia, and
Ho Yin Wong
Bill Merrilees
Department of Marketing, Griffith Business School, Griffith University,
Gold Coast, Australia
Abstract
Purpose – The purpose of this study is to empirically examine the inter-related relationships among various branding issues such as brand orientation, brand re-positioning, brand performance and international marketing issues in terms of international marketing strategy, financial performance, control of international marketing activities, international commitment and macro-marketing environment. Design/methodology/approach – A mail survey with 315 useful samples drawn from the
Austrade database was conducted. The steps suggested by Churchill, Cheng and Andersen and
Gerbing were rigorously followed to purify the constructs and measurement models. Finally, structural equation modelling using partial disaggregation method was performed to test the whole structured model.
Findings – The results from structural equation modelling method confirm significant relationships between the constructs in the model. All major fit indices from structural equation modelling analysis show satisfactory results for both the measurement models and the structural model.
Research limitations/implications – The findings provide insight to international marketers with regard to deploying resources, establishing strategy and adapting the strategy to the culture within overseas markets. Judicious investments in finance and personnel are required for overseas expansion.
International branding strategy can be used to enhance a firm’s brand and financial performances abroad. Originality/value – The major values of this study are the
24,4
Multiple roles for branding in international marketing
384
Faculty of Business and Informatics, School of Commerce and Marketing,
Central Queensland University, Rockhampton, Australia, and
Ho Yin Wong
Bill Merrilees
Department of Marketing, Griffith Business School, Griffith University,
Gold Coast, Australia
Abstract
Purpose – The purpose of this study is to empirically examine the inter-related relationships among various branding issues such as brand orientation, brand re-positioning, brand performance and international marketing issues in terms of international marketing strategy, financial performance, control of international marketing activities, international commitment and macro-marketing environment. Design/methodology/approach – A mail survey with 315 useful samples drawn from the
Austrade database was conducted. The steps suggested by Churchill, Cheng and Andersen and
Gerbing were rigorously followed to purify the constructs and measurement models. Finally, structural equation modelling using partial disaggregation method was performed to test the whole structured model.
Findings – The results from structural equation modelling method confirm significant relationships between the constructs in the model. All major fit indices from structural equation modelling analysis show satisfactory results for both the measurement models and the structural model.
Research limitations/implications – The findings provide insight to international marketers with regard to deploying resources, establishing strategy and adapting the strategy to the culture within overseas markets. Judicious investments in finance and personnel are required for overseas expansion.
International branding strategy can be used to enhance a firm’s brand and financial performances abroad. Originality/value – The major values of this study are the
References: Agrawal, M. (1995), “Review of a 40-year debate in international marketing”, International Marketing Review, Vol Alashban, A.A., Hayes, L.A., Zinkhan, G.M. and Balazs, A.L. (2002), “International brand-name standardization/adaptation: antecedents and consequences”, Journal of International Anderson, O. (1993), “On the internationalisation process of firms: a critical analysis”, Journal of International Business Studies, Vol Anderson, J.C. and Gerbing, D.W. (1988), “Structural equation modeling in practice: a review and recommended two-step approach”, Psychological Bulletin, Vol Anderson, J.C. and Narus, J.A. (1990), “A model of distributor firm and manufacturer firm working partnerships”, Journal of Marketing, Vol Appiah-Adu, K. (1997), “Marketing in emerging countries: evidence from a liberalized economy”, Marketing Intelligence & Planning, Vol Appiah-Adu, K. (1999), “The impact of marketing mix decisions on performance: a study of foreign and domestic firms in a liberalized economy”, Journal of Global Marketing, Vol Armstrong, S.J. and Overton, T.S. (1977), “Estimating nonresponse bias in mail surveys”, Journal of Marketing Research, Vol Asmundson, G., Stein, M. and Mccreary, D. (2002), “Posttraumatic stress disorder symptoms influence health status of deployed peacekeepers and nondeployed military personnel”, Bacon, L.D. (1997), Using Amos for Structural Equation Modeling in Market Research, SPSS, Chicago, IL. Bagozzi, R.P. and Heatherton, T.F. (1994), “A general approach to representing multifaceted personality constructs: application to state self-esteem”, Structural Equation Modeling, Bandalos, D.L. and Finney, S.J. (2001), “Item parceling issues in structural equation modeling”, in Marcoulides, G.A Barwise, P. and Robertson, T. (1992), “Brand portfolios”, European Management Journal, Vol. 10 No Biel, A.L. (1992), “How brand image drives brand equity”, Journal of Advertising Research, Vol. 32 No Black, J.A. and Boal, K.B. (1994), “Strategic resources: traits, configurations and paths to sustainable competitive advantage”, Strategic Management Journal, Vol Calantone, R. and Knight, G. (2000), “The critical role of product quality in the international performance of industrial firms”, Industrial Marketing Management, Vol Calderon, H., Cervera, A. and Molla, A. (1997), “Brand assessment: a key element of marketing strategy”, Journal of Product & Brand Management, Vol Capon, N., Berthon, P., Hulbert, J.M. and Pitt, L.F. (2001), “Brand custodianship: a new primer for senior managers”, European Management Journal, Vol Carmines, E.G. and McIver, J.P. (1981), “Analyzing models with unobserved variables: analysis of covariance structures”, in Bohrnstedt, G Caves, R.E. (1972), American Industry: Structure, Conduct, Performance, Prentice-Hall, Englewood Cliffs, NJ. Cavusgil, S.T. and Zou, S. (1994), “Marketing strategy-performance relationship: an investigation of the empirical link in export market ventures”, Journal of Marketing, Vol Cavusgil, S.T., Zou, S. and Naidu, G.M. (1993), “Product and promotion adaptation in export ventures: an empirical investigation”, Journal of International Business Studies, Vol Chaudhuri, A. (2002), “How brand reputation affects the advertising-brand equity link”, Journal of Advertising Research, Vol Chaudhuri, A. and Holbrook, M.B. (2001), “The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty”, Journal of Marketing, Vol Cheng, E.W.L. (2001), “SEM being more effective than multiple regression in parsimonious model testing for management development research”, Journal of Management Development, Cheng, J.M.S., Blankson, C., Wu, P.C.S. and Chen, S.S.M. (2005), “A stage model of international brand development: the perspectives of manufacturers from two newly industrialized Czinkota, M.R., Ronkainen, I.A., Moffett, M.H. and Moynihan, E.O. (2001), Global Business, Harcourt, Inc., Orlando, FL. Dabholkar, P.A., Thorpe, D.I. and Rentz, J.O. (1996), “A measure of service quality for retail stores: scale development and validation”, Journal of the Academy of Marketing Science, de Chernatony, L. (2001), From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands, Butterworth-Heinemann, Oxford. de Chernatony, L., Halliburton, C. and Bernath, R. (1995), “International branding: demand- or supply-driven opportunity?”, International Marketing Review, Vol Dick, A.S. and Basu, K. (1994), “Customer loyalty: toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, Vol Dong, L.C. and Marilyn, M.H. (2001), “Brand name translation model: a case analysis of US brands in China”, Journal of Brand Management, Vol Driscoll, A.M. and Paliwoda, S.J. (1997), “Dimensionalizing international market entry mode choice”, Journal of Marketing Management, Vol Dunn, S.C., Seaker, R.F. and Waller, M.A. (1994), “Latent variables in business logistics research: scale development and validation”, Journal of Business Logistics, Vol Dunning, J.H. (1988), “Explaining the international direct investment position of countries: toward a dynamic or development approach”, Weltwirtschaftliches Archiv, Vol