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International brand-name standardization/adaptation: antecedents and consequences

Zinkhan, George M. - ; Alashban, Aref A. - ; Hayes, Linda A. - ; Balazs, Anne L. - ;

Using the structure-conduct-performance paradigm along with Porter's (1990) international factor conditions, a conceptual framework to explain the antecedents and consequences of a firm's brand-name standardization/adaptation strategy is proposed and empirically tested. Survey research and structural equation modeling results show that firms adapt (vary) their brand names when market structure factors measured by competitive, buyer, and distribution intensity increase. Furthermore, the study finds that the more standardized the brand name worldwide, the higher are the firm's cost savings and the higher is the product's sales volume as perceived by marketing executives.Printed Journal

Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	: American Marketing Association
Edisi	-
Subjek	Brand equity Statistical analysis Brand names Models Standardization Hypotheses Market strategy studies International markets
ISBN/ISSN	1069031x
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data