International brand-name standardization/adaptation: Antecedents and consequences

被引:83
作者
Alashban, AA
Hayes, LA
Zinkhan, GM
Balazs, AL
机构
[1] Univ Georgia, Athens, GA 30602 USA
[2] Univ Mississippi, Div Business & Commun, University, MS 38677 USA
关键词
D O I
10.1509/jimk.10.3.22.19544
中图分类号
F [经济];
学科分类号
02 ;
摘要
Using the structure-conduct-performance paradigm along with Porters international factor conditions, the authors propose and empirically test a conceptual framework to explain the antecedents and consequences of a firm's brand-name standardization/adaptation strategy. 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 authors find 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.
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页码:22 / 48
页数:27
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