The brand management system and service firm competitiveness

Despite the growing body of literature acknowledging that strong brands are crucial for firms' long-term competitiveness, little research examines how firms should manage their brands internally to maximize their value and the firm's commercial performance. On the basis of the brand manage...

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Veröffentlicht in:Journal of business research 2013-02, Vol.66 (2), p.148-157
Hauptverfasser: Santos-Vijande, María Leticia, del Río-Lanza, Ana Belén, Suárez-Álvarez, Leticia, Díaz-Martín, Ana María
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container_end_page 157
container_issue 2
container_start_page 148
container_title Journal of business research
container_volume 66
creator Santos-Vijande, María Leticia
del Río-Lanza, Ana Belén
Suárez-Álvarez, Leticia
Díaz-Martín, Ana María
description Despite the growing body of literature acknowledging that strong brands are crucial for firms' long-term competitiveness, little research examines how firms should manage their brands internally to maximize their value and the firm's commercial performance. On the basis of the brand management system (BMS) that Kim and Lee (2007) and Lee, Park, Baek, and Lee (2008) describe, the current research extends these authors' work and develops a multidimensional BMS scale comprising three dimensions: brand orientation, internal branding, and strategic brand management. The BMS represents the basic internal management infrastructure necessary to sustain brand-building activities and brand equity creation. The study also conceptualizes the BMS as a dynamic capability that constitutes a potential route to acquiring a sustainable competitive advantage. The data from a sample of 151 knowledge-intensive business services firms show that the BMS effectively helps firms to perform better than their competitors and that market orientation and innovativeness are key antecedents for the development of the system. These results contribute to the scarce literature on managing brands in business services.
doi_str_mv 10.1016/j.jbusres.2012.07.007
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source Elsevier ScienceDirect Journals
subjects Brand equity
Brand management
Brand management system
Brands
Business services
Business-to-business branding
Competitive advantage
Economic performance
Equity
Innovation
Innovativeness
Management theory
Market orientation
Market theory
Marketing
Service industries
Studies
title The brand management system and service firm competitiveness
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