Topics: Marketing, Brand, Branding Pages: 25 (11008 words) Published: April 25, 2014
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Multiple roles for branding
in international marketing


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
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 establishment of the role of branding in international business. Both brand orientation and brand repositioning have significant impacts on international marketing strategy, which in turn positively affects a firm’s performance. Developments of new constructs such as brand orientation, brand repositioning, brand performance and cultural aspects are statistically validated.

Keywords Brands, Brand management, International marketing, Australia Paper type Research paper

International Marketing Review
Vol. 24 No. 4, 2007
pp. 384-408
q Emerald Group Publishing Limited
DOI 10.1108/02651330710760982

Branding has tremendous potential for international marketing. However, this potential has not been fulfilled for a number of reasons. In part, much of the commentary is at a normative level, with primarily a theoretical debate about the relative merits of a global versus local approach to international branding. Additionally, the relatively few empirical studies on global branding often take a narrow approach to branding, as narrow as just the brand name. These limitations represent the point of departure for the current study that takes a more comprehensive and strategic approach to the role of branding in international marketing. The pivotal role of international marketing

strategy is acknowledged as a driving force in internationalisation. Using such a pivot, another performance measure is included that recognises the role of branding in assessing international performance. Further, a new perspective is developed in terms of how branding contributes to more effective marketing strategy. Specifically, two mechanisms are added beyond what the existing global branding literature has considered. Firstly, emphasis is given to branding-related managerial cognition, which we code as brand orientation. Secondly, international brand repositioning is also added as a contributor to performance.

To test whether this broader conceptualisation of global branding is a...

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