Brand management practices in emerging country firms – exploring the patterns of variation and its impact on firm performance

Ekrem Tatoglu; Sunil Sahadev; Mehmet Demirbag

doi:10.5771/0949-6181-2018-3-447

Contents
- Chapter Expand | CollapseAuthorsPage
- I–III Titelei/Inhaltsverzeichnis I–III
- 349–350 Editorial 349–350
- 351–522 Articles 351–522
  - 351–376 Factors underlying cultural and psychic distance in cross-national activities of export managers: Qualitative insights from a CEE country Mateja Bodlaj, Irena Vida Mateja Bodlaj, Irena Vida 351–376
  - 377–403 When does formalization contribute to entrepreneurial orientation? The moderating role of industry life cycle Aleksandra Wasowska, Krzysztof Obloj, Mariola Ciszewska-Mlinaric Aleksandra Wasowska, Krzysztof Obloj, Mariola Ciszewska-Mlinaric 377–403
  - 404–425 The mediating role of temperament and character on the relationship between mindfulness and entrepreneurial personality Serdar Yener, Aykut Arslan, Özgür Demirtaş Serdar Yener, Aykut Arslan, Özgür Demirtaş 404–425
  - 426–446 Impact of greening on the upgrading of manufacturing subsidiaries’ technological capabilities – A Hungarian perspective Andrea Szalavetz Andrea Szalavetz 426–446
  - 447–473 Brand management practices in emerging country firms – exploring the patterns of variation and its impact on firm performance Ekrem Tatoglu, Sunil Sahadev, Mehmet Demirbag Ekrem Tatoglu, Sunil Sahadev, Mehmet Demirbag 447–473
  - 474–501 Leader traits, transformational leadership and leader effectiveness: A mediation study from the Czech Republic Jakub Prochazka, Martin Vaculik, Petr Smutny, Stanislav Jezek Jakub Prochazka, Martin Vaculik, Petr Smutny, Stanislav Jezek 474–501
  - 502–522 Ljubljana to Tokyo: Understanding Drivers of Young-Adult Consumer Innovativeness and the Role of Regionalism in Eastern Europe and East Asia Zhonghui Ding, Davor Vuchkovski, Vesna Zabkar, Morikazu Hirose, Matevž Rašković Zhonghui Ding, Davor Vuchkovski, Vesna Zabkar, Morikazu Hirose, Matevž Rašković 502–522
- 523–526 Book Review 523–526
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JEEMS Journal of East European Management Studies , page 447 - 473

Brand management practices in emerging country firms – exploring the patterns of variation and its impact on firm performance

Autoren

Ekrem Tatoglu Sunil Sahadev Mehmet Demirbag

DOI
- doi.org/10.5771/0949-6181-2018-3-447
- ISSN: 0949-6181
- ISSN online: 1862-0019
Abstract

Firms in emerging countries often face different sets of challenges in developing their brand management strategies. Drawing on the dynamic capabilities view, the present study examines brand management practices among firms in an emerging country. Drawing on a survey of 224 firms in Turkey, the study first aims to segment firms in terms of their adoption level of brand management practices and then relate them to their overall firm and brand performances. A three-cluster solution emerging from a K-means cluster analysis reveals that firms show significant differences with respect to both performance dimensions. The findings of the study also provide evidence to the view that brand management practices add to the dynamic capabilities of emerging country firms. Finally, the study concludes with practical implications and avenues for future research.
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