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Title: Inter-national Branding Strategy and its Effect on Brand Performance: A Comparison Between the USA and China”
Authors: Syed Alwi, SF
Pitelis, C
Georgiadis, A
Zarantonello, L
Issue Date: 2018
Abstract: Although product and service brand strategy has long been argued as an effective method of explaining consumer decision making process and brand performances (at both non-financial and financial), with the advancement of technology and highly competitive business environment today, understanding consumer behavior is getting ever more complex. Many companies face difficulties with their brand performances, for example lack of brand loyalty and low market share, and cannot sustain their market leadership. Our study explores the relationship between branding strategy at both corporate/firm and product/service level with financial performance (e.g., company profitability/growth, return on investment), by comparing 50 brands and 5000 consumers from two countries namely USA and China. This study will help better understand the relationship between customer mind set measures and outcomes on the performance level, and contribute to the company’s strategic brand positioning and marketing strategy.
Appears in Collections:Brunel Business School Research Papers

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