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

Published on Jul 1, 2018in Journal for East European Management Studies
· DOI :10.5771/0949-6181-2018-3-447
Ekrem Tatoglu51
Estimated H-index: 51
Sunil Sahadev16
Estimated H-index: 16
Mehmet Demirbag35
Estimated H-index: 35
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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