A contingency-based approach to the nexus between international strategic brand management and export performance

Keith Pyper, Anne Marie Doherty, Spiros Gounaris and Alan Wilson

Journal of Business Research, 2022, vol. 148, issue C, 472-488

Abstract: The vital importance of branding in global markets is accepted by both practitioners and scholars. However, there is a lack of research to explain the relationship between international strategic brand management (ISBM) and export performance. Drawing on contingency theory and the concept of strategic fit, this study develops a model of the ISBM-export performance relationship, and identifies four potential external environment moderators, namely foreign market competitive intensity, foreign market buyer incongruence, national export policy and domestic market competitive environment.Using a sample of successful UK exporters, the findings support the argument that the link between ISBM and export performance is contingent upon particular external environmental moderating factors. The implications suggest that certain multifaceted external environmental conditions may be more advantageous for practitioners to strategically manage their brand in overseas markets than had previously been realized.

Keywords: International strategic brand management; Export performance; External environment; Contingency theory; Strategic fit; Business-to-business (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296322003332
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:148:y:2022:i:c:p:472-488

DOI: 10.1016/j.jbusres.2022.04.003

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().