Exploring brand management strategies in Chinese manufacturing industry
Fenfang Lin () and
Wai-Sum Siu ()
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Fenfang Lin: University of Southampton
Wai-Sum Siu: Hong Kong Baptist University
Journal of Brand Management, 2020, vol. 27, issue 1, 48-76
Abstract The purpose of this paper was to empirically explore how Chinese private manufacturers make strategic branding decisions. We develop a conceptual framework to investigate the branding decisions undertaken by Chinese manufacturers. Interview data were subjected to qualitative thematic analysis and quantitative categorical principal component analysis. Data reveal a branding schema that illustrate four types of B2B brander: achievement competencies branders, awareness competencies branders, novice competencies branders, and no-competencies branders. The schema describes the trajectory of the progressive evolution of B2B branders. This paper contributes to the long-called-for formation of a theoretical framework of B2B branding from the amorphous literature and provides a direction for manufacturers to undertake branding practice. The exploratory nature lays foundations for further research to investigate B2B branding in other contexts.
Keywords: B2B branding; Brand management; Branding impediments; Branding strategies (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:27:y:2020:i:1:d:10.1057_s41262-019-00166-6
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