Exploring brand management strategies in Chinese manufacturing industry
Exploring brand management strategies in Chinese manufacturing industry
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.
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Lin, Fenfang
d2d0fe76-3e6f-488b-94c2-6b0f4c9f08eb
Siu, Wai-Sum
45167a39-f81d-479e-b1af-48b1489f3770
Lin, Fenfang
d2d0fe76-3e6f-488b-94c2-6b0f4c9f08eb
Siu, Wai-Sum
45167a39-f81d-479e-b1af-48b1489f3770
Lin, Fenfang and Siu, Wai-Sum
(2019)
Exploring brand management strategies in Chinese manufacturing industry.
Journal of Brand Management, .
(doi:10.1057/s41262-019-00166-6).
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.
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Lin-Siu2019_Article_ExploringBrandManagementStrate
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Accepted/In Press date: 22 July 2019
e-pub ahead of print date: 1 August 2019
Identifiers
Local EPrints ID: 433243
URI: http://eprints.soton.ac.uk/id/eprint/433243
PURE UUID: 5b737686-1fc6-4355-8a8a-8af7f82a00f7
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Date deposited: 12 Aug 2019 16:30
Last modified: 16 Mar 2024 04:21
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Author:
Wai-Sum Siu
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