The University of Southampton
University of Southampton Institutional Repository

Exploring brand management strategies in Chinese manufacturing industry

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.
1-29
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, 1-29. (doi:10.1057/s41262-019-00166-6).

Record type: Article

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.

Text
Lin-Siu2019_Article_ExploringBrandManagementStrate - Version of Record
Available under License Creative Commons Attribution.
Download (887kB)

More information

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
ORCID for Fenfang Lin: ORCID iD orcid.org/0000-0003-0807-5931

Catalogue record

Date deposited: 12 Aug 2019 16:30
Last modified: 10 Dec 2019 01:33

Export record

Altmetrics

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton: eprints@soton.ac.uk

ePrints Soton supports OAI 2.0 with a base URL of http://eprints.soton.ac.uk/cgi/oai2

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×