The process of global brand strategy development and regional implementation

Matanda, Tandadzo; Ewing, Michael Thomas

doi:10.1016/j.ijresmar.2011.11.002

Cited by 36 publications

(26 citation statements)

References 43 publications

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“…The interviews were conducted by all members of the research team. To enhance collation of the interviews and reduce any interviewer-specific bias, we used a semi-structured set of research questions (Funches et al, 2009;Matanda and Ewing, 2012). Data from this phenomenological study were open coded and thematically analyzed by the research team, following established guidelines for qualitative research (Creswell, 2013;Miles and Huberman, 1994;Maxwell, 2005).…”

Section: Methodology and Samplementioning

confidence: 99%

Exploring why consumers engage in boycotts: toward a unified model

Albrecht

Campbell

Heinrich

et al. 2013

Journal of Public Affairs

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It has become commonplace for consumers to judge companies against social responsibility criteria. Along with such judgments, many consumers are also taking up action, often using the Internet to virally spread their views. Such consumer‐led campaigns can put at risk years of investments in branding. For firms understanding what drives consumers to engage in boycotts is key to minimizing exposure to such viral risk. To date, the academic literature has offered disparate and disconnected findings with respect to boycott participation. In this research paper, we review relevant literature, confirm its appropriateness using a series of in‐depth interviews, and use our findings to identify key antecedents to consumer participation in boycotts. We then test our proposed model through an empirical study, thus revealing key drivers of consumers' intention to participate in such boycotts. Our results offer insight into factors that companies can manage so as to prevent consumers from participating in boycotts. Copyright © 2013 John Wiley & Sons, Ltd.

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Section: Methodology and Samplementioning

confidence: 99%

Exploring why consumers engage in boycotts: toward a unified model

Albrecht

Campbell

Heinrich

et al. 2013

Journal of Public Affairs

View full text Add to dashboard Cite

show abstract

“…An important question involves how this strategic shift takes place and how a global brand approach is implemented. Matanda and Ewing (2012), in the special section, take a firm perspective and provide a grounded theory where they document the process of global brand strategy development and regional implementation in a major MNC. Using a distinctly inductive approach and an extended case method, they find that the move to a global brand strategy focus entails accountable empowerment and capacity-building both at the regional and global levels.…”

Section: Global Brand Strategy Development and Implementationmentioning

confidence: 99%

A global brand management roadmap

Özsomer

Batra

Chattopadhyay

et al. 2012

International Journal of Research in Marketing

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“…Consequently, customer loyalty is considered the basis of brand equity (Matanda & Ewing, 2012;Rios & Riquelme, 2008) because brand value is worth as much as the number of customers who are willing to pay the price asked. Customer satisfaction is highly valued because it leads to the enhancement of customer loyalty and lower price elasticity (Song, Li, van der Veen, & Chen, 2010).…”

Section: H2mentioning

confidence: 99%