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The brand management system (BMS) : its facilitators, impediments, and consequences

Korban, Maria; Nordstrøm, Mari Westby
Master thesis
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URI
http://hdl.handle.net/11250/295557
Date
2015-08-07
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  • Master of Science [1117]
Abstract
Several empirical findings have emphasized the strategic benefits for

organizations that possess strong brands. Frequently mentioned advantages are the

positive influence that brands have on evaluations of customers, and investors.

Acknowledging the importance of brands and that these intangible resources of a

firm are contingent upon adequate recognition and support (M’zungu, Merrilees,

and Miller 2010) - recent studies have investigated how the brand management

system (BMS), i.e., a “basic internal management infrastructure” (Santos-Vijande,

Belén, Suárez-Álvarez, and Díaz-Martín 2013, 148) enhances customer

performance, which in turn positively impacts business performance (Santos-

Vijande et al. 2013; Lee, Park, Baek, and Lee 2008).

Though research has investigated how brands should be managed internally to

increase their value, none has examined how antecedents in the external and

internal environment of an organization can destruct or facilitate the development

of the BMS. This is what the current study contributes to. We believe that more

knowledge, and understanding of the possible impediments and facilitators of the

BMS can help companies in the process of its development, and ultimately

improve their performance.

By the use of path analysis, with 101 decision-makers from the Norwegian food

processing industry as participants, this study particularly addresses that

significant facilitators of the BMS are: formalization, market orientation,

reputational assets, and short-term orientation, whereas a significant impediment

is specialization. Additionally, this study addresses that the key variables of

market orientation, and short-term orientation have a significant and positive

impact on a firm’s customer performance, whereas innovativeness, and

specialization exert a negative impact on this performance variable. Lastly, this

study confirms the important, and positive relationship between the BMS, and

customer performance – and where customer performance in turn has a direct

influence on business performance.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2015

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