Open AccessAntecedents and Outcomes of Brand Management from the Perspective of Resource Based View (RBV) Theory
Author(s) -
Imelda Albert Gisip,
Amran Harun
Publication year - 2013
Publication title -
mediterranean journal of social sciences
Language(s) - English
Resource type - Journals
eISSN - 2039-9340
pISSN - 2039-2117
DOI - 10.5901/mjss.2013.v4n10p432
Subject(s) - brand management , business , marketing , multinational corporation , brand equity , perspective (graphical) , resource (disambiguation) , market orientation , brand awareness , conceptual framework , resource based view , knowledge management , competitive advantage , computer science , sociology , computer network , social science , finance , artificial intelligence
Brand management requires greater emphasis on internal factors to increase brand performance. A model of antecedents andoutcomes of brand management is developed in this study based on the Resource Based View (RBV) Theory. Topmanagement emphasis on brand, corporate supportive resources and market orientation are identified as crucial internalfactors or antecedents for success of brand management. Apart from that, the brand management measurement are expandedin this study with the introduction of three new marketing constructs namely marketing capabilities, innovation and brandorientation as new dimensions in brand management which currently comprised of management related constructs. This studyalso contributes in the brand management of small and medium enterprise (SMEs) literature as previous studies mainlyfocused on the brand management for multinational companies or large organizations. One important issue of SMEs is the“internal” brand management which is currently under-researched even though it is critical in brand building and management.Therefore, this research aims to highlight the antecedents and outcomes of brand management in Malaysians’ SMEs based onRBV theory. A comprehensive literature review was done and a conceptual model is proposed in this literature review