The Brand Management System: Scale Development, Reliability and Validation Across Five Business Sectors
Dunes, Mathieu; Pras, Bernard (2014-06), The Brand Management System: Scale Development, Reliability and Validation Across Five Business Sectors, 43rd EMAC Annual Conference, 2014-06, Valencia, Espagne
TypeCommunication / Conférence
Conference title43rd EMAC Annual Conference
MetadataShow full item record
Abstract (EN)Brand management contributions to performance are regularly questioned by CEOs. A few studies tried to assess the impact of brand management systems (BMSs) upon brand performance while there are still issues about the reliability and validity of the scale across business sectors. This study develops and tests the reliability and validity of a “grounded-in-practice” BMS scale across five business sectors: cosmetics, convenience goods, industry, bank/industry, media sectors. In particular, it shows the importance of the hierarchical dimension, largely ignored in previous research. The other key dimensions being the implementation and the brand identity and values dimension.
Subjects / KeywordsBrand Implementation; Brand Identity; Hierarchical Relationships
JELG21 - Banks; Depository Institutions; Micro Finance Institutions; Mortgages
L66 - Food; Beverages; Cosmetics; Tobacco; Wine and Spirits
L67 - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
L70 - General
L82 - Entertainment; Media
M31 - Marketing
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