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International brand promotion standardization and performance

机译：国际品牌推广标准化与绩效

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Purpose - This study aims to examine the impact of branding aspects on firm performance in several markets of Central and Eastern Europe (CEE). Specifically, the question of brand promotion standardization is the focus of attention. Design/methodology/approach - After literature review, a conceptual model suggests that the standardization of brand promotion, as well as a long-term brand vision provided by management, positively influences firm performance in the target market. Furthermore, the model considers the external environmental factors of media infrastructure and customer homogeneity. Data gathered from a survey with managers allow testing the hypotheses through structural equation modeling. Findings-The results of the quantitative study largely support the hypotheses. A positive relationship between media infrastructure and promotion standardization was found. Promotion standardization and brand vision both have a significant impact on firm performance in the target market. The relationship between customer homogeneity and promotion standardization could not be supported. Research limitations/implications - The conceptual model depicts a highly specific area of investigation. Future research may include other variables and/or focus on different markets or regions to further add to the generalizability of the results. Practical implications - The existing media infrastructure in the foreign target markets of Central and Eastern Europe should be thoroughly considered. A standardized approach toward brand promotion is recommended for Central and Eastern European markets to enhance firm performance. Originality/value - This study contributes to the literature by considering branding in an international context which is still underrepresented in international management and marketing research.
机译：目的-这项研究旨在研究品牌方面对中欧和东欧（CEE）几个市场中公司业绩的影响。具体而言，品牌推广标准化问题是关注的焦点。设计/方法/方法-文献综述后，一个概念模型表明，品牌推广的标准化以及管理层提供的长期品牌愿景，会对目标市场中的公司业绩产生积极影响。此外，该模型考虑了媒体基础设施和客户同质性的外部环境因素。与管理人员一起从调查中收集的数据可以通过结构方程模型测试假设。结果-定量研究的结果在很大程度上支持了假设。发现媒体基础设施与促销标准化之间存在积极关系。促销标准化和品牌愿景都对目标市场中公司的业绩产生重大影响。客户同质性与促销标准化之间的关系无法得到支持。研究的局限性/意义-概念模型描述了高度特定的研究领域。未来的研究可能包括其他变量和/或着眼于不同的市场或地区，以进一步增加结果的可概括性。实际意义-应全面考虑中欧和东欧外国目标市场中的现有媒体基础结构。建议为中欧和东欧市场采用标准化的品牌推广方法，以提高公司的业绩。原创性/价值-本研究通过考虑在国际背景下的品牌塑造为文学做出了贡献，而在国际管理和市场研究中仍然没有充分体现这一点。

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