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Brand management practices in emerging country firms – exploring the patterns of variation and its impact on firm performance

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  • Tatoglu, Ekrem
  • Sahadev, Sunil
  • Demirbag, Mehmet

Abstract

Firms in emerging countries often face different sets of challenges in developing their brand management strategies. Drawing on the dynamic capabilities view, the present study examines brand management practices among firms in an emerging country. Drawing on a survey of 224 firms in Turkey, the study first aims to segment firms in terms of their adoption level of brand management practices and then relate them to their overall firm and brand performances. A three-cluster solution emerging from a K-means cluster analysis reveals that firms show significant differences with respect to both performance dimensions. The findings of the study also provide evidence to the view that brand management practices add to the dynamic capabilities of emerging country firms. Finally, the study concludes with practical implications and avenues for future research.

Suggested Citation

  • Tatoglu, Ekrem & Sahadev, Sunil & Demirbag, Mehmet, 2018. "Brand management practices in emerging country firms – exploring the patterns of variation and its impact on firm performance," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 23(3), pages 447-473.
    • Handle: RePEc:nms:joeems:10.5771/0949-6181-2018-3-447
    DOI: 10.5771/0949-6181-2018-3-447
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    Cited by:

    1. Lubica Gajanova & Margareta Nadanyiova & George Lazaroiu, 2020. "Specifics in Brand Value Sources of Customers in the Banking Industry from the Psychographic Point of View," Central European Business Review, Prague University of Economics and Business, vol. 2020(2), pages 1-18.

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