The Brand Management System: Scale Development, Reliability and Validation Across Five Business Sectors
Fiche du document
- handle: 10670/1.vffq9q
- hal: hal-01638813
Mots-clés
Brand Implementation Brand Identity Hierarchical Relationships G - Financial Economics/G.G2 - Financial Institutions and Services/G.G2.G21 - Banks • Depository Institutions • Micro Finance Institutions • Mortgages L - Industrial Organization/L.L6 - Industry Studies: Manufacturing/L.L6.L66 - Food • Beverages • Cosmetics • Tobacco • Wine and Spirits L - Industrial Organization/L.L6 - Industry Studies: Manufacturing/L.L6.L67 - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment L - Industrial Organization/L.L7 - Industry Studies: Primary Products and Construction/L.L7.L70 - General L - Industrial Organization/L.L8 - Industry Studies: Services/L.L8.L82 - Entertainment • Media M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M31 - MarketingSujets proches
Industrial production IndustryCiter ce document
Mathieu Dunes et al., « The Brand Management System: Scale Development, Reliability and Validation Across Five Business Sectors », HAL-SHS : droit et gestion, ID : 10670/1.vffq9q
Métriques
Partage / Export
Résumé
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.