Exploring The Moderators On The Branding Strategy-Financial Performance Relationship

Topics:
Brand Management,
Brand Strategy
Tags:
Branding,
Business Strategy,
Financial Performance,
Marketing,
Strategic Management,
University Of Cambridge
Source:
University of Cambridge

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Overview: This paper explains the moderating roles that corporate reputation and business strategy have on the impact that a firm's branding strategy has on its financial performance. Drawing on the brand management, strategic management, and corporate reputation literatures, we investigate whether brand strategy has an impact on a firm's financial performance, and whether this relationship is moderated by the firm's reputation and business strategy.

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Format: PDF | Size: 181KB | Date: May 2006 | Pages: 23

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