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The brand management system and service firm competitiveness

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  • Santos-Vijande, María Leticia
  • del Río-Lanza, Ana Belén
  • Suárez-Álvarez, Leticia
  • Díaz-Martín, Ana María

Abstract

Despite the growing body of literature acknowledging that strong brands are crucial for firms' long-term competitiveness, little research examines how firms should manage their brands internally to maximize their value and the firm's commercial performance. On the basis of the brand management system (BMS) that Kim and Lee (2007) and Lee, Park, Baek, and Lee (2008) describe, the current research extends these authors' work and develops a multidimensional BMS scale comprising three dimensions: brand orientation, internal branding, and strategic brand management. The BMS represents the basic internal management infrastructure necessary to sustain brand-building activities and brand equity creation. The study also conceptualizes the BMS as a dynamic capability that constitutes a potential route to acquiring a sustainable competitive advantage. The data from a sample of 151 knowledge-intensive business services firms show that the BMS effectively helps firms to perform better than their competitors and that market orientation and innovativeness are key antecedents for the development of the system. These results contribute to the scarce literature on managing brands in business services.

Suggested Citation

  • Santos-Vijande, María Leticia & del Río-Lanza, Ana Belén & Suárez-Álvarez, Leticia & Díaz-Martín, Ana María, 2013. "The brand management system and service firm competitiveness," Journal of Business Research, Elsevier, vol. 66(2), pages 148-157.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:2:p:148-157
    DOI: 10.1016/j.jbusres.2012.07.007
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    12. Víctor Temprano-García & Ana Isabel Rodríguez-Escudero & Javier Rodríguez-Pinto, 2020. "Do proactive and reactive causes to delete a brand impact deletion success? The role of brand orientation," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 211-226, March.
    13. Sipos, Norbert & Lukovszki, Lívia & Rideg, András & Varga, Anna Róza, 2023. "A magyar családi mikro-, kis- és középvállalatok erőforrás- és képességkonfigurációi [Resource and capability configurations of Hungarian family-owned micro, small and medium-sized enterprises]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(12), pages 1389-1413.
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    16. Linda Narh & Raphael Odoom & Mahmoud Abdulai Mahmoud & Ernest Yaw Tweneboah-Koduah, 2023. "The symbiotic effect of market orientation and brand orientation on performance of service firms in Ghana," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 318-332, July.
    17. Buil, Isabel & Martínez, Eva & Matute, Jorge, 2016. "From internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry," Tourism Management, Elsevier, vol. 57(C), pages 256-271.
    18. Stav Fainshmidt & Amir Pezeshkan & M. Lance Frazier & Anil Nair & Edward Markowski, 2016. "Dynamic Capabilities and Organizational Performance: A Meta-Analytic Evaluation and Extension," Journal of Management Studies, Wiley Blackwell, vol. 53(8), pages 1348-1380, December.
    19. Muhammad Anees-ur-Rehman & Ho Yin Wong & Mokter Hossain, 2016. "The progression of brand orientation literature in twenty years: A systematic literature review," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 612-630, November.
    20. Pramod Iyer & Arezoo Davari & Audhesh Paswan, 2018. "Determinants of brand performance: the role of internal branding," Journal of Brand Management, Palgrave Macmillan, vol. 25(3), pages 202-216, May.
    21. Pangarkar, Aniruddha & Shukla, Paurav & Taylor, Charles R. “Ray”, 2021. "Minimalism in consumption: A typology and brand engagement strategies," Journal of Business Research, Elsevier, vol. 127(C), pages 167-178.

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