Investigating the uses of corporate reputation and its effects on brand segmentation, brand differentiation and brand positioning: evidence from the Taiwanese pharmaceutical industry
Article
Chen, C., Nguyen, B., Melewar, T. and Dennis, C. 2017. Investigating the uses of corporate reputation and its effects on brand segmentation, brand differentiation and brand positioning: evidence from the Taiwanese pharmaceutical industry. International Studies of Management and Organization. 47 (3), pp. 240-257. https://doi.org/10.1080/00208825.2017.1318019
Type | Article |
---|---|
Title | Investigating the uses of corporate reputation and its effects on brand segmentation, brand differentiation and brand positioning: evidence from the Taiwanese pharmaceutical industry |
Authors | Chen, C., Nguyen, B., Melewar, T. and Dennis, C. |
Abstract | This study advances current knowledge on building a brand strategy that includes corporate reputation. It employs three theories – value creation, strategic resources and corporate communication – to study the uses of corporate reputation and its effect on brand segmentation, brand differentiation and brand positioning. In the context of the Taiwanese pharmaceutical industry, a sequential mixed method approach is applied and data are analyzed using PLS SEM. Findings demonstrate the relative impacts of three uses of corporate reputation (value creation, strategic resources and corporate communication) on brand image strategy (brand segmentation, brand differentiation and brand positioning) and the implications are evaluated. This study discovers that the inclusion of medicine prices is necessary and that it negatively moderates the impact of the overall uses of corporate reputation on overall brand image strategy. This research contributes empirically as one of the few that tests reputation-and-branding-building models outside the USA and Europe. |
Publisher | Taylor & Francis (Routledge) |
Journal | International Studies of Management and Organization |
ISSN | 0020-8825 |
Publication dates | |
Online | 09 Jun 2017 |
03 Jul 2017 | |
Publication process dates | |
Deposited | 21 Aug 2018 |
Accepted | 28 Apr 2017 |
Output status | Published |
Accepted author manuscript | |
Copyright Statement | This is an Accepted Manuscript of an article published by Taylor & Francis in International Studies of Management & Organization on 09/06/2018, available online: http://www.tandfonline.com/10.1080/00208825.2017.1318019 |
Digital Object Identifier (DOI) | https://doi.org/10.1080/00208825.2017.1318019 |
Language | English |
https://repository.mdx.ac.uk/item/87wvz
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