Antecedents of Brand Strength and Its Impact on Global Branding of Indian IT Organizations

Q3 Business, Management and Accounting

Journal of Asia-Pacific Business Pub Date : 2020-10-01 DOI:10.1080/10599231.2020.1824525

Keshab Ray, Meenakshi Sharma

引用次数: 3

Abstract

ABSTRACT The purpose of this article is to discover the antecedents of brand strength and analyze its impact on global branding. The present research examines the impact of brand strength on global branding by developing a conceptual framework of antecedents and outcomes of brand strength by testing, refining, and extending the existing theory of Interbrand’s brand strength. The survey was conducted with a sample size of 275 IT customers of major IT organizations. The analysis provides insights as to how the predicted outcomes of brand strength can lead to global branding. Other Asian developing countries can learn lessons from India’s experience and can develop IT capabilities.

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印度IT组织的品牌优势及其对全球品牌的影响

本文的目的是发现品牌实力的前因，并分析其对全球品牌的影响。本研究通过对现有的Interbrand品牌实力理论进行检验、提炼和扩展，构建了品牌实力的前因和结果的概念框架，考察了品牌实力对全球品牌的影响。该调查以主要IT机构的275名IT客户为样本进行。该分析提供了关于品牌实力的预测结果如何导致全球品牌的见解。其他亚洲发展中国家可以从印度的经验中吸取教训，发展IT能力。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Asia-Pacific Business Business, Management and Accounting-Business and International Management

CiteScore

2.50

自引率

0.00%

发文量

期刊介绍： Present circumstances underscore the need to improve the understanding of conducting business with and within the Asia-Pacific countries. The Journal of Asia-Pacific Business™ provides a blend of cutting-edge knowledge and practical applications on business management and marketing strategy. In the Journal of Asia-Pacific Business™, you will find articles and feature sections that provide a pragmatic view of the business environment in this dynamic region. This essential resource offers readers a good blend of descriptive, conceptual, and theoretical articles dealing with current topics.