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The strategic management of brand equity: Exploring the resources, capabilities and lessons of Marriott's entry into China


Wickham, M and Wong, T and O'Donohue, W, The strategic management of brand equity: Exploring the resources, capabilities and lessons of Marriott's entry into China, Academy of Taiwan Business Management Review, 7, (1) pp. 13-23. ISSN 1813-0534 (2011) [Refereed Article]

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Empirical research has consistently demonstrated a significant and positive relationship between brand equity and desirable organisational outcomes such as higher returns on investment, brand extension opportunities, and higher levels of consumer preference and purchase intentions (see Madden, Fehle & Fournier, 2006; Yeung & Ramasay, 2008). More recently, there have been calls for researchers to go beyond identifying the benefits of effective brand equity management to explore how brand equity is constructed as a strategic organisational process (Banerjee, 2007; Broyles, Schumann & Leingpibul, 2009). One such call has been to identify the specific organisational resources and capabilities required to manage brand equity strategically and internationally - especially in firms attempting to leverage Western brands into emerging Asian markets such as China (Ni & Wan, 2008). This paper presents an analysis of the entry by Marriott International into the Chinese market for high quality hotel accommodation and associated services, with a particular interest in the resources and capabilities that the company used to manage their brand equity effectively in that context. The analysis indicates three key aspects in the development of the antecedent resources and capabilities associated with brand equity management across national borders into China.

Item Details

Item Type:Refereed Article
Keywords:brand equity, return on investment, brand extension opportunities, consumer preference, purchase intentions, Marriott, China
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing management (incl. strategy and customer relations)
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Wickham, M (Dr Mark Wickham)
UTAS Author:Wong, T (Dr Tommy Wong)
ID Code:69578
Year Published:2011
Deposited By:Management
Deposited On:2011-05-02
Last Modified:2017-12-06
Downloads:17 View Download Statistics

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