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The strategic management of Brand Equity in emerging markets


Wong, TL and Wickham, MD and Hecker, R, The strategic management of Brand Equity in emerging markets, Proceedings of the 27th ANZAM Conference, December 4-6, 2013, Hobart, pp. 1-21. ISBN 978-0-9875968-1-9 (2013) [Refereed Conference Paper]

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Copyright 2013 ANZAM

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Research has consistently demonstrated a significan t relationship between Brand Equity and desirable organisational outcomes. More recently, there has b een a call for researchers to develop a framework for identifying the specific organisational resourc es and capabilities required to strategically manag e Brand Equity internationally – especially in China. This paper presents an analysis of Marriott’s entr y into the Chinese market for high quality hotel acco mmodation with a particular interest in the resources and capabilities that the company develop ed to effectively manage their Brand Equity in that context.

Item Details

Item Type:Refereed Conference Paper
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:Wong, TL (Dr Tommy Wong)
UTAS Author:Wickham, MD (Dr Mark Wickham)
UTAS Author:Hecker, R (Dr Rob Hecker)
ID Code:87643
Year Published:2013
Deposited By:Management
Deposited On:2013-11-28
Last Modified:2018-03-28
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