The Effect of Top Management Teams on Branding Capability: The Moderating Role of Formalization

Jelena Dodic, Seigyoung Auh

    Research output: Chapter in Book/Report/Conference proceedingChapter

    Abstract

    In this study, the authors examine how top management team commitment, communication, and risk aversion influence branding capability- an ability to integrate and deploy resources to build a strong brand position. The role of formalization is also investigated to understand whether it facilitates or impedes the effort of top management teams on branding capability. Empirical results strongly support a positive effect of top management team commitment and communication towards branding capability. Furthermore, formalization positively and negatively moderates the effect of top management team communication and commitment, respectively on branding capability. Implications for branding strategy are discussed.

    Original languageEnglish (US)
    Title of host publicationDevelopments in Marketing Science
    Subtitle of host publicationProceedings of the Academy of Marketing Science
    PublisherSpringer Nature
    Pages258
    Number of pages1
    DOIs
    StatePublished - 2015

    Publication series

    NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
    ISSN (Print)2363-6165
    ISSN (Electronic)2363-6173

    ASJC Scopus subject areas

    • Marketing
    • Strategy and Management

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