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2022 | Buch

International Strategic Management of Brands and Online Firms

Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization

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The research focus of Carolina Sinning refers to the international strategic management of brands and e-commerce firms. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations. Moreover, she reveals successful time-based internationalization process decisions for e-commerce firms.

Inhaltsverzeichnis

Frontmatter

Introduction

Frontmatter
Chapter 1. Focus and Relevance
Abstract
Globalization, in terms of an increasing interdependence of countries, radically changed the business environment throughout the last decades. Worldwide competition rose and multinational corporations (MNCs) as well as e-commerce firms are more and more challenged when operating internationally. In this vein, MNCs have recognized their corporate brand and e-commerce firms the way they internationalize to be an important intangible asset to differentiate from competitors.
Carolina Sinning
Chapter 2. Literature Review and Research Gaps
Abstract
The upcoming literature review provides an overview of studies within the three research streams presented in the introduction. Section 2.2. focuses the first research stream of MNCs’ PBG. Section 2.3 comprises literature on the second research stream of MNCs’ global endorsed branding. Literature on the third research stream dealing with e-commerce firms’ internationalization processes is presented in Section 2.4.
Carolina Sinning
Chapter 3. Structure and Contribution of the Studies
Abstract
This chapter describes the structure and contribution of the three studies included in this thesis.
Carolina Sinning
Chapter 4. Further Remarks
Abstract
This chapter describes the remainder of this doctoral thesis. To answer the research questions, this thesis comprises three separate studies that focus on MNCs’ global branding and e-commerce firms’ internationalization processes. The three studies are illustrated in detail in Part II, Part III, and Part IV.
Carolina Sinning

Study 1: How Country Development and National Culture Affect the Paths of Perceived Brand Globalness to Consumer Behavior across Nations

Frontmatter
Chapter 5. Introduction
Zusammenfassung
PBG, i.e., the degree to which consumers perceive MNCs as global corporate brands, enables MNCs to differentiate themselves from competitors and attract consumers (e.g., Swoboda and Hirschmann 2016). Well-known MNCs are global brands by nature, and PBG is a predominant success factor (e.g., for favorable consumer behavior, Halkias, Davvetas and Diamantopoulos 2016; Hussein and Hassan 2018). However, whether such effects hold across nations or are affected by country-specific contexts is unknown. Therefore, this study examines the paths from PBG to repurchase intention through functional and psychological value across nations and considers the degree of country development and national culture as important national context factors.
Carolina Sinning
Chapter 6. Conceptual Framework
Zusammenfassung
In the conceptual framework of this study, an MNC’s PBG affects consumers’ functional and psychological value and indirectly affects repurchase intention across nations, while the indirect paths from PBG differ based on continuous moderators (extending, e.g., Swoboda and Hirschmann 2016).
Carolina Sinning
Chapter 7. Hypothesis Development
Zusammenfassung
This chapter includes the derivation of hypotheses of Study 1 by referring to accessibility-diagnosticity theory and previous literature.
Carolina Sinning
Chapter 8. Empirical Study
Zusammenfassung
This chapter includes sample, measurement, method, and results of Study 1.
Carolina Sinning
Chapter 9. Discussion and Implications
Zusammenfassung
This study contributes to the understanding of whether and how MNCs can benefit from PBG in terms of repurchase intention through functional and psychological value across nations and primarily adds to the literature by analyzing PBG paths considering the degree of country development and national culture. The generalizability of the PBG paths across nations (Halkias, Davvetas and Diamantopoulos 2016) and the consideration of these two boundary conditions are of paramount importance (Gürhan-Canli, Sarial-Abi and Hayran 2018). Important theoretical and managerial implications are provided.
Carolina Sinning
Chapter 10. Limitations and Further Research
Zusammenfassung
This study has certain limitations that suggest future research directions.
Carolina Sinning

Study 2: Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective across Nations

Frontmatter
Chapter 11. Introduction
Abstract
MNCs applying an endorsed branding strategy, i.e., the use of a distinct global corporate brand as a visual endorsement of global product brands, can experience demand benefits. Whether these benefits hold across nations remains unknown. Therefore, this study examines the direct effect of global corporate brand image, i.e., the endorser itself, and the indirect effect through global product brand image, i.e., the endorsed product brand, on product purchase intention across nations. We study the degree of country development and national culture as important national context factors.
Carolina Sinning
Chapter 12. Conceptual Framework and Hypothesis
Abstract
First, the conceptual framework of Study 2 is explained. To address our research aims, we build on schema theory and empirical studies. Second, the study’s hypotheses are derived referring to theoretical as well as empirical insights. First, arguments for the hypotheses on the indirect and direct effects of global corporate brand image as well as their relative strengths are provided. Second, for each moderator, the rationales of their roles in the indirect and direct effects are developed.
Carolina Sinning
Chapter 13. Empirical Study
Abstract
This chapter includes sample, measurement, results, and alternative models of Study 2.
Carolina Sinning
Chapter 14. Discussion
Abstract
This study contributes to our understanding of whether and how MNCs can benefit from an endorsed branding strategy of global brands across nations (contributing to respective calls, e.g., Brexendorf and Keller 2017; Samiee 2019). Furthermore, we enhance the literature by analyzing the effects of endorsed branding depending on important boundary conditions: the degree of country development and national culture (Gürhan-Canli, Sarial-Abi and Hayran 2018). Next, we carefully provide theoretical and managerial implications.
Carolina Sinning
Chapter 15. Limitations and Further Research
Abstract
This study has certain limitations that suggest future research directions.
Carolina Sinning

Study 3: Effects of Internationalization Rhythm and Speed on E-Commerce Firms’ Growth and the Role of Institutional Distances

Frontmatter
Chapter 16. Introduction
Abstract
E-commerce firms, i.e., providers of online shops and platforms for physical goods to consumers, already account for more than 20% of total global retail sales. They benefit from Internet-based technologies that reduce expansion barriers and offer opportunities for internationalization. The focus of this study is to examine how the internationalization rhythm and speed of e-commerce firms—that is, different from manufacturing firms and born globals—affect firm growth and whether institutional distances are important contexts for this relationship.
Carolina Sinning
Chapter 17. Conceptual Framework and Hypothesis
Abstract
In the conceptual framework of this study, e-commerce firms’ internationalization rhythm and speed are related to annual firm growth over time. These effects are conceptualized as dependent on institutional country distances as continuous moderators.
Carolina Sinning
Chapter 18. Empirical Study
Abstract
This chapter includes the sample, measurement, method, results, and alternative models of Study 3.
Carolina Sinning
Chapter 19. Discussion
Abstract
This study contributes to our understanding of how e-commerce firms can benefit from internationalization process rhythm and speed (contributing to respective calls, e.g., Schu, Morschett and Swoboda 2016; Tolstoy et al. 2021). This study also enhances research by showing that the effects of internationalization process decisions depend on the boundary role of important institutional distances (e.g., Shaheer and Li 2020). We carefully provide theoretical and managerial implications.
Carolina Sinning
Chapter 20. Limitations and Further Research
Abstract
This study has certain limitations that suggest future research directions.
Carolina Sinning

Final Remarks

Frontmatter
Chapter 21. Discussion and Conclusions
Abstract
In a globalized world, MNCs and e-commerce firms must increasingly learn how to build sustainable competitive advantages to set themselves apart from competitors. They more and more recognize that the source of competitive advantage lies in their strategic decisions regarding global brand management and internationalization processes. This doctoral thesis takes up the question of how to exploit these sources of competitive advantage and respectively provides fine-grained results.
Carolina Sinning
Chapter 22. Limitations and Further Research
Abstract
This doctoral thesis has certain limitations suggesting further research directions. Each study’s limitations and further research avenues are discussed in the context of the entire doctoral thesis. They are structured according to the database, measurement, conceptual framework, theory, and methodology.
Carolina Sinning
Backmatter
Metadaten
Titel
International Strategic Management of Brands and Online Firms
verfasst von
Carolina Sinning
Copyright-Jahr
2022
Electronic ISBN
978-3-658-38050-2
Print ISBN
978-3-658-38049-6
DOI
https://doi.org/10.1007/978-3-658-38050-2