The Antecedents and Consequences of Brand Oriented Enterprises: A Empirical Study of Taiwanese Firms

• Main Authors: Tsai Ya-Ting, 蔡雅婷
• Other Authors: Huang Yen-Tsung
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/60658975390786898086

碩士 === 東海大學 === 企業管理學系碩士班 === 97 === In recent years, Taiwanese government and enterprises already realized the important of branding for the business operations. For example, the government developed the seven-year Branding Taiwan Plan for being the top 100 brands around the world. Urde (1994) argued that the future of many companies lies in brands. By using brands as a strategy, an important precondition for a new direction–brand orientation–is created. Therefore, the purpose of this study is to address the antecedents and consequences of brand oriented enterprises. The model included four parts: resource (organizational slack, the capability to differentiate products), structure (interfunctional integration), culture (organizational identification, long-term reward criteria) and performance (brand and financial performance). In order to test the model, this study surveyed Taiwanese branding manufacturing firms and collected 106 effective samples. Furthermore, the samples were analyzed by using PLS model to test the hypothesis. The findings are as following: 1. Enterprises with high capability to differentiate products, high interfuctional interaction, high organizational identification and using long-term reward criteria that encourage them devolping brand orientation. 2. Enterprises with high brand orientation can get better brand performance. 3. Enterprises with high brand performance can get better financial performance. 4. Enterprises in higher market turbulence, the effect of brand performance to financial performance will become stronger. But the moderating effect of competitive intensity and technological turbulence are not significant.