Investigating the uses of corporate reputation and its effects on brand segmentation, brand differentiation and brand positioning: evidence from the Taiwanese pharmaceutical industry

Chen, Chen-Chu Matilda, Nguyen, Bang, Melewar, T. C. and Dennis, Charles ORCID: https://orcid.org/0000-0001-8793-4823 (2017) Investigating the uses of corporate reputation and its effects on brand segmentation, brand differentiation and brand positioning: evidence from the Taiwanese pharmaceutical industry. International Studies of Management & Organization, 47 (3) . pp. 240-257. ISSN 0020-8825 [Article] (doi:10.1080/00208825.2017.1318019)

Preview

PDF (Research paper) - Final accepted version (with author's formatting) Download (481kB) | Preview

Abstract

This study advances current knowledge on building a brand strategy that includes corporate reputation. It employs three theories – value creation, strategic resources and corporate communication – to study the uses of corporate reputation and its effect on brand segmentation, brand differentiation and brand positioning. In the context of the Taiwanese pharmaceutical industry, a sequential mixed method approach is applied and data are analyzed using PLS SEM. Findings demonstrate the relative impacts of three uses of corporate reputation (value creation, strategic resources and corporate communication) on brand image strategy (brand segmentation, brand differentiation and brand positioning) and the implications are evaluated. This study discovers that the inclusion of medicine prices is necessary and that it negatively moderates the impact of the overall uses of corporate reputation on overall brand image strategy. This research contributes empirically as one of the few that tests reputation-and-branding-building models outside the USA and Europe.

Actions (login required)

View Item

Statistics

DownloadsShow export options

Export as CSVXMLJSON

Activity Overview

6 month trend

647Downloads

6 month trend

290Hits

Additional statistics are available via IRStats2.