ISSN: 2226-3624
Open access
A new equation model of brand management architecture has been developed which draws its influences from existing brand theory and literature and integrates and extends them. Existing research literature on brand management systems is critiqued and explored. Cross-sectional data from SMEs in Xinjiang, China, show that brand identity, brand relationships, brand value, and brand personality have a positive impact on brand management systems, with brand strategy playing a mediating role in this impact. This study enriches the literature on empirical research on brand management systems, provides evidence for studying Chinese SMEs, and is useful for guiding the practice of brand management.
Chen, J. G., & Huang, Q. H. (2002). Some problems in the development of small and medium-sized enterprises in china. Economic Management (2), 6.
Dunes, M. (2016). A Distinct Impact of the Brand Management System on Brand Performance Across Service and Product Business Sectors. In Rediscovering the Essentiality of Marketing (pp. 693-698). Springer.
He J.X. (2006). Establishment and Verification of Brand Relationship Quality Localization Model. Journal of East China Normal University (Humanities and Social Sciences), 38(3), 7.
Lee, J., Park, S. Y., Baek, I., & Lee, C. S. (2008). The impact of the brand management system on brand performance in B–B and B–C environments. Industrial Marketing Management, 37(7), 848-855.
Li, Y. (2020). Discussion on the Influence of COVID-19 on Economy. Management & Technology of SME(2), 2.
Pan, L. Q. (2004). Analysis on the establishment of brand management system. Business Watch Magazine (8), 26-27.
Santos-Vijande, M. L., del Rio-Lanza, A. B., Suarez-Alvarez, L., & Diaz-Martin, A. M. (2013). The brand management system and service firm competitiveness. Journal of Business Research, 66(2), 148-157.
Tang, Y., Qu, L., Sun, A. L. (2013). An Empirical Study on the Components of Brand Value. Commercial Research, 000(009), 110-116.
Tseng, J.-S., Lin, H.-Y., & Lin, C.-H. (2012). A study on the effect of enterprise brand strategy on purchase intention. International Journal of Organizational Innovation (Online), 4(3), 24.
Wu, X. L., Wei, F. L., & Gan, X. Q. (2019). Construction and Implementation of Shuigang Brand Management System. Metallurgical Standardization & Quality (5), 7-9.
Xiang, Z. H. (2010). Chinese Brand Personality Scale and Preliminary Evidence. Think Tank of Science & Technology (12).
Xin, L. Q., & Wang, X. Y. (2016). Research on the Influence Mechanism of Tourist Destination Brand Image Recognition Elements on Tourists' Behavioural Intention: Taking Brand Identity as the Intermediary. Journal of Business Economics (10), 10.
YU, Y. M. (2020). Management Mode and Innovation Exploration of Small and Medium sized Enterprises in the Internet Era -- Comment on "World Class Enterprise Management: Theory and Practice". Finance & Accounting (12), 1.
Zhaishylyk, A. (2018). Export competitiveness of SMEs in Kazakhstan,.Thesis,Nanjing: University of Science and Technology.
Zhang, W. C. (1990). Positivism - the dominant paradigm of Western sociology.Sociological Research(4), 6.
Zhang, S. T. (2015). Study on enterprise group establishing brand management system,.Thesis, SHANGHAI:East China University of Science and Technology.
In-Text Citation: (Bing et al., 2023)
To Cite this Article: Bing, G., Karim, A. M., & Qiang, L. J. (2023). Brand Management Systems Based on Structural Equation Modelling: Evidence From SME in Xinjiang, China. International Journal of Academic Research in Economics and Management and Sciences, 12(1), 73–83.
Copyright: © 2023 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode