Енннн Composition

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24, 4

Multiple tasks for personalisation

in international marketing


Faculty of Business and Informatics, University of Trade and Promoting, Central Queensland University, Rockhampton, Australia, and

Ho Yin Wong

Invoice Merrilees

Division of Marketing, Griffith Business College, Griffith University, Gold Coast, Australia


Purpose – The purpose of this study is to empirically examine the inter-related relationships among various personalisation issues such as brand positioning, brand re-positioning, brand overall performance and international marketing concerns in terms of intercontinental marketing strategy, financial performance, control of international advertising activities, foreign commitment and macro-marketing environment.

Design/methodology/approach – A email survey with 315 beneficial samples sucked from the Austrade database was conducted. The steps suggested by Churchill, Cheng and Andersen and Gerbing were carefully followed to purify the constructs and measurement versions. Finally, strength equation modelling using incomplete disaggregation method was performed to test the complete structured style.

Findings – The comes from structural formula modelling technique confirm significant relationships involving the constructs in the model. All major fit directories from structural equation modeling analysis demonstrate satisfactory benefits for both the measurement models and the structural style. Research limitations/implications – The findings provide insight to international internet marketers with regard to implementing resources, building strategy and adapting the strategy to the culture within overseas marketplaces. Judicious purchases of finance and personnel are required for offshore expansion. Foreign branding technique can be used to improve a firm's brand and financial shows abroad.

Originality/value – The major values with this study are the establishment in the role of branding in international business. Both manufacturer orientation and brand transfering have significant impacts about international online marketing strategy, which in turn efficiently affects a firm's functionality. Developments of new constructs including brand orientation, brand transfering, brand efficiency and ethnical aspects will be statistically authenticated.

Keywords Brands, Brand management, International marketing, Australia Conventional paper type Research paper

Worldwide Marketing Review

Vol. twenty-four No . 5, 2007

pp. 384-408

q Emerald Group Publishing Limited


DOI 10. 1108/02651330710760982


Personalisation has great potential for worldwide marketing. Nevertheless , this potential has not been fulfilled for a number of causes. In part, most of the commentary are at a ordre level, with primarily a theoretical controversy about the relative worth of a global versus local approach to intercontinental branding. In addition , the fairly few empirical studies on global logos often require a narrow method to branding, because narrow because just the manufacturer. These restrictions represent the purpose of starting for the present study that takes a more comprehensive and strategic method of the position of logos in worldwide marketing. The pivotal part of intercontinental marketing

approach is known as a driving force in internationalisation. Using such a revolves, another functionality measure is roofed that recognises the function of branding in determining international functionality. Further, a brand new perspective can be developed with regards to how personalisation contributes to more effective marketing strategy. Specifically, two components are added beyond what the existing global branding literature has deemed. Firstly, emphasis is given to branding-related bureaucratic cognition, which we code as brand orientation. Subsequently, international company repositioning is also added like a contributor to performance.

To test whether this broader conceptualisation of global logos is a...

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