Export to Expand: A conceptual examination of branding as a deterministic parameter in export performance

Despite the strong interest in branding and internationalisation within the literature, there is an absence of research into international brand management; antecedents of branding advantage and the cultivation of brand equity... [ view full abstract ]

Despite the strong interest in branding and internationalisation within the literature, there is an absence of research into international brand management; antecedents of branding advantage and the cultivation of brand equity in foreign markets as a prerequisite for sustained export performance. The authors draw on marketing and international business related literature to synthesize extant knowledge and develop an integrative theory of the antecedents and consequences of branding advantage on export performance. A new conceptualization is developed which is dyadic in nature and implies both the exporter and importer contribute to building firms international brand equity. A foundation for future research is delivered by elucidating the key characteristics of international branding capabilities, developing research propositions and constructing an integrative framework that examines the impact of branding as a deterministic parameter for small to medium sized enterprises (SME) initiating or expanding their exporting activities in a business-to-business (B2B) context. Future directions for research are discussed.