A contingency-based approach to the nexus between international strategic brand management and export performance

The vital importance of branding in global markets is accepted by both practitioners and scholars. However, there a lack research to explain the relationship between international strategic brand management (ISBM) export performance. Drawing on contingency theory concept fit, this study develops model ISBM-export performance relationship, identifies four potential external environment moderators, namely foreign market competitive intensity, buyer incongruence, national policy domestic environment. Using sample successful UK exporters, findings support argument that link ISBM contingent upon particular environmental moderating factors. implications suggest certain multifaceted conditions may be more advantageous for strategically manage their overseas than had previously been realized.