The Roles of Corporate Societal Marketing on Brand Recall and Evaluation : A Focus on Small- and Medium-sized Exporters *

• 발행기관: 한국무역연구원
• 저자명: Han-Mo Oh
• 간행물 정보: 『무역연구』제15권 제4호, 145~155쪽, 전체 11쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2019.08.30

영문 초록

Purpose – Although exporting is a feasible way of internationalization, not all exporters can succeed in export marketplaces. Specifically, small- and medium-sized exporters often face liabilities of foreignness, smallness, and newness in their export marketplaces. Therefore, these exporters need to develop a strategic option to overcome the liabilities and achieve long-term success. The purpose of the current study is to explicate how small- and medium-sized exporters’ societal marketing efforts contribute to enhancing local buyers’ brand recall and evaluation. Design/methodology/approach - Drawing principally on the stakeholder theory and the brand-equity theory, the present study developed propositions. These propositions clarifies how small- and medium-sized exporters societal marketing efforts influence branding outcomes in export marketplaces. Findings - First, a small- and medium-sized exporter’s societal marketing efforts positively influence local buyers’ recall of its brand. Second, a small- and medium-sized exporter’s societal marketing efforts positively influence local buyers’ evaluation of its brand. Research implications or Originality - The results of the current study suggested that small- and medium-sized exporters’ societal marketing efforts be a useful strategy to overcome liabilities of foreignness, smallness, and newness. In addition, these efforts are lucrative mechanisms in export marketplaces.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Foundations

Ⅲ. Conceptual Framework

Ⅳ. Proposition Development

Ⅴ. Discussion

키워드

Brand Evaluation Brand Recall Corporate Societal Marketing Export Small- and Medium-sized Firm