Employing brand governance mechanisms with export channel partners: what are the performance consequences and contingent effects?

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)
21 Downloads (Pure)

Abstract

For decades leading international business scholars have assessed the benefits accruing from successful governance mechanisms. Although the critical importance of initiating and maintaining good relationships with export channel partners is recognized within the literature, there has been little research focus placed on the optimal approach for governing intangible aspects of these relationships. We offer the first integrated definition of export brand governance of channel partners (EBGoCP) and investigate its influence on export performance. Drawing from relational governance theory and contingency theory, we develop and test a model of the contingent effects of different country specific advantages and firm characteristics on the performance upshots of EBGoCP. Using survey data from UK exporters, our findings validate the hypothesized enhancing effects of EBGoCP on export performance outcomes. Furthermore, consistent with our contingency based predictions, we find country-of-origin image, firm size and scope of exporting moderate the impact of EBGoCP on export performance. Along with providing fresh insights from the results, this study opens up a new stream of international business governance research and offers productive future research paths to follow.
Original languageEnglish
Article number101991
Number of pages18
JournalInternational Business Review
Volume31
Issue number5
Early online date23 Mar 2022
DOIs
Publication statusPublished - 31 Oct 2022

Keywords

  • international business
  • brand governance
  • export channel partners
  • relational governance theory
  • contingency theory
  • business-to-business

Fingerprint

Dive into the research topics of 'Employing brand governance mechanisms with export channel partners: what are the performance consequences and contingent effects?'. Together they form a unique fingerprint.

Cite this