Giữ gìn giá trị thương hiệu sau tái định danh: một góc nhìn từ lý thuyết tài nguyên

Journal of Brand Management - Tập 29 - Trang 208-224 - 2021
Rian Beise-Zee1
1Ritsumeikan Asian Pacific University, Beppu, Japan

Tóm tắt

Trong vài thập kỷ qua, việc thay thế tên thương hiệu công ty đã được thúc đẩy bởi các vụ sáp nhập, mua lại và tách rời doanh nghiệp. Khi một đơn vị kinh doanh bị thoái vốn, giá trị thương hiệu phải được chuyển giao từ một tên thương hiệu đã được thiết lập sang một tên thương hiệu mới. Câu hỏi nghiên cứu chính mà bài nghiên cứu này giải quyết là làm thế nào một công ty tách ra có thể giữ gìn giá trị thương hiệu sau khi tái định danh. Nghiên cứu dựa trên một nghiên cứu trường hợp về việc thoái vốn và tái định danh của một công ty con thuộc một công ty đa quốc gia. Phân tích theo chủ đề được thực hiện dựa trên các cuộc phỏng vấn sâu bán cấu trúc và dữ liệu lưu trữ về chiến dịch tái định danh. Phân tích trường hợp dựa trên lý thuyết tài nguyên để giải thích việc duy trì giá trị thương hiệu sau khi tái định danh. Những phát hiện chỉ ra rằng sự tiếp nối của các tài nguyên vô hình, hữu hình và quan hệ của công ty tách ra được cảm nhận là điều kiện tiên quyết để công ty này giữ gìn giá trị thương hiệu liên quan đến tên thương hiệu công ty mẹ trước đây. Thông tin quan trọng này nêu bật các ý nghĩa lý thuyết và thực tiễn trong việc khái niệm hóa giá trị thương hiệu và tên thương hiệu cùng giá trị của chúng. Khả năng của một thực thể thương hiệu trong việc tái định danh cho thấy rằng giá trị của một tên thương hiệu có thể được xác định dựa trên chi phí thay thế của một tên thương hiệu, thay vì toàn bộ giá trị tài chính của giá trị thương hiệu.

Từ khóa

#giá trị thương hiệu #tái định danh #lý thuyết tài nguyên #công ty tách ra

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