Antecedents and Outcomes of Brand Strength: A Study of Asian IT Organizations Towards Brand Sustainability

Abstract

There is a lacuna in research work in terms of understanding how Asian information technology (IT) organizations can become global brands to achieve brand sustainability. The present research examines the impact of brand strength on sustainable global branding for Asian IT organizations. Survey conducted with sample size of 225 IT customers. Results show positive relationship between brand strength and global branding; between brand loyalty and brand sustainability; between global branding and brand sustainability. This research helps managers with a brand strength-based framework towards global branding of Asian IT organizations. Asia should optimally utilize its human potential, through building global IT brands. The success (or lack of it) of IT firms in Asia can potentially influence the performance of firms in other sectors and other developing regions as well. The originality of the study lies in proposing a conceptual framework for sustainable global branding of Asian IT organizations and conducting a quantitative study. The study further validates the model using structural equation modelling (SEM).