@inbook{cb2f7320e6bf48198c7a00caa9514d62,
title = "The Effect of Top Management Teams on Branding Capability: The Moderating Role of Formalization",
abstract = "In this study, the authors examine how top management team commitment, communication, and risk aversion influence branding capability- an ability to integrate and deploy resources to build a strong brand position. The role of formalization is also investigated to understand whether it facilitates or impedes the effort of top management teams on branding capability. Empirical results strongly support a positive effect of top management team commitment and communication towards branding capability. Furthermore, formalization positively and negatively moderates the effect of top management team communication and commitment, respectively on branding capability. Implications for branding strategy are discussed.",
author = "Jelena Dodic and Seigyoung Auh",
note = "Funding Information: Parts of the this research were funded by the HK Governemnt RGC CERG grant HKUST 6235/02E, and a HK Government Industry Dept ITF fund. The authors also thank our industry sponsors, Northford Leather Mfg. Co and Effect Group Ltd. Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-11779-9_97",
language = "English (US)",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "258",
booktitle = "Developments in Marketing Science",
address = "United States",
}