Brand Management Systems Based on Structural Equation Modelling: Evidence From SME in Xinjiang, China

Abstract

A new equation model of brand management architecture has been developed which draws its influences from existing brand theory and literature and integrates and extends them. Existing research literature on brand management systems is critiqued and explored. Crosssectional data from SMEs in Xinjiang, China, show that brand identity, brand relationships, brand value, and brand personality have a positive impact on brand management systems, with brand strategy playing a mediating role in this impact. This study enriches the literature on empirical research on brand management systems, provides evidence for studying Chinese SMEs, and is useful for guiding the practice of brand management.