To understand brand management in the contemporary marketing environment and assist firms in developing ways to boost brand management effectiveness, this study attempts to establish and empirically test the relationships between two theoretical constructs, brand managers' brand management intangible capital and brand management capability. This study has three objectives: It 1) identifies individual brand managers' specific knowledge, skills and capabilities critical to effective brand management; 2) establishes measurement models for individual brand managers' intangible capital and capability; and 3) empirically tests the relationships among brand managers' intangible capital, capability and brand management outcomes.
The research framework of this study is grounded in three streams of firm-level theories, the Resource Based View, the Resource-Advantage theory and the theory of firm capability. This dissertation integrates these theories into a research framework and applies these firm-level theories to the individual brand manager level. By doing so, this study provides a unique theoretical lens to examine contemporary brand management.