The role of branding in driving positive performance outcomes in the business-toconsumer segment has been overemphasized and warranted by the production of numerous amount of research. Nonetheless, no attention has been devoted to investigating
the role of business-to-business branding in the framework of exporting firms. In particular, this void arises at times when exporting firms strive to combat constant competitive threats to enhance and sustain their overall export market effectiveness.
Similarly, although the nexus between innovation and branding is recognized in the branding literature, little is known about the role of innovation in generating a positive brand market performance for business-to-business exporters. Thus, it is unclear what
drives brand innovation and which performance outcomes exporting firms should anticipate from innovation-based branding efforts in foreign markets. Therefore, in response to this void in existing knowledge, the present study attempts to build a
comprehensive conceptual model of export market effectiveness by drawing on the resource-based view theory and the resource-advantage theory of competition. To that end, a number of research hypotheses are formulated by employing a multi-disciplinary
approach; and by reviewing various streams of the pertinent literature to address the existing lacuna in the export performance domain. In particular, key organizational and functional antecedents of brand innovation are examined en route to export market
effectiveness. The hypothesised associations were tested by drawing on data generated from German exporters. The data were analysed by performing structural equation modeling as well as descriptive statistics and correlations. Based on evaluating the
measurement model and estimating the structural model, the results indicate that the posited model can successfully be applied to the export-marketing context. In particular, the findings revealed that export market effectiveness is impacted by brand market
performance, which is determined by brand innovation and integrated marketing communication capability. Also, empirical evidence revealed that innovative culture and marketing innovation are two critical drivers of brand innovation. Furthermore, the
influence of innovative culture in facilitating organizational agility and entrepreneurial orientation, as two crucial determinants of marketing innovation, was empirically supported. The findings are discussed within existing knowledge in the domain of export
performance and in view of the underlying limitations of the study. Moreover, three main implications were emphasized for academics, business practitioners, and public policymakers. Finally, future research avenues are identified and discussed.