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).

在理解亚洲信息技术 (IT) 组织如何成为全球品牌以实现品牌可持续性方面的研究工作存在空白。本研究探讨了品牌实力对亚洲 IT 组织可持续全球品牌建设的影响。以 225 名 IT 客户为样本进行的调查。结果显示品牌实力与全球品牌之间存在正相关关系；在品牌忠诚度和品牌可持续性之间；在全球品牌和品牌可持续性之间。这项研究帮助管理者建立了一个基于品牌实力的框架，以实现亚洲 IT 组织的全球品牌化。亚洲应通过打造全球 IT 品牌，以最佳方式利用其人力潜力。亚洲 IT 公司的成功（或失败）也可能影响其他行业和其他发展中地区公司的业绩。该研究的独创性在于提出了亚洲 IT 组织可持续全球品牌化的概念框架并进行了定量研究。该研究使用结构方程模型 (SEM) 进一步验证了该模型。