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Journal articles on the topic 'Brand associations'
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1
Thellefsen, Torkild, and Bent Sørensen. "What brand associations are." Sign Systems Studies 43, no. 2/3 (November 30, 2015): 191–206. http://dx.doi.org/10.12697/sss.2015.43.2-3.03.
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The American polyhistor Charles Sanders Peirce stated that association is the only active force in the mind; and since any meaning of a brand is created through countless associations among the brand users, branding seems to be a cognitive vis-à-vis semeiotic process. In literature on brands the concept of association is by no means new; however, if we take a look at some of the leading and dominant brand researchers, their definitions of associations seem to lack academic depth. We hope to contribute to this hitherto missing depth by applying Peirce’s understanding of associations.
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Kunkel, Thilo, Daniel Funk, and Ceridwyn King. "Developing a Conceptual Understanding of Consumer-based League Brand Associations." Journal of Sport Management 28, no. 1 (January 2014): 49–67. http://dx.doi.org/10.1123/jsm.2011-0153.
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Existing research has primarily focused on sport teams as brands, overlooking the branding of professional sport leagues. Professional sport leagues are required to build and leverage their brand associations to be sustainable and to help affiliated teams. This study integrated existing team brand association research with brand architecture literature to examine league brand associations from a consumer perspective. A freethought listing pilot test (N= 22) was followed by semistructured interviews (N= 26) to uncover 17 brand associations linked with professional sport leagues. Online questionnaires among consumers of four sport leagues in Australia (N= 1182) were used to support 17 distinct identified league brand associations. One samplettests and correlation analyses empirically revealed that 17 league brand associations were linked with attitudinal and behavioral outcomes related to sport leagues. Finally, ANOVAs identified that some league brand associations differed between four leagues as perceived by consumers, reflecting league specific characteristics.
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Ilicic, Jasmina, and Cynthia M. Webster. "Consumer values of corporate and celebrity brand associations." Qualitative Market Research: An International Journal 18, no. 2 (April 13, 2015): 164–87. http://dx.doi.org/10.1108/qmr-06-2013-0037.
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Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings – Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship. Research limitations/implications – The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value – This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.
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Dzyabura, Daria, and Renana Peres. "Visual Elicitation of Brand Perception." Journal of Marketing 85, no. 4 (May 20, 2021): 44–66. http://dx.doi.org/10.1177/0022242921996661.
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Understanding consumers’ associations with brands is at the core of brand management. However, measuring associations is challenging because consumers can associate a brand with many objects, emotions, activities, sceneries, and concepts. This article presents an elicitation platform, analysis methodology, and results on consumer associations of U.S. national brands. The elicitation is direct, unaided, scalable, and quantitative and uses the power of visuals to depict a detailed representation of respondents’ relationships with a brand. The proposed brand visual elicitation platform allows firms to collect online brand collages created by respondents and analyze them quantitatively to elicit brand associations. The authors use the platform to collect 4,743 collages from 1,851 respondents for 303 large U.S. brands. Using unsupervised machine-learning and image-processing approaches, they analyze the collages and obtain a detailed set of associations for each brand, including objects (e.g., animals, food, people), constructs (e.g., abstract art, horror, delicious, famous, fantasy), occupations (e.g., musician, bodybuilder, baker), nature (e.g., beach, misty, snowscape, wildlife), and institutions (e.g., corporate, army, school). The authors demonstrate the following applications for brand management: obtaining prototypical brand visuals, relating associations to brand personality and equity, identifying favorable associations per category, exploring brand uniqueness through differentiating associations, and identifying commonalities between brands across categories for potential collaborations.
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Dada, Muhammad Habib. "Impact of Brand Association, Brand Image & Brand Loyalty on Brand Equity." Journal of Marketing Strategies 3, no. 1 (June 4, 2021): 29–43. http://dx.doi.org/10.52633/jms.v3i1.33.
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The most important determinants of brand equity are brand image and brand loyalty. These critical elements affect the customer’s thought processes and build up their perception of the brand. The main objective of this research study is to investigate the critical association between brand association, brand image and loyalty and how they impact brand equity. In order to achieve research intentions, a model reflecting the effect of brand association, brand image and brand loyalty on brand equity was conceptualized. Hypotheses were formulated to assess the relationship between the variables and their impact on the dependent variable. The study adopted a quantitative approach and data were analyzed through structural equation model SEM to assess the correlation. The study findings demonstrate that brand associations, brand loyalty and brand image have a positive effect on brand equity. The study provides brand managers with key insights to enrich the equity of their brands.
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Sharma, Rajesh. "Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions." Metamorphosis: A Journal of Management Research 16, no. 1 (May 12, 2017): 45–59. http://dx.doi.org/10.1177/0972622517702187.
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The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A total of 288 actual Indian smartphone users evaluated different smartphone brands, that is, both local and international. The empirical findings suggest that CBBE for smartphones consists of four dimensions, that is, brand association, brand awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.
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Crawford Camiciottoli, Belinda, Silvia Ranfagni, and Simone Guercini. "Exploring brand associations: an innovative methodological approach." European Journal of Marketing 48, no. 5/6 (May 6, 2014): 1092–112. http://dx.doi.org/10.1108/ejm-12-2011-0770.
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Purpose – The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consumers of fashion to determine the degree of matching with company-defined brand associations. Design/methodology/approach – The methodology is two-pronged, integrating qualitative market research techniques with quantitative text mining. It was applied to determine types and perceptions of brand associations among fashion bloggers with reference to three leading Italian fashion houses. These were then compared to brand associations found in company-generated texts to measure the degree of matching. Findings – The results showed consistent brand associations across the three brands, as well as substantial matching with company-defined brand associations. In addition, the analysis revealed the presence of distinctive brand association themes that shed further light on how brand attributes were perceived by blog participants. Practical implications – The methods described can be used by managers to identify and reinforce favourable brand associations among consumers. This knowledge can then be applied towards developing and implementing effective brand strategies. Originality/value – The authors propose an interdisciplinary approach to investigate brand associations in online communities. It incorporates text mining and computer-assisted textual analysis as techniques borrowed from the field of linguistics which have thus far seen little application in marketing studies, but can nonetheless provide important insights for strategic brand management.
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Brexendorf, Tim Oliver, and Kevin Lane Keller. "Leveraging the corporate brand." European Journal of Marketing 51, no. 9/10 (September 12, 2017): 1530–51. http://dx.doi.org/10.1108/ejm-07-2017-0445.
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Purpose Most research on branding highlights the role of associations for a single brand. Many firms, however, have multiple brands and/or different versions of one brand. The latter is largely the case for many corporate brands. This paper aims to broaden the understanding of corporate brand associations and their transfer within the firm’s brand and product portfolio. In particular, this paper also examines the concept of corporate brand innovativeness and the influence of brand architecture as supportive and restrictive boundary conditions for its transfer. Design/methodology/approach This conceptual paper explains the nature, benefits and challenges of corporate brand innovativeness within the context of a firm’s brand architecture. On the basis of a literature review, the authors provide an overview of the domain and derive avenues for future research. Findings Research and practice have not fully realised the importance of corporate brand images for supporting a firms’ product portfolio. In particular, (corporate) marketing managers need to consider the potential value of favourable perceptions of corporate brand innovativeness across products and the moderating role of brand architecture. Research limitations/implications More empirical research is needed to understand the reciprocal relationship and transfer between corporate and product brand associations and equity. Practical implications A corporate marketing perspective allows firms to use corporate brand associations to support products and services for that brand. This paper discusses perceived corporate brand innovativeness as one particularly important corporate brand association. Originality/value The authors discuss the use of corporate brand associations under the consideration of brand architectures and boundaries and draw on several research streams in the brand management literature. Much of the branding and innovation literature centres on the product level; research on corporate brand innovativeness has been relatively neglected.
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Brochado, Ana, Rui Vinhas da Silva, and Peter LaPlaca. "Assessing brand personality associations of top-of-mind wine brands." International Journal of Wine Business Research 27, no. 2 (June 15, 2015): 125–42. http://dx.doi.org/10.1108/ijwbr-05-2014-0025.
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Purpose – The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers organise brands that have the highest awareness in their memory in terms of perceived personality traits. Design/methodology/approach – A survey was developed to assess brand awareness of Portuguese green wine brands and brand personality using Aaker’s brand personality framework. Multiple correspondence analysis was used in this study to present the relative positioning of the top-of-mind green wine brands. Findings – Despite the large number of green wine brands available on the market, six brands dominate in terms of brand awareness. Top-of-mind green wine brands are marked with clear and distinctive brand personality, and a small subset of brand personality attributes serve as significant criteria for brand positioning. Practical implications – The results of the present study could be beneficial for academics and practitioners, as it reveals that the top-of-mind brands within a specific viticulture area could exhibit a clear positioning based on personality traits. Therefore, brand personality traits might provide a mechanism for wine managers to distinguish or differentiate their wines. Originality/value – This work contributes to the findings of previous studies held to study brand personality perceptions. From a theoretical point of view, this paper reflects the usage of one the most popular instruments for brand personality measurement in a wine market context.
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Boisvert, Jean. "Conceptualisation and Modelling of the Process behind Brand Association Transfer." International Journal of Market Research 53, no. 4 (July 2011): 541–56. http://dx.doi.org/10.2501/ijmr-53-4-541-556.
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Although the concept of affect transfer has been addressed by many in the literature, the process underlying the transfer of brand associations from parent brands to their extensions is still unclear despite important theoretical and managerial implications. This paper proposes to conceptualise and model the empirical process underlying such transfer. The findings reveal that the capability of a parent brand to transfer specific brand associations to a line extension depends on an optimisation process where strong transfer occurs only when repeated measures of the same associations are not statistically distinct. Conversely, the transfer is limited when the statistical difference is either positive or negative in repeated measures. When the difference is positive, the extension appears to already ‘own’ the association in comparison to the parent brand and when negative the association is not compatible with the extension. The methodological and managerial implications of brand association transfer are discussed.
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Hayat M. Awan, Zara Hayat, Sahar Hayat, and Rafia Faiz. "Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations." Journal of Business and Social Review in Emerging Economies 6, no. 1 (March 31, 2020): 23–42. http://dx.doi.org/10.26710/jbsee.v6i1.1023.
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This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.
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Lourenção, Marina Toledo de Arruda, and Janaina de Moura Engracia Giraldi. "Development of an identity model for sector brands." Journal of Fashion Marketing and Management: An International Journal 21, no. 3 (July 10, 2017): 317–40. http://dx.doi.org/10.1108/jfmm-10-2016-0097.
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Purpose The purpose of this paper is to propose an identity model for sector brands and examines its applicability for the Brasil Fashion System brand. Design/methodology/approach A systematic review of the literature on corporate brand identity models is undertaken. The interviews were carried out with two interest groups: the associations comprising the brand, and the consultancy company responsible for sector brand advisory. Findings The sector brand identity model is applicable to the Brasil Fashion System brand with the exception of two elements. The application may have experienced some adversity because of the considerable divergence among the associations. In cases where the brand represents just one association, the application of the model may occur with more favorable element management. Research limitations/implications Theoretical contribution occurred toward sector brands and brand identity with the development of an identity model for the sector brand, so far not addressed in academic studies. Practical implications When adopting the identity model for sector brands, managers would be able to understand the components that have to be managed on sector brand identity. The model can contribute to improve the management of these kinds of brands. Originality/value The academic studies of corporate brand identity models and sector brands are analyzed in order to create the first sector brand identity model that was experienced by the Brazilian fashion industry.
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Cho, Eunjoo, and Jiyoung Hwang. "Drivers of consumer-based brand equity: a two-country analysis of perceived brand origin and identity expressiveness." International Marketing Review 37, no. 2 (April 13, 2020): 241–59. http://dx.doi.org/10.1108/imr-12-2018-0351.
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PurposeThe purpose of this study is to investigate whether and how the effects of cognitive, sensory and affective brand associations on brand love (a core driver of brand loyalty) differ by perceived brand origin (domestic vs imported) and identity expressiveness (low vs high) in two different national contexts.Design/methodology/approachThe data for this study were collected through an online survey in the US and China. A total of 711 responses (n = 362 for the US, n = 349 for China) were used for data analysis. A multiple-group structural equation modeling was used to test the hypotheses.FindingsCognitive and sensory associations are significant drivers of US consumers' brand love while affective associations are important for Chinese consumers' brand love. Also, perceived brand origin and identity expressiveness moderate the three brand associations–brand love relationship. For US consumers, cognitive associations significantly influence brand love for both domestic and imported brands, but sensory associations are important for domestic brand love. For Chinese consumers, affective associations significantly influence brand love for both domestic and imported brands, but cognitive associations are important for imported brand love. The impacts of the three brand associations on brand love differ by the degree of identity expressiveness.Research limitations/implicationsThis empirical study offers important insights into the differing effects of perceived brand origin and identity expressiveness in enhancing brand love across cultures in order to establish strong international brand equity.Originality/valueThis study contributes to the scarce cross-cultural research on brand equity by testing the extended brand equity model. The findings provide more specific, meaningful insights into the role of perceived brand origin and identity expressiveness, leading to more effective international brand management.
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Jakubanecs, Alexander, Magne Supphellen, Alexander Fedorikhin, Hege Mathea Haugen, and Njål Sivertstøl. "Elicitation of salient brand emotions in Western and East Asian markets: The role of elicitation context." International Journal of Market Research 61, no. 5 (March 29, 2019): 518–33. http://dx.doi.org/10.1177/1470785319838419.
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The objective of this article is to show the effects of the use of Free Association Technique on the elicitation of brand emotions and functional associations across a Western and an East Asian culture as well as to identify and test underlying mechanisms. The use of Western techniques for eliciting brand emotions may prove challenging for marketers in East Asian markets because of the different styles of thinking and feeling of consumers in the West versus East Asia. This investigation focuses on the role of visual context (individual vs social), in which brands are presented when eliciting brand associations in the West and in East Asia. The study shows that elicitation context significantly influences the type of brand emotions and functional associations across two distinct cultures: Norway and Thailand. Consumers’ self-construal and thinking style mediate the effects of culture, as interdependent self-construal and holistic thinking explain more context-dependent brand emotions generated by Thai than Norwegian consumers. This research has important implications for studying and managing brand associations and emotions across markets. The traditional view of brands as possessing abstract, stable associations, and emotions should be reconsidered in the East Asian cultural context. Marketing managers should adapt established Western elicitation techniques to the characteristics of East Asian consumers to increase their validity.
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Broniarczyk, Susan M., and Joseph W. Alba. "The Importance of the Brand in Brand Extension." Journal of Marketing Research 31, no. 2 (May 1994): 214–28. http://dx.doi.org/10.1177/002224379403100206.
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Recent research has identified two factors that influence consumer perceptions of a brand extension: brand affect and the similarity between the original and extension product categories. However, surprisingly little attention has been paid to other associations specific to the brand itself. The authors perform three experiments to explore the relative importance of these associations. The experiments reveal that brand-specific associations may dominate the effects of brand affect and category similarity, particularly when consumer knowledge of the brands is high. The authors conclude by discussing the implications of these findings for managerial decision making and the process by which consumers evaluate brand extensions.
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Esmaeilpour, Fariba. "The role of functional and symbolic brand associations on brand loyalty." Journal of Fashion Marketing and Management 19, no. 4 (September 14, 2015): 467–84. http://dx.doi.org/10.1108/jfmm-02-2015-0011.
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Purpose – The purpose of this paper is to examine the effects of functional (perceived quality) and symbolic (personality congruence, user imagery congruence, brand prestige and brand tribalism) brand associations in attitude and brand loyalty of Generation Y’s consumers towards two categories of luxury fashion brands. Design/methodology/approach – A structural equation modeling method is employed in this research based on data collected from 450 individuals born between 1977 and 1994 in Iran. Watches and sunglasses are two luxury product categories chosen in this study. Findings – The findings of the study reveal that perceived quality is the better predictor of brand attitude and brand loyalty. Personality congruence (mediated by perceived brand quality), brand prestige (mediated by perceived brand quality and brand attitude) and brand tribalism (mediated by brand attitude) have an indirect positive effect on brand loyalty. Research limitations/implications – Due to the historical delay in the entrance and publicity of modern information and communication technologies in Iran compared with the western societies, the studied generation in this paper might not be completely conformed to the mentioned characteristics of Generation Y in terms of using media. Originality/value – This study combines consumer-based and community approaches of creation and management of brand to examine loyalty towards luxury fashion brands in Generation Y’s consumers as an attractive segment for luxury brands.
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Gordon, Brian S., and Jeffrey D. James. "The Impact of Brand Equity Drivers on Consumer-based Brand Equity in the Sport Service Setting." International Journal of Business Administration 8, no. 3 (May 4, 2017): 55. http://dx.doi.org/10.5430/ijba.v8n3p55.
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The importance of brand equity to a firm has been well documented by previous literature. Brands with high equity allow a firm to charge a premium price as well as garner a larger market share in relation to competitors (Simon & Sullivan, 1993). From the consumer’s perspective, previous research has failed to explain precisely how consumers perceive and become loyal to specific brands. Therefore, this study constructed and tested a consumer-based brand equity model based on Keller’s (2003a) brand equity pyramid that explains how consumer perceptions influence brand resonance. Data were collected from a general consumer sample (n = 787) in a mid-sized southeastern community in order to validate the consumer-based brand equity model. The results from an examination of the structural model confirmed a significant relationship between brand awareness and brand associations as posited by previous research. Brand associations were found to have a significant impact on a consumer’s cognitive evaluation (brand superiority) and affective response (brand affect) to a focal brand in the service realm. Further, this study highlighted the important role that emotions play in the process of building strong brand equity. Cumulatively, these findings revealed that two attitudinal constructs (brand superiority and brand affect) played a differential role in the brand association-brand resonance relationship in the services context.
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Vos, Maren, and Jos Bartels. "Putting Words into Action: Marketing Organic Products with Existing Brand Associations." International Journal of Marketing Studies 10, no. 2 (May 9, 2018): 1. http://dx.doi.org/10.5539/ijms.v10n2p1.
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As consumer interest in organic products continues to grow, brands are increasingly adding organic variants to their product lines. However, consumer evaluations of these actions are not straightforward and differ for brands with various associations or within different product contexts. Previous research has shown that products with credence attributes, such as organic products, are often judged by brand name and consumers’ existing brand associations. The current study adds to previous work on brand equity and brand associations by explicitly considering the context and characteristics of these branded organic products. First, a pretest determined the existing brands’ corporate social responsibility (CSR) and corporate ability (CA) associations. Next, an online experiment tested consumers’ perceptions of brand equity, consumers’ trust in the brands and consumers’ purchase intentions, which were analyzed using a fully parallel, multiple-mediator process model with the experimental conditions as independent variables. The results show that brand equity increases most when a brand associated with both CA and CSR introduces an organic product. In addition, consumers trust this brand more compared to brands that are less strongly associated with CSR. Moreover, the intention to purchase organic products increases as brand equity increases, but the intention to purchase organic products does not increase as trust increases. Based on these results, we conclude that brands aiming to increase their value to positively affect consumers’ purchase intentions of their organic products benefit most when they are highly associated with both CSR and CA.
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Olsen, Lars Erling, Bendik Meling Samuelsen, Ioannis Pappas, and Luk Warlop. "Broad vs narrow brand positioning: effects on competitive brand performance." European Journal of Marketing 56, no. 3 (February 4, 2022): 799–816. http://dx.doi.org/10.1108/ejm-02-2021-0090.
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Purpose Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other is a narrow brand strategy, focusing on just a few and thus more mentally accessible associations. Building on associative memory theory, this paper aims to examine which of these brand positioning strategies performs better under dynamic market conditions. Design/methodology/approach Three experiments test the effect of brand positioning strategy on memory accessibility and competitive brand performance. Study 1 tests how brand strategy (broad vs narrow) affects defensive brand performance. Study 2 tests how broad vs narrow brands perform differently in a brand extension scenario (offensive brand performance). Study 3 uses real brands and situation-based attributes as stimuli in a defensive scenario. Findings The results show that a narrow brand positioning strategy leads to a competitive advantage. Narrow brands with fewer and more accessible associations resist new competitors more easily and have higher brand extension acceptance than do broad brands. Research limitations/implications The study shows how to use accessibility as evidence of associative strength and test how accessibility influences competitive brand performance in a controlled experimental context. Practical implications Brand managers would benefit from a narrow brand positioning strategy in accordance with the unique selling proposition (USP) school of thought used by many marketing practitioners. Originality/value The paper demonstrates that narrow brand positioning performs better than broad brand positioning in dynamic markets, and to the knowledge is the first to do so.
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Awad, Tamer A., and Sahar Mohsen. "Increasing the Brand Equity of Private Label Brands." International Journal of Customer Relationship Marketing and Management 8, no. 4 (October 2017): 32–50. http://dx.doi.org/10.4018/ijcrmm.2017100103.
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This paper was developed to investigate the different factors affecting the Brand Equity of Private Label Brands and Perceived Value in the Egyptian market. 578 random shoppers in 26 branches all over Egypt completed questionnaire about their perception of different factors affecting Brand Equity. Brand Associations, Perceived Value and Brand Loyalty are considered the most important factors that affect the Brand Equity of Private Label Brands; However, Perceived Quality, Brand Image and Brand Awareness are considered to be the least effective factors. Demographics were found to be insignificant. Marketers should focus on the top three effective factors, which are Brand Associations, Perceived Value and Brand Loyalty in order to increase the Brand Equity of the Private Label Brands. The results will offer direction to marketers and decision makers, especially that Private Label Brands are increasing dramatically.
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Kelly, Bridget, Becky Freeman, Lesley King, Kathy Chapman, Louise A. Baur, and Tim Gill. "The normative power of food promotions: Australian children’s attachments to unhealthy food brands." Public Health Nutrition 19, no. 16 (June 13, 2016): 2940–48. http://dx.doi.org/10.1017/s1368980016001452.
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AbstractObjectiveThe formation of food brand associations and attachment is fundamental to brand preferences, which influence purchases and consumption. Food promotions operate through a cascade of links, from brand recognition, to affect, and on to consumption. Frequent exposures to product promotions may establish social norms for products, reinforcing brand affect. These pathways signify potential mechanisms for how children’s exposure to unhealthy food promotions can contribute to poor diets. The present study explored children’s brand associations and attachments for major food brands.DesignA cross-sectional online survey was conducted. Fourteen study brands were used, with each child viewing a set of seven logos. The questionnaire assessed perceptions of food brands and perceptions of users of brands, using semantic differential scales, and perceived brand ‘personalities’, using Likert scales.SettingNew South Wales, Australia, October–November 2014.SubjectsChildren aged 10–16 years (n417).ResultsChildren demonstrated strong positive affect to certain brands, perceiving some unhealthy food brands to have positive attributes, desirable user traits and alignment to their own personality. Brand personality traits of ‘smart’ and ‘sporty’ were viewed as indicators of healthiness. Brands with these traits were ranked lower for popularity.ConclusionsChildren’s brand associations and attachments indicate the potential normative social influences of promotions. While children are aware of brand healthiness as an attribute, this competes with other brand associations, highlighting the challenge of health/nutrition messaging to counter unhealthy food marketing. Restricting children’s exposure to unhealthy food marketing and the persuasive nature of marketing is an important part of efforts to improve children’s diet-related health.
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Grimmer, Martin, and Dennis C. Grube. "Political branding: A consumer perspective on Australian political parties." Party Politics 25, no. 2 (May 25, 2017): 268–81. http://dx.doi.org/10.1177/1354068817710585.
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Why are voters in advanced democracies turning away from established mass parties to take their electoral chances elsewhere? This article draws on concepts from marketing scholarship, specifically branding and brand equity, to apply a ‘consumer’ lens that assesses the major parties in Australia as failing ‘brands’ being left behind by disillusioned voters. An initial sample of 200 voters were asked what words or phrases came to mind when they thought of each of four Australian federal political parties. The strength of associations for each party, elicited from this sample, was then validated on a broader sample of 1015 voters, in addition to whether the association was considered positive, neutral or negative. Data revealed distinct brand associations for each party and the extent of penetration and brand equity across subgroups of voters. We find that Australian mass parties are caught in a downward spiral of negative brand associations and low brand penetration, leading to voter dissatisfaction.
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Jafari Drabjerdi, Jamshid, Masoud Arabi, and Maryam Haghighikhah. "Identifying the Effective Factors on Brand Equity from Consumers Perspective Using Aaker Model: A Case of Tehran Dairy Products." International Journal of Business and Management 11, no. 4 (March 15, 2016): 265. http://dx.doi.org/10.5539/ijbm.v11n4p265.
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<p>Brands are differentiating aspect of products. So, identifying the effective factors in creating brand value and evaluating the value is of great importance. The present study, using structural equation modeling, attempts at investigating and explaining effective factors on brand equity of dairy products with Aaker model. Participants are 381 consumers of Tehran dairy products and the variables of advertisement cost, attitude to advertisement, monetary promotions, non-monetary promotions, packaging and distribution span on perceived dimensions of brand equity including brand awareness, brand associations and the perceived quality were measured. The results showed that variable of brand awareness had the highest explanatory role. Also according to the results, the effects of attitude to advertising on perceived quality and brand awareness, packaging on brand awareness, advertising cost on brand association, non-monetary promotions on brand association and distribution spread on brand association were not supported.</p>
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Haxhialushi, Rozana, and Vjollca Hysi Panajoti. "Measuring Brand Equity among Albanian Consumers." European Scientific Journal, ESJ 14, no. 16 (June 30, 2018): 106. http://dx.doi.org/10.19044/esj.2018.v14n16p106.
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Brands offer advantages for consumers and companies and companies are spending a lot in creating and managing their brands. Brand equity and its dimensions have received a great attention from academics. The purpose of this paper is to test the proposed model to better understand brand equity among Albanian consumers. It investigates the hierarchy of brand equity dimensions and the effect these dimensions have on brand equity. Hypothesis were tested using structural equation modeling. The reliability of the model was assessed using confirmatory factor analysis. Results show that brand awareness has a positive effect on brand associations, brand associations positively affect perceived quality which is positively related to brand loyalty. All dimensions have a positive effect on brand equity. Items for measuring overall brand equity were used. This study contributes to the large body of literature on brand equity. It has limitations because we use two product categories and a limited set of brands.
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Azar, Salim L. "Toward an understanding of brand sexual associations." Journal of Product & Brand Management 24, no. 1 (March 16, 2015): 43–56. http://dx.doi.org/10.1108/jpbm-05-2014-0607.
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Purpose – This paper aims to explore brand sexual associations and to understand the antecedents of these associations by drawing from an anthropomorphic view of consumption and a socio-psychological perspective. Design/methodology/approach – An exploratory qualitative analysis based on 18 semi-structured interviews was conducted. Following symbolic interactionism and inter-subjectively reflective approaches, three main methods were used: interviews, projective drawings and a pen-and-paper exercise. Findings – The results of this paper strongly confirm that a brand is perceived by consumers as having a sex, a gender and a sexual orientation. These findings point toward a crucial distinction between these three constructs. Construct conceptualizations are developed and definitions are suggested. Nine antecedents for brand sexual associations are studied. Research limitations/implications – French subjects constitute the sample. Future studies might investigate the transferability of our results to other cultures. The three constructs broadens the existing brand-as-a-person metaphor and brand gender literature. Practical implications – Managers need to consider the construction of their brands’ sexual identities, namely, the sexual associations that brand strategists desire to create and maintain. The study of the antecedents of brand sexual associations provides brand managers the opportunity to manage actively those specific types of associations. Originality/value – This research contributes to the brand-as-a-person metaphor and to the brand gender literature with new insights about the nature and structure of brand sexual associations. This paper moves the conceptualization of these constructs forward.
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Vilčeková, Lucia. "CONSUMER ETHNOCENTRISM AND CONSUMER ASSOCIATIONS WITH SLOVAK BRANDS." CBU International Conference Proceedings 2 (July 1, 2014): 107–12. http://dx.doi.org/10.12955/cbup.v2.452.
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This paper describes the perception of Slovak consumers toward domestic and foreign brands and examines their associations with Slovak brands. The introduction to country of origin in marketing is provided, followed by a brief description of consumer ethnocentrism and consumer animosity; then description of research methodology is mentioned; and finally, research results are presented.The representative research was conducted in 2013 over a sample of 1,067 Slovak consumers over the age of 16. To capture the spontaneous reactions to Slovak brands, the respondents were asked to name what comes to their mind when they hear the expression “Slovak brand.” Slovak consumers associate domestic brands with quality, tradition, fair prices, and Slovakia. Their primary feelings toward Slovak brands are mostly positive. If they have negative perception, that is only because domestic products are not often available in stores and there is a lack of Slovak brands. Moreover, the consumers were presented with a list of 27 statements concerning their attitude toward domestic and foreign brands and their brand buying behavior. Based on the research results, Slovak consumers can be observed as very brand-oriented and often possess a strong brand loyalty when making purchasing decisions. Slovak consumers are not necessarily patriotic as far as purchasing is concerned. The main reason for buying Slovak products is only to support the economy and the Slovak consumers are very aware of the benefits of supporting domestic production. Nevertheless, consumer ethnocentrism is not typical for Slovaks.
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Kim, Yunjeong, and Kyung Wha Oh. "Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands." Sustainability 12, no. 5 (February 25, 2020): 1703. http://dx.doi.org/10.3390/su12051703.
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Since fast fashion is often considered the opposite of sustainable fashion, this study was conducted to clarify the consumer brand associations with sustainable fashion by analyzing three fast fashion brands. Our research included two studies. First, we conducted in-depth interviews with 20 female consumers in Korea who had purchase experience with the sustainable fashion of three selected brands, H&M, Zara, and Uniqlo, to identify sustainable keyword associations. We then structured the keyword data using network analysis. The keyword associations for the three brands resulted in a network of 60 nodes and 629 links with the term “eco-friendly” as the most meaningful keyword. Second, we surveyed 200 women and quantitatively confirmed the association of “eco-friendly fabric” among the keywords suggestive of “eco-friendly” as the most important factor in building a sustainable fashion brand image. In addition, keywords, such as “marketing” and “campaign”, were ranked in the top ten in H&M and Zara, which may imply the opportunistic use of greenwash. This study contributes to the literature by applying in-depth analysis of consumer associations of fast fashion brands from a sustainability perspective through network analysis. We expect our findings to help fashion companies strategically build a sustainable fashion brand image.
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Wang, Wenling, and Daniel Korschun. "Spillover of social responsibility associations in a brand portfolio." Journal of Product & Brand Management 24, no. 6 (September 21, 2015): 596–609. http://dx.doi.org/10.1108/jpbm-06-2014-0629.
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Purpose – This paper aims to explore the spillover effect of social responsibility (SR) activity at the product brand level on the full brand portfolio. Extant research has established that SR activity can be beneficial to companies by influencing consumers’ SR associations with the company and its product brands. However, most studies only look at the outcomes of SR implemented at the corporate level (i.e. corporate social responsibility [CSR]). This paper provides a new and expanded perspective by exploring how SR at the product brand level reverberates throughout the full brand portfolio. Drawing on associative network theory, the authors propose a conceptual model that predicts when and how SR associations with a product brand spillover to corporate brand and other product brands and the consequences of this spillover. Design/methodology/approach – Two experiments were conducted to test the conceptual model. The authors used utilitarian products (frozen yogurt, ice cream, and soft drink) in the first experiment and value-expressive products (running shoes, T-shirt and watch) in the second experiment. Findings – Both experiments found support for the proposed spillover effect. The moderating impact of corporate branding strategy and product category fit on the strength of spillover effect were also examined. Practical implications – The findings will help managers make better decisions about which brands (product and corporate level) should be involved in SR activity. Originality/value – This research offers a new perspective to look at the consequences of SR activity and reveals a larger picture than extant research on CSR by indicating the impact of a product brand’s SR initiative on the whole brand portfolio.
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GURIȚĂ, Doina. "Brand Identity. The Echo of Mental Associations." Anuarul Universitatii "Petre Andrei" din Iasi - Fascicula: Drept, Stiinte Economice, Stiinte Politice 28 (December 10, 2021): 174–88. http://dx.doi.org/10.18662/upalaw/74.
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In this article, I chose to talk about the latest topic in terms of branding, namely: "sensory branding" or "five-dimensional brand", which talks about the role of the five senses in creating a brand identity for strengthen the relationship between brand and consumer. Thus, for a brand to provoke reactions and create memorable experiences for the consumer, it is important to develop new strategies that involve triggering all the senses of consumers, or at least two of them. The concept of sensory branding is a recent one, but already it has evolved surprisingly. If in the past in the creation of a brand the most important aspect was the design, the visual system, nowadays the brands use different strategies through which, the simple triggering of a sense to lead to the triggering of the other senses.
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Guo, Wenqiu, and Liying Zhou. "Influence factors of customer-based brand equity: A study on China mobile phone industry." International Journal of Financial Engineering 08, no. 01 (March 2021): 2050050. http://dx.doi.org/10.1142/s2424786320500504.
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Competitions among enterprises are actually competitions among brands, and competitions among brands depend on the level of brand equity. Brand equity is vital for companies to strengthen their competitive position. Most previous studies revealed that two sets of the brand equity measure which was brand satisfaction and brand loyalty grouped into the same loyalty dimension. However, this study separates these two sets of measures into customer satisfaction and customer loyalty and examines the mediating effects of customer loyalty between brand knowledge, customer satisfaction, and customer-based brand equity. This study aims to investigate the effect of brand awareness, brand association, perceived quality, and customer satisfaction on customer-based brand equity in China mobile phone industry, through customer loyalty, which provides the basis for brand strategic decision-making. Based on the data collected through top five and other mobile phone brands in China, the empirical tests used a structural equation modeling via partial least squares approach to prove the hypotheses. The results show that customer loyalty has a significant mediating effect on relationships between brand associations with brand awareness, perceived quality, and customer satisfaction on brand equity.
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Rahman, Kaleel, and Charles S. Areni. "The Benefits of Quantifying Qualitative Brand Data." International Journal of Market Research 58, no. 3 (May 2016): 421–50. http://dx.doi.org/10.2501/ijmr-2015-053.
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Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation. Brand associations, a form of qualitative data, are common in measuring customer-based brand equity. The branding literature suggests that not all brand associations are equal. The strength, uniqueness and valence of brand associations need to be considered when assessing brand associations (Keller 1993). Although Keller's work is cited by many, no study has devised a method to quantify and integrate these three dimensions into a single index. This study provides an approach to address all three dimensions simultaneously. The approach first determines uniqueness of brand associations by coding associations into several mutually exclusive meaning categories. Then the serial order of free-association elicitation is used to assess association strength. The serial order, combined with a measure of valence, creates a quantification of open-ended brand associations called a ‘weighted valence index’ (WVI). In conclusion, the paper discusses the reliability and validity of the proposed measure.
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Morra, Maria Cristina, Francesca Ceruti, Roberto Chierici, and Angelo Di Gregorio. "Social vs traditional media communication: brand origin associations strike a chord." Journal of Research in Interactive Marketing 12, no. 1 (March 12, 2018): 2–21. http://dx.doi.org/10.1108/jrim-12-2016-0116.
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Purpose The purpose of this study is to develop an analytical comparison between the impact of social media communication (both user-generated and firm-created) and the effects of traditional media communication. In particular, the components of customer-based brand equity and any difference in the effects according to brand origin associations are investigated. The target group consisted of fans and followers of beer brands on social media. Design/methodology/approach In all, 192 questionnaires were collected a survey link that was posted on beer brand pages that operate in the Italian market. Structural equation modeling was developed to investigate the impact of social and traditional media communication on brand equity and a multi-group analysis to examine the differences according to the brand names’ origin associations. Findings Results show that fans and followers cannot be considered as a collective unit. Additionally, consumers make a clear distinction between firm-created/user-generated social media and traditional media communication. Specifically, they distinguish how the effects of the two media outlets differ in relation to the brand origin associations. International brands should concentrate on both firm-created and user-generated communication, whereas national (Italian) brands should foster their firm-created communications. In both cases, however, traditional media communication loses its effectiveness on the brand equity components. Originality/value Contrary to existing literature, this project compares the effect of 2.0 and traditional media on various social media platforms, pointing out two different models according to the brands’ origin associations. This study develops interesting insights both for international companies with huge brand portfolios and for national firms in a complex market like those for beer.
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Anagnostou, Michael, and George Tzetzis. "Greek sport fans' evaluation of football leagues' brand associations and their influence on brand loyalty. The case of UEFA champions league." Sport, Business and Management: An International Journal 11, no. 4 (May 18, 2021): 430–50. http://dx.doi.org/10.1108/sbm-05-2020-0045.
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PurposeThe purpose of this research was to develop a scale to measure the football league brand associations such as the “UEFA Champions League” and to investigate their influence on brand loyalty.Design/methodology/approachA questionnaire was developed and tested through a pilot test (N = 120) and the final questionnaire was administered among Greek sport spectators (N = 460). The factor structure was tested through an exploratory factor analysis and a regression analysis was used to examine the predictability of fans' brand loyalty by the league brand association dimensions.FindingsSix brand association factors were revealed through the exploratory factor analysis: elite management, entertainment, elite-sportsmanship participants, escape, elite refereeing and corporate identity. In addition, new brand associations and elements were found: elite refereeing which included fast football and the league anthem was found to coexist with logo. Elite management, entertainment, escape and corporate identity were found to influence brand loyalty variables.Practical implicationsThe study revealed a useful tool to measure sport leagues' brand associations, to measure their influence on Greek fans' loyalty and build strong, unique and favourable consumer-based brand associations.Originality/valueThe paper contributes to the sports brand associations research by examining brand associations in the context of European leagues and elite-level football competitions. It also contributes by identifying and revealing new brand associations and new elements to co-exist with other already known sports brand associations. Finally, it examines the influence of the new brand-specific associations to the brand loyalty of the “UEFA Champions League” competition for Greek sport fans.
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Romaniuk, Jenni, and Magda Nenycz-Thiel. "Behavioral brand loyalty and consumer brand associations." Journal of Business Research 66, no. 1 (January 2013): 67–72. http://dx.doi.org/10.1016/j.jbusres.2011.07.024.
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Akturan, Ulun. "How does greenwashing affect green branding equity and purchase intention? An empirical research." Marketing Intelligence & Planning 36, no. 7 (October 1, 2018): 809–24. http://dx.doi.org/10.1108/mip-12-2017-0339.
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Purpose The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention. Design/methodology/approach As an object to study, two brands were chosen: a high-involved brand and a low-involved brand. Data were collected from 500 consumers by survey method, and structural equation modeling was run to test the research hypotheses. Findings As a result, it was found that green brand associations and brand credibility positively affect green brand equity, and green brand equity has a positive and strong impact on purchase intention of consumers. In addition to that greenwashing negatively affects green brand associations and brand credibility, and therefore, indirectly influence green brand equity and purchase intention. Research limitations/implications Previous studies conceptualize greenwashing and examine its effects on company performance and skepticism. This study is a first attempt to explore the effects of greenwashing on green branding strategies. Practical implications Managers should be aware of that greenwashing not only negatively affects purchase intention but also generates negative outcomes for the relationship with the brands. Originality/value There is no other study, at least to the author’s knowledge, testing the effects of greenwashing on green brand perceptions and green purchase intention.
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Gong, Xuan, Yunchan Zhu, Rizwan Ali, and Ruijin Guo. "Capturing Associations and Sustainable Competitiveness of Brands from Social Tags." Sustainability 11, no. 6 (March 13, 2019): 1529. http://dx.doi.org/10.3390/su11061529.
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With the explosion of social media, consumers’ minds have become important assets in brand competitions. Determining a brand’s competitive structure based on consumers’ desires is particularly important to effectively establish a brand and maintain sustainable competitiveness. The traditional methods of determining brand competitiveness are costly and time-consuming. In this study, we propose an efficient, systematical, highly automated, and real-time method to determine brand competitiveness based on consumers’ brand associations with the brand’s social tags. Using a set of 45 brands in the automobile industry and around 50,000 social tags, we compared our brand competitiveness determination method with data provided by Interbrand and directly elicited survey data, finding a significant correlation and a better predictive power in consumers’ perceived brand competitiveness than the traditional method. Our proposed method enables managers to create and maintain sustainable brand advantages in consumers’ minds.
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Zoghaib, Alice. "The contribution of a brand spokesperson’s voice to consumer-based brand equity." Journal of Product & Brand Management 26, no. 5 (August 21, 2017): 492–502. http://dx.doi.org/10.1108/jpbm-06-2016-1230.
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Purpose This paper aims to explore the characteristics of a brand spokesperson’s voice that are the most valuable for consumer-based brand equity (CBBE) and evaluates various explanations in previous research regarding the influences of a speaker’s voice. Design/methodology/approach Brand identities can transfer their associations and affect as well as influence brand recall, thus contributing to CBBE. In addition, the pitch and gender of a speaker’s voice are considered as key characteristics of voice perception. This experimental study exposed 521 respondents to 12 different voices and measured the effects of a spokesperson’s voice pitch and gender on associations, attitude toward the voice and brand recall. Findings This study presents a model that explains the influence of a brand spokesperson’s voice on CBBE. The findings show that low-pitched voices induced distinctive, positive associations and led to a more positive attitude toward the voice and greater brand recall, regardless of the gender of the spokesperson and that of the respondent. Moreover, voice associations partially mediated the effects on attitude toward the voice and completely mediated the effects on brand recall. Originality/value While numerous brands have resorted to specific voices to represent themselves, brand spokesperson’s voice and its associations have not been studied. This study highlights the importance of a spokesperson’s voice pitch and its associations in building CBBE and nuances the roles of spokespersons’ and respondents’ gender.
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Roehm, Michelle L., Ellen Bolman Pullins, and Harper A. Roehm. "Designing Loyalty-Building Programs for Packaged Goods Brands." Journal of Marketing Research 39, no. 2 (May 2002): 202–13. http://dx.doi.org/10.1509/jmkr.39.2.202.19085.
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The authors investigate the effects of loyalty programs on loyalty to packaged goods brands. Findings from a series of experiments indicate that the incentive that is offered in a loyalty program is important to whether the program succeeds or fails at building brand loyalty. The data reported suggest that incentives that have overlap with brand associations, which the authors term cue-compatible incentives, can prompt rehearsal that increases the accessibility of favorable brand associations. This, in turn, helps boost postprogram loyalty. At the same time, incentives that are tangible or concrete can undermine postprogram loyalty. This seems to occur because elaboration is attracted to the incentive at the expense of the brand. Incentive associations may thus gain in accessibility and interfere with access to brand associations.
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Vriens, Marco, Song Chen, and Judith Schomaker. "The evaluation of a brand association density metric." Journal of Product & Brand Management 28, no. 1 (February 11, 2019): 104–16. http://dx.doi.org/10.1108/jpbm-02-2018-1768.
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Purpose The purpose of this paper is to propose a new brand association density metric and evaluate its performance in terms of correlations with recall, consideration, brand equity and market share and to compare different data collection methodologies to identify brand associations. Design/methodology/approach The authors present results from two studies covering three product categories. The authors use an open free association question and associations to a set of pre-defined brand attributes. The responses to the open free format question are text-mined prior to further analysis. Findings The authors find that the brand association density metric performs better than a metric that only uses the number of distinct associations. The authors also find that these metrics work best when derived from open free association data. Practical implications First, in addition to focusing on trying to build specific brand associations in consumers’ minds, it may be equally important, if not more important, to manage the number and inter-connectedness of the brand’s associations. Second, firms should complement their existing survey approaches with open-ended free association questions. Originality/value The brand association density concept presented is believed to be new. The empirical comparison between the use of free association to pre-defined attributes is also new.
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Lourenção, Marina Toledo de Arruda, Janaina de Moura Engracia Giraldi, and Vish Maheshwari. "Analysis of Brazilian fashion sectorial brand identity." Research Journal of Textile and Apparel 22, no. 3 (September 10, 2018): 291–314. http://dx.doi.org/10.1108/rjta-12-2017-0055.
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Purpose The purpose of the present study is to propose identifying similar characteristics and managerial actions of the sector brand identity elements among the associations that compound the Brasil Fashion System (BFS) brand. Design/methodology/approach An exploratory qualitative research was developed through in-depth interviews conducted with associations of the Brazilian fashion sector. Findings The results indicate that there are characteristics of the elements of brand identity that are similar between the associations that compound the BFS brand. However, there are also several distinct characteristics among them, which makes it difficult, in large part, to consolidate the brand identity of the Brazilian fashion industry abroad. Research limitations/implications Moreover, it was indicated that for sectorial brand cases with a great divergence among brand partners, the creation of sub-sectorial brand specific for each partner could bring better results, as in this way, brands could be created with more suitable attributes for each partner, which will better suit their target audiences. Practical implications A practical contribution is also obtained, as the study can help in elaborating upon improvements for the sectorial brands that represent a large partners group. Originality/value An empirical evidence of how to identify common attributes between sectorial brand partners was presented to have a consolidated brand image in the external market.
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Ali, Mohamed Ali Barakat. "Factors Affecting Customers Loyalty to Mobile Services Companies’ Brands." International Journal of Marketing Studies 12, no. 2 (April 27, 2020): 85. http://dx.doi.org/10.5539/ijms.v12n2p85.
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The main aim of this study is building and testing a model that includes most factors that may affect and interpret customers’ loyalty to mobile services companies’ brands. Designed questionnaire was distributed to Egyptian mobile services companies’ customers sample in stores of these companies. Data were obtained from 373 respondents and were analyzed using Amos.18 and Spss.16 to test hypotheses established in a research model. The results indicated that there is a positive significant relationship between brand awareness and brand associations. The results revealed that there is a positive significant relationship between brand associations and perceived brand quality. It is found that there is a positive significant relationship between brand associations, perceived brand quality and brand loyalty. It is found also that older customers are more loyal to the brand than younger customers. It is concluded that higher income customers are more loyal to the brand than lower income customers.
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Su, Jin, and Aihwa Chang. "Factors affecting college students’ brand loyalty toward fast fashion." International Journal of Retail & Distribution Management 46, no. 1 (January 8, 2018): 90–107. http://dx.doi.org/10.1108/ijrdm-01-2016-0015.
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Purpose The purpose of this paper is to empirically investigate the factors affecting consumer’s fast fashion brand loyalty by examining US college students’ perceptions and loyalty toward fast fashion. Design/methodology/approach Using consumer-based brand equity approach, a research model which examines the factors affecting consumer’s brand loyalty in the fast fashion context was proposed. It was hypothesized that consumer’s perceptions of fast fashion, including brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand uniqueness, affect consumer brand loyalty. Based on the valid data from 419 US college students, this study employed structural equation modeling to investigate the factors affecting US college students’ brand loyalty toward fast fashion. Findings Results reveal that for the US college students, brand awareness, perceived value, organizational associations, and brand uniqueness are the contributing factors to generating consumer’s loyalty toward fast fashion brands. Originality/value Due to the fact that fast fashion has become a key feature of the global fashion industry over the last decade, there is phenomenal growth in the availability of fast fashion brands in the US markets. This study provides valuable insights about young consumers’ perceptions of fast fashion brands and the factors’ contributions to their brand loyalty.
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KASHIF, MUHAMMAD, SITI ZAKIAH MELATU SAMSI, and SYAMSULANG SARIFUDDIN. "BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND." Revista de Administração de Empresas 55, no. 4 (August 2015): 432–43. http://dx.doi.org/10.1590/s0034-759020150407.
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ABSTRACTStudies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method) to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance.
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Wasil, Mohammad. "Pengaruh Brand Awareness, Brand Association, dan Percieved Quality." FORUM EKONOMI 19, no. 2 (January 10, 2018): 137. http://dx.doi.org/10.29264/jfor.v19i2.2120.
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After a literature review and hypothesis formulation, data collected through questionnaire method to 82 people consumer of water purifiers Forbes in Samarinda which is obtained by using the purposive sampling technique. Thisresearch was conducted by using multiple linier regression. The conducted and analysis of data obtained with quantitative data. Quantitative data analysis are includes of : multiple regression analysis, hypothesis testing with the t test and F test, also the analysis of the correlation coefficient (R), and coefficient of determination (R ²).Based on the results of the observation, obtained the following regression equation : Y= 0,834 + 0,106X1 + 0,490X2 + 0,244X3Where the purchase decision variable (Y), brand awareness (X1), brand association (X2), and the perceived quality (X3). testing the hypothesis using the t test showed that the three independent variables brand awareness, brand associations, and perceived quality, positive influence on purchasing decisions. Coefficient of regression equal to (R) 0621a is translated into a table that all the variables of brand awareness, brand associations, and perceived quality, has a very strong influence on the consumer's decision to purchase a water filter Forbes. Asses R2 equal to 0,386 it means 38,6% variable purchase decision (Y) is influenced by three independent variables (X) and the remaining 61.4% is explained by other variables not included in this study. Keyword : purchasing decision, brand awareness, brand associations, andb perceived quality
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Javani, Vajihe, Mohammad Ehsani, Mojtaba Amiry, and Hashem Kozechiyan. "The Study of Fans’ Brand Loyalty in Iranian Professional Football League." International Journal of Research in Business and Social Science (2147-4478) 2, no. 2 (April 3, 2013): 38–46. http://dx.doi.org/10.20525/ijrbs.v2i2.66.
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The study aims to examine winning brands influence on fans’ brand loyalty in Iranian professional football league. A ten-minute pen and paper questionnaire was distributed to fans of five superior teams of Iranian professional football league in 2009-2010 seasons. Team’s association questionnaire developed by Gladden and Funk (2001) was used for data collection. Reliability of the questionnaire was estimated by Cronbach’s alpha coefficient. A structural equation model (SEM) test with maximum likelihood estimation was performed to test the relationships among the research variables using 912 participants. The findings showed three dimensions of brand associations influenced on fan’s brand loyalty of which the attitude was the most important. Benefits and attributes were placed in the second and third rank respectively. In addition, the obtained model of this research highlighted strong interactional effects between the three mentioned dimensions of brand associations.
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Srivastava, Ankur, and Dipanjan Kumar Dey. "Brand analysis of global and local banks in India: a study of young consumers." Journal of Indian Business Research 8, no. 1 (March 21, 2016): 4–18. http://dx.doi.org/10.1108/jibr-05-2015-0061.
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Purpose The purpose of this study is to investigate the perceived differences in brand analysis dimensions, such as brand-specific association (represented by perceived brand quality, brand price, brand emotional value and brand social value), brand impressions (represented by perceived brand image and general brand awareness) and brand credibility (represented by perceived brand trustworthiness and brand expertise), for young consumers in the context of banking services in India. All three types of banks operating in the Indian market are compared: state-owned banks, private (Indian) banks and global (foreign) banks. Design/methodology/approach The authors follow a cross-sectional design in this study. A structured questionnaire is created with the help of well-established scales. Reliability and validity tests are performed on all the dimensions of the scale. Exploratory factor analysis, ANOVA and ordinary least squared multiple regression analysis are performed to test the proposed hypotheses empirically. Findings The authors report significant differences in perceptions among young consumers among the three types of banks for all the dimensions of brand-specific associations, that is, perceived quality, perceived price, perceived brand social value and perceived brand emotional value. The authors find partial support for the hypotheses presented in this study concerning differences in three bank types among young consumers related to general brand impressions and brand credibility. Practical implications The results provide insights on the perceptions of the global and local brands among young consumers in the context of the banking industry. This will aid practitioners in assessing the relative position of their brands with respect to their global/local counterparts. These insights would help brand managers to design effective marketing mix strategies to target the young Indian consumers more effectively. Originality/value This is the first study that includes the concept of brand credibility along with brand-specific associations and general brand impression in investigating purchase intention of banking services by young consumers.
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Mazzoli, Valentina, Laura Grazzini, Raffaele Donvito, and Gaetano Aiello. "Luxury and Twitter: an issue of the right words." Qualitative Market Research: An International Journal 22, no. 1 (January 14, 2019): 33–49. http://dx.doi.org/10.1108/qmr-01-2017-0051.
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Purpose This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand identity and luxury brand image in online communication, taking into consideration firm- and user-generated content (UGC) in the form of bloggers’ contents. This paper introduces new tools that luxury brand managers could use to manage and adapt the way they communicate and interact with their customers. Design/methodology/approach The study adopts a qualitative approach based on a content analysis of Twitter posts of six luxury fashion brands (1,334 posts) and the related Twitter electronic word-of-mouth of fashion bloggers (329 tweets). Findings The results show a match between luxury brand identity and luxury brand image on Twitter. Specifically, the findings indicate that both brands and bloggers stress the same dimensions of luxury (aesthetic, desirable, symbolic, restricted accessibility and hedonistic experience) confirming that the ways they communicate luxury brands to consumers are aligned. Moreover, the results suggest that luxury brands could reinforce their brand value by making more use of words that are semantically related to luxury. Originality/value This study approaches the relationship between social media and luxury brands in a novel way and provides scholars and managers with a tool for monitoring the gap between desired and perceived brand associations.
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Rintoul, Duncan, Homa Hajibaba, and Sara Dolnicar. "Comparing Association Grids and ‘Pick Any’ Lists for Measuring Brand Attributes." International Journal of Market Research 58, no. 6 (November 2016): 779–93. http://dx.doi.org/10.2501/ijmr-2016-052.
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Using a split-ballot experiment with 940 respondents, this study compares the quality of data from an association grid with data gathered through a single ‘pick any’ list repeated for each brand on a new page in a web survey. The association grid is a multiple response matrix used to measure brand image associations for a number of brands at the same time. Attributes are usually presented as rows, and brands in columns, allowing respondents to select each association they perceive to be true (e.g. Coca Cola – Popular). Our results indicate that larger association grids are answered considerably faster, but are heavily prone to evasion bias and perform worse when it comes to drop-out, comprehension and attention to the task. Smaller association grids have no ill effect on the respondent experience, but are also devoid of material benefit in terms of field time or data quality. As a tool for measuring brand-image association, the association grid is therefore not recommended.
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Kasper, H., Y. Strepp, and NS Terblanche. "An exploratory qualitative study of brand associations as a means for brand extensions : Part 1." South African Journal of Economic and Management Sciences 8, no. 3 (August 19, 2014): 272–86. http://dx.doi.org/10.4102/sajems.v8i3.1205.
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Brand extension has been regarded as a means to achieve growth by capitalising on the reputation of an established brand. However, the extent to which brand extensions can benefit from or even detract from the original brand, is determined by various factors. This study focuses on brand associations as means to extend the original brand. A qualitative study was used to elicit an unbiased picture of consumers’ associations of a brand. The qualitative study, in contrast with the quantitative nature of most previous studies, enables further probing on the comments made by respondents. The study examined consumers’ reactions to a variety of fictitious extensions for four different popular brands (Coca-Cola, Benetton, Yamaha, and Kellogg’s). The main purpose of this study was to explore in what ways the associations consumers have with a brand name influence the way in which they evaluate brand extensions. Six propositions were investigated. Because of the considerable extent of the findings, the research is reported in two parts. The findings on three propositions are described in this first part of the reported research.
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UNTARINI, NINDRIA. "Peran Asosiasi Merek Berdasarkan Fungsi Merek dalam Upaya Meningkatkan Kesediaan Pembelian Perluasan Merek Betadine pada Kategori Produk Lainnya." BISMA (Bisnis dan Manajemen) 5, no. 1 (June 4, 2018): 57. http://dx.doi.org/10.26740/bisma.v5n1.p57-68.
Full textAbstract:
This paper studies the deminsions of equity brand. Focusing on the functions or value of the brand as perceived consumers. In this way, four categories of functions are indentified: guarantee, personal identification, social identification and status. It has objective, to know the influence of brand associations based on function toward consumer’s willingness to buy brand extensions. By way hypotheses, it has been proposed that these functions have positive influence on the consumer’s willingness to buy brand extensions. The hypotheses have been tested in the Surabaya antiseptic drug market and were partially supported and simultaneously supported. The result obtained confirm the convenience of analyzing brand associations separately and simultaneously enable the ascertaining of brand associations that are most relevant in order to attain certain the consumer’s willingness to buy brand extensions. Future research would also be interesting to conduct a comprehensive multicategory analysis in order to indetify the relative importance of various brand fuctions in different product categories, the more various sampling techniques and more samples, and selection of other brands so that to represent all users antiseptic drug in Surabaya