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Journal articles on the topic 'Brand/branding'
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Purnomo, Agus. "BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIOR." MIX: JURNAL ILMIAH MANAJEMEN 9, no. 2 (August 9, 2019): 312. http://dx.doi.org/10.22441/mix.2019.v9i2.005.
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This study examined the influence of internal corporate branding on brand citizenship behavior. Research conduct on leading telecommunications services companies in the city of Malang. The results show that internal corporate branding has a positive and significant effect on brand citizenship behavior. Internal corporate branding also has a positive and significant effect on brand commitment and brand psychological ownership. Brand commitment and brand psychological ownership mediate relationship internal corporate branding to brand citizenship behavior, as well as directly each variable has a positive and significant influence on brand citizenship behavior.
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Saleem, Fathima Zahara, and Oriol Iglesias. "Mapping the domain of the fragmented field of internal branding." Journal of Product & Brand Management 25, no. 1 (March 21, 2016): 43–57. http://dx.doi.org/10.1108/jpbm-11-2014-0751.
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Purpose – The purpose of this paper is to build a comprehensive conceptual framework of internal branding, to demarcate this field from employer branding and to develop an updated definition of internal branding that incorporates the findings of the literature review and emerging views in branding. Design/methodology/approach – This research conducts a systematic review of the internal branding and employer branding literature following previously established procedures. Findings – The major findings of this research are that internal branding comprises five key components within a supportive corporate culture, namely, brand ideologies, brand leadership, brand-centred human resource management (HRM), internal brand communication and internal brand communities; and that internal branding is related yet distinct from employer branding in its discipline, focus, components, outcomes and the role of the brand. The paper concludes with a comprehensive definition of internal branding derived from the conceptual framework and recent trends in branding, in addition to directed suggestions for future research in the field. Research limitations/implications – This research highlights areas for future research within internal branding, including the need for further research on internal brand communities and how brands can “internally brand” brand partners. Practical implications – The research highlights the company-wide and brand partner-wide effort required in internal branding, in addition to the necessity of a supportive corporate culture. Originality/value – This is the first review of internal branding and employer branding that aims to differentiate between the constructs and build a conceptual framework of internal branding, by drawing from the fields of HRM, marketing, branding and general management.
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Ristevska Jovanovska, Snezana. "BRAND AND BRANDING STRATEGIES." RESEARCH IN PHYSICAL EDUCATION, SPORT AND HEALTH 9 (2020): 171–80. http://dx.doi.org/10.46733/pesh2090171rj.
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Smith, Bill. "Branding and Brand Envy." Social Marketing Quarterly 5, no. 4 (December 1999): 40–43. http://dx.doi.org/10.1080/15245004.1999.9961081.
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Pike, Andy. "Brand and Branding Geographies." Geography Compass 3, no. 1 (December 12, 2008): 190–213. http://dx.doi.org/10.1111/j.1749-8198.2008.00177.x.
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Cova, Bernard. "Re-branding brand genericide." Business Horizons 57, no. 3 (May 2014): 359–69. http://dx.doi.org/10.1016/j.bushor.2013.12.008.
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Michalski, Eugeniusz. "Enterprise branding strategies." Annals of Marketing Management and Economics 3, no. 1 (June 30, 2017): 49–57. http://dx.doi.org/10.22630/amme.2017.3.1.5.
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Preparation for marketing and implementation of exchange goods and services require branding strategies to be built. Effective branding can lend a major edge in increasingly competitive markets. An enterprise needs to determine how to conceive of brand strategy, set up brand extensions and determine the dimensions of brand equity. To understand the factors shaping branding strategies, marketers must understand where, how much and in what way brand value is created. Success or failure depend on continuously monitoring the effectiveness of branding strategies and the appropriate use of brand extension, brand equity and opportunities that appear on markets.
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Thomas, Dr Bejoy John, and Ms S. Clemence Jenifer. "Branding In The Milleneum - Employer Brand Vs Corporate Brand." Think India 22, no. 3 (September 26, 2019): 942–49. http://dx.doi.org/10.26643/think-india.v22i3.8431.
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This paper discusses the concept of employer branding in detail taking into account the corporate branding, product branding and employee branding. It also figure outs the difference between the differences between employer branding and product branding. There is a growing interest on this topic by academics, as well as practitioners, translated in a recent increase in the number of academic papers on Employer Brand in HR literature. Employer brand and corporate brand are not entirely the same, but they do need to work in tandem. They both need to be strongly intertwined in purpose and meaning to emotionally and authentically connect with their critical stakeholders and capture their attention with conviction. When this happens, the stage is set for co-creation of great promises and sustained realization.
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Kashive, Neerja, and Vandana Tandon Khanna. "Building Employee Brand Equity to influence Organization Attractiveness and Firm Performance." International Journal of Business and Management 12, no. 2 (January 25, 2017): 207. http://dx.doi.org/10.5539/ijbm.v12n2p207.
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This paper explores the various dimension of Internal Branding like training, orientation and briefing and Brand supporting behavior (like brand allegiance, brand endorsement and brand citizen behaviour).It further explores impact of Internal branding (IB), Brand commitment (BC) and Brand supporting behavior BSB) on Organization attractiveness (OA) and Firm Performance (FP). The study shows that Internal Branding (IB), Brand commitment (BC) and brand supporting behavior (BSB) impact Organizational attractiveness. While Internal Branding (IB), Brand commitment (BC) and brand supporting behavior (BSB) do not impact directly firm performance, but organizational attractiveness do have significant impact on perception of firm performance among employees.
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Piehler, Rico, Ayla Roessler, and Christoph Burmann. "The role of leadership and communication in internal city branding." Journal of Product & Brand Management 30, no. 6 (April 2, 2021): 854–65. http://dx.doi.org/10.1108/jpbm-05-2020-2912.
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Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context. Design/methodology/approach The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city. Findings Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender. Research limitations/implications As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives. Practical implications To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand. Originality/value This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.
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Anees-ur-Rehman, Muhammad, Ho Yin Wong, Parves Sultan, and Bill Merrilees. "How brand-oriented strategy affects the financial performance of B2B SMEs." Journal of Business & Industrial Marketing 33, no. 3 (April 3, 2018): 303–15. http://dx.doi.org/10.1108/jbim-10-2016-0237.
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Purpose This study aims to examine the relationship between brand orientation and financial performance in business-to-business (B2B) small- and medium-sized enterprises (SMEs). It examines the impact of brand-oriented strategy on financial performance through four branding constructs, namely, internal branding, brand communication, brand awareness and brand credibility. Design/methodology/approach A questionnaire-based survey was conducted to collect data from 250 Finnish B2B SMEs. Confirmatory factor analysis was performed to examine the validity of the constructs, whereas structural equation modeling was used to test proposed hypotheses of the study. Findings The results suggest that brand orientation improves the effectiveness of brand communication and internal branding in building brand awareness and credibility. Brand awareness emphasizes an external route through brand communication, whereas brand credibility emphasizes an internal route through internal branding. Brand awareness has a positive impact on brand credibility, and brand credibility has a positive impact on financial performance, highlighting the importance of both brand performance components for financial performance. Originality/value This study addresses the research gap in the B2B branding literature regarding the role of branding in enhancing financial performance. The results suggest that brand-oriented strategy can contribute to financial performance through brand awareness and brand credibility in the context of B2B SMEs.
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Dechawatanapaisal, Decha. "Internal branding and employees’ brand outcomes: do generational differences and organizational tenure matter?" Industrial and Commercial Training 51, no. 4 (April 1, 2019): 209–27. http://dx.doi.org/10.1108/ict-10-2018-0089.
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PurposeThe purpose of this paper is to investigate the mediating effect of brand identification between internal branding and brand citizenship behavior as well as brand loyalty, and the roles of working generation and organizational tenure as moderators of the relationship between internal branding and brand identification.Design/methodology/approachThis research used a survey method and a structured questionnaire to collect data from salespeople working in the cement and construction materials industry. The hypothesized relationships were tested and analyzed by means of a confirmatory factor analysis, structural equation modeling, hierarchical regression and a bootstrapping procedure.FindingsBrand identification partially mediates the link between internal branding and brand citizenship behavior and fully mediates that between internal branding and brand loyalty. Also, the influences of internal branding on brand identification are varied among generational cohorts and employees with different tenure.Research limitations/implicationsThe current research took place among customer-interface employees, which can be extended to back-end or supporting workers, in order to better reflect the overall effect of internal branding efforts.Practical implicationsOrganizations need to undertake internal branding to induce a shared understanding among employees about brand insights, and to foster their perception of belongingness in order to motivate desired brand behaviors. Furthermore, managers may improve internal branding mechanisms by taking generational differences and duration of employment into consideration, since these factors impinge on the effects of internal branding.Originality/valueThis study contributes to internal branding research by addressing the contingent influences of employees’ differences on the success of internal branding efforts.
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Natarajan, Thamaraiselvan, Senthil Arasu Balasubramaniam, and Thushara Srinivasan. "Relationship between Internal Branding, Employee Brand and Brand Endorsement." International Journal of Business and Management 12, no. 1 (December 28, 2016): 95. http://dx.doi.org/10.5539/ijbm.v12n1p95.
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Efficient internal branding practices give service organisations competitive advantage. While the impact of internal branding on employees behaviours has already been examined by academicians and practitioners, its role in developing a favourable employee brand remains unexplored. This article aims to analyse the influence of internal branding activities on employees’ brand knowledge, commitment and employee brand in higher education institutions in India and United States of America. Further the relationship between employee brand and brand endorsement is also examined. Using an online survey, data were collected from the teaching faculty members of higher educational institutions in India (274 samples) and the United States of America (274 samples). The partial least squares structural equation modelling (PLS-SEM) results showed that internal branding influence employees’ knowledge, commitment and image of the brand. The results also proved that employee brand significantly influences employees’ brand endorsement in both countries. The administrators of the institutes in both countries should strengthen the internal branding activities by enhancing brand-centric rewards and promotions to motivate employees to deliver the desired brand image to students and other stakeholders. They must get feedback from employees at regular intervals to know their perception regarding the brand and its image to maintain favorable employee brand.
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Panda, Tapan K. "Creating Customer Value Focused Organization Through Employment Branding." Management and Labour Studies 27, no. 3 (July 2002): 199–204. http://dx.doi.org/10.1177/0258042x0202700305.
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In today's business world, brand managers have two branding missions. They are product branding and employment branding. Product branding deals with creating a distinction in the market place for the product or service offered to the external customers. Product branding provides a mental patent against consumer apprehensions and hence creates a sustainable competitive advantage for the organization. On the other hand employment branding deals with an internal as well as external marketing orientation for hiring and keeping the best talents at the market place. By employment branding process the organization creates an image of the organization as the dream corporation to work for. Employment branding as a process is a recent phenomenon where organizations try to go beyond a recruitment advertisement and try to create an atmosphere in the work place that enhances the value delivered to the customer. This research paper deals with the strategic issue of employment branding and its relevance in the age of talent hunt. Every branding process involves a brand promise and brand character. While product branding takes care of the brand promise, it is the employment branding that looks in to the issue of brand character. A brand character is built at the customer interaction point where the customer also looks at the kind and level of motivation of employees with whom he deals during the transaction process. This paper highlights various approaches in employment brand building and also looks at the performance technology issue by which the internal customers web themselves around the brand promise and character to deliver a higher customer value.
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R.Gomathi, R. Gomathi, and Dr K. RAJINI Dr.K.RAJINI. "Impact of Ingredient Branding on Host Brand." Indian Journal of Applied Research 3, no. 10 (October 1, 2011): 1–3. http://dx.doi.org/10.15373/2249555x/oct2013/76.
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Kashive, Neerja, and Vandana Tandon Khanna. "Impact of Internal Branding (IB), Brand Commitment (BC) and Brand Supporting Behavior (BSB) on Organizational Attractiveness (OA) and Firm Performance(FP)." International Journal of Human Resource Studies 7, no. 2 (April 25, 2017): 155. http://dx.doi.org/10.5296/ijhrs.v7i2.11113.
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This paper explores the various dimension of Internal Branding like training, orientation and briefing and its impact on Brand commitment and Brand supporting behavior (like brand allegiance, brand endorsement and brand citizen behaviour).The study shows that training, orientation and briefing of Internal Branding (IB) does impact Brand commitment(BC) and brand supporting behavior(BSB). Internal Branding impact both organizational attractiveness and Firm performance while brand commitment only impact organizational attractiveness. With respect to brand supporting behaviour, brand citizen behaviour (BCB) and brand allegiance (BA) impact Organization attractiveness, while brand citizen behaviour (BCB) and brand endorsement (BE) impact firm performance.
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Ramya Jain, Ramya Jain. "Basic Branding Concepts: Brand Identity, Brand Image and Brand Equity." International Journal of Sales & Marketing Management Research and Development 7, no. 4 (2017): 1–8. http://dx.doi.org/10.24247/ijsmmrdaug20171.
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Tecmen, Ayse. "Nation branding and right to brand/brand Turkey." Research and Policy on Turkey 2, no. 1 (January 2, 2017): 76–89. http://dx.doi.org/10.1080/23760818.2016.1272269.
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Griffiths, Stephen. "Pharmaceutical branding: ‘To brand or not to brand’." Journal of Medical Marketing 8, no. 2 (March 2008): 113–18. http://dx.doi.org/10.1057/palgrave.jmm.5050125.
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Pinar, Musa, Tulay Girard, Paul Trapp, and Zeliha Eser. "Services branding triangle." International Journal of Bank Marketing 34, no. 4 (June 6, 2016): 529–49. http://dx.doi.org/10.1108/ijbm-04-2015-0043.
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Purpose – The purpose of this paper is to examine customer, management, and contact personnel perceptions of consumer-based brand equity (CBBE) and its dimensions utilizing a services branding triangle framework in the banking industry. Design/methodology/approach – Data were collected from customers, managers, and contact personnel of three types of banks in Turkey – state, private, and foreign. Findings – The study finds significant external branding gaps between the perceptions of managers and customers and interactive branding gaps between the perceptions of contact personnel and customers, but no internal branding gaps between the perceptions of managers and contact personnel with respect to CBBE dimensions. Research limitations/implications – The sample was limited to Turkish adult citizens of a single major metropolitan area in Turkey and bank personnel in three cities. Originality/value – The services branding triangle framework used in this study allows service brand managers to understand not only the differences in the perceptions of brand equity dimensions of bank customers, managers, and contact personnel, but also provides an opportunity to identify the external, internal, and interactive branding gaps of each of the brand equity dimensions. The findings provide an empirical test for the three promises theory and identifying potential branding gaps resulting from differences between consumer, management, and contact personnel perceptions of CBBE and its dimensions. The paper discusses the implications of the findings in developing a strong services brand and brand equity.
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Childs, Michelle, and Byoungho Ellie Jin. "Brand and retailer co-branding." Journal of Fashion Marketing and Management: An International Journal 24, no. 1 (March 13, 2020): 49–65. http://dx.doi.org/10.1108/jfmm-03-2019-0061.
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PurposeMany fashion brands employ growth strategies that involve strategically aligning with a retailer to offer exclusive co-brands that vary in duration and perceived fit. While growth and publicity are enticing, pursuing collaboration may change consumers' evaluation of the brand. Utilising commodity and categorisation theory, this research tests how a brand may successfully approach a co-brand with a retailer.Design/methodology/approachThree experimental studies manipulate and test the effect of co-brand duration (limited edition vs ongoing) (Study 1), the degree of brand-retailer fit (high vs low) (Study 2), and its combined effect (Study 3) on changes in consumers' brand evaluation.FindingsResults reveal that consumers' evaluations of brands become more favourable when: (1) brand-retailer co-brand make products available on a limited edition (vs ongoing) basis (Study 1), (2) consumers perceive a high (vs low) degree of brand-retailer fit (Study 2) and (3) both conditions are true (Study 3).Research limitations/implicationsIn light of commodity and categorisation theory, this study helps to understand the effectiveness of a brand-retailer co-branding strategy.Practical implicationsTo increase brand evaluations, brands should engage in a limited edition strategy, rather than ongoing when collaborating with retailers. It is also important to select an appropriately fitting retailer for a strategic partnership when creating a co-brand.Originality/valueWhile previous studies highlight the importance of perceived fit upon extension, perceived fit between brand and retailer co-brand had yet to be investigated. Additionally, this research investigates changes in brand evaluations to more accurately understand how co-branding strategies impact the brand.
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Kan, Chi Wai, Cheby Yuen Ting Chow, Chamlong Sarikanon, and Rattanaphol Mongkholrattanasit. "A Study of Brand Green Image in Relation to Eco-Branding of Fashion Products." Applied Mechanics and Materials 866 (June 2017): 448–51. http://dx.doi.org/10.4028/www.scientific.net/amm.866.448.
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Eco-friendliness is the vital role of brand reputation in business perspective. Moreover, there is an increasing emphasis on branding and publicity to build brand image with consumer trust. It included strengthening sustainability in company, certifying claims made and presenting this to consumers by eco-branding and publicity. In this study, we examined the relationship between eco-branding and brand green image of fashion products and it was noted that they have linear relationship. This linear relationship between eco-branding and brand green image can not only demonstrate the importance of eco-branding strategy but also prove the consumers’ perception of sustainable consuming.
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Ananda Kumar, A., and R. Sakthivel. "Launching of a New Product with the Co-Branding Strategy: A Case Study of Indian Brands." Shanlax International Journal of Management 8, no. 2 (October 1, 2020): 28–33. http://dx.doi.org/10.34293/management.v8i2.3365.
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In recent years, the practice of co-branding has attracted a large number of research scholars and practitioners. Many of the researchers are also done their research articles with branding or co-branding. Commonly co-branding deals with the combination of two or more brands into a single product. Where co-branding is concerned with a marketing plan to associate with multiple brand names in a single product. The researcher discussed the general classification of brand associations. The paper reveals two classifications of the statements. The first is to form the general classification of Co-branding. The second aims of this paper are to promote the model of co-branding. The paper is also dealing with analyzing the theories of brand association and brand extension. The paper discussed, along with various case studies of co-branding of products and services.
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Kim, Woo Gon, Soojin Lee, and Hae Young Lee. "Co-Branding and Brand Loyalty." Journal of Quality Assurance in Hospitality & Tourism 8, no. 2 (November 28, 2007): 1–23. http://dx.doi.org/10.1300/j162v08n02_01.
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Margarisová, Klára, and Lucie Vokáčová. "Regional Branding: Building Brand Value." Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 64, no. 6 (2016): 2059–66. http://dx.doi.org/10.11118/actaun201664062059.
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Regional branding is one of several ways to promote rural regions and support development of socially, culturally and environmentally oriented economies in areas that are interesting due to their natural and cultural heritage. The article attempts to review the conceptual and theoretical underpinnings of branding as conveyed by leading authors in the marketing field. The aim of this paper is to define brand as a broad complex of variables, which are used in building of its identity as a basis for creating value proposition and the position of a brand. Article briefly describes the most comprehensive labeling system for regional products at the micro-regional level is the one guaranteed by Association of Regional Brands (ARB). The main contribution of this article is a theoretical model of strategic management of a regional brand, which captures the interdependence of the individual steps of brand building as well as stakeholders. The starting point for building of brand value is a strategic analysis of the brand, including analysis of customer and competitors. The analysis of external factors is followed by analysis of the brand itself. The resulting relationship between the brand and the customer is based on value proposition representing benefits (functional, emotional, self‑expression). The concept of total product is connected with the concept of total brand and it is offered to the customer as a regional product. Finally it suggests possibilities for further research.
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Chan, Chung-Shing, Mike Peters, and Lawal M. Marafa. "An assessment of place brand potential: familiarity, favourability and uniqueness." Journal of Place Management and Development 9, no. 3 (October 10, 2016): 269–88. http://dx.doi.org/10.1108/jpmd-01-2016-0003.
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Purpose This paper aims to present an approach by which to assess the potential of branding a particular type of place resource or feature. Design/methodology/approach A review was conducted to analyse three key periodicals (Journal of Brand Management, Place Branding and Public Diplomacy and Journal of Place Management and Development) in the field of branding and place branding between 2000 and 2011. These three periodicals are recognized as the three leading periodicals of place branding, and they followed the clear establishment and development of the field of place branding. Findings Familiarity, favourability and uniqueness are the three dimensions that give a quick indication of the level of place brand equity, and in turn they represent the level of place brand potential. Research limitations/implications In the literature, brand potential is not well conceptualized. This paper identifies this knowledge gap through a review of place branding studies, and it closes the gap by connecting brand potential with place brand equity. Originality/value This paper suggests practical and research directions by which to study these three dimensions to generate valuable brands for places.
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Meyda Setyana Hutami. "Implementasi Strategi Branding PAUD dalam Meningkatkan Image Sekolah." Jurnal Pelita PAUD 4, no. 2 (June 13, 2020): 242–46. http://dx.doi.org/10.33222/pelitapaud.v4i2.988.
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Penelitian ini bertujuan untuk menganalisis implementasi branding strategi di TK ABA Kalangan Bantul Yogyakarta. Branding merupakan sebuah kumpulan kegiatan yang dilakukan oleh lembaga pendidkan untuk membangun dan membesarkan brand. Bagi lembaga pendidikan brand merupakan aset penting sekaligus yang menjadi pembeda dengan lembaga lain. Penelitian ini menggunakan model penelitian kualitatif dengan pendekatan fenomenologi. Pengambilan dan pengumpulan data dilakukan melalui observasi dan wawancara. Adapun hasil penelitian tentang implementasi strategi branding di TK ABA Kalangan yaitu pertama strategi branding, kedua brand assosiasi dan ketiga brand equity.
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Washburn, Judith H., Brian D. Till, and Randi Priluck. "Co‐branding: brand equity and trial effects." Journal of Consumer Marketing 17, no. 7 (December 1, 2000): 591–604. http://dx.doi.org/10.1108/07363760010357796.
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Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand (composite brand). This research examines the effects of co‐branding on the brand equity of both the co‐branded product and the constituent brands that comprise it, both before and after product trial. It appears that co‐branding is a win/win strategy for both co‐branding partners regardless of whether the original brands are perceived by consumers as having high or low brand equity. Although low equity brands may benefit most from co‐branding, high equity brands are not denigrated even when paired with a low equity partner. Further, positive product trial seems to enhance consumers’ evaluations of co‐branded products, particularly those with a low equity constituent brand. Co‐branding strategies may be effective in exploiting a product performance advantage or in introducing a new product with an unfamiliar brand name.
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Andreini, Daniela, Mara Bergamaschi, Giuseppe Pedeliento, and Jari Salo. "Industrial Ingredient Co-branding: A Brand Relationship Approach." International Journal of Business and Management 11, no. 7 (June 21, 2016): 23. http://dx.doi.org/10.5539/ijbm.v11n7p23.
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<p>Existing research on industrial ingredient co-branding alliances has largely focused on the functional and<br />transactional value that ingredient brands provide to ingredient buyers and sellers. The current research draws on the brand relationship perspective to investigate how the relational assets of ingredient brands generate value for both ingredient buyers and for the ingredient supplier itself. For the former, such value manifests in ingredient co-branding value, and for the latter, the value lies in brand equity. The results are derived from a survey of 107 ingredient buyers from a multinational ingredient manufacturer aiming to initiate ingredient co-branding agreements in the energy component industry. The results of the structural equation model reveal that ingredient brand trust directly affects both ingredient brand loyalty and ingredient co-branding value, but indicate no significant effect between brand loyalty and ingredient co-branding value. Moreover, ingredient co-branding value proved to be a driver of ingredient supplier brand equity.</p>
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Garg, Ebha, Sanjeev Swami, and Sunita Kumari Malhotra. "Branding effectiveness measurement in non-profit environment." Journal of Advances in Management Research 16, no. 1 (February 4, 2019): 4–22. http://dx.doi.org/10.1108/jamr-05-2018-0039.
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Purpose Literature suggests that branding effectiveness measures are present in for-profit sectors but lacks such comprehensive measures for the non-profit sector. Moreover, most of the branding effectiveness measures are either based on brand image approach or on brand identity approach. The purpose of this paper is, therefore, to propose an integrated branding effectiveness measurement metrics for non-profit organizations (NPOs). Design/methodology/approach Judgmental and simple random sampling techniques are used for data collection. The final sample comprises 150 respondents including donors, volunteers, beneficiaries and media who were administered interview schedules. Based on the ratings given by the respondents regarding branding effectiveness parameters of the five NPOs of a major city in Northern India, branding effectiveness score of each NPO is computed. The branding measures adopted by NPOs rated high are selected in the proposed brand effectiveness metrics. Findings The proposed metrics encapsulates brand identity parameters such as management profile, vision, culture, as well as brand image parameters such as brand awareness, brand understanding, brand association of the stakeholders, etc. The metrics also link the two through brand performance parameters. Research limitations/implications Multiple hierarchical structures of government infested with bureaucracy and lack of specialized staff with focused approach have reduced the effectiveness of their socio-development programs in emerging economies. This has led to an increase in number, diversity and impact of NPOs that compete for resource generation. Branding is a powerful tool for NPOs not only for resource generation but also for driving the social goals. The branding effectiveness metrics would help NPO managers reinforce the internal identity by increasing the cohesion and the capacity of the organization as well as create a strong brand image by garnering the support of multiple stakeholders through mutual trust thereby creating a greater social impact. Originality/value The uniqueness of the study stems from the fact that the proposed branding effectiveness measurement metrics in non-profit environment encapsulates brand image, brand identity and brand performance parameters.
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Shoaib, Turki, and Ramin Keivani. "Branding the new city: exploring place branding in Saudi Arabia." Journal of Place Management and Development 8, no. 3 (October 12, 2015): 254–65. http://dx.doi.org/10.1108/jpmd-06-2015-0020.
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Purpose – This study aims to explore the development of a new city brand in Saudi Arabia. Place Branding theory is geared towards existing places and does not take into account newly developed cities. Here “Place Branding” takes on a new significance. How do we develop a brand for a city that does not yet exist? Who are the actors involved and how do they influence the process? Design/methodology/approach – The study uses discourse analysis to investigate the interplay between actors and place brand development in King Abdullah Economic City (KAEC) for two separate branding scenarios. It is further structured through the theoretical lens of actor-network theory (ANT) to take advantage of relational aspects that can lend insight on how a brand is created and enacted. Findings – Initial findings suggest that branding messages in KAEC are fragmented with little government or other stakeholder involvement leading to poor brand awareness and performance. The study also emphasises the importance of branding practices in the beginning stages of new city development. It further suggests that the message itself, the conceptual place brand, can represent a socially constructed idea or belief that can shape perceptions about the project before physical form is developed. Originality/value – The case study in Saudi Arabia will highlight the opportunities and pitfalls associated with place branding in the Middle East while comparing the findings with traditional place-branding approaches in existing cities. By contextualizing discourse analysis research within an ANT-based exploration of the KAEC brand’s gestation in Saudi Arabia, the study highlights the meaningfulness of a place brand construct in the process of city creation.
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ZHOKHOVA, A. S. "BRANDING AS THE TOOL FOR EFFECTIVE COMPANY DEVELOPMENT AND PROMOTION ON THE MARKET." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 2, no. 7 (2020): 185–90. http://dx.doi.org/10.36871/ek.up.pr2020.07.02.022.
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The article focuses on the concept of branding and building a brand strategy in the context of increased competition on the markets. The main definitions of the term "brand", the components of the brand and the distinctive features of the brand from a trademark or company are considered. In addition, the author focuses on the various approaches to understanding the branding as a tool for company promotion, as well as identifies the role of branding in the modern globalizing world. Examples of some basic branding strategies and technologies are given in the article.
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Lestari, Arsiyanti, and Siswantini Siswantini. "Social Media Branding Strategy in StartUp Business." Journal of Secretary and Business Administration 3, no. 1 (February 12, 2019): 1. http://dx.doi.org/10.31104/jsab.v3i1.72.
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Social media is an important tool in developing digital business. Therefore, it must be owned and utilized by every novice entrepreneur known as StartUp. There are so many things that can be employed through social media, including branding. The intense competition among startup entrepreneurs, who are fighting for sharing market in Jakarta, triggers to implement social media branding strategy. PickPack employs social media as one of marketing and communication channels to be able to create an engagement and brand awareness achievement. In branding, for example, if there is an accumulation of positive comments from certain brand users, it will not only increase brand awareness, but also raises the sales. Starting the process as startup business, it is necessary to build engagement with consumers. Thus, this study tries to examine what business strategies applied by startup business. Qualitative methodologies with a single case study method and reduction data analysis techniques were used in this study. Research located in PickPack Jakarta to analyze the strategy of social media branding. The results show that, first, processing social media branding must be in accordance with its role and selection of appropriate social networks thus increasing brand awareness. In using social media branding, the PickPack need to consider the interesting content that can be viral (widespread), so that brand awareness can be skyrocketed. Second, the message conveyed through the brand must be easily remembered by consumers. The message delivered must be different from other products and must have a relationship between brand and product category. Using taglines and interesting hashtag that help consumers easily search in internet making consumers keep PickPack brand in their mind. This means brand awareness can be strengthened by using a portent that fits the product category, and brand on social media branding. Doing repetition of the messages in same meaning with different contents can increase the memory of the brand and brand awareness going up.
Keywords: brand, brand awareness, social media, social media branding, strategy
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Schroeder, Jonathan E. "Corporate branding in perspective: a typology." European Journal of Marketing 51, no. 9/10 (September 12, 2017): 1522–29. http://dx.doi.org/10.1108/ejm-07-2017-0450.
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Purpose The purpose of this paper is to review a typology of branding that identifies four perspectives on branding: corporate perspectives, consumer perspectives, cultural perspectives and critical perspectives. This typology helps organise and synthesise the growing interdisciplinary literature on brands and branding, and sheds light on the various ways corporate brands work. Design/methodology/approach A brief synthetic review of branding is offered, along with contemporary examples of emerging aspects of the four branding perspectives. Findings The four perspectives demonstrate the growing interdisciplinary interest in brands. They also signal a move away from a focus on the brand-consumer dyad, towards broader social cultural and theoretical concerns. Studies that extend brand research into cultural and historical realms may provide an essential bridge between our understandings, on the one hand, of value residing within the product or producer intention, and on the other, value created by individual consumers or brand communities. Research limitations/implications The insights from this review may shed light on a number of branding research areas, including studies on corporate marketing, cultural heritage brands and strategic brand communication. Practical implications The paper illustrates how complex branding has become and offers conceptual tools to think about and guide branding from multiple points of view. Originality/value This paper provides a selective overview of important recent developments in corporate marketing and brand research over as well as a look at visual aspects of four perspectives of branding as a complement to corporate branding research. The typology of brand perspectives helps organise and illuminate a burgeoning brand literature, and provides an interdisciplinary framework for understanding brands.
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Studinska, Galina. "Brand vote as component of brands system of the national economy." University Economic Bulletin, no. 40 (March 1, 2019): 64–69. http://dx.doi.org/10.31470/2306-546x-2019-40-64-69.
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The subject of the study is the potential of branding, as an instrument of economic development of the branding object, for its possible application to non-traditional objects. The purpose of the study is to analyze the new object of branding – «the voice» and determine its role in promoting the national brand of the country. The practical implementation of the research results is to broaden the theoretical horizons of branding theory and to use the new object of branding - voice in the creation and promotion of a national brand of the country. The study required the use of such methods as: a systematic approach - to integrate the methodology of scientific knowledge of the history of the development of forms of the brand; comparative analysis - to compare the functional load inherent in the traditional and new forms of the brand; quantitative and qualitative assessment of the brand; analysis of associative perception of voice as a new branding object. Conclusions: 1) The study of the theory of the brand has very broad horizons, because the brand is considered by us as a system-creating factor for the economic development of the object of branding; 2) The brand remains the most effective tool for economic development in all its forms, integrating the potential of the national economy, revealing new sources to its economic growth and increasing the competitiveness of the world market; 3) The results of the study allow us to suggest the opening of a new object of branding - voice.
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Żemła, Michał. "Destination brand licensing – the case of Porta Lubavia brand." Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis 61, no. 7 (2013): 2989–94. http://dx.doi.org/10.11118/actaun201361072989.
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Destination branding is one of the most popular topic among tourism destinations researchers and practitioners however recent research revealed that it is a concept not clear. The purpose of presented paper is to enhance destination branding theory by introducing some new elements taken from other popular concepts used in destination management into destination branding theory. The concept of destination brand licensing was undertaken as a response to several critical argument raised against the existing idea of destination branding. However the concept is yet not finished and practical examples presented so far need scientific generalization to prepare some guidelines on successful procedure of implementing destination brand licensing. The example of Polish brand Porta Lubavia is going to be presented as a illustration of some of potential benefits and problems connected with implementing this concept into a practice.
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Kusraeva, Olga A. "Nation brand and competitiveness of companies: Alternative approach to nation branding." Vestnik of Saint Petersburg University. Management 20, no. 1 (2021): 30–57. http://dx.doi.org/10.21638/11701/spbu08.2021.102.
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The purpose of this study is to identify factors by which the nation brand builds a competitive advantage for various activities implemented in the country and to develop an alternative approach to nation branding, which allows to increase the competitiveness of companies operating in the country. The analysis of the previous research reveals that the nation brand image is formed by nation branding, which is aimed to communicate the nation brand identity. It is also determined that during the implementation of nation branding, three types of gaps can take place between nation brand image and identity and prevent the formation of competitive advantages. The research intended to identify the factors that form competitive advantages through the nation branding was performed in two steps: first, the analysis of the main approaches to nation branding on what forms a competitive advantage and then the identification of the factors based on the analysis of the functions and goals of nation branding. In addition to political, socio-cultural, and geographical factors, the research reveals the following factors: communication, uniqueness, relevance, management, and brand unity. With consideration to identified factors and the information about gaps, there was developed an alternative approach to nation branding with the goal to enhance the competitiveness of companies operating in the country. 11 characteristics underlying the alternative approach were defined. The significant role of the national priorities of the country in the formation of the nation brand is emphasized. In the framework of an alternative approach, nation brand education is marked as a key task of nation branding. The team which is responsible for nation branding will trains representatives of different fields of the state activities how to use the nation brand in order to enhance competitiveness.
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Vartanova, O., and I. Korol. "THE INFLUENCE OF THE EMOTIONAL BRANDING AT THE CONSUMERS." Innovative Solution in Modern Science 2, no. 38 (March 30, 2020): 5. http://dx.doi.org/10.26886/2414-634x.2(38)2020.1.
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The main idea of this work is to substantiate the influence of the emotional component of the brand on customers. The connection of the emotional perception at the brand with consumers is presented, the essence of the emotional component of the brand is revealed. The brand features formation, as well as the characteristic features of emotional branding, are considered. The emotional profile of the target audience is investigated, the benefits of the product that correspond to the emotional inquiry, values , and interests at the conscious or unconscious level are found.Key words: brand, emotional branding, features, branding process, rationality and irrationality of the brand.
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Mróz-Gorgoń, Barbara, Roman Kozel, and Mateusz Grzesiak. "Co-branding and brand loyalty: higher education institutions perspective." Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia 52, no. 5 (May 10, 2019): 47. http://dx.doi.org/10.17951/h.2018.52.5.47-56.
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There are various strategies for creating brands. One of the branding strategies, i.e. the strategy of creating a brand in the minds of consumers, is the brand alliance, or co-branding. Co-branding is a kind of marketing agreement established to combine several brands. The aim of the article is to present the issue of co-branding and to determine the relationship between loyalty to the brand and the strategy of co-branding on the example of universities. The article is based on the analysis of the subject literature and presents the results of the authors’ original study.
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RUM, ALYA CIPTANING, JILL AURORA ERICK, and MONALISA JULIAN RABA. "RANCANGAN DESTINATION BRANDINGKABUPATEN SINJAI, SULAWESI SELATAN." PUSAKA (Journal of Tourism, Hospitality, Travel and Business Event) 1, no. 2 (May 27, 2019): 35–45. http://dx.doi.org/10.33649/pusaka.v1i2.17.
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Kabupaten Sinjai belum memiliki branding khusus pariwisata sehingga dibutuhkan rancangan destination branding yang dapat menjadi alat promosi destinasi. Tujuan penelitian ini adalah 1) untuk mengetahui potensi pariwisata Kabupaten Sinjai; 2) untuk mengusulkan konsep perancangan destination branding Kabupaten Sinjai. Penelitian ini menerapkan pendekatan deskriptif kualitatif dengan pengumpulan data melalui wawancara, observasi dan penyebaran angket (kuesioner) yang dilakukan pada bulan September 2018. Hasil penelitian menunjukkan bahwa Kabupaten Sinjai memiliki potensi wisata alam dan budaya dan dibutuhkan cara untuk memperkenalkan potensi tersebut, salah satunya melalui rancangan branding destinasi. Setelah melakukan beberapa tahapan dalam destination branding, hasil penelitian menunjukkan bahwa ikon yang sesuai untuk dijadikan brand pariwisata untuk Kabupaten Sinjai adalah kuda dengan hasil persentase sebesar 72,7% dan keindahan alam yang dimiliki yang mencakup 3 dimensi. Penelitian ini merekomendasikan pentingnya menerapkan rancangan branding yang telah dilakukan hingga tahap interpretasi potensi serta value yang dimiliki Kabupaten Sinjai menjadi suatu brand. Selanjutnya, diharapkan agar melanjutkan ke tahap berikutnya yaitu menggunakan brand yang ada sebagai bahan promosi dan menarik wisatawan melalui brand tersebut. Kajian lanjutan sangat dibutuhkan khususnya yang berkaitan dengan bagaimana implementasi brand destinasi Sinjai yang diusulkan..
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Cvijanović, Drago, Nataša Simić, and Svetlana Vukotić. "Creating a state brand: A brand and branding Serbia." Ekonomika 64, no. 2 (2018): 43–54. http://dx.doi.org/10.5937/ekonomika1802043c.
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Kaufmann, Hans Ruediger, Sandra Maria Correia Loureiro, and Agapi Manarioti. "Exploring behavioural branding, brand love and brand co-creation." Journal of Product & Brand Management 25, no. 6 (September 19, 2016): 516–26. http://dx.doi.org/10.1108/jpbm-06-2015-0919.
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Purpose This paper aims to contribute to the understanding of the complex consumer brand relationships by holistically exploring the dynamics between brand love and co-creation, how they are impacted by behavioural branding and their combined impact to brand loyalty. Design/methodology/approach This is a conceptual paper, based on extensive and thorough literature review on the fields of brand love, behavioural branding, brand communities and co-creation, that leads to the formulation of a proposed synthesized framework. Findings The authors propose that consumers experiencing brand love are more willing to engage in an active co-creating behaviour in the context of a brand community, especially when brand representatives vividly communicate the brand values and motivate consumers to engage. This process is moderated by the product/service category and level of customer involvement with it, and it produces a combined positive impact on brand loyalty. Research limitations/implications The proposed conceptual framework needs to be validated through empirical research. However, even at this initial stage, it may have a significant impact, especially as it highlights the role of brand representatives and how they could drastically moderate the relationship between the brand and the consumer. Originality/value This is the first attempt to incorporate the constructs that are significant to the consumer–brand relationship research stream in one conceptual framework. The synthesis of these concepts will contribute to the improved understanding of the consumer–brand relationship, and its dynamics and will equip managers with a novel approach to the central role of behavioural branding.
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Kemp, Elyria, Carla Y. Childers, and Kim H. Williams. "Place branding: creating self‐brand connections and brand advocacy." Journal of Product & Brand Management 21, no. 7 (October 26, 2012): 508–15. http://dx.doi.org/10.1108/10610421211276259.
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., Widiawaty. "PENGARUH BRAND FAMILIARITY TERHADAP PURCHASE INTENTION MELALUI BRAND FIT PADA HOTEL MULIA JAKARTA." Jurnal Manajemen dan Pemasaran Jasa 8, no. 2 (February 16, 2016): 147. http://dx.doi.org/10.25105/jmpj.v8i2.1597.
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<p>The purpose this paper is to examine the effects of Brand familiarity and Brand Fit on Purchase Intention towards the offerings of co branded hotels. The findings showed that the fit between cobrands mediate the relationship between Brand familiarity and Purchase Intention. In particular, a well-known co-branded hotel a high level of Brand Fit could directly or indirectly affect consumer decision-making processes regarding Purchase Intention towards the co-brand. conversely, a less familiar co-branded hotel had positive effect on Purchase Intention only if respondents perceived a good fit between allied brands. Brand Fit could be a more important factor than Brand familiarity in influencing the success of hotel co-branding strategis. future research to examinate the co-branding concept in different social and cultural contexts and also from different perspectives, such as owners or manager is recommended. Most hospitality studies focus on co-branding between hotels and restaurant. This study empirically investigated the effects co-branding on consumer behavior in the hotel sector.</p>
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Lindstedt, Janne. "A deliberately emergent strategy – a key to successful city branding." Journal of Place Management and Development 8, no. 2 (July 13, 2015): 90–102. http://dx.doi.org/10.1108/jpmd-12-2014-0029.
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Purpose – The paper aims to address a neglected issue in the literature on place brand co-creation, namely, the strategic planning of the branding process. Furthermore, the paper demonstrates the benefits of a deliberately emergent strategy. Design/methodology/approach – A qualitative case study focusing on Turku, Finland, supports the development of the argument. In this study, branding of Turku is examined both during the European Capital of Culture 2011 (ECoC) project and after it. Findings – The contribution of the ECoC 2011 project – which was widely perceived as a success – to Turku’s brand was based on a deliberately emergent strategy. Afterwards, the local government has, however, chosen a different approach to branding. Research limitations/implications – Given the increasing popularity of brand thinking among practitioners all over the world, it would be meaningful for scholars to pay more attention to the application of brand co-creation in place branding strategies. Practical implications – The deliberately emergent branding strategy could be considered an approach to applying the idea of brand co-creation in practice. It enables local stakeholders to make their voices heard and results in increased credibility of a branding process. Originality/value – Place brand co-creation has not yet been examined from strategic planning’s point of view. The need for this kind of examination is apparent, because branding strategies have traditionally been based on the idea of static place identity. The Turku case helps to propose a solution in terms of the notion of deliberately emergent branding.
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Schwartzkopf-Genswein, K. S., and J. M. Stookey. "The use of infrared thermography to assess inflammation associated with hot-iron and freeze branding in cattle." Canadian Journal of Animal Science 77, no. 4 (December 1, 1997): 577–83. http://dx.doi.org/10.4141/a97-019.
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Infrared thermography was used to compare differences in extent and duration of inflammation observed on hot-iron and freeze brand sites as an indicator of tissue damage and the associated discomfort to the animals. Thirty beef heifers of mixed breed were assigned to either hot-iron (H) or freeze (F) branding treatments according to a predetermined randomized branding order. Ten animals were branded each day over a 3-d period. On the day prior to branding, animals were clipped to expose two patches of skin; one to be used for the branding treatment and the other for a control. Thermographic images of control and treatment sites were made at 0.08 h (5 min) prior to branding, immediately after the brand was completed (0 h), as well as 0.08, 2, 4, 8, 12, 24, 48, 72, 96, 120, 144 and 168 h after branding. Control site temperatures were subtracted from treatment site temperatures for each individual animal. Both F and H brand sites were consistently warmer (1.9 ± 0.3 and 1.6 ± 0.3 °C, respectively) than their corresponding control sites between 2 and 168 h after branding. Treatment differences were obtained at 0, 0.08, 2, 8, and 144 h after branding (P < 0.001, 0.05, 0.005, 0.001, and 0.01, respectively). Freeze brand sites were warmer at 2 and 8 h after branding while H sites were warmer at 144 h after branding. The thermographic evaluation of hot-iron and freeze brand sites indicated that both methods caused tissue damage. However, H brand sites remained significantly warmer than F sites at 168 h after branding. In addition, H sites were significantly warmer than control sites while F sites were not warmer than control sites at 168 h. The prolonged inflammatory response observed in H animals indicates that more tissue damage and perhaps more discomfort are associated with H branding. Key words: Thermography, branding, cattle, animal welfare, pain.
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Kohli, Harpuneet Singh, Sujata Khandai, Renu Yadav, and Sonia Kataria. "Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty." Journal of International Commerce, Economics and Policy 12, no. 02 (March 12, 2021): 2150007. http://dx.doi.org/10.1142/s1793993321500071.
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Branding has always garnered substantial interest among marketers for many years. Brand love and brand hate are two aspects of branding that are drawing a great deal of attention today. Yet, there remains a gap in measuring the effect of brand love and brand hate on the relationship between brand experience and brand loyalty for the fashion apparel sector in India. Data was collected from 250 participants using both online and offline channels. Results imputed from the structural equation modeling show that brand experience is directly related to brand loyalty. In addition, brand love mediates the relationship between brand experience and attitudinal loyalty and for brand hate, ideological incompatibility and symbolic incongruity mediate the relationship between brand experience and attitudinal loyalty, as well as, behavioral loyalty.
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VENKATESAN, L. "Essential Attributes On Brand Name And Impacts Of Consumer Buying Behaviour." Restaurant Business 118, no. 11 (November 28, 2019): 313–22. http://dx.doi.org/10.26643/rb.v118i11.10037.
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In the current situation, the entire area of branding is attractive a separate area. It is pertinent to study brands and branding because, first, it is part of our lives, whether we like it or not. It is also significant to understand how part of the business world functions. For a long time branding has also been seen as part of the marketing discipline. Conventionally, branding is part of the marketing mix, or the 4Ps: product, price, promotion and place. The product has two levels: core and augmented. Branding is not the core product but the augmented level of the product. A Brand cautious is measured a several constraints of during the products buying a consumer and can be considered all the way through brand remember or brand acknowledgment. The study determined remind the brand product of post purchase on effects of publicity and media which is motivated to remain the product. The study variables recollect and recognize the brand product. It was observed that the area and region were advertisement play significance role in the brand market. This study will focus on create indirect effect on recall the brand name and shows the consumer buying behaviour of different attributes of brand effect.
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Grynevych, L. V., N. V. Bielikova, and M. L. Bekker. "Scientific Aspects of the Regional Development Goal Setting as a Component of Territorial Branding." Business Inform 1, no. 516 (2021): 327–33. http://dx.doi.org/10.32983/2222-4459-2021-1-327-333.
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The article is concerned with substantiating the most important features of development of the system of goals of territorial branding in the context of socio-economic development of territories. The features of territorial branding are researched, which, along with the use of classical branding instrumentarium, uses specific tools and methods, which is due to the peculiarities of its object - the territories of the country. The main components of the territory brand are generalized according to the international ratings WorldBank Ethics Indices, UNDP Human Development Index, CAF World Giving Index, Arcadis Sustainable Cities Index, etc. It is determined that the main components of the brand of the territory are the brand image, which means the overall impression of the brand and its perception by society as a whole and stakeholders in particular; brand identity, as well as infrastructure and marketing components that support the brand and increase its strength. The analysis of scientific approaches to territorial branding has proved that in general they are aimed at determining its various components, but none of them pays enough attention to goal setting as a key element of branding. The logical scheme of the relationship between the elements of the goal setting of territorial branding is proposed. It is proved that the main elements of goal setting of regional development and territorial branding are mission, vision and the system of strategic and operational goals, which are determined taking into account the opinions of experts and residents of the territory. Consistency and interconnection of all elements of goal setting will increase the efficiency of territorial branding. Prospect for further research is to develop methodological support for algorithmization of the territory brand development process.
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Zhang, Jing, Yanxin Jiang, Rizwan Shabbir, and Miao Zhu. "How brand orientation impacts B2B service brand equity? An empirical study among Chinese firms." Journal of Business & Industrial Marketing 31, no. 1 (February 1, 2016): 83–98. http://dx.doi.org/10.1108/jbim-02-2014-0041.
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Purpose – The paper aims to explore how brand orientation impacts brand equity via internal branding, presented brand, word-of-mouth and customer experience from stakeholder interaction perspective in industrial services context. Brand orientation has emerged as an attractive business philosophy for industrial service companies who believe that brand plays an influential role in delivering customer value and improving firm’s performance. However, the impact of brand orientation upon brand equity is not clear yet, and the active roles of multiple stakeholders in co-creating brand equity are largely neglected in business-to-business (B2B) branding literature. Design/methodology/approach – A questionnaire survey was conducted among 258 pairs of firms located in mainland China. A total of nine research hypotheses related to how brand orientation impacts B2B service brand equity were examined by structural equation modeling technique. Findings – The research findings indicate: a company with high level of brand orientation will both actively communicate its brand to customers and implement internal branding among employees; internal branding enhances willingness and skills of service employees so that they can provide customers with excellent service experience, which will lead to positive word-of-mouth; effective brand communication, pleasant customer experience and favorable word-of-mouth can result in positive brand association in the mind of customers and finally build up corporate brand equity. Research limitations/implications – The major limitation of this paper is that some other potential stakeholders and additional interactive processes among organization, employees and customers, which have potential to impact brand equity, are not included in the model. Originality/value – This study makes theoretical contribution by addressing the gaps in the branding literature with respect to industrial services context and stakeholder interaction perspective. It also provides practical implications for B2B service firms as to how to develop a strong brand by implementing brand orientation within the network of core stakeholders.