Academic literature on the topic 'Brand management theories'
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Journal articles on the topic "Brand management theories"
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Swaminathan, Vanitha, Alina Sorescu, Jan-Benedict E. M. Steenkamp, Thomas Clayton Gibson O’Guinn, and Bernd Schmitt. "Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries." Journal of Marketing 84, no. 2 (January 28, 2020): 24–46. http://dx.doi.org/10.1177/0022242919899905.
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Technological advances have resulted in a hyperconnected world, requiring a reassessment of branding research from the perspectives of firms, consumers, and society. Brands are shifting away from single ownership to shared ownership, as heightened access to information and people is allowing more stakeholders to cocreate brand meanings and experiences alongside traditional brand owners and managers. Moreover, hyperconnectivity has allowed existing brands to expand their geographic reach and societal roles, while new types of branded entities (ideas, people, places, and organizational brands) are further stretching the branding space. To help establish a new branding paradigm that accounts for these changes, the authors address the following questions: (1) What are the roles and functions of brands?, (2) How is brand value (co)created?, and (3) How should brands be managed? Throughout the article, the authors also identify future research issues that require scholarly attention, with the aim of aligning branding theory and practice with the realities of a hyperconnected world.
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Fetscherin, Marc. "What type of relationship do we have with loved brands?" Journal of Consumer Marketing 31, no. 6/7 (November 4, 2014): 430–40. http://dx.doi.org/10.1108/jcm-05-2014-0969.
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Purpose – The purpose of this paper is to provide a discussion, testing and comparing two different relationship theories and their underlying scales as applied to brand love. Current brand love studies neglect a detailed discussion and analysis of the appropriate relationship theory and underlying measurement scale to be used. Design/methodology/approach – We use a 2 × 2 experimental design where we compare two relationship theories (interpersonal versus parasocial) across two samples (USA and Japan). Model testing were conducted using exploratory factor analysis, confirmatory factor analysis and multi-group structural equation modeling techniques assessing the type of relationship consumers have with loved brands. Findings – Our results show conceptualizing and measuring “brand love” as a parasocial relationship, as compared to interpersonal relationship, leads overall to equal and, in some instances, better results. For both samples, we get stronger relationships between brand love and purchase intention, as well as for brand love and positive word of mouth (WOM). We also get higher explanation power for dependent variables purchase indentation and WOM. Originality/value – This paper compares different relationship theories and underlying measurement scales and proposes an alternative relationship theory to conceptualize and measure brand love relationships. With the parasocial interaction scale, we provide researchers and practitioners an alternative and very suitable instrument to measure brand love relationships.
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Blumrodt, Jens. "Enhancing Football Brands Brand Equity." Journal of Applied Business Research (JABR) 30, no. 5 (August 27, 2014): 1551. http://dx.doi.org/10.19030/jabr.v30i5.8807.
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The sport entertainment industry has its most famous representative in Europe. Hundreds of professional football clubs are playing in their European football leagues. They attract supporters in front of the screen and in stadiums. The clubs in competitions are medium sized companies. They are competing and working together while they are delivering their core service, the game on the ground. The spectator can be considered as an important budget line for all clubs. Budgets are nevertheless often not balanced and stadium attendance is underdeveloped. We conducted research within two different football nations, France and Germany. Four clubs were in the sample and interviews with the management were carried out. The conceptual approach was based on brand image theories. Football clubs are specific sport brands. Brand image elements attract spectators into the stadium for those brands. These elements can explain the purchase intentions of season tickets and merchandising products. Our research revealed that common elements and differences exist between the clubs, each club having a brand identity. We identified which elements lead to purchase intentions and made best practices evident. The importance of the game is often overestimated by a clubs management. The game and the attractiveness of the stadium are important, but not the only factors explaining stadium attendance. The club has also to be a good club in the community, and corporate social responsibility (CSR) becomes a crucial issue.
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Rather, Raouf Ahmad, Shehnaz Tehseen, and Shakir Hussain Parrey. "Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity." Spanish Journal of Marketing - ESIC 22, no. 3 (December 17, 2018): 319–37. http://dx.doi.org/10.1108/sjme-06-2018-0030.
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Purpose On the basis of the social identity and congruity theories, the present research aims to propose that value congruity directly affects customer–brand identification (CBI), affective brand commitment and customer–brand engagement (CBE), which, in turn, paves the way for advancing consumer relationships with hospitality brands, as measured through brand loyalty. As such, this study serves to enhance existing insight into customer relationship management dynamics, with a particular focus on hospitality brands. Design/methodology/approach The present study develops a theoretical framework that is empirically investigated by using confirmatory factor analysis and structural equation modelling analyses. Data were collected by using a self-administered questionnaire of 340 customers of four- and five-star hotel brands in India. Findings The results suggest value congruity as an important driver of CBI, affective commitment and CBE within hospitality brands. The results also reveal CBI to act as a significant predictor of affective commitment, CBE and brand loyalty. Furthermore, affective commitment and CBE are the significant drivers of loyalty to hospitality brands. Research limitations/implications The research is exploratory in nature and is restricted to four- and five-star hotel customers, thereby reflecting important limitations of this study. Given these issues, ample opportunities exist for further research to further explore and/or validate the reported findings. Practical implications The current research provides new insights for marketing practitioners planning or implementing long-term customer relationship management strategi3es that centre on customer–brand identification, customer–brand engagement and brand loyalty. Originality/value Despite existing insights, empirical investigation into the proposed conceptual relationships remains limited to date, particularly in the hospitality industry. By offering empirical evidence in this area, this study adds to the extant body of knowledge on CBI/CBE-centric customer relationship management.
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Yorkston, Eric A., Joseph C. Nunes, and Shashi Matta. "The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions." Journal of Marketing 74, no. 1 (January 2010): 80–93. http://dx.doi.org/10.1509/jmkg.74.1.80.
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Schallehn, Mike, Christoph Burmann, and Nicola Riley. "Brand authenticity: model development and empirical testing." Journal of Product & Brand Management 23, no. 3 (May 13, 2014): 192–99. http://dx.doi.org/10.1108/jpbm-06-2013-0339.
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Purpose – The purpose of this paper is to develop a model of brand authenticity and analyze the antecedents and effects of the construct. Although there is no doubt about the relevance of authenticity in personal relationships, published research has yet not thoroughly explored the concept’s meaning in reference to brands. Design/methodology/approach – Based on socio-psychological attribution theories and grounding on the identity-based brand management approach, a causal model of brand authenticity is developed. The hypothesized relationships are analyzed using the partial-least-squares approach. The primary data are based on an online survey conducted in Germany (n = 600). The respondents were asked about fast-food and beer brands. Findings – The data show that brand authenticity positively impacts on brand trust. Furthermore, the key antecedents in the model (consistency, continuity and individuality of a brand) drive the perception of brand authenticity as hypothesized. Research limitations/implications – The model should be tested in further product categories and moderators should be integrated. Originality/value – The findings suggest that authenticity is perceived when a brand is consistent, continuous and individual in its behavior. Nevertheless, the empirical results indicate that the factor individuality has the lowest influence on perceived brand authenticity. This is an interesting finding, as being “unique” is commonly regarded as an important success factor in branding. Although the study’s findings confirm its relevancy, they relativize its importance: being consistent, meaning that a brand fulfills its brand promise at every brand-touch point, and being continuous, meaning that the brand promise reflects the essential core of the brand, are of major importance.
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Shin Legendre, Tiffany, Rodney Warnick, and Melissa Baker. "The Support of Local Underdogs: System Justification Theory Perspectives." Cornell Hospitality Quarterly 59, no. 3 (December 25, 2017): 201–14. http://dx.doi.org/10.1177/1938965517748773.
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Despite the copious anecdotal evidence available, research only recently examines the multidimensional dynamics associated with underdog brands and their essential, complex place in the business world. This research seeks to better conceptualize, operationalize, and refine the theories and constructs surrounding underdogs. The study conducts two 2 × 2 × 2 quasi-experimental between-subjects design studies to fulfill these objectives. Study 1 is designed to confirm that brand localness needs to be separated from underdog concepts as both brand cues distinctively prompt customers’ purchase activism depending on their political orientations. Study 2 extends the system justification theory by replicating Study 1 using a different context and refining control variables to better understand other potential explanations of customer behavior toward underdog/localness brand cues. The results indicate that brand positioning status and brand localness both have main effects on intent to purchase and willingness to pay a price premium. Furthermore, results find political orientation is an important moderator in determining whether customers purchase underdog brands.
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Luffarelli, Jonathan, Antonios Stamatogiannakis, and Haiyang Yang. "The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity." Journal of Marketing Research 56, no. 1 (December 21, 2018): 89–103. http://dx.doi.org/10.1177/0022243718820548.
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Five studies using a variety of experimental approaches and secondary data sets show that a visual property present in all brand logos—the degree of (a)symmetry—can interact with brand personality to affect brand equity. Specifically, compared with symmetrical logos, asymmetrical logos tend to be more arousing, leading to increased perceptions of excitement. As such, consumers tend to perceive asymmetrical logos as more congruent with brands that have an exciting personality. This can boost consumers’ evaluations and the market’s financial valuations of such brands, a phenomenon referred to as the “visual asymmetry effect.” The studies also show that this interplay between brand personality and logo design occurs only for the personality of excitement and the visual property of asymmetry. These findings add to theories of visual design and branding and offer actionable insights to marketing practitioners.
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Flight, Richard L., and Kesha K. Coker. "Brand constellations: reflections of the emotional self." Journal of Product & Brand Management 25, no. 2 (April 18, 2016): 134–47. http://dx.doi.org/10.1108/jpbm-02-2015-0806.
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Purpose The purpose of this paper is to examine the role that enduring consumer emotional traits play in brand constellation formation. Theories of self-image and brand-image congruence are used as the foundation to explain how complex brand constellations are a reflection of emotional dispositions. Design/methodology/approach A clustering technique based on 24 consumption emotion set items was used to analyze data from 287 consumers and 66 different consumer brands. A conjoint analysis was also performed to examine the degree of brand congruence within each cluster. Findings Results reveal four unique consumer clusters (Sad, Passionate, Joyful, and Balanced Middle) with unique brand constellations and differing degrees of brand congruence. Of significance is the Sad cluster, which shows a strong brand congruence to seemingly hedonic products. Research limitations/implications Given the nature of self-reported data, an inherent potential bias because of a single source for both dependent and independent variables exists. Also, this research design is based on an inductive form of reasoning, and thus, results may not be falsifiable. Practical implications Implications of brand constellations based on emotional dispositions for marketing theory and practice are discussed. Given this exploratory research on brand constellations defined by emotional disposition, limitations and avenues for future research are also presented. Social implications In this paper, the consumer’s enduring psychological traits act as the grouping mechanism, and from this psychometric profile, brands group to reflect the collective self-image of consumers based on emotional disposition. By introducing the emotional disposition approach to constellation formation, the authors demonstrate that psychometric variables offer a new methodology by which brands may be categorized. Originality/value Using a cluster analysis to essentially reverse-engineer consumption patterns is novel and reflects a valid approach toward demonstrating how otherwise unrelated brands may be consumed together.
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Ertekin, Larisa, Alina Sorescu, and Mark B. Houston. "Hands off my Brand! The Financial Consequences of Protecting Brands through Trademark Infringement Lawsuits." Journal of Marketing 82, no. 5 (September 2018): 45–65. http://dx.doi.org/10.1509/jm.17.0328.
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Well-known brands are frequently imitated, misused, or tampered with. Firms facing these threats routinely turn to the legal system and file trademark infringement lawsuits in an attempt to prevent revenue losses and brand equity dilution. In this article, the authors address the largely unexplored issue of brand protection. First, they categorize all major types of trademark infringement. Second, using signaling and prospect theories, they present a conceptual model that outlines the financial consequences of defending a brand in court. The authors test the predictions of this framework using a large sample of trademark infringement lawsuits and find that although investors react negatively in the short term to firms’ filing and even to firms’ winning such cases, the long-term performance of firms that successfully leverage the legal system to protect their brands is positive.
Dissertations / Theses on the topic "Brand management theories"
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Mantellina, Nicola, and Navarro Rosendo Solvas. "Branding and consumers in the kitchen appliances industry context : An exploratory study with a focus on customer experience." Thesis, Uppsala universitet, Industriell teknik, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-393583.
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Researchers have shown that strategies focused on building long-term competitive advantage tend to be more profitable for businesses. Further, companies have traditionally put their focus on strategies and on marketing tangible attributes of products and services such as quality, price and so on to differentiate from the competitors (Mascarenhas et al, 2006). Nonetheless, researchers have studied that consumers do not put any more emphasis in those characteristics when purchasing product or services underlining the needs to put the consumer as central aspect of a firm’s strategy (Morrison & Crane, 2007). In addition, it has been found that focusing on customer experience and use of correct brand management techniques and marketing initiative nowadays drives the company to have a competitive advantage and long-term economic sustainability. All being said it is true both generically speaking and in the specific context of kitchen appliances. In fact, market research suggests that in the kitchen appliances industry companies have begun to compete along new dimensions, whereby putting the consumers and their experiences as a central aspect of the business has become increasingly important for actors who wish to stay and be competitive in the business. However, in the existing literature, there is not accordance on how to define customer experience and scholars identified that it depends on the context, which makes it difficult and confusing when marketing experts and firms want to identify the key aspects to improve the experience of their customers. On top, it has been found that brand identities are more or less relevant depending on the context, country culture and such, where the brand market its product and services. In according to what said, the purpose of this study is to explore and identify the most important dimensions and touchpoints in the specific kitchen appliances context that has more impact on the customer experience, with the aim to better define customer experience in the kitchen appliances context that could give indication to companies operating in the market how to address to some extent those problematics. The research adopted an exploratory qualitative study design. Interviews were used to gather primary empirical data that together with secondary empirical data and insight from the literature review had allowed the researchers to explore and address the research questions and state conclusions that however cannot be considered conclusive according to the nature of the study. In addition, the research reveals that consumer experience is a broad topic that accounts for and depends of many different aspects all interconnected one to another. In addition, it has been found that the aspects around brands, consumer experience and its touchpoints vary not only in relation to the context in study, but as well according to different stakeholders that deal with them. In addition, in the consumer journey, critical aspects reside in both tangible attributes of products and services and intangible attributes that together become critical and in the specific context shape how people think about the brand, and consequently their experiences. Finally, a possible definition of customer experience according to what found was given
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Ivancic, Ronald. "Brand Management Revisted : integriertes, wertbasiertes, identitäts- und erlebnisorientiertes Markenmanagement in Theorie und Praxis /." Norderstedt : Books on Demand, 2007. http://deposit.d-nb.de/cgi-bin/dokserv?id=3048532&prov=M&dok_var=1&dok_ext=htm.
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Universiẗat, Diplomarbeit 2007 u.d.T.: Ivancic, Ronald: Wir verkaufen Lebensgefühl--Klagenfurt, 2007, Wert- und Erlebnisorientierung als signifikante Facette erfolgreicher, organisationaler Marken mit besonderer Fokussierung auf strategische und operative Aspekte eines integrierten, wertbasierten, erlebnisorientierten Brand Management Prozesses sowie einer (kultur)kritischen Reflexion impliziter Markenentitäten.
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Hartleb, Vivian. "Brand-Community-Management eine empirische Analyse am Beispiel der Automobilbranche." Wiesbaden Gabler, 2009. http://d-nb.info/994879067/04.
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Tröger, Ralph. "Supply Chain Event Management – Bedarf, Systemarchitektur und Nutzen aus Perspektive fokaler Unternehmen der Modeindustrie." Doctoral thesis, Universitätsbibliothek Leipzig, 2014. http://nbn-resolving.de/urn:nbn:de:bsz:15-qucosa-155014.
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Supply Chain Event Management (SCEM) bezeichnet eine Teildisziplin des Supply Chain Management und ist für Unternehmen ein Ansatzpunkt, durch frühzeitige Reaktion auf kritische Ausnahmeereignisse in der Wertschöpfungskette Logistikleistung und -kosten zu optimieren.
Durch Rahmenbedingungen wie bspw. globale Logistikstrukturen, eine hohe Artikelvielfalt und volatile Geschäftsbeziehungen zählt die Modeindustrie zu den Branchen, die für kritische Störereignisse besonders anfällig ist. In diesem Sinne untersucht die vorliegende Dissertation nach einer Beleuchtung der wesentlichen Grundlagen zunächst, inwiefern es in der Modeindustrie tatsächlich einen Bedarf an SCEM-Systemen gibt.
Anknüpfend daran zeigt sie nach einer Darstellung bisheriger SCEM-Architekturkonzepte Gestaltungsmöglichkeiten für eine Systemarchitektur auf, die auf den Designprinzipien der Serviceorientierung beruht. In diesem Rahmen erfolgt u. a. auch die Identifikation SCEM-relevanter Business Services. Die Vorzüge einer serviceorientierten Gestaltung werden detailliert anhand der EPCIS (EPC Information Services)-Spezifikation illustriert.
Abgerundet wird die Arbeit durch eine Betrachtung der Nutzenpotenziale von SCEM-Systemen. Nach einer Darstellung von Ansätzen, welche zur Nutzenbestimmung infrage kommen, wird der Nutzen anhand eines Praxisbeispiels aufgezeigt und fließt zusammen mit den Ergebnissen einer Literaturrecherche in eine Konsolidierung von SCEM-Nutzeffekten. Hierbei wird auch beleuchtet, welche zusätzlichen Vorteile sich für Unternehmen durch eine serviceorientierte Architekturgestaltung bieten.
In der Schlussbetrachtung werden die wesentlichen Erkenntnisse der Arbeit zusammengefasst und in einem Ausblick sowohl beleuchtet, welche Relevanz die Ergebnisse der Arbeit für die Bewältigung künftiger Herausforderungen innehaben als auch welche Anknüpfungspunkte sich für anschließende Forschungsarbeiten ergeben.
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Heinz, Tao. "Economic decision making in active pre-fire management and alternative approaches in initial attack fire simulation modeling /." 2004. http://www.gbv.de/dms/zbw/547392877.pdf.
Full textBooks on the topic "Brand management theories"
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Brand management in emerging markets: Theories and practices. Hershey, PA: Business Science Reference, 2014.
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Naumov, Vladimir. Consumer behavior. ru: INFRA-M Academic Publishing LLC., 2020. http://dx.doi.org/10.12737/1014653.
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The book describes the basic issues concerning consumer behavior on the basis of the simulation of the decision-making process on buying behavior of customers in the sales area of the store and shopping Internet sites.
The classification of models of consumer behavior, based on research in the area of economic, social and psychological theories and empirical evidence regarding decision-making by consumers when purchasing the goods, including online stores. Methods of qualitative and quantitative research of consumer behavior, fundamentals of statistical processing of empirical data.
Attention is paid to the processes of consumers ' perception of brands (brands) and advertising messages, the basic rules for the display of goods (merchandising) and its impact on consumer decision, recommendations on the use of psychology of consumer behavior in personal sales.
Presents an integrated model of consumer behavior in the Internet environment, the process of perception of the visitor of the company, the factors influencing consumer choice of goods online.
Is intended for preparation of bachelors in directions of preparation 38.03.02 "Management", 38.03.06 "trading business" and can be used for training of bachelors in direction of training 43.03.01 "Service", and will also be useful for professionals working in the field of marketing, distribution and sales.
Book chapters on the topic "Brand management theories"
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Loureiro, Sandra Maria Correia. "Consumer-Brand Relationship." In Customer-Centric Marketing Strategies, 414–34. IGI Global, 2013. http://dx.doi.org/10.4018/978-1-4666-2524-2.ch020.
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The relationship between a brand and consumers is known to produce positive outcomes for both partners. Consumers develop relationships with diverse brands regarding brands as partners. Brands are humanized in the minds of consumers and therefore provide symbolic meanings and social and cultural value, which is beyond the utilitarian benefits. Following this paradigm, the purpose of this chapter is to show an overview of the research from customer relationship management to consumer-brand relationship and propose a theoretical model of consumer-brand relationship process. In this vein, the chapter begins with the conceptualization of customer relationship management. Then, the foundation, an overview of main theories, and the seminal models of consumer-brand relationship are shown. Finally, a model of consumer-brand relationship process is proposed and insights for further research are provided.
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Loureiro, Sandra Maria Correia. "Loving and Hating Brands." In Advances in Marketing, Customer Relationship Management, and E-Services, 417–38. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-6547-7.ch018.
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Consumers develop relationships with diverse brands regarding brands as partners. Brands are viewed by customers as symbolic meanings and social and cultural value, which is beyond the utilitarian benefits. Therefore, the purpose of this chapter is to explore the research on Consumer-Brand Relationship (CBR) and present a theoretical model of consumer-brand relationship process, giving insights for good and bad relationships. The chapter begins with the origin and evolution of CBR. Then, an overview of main theories and the seminal models are shown. Finally, a model of consumer-brand relationship process through good and bad relationships is proposed, and insights for further research are provided.
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Vijaygopal, Rohini. "Consumer Acculturation and Implications for Brand Preferences." In Advances in Marketing, Customer Relationship Management, and E-Services, 120–45. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-5225-0282-1.ch006.
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This research investigates whether established theories of acculturation are applicable to British Indians and what impact acculturation has on their consumer behaviour. After classifying British Indians according to the acculturation framework devised by Berry (1980), the chapter considers whether membership of these acculturation categories has a bearing on British Indians' consumer behaviour, as indicated by their brand preferences for a range of host and ethnic products and services. The findings reveal that separated consumers prefer ethnic brands more than host brands, assimilated consumers prefer host brands more than ethnic brands and integrated consumers have brand preferences falling between these two. Acculturation category thus has POTENTIAL for use as a segmentation variable. Demographic factors have also been shown to influence patterns of acculturation (Berry 1997). This study therefore also examines the relationships between different acculturation categories, demographic variables and preferences for a range of ethnic and host brands. Overall, this research provides some interesting insights about buying preferences of Indian diaspora (a developing country) in the UK and is particularly relevant from an International marketing perspective.
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Sudarśan, Sudio. "Semiotics of Brand Building." In Brand Culture and Identity, 316–39. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch019.
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Most theories in brand management, evolved from 20th century economics, rely on a convenient assumption of how consumers should make purchase decisions. In contradistinction, this chapter demonstrates a semiological tradition in the context of brand management using a 128-year-old brand, Muthoot Group, to expound upon the ways consumers prevalently perceive brands, which then drive their purchase decisions. Just as in marketing, where the focus changed from “economic exchange” to “social exchange,” in brand management the focus needs to change from “symbols” to the way people use semiotic resources to produce both communicative artifacts and events to interpret them, which is also a form of semiotic production. Since social semiotics is not a self-contained field, the chapter historically plots the brand-building voyage of Muthoot Group, applying semiotic concepts and methods to establish a model of brand and extend the scientific understanding of differentiation, loyalty, and advocacy.
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Sudarśan, Sudio. "Semiotics of Brand Building." In Cases on Branding Strategies and Product Development, 298–326. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7393-9.ch013.
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Most theories in brand management, evolved from 20th century economics, rely on a convenient assumption of how consumers should make purchase decisions. In contradistinction, this chapter demonstrates a semiological tradition in the context of brand management using a 128-year-old brand, Muthoot Group, to expound upon the ways consumers prevalently perceive brands, which then drive their purchase decisions. Just as in marketing, where the focus changed from “economic exchange” to “social exchange,” in brand management the focus needs to change from “symbols” to the way people use semiotic resources to produce both communicative artifacts and events to interpret them, which is also a form of semiotic production. Since social semiotics is not a self-contained field, the chapter historically plots the brand-building voyage of Muthoot Group, applying semiotic concepts and methods to establish a model of brand and extend the scientific understanding of differentiation, loyalty, and advocacy.
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Wilczak, Agnieszka, and Monika Skorek. "The Building and Management of the Nation Brand." In Advances in Marketing, Customer Relationship Management, and E-Services, 223–38. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-6242-1.ch014.
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The primary goal of this chapter is to analyze the issue of building and management of a brand based on the example of the nation brand of Poland. This chapter consists of two complementary parts: theoretical and empirical. The starting point for a theoretical discussion is to show the specificity of the nation brand in relation to the corporate brand. The above-mentioned issues are presented through the key theories and models based on the literature studies. The second part of this chapter is empirical and was based on the case study of building the brand for Poland. Poland, as one of the first countries in Central Europe, took on the challenge to build the nation brand. This program, although modified several times, has been carried out since the beginning of 1990s in the last century to the present day. The empirical part of this chapter focuses not only on describing the actions taken but also on showing their effects.
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Amoroso, Donald L. "Predicting Brand Loyalty by Measuring the Strength of Consumer Habit." In Diverse Methods in Customer Relationship Marketing and Management, 256–76. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5619-0.ch014.
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This chapter builds on existing loyalty literature and theories, includes impact of habit on continuous intention and loyalty, and makes recommendations to practitioners based on the findings. This research identifies the factors that will increase brand loyalty by consumers and examines the strength and effect of habit in predicting brand loyalty. Five regression models revealed that habit was the strongest factor among all constructs in predicting continuance intention and consumer loyalty to mobile wallet brands. Support was found for all of the hypothesized relationships for consumers using mobile apps. Although the direct effects of consumer attitudes were more or less constant, satisfaction became insignificant when habit is introduced in the model. As an independent variable with both consumer attitudes and satisfaction, habit significantly increases the explanatory power of continuance intention and loyalty. This chapter provides new insights into factors that influence loyalty in the context of mobile wallet applications.
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Massa, Pier M. "Brand-Led Transformation." In Customer-Centric Marketing Strategies, 454–75. IGI Global, 2013. http://dx.doi.org/10.4018/978-1-4666-2524-2.ch022.
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Customer centric strategies are often conceived and developed within marketing departments of organizations. The marketing team, leveraging a keen understanding of the latest theories on effective marketing management and consumer behaviour, often does an outstanding job initiating new customer centric thrusts within organizations. However, to be truly successful, these strategies must flow from and build upon the company brand and be operationalized across the entire enterprise. Brand-led customer centricity must penetrate all aspects of the firm from corporate leadership to staff, and across all customer offers, business plans, projects, processes, and programs of the organization. Only in this way can organizations transform the way the consumer experiences their brand. While most organizations subscribe to the need for customer centricity, the number of companies that consistently and effectively implement such strategies are few. Organizations typically struggle with translating brand-led customer centric strategies into tangible and specific initiatives. This chapter melds a practitioner’s view with current theory and offers pragmatic and proven approaches to translating these strategies into initiatives that drive direct customer and company benefits with successful enterprise-wide outcomes that impact the full business.
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Lu, Qiang (Steven), and Zhen Yi Seah. "Social Media Influencers and Consumer Online Engagement Management." In Social Media for Knowledge Management Applications in Modern Organizations, 81–91. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2897-5.ch004.
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With the popularity of social media, social media influencers have been playing an increasing role in modern marketing. However, there is little research on the impact of social media influencers on consumer brand engagement. To fill this gap, this chapter develops a conceptual framework to examine the impact of the endorsement by social media influencers on online brand engagement. The authors use social distance theories to construct several propositions to provide a deep understanding. They suggest that traditional celebrities and social media influencers have different social distance, therefore generate different types and degrees of consumer online engagement. And the product characteristics moderate the effectiveness of the different types of celebrity endorsement.
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Aragonés-Jericó, Cristina. "The Transfer from a Major Sport Event to a Sponsoring Brand." In Advances in Marketing, Customer Relationship Management, and E-Services, 255–77. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-5994-0.ch016.
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The aim of the chapter is to analyze how sport visitors transferred perceived value and experience of the event to the sponsoring brand. Therefore, based on tourist behavior model and theories of sport sponsorship, a global model of sponsorship in major sport event whose axis is based on the models applied to transfer value and experience arises. Furthermore, the model includes the backgrounds that determine the behavior of visitors towards the sport event and the effects derived from the attendance to the event and the sports sponsorship action. Results show that perceived value is not transferred; however, the experience of the event is indeed transferred to the sponsoring brand. Additionally, the effect of experience on the perceived value is observed and can confirm the motivation, identification, and involvement as backgrounds of the model, together with all the proposed effects.
Conference papers on the topic "Brand management theories"
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Kriaučiūnaitė-Lazauskienė, Gintarė, and Rima Žitkienė. "An effect of symbols on consumer behaviour: the theoretical insights." In Contemporary Issues in Business, Management and Economics Engineering. Vilnius Gediminas Technical University, 2019. http://dx.doi.org/10.3846/cibmee.2019.015.
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Purpose – this article aims to analyse and integrate the limitations of consumer’s decision-making and difficulties for symbolic consumption in relation to symbolic branding. It highlights the symbolic impact to goods, which influenced by advertising and 21st century consumer’s behaviour propagates hedonistic values. Research methodology – the analysis of theoretical scientific literature, comparative study of conceptions. Findings – support the idea that consumers may modify their principles about the symbolic brand depending on both their self-brand relation as well as the effect of social (both live and virtual) influence. Research limitations – it is necessary to acknowledge that the current research is limited by broad scope consumer behaviour theories and methods (we in passing analysed empirical proves). Practical implications – authors suggest that the emergence of brand subculture on consumer behaviour gives the possibility of adjusting specific marketing strategies and presents the shortcomings of current research by pointing out the trends for future empirical studies. Originality/Value – It also highlights that the consumers’ search of symbolism and meaning in brands correlated with their consumer buying decision models, and we claim it could be related to utility theory. The main aim of this article is to analyse the field of symbols in advertising – in terms of their impact on the consumption process.