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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.
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King, Ceridwyn. "Brand management – standing out from the crowd." International Journal of Contemporary Hospitality Management 29, no. 1 (January 9, 2017): 115–40. http://dx.doi.org/10.1108/ijchm-12-2015-0711.
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Purpose This paper aims to provide a comprehensive understanding of how brand management research has evolved to inform future hospitality research agendas that are both theoretically and practically innovative and relevant. Design/methodology/approach A review of leading tourism and hospitality journals, augmented by a review of leading mainstream marketing and services journals, over the past 20 years was undertaken. Focusing on papers with an emphasis on the brand, as reflected in the title, over 263 articles were reviewed. Findings In contrast to the more established mainstream literature, brand management research in the hospitality literature is limited in both its depth and breadth. In seeking to go beyond mere replication, and in consideration of industry needs, the review informs the articulation of an integrative research framework that reflects the extant literature and illuminates new research pathways that, in anticipation of making a significant contribution to brand management theory, will enhance hospitality academic and practitioner understanding of brand management. Research limitations/implications The comprehensive critical review affords insight into areas of brand management research innovation, both from a topic and methods perspective. The proposed research agenda not only reflects industry priorities but also responds to gaps within academia’s current understanding of brand management theory, particularly within a service context. Grounded in classical theories and industry insight, the pursuit of topics advanced in the research agenda are expected to make a significant contribution to the theoretical understanding of the brand management concept in an applied setting, in addition to providing timely and relevant insight to practitioners seeking to stand out from the crowd. Originality/value With brands dominating the hospitality landscape, insight derived from thought leading and innovative research is needed. With no comprehensive review of brand management research within the tourism and hospitality literature, clarity with respect to what is known and, more importantly, what is not known is not apparent. This paper addresses this paucity and, in doing so, gives hospitality academics a clear pathway to conducting meaningful and relevant brand management research from both theoretical and practical perspectives.
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Mandal, Sudipta, Arvind Sahay, Adrian Terron, and Kavita Mahto. "How implicit self-theories and dual-brand personalities enhance word-of-mouth." European Journal of Marketing 55, no. 5 (January 11, 2021): 1489–515. http://dx.doi.org/10.1108/ejm-07-2019-0591.
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Purpose Consumers subscribe to different mindsets or implicit theories of personality malleability, namely, fixed and growth mindsets. This study aims to investigate how and why consumers’ mindsets can influence their word-of-mouth (WOM) intentions toward a brand and the consequent implications for a brand’s personality. Design/methodology/approach Three mall-intercept studies and one online study demonstrate the influence of consumers’ fixed and growth mindsets on their WOM intentions. The first two mall-intercept studies identify motivations underlying consumers’ WOM intentions as a function of their mindset orientations. The third mall-intercept study examines the implications of such mindset-oriented WOM intentions for a brand’s personality dimension and the underlying psychological mechanism. The fourth study tests the link between WOM intent and behavior. Findings Results show that fixed (growth) mindset individuals exhibit greater WOM intentions than growth (fixed) mindset individuals for motives of “impression management” (“learning and information acquisition”). Findings further demonstrate that brands that exhibit dual personality dimensions simultaneously, one salient and the other non-salient at any instant, garner equivalent WOM intentions from both fixed and growth mindset individuals, contingent on the fit between the salient brand personality dimension and the dominant consumer mindset. Finally, using a real brand, it can be seen that WOM intentions actually translate into behavior. Research limitations/implications The study measures offline WOM intent but not offline WOM behavior. Practical implications This study sheds new light on branding strategy by demonstrating how and why dual-brand personalities may attract consumers with both kinds of implicit self-theory orientations. Relatedly, it also demonstrates a technique of framing ad-appeals that support the dual-brand personality effect. Originality/value To the best of the authors’ knowledge, this is the first study to propose and demonstrate the use of simultaneous dual-brand personalities as an optimal branding strategy.
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Han, Bing, Liangyan Wang, and Xiang (Robert) Li. "To Collaborate or Serve? Effects of Anthropomorphized Brand Roles and Implicit Theories on Consumer Responses." Cornell Hospitality Quarterly 61, no. 1 (September 13, 2019): 53–67. http://dx.doi.org/10.1177/1938965519874879.
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This article extends on the literature regarding brand anthropomorphism and contributes to hospitality and tourism literature by demonstrating that positioning of different anthropomorphic brand roles (partner vs. servant) attracts diverse consumers. Drawing from the results of three experiments in various contexts, we theorize that brand role and consumer implicit theories can interactively influence consumer responses. Specifically, consumers who subscribe to entity theory (vs. incremental theory) express more favorable responses to a brand anthropomorphized as a servant (vs. a partner) than to that as a partner (vs. a servant). Moreover, this study confirms that consumers’ perceived self-efficacy mediates this interaction effect. Findings enrich the hospitality and tourism literature by introducing a matching effect between brand role and implicit theories and offering insightful implications for hospitality and tourism brand managers, especially advertisers, around modifying brand roles based on consumers’ mind-sets.
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Adomaitis, Alyssa Dana, and Diana Saiki. "Brand personality and sexuality levels of luxury advertisements." Journal of Fashion Marketing and Management: An International Journal 23, no. 4 (September 19, 2019): 572–86. http://dx.doi.org/10.1108/jfmm-01-2019-0004.
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Purpose The purpose of this paper is to determine the perceived personality of brands featuring different levels of sexuality in advertisements of luxury fashion brands. Design/methodology/approach To determine the identity of the company a “personality traits” scale by Geurens et al. (2015) was used with 25 brand personalities: conscientiousness/responsibility, extraversion/activity, emotional stability/emotionality, agreeableness/aggressiveness, and openness/simplicity. The final survey was then made available on Amazon Turk for two weeks. Each participant assessed one photograph at a level of sexuality given the gender they identified with the most. Findings There were 1,266 participants including 701 females and 565 females. Statistical analysis of the responses revealed that the degree of sexuality in the advertisements impacted brand perceptions. Among both genders, the greater degree of sexuality in the advertisement, the more the brand was considered less conscientious and responsible. The results also suggested that men and women view levels of sexuality differently. They varied most in the area of openness and simplicity, with men viewing advertisements of male models that had greater sexuality as simple. Men felt less sexuality was more emotional and romantic, while women viewed mid-level degree of sexuality in this manner. Originality/value Limited research has examined how level of sexuality influences perceived brand personality. The results contribute to theories pertaining to motivations to identify with a luxury fashion brand and provide strategies for luxury fashion brands to enhance their intended brand image.
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Guan, Jia Qing, and Gen Yuan Zhang. "ZARA-Based Design Management." Key Engineering Materials 474-476 (April 2011): 1447–50. http://dx.doi.org/10.4028/www.scientific.net/kem.474-476.1447.
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ZARA is a pioneer of fast fashion brand which has strong advantages in integration of industrial chain, market and user research. This article tries to analyze ZARA in depth, including finding models and theories behind its success. And the last part of the article is a relatively new perspective, that is, using predictions in the design.
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Sobociński, Maciej. "FICTION AS A BRAND – A DISCUSSION ON APPLICATION OF POPULAR BRAND MANAGEMENT THEORIES IN THE CREATIVE INDUSTRY." Zeszyty Naukowe Politechniki Częstochowskiej Zarządzanie 27, no. 2 (December 2017): 136–46. http://dx.doi.org/10.17512/znpcz.2017.3.2.13.
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Diamantopoulos, Adamantios, Vasileios Davvetas, Fabian Bartsch, Timo Mandler, Maja Arslanagic-Kalajdzic, and Martin Eisend. "On the Interplay Between Consumer Dispositions and Perceived Brand Globalness: Alternative Theoretical Perspectives and Empirical Assessment." Journal of International Marketing 27, no. 4 (September 17, 2019): 39–57. http://dx.doi.org/10.1177/1069031x19865527.
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Although prior research is congested with constructs intended to capture consumers’ dispositions toward globalization and global/local products, their effects appear to replicate with difficulty, and little is known about the underlying theoretical mechanisms. This investigation revisits the relationship between prominent consumer dispositions (consumer ethnocentrism, cosmopolitanism, global/local identity, globalization attitude) and perceived brand globalness as determinants of consumer responses to global brands. Drawing on selective perception and social identity theories, the authors consider several theory-based model specifications that reflect alternative mechanisms through which key consumer dispositions relate to brand globalness and affect important brand-related outcomes. By employing a flexible model that simultaneously accounts for moderating, mediating, conditional, and direct effects, we empirically test these rival model specifications. A meta-analysis of 264 effect sizes obtained from 13 studies with 23 unique data sets and a total sample of 1,410 consumers raises concerns regarding the (potentially overstated) utility of consumer dispositions for explaining consumer responses to global brands. It also reveals a need for further conceptual contemplation of their function in international consumer research and managerial practice.
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Kovalchuk, K. V., and M. R. Podorozhna. "Conceptual Principles of Brand Formation." Business Inform 5, no. 520 (2021): 396–401. http://dx.doi.org/10.32983/2222-4459-2021-5-396-401.
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The article presents a conceptual basis for the formation of a brand based on the analysis of key ideas of researchers and practitioners engaged in branding issues, business philosophy in market relations, development of trademark and brand, development of marketing strategies, advertising, promotion of goods in the market. According to the analysis of generally accepted conceptions ("Brand capital", "Brand wheel" model, "Theory of image", "Strategic brand management", "4-D Branding", "Maximization of potential shopping brands", "Value-based-Marketing ») and theories of the brand of such scientists as D. Aaker, T. Ged, D. Ogilvi, Y. Ellwood, J.-N. Kapferer was formed the conceptual framework of branding, which includes such concepts as "brand capital", "trademark", "image", "reputation"; the characteristics of the brand are highlighted - leadership, identity, uniqueness, value, advantage; the essence of the brand is defined from the positions of manufacturer, which forms the competitive advantages of the product for the consumer through satisfaction of the functional, social, economic, psychological needs of the latter. Particular attention in the article is paid to the conceptions of brand positioning, where the main "players" of the market are determined as the company, competitors and consumers. The brand’s position provides information on identity through communication tools. The brand’s positioning includes the desire to emphasize its key aspects, and the idea of a positioning strategy is represented by the clear idea of the brand position communicated to the consumer. The brand’s position is disclosed through a set of associations, ideas and expectations that the consumer connects with the brand. This is a relative conception based on a comparison by the consumer of this brand with competing brands. The real confirmation of the use of these conceptions in the formation of the brand of companies is provided by an analysis of the rating positions of such global brands as Apple, Amazon, Mercedes-Benz, Toyota, Google, Microsoft.
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Vashisht, Devika, HFO Surindar Mohan, and Abhishek Chauhan. "In-game advertising: the role of newness congruence and interactivity." Spanish Journal of Marketing - ESIC 24, no. 2 (April 19, 2020): 213–30. http://dx.doi.org/10.1108/sjme-02-2019-0012.
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Purpose This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories. Design/methodology/approach A 2 (newness: congruent or incongruent) × 2 (game interactivity: high or low) between-subjects measures design was conducted. A total of 224 undergraduate management students participated in the study. A 2 × 2 between-subjects measures multivariate analysis of variance was used to test the hypotheses. Findings Findings show that incongruent-newness results in higher brand recall but less favorable brand attitude. Under incongruent-newness condition, high interactivity results in higher brand recall. However, under congruent-newness condition, both high- and low-interactivity conditions result in similar brand recall. Under congruent-newness condition, high interactivity results in more favorable brand attitude, whereas under incongruent-newness condition, both high- and low-interactivity conditions result in similar brand attitude. Practical implications Developing high brand recall rates and attitudes are the prime goals of advertisers for selecting a medium to promote their brands. This experimental study adds to the knowledge of online media advertising, especially in-game advertising (IGA) as a media-strategy to advertise brands taking newness and game-interactivity factors into consideration. Originality/value From the perspectives of attention, cognitive elaboration, engagement and transportation of experience, this study adds to the literature of IGA by examining the impact of newness and game interactivity.
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Jakic, Ana, Maximilian Oskar Wagner, and Anton Meyer. "The impact of language style accommodation during social media interactions on brand trust." Journal of Service Management 28, no. 3 (June 19, 2017): 418–41. http://dx.doi.org/10.1108/josm-12-2016-0325.
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Purpose Social media encourage interactions between customers and brands. Concerning the cues utilized during social media interactions, verbal cues (i.e. the language used) gain importance, since non-verbal and paraverbal cues are hard to convey via social media. Looking at interpersonal interactions, interlocutors adopt each other’s language styles or maintain their own language style during interactions to build trust. Transferring these insights to social media, the purpose of this paper is to test the effects of a brand’s language style accommodation in brand-customer interactions on brand trust and on its antecedents. Design/methodology/approach Two quantitative pre-studies (n1 (questionnaire)=32, n2 (laboratory experiment)=199), and one quantitative main study (n3 (laboratory experiment)=427) were conducted to determine the effects of a brand’s language style accommodation on brand trust. Findings In line with communication accommodation theory, this paper reveals that the impact of a brand’s accommodation strategy on brand trust is mediated by perceived relationship investments, such as perceived interaction effort, benevolence, and quality of interaction. This paper also underscores language style’s roles and its fit, and sheds light on situational factors such as purchase decision involvement and the valence of the content. Originality/value This paper is the first to transfer cross-disciplinary theories on interpersonal interactions to brand-customer interactions in social media. Thus, the authors derive the effects of language style accommodation on brand trust as well as further mediating effects.
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Majerova, Jana, and Carlos Fernandes. "How to Make Phoenix to Arise from the Ashes: Brand Loyalty as a Prospective Pillar of Branding in Tourism after Crisis COVID-19." Littera Scripta 13, no. 2 (February 23, 2021): 49–58. http://dx.doi.org/10.36708/littera_scripta2020/2/5.
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Current global situation has radically examined the applicability of many managerial patterns which have been created so far. The reason is that crisis COVID-19 has changed not only established frameworks of managerial practice but also functional frameworks of consumer behaviour. There is no guaranty of occurring forecasted scenarios of market development. Black swan has flown also over the brands which have been traditionally perceived as valuable. So, the aim of this paper is to discuss brand loyalty as a prospective pillar of brand value resuscitation in tourism and to identify relevant brand value sources significant to brands characterised by loyalty. On the case study of Slovak consumer perception of brand value sources, it is possible to verify so far formulated postulates and modified theories, which take into account relevance of national psychographic specifics. Primary data used in the presented study were obtained by our own survey carried out on the sample of 2,000 respondents. The given data were statistically evaluated by the factor analysis supported by implementation of KMO Test, Barlett's test of sphericity and calculation of Cronbach's Alpha for relevant brand loyalty sources in tourism. By providing this statistical evaluation of the results, it has been possible to identify relevant brand value sources which are suitable to modify methodological apparatus of brand value building and management.
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Iqani, Mehita. "Brand and influencer strategies in social media marketing of luxury brands in African cities." Journal of Design, Business & Society 7, no. 1 (March 1, 2021): 105–21. http://dx.doi.org/10.1386/dbs_00022_1.
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This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of social media in how luxury is promoted by those working in the industry. Three key complexities to do with value, trust and authenticity were evident in how global brand representatives and local influencers discussed social media. In terms of value, influencers emphasize strategies for monetizing visibility, while brand managers emphasize the need to get their money’s worth. Regarding trust, influencers express caution about brands trying to exploit them, while brands express scepticism about the extent of influencer’s abilities. On the topic of authenticity, influencers emphasize how the integrity of their personal brands is paramount, while brand representatives are mostly concerned with how genuine the social media posts seem. The article provides original empirical details about the relationships between brand managers and social media influencers, as well as to the nuances of social media luxury marketing in African cities. It contributes to critical theories of branding practice in media economies of the global south.
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Hasaan, Syed Ali, Shahid Nawaz, Syed Javed Iqbal, and Jawaria Khalid. "Challenges That Make/Break the Athlete’s Quest to Become an Entrepreneur: A Qualitative Study About Fans’ Perceptions." Physical Culture and Sport. Studies and Research 79, no. 1 (September 1, 2018): 53–61. http://dx.doi.org/10.2478/pcssr-2018-0020.
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Abstract Athletes are a new type of celebrity in the world. Following other celebrities, there are several examples of athletes who have used their persona of fame to go a step further with their so-called personal brands and actually launch products carrying their names. As athletes are considered brands in themselves, these sorts of activities (i.e., introducing a product brand) are considered as an extension of the athlete’s brand. Given the nature of the research, this study employed a qualitative design. A purposeful convenience sampling technique was employed to select study participants according to a set of predetermined criteria. The final sample comprised nine fans. The fans identified five major factors that could be important in the context of an athlete’s decision to start his/her own brand. The five identified factors that could decide the fate of an athlete’s brand extensions were the athlete’s origin, extension fit, gender, performance, and impression. According to fans, these factors play an important role in the athlete’s venture as an entrepreneur. The study suggests that although fans understand that athletes are brands in themselves, Pakistani fans are not fond of the idea of athletes becoming entrepreneurs due to the fans’ emotional attachment to the athletes. As this is the first study expressing fans’ perspectives in the context of athlete brand extension, this study is an addition to the academic literature and theories of athlete branding and athletes as entrepreneurs.
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Takács, Ildikó, Veronika Takács, and Anna Kondor. "Empirical Investigation of Chief Executive Officers' Personal Brand." Periodica Polytechnica Social and Management Sciences 26, no. 2 (August 6, 2018): 112–20. http://dx.doi.org/10.3311/ppso.10883.
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Leadership has been a topic of investigation in organizational studies for many years. Several researchers have investigated the ideal leader, and even more theories and models have been built around the concepts of leadership style, behavior, personality, performance, competences, skills and so on. However, studies of how these characteristics are combined as 'personal brands', and how they are perceived by the social environment are clearly lacking. The aim of the paper is therefore to identify the dimensions of CEOs' personal brand, in other words to investigate the aspects that apply to leaders’ social environment and to perceive and evaluate them. Using exploratory factor analysis on a Hungarian sample, three factors have been identified as the basis for CEOs' personal brand: competence, morality and humanity.
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Hinson, Robert E., John Paul Basewe Kosiba, Henry Boateng, Raphael Odoom, and Ransford Edward Gyampo. "Dialogic features of brand South Africa’s website and tourists’ intentions to visit." European Business Review 31, no. 5 (August 2, 2019): 569–84. http://dx.doi.org/10.1108/ebr-12-2016-0168.
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Purpose Despite the recognisable importance of nation brand websites, they have seemingly not been the focus of dialogic communication interrogations of marketing and communications scholars. This paper is one of the initial attempts to address such research lacuna. The paper aims to examine the dialogic potential of the Brand South Africa website and its effect on the country’s image, as well as the impact of this image on consumers’ (tourists) visiting intentions. Design/methodology/approach Drawing from the dialogic communication and impression management theories, the authors applied partial least squares structural equation modelling (PLS-SEM) to analyse data solicited from 672 participants via an electronic survey. Findings This paper demonstrates that the dialogic communication principles of the Brand South Africa website have positive influences on the image impression of South Africa. Country image impression was also found to have a significant effect on intentions to visit. Practical implications This study is of potential benefit to researchers, government agencies and those responsible for nation branding. Originality/value This study contributes to marketing and tourism literatures, by drawing on theories of dialogic communication principles and impression management, to fill the gap regarding the effect of nation brand websites on country image impression and visiting intention of consumers (tourists).
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Simonin, Bernard L., and Julie A. Ruth. "Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes." Journal of Marketing Research 35, no. 1 (February 1998): 30–42. http://dx.doi.org/10.1177/002224379803500105.
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The authors examine the growing and pervasive phenomenon of brand alliances as they affect consumers’ brand attitudes. The results of the main study (n = 350) and two replication studies (n = 150, n = 210) together demonstrate that (1) consumer attitudes toward the brand alliance influence subsequent impressions of each partner's brand (i.e., “spillover” effects), (2) brand familiarity moderates the strength of relations between constructs in a manner consistent with information integration and attitude accessibility theories, and (3) each partner brand is not necessarily affected equally by its participation in a particular alliance. These results represent a first, necessary step in understanding why and how a brand could be affected by “the company it keeps” in its brand alliance relationships.
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BRICIU, A., and V. A. BRICIU. "A CULTURAL PERSPECTIVE ON BRANDS AND SYMBOL AFFIRMATION. THE THEORY OF CULTURAL AND ICONIC BRANDING REVIEWED." SERIES VII - SOCIAL SCIENCES AND LAW 13(62), no. 1 (2020): 93–102. http://dx.doi.org/10.31926/but.ssl.2020.13.62.1.10.
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The purpose of this article is to provide an in-depth approach to the theoretical issues stated about brands and branding from a cultural perspective. Following contemporary debates in defining the concept of brand and branding in relation to various marketing and organizational communication definitions, branding models that can be used in relation to places, in general, have been highlighted over time: the consumer branding model inspired by the functional tradition of the theoretical and practical marketing approaches, used and applied on products or services and the organizational or corporate communication model, from an identity approach. That is why, a different tendency is highlighted in analyzing branding models and their applicability on places, through a new proposed approach, of neo-Marxist nature, as a moderate response to the paradigm of postmodern brand management, defined by the iconic brand and cultural branding theories - presented in this article -, on the one hand, and the anti-capitalist, anti-corporate and anti-branding movement, on the other.
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Junaid, Muhammad, Khalid Hussain, and Fujun Hou. "One last scuffle before we cherish brand love forever." International Journal of Market Research 61, no. 6 (February 4, 2019): 571–73. http://dx.doi.org/10.1177/1470785319827153.
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The extant literature on brand love lacks appraisal of theories and discourse on the conceptualizations of brand love. This work differentiates these conceptualizations, categorizes in three mutually exclusive forms, and labels as perfect two-way love, imperfect two-way love, and perfect one-way love.
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Lee, Seonjeong (Ally), Haemoon Oh, and Cathy H. C. Hsu. "Country-of-operation and brand images: evidence from the Chinese hotel industry." International Journal of Contemporary Hospitality Management 29, no. 7 (July 10, 2017): 1814–33. http://dx.doi.org/10.1108/ijchm-11-2014-0577.
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Purpose Building upon previous research on country-of-origin. This study aims to investigate whether the effects of country-of-origin extend to the hotel industry, based on associative network and signaling theories. Design/methodology/approach Based on a self-administered survey with tourists in China, this paper investigates antecedents and outcomes of hotel brand image and the moderating role of a hotel’s brand origin. Findings Results reveal country, city and industry images positively influence hotel brand image. Hotel brand image then influences price perception, quality perception and overall satisfaction. Practical implications Country-of-operation image remains a relevant, powerful predictor of brand image; thus, hotels need to carefully manage country-of-operation image. Originality/value This paper incorporates and establishes the role of country-of-operation image on hotel brand image.
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Rodrigues, Clarinda, Heather Skinner, Charles Dennis, and T. C. Melewar. "Towards a theoretical framework on sensorial place brand identity." Journal of Place Management and Development 13, no. 3 (December 11, 2019): 273–95. http://dx.doi.org/10.1108/jpmd-11-2018-0087.
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Purpose The purpose of this paper is to propose a new framework on sensorial place brand identity. Design/methodology/approach This conceptual paper draws from sensory marketing and brand identity theories to propose an integrative model to develop sensorial place brand identity. Findings By relying on a broad spectrum of the literature, the study supports the notion that sensorial place brand identity is a bottom-up approach to branding that involves several enactment stakeholders and key influences as co-creators in the process of delivering sensory place branding messages based on a strong and unique place brand identity. This leads to the presentation of a provisional framework linking sensorial place identity, experiencescapes and multisensory place brand image. Originality/value This novel approach to place brand identity follows a holistic approach by considering several enactment stakeholders and key influencers as co-creators in the process of branding a place through the senses.
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Balabanis, George, Anastasia Stathopoulou, and Jiayu Qiao. "Favoritism Toward Foreign and Domestic Brands: A Comparison of Different Theoretical Explanations." Journal of International Marketing 27, no. 2 (April 24, 2019): 38–55. http://dx.doi.org/10.1177/1069031x19837945.
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Five theoretical approaches can predict favoritism toward domestic and foreign brands. This article applies a contrastive perspective to examine social identity, personal identity, cultural identity, system justification, and categorical cognition theories and their attendant constructs. The authors propose a set of main-effects hypotheses as well as hypotheses related to both product and country moderation effects on attitudes toward and loyalty to domestic and foreign brands. They test the hypotheses on a sample of Chinese consumers with respect to salient brands from 12 product categories. The results indicate that three of the theoretical approaches examined can explain only one side of favoritism—most commonly favoritism toward domestic brands—but not favoritism toward both domestic and foreign brands. Consumer xenocentrism, a concept rooted in system justification theory, seems to provide more consistent predictions for both domestic- and foreign-brand bias.
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Barreda, Albert A., Khaldoon Nusair, Youcheng Wang, Fevzi Okumus, and Anil Bilgihan. "The impact of social media activities on brand image and emotional attachment." Journal of Hospitality and Tourism Technology 11, no. 1 (January 13, 2020): 109–35. http://dx.doi.org/10.1108/jhtt-02-2018-0016.
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Purpose The study aims to develop a theoretical model that portrays the antecedents of emotional attachment in the travel context by combining branding, marketing and information systems theories. Design/methodology/approach The authors gather empirical data through a Web-based questionnaire from 236 respondents. The proposed theory-driven model is examined empirically by using confirmatory factor analysis and structural equation modeling. Findings The findings suggest that social media rewards and benefits impact users’ brand commitment. Social media interactivity and rewards help building a stronger brand image. Brand commitment and brand image, in turn, affect emotional attachment positively. Research limitations/implications Other unexamined constructs may add to the explanation of building brands using social media platforms. As this is an exploratory study in relation to enhancing emotional attachment in an online travel setting, other constructs such as brand page commitment, annoyance, social benefits and telepresence may be considered in future studies. Practical implications Practitioners might encounter ways to influence favorable perceptions and brand commitment when consumers use social media sites. The model addresses questions regarding the significant role of social media activities on influencing brand image and brand commitment that in turn influence the development of a strong emotional attachment. Social implications This study examined the effects of social media activities including interactivity, psychological benefits and rewards on brand image and brand commitment, and the effects of brand image and brand commitment on emotional attachment in the travel context. The results offer further verification for the theory-based model presented in the study. Evidently, statistically significant and meaningful associations exist among the factors. Originality/value The key contribution of this study is that it presents and validates a theory-driven model that reveals the antecedents of sustainable emotional attachment. The proposed framework stresses the positive relationships among constructs and offers research basis for expansion in other settings.
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Clarke, Peter, and Andrew McAuley. "Parental evaluation of popular brand names given as Christmas gifts and sources of information used in these decisions." Journal of Consumer Marketing 27, no. 6 (September 14, 2010): 534–42. http://dx.doi.org/10.1108/07363761011078271.
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PurposeParents' exposure to children's brands appears rather limited; while brands sell at Christmas, there are extraordinary purchases of low‐cost toys and stocking filler fun toys. Maybe, toy brand purchases satisfy the child's request, rather than parents' value or quality preferences. Generally, the theories of branding feature the positive functional, symbolic and emotional attributes. This paper aims to examines parental evaluation of popular brand names to be given as gifts at Christmas and the sources used to gather information about brands.Design/methodology/approachData were gathered via a survey of parents in the period prior to Christmas. The analysis consisted of a principal component analysis of the functional, symbolic and emotional evaluations. A frequency analysis and a gender‐based crosstabs series identified gender variations in the evaluations and use of information sources.FindingsThe study indicated that parents hold low evaluations of popular brands when buying Christmas gifts for their children. These low evaluations are across functional, symbolic and hedonic elements. Since mothers generally attend to the gift purchase decisions, there were significant gender differences on a few evaluations. The most popular source of information is asking children what they want and is closely followed by the use of store catalogues.Practical implicationsThe evaluation and purchase of toys and gifts predominate at Christmas. Having such a high level of product or brand choice in the children's market could create confusion or uncertainty for parents. A negative image of children's exposure to toy advertising and the resultant pester power may combine to cloud parents' evaluations of giving brands as gifts. In essence, Christmas is the major chance for brand owners to sell their toys and other products. The idea of “… ask mom to get one … ” may be appropriate in high turnover, supermarket products, but not effective in a one‐chance, Christmas gift situation.Originality/valueThis research spans the value sets of two generations. Simply, the promotion of toys is primarily directed toward children who develop desires, expectations and values that are different from those values and attitudes of parents. Research into parental Christmas giving ascertains the value of children's brands to parents.
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Klink, Richard R., and Daniel C. Smith. "Threats to the External Validity of Brand Extension Research." Journal of Marketing Research 38, no. 3 (August 2001): 326–35. http://dx.doi.org/10.1509/jmkr.38.3.326.18864.
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The findings of prior research suggest that a brand's extendibility is constrained by the degree of perceived fit between the brand and extension product categories. However, there are many examples of brands that have been extended successfully into “perceptually distant” domains. Drawing on theories of consumer information processing and product adoption, the authors identify three background traits of prior work that may help explain the discrepancy between prior research and marketplace observation: (1) limited extension information, (2) failure to account for consumers' new product adoption tendencies (i.e., earlier versus later), and (3) single exposure to proposed extensions. In this study, the authors find that the effects of fit disappear when attribute information is added to extension stimuli and are applicable only for later product adopters. The authors also find that perceived fit increases with greater exposure to an extension. Beyond implications for brand extension research, this study underscores the need to recognize that certain research design factors related to external validity, which are often assumed irrelevant, can alter what is held to be true.
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Kucharska, Wioleta, and Piotr Mikołajczak. "Personal branding of artists and art-designers: necessity or desire?" Journal of Product & Brand Management 27, no. 3 (May 14, 2018): 249–61. http://dx.doi.org/10.1108/jpbm-01-2017-1391.
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Purpose Personal branding becomes a new in-demand skill for all professionals today. To be well-known helps to achieve success in the networked business environment. Personal relationships and a good reputation in the reality of network economy help young artists and art designers move up the career ladder. This paper aims to discuss a problem of artists who often find it difficult to define their artistic and self-distinction identities. The concept of personal brand and branding seems quite irrelevant, especially in reference to their own selves. People usually associate branding with marketing, which in our minds is usually the same as “pushy” and aggressive sales practices. Their find problematic to promote themselves. The purpose of this paper is to highlight that, based on existing theories, artistic identity creation in connection with the skill of personal branding is crucial for personal success in the profession of today’s young artists and art designers. Design/methodology/approach The study was conducted based on the data originally collected among artists, designers, architecture professionals and students. The data have been analyzed with the equal structural equation modeling method. Findings This paper presents empirical evidence that if artists view themselves as personal brands, it affects their personal performance in a positive way. Practical implications Authors claim that a teaching curriculum for young adult artists should include a personal branding program, to help them find and support their artistic identity and express their personal values and self-brand distinction, and leverage them to build their professional career. Originality/value This is one of the first studies to quantify the self-brand performance of young art designers as a benefit of being self-brand oriented.
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Tasci, Asli D. A., and Abraham Pizam. "An expanded nomological network of experienscape." International Journal of Contemporary Hospitality Management 32, no. 3 (February 7, 2020): 999–1040. http://dx.doi.org/10.1108/ijchm-12-2018-0988.
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Purpose Bitner’s (1992) concept of servicescape has received widespread academic attention, resulting in many conceptual and empirical studies. By scanning the servicescape literature and other relevant concepts, Pizam and Tasci (2019) provided experienscape, an expanded version of servicescape, to be measured from different stakeholders’ perspectives with a multidisciplinary approach. This paper aims to build on Pizam and Tasci’s conceptualization of experienscape and expand its nomological network with other pertinent concepts related to different stakeholders with an interdisciplinary approach. Design/methodology/approach This is a conceptual study analyzing diverse literature related to servicescape, experienscape and other related concepts and theories to provide an integrated and holistic picture of experienscape for more robust theory development. Several new relationships are synthesized for hypothesis development and testing in future research. Findings The review of past research reveals that servicescape literature has mostly focused on outcomes for the benefit of brands and firms and missed outcomes for consumers and other stakeholders. In addition, servicescape literature lacks several critical concepts in the affective, cognitive and behavioral reaction domains, as well as moderator factors. The relevance of some theories such as branding (e.g. brand identity, personality, image, perceived quality, consumer value, brand value and self-congruity), cocreation/coproduction/codestruction, transformation, subjective happiness, subjective well-being and quality of life is completely overlooked. Research limitations/implications Experienscape is a container of complex systems where needs, wants and expectations of multiple stakeholders are entertained, often at the same time through dynamic interactions among multiple stakeholders. Thus, a holistic understanding of experienscape requires dynamic integration of theories explaining the behavior of different stakeholders by cross-fertilizing theories through interdisciplinary research rather than unidisciplinary or multidisciplinary research conducted in separate silos. Originality/value By adopting Pizam and Tasci’s (2019) experienscape concept, this study expanded the relational network of service environment components (i.e. sensory, functional, social, natural and cultural components of experienscape) by incorporating diverse theories and concepts that explain cognitive, affective and conative reactions of different stakeholders to an experience environment. Additionally, the current study recommends attention to human-centric outcomes such as transformation, subjective well-being, subjective happiness and quality of life, which were completely overlooked in previous servicescape research.
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K. Balasubramanian, Siva, Hemant Patwardhan, Deepa Pillai, and Kesha K. Coker. "Modeling attitude constructs in movie product placements." Journal of Product & Brand Management 23, no. 7 (November 11, 2014): 516–31. http://dx.doi.org/10.1108/jpbm-04-2014-0552.
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Purpose – The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature is replete with studies on factors that influence attitude toward the brand (Ab). However, this topic remains under-explored for product placements. Design/methodology/approach – Our framework showcases several theories to relate attitude and fit constructs to attitudes toward the product placement and attitude toward the brand. We use the structural equation model approach to estimate the conceptual framework. Findings – Several attitudinal movie constructs (attitude toward the actor, the character and the movie) influence attitude toward the product placement, which in turn mediates the relationship between the former attitudinal constructs and attitude toward the brand. Interestingly, only the fit between the actor and placed brand impacted attitude toward the product placement, with no effects found for the fit between the character and the fit between the movie and brand and the attitude toward the product placement. Research limitations/implications – We focus on explicit attitudes; implicit attitudes need future research attention. Practical implications – Findings affirm a key role for the actor featured in the placement in directly or indirectly shaping the attitude toward the brand. Originality/value – This is the first study to apply the structural equation modeling approach to this research area.
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Zhu, Yu-Qian, and Bo Hsiao. "What Attracts Followers?" Journal of Organizational and End User Computing 33, no. 1 (January 2021): 71–91. http://dx.doi.org/10.4018/joeuc.2021010104.
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Although business and researchers acknowledge the importance of social media, little research has been conducted to explore what attracts people to follow brand Twitter accounts. This research attempts to achieve an analytical understanding of the factors that contribute to brand Twitter follower count based on social network and communication theories. Using data from 346 Twitter accounts spanning 48 industries and 31 countries, the authors found that the quality and quantity of tweets, as well as social learning of brand Twitter accounts are positively related to brand Twitter account followers; contrary to popular belief, the use of hashtags and links and interactivity with users are not positively related to brand Twitter account followers. The study is among the first to investigate what attracts brand Twitter account followers, which offers important strategic recommendations for brand social media managers on how to manage their social media accounts.
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Le Roux, C., and C. Du Plessis. "An exploratory Q study of corporate brand identity elements governing corporate brand image formation." Southern African Business Review 18, no. 3 (January 29, 2019): 119–41. http://dx.doi.org/10.25159/1998-8125/5688.
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12Because of the growing demands on businesses to distinguish themselves from competitors, corporate brand identity and image are considered to be fundamental in enhancing the visibility and credibility of a business. This study identifi ed the perceptions of South African businesses across various industries of corporate brand identity elements that govern corporate brand image formation. In doing so, a theoretical perspective was adopted that borrows from both marketing communication and corporate communication theories. Firstly, the corporate brand identity elements deemed signifi cant in corporate brand image formation were identified from earlier literature and research. Secondly, Q methodology was used to categorise the variety and span of subjective opinion on those corporate identity elements deemed significant for corporate brand image formation. Finally, the dominant perceptions of the factors that govern corporate brand image formation were isolated through Q factor analysis. Seven richly diverse factors were derived, reflecting the most salient perceptions on the topic, namely trustworthiness of the brand, creative marketing, effective management and administration, stability through business innovation, customer satisfaction, effective integrated communication and strategic positioning of the brand.
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Kwon, Hyungil, and Jae Eun Shin. "Effects of brand exposure time duration and frequency on image transfer in sport sponsorship." International Journal of Sports Marketing and Sponsorship 21, no. 1 (October 22, 2019): 170–90. http://dx.doi.org/10.1108/ijsms-04-2019-0042.
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Purpose The purpose of this paper is to explore the moderating effect of brand exposure time and exposure frequency in image transfer. In study 1, H1 and H2 assumed the bidirectional image transfer (i.e. from an event to a brand, from a brand to an event). H3 and H4 were set to examine the moderating effect of brand exposure time and exposure frequency in image transfer upon spreading activation theory, mere exposure effect and three-hit theory. Design/methodology/approach According to study 1, the result indicated that the amount of image transfer varied based on the exposure time. However, brand exposure frequency did not show statistically significant interactions. Study 2 was performed to complement the H4 of the study 1. In study 2, apart from the number of exposures on a screen (group 1=four times; group 2=eight times), the perceived number of exposures were separately measured (group 1=2.67; group 2=3.96) to see if the number of perceived exposures moderated the amount of image transfer. Findings The results indicated that there was no group difference in the amount of image transfer. Based on the result of the study, a sponsor brand must be exposed for enough time duration in order to maximize the return on investment regardless of how frequently it is exposed. Originality/value The current study examined the image transfer in sport sponsorship. Although previous studies empirically examined the image transfer phenomenon in sport sponsorship, they failed to establish theoretical ground. Thus, this study incorporated the three theories in advertising and examined how we can apply the theories to sport sponsorship. In addition, we examine the image transfer based on video clip which is mainly how people are exposed to sport sponsorship. Next, we examined the moderating effects of exposure duration and exposure frequency, which has never been studied in sport sponsorship context.
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Papadopoulos, Nicolas, Mark Cleveland, Boris Bartikowski, and Attila Yaprak. "Of countries, places and product/brand place associations: an inventory of dispositions and issues relating to place image and its effects." Journal of Product & Brand Management 27, no. 7 (November 19, 2018): 735–53. http://dx.doi.org/10.1108/jpbm-09-2018-2035.
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Purpose This study focuses on an inventory and typology of consumer dispositions towards “place” and relates it to the underlying theories, inputs and outcomes of place images and attitudes, aiming to unclutter a crowded research landscape by providing a holistic perspective of product/brand place associations. Design/methodology/approach The paper draws on extant literature to identify, analyze and discuss the consumer dispositions, theories and other elements related to place. Findings In total, 32 dispositions, 10 inputs to image formation, 28 permutations that complicate the understanding of place images, and 18 outcomes are discussed, providing a comprehensive perspective of the images of, and behaviours towards, various types of places from neighbourhoods to countries and beyond. Research limitations/implications Of the large number of constructs and combinations among them that are discussed, some have been studied fairly extensively, but most comprise “the road(s) less travelled”. The paper identifies relevant research gaps and numerous opportunities for new research. Practical implications Managers are aware and act upon some of the inventoried dispositions but can benefit by considering the complete array of constructs and concepts that are discussed. Social implications Individuals’ dispositions towards various places help to shape their self and social identities and are important in their daily life and consumption behaviour. Originality/value The study brings together for the first time a complete inventory of place-related dispositions alongside a wide range of related theories and concepts, thus advancing our knowledge of the nature and role of the country and other place-related images of products and brands.
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Lee, Michael SW, and Ian Soon. "Taking a bite out of Apple: Jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value." Journal of Product & Brand Management 26, no. 4 (July 17, 2017): 351–64. http://dx.doi.org/10.1108/jpbm-11-2015-1045.
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Purpose The purpose of this paper is to explore the phenomena of Apple iPhone jailbreaking, a novel scenario where a company actively oppresses and discourages the co-creation of value and customisation of its products by loyal consumers. Design/methodology/approach This paper conducted a qualitative content and thematic analysis of online jailbreaker discourse to understand the motivations and reasons driving consumers to resist a brand to which they remain extremely loyal. Findings Three themes explain jailbreaker motivations: enhanced experience, individual right of self-expression and anti-hegemony. Further two themes explain the differing motivations driving hacktivists to create the “exploits” that are subsequently used by jailbreakers (liberating the masses; status and notoriety). Finally, an integrative conceptual model is provided to showcase how disparate theories of consumer behaviour are synthesised during this novel phenomena. Originality/value In contrast to previous work, the consumer activists featured in this paper are devoted to the brand and product they are resisting. Rather than switching to an alternative brand, these jailbreakers and hacktivists remain loyal to the product in a genuine effort to help the brand. Even more interesting is the brand actively oppressing these loyal consumers’ attempts to modify and, in some cases, improve their products. Overall, this paper highlights the contradictory relationship between Apple and some of its consumers and demonstrates how brand loyalty, dissatisfaction, resistance/activism and co-creation can co-exist within the same consumer–brand relationship.
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Liu, Matthew, IpKin Anthony Wong, Rongwei Chu, Guicheng James Shi, James L. Brock, and Ting-Hsiang Tseng. "Can a socially responsible casino better retain its management staff? From an internal customer perspective." Asia Pacific Journal of Marketing and Logistics 26, no. 4 (September 2, 2014): 520–39. http://dx.doi.org/10.1108/apjml-08-2013-0093.
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Purpose – The purpose of this paper is to investigate how perceived corporate social responsibility (CSR) initiatives influence internal customers’ preference and turnover intention. The mediating effect of brand preference on the relationship between CSR initiatives and turnover intention has also been studied. Design/methodology/approach – A survey was conducted and questionnaires were distributed to a sample in Macau in 2012. Out of these, 138 valid samples were collected among casinos’ mid- and senior-level employees having managerial positions (hereafter “managers”). Regression tests were performed in order to validate the hypotheses. Findings – Managers’ preference for the casino brand of their employer can be enhanced by perceptions associated with CSR initiatives. Two CSR initiatives (CSR to stakeholders and to society) significantly decrease managers’ turnover intentions, with the impact of CSR directed at stakeholders exerting a stronger influence. Brand preference is a significant mediator of perceptions associated with CSR initiatives and turnover intention. Originality/value – The current study tries to not only investigate how perceptions associated with CSR initiatives influence an internal customer's turnover intention but is also aimed at understanding how brand preference as a mediator influences turnover intention. Extending the realm of study is important because multiple theories predict different benefits, and assessing the value of CSR therefore requires multiple approaches.
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Vredenburg, Jessica, and Marilyn Giroux. "What did Ryan Lochte do? The double-edged sword of endorsers behaving badly." International Journal of Sports Marketing and Sponsorship 19, no. 3 (August 6, 2018): 290–305. http://dx.doi.org/10.1108/ijsms-02-2017-0012.
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Purpose Endorsement deals are a key contributing factor for companies to gain brand recognition and positive brand associations from consumers. However, endorsement relationships can be risky for firms in the event of an endorser’s bad behavior or involvement in scandals. The purpose of this paper is to examine how brands can use endorsement exit strategies to minimize and even benefit from negative situations involving its endorser. Design/methodology/approach After a review of celebrity endorsement literature, the paper investigates the Rio Olympic Games robbery scandal involving American swimmer Ryan Lochte as a detailed case. By studying the timeline of sponsor-related activities, relevant theories and brand outcomes through Google Trends, indications of a calculated and strategic exit from the endorsement relationship emerge. Findings The case analysis establishes that sponsors can successfully leverage the negative associations toward a disgraced endorser. Based on the process of meaning transfer, this case proposes that sponsors can benefit from its public dissociation from the endorser and gain awareness from this separation. Originality/value This paper is the first study to examine the positive impact of a celebrity endorsement scandal. It highlights the need for managers to actively prepare endorsement exit strategies in the event of negative associations or endorser actions. The timing and scope of the exit strategy can both limit negative meaning transfer, and leverage the situation creating positive perceptions of integrity and ethics for the sponsor.
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Zaidi, Neha, Pallavi Tyagi, and Animesh Singh. "Nokia’s Comeback — Is it Revival of an Iconic Brand?" Asian Case Research Journal 23, no. 02 (December 2019): 415–26. http://dx.doi.org/10.1142/s0218927519500172.
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The case highlights how once a market leader went from glory to decline because of its averseness to change in the dynamic competitive environment. It also emphasises the importance of innovation, flexibility and constant upgradation for sustainability. It talks about constant improvement upon one’s core competencies. The case restates the ideas and theories of Dr. C.K. Prahalad and Gary Hamel that core competencies are not permanent and stagnant, and they need to be acquired, refined, developed and evolved to sustain the competitive advantage. The case further highlights the dynamic nature of the market, and how various forces both internal (to the organisation) and external may overthrow the throne of seemingly big players and how the small players can give them a run for the share. The case can be analyzed through various strategic management frameworks such as PESTEL analysis, TOWS analysis and Porter’s Five Forces Model.
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Blasco-Arcas, Lorena, Blanca Isabel Hernandez-Ortega, and Julio Jimenez-Martinez. "Engagement platforms." Journal of Service Theory and Practice 26, no. 5 (September 12, 2016): 559–89. http://dx.doi.org/10.1108/jstp-12-2014-0286.
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Purpose The purpose of this paper is to explore the role of emotions in developing customer engagement and brand image during virtual service interactions. The authors explore the concept of engagement platforms (EPs) and how their extrinsic characteristics or cues (i.e. C2C interactions–and personalization-related cues) originate both non-transactional (i.e. customer engagement and brand image) and transactional (i.e. purchase intentions) responses. Specifically, the authors propose that customer emotions (i.e. pleasure, arousal and dominance) mediate the influence of EP cues on customer responses. The authors also analyze how the engagement developed during interactions in EPs contributes to brand image perceptions and the effect of these two concepts on purchase intentions. Design/methodology/approach Building on servicescapes and stimulus-organism-response theories, the present paper carries out two studies. Study 1 adopts an experimental approach to explore C2C interactions–and personalization-related cues. Study 2 focusses on the importance of customer emotions to foster engagement and brand image, and also analyzes their effect on purchase intentions. It employs structural equations modeling techniques. Both studies analyze the effect of customer engagement on brand image. Findings Findings corroborate that, during interactions in the platform, customer engagement with the firm influences brand image. Moreover, the pleasure and arousal experienced by customers influence their engagement while dominance modifies brand image. Finally, customer engagement and brand image have a positive effect on purchase behavior. Research limitations/implications This paper contributes to research demonstrating the key role of emotions in interactions with EPs. The authors demonstrate the importance of fostering pleasant and arousing experiences to enhance the level of customer engagement with the firm in first interactions. Dominance constitutes a key dimension to improve brand image in EPs. Finally, the research demonstrates that engagement develops customers’ transactional behaviors and not only non-transactional ones, as seen in previous literature. Originality/value In digital worlds, EPs emerge as touch points beyond purchase that allow individuals to integrate resources and co-create value between them and with the firm. Despite the interest of BCPs, few works have analyzed how interactions with these platforms and the elicited emotions contribute to developing customer engagement and brand image, key factors for understanding customer participation and behavior in interactive media.
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Huang, Jinghua, Yue Jin, Xinyao Wang, and Jing Zhang. "The influence of enterprise microblogging on consumer loyalty." Nankai Business Review International 10, no. 2 (June 3, 2019): 259–76. http://dx.doi.org/10.1108/nbri-09-2017-0049.
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Purpose This paper aims to explore how enterprise microblogging can influence consumer loyalty and thus generate business value for firms. The study aims to expand traditional brand community theory. Design/methodology/approach The paper is based on brand community theory, social identity theory and usage and gratifications theory. Using a pre-survey of the fans of an enterprise microblog and a random sample survey of such fans on Sina Weibo, the authors tested the structural equation model with LISREL, which includes multiple fit indices. Findings The paper provides empirical insights about how enterprise microblogging can influence consumer loyalty and thus generate business value for firms. It suggests that consumers’ perceived value could strengthen their microblog identification, which will influence their perceived relationship with the enterprise and its products directly and indirectly through the mediation of enterprise identification. Perceived relationship can further influence purchase and recommendation intentions. Research limitations/implications Because of the chosen data collecting approach, the research results may be still subjective. Moreover, the study overlooks the effects of the different types of enterprise microblogging and consumers. Practical implications Enterprises should operate their official microblogging from the perspective of maintaining brand community to improve consumer loyalty. They can generate more value for consumers through their microblogging and predict the operating performance by evaluating the degree of consumers’ relationship perception. Originality/value This paper considers enterprise microblogging as a new form of virtual brand community and identifies its features, and expands theories of brand community, and social media/IT business value, social identity theory and gratifications theory.
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Lee, Pui Mun, Chong Guan, and Calvin M. L. Chan. "Koufu: Fortune of an Entrepreneurial Singapore Hawker." Asian Case Research Journal 21, no. 01 (June 2017): 175–205. http://dx.doi.org/10.1142/s0218927517500067.
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This case traces the rags-to-riches entrepreneurial journey of Mr Pang Lim in building his Koufu food court business empire over the past decades amidst the changing landscape of the food and beverages industry in Singapore. After dropping out of school at 13 years old, Mr Pang started work as a dishwasher in the 1960s. However, his entrepreneurial acumen enabled him to seize strategic opportunities and adapt to changing environmental forces to become the owner of Koufu, a leading food court chain in Singapore. When Koufu was founded in 2002, the food court business in Singapore was already dominated by other major players such as Food Junction and Kopitiam. Yet, through astute management, clearly defined market segmentation strategies, and a significant focus in brand-building, Koufu grew into an international food court empire. By 2012, it consisted of 54 food courts in Singapore, one food court in Macau, and annual revenue of $152.7 million. Koufu also grew to become one of Singapore’s most established F&B brands with many sub-brands in its stable. This case is suitable for use in Marketing Strategy and Strategic Marketing courses. Key marketing and branding theories and concepts illustrated in this case include macro-environment and micro-environment analysis; segmentation, targeting and positioning strategies; and branding architectures (i.e., house of brands, branded house, house brand).
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Lu, Shibao, Yizi Shang, Wei Li, Xiaohe Wu, and Hongbo Zhang. "Basic theories and methods of watershed ecological regulation and control system." Journal of Water and Climate Change 9, no. 2 (April 17, 2018): 293–306. http://dx.doi.org/10.2166/wcc.2018.051.
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Abstract Watershed is an important existing form of water, with various functions such as water supply, irrigation, fishery, tourism, and flood prevention, playing a major role in the daily production and lives of residents and regional social and economic development. As a brand new management objective, watershed development is a significant means for supporting and ensuring the sustainability of social, economic and environmental development. This paper elaborates the importance of preserving the ecological and hydrological connections of river systems to sustain their healthy life cycle, as a harmonious relationship is essential for the current and future watershed management. By emphasizing the importance of the watershed ecological and environmental management and restoration, on the basis of the existing research results, this paper sums up the basic concepts and connotation of the ecological operation of reservoirs, analyzing the research achievements and existing problems of ecological operation study, and resulting in a fundamental framework of ecological operation model based on the multiscale coupling mechanism, objective coordination mechanism, generative mechanism of characteristic flows and operation scheme of the rolling correction mechanism.
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Bjerke, Rune, and Erlend Kirkesaether. "How Should Sponsorship Activation Work? A Sports Event and Athlete-Based Brand Building Framework (SEA-BB) Capturing an Internal and External Route." Event Management 24, no. 6 (November 20, 2020): 711–33. http://dx.doi.org/10.3727/152599519x15506259856002.
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This article proposes a sponsorship activation framework that shows the way sponsors realize internal and external brand building objectives and how important sponsorship characteristics and capabilities can be used as tools in sponsors' brand building. The framework is a result of a conceptual and exploratory approach, a merger of theories from marketing and organization, and findings based on qualitative data. As well as reviewing relevant literature, we interviewed two marketing managers from institutions representing sports sponsorship objects and eight marketing managers with sponsorship responsibility working for eight different sponsors. Additionally, applying a case study methodology, we analyzed documents describing sponsorship strategies of three sports sponsors and interviewed their marketing managers. In the article we present a sponsorship activation framework (Sports Event and Athlete-Based Brand Building) (SEA-BB) and the Sports Event and Athlete Sponsorship Object Star (SEA-SOS) model. The framework serves as a specific guideline for sponsorship objects, such as sports events and sports athletes and suggests the important characteristics and capabilities they should develop to attract sponsors. For sponsors, the Sponsorship Object Star recommends what object characteristics and capabilities are important to facilitate sponsors' internal and external brand building. The proposed frameworks serve as effective guidelines for both sports sponsors and sports sponsorship objects like events, sports organizations, teams, and athletes.