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1
Alsya, Siti Aenaya*, and Sulhaini. "The Impact of Influencer Credibility, Brand Originality Image, and Price Consciousness on Consumer Trust in Local Beauty Products." Journal of Economics, Finance and Management Studies 07, no. 01 (2024): 309–18. https://doi.org/10.5281/zenodo.10526509.
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The main purpose of this study is to examine the effect of influencer credibility, brand originality image, and price consciousness on the consumer trust in local brands of beauty products. The sample in this study was young Indonesian female consumers aged between 17 and 38 years. This study shows that influencer credibility and price consciousness affect the trust of local brands of beauty products, while brand originality image does not affect brand trust. The study provides useful managerial implications for local brands to compete in the country's market.
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Lieven, Theo, Bianca Grohmann, Andreas Herrmann, Jan R. Landwehr, and Miriam van Tilburg. "The effect of brand design on brand gender perceptions and brand preference." European Journal of Marketing 49, no. 1/2 (2015): 146–69. http://dx.doi.org/10.1108/ejm-08-2012-0456.
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Purpose – This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity. Design/methodology/approach – This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands. Findings – Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions. Research limitations/implications – Although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research. Practical implications – This research demonstrates how markers of masculinity and femininity that are discussed in the evolutionary psychology literature can be applied to the brand design of new and existing brands. Originality/value – This research considers the impact of multiple brand design elements (logo shape, brand name, type font and color) and involves a wide range of brands and product categories.
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Lieven, Theo, and Christian Hildebrand. "The impact of brand gender on brand equity." International Marketing Review 33, no. 2 (2016): 178–95. http://dx.doi.org/10.1108/imr-08-2014-0276.
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Purpose – The purpose of this paper is to examine the influence of brand gender on brand equity across countries and cultures in various product domains. Design/methodology/approach – Consumers from ten countries on four continents rated 20 global brands, leading to a total of 16,934 cross-clustered observations. Linear mixed effect models examined a series of nested models, testing three novel brand gender effects with respect to the impact of androgynous brands on brand equity and the moderating role of consumers’ biological sex as well as individualistic and collectivistic cultures. Additional robustness tests provide support on form, metric, and scalar invariance of the measurements and the robustness of the observed effects across countries and cultures. Findings – The current research reveals that androgynous brands generate higher brand equity relative to exclusively masculine, exclusively feminine, and undifferentiated brands. The authors also show a brand gender congruence effect such that male consumers value masculine brands higher than females while female consumers value more feminine brands higher than males. Finally, highly masculine brands generate higher brand equity in more individualistic countries whereas highly feminine brands generate higher brand equity in more collectivistic countries. Originality/value – This is the first research examining and demonstrating the positive influence of androgynous brand gender perceptions on brand equity. To the best of the authors’ knowledge, this is also the first paper examining brand gender effects across countries and cultures.
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Assiouras, Ioannis, Georgia Liapati, Georgios Kouletsis, and Michalis Koniordos. "The impact of brand authenticity on brand attachment in the food industry." British Food Journal 117, no. 2 (2015): 538–52. http://dx.doi.org/10.1108/bfj-03-2014-0095.
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Purpose – The purpose of this paper is to investigate the impact of brand authenticity on brand attachment and subsequently on consumer behaviour related to food brands. Design/methodology/approach – Results are derived from primary data collected from a consumer sample in Greece. Respondents rate their brand authenticity and brand attachment for two well established authentic Greek brands in the food industry. Findings – The study confirms that brand authenticity predicts the brand attachment, while brand attachment influences consumers purchase intentions, willingness to pay more and promote the brand. Practical implications – The benefits of brand authenticity should not be ignored and should be protected by the brand managers of food brands because it can be the one of the competitive advantages that can be leveraged in the competitive food industry sector. Originality/value – It provides the required empirical support for the impact of brand authenticity on brand attachment and behavioural intentions in the food industry.
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Calvo Porral, Cristina, and Jean-Pierre Levy-Mangin. "Global brands or local heroes?: evidence from the Spanish beer market." British Food Journal 117, no. 2 (2015): 565–87. http://dx.doi.org/10.1108/bfj-07-2013-0174.
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Purpose – The purpose of this paper is to investigate how consumers perceive and evaluate local and global brands – in a developed mature European market. Design/methodology/approach – For this purpose, four dimensions and two consequences of brand equity are evaluated, based on consumers’ standpoint. Structural equation modeling is carried out in order to analyze results obtained. Findings – The findings suggest that brand loyalty, brand image and perceived quality exert the higher influence on consumers’ brand value; while there are relevant differences in consumer’s assessment toward local and global brands. Originality/value – This study provides local and global brand marketers with further specific knowledge on how to market and enhance their brands’ value in a globalized increasingly competitive world.
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Molinillo, Sebastian, Arnold Japutra, Bang Nguyen, and Cheng-Hao Steve Chen. "Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty." Marketing Intelligence & Planning 35, no. 2 (2017): 166–79. http://dx.doi.org/10.1108/mip-04-2016-0064.
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Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty. Design/methodology/approach This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data. Findings The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty. Practical implications This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must “evolve” and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage. Originality/value The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies’ calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs.
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Kashif, Muhammad, P. M. P. Fernando, Sarminah Samad, and Ramayah Thurasamy. "Finding greener grass on the other side of hill." Asia Pacific Journal of Marketing and Logistics 30, no. 4 (2018): 988–1012. http://dx.doi.org/10.1108/apjml-10-2017-0231.
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Purpose The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands. Design/methodology/approach In a cross-sectional research design, a survey-based research strategy is followed to collect data from 448 active Muslim donors in Pakistan. The collected data are analysed by employing confirmatory factor analysis based on Smart PLS 2.0. Findings The results indicate that donor perceived brand association, brand awareness and brand loyalty strongly relate to perceived brand equity of charity brands. The brand credibility moderates the relationship between perceived quality, equity and brand loyalty, and equity paths. Practical implications The charity brands need to focus on building a strong brand image and reputation to uplift brand credibility which can be achieved by offering training programmes addressing various social causes such as HIV and Cancer prevention. Originality/value The proposed moderating effects of brand credibility and its application to charity brands operating in an Asian Muslim country context are unique products of this study.
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Tonda, Yoseph Maxidiaz Corala, Paulus Pradipta Rangga, Dyta Nadya Florentyna, Rayner Evan Darmanto, and Daniel Hermawan. "Exploring Destination Branding: Tourist Interests in Cibaduyut’s Creative Urban Village." BIMA Journal (Business, Management, & Accounting Journal) 5, no. 2 (2024): 151–66. https://doi.org/10.37638/bima.5.2.151-166.
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Purpose: As a creative city, Bandung has several creative tourism urban villages. One of them, Cibaduyut Creative Tourism Urban Village has its destination brand as trademark, especially Shoe Monument (Tugu Sepatu). The disappearance of Shoe Monument became the central phenomenon studied tourist interest to visit Cibaduyut Creative Tourism Urban Village. Methodology: This research uses a quantitative descriptive approach using Statistical Product and Service Solutions (SPSS) tools with 107 respondents. Influence of the dimensions of destination brand on tourist interest studied here. Results and Findings: Brand identity, brand essence, brand character, brand personality, brand culture, and brand image have a strong significance in tourist interest. Findings: Destination brands have a role to support the tourist interest in tourism destinations. Brand essence dimension have the biggest contribution in tourist interest. Novelty and Originality: The importance of Shoe Monument, also destination branding evolution to address tourist interest. Originality: Emphasized destination brand should be viewed as a symbol or process that is always evolving. Conclusion: Brand identity, brand essence, brand character, brand personality, brand culture, and brand image have a strong significance on tourist interest. Local authorities in Cibaduyut cooperation with Bandung’s city government should enhance destination brand aspect to attract tourist interest. Type of Paper: Empirical Research Paper.
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Chang, Joseph W. "The asymmetric patterns of adverse extension effects on narrow and broad brands: perspectives on brand structure and extension typicality." Journal of Product & Brand Management 29, no. 7 (2020): 985–97. http://dx.doi.org/10.1108/jpbm-04-2019-2355.
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Purpose This study aims to examine the impacts of brand structure (i.e. brand cohesiveness and similarity) on brand perceptions and the adverse effects of brand extensions. Design/methodology/approach Data were collected online via Amazon Mechanical Turk. Overall, 188 US residents participated in the 2 (extension typicality: typical and atypical) × 3 (brand cohesiveness: high, medium and low) between-subject experimental design. Findings Narrow brands are favored over cohesive broad brands, and cohesive broad brands are favored over incohesive broad brands. When new extensions are typical, brand cohesiveness dominates brand similarity in terms of adverse extension effects. Negative extension information exerts more salient adverse effects on narrow brands and cohesive broad brands than on incohesive broad brands. Conversely, when new extensions are atypical, brand similarity dominates brand cohesiveness on adverse extension effects. Negative extension information exerts more salient adverse effects on narrow brands than on cohesive and incohesive broad brands. Research limitations/implications Brand cohesiveness is more impactful than brand similarity on brand perceptions. The identical adverse effects of typical extensions on narrow, and broad brands exist only when the portfolio products of the broad brands are cohesive. Practical implications Cohesive broad brands have the advantages of being more favored than incohesive broad brands and being less vulnerable to negative atypical extension information than are narrow brands. Originality/value This study advances brand research by examining the interplay between brand structure (i.e. category cohesiveness and similarity) and extension typicality on adverse extension effects.
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Srivastava, Ankur, Dipanjan Kumar Dey, and Balaji M.S. "Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context." Journal of Product & Brand Management 29, no. 7 (2020): 849–61. http://dx.doi.org/10.1108/jpbm-03-2018-1782.
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Purpose The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived globalness, perceived local iconness and perceived authenticity. Design/methodology/approach A structured questionnaire was used for data collection. Systematic random sampling using the mall intercept technique was used to collect cross-sectional data from 836 customers in India. Hypotheses were tested by using structural equation modeling with AMOS 21. Findings The results demonstrate the significance of brand credibility on purchase intentions. Furthermore, brand globalness differentially influence brand credibility for global and domestic brands. Research limitations/implications The findings provide key insights for marketers regarding consumer evaluation of global brands and domestic brands in emerging markets. Originality/value This study contributes to the literature by proposing and testing the key role of brand credibility in consumer choice of global brands versus domestic brands in an emerging market context.
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Marshella Tristandinata and Nurrani Kusumawati. "BRAND AUTHENTICITY: A STUDY ON ITS IMPACT ON BRAND LOYALTY THROUGH BRAND RELATIONSHIP QUALITY IN THE LOCAL FOOTWEAR INDUSTRY." Journal of Social and Economics Research 6, no. 1 (2024): 2180–98. http://dx.doi.org/10.54783/jser.v6i1.541.
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This study investigates the impact of brand authenticity (BA) on brand loyalty in the local footwear industry, using brand relationship quality as a mediating factor. Building on Lee and Chung's (2020) framework, the research identifies key attributes of brand authenticity (BA)—product authenticity, communication authenticity, brand originality, and price authenticity—and examines their impact on brand loyalty through brand relationship quality, specifically brand satisfaction, trust, and commitment. A mixed-methods approach was employed. The study first conducted a quantitative analysis using an online survey and PLS-SEM to examine the relationships between the brand authenticity attributes, brand relationship quality, and subsequently, brand loyalty. This was followed by qualitative semi-structured interviews, analyzed through thematic coding, to validate and elaborate on the quantitative findings and confirm the key BA attributes in the local footwear context. The study confirmed that product authenticity, encompassing design newness and product originality, enhances brand satisfaction, trust, and commitment. Communication authenticity, encompassing advertising authenticity and company authenticity, positively affects satisfaction and trust, while brand originality impacts satisfaction and commitment. Price authenticity enhances satisfaction and trust but does not significantly influence long-term commitment. The results indicate that brand satisfaction and commitment mediate the relationship between BA and brand loyalty, while brand trust does not. The research offers practical insights for local footwear brands to enhance authenticity and build stronger consumer relationships by focusing on original product designs, transparent communication, a distinctive brand story and image, and fair pricing practices. Theoretical implications include validating and adapting Lee and Chung's (2020) framework for the footwear industry, contributing industry-specific insights into the role of brand authenticity in shaping consumer loyalty within the local Indonesian footwear sector, guiding future research and brand management strategies.
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Tong, Xiao, and Jin Su. "Exploring the personality of sportswear brands." Sport, Business and Management: An International Journal 4, no. 2 (2014): 178–92. http://dx.doi.org/10.1108/sbm-08-2012-0032.
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Purpose – The purpose of this paper is to identify the personalities that are associated with sportswear brands and tests the applicability of Aaker's brand personality framework in the context of sportswear brands. Design/methodology/approach – This study employed Aaker's brand personality framework to empirically investigate the personality of sportswear brands based on data collected from 420 college students. Findings – Results revealed that consumers perceive seven distinct personality dimensions and 53 personality traits in sportswear brands: Competence, Attractiveness, Sincerity, Innovation, Activity, Excitement, and Ruggedness. Originality/value – This research developed a valid and reliable scale that measures personality for sportswear products and confirms that consumers do associate particular brand personality dimensions with sportswear brands. The findings would help managers in the sportswear market better understand the image of their brand in the minds of consumers and better distinguish their brand from competing brands.
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Mohan, Mayoor, Kevin E. Voss, Fernando R. Jiménez, and Bashar S. Gammoh. "Corporate brands as brand allies." Journal of Product & Brand Management 27, no. 1 (2018): 41–56. http://dx.doi.org/10.1108/jpbm-01-2016-1080.
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Purpose The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance scenarios involving a corporate brand, a product brand ally and a focal product brand; a total of 33 corporate brands were represented. Results were estimated using a three-stage least squares model. Findings Consumers’ evaluations of a focal brand were enhanced when a corporate brand name associated with a product brand ally was included in the brand alliance. The effect was mediated by attitude toward the product brand ally. The indirect effect of the corporate brand was stronger when consumers had low product category knowledge (PCK). Research limitations/implications Consistent with competitive cue theory, the findings suggest that a corporate brand can provide superior, consistent and unique information in a brand alliance. Practical implications Practitioners should note that the effectiveness of adding a corporate brand name into a product brand alliance is contingent on the extent of consumers’ PCK. Originality/value This paper examines when and why corporate brands are effective endorsers in product brand alliances. This paper adds empirical support to previous assertions that, if managed effectively, corporate brands can be valuable assets that convey unique valuable information to consumers.
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Rodrigues, Paula, and Francisco Vitorino Martins. "Perceptual and behavioural dimensions: measuring brand equity consumer based." Journal of Fashion Marketing and Management: An International Journal 20, no. 4 (2016): 507–19. http://dx.doi.org/10.1108/jfmm-03-2016-0019.
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Purpose The purpose of this paper is to propose a brand equity measurement model in the consumers’ mind. The measurement model separates the perceptual component of the behaviour component of individuals in their preferences for brands. That is, as a result of a set of perceptions, consumers create a brand equity that will be realised in loyal behaviour and in their willingness to pay a premium price for a brand. Design/methodology/approach A measurement model of brand equity using the methodology of SEM is proposed. Two samples were used, one for the estimation and another one for the validation of the proposed model, with 272 observations each. The sample is constituted by consumers of five denim clothing brands that have their own chain of stores in Portugal. Findings Results show that the model is statistically valid and that perceptual aspects should be separated from behavioural aspects in brand equity measurement based on consumers’ mind. Originality/value The originality of the model is the division of constructs into perceptual constructs (inputs), and of behaviour constructs (outputs) of brand equity. By doing this, the model tries to answer two important aspects of entrepreneurial management: which are the explanatory variables of brand equity and how could that be translated into an answer, for the consumer.
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Backhaus, Kristin. "People make the brand: a commentary." Management Research: Journal of the Iberoamerican Academy of Management 16, no. 4 (2018): 380–87. http://dx.doi.org/10.1108/mrjiam-12-2017-0800.
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Purpose The paper aims at a commentary on Graham and Cascio, “The employer-branding journal: its relationship with cross-cultural branding, brand reputation and brand repair”. Design/methodology/approach Based on the authors’ statement that “people make the brand”, this paper discusses elements of brand making and brand breaking. Findings Specifically, the paper discusses the creation of the employer brand, the positives and negatives of employees as brand ambassadors and the manner in which word-of-mouth information influences brands. Originality/value This commentary reflects on Graham and Cascio’s work and concludes with suggestions for future research.
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Su, Jin, and Xiao Tong. "Brand personality and brand equity: evidence from the sportswear industry." Journal of Product & Brand Management 24, no. 2 (2015): 124–33. http://dx.doi.org/10.1108/jpbm-01-2014-0482.
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Purpose – This paper aims to explore the personalities of sportswear brands and their relationship to brand equity using Aaker’s methodology in the context of sportswear brands. Design/methodology/approach – This paper used Aaker’s brand personality framework to empirically investigate the personality of sportswear brands and the impact of brand personality on brand equity based on data collected from 420 college students. Findings – Results revealed that the personality of sportswear brands can be described in seven dimensions and 53 personality traits: competence, attractiveness, sincerity, innovation, activity, excitement and ruggedness. The study identified that four dimensions among all the seven personality dimensions, namely, competence, attractiveness, Sincerity and innovation, are the positive and significant contributing factors to the creation and enhancement of sportswear brand equity. Originality/value – This study makes an important contribution to the understanding of brand personality and brand equity in the context of sportswear brands. It confirmed that consumers do associate particular brand personality dimensions with sportswear brands, and certain dimensions of brand personality have a direct impact on brand equity. The study showed that not all brand personality dimensions have the same influence in increasing the value of a sportswear brand from a consumer perspective, some dimensions being more efficient than others. The findings provide insights as to what dimensions of brand personality would deliver the best result in today’s competitive sportswear market.
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Choi, Youngtae, Michael W. Kroff, and Junga Kim. "Developing brand advocacy through brand activities on Facebook." Journal of Consumer Marketing 38, no. 3 (2021): 328–38. http://dx.doi.org/10.1108/jcm-10-2019-3460.
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Purpose This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the influence of brand advocacy on purchase intentions of brand advocates and the moderating effect of the amount of time spent on Facebook on the relationship between brand advocacy and purchase intentions. Finally, the moderating effect of brand type (goods vs services) on the relationship between brands’ activities and brand advocacy is explored. Design/methodology/approach US adults who use Facebook as their primary social media platform participated in a survey via Amazon Mechanical Turk. Structural equation modeling was used to test the proposed hypotheses. Findings The three brand activities are positively related to users’ advocacy of brands toward other users. Brand advocacy also positively influences purchase intentions of brand advocates. The amount of time spent on Facebook moderates the relationship between brand advocacy and purchase intentions. The brand type moderates the relationship between co-creation and brand advocacy. Originality/value This study differs from the existing research, which has typically used a user-oriented perspective (e.g. impact of user motivations) to explain brand advocacy and has not considered the outcome of brand advocacy on the brand advocates’ purchase intentions.
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Nguyen, Thuy D., Charlene Dadzie, Arezoo Davari, and Francisco Guzman. "Intellectual capital through the eyes of the consumer." Journal of Product & Brand Management 24, no. 6 (2015): 554–66. http://dx.doi.org/10.1108/jpbm-03-2015-0837.
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Purpose – The purpose of this study is to measure intellectual capital of the firm through the eyes of the consumer by investigating the relationships between financial-based brand equity (FBBE) and consumer-based brand equity (CBBE) and their related constructs. Design/methodology/approach – Fifteen consumer brands were evaluated based on three different perspectives of CBBE, and were then regressed on FBBE. Prior to the regression analysis, the FBBEs of 15 consumer brands were standardized using the total assets and three-year weighted average of their brand equity values. Findings – Findings show that existing CBBE scales and related brand dimensions partially explain FBBE, namely, sustainability and brand experience, and that the product category contributes significantly in explaining FBBE. In addition, brand experience is positively associated with FBBE. Research limitations/implications – The study only includes brands from the food, electronics and clothing industries. Practical implications – The study provides guidance to brand managers regarding which brand dimensions directly influence brands’ financial values. Originality/value – The paper empirically measures consumers’ perceptions of the firm’s intellectual capital by using brand equity.
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Khan, Imran, and Zillur Rahman. "E-tail brand experience’s influence on e-brand trust and e-brand loyalty." International Journal of Retail & Distribution Management 44, no. 6 (2016): 588–606. http://dx.doi.org/10.1108/ijrdm-09-2015-0143.
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Purpose – The purpose of this paper is to examine the influence of e-tail brand experience on e-brand trust and e-brand loyalty. The study also tests whether gender moderates this influence. Design/methodology/approach – In all, 429 responses were collected using both offline and online survey methods. Confirmatory factor analysis and structural equation modelling techniques were performed to test the measurement and structural models using SPSS 20.0 and AMOS 20.0 statistical software. Findings – Empirical results confirm the impact of e-tail brand experience on e-brand trust and e-brand loyalty. Gender was found to moderate the relationships. It was further found that e-tail brand experience developed almost same levels of e-brand trust in both males and females. However, males became more loyal to e-tail brands when they received positive e-tail brand experiences. Practical implications – E-tail brand managers should focus on the design and delivery of unique e-tail brand experiences to develop e-brand trust and e-brand loyalty in customers. The direct influence of e-tail brand experience on e-brand loyalty was found to be weaker in females, which suggests that managers could take steps to specifically deliver experiences that please female customers which might result in increased e-brand loyalty of this segment. Originality/value – Examining the phenomenon of brand experience in context of online retail while considering gender as moderator highlights the originality and contribution of the present study to existing retail and brand experience literature.
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Riefler, Petra. "Local versus global food consumption: the role of brand authenticity." Journal of Consumer Marketing 37, no. 3 (2020): 317–27. http://dx.doi.org/10.1108/jcm-02-2019-3086.
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Purpose This paper aims at investigating the contemporary trend toward regional consumption from the perspective of consumers’ search for brand authenticity. In particular, the paper joins literature on brand authenticity from the marketing literature and literature on the local food movement to investigate consumers’ response to authenticity claims in the competition of local and global food brands. Design/methodology/approach The paper engages in a series of three experimental studies; one of which uses a Becker–DeGroot–Marschak lottery to assess individuals’ willingness to pay for authenticity claims of (non)global brands. Findings Findings show that authenticity perceptions lead to higher brand value independent of brand globalness; while global brands can mitigate competitive disadvantages in localized consumer markets by actively authenticating their brand image. Originality/value This paper reveals the usefulness of authentic brand positioning for global beverage brands when competing with local beverage brands to overcome the liability of globalness. To sustainably benefit from the local food movement, local brands thus will require to build up brand images beyond associations of mere authenticity.
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Bapat, Dhananjay. "Impact of brand familiarity on brands experience dimensions for financial services brands." International Journal of Bank Marketing 35, no. 4 (2017): 637–48. http://dx.doi.org/10.1108/ijbm-05-2016-0066.
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Purpose The purpose of this paper is to explore the impact of brand familiarity on the various dimensions of brand experience, and to identify the factor structure of brand familiarity for financial services brands. Design/methodology/approach This study used a convenience sampling technique by contacting 216 respondents, and examined the relationship between brand experience dimensions and brand familiarity. An independent sample t-test was performed to assess the differences for brand experience dimensions. Exploratory and confirmatory factor analyses were performed for both low familiarity and high familiarity service brands to highlight the differences. Findings The improvement in brand familiarity is positive for sensory, emotional, behavioral and relational brand experiences for high familiarity service brands. Exploratory factor analysis and confirmatory factor analysis found a four-factor brand experience model for low brand familiarity and a five-factor brand experience structure for high familiarity financial services brands. The study of financial services brands validates the service brand experience framework of Nysveen et al. (2013) for high familiarity brands, but not for low familiarity financial services brand. Practical implications There is a need for marketers to comprehend various dimensions of brand experience in the context of financial services brands which are experiencing increased competition with non-banks. Originality/value The study makes a contribution to the existing literature as the concept of brand familiarity and its relationship with brand experience have received scant attention in the past.
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Mohan, Mayoor, Fernando R. Jiménez, Brian P. Brown, and Caley Cantrell. "Brand skill: linking brand functionality with consumer-based brand equity." Journal of Product & Brand Management 26, no. 5 (2017): 477–91. http://dx.doi.org/10.1108/jpbm-06-2016-1247.
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Purpose This paper aims to explore the relationship between brand functionality and consumer-based brand equity. Design/methodology/approach A mixed-methods approach was adopted including a qualitative study and multiple survey-based studies. Mediation and moderated-mediation paths were tested using PROCESS and three-stage least squares simultaneous estimation models. Findings Study 1 finds that consumers perceive highly functional brands can enhance their self-competence to perform a task. This phenomenon is labelled brand skill and defined as the extent to which consumers perceive their own performance as emanating from their use of a particular brand. Study 2 finds that brand skill mediates the relationship between brand functionality, brand connection and consumer-based brand equity, while a post hoc study showed that these relationships are robust among private meaning brands. Study 3 demonstrates that these mediated relationships are moderated by the type of dominant benefit the brand provides (i.e. hedonic-versus utilitarian-dominant benefits). Research limitations/implications Based on self-determination theory, brand skill is posited as the link between brand functionality, brand connection and consumer-based brand equity. Practical implications Brand managers are urged to not overlook the role of brand functionality in favor of other non-functional brand dimensions. Brand functionality enhances consumers’ perceived self-competence and fosters brand connection, especially for brands that offer superior utilitarian benefits. Originality/value This is the first study that empirically examines the process by which brand functionality leads to consumer-based brand equity and the role brand skill plays in making that connection.
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Veg-Sala, Nathalie, and Elyette Roux. "A semiotic analysis of the extendibility of luxury brands." Journal of Product & Brand Management 23, no. 2 (2014): 103–13. http://dx.doi.org/10.1108/jpbm-02-2014-0499.
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Purpose – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Design/methodology/approach – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Findings – Three groups of brands are identified: brands anchored in both determination and mastery contracts defined as open (high extendibility); brands anchored in a determination contract defined as open, as well as in a mastery contract defined as closed (low extendibility); brands anchored in a mastery contract defined as open as well as in a determination contract defined as not closed (high extendibility, but risks of diluting the brand value). Research limitations/implications – Compared with extensions actually developed by these brands, the results are discussed and strategies are proposed to maximize the long-term brand development when the brand extension potential is low. Only studied on products, it would be interesting to complete this analysis in services. Originality/value – The main contribution is the focus on brand narratives and contracts to predict the brand extensibility of luxury brands. Structural semiotics provides another original insight.
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Lopez-Lomelí, Miguel Ángel, Joan Llonch-Andreu, and Josep Rialp-Criado. "Local, global and glocal consumer brand relationships." Spanish Journal of Marketing - ESIC 23, no. 3 (2019): 775–98. http://dx.doi.org/10.1108/sjme-10-2018-0046.
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Purpose This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual. Design/methodology/approach This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed. Findings The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand. Originality/value This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.
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Wallace, Elaine, Isabel Buil, and Leslie de Chernatony. "Consumer engagement with self-expressive brands: brand love and WOM outcomes." Journal of Product & Brand Management 23, no. 1 (2014): 33–42. http://dx.doi.org/10.1108/jpbm-06-2013-0326.
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Purpose – The purpose of this paper is to explore attitudes of consumers who engage with brands through Facebook “likes”. It explores the extent to which these brands are self-expressive and examines the relationship between brand “liking” and brand outcomes. Brand outcomes include brand love and advocacy, where advocacy incorporates WOM and brand acceptance. Design/methodology/approach – Findings are presented from a survey of Facebook users who engage with a brand by “liking” it. Findings – Brands “liked” are expressive of the inner or social self. The study identifies a positive relationship between the self-expressive nature of brands “liked” and brand love. Consumers who engage with inner self-expressive brands are more likely to offer WOM for that brand. By contrast, consumers who engage with socially self-expressive brands are more likely to accept wrongdoing from a brand. Research limitations/implications – The research is exploratory and is limited to consumers who are engaged with a brand through “liking” it on the Facebook social network. Practical implications – The study offers suggestions for managers seeking to enhance brand engagement through Facebook “liking”, and to encourage positive brand outcomes (such as WOM) among consumers already engaged with a brand on Facebook. Originality/value – This paper provides new insights into consumer brand engagement evidenced through Facebook “liking”. It charts the relationship between “liked” self-expressive brands and brand love. Distinctions are drawn between brand outcomes among consumers who “like” for socially self-expressive reasons, and consumers who are brand engaged by “liking” to express their inner selves.
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Wang, Hui-Ju. "A brand-based perspective on differentiation of green brand positioning." Management Decision 55, no. 7 (2017): 1460–75. http://dx.doi.org/10.1108/md-04-2016-0251.
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Purpose The purpose of this paper is to offer a perspective of brand-based analysis on green brand positioning differentiation through a network analysis approach. Design/methodology/approach This study employs centrality and distinctiveness as bases to develop a matrix framework of green brand positioning differentiation. The two dimensions are measured from the techniques of network analysis, including analysis of the core-periphery structure and adjacency matrix. Findings The results yield four clusters with different positions in a 2×2 matrix, including 23 core brands with high-positioning distinctiveness, ten core brands with low-positioning distinctiveness, ten peripheral brands with high-positioning distinctiveness, and seven peripheral brands with low-positioning distinctiveness. Research limitations/implications The results contribute to providing brand researchers with different analytical perspectives on the existing knowledge about green brand positioning and offer strategic positioning information for green brand practitioners. Originality/value This research contributes to the literature in three ways. First, this research is a first attempt to offer a brand-based perspective on differentiation of green brand positioning. Second, this research advances the existing knowledge that uses network analysis on green brand positioning by offering different techniques for brand differentiation analysis. Finally, this research complements the strategic positioning information of the current business environment in the context of green branding.
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Guèvremont, Amélie, and Bianca Grohmann. "The brand authenticity effect: situational and individual-level moderators." European Journal of Marketing 50, no. 3/4 (2016): 602–20. http://dx.doi.org/10.1108/ejm-12-2014-0746.
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Purpose This paper aims to examine under what conditions consumers develop emotional attachment toward authentic brands. It proposes that authentic brands’ ability to evoke attachment is contingent upon situational (i.e. need to belong and need to express the authentic self) and consumer individual difference variables (i.e. brand engagement in self-concept [BESC] and personal authenticity). Design/methodology/approach Two experiments empirically test the effects of brand authenticity on emotional brand attachment. Experiment 1 considers the moderating roles of social exclusion and BESC. Experiment 2 examines the moderating roles of situationally induced feelings of self-inauthenticity and enduring personal authenticity. Findings Consumers with a high level of BESC show greater emotional brand attachment to authentic (versus less authentic) brands when they feel socially excluded. Consumers with a high level of enduring personal authenticity show greater emotional brand attachment to authentic (versus less authentic) brands when they experience situations that make them feel inauthentic. Practical implications This paper has implications for brand communication strategies adopted by brands that are positioned strongly on authenticity. Originality/value This paper is one of the few to examine the effect of brand authenticity on brand attachment taking into account the moderating role of situational and individual difference variables. The findings contribute to the brand attachment and brand authenticity literatures.
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Stojanovic, Igor, Luisa Andreu, and Rafael Curras-Perez. "Effects of the intensity of use of social media on brand equity." European Journal of Management and Business Economics 27, no. 1 (2018): 83–100. http://dx.doi.org/10.1108/ejmbe-11-2017-0049.
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Purpose The purpose of this paper is to provide a comprehensive research of the effects of the intensity of use of social media on destination brand equity. The authors use the schema theory and a multidimensional approach of brand equity to analyse how social media communication affects brand awareness, brand image, customer value, brand quality and loyalty. Design/methodology/approach The authors carried out a quantitative study through a personal survey with structured questionnaire. The study population were international tourists, over 18 years of age, who were visiting the city of Valencia, Spain. Respondents were asked to take the questionnaire upon arrival in Valencia, that is, before they had any direct experience of the tourist destination and when their knowledge of the city came only from the sources of social media information they have used. The final sample size was 249 interviewees. Findings Findings confirm a positive effect of the intensity of social media use on brand awareness. Results also suggest that brand awareness influences other dimensions of brand equity and highlight the influence of the destination affective image on the intention to make WOM communication. Originality/value Its originality lies in a unique approach for data collecting and using the schema theory of cognitive psychology to understand the phenomenon of social media influence on tourist perception of destination brands. The findings contribute to the development of better social media marketing in order to manage destination brands online.
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Wang, Lili, and Ying Ding. "An exemption for strong brands: the influence of brand community rejection on brand evaluation." European Journal of Marketing 51, no. 5/6 (2017): 1029–48. http://dx.doi.org/10.1108/ejm-12-2015-0876.
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Purpose Focusing on firm-initiated brand communities, the purpose of this paper is to systematically examine the influence of brand community rejection on consumer evaluations and document the underlying mechanism involved. Design/methodology/approach Four empirical studies were conducted to test the proposed hypotheses. Using a similar 2 × 2 study design, different subject samples and different product categories, Studies 1-3 investigated whether a brand community rejection strategy impacted strong brands differently than weak brands. Furthermore, Study 3 measured reactance as a moderator to explore the underlying process of the impact of a brand community rejection strategy on brand evaluations for different types of brands (i.e. strong vs weak). Study 4 used a 2 × 2 × 2 between-subjects design to examine whether justification would eliminate the negative impact of brand community rejection on subsequent brand evaluations for a weak brand. Findings Across the four studies, the findings consistently suggest that rejection from firm-initiated brand communities harms weak brands but not strong brands. In addition, by incorporating psychological reactance as a moderator of this effect, the authors uncover the process underlying the interaction between brand community rejection and brand strength. Furthermore, the paper examines the reasons that justify rejection to find a solution that eliminates the negative impact of brand community rejection on brand evaluations for weak brands. Originality/value To the best of the authors’ knowledge, this research provides the first investigation of the effects of a brand community rejection strategy for different brands. The findings could advance the social exclusion literature and shed new light on brand community research.
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Lourenção, Marina Toledo de Arruda, and Janaina de Moura Engracia Giraldi. "Development of an identity model for sector brands." Journal of Fashion Marketing and Management: An International Journal 21, no. 3 (2017): 317–40. http://dx.doi.org/10.1108/jfmm-10-2016-0097.
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Purpose The purpose of this paper is to propose an identity model for sector brands and examines its applicability for the Brasil Fashion System brand. Design/methodology/approach A systematic review of the literature on corporate brand identity models is undertaken. The interviews were carried out with two interest groups: the associations comprising the brand, and the consultancy company responsible for sector brand advisory. Findings The sector brand identity model is applicable to the Brasil Fashion System brand with the exception of two elements. The application may have experienced some adversity because of the considerable divergence among the associations. In cases where the brand represents just one association, the application of the model may occur with more favorable element management. Research limitations/implications Theoretical contribution occurred toward sector brands and brand identity with the development of an identity model for the sector brand, so far not addressed in academic studies. Practical implications When adopting the identity model for sector brands, managers would be able to understand the components that have to be managed on sector brand identity. The model can contribute to improve the management of these kinds of brands. Originality/value The academic studies of corporate brand identity models and sector brands are analyzed in order to create the first sector brand identity model that was experienced by the Brazilian fashion industry.
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Ilicic, Jasmina, and Cynthia M. Webster. "Consumer values of corporate and celebrity brand associations." Qualitative Market Research: An International Journal 18, no. 2 (2015): 164–87. http://dx.doi.org/10.1108/qmr-06-2013-0037.
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Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings – Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship. Research limitations/implications – The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value – This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.
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Deepti Verma. "Decoding How Brand Love for Spiritual Gurus Endorsed Products in India Leads to Brand Sacredness and Brand Fidelity." Journal of Information Systems Engineering and Management 10, no. 22s (2025): 411–27. https://doi.org/10.52783/jisem.v10i22s.3535.
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Purpose: This paper aims to test a model based on cognition, affection and behaviour theory that shows how brand love for the products that are sold and endorsed by Spiritual Gurus in India results in the formation of brand sacredness and brand fidelity through brand trust. Methodology: The conceptual model and hypotheses were tested with a sample of 718 consumers. PLS-SEM was performed for analysis using SmartPLS software(version 4.2). Findings: According to the result brand trust exerts a direct positive effect on brand love, and in turn, brand love shows a direct positive effect on brand sacredness and brand fidelity, respectively. Moreover, brand trust has an indirect positive impact on brand sacredness and brand fidelity through mediating effect of brand love. Practical Implications: From a managerial perspective, this study will help brand managers to create strong emotional bonds with users by focusing on creating trustworthy brands, which will help in maintaining long-term relationships. Moreover these Spiritual Leader Brands of India are threat to domestic and multinational firms signifying that social and cultural context can also disrupt things apart from technological changes suggesting brand managers to create right marketing strategies. Originality/Value: This study is first to empirically explore cognitive driver of brand love for Spiritual Gurus-endorsed FMCG brands and the consequences of this brand love is in the form of brand sacredness and brand fidelity.
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Nguyen, Hang, and Kunter Gunasti. "Original brands in competition against high quality copycats." European Journal of Marketing 52, no. 7/8 (2018): 1574–97. http://dx.doi.org/10.1108/ejm-08-2017-0536.
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Purpose Copycat brands offering improved product quality pose serious challenges to original brands. This paper aims to provide a better understanding of why consumers prefer copycat brands with superior product attributes and how original brands can shift this preference back by strategically leveraging brand identity cues. Design/methodology/approach Four experimental studies test different types of brand identity cues that original brands can use to influence consumer preferences. Logistic and linear regression analyses analyze the effects. Findings The results systematically show the power of brand identity cues in helping original brands reduce share loss to copycat brands using superior product attributes. They also reveal the role of brand equity, conspicuous consumption and consumers’ tendency of using brands as status symbols in enhancing the effect of brand identity cues in the face of superior copycats. Research limitations/implications This paper extends cue diagnosticity theory and the brand identity literature by showing the power of brand identity cues in predicting consumer choices of original brands. Practical implications This paper provides useful guidelines for managers of original brands on how to effectively use brand identity cues to compete against copycats. Originality/value Prior research focuses on how copycat brands’ characteristics influence consumers’ evaluations of copycats. These studies are limited, however, by their focus on cheap and low-quality copycats. The current paper examines the effects of brand identity cues and draws attention to the trade-offs consumers make when choosing between original brands and copycats offering superior product features.
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Osuna Ramírez, Sergio Andrés, Cleopatra Veloutsou, and Anna Morgan-Thomas. "I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management." Journal of Product & Brand Management 28, no. 5 (2019): 614–32. http://dx.doi.org/10.1108/jpbm-03-2018-1811.
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Purpose Negativity towards a brand is typically conceived as a significant problem for brand managers. This paper aims to show that negativity towards a brand can represent an opportunity for companies when brand polarization occurs. To this end, the paper offers a new conception of the brand polarization phenomenon and reports exploratory findings on the benefits of consumers’ negativity towards brands in the context of brand polarization. Design/methodology/approach To develop a conception of brand polarization, the paper builds on research on polarizing brands and extends it by integrating insights from systematic literature reviews in three bodies of literature: scholarship on brand rivalry and, separately, polarization in political science and social psychology. Using qualitative data from 22 semi-structured interviews, the paper explores possible advantages of brand polarization. Findings This paper defines the brand polarization phenomenon and identifies multiple perspectives on brand polarization. Specifically, the findings highlight three distinct parties that can benefit from brand polarization: the polarizing brand as an independent entity; the brand team behind the polarizing brand; and the passionate consumers involved with the polarizing brand. The data reveal specific advantages of brand polarization associated with the three parties involved. Practical implications Managers of brands with a polarizing nature could benefit from having identified a group of lovers and a group of haters, as this could allow them to improve their focus when developing and implementing the brands’ strategies. Originality/value This exploratory study is the first explicitly focusing on the brand polarization phenomenon and approaches negativity towards brands as a potential opportunity.
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Margana, Andika Alvin, Lili Adi Wibowo, and Puspo Dewi Dirgantari. "Pengaruh Brand Authenticity Terhadap Brand Trust (Survei pada pengunjung Website Business to Consumer JD.ID di Indonesia)." Journal of Business Management Education (JBME) 4, no. 3 (2019): 9–16. http://dx.doi.org/10.17509/jbme.v4i3.20160.
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Penelitian ini bertujuan untuk memperoleh temuan pengaruh brand authenticity terhadap brand trust. Jenis penelitian yang digunakan adalah deskriptif verifikatif, dan metode yang digunakan adalah explanatory survei dengan teknik purposive sampling sebanyak 268 responden. Teknik analisis data yang digunakan adalah path analysis (analisis jalur) dengan alat bantu program SPSS 24.0 for windows. Hasil temuan penelitian ini menunjukan bahwa gambaran brand authenticity dalam kategori cukup tinggi, gambaran brand trust dalam kategori tinggi, dimensi brand authenticity yang memiliki pengaruh paling tinggi terhadap brand trust adalah dimensi consistency, sedangkan dimensi yang memiliki pengaruh terendah adalah dimensi originality. Berdasarkan hasil penelitian ini, disarankan dalam brand authenticity perusahaan untuk meningkatkan originality guna meningkatkan brand trust. Sehingga diharapkan brand authenticity dapat diperhatikan lebih lanjut oleh perusahaan di industri e-Commerce dalam meningkatkan brand trust pada perusahaan.Kata Kunci: Brand Authenticity, Consistency, Customer Orientation, Quality Commitment, Originality, Brand Trust.
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Vogel, Areti T., and Kittichai Watchravesringkan. "Consumer evaluations of trend imitation: brand equity, consumer attitudes and preference." Journal of Product & Brand Management 26, no. 5 (2017): 516–27. http://dx.doi.org/10.1108/jpbm-07-2016-1257.
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Purpose This paper aims to uncover consumer evaluations of high-priced traditional retail luxury brands and more affordable neo-mass luxury retail brands when they imitate the innovative designs of one another. Design/methodology/approach Using a scenario inspired by a lawsuit involving admitted copying practices, this study used a one-way (time of product introduction: the traditional luxury brand launches the product design before the neo-mass luxury brand vs the neo-mass luxury brand launches the product design before the traditional luxury brand) between-subjects experimental design to examine the effect of time of product introduction (such that consumers are aware of imitation practices) on brand attitude, brand equity (measured via the dimensions of brand associations, brand image, brand credibility and brand leadership) and brand preference. Findings Results reveal that consumer awareness of imitation practices is important in determining changes in brand equity, brand attitude and brand preference, regardless of luxury brand type. The research also indicates that consumers evaluate traditional luxury brands that engage in imitation practices more negatively than neo-mass luxury brands that do so. Research limitations/implications This research provides a deeper understanding of consumer response to imitation practices, along with managerial insight for luxury brands operating in that sphere. Limitations and future research directions are also offered. Originality/value This study appears to be one of the first to investigate imitation practices by using stimuli inspired by a copycat case, and one of few that assesses consumer evaluations of imitation by existing brands.
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Brochado, Ana, Rui Vinhas da Silva, and Peter LaPlaca. "Assessing brand personality associations of top-of-mind wine brands." International Journal of Wine Business Research 27, no. 2 (2015): 125–42. http://dx.doi.org/10.1108/ijwbr-05-2014-0025.
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Purpose – The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers organise brands that have the highest awareness in their memory in terms of perceived personality traits. Design/methodology/approach – A survey was developed to assess brand awareness of Portuguese green wine brands and brand personality using Aaker’s brand personality framework. Multiple correspondence analysis was used in this study to present the relative positioning of the top-of-mind green wine brands. Findings – Despite the large number of green wine brands available on the market, six brands dominate in terms of brand awareness. Top-of-mind green wine brands are marked with clear and distinctive brand personality, and a small subset of brand personality attributes serve as significant criteria for brand positioning. Practical implications – The results of the present study could be beneficial for academics and practitioners, as it reveals that the top-of-mind brands within a specific viticulture area could exhibit a clear positioning based on personality traits. Therefore, brand personality traits might provide a mechanism for wine managers to distinguish or differentiate their wines. Originality/value – This work contributes to the findings of previous studies held to study brand personality perceptions. From a theoretical point of view, this paper reflects the usage of one the most popular instruments for brand personality measurement in a wine market context.
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Algharabat, Raed Salah. "Linking social media marketing activities with brand love." Kybernetes 46, no. 10 (2017): 1801–19. http://dx.doi.org/10.1108/k-04-2017-0130.
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Purpose This research aims to investigate the link between social media marketing (SMM) activities and brand love. It further investigates the mediating impact of self-expressive brands (inner and social) between the relationships of SMM activities and brand love, which in turn impact brand loyalty. Using the context provided by Facebook, the author contributes in three ways to the nascent marketing literature: by linking SMM activates with brand love, by investigating the mediating impact of self-expressive brands between SMM activities and brand love and by investigating the impact of brand love on brand loyalty. Design/methodology/approach Using a sample of 400 followers of Facebook pages, data were collected and analyzed using structural equation modeling. Findings The findings reveal that SMM activities positively affect self-expressive brands (inner and social), which in turn impact brand love. The author also finds that brand love positively affects brand loyalty. The author further finds that self-expressive brand (inner) fully mediates the relationship between SMM activities and brand love, whereas self-expressive brand (social) partially mediates this relationship. Originality/value Previous researchers neither have the chance to link SMM activities with brand love nor to explain its role as an antecedent to self-expressive brand. Therefore, the author contributes to nascent literature by linking and investigating the mediating impact of self-expressive brands between the relationships of SMM activities and brand love which in turn impact brand loyalty.
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Phan, Thanh Hai, Ngoc Diep Nguyen, Hai Giang Ha, Mai Trang Le, Phuong Anh Vu, and Hai Anh Doan. "YOUTHS’ WORD-OF-MOUTH IN A DEVELOPING COUNTRY: ROLES OF GREEN PROMOTION AND GREEN BRAND LOYALTY." Business, Management and Economics Engineering 22, no. 01 (2024): 112–37. http://dx.doi.org/10.3846/bmee.2024.19873.
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Purpose – This paper investigates the mediating role of green brand loyalty between green brand image and word-of-mouth (WoM) and the moderating role of green promotion and brand social responsibility among Vietnamese youth. Research methodology – Using an online questionnaire from 1st October 2022 to 31st December 2022, 740 valid responses were collected. Findings – The study reveals that green brand loyalty mediates the relationship between brand trust and WoM. Additionally, green promotion significantly moderates the relationship between brand trust and green brand loyalty. The study concludes that green promotion is vital in influencing consumers’ trust in the brand, subsequently increasing their loyalty. Research limitations – This study has not categorized the groups of environmentally friendly products used by young Vietnamese to see if there is a difference. Practical implications – These results provide significant implications for brand managers to enhance the effectiveness of WoM. Originality/Value – Green promotion is an effective strategy for brands to regain consumers’ loyalty and maintain a close relationship between consumers and green brands. Additionally, green brand loyalty emphasizes the significance of green promotion for developing green companies and can serve as a conduit between customers and brands.
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Keel, Astrid Lei, and Daniel Padgett. "The effects of adjacent competitors and promotion on brand sales." Journal of Consumer Marketing 32, no. 1 (2015): 43–50. http://dx.doi.org/10.1108/jcm-02-2014-0860.
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Purpose – This paper aims to examine the potential for adjacent brands to influence sales of a focal brand. Specifically, this paper examines whether the type of adjacent brand (market leader or non-market leader competitor) and its promotion (featuring or discounting) have an effect on sales of a focal product. Design/methodology/approach – Store-level scanner data supplemented with in-store audits are used. Findings – It is demonstrated that adjacent brands and their specific marketing activities influence focal brand sales in specific ways, and that market leaders have a disproportionate and different effect than other competitors on the sales of adjacent brands. Originality/value – Recent marketing research has suggested that brand activities such as featuring and discounting and in-store environmental stimuli such as shelf allocation and displays can have an important effect on category and individual brand sales. Prior work in this area, however, has not explicitly considered the potential influence of relative shelf positions (i.e. adjacencies) on brand and category sales.
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Veloutsou, Cleopatra, and Elena Delgado-Ballester. "New challenges in brand management." Spanish Journal of Marketing - ESIC 22, no. 3 (2018): 254–71. http://dx.doi.org/10.1108/sjme-12-2018-036.
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Purpose This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management. Design/methodology/approach This is an editorial based mainly on an extensive and broad literature review on brand management. Findings First, this work defines some key brand management terms and presents brand-related issues and concerns that remain unchanged over time. Then it discusses some of the brand management-related matters that are changing since the past few years. Challenges for the management of brands from the side of the companies that have introduced them are then presented. It finally provides a glimpse of the five papers selected for this special issue and then identifies avenues for further research. Originality/value This work and the whole special issue together help in the understanding of the dynamic nature of the management of brands over time with implications to the management and the academic engagement with brands.
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Brochado, Ana, and Fernando Oliveira. "Brand equity in the Portuguese vinho verde “green wine” market." International Journal of Wine Business Research 30, no. 1 (2018): 2–18. http://dx.doi.org/10.1108/ijwbr-07-2016-0023.
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Purpose This paper aims to examine the main determinants of brand equity in the context of brands defined by their region of origin, as is the case for Portuguese green wine. Design/methodology/approach Data were collected from a sample of wine consumers in Portugal through personal interviews (N = 200). Structural equation modelling was then applied to study the causal relationships between brand equity and its dimensions (i.e. brand loyalty, brand awareness, perceived quality and brand association) for top-of-mind green wine brands, based on Aaker’s conceptual Framework (Aaker, 1991). Findings The study’s results reveal that brand loyalty is the most influential dimension of brand equity for Portuguese green wine and that the links between brand equity and both brand association and perceived quality are significant. These findings can help Portuguese wineries to prioritise – and allocate resources across – brand equity dimensions. Originality/value Although the literature identifies dimensions of brand equity in other industries, the literature on the wine market is still sparse. This study, therefore, contributes to expanding this body of knowledge.
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Bauer, Brittney C., Clark D. Johnson, and Nitish Singh. "Place–brand stereotypes: does stereotype-consistent messaging matter?" Journal of Product & Brand Management 27, no. 7 (2018): 754–67. http://dx.doi.org/10.1108/jpbm-10-2017-1626.
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Purpose The purpose of this paper is to address an overarching question: Does matching consumer place–brand associations with stereotype-consistent messaging affect consumer perceptions of an advertisement? Design/methodology/approach This paper presents two experiments that examine participants’ differing evaluations of advertisements under various experimental conditions. Study 1 examines the match of place–brand warmth versus competence stereotypes and the use of symbolic versus utilitarian advertising messaging for both new foreign and domestic brands. Study 2 examines this match for global brands. Findings The paper reveals that stereotype-consistent messaging increases the perceived fit between the advertisement and the brand for new foreign brands but not for new domestic or global brands. Furthermore, in a post-hoc analysis, this congruence is found to improve attitude towards the brand, purchase intentions and brand response, through the mediating effect of attitude towards the ad. Originality/value Place–brand stereotypes impact consumer attitudes and opinions regarding brands from different countries. This paper applies two universal social judgment dimensions from social psychology—warmth and competence—to the novel context of advertising messaging to examine previously unexplored facets of the place–brand image.
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Rokka, Joonas, and Robin Canniford. "Heterotopian selfies: how social media destabilizes brand assemblages." European Journal of Marketing 50, no. 9/10 (2016): 1789–813. http://dx.doi.org/10.1108/ejm-08-2015-0517.
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Purpose Digital technologies are changing the ways in which the meanings and identity of both consumers and brands are constructed. This research aims to extend knowledge of how consumer-made “selfie” images shared in social media might contribute to the destabilization of brands as assemblages. Design/methodology/approach Insights are drawn from a critical visual content analysis of three popular champagne brand accounts and consumer-made selfies featuring these brands in Instagram. Findings This study shows how brands and branded selves intersect through “heterotopian selfie practices”. Accentuated by the rise of attention economy and “consumer microcelebrity”, the authors argue that these proliferating selfie images can destabilize spatial, temporal, symbolic and material properties of brand assemblages. Practical implications The implications include a consideration of how selfie practices engender new challenges for brand design and brand management. Originality/value This study illustrates how a brand assemblage approach can guide investigations of brands at multiple scales of analysis. In particular, this paper extends knowledge of visual brand-related user-generated content in terms of how consumers express, visualize and share selfies and how the heterotopian quality of this sharing consequently shapes brand assemblages.
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G. Dawes, John. "Patterns in competitive structure among retail financial services brands." European Journal of Marketing 48, no. 5/6 (2014): 924–42. http://dx.doi.org/10.1108/ejm-02-2012-0085.
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Purpose – The purpose of this paper is to determine if services brands such as banks share their customers with competing brands in line with the market share of those competitors, and whether services brands with similar images form market partitions with heightened competitive intensity. Design/methodology/approach – The study uses brand usage, forced-choice and brand perceptions data obtained from a survey of consumers. The study uses a log-linear modelling framework to identify market structure and to test if partitions correspond to similarities in brand image. Findings – Analysis of in-market data shows customers share their requirements between competing brands in line with market share, and that brands with similar images do not form partitions. However, when consumers are asked to choose brands for a specific product, there is some tentative evidence of brand partitions among brands with similar brand image. Practical implications – The results here can help managers in service markets such as banking and insurance understand market structure. As a result, they can better plan customer acquisition and retention strategies. Originality/value – The study addresses a lack of research into customer sharing and switching in services markets. No previous study has successfully employed brand-sharing, forced-choice and brand image data to identify market structure in a services context.
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Olsen, Lars Erling, Bendik Meling Samuelsen, Ioannis Pappas, and Luk Warlop. "Broad vs narrow brand positioning: effects on competitive brand performance." European Journal of Marketing 56, no. 3 (2022): 799–816. http://dx.doi.org/10.1108/ejm-02-2021-0090.
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Purpose Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other is a narrow brand strategy, focusing on just a few and thus more mentally accessible associations. Building on associative memory theory, this paper aims to examine which of these brand positioning strategies performs better under dynamic market conditions. Design/methodology/approach Three experiments test the effect of brand positioning strategy on memory accessibility and competitive brand performance. Study 1 tests how brand strategy (broad vs narrow) affects defensive brand performance. Study 2 tests how broad vs narrow brands perform differently in a brand extension scenario (offensive brand performance). Study 3 uses real brands and situation-based attributes as stimuli in a defensive scenario. Findings The results show that a narrow brand positioning strategy leads to a competitive advantage. Narrow brands with fewer and more accessible associations resist new competitors more easily and have higher brand extension acceptance than do broad brands. Research limitations/implications The study shows how to use accessibility as evidence of associative strength and test how accessibility influences competitive brand performance in a controlled experimental context. Practical implications Brand managers would benefit from a narrow brand positioning strategy in accordance with the unique selling proposition (USP) school of thought used by many marketing practitioners. Originality/value The paper demonstrates that narrow brand positioning performs better than broad brand positioning in dynamic markets, and to the knowledge is the first to do so.
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O’Cass, Aron, and Vida Siahtiri. "Are young adult Chinese status and fashion clothing brand conscious?" Journal of Fashion Marketing and Management 18, no. 3 (2014): 284–300. http://dx.doi.org/10.1108/jfmm-03-2012-0013.
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Purpose – The purpose of this paper is to examine fashion clothing consumption in relation to status consumption and perceptions of fashion clothing brand status (BS) in transition economies. Design/methodology/approach – A survey was designed and administered in China to a sample of 460 young adults aged between 18 and 24. Findings – The results indicate that individuals’ status consciousness (SC) has an impact on fashion clothing brand preference (BP) and perceptions of the brand's status. Also, individuals’ BP and perceived BS were found to mediate the relationship between individuals’ SC and their willingness to pay (WTP) a premium for a specific brand of fashion clothing. Originality/value – The originality of this study rests on a detailed examination of SC and status perceptions in the context of branded fashion clothing (western vs Asian brands) in China, where individuals’ wealth, status-consciousness and brand-consciousness are growing. Equally, it provides knowledge for academics about the development of status consumption in an emerging economy. Importantly, from a theory perspective this study is the first to examine the intervening roles of perceived BS and BP in the relationship between SC and WTP a price premium for fashion clothing brands. Further, studying this evolving market provides insights for practitioners into the design of marketing strategies for their brands. The findings may assist practitioners to address drivers of perception of their brands, especially for Asian brands competing against western brands.
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Gupta, Suraksha, and Len Tiu Wright. "Brand-reseller representative relationship for enablement: a research agenda." Qualitative Market Research: An International Journal 23, no. 4 (2020): 679–95. http://dx.doi.org/10.1108/qmr-11-2017-0149.
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Purpose The purpose of this study is to bring theories of branding and relationship marketing together under the lens of the brand manager and reseller relationship for integrating into a single paradigm. The conceptualization bridges a gap in theory and practice by explaining how a brand can be managed by brand managers building empathetic relationships with resellers and understanding their requirements. Design/methodology/approach It draws upon qualitative methodology and data collected from 12 business-to-business resellers for brands and 8 brand managers working for international brands in India. Findings Brand personified and represented in research questions investigated showed the enablement aspects of brand representatives in competitive reseller networks. Practical implications The findings of this study will be very useful for brand managers aiming to penetrate markets through individuals who could represent their brands to resellers. Social implications This study will help brand managers to create a stronger brand-reseller relationship marketing strategy by incorporating the emotional aspect of personification to benefit a socially driven relationship. Originality/value This study offers new insights into the temporal aspects of branding for business-to-business markets.
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Tofighi, Maryam, Bianca Grohmann, and H. Onur Bodur. "Ethical attribute and brand concept congruity enhances brand evaluations." European Journal of Marketing 54, no. 1 (2019): 79–108. http://dx.doi.org/10.1108/ejm-02-2018-0104.
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Purpose This paper aims to examine to what extent congruity between ethical attributes (i.e. product attributes with positive implications for the environment, human rights, social issues and animal welfare) and brand concept (i.e. the unique meaning associated with a brand in consumers’ minds) influences consumers’ evaluations of brands offering ethical attributes. Design/methodology/approach Four studies involving North American consumers empirically tested the moderation effect of brand concept on consumer evaluations of ethical attributes and the mediating role of perceived congruity. Findings This research finds an interactive effect of ethical attribute type and brand concept on brand evaluations, such that congruent ethical attribute–brand concept pairings (i.e. a utilitarian [symbolic] ethical attribute offered by a brand with a utilitarian [symbolic] brand concept) result in more favorable brand evaluations (Studies 1, 2, 3 and 4). Consumers’ perceptions of congruity between ethical attributes and brand concepts mediate this interactive effect (Studies 2 and 3). Moreover, a positive congruity effect of ethical attributes and brand concepts emerges at higher levels of conspicuous brand consumption (Study 4). Research limitations/implications It is important to acknowledge that the current research did not specifically consider the case of utilitarian and symbolic ethical attribute offerings by luxury brands. This is a question that is left to future investigations. Practical implications For marketing managers, findings indicate that brands gain from ethical attribute introductions only when these attributes are congruent with the brand concept. In addition, brands benefit to a greater extent from offering congruent ethical attributes when brand consumption is conspicuous. Originality/value The findings of this research contribute to the literature on the effect of ethical attributes on consumers’ responses to brands and highlight the importance of brands’ choice of ethical attributes.
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Lu, Jinzhao, and Yingjiao Xu. "Chinese young consumers’ brand loyalty toward sportswear products: a perspective of self-congruity." Journal of Product & Brand Management 24, no. 4 (2015): 365–76. http://dx.doi.org/10.1108/jpbm-05-2014-0593.
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Purpose – This study aims to investigate Chinese young consumers’ brand loyalty toward sportswear products from a self-congruity perspective. With different performance observed between global and domestic sportswear brands in the Chinese market, this study also aims to examine the impact of country of origin on Chinese young consumers’ behavior toward sportswear brands. Design/methodology/approach – A survey with street intercept method was conducted in Shanghai to collect data for this study. Multiple independent t-tests and structural equation modeling (SEM) with bootstrap method were used to test the hypotheses. Findings – The SEM results indicate a significant influence of brand self-congruity on consumers’ brand association and perceived quality, which, in turn, influenced consumers’ brand loyalty. The multiple t-test results suggest a significant difference between Chinese and global sportswear brands in terms of consumers’ brand association and attitudinal brand loyalty. No significant difference was found in terms of consumers’ behavioral brand loyalty. Research limitations/implications – The main limitation of this study comes from the convenience student sample. Practical implications – First, brands need to strategically design the brand image to represent the largest segment of the target market. Second, while global brands could focus on their pricing strategies, domestic brands need to focus more on maintaining a positive brand association in consumers’ mind. Originality/value – This study contributes to the growing research on the self-congruity perspective of brand loyalty by empirically confirming the indirect effect of brand self-congruity on brand loyalty via the mediation effects of brand association and perceived quality in the context of the ever-growing Chinese sportswear market.