Relevant bibliographies by topics / Brand Theory

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Brand Theory'

Author: Grafiati
Published: 4 June 2021
Last updated: 3 February 2022

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Journal articles on the topic "Brand Theory"

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CHIU, Sheng Yang. "Local vs. Global Brands: Country-of-Origin’s Effect on Consumer-based Brand Equity among Status-Seekers." Journal of Economics and Behavioral Studies 7, no. 3(J) (June 30, 2015): 6–13. http://dx.doi.org/10.22610/jebs.v7i3(j).577.

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This paper examines the local and global automotive brands in conjunction with country-oforigin effect on consumer-based brand equity. Consumer’s level of status-seeking motivation is considered when analysing the effect of brand’s country-of-origin on consumer-based brand equity. Study conducted on 181 respondents showed that consumers generally prefer Asian than European automotive brands. Asian brands also ranked highest in perceived quality and brand loyalty, followed by European brands and local brands. The main difference of high and low status-seeking consumers is found in brand association, perceived quality, and brand loyalty of local brands. Low status-seeking consumers tend to rate brand association, perceived quality, and brand loyalty of local brands higher than high statusseeking consumers. This paper exhibits that the theory of consumer ethnocentrism and global branding strategies are not mutually exclusive.
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Ma, Weimin, Rong Cheng, Hua Ke, and Jianguang Zhang. "Store-Brand Production Arrangement Based on the Game Theory." Mathematical Problems in Engineering 2018 (2018): 1–10. http://dx.doi.org/10.1155/2018/6316757.

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The increasing popularity of store brands is resulting in greater cannibalization of national brands. Thus, national-brand manufacturers are trying their best to confront this trend. At the same time, however, many leading national-brand manufacturers have become involved in the store-brand production of their counterpart retailers. We construct a game-theory-based framework to model the strategic interaction between a leading national-brand manufacturer and a retailer. Besides the national brand, the retailer also has an option for its own store brand to compete with the national brand head to head. There are two choices for the store-brand production available to the retailer: a fringe manufacturer with low production efficiency or alternatively the national-brand manufacturer with high efficiency. It is shown that, under certain conditions, there is a win-win situation for both the store-brand retailer and the national-brand manufacturer with the latter supplying the store brand. More interestingly, it is found that the national-brand manufacturer supplying the store brand may lead to a higher likelihood of the store brand introduction. Our study offers an explanation for why more and more national-brand manufacturers supply store brands.
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Gilal, Faheem, Abdul Khalique Gadhi, Rukhsana Gul Gilal, Naeem Gul Gilal, and Na Zhang. "Towards an Integrated Model of Customer Religiosity: A Self-Determination Theory Perspective." Central European Management Journal 28, no. 2 (June 15, 2020): 16–37. http://dx.doi.org/10.7206/cemj.2658-0845.20.

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Purpose: Drawing on self-determination theory (SDT), this article aims to examine the impact of customers’ intrinsic and extrinsic religiosity on purchase intentions for luxury brands. Moreover, this study delves into the moderating effect of customer brand loyalty in these relationships. Methodology: To this end, we tested our hypotheses with a student sample (N = 169) from Pakistan. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), structural equation modeling (SEM), and moderation analysis techniques were used to analyze the data using SPSS 24.0 and AMOS 24.0. Findings: The results of data analysis indicated that a customer’s purchase intention for luxury brands is significantly influenced by extrinsic religiosity, while intrinsic religiosity has trivial influence in boosting purchase intention for a luxury brand. Our results for moderation analysis further show that customer purchase intention for a luxury brand is reinforced by intrinsic religiosity when customer brand loyalty is high but not when customer brand loyalty is low, whereas purchase intention for a luxury brand is fortified more by extrinsic religiosity when customer brand loyalty is low than when customer brand loyalty is high. Research Limitations: As with any set of cross-sectional studies, our research is not without limitations. For instance, the sample size in the current study is purposefully small. This limits the generalizability of findings across a wider population. Implications/originality/value: This study has provided a framework to explain how customers’ intrinsic and extrinsic religiosity affected the purchase intentions of luxury brands in the emerging market.
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Wang, Luming, and Adam Finn. "A cross-product category CBBE study: item response theory perspective." Journal of Product & Brand Management 23, no. 3 (May 13, 2014): 200–206. http://dx.doi.org/10.1108/jpbm-11-2013-0440.

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Purpose – The purpose of this study is to propose a new item response theory-based model to facilitate brand equity comparison among brands in different product categories. Brand equity has been defined as the value a brand adds upon a product. This definition provides the theoretical basis for comparing brands across product categories. Researchers have measured brand equity from three major approaches: finance, economics and psychology. Unlike the first two approaches that have developed methods to facilitate cross-product-category brand equity comparison, no methodology has been identified in the psychology approach (consumer-based brand equity, CBBE), and this study will fill this gap. Design/methodology/approach – We used survey method and collected data from both soft drink and car product categories to empirically demonstrate our method. Findings – A new item response theory-based model to facilitate brand equity comparison among brands in different product categories is proposed. Originality/value – Considering consumers are the most widely considered stakeholder group in the existing brand equity literature, the lack of cross-product category research in consumer-based brand equity (CBBE) area constrains the use of CBBE for firms managing multiple brands across product categories. This proposed model is the first one to address this limitation.
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Zhe, Li, Zhu Zhu, and Tian Huan. "Research on Brand Heritage Model Construction and Activation Strategy Based on Brand Asset Theory." E3S Web of Conferences 179 (2020): 02071. http://dx.doi.org/10.1051/e3sconf/202017902071.

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In the context of the acceleration of economic globalization and the influence of multiculturalism, people’s lifestyle has changed, new demands have been made on brands, and many old names are facing the brand crisis. Therefore, through the study of brand equity theory and the elements of brand heritage, this article constructs a five-factor relationship model of brand heritage, and uses case analysis to sort out the impact of changes in modern lifestyle on China’s time-honored brands, and propose the legacy activation strategy of the time-honored brands. The aim is to make the China’s time-honored brands take full advantage of the brand heritage and combine the effective measures of modern cultural communication to enhance the core value of the brand and realize the inheritance and development of the brand culture.
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Kumar, Jitender. "Understanding customer brand engagement in brand communities: an application of psychological ownership theory and congruity theory." European Journal of Marketing 55, no. 4 (January 23, 2021): 969–94. http://dx.doi.org/10.1108/ejm-04-2018-0290.

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Purpose The purpose of this study is the exploration of customer engagement with the brand and brand community (dual foci) inside online brand communities and to assess the simultaneous impact of dual foci of engagement in creating equity for the brand. The role of sense of community is explored as a moderator in influencing customer engagement. Design/methodology/approach The sample is composed of the members of Facebook-based brand communities. An internet survey of 833 subjects provides data to test the theoretical model with the help of structural equation modelling using AMOS 21. Findings The empirical investigation supports the proposed theory except for a few counterintuitive findings. Psychological ownership with the brand and the brand community has a direct effect on customer engagement with the brand and the brand community, respectively. A brand-based value-congruity has a direct effect on brand engagement; however, community-based value-congruity has an indirect effect on brand community engagement through brand community psychological ownership. The moderating effect of sense of community on engagement is also observed. Engagement with dual foci explained a substantial proportion of the variance in brand equity. Research limitations/implications A student sample, cross-sectional research design and a limited number of constructs in the nomological network to explore engagement in an online brand community constitute few limitations of this study. Customer engagement with dual foci has major implications for both the researchers and practitioners dealing with online brand communities. Practical implications To engage customers in online brand communities, dual foci should be the objective of management. A sense of ownership towards the brand and value-congruity with the brand should be aimed to engage customers with the brands; brand community psychological ownership and value-congruity with the community should be embraced by the firms to achieve brand community engagement. A high sense of community also needs to be promoted for strengthening dual foci engagement that further generates brand equity. Originality/value Customer brand engagement and brand community engagement had been studied separately in literature ignoring the fact that brand is the raison d’etre of the community. Taking a dual object engagement perspective, this study has charted out different routes of how to generate brand equity using online brand communities.
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Reitsamer, Bernd F., and Alexandra Brunner-Sperdin. "It’s all about the brand: place brand credibility, place attachment, and consumer loyalty." Journal of Brand Management 28, no. 3 (January 30, 2021): 291–301. http://dx.doi.org/10.1057/s41262-020-00229-z.

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AbstractDespite the growing attention brand credibility attracts in recent marketing literature, little is known about the credibility of place brands and their relationship with consumers’ loyalty. The present study builds on brand signalling and attachment theory to investigate whether credible place brands affect consumers’ attachment formation, their subsequent word of mouth (WOM) and intention to return. Survey data from an Alpine winter sport destination reveal that place brand credibility is a key antecedent of consumers’ attachment. Moreover, consistent with brand signalling theory, credible place brands exert a particularly strong direct effect on consumers’ WOM. A positive effect on their intention to return, however, will result only if they feel attached with the place brand beforehand. Implications for marketing scholars and brand managers are offered.
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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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Ilicic, Jasmina, and Cynthia M. Webster. "Consumer values of corporate and celebrity brand associations." Qualitative Market Research: An International Journal 18, no. 2 (April 13, 2015): 164–87. http://dx.doi.org/10.1108/qmr-06-2013-0037.

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Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings – Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship. Research limitations/implications – The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value – This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.
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Lee, Wai Jin (Thomas), Aron O’Cass, and Phyra Sok. "Unpacking brand management superiority." European Journal of Marketing 51, no. 1 (February 13, 2017): 177–99. http://dx.doi.org/10.1108/ejm-09-2015-0698.

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Purpose A strong brand is one that consumers know and perceive as differentiated from competing brands. Building brands with high levels of awareness and uniqueness is critical to ensuring brand strength and sustained competitiveness. To this end, the roles of brand management capability and brand orientation are highlighted. However, given the significance of consistency in branding, firms’ brand management capability and brand orientation alone may not be sufficient, and a mechanism that facilitates branding consistency is required. In the integrating marketing control theory with the resource-based view (RBV) and dynamic capabilities (DC) theory, this study aims to examine how a firm’s brand orientation, when supported by formalisation, contributes to building brands with high levels of awareness and uniqueness through the intervening role of brand management capability. Design/methodology/approach In testing the hypotheses proposed in this study, survey data were drawn from a sample of firms operating in the consumer goods sector and examined through hierarchical regression analysis. Findings This study finds that firms are more likely to build brands with high levels of awareness and uniqueness in the market when their brand orientation is supported by formalisation, because this combination (brand orientation and formalisation) facilitates branding consistency and brand management capability development. Originality/value In weaving together the theoretical perspectives of marketing control, RBV and DC, this study extends current knowledge by showing that brand management capability and brand orientation alone are insufficient for building brands with high levels of awareness and uniqueness. Instead, maximising their performance effects requires the support of formalisation.
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Dissertations / Theses on the topic "Brand Theory"

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Das, Samar Kumar 1956. "A consumer-based theory of strong brands and its implications for brand equity and brand management." Diss., The University of Arizona, 1998. http://hdl.handle.net/10150/288858.

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The power of brands like Coke, Levi's and Nike defies conventional understanding. How do such strong brands get created? What are the sources of their phenomenal strength? The traditional thinking reflected in the brand literature traces the sources of brand strength to the consumer's cognitive knowledge of brand's functional and image attributes, and other associations linked to the brand. I draw upon past research in marketing and social psychology to propose a user-centered view of brand strength. I suggest that loyal consumers actively create 'brandspaces' based on personal, social and cultural factors. These brand knowledge structures may be more insular since they are self generated and anchored in the personal and social self of the user. In Essay 1 of this dissertation, I take the user-centered approach to propose a method for mapping and measuring consumer-based brand equity. I developed a structural model for the sneakers product category with five consumer-based sources of brand equity ('functional attributes','brand image','appeal', 'self-brand relationship', and 'perceived popularity') as independent variables, and study their impact on a four indicator measure of brand equity. In Essay 2, I investigate the role of self-brand relationship schema in promoting insularity of strong brands. I hypothesize that strong brand users, who have high self-brand relationship, suppress or discount negative brand information, as compared to strong users who have low self-brand relationship. Experimental results confirm this central hypothesis. This study clearly shows the centrality of self-brand relationship in promoting brand insularity and brand strength.
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Lee, Michael Shyue Wai. "Brands we love to hate: An exploration of brand avoidance." Thesis, University of Auckland, 2008. http://hdl.handle.net/2292/2556.

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Brands, and the process of branding, are of considerable importance in both marketing academia and practice. Although most research has focussed on the positive attitudes and behaviours that consumers have toward brands, there is a growing interest in anti-consumption. This thesis contributes to anti-consumption research by exploring the phenomenon of brand avoidance. Earlier studies investigating the avoidance of brands have been one-dimensional, failing to account for the wide range of reasons underlying brand avoidance. Therefore, this thesis addresses the limitations of existing models by providing an integrative and comprehensive approach to understanding brand avoidance. As an anti-consumption phenomenon, brand avoidance concerns the negative interaction between consumers, as social actors, and brands, as meaningful objects, within a social and historical context. Therefore, this thesis adopts an interpretive approach, a social constructionist epistemology, and historical realist ontology. Since research in the immediate area of brand avoidance is limited, this thesis employs a grounded theory methodology to analyse, code, and generate theory from the qualitative data gathered through 23 in-depth interviews. Four main types of brand avoidance (experiential, identity, deficit-value, and moral) and the circumstances in which brand avoidance may be restricted or alleviated (avoidance antidotes) emerge from the data. Existing literatures are used to further inform these findings and an original negative brand promises framework is developed to help increase understanding of the brand avoidance phenomenon. The main components of this research are then integrated into an emergent theoretical model of brand avoidance. This model offers a synopsis of how the various brand avoidance constructs may relate to one another and to other pertinent branding concepts within a consumption system. Combined, the findings of this thesis provide a comprehensive appreciation of why consumers avoid certain brands in addition to potential insights that may be used in the management of brand avoidance. Overall, this thesis contributes knowledge to the growing field of anti-consumption research by providing an innovative overview and an integrative understanding of an under-explored domain, brand avoidance.
Foundation for Research Science and Technology (Project number UOWX0227). The University of Auckland Graduate Research Fund. The Business School Post Graduate Research Grant.
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Villegas, Juliana. "Theoretical explanation of brand rejuvenation: a substantive theory." Doctoral thesis, Pontificia Universidad Católica del Perú, 2019. http://tesis.pucp.edu.pe/repositorio/handle/123456789/13401.

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The purpose of this research study that uses a qualitative approach was to propose an intermediate theory using the Grounded Theory, that would theoretically explain the brand rejuvenation phenomenon. To do this, several criteria were defined that lead to a sample of 18 brands that had undergone a rejuvenation process. As sources of evidence, in depth interviews were held with senior executives that participated in the branding work, as well as a documentary review of the rejuvenation process for each of these brands, an in-depth literature review and an evaluation by 10 experts who compared the aging brand and the rejuvenated brand for each of the 18 cases. After interpreting the primary and secondary data using the Atlas Ti 8 software and comparing its results with scattered knowledge found in the literature review, an intermediate theory emerged, that responded to the study’s questions on three topics: The symptoms of brand aging, the brand rejuvenation intervention process, and the results of brand rejuvenation. This allowed concluding that, to explain the brand rejuvenation process, it is necessary to go back to its causes, understand its motivators and purposes, implement a process for planning, executing and evaluating the rejuvenation phenomenon, and investigating its results. A step-by-step process was also identified that explains how the brand rejuvenation process occurs and that accounts for the reversal of the brand aging process. It was reaffirmed that brand rejuvenation is necessary because it responds to different requirements of the environment, of the firm and to certain strategic marketing goals. Proposals for future studies include proving, quantitatively, the 16 propositions put forward in this research study that provide a theoretical explanation for brand rejuvenation. Another suggestion is to expand the scope with failed cases, other brand taxonomies, or a review of the phenomenon from a demand perspective.
Tesis
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Lee, Dongdae. "Effects of Perceived Quality, Product Category Similarity, and Brand Breadth on Consumers' Perceptions of Brand Extensions: Tests of Categorization Theory and Cognitive Response Theory." Thesis, University of North Texas, 1994. https://digital.library.unt.edu/ark:/67531/metadc279140/.

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Various constructs are related to predicting consumers' perceptions of brand extensions. Among these, three constructs, perceptions of perceived quality (PQ) associated with the parent brand, product category similarity (PCS) of an extension to its parent brand, and brand breadth (BB) of the parent, are central to many brand extension studies. The purpose of this study is to clarify the roles of these three constructs and to pit predictions from an alternative theoretical perspective — cognitive response theory — against predictions based on categorization theory.
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Chan, Priscilla Yuen-Lan. "The impact of brand owner on consumers' brand perceptions : a development of Heider's Balance Theory." Thesis, Aston University, 2005. http://publications.aston.ac.uk/10795/.

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Studies have shown that the brand “owner” is very influential in positioning the brand and when the brand “owner” ceases his or her active role the brand will be perceived differently by the consumers. Balance Theory (HBT), a cognitive psychological theory, studies the triadic relationships between two persons and an entity and predicts that when a person’s original perception of the relationship is disturbed, the person restructures to a new balanced perception. Consequently, this research was undertaken to: conceptualize the brand owner’s impact on consumer’s brand perception; test the applicability of both the static and dynamic predictions of the Heider’s Balance Theory in brand owner-consumer-brand relation (OCB); construct and test a model of brand owner-consumer-brand relation; and examine if personality has an influence on OCB. A discovery-oriented approach was taken to understand the selected market segment, the ready-to-wear and diffusion lines of international designer labels. Chinese Brand Personality Scale, fashion proneness and hedonic and utilitarian shopping scales were developed, and validated. 51 customers were surveyed. Both traditional and extended methods used in the Balance Theory were employed in this study. Responses to liked brand have been used to test and develop the model, while those for disliked brand were used for test and confirmation. A “what if’ experimental approach was employed to test the applicability of dynamic HBT theory in OCB Model. The hypothesized OCB Model has been tested and validated. Consumers have been found to have separate views on the brand and the brand owner; and their responses to contrasting ethical and non-ethical news of the brand owner are different. Personality has been found to have an influence and two personality adapted models have been tested and validated. The actual results go beyond the prediction of the Balance Theory. Dominant triple positive balance mode, dominant negative balance mode, and mode of extreme antipathy have been found. It has been found that not all balanced modes are good for the brand. Contrary to Heider’s findings, simply liking may not necessarily lead to unit relation in the OCB Model.
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Han, Jung-Min. "The consumer negotiation of brand meaning in online brand communities." Thesis, University of Manchester, 2015. https://www.research.manchester.ac.uk/portal/en/theses/the-consumer-negotiation-of-brand-meaning-in-online-brand-communities(d7db292d-1fa1-4314-a595-53a2febbab44).html.

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There has been much enthusiasm over the power of online brand communities (OBCs). Ensuring that OBCs achieve their potential, however, is a challenge. Adopting the view that an OBC is a social entity at its core, this study examines consumers’ perceptions of OBCs and how consumers manage the continuous tension between social-related and brand-related aspects of OBCs through brand-related and non-brand-related social practices. The researcher took a symbolic interactionist approach and qualitative data were collected using ethnography and in-depth interviews from OBC participants in South Korea. The study was divided into two phases: the exploratory phase and the main study. In the first stage the researcher inspected OBCs and focused on understanding the social context by investigating four OBCs in the fashion and digital camera categories. Evidence of an OBC as a virtual third place (VTP) in the consumer’s mind was revealed. A typology was developed and social practices were revealed and defined. In the main study the researcher developed the framework of brand meaning negotiation and revealed how consumers symbolically interact and negotiate brand meaning through social practices. The tension between social-related and the brand-related aspects during this process was illustrated. The key contributions of this research are as follows. Firstly, the study reveals that an OBC has a strong VTP quality, whereby consumers hate to leave. Second, the study extends our understanding of an OBC by categorising consumers’ different perceptions of OBCs according to their attachment to the brand, the OBC and other participants. Third, the study reveals underlying social practices within OBCs that show the characteristics of a collectivistic culture. The study also fills the research gap by examining the brand meaning negotiation process and suggesting a framework that shows how underlying practices link brand and social-related aspects of an OBC together, which was formerly a “black box”. Lastly, it demonstrates that social bonds, regardless of their importance for making an OBC thrive, can be a double-edged sword and should be balanced carefully with brand-related practice.
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Daugherty, Jason Alexander. "Character Influence and Brand Relationships: How Morally Ambiguous Characters Shape Brand Identity?" Digital Commons @ East Tennessee State University, 2021. https://dc.etsu.edu/etd/3909.

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This study examines morally ambiguous characters in television dramas and they represent their respect brand. The goal of the study is to examine how these MACs define their respective brands, specifically the brands, AMC and Showtime. Recent studies observed people chose brands based on their affective disposition and social cognition towards specific influencers. These theories could inform how people relate to characters from TV shows and brands. An observation and narrative analysis of four characters promotional videos from AMC were Don Draper (Mad Men), Saul Goodman (Better Call Saul) and from Showtime Jackie Peyton (Nurse Jackie) and Dexter Morgan (Dexter). Interviews were conducted with 13 people about their views of the character's moral ambiguity and brand interest. Promo videos were observed along with videos of characters in their environment. Results found MACs defined their brand and their overall character arc appealed to the audience's interests in their brands.
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Lamb, Timothy Jerome. "Patterns of brand and store choice." Thesis, City University London, 1989. http://openaccess.city.ac.uk/8327/.

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The sublects of brand choice and store choice have been widely studied, but these two aspects of consumer behaviour have tended to be treated in isolation from each other. This thesis therefore provides a detailed examination of the way in which brand choice and store choice patterns compare and interact. The results are based on AGB consumer panel data, and relate to three frequently-bought grocery products. Despite the multiplicity of factors believed to influence brand and store choice, at the aggregate level many highly regular patterns (concerning for instance the rate of purchase at a store, or the extent to which a brand's buyers also buy another brand) are found in each context. These various patterns are shown to be predictable by the Dirichlet, a stochastic model of buying behaviour, using only market share as brand-specific or store-specific input. Importantly, the Dirichlet is shown to apply not only to the "whole-market" contexts of brand choice and store choice (as is known from previous research), but to the "submarket" contexts of within-store brand choice and within-brand store choice. This indicates that, although the numerical values may differ, at a rather more fundamental level brand choice patterns are the same within different stores, and store choice patterns are the same for different brands. It also means that the practical utility of the Dirichiet - generating theoretical norms to help interpret the observed data - has been extended, providing retailers and manufacturers with a more detailed and flexible market analysis tool. A wide range of new findings are reported regarding the relationship between brand and store loyalty. For instance, it is found (via a new methodology to take account of the crucial influence of market share) that the levels of brand loyalty and store loyalty are quite similar in degree, although the latter does tend to exceed the former - a result which holds important implications for consumers' reactions to a brand delisting or stock-out. It is also found on a number of measures that the overall level of within-store brand loyalty varies little from store to store, and that consumers exhibit marked brand loyalty across stores (i.e. they show no tendency to switch brands when switching stores). In all these cases, the value of structuring the (often complex) observed patterns via the Dirichlet is amply demonstrated.
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Steurenthaler, Jochen. "“Brand Management in conjunction with Merger and Acquisition in Theory and Practice – Volvo Car Corporation”." Thesis, University of Gävle, Department of Business Administration and Economics, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-4390.

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Aim: This study deals with Brand Management after acquisitions. Since this subject is still quite unexplored, a case study backed the theoretical review in order to answer the two research questions. Furthermore, the work educes a model which shows the ascendancies that are involved in the field of Brand Management after acquisitions. It is the aim to reveal the necessity of strong branding for acquired companies and the importance of the continuity of their presenting brand values. I hope this paper adds new knowledge in the Brand Management sector in connection with acquisitions and gives the reader a proper understanding about the issue.

Method: The study occupies a theoretical and an empirical study. The theory part presents a selection of theories and models developed by scholars in the field of business administration. While the first research question concerning brand equity after acquisitions is addressed in the theoretical review in chapter 3, the second question regarding brand image is mainly discussed during the empirical part. The data for the latter was primarily obtained by a case study which is a qualitative method and occupies interviews and discussions.

Result: Brand Management has become a key issue for companies and is a sensitive subject in the context of Merger and Acquisition. Hence, it is a challenge for the acquirer and the acquired company to manage control and adapt to the new situation. Brand equity as a key asset of Brand Management is the amount of loyalty a customer has towards a brand and it is certainly influenced by such transactions as M&A. In the real-life comparison of the specific case it proved to be successful for the acquirer to maintain the autonomy of the acquired brand and continue the meaning of the brand. In addition, the loyalty of the customers is of great importance to assure a smooth process of the business operations.

Suggestions for future research: Due to the current situation and constant changes it would be interesting to repeat the study some time in the future for a final conclusion. Furthermore, since the findings for the empirical part of this study are based on a strong acquired brand, it would be interesting to investigate the case of another company of weaker nature, and maybe of a different branch. The high profile of the target firm and its strong brand values had a remarkable influence on the revelations of this study.

Contribution of the thesis: The result of this study helps companies to maintain their brand values during an acquisition. The research adds new knowledge in the brand management sector in connection with acquisitions, and it is useful for companies which are involved in M&A activities.

 

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Appiah, Dominic. "Building resistance to brand switching during disruptions in a competitive market : an identity theory perspective." Thesis, University of Plymouth, 2018. http://hdl.handle.net/10026.1/11661.

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The impact of identity on brand loyalty has taken precedence as an area of focus in recent marketing research. This has taken place in an era defined by technological revolution, which has created market disruptions and there are implications for customer–brand relationships. Nonetheless, the extant literature on brand loyalty does not extensively acknowledge the impact of socio-psychological attributes but rather functional utility maximisation. The brand loyalty literature has the notion that the perceived value of a brand is conceptualised and operationalised as a functional utilitarian value. Knowledge that illuminates how firms can reposition themselves to sustain brand loyalty when disruptions occur in today’s complex and globalised business environment is explored in this study, through empirical investigation into the phenomenon of brand switching behaviour among consumers in a specific competitive market, namely, the Smartphone Industry. The current study explores how resistance could be built from an identity theory perspective. As highlighted above, much emphasis has historically been placed on the functional utility of products at the expense of social meanings. Given the relative paucity of literature on identity and brand loyalty, this study adopts a grounded theory methodology based on a survey and a series of in-depth interviews across Ghana and the UK to access consumers’ insights and experiences of specific brands in the Smartphone industry. Interviews were recorded, transcribed and coded, utilising the three-stage process of analysing data; specifically, open, axial and selective coding. This study is the first to combine brand loyalty literature, identity theory and grounded theory to study the behaviour of brand switching in the Smartphone Industry. This study identified a gap in knowledge in the brand loyalty literature, as it focuses only on how brands perform under normal market conditions. Hence, this study provided consideration for market disruptions in the Smartphone industry. Empirical data from Smartphone users confirmed in this study that underlining factors which are non-utilitarian factors such as socio-psychological benefits, motivate consumers to continue buying the brands they buy. The study also established that the sustainability of brand loyalty could be accomplished from an identity theory perspective by adapting and advancing a customer–brand identification (CBI) model, to examine the phenomenon of brand switching in the Smartphone industry at a more matured and competitive stage.
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Books on the topic "Brand Theory"

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Heding, Tilde. Brand management: Research, theory and practice. Abingdon, Oxon: Routledge, 2008.

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Consumer-brand relationships: Insights for theory and practice. Abingdon, Oxon: Routledge, 2012.

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Riezebos, H. J. Brand-added value: Theory and empirical research about the value of brands to consumers. Delft, The Netherlands: Eburon Publishers, 1994.

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Repeat-buying: Facts, theory, and applications. London: Griffin, 1988.

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Huo, Jiazhen. Advances in Theory and Practice in Store Brand Operations. Singapore: Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-15-9877-7.

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O'Connor, Derina. The application of implicit personality theory to consumers' inferential brand judgements. Dublin: University College Dublin, 1995.

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Woodside, Arch G., and Mark S. Glynn. Business-to-business brand management: Theory, research and executive case study exercises. Bingley, UK: JAI Press, 2009.

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Zhongguo qi ye pin pai jing zheng li zhi shu xi tong li lun yu shi jian: China enterprise brand competitiveness index system theory and pracitce. Beijing: Jing ji guan li chu ban she, 2011.

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Informationsökonomische Markenpolitik: Zur Bedeutung der Informationsökonomie für die Markenpolitik von Herstellern. Frankfurt am Main: P. Lang, 2000.

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Schaake, A. G. An introduction to flat braids. Hamilton, N.Z: Dept. of Mathematics and Statistics, University of Waikato, 1991.

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Book chapters on the topic "Brand Theory"

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Hayes, Jameson L., and Dean M. Krugman. "Brand Concepts and Advertising." In Advertising Theory, 436–49. Second edition. | Abingdon, Oxon ; New York, NY : Routledge, 2019. | Series: Routledge communication series |: Routledge, 2019. http://dx.doi.org/10.4324/9781351208314-26.

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Hofman, Christopher, and Simeon Keates. "Brand Risk Management Theory." In Countering Brandjacking in the Digital Age, 37–61. London: Springer London, 2013. http://dx.doi.org/10.1007/978-1-4471-5580-5_3.

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Bode, Matthias, and Dannie Kjeldgaard. "Brand Doings in a Performative Perspective." In Contemporary Consumer Culture Theory, 251–82. 1 Edition. | New York, NY : Routledge, 2017.: Routledge, 2017. http://dx.doi.org/10.4324/9781315563947-14.

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Levy, Sidney J. "Consuming the Idea of the Brand." In Contemporary Consumer Culture Theory, 50–58. 1 Edition. | New York, NY : Routledge, 2017.: Routledge, 2017. http://dx.doi.org/10.4324/9781315563947-4.

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Schwarz, Eric C., and Jason D. Hunter. "Branding and sport brand management." In Advanced Theory and Practice in Sport Marketing, 171–87. Third Edition. | New York : Routledge, 2018.: Routledge, 2017. http://dx.doi.org/10.4324/9781351667630-7.

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Koronaki, Eirini, Prokopis K. Theodoridis, and George G. Panigyrakis. "Linking Luxury Brand Experience and Brand Attachment Through Self-Brand Connections: A Role-Theory Perspective." In Strategic Innovative Marketing and Tourism, 783–88. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-36126-6_86.

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Willis, Michelle. "Online Brand Communities and Brand Loyalty: Toward a Social Influence Theory." In The Art of Digital Marketing for Fashion and Luxury Brands, 153–77. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-70324-0_7.

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Hall, Mike. "A Theory That Built a Company." In A Master Class in Brand Planning, 175–93. Hoboken, NJ, USA: John Wiley & Sons, Inc., 2015. http://dx.doi.org/10.1002/9781119208716.ch11.

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Lloyd, Stephen, and Matthew Barber. "The Contribution of Contract Theory to Brand Strategy." In Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing, 854–64. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-24184-5_207.

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Li, Xiuting, Geng Peng, Hong Zhao, and Fan Liu. "Application Study of Brand Niche Theory in B2C Brands Overlap and Breadth Measurement." In Lecture Notes in Electrical Engineering, 363–69. Berlin, Heidelberg: Springer Berlin Heidelberg, 2012. http://dx.doi.org/10.1007/978-3-642-28798-5_49.

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Conference papers on the topic "Brand Theory"

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Bougoure, Ursula, Dominique Greer, and Ben Smith. "THE IMPACT OF SERVICE BRAND PERSONALITY ON BRAND AFFECT, BRAND TRUST AND BRAND LOYALTY." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.05.10.05.

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Kanno, Saori. "SELF-BRAND CONNECTIONS AND BRAND ATTACHMENT: THE RELATIVE IMPORTANCE OF BRAND-BASED SELF-BRAND CONNECTIONS AND CONSUMER-BRAND CONNECTIONS." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.05.03.02.

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Khmelkova, Natalya, Alexander Agenosov, Anastasia Rudanina, and Maria Vekhova. "Co-Branding as Assemblage: Assemblage Theory, and Brand Alliances in the Digital Era." In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-64.

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The article outlines the contours of a new methodology in the study of co-branding, based on M. DeLanda’s theory of assemblages, developed in line with the cutting edge of modern philosophical thought: object-oriented ontology. It is demonstrated that the relevance of its development is linked to the changes in brand alliance practices occurring under the influence of globalisation and digitalisation processes. Transformations characteristic to merging brands, and related to both their rise in number and diversification were proven to be part of a more global tendency towards the complication of social reality, and cannot be explained within the ‘perceived conformity’ paradigm that dominates co-branding. The author’s approach is conceptualised using comparative and discursive analysis methods, the essence of which lies in deconstructing the established notions of brand alliances as internally consistent alliances with an intelligible logic. Real co-branding cases were provided to demonstrate a tendency towards forming alliances evaluated as ‘irrational’, ‘sudden’, and ‘unpredictable’. To bridge the gap between theory and practice, it has been suggested that co-branding should be seen as an assembly process and that alliances themselves should be seen as systems of an assemblage nature. It is stressed that the representation of brands through the lens of the assemblage theory allows us to demonstrate their heterogeneity, plasticity and openness to change and interactions, which contributes to the formation of brand alliances. The conclusion outlines the prospects of applying the author’s approach to the field of co-branding, highlighting that the proposed optics of the theory of assemblage contribute to achieving the necessary flexibility in forming brand alliances relevant to the complexity and diversity of the modern digital era.
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Chiang, Hsu-Hsin, Tzu-Shian Han, and David McConville. "MULTILEVEL RELATIONSHIPS BETWEEN BRAND-CENTERED HRM AND BRAND CITIZENSHIP BEHAVIOR: MEDIATING ROLES OF PERSON-BRAND FIT AND BRAND COMMITMENT." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.10.08.01.

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Yu, Xiaolei, and Kyung Hoon Kim. "BRAND EXPERIENCE, BRAND TRUST AND CUSTOMER EQUITY IN SNS : A COMPARATIVE STUDY ON NATIONALITY AND BRAND." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.11.07.02.

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Cui, Hainan. "Research on the Brand Crisis of “Ruoqiang Jujube” Based on Brand Location Theory." In Proceedings of the 3rd International Seminar on Education Innovation and Economic Management (SEIEM 2018). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/seiem-18.2019.106.

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Peng, Michael Yao-Ping, and Yonghong Li. "The Impact of Expressive Brand Relationship on Brand Loyalty: Drawing on relationship marketing theory." In 2019 16th International Conference on Service Systems and Service Management (ICSSSM). IEEE, 2019. http://dx.doi.org/10.1109/icsssm.2019.8887611.

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Otake, Mitsutoshi. "THE DYNAMICS OF BRAND AUTHENTICITY." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.06.06.01.

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HATO, Masahiko, Tomoko KAWAKAMI, and Keisuke SUYAMA. "BRAND COMMUNITY AS SOCIAL CAPITAL: MODERATING EFFECT OF PARTICIPATION INTENSITY ON BRAND RELATED OUTCOMES." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Korean academy of marketing science, 2014. http://dx.doi.org/10.15444/gmc2014.01.06.04.

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Kim, Juran. "SUSTAINABLE MARKETING IN SOCIAL BRAND COMMUNITIES." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.05.10.20.

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Reports on the topic "Brand Theory"

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Shim, Soo In, Wi-Suk Kwon, and Sandra Forsythe. Enhancing Brand Loyalty through Brand Experience: Application of Online Flow Theory. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-664.

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Simancas González, E., and B. Novella Serrano. Del product placement al brand placement: el caso de DC Comics en la sitcom The Big Bang Theory. Revista Latina de Comunicación Social, December 2016. http://dx.doi.org/10.4185/cil2016-063.

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Seybold, Patricia. Spreadshirt: Customers Want to Create Their Own Brands and Amplify Your Brand. Boston, MA: Patricia Seybold Group, January 2009. http://dx.doi.org/10.1571/cs01-11-09cc.

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Seifert, Christin, Tianyu Cui, and Veena Chattaraman. How Much Can Brands Deviate from their Brand Aesthetic? The Moderating Role of Brand’s Luxury Statu. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-355.

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Alexander, Stephon. Brane Gas Cosmology, M-Theory and Little String Theory. Office of Scientific and Technical Information (OSTI), February 2003. http://dx.doi.org/10.2172/812630.

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Kachru, Shamit. Brane/Flux Annihilation and the String Dual of a Non-Supersymmetric Field Theory. Office of Scientific and Technical Information (OSTI), January 2002. http://dx.doi.org/10.2172/798987.

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Bachrach, Deborah Bachrach. Innovation Waivers: An Opportunity for States to Pursue Their Own Brand of Health Reform. New York, NY United States: Commonwealth Fund, April 2015. http://dx.doi.org/10.15868/socialsector.25029.

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Mudge, Christopher R., and Kurt D. Getsinger. Comparison of Generic and Proprietary Aquatic Herbicides for Control of Invasive Vegetation : Part 2. Emergent Plants. Engineer Research and Development Center (U.S.), November 2021. http://dx.doi.org/10.21079/11681/39679.

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Aquatic herbicides are one of the most effective and widespread ways to manage nuisance vegetation in the US After the active ingredient is selected, often there are numerous proprietary and generic branded products to select from. To date, limited efforts have been made to compare the efficacy of brand name and generic herbicides head to head; therefore, at tot al of 20 mesocosm trials were conducted to evaluate various 2,4 -D, glyphosate, imazapyr, and triclopyr products against alligatorweed (Alternanthera philoxeroides (Mart.) Griseb.), southern cattail (hereafter referred to as cattail, Typha domingensis Pers.), and creeping water primrose (hereafter referred as primrose, Ludwigia peploides (Kunth) P.H. Raven). All active ingredients were applied to foliage at broadcast rates commonly used in applications to public waters. Proprietary and generic 2,4 -D, glyphosate, imazapyr, and triclopyr were efficacious and provided 39 to 99% control of alligatorweed, cattail and primrose in 19 of the 20 trials. There were no significant differences i n product performance except glyphosate vs. alligatorweed (trial 1, Rodeo vs. Roundup Custom) and glyphosate vs. cattail (trial 1, Rodeo vs. Glyphosate 5.4). These results demonstrate under small -scale conditions, the majority of the generic and proprietary herbicides provided similar control of emergent vegetation, regardless of active ingredient
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Cairo, Jessica, Iulia Gherman, and Paul Cook. The effects of consumer freezing of food on its use-by date. Food Standards Agency, July 2021. http://dx.doi.org/10.46756/sci.fsa.ret874.

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The current Food Standards Agency consumer guidance states that consumers can freeze pre-packed food right up to the “use-by” date and, once food has been defrosted, it should be consumed within 24 hours. This strategic review has collated relevant data to determine whether there is an increased risk in relation to freezing ready-to-eat and non-ready-to-eat foods on the use-by date compared to the day before the use-by date. The review has focused on how the shelf-life of a food is determined and the effects of freezing, thawing and refrigeration on foodborne pathogens, including Bacillus spp., Campylobacter spp., Clostridium botulinum, Clostridium perfringens, Listeria monocytogenes, Salmonella, pathogenic Escherichia coli and Shigella spp. In the UK, food business operators are responsible for setting the safe shelf-life of a food which, in practice, should take into consideration the consumer habits, as well as the factors affecting shelf-life, such as food product characteristics, food processing techniques, transport, retail and domestic food storage temperatures, and type of packaging. Some countries, such as Ireland, New Zealand and Canada specifically recommend including safety margins within shelf lives. This is used to maintain brand integrity because it ensures that the food is consumed in its optimum condition. The FSA has collaborated with other organisations in the production of several guidance documents; however, there is no explicit requirement for the consideration of a margin of safety when setting shelf-life. There is also no legal requirement in the UK to consider a safety margin when setting shelf-life. According to regulations, pathogens should not be present in sufficient levels to cause foodborne illness on the use-by date, as food should still be safe to eat on that day. Given that these requirements are met, the risk assessed in this report arises from the processes of freezing, thawing and subsequent refrigerated storage for a further 24 hours, and the potential for these to increase pathogen levels. In this review, it was found that there is a risk of additional growth of certain pathogens during the refrigerated storage period although the impact of freezing and thawing on the extent of this growth was not readily evident. This risk would relate specifically to ready-to-eat foods as cooking of non-ready-to-eat foods after defrosting would eliminate pathogens. This report explores the potential issues related to consumer freezing on the use-by date and identifies additional information or research required to understand the risks involved. Overall, there is little evidence to suggest a significant change in risk between consumers freezing ready-to-eat food on the use-by date compared to freezing the food on the day before the use-by date. Specific areas that merit further research include the risks due to low temperature survival and growth of L. monocytogenes. There is also a lack of research on the effects of freezing, defrosting and refrigeration on the growth and toxin production of non-proteolytic C. botulinum, and the growth of Salmonella during domestic freezing and thawing. Finally, more information on how food business operators set shelf-life would enable a better understanding of the process and the extent of the safety margin when determining shelf-life of ready-to-eat and non-ready-to-eat foods.
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Syvash, Kateryna. AUDIENCE FEEDBACK AS AN ELEMENT OF PARASOCIAL COMMUNICATION WITH SCREEN MEDIA-PERSONS. Ivan Franko National University of Lviv, February 2021. http://dx.doi.org/10.30970/vjo.2021.49.11062.

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Parasocial communication is defined as an illusory and one-sided interaction between the viewer and the media person, which is analogous to interpersonal communication. Among the classic media, television has the greatest potential for such interaction through a combination of audio and visual series and a wide range of television content – from newscasts to talent shows. Viewers’ reaction to this product can be seen as a defining element of parasociality and directly affect the popularity of a media person and the ratings of the TV channel. In this article we will consider feedback as part of parasocial communication and describe ways to express it in times of media transformations. The psychological interaction «media person – viewer» had been the focus of research by both psychologists and media experts for over 60 years. During the study, scientists described the predictors, functions, manifestations and possible consequences of paracommunication. One of the key elements of the formed parasocial connections is the real audience reaction. Our goal is to conceptualize the concept of feedback in the paradigm of parasocial communication and describe the main types of reactions to the media person in long-term parasocial relationships. The research focuses on the ways in which the viewer’s feedback on the television media person is expressed, bypassing the issue of classifying the audience’s feedback as «positive» and «negative». For this purpose, more than 20 interdisciplinary scientific works on the issue of parasocial interaction were analyzed and their generalization was carried out. Based on pre­vious research, the types and methods of feedback in the television context are separated. With successful parasocial interaction, the viewer can react in different ways to the media person. The type of feedback will directly depend on the strength of the already established communication with the media person. We distinguish seven types of feedback and divide them into those that occur during or after a television show; those that are spontaneous or planned; aimed directly at the media person or third parties. We offer the following types of feedback from TV viewers: «talking to the TV»; telling about the experience of parasocial communication to others; following on social networks; likes and comments; imitation of behavior and appearance; purchase of recommended brands; fanart.
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