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Fritz, Kristine, Verena Schoenmueller, and Manfred Bruhn. "Authenticity in branding – exploring antecedents and consequences of brand authenticity." European Journal of Marketing 51, no. 2 (February 13, 2017): 324–48. http://dx.doi.org/10.1108/ejm-10-2014-0633.
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Purpose Consumer demand for authentic brands is steadily rising. With increased pressure to accommodate this demand, researchers and marketers seek to understand how to influence a brand’s perceived authenticity. The purpose of this paper is to build a link between previous research on authenticity and thus gain a deeper understanding of the influencing factors of brand authenticity and its consumer outcomes. Design/methodology/approach Building on an extensive literature review, the authors identify various antecedents of brand authenticity that are closely connected with the brand’s past, its virtuousness, consumers’ self-identification with the brand perceiver’s own self and individuals representing the brand, as well as relational outcomes as consequences of a brand’s perceived authenticity. As brand authenticity is a subjective construct, the authors include brand involvement to test for moderator effects. For data collection, they conduct an online survey that generates 509 datasets. To test the hypotheses, the authors use structural equation modeling. Findings The results demonstrate that brand authenticity can be influenced by the identified variables (i.e. brand heritage, brand nostalgia, brand commercialization, brand clarity, brand’s social commitment, brand legitimacy, actual self-congruence and employee’s passion). Moreover, brand authenticity positively affects brand relationship quality, which in turn positively influences consumers’ behavioral intentions. The analyzed relationships do not vary due to consumer-specific characteristics (i.e. brand involvement). Originality/value In sum, the results regarding the antecedents of brand authenticity demonstrate that a company can influence brand authenticity through different approaches, and that it is therefore important to analyze which of the identified antecedents brand management should manipulate to positively impact the perception of the brand’s authenticity. In addition, the findings confirm the positive consequences on consumer behavior ascribed to the authenticity concept by marketing literature.
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Halwani, Lama. "Making sense of heritage luxury brands: consumer perceptions across different age groups." Qualitative Market Research: An International Journal 22, no. 3 (June 10, 2019): 301–24. http://dx.doi.org/10.1108/qmr-08-2017-0118.
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PurposeScholars have repeatedly concluded that heritage is a significant value driver for luxury brands (Rileyet al., 2004; Fionda and Moore, 2009; Wuestefeldet al., 2012; DeFantiet al., 2014; Ardeletet al., 2015; Dion and Borraz, 2015; Dion and Mazzalovo, 2016). However, little is known on how consumers of different age group make sense of heritage luxury. The purpose of this paper is to investigate how consumers of different age groups make sense of heritage luxury brands (HLBs).Design/methodology/approachTo achieve this, semi-structured, one-on-one, face-to-face interviews were conducted with 21 consumers of HLBs who fell into one of three age groups: Emerging adults (18 to 25 years), middle-aged adults (33 to 40 years) and older adults (67 to 74 years old).FindingsThe findings of this paper explored the different perceptions of the dimension of heritage in relation to luxury among consumers of different age groups. This paper focuses on the pioneering contributions of Urde, Greyser and Balmer (2007) in defining the dimensions of heritage brands. Although the dimensions of heritage brands defined by Urdeet al.(2007) were useful as a starting point, differing perceptions among consumers of different age groups emerged which need to be considered. Findings of this study showed that consumers of all three age groups revealed three characteristics of HLBs. These are timelessness, quality craftsmanship and prestige. The durability and lasting appeal of HLBs was attributed to their high-quality craftsmanship. Quality craftsmanship, recognizability and price contributed to the perceived prestige value of HLBs. It was apparent throughout this study that HLB items helped participants feel connected to others, including their mothers or more remote forebears, their contemporaries and their descendants.Originality/valueThe author aims to understand the interplay between heritage and luxury, to understand how luxury brand consumers of different age groups are influenced by the heritage dimension. The relation between luxury and heritage becomes particularly intriguing when we consider how it affects the perceptions of consumers of different age groups.
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Southworth, Sarah Song, and Jung Ha-Brookshire. "The impact of cultural authenticity on brand uniqueness and willingness to try." Asia Pacific Journal of Marketing and Logistics 28, no. 4 (September 12, 2016): 724–42. http://dx.doi.org/10.1108/apjml-11-2015-0174.
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Purpose In response to today’s marketplace in which many Asian brands are trying to expand their businesses into Western nations, this study investigated the strategic use of cultural authenticity that Asian brands may employ for their success. Although the benefits of using cultural heritage in brand strategies have been noted by past literature, the efficacies of how Asian brands can use brand logo designs to positively influence their brand success have not been studied. To fill this gap, the purpose of this paper is to examine how Chinese brands can increase willingness to try among US consumers by establishing brand uniqueness via culturally authentic brand logo designs. Design/methodology/approach The data from 289 respondents via online between-subjects factorial experimental research surveys were collected using a national US population as the sample frame. The Chinese brand logos communicating Asian heritage were created by manipulating the cultural authenticity of the brand logo mark and the language of the logotype. Findings The results suggested that the Asian-themed brand logo is an important tool in exuding a Chinese brand’s sense of cultural authenticity to US consumers. In turn, the perception of cultural authenticity for the Chinese brand positively influenced the US consumers’ perceptions of the brand’s uniqueness, which led to greater willingness to try the brand. Originality/value The research provides empirical insights into how “Asian-ness” can be manifested via brand logos to convey cultural authenticity as well as to build perceived brand uniqueness and the willingness to try among US consumers.
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Souki, Gustavo Quiroga, Rodrigo Luiz Pinheiro de Oliveira, Giuliana Isabella, and Jersone Tasso Moreira Silva. "The Impact of Global Perceived Quality on the Behaviour of Automobile’s Consumers." Revista Brasileira de Marketing 17, no. 3 (September 6, 2018): 444–58. http://dx.doi.org/10.5585/remark.v17i3.3843.
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Purpose of the study: The objective of this work was to identify the perceived quality attributes of car owners and how these attributes affect satisfaction, regret, trust, pride and, word of mouth communication. Methodology / approach: There were two phases (qualitative and quantitative) in this study. In the qualitative phase, we conducted 20 in-depth interviews with car owners, with the purpose of identifying the perceived quality attributes by them. In the quantitative phase, we surveyed 311 owners of automobiles of different brands. For the statistical analysis, we opted to test the hypothetical model through Structural Equations Modeling (SEM). Main results: Results show that perceived quality among automobile consumers is a multidimensional construct (status and power, handling dynamics, corporate responsibility, brand heritage, resale value, durability, internal space, and trunk capacity) and impacts on satisfaction, regret, word of mouth communication, trust, and pride. Theoretical / methodological contributions: This research measures the perception of quality of automobiles in post-purchase situations, exploring not only attributes in service quality but also the product itself while exploring other dimensions from the quality-perception construct. Furthermore, it studied how the perception of quality affects behavioral dimensions beyond the satisfaction construct: regret, reliability, pride, and word-of-mouth communication. Relevance / originality: This work considered both physical attributes (e.g., internal space and trunk capacity) and, intangibles (e.g., Power and Status, Brand and company's tradition) perceived by car owners. Moreover, to investigate the perception of quality in service and product at the same time is not common in consumer behavior literature.
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Verma, Harsh V., Jyoti Kainth, and Priya Gupta. "Consumer Perceived Value and Brand Loyalty." International Journal of Customer Relationship Marketing and Management 3, no. 4 (October 2012): 1–15. http://dx.doi.org/10.4018/jcrmm.2012100101.
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Consumer Perceived Value (CPV) perceived to have been derived from the consumption of product or service is the Value that a consumer believes that he receives for a certain amount of money. This study was conceptualized so as to understand the most important CPV dimensions and its role in predicting Attitudinal Brand Loyalty in pre purchase situations in the Indian Retail Banking context on the basis of SPERVAL (Services Perceived Value) Scale. The empirical study was based on descriptive research design (cross-sectional) and used questionnaire as the key research instrument. The questionnaire was administered to 100 respondents using a mix of judgmental and convenience non-probability sampling methods. The most important CPV dimensions, which were also the major predictors towards attitudinal brand loyalty in the context of Indian retail banking, were Functional Value, Economic Value, After Sale Value and Epistemic Value. The study has implications for retail banking marketers and can help them understand the consumer psychology behind evaluating the product offering. The service providers can also use the findings from the research to build on their competitive advantage by developing core competencies in strategic arenas. The limitations of the study included limited coverage with respect to sample size.
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Shams, Rahil, Frank Alpert, and Mark Brown. "Consumer perceived brand innovativeness." European Journal of Marketing 49, no. 9/10 (September 14, 2015): 1589–615. http://dx.doi.org/10.1108/ejm-05-2013-0240.
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Purpose – This paper aims to examine brand innovativeness. While innovativeness has been studied at the product and firm levels, there is little research at the brand level. This paper argues for why this is needed, develops a conceptualization of consumer perceived brand innovativeness (CPBI) from a theoretical perspective and then develops and validates a measure for CPBI. Design/methodology/approach – Three qualitative studies were conducted to generate an enriched and more detailed understanding of what brand innovativeness means to consumers. Data were collected using free association and open-ended elicitation techniques. Next, a CPBI scale was developed and validated in three quantitative studies. Findings – The results indicate that innovative brands are related with several interesting core and secondary associations that have not been adequately addressed in previous research. CPBI is conceptualized as a unidimensional construct. Altogether six studies show that the proposed CPBI measure is valid and reliable. Originality/value – The present study is the first to identify the limitations of product and firm innovativeness conceptualizations with regards to brand innovativeness. It develops a unique and theoretically supported conceptualization and operationalization of CPBI. The first brand concept map for the concept of innovative brands is presented. The results of the studies indicate the measure’s ability to successfully predict important consumer behavior variables such as purchase intentions, and to demonstrate superior predictive performance compared with a key related scale in the mobile phone category.
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Petravičiūtė, Kristina, Beata Šeinauskiené, Aušra Rūtelionė, and Krzysztof Krukowski. "Linking Luxury Brand Perceived Value, Brand Attachment, and Purchase Intention: The Role of Consumer Vanity." Sustainability 13, no. 12 (June 18, 2021): 6912. http://dx.doi.org/10.3390/su13126912.
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The current study adds to the literature on the indirect effect of luxury brand perceived value on purchase intention via the brand attachment under the boundary conditions of consumer vanity. The authors employed a quantitative method approach, conducting an online survey with 508 respondents in Lithuania. Empirical research analysis reveals that the greater the perceived value of a luxury brand, the greater the consumer purchase intention. The latter is most strongly affected by the luxury brand perceived functional value. The study demonstrates that the greater the luxury brand perceived value among consumers, the greater their brand attachment, which in turn leads to a greater purchase intention. As there is a positive emotional relationship between a luxury brand and the consumer, the consumer’s purchase intention is also affected by the luxury brand perceived symbolic value, i.e., the capacity of the brand to communicate the consumer’s success, leadership, and power. Consumer vanity was not statistically significant to the nature of the relationship between luxury brand perceived value, brand attachment, and purchase intention. Luxury car marketers may benefit by focusing on the social and symbolic value of luxury car brand value in communication with brand-attached consumers in Lithuania.
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Wuestefeld, Thomas, Nadine Hennigs, Steffen Schmidt, and Klaus-Peter Wiedmann. "The impact of brand heritage on customer perceived value." der markt 51, no. 2-3 (February 24, 2012): 51–61. http://dx.doi.org/10.1007/s12642-012-0074-2.
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Wang, Edward S. T. "Effect of food service-brand equity on consumer-perceived food value, physical risk, and brand preference." British Food Journal 117, no. 2 (February 2, 2015): 553–64. http://dx.doi.org/10.1108/bfj-09-2013-0260.
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Purpose – Although food product value and food safety is widely acknowledged as a critical concern by consumers, little empirical evidence exists regarding how food product value is created and how product risk decreases as a result of service-brand equity. The purpose of this paper is to explore whether food service-brand equity (i.e. brand awareness and brand image) affects consumer-perceived food value, food physical risk, and brand preference. Design/methodology/approach – In this study, data were collected from steakhouse consumers using a convenience sample (n=386). Structural equation modelling was used to analyse the survey data. Findings – The results reveal that service-brand awareness and brand image produce considerably dissimilar effects on consumer-perceived food value and risk. Brand awareness positively affects consumer-perceived food value but does not influence perceived physical risk. By contrast, brand image negatively influences perceived physical risk and positively affects brand preference, but it does not add perceived value to the food product. Originality/value – This study is the first to address these concerns, which are essential for understanding the role of service-brand equity in developing food-risk and value perceptions, and brand preference.
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Zhang, Yiling, Xiangyang Bian, Aijuan Cao, and Ziyin Yu. "The Influence of Self-Concept on Perceived Value in Apparel Brand Adoption Behavior - Based on Research Data from Hangzhou, China." Asian Social Science 14, no. 7 (June 22, 2018): 47. http://dx.doi.org/10.5539/ass.v14n7p47.
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In consumer society, consumers intend to pay more attention to the brand culture, symbolic meaning, brand value and the brand-self fit when they choose apparel or brand. By self-concept as breakthrough point, this paper analyze the interactive relationship between self-concept and perceived value. The empirical results show that: During the apparel brand adoption process, using functional value, social value, emotional value, cognitive value, and situational value to evaluate the perceived value of Chinese consumers is feasible and effective; The ideal self and actual self interact with each other, and also can affect the formation of perceived value; Through the perceived value of brand, self-concept has a significant impact on the apparel brand adoption behavior. With more homogenous and competitive apparel, enterprises should give thorough consideration to enhance the objective brand value, as well as to reduce the gap between consumer perceived value and brand value.
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Kainth, Jyoti, and Harsh V. Verma. "Perceived Value and Brand Loyalty in Fine Dining Service." International Journal of Service Science, Management, Engineering, and Technology 4, no. 1 (January 2013): 1–12. http://dx.doi.org/10.4018/jssmet.2013010101.
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Value is central to any marketing exchange. Success in marketing is dependent upon the perception of value or the perceived value that a consumer derives from consumption. It is a ratio between what a consumer perceives he gives up in lieu of what he gets. The perception of value is likely to have an influence on satisfaction, which in turn is expected to influence loyalty. Accordingly, it can be proposed that consumer perceived value drives loyalty moderated by satisfaction. This study was undertaken with the specific aim of exploring this relationship in an industry specific context of fine dining. The study found that out of twelve perceived value dimensions, nine were found to be related to attitudinal brand loyalty. Three value dimensions namely experiential value, image value and functional value were found to be major predictors of brand loyalty.
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Wang, Cheng Lu, Juhi Gahlot Sarkar, and Abhigyan Sarkar. "Hallowed be thy brand: measuring perceived brand sacredness." European Journal of Marketing 53, no. 4 (April 8, 2019): 733–57. http://dx.doi.org/10.1108/ejm-08-2017-0551.
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Purpose The purpose of this study is to capture the strength of consumer’s perceived brand sacredness. The authors developed and validated a measurement scale composed of three related dimensions: supremacy, mesmerization and communitas. Design/methodology/approach Six empirical studies were conducted to identify the brand sacredness construct domains, develop and validate the measurement and test the nomological network between brand sacredness and it antecedent and outcome variables. Findings Results from a series of studies provided robust supports for the scale structure and demarcated the construct domains from other consumer–brand relationship measures. Testing of nomological validity of the scale further showed that brand sacredness is influenced by brand love, emotional brand attachment and brand loyalty and, meanwhile, provides explanatory power to predict theoretically related outcome variables, including transcendent consumer experience, defense of brand, incorporation brand in extended-self, brand ritualism and brand evangelism. Research limitations/implications This study is based on cross-sectional survey data obtained from respondents belonging to well-established brand communities. A longitudinal study involving recent and emerging brand communities could provide an enhanced understanding of the evolution of brand sacredness with time, including brand sacralizaton process as well as possible de-sacralization process. Practical implications The study provides significant insights for brand managers to create an enduring brand and ascertain that consumers find their affiliations with the brand and make it the sacred core of their lives by fandom management through brand evangelism. Originality/value This study adds to the theory on consumer–brand relationship realm by delineating the domains of brand sacredness with its defining feature of extraordinary experience transcending an ordinary brand. It contributes to the existing body of branding and customer-based brand equity literature by incorporating the spiritual aspects of faith, passion and devotion into measuring the value of a brand.
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Hernandez-Fernandez, Asuncion, and Mathieu Collin Lewis. "Brand authenticity leads to perceived value and brand trust." European Journal of Management and Business Economics 28, no. 3 (October 7, 2019): 222–38. http://dx.doi.org/10.1108/ejmbe-10-2017-0027.
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Purpose This paper investigates consumer perceptions of brand authenticity (BA), perceived value (PV) and brand trust (BT) into the context of craft beer market. The purpose of this paper is to examine the statistical associations between these constructs as well as the three antecedents of BA: individuality, consistency and continuity. Design/methodology/approach The survey, delivered in an online format, was completed by 749 respondents from the USA. These respondents were gained through a basic simple random sampling technique. After conducting data analysis techniques such as reliability, correlation and regression, all five research hypotheses were accepted. Findings All three antecedents of BA were found to have significant influence on the first-order construct. Also, BA was shown to have a substantial effect on both PV and BT. The relationship between brand individuality and BA was the most significant of the five, while the association between BA and PV was found to be the least significant. Originality/value Prior research on BA, the majority of which has involved a qualitative approach, has been severely limited. The authors’ work deepens the study of the effects of BA, or its various antecedents, on PV and BT, enhancing the research with an empirical, quantitative analysis. In addition to the shortage of investigation related to these factors, there has been a nearly complete absence of the application of these variables to the craft beer market.
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Budiharseno, Rianmahardhika Sahid. "Determining Factors on the Repurchase Decision on Low End Smartphones in Asia Pacific Regions: An Indonesian Case." Academic Journal of Interdisciplinary Studies 10, no. 4 (July 8, 2021): 154. http://dx.doi.org/10.36941/ajis-2021-0106.
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Nowadays, consumers are more aware regarding their decision to purchase a product, either for short-term or long-term use. There are several factors that lead the desire to repurchase in consumer perspective. This study tried to investigate the factors of price, experiential value, brand name, e-WOM, perceived value and perceived brand image as some variables deemed to have significant influences on the consumer repurchase behavior. This analysis uses quantitative analysis through AMOS analysis within 310 datasets to execute the hypothesis. The results of this research are defined that the price discount did not affect both on perceived brand image and value. The hypotheses testing showed that experiential value, brand name, e-WOM, perceived value and perceived brand image have significant effects on the consumer repurchase behavior. The practical implications posed that the growth of micro-financial companies which provided low down payment and long instalment without any discount offered are well accepted by consumer. The results of this study can be used as a direction for further study.
Received: 4 March 2021 / Accepted: 6 May 2021 / Published: 8 July 2021
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Dwivedi, Abhishek, and Robert McDonald. "Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications." European Journal of Marketing 52, no. 7/8 (July 9, 2018): 1387–411. http://dx.doi.org/10.1108/ejm-11-2016-0665.
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Purpose Brand authenticity has emerged as a strategic imperative for many firms. The purpose of this paper is to empirically examine the effect of consumer perceptions of brand marketing communications on brand authenticity of fast-moving consumer goods. Design/methodology/approach Direct and indirect pathways from brand marketing communications to brand authenticity were conceptualized. Data were collected from US energy drink consumers and analysed using structural equation modelling. Multiple marketing mix variables and context-relevant covariates have been controlled for. Findings Direct and indirect pathways to building brand authenticity have been observed. The total effect of brand marketing communications on brand authenticity is strong, thereby highlighting the predictor’s overall effectiveness in shaping the ultimate outcome. Research limitations/implications The focus on consumer-perceived authenticity as opposed to objective authenticity complements the prior literature. An integrative perspective on brand marketing communications is offered, specifying it as an antecedent of perceived brand authenticity. Practical implications An important implication is that investments into brand marketing communications will likely influence perceived brand authenticity. Such investments may also have favourable implications for the clarity of brand positioning. Overall, brand marketing communications are effective tools for building consumer-perceived brand authenticity. Originality/value A need to outline managerially controllable drivers of authenticity was addressed. How consumer perceptions of brand marketing communications influence brand authenticity via direct and indirect mechanisms was demonstrated. The existence of authenticity in fast-moving consumer goods was also demonstrated.
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Punyatoya, Plavini. "Effect of perceived brand environment-friendliness on Indian consumer attitude and purchase intention." Marketing Intelligence & Planning 33, no. 3 (May 5, 2015): 258–75. http://dx.doi.org/10.1108/mip-04-2013-0069.
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Purpose – The purpose of this paper is to examine the effect of perceived brand environment-friendliness (PBE) on brand trust and perceived brand value and the subsequent effect on consumer’s environment friendly (EF) brand attitude and EF brand purchase intention. The research also proposes a novel construct PBE. Design/methodology/approach – The current research involves a pretest to select a perceived EF brand. Then a survey is conducted among 223 Indian consumers. Structural equation modelling is used to analyse the data and to test the proposed integrated model. Findings – The results show that PBE is positively associated with brand trust and perceived brand value. High trust in the EF brand and high consumer perceived brand value lead to favourable attitude towards the brand. Consumers with positive EF brand attitude have significantly higher intention to purchase the brand. Practical implications – The paper provides interesting insights about Indian consumers’ evaluation of EF brands. These useful insights would enable both international and national marketers to develop more focused strategies catering to the Indian consumers. Originality/value – The paper empirically demonstrates that, when Indian consumers perceive a brand as EF, it leads to favourable attitude towards the brand and significantly positive purchase intention. There has been a little research focused on India in this field. So, the current paper offers vital guidelines to international marketers, who are planning to introduce their EF brands to Indian market.
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Pappu, Ravi, and Pascale G. Quester. "How does brand innovativeness affect brand loyalty?" European Journal of Marketing 50, no. 1/2 (February 8, 2016): 2–28. http://dx.doi.org/10.1108/ejm-01-2014-0020.
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Purpose – This paper aims to examine how consumers’ perceptions of innovativeness affect an important brand performance metric: consumer brand loyalty. Specifically, the mediating role of perceived quality in this relationship is explained using signaling theory. Design/methodology/approach – The conceptual model was tested in two empirical studies for three global consumer electronics brands in two product categories. Data were collected using a mall-intercept approach from consumers at a major shopping precinct in a metropolitan city. The data were analyzed using structural equation modeling. Findings – The results provide compelling evidence for the proposed mediation relationship. Study 1 shows that perceived quality fully transmits the impact of brand innovativeness on to brand loyalty. Study 2 confirms this mediation relationship. Practical implications – The results can help product managers in their brand management and promotion of new products. Originality/value – Emerging research on consumer-level effects of innovativeness provides conflicting advice regarding how consumers’ perceptions of brand innovativeness affect intangible assets such as loyalty toward the brand. The present research reconciles contradictory findings in the literature by uncovering a different route through which consumer perceptions of brand innovativeness affect a key brand performance metric: brand loyalty. Specifically, the present study fills an important knowledge gap in the innovativeness literature and deepens our understanding of the relationship between brand innovativeness and brand loyalty by empirically examining and confirming the role of a hereto overlooked intervening variable, perceived quality.
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Wu, Shwu-Ing, and Li-Pang Ho. "The Influence of Perceived Innovation and Brand Awareness on Purchase Intention of Innovation Product — An Example of iPhone." International Journal of Innovation and Technology Management 11, no. 04 (July 25, 2014): 1450026. http://dx.doi.org/10.1142/s0219877014500266.
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As the number of mobile phone users has increased steadily in recent years, mobile phone manufacturers continuously compete to be the first to introduce innovative products to the market in the hope of gaining a larger market share. Currently, the innovation product has become the target of competition in the mobile phone industry. Thus, this study uses 3G mobile phone as an example, through literature review and empirical research to examine whether perceived innovation and brand awareness have a significant impact on the perceived quality, perceived value, and purchase intention toward innovation products. An analysis of 595 effective questionnaires produced five main findings: (i) consumer-perceived innovation has significant and positive impact on the perceived quality and purchase intention; (ii) brand awareness has significant and positive impact on the consumer-perceived quality; (iii) perceived quality has significant and positive impact on perceived value; (iv) consumer-perceived value has significant and positive impact on purchase intention; however, (v) consumer-perceived quality has significant and negative impact on purchase intention. Moreover, this study evidences that consumer-perceived innovation has higher effect on purchase intention than brand awareness. These results can provide useful information to mobile phone industry to carry out innovation planning and marketing strategy.
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Shetty, A. Shivakanth, Kerena Anand, and Dilip Chandra. "Old Monk: The Resurrection of a Heritage Brand." Business Perspectives and Research 8, no. 2 (February 2, 2020): 324–31. http://dx.doi.org/10.1177/2278533719887460.
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This case is developed to discuss options related to strategy in general and marketing strategy in particular that were implemented by an iconic brand—Old Monk—in the compelling attempt to revive the its brand value and relevance. The protagonist in the case is Mr Hemanth Mohan, the Director of this brand who is faced with serious challenges in resurrecting the brand in a hypercompetitive, ever-changing lifestyle alcoholic beverages market in India. The most significant of the challenges faced by Mr Mohan are changing tastes and preferences of the consumer, new foreign brands entering into the market, strong regulation, close monitoring from the government, and the monopoly of state-managed liquor retail chains. This case addresses and provides for the evaluation of various strategic options available for the brand in terms of repositioning itself in the relevant markets. The case presents questions related to how effectively a traditional brand can carry forward the legacy to redeem its brand value in the light of changing tastes and customer preferences. The case proposes to bring to light the importance of strategic decisions to be made around managing brand extensions in addressing the dilemma of brand value being spread too thin versus capitalizing on the past glory of the brand in finding life for the newly launched products under the known umbrella. This case is developed with an intent to be discussed among students pursuing undergraduate and/or graduate education in management discipline. The case is well aligned to be relevant for discussing concepts related to brand management, marketing strategy, strategic management, and consumer behavior. The content of this case is designed to be discussed and delivered in a typical 90-min class session, allowing students 120 min of pre-reading time and 120 min of post-discussion report preparation.
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Boccardi, Andrea, Cristiano Ciappei, Lamberto Zollo, and Maria Carmen Laudano. "The Role of Heritage and Authenticity in the Value Creation of Fashion Brand." International Business Research 9, no. 7 (June 12, 2016): 135. http://dx.doi.org/10.5539/ibr.v9n7p135.
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<p>This paper builds on traditional and recent marketing research concerning the constituents of brand authenticity, particularly investigating consumers’ experience in the context of fashion industry. Specifically, we attempt to unpack the dimensions underlying the concept of brand authenticity by, first, correlating the role of heritage and ‘mythopoesis’ – the creation of a myth through repetitive narrative – and, second, by applying our proposed theoretical framework to four Italian luxury fashion brands, namely Gucci, Salvatore Ferragamo, Lous Vuitton, and Stefano Ricci. Thanks to the positioning of such fashion brands according to different levels of heritage and authenticity, it emerges how mythopoesis allow brand marketers to transfer brand heritage from past to both present and future. In this way, the risk of brand fixation in the celebration of the past may be overcome. Managerial implications are finally discussed, showing how marketers may foster or hinder brand authenticity, and how such an aspect affects consumer experience and attitude toward the brand.</p>
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S.T. Wang, Edward. "The influence of visual packaging design on perceived food product quality, value, and brand preference." International Journal of Retail & Distribution Management 41, no. 10 (September 2, 2013): 805–16. http://dx.doi.org/10.1108/ijrdm-12-2012-0113.
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Purpose – Although the increase in point-of-purchase decisions heightens the communication potential of food product packaging, empirical research on understanding how visual packaging affects consumers' subsequent product and brand evaluations and perceptions is scant. This study seeks to develop a theoretical model to show the effects of consumer attitudes toward visual food packaging on perceived product quality, product value, and brand preference. Design/methodology/approach – A self-administered questionnaire developed from the literature was conducted, and 315 undergraduate students participated in the study. Findings – The empirical results show that attitudes toward visual packaging directly influence consumer-perceived food product quality and brand preference. Perceived food product quality also directly and indirectly (through product value) affects brand preference. Originality/value – This paper offers directions for understanding the effects of visual packaging on positive consumer product and brand evaluations. Based on the study findings, food firms should emphasize the visual packaging design factors such as color, typeface, logo, graphics, and size to form consumers' positive perceptions and brand preference.
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Alvarado-Karste, Diego, and Francisco Guzmán. "The effect of brand identity-cognitive style fit and social influence on consumer-based brand equity." Journal of Product & Brand Management 29, no. 7 (February 14, 2020): 971–84. http://dx.doi.org/10.1108/jpbm-06-2019-2419.
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Purpose Brand identities have a dual nature that appeals to the head (rational appeal) and to the heart (emotional appeal) of their consumers. Furthermore, consumers can process information in a predominately analytic or intuitive cognitive style (CS) manner. This study aims to analyze the influence of brand identity-cognitive style (BI-CS) fit on the perceived value of a brand. It also analyzes how different forms of social influence affect the perceived value of the brand. Design/methodology/approach Using a two-step experimental design, Step 1 examines the effect that BI-CS fit has on consumer-based brand equity (CBBE); Step 2 evaluates the effect that the three elements of social influence–compliance, identification and internalization–have on CBBE. Findings Both the BI-CS fit, and the identification and internalization forms of social influence have a significant and positive effect over the perceived value of the brand. A rational brand identity is given a higher perceived brand value by analytic CS consumers than intuitive CS consumers. Conversely, an emotional brand identity is given a higher perceived brand value by intuitive CS consumers than analytic CS consumers. However, whether the brand identity is more emotional or rational is less important than the values and beliefs that the brand communicates to create social influence. Research limitations/implications This study contributes to the branding literature by introducing the CS concept to better understand the influence of emotional and rational brand identities on consumers with either rational or intuitive cognitive thinking styles and reinforce the importance of the brand duality concept. Practical implications The results demonstrate the importance of brand duality and show how firms could present emotional or rational brand identities depending on their consumers’ CS to increase the effectiveness of their messaging to build stronger brand images that increase the perceived value of the brand. These findings could have important implications for market segmentation. Originality/value Brand identities can be emotional or rational, and this creates more or less value depending on the consumers’ CS, but what is more important is that consumers internalize the brand’s message or identify with what the brand represents. Although this has been discussed in prior literature, the original contribution of this paper is tying all these concepts together.
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Saenger, Christina, and Doori Song. "Fostering beneficial consumer responses to in-feed sponsored articles." Journal of Consumer Marketing 36, no. 5 (August 12, 2019): 643–54. http://dx.doi.org/10.1108/jcm-12-2017-2475.
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Purpose This paper aims to explore content-related factors that can foster beneficial consumer responses to one kind of native advertising: in-feed sponsored articles. Specifically, studies examine how informational versus entertaining content interact with the content’s brand image congruity to affect brand attitudes through brand trustworthiness and identify the roles played by advertising value and perceived deceptiveness. Design/methodology/approach Experimental survey-based research with a between-subjects design was conducted, manipulating the content type (entertaining/informational) and brand image congruity (low/high) and measuring brand attitude, brand trustworthiness, advertising value and perceived deceptiveness. Participants were recruited via Amazon’s MTurk, and data were collected via online surveys in Qualtrics. Findings Results reveal that high brand image congruity generates more favorable brand attitudes for informational in-feed sponsored articles, and low brand image congruity generates more favorable brand attitudes for entertaining in-feed sponsored articles, through perceptions of brand trustworthiness. Enhanced brand trustworthiness results from increased advertising value for informational in-feed sponsored articles that are high in brand image congruity. Reduced brand trustworthiness results from increased perceptions of deceptiveness for entertaining in-feed sponsored articles that are high in brand image congruity. Originality/value While much academic research on native advertising focuses on its negative aspects, the present research identifies content-related factors that foster beneficial consumer responses to in-feed sponsored articles, including enhanced perceptions of brand trustworthiness and more favorable brand attitudes, due to differences in consumers’ perceptions of advertising value and deceptiveness. Managerially, this work can help branded content creators design effective in-feed sponsored articles.
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Pulh, Mathilde, Rémi Mencarelli, and Damien Chaney. "The consequences of the heritage experience in brand museums on the consumer–brand relationship." European Journal of Marketing 53, no. 10 (October 7, 2019): 2193–212. http://dx.doi.org/10.1108/ejm-03-2017-0233.
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Purpose This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention because it is based on memory and communal identity, thus creating or strengthening a relationship with consumers. Design/methodology/approach Ethnographic case studies were conducted through direct observation and extensive interviews with 72 visitors at two brand museums, the Fallot Mustard Mill and the House of the Laughing Cow. Findings The results highlight the emergence/strengthening of the relationship between consumers and the brand through the development of intimacy with the brand and the emergence of supportive behaviors toward the brand in the form of commercial support, ambassadorship and volunteering. Research limitations/implications By characterizing and articulating the different relational consequences of visiting a brand museum, this research contributes to the literature dedicated to heritage experiences in consumption contexts and to the literature dedicated to consumer–brand relationships in servicescapes. Practical implications The study shows the necessity of grounding “heritage” in the physical setting of the brand museum to create a meaningful experience for visitors and, in turn, a deep relationship. Managers should treat brand museums as a relational tool in the marketing strategy of the brand and approach them from the perspective of long-term profitability. Originality/value While the literature has examined the spectacular and esthetic experiences brand museums offer, this study is the first to characterize the heritage experience and to document its consequences in terms of the consumer–brand relationship.
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Susianti, Susianti, and Amandin. "Persepsi Konsumen Terhadap Produk Private Label Perusahaan Ritel." Management Studies and Entrepreneurship Journal (MSEJ) 1, no. 1 (December 30, 2019): 38–49. http://dx.doi.org/10.37385/msej.v1i1.21.
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The purpose of the research to determine consumer perceptions of private label products Indomaret compared with similar products from national brands in Indomaret Prabumulih. This study examined three independent variables, namely the element of private label brand awareness (X1), the perception of the quality of the product (X2), the perception of value (X3) which may affect the dependent variable. The method used in the sampling in this study is the sampling method accidental (accidental sampling. Determination of the area of research done intentionally (purposive) in Indomaret Prabumulih South Sumatra. The results of test f show obtained probability (Sig) is 0,000. Because the value Sig <0.05 (0.000 <0.05), then the decision is H0 rejected and Ha accepted. her significant conclusion means that, brand awareness, perceived quality and perceived value products together or simultaneously to significantly influence consumer perceptions of products private label on Indomaret Prabumulih. Then compare the value of F with Ftabel from the above table it is known that the value Fhitung 68.535. Therefore we can conclude that F count> F table (68.535> 2.70), meaning that brand awareness, perceived quality and perceived value products together or simultaneously significant effect on consumer perception on the I ndomaret Prabumulih. The hypothesis is accepted.
Keywords: Brand Awareness, Perceptions of Product Quality, Perceived Value and Consumer perception, Private Label.
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Kataria, Sonia, and Vinod Saini. "The mediating impact of customer satisfaction in relation of brand equity and brand loyalty." South Asian Journal of Business Studies 9, no. 1 (November 26, 2019): 62–87. http://dx.doi.org/10.1108/sajbs-03-2019-0046.
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Purpose The purpose of this paper is to explore the inter-relationship of dimensions for consumer-based brand equity and brand loyalty with customer satisfaction as a mediator for oral care segment with special reference to Delhi and connecting areas. Design/methodology/approach For achieving the objective of this study, the theoretical model was tested through structural equation modelling. Research scales from the literature were modified for suitability. Data were collected from 250 respondents. Findings The results indicate that for the oral care segment, customer satisfaction is significantly related to the perceived quality, brand trust, perceived value of cost and lifestyle congruence. Moreover, customer satisfaction partially mediates the relationship of perceived quality and perceived value of cost with brand loyalty, whereas it fully mediates the relationship of lifestyle congruence and brand trust with brand loyalty. Thus, even for low-involvement products, consumer purchases are based on the attributes of the brand rather than being merely habitual. Originality/value The literature supports the direct influence of brand equity on brand loyalty. However, no other study has investigated the mediating role of customer satisfaction on the relationship between brand equity and brand loyalty for low-involvement products.
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Huang, Jinghua, Yue Jin, Xinyao Wang, and Jing Zhang. "The influence of enterprise microblogging on consumer loyalty." Nankai Business Review International 10, no. 2 (June 3, 2019): 259–76. http://dx.doi.org/10.1108/nbri-09-2017-0049.
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Purpose This paper aims to explore how enterprise microblogging can influence consumer loyalty and thus generate business value for firms. The study aims to expand traditional brand community theory. Design/methodology/approach The paper is based on brand community theory, social identity theory and usage and gratifications theory. Using a pre-survey of the fans of an enterprise microblog and a random sample survey of such fans on Sina Weibo, the authors tested the structural equation model with LISREL, which includes multiple fit indices. Findings The paper provides empirical insights about how enterprise microblogging can influence consumer loyalty and thus generate business value for firms. It suggests that consumers’ perceived value could strengthen their microblog identification, which will influence their perceived relationship with the enterprise and its products directly and indirectly through the mediation of enterprise identification. Perceived relationship can further influence purchase and recommendation intentions. Research limitations/implications Because of the chosen data collecting approach, the research results may be still subjective. Moreover, the study overlooks the effects of the different types of enterprise microblogging and consumers. Practical implications Enterprises should operate their official microblogging from the perspective of maintaining brand community to improve consumer loyalty. They can generate more value for consumers through their microblogging and predict the operating performance by evaluating the degree of consumers’ relationship perception. Originality/value This paper considers enterprise microblogging as a new form of virtual brand community and identifies its features, and expands theories of brand community, and social media/IT business value, social identity theory and gratifications theory.
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Jaekon Lee, Kim Youngtaek, and 고선희. "Effects of Perceived Value on Consumer-Brand Relationship in Airline Industry." Journal of Korea Service Management Society 12, no. 3 (September 2011): 133–50. http://dx.doi.org/10.15706/jksms.2011.12.3.006.
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Mishra, Abhishek. "Effect of Experiential Value on Consumer-Based Brand Equity: An Interactive Device Perspective." Management and Labour Studies 39, no. 4 (November 2014): 396–410. http://dx.doi.org/10.1177/0258042x15578021.
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With every product we buy, there is an associated experience. The better the experiences, the better a user feels about his/her decision to buy and use the product; and the feelings do not stay with the product. They are indeed transferred as brand associations and imagery with the brand of the product, defined as brand equity in the marketing literature. Positive brand equity is critical for the success of a brand as it creates repeat transaction of the user with the manufacturer. It is in this context that this study attempts to understand the relation between different components of user experience and brand equity. Intrinsic and extrinsic values have been taken as components of user experience while association, perceived quality, perceived value, trust and loyalty are elements of brand equity. All the relationships between the different constructs of experience and brand equity were found significant. We also found significant evidence for the hierarchical formation of both user experience and brand equity. The study contributes to the literature of brand experience and how it is critical for brand equity and for the consumer. For marketers, we establish how important it is for them to provide a positive user experiences for their brands to be successful. A proper mix of intrinsic and extrinsic consumption values to the consumer will go every length to convince him/her to stay with the brand.
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Donner, Mechthild, and Fatiha Fort. "Stakeholder value-based place brand building." Journal of Product & Brand Management 27, no. 7 (November 19, 2018): 807–18. http://dx.doi.org/10.1108/jpbm-10-2017-1652.
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Purpose The purpose of this study is to investigate the place brand building process based on multi-stakeholder perceived value. It contributes to an understanding of how place brands are developed, providing diverse benefits, and proposes a conceptual framework for place brand building and value measurement scales. Design/methodology/approach The study is based on the place brand Sud de France. Qualitative data from stakeholder interviews is used to investigate the main place brand value dimensions. A survey of consumers from the Languedoc-Roussillon region is conducted to measure consumer place brand values. Quantitative data is analyzed using structural equation modelling. Findings Results indicate that place brand value is a multiple-perspective and multidimensional construct that includes new measurement scales related to dimensions such as quality of life, a common local identity and local development. Brand identity is not only constructed on place identity, but should also incorporate stakeholder values and provide value to consumers. Practical implications For place brand managers, this study provides a methodology that helps identify the main place image and stakeholders values to be integrated into place brand identity construction. The place brand value measurement scales can be used to ensure a permanent match between brand identity and consumption trends. Originality/value Literature dealing with place equity has focused mostly on country-of-origin or destination image effects from a non-local consumer or tourist perspective. The originality of this study lies in analyzing the perceived benefits of a regional brand by its local stakeholders, leading to a new brand building framework and value measurement scales.
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Huber, Frank, Frederik Meyer, and David Alexander Schmid. "Brand love in progress – the interdependence of brand love antecedents in consideration of relationship duration." Journal of Product & Brand Management 24, no. 6 (September 21, 2015): 567–79. http://dx.doi.org/10.1108/jpbm-08-2014-0682.
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Purpose – This paper aims to investigate the dynamic nature of consumer–brand relationships and, in particular, the passionate dimension of brand love. It explores the relevance of the two dimensions of the identification construct (inner and social self) for the creation of passionate love for a brand. More precisely, it attends to the possible mediating character of identification between the perceived utilitarian or hedonic value and passionate brand love. These effects are analysed in consideration of the moderating effect of relationship duration taking a further-reaching perspective and contributing to the understanding of the transformation of the brand love construct within a long-term consumer–brand relationship. Design/methodology/approach – A survey on universally known brands representing both a hedonic and a utilitarian concept was conducted. The model has been tested using the partial least squares approach to structural equation modelling. Findings – The effects of the antecedents of passionate brand love in general vary with increasing relationship duration. Inner self has a stronger effect on passionate brand love than social self and becomes even more important as the relationship matures. Hedonic and utilitarian value both show substantial direct and indirect effects, but the importance of utilitarian aspects grows with time, substantiating the rational nature of brand love within a long-term consumer–brand relationship. Research limitations/implications – As we assessed the perceived duration of an intimate relationship, longitudinal analysis should provide even more profound results. Practical implications – Inasmuch as emotional attributes drive passionate feelings for a brand, the core utilitarian assets of a brand also evoke passionate love and should be highlighted, especially in long-term relationships with customers. Originality/value – This paper investigates the interdependent effects of identification and customer perceived value (hedonic and utilitarian value) as antecedents of passionate brand love. This paper adapts a dynamic perspective on consumer–brand relationships by taking into account the moderating effect of perceived relationship duration.
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Su, Yiran, and Thilo Kunkel. "Beyond brand fit." Journal of Service Management 30, no. 2 (June 3, 2019): 252–75. http://dx.doi.org/10.1108/josm-02-2018-0052.
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Purpose The purpose of this paper is to examine the underlying mechanism of the spillover effect from a service brand alliance to its parent brand at the post-consumption stage. Design/methodology/approach Online surveys were used to collect both qualitative and quantitative data from participants of an actual event. Conceptual models were developed and tested on two cross-sectional samples using structural equation modeling. Findings Results demonstrate perceived brand contribution and consumer involvement mediate the relationship between the service brand alliance experience and the evaluation of its parent brand at the post-consumption stage. While perceived brand fit had an indirect effect on the parent brand, the spillover was mostly driven by service alliance experience and perceived brand contribution. Practical implications Findings indicate brand managers should focus on consumers’ brand experience of the service brand alliance to drive spillover evaluations to the parent brand, and organizations could extend brand alliances to services with low category fit to the parent brand if consumers are to have a good experience with the service brand alliance. Originality/value This research extends findings on brand alliance research that was based on hypothetical brands and indicated that the spillover effect from a brand alliance to the parent brand is influenced by perceived brand fit. The findings highlight the importance of consumer experiences in driving the spillover effect at the post-consumption stage, where consumers evaluate brand relationships from a value-added perspective that goes beyond the service category fit.
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Swoboda, Bernhard, Karin Pennemann, and Markus Taube. "The Effects of Perceived Brand Globalness and Perceived Brand Localness in China: Empirical Evidence on Western, Asian, and Domestic Retailers." Journal of International Marketing 20, no. 4 (December 2012): 72–95. http://dx.doi.org/10.1509/jim.12.0105.
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Internationalizing retailers have shifted their attention to developing countries in which they pursue different forms of adapted-format transfer strategies to succeed locally. However, little is known about whether such retailers can use their core advantage of a global retail brand and how consumer perceptions of such global retail brands drive retail patronage. To expand knowledge on this issue, the authors use data from 1188 Chinese consumer surveys on 36 Western, Asian, and mainland Chinese retailers. They find that retailers’ perceived brand globalness and perceived brand localness enhance retail patronage only by affecting consumers’ functional and psychological values. These value creation routes to success change according to retailers’ origins. Although Western and Asian retailers draw equally strong benefits from their global perceptions, Asian retailers convince consumers predominantly through functional values, whereas Western retailers also influence consumers emotionally. Chinese retailers gain consumers by being perceived as “glocal” brands. Furthermore, perceived brand globalness enhances retail patronage most strongly for global identity consumers. Thus, retailers in emerging countries benefit from perceived brand globalness depending on retailer- and consumer-specific boundary conditions.
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Truong, Ngoc My, and Hau Nguyen Le. "The effects of consumer ethnocentrism on Vietnamese brand credibility and perceived value - A Study of Vietnamese branded smartphone." Science & Technology Development Journal - Economics - Law and Management 1, Q1 (June 30, 2017): 68–82. http://dx.doi.org/10.32508/stdjelm.v1iq1.434.
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This study investigated the role of consumer ethnocentrism on the perception of brand credibility in the case of Vietnamese branded smartphone – a high-tech, multiplevalue product being manufactured locally. Based on a survey of 259 consumers, the analysis revealed that ethnocentrism exerts a strong impact on brand credibility which leads to positive product judgement and perceived value. Ethnocentrism also has a direct impact on the perceived value of Vietnamese branded smartphone, resulting in the willingess-to-buy. Besides contributing to the current literature, the findings also provide suggestions for new Vietnamese smartphone brands to develop brand credibility on the basis of consumer ethnocentrism
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Vera, Jorge. "Perceived brand quality as a way to superior customer perceived value crossing by moderating effects." Journal of Product & Brand Management 24, no. 2 (April 20, 2015): 147–56. http://dx.doi.org/10.1108/jpbm-04-2014-0551.
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Purpose – The purpose of this paper is to assess the relationship between perceived brand quality (PBQ), customer perceived value (CPV) and disposition to pay a higher price (DHP) for a product. Such an assessment also seeks to determine if consumer involvement and brand performance measurements have moderating effects on this relationship. Design/methodology/approach – Data from a sample of n = 1,029 purchasers of six different product categories were analysed. The respondents evaluated a product with items based on involvement profile scales. The chosen brands were evaluated using perceived quality, value and brand performance items. Respondents were also asked if a higher price for the chosen product/brand would be paid. Structural modelling was implemented. To corroborate moderating effects, a nested comparison invariance test for structural weights was used. Findings – PBQ has a direct effect on CPV but not on DHP. CPV has a mild effect on DHP. Involvement and brand performance moderating effects were confirmed. Originality/value – Brand quality is assumed as a strategy to achieve a higher price disposition through customer value in contrast with previous empirical literature that puts the price as a sign of quality. DHP is argued as a measurement to indicate “superior customer perceived value”. This variable would be different from and more difficult to achieve than CPV.
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Septiano, Renil, and Laynita Sari. "DETERMINATION OF CONSUMER LOYALTY THROUGH CUSTOMER SATISFACTION." Dinasti International Journal of Economics, Finance & Accounting 1, no. 5 (December 1, 2020): 865–78. http://dx.doi.org/10.38035/dijefa.v1i5.622.
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Customer satisfaction causes customers to be loyal so that the company can maintain a sustainable competitive advantage. This study aims to determine the impact of brand image, price perception, perceived value on consumer loyalty through customer satisfaction at Rayhan Toko Muslim in the city of Padang. The research method used is associative, with descriptive and verification data disclosure. The population is the consumer of Rayhan Toko Muslim in the city of Padang. Data collection through a survey of 203 respondents. The analysis technique used is path analysis. The results showed that: brand image, perceived price, perceived value, and customer satisfaction had a significant effect on consumer loyalty. All of them have an influence in a positive direction, except for the price perception variable. The management of Rayhan Toko Muslim, pay attention to things that can increase customer loyalty, so that business continuity can be maintained.
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Putri, Radha Shafira, Theresia Christania Suarly, William Alaric, and Peri Akbar Manaf. "Purchase Intention on Low-Cost Smartphone in Terms of Well Established Smartphone Brand Users." Emerging Markets : Business and Management Studies Journal 8, no. 2 (September 18, 2021): 109–23. http://dx.doi.org/10.33555/embm.v8i2.187.
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This study investigates the effects of brand image on customer trust and perceived value, as well as its influence on the purchase intention of Realme smartphones in Indonesia. The model for this study indicates the effects of brand image on purchase intention, which is mediated by customer trust and customer perceived value. The data sample was collected from 265 respondents using non-probability sampling techniques with the purposive sampling method through online surveys. The use of PLS-SEM methodology by SmartPLS analyzed the result showing the significance of customer trust and customer perceived value on affecting purchase intention, whereby brand image has a significant and positive impact on customer trust and customer perceived value in Realme smartphones, from the high-cost smartphone brand users perspectives. Based on prior research, we apply a theory from a new angle by examining brand image influence on consumer trust and customer perceived value, as well as its impact on purchase intention in Realme smartphones as observed by users of well-known smartphone brands.
Keywords: Brand Image, Customer Trust, Customer Perceived Value, Purchase Intention, Smartphone.
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Su, Jin, and Aihwa Chang. "Factors affecting college students’ brand loyalty toward fast fashion." International Journal of Retail & Distribution Management 46, no. 1 (January 8, 2018): 90–107. http://dx.doi.org/10.1108/ijrdm-01-2016-0015.
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Purpose The purpose of this paper is to empirically investigate the factors affecting consumer’s fast fashion brand loyalty by examining US college students’ perceptions and loyalty toward fast fashion. Design/methodology/approach Using consumer-based brand equity approach, a research model which examines the factors affecting consumer’s brand loyalty in the fast fashion context was proposed. It was hypothesized that consumer’s perceptions of fast fashion, including brand awareness, perceived quality, perceived value, brand personality, organizational associations, and brand uniqueness, affect consumer brand loyalty. Based on the valid data from 419 US college students, this study employed structural equation modeling to investigate the factors affecting US college students’ brand loyalty toward fast fashion. Findings Results reveal that for the US college students, brand awareness, perceived value, organizational associations, and brand uniqueness are the contributing factors to generating consumer’s loyalty toward fast fashion brands. Originality/value Due to the fact that fast fashion has become a key feature of the global fashion industry over the last decade, there is phenomenal growth in the availability of fast fashion brands in the US markets. This study provides valuable insights about young consumers’ perceptions of fast fashion brands and the factors’ contributions to their brand loyalty.
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Raharja, Mahardhika Cipta. "ANALISIS EKUITAS MEREK PADA PERUSAHAAN ONLINE." Mabsya: Jurnal Manajemen Bisnis Syariah 1, no. 1 (June 28, 2019): 55–78. http://dx.doi.org/10.24090/mabsya.v1i1.3151.
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This study is an empirical study, entitled "Ekuitas Merek pada Perusahaan Online". The purpose of this study was to analyze the measurement model of brand equity in a online company, that if the traditional measurement model that has been used in the offline company applied to the online company.Subjects in this study were users of social networking site Facebook. The object of this study is brand awareness, brand value, brand trust, brand loyalty, and brand equity. Based on the results of research and data analysis with Structural Equation Modeling (SEM) showed that: (1) The level of consumer awareness no positive effect on brand equity from online business brand, (2) The value of the brand is not a positive influence on brand equity from online business brand, (3) Levels consumer trust is not a positive influence on brand equity from online business brand, (4) Positive impact of consumer loyalty to the brand equity of the business brand online, (5) Brand awareness has a positive effect on the value of the brand online business associations, (6) Brand awareness have a positive effect on the association of brand trust in online businesses, (7) The perceived value is not affected positively the trust level of brand in online business; (8) Trust has a positive effect on the level of brand loyalty in business online, and (9) The perceived value has a positive effect on the level of brand loyalty in business online.The implications of the above conclusion that in order to achieve the highest power of a brand, brand equity is measured in the form of an online business, an effort that can be done is to consider each of the dimensions of brand equity, including brand awareness, brand association (in the form of brand value and brand trust), and brand loyalty.
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Rita, Rita. "Pengaruh Nilai Simbolis dan Utilitarian Persepsian pada Sikap Konsumen dan Niat Beli." Binus Business Review 2, no. 2 (November 30, 2011): 899. http://dx.doi.org/10.21512/bbr.v2i2.1234.
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Brand makes easier consumer to take efficiently purchase decision about the product. Consumer choices product or brand are driven by utilitarian and hedonic considerations. The main purpose of this study was to examine the effect of perceived symbolic value and utilitarian value on consumer attitudes toward brand and purchase intentions. The respondents in this study are university students in Yogyakarta. Sampling technique used was purposive sampling. There are only 235 respondents among 400 questioners whom can be used as samples. Validity and reliability testing were conducted in order to figure out the validity rate and data reliability. The data were analyzed by using Regression Analysis. The results provide support for seven of the eight hypothesized. The results provide that symbolic value and utilitarian value as two different value but related. The results show that symbolic value and utilitarian value have a positive impact on consumer attitudes toward brand and purchase intentions.
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De Meulenaer, Sarah, Nathalie Dens, and Patrick De Pelsmacker. "Which cues cause consumers to perceive brands as more global? A conjoint analysis." International Marketing Review 32, no. 6 (November 9, 2015): 606–26. http://dx.doi.org/10.1108/imr-04-2014-0144.
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Purpose – The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers’ perceived brand globalness. Design/methodology/approach – The authors conducted conjoint analyses for two products differing in product category involvement (chocolates vs computer) with 200 consumers from the Netherlands. Additionally, based on cluster analysis, the authors divide respondents into two groups: local vs global consumer culture individuals, and the authors compare the results of the conjoint analysis for these two clusters. Findings – Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand name is more important for a high-involvement product. Further, the spokesperson and the brand logo are relatively more important for global consumer culture individuals, while local consumer culture individuals find the brand name and advertising copy relatively more important. Practical implications – The most important cue to position a brand as global is the advertising copy. Brand managers of a low-involvement product and/or targeting global-minded consumers should concentrate on the spokesperson and the brand logo to position their brand. Managers of a high-involvement product and/or targeting local-minded people should focus on the brand name. Originality/value – While a number of researchers have emphasized the importance of perceived brand globalness for international consumer behavior, the present study is the first to the authors’ knowledge to investigate the relative importance of different cues in creating perceptions of brand globalness.
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Altaf, Mohsin, Naveed Iqbal, Sany Sanuri Mohd. Mokhtar, and Maqbool Hussain Sial. "Managing consumer-based brand equity through brand experience in Islamic banking." Journal of Islamic Marketing 8, no. 2 (June 12, 2017): 218–42. http://dx.doi.org/10.1108/jima-07-2015-0048.
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Purpose The purposes of the study are to investigate the role of brand experience in the generation of consumer-based brand equity (CBBE) in Islamic banking and to identify the important components of brand equity, in light of Aaker (1991) and Keller (1993), who combined effect on brand loyalty to effectively manage CBBE in Islamic banking. Design/methodology/approach Paper and pencil technique was used to collect data from the consumers of Islamic banking products. In total, 365 respondents were finally considered for data analysis. Convenient sampling technique was used to collect data. Correlation, multiple regression and hierarchical regression techniques were used with the aid of SPSS and AMOS to analyse the data. Findings The results show that perceived quality, brand image, brand experience, brand loyalty and brand awareness are positively associated and have a significant influence on overall brand equity. Based on the results, the study concludes that perceived quality is an important variable in the management of CBBE in Islamic banking to improve overall brand equity. Hence, it is concluded that perceived quality, brand experience and brand image are the most important focusing areas from CBBE in the management of Islamic banks’ brand equity and cannot be undervalued. Practical implications The research findings illustrate the importance of brand experience and effects of overall brand equity dimensions in the process of building strong brand equity of Islamic banks. Therefore, this research has implications not only for experiential marketing but also for human resource managers and brand managers. The scope of the present study is limited only to the consumers of Islamic banks products of Malaysia and Pakistan. Originality/value Brand management literature focused on the components of brand equity model and its importance in creating overall brand equity. Previous studies are yet to investigate the combined effect of brand equity components (perceived quality, brand awareness, brand image and brand loyalty) to manage overall brand equity. Therefore, the present research fills the gap by investigating the combination of best brand equity components that are very effective to manage brand loyalty and overall brand equity. Second, this study investigates the impact of brand experience on CBBE components in Islamic banking which has not been tested before in Islamic banking.
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Yen, Yung-Shen. "Extending consumer ethnocentrism theory: the moderating effect test." Asia Pacific Journal of Marketing and Logistics 30, no. 4 (September 10, 2018): 907–26. http://dx.doi.org/10.1108/apjml-09-2017-0226.
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Purpose While the idea that consumer ethnocentrism influences the willingness to buy domestic products is a well-known assumption for marketers, the purpose of this paper is to examine the moderating effect of consumer ethnocentrism on the willingness to buy domestic products in developing countries. Design/methodology/approach Hierarchical moderator regression analysis and simple slope analysis are used to test the postulated hypotheses, and 385 consumers in Taiwan are studied. Findings The findings revealed that consumer ethnocentrism, perceived quality, perceived price and perceived brand image are significantly associated with the willingness to buy domestic products. Moreover, consumer ethnocentrism significantly moderates the relationships of the model. Research limitations/implications Consumer ethnocentrism increases the positive effects of perceived quality and perceived brand image on the willingness to buy domestic products in developing countries, whereas it may increase the negative effect of perceived price on the willingness to buy domestic products. Practical implications The results of this study suggest that practitioners should not only improve the quality and brand image of domestic products but also avoid putting a high price on domestic products to increase the willingness to buy domestic products for consumers in developing countries. Originality/value This study advances the consumer ethnocentrism theory by adding the moderating effect of consumer ethnocentrism to the model.
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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 (August 21, 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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Shabbir, Rizwan, Chatchai Pitsaphol ., and Waseem Hassan . "The Dynamics of Value Creation in Online Brand Communities: Strategy Map Approach." Information Management and Business Review 7, no. 1 (February 28, 2015): 48–58. http://dx.doi.org/10.22610/imbr.v7i1.1138.
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As the clout of social networking is growing, brand managers are exploring diversified marketing strategies and consumer attitudes. The current study reveals the impact of value creation practices and brand loyalty in online brand communities based on perceived benefits enjoyed by consumers. Based on quantitative research approach, a sample of 308 respondents were collected to investigate relationships among online brand community participation, value creation practices and brand loyalty. The results highlighted hedonic, learning, self-esteem and social benefits as antecedents for online brand community participation. Moreover, value creation practices are derived as essential factor for enhancing brand loyalty among online community members. The finding exhibited valuable insights about developing corporate strategies to achieve customer intimacy for long-term relationship. Managerial implications are explained by identifying value-creation practices as a mechanism for enhancing consumer engagement and relationship management.
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Lee, Lee, and Liang. "An Empirical Analysis of Brand as Symbol, Perceived Transaction Value, Perceived Acquisition Value and Customer Loyalty Using Structural Equation Modeling." Sustainability 11, no. 7 (April 9, 2019): 2116. http://dx.doi.org/10.3390/su11072116.
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Today consumers’ demands and choices of products or services are constantly changing rapidly in the internet environment of information technology. The markets emphasize quality, service, and customization, which has been changing the consumption patterns in the decision-making process or companies’ production patterns. The enterprises are essential to respond the changes of the consumption side and production side in order to achieve sustainable development. Moreover, it is important to focus on the relationship of interaction with consumers. This study was intended to explore the influence of brand as symbol on consumer behavior to understand the relations between brand as symbol, perceived transaction value, perceived acquisition value, message-response involvement, and customer loyalty. The empirical analysis is performed by using Structural Equation Modeling (SEM), including measurement and structural models. The measurement models are examined with Confirmatory Factor Analysis (CFA) to identify the relations between latent variables and observed variables whereas the structural models are used to find out the relations between latent variables. Meanwhile, path analysis is adopted to understand the influence between the variables. A questionnaire survey was carried out on customers of chain beverage stores in the Chiayi area through convenient sampling 400 copies were administered and 387 valid samples were retrieved. The response rate was 97%. The results indicate that brand as symbol has significant positive influence on perceived transaction value, perceived acquisition value, and customer loyalty. This means brand as symbol alone can have an effect on customer loyalty and will not be influenced by the level of message-response involvement. This conclusion can be applied to help brand managers to establish close relations with consumers when performing brand design.
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Akcay, Ediz Edip, Kaouther Kooli, and Hazem Rasheed Gaber. "Does perceived social responsibility affect consumer attitudes towards global brands? Lessons from the Nescafé Case in Turkey." Journal of Customer Behaviour 19, no. 3 (November 30, 2020): 226–51. http://dx.doi.org/10.1362/147539220x16003502334217.
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This study builds on consumer culture theory, signalling theory and the associative network memory model to investigate the impact of consumers' perceptions of global brands' social responsibility on consumers' attitudes towards brands. A survey was conducted in Turkey using Nescafé as an example of a global brand. Data from 243 fully completed questionnaires were analysed using SmartPLS. The results from the structural equation modelling indicate that for Turkish consumers, the perceived globalness of the brand contributes to the brand's perceived credibility but has a negative direct relationship on the perception of the brand's social responsibility. In addition, the local icon value of the brand has positive and significant relationships with the brand's perceived credibility and the brand's perceived social responsibility. This later has a positive relationship on consumers' attitudes towards the brand. The perceived globalness of the brand is important to develop the perceived credibility of the brand. The paper provides some guidelines for global brands when communicating their social responsibility activities to consumers in emerging markets.
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Belén del Río, A., Rodolfo Vázquez, and Víctor Iglesias. "The effects of brand associations on consumer response." Journal of Consumer Marketing 18, no. 5 (September 1, 2001): 410–25. http://dx.doi.org/10.1108/07363760110398808.
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This paper studies the dimensions of brand image, focusing on the functions or value of the brand as perceived by consumers. In this way, four categories of functions are identified: guarantee, personal identification, social identification and status. By way of hypotheses, it has been proposed that these functions have a positive influence on the consumer’s willingness to recommend the brand, pay a price premium for it and accept brand extensions. The hypotheses have been tested in the Spanish sports shoes market and were partially supported. The results obtained confirm the convenience of analyzing brand associations separately and enable the ascertaining of the brand associations that are the most relevant in order to attain certain consumer responses.
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Mulcahy, Rory, Rebekah Russell-Bennett, and Sharyn Rundle-Thiele. "Electronic games: can they create value for the moderate drinking brand?" Journal of Social Marketing 5, no. 3 (July 13, 2015): 258–78. http://dx.doi.org/10.1108/jsocm-06-2014-0043.
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Purpose – This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are increasingly used by social marketers in an attempt to support target audiences uptake of social behaviours. However, little is known of the value this creates for target audiences and its impact on the uptake of a social behaviour brand. Design/methodology/approach – A survey of male adolescents (n = 137) was conducted to test proposed relationships between experiential value and consumer-based brand equity dimensions. The research tested the game “Don’t Turn a Night Out into a Nightmare” that was developed by the Australian Federal Government as part of a social marketing campaign. Data were analysed using linear regression and MANCOVA. Findings – The findings indicate that there are significant relationships between consumer-based brand equity dimensions for the social behaviour brand of moderate drinking, indicating relevance of a commercial marketing theory for social marketing. Furthermore, findings show that different combinations of experiential value dimensions have an impact on different components of consumer-based brand equity. These findings indicate that when social marketers are developing electronic games, they must create different combinations of value in game play to achieve awareness, positive image, high perceived quality and, ultimately, loyalty to a behaviour. Practical implications – Social marketers seeking to use electronic games to influence the uptake of behaviour brands such as moderate drinking must provide a more complete value package. Originality/value – This paper is the first to examine how experiential value can influence the creation of brand equity for a social behaviour brand.
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Porto, Rafael Barreiros. "Consumer-based brand equity: benchmarking the perceived performance of brands." Revista Brasileira de Marketing 18, no. 4 (October 1, 2019): 51–74. http://dx.doi.org/10.5585/remark.v18i4.16383.
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Objective: Competitive performance between brands can be gauged by perceptual consumer indicators. The lack of a reference regarding this performance can hinder the establishment of real goals by marketing managers. This study aimed to compare product and service brand performance measured by consumer-based brand equity, thus revealing patterns for benchmarking. Specifically, the research detected the most differentiating metrics, validating a general indicator, showing the performance patterns, and comparing international with national brands.Method: In a cross-sectional study, 1,710 consumers evaluated six metrics of a consumer-based brand equity scale (awareness, associated image, perceived quality, loyalty, willingness to pay a premium price, and exclusivity) revalidated using confirmatory factor analysis. The study used 61 brands of 11 products and services to measure performance with univariate and multivariate analyses of variance.Results: The results for the consumers show that: (1) brands varied more strongly in the awareness and perceived quality metrics, (2) few brands exceed one standard deviation above the category’s average performance, (3) some categories do not have brands that exceed one standard deviation above the category’s average performance, and (4) international brands are generally perceived as having greater value than national brands.Theoretical/methodological contributions: The research gauges brand performance in the absence of accounting and market indicators using a research instrument. Relevance/Originality: The article offers the factorial revalidation of a consumer-based brand equity scale and a benchmark of perceived brand performance using that scale. Implications for management: The research helps in setting goals in marketing and their monitoring.