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Journal articles on the topic 'House of Brands Strategy'

Author: Grafiati

Published: 4 June 2021

Last updated: 1 February 2022

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1

Azar, Salim L., Isabelle Aimé, and Isabelle Ulrich. "Brand gender-bending." European Journal of Marketing 52, no. 7/8 (2018): 1598–624. http://dx.doi.org/10.1108/ejm-04-2017-0278.

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Purpose Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both targets, managers often struggle to capitalize on a single brand, and they hesitate between different naming strategies. This paper aims to build on brand gender literature and understand these brands’ (i.e. brands targeting both men and women) potential to adopt an endorsed brand strategy rather than a branded house strategy. Design/methodology/ap

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Koschmann, Anthony, and Jagdish Sheth. "Brand line extensions: creating new loyalties or internal variety-seeking?" Journal of Product & Brand Management 27, no. 4 (2018): 351–62. http://dx.doi.org/10.1108/jpbm-08-2017-1535.

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Purpose The purpose of this paper is to examine whether line extensions (modified brands) create their own loyalties or induce variety-seeking within the brand. Prior research has explored how the branded house strategy (i.e. multiple products bearing the same brand name) retains customers from competing brands. However, this research investigates loyalty within the brand by comparing loyalty and variety-seeking rates of modified brands. Design/methodology/approach Markov chains examine behavioral loyalty and switching rates of panel households in the USA over several quarters for two family b

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Jaikumar, Saravana, and Arvind Sahay. "Celebrity endorsements and branding strategies: event study from India." Journal of Product & Brand Management 24, no. 6 (2015): 633–45. http://dx.doi.org/10.1108/jpbm-06-2014-0640.

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Purpose – The purpose of this study is to evaluate the economic value of celebrity endorsements to Indian firms based on their branding strategy – corporate or house-of-brands – and their “congruence” or “fit” with the celebrity. The overall economic value of endorsements to firms in India, a moderately collectivist culture, is also assessed. Design/methodology/approach – Standard “event study” methodology is used to evaluate the economic value of endorsements under different branding strategies (47 endorsement announcements – 25 corporate brands and 22 house-of-brands). The impact of the leve

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Gabrielli, Veronica, and Ilaria Baghi. "Brand architecture shift and corporate brand equity: an exploratory study." Marketing Intelligence & Planning 34, no. 6 (2016): 777–94. http://dx.doi.org/10.1108/mip-02-2015-0035.

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Purpose The purpose of this paper is to explore the effect of a shift in brand architecture strategy on corporate brand equity. The change is from a house of brands to a branded house approach in which the corporate brand is prominent. The study proposes two alternative approaches in order to explore how consumers build the corporate brand equity from single product brand equities in the portfolio: the dilution process or the bookkeeping/subtyping cognitive process. Design/methodology/approach Data were collected through a questionnaire administered to 150 Italian consumers. All the items were

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Lee, Pui Mun, Chong Guan, and Calvin M. L. Chan. "Koufu: Fortune of an Entrepreneurial Singapore Hawker." Asian Case Research Journal 21, no. 01 (2017): 175–205. http://dx.doi.org/10.1142/s0218927517500067.

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This case traces the rags-to-riches entrepreneurial journey of Mr Pang Lim in building his Koufu food court business empire over the past decades amidst the changing landscape of the food and beverages industry in Singapore. After dropping out of school at 13 years old, Mr Pang started work as a dishwasher in the 1960s. However, his entrepreneurial acumen enabled him to seize strategic opportunities and adapt to changing environmental forces to become the owner of Koufu, a leading food court chain in Singapore. When Koufu was founded in 2002, the food court business in Singapore was already do

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Gabrielli, Veronica, and Ilaria Baghi. "Unveiling the corporate brand: the role of portfolio composition." Journal of Consumer Marketing 37, no. 3 (2020): 279–90. http://dx.doi.org/10.1108/jcm-12-2018-2995.

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Purpose This paper aims to investigate the effects on corporate brand equity when a company moves from a house of brand strategy to a branded house. In fact, recently, most of large companies (Procter & Gamble, Unilever) are managing this swift in order to simplify and optimize their efforts. Design/methodology/approach A total of 433 consumers participated in a between-subject experimental design completing a questionnaire. Each respondent was exposed to one of eight hypothetical scenarios with real-existing brands. A moderated-mediation model was tested. Findings The number of individual

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Strebinger, Andreas. "Rethinking brand architecture: a study on industry, company- and product-level drivers of branding strategy." European Journal of Marketing 48, no. 9/10 (2014): 1782–804. http://dx.doi.org/10.1108/ejm-08-2012-0482.

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Purpose – This study aims to compare academic prescriptive models on how to choose a branding strategy on the continuum from a “branded house” to a “house of brands” with real-life branding strategies of leading companies. Design/methodology/approach – Data from an executive survey, observations and desk research on 75 leading companies in Austria are analysed with multilevel weighted least squares (WLS) regression. Findings – Branding strategies for products are determined by industry (23 per cent of variance), the overall strategy of the company (28 per cent), the remaining variance being pr

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Chung, Jae-Eun, Byoungho Jin, So Won Jeong, and Heesoon Yang. "NIE-based SME brand building in foreign markets: an exploratory study." Journal of Product & Brand Management 28, no. 1 (2019): 63–79. http://dx.doi.org/10.1108/jpbm-10-2016-1331.

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Purpose The purpose of this study is to examine the branding strategies of SMEs from NIEs, juxtaposing the different strategies used to specifically target developed and developing countries with regard to brand-building approach, type and number of brands and degree of standardization. Design/methodology/approach A case-study approach is used. In-depth interviews are conducted with 10 Korean consumer-goods SMEs exporting their own in-house brands. Findings Clear differences emerge between the strategies of SMEs entering developed countries and those entering developing countries, particularly

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Pamment, James. "Innovations in public diplomacy and nation brands: Inside the House of Sweden." Place Branding and Public Diplomacy 7, no. 2 (2011): 127–35. http://dx.doi.org/10.1057/pb.2011.3.

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Rismayanti, Rebekka. "Integrated Marketing Communications (IMC) di PT Halo Rumah Bernyanyi." Jurnal ILMU KOMUNIKASI 13, no. 2 (2017): 253. http://dx.doi.org/10.24002/jik.v13i2.835.

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Abstract: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This considers as ineffective because it leads to “cannibalization” among brands, especially when costu

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Sahay, Arvind, and Anandan Pillai. "Differential impact of advertising and distribution expenditure on Tobin's Q." Journal of Indian Business Research 1, no. 2/3 (2009): 77–94. http://dx.doi.org/10.1108/17554190911005309.

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PurposeThe purpose of this paper is to understand the impact of components of marketing expenditures, i.e. advertising and distribution expenditures on intangible value of firm (measured in terms of Tobin's Q). The relationship is studied in the context of branding approaches (corporate and house of brands) that various firms follow.Design/methodology/approachThe data are collected from databases of Centre for Monitoring Indian Economy (CMIE) and from the web site of National Stock Exchange. Time series regression is performed using SPSS software to test the model.FindingsAdvertising expenditu

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Ho, Shu-Hsun, Heng-Hui Wu, and Andy Hao. "Vis-à-vis: pampering the sophisticated and satisfying the simple." Emerald Emerging Markets Case Studies 10, no. 2 (2020): 1–21. http://dx.doi.org/10.1108/eemcs-07-2019-0179.

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Learning outcomes Learning objectives of this case is to understand the hairdressing industry and develop the sub-branding strategy. After reading this case and practicing in class, students should be able to understand this business and marketing terminology and apply them in the real world. Students will learn the branding strategies: brand extension, brand architecture and brand portfolio. Students will design (DS) the brand name for the new store. Case overview/synopsis Case synopsis Mr. Tai-Hua Teng (aka TR) was a hair artist and opened his first hair salon, vis-à-vis (VS), in 1989 using

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Pollach, Irene. "The logo change at Gap North America." CASE Journal 12, no. 2 (2016): 214–20. http://dx.doi.org/10.1108/tcj-11-2014-0065.

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Synopsis The case study outlines the strategic, marketing, and branding challenges faced by Gap, a brand within the Gap Inc. house of brands. The case contains a summary of Gap's history, which illustrates the driving forces behind Gap's previous growth, its status as an American iconic brand, and its struggle to stay relevant. This sets the stage for Gap's rebranding exercise, which included an attempt at changing their iconic logo. This case provides students with the opportunity to learn about brand life cycles and the implications of a logo change for brand equity, brand associations, and

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Muda, Mazzini, Rosidah Musa, and Lennora Putit. "Celebrity Endorsement in Advertising: A double-edged Sword." Journal of ASIAN Behavioural Studies 2, no. 3 (2017): 21. http://dx.doi.org/10.21834/jabs.v2i3.188.

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 The advertising market has become more cluttered and competitive now and everywhere. To highlight their brand, advertisers are turning to celebrities as endorsers. They are willing to invest significant amount of monies to juxtapose their brands with celebrity’s attributes like attractiveness, expertise and trustworthiness. They believe that the celebrity’s qualities might transfer to their brand, thus produce favourable campaign results. However, celebrity endorsement is not without potential risks. The purposes of this paper are threefold: first, to discuss how the marriage works betw

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Chen, Li, Shiqing Yao, and Kaijie Zhu. "Responsible Sourcing Under Supplier-Auditor Collusion." Manufacturing & Service Operations Management 22, no. 6 (2020): 1234–50. http://dx.doi.org/10.1287/msom.2019.0861.

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Problem definition: Although they enjoy low costs in sourcing from emerging economies, global brands also face serious brand and reputation risks from their suppliers’ noncompliance with environmental and labor standards. Such a supplier problem can be viewed as a process quality problem concerning how products are sourced and produced. Academic/practical relevance: Addressing this problem is a key component of many global companies’ responsible sourcing programs. A common approach is to use an audit as an auxiliary supplier screening mechanism. However, in regions with lax law enforcement, an

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Abdulkarim, Jehan. "Creativity, bravery and the need for agencies to adapt to the challenge of technology." Journal of Communication Management 22, no. 4 (2018): 490–93. http://dx.doi.org/10.1108/jcom-06-2018-0053.

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Purpose The purpose of this paper is to address the relationship between organizations and their communication agencies. The paper argues that the relationship is symbiotic; both parties have to understand the importance of adapting their engagement with one another, especially if they hope to produce brand work that is impactful for target audiences and highlights the value of good communications and marketing to leadership. Design/methodology/approach The views expressed in this practice paper are based on the author’s extensive experience in the communications sector in the Middle East. Fin

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Datta, Y. "The U.S. Coffee Market: A Competitive Profile." Journal of Economics and Public Finance 6, no. 3 (2020): p138. http://dx.doi.org/10.22158/jepf.v6n3p138.

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This paper follows the path of nine studies of U.S. consumer markets: Men’s Shaving Gel, Beer, Shampoo, Shredded/Grated Cheese, Refrigerated Orange Juice, Men’s Razor-Blades, Women’s Razor-Blades, Toothpaste, and Canned Soup.Porter associates high market share with cost leadership strategy which is based on the idea of competing on a price that is lower than that of the competition. However, customer-perceived quality—not low cost—should be the underpinning of competitive strategy, because it is far more vital to long-term competitive position and profitability than any other factor. So, a sup

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Govender, Krishna Kisten. "Brand choice and brand switching: a case study of relocated consumers." African Journal of Economic and Management Studies 8, no. 4 (2017): 441–61. http://dx.doi.org/10.1108/ajems-11-2016-0169.

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Purpose The purpose of this paper is to investigate the impact on consumer behaviour/brand choice resulting in the relocation of communities from informal to formal settlements. Design/methodology/approach A survey conducted among a probability sample of 384 consumers comprising different “socio-income” groups, who were relocated from informal settlements as well as others who relocated voluntarily to Cosmo City, a state designed residential development, to explore their brand choice behaviour. Findings It was ascertained that households switch brands if the degree of social change is greater

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Kim, Sae-Hee. "An Exploratory Study on the Brand Architecture and the In-house Brand Differentiation Strategy of Korean Apparel Enterprises." Journal of the Korean Society of Clothing and Textiles 31, no. 4 (2007): 519–30. http://dx.doi.org/10.5850/jksct.2007.31.4.519.

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Vel, Prakash. "TMH – pitching for WOMAD 2010." Emerald Emerging Markets Case Studies 1, no. 1 (2011): 1–4. http://dx.doi.org/10.1108/20450621111110375.

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Subject area Integrated marketing communication (IMC), communication strategy, media strategy, budgeting and usage of metrics in measuring communication performance. Study level/applicability Undergraduate and postgraduate marketing. Case overview The choice of a well-planned IMC strategy becomes crucial for the successful launch of an event. This is a case study on how a brand management consultancy house, TMH, used IMC to launch a world music festival event in Abu Dhabi, United Arab Emirates, in 2009, registering a visitorship of five times their target, 89 percent satisfaction and a stagger

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Meyer, Hans K., and Christy Zempter. "Staying true to the mission: How C-SPAN translated espoused into lived values to pull off a ‘boring’ social media strategy." Journalism 21, no. 12 (2018): 2006–24. http://dx.doi.org/10.1177/1464884918754849.

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Building a brand is key to a news organization’s successful social media strategy. But what if that brand is ‘boring’? Through an ethnographic study of C-SPAN, the cable network dedicated to covering the US House and Senate, this study examines conflicts between an organization’s espoused values and accepted social media practices. It finds that building a brand, even if it is seen as boring, effectively serves an audience on social media because audience members will align with the overall message rather than individual reporter’s attributes. The key is clearly communicating the journalistic

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De Niyogi, Trisha, and Sushil S. Chaurasia. "Niyogi books: making a difference in the Indian book publishing industry." Emerald Emerging Markets Case Studies 7, no. 1 (2017): 1–23. http://dx.doi.org/10.1108/eemcs-06-2016-0107.

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Subject area Marketing strategy. Study level/applicability The course is well suited for MBA and Executive MBA class on Strategic Management, Marketing Strategy, Brand Management, Entrepreneurship, Innovation and Change in emerging economies. The case can also be taught to senior undergraduate students to explore the issues mentioned in the case as an integrative case for courses like Strategic Management and Marketing Strategy. Case overview Niyogi Books had positioned itself as an independent publishing house with a focus on the niche area of trade books. Due to the internet, digitalization

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Almayo, OAR, Ernil F., and Myrna E. Juplo. "Exploring the Brand Experience of Recoletos Education: An Interpretative Phenomenological Analysis." Philippine Social Science Journal 2, no. 1 (2019): 9–22. http://dx.doi.org/10.52006/main.v2i1.54.

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This qualitative research using interpretative phenomenological analysis (IPA) explores the brand experience of Recoletos Education in the Philippines. Two levels of interpretation are generated: that of the participants who make sense of their brand experience as lived experience and that of the researcher who makes sense of the participants’ interpretations. Validated transcripts from in-depth interviews reveal the participants’ convergent and divergent interpretations of their brand experience. Rigid thematic analysis helps construct a master table of themes with four superordinate themes e

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Alexandre-Collier, Agnès. "‘Less Stale, Only Slightly Less Male, but Overwhelmingly Less Pale’: the 2015 New Conservative Brexiters in the House of Commons." Parliamentary Affairs 72, no. 3 (2018): 588–615. http://dx.doi.org/10.1093/pa/gsy023.

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AbstractThis article will study the new face of Conservative Euroscepticism in the House of Commons, with a special focus on the 2015 intake of MPs who were supposedly ‘less stale, male and pale’ and their attitudes to the British referendum on the EU. In this respect, this article will also take a specific interest in new Conservative Black and Asian Minority Ethnic (BAME) MPs who turned out to be more active on the ‘leave’ side of the referendum campaign, thus serving as a showcase for the party's strategy of ‘decontaminating’ the Brexit brand and its hyperglobalist geopolitical perspective.

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Mishra, Anjay. "INFLUENTIAL MARKETING STRATEGIES ADOPTED BY THE CEMENT INDUSTRIES." International Journal of Research -GRANTHAALAYAH 7, no. 10 (2020): 155–73. http://dx.doi.org/10.29121/granthaalayah.v7.i10.2019.382.

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The study is focused to encounter the marketing strategies adopted by cement industries and suppliers. The study is conducted at Madhyapur Thimi Municipality among different level of consumer i.e house owner, supplier, contractor/mason and consultant/engineer. Out of 871 permitted under construction building of fiscal year 2016/17, 89 end consumers and 30 suppliers were selected for questionnaire survey with two different set of questionnaire. Key informant interview was conducted for in depth information while focus group discussion was done to understand influencing strategies. Bonus c

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Kunapatarawong, Rasi. "Murrah Dairy: Thailand's first and only buffalo milk producer." Emerald Emerging Markets Case Studies 5, no. 7 (2015): 1–20. http://dx.doi.org/10.1108/eemcs-12-2014-0303.

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Subject area Murrah Dairy Company Limited (Murrah Dairy) is a strategy and management case related to entrepreneurship, with a focus on marketing, expansion, strategy and management of a family-run small and medium enterprise (SME). Study level/applicability The case is suitable for senior undergraduate and/or graduate MBA strategic management, entrepreneurship and marketing courses. Case overview The case is about Murrah Dairy, Thailand's first and only buffalo dairy producer. The company combines the concepts of regular SMEs together with community enterprises to build a business that can be

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James, Constance R., and Keith Whitney. "Under Armour: repositioning for the global stage." CASE Journal 14, no. 2 (2018): 164–93. http://dx.doi.org/10.1108/tcj-06-2017-0055.

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Synopsis Over the last two decades, Under Armour (UA) has emerged from being the “underdog” in the sports apparel and footwear industry to being a leader in the industry, with a fierce attention to performance and great skill at picking up-and-coming athletes who emerge as superstars. This case underscores its administrative heritage, competitive strategy, and growth potential as a global player in a highly competitive industry. It addresses the tension between being a performance brand while launching lines for women vs technology applications and conflicts between its growth strategy and mac

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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 (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 result

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Yenny Gunawan. "Lessons from Joglo’s Tectonic Adaptability for Sustainable Future." Creative Space 6, no. 2 (2019): 109–15. http://dx.doi.org/10.15415/cs.2019.62009.

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In order to accommodate the dynamic human activities, built environments should always be in a constant change. Demolishing, building a new or renovating building are not suitable anymore due to high cost and effort, thus discussions on creating adaptable architecture has increased significantly. This paper suggests that architects can learn from vernacular buildings which already have the capacity to adapt from hundreds years ago. A Javanese vernacular architecture type, known as Joglo, is chosen as case study due to its unique adaptability. Joglo, as a house and pendopo, has existed since th

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Pratap, Sankalp, and Biswatosh Saha. "From chaos of steel cycles to the promise of “Joy of Building”: Tata Tiscon eyeing the next big leap." Emerald Emerging Markets Case Studies 6, no. 1 (2016): 1–39. http://dx.doi.org/10.1108/eemcs-06-2015-0140.

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Subject area Strategic Management. Study level/applicability The case is designed for a) MBA students b) Short-duration executive MBA courses. Case overview The case refers to India’s leading steel company Tata Steel. Tata Tiscon, the steel rebar brand, is the organization’s leading retail brand. The case chronicles the period between the birth of the retail brand in the year 2000, its dramatic rise and dominance, to the end of 2013 when some of its initiatives had failed. Tata Tiscon was established as a pan Indian brand on the dint of a distribution network comprising 33 distributors and ove

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Ndubisi, Nelson Oly, and Arne Nygaard. "The ethics of outsourcing: when companies fail at responsibility." Journal of Business Strategy 39, no. 5 (2018): 7–13. http://dx.doi.org/10.1108/jbs-03-2018-0037.

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Purpose The purpose of this paper is to demonstrate that costs reduction is no longer a complete indication of performance and should not be attained at the expense of the firm’s sustainable social responsibility and environmental aspects. The question of whether outsourcing is a “blessing” or a “lesson” remains unresolved in the minds of practitioners and researchers alike. The literature is replete with the up- and down-sides of outsourcing, all going in different directions, making it very cumbersome particularly for practitioners to articulate when and what to outsource (if at all) and how

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Gazley, Aaron, and Hamish Simmonds. "When service providers fail: outsourcing help and consumer attitudes." Journal of Business Strategy 39, no. 5 (2018): 22–30. http://dx.doi.org/10.1108/jbs-03-2018-0040.

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Purpose The purpose of this paper is to investigate the effect of outsourcing and offshoring on brand loyalty in a service recovery context. In addition, the effect that consumer ethnocentrism has on these relationships is examined. Design/methodology/approach An experiment was designed using a series of service recovery scenarios that manipulated whether the recovery effort was conducted by an in-house/outsourced or local/offshored party. Findings The study shows that while outsourcing service recovery within the home country has no effect on loyalty, outsourcing to an offshore location does.

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Gwadabe, Maryam Lawan. "Adoption of Web 2.0 Marketing." International Journal of Information Systems in the Service Sector 9, no. 4 (2017): 44–59. http://dx.doi.org/10.4018/ijisss.2017100104.

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The digital age has brought up improved and efficient marketing ways for businesses to grow, earn publicity and generate more revenue. Web 2.0 marketing is a marketing medium that allows business to collaborate through sharing activities such as content and multimedia. This study explores the value which Web 2.0 marketing adds to the Nigerian SME's. The analyzed data showed that SME's most common marketing tool is Facebook, service-rendering companies also adopt Blogging tool and product-selling businesses prefer the picture platform (Facebook and Instagram). The major Web 2.0 marketing benefi

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Anderson, Erin, and Thomas S. Robertson. "Inducing Multiline Salespeople to Adopt House Brands." Journal of Marketing 59, no. 2 (1995): 16–31. http://dx.doi.org/10.1177/002224299505900202.

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How can multiline providers induce their salespeople to sell house brands? Using both unobtrusive measures (archival data) and direct questions, the authors model the extent to which salespeople adopt house brands, as well as the salesperson's perception that selling house brands can pose contractual hazards and his or her dependence upon the employer. Results indicate that adoption of house brands is most pronounced for salespeople who are habitually successful, are more dependent on the firm, or receive high levels of company training. In contrast, salespeople who resist house brands perceiv

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Khuarana, Karan. "Analyzing local fashion communities/SME`s from Ethiopia and Ukraine and devising solutions for sustainable businesses." Journal of Developing Economies 2, no. 2 (2017): 1. http://dx.doi.org/10.20473/jde.v2i2.6057.

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The ever-increasing share of fast fashion consumerism shadowed the profound craftsmanship of local produce in the developing countries. This subsequently created hardship to the local communities and designers across the non-western world which belongs to small and medium scale enterprise sector. Beyond this the fashion commodities saw a substantial fall in design elements which made the products very banal in nature. Consequently, the trade turned towards conscious consumption and here emerged a few sustainable designers and craft oriented communities which attracted attention in the recent p

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Yamak, Kamil Oygur. "Exploring Customer Perception of Service Quality in Coffeehouse Chains." Journal of Asian Research 4, no. 1 (2020): p1. http://dx.doi.org/10.22158/jar.v4n1p1.

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Turkey is a fast growing market for global coffeehouse brands. This exploratory study investigates the service quality considerations of coffeehouse chains as perceived by the customers; namely customer expectations, loyalty, reasons of preference over coffee house brands, and service attributes of the coffee house brands in Turkey. Data are collected from a sample in several popular shopping malls in different parts of Istanbul that shelters coffeehouses of all of the brands included in this study through a survey questionnaire. The sample is chosen randomly and the survey is conducted mostly

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Crawford Camiciottoli, Belinda, Silvia Ranfagni, and Simone Guercini. "Exploring brand associations: an innovative methodological approach." European Journal of Marketing 48, no. 5/6 (2014): 1092–112. http://dx.doi.org/10.1108/ejm-12-2011-0770.

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Purpose – The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consumers of fashion to determine the degree of matching with company-defined brand associations. Design/methodology/approach – The methodology is two-pronged, integrating qualitative market research techniques with quantitative text mining. It was applied to determine types and perceptions of brand associations among fashion bloggers

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Yao, Bin, Richard T. R. Qiu, Daisy X. F. Fan, Anyu Liu, and Dimitrios Buhalis. "Standing out from the crowd – an exploration of signal attributes of Airbnb listings." International Journal of Contemporary Hospitality Management 31, no. 12 (2019): 4520–42. http://dx.doi.org/10.1108/ijchm-02-2019-0106.

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Purpose Due to product diversity, traditional quality signals in the hotel industry such as star ratings and brand affiliation do not work well in the accommodation booking process on the sharing economy platform. From a suppliers’ perspective, this study aims to apply the signaling theory to the booking of Airbnb listings and explore the influence of quality signals on the odds of an Airbnb listing being booked. Design/methodology/approach A binomial logistic model is used to describe the influences of different attributes on the market demand. Because of the large sample size, sequential Bay

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Anderson, Erin, and Thomas S. Robertson. "Inducing Multiline Salespeople to Adopt House Brands." Journal of Marketing 59, no. 2 (1995): 16. http://dx.doi.org/10.2307/1252070.

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Mazinter, Luisa, Michael M. Goldman, and Jennifer Lindsey-Renton. "Cricket South Africa’s Protea Fire brand." Emerald Emerging Markets Case Studies 7, no. 1 (2017): 1–20. http://dx.doi.org/10.1108/eemcs-05-2016-0081.

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Subject area Marketing, Sports marketing and Social media marketing. Study level/applicability Graduate level. Case overview This case, based on field research and multiple secondary sources, documents the 12-month period since early 2014 during which Cricket South Africa (CSA) developed the Protea Fire brand for their national men’s cricket team, known as the Proteas. In mid-2014, Marc Jury, the Commercial and Marketing manager of CSA set up a project team to take the previously in-house Protea Fire brand public. With the 2015 Cricket World Cup in Australia and New Zealand less than a year aw

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Knopf, Alison. "Recovery Brands, Elements settle lawsuit by Seabrook House." Alcoholism & Drug Abuse Weekly 27, no. 11 (2015): 3–5. http://dx.doi.org/10.1002/adaw.30112.

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Dinnie, Keith, and Nicholas Ind. "Nordic brands." Journal of Brand Management 16, no. 1-2 (2008): 1–3. http://dx.doi.org/10.1057/bm.2008.13.

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Choy, Minkyung, and Jae II Kim. "New brands diluting the personality of existing brands." Journal of Brand Management 20, no. 7 (2013): 590–607. http://dx.doi.org/10.1057/bm.2013.2.

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Myeong-Cheol Choi, Zhuo-Cuo Kan, Yuan-Zhao Song,. "The Development Strategy of Pechoin in the New Era." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 5 (2021): 435–41. http://dx.doi.org/10.17762/turcomat.v12i5.986.

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With a long history inherited through centuries of business competition, Chinese time-honored brands are a symbol of traditional Chinese culture. As a witness of history, every old Chinese brand is a brand legend, but they arenow gradually declining. According to the latest statistics from the Ministry of Commerce of China, only 160 out ofover 1,600 “Chinese time-honored brands”have beenprofitable since 1993. Many time-honored brands are facing the scourge of brand decline or even extinction, with the remaining brands dying at a rate of 5% per year. In recent years, cosmetics have gradually be

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Han, C. Min. "Global identity strategy and its efficacy for Asian brands." Asia Pacific Journal of Marketing and Logistics 28, no. 5 (2016): 862–77. http://dx.doi.org/10.1108/apjml-11-2015-0173.

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Purpose The purpose of this paper is to investigate whether or not the strategy of pursuing a global brand identity by leading Asian firms will produce intended outcomes in consumer responses. For this purpose, the study empirically examines whether global Japanese brands (e.g. Toyota) are perceived as global or Japanese by consumers. Design/methodology/approach Surveys were conducted with Korean consumers for their evaluations of Japanese automobile brands with varying degrees of globalness. As for brands, the study divides Japanese brands into two groups – those with high brand globalness an

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Silalahi, Ayuphita Tiara. "Micro-Influencer Celebrity’s Communication Strategy in Brand Promotion." Humaniora 12, no. 1 (2021): 21–28. http://dx.doi.org/10.21512/humaniora.v12i1.6786.

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The research analyzed the role of Instagram influencers, especially those who fell into the category of microinfluencers, and the impacts they generated through effective communication strategy in promoting local brands in Indonesia. The exploratory study adopted a qualitative research design by collecting primary data through indepth interviews with selected micro-influencers, local brands marketers, and an Influencer marketing strategist. While secondary data was gathered from both offline and online available documented literatures. Results were then categorized using Creswell’s six-stage a

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Brown, Stephen. "Animal house: Brand mascots, mascot brands and more besides." Journal of Customer Behaviour 13, no. 2 (2014): 77–92. http://dx.doi.org/10.1362/147539214x14024779483519.

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Chaiittipornwong, Taksina, Pomthong Malakul, and Dawan Wiwattnadej. "The Challenges of Implementing Sustainable Production for One-Way Bottled Drinking Water in Thailand." Advanced Materials Research 807-809 (September 2013): 2897–910. http://dx.doi.org/10.4028/www.scientific.net/amr.807-809.2897.

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The paper presents evidence-based evaluation of a sustainable production of one-way bottled drinking water in Thailand with emphasis on open-loop and close-loop processes. Two groups of producers were selected: four top brands and four house brands. In-depth interviews and plant surveys were conducted to explore the producers performances in four categories: corporate social responsibility (CSR), sustainable design, 3 Rs principle and life-cycle management (LCM). The interview and survey transcripts were combined, analyzed and categorized for two sustainable production measures: resource effic

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Kapferer, Jean-Noël. "‘Building Strong Brands’." Journal of Brand Management 3, no. 4 (1996): 278–80. http://dx.doi.org/10.1057/bm.1996.8.

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Kapferer, Jean-Noël. "Managing luxury brands." Journal of Brand Management 4, no. 4 (1997): 251–59. http://dx.doi.org/10.1057/bm.1997.4.

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