To see the other types of publications on this topic, follow the link: National brand.
Journal articles on the topic 'National brand'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'National brand.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
Meghrajani, Indra, and Dr A. K. Asthana Dr A. K. Asthana. "Local Brands v/s National Brands: Brand Quality Perception or Behavioral Intention." Indian Journal of Applied Research 3, no. 4 (October 1, 2011): 267–70. http://dx.doi.org/10.15373/2249555x/apr2013/90.
Full text
2
Ma, Weimin, Rong Cheng, Hua Ke, and Jianguang Zhang. "Store-Brand Production Arrangement Based on the Game Theory." Mathematical Problems in Engineering 2018 (2018): 1–10. http://dx.doi.org/10.1155/2018/6316757.
Full textAbstract:
The increasing popularity of store brands is resulting in greater cannibalization of national brands. Thus, national-brand manufacturers are trying their best to confront this trend. At the same time, however, many leading national-brand manufacturers have become involved in the store-brand production of their counterpart retailers. We construct a game-theory-based framework to model the strategic interaction between a leading national-brand manufacturer and a retailer. Besides the national brand, the retailer also has an option for its own store brand to compete with the national brand head to head. There are two choices for the store-brand production available to the retailer: a fringe manufacturer with low production efficiency or alternatively the national-brand manufacturer with high efficiency. It is shown that, under certain conditions, there is a win-win situation for both the store-brand retailer and the national-brand manufacturer with the latter supplying the store brand. More interestingly, it is found that the national-brand manufacturer supplying the store brand may lead to a higher likelihood of the store brand introduction. Our study offers an explanation for why more and more national-brand manufacturers supply store brands.
3
Alić, Adi, Merima Činjarević, and Emir Agić. "The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands." Management & Marketing. Challenges for the Knowledge Society 15, no. 1 (March 1, 2020): 1–16. http://dx.doi.org/10.2478/mmcks-2020-0001.
Full textAbstract:
AbstractThe purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and brand commitment. Also, group comparisons were made between national brands and private label brands, using structural equation modeling. This study reveals that brand image has a significant positive effect on brand loyalty and brand commitment, both for national and private label brands. Moreover, it was found that the effect of brand image on brand commitment is stronger for national brands than for private label brands. The present study provides marketing managers of national brands and private label brands some insights into how to spur brand loyalty and commitment by establishing a favorable brand image.
4
Paul Jaworski, Stefan, and Don Fosher. "National Brand Identity & Its Effect On Corporate Brands: The National Brand Effect (NBE)." Multinational Business Review 11, no. 2 (June 17, 2003): 99–113. http://dx.doi.org/10.1108/1525383x200300013.
Full text
5
Cheng, Rong, Weimin Ma, and Hua Ke. "Store-brand introduction and production arrangement in the presence of multiple retailers." RAIRO - Operations Research 54, no. 3 (March 20, 2020): 827–43. http://dx.doi.org/10.1051/ro/2019035.
Full textAbstract:
Store brands play an increasingly important role in retailing business, leading more and more retailers to introduce store brands. Abundant research focuses on competition between store brands and national brands and counterstrategies that national-brand manufacturers can take to counter store-brand introduction. A little research studies the store-brand production issue, however, all under single-retailer scenarios. To approach the real world, we employ game theory to model interaction between a national-brand manufacturer and multiple locally monopolist retailers, one of whom has capability and motivation to introduce a store brand. Five Stackelberg games are build and solved to investigate: how the presence of the non-store-brand retailers affects the store-brand retailer’s decision on and profitability in the store-brand introduction; how the store-brand retailer should arrange store-brand production; whether there is a win–win situation where both the store-brand retailer and the national-brand manufacturerare better off with the latter producing the store brand. Accordingly, our study offers a novel rationale for why so many, especially leading, national-brand manufacturers are involved in the store-brand production. Some useful managerial suggestions are proposed on the store-brand introduction and production arrangement.
6
Zhu, Xiaodong, Chunling Yu, and Saiquan Hu. "Love for One's Country or Oneself: A Brand-choice Framework in Emerging Markets." Social Behavior and Personality: an international journal 44, no. 2 (March 23, 2016): 325–37. http://dx.doi.org/10.2224/sbp.2016.44.2.325.
Full textAbstract:
We utilized 185 Chinese survey responses to evaluate the effects of national brand consciousness (NBC) and self–brand connection (SBC) on Chinese consumer preferences. We used linear models, and our analyses established two key effects. First, NBC was positively related to Chinese consumers' attitudes toward national brands and negatively related to foreign brands. Second, SBC exerted a positive influence on Chinese consumers' attitudes toward both national and foreign brands. Whereas quality judgments moderated their attitude toward national brands, psychological distance between consumer and brand moderated their attitude toward foreign brands. The relationship between brand attitude and purchase intention was also positive. Finally, we have suggested branding strategies for both Chinese and foreign firms operating in the Chinese market.
7
Nagar, Komal. "Consumer Response to Brand Placement in Movies: Investigating the Brand-Event Fit." Vikalpa: The Journal for Decision Makers 41, no. 2 (May 24, 2016): 149–67. http://dx.doi.org/10.1177/0256090916642678.
Full textAbstract:
Executive Summary Movies offer the perfect media site for placement of brands as part of the emerging marketing strategy. Although attempts to analyse brand placements have been made in the past, the same needs more attention in the Indian context. Given the exposure of Indian audiences to both national and international entertainment industry, it is only reasonable to expect the entertainment event context to have an impact on consumers’ evaluation of the brands placed in each context. The present research attempts to extend the applicability of the idea of fit, which was till now largely confined to sponsorship and subjects it to the exploration of finding a fit between brands and specific events, in particular, movies. Because the link between country of origin of the entertainment event (national/international) and brand, placement is a relevant area of speculation, the present research aims to study this relationship within the national/international context. Results of an experimental study among 120 respondents are as follows: Brands placed in a national event will create more positive brand evaluations in terms of positive attitude towards the placed brand and intention to purchase than brands that are placed in an international event. When the presence of a brand is consistent with the context in which it is placed, it would evoke more positive attitudes and behaviour than an incongruent placement. Evaluation of results further reveals that although a brand that fits well with the context in which it is placed generates a positive evaluation of the placed brand, the condition of a brand-event misfit in a Hollywood context will create more negative evaluations among the Indian audiences than if such a disconnect appeared in a Hindi film. In other words, a brand may have more to lose in case of a misfit with the international entertainment event than with a national entertainment event. Based on the findings of the present study, it is suggested that multinational brands must look at the Indian movies as a suitable medium for reaching out to the prospective buyers as Indians have become consumers of global brands and thus pose to be a huge market for global brands.
8
Fitri, Aidilla, Mahruzal -, and Farida -. "The Role of Brand Personality on Consumer Behavior and Branding Challenges in Asia." Journal of Management and Accounting Studies 7, no. 02 (September 29, 2020): 55–60. http://dx.doi.org/10.24200/jmas.vol7iss02pp55-60.
Full textAbstract:
Nowadays, the concept of brand personality has been considered by researchers due to the increasing competition of institutions and companies in meeting the needs and expectations of consumers. Brand personality is all of the human traits that we attribute to brands and it is the central core in customer buying decision, so consumer personality is one of the factors affecting in formation of brand personality. Brands are considered as intangible assets. Institutions and companies that activate in underdeveloped countries and don't have national brand, face with challenges for branding and they can pay special attention to the concept of brand personality for developing brand and strategy of creating a national brand, because a positive national brand provides a competitive advantage and in better word, a competitive identity for a country. This article examines particularly the concept of brand personality and consumer behavior generally and the role of brand personality on consumer behavior and the challenges of branding in Asia.
9
Balmer, John M. T., and Weifeng Chen. "Corporate heritage tourism brand attractiveness and national identity." Journal of Product & Brand Management 25, no. 3 (May 16, 2016): 223–38. http://dx.doi.org/10.1108/jpbm-08-2015-0959.
Full textAbstract:
Purpose This paper aims to examine the attractiveness of the Tong Ren Tang (TRT) as a Chinese corporate heritage tourism brand and consider the significance of TRT for Chinese national identity. The study considers the saliency of Balmer’s augmented role identity notion vis-à-vis corporate heritage institutions/corporate brands. Insights are made from and for corporate heritage, heritage tourism and national identity literature. Design/methodology/approach A conceptual model comprising five hypotheses was developed and this informed a survey-based questionnaire administered to domestic tourists/customers visiting Tong Ren Tang’s flagship shop in Beijing. Findings The attractiveness to domestic Chinese tourists/customers of the TRT corporate heritage tourism brand was found to be attributable to its multiple role identities: national, corporate, temporal, familial and imperial. As such, this study lends credence to Balmer’s augmented role identity notion. Chinese domestic tourists/customers – as members of an ethnic Chinese community – in visiting TRT not only consume an extant corporate heritage by tangible and intangible means but can also be seen to express, and reaffirm, their sense of Chinese national identity. Practical implications For TRT’s managers, there should be an appreciation that the attractiveness of TRT as a corporate heritage tourism brand rests not only on what it sells but also in what it symbolises in national and cultural terms. This finding is applicable to the managers of many other corporate heritage/corporate heritage tourism brands. Social implications Adopting a primordial perspective, the TRT pharmacy was found to be of singular significance to China’s national identity. Traditional Chinese Medicine, Confucian and Daoist religious/philosophical and China’s erstwhile Imperial polity are significant and enduring precepts of Chinese national identity. As such the TRT flagship shop/brand is of singular importance, as China has eviscerated much of its cultural heritage – particularly in relation to its corporate heritage brands. Originality/value This is the first empirical study to focus on corporate heritage tourism brands and one of the first studies to examine a Chinese corporate heritage/corporate heritage tourism brand. Also significant in focussing on the TRT corporate heritage brand. Established in 1669, TRT’s history spans five centuries: a corporate provenance which is exceptional within the People’s Republic of China. The study links the corporate brand notion with the nascent corporate heritage brand domain and the established area of heritage tourism.
10
Marques dos Santos, Jose Paulo, Marisa Martins, Hugo Alexandre Ferreira, Joana Ramalho, and Daniela Seixas. "Neural imprints of national brands versus own-label brands." Journal of Product & Brand Management 25, no. 2 (April 18, 2016): 184–95. http://dx.doi.org/10.1108/jpbm-12-2014-0756.
Full textAbstract:
Purpose This paper aims to explore brain-based differences in national and own-label brands perceptions. Because price is a differentiating characteristic, able to discriminate between national and own-label brands, its influence is also studied. Design/methodology/approach The study uses the Save Holdings Or Purchase (SHOP) task with functional magnetic resonance imaging to explore the differences in brain functioning for national versus own-label branded products. Findings For the same product, the higher priced national brands and the lower priced own-label brands lead to more buying decisions. It is also found that there are brain structures that are more active/deactive for national than for own-label brands, both marked with real market prices. Price is a powerful driver of buying decisions and has its neural correlates. Parietal regions activate when brand information is subtracted from brand-plus-price information. The most surprising finding is that visual and visual associative areas are involved in the contrasts between branded products marked with switched prices and marked with real market prices. Originality/value The activation/deactivation brain patterns suggest that accepted models of brain functioning are not suitable for explaining brand decisions. Also, to our knowledge, this is the first time that a study directly addresses the brain’s functioning when subjects are stimulated with national versus own-label brands. It paves the way for a new approach to understanding how such brand categories are perceived, revealing the neural origins of the associated psychological processes.
11
Hegner, Sabrina M., and Colin Jevons. "Brand trust: a cross-national validation in Germany, India, and South Africa." Journal of Product & Brand Management 25, no. 1 (March 21, 2016): 58–68. http://dx.doi.org/10.1108/jpbm-02-2015-0814.
Full textAbstract:
Purpose – Numerous studies have established the importance of brand trust for building long-term relationships with consumers. Nevertheless, there is confusion in the literature about how to measure trust in brands. Building on the studies of Li et al. (2008) and Li et al. (2015) who established brand trust as a second-order construct, this paper aims to demonstrate additional richness of the brand trust construct by adding further dimensions and extending the cultural background to Germany, India and South Africa. Design/methodology/approach – Based on accepted scale development procedures, the authors have derived a parsimonious, reliable and valid scale to measure brand trust. Findings – The resulting cross-national scales of brand trust demonstrate validity by offering a good fit and invariant measures across countries. The results show that overall brand trust is influenced by competence, predictability and benevolence/integrity. Practical implications – Global communication technology means that brands are increasingly exposed internationally. To be successful in cross-cultural consumer-brand relationships, managers must build the skills to understand and deal with these cultural differences as well as understanding the fundamental aspects that do not differ across cultures. The model developed in this paper will be useful to both researchers and managers to get deeper insights into the trusting relationships their consumers have with their brand. Originality/value – This cross-national study builds on recently published work and contributes to enriching brand trust understanding. Additionally, this research offers a validated, easily applicable, scale for measuring brand trust.
12
Andreja, Sršen. "The Aspects of National Branding: Conceptual and Theoretical Framework." European Journal of Interdisciplinary Studies 4, no. 3 (November 29, 2018): 45. http://dx.doi.org/10.26417/ejis.v4i3.p45-53.
Full textAbstract:
The concept of countries as brands has been increasingly recognized in the post-modern global world. The terms "national brand" or "country brand" define a symbolic construct, which emphasizes the attractive, unique and sustainable qualities of a nation. This paper argues that the national brand and its competitiveness, based on the new approaches of nation branding using sociological and economic theories and concepts, can establish and communicate a specific image of national identity. This paper presents some empirical findings of a study that investigate Croatian national brand. Nation branding might be obtained by a sustained dialog between government, decision makers, business, cultural and civil community, leaders, and individuals in the society. A country brand, therefore, consists of an identity and image, as a system of signs and codes, where nation branding applies widely used marketing concepts for promoting the country's image and attractiveness. Finally, the paper argues that "national brand" or "country brand“is not just a function individually performed by governments or companies, but an integrated and concerted effort on behalf of all interested stakeholders.
13
Karami, Mojtaba, and Mohammad Aidi. "The Study of Brand logos Dimensions on Performance of Ilam National Company of Oil Products performance." Modern Applied Science 10, no. 12 (August 15, 2016): 165. http://dx.doi.org/10.5539/mas.v10n12p165.
Full textAbstract:
Nowadays the brands play such an important role in marketing that some authorities consider them as a complete product and believe that customers buy that brand rather than the products. Therefore recognizing the effective factors in choosing the brands and investigating the functional benefits of brand makes various studies necessary. This study tries to examine the effects of brand names and logos in Ilam Oil products Distribution Company's performance. This study is a survey one with an empirical structure. The sample consists of the constant customers of Ilam Oil products. According to statistic findings 30 variables have been effective in the role of brand and logos in Oil Company’s performance. The first group of the variables include the brand's functional benefits. The second our is logo's benefits. The third involves the aesthetic appeal of brands while the other goes to brand identification and customer brand commitment.
14
Masango, Cleven, and Vannie Naidoo. "An Analysis of Nation Brand Attractiveness: Evidence from Brand Zimbabwe." Journal of Economics and Behavioral Studies 10, no. 6 (December 22, 2018): 99. http://dx.doi.org/10.22610/jebs.v10i6.2598.
Full textAbstract:
This paper examines the attractiveness of Brand Zimbabwe based on the factors perceived to impact on national competitiveness. Nation brand attractiveness is a necessary condition for a country to achieve influence and to effectively compete for global resources. Countries can enhance their attractiveness by building on their national brand equity and dealing with negatives around the national brands. The research sought to determine the perception towards Zimbabwe’s global risk and competitiveness; to ascertain the variables that promote competitiveness for Brand Zimbabwe and to contribute to the literature on risk perception and its impact on behaviour towards nation brands. The study followed a mixed approach; a combination of interpretivism and positivism. The research drew 372 respondents from politicians, scholars, the media, civic organisations, government officials, church and international organisations. The research established that Brand Zimbabwe faces glaring threats risks that impact on the country’s international image. The brand is affected by politics and governance together with socio-economic factors. Management and control of nation brand perception are critical for nations to distinguish themselves and to create vantage positions for sustainable performance. The way a country is viewed internationally is a function of how the country deals with factors that threaten its global competitiveness and perception towards the nation brand. Zimbabwe’s quest for foreign direct investment, international visitation and export revenue requires that the country deals with its nation brand image.
15
Chowdhury, Reza, Wootae Chun, Sungchul Choi, and Kurtis Friend. "Brand and firm values in distinct national cultures." Asia Pacific Journal of Marketing and Logistics 32, no. 8 (February 19, 2020): 1737–58. http://dx.doi.org/10.1108/apjml-03-2019-0121.
Full textAbstract:
PurposeThe objective of this article is to investigate the moderating role of national cultures in the relationship between brand value and firm value.Design/methodology/approachThis article examines the topic in the context of different national cultural attributes, including individualism, uncertainty avoidance, masculinity, power distance, and long-term orientation. We use brand values of the Financial Times Global 500 companies and national cultural values reported by Hofstede, GLOBE, and Schwartz.FindingsResults exhibit that brands are more value-additive to companies in highly individualistic cultures. Furthermore, a valuable brand contributes more to firm value in countries with low uncertainty avoidance, high masculine, low power distance, and short-term oriented cultures.Originality/valueThe evidence suggests that while a valuable brand contributes to firm value, the level of its effect on firm value varies by national cultures.
16
Khan, Muhammad Asif, Rohail Ashraf, and Aneela Malik. "Do identity-based perceptions lead to brand avoidance? A cross-national investigation." Asia Pacific Journal of Marketing and Logistics 31, no. 4 (September 9, 2019): 1095–117. http://dx.doi.org/10.1108/apjml-12-2017-0332.
Full textAbstract:
PurposeThe purpose of this paper is to examine the effects of identity-based consumer perceptions on the brand avoidance of foreign brands across multiple markets.Design/methodology/approachFocussing on general product category brands, the study was conducted across two countries, i.e. New Zealand (Study 1) and Pakistan (Study 2), using online surveys. Study 1 explores the perceptions of university students, whereas Study 2 evaluates the perceptions of a more heterogeneous population across the country. Partial least squares–structural equation modelling was used to analyse the model.FindingsFirst, the results confirm that individual-level identity-based drivers (undesired self-congruence and negative social influence) consistently predict brand avoidance for foreign brands across both markets, whereas country-level drivers (consumer ethnocentrism and animosity) have inconsistent effects across the markets. Second, the study demonstrates that avoidance attitude fully mediates the relationship between antecedences and intentions to avoid foreign brands.Practical implicationsThe finding that undesired self-congruence is the strongest predictor of brand avoidance across the markets reinforces the importance of brand image congruence with the target audience. Considering the negative effect of social influence, especially on social media (i.e. Facebook and Twitter), this finding cautions managers to constantly monitor the prevailing negative word of mouth (online or offline) about the brand to mitigate its potential effect.Originality/valueDrawing on social identity theory, this study explores the identity-based pre-purchase determinants of brand avoidance at the country level and at the individual level. These determinants have never been explored yet in the context of brand avoidance.
17
Masango, Cleven, and Vannie Naidoo. "An Analysis of Nation Brand Attractiveness: Evidence from Brand Zimbabwe." Journal of Economics and Behavioral Studies 10, no. 6(J) (December 22, 2018): 99–112. http://dx.doi.org/10.22610/jebs.v10i6(j).2598.
Full textAbstract:
This paper examines the attractiveness of Brand Zimbabwe based on the factors perceived to impact on national competitiveness. Nation brand attractiveness is a necessary condition for a country to achieve influence and to effectively compete for global resources. Countries can enhance their attractiveness by building on their national brand equity and dealing with negatives around the national brands. The research sought to determine the perception towards Zimbabwe’s global risk and competitiveness; to ascertain the variables that promote competitiveness for Brand Zimbabwe and to contribute to the literature on risk perception and its impact on behaviour towards nation brands. The study followed a mixed approach; a combination of interpretivism and positivism. The research drew 372 respondents from politicians, scholars, the media, civic organisations, government officials, church and international organisations. The research established that Brand Zimbabwe faces glaring threats risks that impact on the country’s international image. The brand is affected by politics and governance together with socio-economic factors. Management and control of nation brand perception are critical for nations to distinguish themselves and to create vantage positions for sustainable performance. The way a country is viewed internationally is a function of how the country deals with factors that threaten its global competitiveness and perception towards the nation brand. Zimbabwe’s quest for foreign direct investment, international visitation and export revenue requires that the country deals with its nation brand image.
18
Manzur, Enrique, Sergio Olavarrieta, Pedro Hidalgo, Pablo Farías, and Rodrigo Uribe. "Store brand and national brand promotion attitudes antecedents." Journal of Business Research 64, no. 3 (March 2011): 286–91. http://dx.doi.org/10.1016/j.jbusres.2009.11.014.
Full text
19
Ma, Weimin, Rong Cheng, and Hua Ke. "Impacts of Power Structure on Supply Chain with a Store Brand." Asia-Pacific Journal of Operational Research 35, no. 04 (August 2018): 1850020. http://dx.doi.org/10.1142/s0217595918500203.
Full textAbstract:
In a framework where both power structure and consumer heterogeneity (brand loyalty and different willingness-to-pay for perceived quality) count, we study six noncooperative games (two Stackerberg and one Nash games with and without a store brand) between a national-brand manufacturer and a store-brand retailer. Our results contribute to the theoretical literature on store brand in four aspects: (a) revealing that the mechanism whereby store brands alleviate double-marginalization problem varies with supply-chain power structures; (b) finding that it is the power manufacturer with a low-loyalty national brand that suffers most from the store brand entry; (c) finding that a category follower retailer is more inclined to introduce its store brand than a power one, and should optimally position its store brand close to the low-loyalty national brand supplied by a power manufacturer; (d) showing that the store brand may lead the manufacturer and the retailer to be trapped in the prisoners’ dilemma.
20
González Mieres, Celina, Ana María Díaz Martín, and Juan Antonio Trespalacios Gutiérrez. "Influence of perceived risk on store brand proneness." International Journal of Retail & Distribution Management 34, no. 10 (October 1, 2006): 761–72. http://dx.doi.org/10.1108/09590550610691347.
Full textAbstract:
PurposeThe purpose of the present study is to test that perceived risk is a multidimensional concept both when it is associated to the purchase of store brands and national brands and analyzes the effect of perceived risk on store brands proneness.Design/methodology/approachIn order to achieve its objective the paper used a confirmatory factor analysis to validate the proposed perceived risk scale and three regression analysis were carried out to evaluate the effect of perceived risk on store brands proneness.FindingsThe results of the study show significant differences between store and national brands and, on the other hand, it has been confirmed that these differences contribute to decrease store brand proneness, the latter being measured through three variables: actual store brands purchase, consumption intensity and future purchase intention.Originality/valuePrevious empirical research has focused primarily on the perceived risk associated with store brands individually. On the contrary, this paper considers the perceived risk difference between store and national brands, believing that the difference between brands is what will really make the consumer choose a store brand or a national brand. On the other hand, the present study will permit the evaluation of the effects of the evolution of store brands in Spain, effects that can be replicated in other Mediterranean countries.
21
Choi, Ji-Hung, Taewan Kim, and Sang-Uk Jung. "Sustainable Decision Making for Store Brand Product." Sustainability 10, no. 11 (October 30, 2018): 3944. http://dx.doi.org/10.3390/su10113944.
Full textAbstract:
We investigate a multi-brands sustainable channel coordination problem where a national brand manufacturer sells a product through two local retailers competing against their own store brand product, respectively. We shows how the retailers strategically optimize the price and quality of private brands given the customer tastes and the production costs of the store brands in order to make their store brands sustainable. We identify two underlying strategic forces; a competitive force, and a quality force. First, we find that retailers have an incentive to position their store brand far away from the national brand in order to maximize monopolistic power. This strategic force attenuate the incentives for customer to switch to other retailer’s store brands. One the other hand, we show that the retailers prefer increasing the store brand’s quality to get more profit margin when the production cost is relatively high as well.
22
Scarpaci, Joseph L., Eloise Coupey, and Sara Desvernine Reed. "Artists as cultural icons: the icon myth transfer effect as a heuristic for cultural branding." Journal of Product & Brand Management 27, no. 3 (May 14, 2018): 320–33. http://dx.doi.org/10.1108/jpbm-02-2017-1416.
Full textAbstract:
Purpose Communicating the national values of artists and the role of product benefits as symbols of national values, infuse iconic national brands. This paper aims to validate a conceptual framework that offers empirical insights for cultural identity that drives brand management. Design/methodology/approach Case studies and cross-cultural focus group research establish the present study’s conceptual framework for cultural branding. Findings Brand awareness of a perfume named after a Cuban dancer and a spirit named for a Chilean poet, reflect authentic emblems of national identity. Informants’ behavior confirms the study’s model of icon myth transfer effect as a heuristic for cultural branding with clear, detailed and unprompted references to the myths and brands behind these heroines. Research limitations/implications The study’s ethnography shows how artists reflect myth and folklore in iconic brands. Future research should assess whether the icon myth transfer effect as a heuristic for cultural branding occurs with cultural icons beyond the arts and transcends national boundaries. Practical implications The study challenges conventional branding, where the brand is the myth, and the myth reflects the myth market. The authors show how the myth connects to a national identity yet exists independently of the brand. The branding strategy ties the brand to the existing myth, an alternative route for cultural branding mediated by the icon myth transfer effect. Social implications These two Latin American brands provide a much-needed connection among the branding literatures and images surrounding gender and nationalism in lesser-known markets. Originality/value Most research explores iconic myths, brands and folklore in one country. This study extends cultural branding through social history and by testing a conceptual model that establishes how myths embody nation-specific values. Iconic myths are a heuristic for understanding and describing brands, revealing an unexamined path for cultural branding.
23
Oqboyev, Alisher Rasuljanovich, Moxigul Isroiljanovna Raximova, and Muxammadali Abdullajon Ugli Qaxramonov. "Development of a National Rating System to Evaluate the Brand Attraction of Sewing and Knitting Enterprises." International Journal of Multicultural and Multireligious Understanding 8, no. 10 (October 19, 2021): 335. http://dx.doi.org/10.18415/ijmmu.v8i10.3142.
Full textAbstract:
The article proposes a mechanism for creating a national rating system aimed at including local brands in the international ranking of global brands in order to assess the brand attractiveness of sewing and knitting companies operating in Uzbekistan. It recommends the methodology of rating of national and global brands, the main segments of the analysis of national brands, the direction of development of the rating system, the rating criteria for the evaluation of local brands and the sources of their identification. The development of a national rating system for brand evaluation will lead to the formation of a healthy competitive environment for local brands, protection of consumers from substandard products, the creation of an integrated system between enterprises and consumers.
24
Ovrutskiy, Aleksander Vladimirovich. "Social aspects of the national brand (demonstrated on the brand of the Republic of Azerbaijan)." Социодинамика, no. 2 (February 2021): 27–37. http://dx.doi.org/10.25136/2409-7144.2021.2.34946.
Full textAbstract:
The subject of this research is the social content of the national brand of the Republic of Azerbaijan. Research methodology is based on interpretation of marketing as a new general social theory. In this context, the author examines branding and brand management technologies as social technologies of formation of the identity, integration, and social behavior management overall. Applicable to the national brand, the aforementioned provision is valid for both, domestic (citizens of the country) and external (citizens of other countries) target audiences. Structural components of the national brand include: ) the main message of the brand; 2) the components that form national identity (values shared by majority of the citizens); 3) national products; 4) gallery of the visual images, which on the one hand represent national values, while on the other – the unique visual “keys” for understanding the character, history and future of the nation; 5) brand discourse – a set of textual verbal forms of the national brand; 6) heroic spirit of the brand (persons who have the brand-building capacity); 7) audio discourse – a combination of audio brand-building characteristics; 8) event driven brand-building communications. The conclusion is made that the national brand of Azerbaijan is currently at the turn changing concepts, which indicates the transition of the country towards a new stage of development. The author highlights the four concepts of the national brand of Azerbaijan. The first is historical, which resembles the concept of “petroleum” and characterizes the industrial period of development. The second is ornamental, attributed to the archetypal branding (Azerbaijani rug ornaments). The third is “the Land of Fire”, similar to the ornamental by the nature of used symbols and the mechanism of influence. The fourth concept is referred to the postindustrial images. It is assumed that the national brands can be an interesting and heuristic object of analysis of the social processes of represented territories.
25
Sellers-Rubio, Ricardo, and Juan-Luis Nicolau-Gonzalbez. "Testing the decoy effect in the presence of store brands." International Journal of Retail & Distribution Management 43, no. 2 (February 9, 2015): 113–25. http://dx.doi.org/10.1108/ijrdm-07-2013-0144.
Full textAbstract:
Purpose – The purpose of this paper is to test decoy effect in the framework of sales promotion, by conducting several experiments to figure out how this decoy effect is influenced by the presence or absence of a store brand. Design/methodology/approach – Several experiments have been conducted to test the validity of the decoy effect and rule out some explanations for the changes in demand that take place. The experiments consider three brands (two national brands and one store brand). All the brand names and prices employed in the experiment are real. Findings – The results indicate that, as expected, the inclusion of a decoy in the choice set significantly increases the consumer’s relative preference for the promoted product; however, more importantly, the results also show that store brand consumers are more influenced by a decoy than national brand consumers. Originality/value – This paper presents the first evidence of the decoy effect in the presence of store brands.
26
Studinska, Galina. "Brand vote as component of brands system of the national economy." University Economic Bulletin, no. 40 (March 1, 2019): 64–69. http://dx.doi.org/10.31470/2306-546x-2019-40-64-69.
Full textAbstract:
The subject of the study is the potential of branding, as an instrument of economic development of the branding object, for its possible application to non-traditional objects. The purpose of the study is to analyze the new object of branding – «the voice» and determine its role in promoting the national brand of the country. The practical implementation of the research results is to broaden the theoretical horizons of branding theory and to use the new object of branding - voice in the creation and promotion of a national brand of the country. The study required the use of such methods as: a systematic approach - to integrate the methodology of scientific knowledge of the history of the development of forms of the brand; comparative analysis - to compare the functional load inherent in the traditional and new forms of the brand; quantitative and qualitative assessment of the brand; analysis of associative perception of voice as a new branding object. Conclusions: 1) The study of the theory of the brand has very broad horizons, because the brand is considered by us as a system-creating factor for the economic development of the object of branding; 2) The brand remains the most effective tool for economic development in all its forms, integrating the potential of the national economy, revealing new sources to its economic growth and increasing the competitiveness of the world market; 3) The results of the study allow us to suggest the opening of a new object of branding - voice.
27
Volpe, Rickard James. "National Brands, Private Labels, and Food Price Inflation." Journal of Agricultural and Applied Economics 46, no. 4 (November 2014): 575–91. http://dx.doi.org/10.1017/s1074070800029114.
Full textAbstract:
This article investigates the extent to which national brand and private label (store brand) prices behave differently as food price inflation changes. Empirical tests using a range of indices support the hypotheses that rising commodity and fuel prices lead to relatively larger surges in private label prices. When food prices are rising or high, the average price difference between national brands and private labels shrinks. The findings have implications for understanding the welfare effects of private labels. Moreover, they suggest that food price inflation is stronger for low-income households as food prices rise.
28
Prasad, S. Shyam, and Shampa Nandi. "Factors Impacting Brand Equity of PLBs: A Study of Grocery and Household Items in Bengaluru." IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) 9, no. 3 (December 20, 2017): 148. http://dx.doi.org/10.21013/jmss.v9.n3.p4.
Full textAbstract:
In India the private label brands (PLBs) are growing at a faster pace than retail. This supposes that PLBs should have brand equity. Although brand equity is one of the most important aspects of a brand in creating competitive advantage, earlier studies have not paid much attention to measuring and conceptualising the factors influencing the brand equity of private label brands. Many researches have looked into the consumer based brand equity (CBBE) of national brands only and hence this study was taken up to examine the dimensions of consumer based brand equity for private label brands including the impact of store image on brand equity.An empirical study was done considering survey instrument from previous study of Girard et al. (2017). The data was collected during December 2016 – January 2017 and SPSS and AMOS were used for analysing data.This study found that <strong>Brand Awareness, Brand Loyalty, Perceived Image, Perceived Value, Perceived Risk, Store Image and Price</strong> are the seven dimensions that build into the brand equity of the private label brands.
29
Pérez-Santamaría, Samanta, Mercedes Martos-Partal, and Álvaro Garrido-Morgado. "Identifying a private-label supplier on national brand." Journal of Product & Brand Management 28, no. 3 (May 13, 2019): 432–43. http://dx.doi.org/10.1108/jpbm-06-2018-1908.
Full textAbstract:
Purpose The purpose of this study is to examine the effects of identifying suppliers on private label (PL) packaging on the perceived quality, brand image, loyalty intention and relative price of the national brands (NB) produced by dual manufacturers, considering the possible moderating effects of the images of both the NB and PL. Design/methodology/approach The study uses an experimental setting with two different categories of grocery products. Findings The empirical evidence reveals different effects of PL supplier identification, according to brand images. Research limitations/implications This paper contributes to brand extension literature on the effects on evaluations of the parent brand. It also contributes insights about the identity and identification of PL manufacturers. Practical implications This supplier identification does not affect or positively affect to the perceived quality, brand image or loyalty toward NBs with lower images, but it negatively affects those with high images, especially when the PL also has a high image and adopts a stronger price positioning. Moreover, NBs with lower images appear more expensive or do not affect when they supply PLs for retailers with high images and stronger price positioning. However, if lower image NB supply a PL with the lower image, the effects do not affect or is perceived as cheaper. Originality/value This paper extends prior knowledge about the decision to function as a dual manufacturer from the manufacturer’s perspective.
30
Palmeira, Mauricio. "The interplay of products from the same product line: the role of brand reputation." European Journal of Marketing 48, no. 9/10 (September 2, 2014): 1648–63. http://dx.doi.org/10.1108/ejm-03-2013-0159.
Full textAbstract:
Purpose – The main aim of this paper is to examine the role of brand reputation on the impact of value product on perceptions of a premium product from the same brand. As a secondary goal, it tests and extends existing findings from judgment tasks to a choice task. Design/methodology/approach – Two online experiments are presented. In Study 1 (1a and 1b), participants provided quality and price judgments to products. Brand reputation was manipulated by comparing common store brands to non-store brands (Study 1a) and to upscale store brands (Study 1b). In Study 2, we examined whether findings indicating a positive effect of a value store brand on a premium store brand extends to a choice context. Participants made choices between a premium store brand and a national brand in the presence of either a value store brand or a value national brand. Findings – It was found that brand reputation plays an important role in the interplay of products in line extensions. While the positive impact of a value brand on a premium brand is at its strongest level for a regular store brand, it still has a moderate size for a non-store brand without a defined reputation, as well as for an upscale store brand. Second, using a choice task, we reject an important rival explanation for the impact of a value store brand on a premium store brand observed in previous research. Research limitations/implications – The authors have focused on consumers’ expectations of products. While research has shown that these expectations play an important role in evaluations, future research may directly examine perceptions after consumption. The findings also offer an opportunity for future research to examine the differences in perceptions between store and non-store brands at different positioning levels, as well as other factors that affect brand reputation. Practical implications – The findings have two practical implications. First, our results indicate that when a manufacturer produces two products in the same category at different levels of quality, there is some benefit in letting consumers know about this relationship. The authors consistently found no negative impact on the brands and often a positive impact on the premium brand. While effects are stronger for common store brands, they are likely to emerge for any type of brand, albeit weaker. Originality/value – This paper contributes to the nascent literature on multi-tier brands and vertical extensions in several ways. First, the role of brand reputation was examined and how it interacts with positioning in line extension context. Second, we show that the effect of a value brand on a premium brand is stronger for store brands, but still existent for non-store brands. These results offer implications for practice and open opportunities for future research on multi-tier store brands.
31
Shindo, Shun, and Nobuo Matsubayashi. "Horizontally Differentiated Store Brands: Production Outsourcing to National Brand Manufacturers." Journal of Applied Mathematics 2014 (2014): 1–14. http://dx.doi.org/10.1155/2014/949470.
Full textAbstract:
We study a retailer's strategic decision with regard to outsourcing the production of such types of store brands (SBs) to national brand (NB) manufacturers. The wholesale price of NB is assumed to be set by the manufacturer, while that of the SB is assumed to be set by the retailer. When a retailer outsources SB production to an NB manufacturer, the NB manufacturer might suffer from cannibalization due to offering both the SB and the NB, implying that a strategic interaction between the retailer and manufacturer is an important issue. Based on this motivation, we mainly focus on the strategy of a dominant retailer in such a situation and investigate it with a game-theoretic approach. We show that the optimal strategy for the SB retailer sensitively depends on the degree of differentiation between the SB and the NB. In particular, if both products are less differentiated, the retailer benefits from offering only the SB, and, in this case, the retailer should offer its wholesale price, after the manufacturer sets the NB wholesale price. Furthermore, it is shown that the optimal strategies of the retailer are socially efficient, if and only if the SB and the NB are sufficiently differentiated.
32
Choi, Sungchul, and Karima Fredj. "Price competition and store competition: Store brands vs. national brand." European Journal of Operational Research 225, no. 1 (February 2013): 166–78. http://dx.doi.org/10.1016/j.ejor.2012.07.016.
Full text
33
Kulter Demirgunes, Banu, and Bulent Ozsacmaci. "Exploring the Effect of Consumers’ Food-Related Decision Making Styles on National Brand vs. Store Brand Choice." International Journal of Marketing Studies 9, no. 1 (January 16, 2017): 46. http://dx.doi.org/10.5539/ijms.v9n1p46.
Full textAbstract:
It is important for marketers to understand individuals’ buying decisions in a competitive environment. The concept of decision making style is one of the key determinants of consumers’ behavioral patterns. This study aims to explore the effects of consumers’ decision making styles on buying national and store brand food products. To examine consumer decision making styles, Sproles & Kendall’s (1986) The Consumer Style Inventory (CSI) is adopted for the study. The framework of the study is based on eight consumer decision making styles, expected to shape consumers’ national and store brand choices on food products. The empirical analysis is based on data obtained from consumers living in Kırşehir, a city in Turkey. Questionnaires are handed over to customers of retail stores both selling national and their own brands. The sample consists of 400 customers. The data is gathered by using convenience sampling and face-to-face survey methods. Multiple regression analysis is used to test some hypotheses of the research and to compare consumers’ national and store brand choices in the context of their decision-making styles. Besides, independent samples t-test and one way ANOVA are also used to see whether national and store brand choices significantly differs in demographic characteristics. The results of the study reveal that lower price seeking, habituation/brand loyalty, recreation consciousness and impulsiveness/carelessness have significant effects on the choice of store brand food product, whereas novelty/fashion consciousness, confused by over choice and value seeking have statistically significant effects on consumers’ choices of national brand food products. Lower price seeking is found to have the strongest effect on consumers’ store brand choices, whereas novelty fashion consciousness has the strongest effect on national brand food product choice. Besides, both store and national brand food product choices differ according to gender and income level.
34
Massara, Francesco, Daniele Scarpi, Robert D. Melara, and Daniele Porcheddu. "Affect transfer from national brands to store brands in multi-brand stores." Journal of Retailing and Consumer Services 45 (November 2018): 103–10. http://dx.doi.org/10.1016/j.jretconser.2018.08.013.
Full text
35
Choi, Jungwha. "Translation in Enhancing National Brand." FORUM / Revue internationale d’interprétation et de traduction / International Journal of Interpretation and Translation 7, no. 2 (October 1, 2009): 89–106. http://dx.doi.org/10.1075/forum.7.2.04cho.
Full textAbstract:
Les stratégies d’amélioration de la marque nationale exigent à la fois l’amélioration de la marque elle-même et une communication efficace. Concernant cette dernière, la traduction joue un rôle-clé. La nécessité de former des traducteurs de qualité tient à trois raisons. Premièrement, des traductions fidèles et promptes contribuent à véhiculer avec précision l’image d’une Corée compétitive. Deuxièmement, nous pouvons, à travers la traduction, faire découvrir les patrimoines spirituels hérités de nos ancêtres ainsi que la compétence de notre pays, ce qui aboutira à l’amélioration de la marque nationale. Troisièmement, la langue coréenne est une langue minoritaire sur le marché culturel mondial. Dans le contexte actuel de la mondialisation, la marque nationale est liée non seulement à l’image ou à la culture, mais également à la survie d’un pays. La traduction est une condition préalable à l’amélioration de la marque nationale, étant donné qu’elle constitue un moyen de compréhension de la Corée par les étrangers.
36
Stuurman, Anke L., Caterina Rizzo, and Mendel Haag. "Investigating the procurement system for understanding seasonal influenza vaccine brand availability in Europe." PLOS ONE 16, no. 4 (April 8, 2021): e0248943. http://dx.doi.org/10.1371/journal.pone.0248943.
Full textAbstract:
Background Timely knowledge of which influenza vaccine brands are procured and where is of interest to inform site-selection for brand-specific influenza vaccine effectiveness (VE) studies. Vaccine procurement is a key determinant of brand availability. We therefore sought to understand how the procurement for seasonal influenza vaccine in Europe is organized, how this drives brand availability and how procurement data could enable to determine brand availability pre-season. Methods Structured telephone interviews were conducted with 15 experts in 16 European countries between 2017 and 2019 to collect information on the influenza vaccine procurement systems. Sources of (brand-specific) procurement data were identified and assessed on public accessibility. Vaccine type and brand availability and timelines were determined for the 2019–20 season to understand how procurement systems drive brand availability and diversity. Results Four main types of procurement systems for seasonal influenza vaccination campaigns were identified: national public tenders (Croatia, Denmark, Finland, Ireland, Lithuania, Netherlands, Norway, Scotland, Slovenia), regional public tenders (Italy, Spain, Sweden), direct purchase of vaccines by GPs (England, Wales) or pharmacies (Belgium, France, Germany, Greece) from manufacturers or wholesalers. National public tender outcomes are publicly available and timely; brand availability at clinic level can generally be deduced or narrowed down to two brands. Regional tender outcomes are more difficult to find, known very late or not available. In Italian and Spanish regions tenders may be awarded only a few weeks before the seasonal campaign. No public procurement information is available for countries with direct purchase. Conclusion At the country-level, brand diversity is generally lower for countries with national public tenders than for countries with regional public tenders or direct purchase. In only a few countries, procurement data at the brand level is both publicly available and timely. Therefore the usefulness of procurement data for prospective site-selection for brand-specific VE studies is limited.
37
Bulmer, Sandy, and Margo Buchanan-Oliver. "Contextualising brand consumption experiences: a multi-modal enabling technique." Qualitative Market Research: An International Journal 17, no. 2 (April 8, 2014): 151–67. http://dx.doi.org/10.1108/qmr-01-2014-0003.
Full textAbstract:
Purpose – The purpose of this paper is to elaborate on a novel multi-modal enabling technique for contextualising brand consumption experiences. Design/methodology/approach – A multi-modal interpretive narrative approach is presented as a means of investigating brands as experiential entities for use in consumer identity projects. It reports the strategic use of different modes of data collection: autobiographical narratives generated by solo participants to create a benchmark of identity and subsequent friendship pair guided discussion interviews. This offers a faster, cheaper and more convenient means of gaining access to consumer experiences of brands than traditional ethnographic methods, which require prolonged engagements within a community. Findings – Consumer narratives of actual brand consumption and of mediated brand consumption are enhanced using this method. The consumer narratives generated provided rich insights into the role of brands in contributing to national identity. The contextualised use and function of identity narratives provided by brands were identified in addition to the identification of national community rituals of consumption. Originality/value – The multi-modal use of friendship pair interviews with solo autobiographical interviews is shown to offer benefits to qualitative consumer researchers focussing on brand/identity issues. The combination of data collection methods allowed for greater reflexive, memorial and contextualised discussion in the friendship pair interviews about brand narrative consumption and generated responses that advance beyond socio-political conventions concerning brands. Consequently, contextualised brand consumption experiences can be accessed more effectively than in conventional depth interviews.
38
Liu, Liwen, Lingli Wu, and Xianpei Hong. "Cross-brand and cross-channel advertising strategies in a dual-channel supply chain." RAIRO - Operations Research 54, no. 6 (September 16, 2020): 1631–56. http://dx.doi.org/10.1051/ro/2018091.
Full textAbstract:
The economic value of private brands and online marketing channel have been widely recognized in literature and practical life. Besides, studies show that advertising, as one of the major factors, can affect consumer attitudes and has significant effects on demand and profit. On the existing basis, this paper analyzes the advertising strategies under competition between a national brand manufacturer and a retailer with private brand, where the national brand can be sold both through a direct channel and a store channel but the retailer brand can be sold only through a store channel. We study the best advertising investment strategies and the balanced profits of the national brand manufacturer and retailer in the disintegrated system and the integrated system. Specially, in the disintegrated system, we discuss the best decision-making issues for national brand manufacturer and retailer in two special cases which there is only have brand competition or channel spillover effects. We discuss the impacts of the spillover effect and brand competition on the chain members and advertising strategies of different channels. In addition, we design a unilateral advertising subsidy contract to coordinate the supply chain. The results in this paper offer structural and quantitative insights into the interplay between the manufacturer and retailer in the dual channel supply chain and can be used as a reference for choosing the optimal advertising strategy.
39
Shen, Bin, Pui-Sze Chow, and Tsan-Ming Choi. "Supply Chain Contracts in Fashion Department Stores: Coordination and Risk Analysis." Mathematical Problems in Engineering 2014 (2014): 1–10. http://dx.doi.org/10.1155/2014/954235.
Full textAbstract:
In the fashion industry, department stores normally trade with suppliers of national brands by markdown contract whilst developing private labels with cooperated designers by profit sharing contract. Motivated by this real industrial practice, we study a single-supplier single-retailer two-echelon fashion supply chain selling a short-life fashion product of either a national brand or a private label. The supplier refers to the national/designer brand owner and the retailer refers to the department store. We investigate the supply chain coordination issue and examine the supply chain agents’ performances under the mentioned two contracts. We find the analytical evidence that there is a similar relative risk performance but different absolute risk performances between the national brand and the private label. This finding provides an important implication in strategic interaction for the risk-averse department stores in product assortment and brand management. Furthermore, we explore the impact of sales effort on the supply chain system and find that the supply chain is able to achieve coordination if and only if the supplier (i.e., the national brand or the private label) is willing to share the cost of the sales effort.
40
Dzyabura, Daria, and Renana Peres. "Visual Elicitation of Brand Perception." Journal of Marketing 85, no. 4 (May 20, 2021): 44–66. http://dx.doi.org/10.1177/0022242921996661.
Full textAbstract:
Understanding consumers’ associations with brands is at the core of brand management. However, measuring associations is challenging because consumers can associate a brand with many objects, emotions, activities, sceneries, and concepts. This article presents an elicitation platform, analysis methodology, and results on consumer associations of U.S. national brands. The elicitation is direct, unaided, scalable, and quantitative and uses the power of visuals to depict a detailed representation of respondents’ relationships with a brand. The proposed brand visual elicitation platform allows firms to collect online brand collages created by respondents and analyze them quantitatively to elicit brand associations. The authors use the platform to collect 4,743 collages from 1,851 respondents for 303 large U.S. brands. Using unsupervised machine-learning and image-processing approaches, they analyze the collages and obtain a detailed set of associations for each brand, including objects (e.g., animals, food, people), constructs (e.g., abstract art, horror, delicious, famous, fantasy), occupations (e.g., musician, bodybuilder, baker), nature (e.g., beach, misty, snowscape, wildlife), and institutions (e.g., corporate, army, school). The authors demonstrate the following applications for brand management: obtaining prototypical brand visuals, relating associations to brand personality and equity, identifying favorable associations per category, exploring brand uniqueness through differentiating associations, and identifying commonalities between brands across categories for potential collaborations.
41
Kliestikova, Jana, and Maria Kovacova. "By Disobedience to Success: When Brand Value should be Measured in a Different Way than how the Theory Recommends." Economics and Culture 14, no. 2 (December 1, 2017): 33–43. http://dx.doi.org/10.1515/jec-2017-0016.
Full textAbstract:
AbstractBrand value building and managing is an interdisciplinary issue with serious impact on company's effective market performance. Knowing this, more and more companies try to extract the competitive advantage of a valuable brand. But there are a lot of practical restrictions that result from universal application of formulated theory without respecting national specifics and which often lead to company's activities in scope of branding and brand value measuring not being successful. This is the reason for scepticism towards the implementation of brand management activities, especially in former socialistic countries where the tradition of brand is not so developed due to the long-term application of principles of planned economy. So, the undesirable spiral mechanism is evident – domestic companies apply inconvenient methods of branding and brand value evaluation – brand value decreases – companies rather do not build and manage theirs brands – brands lose their competitive potential in comparison with foreign competitors and the market deforms – only strong foreign brands applying their national branding mechanisms survive – the impression of the so called ‘good practice’ is created – the domestic companies apply inconvenient methods of branding and the circle starts again. According to this, the aim of this paper is to critically discuss the applicability of selected brand valuation methods in the specific conditions of Slovak republic and to verify its applicability in the context of framework conditions of their applicability. To achieve this aim, after the application of selected criteria, we applied the following methods of brand value measurement: royalty savings and brand value added.
42
Buil, Isabel, Eva Mart´ınez, and Leslie de Chernatony. "Brand Extension Effects on Brand Equity: A Cross-National Study." Journal of Euromarketing 18, no. 2 (2009): 071–88. http://dx.doi.org/10.9768/0018.02.071.
Full text
43
Buil, Isabel, Eva Martínez, and Leslie de Chernatony. "Brand Extension Effects on Brand Equity: A Cross-National Study." Journal of Euromarketing 18, no. 2 (June 24, 2009): 71–88. http://dx.doi.org/10.1080/10496480903021867.
Full text
44
Collins‐Dodd, Colleen, and Judith Lynne Zaichkowsky. "National brand responses to brand imitation: retailers versus other manufacturers." Journal of Product & Brand Management 8, no. 2 (April 1999): 96–105. http://dx.doi.org/10.1108/10610429910266940.
Full text
45
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.
Full textAbstract:
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.
46
Keller, Kristopher O., Inge Geyskens, and Marnik G. Dekimpe. "Opening the Umbrella: The Effects of Rebranding Multiple Category-Specific Private-Label Brands to One Umbrella Brand." Journal of Marketing Research 57, no. 4 (May 14, 2020): 677–94. http://dx.doi.org/10.1177/0022243720922853.
Full textAbstract:
The authors study the consequences of rebranding multiple category-specific private-label (PL) brands by “opening the umbrella” and unifying them under a common brand name. Retailers expect positive consequences that may manifest themselves in two ways: (1) an increased intrinsic brand strength and (2) an improved marketing-mix effectiveness. The authors analyze three substantially different retailers that rebranded one of their PL tiers. Consistent with the national-brand literature on umbrella rebranding, all three retailers realized an increase in the rebranded PL tier’s intrinsic brand strength, along with a reduced price elasticity. However, and in contrast to the national-brand literature, the effectiveness of both price-promoting and assortment size dropped for all three retailers after they unified their category-specific PLs under a common umbrella name.
47
Morra, Maria Cristina, Francesca Ceruti, Roberto Chierici, and Angelo Di Gregorio. "Social vs traditional media communication: brand origin associations strike a chord." Journal of Research in Interactive Marketing 12, no. 1 (March 12, 2018): 2–21. http://dx.doi.org/10.1108/jrim-12-2016-0116.
Full textAbstract:
Purpose The purpose of this study is to develop an analytical comparison between the impact of social media communication (both user-generated and firm-created) and the effects of traditional media communication. In particular, the components of customer-based brand equity and any difference in the effects according to brand origin associations are investigated. The target group consisted of fans and followers of beer brands on social media. Design/methodology/approach In all, 192 questionnaires were collected a survey link that was posted on beer brand pages that operate in the Italian market. Structural equation modeling was developed to investigate the impact of social and traditional media communication on brand equity and a multi-group analysis to examine the differences according to the brand names’ origin associations. Findings Results show that fans and followers cannot be considered as a collective unit. Additionally, consumers make a clear distinction between firm-created/user-generated social media and traditional media communication. Specifically, they distinguish how the effects of the two media outlets differ in relation to the brand origin associations. International brands should concentrate on both firm-created and user-generated communication, whereas national (Italian) brands should foster their firm-created communications. In both cases, however, traditional media communication loses its effectiveness on the brand equity components. Originality/value Contrary to existing literature, this project compares the effect of 2.0 and traditional media on various social media platforms, pointing out two different models according to the brands’ origin associations. This study develops interesting insights both for international companies with huge brand portfolios and for national firms in a complex market like those for beer.
48
Melnychenko, Svitlana V., Hanna I. Mykhaylichenko, Yuliia B. Zabaldina, Sergiy S. Kravtsov, and Svitlana S. Skakovska. "The protected area as a tourism eco-brand." Journal of Geology, Geography and Geoecology 30, no. 1 (April 9, 2021): 122–32. http://dx.doi.org/10.15421/112111.
Full textAbstract:
Branding of the protected area plays an important role in the process of forming its attractiveness for the currently growing target market, focused on the consumption of environmental friendliness as an unconditional value. The results of literature review show that when the object of branding is a national nature park or any other nature protected object, intangible elements of the brand (affirmative opinions, beliefs and associations) must be based on the principle of eco-friendliness, and the tangible elements (logo, colours, design, semantic and visual effects) reflect this primary value. This is the so-called eco-brand which provides the ecological prerogative of the positioning object. The aim of this paper is to analyze the tangible and intangible components of Ukrainian national nature parks brands, their current market positioning, as well as the development of proposals for eco-brand formation of the national parks. The study tested text and visual content of Internet sites of Ukrainian national natural parks and analyzed their logos. As a result, most logos can be considered environmentally friendly due to their symbology and colours, but Internet sites are not customer and business oriented, and don’t reflect the national parks positioning. Based on a sample of 87 on‐ site visitor survey responses, two factors, the brand awareness and national parks attendance, were estimated. The brand awareness of Ukrainian national parks is critically small and directly depends on the brand awareness. The hiding place survey suggested that consumers do not identify national parks by logos and do not differentiate them well. The results of the survey of potential visitors were supported by the results of interviews with 8 ecotourism experts. Experts identified the current positioning for each national park, proposed changes in positioning based on the characteristics of the landscapes and hydrology, flora and fauna. Based on the findings of this study, the authors proposed a set of measures for the brand positioning of national parks within the framework of the eco-brand concept. The authors insist that the development of a national nature park in the concept of an eco-brand also means the introduction of environmental standards of landscape design, appropriate behaviour patterns and management approaches.
49
Tjiptono, Fandy, and Haja Tiana Rakotondrainibe Andrianombonana. "Examining brand origin recognition accuracy in Indonesia." Asia Pacific Journal of Marketing and Logistics 28, no. 5 (November 14, 2016): 878–97. http://dx.doi.org/10.1108/apjml-09-2015-0139.
Full textAbstract:
Purpose Brand origin (BO) has been suggested as an important determinant of brand evaluation and purchase intention. However, previous studies have indicated that consumers have limited knowledge and ability to recognize national origin of brands. The purpose of this paper is to assess brand origin recognition accuracy (BORA) and its relationships with brand evaluation and purchase intention in the Indonesian laptop market. Design/methodology/approach A convenient sample of 195 people in Daerah Istimewa Yogyakarta participated in the survey. They were given a list of 18 laptop brands (four local and 14 foreign brands) and were asked to identify their actual national origins. Findings The study found that consumers are more likely to misidentify than correctly recognize a true BO. This limited ability also has contributed to the low BORA scores for both local and foreign brands. Brand evaluation was found to be positively correlated with purchase intention. However, the current study could only find partial supports for the relationship between BORA scores and brand evaluation as well as purchase intention. Practical implications Many Indonesian consumers are unaware of the laptops’ BO, whether it is foreign or local. Companies need to inform, educate, and/or remind consumers of their brand’s true origin and avoid being associated with a weaker country image. Furthermore, despite all four Indonesian laptop brand names seem to use non-Indonesian names, only one brand gains a slightly better brand evaluation from favorable misclassification. It may suggest that the effectiveness of foreign branding strategy in the Indonesian laptop market is debatable. Originality/value This is one of the few studies examining BORA in Indonesia, the world’s fourth most populous country and the largest laptop market in Southeast Asia.
50
Rondán Cataluña, Francisco Javier, Antonio Navarro García, and Ian Phau. "The influence of price and brand loyalty on store brands versus national brands." International Review of Retail, Distribution and Consumer Research 16, no. 4 (September 2006): 433–52. http://dx.doi.org/10.1080/09593960600844236.
Full text