Relevant bibliographies by topics / Role of the brand in marketing

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

Academic literature on the topic 'Role of the brand in marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 8 February 2022

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Journal articles on the topic "Role of the brand in marketing"

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Singh, Jaywant, Stavros P. Kalafatis, and Lesley Ledden. "Consumer perceptions of cobrands: the role of brand positioning strategies." Marketing Intelligence & Planning 32, no. 2 (April 7, 2014): 145–59. http://dx.doi.org/10.1108/mip-03-2013-0055.

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Purpose – Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands’ positioning on consumers’ perceptions of cobrand positioning has not been investigated. The aim of the present study is to fill this gap. Design/methodology/approach – Employing a quasi-experimental design, the authors create cobranding scenarios in three product categories (tablet computers, cosmetics, and smart phones). The data are collected via structured questionnaires resulting in 160 valid responses. The data are analyzed employing Partial Least Squares-based Structural Equation Modeling (PLS-SEM), and consumer evaluation of cobrands is tested in relationship to the prior positioning of the parent brands, product fit and brand fit, along with post-alliance positioning perceptions of the partner brands. Findings – The results confirm brand positioning as a robust indicator of consumer evaluation of cobrands. Positioning perceptions of partner brands are positively related to cobrand positioning perceptions. In addition, pre-alliance positioning significantly relate to post-alliance positioning, confirming cobranding as a viable strategy for partner brands. Research limitations/implications – The paper recommends research that could reveal the impact of differential brand equities of partner brands, such as, between a high-equity brand and a low/moderate-equity brand, mixed brand alliances – product/service; service/service, and at different levels of partner brand familiarity. Practical implications – Managers should design cobrand positioning based on existing positioning perceptions of the partner brands, rather than focussing on product fit and brand fit. Originality/value – The study demonstrates the focal role of positioning strategies of partner brands in consumer evaluation of cobrands.
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Shiqun, Yuan, Zhou Chengjun, and Zhang Yu. "The role and path of digital marketing in tourist souvenir brands." E3S Web of Conferences 251 (2021): 03044. http://dx.doi.org/10.1051/e3sconf/202125103044.

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The extensive and in-depth application of digital technology has led to the transformation of marketing methods. This article analyzes the role and path of digital marketing in tourist souvenir brands through case studies, expert interviews and literature studies. The findings suggest that the rational use of digital technology can not only reshape brand competitiveness, but also play a role in deepening product integration and enhancing brand communication. To realize digital marketing of tourist souvenir brands, it is necessary to formulate effective brand marketing strategies and create a personalized brand image in order to realize the conversion of cultural and creative product sales.
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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.

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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.
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Pinarbasi, Fatih, and Ceyda Aysuna Türkyılmaz. "The Role of Retro Brand Experience in Repurchase Intention and Brand Loyalty." International Journal of Research in Business and Social Science (2147-4478) 6, no. 2 (March 19, 2017): 13–25. http://dx.doi.org/10.20525/ijrbs.v6i2.714.

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Concepts such as retro marketing, retro branding and nostalgia marketing are important issues that have come to the agenda in recent years in our world, which is undergoing intensive change and transformation processes. The longing for past periods can be an important source of marketing work for the consumer. Few scientific studies have been conducted in Turkey for retro marketing. It is possible to carry out researches on retro marketing and retro branding, to test relations with different concepts and to develop the researches in detailed form. The aim of this study is to determine whether the general hypotheses tested in the literature will have the same effect on brands carrying retro marketing activities. The scales for the concepts in the research were taken from the literature and 401 participants were reached by convenience sampling method. As a result of the study, it was detected that the dimensions of retro brand experience affect the intention of re-purchasing and brand loyalty. It has also been observed that the retro brand experience dimensions also affect the retro brand attitude, retro brand credibility and customer satisfaction. Finally, it has been tested whether retro brand attitude, retro brand credibility, and customer satisfaction concepts affect repurchase intention and brand loyalty. As a result, it has been observed that these concepts affect repurchase intention and brand loyalty.
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Guèvremont, Amélie, and Bianca Grohmann. "The brand authenticity effect: situational and individual-level moderators." European Journal of Marketing 50, no. 3/4 (April 11, 2016): 602–20. http://dx.doi.org/10.1108/ejm-12-2014-0746.

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Purpose This paper aims to examine under what conditions consumers develop emotional attachment toward authentic brands. It proposes that authentic brands’ ability to evoke attachment is contingent upon situational (i.e. need to belong and need to express the authentic self) and consumer individual difference variables (i.e. brand engagement in self-concept [BESC] and personal authenticity). Design/methodology/approach Two experiments empirically test the effects of brand authenticity on emotional brand attachment. Experiment 1 considers the moderating roles of social exclusion and BESC. Experiment 2 examines the moderating roles of situationally induced feelings of self-inauthenticity and enduring personal authenticity. Findings Consumers with a high level of BESC show greater emotional brand attachment to authentic (versus less authentic) brands when they feel socially excluded. Consumers with a high level of enduring personal authenticity show greater emotional brand attachment to authentic (versus less authentic) brands when they experience situations that make them feel inauthentic. Practical implications This paper has implications for brand communication strategies adopted by brands that are positioned strongly on authenticity. Originality/value This paper is one of the few to examine the effect of brand authenticity on brand attachment taking into account the moderating role of situational and individual difference variables. The findings contribute to the brand attachment and brand authenticity literatures.
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Rambocas, Meena, and Surendra Arjoon. "Brand equity in Caribbean financial services: the moderating role of service providers." International Journal of Bank Marketing 38, no. 3 (November 28, 2019): 642–70. http://dx.doi.org/10.1108/ijbm-05-2019-0167.

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Purpose The purpose of this paper is to develop an integrated model to represent how service experience (core, employee and service scale), customer satisfaction (transaction-specific and cumulative) and brand affinity influence brand equity in financial services, taking into account the moderating influence of financial service providers. Design/methodology/approach Data were collected from 751 customers in three types of financial service providers (banks, insurance companies and credit unions), and analyzed with structural equation modeling and multi-group analysis. Findings The findings confirm the significant and positive influence of service experience, customer satisfaction and brand affinity on brand equity. Employee service experience has the strongest influence, but its impact is mediated by customer satisfaction. Brand affinity has the lowest influence on brand equity. The type of financial service provider moderates the influence of customer satisfaction on brand equity; transactional satisfaction is more important for credit unions and insurance companies, but cumulative satisfaction is higher for banks. Practical implications The study is significant for three reasons. First, it reconciles branding strategies across different types of financial service providers. Second, it will help financial managers to develop and implement a more integrated approach toward building brand equity for financial service brands. Finally, it will identify specific service-related areas financial providers can target to increase customers’ preferential value. Originality/value The paper addresses previous concerns within brand equity studies by examining the drivers of brand equity formation in multiple financial institutions. It shows how different aspects of service experience and customer satisfaction affect brand affinity and preferential attitudes toward financial brands.
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Tanveer, Muhammad, Abdul-Rahim Ahmad, Haider Mahmood, and Ikram Ul Haq. "Role of Ethical Marketing in Driving Consumer Brand Relationships and Brand Loyalty: A Sustainable Marketing Approach." Sustainability 13, no. 12 (June 17, 2021): 6839. http://dx.doi.org/10.3390/su13126839.

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This research is focused on studying the impact of ethical marketing practices on value-adding product sustainability and customer brand relationship sustainability. It further investigates the consequent effects of value-adding product sustainability and customer brand relationship sustainability on brand loyalty. Data for this study were collected from a sample of 1500 customers having multiple interactions with goods and brands of retail organizations in Pakistan. We employed structural equation modeling (SEM) using SPSS 24.0 to analyze our data. The findings of this paper provide empirical support to the proposed relationships. More specifically, ethical marketing practices were found to have a significant impact on value-adding product sustainability and customer-value brand relationship sustainability. The findings also support a positive impacts of value-adding product sustainability and customer-value brand relationship sustainability on brand loyalty. This study provides some valuable implications for the theory and practice in that it identifies and empirically validates key ethical marketing factors affecting loyalty in business-to-consumer interactions. Besides, this study advocates implications for firms regarding some key aspects of ethical marketing practices that should be strengthened to achieve sustained brand loyalty.
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Adinugroho, Indro, Didit Hersanto, Antonina Renata Putri, Steffi Hartanto, and Smitha Sjahputri. "Industry, Brand, and the Role of Digital Medium." CommIT (Communication and Information Technology) Journal 12, no. 1 (May 31, 2018): 19. http://dx.doi.org/10.21512/commit.v12i1.3925.

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Rapid growth in information technology forces various industries and business owners to think strategically to reach public attention. This condition also brings the logical consequence of using online medium as their primary marketing tools. Various online medium or usually called as social media such as Twitter, Path, and Facebook have been used by numerous industries as tools to communicate their ideas, brands, and promotion to the public. Along with this condition, industries need to think strategically to develop contemporary marketing communication strategy. This research is a case analysis focusing on examining marketing communication strategy of a brand. One brand identified is Pocari Sweat, Japanese isotonic drink brand. This brand is selected due to the availability of our computer devices to track the tweets. From this study, we have concluded that in this disruption era, marketing communication strategy can be known and identified by others only by tracking their digital footprint.
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Sevel, Louise, Russell Abratt, and Nicola Kleyn. "Managing across a corporate and product brand portfolio: evidence from a large South African service organization." Journal of Product & Brand Management 27, no. 1 (February 12, 2018): 18–28. http://dx.doi.org/10.1108/jpbm-05-2016-1182.

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Purpose The purpose of this study is to understand how a large service organisation with a brand portfolio manages its corporate brand relative to its portfolio of product brands. Design/methodology/approach The authors use an interpretivist research paradigm to investigate four research questions concerning the relative roles of corporate and product brands, the role of the CEO, the structures and capabilities that support the development of brand equity (including the role of the marketing function) and the role of employees in building corporate brand equity. A case study design was used, and the Tsogo Sun, one of the largest hotel and casino organisations in Africa, was the focus of the investigation. Findings The findings highlight the important role of both the CEO and the marketing department in optimising brand equity and managing across corporate and product brands. Employees were found to play a critical role and the need to clarify their relative roles as both recipients and expressors of brand identity across corporate and product brands emerged as an important theme. Originality/value Although the corporate brand has received much attention in recent years, much of literature remains conceptual. In addition to responding to calls for empirical research, the paper also contributes to deepening understanding about how to manage a corporate brand alongside a number of product brands.
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Khan, Yang, Shafi, and Yang. "Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis." Sustainability 11, no. 19 (September 20, 2019): 5167. http://dx.doi.org/10.3390/su11195167.

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This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social media marketing activities (FSMMAs) and sophisticated social media marketing activities (SSMMAs) such as interactions, sharing, and trendiness. Second, the influence of innovative components, i.e., FSMMAs and SSMMAs, are analyzed regarding brand equity and customer response toward apparel brands. A survey was conducted with a total of 406 Pakistani customers who used apparel brands, and the collected data were analyzed through confirmatory factor analysis (CFA) and Hayes PROCESS macro in SPSS. From the empirical results, we concluded that apparel brand equity (i.e., brand awareness, brand image) significantly mediates the relationship between FSMMAs and customer response (price premium willingness, customer loyalty). Moreover, it is also determined that SSMMAs moderate the indirect association of FSMMAs and customer response via brand equity.
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Dissertations / Theses on the topic "Role of the brand in marketing"

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Coleman, Megan K. "Untangling the Role of Brand Affect and Brand Trust in Marketing Research." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/cmc_theses/994.

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Current marketing research suggests that two separate cognitive functions, rational "brand trust" and emotional "brand affect", work independently to influence brand loyalty and in turn, consumer purchasing. Yet, this idea is at off with a growing body of neuroeconomic research, which demonstrates the role of emotion in seemingly rational decisions.Here, we examine psychological, economic, and neuroscientrific research on how, along with the stand-alone effects of brand affect, emotion may influence brand trust, illustrating how these two seemingly separate functions may work in conjunction. First, we use psychological and economic theories such as the Somatic Marker Hypothesis, Affect-as-Information Theory, and Appraisal Tendency Theory to demonstrate that emotions have a large role in decision-making. Next we describe views from behavioral economics on how human decision-makers respond to uncertainty, drawing on frameworks, such as Prospect Theory and experimental findings like the Ellsberg paradox. Experimental findings suggest that people find the unknown emotionally aversive, both for uncertainty in outcomes (risk) and the range of possible outcomes (ambiguity). Risk- and ambiguity-aversion appear to arise from separate neural systems, suggesting that brand trust can increase affect by decreasing both perceived ambiguity and risk. Finally, we examine the marketing implications of the conclusion that affect and trust are interconnected. With the new perspective gained, marketers can better understand the mutually dependent relationship of brand affect and brand trust and begin to examine ways to capitalize on the clarification.
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Simelane, Tekhaya. "Exploring the role of consumer brands In shaping employer brand attractiveness." Diss., University of Pretoria, 2015. http://hdl.handle.net/2263/44449.

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The purpose of this research was to explore if there is a role that consumer brands play in shaping the attractiveness of an employer brand. This qualitative study was conducted using the exploratory approach, because the prior insights of the proposed relationship were modest and inconclusive. The population constituted of all registered Masters of Business Administration students at the Gordon Institute of Business Science. The sampling frame constituted second year (2013/14) and full time (2014/15) students. The reason for this choice was that these individuals are knowledgeable on brand concepts, are mostly likely thinking about employment prospects, and have had the opportunity to evaluate employer attractiveness. A sample size of 15 was drawn; this number was chosen based on the likelihood that data saturation would be reached at that point because of the homogeneous nature of the population. The outcome of this study revealed that consumer brands play a role in shaping employer brand attractiveness, with the main role being that consumer brands project employer brands. Potential employers utilise brands’ dimensions such as quality, innovativeness, longevity and public perception, amongst others, as an indication of employer brand attractiveness. Also uncovered by the study was that the extent of consumer brand influence on an employer brand varies with profession, industry and maturity. Moreover, consumers play a role in attracting potential employees towards investigating employment prospects in a certain organisation, but contribute very little to retaining employees if employment expectations are not met.
Dissertation (MBA)--University of Pretoria, 2015.
lmgibs2015
Gordon Institute of Business Science (GIBS)
Unrestricted
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Kwan, Man Ching. "A self-based perspective for consumer-brand relationship : understanding the role of brand attachment in brand equity creation." HKBU Institutional Repository, 2011. http://repository.hkbu.edu.hk/etd_ra/1261.

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Sultan, Abdullah J. "The relationship between new brand information exposure and future purchase intention the moderating role of brand implicit image /." Pullman, Wash. : Washington State University, 2008. http://www.dissertations.wsu.edu/Dissertations/Fall2008/a_sultan_11609.pdf.

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Berčíková, Michaela. "Výskum image značky L'Oréal v segmente študentov v Belgicku." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11475.

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This paper is divided into theoretical and methodological part. First part defines the concept of the company brand, its role as a non-tangible asset, its value and methods of measurement and the process of strategic management of the brand value. Second part discusses the history of the L'Oréal Group, explains the main steps of the research. It focuses on student's perception of the importance of job conditions and psychological traits in a company as well as evaluation of L'Oréal's performance on these aspects.
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Karpasitis, Christos. "Brand video virality : the role of audio, visual and plot characteristics." Thesis, University of Central Lancashire, 2017. http://clok.uclan.ac.uk/20467/.

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Drawing on theoretical insights from multidisciplinary research in the fields of Multimedia, Internet Marketing, Business Management and Information Systems, this research is set out to explore how video content characteristics affect brand video virality. In this way, this research attempts to address a well-documented gap in existing research on the contributing factors that make brand videos viral (West, 2011; Cashmore, 2009). More specifically, it investigates the effect that particular content characteristics (visual graphics, audio and plot) might have in driving large numbers of consumers/social media users to create online stories about the same brand video by sharing, commenting or liking it in social networks. To examine this, engagements of Social Media users with brand videos were analysed and monitored by using the method of netnography. Following Dobele et al (2007)’s sampling approach, four brand videos selected on the basis of three main criteria: being global, being viral and being examples of a recent viral marketing campaign, were examined. In addition, two online surveys of a total of 351 Social Media users were conducted. The online surveys included open-ended and closed-ended questions regarding the participants’ engagement with different video content characteristics that were included within the brand videos examined. The results of this research suggest that the separate characteristics/components constituting a brand video's content may have an independent effect on the virality of the brand video. More specifically, across the video content characteristics examined, plot was the most powerful in terms of its impact on a Social Media user's decision to create an online story about a brand video in social networks and consequently, enhance its virality. Moreover, the presence of a familiar character/actor within a brand video’s visuals can significantly increase the possibility of the brand video going viral. In respect to the audio, there was evidence that for a brand video to go viral, "music fit" is vital.
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Mulyanegara, Riza Casidy. "Church marketing : the role of market orientation and brand image in church participation." Monash University. Faculty of Business and Economics. Department of Marketing, 2009. http://arrow.monash.edu.au/hdl/1959.1/74962.

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Since its conception, the concept of ‘market orientation’ has been largely regarded as an employee-perceived phenomenon due to its focus on employees as the unit of analysis. The examination of market orientation from customer perspective (‘perceived market orientation’) remains an under-researched topic, particularly within the non-profit sector. The present study seeks to address this research gap through an investigation of the role of ‘perceived market orientation’ in affecting ‘customer participation’ with churches as the research context. The use of churches as a research context has become increasingly common in studies of non-profit and services organisations. Although the implementation of marketing techniques in the church context has been extensive, there has been little examination of the effectiveness of these methods in encouraging church participation. Consequently, previous studies in this area have failed to contribute to a theoretical understanding of how marketing can be used to motivate participation. It is thus apparent that there is a need for more research in this area to examine the potential role of concepts such as ‘perceived market orientation’ and ‘brand image’ in affecting church participation. This research incorporated two stages of research design in the form of qualitative and quantitative techniques. The qualitative phase involved in-depth interviews with Church Goers (CGs) and Non Church Goers (NCGs). Insights gained from the interviews helped the present author to incorporate relevant constructs as predictors of church participation in the conceptual framework. The quantitative phase involved the distribution of self-administered questionnaires using convenience sampling technique. CG respondents were approached through Assemblies of God (AOG) church leaders in Melbourne metropolitan and suburban areas whereas NCG respondents were recruited through newspaper advertisement. A total of 564 usable questionnaires were obtained representing 42% of the total number of respondents approached in both groups. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were employed to establish construct reliability and validity as well as measurement invariance. Subsequently, the Structural Equation Modeling (SEM) technique was employed to analyse the hypothesised relationships between key constructs in the conceptual framework. The results of the study indicate that ‘perceived market orientation’ plays an important role in affecting the church participation of both CG and NCG respondents. An examination of corollary hypotheses reveals that ‘interfunctional coordination’ performs the strongest effect on church participation. Further, ‘customer orientation’ was only found to be significantly associated with church participation in CG group whereas ‘competitor orientation’ was not found to be positively associated with church participation in either group of respondents. The ‘brand image’ construct in the present study was developed to examine the church’s ability in creating a unique brand identity (uniqueness), monitoring brand values (reputation), and managing brand communications (orchestration) from the perspectives of existing (CG) and prospective (NCG) members. The analysis found that ‘brand image’ is a unidimensional construct which is positively associated with ‘perceived market orientation’, ‘perceived benefits’, and ‘church participation’ in both sample groups. The study also examines the significance of ‘perceived benefits’ in affecting church participation. The construct was found to be significantly associated with church participation in both sample groups. Among the three dimensions of ‘perceived benefits’, the construct of ‘social benefits’ was found to perform the strongest effect on church participation in both sample groups. The present study offers significant practical implications for non-profit managers in general and church leaders in particular. Due to the significance of market orientation and brand image in encouraging customer participation, it is recommended that non-profit managers and church leaders embrace market orientation and brand orientation to reach out their target segments more effectively.
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Dalstam, Malin, Hedvig Nordlöf, and Daniella Holmgren. "The NA-KD Truth About Influencer Marketing : Exploring influencer marketing through integrated marketing communication and the influencer’s role in strengthening a brand." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39986.

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Problem: The nature of marketing communications is changing as a result of the rise and development of social media. In response to this advancement, the way in which companies communicate with their target audience has shifted. Consumers today attain greater control in terms of receiving and influencing a message. Companies may need to gain an understanding on how various marketing communication tools can be integrated and utilized instead of primarily using one marketing communication tool for the purpose of optimizing the impact of persuasive communication. However, a company’s attempt to control brand related discussions on social media can be executed through the use of influencer marketing. The use of influencers is expanding within the fashion industry but the recognition of influencers being a part of a company’s modernized marketing strategy is low. This causes the researchers inquiry to explore this further.    Purpose: The purpose of this research paper is to explore how a company within the fashion industry can use influencer marketing as a part of their integrated marketing communication and how a company can use an influencer to strengthen its brand in view of its brand identity. The study targets the fashion industry in Sweden.    Methodology: In order to fulfil the purpose of the study and to answer the two research questions, a qualitative research approach together with a multi-method approach was adopted. Semi-structured interviews and qualitative email questionnaires were used in the empirical data collection process. The selected participants obtained high knowledge in the field of influencer marketing as well as knowledge within the fashion industry. The participants were selected through convenience sampling.    Conclusion: The empirical study showed that influencer marketing can be used as a part of a company’s IMC by integrating the influencer with the six marketing communication tools. Furthermore, influencer marketing can be incorporated into a company’s IMC as a tool used to partially control eWOM to a desired target audience by speaking positively about a product, service and brand. An influencer can strengthen a brand through laying a foundation for a brand identity and a brand image to cooperate as a unit. It was further found that the influencer should be integrated internally within a brand identity for the purpose of externally communicating the brand identity to the company’s desired target audience. A conceptual model was developed by the researchers with the intention of providing a comprehensive illustration of the answers to the research questions.
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Kobolková, Edita. "Role prémiové značky v produktovém portfoliu vybrané tabákové společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15762.

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The market of tobacco products presents a very specific area of fast moving consumer goods. Marketing activities are strictly limited by law and the correct establishment of communication tools is sometimes considerably difficult. In addition to the above, in the case of the tobacco industry, we are talking about almost the same product for every particular cigarette brand. My diploma thesis deals with the role of the premium brand Marlboro in the product porfolio of the company Philip Morris ČR a.s.
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Aurimas, Mickus, Zhou Pengshuo, and Guo Xiang. "The Role of Paid and Earned Social Media on Consumer Behavior for Apparel Brands in China’s Market." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48901.

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Social media marketing is gradually replacing traditional marketing and becoming the primary marketing strategy for businesses. Paid and earned media have emerged as two major social media marketing forms that are important in business development research. China has more social media users than any other country in the world and is housing platforms such as Weibo, WeChat or Xiaohongshu, thus with an ever-increasing demand for social interaction between a company and a customer, the search for the optimal marketing strategies in a hyper-competitive apparel market in China is in effect. With there being a lack of research in the field, the main purpose of this study is to examine how paid and earned social media channels impact apparel customer behavior in China. Firstly, the study aimed to see to what degree paid and earned media influences apparel consumption, and, secondly, it intended to see how social media marketing strategy impacts consumers' views on brand loyalty, brand awareness and purchasing behavior. In order to do this, a quantitative study has been conducted - nine hypotheses were formulated after an extensive literature review, from which a research model has been derived and a questionnaire used to gather the opinions of local Chinese social media users has been employed. Convenience with a non-probability sampling method was adopted to collect quantitative data. A total sample of 400 respondents participated in an online questionnaire, ranging from the age of 18 to 34 and having a relatively high education level. The SPSS program was applied to analyze the collected data with multiple statistical analysis methods: Cronbach alpha reliability test, factor analysis, and linear regression analysis to test internal consistency - Cronbach alpha, construct validity, and the relationship between dependent and independent variables. The study revealed that both social media marketing types have a positive effect on apparel consumer behaviors, however, paid media only mostly influences brand awareness of apparel brands, and earned media is very effective when it comes to influencing purchasing behavior and brand loyalty of apparel brands. Moreover, the utmost importance of Word-of-Mouth marketing has come to light, as the need for increased social value urges Chinese to promote products by sharing.
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Books on the topic "Role of the brand in marketing"

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ARF Brand Equity Workshop (1994 New York, N.Y.). Building brand equity: The lead role of research in managing the power of brands: Transcript proceedings. New York, NY: Advertising Research Foundation, 1994.

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Burresi, Aldo, ed. Il marketing della moda. Florence: Firenze University Press, 2006. http://dx.doi.org/10.36253/978-88-6453-103-8.

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This work addresses issues of strategic marketing and business management in the fashion system, highlighting the specific and differentiated elements. The authors analyse the textile-clothing sector, with special focus on the processes of innovation, the dynamics and the new agents emerging in the distribution field, the role of the brand and the internationalisaton of the enterprises. In conclusion, the study identifies various emerging marketing strategies on which a specific research approach to fashion marketing can be constructed.
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Hogg, K. Anne. The role of advertising in brand building and the validity and marketing implications of further restrictions on tobacco promotion. (s.l: The Author), 1992.

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Hubbard, Monika. Markenführung von innen nach aussen: Zur Rolle der internen Kommunikation als Werttreiber für Marken. Wiesbaden: VS Verlag für Sozialwissenschaften, 2004.

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Lily, Dong, ed. Consumer-citizens of China: The role of foreign brands in the imagined future China. London: Routledge, 2011.

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Brand revolution: Rethinking brand identity. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan, 2013.

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Brand hijack: Marketing without marketing. New York: Portfolio, 2005.

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Abrahams, David. Brand risk: Adding risk literacy to brand management. Aldershot, England: Gower, 2008.

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Abrahams, David. Brand risk: Adding risk literacy to brand management. Aldershot, England: Gower, 2008.

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Rakhra, Rakesh. Strategic brand management. London: Newspaper Society, 1998.

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Book chapters on the topic "Role of the brand in marketing"

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Farshid, Mana, Leila Ashrafi, Åsa Wallström, and Anne Engström. "Role of Anti-Brand Websites on Brand Image." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 51–56. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10951-0_27.

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Vernuccio, Maria, Michela Patrizi, and Alberto Pastore. "Brand Anthropomorphism and Brand Voice: The Role of the Name-Brand Voice Assistant." In Advances in Digital Marketing and eCommerce, 31–39. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-47595-6_5.

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

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Ross, Spencer M. "@Brand to @Brand: The Role of Interbrand Communications in Consumer Evaluations of Interbrand Products—An Abstract." In Creating Marketing Magic and Innovative Future Marketing Trends, 193. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_39.

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Samuelsen, Bendik Meling, and Lars Erling Olsen. "The Attitudinal Response to Alternative Brand Growth Strategies: The Moderating Role of Brand Stretch." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 32. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-18687-0_13.

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Hallem, Yousra, Wissal Ben Arfi, and Haithem Guizani. "How do Emotions Influence Brand Attachment? The Mediation Role of Brand Authenticity: An Abstract." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 801. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-02568-7_212.

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Dennis, Charles, Savvas Papagiannidis, Eleftherios Alamanos, and Michael Bourlakis. "The Role of Brand Attachment and Its Antecedents in Brand Equity in Higher Education: An Extended Abstract." In Creating Marketing Magic and Innovative Future Marketing Trends, 287–92. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_56.

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Chatzopoulou, Evangelia, and Markos Tsogas. "The Role of Emotions to Brand Attachment and Brand Attitude in a Retail Environment: An Extended Abstract." In Creating Marketing Magic and Innovative Future Marketing Trends, 43–47. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45596-9_10.

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Kieu, Tai Anh. "Construing Loyalty through Perceived Quality and Brand Identification: The Mediating Role of Brand Trust and Brand Relationship Closeness: An Abstract." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 231–32. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-02568-7_59.

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Kalamas, Maria, Mark Cleveland, Michel Laroche, and Robert Laufer. "The Critical Role of Congruency in Prototypical Brand Extensions." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 241. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11845-1_85.

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Conference papers on the topic "Role of the brand in marketing"

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Spry, Amanda, and Ann Wallin. "HOW DO CONSUMERS EVALUATE OVERLAPPING BRANDS? THE ROLE OF CORPORATE VERSUS PRODUCT BRAND DOMINANCE." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.03.08.04.

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Choi, Dongwon, Hyejin Bang, Bartosz W. Wojdynski, Yen-I. Lee, Kate M. Keib, Camila Espina, and Kacy Kim. "WHEN DO VIEWERS SHARE VIRAL VIDEO ADVERTISING? THE ROLE OF BRAND PROMINENCE AND BRAND DISCLOSURE TIMING." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.05.09.03.

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Rungtrakulchai, Rachata. "PRICE DEALS AND BRAND EQUITY: THE ROLE OF PRODUCT INVOLVEMENT." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.10.08.03.

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Chiang, Hsu-Hsin, Tzu-Shian Han, and David McConville. "MULTILEVEL RELATIONSHIPS BETWEEN BRAND-CENTERED HRM AND BRAND CITIZENSHIP BEHAVIOR: MEDIATING ROLES OF PERSON-BRAND FIT AND BRAND COMMITMENT." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.10.08.01.

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Akyüz, Ayşen, and Mustafa Ercilasun. "The Role of Advertising during Recession." In International Conference on Eurasian Economies. Eurasian Economists Association, 2014. http://dx.doi.org/10.36880/c05.01141.

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Advertising plays a key role in a dynamic economy. It provides valuable information about products and services in an efficient manner; communicates customer value, builds brand awareness and creates demand. In a recession, the first things that a company usually cuts come from the advertising budget. When companies begin to cut back on advertising during an economic downturn, they become less visible to the public. While it make sense to cut off from communication budget, the evidence shows that the companies which advertise during an economic downturn, have expanded their market share and have maintained their solid image. Therefore according to marketers, neglecting marketing efforts during an economic downturn will result in weakening the brand and making it less profitable in the long run. The present study aims to provide an understanding of the marketing communications’ specifically advertising’s impact on companies’ performance during and after recession. It lays out the theoretical foundations to evaluate the impact of advertising during the recessions and provides some evidence from the world. It is believed to be paramount to examine the existing literature and researches to create awareness in the field, about the importance and impact of advertising during economic downturns.
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Hsiao, Chan, Yi-Hsuan Lee, and Shu Yin Lai. "A MULTILEVEL INVESTIGATION OF LINKS BETWEEN BRAND-SPECIFIC TRANSFORMATIONAL LEADERSHIP AND EMPLOYEE BASED BRAND EQUITY: THE MEDIATING ROLE OF EMPOWERMENT." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.11.01.01.

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Kick, Markus. "CORPORATE BRAND POSTS ON FACEBOOK THE ROLE OF INTERACTIVITY, VIVIDNESS, AND INVOLVEMENT." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Korean academy of marketing science, 2014. http://dx.doi.org/10.15444/gmc2014.01.06.01.

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Kamalova, Anara. "The Role and Importance of Social Marketing in the Economy." In International Conference on Eurasian Economies. Eurasian Economists Association, 2014. http://dx.doi.org/10.36880/c05.01161.

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Today one of the most important problems of the Kyrgyz economy is the involvement of business to the social issues of society and social marketing. The main goal of social marketing is to raise the company's image, because it can promote a brand by solving social problems. Also compliance with the principles of social marketing in activity provides the conditions for the creation of a positive image of a company, political party or a public figure. Despite the fact that global social marketing is growing rapidly, unfortunately, in Kyrgyzstan, it has not yet received adequate development and only some businesses take responsibility for the performance of these functions and occasionally solve social issues. Analyzing the social marketing technologies in Kyrgyzstan, it should be noted that, their use is very unpopular. This is due to the lack of effective support from the government. In our opinion, it is necessary to provide tax breaks for companies that address social issues as well as provide moral and legal support to these enterprises.
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Kumar, Anvita, and George Balabanis. "BRAND PLACEMENT EFFECTIVENESS: EXPLORING THE ROLE OF POSITIVE EMOTIONS AND IMPLICIT ATTITUDES." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.05.09.01.

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Kumar, Anvita, and George Balabanis. "EVALUATING THE ROLE OF CHARACTERS IN BRAND PLACEMENTS ON WORD OF MOUTH ACTIVITY." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.04.07.03.

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Reports on the topic "Role of the brand in marketing"

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Lee, Ji Yeong, and Kim K. P. Johnson. Identification with a Socially Responsible Apparel Company: Role of Cause-Related Marketing Strategy in Building Brand Loyalty. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-838.

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Lu, Jinzhao, and Yingjiao Xu. The Role of Self-congruity in Chinese Young Consumers’ Brand Evaluation and Brand Loyalty towards Sportswear Brands. Ames: Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-943.

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Dysart, J. I. What is information worth? the role of marketing. Natural Resources Canada/ESS/Scientific and Technical Publishing Services, 1994. http://dx.doi.org/10.4095/193900.

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Zhang, Ruirui, Shan Xue, and Leslie D. Burns. Investigation of Micro-blogging marketing strategy of Fashion brand: via big data and machine learning methodology. Ames: Iowa State University, Digital Repository, November 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-153.

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Choi, Dooyoung, and Tae-Im Han. The Role of Brand Love: Application of the Hierarchy of Effects Model. Ames (Iowa): Iowa State University. Library, January 2019. http://dx.doi.org/10.31274/itaa.8430.

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Frazier, Barbara J. Role of the physical environment in creating an academic major brand image. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-1759.

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VanderPloeg, Alyson, and Seung-Eun Lee. The Role of the Creative Director in Sustaining the Luxury Fashion Brand. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-1879.

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Marshall, David W., Rick Bell, and Jane L. Johnson. Brand New: An Exploratory Study Into the Role of Branding on Military Clothing Acceptability. Fort Belvoir, VA: Defense Technical Information Center, October 2000. http://dx.doi.org/10.21236/ada383539.

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Lim, Heejin, and Michelle Childs. Why Instagram? The Role of Telepresence and Transportation in Visual Content Marketing. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-297.

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Rizzo, John, and Richard Zeckhauser. Generic Scrip Share and the Price of Brand-Name Drugs: The Role of the Consumer. Cambridge, MA: National Bureau of Economic Research, June 2005. http://dx.doi.org/10.3386/w11431.

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