Relevant bibliographies by topics / Sources of brand message

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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 'Sources of brand message'

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

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Journal articles on the topic "Sources of brand message"

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Laaksonen, Salla-Maaria, Alessio Falco, Mikko Salminen, Pekka Aula, and Niklas Ravaja. "Brand as a cognitive mediator: investigating the effect of media brands as a structural feature of textual news messages." Journal of Product & Brand Management 28, no. 1 (2019): 1–14. http://dx.doi.org/10.1108/jpbm-01-2017-1394.

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PurposeThis study investigates how media brand knowledge, defined as a structural feature of the message, influences emotional and attentional responses to, and memory of, news messages.Design/methodology/approachSelf-reports, facial electromyography (EMG) and electroencephalography were used as indices of emotional valence, arousal and attention in response to 42 news messages, which varied along the valence and involvement dimensions and were framed with different media brands varying along the familiarity and credibility dimensions.FindingsCompared to the no-brand condition, news framed with brands elicited more attention. The memory tests indicated that strong media brands override the effect of involvement in information encoding, whereas details of news presented with Facebook were not well encoded. However, the headlines of news framed with Facebook were well retrieved. In addition, negative and high-involvement news elicited higher arousal ratings and corrugator EMG activity. News framed with familiar and high-credibility brands elicited higher arousal ratings.Research limitations/implicationsRelevant for both brand managers and audiences, the findings show that building credibility and familiarity both work as brand attributes to differentiate media brands and influence information processing.Originality/valueThe results highlight the importance of media brands in news reading: as a structural feature, the brand is used as a proxy to process the message content. The study contributes by investigating how the type of source influences the reception and encoding of the mediated information; by investigating the emotional effects of brands; and by confirming previous findings in media psychology literature.
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Micu, Anca C., and Iryna Pentina. "Examining search as opposed to experience goods when investigating synergies of internet news articles and banner ads." Internet Research 25, no. 3 (2015): 378–98. http://dx.doi.org/10.1108/intr-11-2012-0242.

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Purpose – The purpose of this paper is to examine the applicability of the economics of information-driven product categorization – search vs experience products – when investigating online brand advertising and news synergies. Design/methodology/approach – Randomized controlled post-test experiment with over 400 participants in three treatment groups involving exposures to paid advertising (banner ad-plus-banner ad) and publicity (news article-plus-banner ad and banner ad-plus-news article) for four products. Questionnaire upon web site exit tested differences in brand attitudes among treatment groups and product categories. Findings – Findings indicate that including news about the brand in the online brand communication mix – either before or after ads – generates higher brand attitude scores for experience products. For search products sequence matters and brand attitudes are more positive when consumers are exposed to news articles first followed by advertisements. Research limitations/implications – Findings limited to the four product categories and student participants. Practical implications – When promoting search goods online, brand managers should include publicity only before display advertising efforts. For experience goods, publicity generates higher brand attitude scores when included either before or while running display advertising. Originality/value – First study examining online publicity and advertising synergies from an economics of information theory perspective separating search from experience goods when promoting new/unknown brands online. In the online environment, the line between journalistic/news and promotional/advertising text-based content has become increasingly blurred. Compared to paid online advertising, using third-party attributed communications sources like publicity increases message credibility. Adding product-related news and blog articles to banner advertisements may benefit from synergistic effects and have consumers process the brand message more extensively. The order of exposure to the different brand messages matters when promoting search as opposed to experience products online.
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Li, You, and Ye Wang. "Brand disclosure and source partiality affect native advertising recognition and media credibility." Newspaper Research Journal 40, no. 3 (2019): 299–316. http://dx.doi.org/10.1177/0739532919849472.

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This study explores how textual characteristics of native advertising affected audiences’ advertising recognition and perceived message credibility and media channel credibility. Findings show that repeated mentioning of brand names increased audiences’ advertising recognition but did not affect perceived message credibility or media credibility. Using sponsor-affiliated sources increased audiences’ advertising recognition but decreased perceived message credibility and media credibility. The study recommends frequent and early sponsorship disclosure and cautions against using sponsor-affiliated sources in native advertising.
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Grewal, Dhruv, Sukumar Kavanoor, Edward F. Fern, Carolyn Costley, and James Barnes. "Comparative versus Noncomparative Advertising: A Meta-Analysis." Journal of Marketing 61, no. 4 (1997): 1–15. http://dx.doi.org/10.1177/002224299706100401.

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Previous research and reviews on comparative advertising report mixed results. The authors report the results from a meta-analysis that examines the efficacy of comparative advertising. The analysis shows that comparative ads are more effective than noncomparative ads in generating attention, message and brand awareness, levels of message processing, favorable sponsored brand attitudes, and increased purchase intentions and purchase behaviors. However, comparative ads evoke lower source believability and a less favorable attitude toward the ad. Additional analyses of moderator variables find that market position (sponsor, comparison, and relative), enhanced credibility, message content, and type of dependent measure (relative versus nonrelative) affect some of the relationships between advertising format and cognition, brand attitudes, and purchase intentions. New brands comparing themselves to established brands appear to benefit most from comparative advertising.
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Childs, Michelle, Hongjoo Woo, and Seeun Kim. "Sincerity or ploy? An investigation of corporate social responsibility campaigns." Journal of Product & Brand Management 28, no. 4 (2019): 489–501. http://dx.doi.org/10.1108/jpbm-07-2018-1953.

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Purpose Corporate social responsibility (CSR) campaigns have become increasingly popular among fashion apparel brands to reduce environmental impacts of their operations and position themselves as sustainable. In light of attribution theory, this paper aims to investigate how aspects of a CSR campaign affect consumers’ perceptions of brand authenticity, brand attitudes and CSR attitudes. Design/methodology/approach This research is based on a 2 (brand image: sustainable vs disposable brand) × 2 (message source: brand website vs news article) between-subjects experimental design with random assignment to conditions and manipulation checks. Findings When exposed to messages about CSR campaigns, consumers have more favorable perceptions of brand authenticity, brand attitudes and CSR attitudes for a sustainable brand than for a disposable brand, particularly when consumers view information about a CSR campaign on the brand’s website. However, this is not true for disposable brands when CSR campaigns are promoted through a news source. Practical implications Sustainable brands can derive benefits by strategically partnering with causes through CSR campaigns, particularly when their campaigns are promoted through their brand’s website (vs news source). However, brands that offer disposable products (e.g. fast fashion brands) should exercise caution when implementing these campaigns; CSR campaigns may confuse customers as they do not align with the everyday practices of disposable brands. Originality/value As the apparel industry faces increased scrutiny for negative impacts on the environment, this study helps to understand whether customers perceive CSR campaigns as trustworthy and authentic, or as ploys aimed at creating more positive brand images.
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Dahle, Dag Yngve, and Arild Wæraas. "Silence from the brands: message control, brand ambassadorship, and the public interest." International Journal of Organization Theory & Behavior 23, no. 3 (2020): 259–80. http://dx.doi.org/10.1108/ijotb-05-2019-0060.

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PurposeInternal aspects of public sector branding have received limited attention in existing research. The purpose is to examine, firstly, how public managers experience and handle the tension between empowering employees to be dedicated brand ambassadors while at the same time regulating their voice, and secondly, to outline some implications of aligning employee voice with the organization's brand, especially for the public interest.Design/methodology/approachThe study is based on two sources of data. The first includes official admission statistics for high schools in Oslo, Norway, for 2018/2019. Schools in Oslo, a city which has introduced a competitive secondary education market, fall into three admission levels based on points necessary for entry. The second source is semi-structured interviews with principals in 15 high schools on different admission levels.FindingsMost of the principals were concerned about how marketization of the high schools leads to a skewed distribution of students and an increasing divide between ‘good’ and ‘bad’ schools, but signalled market adaptation through their handling of employee voice. Due to reputation and branding concerns in the competition for students and funding, voice restrictions, not brand ambassadorship, was the preferred strategy to ensure brand alignment. The consequence of this strategy, the paper argues, is public silence at the expense of the public interest.Research limitations/implicationsNot interviewing teachers or middle managers may be seen as a limitation, but principals were chosen as they are the main decision makers and strategists in high schools. Using a qualitative research design may be a limitation, but this design was chosen as it seems appropriate in order to uncover the school executives' perceptions, experiences and thoughts.Practical implicationsSelling the brand to employees and enabling them to further sell it to external stakeholders is an enticing ideal but perhaps less possible to implement in reality for public sector organizations facing strong market mechanisms because the concern for the brand image takes precedence. Public sector managers should exercise care when managing employee voice so as to not negatively influence employees’ commitment to the brand. They should also be aware of the implications of voice restrictions for the public interest. Public silence may cause a less informed public with limited possibilities to make informed school choices and knowing how money is spent.Originality/valueThe present study is among the first to explore internal aspects of public sector branding. Researching the position of employee voice in brand alignment strategies is a novel contribution. The study is unique in its focus on the implications of branding for the public interest.
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Pand, Yuliana Riana, and Wiliany Gui. "Influence of Advertisement Message on Fitbar Billboard Towards Brand Awareness and Its Implication to Brand Image." Humaniora 7, no. 1 (2016): 63. http://dx.doi.org/10.21512/humaniora.v7i1.3489.

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The assumption that snacks could cause problem in diet and bodyweight, makes this study interesting. Because this product, Fitbar, appears on the market as a healthy snack that is contrary to this assumption. This product is about to prove that there is a healthy and tasty snack as snacks. Marketing communications through advertising billboards with the media aims to reach the target market. Fitbar billboard ads convey the message content in the form of information about the attributes and benefits of products such as nutritional content and product slogans. This study uses path analysis techniques to determine the effect of variable X (advertisement message) to variable Y (brand awareness) and its implications on the variable Z (brand image). The results showed that the content of the message components such as message structure, message display, message format, and the source of the message have contributed in the formation of brand awareness, which further on has implications on brand image. Influence on brand awareness message content is equal to 0.609. The effect of variable X (message) and Y (brand awareness) to variable Z (brand image) amounted to 0,365. Therefore, the use of billboards media in conveying the message to the target market of Fitbar products is to build brand awareness and the implications for brand image.
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Atika, Atika, Andriani Kusumawati, and Mohammad Iqbal. "THE EFFECT OF ELECTRONIC WORD OF MOUTH, MESSAGE SOURCE CREDIBILITY, INFORMATION QUALITY ON BRAND IMAGE AND PURCHASE INTENTION." EKUITAS (Jurnal Ekonomi dan Keuangan) 20, no. 1 (2018): 94–108. http://dx.doi.org/10.24034/j25485024.y2016.v20.i1.94.

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This study is aimed to investigate the extent to which electronic word of mouth (eWOM) affects brand image and purchase intention. Further, other variables employed in this study are message source credibility and information quality. These variables are employed to explore the influence of eWOM on brand image and purchase intention by simultaneously involving message source credibility and information quality as independent variables. Message source credibility and information quality become important, because they can affect persuasion of customers. The research type is explanatory research with quantitative approach. The sampling technique used in this study was purposive sampling. The model was tested empirically using sample of 138 members of MIUI Indonesia Fansite. Analysis data technique in this study uses Generalized Structured Component Analysis (GSCA) to examine the effect of electronic word of mouth, message source credibility, information quality on brand image and purchase intention. Results showed that electronic word of mouth, message source credibility, information quality have positive and significant effect on brand image and purchase intention. Key words: electronic word of mouth; message source credibility; information; brand image; purchase intention
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Pramulyasari, Nuraini Widya. "Brand Empathy." CoverAge: Journal of Strategic Communication 12, no. 1 (2021): 61–71. http://dx.doi.org/10.35814/coverage.v12i1.1918.

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In its current pandemic condition, many companies or certain brands are having deflation in product or services marketing. However, nowadays every company is no longer only sells their product or services but also makes a role of the company for their community related to existing issues. Therefore, Indosat Ooredo Ramai Bersama Version ad is made as a form of implemanting empathy brand strategy.
 In this study using reception analysis as a research method that sees how people accept and examine message in the ad of Indosat Ooredo Ramai Bersama Version. People in this study were divided into three, there are hegemony, negotiation and opposition.
 Results of this study are expected to be of two kinds of sources, there are hegemony and negotiation that got from the deep interview and also some observation to some other types of ad as a comparison.
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Phua, Joe, S. Venus Jin, and Jihoon (Jay) Kim. "Pro-veganism on Instagram." Online Information Review 44, no. 3 (2020): 685–704. http://dx.doi.org/10.1108/oir-06-2019-0213.

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PurposeThrough two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.Design/methodology/approachExperiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message types (egoistic vs altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity vs noncelebrity) and message valence (positive vs negative) on consumer responses to Instagram-based pro-veganism content.FindingsResults demonstrated significant main effects of organization type, with consumers indicating more positive attitudes and higher credibility toward the brand. Significant main effects of message type were also found, with altruistic messages eliciting higher perceived information value than egoistic messages. Subjective norms had moderating effects on attitude toward the organization, while attitude toward veganism had moderating effects on perceived information value. Results also indicated significant main effects of message valence on perceived information value of pro-veganism Instagram posts and significant interaction effects of the two manipulated factors on intention to spread electronic word-of-mouth (eWOM) about pro-veganism.Originality/valueImplications for use of Instagram-based health marketing communication about veganism were discussed. Specifically, organizations looking to use social media to influence attitudes and behavioral intentions toward health issues should seek to reach their target audiences through selecting endorsers and messages that will optimally present the health issue in a relatable and engaging way.
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Dissertations / Theses on the topic "Sources of brand message"

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Harben, Beth Kwon Wi-Suk Forsythe Sandra Monk. "Predicting consumers' cause-brand alliance attitude and purchase intention the influence of cause involvement, message source, perceived motivations, and cause-brand fit /." Auburn, Ala, 2009. http://hdl.handle.net/10415/1890.

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Skoog, Hjertquist Pontus, Daniel Andersson, and Karin Hafstad. "Exploring the Relationship between Employee Branding and Brand Loyalty : a qualitative case study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26691.

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Background:  Making customers loyal to the brand have become a key issue for marketers to achieve since it acts as a major contributor to competitive advantage. The brand image is argued to be the main source for brand loyalty and organizations continuously seeks for ways to achieve brand loyalty through enhancing their image. Employee branding makes it possible for organizations to consistently deliver a desired brand image to the customers, through its employees, and it could therefore be of importance to explore the relationship between employee branding and brand loyalty.  Research questions: RQ1: How does the organization’s management communicate its desired brand image to the employees? RQ2: How do the various sources of messages contribute to employees’ knowledge of the desired brand image? RQ3: How do the various sources of messages contribute to the upholding of the psychological contract between the employees and the organization? RQ4: How does the image projected by employees influence brand loyal customers? Purpose: The purpose of this thesis is to explore the relationship between an organization’s employee branding and brand loyalty. Methodology: Conducted as a single embedded case study, semi-structured interviews Conclusion: The empirical investigation revealed that employee branding activities could strengthen customers’ loyalty towards the brand. Employee branding therefore influence customers’ satisfaction, commitment, trust, and identification to the brand.
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Allan, Johanna. "Designing the message." This title; PDF viewer required. Home page for entire collection, 2010. http://archives.udmercy.edu:8080/dspace/handle/10429/9.

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Epega, Titilola O. "Factors influencing the perceived credibility of public relations message sources." [Tampa, Fla] : University of South Florida, 2008. http://purl.fcla.edu/usf/dc/et/SFE0002449.

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Rios, Rosa Elvira, and rosariosq@hotmail com. "Sources and antecedents of brand equity for online companies." RMIT University. Management, 2008. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20080721.120726.

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The area of Brand Equity has received considerable attention during the past twenty years. The importance of a brand emanates from the fact that brand recognition and positive associations with it create value for companies and consumers. This value is called Brand Equity and translates into monetary value. Until now, there is scant research on brand equity for online retailers to test whether theoretical frameworks developed for offline companies apply to online businesses. The study is an attempt to bridge this gap by developing and testing a comprehensive brand equity model with selected drivers (customer support and a mix of functionality and fulfilment marketing efforts) and sources (awareness, association of value and trust, and loyalty) of brand equity. Grounded in a traditional offline consumer-based brand equity framework, a research model (at the aggregate level) for assessing brand equity of online companies is developed and tested using structural equation modelling (SEM). Several key findings are reported: First, a measurement model based on dimensions of awareness, associations of value and trust, and attitudinal loyalty seem to fit the data well. Measures have adequate reliability, convergent and discriminant validity. Secondly, from the SEM application, only value association and loyalty are potent determinants of brand equity. Third, awareness, trust and value associations contribute indirectly to create brand equity. Fourth, the hierarchical hypothesized relationships between the sources of brand equity are confirmed. The final best-fitting (calibrating) model derived from the subjects that had bought from the online businesses under study was validated across a sample of subjects. Simultaneous model comparison using structural equation (by means of Chi square difference) confirms the tenability of the calibrating model. To test for the probability than an incorrect model will be rejected, power analysis was calculated. The results indicate that the likelihood of rejecting the hypothesis of exact and close fit equals 1.0. The second phase of the study involved brand analysis at the individual level. According to the calculations Amazon obtains slightly higher brand equity than eBay and puts it in first place, eBay is in second place, followed by Dell in third. CDNow is the worst performer and obtains consumer-based brand equity below average. The study offers contributions to both academia and business in several ways.
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Sarkar, Baishali. "Attitude and intentions towards verbal message and brand stimuli in print AD." Master's thesis, Universidade de Aveiro, 2013. http://hdl.handle.net/10773/10649.

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Mestrado em Gestão<br>Atualmente, torna-se muito importante para as empresas decidirem como o anúncio do bem ou serviço deve ser. Atrair clientes até um determinado limite não é muito difícil, mas para alcançar um grande número de clientes o processo de atração não é muito fácil com fortes concorrentes. Neste estudo, vamos analisar o impacte de mensagens escritas e de marcas como estímulos em anúncios impressos para os consumidores Índianos e Português. Propomos um modelo para analisar como um anúncio impresso motiva a mente do cliente para ter uma atitude positiva e intenções favoráveis para o produto em dois países com culturas differentes: Portugal e Índia. Selecionamos um produto: Café, que é muito popular e “famoso”, especialmente para a geração de jovens de ambos os países. Os resultados mostram que a presença da marca pode ser mais eficaz do que mensagens impressas em anúncios publicitários.<br>Nowadays, it becomes very important for the companies to decide how the advertisement of the goods or service should be. Attract customers to a certain limit is not very hard, but to gain the feedback from a huge number of customers with strong existing competitors is not very easy. In this study, we are going to analyze the impact of print statements (messages) and brands as stimuli in print advertisements on Indian and Portuguese consumers. We propose a model to analyze how a print advertisement motivates the consumer mind to have a positive attitude and intentions to the product in two different cultural countries: Portugal and India. We have selected one product: coffee, which is very popular and famous especially for young generation of both countries. Findings show that brand presence could be more effective than messages printed in advertisements.
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Oyedeji, Tayo A. "The credible brand model the effects of ideological congruency and customer-based brand equity on media and message credibility /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5574.

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Thesis (Ph. D.)--University of Missouri-Columbia, 2008.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on June 11, 2009) Vita. Includes bibliographical references.
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López, Lomelí Miguel Angel. "Global, local and glocal brands in emerging markets: sources of brand value and brand purchase likelihood." Doctoral thesis, Universitat Autònoma de Barcelona, 2016. http://hdl.handle.net/10803/399555.

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Esta tesis doctoral tiene como objetivo dar respuesta a tres preguntas principales de investigación: RQ (1) ¿Cuáles son los antecedentes que aumentan la probabilidad de compra de marca local en mercados emergentes (EMS), existen factores específicos para las marcas de alimentos y las marcas de prendas de vestir? RQ (2) ¿Cómo se pueden clasificar las marcas presentes en el mercado en Global, Local y Glocal con base en las percepciones del consumidor, son los resultados de estas categorizaciones basadas en el consumidor similares a las categorizaciones que están basadas en criterios objetivos? RQ (3) ¿Es la relación entre los antecedentes previamente identificados y la probabilidad de compra de marca similar para las marcas globales, locales y glocales que compiten en la misma categoría, o son diferentes para cada tipo de marca? Se ha identificado que existe un vacío en la literatura con respecto a estas preguntas y este trabajo de investigación tiene como objetivo aportar conocimientos sobre estas relaciones. El primer ensayo examina los antecedentes en relación con la probabilidad de compra de marca para las marcas locales. El segundo ensayo examina cómo la categorización de marcas basada en las percepciones de los consumidores difiere de las categorizaciones estándar que se encuentran en la literatura, y el tercer ensayo examina cómo estos antecedentes influyen positivamente en la probabilidad de compra de la marca, en los diferentes tipos de marcas, y si hay un factor con el rol de moderador en estas relaciones. Los resultados de estos tres ensayos sugieren: en el estudio 1 del primer ensayo, que tres factores influyen positivamente la probabilidad de compra de las marcas locales de alimentos y también muestran que para los consumidores más jóvenes, existe un factor adicional. En el estudio 2 del primer ensayo, cinco factores están positivamente relacionados con probabilidad de compra de las marcas de ropa locales. El ensayo 2, ofrece una categorización de algunas marcas líderes que se venden en el mercado mexicano, en global, local y glocal, basadas en la perspectiva del consumidor. Los hallazgos sugieren que existen diferencias relevantes entre los resultados de la categorización de marcas basada en la percepción del consumidor y la categorización de marcas basada en enfoques objetivos tradicionales encontrados en la literatura. En el ensayo 3, algunos antecedentes se relacionan positivamente con la probabilidad de compra de la marca, y son relevantes para todas las categorías de marcas. Nuestros resultados sugieren que el tipo de marca modera algunas de estas relaciones. Todos estos estudios se llevaron a cabo entre consumidores mexicanos y los datos fueron analizados con pruebas estadísticas y ecuaciones estructurales. Esta investigación contribuye al conocimiento académico actual poniendo en relieve las siguientes áreas: 1, desarrolla y prueba un modelo integral de los antecedentes de la probabilidad de compra de marca que combina varias teorías y corrientes de investigación. 2, desarrolla una tipología para medir cuatro tipos de marcas, ampliando la teoría de Steenkamp de De Jong al contexto del estudio de marcas. 3, desarrolla y prueba hipótesis del papel moderador del tipo de marca y sus efectos en la relación de estos antecedentes y la probabilidad de compra de la marca. Todo lo anterior se llevó a cabo dentro de un contexto de mercados emergentes. Además, nuestro trabajo de investigación contribuye al ámbito de la gestión, proporcionando conocimientos adicionales para la gerencia de marca en los mercados emergentes, que les permiten desarrollar estrategias de marca y de comercialización sostenibles, buscando tener éxito en un entorno globalmente competitivo.<br>This doctoral dissertation aims to address three main Research Questions: RQ (1) What are the antecedents that enhance local brand purchase likelihood in emerging markets (EMs), and are there specific factors for food and clothing brands? RQ (2) How can brands present in the market be classified into Global, Local and Glocal based on consumer perceptions, and are the results of these consumer-based categorisations similar to the categorisations based on objective criteria? RQ (3) Is the relationship between previously-identified brand antecedents and brand-purchase likelihood similar for global, local and glocal brands competing in the same category, or different for each type of brand? A gap in the literature has been identified regarding these questions and this research work aims to provide insights into these relationships. The first essay examines the antecedents of the brand purchase likelihood for local brands. The second essay examines how consumer perceptions of brand categorisation differ from the standard categorisations found in the literature, and the third essay examines how these antecedents positively influence the brand purchase likelihood of the different types of brands, and if there is a moderating role in these relationships. The findings of these three essays suggest the following: in study 1 of essay 1, three factors positively influence local food-brand purchase likelihood and also show that, for younger consumers, an additional factor is present. In study 2 of essay 1, five factors are positively related with local clothing-brand purchase likelihood. Essay 2 provides a categorisation of some leading brands sold in the Mexican market into global, local and glocal, based on consumer perspective. The findings suggest that there are relevant differences in the results of this categorisation of brands vs. the traditional objective approaches found in the literature. In essay 3 some antecedents are positively related with brand purchase likelihood, and, in addition, relevant to all brand categories. Our results suggest that the type of brand moderates some of these relationships. All these surveys were conducted among Mexican consumers and data analysed with statistical tests and Structural Equation Modelling (SEM). Our research work contributes to the current academic body of knowledge by highlighting the following areas:1, by combining theories from different streams to develop and test a comprehensive model of drivers of brand purchase likelihood. 2, by developing a typology to measure four types of brands by extending Steenkamp and De Jong’s theory to the branding context. 3, by hypothesising and testing the moderating role of brand type on the effects of these theoretically-grounded drivers of purchase likelihood. All of the above takes place within an emerging-market context. In addition, our research work contributes to the field of management by providing additional insight for brand-managers in emerging markets in the development of sustainable branding and marketing strategies, in order to help them succeed in a globally competitive environment.
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Rawal, Monika. "THE IMPACT OF MESSAGE FRAMING WITH ADVERTISING APPEALS ON CONSUMER ATTITUDES AND BRAND CHOICE." OpenSIUC, 2019. https://opensiuc.lib.siu.edu/dissertations/1707.

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An advertisement is meant to persuade consumers by using different message framing (gain or loss) within advertising themes also known as appeals, broadly classified into rational and emotional appeals. Previous research has studied the impact of either message framing or advertising appeals on consumers’ attitudes. Because message framing and advertising appeal both are an intrinsic part of an advertisement, it is important to understand the combined impact of message framing and advertising appeals on consumer attitudes. Hence, this research examines the effect of gain versus loss message framing with advertising appeals on consumers’ attitudes toward the advertisement the and advertised brand, leading to their choice of brand. The study also examines if reactance acts as a mediator between message framing with advertising appeals and consumer attitudes. Finally, this study investigates the relationship between attitude toward ad, attitude toward brand, and brand choice in current context. The results of this study suggest that for rational and positive emotional appeals, messages with gain frame lead to more positive consumer attitudes, as compared to messages with loss frame. In addition, the results suggest that for negative emotional appeals, there is no significant difference between loss frame and gain frame messages as they relate to consumer attitudes. The results from mediation analysis suggest that reactance does not mediate the relationships between message framing with any of the advertising appeals, but has an indirect effect between message framing with negative emotional appeals and consumers attitudes. Finally, the results show that attitude toward ad is positively related to attitude toward brand, which is further positively related to brand choice. These findings can help advertisers in using appropriate combination of message frames with advertising appeals, which can have a significant impact on consumers’ attitudes and finally their brand choice.
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Melton, Rebecca. "Exploring the Impacts of Fashion Blog Type and Message Type on Female Consumer Response Towards the Brand." Thesis, University of North Texas, 2013. https://digital.library.unt.edu/ark:/67531/metadc407834/.

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The current study examines the influences of blog type and blog message type on consumers’ perceptions of brand credibility and brand similarity. Additionally, the study seeks to understand the interaction effects of blog type and message type on brand credibility and brand similarity and on consumer engagement with a blog. The findings reveal that message type, specifically product message, is an important consideration when marketers want to illustrate similarities between the brand and consumers. Additionally, it was found that product messages should be considered when encouraging consumer engagement with a blog. However, blog type did not have an effect on consumer perceptions of brand credibility and similarity or consumer engagement.
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Books on the topic "Sources of brand message"

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Experience the message: How experiential marketing is changing the brand world. McClelland & Stewart, 2005.

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Experience the message: How experiential marketing is changing the brand world. Carroll & Graf Publishers, 2006.

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Brand-Versameling, Dr Simon. Inventaris van die Dr. Simon Brand-Versameling, 1973-1984. Sentrale Argiefbewaaarplek, 1994.

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Kroměříže, Jan Milíč z. The message for the last days: Three essays from the year 1367. World Alliance of Reformed Churches, 1998.

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Farge, Bertran de La. La voie cathare: Aux sources du Christianisme : le message de la colombe. Diffusion rosicrucienne, 2000.

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Schultz, Samuel J. The message of the Old Testament: The Old Testament speaks, abridged edition. Harper & Row, 1986.

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J, Schultz Samuel, ed. The message of the Old Testament: The Old Testament speaks, abridged edition. Harper & Row, 1986.

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Relief in Hungary and the failure of the Joel Brand mission. Lawbook Exchange, 2010.

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Mendelsohn, John. Relief in Hungary and the failure of the Joel Brand mission. Lawbook Exchange, 2009.

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Mendelsohn, John. Relief in Hungary and the failure of the Joel Brand mission. Lawbook Exchange, 2009.

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Book chapters on the topic "Sources of brand message"

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Su, Lijuan, and Svetlana Stepchenkova. "The Impact of Crisis Characteristics and Media Coverage on the Public’s Attitude Toward Tourism Organization Expressed on Sina Weibo." In Information and Communication Technologies in Tourism 2021. Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-65785-7_28.

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AbstractTourism and hospitality crises that are extensively discussed online are damaging to organizational image and reputation; therefore, choosing effective response strategies is of paramount importance for service providers. The online discussions data from six hospitality and tourism related crises were used to test which crisis and media coverage characteristics significantly affected the public’s emotional and behavioral reactions to crises. With reference to the attribution theory and the situational crisis communication theory, this study identified the potentially influential crisis characteristics, hypothesized their relationship with variables describing consumer reactions to crises, and then tested those relationships in a series of ANOVA and hierarchical regression analyses. Results indicated that the locus of control, crisis stability, attribution of organizational responsibility, and organizational response strategy affected the public’s cognitive and emotional responses to crises most strongly. The attractiveness and goodwill of media sources also had an effect, as well as the quality and fairness of messages. This study makes a methodological contribution to tourism research by training machine-learning classifiers prior to conducting hypothesis testing. Identifying the most influential factors affecting the public’s response to crises can serve as guidelines for tourism and hospitality organizations in monitoring the spread of online crisis discussions and developing the most appropriate response in order to minimize consumers’ negative emotions that affect online and off-line behavior toward the organization and its brand.
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Larsen, Friðrik. "The Ingredients of an Energy Brand—Sources of Brand Value." In Energy Branding. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-57198-0_6.

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Azimova, Shakhnoza S., and Anna I. Glushenkova. "Adelocaryum coelestinum (Lindl.) Brand." In Lipids, Lipophilic Components and Essential Oils from Plant Sources. Springer London, 2012. http://dx.doi.org/10.1007/978-0-85729-323-7_473.

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Azimova, Shakhnoza S., and Anna I. Glushenkova. "Mattiastrum cristatum (Schreb.) Brand." In Lipids, Lipophilic Components and Essential Oils from Plant Sources. Springer London, 2012. http://dx.doi.org/10.1007/978-0-85729-323-7_539.

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Kliestikova, Jana, Maria Kovacova, Judit Olah, and Elvira Nica. "Quo Vadis Brand Management? Specifics in Brand Value Sources Across Markets." In Advances in Cross-Section Data Methods in Applied Economic Research. Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-38253-7_19.

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Azimova, Shakhnoza S., and Anna I. Glushenkova. "Hackelia americanum (Mc Greg.) Brand." In Lipids, Lipophilic Components and Essential Oils from Plant Sources. Springer London, 2012. http://dx.doi.org/10.1007/978-0-85729-323-7_514.

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Azimova, Shakhnoza S., and Anna I. Glushenkova. "Hackelia jessicae (Mc Greg.) Brand." In Lipids, Lipophilic Components and Essential Oils from Plant Sources. Springer London, 2012. http://dx.doi.org/10.1007/978-0-85729-323-7_517.

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Jones, Richard. "Finding Sources of Brand Value: Developing a Stakeholder Model of Brand Equity." In Advances in Corporate Branding. Palgrave Macmillan UK, 2017. http://dx.doi.org/10.1057/978-1-352-00008-5_8.

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Chen, Yi Min, Yu Ting Chiu, Chia Yu Shen, and I. Chun Kuo. "Sources of Superior Brand Value: The Effects of Country Image, Product Category and Brand Image." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-18687-0_39.

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Harding, Lora Mitchell, and Mark T. Schenkel. "Brand Advertising in an Access–Ownership World, How Marketing Channels Impact Message Persuasiveness: An Abstract." In Back to the Future: Using Marketing Basics to Provide Customer Value. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-66023-3_105.

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Conference papers on the topic "Sources of brand message"

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Căpraru, Mădălina. "TRADITIONAL CULTURAL CAPITAL ELEMENTS IN ADVERTISING – CASE STUDY: NAPOLACT AND COVALACT." In NORDSCI International Conference. SAIMA Consult Ltd, 2020. http://dx.doi.org/10.32008/nordsci2020/b2/v3/08.

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The advertising of Romanian brands has known a sterling `invasion` of traditional themed messages. One of the most prominent adverts belongs to the `Undelemn de la Bunica` brand, which took off in the 1998. The creators of this brand were the ones that set a trend of using traditional themed messages in the field of advertising. The communist era has forced a fake, populist traditional image to justify its political discourse. In a society fed up with such traditional populist messages, a new brand that uses the idyllic `Bunica (Grandma)` appears. `Undelemn de la Bunica` brings forth the childhood existence of the grandmother that makes food better than `mama makes it`, using only natural and trustworthy ingredients Even though the basic message was not clearly traditional, the `bunica` was closely linked to the world of the typical Romanian grandmother, with ties to traditions, rituals and, most importantly, to the rural world. `Bunica` has started a race of `authenticity` in publicity, race in which other brands like `Boromir`, `Pate Ardealul`, `Napolact`, `Covalact` and so on, entered. From the years of 2000, the national brands’ marketing messages have begun to introduce new and more complex traditional symbols in their communication strategies. Good examples of such elements are the usage of the collocations `tradițional (traditional)`, `ca la țară (from the rural village)’, of images or symbols from the local folklore ornamentics, of brand characters which `conjure` tradition. The main purpose of this paper is to identify the relations between traditional cultural capital elements, the brand’s communication efforts and the receiving public. For the research conducted in this article, two local dairy brands, with tradition in Romania, have been chosen. The data analyzed is collected from secondary sources.
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Zhang, Yi, Rui Zhang, Jinping Liu, and Wenyao Liu. "Sources of Brand Value: Developing a Model of Brand-Stakeholder Relationship." In 2008 4th International Conference on Wireless Communications, Networking and Mobile Computing (WiCOM). IEEE, 2008. http://dx.doi.org/10.1109/wicom.2008.2083.

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Cao, Daming, and Wei Kang. "Message authentication with correlated sources." In 2015 IEEE International Symposium on Information Theory (ISIT). IEEE, 2015. http://dx.doi.org/10.1109/isit.2015.7282994.

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AbdGhani, N. H., N. C. Nawi, and A. A. A. Rahman. "Sources of brand equity: An investigation in SMEs context." In PROCEEDINGS OF 8TH INTERNATIONAL CONFERENCE ON ADVANCED MATERIALS ENGINEERING & TECHNOLOGY (ICAMET 2020). AIP Publishing, 2021. http://dx.doi.org/10.1063/5.0053477.

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Egorov, Nikolay. "Dear Colleagues [Welcome message]." In 2014 Tenth International Vacuum Electron Sources Conference (IVESC). IEEE, 2014. http://dx.doi.org/10.1109/ivesc.2014.6891926.

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Julan, Zhang. "Study on Mode of Brand Communication Based on Micro-message Public Platform." In 2014 2nd International Conference on Advances in Social Science, Humanities, and Management. Atlantis Press, 2014. http://dx.doi.org/10.2991/asshm-14.2014.131.

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Park, Jaeseung, and Hongsik Cheon. "The Role of Attitude toward the Parent Brand, Brand Extension Evaluation, and Social Proof Message in Consumer's Attitude toward Brand Extension and Purchase Intention of IT Products." In the 2019 5th International Conference. ACM Press, 2019. http://dx.doi.org/10.1145/3317614.3317627.

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Tamasits, Dóra. "Motivations of brand avoidance." In The Challenges of Analyzing Social and Economic Processes in the 21st Century. Szegedi Tudományegyetem Gazdaságtudományi Kar, 2020. http://dx.doi.org/10.14232/casep21c.19.

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Present study demonstrates the widely known and debated consumer-brand relationship, particularly focusing on the phenomenon of brand avoidance. However, the traditional consumer researches focus predominantly on the consumer loyalty, the examination of negative consumer-brand relationship is actual. The extant literature on the field brand avoidance is scarce. It is important to discover which factors are the those key elements that cause the brand avoidance. Firstly, if we know these factors we can prevent for more losing consumers. Secondly, nowadays the opinion of consumers is critic for the brand successful, because the negative word of mouth (WOM) might be harmful. Based on my previous suppositions the motivation of the brand avoidance are caused by symbolic consumption (selfexpression) which means consumers avoid certain brand because of the brand personality, brand image and the typical brand user. Partly, the results of the qualitative research certifies my previous suppositions, but the functional factors and the message of the advertisement are important elements for the brand avoidance as well.
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Hou, Jie, and Gerhard Kramer. "Short message noisy network coding for multiple sources." In 2012 IEEE International Symposium on Information Theory - ISIT. IEEE, 2012. http://dx.doi.org/10.1109/isit.2012.6283562.

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Lim, Weng Marc, Pei-Lee Teh, and Pervaiz K. Ahmed. "Message sequencing of rational and emotional appeals: A study on consumer brand and product attitudes." In 2014 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM). IEEE, 2014. http://dx.doi.org/10.1109/ieem.2014.7058863.

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Reports on the topic "Sources of brand message"

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Gómez Vidal, Analía, Fabiana Machado, and Darcia Datshkovsky. Water and Sanitation Services in Latin America: Access and Quality Outlook. Inter-American Development Bank, 2021. http://dx.doi.org/10.18235/0003285.

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Tracking progress towards the Sustainable Development Goals (SDGs) is critical to evaluate how far the water and sanitation sector is from achieving these targets, and to guarantee that the solutions and strategies implemented get everyone closer to them. But this is not a simple task. To truly assess collective progress towards achieving SDG 6 (and all other goals), it is fundamental to count on standardized measures that help track all types of access, their reliability, and their quality. Existing data tend to lack comparability across sources and locations because they rely on different definitions and categories. Samples are often not representative of all groups within the population. More developed areas are more likely to collect data, which results in the overrepresentation of groups that enjoy better services. Still in some areas and for some categories of information data is not available at all. In response to these challenges, the Inter-American Development Bank (IDB) partnered with the Latin American Public Opinion Project (LAPOP) to gather nationally representative and comparable data in 18 countries in the region. The goal of this effort was to provide an initial outlook of the current landscape of water and sanitation services in the region, using two batteries of questions in the LAPOP questionnaire for the 2018-2019 wave. The main message that arises is that the Latin American and the Caribbean region faces a wide range of challenges, that vary both across and within countries. Some areas face the primary challenge of closing access gaps, while others display higher deficiency in service quality, such as continuity. The gaps in quality of services, in particular, are not clearly perceived by users. In general, levels of satisfaction with the services received is quite high among the population, much higher than warranted by the objective measures of service quality. This raises important issues for accountability in the sector. If users are mostly satisfied with the current state of affairs, it is unlikely they will pressure governments and utilities to improve service delivery. A more in-depth analysis is required to understand the reasons behind these opinions and possible ways to raise awareness.
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