To see the other types of publications on this topic, follow the link: Strong brands.
Journal articles on the topic 'Strong brands'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'Strong brands.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
Kay, Mark J. "Strong brands and corporate brands." European Journal of Marketing 40, no. 7/8 (July 2006): 742–60. http://dx.doi.org/10.1108/03090560610669973.
Full text
2
Kapferer, Jean-Noël. "‘Building Strong Brands’." Journal of Brand Management 3, no. 4 (February 1996): 278–80. http://dx.doi.org/10.1057/bm.1996.8.
Full text
3
Wang, Lili, and Ying Ding. "An exemption for strong brands: the influence of brand community rejection on brand evaluation." European Journal of Marketing 51, no. 5/6 (May 8, 2017): 1029–48. http://dx.doi.org/10.1108/ejm-12-2015-0876.
Full textAbstract:
Purpose Focusing on firm-initiated brand communities, the purpose of this paper is to systematically examine the influence of brand community rejection on consumer evaluations and document the underlying mechanism involved. Design/methodology/approach Four empirical studies were conducted to test the proposed hypotheses. Using a similar 2 × 2 study design, different subject samples and different product categories, Studies 1-3 investigated whether a brand community rejection strategy impacted strong brands differently than weak brands. Furthermore, Study 3 measured reactance as a moderator to explore the underlying process of the impact of a brand community rejection strategy on brand evaluations for different types of brands (i.e. strong vs weak). Study 4 used a 2 × 2 × 2 between-subjects design to examine whether justification would eliminate the negative impact of brand community rejection on subsequent brand evaluations for a weak brand. Findings Across the four studies, the findings consistently suggest that rejection from firm-initiated brand communities harms weak brands but not strong brands. In addition, by incorporating psychological reactance as a moderator of this effect, the authors uncover the process underlying the interaction between brand community rejection and brand strength. Furthermore, the paper examines the reasons that justify rejection to find a solution that eliminates the negative impact of brand community rejection on brand evaluations for weak brands. Originality/value To the best of the authors’ knowledge, this research provides the first investigation of the effects of a brand community rejection strategy for different brands. The findings could advance the social exclusion literature and shed new light on brand community research.
4
Dinnie, Keith. "Asian brand strategy: How Asia builds strong brands." Journal of Brand Management 14, no. 3 (February 2007): 272–73. http://dx.doi.org/10.1057/palgrave.bm.2550047.
Full text
5
Azar, Salim L., Isabelle Aimé, and Isabelle Ulrich. "Brand gender-bending." European Journal of Marketing 52, no. 7/8 (July 9, 2018): 1598–624. http://dx.doi.org/10.1108/ejm-04-2017-0278.
Full textAbstract:
Purpose Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both targets, managers often struggle to capitalize on a single brand, and they hesitate between different naming strategies. This paper aims to build on brand gender literature and understand these brands’ (i.e. brands targeting both men and women) potential to adopt an endorsed brand strategy rather than a branded house strategy. Design/methodology/approach The paper uses a before/after experimental design to examine the effect that introducing a gender-incongruent endorsed brand (i.e. feminine endorsed brand name of masculine master brands and masculine endorsed brand name of feminine master brands) can have on consumers’ brand attitude. Findings First, adopting an endorsed brand strategy increases the perceived brand femininity of masculine master brands, but there is no increase in feminine master brands’ perceived brand masculinity. Second, this strategy has a negative impact on consumer attitude toward the master brand, with a stronger negative effect for feminine master brands than for masculine master brands, which is mediated by the brand gender perception change. Third, a negative feedback effect on the brand’s gender-congruent users is revealed. Research limitations/implications One limitation of this work is that the focus is on one sole extrinsic brand characteristic (i.e. brand name) in our experimental design, which artificially influences the relative brand name importance for consumers. Moreover, the studies offered a short text to introduce the renaming. This may have made the respondents focus on the brand more than they would have in real-world conditions. Practical implications This research provides many insights for masculine or feminine mixed-target brands managers in symbolic product categories, as it shows that changing from a branded house strategy to an endorsed brand strategy appears to be unsuccessful in the short run, regardless of master brand’s gender. Moreover, the study reveals negative feedback effects on the attitude toward the initial master brand, following its renaming, in the short run. Originality/value This research provides a warning to managers trying to gender-bend their existing brands because it can lead to brand dilution. It also emphasizes the asymmetrical evaluation of masculine vs feminine master brands, as manipulating a brand’s perceived masculinity appears very difficult to do successfully.
6
Angelmar, Reinhard, Sarah Angelmar, and Liz Kane. "Building strong condition brands." Journal of Medical Marketing 7, no. 4 (September 2007): 341–51. http://dx.doi.org/10.1057/palgrave.jmm.5050101.
Full text
7
González-Benito, Óscar, Mercedes Martos-Partal, and Mariana Fustinoni-Venturini. "Brand Equity and Store Brand Tiers: An Analysis Based on an Experimental Design." International Journal of Market Research 57, no. 1 (January 2015): 73–94. http://dx.doi.org/10.2501/ijmr-2015-006.
Full textAbstract:
The creation of strong brands interests manufacturers and distributors, as well as researchers. However, previous investigations of brand equity have focused almost exclusively on manufacturers’ brands, without considering the brand equity of store brands. A few exceptions analyse store brands from an aggregate perspective, without differentiating their types. The present study instead considers the effect of store brand tiers (e.g. generics, standard, premium) on brand equity. An experimental design compares scores for different store and manufacturer brands across branded and unbranded tests. Store brands, including premium ones, suffer a brand equity disadvantage compared with manufacturers’ brands. Generic store brands are at a clear disadvantage; premium store brands do not differ from standard store brands in terms of brand equity.
8
Li, Chenchen, Dongmei Li, Chi-Yue Chiu, and Siqing Peng. "Strong Brand From Consumers’ Perspective: A Cross-Cultural Study." Journal of Cross-Cultural Psychology 50, no. 1 (September 15, 2018): 116–29. http://dx.doi.org/10.1177/0022022118799456.
Full textAbstract:
The present research investigates cross-cultural differences in the characteristics associated with brand strength evaluation and the mechanism underlying these cultural differences. Using data from the United States and China, we found that American consumers judge brands with personal characteristics to be stronger than those with relational characteristics, while Chinese consumers show a reversed pattern. Furthermore, cultural differences in brand strength evaluation were salient only when consumers rated brands that were connected with their self-concepts, suggesting that cultural differences in brand strength evaluation ensue from consumers’ internalized preferences. Our findings have theoretical and practical implications for branding management and understanding the mechanism through which culture influences individual behaviors.
9
Myeong-Cheol Choi, Zhuo-Cuo Kan, Yuan-Zhao Song,. "The Development Strategy of Pechoin in the New Era." Turkish Journal of Computer and Mathematics Education (TURCOMAT) 12, no. 5 (April 11, 2021): 435–41. http://dx.doi.org/10.17762/turcomat.v12i5.986.
Full textAbstract:
With a long history inherited through centuries of business competition, Chinese time-honored brands are a symbol of traditional Chinese culture. As a witness of history, every old Chinese brand is a brand legend, but they arenow gradually declining. According to the latest statistics from the Ministry of Commerce of China, only 160 out ofover 1,600 “Chinese time-honored brands”have beenprofitable since 1993. Many time-honored brands are facing the scourge of brand decline or even extinction, with the remaining brands dying at a rate of 5% per year. In recent years, cosmetics have gradually become an inseparable part of people's daily lives with the increasing income of Chinese residents. China's broad market prospects have attracted many well-known international brands, while many well-known old Chinese brands have been eclipsed in this increasingly fierce market competition. As the saying goes, “An outsider, however strong, should always respects the locals,” foreign brands have overcome the inherent competitive disadvantages of systems, cultural regions, and the like. In contrast, domestic brands have continued to decline under local advantages,the reasons of which are worth discussing. This article uses Pechoin as an example to explore the development strategies of traditional old brands in the new era and explores the causes of the brand’s resurgence in terms of brand innovation and marketing strategy. Its current problems are discussed to provide a way for other traditional brands to rejuvenate.
10
Prasad, S. Shyam, and Shampa Nandi. "Factors Impacting Brand Equity of PLBs: A Study of Grocery and Household Items in Bengaluru." IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) 9, no. 3 (December 20, 2017): 148. http://dx.doi.org/10.21013/jmss.v9.n3.p4.
Full textAbstract:
In India the private label brands (PLBs) are growing at a faster pace than retail. This supposes that PLBs should have brand equity. Although brand equity is one of the most important aspects of a brand in creating competitive advantage, earlier studies have not paid much attention to measuring and conceptualising the factors influencing the brand equity of private label brands. Many researches have looked into the consumer based brand equity (CBBE) of national brands only and hence this study was taken up to examine the dimensions of consumer based brand equity for private label brands including the impact of store image on brand equity.An empirical study was done considering survey instrument from previous study of Girard et al. (2017). The data was collected during December 2016 – January 2017 and SPSS and AMOS were used for analysing data.This study found that <strong>Brand Awareness, Brand Loyalty, Perceived Image, Perceived Value, Perceived Risk, Store Image and Price</strong> are the seven dimensions that build into the brand equity of the private label brands.
11
ZAVRŠNIK, BRUNO, and VOJKO POTOČAN. "Clothing fashion brands." Industria Textila 71, no. 05 (October 28, 2020): 482–86. http://dx.doi.org/10.35530/it.071.05.1768.
Full textAbstract:
In the fashion, industry brands are especially important, because the competition is high, and companies need to attract new customers and keep them. Successful branding requires a good knowledge of consumers and their purchasing processes. Brands have an important function in the fashion world, both for businesses and consumers. The brand is assured to the consumers by the quality and by acquiring some image and status in the company. A strong brand makes a profit for the company. In addition, a strong brand enables setting high prices and expansion of product range and introducing new products. In the survey, we wanted to examine the behaviour of customers in the clothing brands in the Slovenian market. We used a survey questionnaire to get the appropriate answers. The survey found that most respondents want to buy clothes in larger shopping centres and in the Internet, most often during the sale after the season.
12
Woodside, Arch G., and Martin G. Walser. "Building strong brands in retailing." Journal of Business Research 60, no. 1 (January 2007): 1–10. http://dx.doi.org/10.1016/j.jbusres.2006.09.009.
Full text
13
Lin, Chih-Pin, and Cheng-Min Chuang. "Corruption and brand value." International Marketing Review 33, no. 6 (November 14, 2016): 758–80. http://dx.doi.org/10.1108/imr-09-2015-0203.
Full textAbstract:
Purpose Although multinational enterprises (MNEs) based in emerging economies arose quickly during the past decade, most of these firms lack marketing capabilities and strong brands. Emerging-economy MNEs that have tried to build their own brands have been largely unsuccessful. The purpose of this paper is to argue that corruption in the MNEs’ home countries has been detrimental to their brand values. Corruption makes it more difficult for consumers to govern their transactions with local firms, thus decreasing firms’ trustworthiness and brand values. Design/methodology/approach Data of the global top 500 most valuable brands of 2008 and 2014 and the Poisson regression model are used. Findings This study finds that firms based in countries with lower levels of corruption establish more valuable brands than those based in countries with higher corruption, even when GDP and GDP per capita are controlled. Practical implications Policymakers who want to help local firms increase their marketing capabilities and establish strong brands should strive to increase the trustworthiness of local firms by undertaking anti-corruption reforms aimed at protecting consumers. Originality/value Few studies have address the research question that why emerging-market MNEs lack marketing capabilities and strong brands. This study finds that institutional factors such as corruption at country level prevent them from establishing strong brands.
14
Mandler, Timo. "Beyond reach: an extended model of global brand effects." International Marketing Review 36, no. 5 (September 9, 2019): 647–74. http://dx.doi.org/10.1108/imr-01-2018-0032.
Full textAbstract:
Purpose Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding extended model of global brand effects, relative to the conventional operationalization. Design/methodology/approach An empirical study (n=907) involving 63 brands across eight different product categories provides new insights into the composition of global brand effects by explicitly discriminating between different facets of consumers’ brand globalness perceptions (i.e. perceived market reach (PMR), perceived standardization (PST) and global consumer culture positioning (GCCP)). Findings The results clearly show that effects associated with global brands are not exclusively positive. While PMR and GCCP have positive effects on consumers’ brand evaluations and attitudes, PST has a strong negative effect on the same outcomes. These effects apply to both domestic and foreign global brands and occur irrespective of the perceived level of risk associated with a given product category. Originality/value The results provide managers a clearer picture of the up- and downsides of brand globalness perceptions and urge future studies on global brands to incorporate constructs that account for facets beyond a brand’s market reach to capture the phenomenon holistically.
15
Abuljadail, Mohammad Hatim, Gi Woong Yun, and Saeed Ali Badghish. "Do Similar Brands ‘Like’ Each Other? An Investigation of Homophily Among Brands’ Social Networks on Facebook." International Journal of Marketing Studies 11, no. 3 (August 19, 2019): 63. http://dx.doi.org/10.5539/ijms.v11n3p63.
Full textAbstract:
The advent of internet and communication technologies enabled marketers of brands to have more ways to communicate with their audience; one of which is connecting with other brands. One of the most popular outlets that allows brands to connect with other brands online is Facebook. Brands on Facebook can establish an official fan page where they can interact with their fans as well as network with other brands’ official Facebook pages through “liking” them. This paper seeks to investigate the “liking” behavior among local and global brands (brand to brand) on Facebook in Saudi Arabia and whether these brands’ “liking” network is based on homophilous relationships. The results showed that both status (e.g., geography and gender), and value (e.g., family ties and religion) homophilous relationships are in play. However, value homophily was a strong factor in brands’ network in Saudi Arabia for some brands in the absence of status homophily network. Although status homophily in general played a role, geographical proximity was not a strong factor compared to previous reports on social network analysis. The data for this study were obtained from 40 brands marketed in Saudi Arabia. Using Netvizz and Gephi, network structures were mapped to explore the relationships among the brand’s’ Facebook pages.
16
Herr, Paul M., David A. Aaker, and Alexander L. Biel. "Brand Equity and Advertising: Advertising's Role in Building Strong Brands." Journal of Marketing Research 31, no. 4 (November 1994): 580. http://dx.doi.org/10.2307/3151889.
Full text
17
Hem, Leif E., Lars E. Olsen, and Nina M. Iversen. "Feedback Effects of Brand Extensions: The Resistance of Strong Brands." Beta 22, no. 01 (May 29, 2008): 40–53. http://dx.doi.org/10.18261/issn1504-3134-2008-01-03.
Full text
18
Kelly, Bridget, Emma Boyland, Lesley King, Adrian Bauman, Kathy Chapman, and Clare Hughes. "Children’s Exposure to Television Food Advertising Contributes to Strong Brand Attachments." International Journal of Environmental Research and Public Health 16, no. 13 (July 3, 2019): 2358. http://dx.doi.org/10.3390/ijerph16132358.
Full textAbstract:
Children’s exposure to unhealthy food marketing is one factor contributing to childhood obesity. The impact of marketing on children’s weight likely occurs via a cascade pathway, through influences on children’s food brand awareness, emotional responses, purchasing and consumption. Thus, building emotional attachments to brands is a major marketing imperative. This study explored Australian children’s emotional attachments to food and drink brands and compared the strength of these attachments to their food marketing exposure, using television viewing as a proxy indicator. A cross-sectional face-to-face survey was conducted with 282 Australian children (8–12 years). Children were asked to indicate their agreement/disagreement with statements about their favourite food and drink brands, as an indicator of the strength and prominence of their brand attachments. Questions captured information about minutes/day of television viewing and the extent that they were exposed to advertising (watched live or did not skip through ads on recorded television). For those children who were exposed to advertisements, their age and commercial television viewing time had significant effects on food and drink brand attachments (p = 0.001). The development of brand attachments is an intermediary pathway through which marketing operates on behavioural and health outcomes. Reducing children’s exposure to unhealthy food marketing should be a policy priority for governments towards obesity and non-communicable disease prevention.
19
Bleijerveld, Jeroen F. J., Dwayne D. Gremler, and Jos G. A. M. Lemmink. "Service alliances between unequals: the apple does not fall far from the better tree." Journal of Service Management 26, no. 5 (October 19, 2015): 807–22. http://dx.doi.org/10.1108/josm-06-2015-0183.
Full textAbstract:
Purpose – Brand alliances take various forms, yet academic research has not investigated how value spillovers differ between partners. The purpose of this paper is to address psychological mechanisms to uncover consumers’ perceptions of a service alliance when a strong service brand partners with a weak one. Design/methodology/approach – An experiment used a 2 (perceived value of parent brand X: high vs low)×2 (perceived value of parent brand Y: high vs low)×2 (alliance contribution: equal vs unequal) full-factorial between-subjects design. Findings – Service alliance value is maximal when both parent brands have high perceived value but is lowest when both are of low perceived value. When their perceived value varies, the alliance value approximates the higher rather than the lower value parent. This effect increases with the relative size of a parent brand’s contribution to the alliance service. Alliances also enhance perceptions of the value of each parent brand. Practical implications – In an alliance between a strong and a weak service brand, the strong brand lifts the alliance, and consumers perceive high value. Companies should avoid service alliances with weaker brands that make major contributions. Originality/value – This study investigates how value spillovers vary across different forms of service alliances. Moreover most alliance research focusses on products while services (such as education) are more involved in alliances than ever.
20
Hayat M. Awan, Zara Hayat, Sahar Hayat, and Rafia Faiz. "Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations." Journal of Business and Social Review in Emerging Economies 6, no. 1 (March 31, 2020): 23–42. http://dx.doi.org/10.26710/jbsee.v6i1.1023.
Full textAbstract:
This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.
21
Petzer, Danie, Pierre Mostert, Liezl-Marie Kruger, and Stefanie Kuhn. "The dimensions of brand romance as predictors of brand loyalty among cell phone users." South African Journal of Economic and Management Sciences 17, no. 4 (August 29, 2014): 457–70. http://dx.doi.org/10.4102/sajems.v17i4.721.
Full textAbstract:
In a competitive cell phone industry where consumers have a wide variety of cell phone brands to choose from, it is imperative for marketers to foster brand loyalty in order to establish enduring consumer-brand relationships. Nurturing brand romance has been suggested to marketers to cultivate emotional attachments between consumers and brands so as to increase brand loyalty. This study focussed on determining the extent to which the three underlying dimensions of brand romance, namely pleasure, arousal and dominance predict brand loyalty among cell phone users in the North West province. In total 371 respondents participated in the study. Results indicate that with respect to brand romance, respondents’ current cell phone brands generate brand pleasure and brand arousal, but that these brands are not dominant in their minds. Although respondents participating in the study did not exhibit strong levels of brand loyalty towards their current cell phone brands, the three underlying dimensions of brand romance are statistically significant predictors of brand loyalty.
22
Rusetski, Alexander. "Brand Equity: Can There Be Too Much Of A Good Thing?" International Business & Economics Research Journal (IBER) 11, no. 3 (February 15, 2012): 357. http://dx.doi.org/10.19030/iber.v11i3.6868.
Full textAbstract:
While academic research focuses almost solely on the positive effects of brand equity, numerous instances of the decline and failure of once-strong brands suggest the existence of another category of effects that may offset the positive ones. This paper suggests that an inquiry into the negative effects of brand equity is required to complement and enhance our existing knowledge. Evidence of the decline of strong brands from the literature is presented, and a set of research directions and testable propositions is suggested that should allow quantifying the possible negative effects of brand equity.
23
Wilkof, Neil. "‘Strong’ trade marks, ‘strong’ brands: what do we mean?" Journal of Intellectual Property Law & Practice 13, no. 5 (April 7, 2018): 341–42. http://dx.doi.org/10.1093/jiplp/jpy052.
Full text
24
Douglas, Susan P., C. Samuel Craig, and Edwin J. Nijssen. "Executive Insights: Integrating Branding Strategy across Markets: Building International Brand Architecture." Journal of International Marketing 9, no. 2 (June 2001): 97–114. http://dx.doi.org/10.1509/jimk.9.2.97.19882.
Full textAbstract:
Brands play a critical role in establishing a firm's visibility and position in international markets. Building a coherent international brand architecture is a key component of the firm's overall international marketing strategy, because it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and integrate strategy across markets. The authors examine the way firms have developed international brand architecture and the drivers that shape the architecture. The authors discuss implications for the design and management of the firm's international brand architecture.
25
Papa, Marco, and Paola Rossi. "The Valuation of Brand Architectures: An Empirical Investigation in the Wine Sector." International Journal of Business and Management 11, no. 8 (July 20, 2016): 73. http://dx.doi.org/10.5539/ijbm.v11n8p73.
Full textAbstract:
<p>In recent years, consulting firms and academics have developed a plethora of methods to place a monetary value on brands. The models used in practice either focus on product brands - the commercial trademarks used to target specific client segments, or on corporate brands - all the intangibles that come under an umbrella name. However, the current marketing strategies reveal that few companies use commercial brands and corporate brands separately, as they are typically integrated into complex brand architectures that combine product brands and corporate brands in different flavours. This study critically reviews the brand valuation literature to assist practitioners in choosing appropriate methods to estimate different brand architectures. The analysis is carried out applying the Brand Finance valuation process to two Italian wineries. The findings suggest that whenever wineries use strong umbrella brand strategies, it is feasible to bundle the product brands into one comprehensive brand. The latter can be measured either by splitting the incremental benefits from the core brand, as suggested by Anson (2000), or by assembling the core brand and the incremental benefits together, as proposed by the Excess Earnings Method. For integrated wineries producing high quality wines, it is proposed that brand strength analysis be combined with the relief from royalty method.</p>
26
Jain, Varsha, Chakshu Bhandari, and Ganesh B.E. "Discovering the Interpersonal Relationship Between Luxury Perfume Brands and Consumers." Transnational Marketing Journal 5, no. 2 (October 31, 2017): 85–108. http://dx.doi.org/10.33182/tmj.v5i2.381.
Full textAbstract:
Luxury perfume brands are an integral part of the luxury brands sector globally and nationally. One of the main reasons for the same is that luxury perfume brands have had an extended usage across cultures and traditions. Additionally, luxury perfume brands are a high involvement category. Thus, this category needs to be developed and promoted with a specific means. This means is the development of a strong and reflexive relation between the luxury perfume brands and the consumers. Further, it should be premised on both value based and utility based satisfaction. Despite this, there is a dearth of studies that have consolidated the means of developing strong interpersonal relations between this category and consumers. Therefore, this paper aims at discovering a framework for consolidating and developing a strong interpersonal relation between the luxury perfume brand and the consumers. To this effect, we have used qualitative research in the form of semi structured personal interviews supplemented by Zaltman Metaphor Elicitation Technique. The findings from these explorations were developed into a robust framework using the precepts of Brand Personality, CAC (Cogntive- Affective- Conative) model and the Triangulat theory of love.
27
Machleit, Karen A., Chris T. Allen, and Thomas J. Madden. "The Mature Brand and Brand Interest: An Alternative Consequence of Ad-Evoked Affect." Journal of Marketing 57, no. 4 (October 1993): 72–82. http://dx.doi.org/10.1177/002224299305700406.
Full textAbstract:
The authors propose that for mature brands, ad-evoked affect will not have a strong influence on brand attitude; they formulate brand interest, a new construct, as a more relevant consequence of ad-evoked affect. They present empirical evidence to support their theory regarding the consequences of ad-evoked affect for mature brands.
28
Rui, Liang, Kateryna Prokopenko, and Svitlana Vovchok. "APPLICATION OF COMPETITIVE MARKETING STRATEGIES IN BRAND MANAGEMENT." Management 32, no. 2 (April 16, 2021): 137–46. http://dx.doi.org/10.30857/2415-3206.2020.2.11.
Full textAbstract:
Introduction. Against the background of marketing and globalization of higher education, many organizations and enterprises not only face stiff competition and quality problems in the market. Despite all the current challenges, they need to implement brand management tools. The urgent task for universities was how to apply the brand's marketing strategy to the brand management of universities, implement the optimal distribution of tangible and intangible resources, create a good brand image, expand popularity and reputation and gain competitive advantage.The hypothesis of scientific research is that for the formation of an effective brand it is necessary to use the tools of strategic marketing.The aim is to study the theoretical and methodological foundations of brand formation in educational institutions using modern competitive marketing strategies.The research methodology is a comparative analysis to reflect trends in the development of the brand of education; systematization and classification – for the classification of structural elements of the object of study; system approach – for the formation of theoretical foundations of regulation of brand management processes.Results. Based on the law on higher education and reliance on the mechanism and legislation of the market, this article examines brand management and argues that university brands should be optimized, coordinated and integrated to take full advantage of internal and external resources. It is necessary to strengthen the concept of brand management, explain the position of the university brand, create a strong university brand, strengthen the dominant university brand, create a crisis management system for university brands, increase the basic competitiveness of universities and gain greater benefits.Conclusions. University brand management should be based on the marketing strategy of enterprise brands, make full use of their own resources, strengthen the concept of brand management, determine the position of the university brand and create a strong university brand. universities, the university brand is undoubtedly a dazzling edge of the sword.
29
Hoeffler, Steve, and Kevin Lane Keller. "The marketing advantages of strong brands." Journal of Brand Management 10, no. 6 (August 2003): 421–45. http://dx.doi.org/10.1057/palgrave.bm.2540139.
Full text
30
Joo, Bo Ra, and Hye-Young Kim. "Repositioning luxury fashion brands as intentional agents: the roles of consumer envy and admiration." Journal of Fashion Marketing and Management: An International Journal 25, no. 4 (January 15, 2021): 606–24. http://dx.doi.org/10.1108/jfmm-06-2019-0135.
Full textAbstract:
PurposeBuilding on the Brands as Intentional Agents Framework (BIAF), the aim of this study is to demonstrate the effectiveness of social media marketing (SMM) as a tool to communicate luxury fashion brands' good intentions toward the general public.Design/methodology/approachA sample of 488 US female consumers was used to test a conceptual model delineating the sequential linkages from luxury fashion brands' intentions to brand emotions (i.e. envy vs admiration) and to consumer–brand relationships (i.e. emotional brand attachment and brand forgiveness). Structural equation modeling (SEM) was performed to test the measurement and structural models.FindingsThe results indicated that luxury fashion brands' “populist” intentions had a positive impact on consumer admiration. Both consumer envy and admiration had positive effects on emotional brand attachment and brand forgiveness. However, admiration had a stronger effect than envy on these relational consumer responses.Originality/valueThis study identified that luxury fashion brands, frequently stereotyped as exclusive, can become brands admired by mass-market consumers by expressing warmth on social media. Drawing on social psychological perspectives and the BIAF, this study adds to the literature on luxury brands' social media communication by demonstrating the effectiveness of brand warmth to induce consumers' strong relational outcomes.
31
Qiu, Chun, and Peter Popkowski Leszczyc. "Send-for-review decisions, brand equity, and pricing." European Journal of Marketing 50, no. 1/2 (February 8, 2016): 145–65. http://dx.doi.org/10.1108/ejm-11-2014-0708.
Full textAbstract:
Purpose – The purpose of this paper is to study firms’ decisions of voluntary disclosure of high product quality by sending their products to intermediaries for review, and how the nature of the reviews subsequently substitutes the brand names in terms of affecting the price of the product. Design/methodology/approach – Using data on camcorders and point & shoot digital cameras collected from multiple intermediary sources, this paper empirically tests the relationships among brand equity, send for review decisions, the nature of reviews and pricing, controlling for endogeneity. Findings – This paper finds that firms are likely to send their high-quality products to the intermediaries for review, but such likelihood varies across different brands. Relatively weak brands are more likely to send their products for review than relatively strong brands. By doing so, weak brands receive two benefits: first, intermediary reviews help eliminate price differentials between weak brands and strong brands. The more positive is the review, the higher is the price. When intermediary reviews are not obtained, some strong brands effectively charge a price premium over weak brands. Second, intermediary reviews subsequently attract more consumer word of mouth (WOM). The more positive is the review, the more consumer WOM is attracted. Researchlimitations/implications – One limitation is that this paper does not account for the influence of intra-brand competition. The second limitation is related to the assumption that intermediary reviews are accurate. Practicalimplications – This paper offers managerial implications to brand managers concerning send-for-review and pricing decisions. It proposes how managers leverage third-party endorsement in launching a new product. Originality/value – This paper is one of the few papers empirically studying the interaction of two communication approaches: disclosure and brand signaling. It modifies the commonly assumed relationships among brand, quality and price by demonstrating the substitute effect of intermediary reviews and brand names on price. This paper is also the first research that empirically examines the impact of firms’ “send-for-review” decisions on generating consumer WOM. Managerially, this paper substantiates Godes et al.’s (2005) framework on how firms should manage social interactions upon the release of new products.
32
Herbst, Uta, and Michael A. Merz. "The industrial brand personality scale: Building strong business-to-business brands." Industrial Marketing Management 40, no. 7 (October 2011): 1072–81. http://dx.doi.org/10.1016/j.indmarman.2011.09.003.
Full text
33
Wang, Yanwen, Michael Lewis, and Vishal Singh. "Investigating the Effects of Excise Taxes, Public Usage Restrictions, and Antismoking Ads Across Cigarette Brands." Journal of Marketing 85, no. 3 (April 14, 2021): 150–67. http://dx.doi.org/10.1177/0022242921994566.
Full textAbstract:
The prevalence of strong brands such as Coca-Cola, McDonald’s, Budweiser, and Marlboro in “vice” categories has important implications for regulators and consumers. While researchers in multiple disciplines have studied the effectiveness of antitobacco countermarketing strategies, little attention has been given to how brand strength may moderate the efficacy of tactics such as excise taxes, usage restrictions, and educational advertising campaigns. In this research, the authors use a multiple discrete-continuous model to study the impact of antismoking techniques on smokers’ choices of brands and quantities. The results suggest that although cigarette excise taxes decrease smoking rates, these taxes also result in a shift in market share toward stronger brands. Market leaders may be less affected by tax policies because their market power allows strong brands such as Marlboro to absorb rather than pass through increased taxes. In contrast, smoke-free restrictions cause a shift away from stronger brands. In terms of antismoking advertising, the authors find minimal effects on brand choice and consumption. The findings highlight the importance of considering brand asymmetries when designing a policy portfolio on cigarette tax hikes, smoke-free restrictions, and antismoking advertising campaigns.
34
Na, Youngjoo, and Jisu Kim. "Sensibility and response keywords of users according to posting types of fashion Instagram." International Journal of Clothing Science and Technology 32, no. 1 (May 21, 2019): 23–36. http://dx.doi.org/10.1108/ijcst-03-2018-0032.
Full textAbstract:
Purpose The purpose of this paper is to analyze the post type of the official account of the Korean fashion brands on Instagram and to analyze the images and keywords according to the use of the hashtag in it. This study also will provide data of how fashion brands use the new media of Instagram and how they promote it. Design/methodology/approach This study investigated the types of postings and keywords of hashtag(#) of fashion brand’s official Instagram account in order to analyze the post type and keyword. In total, six apparel brand companies were selected, with two in each of three categories (classic casual brand, outdoor sports brand and designer character brand), and seven types of postings were classified (lookbook and product, collection, broadcasting ads, brand issue, sensibility pictures, sponsorship and event). The frequencies were collected according to their types that were confirmed by four fashion major specialists. Findings First, the proportion of the types of postings varied according to the characteristics of the brand. Second, the six brands used keywords of a symbol because it is important to convey brand identity. Third, the sensibility keywords of each brand were investigated, and one of the designer character brands used only practical keywords without sensibility keywords. Fourth, this study examined the number of Instagram hashtags and hearts to determine if the reaction was in alignment with the marketing trends of the company’s official Instagram account and consumers. One of the classic casual brands, one of the outdoor sports brands and both designer character brands showed a high proportion of types of posts on Instagram that well matched with consumer response. As a hypothesis of this study, it was supported that the posting types of images and hashtags will be different according to the characteristics of brand. Originality/value Instagram is the fastest growing social network service (SNS) globally, especially among young adults. Instagram is noted for its strong SNS marketing but it has not been well researched in the apparel industry. The study results will help improve the brand image and promotion by using official Instagram account in the apparel industry.
35
Hind, Ghilane, and Aomari Amina. "International brand strategy: Case analysis according to the Moroccan Market." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 2, no. 1 (2016): 34–40. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.21.3004.
Full textAbstract:
Consumers today are not looking for a simple consumption, but they are looking for sense. The brand strategy is situated at a higher level of closeness to the consumer. Indeed, the brand acts as a communication interface between the company and the market. The present article will discuss the topic of a brand as a principal communication interface between the company and the consumer. First, we will analyze the brand position in the marketing mix approach through a comparative study of strong international brands strategies that have retained their positions despite different trends and generations. The result shows that the coherence between the corporate, product and brand strategy leads to build strong international brands.
36
Childs, Michelle, and Seeun Kim. "Exploring conspicuous compassion as a brand management strategy." Journal of Product & Brand Management 28, no. 4 (July 15, 2019): 540–54. http://dx.doi.org/10.1108/jpbm-05-2018-1882.
Full textAbstract:
Purpose Cause-related marketing (CR-M) – promising to donate to a charity when consumers purchase specific products – is a popular brand strategy, particularly in the social media context. In light of Veblen’s theory of conspicuous consumption, the purpose of this experimental study is to test the impact of a brand’s level and the conspicuousness of a brand’s CR-M campaign on consumers’ brand-related responses. Results reveal a novel mechanism underlying the effects by showing that pride and guilt mediate results. Design/methodology/approach This research is based on two studies that used a 2 (brand level: high-end vs low-end) × 2 (conspicuous of CR-M campaign: conspicuous vs non-conspicuous) between-subjects experimental design with random assignment to conditions and manipulation checks. Findings Results reveal that consumers respond more favorably when high-end brands participate in CR-M, particularly when the CR-M promotion is conspicuous. That is, when a high-end brand partners with a charity, especially under conspicuous conditions, it significantly improves consumers’ brand attitudes and intent to share with others. Moreover, pride and guilt are important mediators in effects. Practical implications The results of this study offer strong implications for brand managers seeking to partner with charities in CR-M campaigns. Results suggest that implementing CR-M campaigns may be fruitful for brands, particularly high-end brands when they enhance the conspicuousness of their CR-M campaign. Originality/value Results empirically extend the notion of conspicuous consumption by demonstrating that social status can be achieved by displaying not only acquired goods but also benevolence.
37
Kashif, Muhammad, P. M. P. Fernando, Sarminah Samad, and Ramayah Thurasamy. "Finding greener grass on the other side of hill." Asia Pacific Journal of Marketing and Logistics 30, no. 4 (September 10, 2018): 988–1012. http://dx.doi.org/10.1108/apjml-10-2017-0231.
Full textAbstract:
Purpose The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands. Design/methodology/approach In a cross-sectional research design, a survey-based research strategy is followed to collect data from 448 active Muslim donors in Pakistan. The collected data are analysed by employing confirmatory factor analysis based on Smart PLS 2.0. Findings The results indicate that donor perceived brand association, brand awareness and brand loyalty strongly relate to perceived brand equity of charity brands. The brand credibility moderates the relationship between perceived quality, equity and brand loyalty, and equity paths. Practical implications The charity brands need to focus on building a strong brand image and reputation to uplift brand credibility which can be achieved by offering training programmes addressing various social causes such as HIV and Cancer prevention. Originality/value The proposed moderating effects of brand credibility and its application to charity brands operating in an Asian Muslim country context are unique products of this study.
38
Reitsamer, Bernd F., and Alexandra Brunner-Sperdin. "It’s all about the brand: place brand credibility, place attachment, and consumer loyalty." Journal of Brand Management 28, no. 3 (January 30, 2021): 291–301. http://dx.doi.org/10.1057/s41262-020-00229-z.
Full textAbstract:
AbstractDespite the growing attention brand credibility attracts in recent marketing literature, little is known about the credibility of place brands and their relationship with consumers’ loyalty. The present study builds on brand signalling and attachment theory to investigate whether credible place brands affect consumers’ attachment formation, their subsequent word of mouth (WOM) and intention to return. Survey data from an Alpine winter sport destination reveal that place brand credibility is a key antecedent of consumers’ attachment. Moreover, consistent with brand signalling theory, credible place brands exert a particularly strong direct effect on consumers’ WOM. A positive effect on their intention to return, however, will result only if they feel attached with the place brand beforehand. Implications for marketing scholars and brand managers are offered.
39
Hassey, Roseann Viscomi. "How brand personality and failure-type shape consumer forgiveness." Journal of Product & Brand Management 28, no. 2 (March 11, 2019): 300–315. http://dx.doi.org/10.1108/jpbm-09-2017-1563.
Full textAbstract:
PurposeThis paper aims to explore the impact of an overlooked variable, brand personality, as a basis for brand forgiveness and recovery following brand failures.Design/methodology/approachData were collected via three on-line surveys using Amazon Mechanical Turk, including a total of 475 respondents (125, 113 and 237) and using a 2 × 2 between-subjects factorial design.FindingsResults show that a brand’s dominant personality (warm vs competent) elicits different expectations regarding brand performance, and that surprisingly, consumers more readily forgive, rather than censure, brand failures which violate their expectations. Further, this effect exists independent of the consumer’s relationship with the brand. These findings occur across different brands (both fictitious and real), manipulations of brand personality and brand failure-type and indices for brand forgiveness. Results indicate the interactive effect of brand personality and failure-type was mediated by brand credibility, while consumers’ desire to re-evaluate the brand served as a moderator.Practical implicationsThis research demonstrates that while brand failures are largely considered from a negative perspective, brand personality can serve to bolster consumer perceptions of brands post-failure. Further, and separate from strong consumer-brand relationships, brand personality serves as an important signal for consumer expectations and plays a pivotal role in post-failure forgiveness and behavioral intentions.Originality/valueThis study contributes to the literature by introducing and testing the role brand personality plays, independent of an existing and strong consumer-brand relationship, in consumer response to brand failure. Further, the mediator of and a moderator for this effect are identified.
40
Zeeshan, Dr Muhammad, Mishal Nafees, and Bilal Mustafa. "The impact of Brand Trust, Love and Passion on Positive Word of Mouth." Jinnah Business Review 7, no. 2 (July 1, 2019): 1–10. http://dx.doi.org/10.53369/dfyu8459.
Full textAbstract:
Brands try to initiate and build strong relationships with their customers in order to overcome the rising local and international competition in apparel and other industries. Previous research suggests that brand addiction is one of the most significant ways through which consumer engage with brands. Meanwhile, it is a sort of consumer-brand relationship by which brands could enable themselves to build and sustain strong long-term relationships in order to get competitive edge over other business rivalries in the market. The purpose of this study is to demonstrate the relationship of brand addiction with some of its possible antecedents and outcomes. In order to address the research problem, data have been collected from a convenience sample in apparel industry of Pakistan. Multiple regression analysis has been used in order to analyze the results. Findings suggest that brand trust is positively correlated with brand addiction whereas brand love and brand passion do have positive impact on brand addiction that will lead to generate positive word of mouth. Moreover, this research contributes in the existing literature of marketing, as well as provides favorable insight to the practitioners and marketers.
41
Commuri, Suraj. "The Impact of Counterfeiting on Genuine-Item Consumers’ Brand Relationships." Journal of Marketing 73, no. 3 (May 2009): 86–98. http://dx.doi.org/10.1509/jmkg.73.3.086.
Full textAbstract:
An often-overlooked constituent in the debate on counterfeiting is the consumer of the genuine article—a brand manager's primary constituent. These consumers are drawn to premium brands in part because of the exclusivity and connotation of prestige associated with them. These characteristics are also the reason such brands are attractive targets of counterfeiting. When premium brands are counterfeited, which in turn gives a variety of consumers access to them, how do consumers of the genuine items react to the erosion of exclusivity and prestige? An investigation involving premium brands in Thailand and India reveals that consumers of genuine items adopt one of three strategies when faced with the prospect of their favorite brands being counterfeited: flight (abandoning the brand), reclamation (elaborating the pioneering patronage of a brand), and abranding (disguising all brand cues). The author examines these strategies in detail, revealing how the potential loss of exclusivity and prestige can either drive genuine-item consumers away from the brand or impel them to make strong claims to their patronage.
42
Priilaid, D., and P. Van Rensburg. "Symbolic and functional brand effects in the hedonic assessment of South African wines." South African Journal of Business Management 41, no. 3 (September 30, 2010): 47–69. http://dx.doi.org/10.4102/sajbm.v41i3.524.
Full textAbstract:
Proceeding from work that identifies price as an extrinsic cue that can mediate between a wine’s perceived and intrinsic merit, the brand construct is presented as an additional potential mediator. Here we define (1) “functional” brands as representations of intrinsic (blind-tasted) quality, and (2) “symbolic” brands (as proxied by the difference between a wine’s intrinsic and extrinsic (sighted-tasted) evaluations) as placebos. Using a database of 8225 paired tastings (sighted and blind) of popular South African cultivars sampled over an eight year period, we control for contending price and vintage cues to identify the scale, character and distribution of a given set of functional and symbolic brand effects. Respectively these are identified as occurring in the frequency of roughly two-to-one. The 30 strongest of each are tabled. A subset of brands that present simultaneously as both functional and symbolic is further scrutinised. This set decomposes into two distinctive clusters located approximately one standard deviation left and right of the broader intrinsic mean. The smaller Zone of Symbolic Values is characterised by weak intrinsics and strong positive placebos. The second, larger Zone of Functional Values presents the opposite: negative placebos and strong functional intrinsics. Through the calibration and scaling of these brand-effects, wine producers can better understand what proportion of their product’s sight-driven appeal can ably be ascribed to a brand’s placebo as opposed to the underlying quality. Consequently their marketers may now more knowledgably amplify (or, where appropriate, down-play) the label-cue and adjust their wine marketing communication accordingly.
43
Won, June, and J. Lucy Lee. "The effectiveness of multiple brand portfolios: the role of directional dominance and brand interference on brand evaluation." International Journal of Sports Marketing and Sponsorship 21, no. 2 (April 8, 2020): 285–303. http://dx.doi.org/10.1108/ijsms-09-2019-0100.
Full textAbstract:
PurposeThe purposes of the study were (1) to examine whether directional dominance between co-existing athlete brands and sponsor brands exists; (2) to explore whether directional dominance influences consumers' memory interference; and (3) to test whether brand interference interacts with directional dominance among brands to influence consumer evaluation and behaviors under multiple endorsement and sponsorship portfolios.Design/methodology/approachThe research is a 3 (directional dominance: symmetric dominance vs. asymmetric dominance with existing vs. asymmetric dominance with newly endorsed brand) x 2 (brand memory interference: interference vs. no interference) between-subjects factorial design.FindingsThe results indicate that (1) directional dominance influenced consumer brand interference, and directional dominance interacted with brand interference on (2) brand evaluation and (3) purchase intention in multiple brand portfolios.Originality/valueConsidering that conventional single-sponsor sponsorship or single-endorser endorsement portfolios are increasingly rare, research on concurrent circumstances of multiple endorsers and multiple endorsed brands in multiple brand portfolios was necessary. By expanding and reconceptualizing the context of brand networks, this study provides empirical evidence on how the dominance and directionality between endorser and (existing and newly) endorsed brands—an athlete endorser's strong pre-existing association with an existing endorsed brand in particular—influenced consumer brand interference and the brand evaluation in multiple brand portfolios.
44
CALVO-PORRAL, CRISTINA, VALENTÍN-ALEJANDRO MARTÍNEZ-FERNÁNDEZ, and OSCAR JUANATEY-BOGA. "INFLUENCE OF MANUFACTURER SIGNATURE ON STORE BRANDS' LOYALTY AND PURCHASE INTENTION." Revista de Administração de Empresas 56, no. 1 (February 2016): 29–42. http://dx.doi.org/10.1590/s0034-759020160104.
Full textAbstract:
ABSTRACT With today's trend toward higher store concentration, building strong store brands has become a priority for many retailing companies. This study aims to analyze the differences in store brands' purchasing likelihood between store brands with a manufacturer identification - a manufacturer signature - and store brands with no information about the manufacturer, as well as the moderating role of the manufacturer signature on store brands' purchase intention. We carried out multiple group analysis through structural equation modeling. Our findings suggest that store brand image has the most significant influence on loyalty and purchase intention for both types of store brands. Moreover, and contrary to our expectations, we did not find empirical support for the moderating role of manufacturer signature on store brands' purchasing likelihood.
45
Lysonski, Steven. "Receptivity of young Chinese to American and global brands: psychological underpinnings." Journal of Consumer Marketing 31, no. 4 (June 3, 2014): 250–62. http://dx.doi.org/10.1108/jcm-01-2014-0842.
Full textAbstract:
Purpose – The purpose of this paper was to examine psychological variables of young Chinese to determine their impact on identification with global consumer culture, attitudes toward global and USA brands and intention to buy USA brands. The independent or psychological variables examined were self-monitoring, life satisfaction, brand relevance, social demonstration effect, change-seeking behavior and reference groups (interacted and non-interacted). The goal was to understand what forces drive global and USA brand preferences. Design/methodology/approach – Data were collected in Guangzhou, China, in 2013 through a survey administered to 152 young Chinese respondents. Confirmatory factor analysis and reliability coefficients verified the psychometrics of each scale. Subsequently, the sample was divided into high versus low groups for each of the independent variables to perform mean tests for each on each of the four dependent variables. Findings – The results showed that all the hypotheses were supported to some extent. The sample had a positive attitude toward all the dependent measures: identification with global consumer culture, global and USA brands and intention to buy USA brands. Self-monitoring and change-seeking behavior had the least association with the dependent variables. Brand relevance, social demonstration effect and interactive and non-interactive reference groups were all found to have strong support. Research limitations/implications – The authors used an urban sample of young Chinese. Examining an older sample or one that was less urban would also be useful. Future research could also examine other emerging markets such as Brazil or Indonesia to identify the impact of the psychological variables. Practical implications – Multinational firms wishing to grow revenues of their USA and global brands in China must be attuned to the social aspects of positioning their brands. The implications show that brand relevance, social demonstration and reference groups can be used for positioning of global and USA brands. As China is a collectivist society, using appeals that establish a brand’s desirability or relevance and its ability to allow users to socially demonstrate the brand to reference groups is likely to work well. Originality/value – No study has assembled the variables in the manner investigated in this research, nor have other studies looked at young Chinese in terms of USA brand attitudes and identification with global consumer culture.
46
Bianchi, Constanza, and Lynda Andrews. "Consumer engagement with retail firms through social media: an empirical study in Chile." International Journal of Retail & Distribution Management 46, no. 4 (April 9, 2018): 364–85. http://dx.doi.org/10.1108/ijrdm-02-2017-0035.
Full textAbstract:
Purpose Given the widespread popularity of social media such as Facebook, Twitter and Instagram, understanding consumer-brand engagement behavior within social media is fundamental for retail firms. Yet, little is known about how consumers engage with retail brands through social media. The purpose of this paper is to address this gap and extend previous research by examining factors that influence consumers’ attitudes and intentions to engage with retail brands through Facebook, and ultimately purchase products and services. Design/methodology/approach This study draws on the theory of reasoned action and the technology acceptance model to develop a model of consumer-brand social media engagement and purchase intentions. Specifically, the model tests the influence of five antecedents of attitude on consumer intentions to engage with retail brands through the brands’ Facebook pages as well as intentions to make purchases through this social media. The hypotheses of the model are tested using structural equation modeling. Findings The findings provide an understanding of the main drivers of consumer-brand engagement that can lead to purchase intentions. Results show that consumers’ attitudes toward engaging with retail brands through Facebook are influenced by peer communication, compatibility and credibility, and that attitude has a strong influence on intentions toward this behavior. Furthermore, there is a strong relationship between intentions to engage and the likelihood of purchasing through a retail brand’s Facebook page. Research limitations/implications This study is cross-sectional and was conducted at a particular point in time. Thus, results are not purported to make any inferences to causal relationships. Further, the measures of intentions to engage are attitudinal and not objective measures. Future longitudinal studies may help avoid this limitation by testing causal relationships. Practical implications The study contributes to the important area of consumer engagement with retail brands through social media in ways that may lead to making purchases. Findings can provide retailers with reference points through which to engage their brands with consumers through their Facebook pages in ways that may lead to more direct returns on their investment in social media sites. Originality/value Retailers are noticing the power of social media sites as a platform for engaging with consumers and extending this relationship to purchases. However, scant research has addressed this topic. The proposed model and findings of this study can extend prior research.
47
Gullickson, Terri, and Pamela Ramser. "Review of Brand Equity and Advertising: Advertising's Role in Building Strong Brands." Contemporary Psychology: A Journal of Reviews 39, no. 1 (January 1994): 99. http://dx.doi.org/10.1037/033862.
Full text
48
Herr, Paul M. "Book Review: Brand Equity and Advertising: Advertising's Role in Building Strong Brands." Journal of Marketing Research 31, no. 4 (November 1994): 580–82. http://dx.doi.org/10.1177/002224379403100415.
Full text
49
Koschmann, Anthony, and Jagdish Sheth. "Do brands compete or coexist? A response to the responses." European Journal of Marketing 53, no. 1 (January 7, 2019): 31–36. http://dx.doi.org/10.1108/ejm-07-2018-0493.
Full textAbstract:
Purpose This paper aims to respond to the responses made by Aaker, Keller and Tellis to “Do brands compete or coexist? How persistence of brand loyalty segments the market”. Design/methodology/approach This paper is a response to the comments of Aaker, Keller and Tellis. Findings The paper finds the comments by Aaker, Keller and Tellis recognize the role of innovation for mature brands to maintain relevance and, by extension, loyalty. Research limitations/implications Scholars are encouraged to question conventional wisdom (such as brands compete head-to-head) and build their case for important ideas with strong arguments. Originality/value This paper suggests that only through innovation can mature brands hold on to loyal customers. Becoming the relevant brand in a given product space is challenging, but possible through evolutionary and revolutionary innovation of the brand architecture.
50
Sultan, Khurram, Saja Akram, Sara Abdulhaliq, Deema Jamal, and Rezan Saleem. "A Strategic Approach to the Consumer Perception of Brand on the Basis of Brand Awareness and Brand Loyalty." International Journal of Research in Business and Social Science (2147-4478) 8, no. 3 (May 10, 2019): 33–44. http://dx.doi.org/10.20525/ijrbs.v8i3.259.
Full textAbstract:
In this study, the consumer perception for brand awareness and brand loyalty for two famous brands of soft drinks Coca Cola and Pepsi, has been evaluated. For this purpose, the effects of consumer perception of Coke and Pepsi were analysed for consumer association to these brands. The objectives of the study are multi fold (I) Studying onthe consumers preferences (II) to illustrate which brand’s advertisement mostly people have seen, (iii) demonstrate the reason to buy cola drinks or Pepsi drinks (iv) assessment of the creation of a top of mind awareness about COCA COLA in, Erbil KRI by providing the information to consumers. Sample size were selected 50 consumers of drinks (PePsi and Coca Cola ). Data collected and analyzed by using Microsoft office 2010 version. Results revealed that consumers of Pepsi and Coca cola most of the consumer found toward coca cola and they like coca cola as compare to Pepsi and the reason behind it is the strong taste of coca cola such as 60 % people answered that they remember more advertisement as compare to Pepsi and others. and 90% said coca cola is easily available in their approach and also 70 % people answer that they like coca cola due to its strong taste so the overall research survey for Coke and Pepsi has revealed that Coke is more adopted brand then that of Pepsi and recommendations are recommended such as perception leads to the brand loyalty, thus brands in general and Coke and Pepsi needs to focus on the point that its consumers are made to perceive more value from the brand which can come through assuring them about quality of product and other factor i.e. best price, best value, availability, trend etc.