Literatura académica sobre el tema "Consumer Perceived Value of Brand Heritage"
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Artículos de revistas sobre el tema "Consumer Perceived Value of Brand Heritage"
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Fritz, Kristine, Verena Schoenmueller y Manfred Bruhn. "Authenticity in branding – exploring antecedents and consequences of brand authenticity". European Journal of Marketing 51, n.º 2 (13 de febrero de 2017): 324–48. http://dx.doi.org/10.1108/ejm-10-2014-0633.
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Purpose Consumer demand for authentic brands is steadily rising. With increased pressure to accommodate this demand, researchers and marketers seek to understand how to influence a brand’s perceived authenticity. The purpose of this paper is to build a link between previous research on authenticity and thus gain a deeper understanding of the influencing factors of brand authenticity and its consumer outcomes. Design/methodology/approach Building on an extensive literature review, the authors identify various antecedents of brand authenticity that are closely connected with the brand’s past, its virtuousness, consumers’ self-identification with the brand perceiver’s own self and individuals representing the brand, as well as relational outcomes as consequences of a brand’s perceived authenticity. As brand authenticity is a subjective construct, the authors include brand involvement to test for moderator effects. For data collection, they conduct an online survey that generates 509 datasets. To test the hypotheses, the authors use structural equation modeling. Findings The results demonstrate that brand authenticity can be influenced by the identified variables (i.e. brand heritage, brand nostalgia, brand commercialization, brand clarity, brand’s social commitment, brand legitimacy, actual self-congruence and employee’s passion). Moreover, brand authenticity positively affects brand relationship quality, which in turn positively influences consumers’ behavioral intentions. The analyzed relationships do not vary due to consumer-specific characteristics (i.e. brand involvement). Originality/value In sum, the results regarding the antecedents of brand authenticity demonstrate that a company can influence brand authenticity through different approaches, and that it is therefore important to analyze which of the identified antecedents brand management should manipulate to positively impact the perception of the brand’s authenticity. In addition, the findings confirm the positive consequences on consumer behavior ascribed to the authenticity concept by marketing literature.
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Halwani, Lama. "Making sense of heritage luxury brands: consumer perceptions across different age groups". Qualitative Market Research: An International Journal 22, n.º 3 (10 de junio de 2019): 301–24. http://dx.doi.org/10.1108/qmr-08-2017-0118.
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PurposeScholars have repeatedly concluded that heritage is a significant value driver for luxury brands (Rileyet al., 2004; Fionda and Moore, 2009; Wuestefeldet al., 2012; DeFantiet al., 2014; Ardeletet al., 2015; Dion and Borraz, 2015; Dion and Mazzalovo, 2016). However, little is known on how consumers of different age group make sense of heritage luxury. The purpose of this paper is to investigate how consumers of different age groups make sense of heritage luxury brands (HLBs).Design/methodology/approachTo achieve this, semi-structured, one-on-one, face-to-face interviews were conducted with 21 consumers of HLBs who fell into one of three age groups: Emerging adults (18 to 25 years), middle-aged adults (33 to 40 years) and older adults (67 to 74 years old).FindingsThe findings of this paper explored the different perceptions of the dimension of heritage in relation to luxury among consumers of different age groups. This paper focuses on the pioneering contributions of Urde, Greyser and Balmer (2007) in defining the dimensions of heritage brands. Although the dimensions of heritage brands defined by Urdeet al.(2007) were useful as a starting point, differing perceptions among consumers of different age groups emerged which need to be considered. Findings of this study showed that consumers of all three age groups revealed three characteristics of HLBs. These are timelessness, quality craftsmanship and prestige. The durability and lasting appeal of HLBs was attributed to their high-quality craftsmanship. Quality craftsmanship, recognizability and price contributed to the perceived prestige value of HLBs. It was apparent throughout this study that HLB items helped participants feel connected to others, including their mothers or more remote forebears, their contemporaries and their descendants.Originality/valueThe author aims to understand the interplay between heritage and luxury, to understand how luxury brand consumers of different age groups are influenced by the heritage dimension. The relation between luxury and heritage becomes particularly intriguing when we consider how it affects the perceptions of consumers of different age groups.
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Southworth, Sarah Song y Jung Ha-Brookshire. "The impact of cultural authenticity on brand uniqueness and willingness to try". Asia Pacific Journal of Marketing and Logistics 28, n.º 4 (12 de septiembre de 2016): 724–42. http://dx.doi.org/10.1108/apjml-11-2015-0174.
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Purpose In response to today’s marketplace in which many Asian brands are trying to expand their businesses into Western nations, this study investigated the strategic use of cultural authenticity that Asian brands may employ for their success. Although the benefits of using cultural heritage in brand strategies have been noted by past literature, the efficacies of how Asian brands can use brand logo designs to positively influence their brand success have not been studied. To fill this gap, the purpose of this paper is to examine how Chinese brands can increase willingness to try among US consumers by establishing brand uniqueness via culturally authentic brand logo designs. Design/methodology/approach The data from 289 respondents via online between-subjects factorial experimental research surveys were collected using a national US population as the sample frame. The Chinese brand logos communicating Asian heritage were created by manipulating the cultural authenticity of the brand logo mark and the language of the logotype. Findings The results suggested that the Asian-themed brand logo is an important tool in exuding a Chinese brand’s sense of cultural authenticity to US consumers. In turn, the perception of cultural authenticity for the Chinese brand positively influenced the US consumers’ perceptions of the brand’s uniqueness, which led to greater willingness to try the brand. Originality/value The research provides empirical insights into how “Asian-ness” can be manifested via brand logos to convey cultural authenticity as well as to build perceived brand uniqueness and the willingness to try among US consumers.
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Souki, Gustavo Quiroga, Rodrigo Luiz Pinheiro de Oliveira, Giuliana Isabella y Jersone Tasso Moreira Silva. "The Impact of Global Perceived Quality on the Behaviour of Automobile’s Consumers". Revista Brasileira de Marketing 17, n.º 3 (6 de septiembre de 2018): 444–58. http://dx.doi.org/10.5585/remark.v17i3.3843.
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Purpose of the study: The objective of this work was to identify the perceived quality attributes of car owners and how these attributes affect satisfaction, regret, trust, pride and, word of mouth communication. Methodology / approach: There were two phases (qualitative and quantitative) in this study. In the qualitative phase, we conducted 20 in-depth interviews with car owners, with the purpose of identifying the perceived quality attributes by them. In the quantitative phase, we surveyed 311 owners of automobiles of different brands. For the statistical analysis, we opted to test the hypothetical model through Structural Equations Modeling (SEM). Main results: Results show that perceived quality among automobile consumers is a multidimensional construct (status and power, handling dynamics, corporate responsibility, brand heritage, resale value, durability, internal space, and trunk capacity) and impacts on satisfaction, regret, word of mouth communication, trust, and pride. Theoretical / methodological contributions: This research measures the perception of quality of automobiles in post-purchase situations, exploring not only attributes in service quality but also the product itself while exploring other dimensions from the quality-perception construct. Furthermore, it studied how the perception of quality affects behavioral dimensions beyond the satisfaction construct: regret, reliability, pride, and word-of-mouth communication. Relevance / originality: This work considered both physical attributes (e.g., internal space and trunk capacity) and, intangibles (e.g., Power and Status, Brand and company's tradition) perceived by car owners. Moreover, to investigate the perception of quality in service and product at the same time is not common in consumer behavior literature.
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Verma, Harsh V., Jyoti Kainth y Priya Gupta. "Consumer Perceived Value and Brand Loyalty". International Journal of Customer Relationship Marketing and Management 3, n.º 4 (octubre de 2012): 1–15. http://dx.doi.org/10.4018/jcrmm.2012100101.
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Consumer Perceived Value (CPV) perceived to have been derived from the consumption of product or service is the Value that a consumer believes that he receives for a certain amount of money. This study was conceptualized so as to understand the most important CPV dimensions and its role in predicting Attitudinal Brand Loyalty in pre purchase situations in the Indian Retail Banking context on the basis of SPERVAL (Services Perceived Value) Scale. The empirical study was based on descriptive research design (cross-sectional) and used questionnaire as the key research instrument. The questionnaire was administered to 100 respondents using a mix of judgmental and convenience non-probability sampling methods. The most important CPV dimensions, which were also the major predictors towards attitudinal brand loyalty in the context of Indian retail banking, were Functional Value, Economic Value, After Sale Value and Epistemic Value. The study has implications for retail banking marketers and can help them understand the consumer psychology behind evaluating the product offering. The service providers can also use the findings from the research to build on their competitive advantage by developing core competencies in strategic arenas. The limitations of the study included limited coverage with respect to sample size.
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Shams, Rahil, Frank Alpert y Mark Brown. "Consumer perceived brand innovativeness". European Journal of Marketing 49, n.º 9/10 (14 de septiembre de 2015): 1589–615. http://dx.doi.org/10.1108/ejm-05-2013-0240.
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Purpose – This paper aims to examine brand innovativeness. While innovativeness has been studied at the product and firm levels, there is little research at the brand level. This paper argues for why this is needed, develops a conceptualization of consumer perceived brand innovativeness (CPBI) from a theoretical perspective and then develops and validates a measure for CPBI. Design/methodology/approach – Three qualitative studies were conducted to generate an enriched and more detailed understanding of what brand innovativeness means to consumers. Data were collected using free association and open-ended elicitation techniques. Next, a CPBI scale was developed and validated in three quantitative studies. Findings – The results indicate that innovative brands are related with several interesting core and secondary associations that have not been adequately addressed in previous research. CPBI is conceptualized as a unidimensional construct. Altogether six studies show that the proposed CPBI measure is valid and reliable. Originality/value – The present study is the first to identify the limitations of product and firm innovativeness conceptualizations with regards to brand innovativeness. It develops a unique and theoretically supported conceptualization and operationalization of CPBI. The first brand concept map for the concept of innovative brands is presented. The results of the studies indicate the measure’s ability to successfully predict important consumer behavior variables such as purchase intentions, and to demonstrate superior predictive performance compared with a key related scale in the mobile phone category.
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Petravičiūtė, Kristina, Beata Šeinauskiené, Aušra Rūtelionė y Krzysztof Krukowski. "Linking Luxury Brand Perceived Value, Brand Attachment, and Purchase Intention: The Role of Consumer Vanity". Sustainability 13, n.º 12 (18 de junio de 2021): 6912. http://dx.doi.org/10.3390/su13126912.
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The current study adds to the literature on the indirect effect of luxury brand perceived value on purchase intention via the brand attachment under the boundary conditions of consumer vanity. The authors employed a quantitative method approach, conducting an online survey with 508 respondents in Lithuania. Empirical research analysis reveals that the greater the perceived value of a luxury brand, the greater the consumer purchase intention. The latter is most strongly affected by the luxury brand perceived functional value. The study demonstrates that the greater the luxury brand perceived value among consumers, the greater their brand attachment, which in turn leads to a greater purchase intention. As there is a positive emotional relationship between a luxury brand and the consumer, the consumer’s purchase intention is also affected by the luxury brand perceived symbolic value, i.e., the capacity of the brand to communicate the consumer’s success, leadership, and power. Consumer vanity was not statistically significant to the nature of the relationship between luxury brand perceived value, brand attachment, and purchase intention. Luxury car marketers may benefit by focusing on the social and symbolic value of luxury car brand value in communication with brand-attached consumers in Lithuania.
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Wuestefeld, Thomas, Nadine Hennigs, Steffen Schmidt y Klaus-Peter Wiedmann. "The impact of brand heritage on customer perceived value". der markt 51, n.º 2-3 (24 de febrero de 2012): 51–61. http://dx.doi.org/10.1007/s12642-012-0074-2.
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Wang, Edward S. T. "Effect of food service-brand equity on consumer-perceived food value, physical risk, and brand preference". British Food Journal 117, n.º 2 (2 de febrero de 2015): 553–64. http://dx.doi.org/10.1108/bfj-09-2013-0260.
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Purpose – Although food product value and food safety is widely acknowledged as a critical concern by consumers, little empirical evidence exists regarding how food product value is created and how product risk decreases as a result of service-brand equity. The purpose of this paper is to explore whether food service-brand equity (i.e. brand awareness and brand image) affects consumer-perceived food value, food physical risk, and brand preference. Design/methodology/approach – In this study, data were collected from steakhouse consumers using a convenience sample (n=386). Structural equation modelling was used to analyse the survey data. Findings – The results reveal that service-brand awareness and brand image produce considerably dissimilar effects on consumer-perceived food value and risk. Brand awareness positively affects consumer-perceived food value but does not influence perceived physical risk. By contrast, brand image negatively influences perceived physical risk and positively affects brand preference, but it does not add perceived value to the food product. Originality/value – This study is the first to address these concerns, which are essential for understanding the role of service-brand equity in developing food-risk and value perceptions, and brand preference.
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Zhang, Yiling, Xiangyang Bian, Aijuan Cao y Ziyin Yu. "The Influence of Self-Concept on Perceived Value in Apparel Brand Adoption Behavior - Based on Research Data from Hangzhou, China". Asian Social Science 14, n.º 7 (22 de junio de 2018): 47. http://dx.doi.org/10.5539/ass.v14n7p47.
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In consumer society, consumers intend to pay more attention to the brand culture, symbolic meaning, brand value and the brand-self fit when they choose apparel or brand. By self-concept as breakthrough point, this paper analyze the interactive relationship between self-concept and perceived value. The empirical results show that: During the apparel brand adoption process, using functional value, social value, emotional value, cognitive value, and situational value to evaluate the perceived value of Chinese consumers is feasible and effective; The ideal self and actual self interact with each other, and also can affect the formation of perceived value; Through the perceived value of brand, self-concept has a significant impact on the apparel brand adoption behavior. With more homogenous and competitive apparel, enterprises should give thorough consideration to enhance the objective brand value, as well as to reduce the gap between consumer perceived value and brand value.
Tesis sobre el tema "Consumer Perceived Value of Brand Heritage"
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Abimbola, T. M. L. "Consumer brand equity : a model for the measurement, analysis and evaluation of consumer perceived value". Thesis, Aston University, 2003. http://publications.aston.ac.uk/10757/.
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The topic of my research is consumer brand equity (CBE). My thesis is that the success or otherwise of a brand is better viewed from the consumers’ perspective. I specifically focus on consumers as a unique group of stakeholders whose involvement with brands is crucial to the overall success of branding strategy. To this end, this research examines the constellation of ideas on brand equity that have hitherto been offered by various scholars. Through a systematic integration of the concepts and practices identified but these scholars (concepts and practices such as: competitiveness, consumer searching, consumer behaviour, brand image, brand relevance, consumer perceived value, etc.), this research identifies CBE as a construct that is shaped, directed and made valuable by the beliefs, attitudes and the subjective preferences of consumers. This is done by examining the criteria on the basis of which the consumers evaluate brands and make brand purchase decisions. Understanding the criteria by which consumers evaluate brands is crucial for several reasons. First, as the basis upon which consumers select brands changes with consumption norms and technology, understanding the consumer choice process will help in formulating branding strategy. Secondly, an understanding of these criteria will help in formulating a creative and innovative agenda for ‘new brand’ propositions. Thirdly, it will also influence firms’ ability to simulate and mould the plasticity of demand for existing brands. In examining these three issues, this thesis presents a comprehensive account of CBE. This is because the first issue raised in the preceding paragraph deals with the content of CBE. The second issue addresses the problem of how to develop a reliable and valid measuring instrument for CBE. The third issue examines the structural and statistical relationships between the factors of CBE and the consequences of CBE on consumer perceived value (CPV). Using LISREL-SIMPLIS 8.30, the study finds direct and significant influential links between consumer brand equity and consumer value perception.
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Liu, Yang. "The relationships among extrinsic cues, perceived quality, perceived sacrifice and perceived value a cross national study : a thesis submitted to Auckland University of Technology in partial fulfilment of the degree of Master of Business, September 2005 /". Full thesis. Abstract, 2005. http://puka2.aut.ac.nz/ait/theses/LiuYang.pdf.
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Edberg, Elinor y Oscar Sivertzen. "Keeping it Real while Selling Out : How to increase Customer-Based Brand Equity by utilizing Brand Authenticity". Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-255943.
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Previous research has proven that perceived Brand Authenticity functions as a differentiator, which brands can use to stand out in today’s marketplace. However, few studies have investigated whether it is possible for brands to become more profitable by utilizing their authenticity. This thesis therefore investigates the relationship between the two branding concepts Brand Authenticity and Customer-Based Brand Equity (CBBE). An explanatory survey study is made on the Swedish retail clothing industry, which measures the effect of the Brand Authenticity associations Continuity, Originality, Trustworthiness, Genuineness, Heritage, and Symbolism on the CBBE outcomes (1) consumers’ willingness to pay a price premium, (2) recommend a brand, and (3) buy a brand before other brands. The results show that while some Brand Authenticity associations increase the CBBE outcomes, others seem to give no effect and some even to undermine them. If brand managers of authentic brands wish to increase their value sales through price premiums and increase volume sales through increased purchases, they should focus on communicating Symbolism, Originality and Genuineness. If decreased marketing costs through word of mouth is the goal, brand recommendations can be achieved through communicating Trustworthiness as well. However, Continuity and Heritage should be avoided in all brand communication if increased profits is the primarily goal.
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van, Enckevort Kaya y Jasmin Ansari-Dunkes. "Facebook & Brand Equity : Firm-created advertising and its effects on the consumer mindset". Thesis, Umeå universitet, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-73421.
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This research addresses an urgent contemporary problem within advertising and brand management in the new era of social networks - how do companies act on social networking platforms and how is this perceived by consumers? Being successful on Facebook is, seemingly, not as straight forward as many might think, and the misuse deriving from misperceptions can create negative brand impacts. This research aims to shed light on the yet under researched topic of firm-created Social Media advertising and its effects on the consumer mindset. This has lead to three overarching research questions, which provides a strong theoretical and practical contribution to the status quo: RQ1: What is the influence of the gap between motivational factors to “Like” a brand’s Facebook page and the subsequent firm-created Facebook advertising on perceived advertising value? RQ2: What is the influence of perceived advertising value on consumer brand-related activities? RQ3: What is the influence of (1) perceived advertising value and (2) consumer brand-related activities on brand equity? A quantitative research approach was adopted using a self-administered survey among 101 European Facebook users between 18 and 35. The framework of this research comes from four elements of theory; Uses and Gratifications (U&G) theory to identify the underlying motivational factors to engage with a brand on Facebook, advertising value by Ducoffe (1995), to measure how the brand’s advertising is perceived, consumer brand-related activities (COBRA) by Muntinga, et al. (2011) to classify the level of consumer involvement with the brand on Facebook, and the brand value chain by Keller & Lehmann (2003), which is closely related to consumer-based brand equity as developed by Aaker (1991) and Keller (1993). The main conclusions of this research include that the gap between initial motivations to start a brand-relationship on Facebook and the subsequent activities performed by the firm is smaller for those in a currently active brand-relationship while it is considerable larger for those who have decided to exit the relationship. Moreover, while not statistically confirmed a clear tendency was identified that the perceived advertising value of a brand on Facebook is attributable to the extent of this gap. In the same vein, the decision to continue or exit a brand-relationship on Facebook is attributable by the level of perceived advertising value. The type and level of interaction with a brand is influenced by the perceived advertising value, however, can be influenced by targeting specific motivations to interact. Both the perceived advertising value and the level/type of interaction with a brand were found to influence the consumer mindset. Especially the form (entertaining, enjoyable) in which advertising is dispersed on Facebook proves to be important.
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Pereira, Tomás Martins. "O consumidor português de Smartphones : determinantes da sua lealdade comportamental". Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14454.
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Mestrado em MarketingA procura de smartphones faz com que se registem elevados volumes de vendas e maior concorrência entre marcas. Estas procuram consolidar os clientes que já adquiriram os seus produtos. No entanto, verifica-se que os clientes optam, na sua maioria, por adquirir marcas diferentes da que adquiriram previamente. Com este estudo pretende-se compreender que fatores levam os consumidores portugueses a voltar a comprar a mesma marca de smartphones que compraram anteriormente. Para melhor compreender a lealdade comportamental a marcas de smartphones, o estudo avalia o valor percebido pelo consumidor (e as suas dimensões emocional, social e preço) e a confiança na marca por parte dos consumidores que recompraram. Para este efeito, a presente dissertação apresenta um carácter quantitativo, tendo sido administrado um questionário online através da plataforma Qualtrics. A análise aos resultados permitiu concluir que tanto o valor percebido pelos consumidores como a confiança na marca estão positivamente relacionados com a lealdade comportamental a uma marca de smartphones. Destes dois antecedentes, o que mais explica a lealdade comportamental é o valor percebido pelo consumidor. Concluiu-se também que o valor emocional tem maior impacto que o valor social e que o valor preço na lealdade comportamental. O principal contributo académico desta dissertação é a inclusão das dimensões do valor no modelo de estudo da lealdade comportamental. A nível empresarial é aconselhado às empresas que promovam ações que difundam o valor percebido pelos consumidores e a confiança na marca.
The high demand for smartphones results not only in a high number of sales but also on increasing competition among brands. Thus, these brands seek to retain their existing customers as a priority in their business. However, it is also important to note that most customers choose to acquire different brands from the ones they have previously acquired. To have a better understanding of behavioral loyalty regarding smartphones’ brands, this study assesses the perceived value by consumers (and its dimensions: emotional, social and price) and brand trust of consumers who repurchased a single brand. The present dissertation follows a quantitative approach through the administration of an online questionnaire, developed on Qualtrics. A convenience, nonprobability sampling approach was pursued when gathering data. The analysis of the results points towards a positive relationship between both the perceived value by consumers and brand trust with behavioral loyalty to a smartphones’ brand. It was also depicted that the variable causing the biggest variation on behavioral loyalty is the perceived value by the consumer. Furthermore, it was also determined that emotional value has a stronger impact on behavioral loyalty than the social and price values. The main academic contribution of this dissertation is the inclusion of the three dimensions of value for the consumer on the model used to study behavioral loyalty. On a managerial level, companies are advised to promote actions that disseminate the perceived value by consumers and brand trust.
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Elin, Norell y Larsson Emma. "Consumer Perception of the Value of Brand Heritage". Thesis, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35652.
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Brand heritage and consumer perceived value are two concepts which separately have received a growing interest among academics for quite some time. However both of them combined, hence consumers’ perception of the value of brand heritage is a relatively unexplored field of research. This study therefore intends to explore how consumers perceive the value of brand heritage of luxury fashion brands. To achieve this purpose, the study will investigate consumers’ perception of the value of brand heritage of four European luxury fashion brands – Burberry, Chanel, Gucci, and Louis Vuitton – which serve as illustrative/reference brands in this study. These four European luxury fashion brands are chosen as illustrative brands in this study based on the determination that heritage is a central part of their brands. Secondary data was collected through Internet based document analysis of the illustrative brands to determine whether these qualify as heritage brands. Furthermore, semi-structured interviews were conducted to collect primary data for the purpose to explore how consumers perceive the value of brand heritage of the illustrative brands. The findings of the study reveal that consumers perceive the value of the brand heritage of the illustrative brands because it serves as a source of credibility and trust between the consumers and the brands. There is a perception that the brands have managed to maintain a certain standard regarding quality and craftsmanship, and likewise delivered according to consumers’ expectations over time. Furthermore consumers perceive the value of the brand heritage of the illustrative brands since it contributes to a sense of belongingness and social acceptance. They value the identity and meaning of the illustrative brand, hence the perception that the brands have managed to persistently deliver according to their core values and promises over time. It provides the consumers with the opportunity to connect with the brands on a personal level and to create their own individual identities and lifestyles through the brands. All this, in combination with the perception of the brands as timeless and durable, that they inhabit a sense of credibility and trust, which in the long run may generate loyalty - they value that the brands are loyal to them - conclude how consumers perceive the value of the brand heritage of the illustrative brands.
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LAI, WEI-CHUN y 賴韋君. "Do Ambient Scent and Brand familiarity Influence Consumer Perceived Brand Value?" Thesis, 2017. http://ndltd.ncl.edu.tw/handle/6e7q58.
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碩士國立臺北大學
企業管理學系
105
A Recent studies suggested that the presence of ambient scent on consumer goods can improve consumer’s five senses and memories. It could not only enhance Brand identification but purchase intension. There’re some studies discover different ambient scent could evoke emotions and enhance memory. In other words, it’s well accepted by marketers that the use of fragrance could promote the memory of brand image. There’re also some studies found that in addition to sense of sight, smell is the most important part of other senses. Therefore, the use of fragrance in the business environment could create the shopping atmosphere, and further would encourage consumer purchase intention. By the influences, the online shops also use the fragrant packaging to increase its brand recognition even though there is no physical store to build up the atmosphere. This study by the consumer point of view to investigate whether the fragrances promote or induce the subject’s emotions, and further affect the brand perception as well as its value between the familiar and unfamiliar brand advertisement. By tested with the two questionnaire, one attached Talcum aroma and the other is fragrance-free, to observe if fragrances can raise consumer perception to the brand awareness and brand evaluations, and thus advance the consumer’s willingness of purchase.
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Shyu, Rong-Gwo y 徐榮國. "The influence of brand extension strategies on consumer perceived value". Thesis, 2004. http://ndltd.ncl.edu.tw/handle/17222824438205785278.
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碩士淡江大學
企業管理學系碩士班
94
In recently years, regardless of food industry or electronics industry or at the other industry, brand extension has been widely applied in business. Ingredient branding, in which key attributes of one brand are incorporated in to another brand as ingredients, is becoming increasingly popular among marketers. In the view of the above, this study divided the brand extension into “direct brand extension” and “sequential brand extension” (sequential brand extension means extending brand via the product line extension) and attempted to explore the influence of two kinds of brand extensions on consumer’s perceived value. In addition, product line extension included self-brand and cobranded in this study. This study carried on research for the host brand with “Lin Feng Ying” and “Kuo Yuan Ye” separately. Furthermore, we conducted an experiment design and collected primary data by questionnaire. And both perceived quality and perceived value of host brand as covariance variable in this research. 1.The results indicate that the type of brand extensions will influence customer’s perceived value. 2.When customers have higher host brand loyalty, their perceived value of brand extending product will be increased. 3.Besides, perceived quality has no moderating effect between the type of brand extensions and perceived value. 4.Brand loyalty also has no moderating effect between the type of brand extensions and perceived value. Finally, this study also discusses the research limitations and further researches.
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Chang, Hsiao-yun y 張筱昀. "Understanding the Influence of Brand Storytelling on Consumer Attitude, Perceived Value, and Perceived Quality". Thesis, 2016. http://ndltd.ncl.edu.tw/handle/29667814802183687677.
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碩士逢甲大學
國際經營管理碩士學位學程
104
In recent years, there have seen increased attention on the influence of brand storytelling on storytelling marketing. With the extensive growing interest in the research of brand storytelling and studying the power of storytelling in branding, however, it should be noted that there have been few attempts to establish a direct relationship between brand storytelling and consumer attitude, perceived value, and perceived quality. Due to the lack of research evidence, this research was designed as an experimental study to provide the insight into the issue. The experiment was divided into two parts, with brand stories and without brand stories. The subjects were selected from parents who had children under 12 years old and there were 164 people in total. This study was conducted to ascertain whether the utilization of brand storytelling would have a powerful effect on consumer attitude, perceived value, and perceived quality or not by testing hypotheses, and identify which type of stories would have the most significant effect on those variables. The study adopted t-test to examine the differences between variables. According to the results, brand stories had significant effect on consumer attitude and perceived value. And the overall results partially supported heritage story and vision story. Experimental results would provide great interests both for application and managerial research. This study contributes to storytelling marketing and practice by demonstrating the power of storytelling on consumers’ experiences. It is hoped that the findings of this study can provide critical importance in laying the groundwork for understanding the influence of brand storytelling in order to propose a demonstration for the case company.
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Yang, Fu-Yu y 楊富宇. "The Influence of Endorsement Credibility、Brand Credibility to Consumer Perceived Value and Brand Equity：A Case of Mobile Brand". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/r4xtgr.
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碩士亞洲大學
經營管理學系碩士在職專班
102
This study discusses the effect of endorsement credibility、brand credibility to consumer perceived value and brand equity. Consumer who well-known brands have used mobile phones (HTC and Samsung) and know the brand endorsement (Mayday and Hebe) were chosen as our respondents. In this study, a questionnaire on the network to build a platform way to place a questionnaire survey on Facebook, Mobile01, BBS three platforms and forum link on the phone questionnaires to collect. Before formal distribution of questionnaire, a pretest was conducted by asking 20 respondents to make sure all the questions are clarify. Eventually, 404 useful questionnaires were received for data analysis. By using SPSS19.0 and AMOS20, descriptive statistics, Confirmatory factor analysis(CFA), Reliability and Validity, Structural equation modeling(SEM) were conducted. The results showed that：(1) Endorsement credibility has a positive and significant influence on perceived value；(2) Brand credibility has a positive and significant influence on perceived value；(3) Perceived value has a positive and significant influence on brand equity.
Capítulos de libros sobre el tema "Consumer Perceived Value of Brand Heritage"
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Wiedmann, Klaus-Peter, Nadine Hennigs, Steffen Schmidt y Thomas Wüstefeld. "The Perceived Value of Brand Heritage and Brand Luxury". En Quantitative Marketing and Marketing Management, 563–83. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-3722-3_27.
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Javed, Muhammad Kashif, Muhammad Nazam, Jamil Ahmad y Abid Hussain Nadeem. "The Impact of Consumer Perceived Ethical Value on Trust and Brand Loyalty: Personality as Moderation Variable". En Proceedings of the Eighth International Conference on Management Science and Engineering Management, 1585–94. Berlin, Heidelberg: Springer Berlin Heidelberg, 2014. http://dx.doi.org/10.1007/978-3-642-55122-2_137.
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Lourenço, Vera Lúcia, André Whiteman Catarino, Manuel José Fonseca y Bruno Barbosa Sousa. "Consumer-Brand Relationship and Use of the Website in Virtual Communication in the Luxury Furniture Industry". En Building Consumer-Brand Relationship in Luxury Brand Management, 158–77. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-4369-6.ch008.
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Luxury management can be considered the management of paradoxes between intangibility and functionality, rationality and emotion, modern technology with traditional craftsmanship, showing that luxury comes from creation, timelessness, emotion, excellence, heritage, and authenticity. This chapter results from two methods, a qualitative analysis, which presents an analysis grid with the most varied characteristics; these are divided into six groups: identification, content, product page, utility, entertainment and complementary relationship, speed and other presences visible on three websites of luxury furniture brands. The other method is the quantitative one, which was a questionnaire with the understanding the perceived quality of the website using the WebQual scale, as well as understanding the purchase intention and the importance of the internet in the purchase decision process.
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Lin, Zhibin, Rose Quan, Marco Chi Keung Lau y Jie Ma. "Customer Perceived Value of Frequent Flyer Programmes". En Advances in Marketing, Customer Relationship Management, and E-Services, 30–52. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-5225-0282-1.ch002.
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This chapter aims to examine Chinese air passengers' perceived value of the Frequent Flyer Programme (FFP), and its impact on passenger loyalty. The study develops and tests a conceptual model of three dimensions of FFP value (economic, emotional, and social), and passenger loyalty toward FFP (programme loyalty) and the airline (brand loyalty) with a sample of air passengers in China. The results show that emotional value has a positive impact on both programme loyalty and brand loyalty; economic value has a positive impact on programme loyalty only; but social value has no significant impact on either of the loyalty constructs. The chapter provides both theoretical implications to advance consumer research and practical implications for global airline business.
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Weitzl, Wolfgang. "Creating Consumer-Based Brand Equity With Social Media Content Marketing". En Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy, 419–41. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-6307-5.ch018.
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Due to the growing importance of company-initiated online brand communities (OBCs) like Facebook brand fan pages, details about consumers' perceptions of these sites need to be linked to their effects on customer-based brand equity. This research builds on Keller and Lehmann's brand value chain as the theoretical foundation and adopts the theory to fit the social media context. This approach enables the simultaneous evaluation of the impact of consumer online content perceptions on both fan-page engagement and consumers' brand mindset. Specifically, this research investigates the consumer-based outcomes of perceptions of content's vividness and interactivity as well as the effects of perceived information and entertainment value of brand posts. In addition, this empirical study evaluates the consequences of positive brand fans' comments for consumer online engagement (e.g., liking), brand awareness, image, and attitude. Results show that consumer-oriented brand pages can stimulate positive offline brand engagement such as loyalty and recommendation.
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Weitzl, Wolfgang. "Creating Consumer-Based Brand Equity With Social Media Content Marketing". En Research Anthology on Strategies for Using Social Media as a Service and Tool in Business, 1233–55. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-9020-1.ch061.
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Due to the growing importance of company-initiated online brand communities (OBCs) like Facebook brand fan pages, details about consumers' perceptions of these sites need to be linked to their effects on customer-based brand equity. This research builds on Keller and Lehmann's brand value chain as the theoretical foundation and adopts the theory to fit the social media context. This approach enables the simultaneous evaluation of the impact of consumer online content perceptions on both fan-page engagement and consumers' brand mindset. Specifically, this research investigates the consumer-based outcomes of perceptions of content's vividness and interactivity as well as the effects of perceived information and entertainment value of brand posts. In addition, this empirical study evaluates the consequences of positive brand fans' comments for consumer online engagement (e.g., liking), brand awareness, image, and attitude. Results show that consumer-oriented brand pages can stimulate positive offline brand engagement such as loyalty and recommendation.
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Van der Westhuizen, Thea y Thakur Singh. "Mobile Device Brand Loyalty of Youth". En Handbook of Research on Information and Cyber Security in the Fourth Industrial Revolution, 531–45. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-4763-1.ch019.
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Cybersecurity and security mechanisms of mobile device play an important part in product development, but are not often a top priority when customers select their favorite brand. A key factor that has been ignored as a result of the rapid pace of the market is that of youth brand loyalty. Brand loyalty remains one of the key factors in global markets that determine core consumers and security concerns feature became less important. This chapter aims to ascertain the key factors of brand loyalty and measure what consumers base their decision on whilst selecting a brand. The chapter will look at social value, emotional value, functional value, involvement, and perceived value of the consumer to the brand. Based on quantitative results, a conclusion will be drawn on what the key factors of brand loyalty are. Recommendations will be made on how mobile brand companies can use these KSFs when developing new products in order to procure more loyal consumers, as well as to increase awareness of the importance of the security features of the device when making a choice to purchase a brand.
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Ahuja, Vandana. "Louis Vuitton". En Handbook of Research on Effective Marketing in Contemporary Globalism, 315–24. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-6220-9.ch017.
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Louis Vuitton is a potent symbol of modern style and creates innovative, elegant, and practical modern luxury items. While maintaining a superior positioning as a luxury item with a sophisticated brand value, the company also wants to attract other segments of potential consumers by leveraging its attributes of elegance, brand personality, desirability, luxurious image, stylishness, value for money, high quality, and being an everlasting product. For this purpose, the company is effectively using the digital media space to shape consumer perceptions, leverage consumer engagement, and promote its heritage. This chapter explores Louis Vuitton's e-retail site, its online application, and the quark publishing platform which is effectively used in the digital domain.
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Ferreira, Ivone, Luís Eusébio, Antonio Raúl Fernández Rincón y Pedro Antonio Hellín Ortuño. "Corporate Social Responsibility and Consumer Brand Advocacy: A Reflection in a Time of Crisis". En Strategic Communication in Context: Theoretical Debates and Applied Research, 339–51. UMinho Editora/CECS, 2021. http://dx.doi.org/10.21814/uminho.ed.46.15.
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Web 2.0 offers users the unprecedented possibility of taking part in an uninterrupted flow of global communication that encompasses a growing number of people within its network and connection points (Ferreira, 2002). Users/consumers find here a space governed by a logic of connectivity, openness, conversation, and participation. These dimensions are exponentially enhanced by the growing ubiquity of social networks, whose interactive and collaborative architecture has shifted power to user communities (Mollen & Wilson, 2010). This renewed communicational context creates several challenges for organizations, converted into brands whose value depends on the rankings that measure their reputation with the public, who have become avid consumers and producers of information (Kotler et al., 2017). Thus, the process of stakeholder empowerment and the consequent loss of control by companies over the dissemination and circulation of information that concerns them have reinforced the vital need for companies to build and maintain close relationships with their audiences, in which concern for the opinions, needs, and concerns of the latter is clear (Antunes & Rita, 2008). Therefore, communities are increasingly demanding of the perceived contribution of business to the sustained and sustainable development of society, “in the face of the worsening of a wide range of economic, social and environmental problems on a global scale, and the governments’ inability to address them” (Serpa & Fourneau, 2007, p. 97). That said, it is imperative for organizations to adopt an ethical and transparent conduct, which will enable them to gain customer confidence and support over the longer term (Pérez & Bosque, 2015). Corporate social responsibility (CSR) policies can be seen, then, as important drivers of the desired consumer loyalty to brand and further online advocacy.
Actas de conferencias sobre el tema "Consumer Perceived Value of Brand Heritage"
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Qi, Qiu y Yao Tang. "Perceived brand internationalism effects on Chinese consumer perceived symbolic value of international brands". En 2011 International Conference on Management Science and Engineering (ICMSE). IEEE, 2011. http://dx.doi.org/10.1109/icmse.2011.6070008.
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