Letteratura scientifica selezionata sul tema "Brand affinity"
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Articoli di riviste sul tema "Brand affinity"
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Rambocas, Meena, e Surendra Arjoon. "Brand equity in Caribbean financial services: the moderating role of service providers". International Journal of Bank Marketing 38, n. 3 (28 novembre 2019): 642–70. http://dx.doi.org/10.1108/ijbm-05-2019-0167.
Testo completoAbstract (sommario):
Purpose The purpose of this paper is to develop an integrated model to represent how service experience (core, employee and service scale), customer satisfaction (transaction-specific and cumulative) and brand affinity influence brand equity in financial services, taking into account the moderating influence of financial service providers. Design/methodology/approach Data were collected from 751 customers in three types of financial service providers (banks, insurance companies and credit unions), and analyzed with structural equation modeling and multi-group analysis. Findings The findings confirm the significant and positive influence of service experience, customer satisfaction and brand affinity on brand equity. Employee service experience has the strongest influence, but its impact is mediated by customer satisfaction. Brand affinity has the lowest influence on brand equity. The type of financial service provider moderates the influence of customer satisfaction on brand equity; transactional satisfaction is more important for credit unions and insurance companies, but cumulative satisfaction is higher for banks. Practical implications The study is significant for three reasons. First, it reconciles branding strategies across different types of financial service providers. Second, it will help financial managers to develop and implement a more integrated approach toward building brand equity for financial service brands. Finally, it will identify specific service-related areas financial providers can target to increase customers’ preferential value. Originality/value The paper addresses previous concerns within brand equity studies by examining the drivers of brand equity formation in multiple financial institutions. It shows how different aspects of service experience and customer satisfaction affect brand affinity and preferential attitudes toward financial brands.
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Rambocas, Meena, Vishnu M. Kirpalani e Errol Simms. "Building brand equity in retail banks: the case of Trinidad and Tobago". International Journal of Bank Marketing 32, n. 4 (27 maggio 2014): 300–320. http://dx.doi.org/10.1108/ijbm-11-2013-0136.
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Purpose – The purpose of this paper is to investigate an integrated model mapping the influence of brand affinity, customer experience, and customer satisfaction on brand equity in retail banking. Design/methodology/approach – Data were collected from 315 banking customers in Trinidad and Tobago through personally administered structured questionnaires and analyzed with Structural Equation Modelling. Findings – The findings showed the mediating role of customer satisfaction in brand equity relationships. The results also showed the pivotal role of brand affinity, customer satisfaction, and service experience in explaining brand equity. Practical implications – The study provides an integrated approach to brand building. It also offers an objective framework brand owners can use to evaluate marketing investments. It also provides a clear brand differentiation strategy for bank brands. Finally, it introduces cross-cultural research in brand equity which can be a useful competitive tool for indigenous banks and foreign banks seeking market expansion strategies. Originality/value – This research is one of the few studies that analyzed brand equity in retail banking. It advanced a brand equity framework that explores the mediating role of customer satisfaction and provides a guide to uplift perceptions and stimulate customer confidence in the banking sector.
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Bloxham, Mike. "Brand affinity & television programme sponsorship". International Journal of Advertising 17, n. 1 (gennaio 1998): 89–98. http://dx.doi.org/10.1080/02650487.1998.11104707.
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Khoo, Lee Kian, Sirichai Kiattavorncharoen, Verasak Pairuchvej, Nisanat Lakkhanachatpan, Natthamet Wongsirichat e Dutmanee Seriwatanachai. "The Affinity of Human Fetal Osteoblast to Laser-Modified Titanium Implant Fixtures". Open Dentistry Journal 14, n. 1 (18 febbraio 2020): 52–58. http://dx.doi.org/10.2174/1874210602014010052.
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Introduction: Implant surface modification methods have recently involved laser treatment to achieve the desired implant surface characteristics. Meanwhile, surface modification could potentially introduce foreign elements to the implant surface during the manufacturing process. Objectives: The study aimed to investigate the surface chemistry and topography of commercially available laser-modified titanium implants, together with evaluating the cell morphology and cell adhesion of human fetal osteoblast (hFOB) seeded onto the same implants. Method: Six (6) samples of commercially available laser-modified titanium implants were investigated. These implants were manufactured by two different companies. Three (3) implants were made from commercially pure grade 4 Titanium (Brand X); and three were made from grade 5 Ti6Al4V (Brand Y). The surface topography of these implants was analyzed by scanning electron microscope (SEM) and the surface chemistry was evaluated with electron dispersive x-ray spectroscopy(EDS). Human fetal osteoblasts were seeded onto the implant fixtures to investigate the biocompatibility and adhesion. Results & Discussion: Brand X displayed dark areas under SEM while it was rarely found on brand Y. These dark areas were consistent with their organic matter. The hFOB cell experiments revealed cell adhesion with filopodia on Brand X samples which is consistent with cell maturation. The cells on Brand Y were morphologically round and lacked projections, one sample was devoid of any noticeable cells under SEM. Cell adhesion was observed early at 48 hrs in laser-irradiated titanium fixtures from both the brands. Conclusion: The presence of organic impurities in Brand X should not be overlooked because disruption of the osseointegration process may occur due to the rejection of the biomaterial in an in-vivo model. Nevertheless, there was insufficient evidence to link implant failure directly with carbon contaminated implant surfaces. Further studies to determine the toxicity of Vanadium from Ti6Al4V in an in-vivo environment should indicate the reason for different cell maturation.
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Mahanta, Prabal, e Kapil Ratnani. "Study of Brand Affinity and Crowd Craze". Journal of Industrial and Intelligent Information 1, n. 4 (2013): 223–25. http://dx.doi.org/10.12720/jiii.1.4.223-225.
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Badrinarayanan, Vishag, e Jeremy J. Sierra. "Triggering and tempering brand advocacy by frontline employees: vendor and customer-related influences". Journal of Business & Industrial Marketing 33, n. 1 (5 febbraio 2018): 42–52. http://dx.doi.org/10.1108/jbim-06-2016-0137.
Testo completoAbstract (sommario):
Purpose Lawler (2001) posits that social exchanges create a sense of shared responsibility for outcome success. The purpose of this study is to apply this framework to the vendor/frontline employee/customer triad to examine the underlying role of emotions in how frontline employees’ evaluations of vendors and customers trigger and temper brand advocacy efforts, respectively. Design/methodology/approach With cross-sectional data from 168 frontline employees working at a leading national retailer of electronic goods, path analysis is used to evaluate the hypotheses. Findings Frontline employees’ relationship quality with the vendor and perceptions of vendors’ product quality positively influence brand advocacy. Also, customers’ brand affinity and recommendation preference both demonstrate a significant, negative curvilinear relationship with brand advocacy. Research limitations/implications Frontline employees’ emotion-laden evaluations of vendors and customer influence brand advocacy in different ways. Vendor relationship quality and brand quality perceptions “trigger” brand advocacy. However, customer’s affinity toward a vendor’s brand and willingness to seek recommendations “temper” brand advocacy. Specifically, brand advocacy effort is low when customers possess very low and very high affinity toward a focal brand – moderate affinity spurs high advocacy; likewise, advocacy is low when customers demonstrate very low and very high interest in seeking the frontline employees’ opinion – moderate interest spurs high advocacy. Although ideal to examine vendor and customer emotional exchanges, using only frontline employee data from a technology-selling retailer may constrain generalizability. Practical implications Frontline employee training programs should emphasize the customer’s role in the transaction to increase perceptions of shared responsibility, as a means to create a favorable emotional experience, and accentuate timing strategies on when to pursue heightened or diminished emotionally charged brand advocacy efforts. Originality/value This study contributes to the frontline employee behavior literature by viewing shared responsibility in transactions as a source of emotional value, explaining variance in frontline employee brand advocacy through relationship and product quality dimensions, and uncovering curvilinear effects for customers’ brand affinity and recommendation preference in elucidating brand advocacy.
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Chang, Yu-Yin, e Heng-Chiang Huang. "Exploring Patterns of Evolution for Successful Global Brands: A Data-Mining Approach". Sustainability 13, n. 14 (15 luglio 2021): 7915. http://dx.doi.org/10.3390/su13147915.
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The sustainable development of a global brand needs to consider the balance between the economy, the environment, and society. Brands that want to be ranked among the best global brands over time need to have competitive strengths, but what defines a successful global brand’s profile is underexplored in the extant literature. This study adopts a data-mining approach to analyze the time-series data collected from Interbrand’s Best Global Brands ranking lists. A total of 168 global brands from 19 countries across 24 industries between 2001 and 2017 were examined. Using the affinity propagation clustering algorithm, this study identified certain patterns of brand evolution for different brand clusters, labeled as fast riser, top tier, stable, slow grower, decline, fall, potential, and so on. Finally, the rankings from 2018 to 2020 were also added to check the model’s predictive power. The findings of this study have important marketing implications.
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Holmes, Barbara, Christopher Hahn e Carson Perry. "Building the Organizational Leader Brand: Change Agent, Scholar, Thought Leader". International Research in Higher Education 2, n. 2 (26 maggio 2017): 45. http://dx.doi.org/10.5430/irhe.v2n2p45.
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Who we are matters. Developing the personal brand communicates to the world the values that fuel daily leadership habits and practices. Exposure to branding is constant in everyday life. People are continuously exposed to various brands, including clothing, vehicles, food selection, recreation, and media. Building the organizational leader brand requires the same processes, strategies, and tactics as branding and promoting traditional products, yet is much more involved.Research supports that millennial audiences connect best with individuals, rather than organizations. Consequently, effective personal branding is essential to building trust and a reputation that supports such viable relationships within organizations. Successful brands are constructed to embody traits the target market or followers identify with, and thus develop an affinity to. Likewise, organizational leadership brands must incorporate the personal traits of the leader into its identity making them unique, compelling and approachable to stakeholders.
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Frank, Phillip, e Kittichai (Tu) Watchravesringkan. "Exploring antecedents and consequences of young consumers’ perceived global brand equity". Journal of Product & Brand Management 25, n. 2 (18 aprile 2016): 160–70. http://dx.doi.org/10.1108/jpbm-01-2015-0786.
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Purpose With the expansion of globalization, the increased competitive environment has led to the diffusion of brands across borders and cultures. Furthermore, young consumers represent an optimal segment for the proliferation of global consumer culture (GCC). This paper aims to examine the relationship between acculturation to global consumer culture (AGCC), perceived brand equity, attitudes toward the brand and brand resonance in the global sportswear brands context among young consumers in the USA. Design/methodology/approach A total of 394 undergraduate student participants ranging in age from 18 years to 24 years completed a multisectional structured survey. Model construct validity was tested using a confirmatory factor analysis. A structure equation model was used to test hypotheses and relationships. Findings Results showed that while cosmopolitan and self-identification with GCC dimensions of ACGG had a positive association with perceived brand equity, exposure to marketing activities of MNCs and global mass media exposure dimensions of AGCC had a negative association with perceived brand equity. Perceived brand equity also revealed a positive association with attitudes toward the brand, which in turn, affected brand resonance. Research limitations/implications The research used a sample of 18-24-year-old youth consumers. Future research could be extended to include younger (15-17-year old) sample to provide a broader sample of the youth market. In addition, future replication of findings should seek through cross-cultural investigation of multiple youth segments. Practical implications Findings suggest support multiple dimensions of the AGCC scale as holding significant influence on young consumers’ brand equity consisting of brand image and brand awareness. Managerially, the findings provide support on the youth consumer’s affinity toward self-identification with a GCC and cosmopolitan openness to foreign cultures as being positively related to the adoptions and retention of apparel brands. Social implications Theoretically, the results provide empirical evidence for the debate on the interrelationship between brand equity and attitudes toward brands. The theoretical model guiding the current study reflects the notion of an emerging acculturation process among a segment of the world’s population to a set of global consumer preferences and ideals that are increasingly being embodied in global brands. Originality/value This is among one of the first studies attempting to explore the applicability of Cleveland and Laroche’s (2007) AGCC concepts in predicting young consumers’ attitudes and behavioral responses toward global brands.
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Uncles, Mark D., Grahame R. Dowling e Kathy Hammond. "Customer loyalty and customer loyalty programs". Journal of Consumer Marketing 20, n. 4 (1 luglio 2003): 294–316. http://dx.doi.org/10.1108/07363760310483676.
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Customer loyalty presents a paradox. Many see it as primarily an attitude‐based phenomenon that can be influenced significantly by customer relationship management initiatives such as the increasingly popular loyalty and affinity programs. However, empirical research shows that loyalty in competitive repeat‐purchase markets is shaped more by the passive acceptance of brands than by strongly‐held attitudes about them. From this perspective, the demand‐enhancing potential of loyalty programs is more limited than might be hoped. Reviews three different perspectives on loyalty, and relates these to a framework for understanding customer loyalty that encompasses customer brand commitment, customer brand acceptance and customer brand buying. Uses this framework to analyze the demand‐side potential of loyalty programs. Discusses where these programs might work and where they are unlikely to succeed on any large scale. Provides a checklist for marketers.
Tesi sul tema "Brand affinity"
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Sengupta, Aniket. "Brand Analyses of Global Brands Versus Local Brand in Indian Apparel Consumer Market". UKnowledge, 2014. http://uknowledge.uky.edu/mat_etds/6.
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The purpose of this study was to conduct brand analyses on global brands in comparison to local retailers in India taking into account the regional differences and Indian consumers’ affinity towards global brands. The study has derived its conceptual framework from previous work done by Lee, Knight, and Kim (2008) and Bhardwaj, Kumar and Youn-Kyung (2010) with some added attributes. Quantitative data included a sample of 194 subjects where the sampling was conducted randomly as well as the involvement of convenient method to analyze the brands in real-world scenario. The survey involved the questionnaire which was utilized in previous researches and analyzed under the light of statistical treatment. The results confirm the importance of global brands (influence of European brand over American brand) over local brand in the Indian apparel consumer market.
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Murphy, Kyle Cook. "The effect of brand affinity on investor stock choice". Thesis, University of Manchester, 2016. https://www.research.manchester.ac.uk/portal/en/theses/the-effect-of-brand-affinity-on-investor-stock-choice(481115db-1bd7-4459-8621-8623e0d00000).html.
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This study focuses on investigating some of the factors that influence the choice of stock to purchase (invest) by retail individual investors within the same industry. Specifically, understanding how brand affinity and stock choice of investors correlate and the effect on the price of the stock. Brand affinity, in this context, refers to the level of affect of favour that an individual has towards a certain corporate brand. The research also aims at developing a model for predicting the relationship between financial performance metrics of a company, brand affinity, and investor stock choice, which can be used in developing a simulator for predicting pricing and stock choice behaviours by simulating market choices. This research makes a relevant contribution to the fields of behavioural economics/finance, business strategy and investment management. Collection of primary data is done using a controlled experiment that involves an online simulation of a quantitative study using the choice-based conjoint analysis approach, which is a conjoint analysis variant. The data is collected and analysed using Sawtooth Software, an application for conjoint analysis, because of the complex mathematical operations involved. Investor stock choice is taken as the dependent variable while independent variables comprise of brand affinity and five financial performance metrics, which are dividend yield, price-to-earnings ratio, price-to-book ratio, return on equity and earnings per share. This study finds that brand affinity has a major impact, and is the most important factor affecting investor decision making in purchasing stocks. It is established that brand affinity and investor stock have a direct positive relationship, which is also the same for higher brand affinity levels and stock price. It is also established that when selecting stocks, investors do not exclusively rely on the rationality and expected utility in the same industry with same risk profiles. A market simulator is also successfully developed to examine the cross-elasticity effects between different stock attributes and levels of those attributes, albeit with a few limitations, which are to be improved through further research.
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Van, der Walt Richard. "Employer brand identification influence on total reward structure". Diss., University of Pretoria, 2010. http://hdl.handle.net/2263/26387.
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Companies compete for employees based on their perceived employer brand value. This study investigates what influences a strong or weak employer brand has on the preference for total rewards. The results should assist remuneration agents in appropriately leveraging the company’s employer brand value, as a factor, when compiling a total rewards package for potential employees. A questionnaire was developed, asking participants to indicate their preferences relating to total rewards in the context of their current employer, with regard to stronger and weaker employer brands. Results of the study indicate that potential employees would require financial reward increases in the range of 15% - 30% in order to change employment, irrespective of whether it is perceived as a strong or weak employer brand. It was observed that a stronger employer brand could offer increases closer to the bottom of the range compared to weaker employer brands which would have to pay a premium to the top end of the range Employer brand value appears to increase the total reward costs for companies, irrespective of how the brand is perceived. It is however beneficial to be viewed as a strong employer brand, as the value of this perception translates to a smaller premium compared to weaker employer brands.Dissertation (MBA)--University of Pretoria, 2011.
Gordon Institute of Business Science (GIBS)
unrestricted
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Fowlestone, Mark G. "The lore of the brand : an investigation into how organisations can build consumer engagement and brand affinity through a shared narrative". Thesis, Edinburgh Napier University, 2013. http://researchrepository.napier.ac.uk/Output/6152.
Testo completoAbstract (sommario):
This thesis aims to explore how organisations can build consumer engagement and affinity through establishing the conditions for a shared narrative. It is set against a backdrop where brands are facing up to a serious collapse in consumer confidence, which is having an increasingly detrimental effect on the trust that people choose to place in brands and a consequential erosion in the depth of emotional connectivity between them. The consensus view amongst practitioners is that brand engagement appears to be at best fragile and exacerbated further by how the internet is redefining the way consumers interact, influence and ultimately consume. The literature describes a deepening disconnection between brands and consumers and it is clear that any future prevailing societal model will require brands appealing more to consumers' hearts, minds and aspirations. As a result, practitioners need to re-evaluate how brands can achieve deeper mutual bonds and be provided with rich insights to assist in this. The research will investigate firstly what appears to be causing the breakdown and examine what the barriers and enablers are to achieving a more mutually effective relationship. The most recent literature has laid the foundations of where a support mechanism may exist, that in encouraging an open and shared narrative to be developed with consumers. This thesis therefore aims to explore how organisations can build consumer engagement and affinity through creating the conditions for a shared narrative. The literature review will emphasise that knowledge in this area is underdeveloped and lacks empirical evidence and hence the real value, and timely nature of this study. The thesis adopts an interpretivist perspective and gathers qualitative data through seven in-depth interviews with senior marketing professionals of global brands and via twelve consumer focus groups. The data was analysed using a thematic framework, which, using a colour identification process, allowed the themes to be highlighted along the thesis journey from literature to recommendations. The process has established a number of salient findings such as: understanding where we are now - the disconnect; where we need to get to - a deeper, emotionally connected relationship; and how we should get there - the gap in the research and the insights to assist in practical application. Firstly, there are a number of factors influencing the breakdown in brand and consumer affinity, from the increased power and choice afforded to consumers via the internet, to a lack of organisational openness and a willingness to engage with consumers. It is apparent that the old models of engagement are ill at ease with the modern branding landscape and that a new understanding of engagement is required. Secondly, and apparent in all three cases under investigation, is that the foundations for deeper emotional relationships with consumers has to be via establishing authenticity. A number of drivers were identified that evoke authenticity cues: a shared corporate ethos, a staff passion for the brand, an engagement with community, and absolute corporate transparency. The broad raft of drivers identified resonates with consumers and lays the groundwork for developing a mutual narrative – the real driver of affinity. Next the research uncovered a number of insightful narrative drivers that had real value in the cases for stimulating narrative between not only the organisation and consumers, but also broader consumer to consumer. These drivers are diverse, including a call to humanize the brand, having a corporate cause, having and showing flaws and ensuring all staff believe. Finally, the research concludes with a vision and a framework for how narrative can and should continually flourish and how this image of branding should sit at the very heart of the brand essence. Since this research is fundamentally exploratory in nature, the thesis also identifies opportunities for future research for academics and practitioners and, born out of the zeitgeist, an alternative and practical branding route map to consider. The growing scepticism consumers have for brands, the effects of the global economic crisis on organisations and the deep illumination into companies that the web has offered to consumers, all mean the volatile brandscape is new and unchartered. Insights to assist practitioners in navigating through it and to ultimately assist in building consumer engagement are timely and it is affirmed that this thesis will provide the enlightenment to assist in recalibrating the situation.
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Svensson, Elin, e Amanda Karlsson. "The Swedish Country of Origin Effect : The influence of the Swedish country image on brands promotion strategy". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-106076.
Testo completoAbstract (sommario):
The purpose of this thesis is to explore how the country image influences Swedish brands in their promotion strategy. The thesis will explore what underlying factors come to influence the country of origin effect in the brands promotion and which cues are used when communicating their origin with consumers. To address the purpose of the thesis, the following question will be answered: How does the country of origin influence Swedish brands in their promotion strategy?In regard to the research question and purpose, the theoretical framework includes previous studies related to different dimensions of country of origin and the effect it has on consumer affinity, different stereotypes regarding country image as well as different COO-strategies. To answer the research question, this thesis contains a qualitative research approach, with an inductive method and a multiple case study design. We interviewed 3 companies, within 3 different product categories which gave us valuable insights regarding how the Swedishness is communicated to consumers and how the Swedish country image is perceived internationally on different product categories. An analysis was made with the empirical findings together with the theoretical framework, with comparisons between the companies as well as pointing out differences and similarities between the case companies. The overall findings from this thesis is that Sweden holds a positive image internationally and that it is beneficial for companies to promote their Swedishness. The different companies also emphasize different cues in their promotion, to get a match between product category and country image, hence use the Swedishness in different ways.
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Moraes, Sergio Garrido. "Conexão com a marca ou afinidade com o país? Influências na intenção de compra de marcas dos estados unidos". Associação Escola Superior de Propaganda e Marketing, 2012. http://tede2.espm.br/handle/tede/49.
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Previous issue date: 2012-03-16The purpose of this study is to assess what would have greater impact on purchase intention of products from one country: those aspects of the country, widely researched topic in international marketing, or those aspects of the brand, whose relevance has been pointed out by authors as Samiee, Usunier and Diamantopoulos, sometimes to the detriment of the very concept of country-of-origin. To achieve this goal, the literature review indicated the constructs of country image and country affinity as relevant to assessing the impact of the country. To assess the impact of the brand, the indicated constructs were brand personality and self-brand connection. These constructs can be classified as predominantly affective (affinity and connection) and cognitive (image and personality). As the country to be evaluated, the United States was chosen because it is the source of most valuable brands in the world, and many of them bring to the construction of their identity aspects of American culture. The selected brands were Apple, Levi's and McDonald's, all of high penetration in the studied segment (youngsters), and in evidence both in the economic and cultural fields (high sales, high value, and trendsetters), as in the academic and political scenario (articles, books, anti-American demonstrations). The methodology consisted of a survey conducted with 367 university students from São Paulo, which is also characterized as the target of the brands studied. Data analysis was performed by using the structural equation model, for which they were tested causal relationships between constructs relating to the country and brand with the purchase intention of these brands. The results showed a greater influence on purchase intention of predominantly affective constructs, and among these, the construct of self-brand connection was especially strong and significant. Constructs studied in traditional marketing such as brand personality and image of the country did not result in significant impacts on purchase intentions. These results, however, may vary in intensity depending on the brand. Thus, the paper concludes by stating that the brand, especially those of high brand-equity, would have greater force in the determination of purchase intent than the constructs for the country. The research, however, cannot be generalized, since investigated a group non representative of the population, but provides evidence that can be expanded in future studies, like the investigation of brands with weak brand-equity, other countries, other segments of market and other product categories.
O objetivo do presente estudo é avaliar o que teria maior impacto na intenção de compra de produtos de um país: os aspectos relativos ao país de origem, tema vastamente pesquisado no marketing internacional, ou os aspectos relativos a marca, cuja relevância vem sendo apontada por autores como Samiee, Usunier e Diamantopoulos, às vezes em detrimento do próprio conceito de efeito país-de-origem. Para atingir esse objetivo, a revisão da literatura indicou como constructos relevantes para avaliar o impacto do país os de imagem de país e afinidade com país; para avaliar o impacto da marca, os constructos foram personalidade de marca e conexão do self com a marca. Esses constructos podem ser classificados como predominantemente afetivos (afinidade e conexão do self) e cognitivos (imagem e personalidade). Como país a ser avaliado, foi escolhido os Estados Unidos, pois é a origem das marcas mais valiosas do mundo, e muitas delas agregam à construção de sua identidade aspectos da cultura americana. As marcas selecionadas foram Apple, Levi s, e McDonald s, todas de alta penetração no segmento estudado (jovens), e em evidência tanto no cenário econômico e cultural (altas vendas, alto valor, formadoras de tendências), quanto acadêmico e político (artigos, livros, manifestações antiamericanas). A metodologia empregada constituiu-se em um survey realizado com 367 estudantes universitários da cidade de São Paulo, que também se caracterizavam como público-alvo das marcas estudadas. O tratamento e a análise dos dados foram realizados mediante o uso do modelo de equações estruturais, pelo qual foram testadas relações de causalidade entre constructos relativos a país e marca com a intenção de compra dessas marcas. Os resultados demonstraram maior influência na intenção de compra dos constructos predominantemente afetivos e, entre estes, o constructo conexão do self com a marca mostrou-se especialmente forte e significativo. Constructos tradicionalmente estudados no marketing, como personalidade de marca e imagem de país não resultaram em impactos significativos na intenção de compra. Esses resultados, no entanto, podem variar de intensidade dependendo da marca. Assim, o trabalho conclui afirmando que a marca, especialmente aquelas de alto brand equity, teria maior força na determinação da intenção de compra do que os constructos relativos a país. A pesquisa, no entanto, não pode ser generalizada, pois investigou um grupo não representativo da população, mas oferece indicativos que podem ser ampliados em novos estudos, como a investigação de marcas de frágil brand-equity, de outros países, de outros segmentos de mercado e de outras categorias de produto.
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CHING, HSIAO-WEI, e 秦孝偉. "Relationships among Brand Personality, Brand Self-congruity, and Intention to Stay in International Tourist Hotels: The Moderating Effect of Consumer Affinity Toward Original Country of Brand". Thesis, 2016. http://ndltd.ncl.edu.tw/handle/a6933g.
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碩士中國文化大學
觀光事業學系觀光休閒事業管理碩士在職專班
104
Recently, the hotel industry in Taiwan faces a competitive environment. Therefore, to create a favorable brand personality is particularly important. The purpose of this study is to identify the relationships among brand personality, brand self-congruity, intention to stay, and consumer affinity toward original country of brand. The data collection was by convenience sampling. A convenience sample of potential customers of the international tourist hotels was chosen. Total 364 surveys were received and 326 valid samples were used for this study. Data was analyzed via SPSS and AMOS package software. The results showed that barnd personality, brand self-congruity, and consumer affinity toward original country of brand had a significant positive impact on intention to stay. Barnd personality had a significant positive impact on band self-congruity. In addition, the relationship between barnd personality and intention to stay was partially mediated by brand self-congruity. It was also found consumer affinity toward original country of hotel brand had a moderating effect on barnd personality and intention to stay, as well as brand self-congruity and intention to stay. These findings have managerial implications and provide useful reference data for future research.
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Rêgo, Miguel Maria Torres Alves de Sousa. "Understanding brand equity on financial services: a study on the Portuguese banking sector". Master's thesis, 2015. http://hdl.handle.net/10071/11658.
Testo completoAbstract (sommario):
JEL Classification System: Banks (G21) and Marketing (M31).The brand equity subject, although extensively studied for products, has been given little attention in services compared to tangible goods. Thus, it is very pertinent to further explore this concept for service industries so that more valid results can be presented. Due to the nature of services (i.e. for lack of physical attributes people cannot see what there are purchasing) service companies are very dependable on their brands to help them increase the number of customers. For that, to develop a model that assists financial institutions to increase the value of their brands, and additionally to increase the number of customers and sales, reveals to be of extreme utility for modern corporations. The objective of this study is to understand which factors contribute the most for the brand equity creation. The final model combined four independent variables that, based on the literature selected, are expected to have a positive influence on brand equity. A questionnaire was distributed in Portugal, gathering a total of 355 valid responses. From the analysis of the survey, three out of the four variables selected were found to be significant for the brand equity construction. Corporate credibility (CC), perceived value (PV) and brand affinity (BA) help banks to increase reputation, overall perception of quality and emotional connections with their brand, which ultimately increases the value of their brand. The findings also provide readers with some managerial contributions, as well, some limitations and suggestions for future research.
O conceito de brand equity, apesar de extensamente estudado para produtos, tem recebido pouca atenção para os serviços, sobretudo em comparação com o que acontece com os bens. Assim, revela-se bastante pertinente explorar igualmente este conceito para as indústrias prestadoras de serviços para que existam mais resultados válidos. Devido à natureza dos serviços (i.e. devido à falta de atributos físicos as pessoas não podem observar aquilo que estão a comprar) empresas prestadoras de serviços estão muito dependentes das suas marcas para as ajudar a aumentar o número de clientes. Por essa razão, o desenvolvimento de um modelo que ajuda empresas financeiras a aumentar o valor das suas marcas e, adicionalmente, a aumentar o número de cliente e de vendas, revela-se de extrema utilidade para empresas contemporâneas. O objectivo deste estudo é compreender quais factores contribuem mais para a criação de brand equity. O modelo final reuniu quatro variáveis independentes que, baseadas na literatura seleccionada, é expectável que tenham uma influência positiva em brand equity. Distribuiu-se um questionário em Portugal, e obtiveram-se um total de 355 respostas validas. Pela análise dos questionários, três das quatro variáveis seleccionadas foram consideradas significantes na construção de brand equity. Corporate credibility (CC), perceived value (PV) e brand affinity (BA) contribuem para que os bancos aumentem a sua reputação, a percepção geral de qualidade de serviço e a ligação emocional com os seus clientes. Factores que numa instância final irão resultar no aumento do valor das suas marcas. Os resultados providenciam os leitores com algumas contribuições para gestores, bem como, algumas limitações encontradas e algumas sugestões para pesquisa futura.
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Chiu, Liang-yu, e 邱量宥. "THE EFFECTS OF BRAND IMAGE、AFFINITY AND ETHNOCENTRISM ON CONSUMER PURCHASE INTENTION- JAPANESE CALPIS AS AN EXAMPLE". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/96629964295084774830.
Testo completoAbstract (sommario):
碩士大同大學
事業經營學系(所)
101
According to the Taiwan Beverage Association Statistics, hundreds of vendors compete in beverage industry in Taiwan. Uni-President Enterprises Corporation, HeySong Corporation, Taishan, Sunkist, etc. are impressive domestic brands and have been deeply rooted in the list of consumer choice. Foreign brands face even more intense competition in Taiwan market. Consumer's feelings of the country of origin may affect their product evaluations and purchase intentions which comes from that country. It is worth to pay attention to this issue for beverage manufacturers and marketers. Past many international marketing researches about consumer psychological or emotion emphasized more negative emotions, and less discussed positive emotions. The evidences prove that the preferences of domestic and foreign products is not just the economic consideration, such as price or reliability, but also a particular country (positive / negative) feelings inspired (Riefler and Diamantopoulos, 2007; Verlegh, 2007). However, existing researches discuss mostly negative feelings which discourage foreign products consumption (for example, animosity [Klein, Ettenson, and Morris 1998], ethnocentrism [Shimp and Sharma 1987] and nationalism [Kosterman and Feshbach 1989]).On the contrary, positive (i.e., favorable) feelings, which might also lead to deliberate purchases of foreign products, have received only limited treatment in the literature (e.g., Brijs et al. 2006; Jaffe and Nebenzahl 2006; Verlegh 2001).Therefore Oberecker and Diamantopoulos (2011) develop and test a consumer affinity scale and examine the effect of it on the product evaluation and purchase intention. Although Oberecker and Diamantopoulos (2011) integrate both the consumers positive emotions (affinity) and negative emotions (Ethnocentrism ) into the research framework and assess the relative influence of consumer affinity versus country image perceptions on buying intentions, the effect of brand image was not considered. Although products come from the same country, consumer's perception of different brand may be different. Previous studies have found that brand image in the minds of consumers will affect consumers' evaluations and purchase decisions (Fournier,1998). However, few research about the country of origin address the brand image. The current research integrating brand image into the model, explores the effects of brand image, consumer affinity and ethnocentrism on product evaluation and purchase intention, to enrich the knowledge body of countries of origin and international marketing.
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Huang, Ya-Fang, e 黃雅芳. "THE RELATIONSHIP AMONG BRAND EXPERIENCE, SATISFACTION, COUNTRY-OF-ORIGIN AFFINITY AND LOYALTY-TAKE STARBUCKS COFFEE AS AN EXAMPLE". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/8qkpr9.
Testo completoAbstract (sommario):
碩士大同大學
事業經營學系(所)
102
With the advance of technology and the enhancement of material life, consumers are not only pursue products itself functional attributes but products which bring additional values and brand which provides experience. With time passing, these long-term brand experiences will store in the memory of consumers and thereby affect consumers’ satisfaction and loyalty (Oliver, 1997; Reicheld, 1996). With the coming era of brand experience, except for understanding the functional attributes of products, it is vital to explore that brings wonderful experiences for customers could obtain more positive influence. The research is mainly exploring the relationship between brand experience and loyalty, which include three steps of loyalty (cognition loyalty, affection loyalty and conation loyalty). Finally, we put a moderator, country affinity, to see whether country affinity will have the moderating effect or not. The participant is mainly focus on Starbucks consumers who over 25 years old in Taipei City. The total retrieve questionnaire is 343, after removing invalid questionnaire, the valid questionnaire is 312, and the valid questionnaire is 90.96%. The results show the effect of brand experience on three different kinds of loyalty have distinct results, especially the effect on affective loyalty and conative loyalty are influenced by satisfaction, which is inconsistent with former research. This conclusion helps to explain the former research studies which indicated that the direct or indirect effect of brand experience to loyalty. In addition, this research discovered that the effect of brand experience on affective loyalty and conative loyalty are influenced by satisfaction. The probable reason is that the effect of brand experience to loyalty may differ from products categorization. As for experience product of Starbucks, the effects of brand experience on affective and conative loyalty are through satisfaction. Thus, this research provides empirical support that “When exploring the effect of brand experience to loyalty should separate into three kinds of loyalty.” The result also discovers country affinity has the moderating effect between satisfaction and cognitive loyalty.
Libri sul tema "Brand affinity"
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Laidler-Kylander, Nathalie, e Julia Shepard Stenzel. Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy, and Affinity. Wiley & Sons, Incorporated, John, 2013.
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Laidler-Kylander, Nathalie, e Julia Shepard Stenzel. Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy, and Affinity. Wiley & Sons, Incorporated, John, 2013.
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1964-, Stenzel Julia Shepard, a cura di. The brand IDEA: Managing nonprofit brands with integrity, democracy, and affinity. Jossey-Bass, 2014.
Cerca il testo completoCapitoli di libri sul tema "Brand affinity"
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Goncalves, Diogo, Liwei Liu, João Sá, Tiago Otto, Ana Magalhães e Paula Brochado. "The Importance of Brand Affinity in Luxury Fashion Recommendations". In Lecture Notes in Electrical Engineering, 3–19. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-66103-8_1.
Testo completo
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Horoszko, Nithda, David Moskowitz e Howard Moskowitz. "The principle of affinity and DNA of a brand". In Understanding the Marketing Exceptionality of Prestige Perfumes, 3–7. 1st Edition. | New York : Routledge, 2018.: Routledge, 2018. http://dx.doi.org/10.4324/9780429507113-2.
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Rusu, Claudia-Roxana, Jean-François Trinquecoste e Dale F. Duhan. "An Affinity for Variety: Umbrella Brands and Buyer Behavior: An Abstract". In Marketing Opportunities and Challenges in a Changing Global Marketplace, 349–50. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-39165-2_137.
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Chand, Jagdish. "Measurement of Brand Lift from a Display Advertising Campaign". In Advances in Business Information Systems and Analytics, 208–22. IGI Global, 2012. http://dx.doi.org/10.4018/978-1-61350-050-7.ch010.
Testo completoAbstract (sommario):
In this chapter we will describe an advanced business intelligence system we built at Yahoo to measure the lift in brand awareness driven from the display advertising campaigns on Yahoo network. It helped us to show to the advertisers that display advertising is working in lifting awareness and brand affinity.
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Ilyin, Mikhail. "CARTESIAN MOMENT. NEW DISCOURSE ON STYLES AND METHODS IN THE OLD-FASHIONED MANNER OF DESCARTES". In METOD, 22–76. INION RAN, 2020. http://dx.doi.org/10.31249/metod/2020.10.02.
Testo completoAbstract (sommario):
The author explains the purport of the article. He intends to emulate the style of Descartes to the extent possible in the contemporary setup. In his 10 meditations the author attempts to grasp vital capacities of Descartes’ method and to that effect to better understand his intellectual achievements and their current relevance. Cartesian moment or creative impact of Descartes upon dynamics of intellectual advancement is a key moment (point in time) that separates old scholastic ways of reasoning from modern ones as Martin Heidegger amply affirmed in his «The Age of the World Picture». Modern way not only relies on ratio but also on individual creative abilities and personal authorship of an investigator. Hence the author explores creative capabilities of a modern researcher typified by Descartes. The author defines Cartesian methodological practice (style, manner) as distinctly personalized and to that effect subjective or self-centered. This novel methodological artifice of Descartes is coupled with typically modern distinction between subjective (personally biased) and subjectival (pertaining to an independent agency of emancipating personality or subject). Investigating self of Descartes intentionally exploits typically modern cognitive and social property of being a free cognitive agent. It may be called cognitive agency or subjectness ( субъектность , subjectnost’ ) as a counterpart to subjectivity ( субъективность , subjectivnost’ ). Respectively Heidegger while discussing unique Cartesian achievement introduces along a casual notion of subjectivity self-coined terms of Subjektsein (subject-object relations, Subjekt-Objekt-Beziehung) and Subjektität (resolute self-awareness, unbedingtes Sichwissen). It is characteristic that Heidegger carefully discriminates spontaneous personally biased Ichheit and Egoismus from consistently individually conceived Ichhaft. The article examines two epitomes of subjectness: the initial Cartesian archetype and recent Wittgensteinian prototype. While Descartes instrumentally uses it to reshape scholastic thought into a modern metaphysics (cf. «Meditationes de Prima Philosophia» of 1641 or its authorized French translation of 1647 «Les méditations métaphysiques» ), Wittgenstein respectively elaborates his own brand of philosophy of logic (cf. « Logisch-Philosophische Abhandlung » of 1921). With Descartes his actual person is nothing but ‘being on his own’ ( ens per se ). Pragmatically this difference transmutes into operation of the actual whole self of the researcher ( me totum ) with development of polar metaphysical abstractions of non-bodily and non-extensive res cogitans and bodily and non-thinking res extensa . With Wittgenstein the equally pivotal personality of researcher reduces into an intermediator (border, Grenze ) between the world and the transcendental logic. As a result, metaphysical subject (metaphysisches Subjekt) or solipsist me (Ich des Solipsismus) shrinks into a non-extensive dot (Punkt) or eye (Auge) observing the world from outside. While new-born Cartesian cognitive agent has to split within itself into res cogitans and res extensa Descartes’ disciples and followers simply ignore bodily dimension. They radically reduce the investigating self to a detached all-powerful Reason turning subjectival Cartesianism of its founder into a non-subjectival version of Cartesianism, supposedly objective and rational. Wittgenstein helps the investigator (his personal self) come back again but at the expense of limiting himself to a border between the logic and the world able to reconstruct both the logic and the world with incessant language games. In his fifth meditation the author emulates both the style and the way of reasoning typical for Descartes. He remembers his student years in Moscow Lomonosov University. First he has mastered phonological principle of distinctive features and then successfully extended its use beyond linguistics into social studies and political science. Being taught dual - fast and slow reading he learnt to skip and then to restore details. The third personal cognitive discretion utilized in investigation of any scholarly issue is the focus on its emergence, further metamorphoses and evolution. The first two have clear Cartesian formation, while the third helps them both to gain dynamism and discretions. Next meditation deals with Descartes’ idea of the (definite article) method and specific rules for applying inherent inventiveness ( rēgulae ad directionem ingenii ). This Cartesian link implies essential affinity between universal instrumentality (organon) of scientific exploration and fundamental (primeval and primitive) cognitive abilities of humans and other species. Such a polarized dual distinction has helped the Center of advanced methodologies to identify three complex transdisciplinary organons (metretics, morphetics and semiotics) rooted in the elementary cognitive abilities to tell intensity of sensations, to recognize patterns and to grasp functional relevance, potentially meaning. Simplex-complex transformations devised by the Center are instrumental in linking the utmostly complex phenomena to equally simple ones through the range of intermediate manifestations and forms. The results of the analytical transformations can be revealed in the sequences of modules related to a master prototype model. The concluding two meditations deal with cognition and its modes as well as the issue of overcoming of Cartesian dualism. The author insists that cognitive scholars’ ambitions to overcome Cartesian dualism are vain. It is Descartes’ method and style - as far as we can grasp them - that can help to overcome fatal schemes ascribed into notorious mind - body problem. The core of Descartes’ thinking is the continuous preoccupation with embodiment of the rational and emotional aspects of his whole self (total me) and disembodiment of its material aspects.
Atti di convegni sul tema "Brand affinity"
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Susta, Miro R., e Peter Luby. "Compatibility of Advanced Power Generation Technologies With the Independent Power Production". In ASME 1998 International Gas Turbine and Aeroengine Congress and Exhibition. American Society of Mechanical Engineers, 1998. http://dx.doi.org/10.1115/98-gt-222.
Testo completoAbstract (sommario):
Traditional philosophy of power producing state-owned utilities has been effected by their anonymous risk-sharing attitude. They needn’t have bothered too much with brand-new technologies. Technological risk with unproved, although excellent nominal performance machinery was born by the end-users. On the other hand, independent power producers’ (IPP) philosophy is a little bit different. Their attitude is much more effected by risk evaluation. They have pretty good reasons to be risk-averse with technologies lacking a proven operational record. Any failure to obey their contractual liabilities could mean dramatic consequences to them. Consequently, old-fashioned players in the power generation industry may seem to have been pushing industry technical progress more effectively ahead than it would be with modem players - IPPs. But this is only one side of the coin. Quite opposite reasons for IPPs’ affinity to modern technologies are higher performance parameters which offer better revenues to them, more flexible choice of fuel and prompt readiness to react sensitively to market imbalance and volatilities. Obviously, a hardly-defined, yet sensible equilibrium under which both these trends coexist and inter-act here exists. In this paper we shall analyse factors affecting such equilibrium by presenting real examples of gas turbine-dependent power generation technologies.