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Brands and Brand Equity: Definition and Management
Abstract
This article assumes that brands should be managed as valuable, long-term corporate assets. It is proposed that for a true brand asset mindset to be achieved, the relationship between brand loyalty and brand value needs to be recognised within the management accounting system. It is also suggested that strategic brand management is achieved by having a multi-disciplinary focus, which is facilitated by a common vocabulary. This article seeks to establish the relationships between the constructs and concepts of branding, and to provide a framework and vocabulary that aids effective communication between the functions of accounting and marketing. Performance measures for brand management are also considered, and a model for the management of brand equity is provided.
... Mainly (de Chernatony & Dall'Olmo Riley, 1998b;Stern, 2006;Wood, 2000) have identified that there are various approaches to define brands. It depends on which perspective the brand is defined. ...
... It depends on which perspective the brand is defined. The broad approach mentioned by (Wood, 2000) is based on (Ambler & Styles, 1995) philosophical extents which either defines it based on the product-company approach, or by itself as a separate entity. (de Chernatony & Dall'Olmo Riley, 1998b) classifies the themes within the defining literature of brands into twelve. ...
... Thus, contemporary branding can be viewed by incorporating definitions from (Ambler & Styles, 1995), (Wood, 2000), (de Chernatony & Dall'Olmo Riley, 1998b), (Stern, 2006), and (O'Cass & Frost, 2002). ...
BACKGROUND AND PURPOSE
Few studies addressed social media influencers as human brands. Most scholar that studied influencers examined the relationship between followers and influencers in terms of the impact of brand endorsements, and purchase intention. But none of these studies, examined the loyalty towards the influencers themselves as their primary aim.
The aim of the following study is to address specific human brand attributes of influencers and the impact of these attributes on brand trust, brand emotional attachment, and brand loyalty.
METHODS
A mono quantitative approach was used through a self-administered online survey for a total of 510 respondents, where 70% (n = 357) of them follow influencers, aged (mean = 24) and from four different countries (Lebanon (n = 129), Syria (n = 65), Jordan (n = 41), and Hungary (n= 122). The measured attributes were (entertainment, popularity, homophily and expertise), and brand trust, emotional attachment, and finally loyalty towards the influencers. A 5-levels Likert scales was employed to measure these attributes. Additionally, factor analysis was used to confirm the reliability and validity of used items. In addition, Pearson correlation and simple linear regression aimed to discover, and describe the relationship among the variables. Also, Chi-square, and contingency tables were used to highlight some interdependence between the groups as well as ANOVA tests were used to pinpoint differences in answers among different group users (followers).
FINDINGS
The main findings found that the entertainment, popularity, and expertise were positively correlated with the influencer trust. Also, the homophily with the influencer and the entertainment attribute are correlated with the attachment with the influencer. Besides that, trust and attachment are positively correlated with the loyalty towards the influencer. The multiple linear regression found that trust and attachment contribute positively to loyalty. Also, expertise, and entertainment were the main positive contributors towards the trust of the influencer. And homophily was the main contributor towards the attachment with the influencer.
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Also, ANOVA tests suggest significant differences among the four nationalities (Lebanese, Syrian, Jordanian, Hungarian. In addition, the chi-square tests suggest a relationship between nationality and some used social media platforms.
KEYWORDS
Influencer, social media, human brand, attachment, trust, loyalty, homophily, expertise, entertainment, popularity.
... Hence, a brand is described as intangible, knowledge-based, transferable and non-location bound firm-specific asset (Cerrato & Depperu, 2011). Scholars explicitly suggest that a brand is the single most important intangible asset that influences international competitiveness of firms (Porter, 1998;Wernerfelt, 1984) and generates differentiation advantage in particular (Grant, 1991;Wood, 2000). Therefore, the term is used to define an asset or resource that enables a firm to differentiate its products and satisfy customer needs or wants better than competitors (Spyropoulou et al., 2011;Urde, 1994;H. ...
... Y. Wong & Merrilees, 2008). It is also defined as a mechanism for achieving competitive advantage for firms through differentiation (Wood, 2000). In particular, Wood (2000) explains that the attributes that differentiate the brand generate satisfaction that customers are willing to pay for and which in turn generates competitive advantage in terms of revenue, profit, added value and market share. ...
... It is also defined as a mechanism for achieving competitive advantage for firms through differentiation (Wood, 2000). In particular, Wood (2000) explains that the attributes that differentiate the brand generate satisfaction that customers are willing to pay for and which in turn generates competitive advantage in terms of revenue, profit, added value and market share. Accordingly, branding advantage has been defined as a firm's competitive advantage in the form of brand strength and/or equity among customers relative to competitors (Spyropoulou et al., 2011). ...
This research examined the firm level factors that contribute to competitiveness of international new ventures (INVs). Specifically, the study investigated the extent to which entrepreneurial and branding resources and capabilities contribute to competitiveness of INVs in Uganda.
... Mit Agilität hatten Marken ursprünglich nichts zu tun. Im Gegenteil, sie werden als Imageaufbau für Reputation verstanden und gelten so als langfristiges Kapital (Wood, 2000). ...
Agile Markenführung zur Stärkung der Compliance-Brand Governance als transformative Lernplattform Marken-Communities haben sich in der Corona-Krise als scharfe Wächter pandemiegerechten Verhaltens von Unternehmen präsentiert. Fehlverhalten von Modefilialisten wurde ebenso abgestraft wie unethische Preissetzung von Anbietern für Hygieneprodukte. Fehlverhalten hat zu digitalen Shitstorms geführt, die das Verhalten von Unternehmen korrigierte. Das heißt, die Markenführung (Branding) wird zur Brand Governance. Unternehmen formulieren Markenversprechen also nicht allein, und ihre Marken-Communities fordern Markenwerte ein. Sie erziehen ihre Unternehmen. Vor diesem Hintergrund wird gefragt, inwiefern die (agile) Markenführung als "Brand Governance" die Compliance als Erfolgsfaktor stärken kann.
... This perspective is referred to as company-based brand equity. Wood (2000) notes that company-based performance measures are often used for accounting purposes rather than marketing diagnostics. It is widely agreed that customer-based brand equity drives a brand's financial performance (Ailawadi, Lehmann, and Neslin, 2003;Keller, 1993;Lassar, Mittal, and Sharma, 1995). ...
A path model is tested in an endeavor to explain the relationship among brand orientation, internal branding and brand performance in small and medium-sized enterprises (SMEs) pre, during and post COVID-19 pandemic. A questionnaire-based survey was conducted to collect data from Egyptian SMEs. PLS-SEM was used to test proposed hypotheses of the study. The results suggested that brand performance during the pandemic has a significant impact on post-pandemic brand orientations for SMEs. Additionally, this relationship is mediated by internal branding during the crisis. This study addresses the research gap in branding literature regarding the roles of brand orientations, internal branding and brand performance. Few managerial implications are provided for brand managers.
... A total of 126 FMCG customers were polled for information. [11] ...
Customers nowadays are more informed than in previous generations, and they assess both branded and unbranded products in terms of quality, value, and price. The study's primary goal is to see whether there's any link between brand equity and operational company performance. The research was conducted in the Indian FMCG sector across five states with a diverse customer base, including gender, age groups, educational backgrounds, and socioeconomic status. The data is collected from 126 respondents using a well-structured questionnaire and a random selection method. The data was analyzed using descriptive statistics and factor analysis. A hypothesis is created and put to the test. Taking into consideration the three distinct kinds of FMCG goods examined for the study-toilet soap, washing powder, and packaged tea-the findings indicate that the degree of variance was not particularly great.
... Brand bukan sekedar merek dan/atau logo. Brand merujuk pada sekelompok atribut yang ketika pelanggan membeli atau menggunakan jasa dengan brand tersebut maka pelanggan akan mendapat kepuasan yang diharapkan dari brand tersebut (Wood, 2000). Sebagai identitas pembeda dari produk atau jasa lainnya yang sejenis, • Sistem navigasi yang bagus -untuk memudahkan pengunjung berpindah dari satu halaman ke halaman lain tanpa kehilangan jejak. ...
... Keller, 2013;K. L. Keller, 2016;Myers, 2003;Wood, 2000). Over the past decade, more and more companies were aware of the importance of strengthening the intangible asset. ...
According to the fact that most advertising and marketing costs are not measurable through financial performance, for this reason, understanding dedicated brand value and the consequences of advertisement are so important to focus on investing in branding and marketing. This quantitative research sought to understand the common effect of brand value and cost of advertising on financial performance (Operating cash flows) companies in the automotive and components construction. The theoretical framework of the resource considers resource-based view and expresses intangible assets of a company has a positive relationship with keeping the company competitive advantage. The key research question includes the joint effect of brand value and cost of advertising on operating cash flows. Information about the research project is including the cost of advertising and brand value of 5 companies listed in Tehran Stock Exchange from 2006 to 2015, as well as information related to operating cash flows has been extracted from the financial statements. The results of this study indicated that the dependent variable (Operating cash flows) and the joint effect of brand and advertising are related.
... Em suma, tendo em conta que as marcas operam em mercados cuja diferenciação é fundamental (Wood, 2000), a satisfação do consumidor propõe-se como um indicador fundamental do desempenho da empresa e das suas ligações, que pode produzir consequências comportamentais e económicas positivas (Anderson, Fornell, & Lehmann, 1994). Desta forma, na era dos relacionamentos, as marcas devem ter em consideração que um consumidor que mantém uma relação duradoura com a marca torna-se mais satisfeito do que um que apenas faz compras transacionais. ...
O presente artigo analisa o impacto da experiência com a marca na lealdade dos clientes, tendo como mediadores desta relação a qualidade percebida, o valor percebido e a satisfação. Foi desenvolvido um questionário e recolhida informação de 301 clientes de uma marca de reparação automóvel. Os dados foram analisados através da modelação de equações estruturais com a metodologia partial least squares (PLS-SEM), de forma a testar todas as relações em simultâneo. Este estudo revelou efeitos positivos e diretos: (a) da experiência com a marca na qualidade percebida e no valor percebido; (b) da qualidade no valor percebido, na satisfação e na lealdade; (c) do valor percebido na satisfação e na lealdade; d) da satisfação na lealdade. A influência da experiência com a marca, embora positiva e estatisticamente significativa, revela-se relativamente modesta, o que é explicado pelo tipo de serviço prestado.
... Women's health and wellness, professional growth, education, access to money, and financial independence are all supported by CB's goods. This was able to develop a strong image of CB and it enhance the brand equity and ultimately improve the corporate reputation (Wood, 2000). ...
Senior level marketers need to be able to identify and prioritise key stakeholders, and the influence they have in determining the role for corporate reputation management in organisations. This report will enable you to critically appraise the corporate brand and the importance of digital communications in developing corporate positioning and building brand equity. Learners will be able to recommend and justify digital channels and tools effectively to support corporate reputation. (Report Specifications: Communication Context and Stakeholders, Building the Corporate Brand and Integrating Digital Communications Strategies)
... Branding is endowing products and services with the power of a brand. A credible brand signals a certain level of quality, so that satisfied buyers can easily choose the product again (Wood, 2000;Rowley, 2004;Vrontis & Papasolomou, 2007). ...
Jakarta, the capital city, is home to local coffee brands in Indonesia. As foreign coffee brands emerge in many locations, the branding strategy for local brands requires improvement. This research aims to analyze the branding strategy of local coffee brands regarding their strategy in overcoming the existence of foreign brands in Jakarta. This research used a qualitative approach with a case study method. The research data used open coding, axial coding, and selective coding, and also a reduction process, display, and data verification. The results of the research indicate that a branding strategy is used by a local coffee brand to complement and maintain the existence against foreign coffee brands by creating an impressive value that creates ‘word of mouth’ around the community, using digital media to reach wider consumers, and creating a good brand image to attract consumers.
... Стойността на бранда представлява "добавената стойност", която един бранд придава към продукта, като тази и която може да бъде от интерес за фирмата, за дистрибуторите или за крайните потребители. 278 Doyle, P. 1990 Стойността на бранда (или ценността) е резултат от дългосрочните инвестиции, предназначени да изграждат устойчиво, диференцирано предимство спрямо конкурентите 279 Aaker, D. 1991 Съвкупност от активи и пасиви, които свързват названието на бранда със символ/знак и които добавят или отнемат стойност от стоката или услугата, като това добавяне/отнемане на стойност може да се разглежда както от гледна точка на интересите на фирмата, така и от гледна точка на интересите на клиентите й. 280 Simon, C., Sullivan, M. 1993 Стойността на бранда представлява разликата между 2 вида парични постъпления ((1) -(2)): (1) първо -паричните постъпления, които се получават като резултат от пазарната реализация на даден брандиран продукт; (2) второпаричните постъпления, които се получават като резултат от пазарната реализация на същия продукт, но тогава когато той е небрандиран 281 Park, C., Srinivasan, V. 1994 Стойността на бранда се определя и измерва като разлика между общите предпочитания за брандиран продукт, обективно получени от обобщените предпочитания за съставните индивидуални атрибути на този продукт 282 Feldwick, P. 1996 Общата стойност на бранда измерена в парично изражение, при което на бранда се гледа като на самостоятелен актив, който може да се продаде или да се включи в счетоводния баланс 283 Ambler, T., Barwise, P. ...
В съвременната икономическа среда върху конкурентоспособността на предприятията влияят различни фактори. В условията на засилена конкурентна борба, качеството на предлаганите стоки и услуги и техните характеристики са недостатъчни за спечелване на съревнованието между компаниите и постигане на устойчив във времето положителен икономически резултат.
Един от факторите, чието значение нараства съществено с развитието на обществото, наред с иновационната и инвестиционна дейност на предприятията, е търговската марка като обект на индустриална собственост и по-специално нейната трансформация в бранд. Брандът се налага като първостепенен фактор, способстващ за успешното развитие на предприятията. Те от своя страна трябва да се ориентират към придобиване и управление на такива нематериални активи (търговски марки, търговско име, брандове), които привличат потребителите чрез силен положителен имидж и отговорна към обществото и околната среда политика.
... Brand storytelling adalah salah satu teknik untuk membentuk sebuah identitas brand melalui sebuah narasi cerita yang dapat menimbulkan respon emosional dan sebuah hubungan yang meaningful antara brand dengan konsumennya, serta menambah asosiasi positif kepada sebuah brand, (Walter & Gioglio, 2018); (Keller, 1993); (Wood, 2000); dan (Leone et al., 2006). Sedangkan, cognitive associations adalah memori konsumen terhadap brand dalam konteks atribut produk, pelayanan, performa, dan arti simbolik dari merek tersebut (Friedmann & Lessig, 1987). ...
Perkembangan industri kosmetik di Indonesia dalam beberapa tahun belakangan ini mengalami peningkatan. Hal tersebut tergambar dari ekspor produk kosmetik Indonesia yang mencapai USD 600 juta, lebih tinggi jika dibandingkan dengan tahun 2018 yaitu sebesar USD 556,36 juta. Sampai tahun 2019, Indonesia tercatat memiliki 797 brand industri kosmetik besar dan industri kecil dan menengah (Larissa Huda, 2020). Oleh karena itu, industri kosmetik sangat menarik untuk dijadikan objek penelitian, khususnya untuk brand Secondate, yaitu brand kosmetik lokal yang menggunakan metode brand storytelling dalam kegiatan marketing-nya. Brand storytelling sendiri merupakan salah satu metode terkuat untuk menarik perhatian konsumen (Mossberg dan Johansen, 2006). Penelitian ini bertujuan untuk melihat seberapa besar pengaruh brand storytelling yang dapat mempengaruhi cognitive, sensory, dan affective associations yang kemudian berpengaruh pada brand love sebagai pembentukan brand loyalty dan word of mouth (WOM), khususnya untuk brand Secondate. Penelitian dilakukan secara kuantitatif melibatkan 249 responden yang merupakan konsumen Secondate, brand kosmetik lokal di Indonesia yang menggunakan teknik stortytelling dalam kegiatan aktivasi dan marketing-nya. Data yang didapatkan diuji menggunakan factor analysis dan structural equation model (SEM) di AMOS. Hasil penelitian ini menunjukkan adanya hubungan positif antara brand storytelling terhadap brand associations: cognitive, sensory, dan affective associations, yang mempengaruhi brand love sebagai faktor pembentukan brand loyalty dan word of mouth.
... According to the U.S. National Science Foundation's Business R&D and Innovation Survey (NSF BRDIS), the protection value of trademarks can make them even more important than patents, particularly in low-patenting industries. 2 Since the field of social entrepreneurship is part of the low-patenting industry, trademarks might be of great importance for social startups. Furthermore, trademarks support firms in protecting their whole brands, which in turn enables them to improve customer loyalty and willingness to pay for their offers (e.g., Wood, 2000). ...
Prior research shows that trademarks positively relate to startups' growth and survival. However, empirical evidence on the impact of intellectual property rights (IPRs), especially trademarks, on the development of social startups' hybrid outcomes is limited. Our study aims to fill this gap by investigating how early trademarking relates to the sustainability and economic outcomes of social startups. Based on a sample of 485 social startups from Germany, we find that social startups that register a trademark within the first three years of their existence have both significantly higher sustainability and economic outcomes. Additionally, we identify that the geographical scope of a trademark relates differently to social startups' outcomes. Our results contribute to the emerging literature on startups’ role to achieve sustainability outcomes and to IPR research that lacks an understanding of the importance of trademarks for sustainable entrepreneurship. We provide several practical implications for social startups, impact investors, and policy-makers.
... In the marketing literature, the concept of "brand equity" originated in an attempt to define the relationship between customers and brands from a strategic point of view [20] . In particular, Keller [21,22] and Aaker developed the consumer-based brand equity model [21][22][23] , related to individuals' perceptions and reactions to brands. ...
p class="a"> Destinations are considered brands that must be properly managed to increase not only tourist arrivals but also the quality of life of residents. Brand equity plays an important role in achieving such objectives. Simultaneously, the integration of ICT in the territory has led to the concept of “smart destinations”. In this context, the aim of the paper is to develop a value model of smart destinations from the perspective of residents (key actor of destinations as they project their image and influence the tourist experience). Our model includes smart services related to safety, health, heritage, mobility and environment. Our results confirm that smart destination value is formed by recognition, image, perceived quality and loyalty. In addition, safety, environment and mobility services are the main antecedents of smart destination value. </p
... Brands often provide the primary points of differentiation between competitive offerings in marketing, and sustainability as a primary point can be critical to the success of companies (cf. Wood, 2000). When marketing strategy translates the brand into a valuable stakeholder experience, it will be vital to include sustainability in marketing strategy (cf. ...
This study focuses on the connection between strategic sustainability and company performance. Specifically, it investigates the effects of four strategic sustainability dimensions—namely, marketing, business strategy, management, and eco-innovation—on sustainability performance and brand. The study builds on a quantitative approach with data collected via a web-based survey conducted in the construction sector in Finland. The results reveal that the higher the marketing efforts and actions, the better the sustainability performance; in addition, the higher the eco-innovation ability, the better the sustainability performance. Further, the results show that the better the eco-innovation ability the firm has, the more likely it is to have higher brand value. The study is the first to conduct a comprehensive investigation of the connection between strategic sustainability and intangible value in terms of sustainability performance and brand.
... The definitions of brand worth and brand equity have not been adequately established, and each researcher has a different opinion about them based on (Winters, 1981). However, according to Wood (2000), brands should be managed as long-term assets of the business. ...
Lack of adherence to ethics and principles appears to have been one of the main causes of corporate financial distress around the world. A lot of unethical practices have contributed to revenue leakages and reluctance by investors to buy a stake in the industry. The prevalence of unethical practices, illegal behavior, illicit and deceptive practices in food and beverage companies is an unsolved issue. The aim of the research was to find out the effect of ethical problems on company’s financial performance in food and beverage industry. The high failure rate of brands in the food and beverage companies has given the researcher interest to investigate the impact of ethics on financial performance of a company. Due to the diverse nature of food and beverage industry, an action research inquiry of 20 interviews and 100 questionnaires was conducted. A mixed method convergent approach was used to analyse collected data using questionnaires and interviews. Findings from the study that there is strong positive relationship between ethical conduct of employees, managers, business conduct and the financial performance of food manufacturing company. The study results show that ethical branding significantly enhances the firm's reputation; and good reputation reinforces the brand in turn. Ethical branding can provide the company with a differential advantage as a growing number of consumers become more ethically conscious. It is therefore recommended that, ethical issues should be considered in all company departments and embedded into total quality management processes of an organization as it affect potential investors and customers.
... In other words, the brand is an image that is in the minds of customers and the reflection of their perception [92]. The relationship built between the customers and brand is called as brand value in the literature [98]. This term refers to how the brand is positioned by the consumer and the value assigned to the brand. ...
In spite of threatening external factors such as uncertain environmental structure and
market pitfalls, the companies struggling with the difficulty of retaining the current
customer and finding the potential ones should first realize the existence of “Achilles
Tendons” within themselves. To prevent this potential problem, they should focus on
the labor which can be a very substantial weak point and an important asset as well.
Regarding serious problems arisen from labor force, this study proposes a new term
called as “Achilles Tendon Syndrome” to be used in organizational behavior literature.
Various theories from different disciplines such as medicine, psychology, physics,
economics and sociology support development process of the term. Similarities and
differences with other close concepts are also provided throughout the paper. The
current study aims to inspire future studies by filling an important gap in the
organization and management literature.
... "Brand orientation can be regarded as a strategic approach where the brand becomes the center around which the organization's processes are created through interactions of stakeholders" (Sepulcri et al., 2020, p. 99). Brands sustain stakeholder relations as long-term capital assets and turn social values into brand equity (Wood, 2000). Brands stabilize relations and turn from the communicative to the behavioral focus, characterized as identity-based, brand-guided behavior of corporations (Kernstock, 2012). ...
... -2010ศ. (Brodie et al., 2011 (Barocci, 2006, as cited in Heath, 2007Van Doorn, et al., 2010, Schultz & Peltier, 2013) ที ่ นํ าไปสู ่ ความภั กดี ของผู ้ บริ โภค (loyalty) (Banytea & Dovalieneb, 2014;Bowden, 2009;Greve, 2014;Hollebeek, 2009;Vivek et al., 2012) สํ (Aaker, 2002;Keller, 2008;Temporal, 2010) 2. 1.1 ความหมายของตราสิ นค้ า (Brand) ตราสิ นค้ า คื อ การรั บรู ้ ของผู ้ บริ โภคจากประสบการณ์ (Keller & Lehman, 2006) และ ข้ อมู ลข่ าวสารเกี ่ ยวกั บบริ ษั ทและสิ นค้ าที ่ แตกต่ างจากคู ่ แข่ งทางการตลาด รวมถึ งการสร้ าง พั นธสั ญญากั บกลุ ่ มผู ้ บริ โภค (Duncan, 2008) ทั ้ งนี ้ สื บเนื ่ องจากต้ นกํ าเนิ ดของคํ าว่ าตราสิ นค้ า (brand) ในภาษาอั งกฤษนั ้ น ถู กสั นนิ ษฐานว่ ามาจากคํ าว่ า "Brandr" ที ่ มี ความหมายว่ า การเผา (to burn) ในภาษาโบราณของชาวสแกนดิ เนเวี ย เพื ่ อแสดงความเป็ นเจ้ าของสั ตว์ ต่ าง ๆ (Keller, 2008;Percy, 2008) ต่ อมาในยุ โรปสมั ยกลาง กลุ ่ มพ่ อค้ าที ่ รวมกลุ ่ มกั นเพื ่ อขายงานฝี มื อและศิ ลปิ นจะ สร้ างสั ญลั กษณ์ หรื อตราสิ นค้ าเพื ่ อสื ่ อถึ งความมี คุ ณภาพของผลงานนั ้ น ๆ ให้ ผู ้ ซื ้ อได้ รั บทราบ (Kotler & Keller, 2009) คํ านิ ยามของตราสิ นค้ าที ่ ใช้ กั นอย่ างแพร่ หลาย บั ญญั ติ โดย American Marketing Association (AMA) ที ่ ให้ ความหมายตราสิ นค้ าว่ า ชื ่ อ ถ้ อยคํ า สั ญลั กษณ์ หรื อการออกแบบ หรื อ ทุ กสิ ่ งโดยรวม เพื ่ อบ่ งบอกถึ งความโดดเด่ นของสิ นค้ า/บริ การที ่ แตกต่ างจากคู ่ แข่ งขั นรายอื ่ น ๆ (Kotler, 2003;Kotler & Keller, 2009 (Kapferer, 2004;Keller, 2008;Wood, 2000) (Aaker, 2002) ทั ้ งนี ้ นอกจากแนวคิ ดและแบบจํ าลองเรื ่ องคุ ณค่ าตราสิ นค้ า โดย Aaker (2002) แล้ ว แนวคิ ดและแบบจํ าลองตามลํ าดั บขั ้ นทรงปิ ระมิ ด เรื ่ องคุ ณค่ าตราสิ นค้ าในมุ มมองของผู ้ บริ โภค (Customer-base brand equity : CBBE) โดย Keller (2008) ก็ ได้ รั บการยอมรั บอย่ างกว้ างขวาง ดั งที ่ Keller (1993Keller ( , 2001Keller ( , 2008 Schultz, & Wang, 1991;Duncan, & Everett, 1993;Phelps, Plumley, & Johnson, 1994as cited in Anantachart, 2001) และประเทศอื ่ น (Eagle, Kitchen, & Bulmer, 2007;Eagle, Kitchen, Hyde, Fourie, & Padisetti, 1999;Kallmeyer, & Abratt, 2001;Kitchen, & Tao, 2005;Rose, 1996as cited in Anantachart, 2001 (Assael, 2004;Kotler, 2003;Schultz, Tannenbaum & Lauterborn, 1994 (Assael, 2004;Kotler & Keller, 2009;Solomon, 2011) ส่ (Bowden, 2009;Calder et al., 2013;Patterson et al., 2006) . Journal of Service Research. ...
This dissertation were to develop 1) a concept of Consumer Brand Engagement and 2) a measurement of Consumer Brand Engagement in Thai context that is reliable, valid and generalized for marketing communications applications. Depth interviewing with 13 practitioners and lecturers in marketing communication field were used to develop a conceptual model. Two survey researches of 400 brand engagement respondents with AIS (service brand) and iPhone (product brand) and 500 brand engagement respondents with mobile networks respectively were used to develop a measurement.
Results from Second-order structural equation modeling showed that Consumer Brand Engagement priority composed of Dedication (Emotional component), Vigor (Behavioral component) and Absorption (Cognitive component). Consumer brand engagement measurement (3 components 17 indicators) was reliable, valid and generalized for marketing communications applications. Findings also indicated Brand involvement and commitment had direct impact on Consumer Brand Engagement including Brand loyalty and Word of mouth were the consequences of Consumer Brand Engagement respectively.
... Çalışmanın sonucunda marka denkliğini oluşturan kalite algıları, farkındalık ve çağrışımları değişkenlerinin yanı sıra hazır giyim ürünlerinin eşsizlik ihtiyacının da kadın tüketicilerin markalı hazır giyim ürünlerine yönelik algıladıkları marka denkliğini etkilediği belirlenmiştir. Wood (2000)'un "Brands And Brand Equity: Definition and Management" adlı çalışmasında markaların uzun dönemli kurumsal varlıklar olan değerler olarak yönetilmesi gerektiği desteklenmektedir. Bu makale markanın kavramları ve yapıları arasında ilişki kurmaya çalışmıştır. ...
Türkiye’de Sağlıkta Dönüşüm Programı’nın 2003 yılında hayata geçirilmesi ile sağlık sektöründe büyük değişimler
meydana gelmiştir. Kamuya ait sağlık kurumlarının niteliğinin, özel sağlık kurumlarının ise niceliğinin artması
sağlık sektöründeki rekabet ortamına ivme kazandırmıştır. Bu durum özel sağlık kurumlarını, sektörde ön
plana çıkmak ve hizmet alıcıları nezdinde fark yaratmak için yeni arayışlara itmiştir. Kurumlar rekabet avantajı
sağlamak, marka farkındalığı oluşturmak, müşteri memnuniyeti yaratmak, marka bağlılığı sağlamak, karlılıklarını
arttırmak, güçlü bir imaj yaratmak ve rakiplerinden farklı bir kurum haline gelmenin yolunun marka denkliği
kavramından geçtiğini tespit etmişlerdir. Marka denkliğini sağlamak için ise sundukları hizmetin, hizmet
alıcıları nezdinde nasıl algılandığını bilmeleri gerekmektedir. Bu bağlamda algılanan kalitenin marka denkliği
üzerindeki etkilerini incelemenin yararlı olacağı düşünülmektedir.
Özel sağlık kurumları için önem arz eden çalışmanın amacı, Kayseri il merkezinde marka bilinirliği yüksek
olan sağlık kurumlarından hizmet alanların kalite algılarının kurum marka denkliğine etkisini incelemektir.
Ayrıca hizmet alıcılarının kalite algılarının marka denkliği unsurları ile ilişkisini ve marka denkliği unsurlarının
kurum marka denkliği üzerindeki etkisini incelemeyi de amaçlamaktadır. Bu amaç doğrultusunda, Kayseri’de
marka bilinirliği yüksek 4 özel sağlık kurumunun 260 hizmet alıcısına uygulanan anket çalışması yapılmıştır.
Çalışmanın sonucunda, hizmet alıcılarının kalite algılarının kurum marka denkliği üzerinde anlamlı bir etkisi
tespit edilmiştir. Ayrıca marka denkliğinin üç unsurunun da kurum marka denkliğini etkilediği gözlemlenmiştir.
... Regarding the Intellectual Dimension, it was found that, although there is a correlation between the variables, it influences neither Satisfaction nor Brand Loyalty. However, these results can be explained by the brand under analysis, since coffee consumption does not have the capacity to stimulate consumer curiosity (Wood, 2000). ...
Today, experiences are considered a key differentiating factor for companies as products and services have become similar in terms of their functional attributes. Moreover, individuals' choices are increasingly influenced not only by rational factors, but mainly by emotional factors. This study aims to understand whether the dimensions of experience influence consumer satisfaction and loyalty. The hypotheses were tested using PLS-SEM based on survey data. The results show that satisfaction is influenced positively and directly by affective and sensorial experience and loyalty is influenced positively and directly by affective and behavioral experience. The results also indicate the existence of an indirect relationship between the sensory experience and the affective experience with the loyalty having the mediating effect of satisfaction.
... Brands have been traditionally conceptualised as the unique assets of enterprises, with brand building planned and executed by their unique owners [77,78]. However, GIs are club goods [5], shared by members of the producers' consortium but unavailable non-members, distinguishing them from public goods and generic origin and "made in" labels [79]. ...
Geographical Indications (GIs) can increase producer margins and contribute to local economic development, but the extent to which they do so depends on the nature of consumer demand. A Discrete Choice Experiment (DCE) considers the value that consumers place on a Protected Geographical Indication (PGI) in comparison with a leading manufacturer’s brand, as well as the importance of taste variations. Based on an application of DCE to sausages in Hungary, results indicate that a PGI can generate value to consumers exceeding that conveyed by the leading manufacturer’s brand. Consumers’ taste preferences, however, may not be consistent with the specification of GI products. Latent Class (LC) and Random parameter Latent Class (RLC) analyses identify two consumer segments, with the majority of consumers (71%-LC, 65%-RLC) classified as traditionalists, who most value the GI label, while a minority (29%-LC, 35%-RLC) is brand conscious, for whom the GI status is less salient. Both theoretical and business implications for GI marketing and club branding are drawn.
... Brand management can not only be referred as conducting market analysis, integrating with brand architectures or brand positioning, and managing communication tools and media agencies but is forming a credible identity which delivers every promise (Burmann & Zeplin, 2005). Brand management combines all marketing elements to establish strong, favorable and unique associations in consumers' minds to form a persistent relationship between customer and the brand (Wood, 2000). ...
Recent years, the number of mergers and acquisitions (M&As) has increased sharply. Brand and consumers' reaction as one of the most precious assets have unavoidably been taken into consideration in these deals. In this study, our aim is to highlight the essentiality of choosing the right brand integration strategies in M&As in order to create value for consumers and emphasize the importance of consumers' reactions to the integration of two established brands and how the general attitude and buying behavior towards target brand is altered in the course of an acquisition. The theoretical areas will be bridged with a practical case study, the recent acquisition of Flormar by Yves Rocher Group in Turkey. 153 interviews were conducted and secondary data was collected to analyze the case study. The findings demonstrate that in cross border acquisitions, it is beneficial to use business as usual brand strategies in order to keep consumers' brand loyalty of the local brand as strong as it was already established and consumers' reactions about M&As affect their attitude and buying habits. The findings contribute to the existing literature and should allow practitioners to better focus on their brand and corporate strategies towards the Turkish consumers.
... A brand is a mechanism that provides competitive advantage for firms through differentiation. These differentiating qualities provide customer satisfaction and payment advantages [24]. The brand is so simple that consumers cannot physically differentiate from their competitors in memory. ...
The purpose of this study is to measure brand loyalty and brand sensitivity among high school students. The research sample was composed of 338 vocational high school students in a district of Southeastern Anatolia. Questionnaire was used as data collection tool in the study. The questionnaire included demographic factors, socio-cultural factors and psychological factors to measure brand loyalty and brand sensitivity. The collected data were analyzed with SPSS program. Findings have shown that there was no significant difference between men and women with both brand loyalty and brand sensitivity, and that education level of parents, families, peers and social class positively affected brand sensitivity. It has also been found that psychological factors had a positive effect on brand loyalty and brand sensitivity of young people.
... The growth of this phenomenon is also fueled by the antiglobalism movement that created a certain "anti-branding" and boycott climate, where the supporters of this movement carry out campaigns against the main brands that represent globalism (Prasad and Verma 2020;Wood 2000). Furthermore, the mobile telecommunications sector, according to the statistics, usually handles a lot of claims, which in turn generate several brand hate issues (Abid and Khattak 2017;Aksoy et al. 2013;Curina et al. 2020;Evanschitzky et al. 2020;Low and Johnston 2006;Pinto and Brandão 2020). ...
This paper aims to assess the antecedents of brand forgiveness in smartphones and mobile communications sectors. A new conceptual model postulates that past negative experiences (PNE), symbolic incongruence and ideological incompatibility positively predict brand hate, which in turn determines brand avoidance (BA), negative word of mouth (NWOM) and brand retaliation (BR). Beyond that, the model also claims that those three types of behaviours are negatively correlated with consumers’ willingness to forgive the brands with a bad reputation. An online questionnaire was answered by 208 consumers, who mentioned several mobile communications brands for which they had negative feelings, the causes for those feelings and their consequences. Brand forgiveness was higher only when consumers revealed a low BA or low NWOM. Moreover, a cluster analysis identified three clusters/segments: Cluster 1—Male Heavy Brand Haters/No Forgivers (N = 79); Cluster 2—Female Forgivers (N = 55); Cluster 3—Mainstream Haters/No Forgivers (N = 74). Brand managers must implement claims monitoring and management policies in order to mitigate the negative experiences resulting from product and services nonconformities. Moreover, brands must have crisis communication plans in order to prevent and control all kinds of mediatic ideological incompatibilities with the major target segments.
This paper presents Systematic Theory Mapping (STM), a comprehensive and systematic method, as the first step toward defining and dealing with complex and wicked problems. Social systems exhibit a messy, multifaceted, and multi-level composite of problems characterized by causal complexities and non-linear interactions of numerous contributing variables. Exploring such a wicked composite of problems for causal explanations and theory building through reductionist empiricism is unrealistic, expensive, and futile. Systems thinking is required to understand the configurations driving wicked problems and navigate their causal complexities. We construed brand externalities as a wicked problem and provided an illustrative example for STM. A systematic narrative review is used to amalgamate diverse stakeholder perspectives and capture the structures and processes that generate brand externalities. System dynamics, employing a causal loop diagram, is used to organize the findings and develop a causal theory of brand externalities. The proposed method can help scholars, managers, and policymakers better define complex managerial and social problems and identify the likely consequences of their actions.
Brands are responding to the increasing importance that consumers and society have placed on sustainable practices and products. In the current research, the authors investigate the unique challenges of dominant brands in the marketplace related to sustainability. We demonstrate that consumer assessments of sustainability initiatives lead to perceptions of inauthenticity in dominant brands. We argue this disadvantage is tied to the inherent conflict between sustainability initiatives, which are focused on “taking less,” and the prevailing measure of success in business, which is “making more.” Within this paradox, the challenge of a dominant brand becomes further amplified as the brand is perceived as being larger in size and more profit centric. Seven studies, including a field experiment on Facebook, document this effect and provide practical implications for brands to help alleviate these challenges with increased brand commitment, including third-party certification.
This study proposes a model that can be used to understand customers’ attitudes to restaurants’ sustainability initiatives on brand communities. The study incorporates identity theories and suggests a theoretical model for customer engagement that represents associations among self-identity and social identity constructs, customer engagement, and customers’ sustainable behavioral changes. Members of restaurants’ brand communities participated in the survey. Structural equation modeling and multigroup analysis were used to test hypothesized relationships. The findings confirm the positive and strong effects of self-identity and social identity on customer engagement, which appear to significantly influence customers’ commitment to brands and their sustainable behavioral changes. Interestingly, the effects of self-identity on customer engagement and of customer engagement on sustainable behavioral changes are significantly greater in the high social reward group than in the low social reward group, indicating the moderating role of social rewards. Finally, several meaningful implications arise from the study.
Brand experience is still an exploratory area, and despite the increase in the research on it, there are still many challenges in defining the relationships between online and offline experiences, and how both can affect the brand equity of the organization. This chapter addresses a relationship between the in-store brand experience, online brand experience, customer satisfaction, and brand equity according to a new study that combined these four constructs together and compares its results with previous studies. Some researchers have presented the relationship between brand experience and brand equity in stores, and others have examined this relationship in the online environment. However, the effect of a combination of online and offline brand experience on brand equity together has not been found in one study. Consequently, the aim of this chapter is to present interesting findings from a study carried out in Egypt on the effect of online and offline brand experience on brand Equity.
This article examined and measured corporate social responsibility's (CSR) affection for green brand equity in the banking sector based on customer perception in the emerging market. The findings showed the importance of CSR in creating overall green brand equity through green brand association, green brand satisfaction, and green brand trust. The research results contribute significantly to expanding the corporate social responsibility theory. Moreover, managers can consider the research findings to develop strong green brand equity in customers' perception by promoting positive social responsibility activities and programs to increase interaction, satisfaction, and trust of customers towards green product brands. However, the research has several limitations, especially in geographical sampling size and sampling techniques.
Her marka içinde bulunduğu kültürü yansıtır. Bu sebeple marka kavramını ele almadan önce kültürü, sonrasında kültür ve marka ilişkisini anlamak daha doğru olacaktır. Kültür, insanın toplumun bir üyesi olarak kazandığı bilgi, inanç, sanat, ahlak, hukuk, gelenek ve diğer her türlü yetenek ve alışkanlıkları içeren bir bütündür (Henaff 1991:120) ve toplumdaki bireylerin kendilerine özgü yaşam tarzları olarak yer alır (Özlem 2000: 49). Kültür toplumda nesilden nesile aktarılan düşünce ve değerlerdir. Kimliğimizi oluşturan yaşadığımız toplumun kültürü bizi diğer kültürlerden farklı kılar. Dil, edebiyat, sanat eserleri gibi değerleri kapsar. Dolayısıyla kültür çok çeşitliliğe sahiptir. Her toplumun kendi özelinde kültürü farklılık gösterir.
Toplumlar var olan kültürün üzerine bir şeyler ekleyerek yeni olanaklar yaratırlar, örneğin bilgi
çağında olduğumuz bu dönemde internet aracılığıyla her türlü bilgiye ulaşmak mümkün. Oysa
geçmiş yıllarda insanlar bugün var olan fırsatlara sahip değildi. Bu noktada içinde bulunduğumuz
kültürün değer ve davranışları şekillendirdiği ifade edilebilir. Her yörenin kültürü, neyi, neden ve
nasıl satın aldığını belirler; bu nedenle marka yönetmek isteyenler kaçınılmaz olarak toplumun
geleneklerini, değerlerini, insanların mizah anlayışını, nelerden hoşlandıklarını veya hoşlanma�dıklarını yani kültürel antropolojiyi anlamak ve buna odaklanmak durumundadırlar (Aksoy 2017:
170).
ملخص: تهدف الدراسة لإبراز مساهمة الإبتكار الإعلاني في تعزيز قيمة العلامة من خلال معرفة أثر متغيرات الإبتكار الإعلاني (الفكرة الإعلانية المبتكرة، التصميم المبتكر ،الشخصية الإعلانية المبتكرة، الوسائل الإعلانية المبتكرة، العبارات والرموز المبتكرة( في بناء قيمة العلامة التجارية, حيث اعتمدت الورقة البحثية على المنهج الوصفي بإستخدام إستبيان إلكتروني موجه إلى 420 زبون لكوكاكولا، وقد توصلت الدراسة للعديد من النتائج من أهمها أن الإبتكار الإعلاني لكوكا كولا بكل أبعاده له أثر واضح على قيمة علامتها التجارية ماعدا بعد التصميم المبتكر ،وأن هناك تحفظ بخصوص الولاء الموقفي والسلوكي لأغلب المستجوبين إتجاه كوكا كولا بسبب وعيهم الصحي العالي ،كما أوصت الدراسة بضرورة تبني أفكار إعلانية واقعية وبالتعاقد مع مؤثرين يروجون حصرياً لعلامة كوكا كولا. الكلمات المفتاحية: قيمة العلامة، إعلان ،إبتكار، فكرة إعلانية، تصميم إعلاني، شخصية إعلانية ،وسيلة إعلانية. تصنيف JEL: M37 . Abstract: The study aims to highlight the contribution of advertising innovation in enhancing brand equity by knowing the impact of advertising innovation variables (innovative advertising idea, innovative design, innovative advertising personality, innovative advertising tools, innovative phrases and symbols) on the brand equity, where the research paper relied on the descriptive approach. Using an electronic questionnaire directed to 420 Coca-Cola customers, the study reached several results, the most important of which is that Coca-Cola’s advertising innovation in all its dimensions has a clear impact on the value of its brand, except for the innovative design And that there is a reservation regarding the attitudinal and behavioral loyalty of most of the respondents towards Coca-Cola because of their high health awareness, The study also recommended the necessity of adopting realistic advertising ideas and contracting with influencers who promot exclusively for Coca-Cola brand. . Keys words: Brand equity, advertisement, innovation, advertising idea, advertising design, advertising personality, advertising tool. JEL classification codes: M37.
The high competitiveness of the corporate sector requires a strategic communication approach to bring brands closer to consumers. In this context, brand communities (BCs) can be an interesting asset for brands. This article uses the example of motorcycle brands to analyze how BCs on social media can enhance the strategic dimension of brand communication. For this purpose, nine company representatives were interviewed, who represented 16 motorcycle brands. The data were examined using qualitative content analysis. Overall, the results suggest that motorcycle brand communication is increasingly digital and does not explicitly recognize BCs as a strategic target. However, several advantages are ascribed to approaching BCs as part of a communication strategy (e.g., stimulating brand loyalty or brand satisfaction) and to interacting with BCs as social groups (e.g., encouraging feelings of belongingness or sharing of information). Concerning online BCs, the results show that managers perceived using social applications as beneficial, increasing brand promotion, saving time, and improving communication. These findings could inspire companies to make the best of BCs and develop new and relevant communication strategies through online apps that will increase brand satisfaction and, consequently, brand profits.
Social media has been amazingly successful in terms of adoption and usage levels. They lead to a paradigm shift in the way people connect and communicate with each other, how to express and share ideas, and even how to interact with products, brands, and organizations. In addition, social networks have become an important consumer knowledge network. Social media, especially Facebook and Twitter, are important platforms for building relationships with consumers and for consumers to obtain information about brands and their products. E-WOW has grown at an extraordinary rate over the past couple of decades, creating multiple opportunities for marketing in online settings. The explosion of social media helps customers become more empowered and engaged in their brand interactions while also providing them with new tools in their search, evaluation, choice, and purchase of marketing offerings. Consumers trust the information published by the brand and the information published by other consumers online. The future of social media is also seen as a marketing tool. Consequently, these developments are influencing marketing practices, both strategically, and tactically. This setup has been able to communicate the best experience possessed of a brand to consumers so that they are able to recall the brand in a long time which led to the formation of trust, satisfaction, and loyalty towards the brand. This research aims to analyze the effect of social media marketing activities on E-brand Trust. The paper followed a deductive approach and attempted to review current scholarly social media marketing literature and research, including its beginnings, current usage, benefits and downsides, and best practices. Further examinations to uncover the vital job of social media, inside a digitalized business period. As a result of the comprehensive analysis, it undoubtedly displays that social media is a significant power in the present marketing scene, especially on E Brand Trust.
Tarihi M.Ö 5000’li yıllara dayanan marka kavramının önemi her geçen gün artmakla beraber 1200’lü yıllarda gelişen ticaret anlayışı ile birlikte büyük değişimler yaşamıştır. O dönemde ilk olarak vergi uygulamalarında kolaylık sağlaması açısından kullanılan marka adları zamanla değerlenerek işletmelere ait birer varlık haline gelmiştir. Zamanla işletme varlığı niteliği kazanan markalar artan değerleri ile beraber alım satıma konu olmaya başlamıştır. Küreselleşen ticaret anlayışı ile birlikte markalar da bu gelişimden kendine düşen payı
almış ve işletmeler için artı değer olarak görülmüşlerdir. Markaların bu denli önem kazanmasının sonrasında bir markanın alınıp satıldığında veya bir şirket birleşmesi söz konusu olduğunda marka değerinin nasıl belirlenmesi gerektiği ihtiyacı doğmuştur.
1980’lerin sonundan itibaren sürekli olarak gündem de olan marka değerlemesi hakkındaki tartışmalarda, başta yöneticiler olmak üzere diğer bütün paydaşlar marka değerlemesinin yapılarak finansal tablolarda sunulması gerekliliğini savunmaktadırlar. Bu bağlamda tek başına marka değerinin hesaplanması sadece rakamsal bir değeri ifade ederken bu değerin işletmelerin finansal tablolarında bulunması, işletmeler açısından büyük önem taşımaktadır.
İşletmelerin finansal tablolarında gösterilen marka değeri işletmenin aktif değerini yükseltecek ve dolayısıyla toplam varlığını artıracaktır.
Marka değerlemesinin temel gereklerinden birinin bilançoları düzenlemek olduğu ifade edilmektedir (Bursalı, 2009: 25). Başka bir çalışmada bu ifade desteklenerek, farklı ülkelerde bulunan işletmelerin marka değerlerini bilançolarına yansıttığı belirtilmiş, bu durumun işletmenin borç yükünü azaltarak daha rahat sermaye artırımı yapabilmeleri açısından gerekli olduğu savunulmuştur (Dolye, 2003: 126). Diğer bir çalışmada, marka değerinin bilinmesinin markanın şirkete sağladığı getirileri hesaplamakta kolaylık sağladığı ve
gelecekte mevcut markaya ne kadar yatırım yapılması gerektiği ifade edilmektedir (Farquhar, Han ve Yuji, 1992: 20).
Bu çalışmada, işletme varlıklarından biri olan marka değerinin objektif
bir şekilde nasıl hesaplanabileceği, hesaplanan bu değerin finansal tablolarda gösterilme şartları ve Türkiye Muhasebe Standardı 38: Maddi Olmayan Duran Varlıklar Standardı çerçevesinde marka değerinin finansal tablolara yansıtılabilmesi incelenmiştir.
The chapter describes brand equity and its types. Moreover, it brings unique pieces of work representing the phenomenon of internal brand management (IBM) along with the impact of employee-based brand equity (EBBE) on customer-based brand equity (CBBE). There are mainly three types of brand equity: financial brand equity, CBBE, and EBBE. The author has referred to the literature on EBBE and CBBE in chronological order. The prominent models of CBBE and EBBE are briefly discussed. The impact of EBBE on CBBE is highlighted; moreover, the combined effect of both EBBE and CBBE on the market performance of the organization is described through a framework. The application of EBBE across various industries is also discussed in the chapter. The author has cited the most significant work on brand equity in a descriptive way highlighting the importance of brand equity in general and the impact of EBBE on CBBE in particular. The importance, integration, and combined effect of EBBE and CBBE on market performance have been discussed.
Dijital hikaye anlatımı, marka iletişimi çalışmalarında tüketici davranışla- rına yön verilmesine yardımcı olabilecek bir uygulama alanıdır. Sosyal medya platformlarının etkileşimli ve kullanıcı odaklı yapısı, marka iletişimi çalışma- larında hikaye anlatımının önemi arttırmıştır ve bu mecralarda hikayenin etki gücünü arttırmak için, popüler içerik üreticileri olarak fenomenlerden yarar- lanılmaya başlanmıştır. Bu araştırmanın amacı, Türkiye’de Instagram’da ürün tanıtım çalışmaları gerçekleştiren fenomenlerin paylaştıkları hikayelerin marka iletişimi amacıyla kullanım biçimlerini incelemek ve dijital hikaye anla- tımının çevrimiçi topluluklarda tüketici deneyimi sağlama biçimlerini keşfet- mektir. Araştırmada, Instagram’da kişisel bakım ürünleri tanıtımı gerçekleşti- ren iki fenomenin Eylül 2020 döneminde paylaştıkları hikayeler, Pera ve Viglia (2016)’nın çevrimiçi videolarda hikaye anlatımı ölçeğinin davranış, etki, duyu, görüntüler, biliş ve kişilerarası ilişkiler değişkenleri temel alınarak video analiziyle incelenmiştir ve fenomenlerin takipçilerinden oluşan 15 kişi ile derinlemesine görüşmeler gerçekleştirilmiştir. Bu bağlamda, araştırma so- nucunda fenomenlerinin, ürün tanıtımı gerçekleştirdikleri Instagram hikaye- lerinde ve bağlantılı Youtube videolarında kullandıkları dijital hikaye anlatımı pratikleri ortaya konarak; marka-fenomen-takipçi iletişimini şekillendiren te- mel unsurlar belirlenmiştir.
With globalization, global brands have become a constant competition with each other. In time, it has become inevitable for brands to address the same goal in different directions, sectors, and products. For this reason, the brands have adopted the enlargement policy and aimed to grow the target masses and to make more profit by going out of the main sectors. The Y generation (Millennials), the largest target group of today's largest purchasing power is an important source of revenue for brands, causing brands to expand in various directions. In this study, the analysis will be made about the example global brand H&M, which will be studied by making an analysis of its current situation, its brand stretching policies will be examined, and by comparing the brand with its competitors, a new stretching will be proposed.
The banking sector, which has great market potential in Turkey, is developing rapidly in recent years. Along with such rapid development, competition also increases. Therefore, in order to differ from competitors and to excel in competition, banks should raise awareness of their services and render their brands attractive. From a customer perspective; both the financial brand value indicated by statistical data and the consumer-based brand value expressed by services are crucial. In this study, according to the potential customers of the banks in Aksaray; it was be tried to determine which bank has the highest financial brand value and the factors that affect the financial brand value of banks. Measures to be taken in order to increase the financial brand value and solution suggestions for the banks that are customer-oriented have been presented. Since it is difficult to reach all customers of the banks in Aksaray province, a group of 300 people selected impartially from the population was determined as the sample. The questionnaire was applied to 300 people by a simple random sampling method. It can be claimed that there is a significant relationship between the gender of the customers and the confidence felt in the bank, the choice of the bank in the context of monthly income and brand loyalty, and the time that consumers get service from the bank and their recognition of the symbol of the bank. It was concluded that the age range of consumers is effective in the awareness of the bank.
Özellikle pazarlama eğitimi alan tüm fakülte ve yüksekokul öğrencileri ile sektörde kendi markasını yaratmak ve/veya geliştirmek isteyen tüm uygulayıcılara yararlı olması amacıyla hazırlanan bu eserde; markanın tanımı, bileşenleri, tüketiciler, üretici işletmeler, perakendeciler ve toptancılar açısından sağladığı faydalar, marka tutumunun, marka imajının, marka güveninin, marka değerinin, marka farkındalığının, marka bağlılığının, marka çağrışımının ve algılanan kalitenin tanımı, önemi, boyutları, bileşenleri ve ölçümü konularına yer verilmiştir.
Anahtar kelimeler:
1. Marka tutumu
2. Marka imajı
3. Marka güveni
4. Marka değeri
Small individual sellers and retailers use live streaming as a direct selling channel to demonstrate and sell their products. This study proposes a framework that examines the influence of live streaming attributes on customer trust and intentions to watch and purchase fashion clothing. Drawing on prior literature, we examine an extensive list of 20 live streaming attributes including product attributes, seller attributes, and other related attributes. The study is performed on 476 Thai consumers with diverse demographics. Results show that product quality and price transparency significantly influence customer trust and intentions to watch and purchase, while seller’s image of being trustworthy and the quality of seller’s Facebook page only show weak relationships. Another finding is that seller pre-announcing their broadcast timing will encourage higher intention to watch. And as expected, the trust in seller positively influences trust in product. These findings suggest opportunities for sellers to focus their attention on important live streaming attributes to develop trust with their customers and increase their customer intentions to watch and purchase. The study concludes with discussion on managerial implications and future work on live streaming commerce for fashion clothing products.
Today, it is seen that many similar recreational activities are organized. Recreation activities could also have some personality traits just like people. These events could be distinguished from their counterparts by their brand personality traits. Thus, personality traits could provide a competitive advantage to recreation organizations. This study has been carried out to determining brand personality of the International Troia Festival organization, which is one of the prominent attraction elements of Çanakkale. The brand personality of the International Troia Festival has been determined by evaluating content shares of the visitors who participated in the organization on Instagram. In this context, the contents which shared by visitors on Instagram have been analyzed by using the content analysis method, which is one of the qualitative research methods. After the
analysis, the brand personality of the International Troia Festival has been determined in three dimensions as sincerity, excitement and competence-tough.
Since the advent of the Internet, word of mouth (WOM) has been integrated into the online channel, with users writing their opinions and reading reviews from other members. Currently, WOM has been growing and developing on social network sites, including Instagram. The figure of influencer has emerged as especially prominent on this particular social media platform. Brands have become aware of the importance of influencers and contact them to publish brand content to their profiles. This has become a new marketing strategy in which companies can reach greater numbers of consumers and exert a significant influence on them. Against this background, the current research analyzes how brand posts and stories by influencers on Instagram affect consumers, depending on the format used (post vs. story) and whether the content is promoted. A 2x2 experimental study is conducted with 573 participants. Results show that the content published by influencers affects consumers’ purchase intention differently depending on the format, wherein stories are more persuasive than posts. However, we find that indicating that the publication is promoted has no impact on consumers.
At the moment, it is definitively believed that a brand of a product or service is one of the prerequisites for a company’s successful development, as well as for long-term operation in the market. Assessment of brand value is still one of the most relevant and controversial research subjects in marketing and finance. The choice of a particular model for brand assessment is based on goals and objectives (e.g. mergers and acquisitions, licensing), as well as the completeness of sources and inputs, and of course, the choice depends on reliability of results. The main problem with valuation is that brands are unique, so it is difficult to determine their market value. The basis for the investigation which was launched was the dramatically different results obtained by two independent agencies, Interbrand and Brand Finance, for PJSC “Sberbank” (a Russian bank) in 2013. In this paper, by analyzing the Interbrand brand equity valuation methodology, we have calculated the brand value for Sberbank in 2019–2020. The analysis is carried out by comparison of selected brand values (Amazon, Google, Apple, Microsoft, Sberbank) provided by Interbrand and Brand Finance. The findings of this study demonstrate the necessity for addressing different brand valuation models, taking into consideration country, industry specificity and overall demand as well as overall brand valuation goal. Results demonstrate an existence of drastic deviation of brand values and an existence of different dynamic.
Pazarlamanın vazgeçilmezlerinden olan marka, günümüzde birçok alanda pazarlama aracı olarak kullanılmaktadır. Turizm sektöründe de artan bir öneme sahip olan marka destinasyonların gerek ülke içinde gerekse ülke dışındaki rakiplerinden ayırt edilmesini sağlamaktadır. Destinasyon olmayı başarabilmiş birçok şehir farkındalığını arttırmak için markalaşma çabasına girmektedir. Bunun için de markanın en önemli bileşenlerinden biri olan marka imajının kontrol edilmesi ve yönetilmesi gerekmektedir. Marka olmak için sağlanması gereken bir takım unsurlar söz konusudur. Bu durum destinasyon markası olmak için de geçerlidir. Bu çalışmada destinasyon pazarlamasında önemli bir araç olan destinasyon markasının oluşturulma ilkelerine değinilerek, Alanya’nın bir destinasyon markası olup olmadığı analiz edilmiştir.
Bu araştırma 2018 yılında ABD'de en iyi işverenler (great place to work) araştırması kapsamında elde edilen, kadınlar için en iyi şirketlerin özelliklerini tanımlamayı amaçlamaktadır. Tanımlayıcı bir hedefi olan mevcut araştırma kadınlar için en iyi 70 şirketin sektörel dağılımını, kuşaklara göre çalışan sayılarını, deneyim yıllarını ve çalışanların şirketleri tanımlamak için belirledikleri kelimelerin analizini gerçekleştirmeyi hedeflemektedir. Elde edilen sonuçlar kadınlar için en iyi olan şirketlerin; finansal hizmetler ve sigortacılık, bilgi teknolojileri ve sağlık sektöründe bulunan büyük ölçekli işletmeler olduğunu, en çok Y (%45) ve X kuşağından (%33) gelen ve çalışanlarının 2/3'ünün 5 yıldan az deneyime sahip olan şirketler olduğunu göstermiştir. Çalışanların şirketleri tanımlamak için kullandıkları öne çıkan kelimelerin ise; “iş”, “çalışanlar”, “insanlar”, “harika”, “hissetmek”, “mekan”, “her zaman”, “herkes”, “önem vermek” ve “zaman” olduğu görülmüştür.
This study attempts to investigate the effect of consumption mode on consumer emotions and after that find out the impact of consumer emotions on repurchase intention. Find out the role of consumption and consumer emotions about branded products particularly for branded clothes. This study is based on the model which represent the relationship between dependent variables and independent variables and this model is supported by the theories, main theory of this study is Affect Balance Theory after that for understanding the consumers' behavior the sample size of 250 was gather which was applied on SPSS and AMOS to run different test for getting the results. After the data collection data is used as pilot study and after that ready for main study and after that different statistical techniques were applied like CFA, EFA and SEM. The main test which is applied in this study was SEM which provides the hypothesis results and further these results will explain in discussion part. It is concluded that conspicuous consumption have significant impact on consumer pleasure but having insignificant impact on consumer guilt. In the same way style consumption have significant impact on consumer pleasure while insignificant impact on consumer guilt and after that pleasure and arousal have significance impact on repurchase intention but guilt have insignificant impact on repurchase intention. It is recommended that brand managers should add uniqueness in their brand and try to create the satisfaction in the mind of their consumer by their brand which will fulfill consumers' intrinsic motivation and extrinsic motivation to buy branded products and will create the pleasure and arousal feelings which will leads to repurchase intention.
Purpose
– The purpose of this paper is to identify inherent deficiencies of the geographical indications (GIs) as protective brands adding to the premium value of the products as compared to the protection guaranteed to brands under the trademark route. Whereas the former protects the attributes of the goods, the latter adds to the brand equity of the goods. The paper attempts to find means to assign a strong visible identity that creates a premium visibility for GIs to help them emerge as strong brands just like the brands envisaged for the trademarks.
Design/methodology/approach
– This is a qualitative research based on primary and secondary source of information. Secondary sources comprise statutory provisions of two main acts on GIs and trademarks, articles/news items available in academic/trade journals and information generated from Government of India websites. Primary research involved face-to-face interactions with practicing advocates and select holders of GIs. Information was collected on parameters related to efficacy, applicability, enforceability, monitoring, marketability and legal issues of GIs and trademarks.
Findings
– Though the GI Act was enacted to improve the commercial prospects of manufactured/grown outputs by entities based in a particular geographical limit, it has not delivered to the extent it was expected. The GI product still faces the challenges of poor awareness, fratricidal competition and threat of ingenuine products. The same concept under the trademarks is adequately promoted and protected by ensuring visibility through the logos. And hence, the same can be made mandatorily under the grant of GIs.
Originality/value
– Most of the research done so far on GIs is from a legal perspective. It is perhaps the first work on the theme that takes up the cross-functional approach and explores adding a marketing dimension to a concept that was considered only under the domain of law. The article tries to assimilate best of both the worlds in terms of legal protection and marketing appeal for the geographical indicators.
Little has been written about the use of branding by Canadian political parties. We draw on interviews with 30 party elites to document the branding of the Conservative party of Canada from 2003 to 2006. We disclose that preparations to re-brand the Canadian Alliance party were subsumed into the new party and that the colour of the maple leaf in the Conservative logo was a contentious topic because of its political symbolism. We conclude that partisans' attachment to colours and the use of negative advertising constitute important differences between the practice of branding in the political and business spheres.
Résumé. Fort peu d'écrits ont été consacrés au processus de développement d'images de marque (ou branding) par les partis politiques canadiens. Cet article présente des données tirées d'entrevues réalisées auprès de 30 dirigeants et stratèges du Parti conservateur du Canada sur cette question entre 2003 et 2006. Les entretiens révèlent que les préparatifs menant au repositionnement de l'image de l'Alliance canadienne ont mené à la création de la nouvelle formation et qu'un débat important sur l'arrimage chromatique de la feuille d'érable présente dans le nouveau logo conservateur a secoué le parti en raison de sa symbolique politique. En conclusion, nous posons que l'identité partisane liée à certaines couleurs et le recours à la publicité négative représentent des différences notables dans l'exercice de développement d'images de marque entre les sphères politiques et commerciales.
This paper examines situations in which brand extensions are more or less likely to dilute beliefs associated with the family brand name. The results of an experimental investigation indicate that dilution effects do occur when brand extension attributes are inconsistent with the family brand beliefs. However, they are less likely to emerge when consumers perceive the brand extension as atypical of the family brand, and typicality of the brand extension is salient at the time beliefs are assessed. These findings held regardless of brand extension category, with the extension category being either the same or different from those product categories already occupied by the family brand, but differing by the type of family brand belief involved. Results are discussed in terms of the conditions under which two alternative theoretical perspectives ("bookkeeping" versus "typicality-based" models) are supported.
Purpose
The study focused on dimensions of consumer‐based brand equity, and especially the recall level of brand awareness. The purpose was to identify any statistically significant differences in brand recall in various product categories and different national contexts.
Design/methodology/approach
This observation study explored relations between consumers' awareness of brands, attitudes related to brand equity, and changes in cultural context. Questionnaire data was collected from university students in four countries: the USA, Finland, France and Sweden. The respondents were asked about the brands of beverages, computers and cell‐phones that first came into their minds, and their attitudes in relation to brand equity.
Findings
It seems that the four dimensions of brand equity co‐vary depending on the cultural context. The results also revealed a relationship between TOMA and the national context that was generalizable in the three product categories.
Research limitations/implications
Culture as a contextual factor of consumer brand equity should be studied further. The findings should be replicated with non‐student samples in other product categories and cultural contexts. SEM could be used to establish the causality and direction of the relationships between the various dimensions of culture and brand equity.
Practical implications
The findings on the effect of the cultural context on brand equity are of practical relevance to marketing managers: they should tailor their branding strategies accordingly.
Originality/value
The results gave valid and reliable evidence of a relationship between the TOMA dimension of brand equity and the national cultural context.
It is commonly accepted that packaged fresh milk available from reputable retail outlets taste the same and that when consumers choose between relatively similar products, such as milk, the purchasing decision tends to become simplified by considering product images and relying on brand names with clear and positive associations. One may thus ask whether the brand name of milk can influence consumers' evaluation of the actual sensory taste delivery. A quasi‐experimental milk tasting was conducted to investigate this question. The procedure involved 312 participants who assessed milk from various milk brands that were decanted from either branded or unbranded packaging. The findings confirmed that the subjective associations bestowed on a brand name do indeed influence the way in which consumers experience the taste delivery of a milk product. This poses a challenge to milk brand manufacturers to identify alternative ways in which they could differentiate milk product offerings from competitor brands in order to retain or establish positive brand associations and ultimately ensure consumer loyalty.
Within a globalized and highly competitive economy, the development of place brands has become important for cities, regions and countries. However, there is still little evidence about the conceptualization and measurement of their performance. In order to contribute to the current discussion of place brand equity, we analyse the effects of a branding initiative in the South of France. According to the collective aspects of the place brand concept, we propose a multidimensional approach through qualitative interviews with various stakeholders and review of secondary, mainly statistical data. Findings indicate that several factors are crucial for capturing equity of place brands. First, their collective character, involving different stakeholders; second, the fact that they generate economic and non-economic outcomes; third, their dependence on a socio-political and macro-economic context; and fourth, the time they need to establish. All these constituents require a more holistic approach to capture place brand equity than usual brand equity definitions for companies. Results also suggest that if place brands aim at long-term development of places, estimating their overall value can be based on evaluation logics for public development interventions, which are easily feasible, time and cost saving and fulfil the need for accountability for governmental institutions.
Purpose
– The aim is to understand customers' willingness, or unwillingness, to pay a price premium in the market for consumer packaged food and what kind of images brands can use in order to achieve a price premium.
Design/methodology/approach
– The study is based on a quantitative survey of brand images found in food and branding literature and their impact on loyalty as well as customers' willingness to pay a price premium for consumer packaged food.
Findings
– The survey shows that quality is a significant determinant of price premium, but adding other image dimensions doubles the predictability and understanding about price premium. The strongest determinants of price premium are social image, uniqueness and home country origin. Other significant determinants are corporate social responsibility (CSR) and awareness.
Practical implications
– The results help brand managers to recognise the importance of incorporating price premium and to develop a better understanding of what drives price premium in addition to more traditional dimensions as quality and loyalty.
Originality/value
– In grocery retailing, the competition for customers, margins and price premiums between manufacturer and private labels is fierce. Traditionally, the literature on this competition has focused on quality and product improvements as the main tool for creating distance to low priced competition. This study looks into other more branding related dimensions to distance from price competition.
Since brand is recognized as one of the most significant intangible assets to firms, branding strategy has become a top management priority. To stay competitive in the global economy, airports are required to identify their own brand value accurately for better management. While there are a multitude of studies using marketing approach, few studies have attempted to quantify the airport's brand value with a financial technique. Therefore, this paper aims to investigate the brand value in the airport context focusing on Incheon International airport (ICN) by comparing it with one of other international airports (i.e., NRT, PVG, HKG, SIN, AMS and CDG) using sales of each airport. The result shows that ICN has the fourth highest brand value among them, which demonstrates the need to improve its competitive advantage through effective branding strategy. Based on the findings, managerial implications are suggested.
Purpose – Managing service brands entails managing a portfolio of brand relationships with customers and non-customers. We develop a framework for diagnosing the strength of a service brand colored by a customer-dominant business logic perspective.
Design/methodology/approach – Combining insights from the literature on branding, service, and relationship management, we develop a customer-dominant conceptual and methodological approach. Brand strength captures customers’ attachment to a brand in terms of their thoughts, feelings, and actions toward the brand. Since brand strength is the configuration of customers’ and non-customers’ brand relationships, we divide the brand relationship into two components—brand connection and purchase status—to compose a brand strength map.
Findings – Grounded in customers’ accumulated positive and negative experiences, the framework creates a diagnostic picture of the strength of the brand, and an illustrative empirical study demonstrates the mapping procedure’s applicability to service brands.
Research limitations/implications – Our approach is an alternative to a traditional measurement scale development approach. Future studies should explore the framework’s adaptability to different contexts, stakeholders, and industries.
Practical implications – Our distinctive model comprehensively captures the aggregate picture of customers’ brand relationships, and the managerially parsimonious framework can be adapted to different service settings.
Originality/value – Our framework represents a novel diagnostic tool for service companies to explore their brand’s strength. The approach is unique because it adopts a customer-dominant perspective. Furthermore, it includes behavior with a relational perspective and negative responses, which reduce overall brand strength.
A laboratory experiment examines factors affecting evaluations of proposed extensions from a core brand that has or has not already been extended into other product categories. Specifically, the perceived quality of the core brand and the number, success, and similarity of intervening brand extensions, by influencing perceptions of company credibility and product fit, are hypothesized to affect evaluations of proposed new extensions, as well as evaluations of the core brand itself. The findings indicate that evaluations of a proposed extension when there were intervening extensions differed from evaluations when there were no intervening extensions only when there was a significant disparity between the perceived quality of the intervening extension (as judged by its success or failure) and the perceived quality of the core brand. A successful intervening extension increased evaluations of a proposed extension only for an average quality core brand; an unsuccessful intervening extension decreased evaluations of a proposed extension only for a high quality core brand. Though a successful intervening extension also increased evaluations of an average quality core brand, an unsuccessful intervening extension did not decrease core brand evaluations regardless of the quality level of the core brand. The relative similarity of intervening extensions had little differential impact, but multiple intervening extensions had some different effects than a single intervening extension.
A growing number of brands are becoming associated with a portfolio of different product categories. Although concerns have been raised that adding products to a brand may weaken it, there is a paucity of research exploring the effects of brand portfolio characteristics on brand strength. Using two laboratory experiments and a survey, the authors examine the effects of several brand portfolio characteristics on consumers’ confidence in and favorability of their evaluations of subsequent brand extensions. The experiment-based findings reveal a positive relationship between the number of products affiliated with a brand and consumers’ confidence in and favorability of their evaluations of extension quality. These results were not replicated in the survey. However, in both methods, the authors found that as portfolio quality variance decreases, a positive relationship between number of products affiliated with a brand and consumers’ confidence in their extension evaluations emerges. Implications of these and other findings for both the theory and practice of brand management are discussed.
This paper examines situations in which brand extensions are more or less likely to dilute beliefs associated with the family brand name. The results of an experimental investigation indicate that dilution effects do occur when brand extension attributes are inconsistent with the family brand beliefs. However, they are less likely to emerge when consumers perceive the brand extension as atypical of the family brand, and typicality of the brand extension is salient at the time beliefs are assessed. These findings held regardless of brand extension category, with the extension category being either the same or different from those product categories already occupied by the family brand, but differing by the type of family brand belief involved. Results are discussed in terms of the conditions under which two alternative theoretical perspectives (“bookkeeping” versus “typicality-based” models) are supported.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
Branding is l about brands in both the packaged goods and the services industries - how to develop them, how to protect them, how to use them effectively. It combines the practical experience of marketing executives, trade mark lawyers, designers, advertising agents and others.
Since the earliest times producers of goods have used their brands or marks to distinguish their products. Pride in their products has no doubt played a part in this. More particularly, by identifying their products they have provided purchasers with a means of recognising and specifying them should they wish to repurchase or recommend the products to others.
Describes how brand management is becoming a team-based activity, undertaken by senior managers from different backgrounds. While this results in a more experienced team, there is a likelihood that perceptions about the nature of the brand may differ between individuals due to large quantities of information presented and perceptual processes. New brand taxonomies, in particular those from DMB&B and Young & Rubicam, help managers quickly to appreciate the nature of their brand and thus the most appropriate strategies. These taxonomies can be a useful mechanism for surfacing diversity among the brand’s team, and helping achieve a more coherent implementation of brand strategy. Presents a process to identify and resolve any diversity among the brand’s team.
A growing number of brands are becoming associated with a portfolio of different product categories. Although concerns have been raised that adding products to a brand may weaken it, there is a paucity of research exploring the effects of brand portfolio characteristics on brand strength. Using two laboratory experiments and a survey, the authors examine the effects of several brand portfolio characteristics on consumers' confidence in and favorability of their evaluations of subsequent brand extensions. The experiment-based findings reveal a positive relationship between the number of products affiliated with a brand and consumers' confidence in and favorability of their evaluations of extension quality. These results were not replicated in the survey. However, in both methods, the authors found that as portfolio quality variance decreases, a positive relationship between number of products affiliated with a brand and consumers' confidence in their extension evaluations emerges. Implications of these and other findings for both the theory and practice of brand management are discussed.
Contents: Preface. D.A. Aaker, A.L. Biel, Brand Equity and Advertising: An Overview. Part I: A Global View on Building Brands. S. Owen, The Landor ImagePower Survey: A Global Assessment of Brand Strength. J. Moore, Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community. H. Tanaka, Branding in Japan. Part II: The Brand Personality and Brand Equity. A.L. Biel, Converting Image Into Equity. R. Batra, D.R. Lehmann, D. Singh, The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. N. Smothers, Can Products and Brands Have Charisma? M. Blackston, Beyond Brand Personality: Building Brand Relationships. G. McCracken, The Value of the Brand: An Anthropological Perspective. Part III: The Role of Advertising in Creating Brand Equity. A. Kirmani, V. Zeithaml, Advertising, Perceived Quality, and Brand Image. J. Lannon, Asking the Right Questions: What Do People Do with Advertising? B. Wansink, M.L. Ray, Expansion Advertising and Brand Equity. J.A. Edell, M.C. Moore, The Impact and Memorability of Ad-Induced Feelings: Implications for Brand Equity. H.S. Krishnan, D. Chakravarti, Varieties of Brand Memory Induced by Advertising: Determinants, Measures, and Relationships. Part IV: Perspectives on Brand Equity. J. McQueen, C. Foley, J. Deighton, Decomposing a Brand's Consumer Franchise into Buyer Types. C.P. Haugtvedt, C. Leavitt, W.L. Schneier, Cognitive Strength of Established Brands: Memory, Attitudinal, and Structural Approaches. P.H. Farquhar, P.M. Herr, The Dual Structure of Brand Associations. Part V: Perspectives on Brand Extensions. K. Nakamoto, D.J. MacInnis, H-S. Jung, Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions. D.M. Boush, Brands as Categories. E.M. Tauber, Fit and Leverage in Brand Extensions. Part VI: Case Studies and a Commentary. L. Winters, The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas. D.A. Aaker, Are Brand Equity Investments Really Worthwhile? W.D. Wells, Brand Equities, Elephants and Birds: A Commentary.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
Whether advertising is an investment and so should be treated like other parts of the capital budget is a question of moment to marketing managers. Viewing promotion as an investment could bring dramatic changes in decision-making, market-testing, measurements of effectiveness, and value judgments that are required in determining how much to spend on promotion. The economic case for an investment approach to the advertising budget is the theme of this article by a distinguished economist.
The use of event sponsorship or other types of sponsorship as a means to establish, enhance, or change brand image is a fairly common practice for a variety of organizations. This objective has been identified as one of the two most common goals for organizations to engage in sponsorship programs. The rationale behind the popularity of sponsorship as a marketing tool to achieve image goals is the general assumption that, by linking a brand to an event, the image of the event can be transferred to the image of the sponsor.
Two questions in brand management are: what advantages flow from corporate/banner branding, and how can corporate/banner brands and product sub-brands ‘partner’ one another? These questions are examined by introducing and discussing the concept of brand architecture. Through examples, it is demonstrated why the leadership skills that are required to restructure the brand architecture of a company are perceptually simple, but organisationally complex. At a perceptual level, consumers tend to be good at interpreting why two brands which are newly linked as partners might offer more than a single branded proposition. However, radical changes in brand architectures are currently being described by practitioners: ‘we need to re-learn what brand marketing is all about’ and ‘we need to elevate marketing to ensure there is widespread participation in the process of adding value’. The organisational implications of this are dramatic and challenging. This is where the complexity lies.
Brand personality is an important source of differentiation for companies. Congruency theory suggests a link between human personality traits and the personalities of brands. This article revisits this link among less visibility brands. Specifically, it looks at pasta as a product category focusing on Barilla - a leading FMCG pasta brand in the Italian domestic market, and sets out to determine the extent to which consumers are choosing Barilla, as a result of congruency to their own personality traits. Two of five dimensions in each of brand and human personality support the congruency link. It is interesting that the dimensions exhibiting significance received the highest scores by respondents that exhibited the highest usage. Furthermore, these two dimensions of personality are the same associations highlighted over recent years in Barilla communication campaigns. The results of the research are useful for FMCG brand managers. In their quest to seek differentiation, brand managers may successfully associate human characteristics to their brands. Although there are currently no established instruments that can directly measure the congruency, the research provides a methodology that successfully investigates congruency between a pasta brand and human personality. Caution needs to be exercised in extending the findings to other product categories.
A laboratory experiment examines factors affecting evaluations of proposed extensions from a core brand that has or has not already been extended into other product categories. Specifically, the perceived quality of the core brand and the number, success, and similarity of intervening brand extensions, by influencing perceptions of company credibility and product fit, are hypothesized to affect evaluations of proposed new extensions, as well as evaluations of the core brand itself. The findings indicate that evaluations of a proposed extension when there were intervening extensions differed from evaluations when there were no intervening extensions only when there was a significant disparity between the perceived quality of the intervening extension (as judged by its success or failure) and the perceived quality of the core brand. A successful intervening extension increased evaluations of a proposed extension only for an average quality core brand; An unsuccessful intervening extension decreased evaluations of a proposed extension only for a high quality core brand. Though a successful intervening extension also increased evaluations of an average quality core brand, an unsuccessful intervening extension did not decrease core brand evaluations regardless of the quality level of the core brand. The relative similarity of intervening extensions had little differential impact, but multiple intervening extensions hod some different effects than a single intervening extension.
Recently, an emerging body of literature has advocated the importance of branding to small and medium-sized (SME) retailers. Nonetheless, this discourse has ignored the complexities and idiosyncrasies of retail branding. The aim of this paper is to provide a new theoretical understanding of brand management by SME retailers. In order to achieve this aim, the paper integrates the brand management, SME branding, and retail branding literature, and offers a conceptual framework for SME retail branding. A number of propositions are included that aid understanding of brand management in SME retail organisations. It is anticipated that these propositions will help shape future empirical research in this area. Further in-depth research into the application of branding within the SME retail context would address a significant gap in academic knowledge. In doing so, it would also provide important insights for management practice.
Purpose
– This paper has three main objectives. The first objective examines the degree of interrelationship between the level of brand equity and the performance of SMEs, while the second objective examines the extent of the antecedents of brand equity (brand awareness, brand association, perceived quality and brand loyalty) in predicting SME performance. The last objective examines the effect of brand equity on the performance of SMEs when the level of brand loyalty is high.
Design/methodology/approach
– Questionnaires were used in collecting data from managers and customers of SMEs. The sample comprises 98 managers and 311 customers of SMEs. In order to ensure that various sectors of SMEs were covered, stratified random sampling was used; thus, 40 per cent of the SMEs were from the trade sector, 30 per cent from the agriculture sector, and 30 per cent from the small manufacturing sector. However, a simple random sampling method was used in the selection of customers.
Findings
– It was found that there is a positive relationship between the various dimensions of brand equity and SME performance. Results from the regression analysis indicate a strong predictive power of SME performance by brand association and brand loyalty compared to brand awareness and perceived quality. The study concludes that the performance of SMEs and brand equity is high when there is high brand loyalty among customers.
Research limitations/implications
– This study did not examine the level of control and the major decision-making factors when deciding on the focus of brand building in both small and large enterprises. Studies could be conducted to compare the predictive power of the antecedents of brand equity in different industries (services, manufacturing and trade) for both SMEs and large enterprises.
Practical implications
– Managers of SMEs must devote their attention to the building of brand loyalty among customers irrespective of the industry in which they operate. Strategies must also be developed for brand associations as it is a prerequisite for the growth and continuous survival of businesses in a highly competitive market.
Originality/value
– The originality and value of this paper lies in the cross-sectional survey method (different industries) that was used as well as the use of the CBBE model in examining the competitiveness and performance of SMEs.
Purpose ‐ The purpose of this paper is to develop an understanding of the ways in which food companies can work with branding to perform better in the market. The authors achieve this purpose by comparing how different managers of food brands prioritise and evaluate their brands, in relation to a theoretical ideal framework. Design/methodology/approach ‐ A survey of 77 managers of domestic and international brands. Findings ‐ Beliefs and priorities are similar between managers. What differs is how they measure and monitor their brands. Managers of high performing brands, for example, in general measure brand equity to a greater extent than other managers, and they focus significantly more on monitoring typical brand equity elements such as brand awareness, uniqueness, and feelings. Also managers of international brands measure and monitor more intensively than those of domestic brands. Practical implications ‐ Weaker and domestic brands could learn from the better-performing brands, by becoming more oriented towards key brand equity elements when performing monitoring, rather than focusing mainly on perceived quality. Originality/value ‐ A comparative and systematic method that suggests an alternative and analytical approach to strengthening domestic and weaker brands
Different meanings of the expression ‘Brand Equity’ are reviewed, concluding that the phrase has at least three quite distinct senses. These are identified as Brand Valuation, (consumer) Brand Strength, and Brand Description. It is argued that Brand Valuation is a form of forecasting and therefore quite different from measures of current Brand Strength. Many different measures of consumer Brand Strength are reviewed; as these measure different things, there can be no single measure which is universally meaningful. The author concludes that while much of the current emphasis on branding is helpful, and many different types of performance measures are relevant to it, ‘Brand Equity’ itself is not a scientific concept.
The study examines whether the recently validated brand orientation-performance relationship is moderated by firm-related internal factors and/or market-related external factors. Six moderators are investigated namely (1) firm age, (2) firm size, (3) branding know-how, (4) customer type, (5) industry type and (6) market life cycle. Confirmatory factor analysis is used to validate the constructs and test measurement invariance. Moderation effects are examined using multigroup structural equation modeling. The data consist of 797 valid responses from Finnish small and medium-sized enterprises (SMEs). Only external factors are found to moderate the brand orientation-performance relation, whereas internal factors seem to have no moderation effects. The results show that the effect of brand orientation on brand performance is moderated by customer type and market life cycle. It is reported that the effect is greater in firms serving consumers than in other businesses, and also in firms operating in declining/stable markets than in growing markets. This is among the first studies to empirically examine the performance effects of brand orientation in relation to moderation effects. Differing from most earlier papers, the present study examines brand orientation in the context of SMEs. The results have implications for both practitioners and researchers.
Purpose
– The aim of this paper is to discuss and conceptually support the statement that a critical and holistic approach to branding requires interplay of the methods and methodologies of different disciplines and the so-called decompositional approach.
Design/methodology/approach
– The study is based on the thorough secondary research based on content analysis of the studied literature dealing with the methodological approach to brand management and branding, especially the comparison of brand management categorization and development of approaches from the customer centrality and strategic priority to the adaptive and relational paradigms.
Findings
– The major outcome of this research is the confirmation of the fact that changes of paradigmatic approaches to research are rooted in economic and social changes. The predominance of relational, community, cultural approaches stem from the growth of customers' value and a new role of customers in the economic and social sphere.
Research limitations/implications
– The topic of branding in management in tourism destinations is still emerging, especially understanding of transition of paradigms and approaches to the research of branding in tourism.
Practical implications
– Important is the explanation of differences between the approaches to branding and especially the fact that some of the approaches (relational, community and cultural approach) are based on systems-thinking and contribute to the competitive advantage creation.
Originality/value
– The paper aims to highlight the fact how global social and economic forces and changing cycles (Kondratiev) have influenced the empirical research and the implementation of ideas on economic interventions and social problems topics. This fact embraced major themes in a society and has influenced research on innovation and branding. It might be compelling to discuss the changes in paradigms and explain why social responsibility and other core themes resonate and influence the managerial practices in tourism and the paradigms in research of tourism dealing with brand management.
Although the importance of taking a long-term perspective in the development of brands is well recognised, short-term price promotion is increasingly used for manufacturer-branded products within the food industry. There has been limited discussion in the literature regarding the long-term consequences and value of price promotion for food brands and food manufacturers. This paper presents the findings from a study of one of Europe's largest food brand manufacturers in the convenience food sector. The research was carried out in two stages. Stage 1 investigated the level and use of price promotions of a leading product brand over a 10-year period from 2000 to 2009. Stage 2 involved in-depth interviews with the key managers involved in the development, marketing and branding of this food brand to ascertain their perceptions and opinions in relation to the findings from Stage 1. The findings illustrate that over half of the sales growth in the period under study came from additional price-promotional activity. Prior to the study the managers appeared to be unaware of the overall impact on the core rate of sale during the 10-year period. Key implications in relation to balancing long-term brand objectives and short-term organisational objectives are discussed.
Purpose
– The purpose of this paper is to examine how SMEs with varying growth intentions differ from each other with regard to market orientation and brand orientation. Both of these strategic orientations are seen to lead to enhanced market performance. Consequently, the authors investigate whether those small firms that regard growth as an important goal have adopted market or brand orientation.
Design/methodology/approach
– Responses from 492 SMEs were analysed. They were clustered into four groups according to their growth intentions. These groups included firms that have low growth intention, capital adequacy growth intention, expansion growth intention and high growth intention. ANOVA was used to explore whether these groups differed in their market or brand orientation.
Findings
– The results indicate that the higher growth intention group the SME belonged to the more market and brand oriented it is. The biggest differences between the SMEs were found with regards to brand orientation.
Research limitations/implications
– The findings suggest that SMEs have acknowledged the positive effect of market and brand orientations on firm growth, thus highlighting the importance of supporting growth-oriented SMEs in their quest to become more market or brand oriented.
Originality/value
– The study sheds more light on the little researched themes of market and brand orientations in the context of SMEs. It also offers insights into how growth intentions affect the adoption of different strategic orientations.
Purpose
– Literature concerning branding elements is vast yet sporadic. Whilst many academics focus on one or a number of branding design elements, none have yet designed a holistic framework to demonstrate the variety of alternatives. The purpose of this paper is to identify the branding design elements within online fashion web sites and propose how they may be utilised within the design of mobile applications. An academic or practitioner must outline a taxonomy of branding elements before they can begin to empirically test their effects. It cannot be assumed that the online consumer is the same as the mobile consumer, and therefore research into how to design successful mobile fashion applications is essential.
Design/methodology/approach
– Branding design elements are extracted from branding literature and described in the context of online and mobile utilisation. The elements are demonstrated within a holistic framework of m‐branding design elements presented for both commercial and academic appreciation. Research implications and future research avenues are additionally explored.
Findings
– The paper identifies 11 m‐branding design elements classified within four key categories relating to their purpose and consistency to the brand identity.
Originality/value
– Literature concerning the design of fashion mobile applications is scarce. With expectations of smart phone figures reaching 1.7 billion by 2013, it is the most lucrative time to be researching how the design of the mobile application might affect the behaviours of the mobile consumer. This paper is a first step in providing information as to the m‐branding elements available for utilisation within a fashion brand's mobile strategy.
Purpose
– The present study sheds light on the role of strategic orientations (SOs) in explaining business growth. The purpose of this paper is to examine how different SOs, namely learning orientation, entrepreneurial orientation, market orientation and brand orientation simultaneously affect business performance measured with brand performance, market performance and business growth in SME context and whether these effects vary across countries.
Design/methodology/approach
– An extensive data set of 1,120 effective responses is collected from two European countries, namely Hungary, representing a post socialist rapidly growing market, and Finland with a stable, highly developed and competitive economy. A multigroup moderation analysis is conducted. Confirmatory factor analysis is used in testing measurement invariance, subsequently followed by structural equation modeling procedure used in testing research hypotheses developed on the basis of a literature review.
Findings
– The results show that entrepreneurial orientation, market orientation and brand orientation have a positive effect on business growth in SMEs in both Hungary and Finland through brand and market performance. With regard to learning orientation, a positive yet somewhat weak effect on growth is found only in the Hungarian sample. The moderation analysis reveals that country moderates several of the hypothesized paths from SOs to business performance.
Originality/value
– Prior studies on SOs have mainly focussed on single orientations at any given time. However, researchers increasingly argue that many firms are better off if they build their strategies on multiple SOs. To the best of the authors’ knowledge, this study is one of the first empirical studies to address multiple (four) SOs in the same research model. Furthermore, little is known about if and how the performance effects of different SOs vary across countries.
Increasing attention has been paid to the concept of brand orientation over the last decade. However, research on brand orientation in small firms is only in its infancy, the present study being among the first contributions to this emerging stream of research. An empirical dataset of 255 responses from small service firms operating in Finland is used to test a model of the performance effects of brand orientation in the small business context. In addition, the moderating effects of internal branding are investigated. Confirmatory factor analysis is used in validating the constructs. The research hypotheses are tested using structural equation modeling. The results show a positive relationship between brand orientation and brand performance. However, brand orientation does not have a direct effect on performance, but instead the effect is fully mediated by brand identity. Interestingly, internal branding does not moderate any of the paths in the conceptual model.
Purpose
Operating as a commodity disables the scope of differentiation. In turn, the organization becomes vulnerable to competition. A strong brand ensures the selling company to get premium prices and in the best case rejection of competitive products by the buyers. Branding was often seen as the province of business‐to‐consumer (B2C) products. But in reality, the role of brand in business‐to‐business (B2B) market is also important. B2B sector is fiercely competitive in nature and in the recent past a strong need has been felt by small to medium‐sized enterprises (SMEs) operating in this sector to elevate from commodity construct to brand for sustainable competitive advantages. Products from SMEs, in the B2B market, have nearly identical physical looks and performance specifications. As a result, it is difficult to achieve differentiation. In this backdrop, the purpose of this paper is to study branding readiness of SMEs which are operating in a B2B market and a strategic road map has been proposed.
Design/methodology/approach
An empirical analysis has been made to understand relevance, objectives, benefits and hindrances of branding in this industry. In the second stage, a verbal conceptual model has been proposed to explain strategic steps of branding for SMEs which are operating in the B2B sector.
Findings
From the research it has been found that SMEs having different motivations behind branding based on criticality of the components and their market orientation. A strategic branding roadmap has been proposed in this section. Construction of the “Brand Initiative Framework” involves plotting of a “degree of product criticality” and “degree of market orientation” in the matrix form, each made of two states – high and low. The objective of this decision matrix is to guide SMEs operating in B2B sector to opt for requisite branding initiatives.
Practical implications
The proposed “Brand Initiatives Framework” can be of immense use to SMEs for managing branding initiatives to ensure clutter free differentiation with target segment.
Originality/value
This paper presents a generic approach that may work beyond country boundaries. The conceptual model of “Brand Initiative Framework” is of immense help to manage branding activities in a strategically profitable way.
Purpose: Food and tourism have a very close relation and food can be considered an essential tourism resource. This research is focused on the analysis of consumers' and tourists' food buying behaviours. The aim of this paper is to understand the value that can be generated by linking a typical food product to the region of origin/producer/certification. In particular, we tested the hypothesis that these elements (region of origin, producer and certification) have a different weight for consumers living in different places. Moreover, the research aims at segmenting typical food product consumers, to enable producers and tourism operators to achieve communication goals effectively. Methodology: The paper is based on an empirical survey of locals and visitors that considers the case of Fontina cheese, a typical Italian cheese. Findings: The research reveals that the origin of the product is, generally, more valued than protected designation of origin (PDO) certification. The perceived value of these attributes is then found to vary according to the distance between the region of origin of the product and consumers' residence. In particular, the importance of PDO certification for consumers increases with increasing distance from the region of origin of Fontina cheese. PDO is thus valued more by tourists than by locals. Originality/value: The analysis supports and builds on previous studies on the importance of PDO certification (Bruwer and Johnson 2010; Dimara and Skuras 2005). Importantly, this work contributes by eliciting consumers' preferences for PDO according to territorial differences. Copyright © 2014 John Wiley & Sons, Ltd.
This study investigates the role of trademarks in the start-up valuations of venture capitalists (VCs). Our results show that the number and breadth of trademark applications have inverted U-shaped relationships with the financial valuations of start-ups by VCs. The findings also indicate that in later funding rounds, the value of trademark applications decreases when the start-up progresses into more advanced development stages. Start-ups should consider these findings when seeking funding from VCs and should stress their market and growth orientations and their willingness to protect their marketing investments by highlighting their trademark activities.
This study aims to clarify whether and how the portal sites in wired Internet environments can enhance their positions as market leaders in the mobile environment.The result may explain that the user’s trust in the mobile services of portal sites (the mobile portal services) is related to the site’s quality and the site’s brand equity significantly and is a mediator to increase the user’s intention to use mobile portal services. This study also explains that the user’s experience with a smartphone can encourage portal users to expect that the mobile portal services are useful and that the experience can link brand equity in certain business environments to trust in the brand in other business environments. Site quality including the design quality of portal sites can affect the user’s trust in the mobile services of the portal sites directly and can affect the user’s intention to use the mobile portal services under certain conditions. Practically, this study suggests that portal sites should focus on designing and developing more usable sites with high-quality UI components—convenient menu navigation, a proper UI design, and usable content rather depend on their current position as the leading companies in the wired Internet environment.
Brand equity is becoming increasingly important, and research has started to examine the brand equity of tourist destinations. However, little research has studied the inter-relationship between the dimensions of brand equity in culinary tourism. The purpose of this study is to examine the roles of the three aspects of brand equity in culinary tourism. The Sobel test in line with Baron and Kenny's procedure was used to test the hypotheses in a sample of 407 international tourists from 10 regions. The empirical evidence supports the process-oriented view and indicates that brand loyalty could mediate the effects of brand image and perceived quality on travel intention. The findings of this study contribute to the theoretical development of a conceptual model and fill the gap in the literature.
Purpose
This paper aims to examine the influence of the culture of the service firm on its interpretation of the role of the brand and on the development and implementation of its brand values.
Design/methodology/approach
A grounded theory approach was used. Interviews were conducted with 20 managers within two leading banking firms in Ireland and two leading grocery retailers in Ireland.
Findings
The development of the brand, and its role within the firm, is closely related to the firm's culture. The research shows obstacles and opportunities created by the cultural context of firms wishing to disseminate and embed a set of brand values. The paper presents an “involvement model” of brand values implementation and outlines changes required to implement brand values.
Research limitations/implications
The study was bound by access to firms, and managers' availability. The authors sought an insight into the relationship between each firm's culture and its brands. They advocate quantitative research to further investigate the findings within these service sectors and to test proposed antecedents (transformational leadership, employee involvement) and outcomes (employee‐based brand equity and consumer‐based brand equity) of values adoption.
Practical implications
The paper identifies aspects of retail and banking cultures which support or detract from brand development. In particular, it presents the learnings from successful brand values implementation in a clan culture, aspects of which are applicable across other cultures.
Originality/value
The paper provides valuable insights into the role of the brand within the service firm and the positive and negative influence of context on brand values and their development and implementation.
In this article, three established small- and medium-sized enterprises provide qualitative case study evidence of the extent to which information communications technology can be embedded within a firm’s marketing strategy, from the earliest adoption stages to the integration of the Internet with key business functions. These case studies also provide insights into the innovative ways that can be used to reposition a firm, its marketing strategy, services and products, both within the national and the global marketplace. Established firms, in addition to new businesses and industries, could gain considerable competitive advantage from Internet usage, if they can achieve the right mix of managerial capacity and marketing focus in terms of image, brand and customer needs. Their human resource base could allow such firms to “reinvent” themselves, mainly by effectively accessing and embedding new knowledge. It emerged that organisational culture facilitates and supports the wider access and application of new knowledge through organisational learning mechanisms.