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Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Abstract
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.
... To understand Rosewood London's customer-based brand equity, brand associations, that are favorable, strong, and unique inside the consumer mind, should be identified (Keller, 1993). These associations are stored in networks in consumer memory, according to the associative network memory model (Anderson, 1983;Teichert and Schöntag, 2010). ...
... Second, it could affect consumers' purchase decisions. Finally, it influences the way how the hotel's brand associations are formed and linked (Keller, 1993). Favorable brand image might help Rosewood London become 'prototypical' as an 'exemplar' that represents the product category among luxury hotels in the UK or even worldwide. ...
... Rosewood London derives a perception of high quality from its positive customer-based brand equity, for instance a superior brand performance as a 'quality leader in the industry' (Rosewood, 2020). Moreover, the positive customer-based brand equity has a lasting effect on consumers' mind, therefore supporting brand extensions (Keller, 1993). In this case, consumers mainly rely on the reputation of Rosewood London because the two extensions are both pour services, intangible and perishable (Wemerfelt 1988;Zeitham et al., 1996). ...
This paper examines the customer-based brand equity of Rosewood London, a luxury hotel brand. To understand the brand associations that are favorable, strong, and unique in the consumer's mind, the associative network memory model is utilized, and the Brand Concept Maps technique is employed to illustrate the core associations and how they are linked in consumer memory. The two pillars of Rosewood London's brand knowledge, brand awareness and brand image, are explored, and their impact on consumers' purchase decisions is discussed. The paper evaluates Rosewood London's brand equity from two dimensions: brand feelings and brand performance. Additionally, the paper discusses the advantages and disadvantages of brand extensions in the hospitality industry, and how Rosewood London can leverage its parent brand to extend its brand portfolio. Overall, the paper provides insights into the strength of Rosewood London's brand equity and offers recommendations for how the brand can further enhance its position in the luxury hospitality market.
... Several conceptualizations of loyalty are available in the literature, such as loyalty to store (Bloemer & De Ruyter, 1998;Bridson, Evans, & Hickman, 2008), loyalty to service (Fullerton, 2005;Rauyruen et al., 2009), loyalty to employees (Bove & Johnson, 2000;Reynolds & Beatty, 1999), and loyalty to brand (Aaker, 1996;Keller, 1993). However, this research argues that brand loyalty is different from customer loyalty. ...
... A service failure will affect the bonding between a customer and the company, which may result in the customer switching for the competitor's offerings (Bolton & Drew, 1991;Keavenney, 1995). Aaker (1996) and Keller (1993) contended that brand loyalty is important to maintain an ongoing business with the customers. Retaining customers during service failures through brand loyalty is vital for SMEs that already have a small customer base. ...
... Another important factor purported to influence brand loyalty creation is brand personality, considered one of the important elements in brand equity (Aaker, 1996;Keller, 1993). Brand personality has been linked with better product evaluation (Freling & Forbes, 2005), brand attitude (Erdogmus & Budeyri-Turan, 2012), higher brand preference (Govers & Schoormans, 2005), and customer loyalty (Walter et al., 2013;Lin, 2010). ...
There is a rising interest in Small and Medium sized enterprise (SME) branding to boost business performance. Despite that, less is known about how branding strategies influence business performance through customer's loyalty. Hence, this study aims to test a model built based on social exchange theory on the role of brand trust (namely, emotional and rational-based trust) in bridging the gap between internal branding strategies (namely, brand experience and brand personality) on customer's loyalty (namely, attitudinal loyalty and behavioral loyalty). To achieve the following objectives, 242 customers' responses were obtained through an intercept survey at 10 restaurant outlets of successful SME brands in Klang Valley. Data were analyzed using PLS. The finding reveal that brand experience has a significant positive relationship with both component of brand trust and brand loyalties. Brand personality, however, has a significant positive relationship with the component of emotional and rational trust, and behavioral loyalty only. Meanwhile, the component of emotional and rational trust has a significant positive relationship with attitudinal and behavioral loyalties. With regard to mediation role of brand trust, the rational-based trust mediates the relationship between brand experience and attitudinal and behavioral loyalties. Whereas the emotional-based trust only mediates the relationship between brand experience and behavioral loyalty. No mediating effect is found of the emotional and rational-based trust on the relationship between brand personality and brand loyalty
... In this scenario, it is assumed that a brand that is not initially prestigious can acquire a high value (Shan et al., 2022). Masstige value is also an important measure of the value of the brand itself (Alagarsamy et al., 2022;Paul, , 2019 as it takes into account and retains brand knowledge (Keller, 1993) as a source of brand value as well as other factors such as perceived quality, excitement, and status (Paul, 2019). ...
... Perceptions of symbolic brand attributes are usually defined quite broadly as "anything associated in memory with a brand" (Aaker, 1996) and can be formed both by one's own consumption experiences (Tangsupwattana & Liu, 2018) and through advertising and word-of-mouth communication (Kim et al., 2019). Brand associations apply to both utilitarian and non-utilitarian brand attributes and to the perceptions of the TBU (Aaker, 1996;Keller, 1993Keller, , 2016Park & John, 2018;Xie et al., 2020). Sirgy (1982) defined this representation as the consumer's stereotypical perception of a "generalized" brand user formally perceived as a group of human characteristics associated with the TBU. ...
... Thus, the TBU image can be considered to be the set of associations that the consumer has about this user concerning both internal and external attributes (Xie et al., 2020). TBU image is considered an important element of brand associations and is a key, intangible component of customer-based brand value (Keller, 1993(Keller, , 2016Mingione et al., 2020). However, researchers have suggested that the distinctiveness of marketing markets across cultures may be related to the diversity of a brand's image within a specific country (Gur au, 2012;Shukla et al., 2015) and to the image of the typical user (Kim & Hyun, 2013). ...
The primary research objective was to test the masstige model, according to which it is a mechanism to explain the relationship between symbolic value associated with a brand and brand preference (purchase intention). Using an online individual interview method, respondents rated the masstige, preference and symbolic characteristics perceived in the image of a typical brand user (TBU), identifying three generalized positive and four negative characteristics. The research was conducted on 20 different brands. The generalized results were analyzed using the PLS‐SEM method. The present study based on 393 interviews found that the main TBU characteristics positively associated with brand masstige were two positive dimensions of Sophistication (e.g., elegant), Responsibility (e.g., solid), and one negative dimension of Boorishness (e.g., simpleton), which significantly reduced masstige. In addition, TBU brings the masstige independent part of the brand preference. The results confirm the theoretical relationship between symbolic brand value and masstige, and show that masstige is not the only determinant of brand purchase intention. The results allow for the development/strengthening of the masstige brand statute by targeting TBU characteristics associated with style or responsibility, and reducing associations with neglect, which may translate into increased sales.
... Kedua konstruk ini yang menjadi subyek utama yag perlu diteliti untuk melihat pengaruhnya pada kawasan wisata di Kabupaten Pangandaran. Penelitian Gomez et al., (2018); Keller (1993) ;Faircloth et al, (2001) melihat bahwa hubungan attitudes terhadap brand dengan brand equity terlihat memiliki hubungan secara langsung walaupun tidak signifikan. Namun pada sektor pariwisata dalam penelitian sebelumnya, Gomez et al. (2018); Biel (1992); Chang & Liu (2009); Gil-Saura et al. (2013); Barreda (2014); Koneenik & Gartner (2007) dan Boo et al., (2009) menyatakan bahwa brand image memiliki pengaruh terhadap brand equity. ...
... Yoo, Donthu, dan Lee (2000) mendefinisikannya sebagai pemilihan antara produk dengan atau tanpa merek, dengan asumsi tingkat fitur yang sama. Sedangkan Keller (1993) membagi ekuitas merek menjadi dua kategori: perspektif keuangan (Hakala, Svensson, & Vincze, 2012) dan perspektif konsumen (Sartori, Mottironi, & Corigliano, 2012). ...
... 63-71 (Gomez et. al., 2018Keller, 1993;Faircloth et al., 2001). Pada penelitian Keller (1993) menyatakan bahwa attitude terhadap brand memang tidak secara langsung berhubungan namun merupakan bagian dari brand image. ...
Pangandaran is one of the regions in Indonesia known as the City of Tourism because it has high natural and tourist potential. This potential is the basic material for a region in carrying out city branding so that it can achieve its brand equity The purpose of this study is to analyze how Pangandaran's city branding is viewed from a tourist perspective. In this study the method used is quantitative research. The sample in this study was 293 people obtained using accidental sampling withdrawal techniques. The data analysis technique used is the SEM method with the PLS approach. Research shows that Attitude has a direct and significant influence on Brand Preference. Brand Equity has a direct and significant influence on Brand Preference. Brand Image does not have a direct significant influence on Brand preference. Pangandaran merupakan salah satu wilayah di Indonesia yang dikenal sebagai Kota Wisata karena memiliki potensi alam dan wisata yang tinggi. Potensi ini menjadi bahan dasar bagi suatu wilayah dalam melakukan city branding sehingga dapat mencapai ekuitas mereknya Tujuan dari penelitian ini adalah untuk menganalisis bagaimana city branding Pangandaran ditinjau dari perspektif wisatawan. Dalam penelitian ini metode yang digunakan adalah penelitian kuantitatif. Sampel pada penelitian ini adalah sebanyak 293 orang yang didapatkan dengan menggunakan teknik penarikan sampling aksidental. Teknik analisa data yang digunakan adalah metode SEM dengan pendekatan PLS. Penelitian memperlihatkan hasil bahwa Attitude memiliki pengaruh signifikan secara langsung terhadap Brand Preference. Brand Equity memiliki pengaruh signifikan secara langsung terhadap Brand Preference. Brand Image tidak memiliki pengaruh signifikan secara langsung terhadap Brand preference.
... Theo các nghiên cứu trước (Aaker, 1991;Camelis, 2009;Keller, 1993) thuộc tính hình ảnh thương hiệu được chia làm 02 nhóm: nhóm thuộc tính chức năng và nhóm thuộc tính trừu tượng. Nhóm thuộc tính chức năng gắn liền với các yếu tố trong không gian dịch vụ cả hữu hình lẫn vô hình, như: cơ sở vật chất, quy trình thực hiện (chương trình đào tạo), con người (chất lượng giảng dạy, chất lượng dịch vụ) (Camelis & Llosa, 2011;O'Cass & Grace, 2003). ...
... Theo Keller (1993), Berry (2000), Camelis (2009) thì nhóm thuộc tính trừu tượng gắn liền với uy tín, những giá trị cảm xúc, tính cách của thương hiệu đó mang lại. ...
Đến nay đã có rất nhiều nghiên cứu về hình ảnh thương hiệu trường đại học, tuy nhiên bản chất và thuộc tính thương hiệu của mỗi trường sẽ không tương đồng nhau. Vì vậy, bài viết này sẽ khảo sát chất lượng giáo dục các trường đại học và so sánh hình ảnh thương hiệu của một trường đại học so với các trường khác trong cùng khu vực ở Khánh Hòa. Phương pháp nghiên cứu được thực hiện qua 02 cuộc khảo sát: (1) nghiên cứu định tính khám phá các thuộc tính hình ảnh thương hiệu; (2) khảo sát chất lượng giáo dục của 05 trường đại học ở khu vực Khánh Hòa. Kết quả nghiên cứu xác định rằng trong nhận thức của người học, thì trường Đại học Nha Trang và trường Đại học Thông tin liên lạc lần lượt có vị thế số 01 và số 02, dẫn đầu hoàn toàn cả 05 thuộc tính. Trường Khánh Hòa và Tôn Đức Thắng lần lượt dẫn đầu ở hai thuộc tính Nét đặc trưng và Cơ sở vật chất. Trường Thái Bình Dương được đánh giá thấp nhất so với hình ảnh thương hiệu của 04 trường còn lại. Từ kết quả này có thể giúp cho các nhà quản lý marketing của các trường có thể đưa ra những giải pháp nhằm định vị và phát triển hình ảnh thương hiệu của nhà trường trong tâm trí của người học.
... Kimi araştırmacı ve yazarlar müşteri temelli marka denkliği hakkında çalışmalar yaparken diğerleri de marka denkliğinin finansal boyutu kısmına odaklanmaktadırlar. Keller (1993) Marka denkliği Farquhar (1989: 35) tarafından ise markanın ürünlere bağışladığı katma değer olarak açıklanmaktadır. Buradaki katma değer hem işletmeler, hem müşteriler hem de ticaret işlemleri bakımından ele alınabilmektedir zira hangi açıdan alınsa bile markanın işletmelere, ticaret hayatına ve müşterilere katma değer sunduğu belirtilmektedir. ...
... 1980'li yıllardan beri en fazla tartışmalara sebep olan ve en popüler pazarlama kavramlarından birisi marka denkliği kavramıdır.Castro vd.'ne (2008: 444) göre marka denkliği kavramı, rekabetin çok fazla yaşandığı günümüz iş dünyasında firmaların en fazla değerli olan varlıklarından bir tanesini meydana getirmektedir. Mal veya hizmet tarafından verilen değerden çıkarılan veya eklenen, markaların sembollerine ve adlarına bağlı olan varlıklar olarak açıklanmasının yanında marka denkliği kavramıKeller (1993) tarafından tüketicilerin marka ile ilgili edindikleri bilgiler ile pazarlaması yapılan markaya karşı değişik tepkiler vermeleri şeklide açıklanmaktadır.Müşterilerin zihinlerinde seçilebilir bir seviyeye gelmesinde marka denkliği, marka seçim şansını artırma anlamında çok önemli rol oynamaktadır. Marka denkliği, mal veya hizmetlerin müşteriler tarafından kaliteli olarak nitelendirilmesinde, anlaşılan riskin düşürülmesinde, markaya karşı hissedilen güven olgusunun oluşturulmasında ve tamamının birleşimi sonucu markaya karşı sadakat hislerinin sağlanmasında firmaların en fazla dikkat etmeleri gereken pazarlama stratejisi olarak belirtilmektedir.Pazarlama literatürü içinde yer alan marka denkliği kavramı, tüketiciler ile markaların yani işletmelerin aralarındaki ilişkileri açıklama çalışması sonucunda meydana gelmiştir.Wood'a (2000: 670) göre hem pazarlama hem de finans alanında yer alan marka denkliği kavramı, marka yönetimine gösterilen önemin uzun süreli olmasını gerektirmektedir.Aaker ( : 2010 marka denkliğini bir markanın ismi ve logosu ile ilişkili olan mal veya hizmetlerin firma veya tüketicilere kattığı değerleri yükselten veya düşüren varlıkların veya sorumlulukların tamamı olarak açıklamaktadır. ...
Sosyal medya ve bağlantılı olarak sosyal medya üzerinden pazarlama, küresel rekabet ortamında uygulanabilecek en güçlü, düşük maliyetli ve geri beslemenin etkin biçimde kullanılabildiği stratejiler arasında sayılmaktadır. Gelişen bilgi ve teknoloji sistemleri ile sosyal medyanın gücü artmakta ve markaların da bu güçten faydalanarak imajlarına pozitif katkı sağlama farkındalığı yükselmektedir. Oluşturulabilecek güçlü bir sosyal medya pazarlama politikası yoluyla müşterilerin marka ile iletişimi güçlendirilerek markanın tanınması artırılıp hedef kitleye doğru zamanda erişimde başarılı sonuçlar elde edilmektedir. Artık işletmelerin değerleri takipçi sayıları, ürün veya hizmetlerindeki paylaşım ve yorumlarla ölçülmeye başladığından dolayı sosyal medya pazarlaması bir alternatif olarak değil bir gereklilik olarak düşünülmektedir. Marka denkliği ise her alanda yaşanan yoğun rekabet ortamı sebebiyle pazarlama anlayışlarında değişikliklerin yaşanması sonucu gelişen bir kavramdır. İşletmeler rakiplerine karşı avantaj kazanabilmek için sahip oldukları markaları ile tüketiciler arasında duygusal bir bağ kurma amacıyla marka imajlarını güçlendirme ve marka denkliği elde etme stratejisini izlemektedirler. Marka denkliği oluşturabilmek için işletmelerin öncelikle eldeki müşterilerini daha fazla kendilerine bağlamalarının yanında olası potansiyel müşterileri de kendilerine çekebilmek için markaları ile tüketiciler arasında bağ kurmaya ihtiyaçları olmaktadır. Çalışmada içinde bulunulan teknoloji çağında sosyal medya pazarlaması ile marka denkliği ile ilgili detaylı bilgiler belirtilmiş ve ilgili kavramların etkileşimleri üzerinde durulmuştur.
... The fifth component is called brand assets and consists of patents, trademarks, and channel relations owned by the brand. Keller (1993) considers consumer-based brand equity in two dimensions: brand awareness and brand image. These two dimensions are the same as two of Aaker's (1991) consumer-based brand equity dimensions, awareness, and association (image). ...
... In the studies investigating customer-based destination equity, the models of Aaker (1991) and Keller (1993) are generally used. It seems studies examine the relationships between customer-based destination equity and different variables. ...
This study investigated the effect of push and pull factors of travel motivation, which is one of the main reasons behind someone’s travels, on customer-based destination equity. For this purpose, 468 data were gathered from foreign tourists in Alanya, Turkey. Explanatory factor analysis was used due to the addition of new variables in the scale of push and pull factors of travel motivation. Velicer’s minimum
average partial (MAP) test and Horn’s parallel analysis were used to determine the factor numbers in the explanatory factor analysis. In the customer-based destination equity scale, confirmatory factor analysis was used because this scale was taken as it is. Relationships between dependent and independent variables were examined by correlation and regression analyses. The study results demonstrate that push and pull factors of travel motivation affect destination awareness, destination association, perceived destination quality, economic value of destination, and destination loyalty.
... Marka değeri bu üç perspektiften incelenmiş, kavramsallaştırılmış ve ölçülmüştür. Özellikle Aaker (1991) ve Keller (1993) tarafından kavramsallaştırılan müşteri bakış açısı ya da müşteri tabanlı marka değeri alanyazında oldukça geniş bir yer bulmuştur. ...
Markalaşma üzerine yapılmış araştırmalar büyük oranda dışsal markalaşma stratejilerine ve taktiklerine odaklanmakta ve daha çok müşteri perspektifinden marka oluşumunu anlamayı amaçlamaktadırlar. Aynı şekilde birçok işletme dışsal marka faaliyetlerine harcanan emek, para ve yatırımın çok daha azını içsel markalaşmaya harcamaktadır. Havayolu taşımacılığı sektöründe güçlü marka değeri oluşturabilmiş işletmeler büyük oranda içsel markalaşma stratejilerini kullanarak gerçek anlamda marka değeri oluşturabilmiş (Singapur, SouthWest ve West Jet gibi hava yolu işletmeleri) ve yaygın olarak hem sektörde hem de akademide vaka çalışması olarak ele alınıp incelenmişlerdir. Sektördeki bu örnekler gerçek ve sağlam temellere oturtulmuş bir marka değeri yaratmada içsel markalaşma faaliyetlerinin önemini net bir biçimde ortaya koymaktadır. Ancak içsel markalaşma ile ilgili akademik çalışmalar, özellikle havayolu işletmeciliği bağlamında, oldukça az ve dağınıktır. Bu bağlamda bu çalışmanın amacı havayolu taşımacılığı sektörünü ele alarak, bu konuda yapılmış güncel çalışmaları Kuram-Kaynak- Özellik-Yöntem çerçevesini kullanarak sistematik olarak incelemek, bu çalışmalar hakkında
genel bir bakış açısı sağlamak, alan yazındaki tartışmaları, bakış açılarını, kuramları,
yöntemleri incelemek ve boşlukları ortaya koymaktır. Bu çalışma içsel markalaşma anlamında, yöneticilere içsel markalaşma strateji ve taktiklerini oluşturmada özet ve rehber olabilecek bilgiler sağlayacaktır. Daha önce havayollarında içsel markalaşma ile ilgili çalışmalar kapsamlı ve bütüncül olarak ele alınmadığından dolayı, bu çalışmanın havayolları içsel markalaşma çalışmalarının gelişmesi ve yönünün belirlenmesi açısından alanyazına katkısı ve etkisinin olması beklenmektedir.
... Figure 1 is present in the material created for the Network, not only in promotional leaflets, but also in the signage of the spaces. This is in line with several researchers who state that territories have come to understand how important it is to have an association with a logo/brand, assuming a preponderant role in economic and social terms having "the ability to simplify the decision -making process and reduce risks, in a context in which life becomes increasingly complex (Keller, 1993;Martins, Silva, Pinheiro & Gonçalves, 2021). (2020) The project not only intends to focus on the history of industry, but also on the present with the possibility of getting to know industries in operation and also the future by combining innovation. ...
Industrial Tourism has been consolidated in Portugal. There are already some successful examples, such as Vila Nova de Famalicão (VNF). This region was involved in the creation of an industrial tourism network within the brand of "Famalicão Cidade Têxtil", to promote industry and industrial heritage. In this piece of research, we seek to assess the perceptions of the local entities involved in this network project in VNF. Methodologically, after carrying out a questionnaire survey, it is possible to identify that, in most of the partners, the dissemination of information about the company and the product was the main reason for their integration, also highlighting the increase in local tourism and the desire to open doors to the public. It is concluded that the project was a bid by the municipality to allow for valorisation of industries, whether they are in operation or not, attracting more and more visitors.
... Researchers have also shown that consumers distance themselves from organisations and avoid using the goods and services of businesses they believe to be at odds with their ideals [16]. As a result, customers may avoid certain brands because they do not want to be connected with what they view as the bad connotations or ideals of such brands, and if a brand frequently encounters brand avoidance, adverse brand equity may occur as consumers continuously react negatively to the brand [17], which will cause de-valuation of the business. ...
This research aims to conduct a market analysis of Patagonia’s anti-consumption marketing approaches to explore how they affect consumer attitudes and purchase intentions and evaluate if other clothing brands should adopt anti-consumption marketing methods. To answer the decision question, this research will employ two stages of secondary research followed by a stage of primary research. First, Patagonia’s current performance, especially concerning its anti-consumption business concept, will be analyzed using secondary data from online sources to allow research questions to be developed for subsequent analysis. Second, qualitative research will be performed through an ethnographic approach. Social media comments will be evaluated to understand consumers’ attitudes towards Patagonia’s anti-consumption marketing methods to allow for hypotheses to be developed for subsequent analysis. Third, a cross-sectional quantitative analysis will be carried out on SPSS based on data generated from a Qualtrics survey. Results of the tests indicate that consumers have relatively positive attitudes towards anti-consumption marketing and are less likely to purchase the product that appeared in an anti-consumption advertisement. Recommendations based on the findings include that adopting anti-consumption marketing techniques can preserve a long-term competitive advantage by improving brand resonance and marketing tactics could shift towards more anti-consumption marketing to correspond with consumers’ anti-consumption behaviours.
... Brand image is really imortant, its use and importance in "technical and casual applications" have demonstrated its influence on consumers' purchasing decisions [4,5]. It has been established that brand image plays a strategic function in marketing management [6][7][8][9]. Designing the product's marketing mix includes brand image management as a separate element. ...
As technology develops rapidly nowadays, people’s living standard has risen and this makes the cosmetics market in China starts growing. Perfect diary as a new famous cosmetics brand, which people could see on social media every day is becoming an object of reference for other brands, this is because of their strong promotions and effective advertisements. While Perfect diary is growing, it still has some limitations in different areas like labor, capital, enterprise, and so on. They have potential improvements that could have been down to better achieve their business targets. This research will identify the problems of marketing including advertisements, quality of products and also the solutions for each of them respectively.
... Evaluation of consumer's direct and indirect contact determine the brand trust (Keller, 1993;Krishnan, 1996) and these direct and indirect contacts are: advertising, words of mouth, trial, Usage, feedback etc. The most essential and relevant experience is the consumption experience of the brand trust among all the contact, it not only generates associations and thoughts but also suggest more certainty relevant to brand (Dwyer et al., 1987;Krishnan, 1996). ...
This study explores the construction of brand identity through brand image as well as observe the E-consumer behavior regarding brand trust after theoretical analysis through literature. Both qualitative and quantitative approaches adopted for this research study. For qualitative approach, data has been collected through interviews, telephonic and email discussion. There were also conducted round table conferences for data collection purpose. On the other hand, for quantitative approach, data was collected through questionnaires. This research study discovered the significance of brand identity through brand image. It also explored the positive relationship of digital marketing intelligence and E-consumer behavior while digital marketing intelligence, E-consumer behavior and brand trust has a strong bound. If it is said that "E-consumer behavior and brand trust determined the value of digital marketing intelligence" then it would not be wrong. Findings of the study prove that brand image built any brand identity either it is positive or negative on the other hand it is also proven that E-consumer behavior and brand trust emerging digital marketing intelligence in all fields. Digital marketing intelligence practice the relevant research to assist organizations to understand the brand identity. Digital marketing intelligence upraised the E-consumer behavior and brand trust. Two gaps were closed by this study: (1) comparisons of managers and E-consumers thoughts regarding with digital marketing intelligence were not discussed before, (2) Digital marketing intelligence implementation with E-consumer behavior and brand trust were not discussed in previous studies.
... Initially, brand bravery can strengthen brand identity by setting a brand apart from competitors, and favourably shaping brand associations related to being altruistic, bold and courageous. Brand bravery can further establish positive brand meanings via performance attributes (such as empathy and ability to satisfy donor needs) and abstract imagery (Keller 1993). How people think about brands abstractly is particularly important for NPOs because of the intangibility and social context of their offerings (Venable et al. 2005). ...
Empirical evidence concerning the effects of brand activism on brand equity is growing but remains mixed at best. Although non-profit brands increasingly implement activism initiatives, there are not yet any studies that look outside the commercial sector. Non-profit brands are well placed to step up and engage in political dialogue—social change is at their core. Yet, the risks of neglecting a warm charitable image are considerable in terms of alienating current supporters and losing donations. Our research contributes to this debate by employing signalling theory to examine the effects of non-profit brand activism on brand equity in the ‘third sector’. The mediating roles of brand bravery and brand hypocrisy in this central relationship are also explored. Survey data were obtained from 518 British respondents and analysed using structural equation modelling. Our results show evidence of partial serial mediation, where the direct negative effect of non-profit brand activism on brand equity is eliminated in the presence of brand bravery and brand hypocrisy. Interestingly, in studying the mediated-moderation links, we also find the strengthening effects of a donor’s moral foundations at play. Our study suggests that there are equity gains for non-profit brands that shed traditional ‘warmth’ positioning and embrace activism and bravery.
... In this case, in general, when Varimax is used, since the separation of the relationship between each factor can be more clearly confirmed, [3], a right angle rotation method will be performed. As a result of exploratory factor analysis, factors with a factor load lower than 0.4 will be excluded, and when the remaining items are grouped, they are considered to be highly correlated with each other and viewed as one factor (14). Based on these criteria, this study will also conduct exploratory factor analysis. ...
... Brand image involves consumers' perceptions of a brand based on the brand associations held in their memory (Keller, 1993). In contrast, brand association reflects the degree to which a product or service is recognized within its category or class (Aaker, 1991). ...
In a post-pandemic era marked by thriving digital payments and e-commerce transactions due to physical distancing norms, the growth of mobile payments or E-wallets is expected to expand in tandem with the global trend toward cashless payment solutions. However, it is unclear whether this momentum would be sustained for over-the-counter (OTC) retail payments, particularly QR-code E-wallets, that are more affordable and accessible to merchants and customers than NFC-based (near field communication) systems in emerging markets. This study aims to model the interaction effects of brand image in shaping consumers’ E-wallet usage intentions. Incorporating a consumer-brand relationship element (i.e., brand image) should improve the understanding of consumers’ digital service experiences in proximity-based retail encounters. The research model was empirically tested using 305 responses from QR-based E-wallet users in the Klang Valley, Malaysia. Statistical analysis was performed using structural equation modeling (SEM) to test the hypotheses. An empirical examination of the model revealed effort expectancy, social influence, hedonic motivation, and perceived value as significant positive predictors of consumer usage intention. Furthermore, brand image was found to significantly strengthen the positive effect of perceived value and weaken the positive impact of hedonic motivation on the outcome. The study’s key contributions include reaffirming the crucial contingent role of brand image in consumer technology adoption studies and investigating consumer perceptions of QR-based E-wallets, which are expected to gain traction, especially in emerging markets. E-wallet providers should reinforce their value propositions by providing seamless, engaging, and easy-to-use experiences that improve users' brand perceptions.
... Por outro lado, a aparência e a utilidade, desempenham papéis relativamente menores. Neste sentido,Keller (1993), define branding como perceções refletidas pelas associações das mar-cas mantidas na memória do consumidor. Para Wijaya (2013), branding assume-se como o acúmulo de atributos específicos resultantes de uma interação intensa entre produtos, marcas e consumidores sintetizados na memória de cada um. ...
Desde o lançamento do primeiro livro do Harry Potter (1997), vários conteú- dos interativos foram lançados para os fãs. O mais recente trabalho criado para os Potterhead pelo Jam City e Portkey Games foi o videojogo para telemóvel, no forma- do de RPG, Hogwarts Mystery. A partir da análise estética e interativa do videojogo acima citado, esta revisão pretende explanar a experiência do usuário além do jogo, com seus respetivos desmembramentos acerca da cultura da convergência adentro da narrativa transmedia, contextualizado no ciberespaço colaborativo, entendendo a importância de manter a interação social dos participantes, despertando assim uma nova comunidade de consumidores-jogadores como novas possibilidades de criação de videojogos.
... On the other hand, brand positioning is a more outward-directed layer (Aaker, 1996;Kapferer, 2008) focused on competition, target markets, and unique selling propositions. The last layer is brand outcomes, or the results yielded by brand activities, such as brand equity, awareness, and image (Keller, 1993;Keller & Lehmann, 2006). It is outward-directed, depending on the market results or how consumers perceive the brand. ...
Objective: This paper aimed to provide a systematic review of brand identity and understand how literature streams impact the current brand identity frameworks. Method: There are few systematic reviews about this salient topic, and the existing ones have not analyzed how the research in brand identity has evolved in the last 30 years, what have been the leading research streams and gaps, and which future avenues of study could be pursued. To fill this gap, this paper analyzed 67 articles published in 24 leading academic journals (Academic Journal Guide grades 3, 4, and 4*) between 1990 and 2021. Main Results: Five key research streams were identified: brand identity frameworks; consumer behavior; corporate branding; visual brand identity; co-creation. Despite the impressive progress made over the last 30 years, our review points out what we defined as a “middle-age brand identity crisis”, since there is still no convergence among scholars about what brand identity is and what would be its main components. Also, the current research streams uncover concepts and ideas that were not previously included in brand identity frameworks. Relevance / Originality: This study performed a comprehensive systematic analysis of the brand identity literature, highlighting essential recent research not considered by the current brand identity frameworks and connecting it to branding constructs. We also identified that there is still a lack of consensus regarding the brand identity components and dimensions. Theoretical / Methodological Contributions: This paper contributes to the literature by presenting a new framework to shed light on the interactions of brand identity with other branding constructs, proposing that brand identity has a core (brand essence) and extended identity (composed of personality, relationship, symbology, and cultural expressions). A new brand identity taxonomy is also proposed, with complexity and tangibility as its dimensions.
... Individuals like to choose a homophilous source because they feel comfortable (Lazarsfeld & Merton, 1954). Brand image taps into consumers' perception of a brand that is associated with specific attributes of the brand (Keller, 1993). Brand trust refers to consumers' belief that the brand is consistent, honest, and responsible (Chaudhuri & Holbrook, 2001). ...
... Brand building is not only an important driving force for marketing physical products, it is also a vital issue for service firms. Brand image was defined by Keller (1993) as "perceptions about a brand as reflected by the brand associations held in consumers' memory." ...
... Establishing a clear brand attitude thus facilitates long-term brand-consumer interaction (McLean et al., 2020;Van Noort and Van Reijmersdal, 2019). Third, Keller (1993) proposed a model of customerbased brand equity in which brand associations and brand image promote favorable brand responses (cognitive and emotional responses) and ultimately enhance brand resonance. Scholars also show that brand attitude is an essential driver of establishing and managing brand equity (Hollebeek and Macky, 2019;Park et al., 2010). ...
The development of the “metaverse” has created new opportunities for brands’ crypto marketing and metaverse commerce. Non-fungible tokens (NFTs) are blockchain-based digital assets that behave similarly to cryptocurrencies, and many brands participate in the metaverse by developing branded NFTs (BNFTs). Given the potential of this new market, practical issues associated with it, and lack of related research, this study analyzed the attributes associated with metaverse commerce using BNFTs. We used a stimulus–organism–response (SOR) model to examine how BNFT attributes can generate positive brand outcomes using text mining and structural equation modeling. We found that BNFT attributes (i.e., scarcity, financial value, prestige, uniqueness, originality, and communication consistency) promote a favorable brand attitude, which enhances brand commitment, BNFT purchase intention, and active engagement with BNFTs. Our findings indicate that brands can engage the rapidly expanding metaverse economy and use BNFTs to build long-term customer relationships.
... Along the same line, others have established that the destination brand image incorporates the cognitive components or the knowledge about the destination and the affective component or the feelings about the tourist destination (Murphy et al. 2007). While the functional benefits, dimensions, or components refer to utilitarian, tangible, or physical attributes, the emotional or affective dimensions include nonfunctional, symbolic qualities or emotional values linked to a brand, in this case, the tourism destination (Aaker 1996;Keller 1993). ...
... Marka deneyimini bu boyutlar çerçevesinde ele alarak kuramlaştıran en eski alan uzmanlarından Park ve meslektaşları (1986: 136), tüketicilerin markaların sağladığı işlevsel, sembolik ve duygusal olmak üzere üç yarar ya da deneyim türüne sahip olduklarını tartışmaktadırlar. Marka deneyimi kuramlarından bir diğerini özellikle tüketici temelli marka değeri ile ilişkili olarak ortaya koyan önemli alan uzmanlarından Keller (1993) de benzer şekilde markalar açısından işlevsel, sembolik ve duygusal deneyimleri kavramsal bir model yoluyla tartışmaktadır. Keller'e göre (1993: 4), işlevsel yararlar ya da deneyimler; daha çok markanın tüketiminin avantajlarına işaret etmekte ve genellikle ürünle ilişkili özelliklere karşılık gelmektedir. ...
XIX. yy.'ın son çeyreği, Türk eğitim sisteminde çift yanlı kayıt yöntemine dayalı muhasebe eğitiminin hemen her eğitim kurumunda yer bulduğu bir dönemi ifade eder. Bu dönemde pek çok muhasebe eğitim eseri yayınlanmıştır. İlgili eserlerde ekseriyetle "Beş Genel Hesap" yaklaşımına yer verildiği görülmektedir. Ticari muhasebe ile ilişkilendirilen bu hesaplar bir ticaret işletmesinde muhasebe uygulamalarının önemli bir bölümünü oluşturduğu düşüncesiyle ayrıca ele alınmış ve açıklanmıştır. Bununla birlikte ilgili dönemde hemen her eğitim eserinde ele alınan bu "Beş Genel Hesap" yaklaşımının kökeni değerlendirilmemiştir. Bu çalışmada XIX. yy. Türk muhasebe eğitimi eserlerinin "Beş Genel Hesap" konusundaki yaklaşımları incelenmekte, Edmond Degrange tarafından 1795 yılında geliştirilen defter-i kebirli yevmiye sistemi ile ilgili eserlerin beş hesap yaklaşımları arasındaki ilişki irdelenmektedir.
The last quarter of the XIXth century refers to a period in which accounting education based on double-entry bookkeeping method took place in almost every educational institution in the Turkish education system. During this period, many accounting education books were published. It is seen that "Five General Accounts" approach is mostly included in the related works. These accounts, which were associated with commercial accounting, were discussed and explained separately, considering that they constituted an important part of accounting practices in a commercial business. However, the origin of this "Five General Accounts" approach, which was discussed in almost every educational work in the relevant period, was not evaluated. In this study, the approaches of Turkish accounting education books which were printed in the XIXth century, on the "Five General Accounts" are examined, and the relationship between the five accounts approaches of the books and ledger journal system that was generated by Edmond Degrange in 1795 is examined.
... Higher brand equity leads to lesser vulnerability to competition, less unfavourable reaction to price hikes, and drives consumers' subsequent purchase behaviours (Arslan & Altuna, 2010;Broyles et al., 2010). Brand equity is created through consumers' perception of the brand, and when consumers have higher brand equity, it leads to greater pricing flexibility (Keller, 1993). Consequently, consumers will be willing to pay a higher price for such brands. ...
In an era when consumers believe that businesses should engage in corporate social responsibility (CSR), it is vital to understand how it affects consumers' willingness to pay (WTP) for the goods and services offered by such businesses. There is a need for an in‐depth study into the relationship between CSR and WTP, and to identify the mediators and the moderators affecting this relationship. To investigate this, we conducted a systematic literature review based on a preliminary search result of 116 unique articles indexed on this topic in four bibliographic databases– Scopus, Google Scholar, Dimensions, and Web of Science– published over the previous seven decades. The findings confirm the overall positive effect of CSR on WTP. This study also reveals the indirect effect between CSR and WTP, mediated by variables like Brand Trust, Brand Loyalty, Brand Love, Customer Satisfaction, Brand Attitude, Purchase Intention, and Brand Equity. The relationship is impacted by moderators, including demographics, cause‐based aspects, company characteristics, personal aspects, and types of products. The theory explaining the evidence of each of these aspects provides a deeper understanding of the relationship between CSR and WTP, and the intervening variables. Based on these, a conceptual framework of this relationship involving all the variables is developed. The Theory, Context, and Method (TCM) framework is employed to identify gaps and systematically make recommendations for future research. The findings of this study will aid marketers in developing pricing strategies based on a thorough understanding of consumer behavior in terms of CSR perceptions. Scholars can use this study's conceptual framework to examine previously unexplored relationships. As the literature on CSR and its influence on consumers' purchase behavior grows, this comprehensive systematic literature review on the effects of CSR on WTP fills an important gap.
... Las empresas desean que las personas reconozcan sus marcas para que puedan tomar la decisión de elegirlos sobre otros. Desde el lado activo de la formación del valor de las marcas se puede observar que uno de los mejores escenarios de su valor es lograr que su producto sea asociado con la categoría directa del producto (Keller, 1993), como lo es en el caso de los nombres de las marcas que se confunden con los nombres de las categorías de los productos como en los casos de Ayudin (lava vajillas), Ace (detergente), Quaker (avena), post-it (papel autoadhesivo), Kolynos (pasta dental) entre otros. ...
Este ensayo discute sobre algunos de los grupos y roles que se deben considerar en el análisis de los cambios en el valor de las marcas. Se plantean los roles activos y pasivos que tienen: las actividades de la empresa, los grupos de interés de la empresa y los consumidores. Las actividades de las empresas se vinculan con el valor de las marcas directamente a través de sus productos, pero especialmente por la experiencia, identidad y la moral de sus procesos. Los grupos de interés agregan la perspectiva que genera la imagen ética de la empresa en el valor de las marcas, como lo son las responsabilidades medioambientales, su integridad y la creación de valor compartido. Los consumidores son los principales agentes modificadores del valor de la marca. Estos no solo ligan el valor del producto adquirido con la satisfacción de la necesidad, sino agregan constructos sociales que identifican, distinguen y pueden clasificar a las empresas modificando su valor, gracias a la difusión de boca a boca físico y virtual (redes sociales). Este ensayo cobra especial importancia porque en los últimos años sean incrementado las empresas cuyas marcas superan en valor a las de sus activos tradicionales, y se necesita de análisis adicionales para entender este fenómeno.
... [24] Nonfinancial indicators can provide a clear picture of marketing activities and strategies compared to financial indicators. [25] De Chernatony and Segal-Horn [26] assert that most business performance evaluations have been developed for manufacturing organizations and both service organizations and employees play a key part in such assessments. ...
Today, brand is a strategic requirement for organizations, which allows the creation of greater values for customers and sustainable competitive advantages of companies. Creating a strong brand in the market is the primary goal of many organizations. A strong brand can build up customer confidence for the purchase of goods and services, giving them a greater appreciation of the intangibles. Given the importance of the brand in marketing studies, this paper was conducted to investigate the effect of brand ambidexterity on brand performance and commitment. The research population consists of all customers of Pak brand in Rasht, Iran. Since the population size was not known, a sample size of n= 384 people was selected using the Cochran's formula for infinite population as well as Krejcie & Morgan table to ensure sampling adequacy. Structural equation modeling (SEM) using partial least squares (PLS) method were also used for data analysis. The results show that brand ambidexterity (exploitation and exploration) affects brand performance. The results also suggested that brand performance affects brand image, brand reputation and brand commitment.
... Brand identity that can be seen can be offer different competitive benefits for companies (Aaker, 1996; Harris & de Chernatony, 2001;Urde, 1999). A brand is defined as a name, term, sign, symbol or design, or a combination of these, designed to identify and differentiate the goods and services of one seller or group of sellers from those of competitors (Keller, 1993) A brand that has developed into a product identity will become a separate force in marketing the company's products. Consumers can easily identify and recognize certain products through this brand, and then decide whether to buy, consume or dispose of these products. ...
Cooperative business incorporates the small business, newly established business, as well as daily needs of people, encouraging the increase of local economic growth. Similar to other case of cooperative in the world, Indonesians are started to leave behind this kind of business ecosystem. Nowadays, the existence of cooperative in Bandung City was not remarked by most of people, especially millennials generation leading to the decrease of the number of established cooperative. The study specifically examined Brand Knowledge for cooperative businesses in the perspective of millennials living in Bandung City to increase the intention in developing cooperative unions by adopting a quantitative approach the Rasch Model. The authors find that almost 70% of millennials in Bandung City still acknowledging the existence of cooperative business near their domicile and its contribution towards the local economic growth by embracing the micro, small and medium enterprises. It means that younger generations are still aware and potentially could be trained as agents to reinforce the development of cooperative in Bandung City.
... Com base na teoria, pode-se afirmar que as observações feitas pelos referidos diretores (geral, comercial e financeiro) referem-se ao capital relacional (Knight, 1999), visto que as relações com os consumidores são consideradas por muitos pesquisadores o componente mais importante do capital relacional; o novo ambiente de negócios requer que empresas mudem de uma atitude centrada em produtos, para uma focada nos consumidores, sabe-se que o capital de cliente é um tipo de conhecimento acumulado entre uma empresa e seus clientes, sendo que uma base de consumidores forte e leal é fundamental para o sucesso econômico (AAKER, 1991(AAKER, , 1996FORNELL et al., 1996;KELLER, 1993). ...
Assumindo-se que o capital intelectual possui papel central na geração de riqueza das empresas e na economia como um todo, este estudo buscou investigar qual é a percepção dos gestores da Sanofi Aventis Brasil sobre o conceito de capital intelectual e dos fatores que são relevantes para se realizar a sua gestão sob a ótica da visão baseada em recursos (VBR) alinhada ao seu ambiente econômico, qual seja o de uma indústria farmacêutica. O estudo, de natureza exploratória e descritiva, foi desenvolvido junto aos gestores da Sanofi Aventis Brasil tendo-se adotado a estratégia de pesquisa de estudo de caso único apoiado em um protocolo; portanto, se trata de um recorte de um estudo mais abrangente que buscou conhecer a gestão do capital intelectual na referida indústria. Os dados, coletados por meio de entrevistas, foram tratados por meio da técnica de análise de conteúdo. As análises realizadas dentro do contexto da Sanofi Aventis permitiram verificar que o fator mais relevante para a gestão do capital intelectual na empresa é o gerenciamento dos processos, no sentindo de controlar os investimentos e avaliar o seu retorno, por meio da utilização de indicadores. Todavia, dado o contexto analisado, pode-se inferir que muito embora os gestores da Sanofi Aventis percebam a importância da gestão do capital intelectual, os mesmos não possuem ferramentas que lhes auxiliem nesse processo, visto que a área de controladoria da empresa ainda não desenvolveu indicadores de avaliação do capital intelectual. Por esse motivo as decisões relacionadas à gestão do capital intelectual na Sanofi Aventis ainda são realizadas de maneira intuitiva.
... 关键词: EKB模式；品牌消费；消费者决策；电子商务；网络购物 中文摘要. 电子商务兴起已成为现今企业进行网络营销不可或缺的渠道，消费者对网购方式 将是影响企业收益与竞争力的关键因素。本研究探讨大学生群体对于网购品牌行为之"品牌价 值"、"质量价值"、"服务价值"等三个构面因素，经由在线问卷调查方式取得536份有效样本问 卷， 进行独立T检定和ANOVA分析。 研究结果： (1)"品牌价值"呈现显着差异且女生高于男生； (2)有网购实务经验值的学生，大四学生对"品牌价值"呈现显着差异；(3)学生每月可支配零用 钱与"品牌价值"和"质量价值"呈现显着差异；(4)学生每月可支配零用钱以601-1000元人数最 多，1001-1500元其次；(5)网购频次多寡则与品牌对于大学生消费行为决策无显着差异。 1．引言 电子商务俨然成为当今商业发展主流一股不可抵挡的趋势，品牌被认为是提升企业竞争 力的重要策略之一，它为企业带来了无限商机；同时在消费者方面，选择网购品牌被视为生 活便利性的一部份，它改变了消费者购物行为意向，并为企业带来另一种新的销售通路 [1] 。然 而，消费者如何看待品牌与自我之间的关系，过去虽已有不少学者探究消费者与品牌之间的 关系 [2][3] ，尝试解释消费者透过品牌本身可以和该产品建立及维持一定情感关系，和再次重复 购买的意向行为 [4] 。 但我们尚未清楚了解1990年代后出生的大学生族群， 他们与网购品牌之间 的关系。基于此动机，本研究针对大学生族群的性别、年级、每月可支配零用钱、网购次数， 以及他们对品牌价值、质量价值、服务价值的满意度构面，尝试探讨他们之间的交互影响程 度， 同时也能了解品牌与大学生之间的网购行为决策关系。 研究结果可以丰富营销学科领域， 以及作为各产业经营大学生族群的品牌管理之参考，或改善建立客户购买意愿制度之参酌。 2．文献探讨 一般较常见的消费者行为模式有："尼科西亚模式"(Nicosia model)是以消费者决策过程的 仿真来探讨其消费行为意向；"霍华德-谢思模式"(Howard-Sheth model)是以消费者学习过程 为出发点来探讨其消费行为意向；"EKB模式"也称为EBM模式是以消费者的决策过程来探讨 其消费行为意向 [5] ；"Roger创新扩散理论"以产品的创新扩散为出发点来探讨消费者行为意 向；"Kotler六个"0"理论"是从市场的特质来探讨消费者行为意向 [6] ；"Bauer风险负担理论"是 从消费者所承担的风险来探讨其消费行为意向 [7] 。其中，较具有代表性的理论模式有：尼科西 亚模式、霍华德-谢思模式和EKB模式。EKB模式是以较多的变量来解说消费者购买行为意 向，同时也历经了多次修改，逐渐成为目前探究消费者购买行为模式中，最为详尽、完整且 具系统性的模式架构，其决策过程程序为问题确认、信息搜寻、方案评估、购买决策及购后 行为。因此，本研究以EKB模式来描述与作为探讨大学生对于网购品牌消费行为模式。 3. 研究方法 研究样本为广东省的大学生，尝试了解大学生在网购品牌行为时，针对品牌价值、质量 价值、服务价值的认知程度来做问卷调查，采用李克特五点量表测试深浅影响。在问卷设计 的品牌价值、质量价值与服务价值；品牌价值依据Dodds、Monroe与Grewal [8] 和Keller [9] 所提 出的品牌形象(functional)、象征性品牌形象(symbolic)与经验性品牌形象(experiential)为主要衡 量构面，即消费者会利用品牌来推论或代表其对于该品牌的质量，故品牌形象高者，其总体 评价较高、 认知价值也较高； 在质量价值则根据Zeithaml [ ...
... Brand awareness is an important component of brand equity. According to Keller (1993), brand recall refers to consumers' ability to retrieve the brand from memory, for example, when the product category or the needs fulfilled by the category are mentioned. Brand recognition may be more important to the extent that product decisions are made in the store. ...
... Brand image is defined by Keller (1993) as "perceptions about a brand as reflected by the brand associations held in consumer memory". In this study, brand image is linked to perceived price and perceived quality. ...
... In various studies, brand equity is measured by direct approach (Cobb-Walgren et al., 1995;Lassar et al., 1995;Park and Srinivasan, 1994). Direct approach is useful to assess the value added given by a brand to the product (Keller, 1993); This approach is linked to the brand equity of a product. The reason for consumer purchase. ...
El artículo presenta las cuatro metodologías de valorización de instrumentos de deuda o bonos. Se pone énfasis en el uso de la curva cupón cero para determinar el valor de un bono, resaltando sus ventajas comparando con otras metodologías, así como los casos cuando no se dispone de información de precios o tasas de mercado.
Saat ini bisnis perbankan mengalami perkembangan yang pesat. Bisnis perbankan merupakan salah satu bisnis yang sangat kompetitif dan ketat, sehingga upaya menjaga loyalitas nasabah juga menjadi semakin sulit. Berbagai upaya termasuk meningkatkan kepercayaan nasabah dilakukan untuk menumbuhkan loyalitas nasabah, diantaranya adalah dengan memberikan kemudahan dan keamanan nasabah dalam bertransaksi. Dengan berkembangnya teknologi informasi seperti saat ini, kemudahan-kemudahan pelayanan sangat mungkin ditawarkan kepada nasabah. Namun demikian bank harus dapat menumbuhkan kepercayaan nasabah untuk melakukan transaksi seperti yang ditawarkan karena bank bekerja berdasarkan prinsip Kepercayaan nasabah. Buku ini disusun dengan tujuan untuk menambah wawasan dan pengetahuan mengenai pentingnya loyalitas nasabah dalam dunia perbankan khususnya nasabah pemegang kartu kredit.
This research investigates both the downstream effect of perceived brand authenticity on consumers' actual, consequential choice and the important role of inferred brand dedication in the relationship between perceived brand authenticity, anticipated quality, and purchase intentions. We also investigate the interactive effect of two source‐related factors—intrinsic motivation and congruity—on consumers' brand authenticity perceptions. We present findings from three studies using different product categories (utilitarian/consumable: hand sanitizer; hedonic/consumable: chocolate; hedonic/non‐consumable: sunglasses). Study 1 shows that consumers use information regarding the intrinsic motivation of those behind the brand and congruity between the brand's actions and what it represents to consumers when forming brand authenticity perceptions and that intrinsic motivation and congruity interact to increase authenticity perceptions. We anticipate that consumers' positivity toward brands perceived as authentic will extend to actual choice through anticipated quality. Study 2 demonstrates that consumers choose authentic brands over inauthentic brands above what chance would dictate and anticipated quality can forecast this choice. Next, we extend our collective process knowledge by exploring an underlying reason why consumers anticipate that brands presented through marketing communications as authentic will have higher quality. We suggest that when managers present brands as authentic, consumers infer greater dedication of those behind the brand and inferred dedication influences anticipated product quality. Study 3 provides support and uncovers a serial mediation process, highlighting the importance of inferred dedication. Specifically, perceived brand authenticity increases consumers' brand dedication inferences, which in turn increases anticipated product quality, and ultimately purchase intentions.
In the realm of corporate management, brand management has been a key topic for many years. In 2019, almost 79,000 new brands were registered with the German Patent Office, and as of publication, a total of around 830,000 brands are currently registered in Germany. These figures attest to the weighty importance afforded to brands by both employees and consumers, and their subsequent high economic value. Brands can only be successful if their brand identity conveys a distinctive mindset both internally among employees and externally to consumers. A strong sense of identity creates meaning while enriching the brand and differentiate it from the competitors. Identity-based brand management is particularly well suited as a strategy to empower companies to build a strong brand. The basics of identity-based brand management are explained in this chapter.
This study introduces structural topic modeling (STM), a sophisticated unsupervised machine‐learning algorithm for text analysis, to compare Indonesian and Malaysian Muslim consumers’ approach‐avoidance behaviors toward Korean beauty products using social media data. The STM results revealed 16 topics for each country, including new common themes belonging to K‐beauty culture and wannabe Korean skin. Intriguing differences were also observed between these countries. Korea‐related constructs, such as Korea's image and wannabe Korean skin, were approach factors for only Indonesians. Korean cosmetic brand‐specific topics were extracted for only Malaysians and were significantly associated with their behavioral responses. Unsuitable Korean beauty products and domestic product preferences were avoidance factors for Indonesians, but new product risks and conflicts between Muslim and Korean cultures for Malaysians. We demonstrate that STM is a helpful tool in cross‐national research for corroborating and extending the existing theoretical frameworks. The practical implications are also provided for global marketers.
The politics in Pakistan is varying from conventional to political marketing. The political parties are strategizing political campaigns similar to brands. This article reviews the politics in Pakistan from the perspective of political marketing literature. For this purpose, an extensive review of politics from the view of political marketing in Pakistan is carried out. The literature is selected for study with the keyword "political marketing in Pakistan" in google scholar through the set the search category year 2012 to 2021. All the articles that appear in the search related to the politics of Pakistan are part of this study. The brand equity pyramid of Keller (2001) is the conceptual frame work for this study. The findings of the study reveal that Pakistani politics is evolving and turning into more scientific parameters of political marketing. Political parties are emphasizing the political identity, meaning, responses and relationships. Political parties are significantly employing the strategies of political marketing which are resonance, party image and party performance and it connects with voters through strong communication strategies. Consistent awareness about party manifestoes, confronting opponents through propaganda techniques and symbolic connection through slogans, party anthem, and association of voters with their social and economic issues and charisma of party leader are the core components of political marketing that political parties comprise in their political marketing strategies.
Innovation ist ein Trendwort der deutschen Sprache, dient als Qualitätskriterium und Zukunftsversprechen. Das Buch greift dieses Thema auf, ermittelt zunächst die Dimensionen von Innovation(skommunikation). Anschließend folgt eine dreistufige Analyse: Durch das Zusammenspiel einer automatisierten Inhaltsanalyse von über 127.000 Artikel in deutschen Leitmedien und die qualitative Analyse von Dokumenten aus verschiedenen DAX-Unternehmen ergeben sich zahlreiche Erkenntnisse, wie in Deutschland über Innovation gesprochen und geschrieben wird. Eine davon: Der Innovationsbegriff wird offensiv, aber oberflächlich genutzt und ist gleichzeitig die zentrale Währung der Wirtschaft geworden.
Pasar tradisional yang keberadaannya semakin terhimpit dengan perkembangan pasar modern, sementara keunikan pasar tradisional dapat menjadi daya tarik sendiri bagi para pengunjunjungnya baik lokal, domestik maupun manca negara. Buku ini mengkaji pasar tradisional baik dari sisi pelanggan pasar tradisional maupun dari sisi pedagang di pasar tradisional tersebut. Obyek pasar tradisional yang dikaji meliputi 69 pasar tradisional di Jawa Barat, dengan 840 pedagan pasar tradisional dijadikan responden dan 800 pelanggan pasar tradisional. Buku ini mengkaji diawali dengan latar belakang yang menggambarkan kondisi eksisting pasar tradisional dan pentingnya jaminan ketersediaan produk.
Selanjutnya, terkait dengan perspektif pelanggan terhadap pasar tradisional dibahas beberapa hal yaitu; peran logistik dalam toko dalam perspektif pelanggan/pengunjung pasar tradisional, sehingga diketahui unsur-unsur logistik dalam toko yang menurut pelanggan/pengunjung diperlukan di pasar tradisional. Kualitas layanan pasar tradisional juga dielaborasi serta dibandingkan dengan pasar modern. Pembahasan dalam bagian ini diakhiri dengan pengukuran logistik dalam toko, kualitas layanan, citra pasar dan loyalitas pelanggan pasar tradisional.
Bagiaan berikutnya, terkait dengan perpektif pedagang pasar tradisional dibahas beberapa hal yaitu; peran kerelasian pembeli-pemasok dalam pasar tradisional dalam menjamin ketersediaan produk, kapabilitas dinamis para pedagang pasar tradisional, dan bagian akhir dibahas hubungan pembeli-pemasik, kapabilitas dinamis dalam meningkatkan kinerja usaha para pedagang pasar tradisional.
Brand knowledge isthe consumer's awareness about their brand, which relates to consumers' strength to recognize or recall the brand and image under different conditions which consists of consumers' perceptions and of associations for the brand."(Kevin Lane Keller 1993).The main objective of this study is to examine the impact of interactive marketing communication tools on Brand knowledge and to elucidatedemographic influence ofbrand knowledge in Royal Enfield motorcycle owners in north Chennai city, India. A survey was conducted among Royal Enfield bike owners in north Chennai city. The primary data was collected from 150 Royal Enfieldbike owners through an interview schedule. The study concludes that there is a strong positive influence ofinteractive marketing communication tools on brand knowledge.This study will help marketers for the effective use of Interactive marketing communication tools to achieve brand awareness amongtheir consumers. Introduction:
Las marcas en el mercado requieren posicionarse en la mente de los consumidores; para ello, los estrategas realizan grandes esfuerzos mercadológicos, como el vincular la marca con imágenes que atraigan e interesen al mercado meta. Las imágenes juegan un papel muy importante en este proceso. En este estudio experimental, cuyo objetivo fue conocer el efecto de la imagen en la percepción de marcas posicionadas en el mercado mexicano, participaron 1 800 estudiantes universitarios de 27 estados de la República Mexicana a los cuales se les mostraron 30 imágenes, cada una con una marca y con una imagen evaluada en estudios previos. Los resultados muestran que la percepción que se tiene de la marca es lo que define la evaluación de la imagen; en otras palabras, si la marca es percibida en forma negativa, ésta modificará la evaluación de la imagen en forma negativa y viceversa; por lo tanto, en una estrategia de comunicación gráfica es muy importante que se inicie con una construcción de la marca que transmita valores éticos y de responsabilidad social.
The chapter discusses the role of the manner of attitude formation. It focuses on the development of an attitude through direct behavioral experience with the attitude object and examines whether such attitudes better predict subsequent behavior than attitudes formed without behavioral experience. The chapter provides an overview of the attitude-behavior consistency problem and describes the effect of the manner of attitude formation through the “housing” study, the “puzzle” experiment, and the “subject pool” study. The prior-to-later behavior relation is also discussed in the chapter, wherein it has described the self-perception of past religious behaviors, attitudes and self-reports of subsequent behavior, an individual difference perspective, and a partial correlation analysis. The chapter discusses attitudinal qualities—namely, confidence and clarity, the persistence of the attitude, and resistance to attack. The reasons for the differential strength are also explored in the chapter—namely, the amount of information available, information processing, and attitude accessibility. The chapter briefly describes the attitude-behavior relationship, personality traits, and behavior.
Most empirical work on product symbolism has paid relatively little attention to how products are used by consumers in everyday social life. This paper argues that the subjective experience imparted by the consumption of many products substantially contributes to the consumer's structuring of social reality, self-concept, and behavior. Moreover, the consumer often relies upon the social meanings inherent in products as a guide to the performance of social roles, especially when role demands are novel. While marketing theory traditionally views products as post hoc responses to underlying needs, the focus here is on conditions under which products serve as a priori stimuli to behavior. By integrating concepts adapted from symbolic interactionism, this approach stresses the importance of product symbolism as a mediator of self-definition and role performance.
Virtually all forms of marketing communications rely on a combination of verbal and nonverbal elements to convey the intended message. Within the store, manu- facturer point-of-purchase displays, packages, and re- tailer on-site merchandising materials often feature col- orful graphic and visual elements along with verbally oriented elements to attract consumer attention and con- vey a message about a product. Outside the store, news- paper and magazine advertisements as well as television commercials often emphasize their message through the same form of visually oriented communications, whereas radio uses music and sound effects. Despite this prom- inent use of nonverbal elements as message cues, sur- prisingly little research has examined the effects of non- verbal cues on consumer information processing. Even less research has investigated the effective integration of verbal and nonverbal elements in the design of market- ing communications. Recent studies on the effects of pictorial material in print advertisements generally has examined the impact of pictures added to verbal material in comparison with verbal material alone. Because of the
Evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value. Propositions about the concepts and their relationships are presented, then supported with evidence from the literature. Discussion centers on directions for research and implications for managing price, quality, and value.
Conducted a 2 * 2 * 2 * 3 factorial experiment, using 136 adult male beer drinkers and 4 test beers, to examine the effects of price, composition differences, and brand image cues on the perception of beer quality. Price was found to serve as an indicant of product quality when it was the only cue available but not when embedded in a multicue setting. Brand image had a stronger effect upon quality perception, particularly for brands with strong positive images. In addition, it was found that neither price nor brand name had significant effects on perceived quality except when product composition characteristics were allowed to vary between product samples. In contrast to earlier findings, data suggest that beer drinkers possess at least some ability to distinguish among different brands of beer on the basis of composition (i.e., taste and aroma) cues alone. (23 ref.) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Examined memory for reactions and judgments about a biographical passage following the presentation of subsequent information relevant to the passage. Ss were 500 undergraduates. Exp I demonstrated that reaction memory shifted as a function of the type of subsequent information when 3 wks separated it from the memory test, but not when testing was immediate or when the information was delivered just prior to the delayed test. These results were obtained again in Exp II and contrasted to shifts in memory for passage facts. Misleading factual information influenced memory for passage facts most when it was delivered just before the delayed recognition test. Similar effects occurred in Exps III and IV despite changes making the bias and test procedures for reaction and fact memory more comparable. The different ways that memories for reactions and facts are influenced by later information are discussed in terms of the loci of reaction and fact generation (internal and external). (14 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Produced retroactive inhibition under free recall conditions in an experiment in which 128 high school and university students learned and subsequently recalled from 1-6 categorically structured lists. The observed retroactive inhibition was attributable mainly to the lowered probability of recall of word categories as higher order memory units. Recall of words within recalled categories was not greatly affected. Presentation of category names as retrieval cues largely removed retroactive effects and restored word recall to nearly its original level. It is concluded that retroactive inhibition in free recall of organized lists (a) represents a state of memory in which higher order units of information are available but not accessible in the memory store, (b) reflects altered stimulating conditions brought about by interpolated learning, and (c) can be described as an instance of cue-dependent forgetting. (15 ref.) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
This paper presents a technique for estimating a firm's brand equity that is based on the financial market value of the firm. Brand equity is defined as the incremental cash flows which accrue to branded products over unbranded products. The estimation technique extracts the value of brand equity from the value of the firm's other assets.
This technique is useful for two purposes. First, the macro approach assigns an objective value to a company's brands and relates this value to the determinants of brand equity. Second, the micro approach isolates changes in brand equity at the individual brand level by measuring the response of brand equity to major marketing decisions.
Empirically, we estimate brand equity using the macro approach for a sample of industries and companies. Then we use the micro approach to trace the brand equity of Coca-Cola and Pepsi over three major events in the soft drink industry from 1982 to 1986.
This paper briefly reviews the evidence for multistore theories of memory and points out some difficulties with the approach. An alternative framework for human memory research is then outlined in terms of depth or levels of processing. Some current data and arguments are reexamined in the light of this alternative framework and implications for further research considered.
Presents a spreading-activation theory of human semantic processing,
which can be applied to a wide range of recent experimental results.
The theory is based on M. R. Quillian's (1967) theory of semantic
memory search and semantic preparation, or priming. In conjunction
with this, several misconceptions concerning Quillian's theory are
discussed. A number of additional assumptions are proposed for his
theory to apply it to recent experiments. The present paper shows
how the extended theory can account for results of several production
experiments by E. F. Loftus, J. F. Juola and R. C. Atkinson's (1971)
multiple-category experiment, C. Conrad's (1972) sentence-verification
experiments, and several categorization experiments on the effect
of semantic relatedness and typicality by K. J. Holyoak and A. L.
Glass (1975), L. J. Rips et al (1973), and E. Rosch (1973). The paper
also provides a critique of the Rips et al model for categorization
judgments.
While consumer researchers have evinced considerable interest in cognitive processes in decision making, work has centered on the conscious mental manipulation of product information. This paper addresses memory and attentional processes that may occur below the level of consciousness. Methods developed within the field of cognitive psychology are presented to supplement the standard process tracing methods commonly used by consumer researchers.
This paper shows that increases in the minimum wage rate can have ambiguous effects on the working hours and welfare of employed workers in competitive labor markets. The reason is that employers may not comply with the minimum wage legislation and instead pay a lower subminimum wage rate. If workers are risk neutral, we prove that working hours and welfare are invariant to the minimum wage rate. If workers are risk averse and imprudent (which is the empirically likely case), then working hours decrease with the minimum wage rate, while their welfare may increase.
Concepts related to country of origin can affect interpretation of information about specific product attributes. However, these effects are likely to be pronounced only when country of origin is conveyed some time before attribute descriptions, allowing a separate concept of the product to be formed on the basis of it. When country of origin and intrinsic attribute information were presented in the same experimental session, subjects perceived country of origin as simply another product attribute. When presented the day before, however, country of origin not only had a greater influence on product evaluations but affected the interpretation of attribute descriptions. Copyright 1990 by the University of Chicago.
Results of a controlled experiment on the role of brand awareness in the consumer choice process showed that brand awareness was a dominant choice heuristic among awareness-group subjects. Subjects with no brand awareness tended to sample more brands and selected the high-quality brand on the final choice significantly more often than those with brand awareness. Thus, when quality differences exist among competing brands, consumers may "pay a price" for employing simple choice heuristics such as brand awareness in the interest of economizing time and effort. However, building brand awareness is a viable strategy for advertising aimed at increasing brand-choice probabilities. Copyright 1990 by the University of Chicago.
Drawing from recent developments in social cognition, cognitive psychology, and behavioral decision theory, we analyzed when and how the act of measuring beliefs, attitudes, intentions, and behaviors affects observed correlations among them. Belief, attitude, or intention can be created by measurement if the measured constructs do not already exist in long-term memory. The responses thus created can have directive effects on answers to other questions that follow in the survey. But even when counterparts to the beliefs, attitudes, and intentions measured already exist in memory, the structure of the survey researcher's questionnaire can affect observed correlations among them. The respondent may use retrieved answers to earlier survey questions as inputs to response generation to later questions. We present a simple theory predicting that an earlier response will be used as a basis for another, subsequent response if the former is accessible and if it is perceived to be more diagnostic than other accessible inputs. We outline the factors that determine both the perceived diagnosticity of a potential input, the likelihood that it will be retrieved, and the likelihood that some alternative (and potentially more diagnostic) inputs will be retrieved. This article examines the effects of measurement operations on revealed correlations among survey measures of belief, attitude, intention, and behavior. The potential reactivity of measurement has long been of concern in psychology. Methodologists (e.g., Campbell & Stanley, 1966; Cook & Campbell, 1979; Runkel & McGrath, 1972) warn of measurement-induced distortions relating to social desirability, evaluation apprehension, and sensitization to experimental treatments. Although it is true that the problem of reactivity of measurement affects work in both the social and physical sciences, in the physical sciences, measurement effects are expressed in terms of substantive theory. For instance, Heisenberg's uncertainty principle links basic
The authors explore the implications of considering a brand as representing a category consisting of its products. They report results of a laboratory experiment in which response times and verbal protocols were used to examine processes related to the evaluation of brand extensions. Evaluations of brand extensions were influenced both by the extension's similarity to the brand's current products (brand extension typicality) and by the variation among a brand's current products (brand breadth). An inverted U describes the relationship between brand extension typicality and evaluation process measures. Moderately typical extensions were evaluated in a more piecemeal and less global way than were either extremely typical or extremely atypical extensions. Subjects' attitudes toward brand extensions were correlated highly with their ratings of brand extension typicality.
The authors examine the effects of brand strategy (i.e., brand extensions vs. individual brands) on new product market share and advertising efficiency, and the degree to which these effects are moderated by characteristics of the brand, the product to which it is extended, and the market in which that product competes. The findings indicate that brand extensions capture greater market share and realize greater advertising efficiency than individual brands. The strength of the parent brand is related positively to the market share of brand extensions but has no effect on advertising efficiency. Neither the market share nor the advertising efficiency of extensions is affected by the number of products affiliated with the parent brand. The relative effect of brand extensions on market share is not moderated by the degree of similarity between the extension and other products affiliated with the brand. Advertising efficiency effects, however, are elevated when similarity is high, but only when it is based on intrinsic attributes. Market share and advertising efficiency effects are elevated when the extension is composed primarily of experience attributes and competes in markets where consumers have limited knowledge of the product class. Competitive intensity does not moderate advertising efficiency effects; however, market share effects are elevated when the extension competes in markets comprising few competitors. Finally, both market share and efficiency effects diminish as the extension becomes established in the market.
Results of four studies demonstrate that perceptions of how different a brand is from other brands in the product category affect perceptions of the brand's position within the category. Specifically, perceptions that a brand is strongly discrepant result in a subtyped (or niche) position, whereas perceptions that a brand is moderately discrepant result in a differentiated position within the general category. Perceptions of discrepancy are affected both by the extent of discrepancy on an attribute and whether the discrepant information is concentrated in a single ad for the brand or dispersed across multiple ads for the product. The effects associated with a subtyped position, in comparison with a differentiated position, are identified (study 1) and are found to increase with time (study 2). The subtyped versus differentiated distinction for a strongly versus moderately discrepant brand is validated with a sorting task (study 3). This distinction is shown to hold in the context of multiple discrepant brands that differ in their extent of discrepancy (study 4). Implications of the findings for a theoretical understanding of subtyping versus differentiation and for the application of positioning strategies in the marketplace are discussed.
A model for consumer package goods is described by which consumers can be segmented into loyalty groups. A survey is used to obtain measures of consumer willingness to switch from a regular brand, if there is one. Each loyalty group is associated with a unique purchase probability vector. The probabilities are derived empirically from purchase behavior. By use of the purchase probability vectors, brand shares and repeat rates can be simulated by the loyalty group segmentation (LGS) model, which yields good fits. Empirical data were available which reflected the effect of price changes on brand switching behavior by loyalty groups. At first price elasticities based on deviations from average price were used with poor results. By a revised version of the model, average price was recomputed as the sum of the prices of competitive brands weighted by the percentage of the brand's total switching with each other brand. By use of such loyalty group cross-price elasticity measures, high correlations were obtained with the empirical observations of share, repeat rate, and switching behavior.
Though most observers acknowledge that consumers make inferences among product attributes, the influence of such inferences on product evaluation is much less clear. Study respondents evaluated products for which information on one of two attributes was systematically omitted. A general model is built to estimate the directional effect of inferences on product evaluation. The effect of inferences to a missing attribute is statistically significant and in the expected direction. In one case, the marginal value of the remaining attribute (price) reverses in sign because of an inference. Thus, inferences are theoretically important and a potentially troublesome issue in the modeling and measurement of consumer choice processes.
As a company tries to find the factors accounting for strong and weak markets, typical consumer explanations for both tend to be in terms of the physical attributes of the product. Carling Brewing Company used a relatively inexpensive experiment to help dichotomize contributing influences as being either product or marketing oriented and, also, to indicate the magnitude of the marketing influence for various brands. The experiment involved the use of groups of beer drinkers that tasted (drank) and rated beer from nude bottles and from labeled bottles.
A theoretical framework that integrates all individual product benefits into seven general motivation classes, for the purpose of formulating brand strategy.
Consumer behavior depth interviews are grouped with other kinds of story telling-fairy tales, novels, psychological test responses, and myths-as imaginative statements that can be qualitatively interpreted for their functional and symbolic content. Drawing upon the Claude Lévi-Strauss approach to the analysis of myths, a structuralist interpretation illustrates application to the age, sex, and social status dimensions of food consumption.
When a buyer perceives risk in a purchase he can pursue different strategies of risk resolution. This article presents research findings which indicate that consumers have preferences for different methods of risk reduction associated with various types of loss.
Empirical evidence is presented which supports the explicit consideration of situational factors in the study of consumer behavior. Situational variation of brand choice behavior and attitude is identified. The use of situation-specific measures in an attribute-based attitude model is found to increase the ability of the model to predict subsequent brand choice behavior as reported in a multiple wave survey.
The need to identify the boundaries of increasingly complex product-markets has spawned a number of analytical methods based on customer behavior or judgments. The various methods are compared and contrasted according to whether they are consistent with a conceptual definition of a product-market, and their ability to yield diagnostic insights.
Investigated the effect of linking brand and retailer images on quality perception. Three products were studied: jeans, sneakers, and pantyhose. Two well-known brands were selected within each product category, one with a relatively high-quality image and the other having a positive, but lower-quality image. These brands were linked with retailers whose images also differed in terms of perceived quality. Questionnaires were distributed to 77 college students and 91 shoppers (mean age 30 yrs). Results indicate that when a positive brand image was linked with a less positive store image, the linkage fell in between the scores given to the separate components. In contrast, when a positive store image was linked with a less positive brand image, the resultant linked image was generally as low as, and often lower than, the low brand-image component rated separately. Implications for retailers and manufacturers are discussed. (10 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Describes search of associative memory (SAM), a general theory of retrieval from long-term memory that combines features of associative network models and random search models. It posits cue-dependent probabilistic sampling and recovery from an associative network, but the network is specified as a retrieval structure rather than a storage structure. A quantitative computer simulation of SAM was developed and applied to the part-list cuing paradigm. When free recall of a list of words was cued by a random subset of words from that list, the probability of recalling one of the remaining words was less than if no cues were provided at all. SAM predicted this effect in all its variations by making extensive use of interword associations in retrieval, a process that previous theorizing has dismissed. (55 ref)
In multi-attribute models in marketing, a consumer's preference for a brand in a product class is expressed as a weighted sum of the brand's attribute values. However, marketing is abundant with examples where two brands may have approximately the same attribute values but enjoy very different market shares, e.g., Coke and Pepsi may have the same values for "sweetness," "carbonation," "calories" and "price" but have quite different market shares; two political candidates may take approximately the same position on relevant political issues but enjoy different levels of voter support. Defining the "brand-specific effect" to be the component of overall preference not explained by the attributes used in the multi-attribute model, the aim is to empirically estimate the brand-specific effects for the different brands. It turns out that the estimation problems have a close relationship to some minimum cost network flow models in Operations Research. An empirical application of the proposed approach in the context of consumers' choices of different primary health care physicians in a rural area reveals that the brand-specific component substantially improves the validity of the multi-attribute model.
This research focuses on how price changes influence the observed pattern of brand competition. The paper begins with a basic utility model formulation and examines the implications of three major classes of preference distributions on the expected patterns of competition. A price-tier model is proposed to operationalize the theory and to allow predictive testing. The price-tier model is estimated on 28 brands across four product categories.
The results show a specific asymmetric pattern of price competition. Higher-price, higher quality brands steal share from other brands in the same price-quality tier, as well as from brands in the tier below. However, lower-price, lower-quality brands take sales from their own tier and the tier below brands, but do not steal significant share from the tiers above. The results are consistent with a bimodal preference distribution, with the regular price indifference point being located toward the lower-quality end of the preference distribution for the categories analyzed.
Six experiments explored the hypothesis that the members of categories which are considered most prototypical are those with most attributes in common with other members of the category and least attributes in common with other categories. In probabilistic terms, the hypothesis is that prototypicality is a function of the total cue validity of the attributes of items. In Experiments 1 and 3, subjects listed attributes for members of semantic categories which had been previously rated for degree of prototypicality. High positive correlations were obtained between those ratings and the extent of distribution of an item's attributes among the other items of the category. In Experiments 2 and 4, subjects listed superordinates of category members and listed attributes of members of contrasting categories. Negative correlations were obtained between prototypicality and superordinates other than the category in question and between prototypicality and an item's possession of attributes possessed by members of contrasting categories. Experiments 5 and 6 used artificial categories and showed that family resemblance within categories and lack of overlap of elements with contrasting categories were correlated with ease of learning, reaction time in identifying an item after learning, and rating of prototypicality of an item. It is argued that family resemblance offers an alternative to criterial features in defining categories.
Brand extensions represent an opportunity for firms to use the equity built up in the names of existing brands in order to enhance marketing productivity. However, before considering a specific extension, managers must first determine how extendible a brand name is likely to be. We hypothesize that consumer utility for a brand consists of three components and that the extendibility of a brand name is limited by how closely the brand name interacts with the physical product attributes in consumers' utility for the brand in the parent category. If two brands are preferred equally by consumers, but the utility for one brand is partly due to the interaction of the brand name and physical attributes, then that brand name will have a lower value in distant extensions compared to the other brand that does not exhibit these interactions. We develop a model of consumer utility for experimentally testing this hypothesis using several real brand names and their hypothetical extensions. Overall, the results support our model and suggest that in order to maximize future extendibility, a brand should try to enhance the value to consumers of characteristics associated with its brand name such as quality, style, durability, and reputation that are not product-specific.
Thesis (Ph. D.)--Stanford University, 1992. Photocopy.
Thesis (Ph. D.)--University of California, Los Angeles, 1983. Includes vita. Includes bibliographical references (leaves 209-218). Photocopy.
At the psychological level the reasons for holding or for changing attitudes are found in the functions they perform for the individual, specifically the functions of adjustment, ego defense, value expression, and knowledge. The conditions necessary to arouse or modify an attitude vary according to the motivational basis of the attitude. Ego-defensive attitudes, for example, can be aroused by threats, appeals to hatred and repressed impulses, and authoritarian suggestion, and can be changed by removal of threat, catharsis, and self-insight. Expressive attitudes are aroused by cues associated with the individual's values and by the need to reassert his self-image and can be changed by showing the appropriateness of the new or modified beliefs to the self-concept Brain washing is primarily directed at the value-expressive function and operates by controlling all environmental supports of old values. Changing attitudes may involve generalization of change to related areas of belief and feeling. Minimal generalization seems to be the rule among adults; for example, in politics voting for an opposition candidate does not have much effect upon party identification.
Umbrella branding, the practice of labeling more than one product with a single brand name, is commonly used by multiproduct companies. Spillovers occur when information about one product affects the demand for other products with the same brand name. This article provides a methodology to analyze spillovers and uses it to measure two instances of spillover effects. The study shows that negative spillovers resulted from the Audi 5000's problems with sudden acceleration and that positive spillovers resulted from Jaguar's first major model change in seventeen years. Copyright 1990 by the University of Chicago.