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Brand Management - Science topic
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Questions related to Brand Management
I want to use relevant concepts in marketing to tie in with the movie "Death Race".
Chatgpt has provided some answers but I want human intervention. How do I illustrate formation of a Cult Brand (Frankenstein), Brand Management, Product Development , Market Analysis etc. All suggestions will be highly appreciated and acknowle
what are the challanges facing brand management for service ?
Hi,
I am currently working on my thesis and I am designing an online experiment with 2 factors, each of which has two levels.
To briefly explain the experiment: participants will either see a piece of content created by professional content creators or a piece of content created by GenAI. Therefore, my independent variable will be the content source (AI vs human), while my dependent variables will be some measures of content quality.
Moreover, there will be two "conditions" in each group: participants can either see the disclosure of the content source or not.
The allocation of participants to each group will be random.
I am confused as to what this last variable (disclosure vs non-disclosure) is. I thought it would either be another independent variable or a moderating variable, but my professor thinks it cannot be considered a moderating variable. So, what is the correct way to classify it?
And finally, how can I visualize all the variables? I attach the framework I have made so far. I am not sure whether instead of the "independent variable" box it would be correct to create a matrix including both of the independent variables.
I am new to research so I apologize for any inaccuracies you may read above.
I would really appreciate any help! Thank you so much for reading my question :)

Dear Sir / Ma'am,
Greetings of the day!
I am a research scholar conducting a research to measure the impact of gamification on online consumer as in the use of gamified mechanics on consumer experience during online shopping also the ethics and buying decision under the influence of gamification. Also its relation with consumer retention and purchase decision. I request you to spare few minutes of your valuable time to fill up this questionnaire. It would be of immense help. This instrument contains 9 Constructs and 102 Items to be answered with Five-point Likert Scale. We need your Expert judgement on the Degree of Relevance of Each item to the Measured Construct. Kindly add Comments where required. Also it would be great if you can forward the questionnaire to your other know groups via email, whatsapp or any other medium.
Thanks in advance!
Rimzim Tyagi
Research Scholar
Lovely professional University
Customer reviews on social media play a critical role in the decision making (i.e., pre-purchase) stage in the customer journey. Therefore, it is critical for a brand to measure customers' perception of the quality of the reviews available across the brand's social media platforms, such as reviews on the brand's Facebook page. The following study has developed and empirically validated a construct called 'Social Communications' (SOCM) that brand managers and researchers could use to measure the quality of a brand's customer reviews. They define 'Social Communications' as the customer’s evaluative judgment of peer user endorsements of a brand across any channels. The four items for measuring the construct are (replace XYZ with the brand's name):
- SOCM1: Customer reviews of XYZ across all channels are accurate.
- SOCM2: Customer reviews across XYZ’s channels make me feel confident to buy from XYZ.
- SOCM3: Online posts by other customers make me feel confident to buy from XYZ.
- SOCM4: Customer reviews of XYZ across all channels are trustworthy.
Review the article for further details (open/free access): Syed Mahmudur Rahman, Jamie Carlson, Siegfried P. Gudergan, Martin Wetzels, Dhruv Grewal. (2022). Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact. Journal of Retailing, https://doi.org/10.1016/j.jretai.2022.03.003
There are many publications about the proliferation of private labels over the last years (for example, measured by market shares). But is this proliferation going on and on? Or has a new balance emerged? And if so, how can retailers and industry influence this competition? Or does the proliferation take place 'covertly'? For example, via high-quality or sustainable private labels.
Could you please recommend a good topic for my MBA-Dissertation mainly around Pharmaceutical marketing. I believe the Covid-19 will significantly impact the way Pharma marketing operated earlier.
The brand managers/digital marketers would probably struggle to figure out the balanced operating model in a post COVID-19 world to commercialize their brand in a highly regulated space (B2B2C) which was primarily driven by sales reps. It would be interesting to know how pandemic has transformed the prescriber behavior and will they be open for sales reps visits which remained virtual for considerable time.
The proposed work is about influence on gamification in Customer brand engagement but unable to decide that in current scenario which category is more impactful.
My area of research involves- Brand Mnagement, Strategic Brand Management, Consumer brand relationship. Basically, anything related to brand.
For my thesis, I am explicitly looking for studies that deal with the motivation for brand related ugc. I can also use general literature for creating ugc if they are up-to-date. It would help me a lot. Thank you
Dear all,
I would like to know if we can run endogeneity test using SPSS?
Actually, I know about 2SLS. However, how can we identify if a variable is endogenous through 2SLS?
I appreciate any assistance.
Thank you.
Best Regards,
I would like to find papers or theses - or in fact any article, if from a business publication - that focused on Brand Valuation methods, and tried to compare different methods or different brands according to the same method.
I teach Brand Management to undergraduates and the Brand Valuation methods is a confusing point; i could never develop anything like a class exercise that would allow me to clarify the matter, and the students feel they can't grasp how exactly do consultants determine a global brand's valuation, nor do they understand the full consequences of such attribution.
I would appreciate any material that could help shed a light on this.
thank you,
Paulo L
I'm interested in the following questions: do online brands have different nature vs traditional offline brands? What are the similarities and differences? Are there any significant differences in a branding/re-branding process?
Is it true and ethical that consumers have to ask their doctors to prescribe particular medicines or particular brands?
I am very interested in this topic, but this is early days for me.
I would appreciate any comments, please.
; )
How Different and same are the above two concepts? is there any relationship between the two or one is part of another?
For some years i've been teaching the concept of Brand Equity in my classes, based on Aaker and Keller - lately solely on Keller. I find the idea itself very useful as a way to translate the added value of the brand to a company's market proposition; besides, companies may make the Brand itself as the most significant part of their proposition in certain industries and models (like licensing).
I understand Aaker tried for a company oriented definition and Keller for a consumer-based definition, but i think they complement each other; i would like to know if there were any newer authors, newer constructions, worth assessing.
(also, i find Kapferer more useful to other aspects of Brand Mgmt, and i confess i've had trouble in making deChernatony palatable for undergraduate level)
thank you,
Paulo L
In order to explain the roles of different brands in a portfolio i have been using the classic Aaker model of portfolio strategy;
I am not sure, though, if this model is still accepted since it was proposed around 20 years ago.
i am looking for updates or newer models that could explain both the relationship among brands in side a portfolio, and the roles they could perform.
Thank you,
Paulo L
We are looking for a platform to integrate different biometric measurements like GSR, eye tracking etc. We want to use these techniques for consumer and brand research. One potential system is the iMotion platform. Any experiences with this system? Do you know high-ranked journal articles (in marketing, consumer behavior, brand management) with the use of this system?
Thanks in advance!
I have been lecturing on Brand Management for a few years now; even though it is not a graphic design course, i do try to show students different options for logo development, my aim is to help them develop their own taste and feel for what makes a logo attractive and effective.
I have used a couple of logo classifications, sort of typologies, but i do feel the need to see more options. The classifications i use focus on the relation between symbol and lettering and seem to have too may undecided cases; the exceptions tend to make the students more confused, and this undermines my objectives.
Thank you all,
Paulo L
Some discussion has arisen in my classes because of the meaning of "Reflection" in Kapferer's Brand Prism. Two ideas compete:
1. Reflection is what society in general thinks of those brand customers, the general, stereotypical, idea.
2. Reflection is the way the brand portraits its customers. So in a way, it should be as close as possible to the "Self-Image" quadrant. It is the image that people want to identify with.
The difference is important, it may lead to important differences when building a brand prism. There might in fact be three different "images" contending, if you adopt definition 1 - the way advertising portraits users; the way users think of themselves; and the way society thinks of users. This situation may happen when you discuss iconic brands like Harley-Davidson or even Apple.
I welcome any input, thank you
Paulo L
#branding #brandprism #kapferer #jeannoelkapferer #brandmanagement #brandbuilding
* can you help me to find the challenge (L'oreal group) ?
the question is ...
Critical evaluation of its corporate brand management (e.g. What are they?, How have they been performing?)
*Effective application of appropriate corporate branding theories to evaluate the chosen corporate brand in relation to various corporate brand components. For example:
• Corporate brand identity? • Corporate brand equity?
• Corporate image?
• Corporate communication? • Etc.
*Awareness of challenges faced in corporate brand management in relation to those corporate brand components. For example:
• How does the company vision permeate throughout its corporate brand?
• How are the corporate brand values communicated through various corporate brand components (e.g. identity, image, reputation, etc.), and its brand architecture?
o Consistent? o Relevant?
o Clear?
o Competitive?
i think that perceived fit can be enhanced by doing well
I've been working with our Brand Management course for some years; our strong points are Brand Identity models, Brand Extensions, Brand Portfolio Management. It seems however that the Digital revolution has challenged the way we usually think about brands. Course restructuring is an option by I would like some opinions on the relevant subjects for todays' students, which are about to go, in their great majority, to the job market.
Thank you.
Dear friends, one of the researcher who is doing research in the area of Brand Image (marketing).
We are look for a comprehensive but precise questionnaire related to Brand Image? Can anyone suggest or share questionnaire related to Brand Image?
Best Regards
I am in a little dilema that consumer's attitude might be differ as per the involvement to accept the collaborative approach.
i am looking at companies who have used music in their adverts.i need example of a brand being associated or identified by music they chose for their advert
Hi,
I would greatly appreciate help on the following problem:
I included a 5 point Likert scale in a survey (Aaker's brand personality scale) and now want to check it on SPSS.
The scale includes 8 different items, from which 4 belong to the brand personality "sincere" and the other ones to "exciting". Now I try to check if the brands I asked for in the survey are perceived as one of the mentioned brand personality and are equally evaluated on the items.
Which test can I execute? I already used Cronbach's alpha, but feel like it does not test what I am intended to.
Many thanks,
Franziska
Consumer behavior on social media marketing
On the surface this is not a complex question but why isn’t designing thinking not a mainstream executive management topic? There is strong evidence from the new product development discipline that design thinking is a core concept. I see huge design thinking potential across advertising, online retailing and supply chain disciplines but I do not see much evidence. Is design thinking a fad or difficult to articulate and execute?
I'm doing a research about intention purchase in social media instagram, the background of my research is while the local brand which being my object research keep getting bad e-wom, the brand never stop to create a lot promotion for their brand and still the enthusiastic of people towards brand still keep high.
My current study is on Facebook marketing and its impact on brand equity. Though I found some useful articles, they do not reveal the theoretical foundation of their framework. Can someone please help me to find a theory which relevant to the social media marketing and brand equity?
With special focus on emerging trends in the space. -Thanks
I have been working on measuring service quality, customer satisfaction and brand image of multispecialty hospitals in India?
I have drafted a questionnaire for measuring service quality and customer satisfaction but not able to design out items for measuring brand image?
Can any one help me in designing the items or questions for measuring brand image of multispecialty hospitals?
Hi scholars,
I have been searching for appropriate underlying theory that explains the relationship among the variables of customer based brand equity model. I came across of "Associative Network Memory Module" theory that describes the Keller's CBBE model. However, more appropriate theory would explain the variable relationships in a larger context. Looking forward your suggestions. Thanks in advance
Twitter, Facebook, Instagram...
I need new and useful articles about essence of brand. Because this is a new topic, I do not have access to new articles (2013-2015). Can you help me?
Hi,
I am a student (MBA Luxury Brand Management) and I am doing a research paper on brand experience in hospitality. The main question is about creating/design an experience for the guests. What are the important elements?.
What is an experience? Branding implies also staff recruitment etc.
If you have any articles, ideas, suggestions to share I will be please.
Thanks
How far have brand management scholars gone in their quest to come up with a common understanding of what the terms "brand" and "brand equity" mean?
I want to conduct a brand awareness survey. I do not have access to the number of all people and I want to know what is the best practice to select the sample from the population (which is the citizens of a country).
In this regards, I have two options:
1. To go on the street and ask the pedestrians to answer the questionnaire in a convenient way (which I do not like due to its limits for generalizing).
2. I can generate random possible cellphone users' phone number and call to see who is going to pick up. (in this case, do you know what would be the name of the method I am using? can I call it a random sampling?)
I think the second method is more close to random sampling however I might fail to call the numbers because they are random numbers and might not be a working phone number.
The company is among the top companies in Iran in the field of mobile payment (through USSD)
please give me your feedback.
Thanks in advance,
Hosein
Dear Friends on Researchgate,
I am currently working on a paper about metaphors consumers have learned in relation to a particular brand. Generally speaking, metaphors are relevant for people to make sense of the world and bestow meaning onto abstract concepts, like love or a brand. In their well-known Paper, Braun-LaTour et al. (2007) introduce the memory walk to uncover the earliest experiences consumers had with a brand. The transcripts of these early experiences help in uncovering the metaphor consumers have learned in relation to a brand.
Yet I wonder why we as researchers and brand managers should actually care about such metaphors? Is it meaningful to pursue research in this area? Studies on metaphor and embodied cognition seem en vogue at the moment, but in what way are they relevant for the scientific community and practioners?
I am looking forward to your opinion and arguments.
Best wishes
Jens
I am kindly asking those with practical or extensive research experience in marketing communication to recommend the strategies they have found to be most productive when one is promoting services and sport brands.
In fact, many researchers (e.g., Keller, 1993) have suggested that brand awareness influences brand image. A few researchers (e.g., Padilla and Watson), however, claim that brand image may influence brand awareness. I would like to know if we can conceptually explain the effect of brand image on brand awareness.
For your knowledge, I have attached both Keller's and Padilla and Watson's papers.
Customer might be mislead by the advertisement that enterprises gave, so what should we do? As a customer? As a university student?
suggestions about the criteria that brand must satisfy
I am researching into the primary causes of inconsistencies or variations in corporate logos
In the attached paper, authors have calculated an Index for Multidimensional Brand Equity construct and also used an Overall Brand Equity latent variable as a 2nd order construct, than examined the correlation between them.
My question is; what is the difference between calculating an index and creating an high order more abstract latent variable for examining the effects of dimensions on the higher order construct?
Do we have to create an index, or can we just use an high order constract to compare the effects of the dimensions ?
Also, when creating an higher order latent variable, does the latent variable have to have an indicator representing each dimensions?
Kind Regards,
looking for articles about impact of religiosity on brand switching.Product should not be food or clothing.
Purpose of this study is to understand the dynamics distribution mechanism of MNCs distributor those who introduce private label brand within same organization platform. Firstly analyze the cause behind introducing a private label brand and operationalize the each cause interlink to market orientation scenario of MNCs prospects and MNCs distributor views.
Research aims to capture critical issues related to MNCs distributor launch their own brand and how MNCs face competition within their own distribution platform.
I'm working with a company that is nowadays dealing with a rebranding process and i want to know how the creation of a institutional video helps the rebranindg strategy
For example: dependent variables are; brand association, brand preference and brand recognition
Independent variable; attitude toward cartoon characters in commercials
All variables are categorical
The research design is experimental for brand preference and brand recognition.
I am looking for scales for measuring impact of social media marketing on brand loyalty.
I'm interested in research about the brand of HEI, brand value of HEI and I am looking for some references, research, surveys, case studies, and suggestions of methods. Thank all for any help;
I'm looking for different models of the brand management process.Is there an article which summarizes the different models. So far I've found models by Keller, Aaker, M'zunga, Ahn and Khan
Corporate reputation is always more influenced by web, in particular the foodbloggers are opinion leader and they can create sentiment about products and corporate image. Is it possible measuring this impact?
Specifically I will be examining the impact of event sponsorship on brand image looking at 1 music event and 1 sporting event. Ideally I need to choose events that are equivalent in terms of attendee profile, image etc. As such I would like literature that speaks to equivalence and how objects are treated when there isn't equivalence.
I want to study that how trademark as a vital intellectual property can be sustained through IP governance and enforcement as only then the trademark could go towards becoming a brand.
One of the constructs of my research are intellectual property governance and brand equity and i want to know that in how many dimensions they connect with each other
I am using Nvivo for qualitative analysis and have crafted tree diagram, word frequency diagrams and cluster analysis from the interview transcripts. I have seen articles that have not given a model but still are considered good in terms of indepth study of their concerned problem area.
I want to know if there has been any work done on brand equity loss from marketer and consumer perspective as i am coordinating a work group, qualitative research, on it at PhD level.
I am doing a PhD level work on Qualitative descriptive research and for that i am need to know about any recent developments in techniques on it using Nvivo. I will be very thankful for those who can help me out it this endeavor. I am doing Qualitative research.
Can you suggest any case study on sustainability marketing? What and how firms have really done it?
My team is preparing a list of books on brand equity management that could help the young research students in this field, specifically in the area of theory and research.
Book MY Text Books
Today there are tons of value added to service are being offered by every cellular service. Do you think these services are increasing the operators revenue or destructing the health and revenue of core services.
And what do you think which has more adaptability in Pakistan cellular industry?
Live Radio, Music, SMS Alerts, Missed call alert.. etc?
Because Brand Equity is having assets and liabilities attached to it. So what is your opinion.........
My research will be about impact of brand name on consumer choice and memory. I would like to examine our local consumer's willingness to choose specific product depending on the brand name and which brand names are easy to remember. I have already found some articles linked with phonetic symbolism and would like to include them to my research. However, I have some difficulties with methodology of my research and need some of the latest articles on this topic. I would be very gratefull if you could share some of them.
And which variables of consumption pattern are necessary in FMCG sector? I am doing Corporate Project on Brand Image & preferences of Pepsi VS Coca Cola. Kindly give me your expert opinion in this regard.
Dear communty,
I have the question regarding the choice of an appropriate model for panel data with serial autocorrelation and heteroskedasticity at the same time.
Here is the info with respect to my data set N=60 and T=47, so I have a panel data set and this is also strongly balanced. The issue of my analysis is to find out if there is any difference in advertising elasticity of firms outside vs. inside sport events and I also 'd like to know if this effect would be moderated by the fact of being the official sponsor of the respective event. So my DV is brand value and my IV are advertising and a some dummy variable and advertising multiplicate with this dummy variables.
In order to find an appropriate model, first, i conducted the Hausman Test and that was negative. So I installed the packet xtoverid and applied Sargan-Hansen statistic. The test was significant, so I have to use the FE model. Afterwards I used the Breusch Pagan test and that showed that the random effect model would be appropriate (but I can ignore the result, as the test below indicated use the FE model, right?)
Next, i examined the assumptions of autocorrelation, using xtserial command and then hetereskedacsticity with the help of xttest3, but also afterwards test the assumption following the suggestion on the link (http://www.stata.com/support/faqs/st...tocorrelation/).
According to the results both assumptions were violated. So I have a panel data with serial autocorrelation and heteroskedasticity and now I have no idea what model would solve this problem and what command I can use in Stata.
Thanks in advance and I hope, dear ResearchGate members, that u can help me.
A.
Brand and sales to be differentiated on studies related to products and services of SMEs.
Many times these hospitality corporations own establishments way beyond what we see as a place to sleep while we're out on vacation. They run banquet halls, cafe's, luxury themed restaurants, gift shops, brand shops at vacation spots like theme parks and golf courses. Some even own the golf course clubhouse or the tournament spinning a golf championship. They own clothing lines and dining utensil factories. So, what measures do these corporations have to take to ensure that those in direct contact with the consumers adhere not only to their own brand that they are selling through the hospitality corporation, but to the actual brand of that corporation at the same time?
Are there differences in design or in the way they work?
Why did the author write Private Labels should not be confused with generics? (Strategic Brand Management, Kevin Lane Keller, Second Edition, 2012). In some journals and books I read (example: Private label strategy; Nirmalya Kumar; First Edition), Generics is one of the types of Private Labels.
We know about Aaker's dimensions of brand personality, but its not the same situation for destination which is different due to the number and types of stakeholders. Another area of knowledge can help with the identification of brand destination personality?.
Consumers sometimes change their mind when they purchase.