RETAIL STORE DESIGN AND ENVIRONMENT AS BRANDING SUPPORT IN THE SERVICES MARKETING

Directory of Open Access Journals (Sweden)

Tudor NISTORESCU

2008-01-01

Full Text Available The services are intangibles, therefore their quality is difficult to be evaluatedby the client and building a strong brand image is a challenging task. Theservices are distributed using diverse channels such as: company retailstores, dealers, franchise. The service companies are interested in theenvironment of the location, not only to increase sells but also in order toboost the image of the company. The excitement that a retail store induces toa client can modify the perception of the brand. The client values more abrand that distributes its services in a luxury, high-tech retail environmentthan a discount store. In this paper we intended to investigate the techniquesthat a service company is using to enhance the brand image in a retaillocation. For this purpose, the various aspects of the retail store design andenvironment were analyzed in connection with the customer-based brandequity model. This original association will offer the services companies’ newperspectives on how to leverage brand image.

A study of the relationship between UK consumers purchase intention and store brand food products -- Take Nottingham city consumers for example

OpenAIRE

Chen, Kaochun

2008-01-01

Recently, store brands play an important role in retail grocery strategy. More and more retailers put their effort to develop and market new store brands because consumers have been accepting store brands. Therefore, store brands have gradually influenced consumers purchase behaviours in order to provide an in-depth investigation of consumers purchase intention in store brands, the study choose food products among many product categories because when consumers hear the store brand, they mus...

Retail stores as brands: Performances, theatre, and space

NARCIS (Netherlands)

van Marrewijk, A.H.; Broos, M

2012-01-01

The scholars of Consumer Culture Theory studies as well as practitioners have recognised the potential power of spatial design in stores in constructing and communicating retail brands. Retail space and the aesthetic structuring of a range of expressive artefacts have become the stage on which shop

Individual and Store Characteristics Associated with Brand Choices in Select Food Category Redemptions among WIC Participants in Virginia

Directory of Open Access Journals (Sweden)

Qi Zhang

2017-03-01

Full Text Available The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC often allows participants to redeem food benefits for various brands at different costs. To aid the program’s food cost containment efforts, it is important to understand the individual and store characteristics associated with brand choices. This study used the WIC Electronic Benefit Transfer (EBT data for 239,062 Virginia WIC participants’ brand choices in infant fruits and vegetables (F&Vs and whole grain bread in May 2014–February 2015, one of the first such data sets available in the U.S. for research purposes. Mixed effects logistic regression models were used to analyze the choice of higher-priced brands over lower-priced brands. Minority participants were significantly more likely to redeem higher-priced brands of infant F&Vs, but more likely to choose lower-priced brands of bread. Participants shopping in urban stores or midsized stores (with 5–9 registers were less likely to choose higher-priced brands compared to rural stores or large stores (with 9+ registers. Race/ethnicity and store characteristics may be significant factors in participants’ brand choices. The results can help develop interventions that encourage targeted participants to redeem lower-priced but equivalently healthy brands. This may not only help contain WIC program costs, but help participants manage their own non-WIC food expenses as well.

Individual and Store Characteristics Associated with Brand Choices in Select Food Category Redemptions among WIC Participants in Virginia

Science.gov (United States)

Zhang, Qi; Tang, Chuanyi; McLaughlin, Patrick W.; Diggs, Leigh

2017-01-01

The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) often allows participants to redeem food benefits for various brands at different costs. To aid the program’s food cost containment efforts, it is important to understand the individual and store characteristics associated with brand choices. This study used the WIC Electronic Benefit Transfer (EBT) data for 239,062 Virginia WIC participants’ brand choices in infant fruits and vegetables (F&Vs) and whole grain bread in May 2014–February 2015, one of the first such data sets available in the U.S. for research purposes. Mixed effects logistic regression models were used to analyze the choice of higher-priced brands over lower-priced brands. Minority participants were significantly more likely to redeem higher-priced brands of infant F&Vs, but more likely to choose lower-priced brands of bread. Participants shopping in urban stores or midsized stores (with 5–9 registers) were less likely to choose higher-priced brands compared to rural stores or large stores (with 9+ registers). Race/ethnicity and store characteristics may be significant factors in participants’ brand choices. The results can help develop interventions that encourage targeted participants to redeem lower-priced but equivalently healthy brands. This may not only help contain WIC program costs, but help participants manage their own non-WIC food expenses as well. PMID:28362350

Individual and Store Characteristics Associated with Brand Choices in Select Food Category Redemptions among WIC Participants in Virginia.

Science.gov (United States)

Zhang, Qi; Tang, Chuanyi; McLaughlin, Patrick W; Diggs, Leigh

2017-03-31

The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) often allows participants to redeem food benefits for various brands at different costs. To aid the program's food cost containment efforts, it is important to understand the individual and store characteristics associated with brand choices. This study used the WIC Electronic Benefit Transfer (EBT) data for 239,062 Virginia WIC participants' brand choices in infant fruits and vegetables (F&Vs) and whole grain bread in May 2014-February 2015, one of the first such data sets available in the U.S. for research purposes. Mixed effects logistic regression models were used to analyze the choice of higher-priced brands over lower-priced brands. Minority participants were significantly more likely to redeem higher-priced brands of infant F&Vs, but more likely to choose lower-priced brands of bread. Participants shopping in urban stores or midsized stores (with 5-9 registers) were less likely to choose higher-priced brands compared to rural stores or large stores (with 9+ registers). Race/ethnicity and store characteristics may be significant factors in participants' brand choices. The results can help develop interventions that encourage targeted participants to redeem lower-priced but equivalently healthy brands. This may not only help contain WIC program costs, but help participants manage their own non-WIC food expenses as well.

Nation branding: The analysis of Serbia's brand identity

Directory of Open Access Journals (Sweden)

Novčić Branka

2015-01-01

Full Text Available In less than a century, Serbia has changed its name several times and was part of a number of states. As a result of turbulent political and social past, the newly formed Republic of Serbia and its nation began the process of finding the nation's identity. Like other former Yugoslav countries, Serbia was faced with challenges of nation positioning, and a need to improve its image and reputation. In addition to the significantly deteriorated image, Serbia encountered perhaps a bigger problem internally - a vague, inconsistent and somewhat confused perception of Serbia's identity seen through the eyes of its nation. The aim of this paper is to gain insight into the current position of Serbia, since it has a chance for rebirth as well as separation from the legacy of the past times through the implementation of the nation branding concept. This paper deals with the understanding and analysis of nation brand identity as the starting point for Serbia brand development. Internal and external online research was conducted to determine the current perception of nation brand identity. The external survey examined the attitudes and opinions of the most important external stakeholders of Serbia, members of the business class in Italy, Austria and Slovenia. On the other hand, the internal part of the study focused on responses from members of the Serbian nation. The research was conducted over a period of three and a half years, in four countries with a total of 4,656 responses collected. By means of descriptive statistics the perception of the following brand identity elements was examined: brand personality, character, symbols, name, slogan and culture. The results indicated the existence of peculiarities in the perception of brand identity elements which can be seen in three aspects: perception discrepancy, matching perception and lack of knowledge. The greatest contribution of the paper is reflected in the fact that an insight into organized knowledge

Peranan Keterlibatan Dalam Memprediksi Perilaku Loyalitas Konsumen Pada Private Store Apparel Brands Di Banjarmasin

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Nuril Huda

2016-04-01

Full Text Available Private  store  brands  as  retail  market  conspicuous  presence  of  other  store brands. Advances in technology have changed the taste and preferences of the customers choice. What is perceived consumer can signifi cantly increase brand loyalty  as  a  result  of  the  marketing  strategy.  This  study  aims  to  identify  the profi le of the customer based on demographic variables, determine the factors that  infl uence  purchasing  decisions  clothing  brand,  know  the  factors  that infl uence brand loyalty engagement, and perceptual mapping user customers based  products  and  factors  involved.  The  analytical  tool  used  is  the  Factor Analysis and Biplot. The results showed that the profi le of the customer private brands of apparel stores include male sex, age of respondents 20-29 years, not married,  have  no  children,  educated  Bachelor,  income  Rp.2.000.000  ,  -  until Rp2.999.999 , - . The structure of the factors that infl uence the purchase decision is personality, reference groups and families. While the most dominant factor is personality. Structure factors involved in predicting behavior and brand loyalty is a sign of risk importance, risk probability, pleasure , interest , and pleasure and risk probability . While the most dominant is the sign and risk importance. Customers are middle-income, unemployed self-employed , and private sector employees as well as highly educated close to all the factors that form factor . Keywords :involvement, brand loyalty, private store apparel brands

Nation branding as an emerging field

DEFF Research Database (Denmark)

Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard

2016-01-01

presents itself as a theoretical possibility and a practical necessity. We propose that what made a travel possible from product branding via corporate branding to nation branding was the semantic flexibility of the brand concept. We argue that the brand concept is almost void of meaning......Nation branding is a remarkable phenomenon. In less than two decades, it has established itself as the preferred framework for interstate strategic communication and as an emerging academic field. The paper describes how this extraordinary expansion was possible by showing how nation branding...... and that this feature has been an indispensable requisite for establishing nation branding as a field of practice and as an academic field. Despite the indisputable academic productivity that is a result of the vagueness of the brand concept, we suggest that to reach a normal science-like situation in the field...

GENERAL ISSUES CONSIDERING BRAND EQUITY WITHIN THE NATION BRANDING PROCESS

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Denisa, COTÎRLEA

2014-11-01

Full Text Available The present work-paper was written in order to provide an overview of the intangible values that actively contribute to brand capital formation within the nation branding process; through this article, the author tried to emphasize the differences existent between brand capital and brand equity within the context of the nation branding process, which has became a widely approached subject both in the national and international literature. Also, the evolution of brand capital and brand equity was approached, in order to identify and explain their components and their role, by highlighting the entire process of their evolution under a sequence of steps scheme. The results of this paper are focused on the identification of a structured flowchart through which the process of nation branding -and the brand capital itself- are to be perceived as holistic concepts, integrator and inter-correlated ones, easily understood.The methodology used in order to write the present article resumes to all appropriate methods and techniques used for collecting and processing empirical data and information, respectively to observing, sorting, correlating, categorizing, comparing and analyzing data, so that the addressed theoretical elements could have been founded; in the center of the qualitative thematic research addressed in the present article lie general elements belonging to Romania's image and identity promotion.

Interactions between nation branding and corporate branding | Najm ...

African Journals Online (AJOL)

The aim of this article is studying interactions between nation branding and corporate branding through reviewing the literature. Results show that both branding of a country and its corporates have influence to each other, either positive or negative effect that is called virtuous cycle or a vicious cycle. In fact, these two types ...

Win-Win Strategies at Discount Stores

NARCIS (Netherlands)

B. Deleersnyder (Barbara); M.G. Dekimpe (Marnik); J-B.E.M. Steenkamp (Jan-Benedict); O. Koll (Oliver)

2005-01-01

textabstractAn important development that contributes to store brands’ growing success in the grocery market is the increasing number of discount stores that sell predominantly own, private-label, brands. To fight private labels, manufacturers of national brands feel increasingly compelled to

Determinants of Beef and Pork Brand Equity

OpenAIRE

Parcell, Joseph L.; Schroeder, Ted C.

2003-01-01

A set of consumer-level characteristic demand models were estimated to determine the level of brand equity for pork and beef meat cuts. Results indicate that brand premiums and discounts vary by private, national, and store brands; and brand equity varies across meat cuts carrying the same brand name. Other results are that product size discounts are linear, meat items on sale are significantly discounted to non-sale items, specialty stores typically do not garner higher prices than supermark...

Comparative analysis of the value of national brands

Directory of Open Access Journals (Sweden)

Jelena Žugić

2018-01-01

Full Text Available Nation branding is not the “holy grail” of economic development, but it can provide a distinct advantage when it is aligned with a well-defined economic strategy and supported by public policy. A nation brand is the sum of people’s perceptions of a country across the most important areas of national competence. This paper examines the value of the nation brand on a sample of 108 countries, using the Anholt Nation Brands Index and using the mathematical formula for calculating the surface of Anholt’s hexagon for each country individually. In this paper, parameters are taken from six areas of the nation hexagon, from the World Bank and the UNESCO database. The surface of the nation hexagon was calculated with mathematical tools and comparative analysis was done between nation brands. By using strategic nation branding models designed by other branding experts in combination with a proposed mathematical model that shows the advantages and disadvantages of the nation brand of each country (and within the country, their competitiveness on the global stage is expected to improve.

Price promotions and brand equity: the role of brand types

OpenAIRE

Kuntner, Tobias

2017-01-01

Purpose – This study investigates whether the influence of selected marketing-mix elements on brand equity differs for different types of brands. The main focus is on price promotions’ influence. In addition, the impact of discount-store distribution is explored. Design/methodology/approach – This study applies fixed-effects regression to analyze German panel data, which includes 126 national brands in four product categories across five years. Findings – The results reveal that frequent pric...

Translating public diplomacy and nation branding in Scandinavia

DEFF Research Database (Denmark)

Cassinger, Cecilia; Merkelsen, Henrik; Eksell, Jörgen

2016-01-01

Nation branding has been criticised for leading to the homogenisation and depoliticisation of national interest and identity. This study examines the politics of nation branding in relation to its configuration with public diplomacy and the institutional policy context in which they are embedded....... Informed by Scandinavian institutionalism and the analytical concept of translation, the study reveals that the way that nation branding relates to public diplomacy within an institutional context sets the frame for its politicisation. Translation enables the understanding of nation branding as a dynamic...... process of becoming that unfolds in relation to time and place. The research contributes to a more nuanced view on nation branding in presenting its toolbox practices as less determined by a corporate marketing logic. Despite the uniformity that allegedly characterises nation branding practices...

Analisi Pengaruh Store Name, Brand Name, Dan Price Discounts Terhadap Purchase Intentions Konsumen Infinite Tunjungan Plaza

OpenAIRE

Gunawan, Andy

2013-01-01

Andy Gunawan:SkripsiAnalisis pengaruh store name, brand name dan price discounts terhadap purchase intention konsumen infnite tunjungan plaza Di era globalisasi ini, persaingan dagang antara Perusahaan – Perusahaan baik lokal maupun global menjadi semakin ketat, oleh karena itu Perusahaan selalu berusaha untuk meningkatkan ketertarikan minat beli konsumen. Beberapa variabel yang menjadi fokus Perusahaan adalah store name, brand name, dan price discount. Tujuan penelitian ini adalah untuk meng...

A Brand Entwined in National History

DEFF Research Database (Denmark)

Ravn Sørensen, Anders

In this paper I use the Danish retailing cooperative, COOP, as an example of a corporate heritage brand that, not merely is aligned with, but has become completely entwined in Danish national history and identity. Thus, while many brand managers aspire to have their brands associated...... the company, in the past two decades, had to legitimize its actions and strategies against the background of the cooperative ideas of solidarity and community. As such the paper challenges and problematizes the notion of brand heritage management and shows that too much of a good thing (having your corporate...... with fashionable national symbols, COOP, at its genesis, was created by and for the Danish cooperative movement central for Danish identity. Using COOP as an example I demonstrate how this entwinement of the corporate heritage brand and national heritage to some extent worked to the disadvantage to COOP because...

National Brand - A Challenge for Romania

Directory of Open Access Journals (Sweden)

Ruxandra Irina POPESCU

2007-10-01

Full Text Available National brand is a relatively new concept. It appeared along with the economic globalization and it concerns the competition between nations in order to withdraw the attention of the investors, tourists, consumers, immigrants, media and foreign governments. In other words, a powerful, positive national brand offers a crucial competitive advantage. That is why, it is essential for the countries to know how people all over the world perceive them (seen as target public and to know how their achievements and failures, duties and tasks, population and products are seen throughout the brand.

Pengaruh Modern Marketing Management terhadap Kepuasan Konsumen Membeli Handphone Samsung pada Brand Store Samsung di Kota Palu

OpenAIRE

Lele, Aco

2017-01-01

This study aims to identify and analyze: 1) the level of importance of Modern Marketing Management variable that includes People, Process, Programs and Performance to meet customer's satisfaction in Samsung Mobile Phones purchasing at Samsung Brand Store in Palu City; 2) significant influence of Modern Marketing Management (People, Process, Programs and Performance) simultaneously and partially on customer's satisfaction in Samsung Mobile Phones purchasing at Samsung Brand Store in Palu City....

The Effect of Store Brand Image and Service Quality Towards Customer Loyalty at Freshmart Superstore Manado

OpenAIRE

Tumiwa, Johan; Lapian, S. L. H. V. Joyce; Kumowal, Rivo Christian

2016-01-01

Customer loyalty has been recognized as the dominant factor in a superstore€™s success. The customer loyalty subject has become of increased interest to most superstore in the competitive situation over the last few years. Store brand image and service quality describes what customers are looking for that is likely to be advantageous to the Superstore. The objectives of this research are to analyze the effect of store brand image, and service quality towards consumer loyalty, simultaneously a...

Supply Chain Contracts in Fashion Department Stores: Coordination and Risk Analysis

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Bin Shen

2014-01-01

Full Text Available In the fashion industry, department stores normally trade with suppliers of national brands by markdown contract whilst developing private labels with cooperated designers by profit sharing contract. Motivated by this real industrial practice, we study a single-supplier single-retailer two-echelon fashion supply chain selling a short-life fashion product of either a national brand or a private label. The supplier refers to the national/designer brand owner and the retailer refers to the department store. We investigate the supply chain coordination issue and examine the supply chain agents’ performances under the mentioned two contracts. We find the analytical evidence that there is a similar relative risk performance but different absolute risk performances between the national brand and the private label. This finding provides an important implication in strategic interaction for the risk-averse department stores in product assortment and brand management. Furthermore, we explore the impact of sales effort on the supply chain system and find that the supply chain is able to achieve coordination if and only if the supplier (i.e., the national brand or the private label is willing to share the cost of the sales effort.

Transforming and contesting nation branding strategies

DEFF Research Database (Denmark)

Ren, Carina Bregnholm; Gyimóthy, Szilvia

2013-01-01

The article presents and discusses different strategic communication approaches to Danish nation branding with a special focus on changed practices over time – identifying a shift from streamlined campaigns pursuing uniqueness to pluralist narratives and “events of endorsement”. The aim is to con...... discuss whether the Danish pavilion can be seen as an expression of a continuation or a renewal of communicative strategies related to Danish nation branding....

The Impact of Brand Delisting on Store Switching and Brand Switching Intentions

NARCIS (Netherlands)

Sloot, Laurens A.; Verhoef, Peter C.

2008-01-01

A tool retailers often use to improve their negotiating position with brand manufacturers is to delist - or threaten to delist - the manufacturers' brand. Because brand manufacturers rely mainly on retailers to sell their products to consumers, a brand delisting will cause a sales loss for the brand

Strategic approach to branding of nations: Relevancy for Serbia

Directory of Open Access Journals (Sweden)

Rakita Branko

2009-01-01

Full Text Available Building and managing brands becomes very important marketing tool in nowadays business. Branding is being pulled out from a strictly marketing area and becomes business component of a strategic importance. It is applying to products, services, companies, but also to events, people, ideas, institutions, destinations. Basically, almost everything can be branded. The subject of this paper is strategic approach to branding of nations. The paper contains review of relevant literature for the topic. Specifics of this type of branding have been analyzed. Detailed concept of strategic approach to branding of nations is a vital part of the paper. Relevancy of strategic approach to branding for Serbia is discussed at the end.

The effect of Store Image and Service Quality on Private Label Brand Image and Purchase Intention. Case Study: Lotte Mart Gandaria City

OpenAIRE

Nosica Rizkalla; Leis Suzanawaty

2012-01-01

Retailers produce their own private label brand as a strategy to distinguish their products from competitors’. Based on previous research, store image and service quality can be used to improve private label brand image and purchase intention. A Research is conducted at Lotte Mart, Gandaria City Mall in Jakarta to find out whether store image and service quality could influence private label brand image and purchase intention. This research adopts Wu et.al.'s framework (2010). Data processing...

Peru Brand: a Nation under Construction?

OpenAIRE

Elder Cuevas-Calderón

2016-01-01

During the last decade Peru has experienced a euphoric rediscovery –pseudo revaluation as a country– due to its booming gastronomy, tourism and economic growth.In this context, the presentresearch uses semio-psychoanalytic and postcolonial theories to explain Peru’s social outlook regarding the concept of nation, its reunion with a non-existent identity and the construction of the idea of nation based on the marketing campaign titled the Peru Brand. Thus, Peru Brand, far from uniting all Peru...

Peru Brand: a Nation under Construction?

Directory of Open Access Journals (Sweden)

Elder Cuevas-Calderón

2016-07-01

Full Text Available During the last decade Peru has experienced a euphoric rediscovery –pseudo revaluation as a country– due to its booming gastronomy, tourism and economic growth.In this context, the presentresearch uses semio-psychoanalytic and postcolonial theories to explain Peru’s social outlook regarding the concept of nation, its reunion with a non-existent identity and the construction of the idea of nation based on the marketing campaign titled the Peru Brand. Thus, Peru Brand, far from uniting all Peruvians and bring them together into the wellknown “melting pot”, becomes the resemantization of the old colonial discourse longing for a republic without natives. Therefore, in the Peru Brand advertising discourse, the “primitive natives” are white people brought from Nebraska and speak English.

Individual and Store Characteristics Associated with Brand Choices in Select Food Category Redemptions among WIC Participants in Virginia

OpenAIRE

Zhang, Qi; Tang, Chuanyi; McLaughlin, Patrick W.; Diggs, Leigh

2017-01-01

The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) often allows participants to redeem food benefits for various brands at different costs. To aid the program’s food cost containment efforts, it is important to understand the individual and store characteristics associated with brand choices. This study used the WIC Electronic Benefit Transfer (EBT) data for 239,062 Virginia WIC participants’ brand choices in infant fruits and vegetables (F&Vs) and whole gra...

The effect of Store Image and Service Quality on Private Label Brand Image and Purchase Intention. Case Study: Lotte Mart Gandaria City

Directory of Open Access Journals (Sweden)

Nosica Rizkalla

2012-12-01

Full Text Available Retailers produce their own private label brand as a strategy to distinguish their products from competitors’. Based on previous research, store image and service quality can be used to improve private label brand image and purchase intention. A Research is conducted at Lotte Mart, Gandaria City Mall in Jakarta to find out whether store image and service quality could influence private label brand image and purchase intention. This research adopts Wu et.al.'s framework (2010. Data processing uses Structure Equation Modeling. Research outcome reveals that service quality is a significant factor in influencing private label brand image and purchase intention.

Stakeholder reflections of the tourism and nation-branding legacy of ...

African Journals Online (AJOL)

Over the past decade there has been a growing awareness of the significant impact that hosting mega sport events can have on a nation's brand. This paper discusses the context of nation-branding as a tourism legacy and the role of mega sport events in generating a tourism and nation-branding legacy in relation to the ...

Retail offer advantage through brand orientation in Luxury, high fashion stores

OpenAIRE

Grujic, Maja

2007-01-01

This thesis provides a conceptualisation of brand orientation within the context of fashion retailing, specially the luxury, or, so-called, high fashion retailing. Most of the high fashion sold today is ready to wear collections and diffusion lines, targeted to customers of particular class, age, income, social status, and with particular orientations to fashion. In plethora of offers, retailer need to work on a number of distinctive features that will make its store special, not only because...

Destination discount : A sensible road for national brands?

NARCIS (Netherlands)

Deleersnyder, B.; Koll, O.

2012-01-01

Purpose – This paper aims to study the consequences of listing national brands in discounters. Is the discount channel a promising outlet for manufacturer brands? Is it an effective means to attract new buyers? Which combination of brand and discount destination at which price is best suited for

Supply Chain Contracts in Fashion Department Stores: Coordination and Risk Analysis

OpenAIRE

Bin Shen; Pui-Sze Chow; Tsan-Ming Choi

2014-01-01

In the fashion industry, department stores normally trade with suppliers of national brands by markdown contract whilst developing private labels with cooperated designers by profit sharing contract. Motivated by this real industrial practice, we study a single-supplier single-retailer two-echelon fashion supply chain selling a short-life fashion product of either a national brand or a private label. The supplier refers to the national/designer brand owner and the retailer refers to the depar...

The Effect of Advertising Spending on Brand Loyalty Mediated by Store Image, Perceived Quality and Customer Satisfaction: A Case of Hypermarkets

OpenAIRE

Farhina Hameed

2013-01-01

First, the study aims to investigate the effect of advertising spending on brand loyalty. Second, to test the mediating role of store image, perceived quality and customer satisfaction in above mentioned relationship. A quantitative approach was employed, using 15-item, 5-point Likert scale questionnaire administered to 360 participants. Data from the departmental stores are used to examine the direct and indirect impact of advertising spending on brand loyalty. Confirmatory Factor Analysis a...

Nation Branding in Romania After 1989: A Cultural Semiotic Perspective

Directory of Open Access Journals (Sweden)

Bianca Florentina Cheregi

2017-04-01

Full Text Available This paper discusses four nation branding post-communist campaigns initiated by the Romanian Government, from a cultural semiotic perspective, as developed by the Tartu-Moscow-Semiotic School. In so doing, it focuses on analyzing advertising and national identity discourses inside the semiospheres. Moreover, the paper investigates how elements of neoliberal ideology are addressed in the governmental campaigns, considering the “marketization of public discourse” (Fairclough, 1993. Nation branding in post-communist Romania is a distinctive phenomena, compared to other countries, especially from Western Europe. In transition countries, nation branding is often mentioned because of the constant need to reconfigure national identity by dissociating from the communist past (Kaneva, 2012. In Romania, nation branding is also a public issue discussed in the media, connected to the ways in which the international press portrays the country or to the migrants’ actions. In this context, Romania’s nation brand represents a cultural space and the campaigns mobilize cultural symbols as systems of signs necessary for the existence and functioning of advertising discourses. Using a semiotic analysis linked to the field of cultural semiotics (Lotman, 2005/1984, this article analyzes four nation branding campaigns initiated by the Romanian Government (Romania Simply Surprising – 2004, Romania Land of Choice – 2009, Explore the Carpathian Garden – 2010, and Discover the Place Where You Feel Reborn – 2014, considering elements such as semiotic borders, dual coding and symbols. The results show that the campaigns are part of four different semiospheres, integrating discursive practices both from advertising and public diplomacy when communicating the national image to the internal (citizens or external (international audiences.

Manufacturer and retailer strategies to impact store brand share : Global integration, local adaptation, and worldwide learning

NARCIS (Netherlands)

Geyskens, I.; Steenkamp, J.E.B.M.

Although store brands (SBs) are becoming increasingly important across the world, their success varies dramatically across consumer packaged goods categories and countries. The purpose of this paper is to provide insight into how such differences in SB success originate. Using a unique data set that

Surveying the Relationship between Brand Equity and Brand-Customer Personality Congruency

OpenAIRE

Morteza Rezaei; Shahram Jamali Kapak; Shahriar Azizi

2013-01-01

Assigning human`s personality features to brands is one of the main subjects that has been focused by researchers in latest decades. On the other hand, congruency of brand personality with customers` personality is a concept that could affect brand equity. So in order to explore this relationship, this research has tested a model in Shahrvand Chain Stores of Tehran. Sample of 185 customers of this store has been selected and finally with return rate of 90%, 163 usable questionnaires have been...

Nation branding in the Middle East - United Arab Emirates (UAE vs. Qatar

Directory of Open Access Journals (Sweden)

Zeineddine Cornelia

2017-07-01

Full Text Available Nation branding is crucial in order to attract investment, boost exports and attract tourists and talented workforce. Nation branding stands between public diplomacy and economic benefits. An adequate policy of Nation Branding-based on a positive, credible and economically reliable image-can be able to extend the range of potential customers and of potential investors. With the aim of better understanding the new challenges, opportunities and threats existent in a globalized economy, the paper compares nation branding in the context of UAE and Qatar. The paper examines nation-branding as a driver for boosting the economy, taking into account that clichés and stereotypes (especially in the context of the Middle East can influence our perception towards one country or another. The analysis explores the strategy adopted in order that Dubai becomes the flagship-brand of the UAE. Abu Dhabi complements this strategy, driving UAE to the position of the most valuable brand in the Middle East. The paper further enquires the case of Qatar and compares it with the branding process of the UAE. Qatar has established various branding resources such as the Al Jazeera news network, international sport events and several cultural and educational exchange programs with international profile. The UAE strives to become an influencer in the global economy, overriding its dependence on hydrocarbon reserves. Qatar is richer in hydrocarbon reserves than the UAE; nevertheless, it shares the interest of detaching itself from the rentier economy. The study explores the fact that from 2014-onwards the global oil economy was hit hard, as the price of the oil barrel is at an historic low, thus it has become stringent for the Persian Gulf countries to diversify the revenue sources. As a result, their branding strategy has become even more salient. The processes undertaken for establishing nation-brands in the Gulf are noteworthy and constitute the focal point of the paper.

The Development of a National Brand: Fundaments in Positioning through Non-traditional Exports

Directory of Open Access Journals (Sweden)

Pedro Barrientos Felipa

2014-01-01

Full Text Available Many countries in the global market offer similar things, so it is important to increase competitivity in a way that assures and strengthens economic growth. Buyers are constantly on the lookout for better products, products that better meet their needs, so good branding is very important for a country. The creation of a national brand by establishing what makes us different is important for better positioning within the market and a better national brand. The study looks at the importance of national branding in today’s global market and strategies to ensure that the brand is sustainable. Many countries are today working on their national brand and there exist many strategies for assuming a clear position in the market and ways in which this position can be strengthened.

Nation branding in the Middle East - United Arab Emirates (UAE) vs. Qatar

OpenAIRE

Zeineddine Cornelia

2017-01-01

Nation branding is crucial in order to attract investment, boost exports and attract tourists and talented workforce. Nation branding stands between public diplomacy and economic benefits. An adequate policy of Nation Branding-based on a positive, credible and economically reliable image-can be able to extend the range of potential customers and of potential investors. With the aim of better understanding the new challenges, opportunities and threats existent in a globalized economy, the pape...

Employing nation branding in the Middle East - United Arab Emirates (UAE and Qatar

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Zeineddine Cornelia

2017-06-01

Full Text Available Branding represents the instrument through which an entity communicates and identifies itself in the consumer’s perception. National branding is a similar mean employed at country level. Nation branding is crucial in order to attract investment, boost exports and attract tourists and talented workforce. Nation branding stands between public diplomacy and economic benefits. An adequate policy of Nation Branding-based on a positive, credible and economically reliable image- can be able to extend the range of potential customers and of potential investors. With the aim of better understanding the new challenges, opportunities and threats existent in a globalized economy, the paper evaluates nation branding in the context of UAE and Qatar. The paper examines nation-branding as a driver for boosting the economy, taking into account that clichés and stereotypes (especially in the context of the Middle East can influence our perception towards one country or another. The analysis explores the strategy adopted in order that Dubai becomes the flagship-brand of the UAE. Abu Dhabi complements this strategy, driving UAE to the position of the most valuable brand in the Middle East. The paper further enquires the case of Qatar and compares it with the branding process of the UAE. Qatar has established various branding resources such as the Al Jazeera news network, international sport events and several cultural and educational exchange programs with international profile. The UAE strives to become an influencer in the global economy, overriding its dependence on hydrocarbon reserves. Qatar is richer in hydrocarbon reserves than the UAE; nevertheless, it shares the interest of detaching itself from the rentier economy. The study explores the fact that from 2014-onwards the global oil economy was hit hard, as the price of the oil barrel is at an historic low, thus it has become stringent for the Persian Gulf countries to diversify the revenue sources. As a

Investigate The Relationship Between Brand Equity Brand Loyalty And Customer Satisfaction

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Farbod Souri

2017-06-01

Full Text Available The purpose of this study conducted an empirical study in the field of marketing in order to investigate the relationship between brand equity brand loyalty and customer satisfaction in Refah stores in which Nam and colleagues model 2011 have been used. In this model the relationship between brand equity and brand loyalty and customer satisfaction is evaluated. To review research a sample of 384 customers was selected as a stepwise clustering. Data gathered by standard questionnaire with 23 questions that its validity and reliability confirmed and was distributed among the statistical population. Data analysis was performed using descriptive statistics and inferential statistics. At the level of Descriptive statistics indices such as frequency and frequency percentage were used and in inferential statistics correlation methods structural equation modeling path analysis has been done using the spss and lisrel software. The results of the analysis showing the existence of a significant and positive relationship of brand equity on customer satisfaction and loyalty. In general the ability of Refah store to increase customer satisfaction and brand loyalty of customers to Refah brand being associated with the brand equity 050 p.

National Brand and Private Label Pricing and Promotional Strategy

OpenAIRE

Volpe, Richard J., III

2010-01-01

In this paper I use a unique and rich data set on prices and promotions from major US supermarkets to examine the nature of National Brand and Private Label interaction. Private labels are priced and promoted competitively with NBs, in a manner suggesting that retails are careful not to lose private label market share during times of national brand promotions. The price margin between the two types of products continues to fall in US supermarkets, and the major determinants of the price diffe...

Brand Name, Store Image, and Country-of-Origin: The Effects on Consumers' Perception of Quality and Price.

Science.gov (United States)

King, Margaret C. A.

1993-01-01

A review of literature indicated that, with regard to brand labels, consumers' perception of price, but not of quality, was affected. Consumers expected to pay more for goods bought in a higher status store and rated imported goods as being more expensive than domestically produced goods. Products from developing countries received lower quality…

Consumer preferences for retailer brand architectures: Results from a conjoint study

DEFF Research Database (Denmark)

Grunert, Klaus G.; Esbjerg, Lars; Bech-Larsen, Tino

2006-01-01

Purpose: The purpose of this paper is to investigate how three dimensions of retailer brand architecture - share or retailer brands, quality of retailer brands and visibility of retailer brands - affect consumer intention to shop at stores Design/methodology/approach: A conjoint analysis......, with dominantly manufacturer brands, with quality of retailer brands at the same level as manufacturer brands, and with good visibility of retailer brands. Research limitations/implications: The results are based on the evaluation of hypothetical stores, and many additional factors affect store choice in the real...

Investigate The Relationship Between Brand Equity Brand Loyalty And Customer Satisfaction

OpenAIRE

Farbod Souri

2017-01-01

The purpose of this study conducted an empirical study in the field of marketing in order to investigate the relationship between brand equity brand loyalty and customer satisfaction in Refah stores in which Nam and colleagues model 2011 have been used. In this model the relationship between brand equity and brand loyalty and customer satisfaction is evaluated. To review research a sample of 384 customers was selected as a stepwise clustering. Data gathered by standard questionnaire with 23 q...

A factor analysis to detect factors influencing building national brand

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Naser Azad

Full Text Available Developing a national brand is one of the most important issues for development of a brand. In this study, we present factor analysis to detect the most important factors in building a national brand. The proposed study uses factor analysis to extract the most influencing factors and the sample size has been chosen from two major auto makers in Iran called Iran Khodro and Saipa. The questionnaire was designed in Likert scale and distributed among 235 experts. Cronbach alpha is calculated as 84%, which is well above the minimum desirable limit of 0.70. The implementation of factor analysis provides six factors including “cultural image of customers”, “exciting characteristics”, “competitive pricing strategies”, “perception image” and “previous perceptions”.

The impact of nation branding campaigns on country image. Case Study: Romania

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Andrei Anca-Georgiana

2017-06-01

Full Text Available The purpose of this paper is to analyze how a nation branding campaign can influence the image of a country and to highlight its positive or negative impact on industries such as tourism and on people’s perception. In order to accomplish this objective, Romania was taken as a case study. Five of the most important nation branding campaigns in Romania, after 1989, were examined in comparison, analyzing the same indicators. In the end, the paper shows that if nation branding campaigns do not follow a long-term strategy with all actors involved in the process, its impact in country image may be rather negative.

The Search of Russian National Branding Idea Under the Logic of Formation of a Multipolar Global World

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Елена Александровна Данилова

2016-12-01

Full Text Available The article is devoted to the analysis of methodological fundamentals of national brand strategy forming on the identity base. A communicative branding model should have a basis as a central theme, which has a significant value for the citizens and for the international actors. The author states that the Russian national brand identity is defined by the key idea of the strong defensible state. Therefore, defense industry can be object field for national branding strategy forming. As a result branding communication may become a national unity basis and an effective state positioning.

Brand Personality: Production Routes and National Research Agenda

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Fernanda Bueno Cardoso Scussel

2016-09-01

Full Text Available This paper proposes a conceptual framework about brand personality, drawing a scenario of studies on the construct through a review that covers synthesis of the state of the art and a bibliometric study, produced in brazilian journals in business administration and psychology, from 2001 to 2015, in order to highlight the production in the new millennium. It is a qualitative research through systematic and bibliometric review, in which 64 national journals were analyzed, resulting in eight articles on brand personality, categorized according to demographic, institutional and methodological criteria. As a main conclusion, there is the incipient in nationwide surveys, the need for theoretical and empirical development of the construct, measure validation and relational studies. The aim is thus to contribute to the theoretical development in studies of brands and present reflections and guidelines, building a useful starting point for conducting further investigations.

The effect of sales promotions characteristics on brand equity

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Bahram Jabarzadeh Karbasi

2014-09-01

Full Text Available In the recent years, retail industry in Iran has faced an increasing competition and this has encouraged the managers of chain stores to find ways to differentiate their own companies. One of the influential factors in this field is brand equity. Concerning this issue, the aim of this paper is to examine the effectiveness of sale promotions on the brand equity of ETKA chain stores. Therefore, a sample of 500 people among the customers of these stores in Tehran was examined. The achieved information obtained from the questionnaire was analyzed through structural equation modeling. The results showed that monetary and non-monetary promotions could influence on brand association, brand awareness and the perceived quality. On the other hand, it came out that brand association and the perceived quality are influential on brand loyalty. At last, a few suggestions were presented based on the results of this research.

CORPORATE REBRANDING OF GRAMEDIA STORE (CORPORATE REBRANDING DI GRAMEDIA STORE

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Natasha Helena Kairupan

2016-10-01

Full Text Available Abstract. The purposes of this research are to determine the stages of analysis, planning, and evaluation of corporate rebranding process of Gramedia Book Store to be Gramedia Store to rise stakeholder’s awareness. The method used is descriptive qualitative with positivism paradigm. The technique of collecting data through in-depth interview, observation, and literature study. The result of this research showed the analysis stage by analyzing the market through insights and foresights, brand audit through SWOT analysis, and identifying opportunities. The planning stage is by determine the purpose of the planning process and then determine the target audience, consist of external and internal customer. The planning of external customer by renaming and change of corporate identity, and marketing planning using communication channel (above the line and below the line. The planning of internal customer by Brand Induction, training, inspiration briefing at store, and innovation competition. The evaluation of rebranding process of Gramedia Store is having a focus group discussion with customer, media monitoring, and presentation to BOD. Keywords : Process, Corporate Rebranding, Stakeholder Awareness, Corporate Identity, Gramedia Store Abstrak.Tujuan penelitian ini adalah untuk mengetahui bagaimana tahapan analisis, perencanaan, dan evaluasi proses corporate rebranding Gramedia Book Store menjadi Gramedia Store untuk meningkatkan stakeholder awareness. Pendekatan yang digunakan adalah kualitatif dengan paradigma positivisme dan jenis studi deksriptif. Teknik pengumpulan data yang dilakukan melalui wawancara mendalam, observasi, dan studi pustaka. Berdasarkan hasil penelitian, tahapan analisis dilakukan dengan menganalisis pasar melalui insights dan foresights, audit merek dengan analisis SWOT, dan mengidentifikasi peluang. Dalam tahapan perencanaan dengan menentukan tujuan kemudian menentukan target audiens, yaitu eksternal dan internal. Perencanaan

Consumer preferences for retailer brand architectures: Results from a conjoint study

DEFF Research Database (Denmark)

Grunert, Klaus G.; Esbjerg, Lars; Bech-Larsen, Tino

2006-01-01

, with dominantly manufacturer brands, with quality of retailer brands at the same level as manufacturer brands, and with good visibility of retailer brands. Research limitations/implications: The results are based on the evaluation of hypothetical stores, and many additional factors affect store choice in the real...... world. Practical implications: Results suggest that we may be heading towards a polarized retail market, mainly divided between discount concepts and high quality retailer brand concepts. Originality/value: The paper is innovative in isolating the effect of dimensions of retailer brand architecture...

Value, Satisfaction and Word of Mouth for a Retail Brand

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Elias Frederico

2014-12-01

Full Text Available This study aimed to identify the antecedents of value, satisfaction and worth of mouth (WOM for franchise and flagship store shoppers. The literature review and a in-depth interview with the flasgship store manager indicated that brand and product aspects, as well the store environment and services aspects influence value, satisfaction and WOM. Then, a structural model was adjusted and tested with data collected from a survey with 275 consumers. Findings indicate that WOM and satisfaction are mediated by hedonism and utilitarism. Brand and store aspects are determinants of hedonic value and store aspects are associated with utilitarism. In addiction, flagship shoppers are more satisfied and tend to recommend the brand more than franchise shoppers. 

In-Store Experimental Approach to Pricing and Consumer Behavior

Science.gov (United States)

Sigurdsson, Valdimar; Foxall, Gordon; Saevarsson, Hugi

2010-01-01

This study assessed how, and to what extent, it is possible to use behavioral experimentation and relative sales analysis to study the effects of price on consumers' brand choices in the store environment. An in-store experiment was performed in four stores to investigate the effects of different prices of a target brand on consumers' relative…

The construction of Brand Denmark

DEFF Research Database (Denmark)

Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard

2015-01-01

In this article we unpack the organizational effects of the valuation practices enacted by nation branding rankings in a contemporary case where the Danish government employed branding-inspired methods. Our main argument is that the use of nation branding was enabled by the Nation Brands Index vi...

Strategic options for retailers for branding private label portfolios

NARCIS (Netherlands)

Bakker, Diederich

2010-01-01

Private Labels have transformed from value purchases into powerful brands. This paper develops a framework based on the four strategic dimensions of brand breadth, positioning, segmentation, and relationship with the store brand that retailers can uniquely draw upon to organise their brand

The influence of loyalty programs on customer´s loyalty with a focus on branded clothing stores

OpenAIRE

Běhounková, Klára

2011-01-01

This bachelor statement deals with the influence of loyalty programs on customer's loyalty with a focus on branded clothing stores. It defines a customer, his behavior, decision-making process and his loyalty to a firm. Also it defines marketing communication with customer,sales promotion, loyalty programs including species and benefits. It states specific loyalty programs Blažek, Reserved, Orsay, Marks&Spencer a S. Oliver. Final part evaluates the research of loyalty cards and their usage of...

With or without you: consumer acceptance of two national brand portfolio extension options

NARCIS (Netherlands)

Bakker, Diederich; Nenycz-Thiel, Magda

2011-01-01

The aim of this paper is to investigate which portfolio extension option: either a cheaper subbrand or a private label endorsed by the national brand is better from the consumer perspective. Two hypothetical product concepts from a leading beer brand were tested among Dutch consumers. The findings

From PISA to National Branding: Exploring Finnish Education®

Science.gov (United States)

Schatz, Monika; Popovic, Ana; Dervin, Fred

2017-01-01

Since the recent global paradigm shift in the governance of higher education toward business and marketing, internationally competitive education is increasingly considered as an asset for governments. Consequently, governments started to invest in education branding and marketing their educational systems. In Finland, national interest in…

Methodical Approaches to Communicative Providing of Retailer Branding

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Andrey Kataev

2017-07-01

Full Text Available The thesis is devoted to the rationalization of methodical approaches for provision of branding of retail trade enterprises. The article considers the features of brand perception by retail consumers and clarifies the specifics of customer reviews of stores for the procedures accompanying brand management. It is proved that besides traditional communication mix, the most important tool of communicative influence on buyers is the store itself as a place for comfortable shopping. The shop should have a stimulating effect on all five human senses, including sight, smell, hearing, touch, and taste, which shall help maximize consumer integration into the buying process.

The trend of foreign direct investment movement: Did unintended nation brand of legal-families play an instrumental role?

OpenAIRE

Tse, Chin-Bun; Kam, Oi-Yan

2018-01-01

Combining the suggestion from Fan (2006) that a nation can have a brand image without deliberating efforts of nation branding and the work from Klerman et al. (2011) on Colonial History and effects on legal systems, we view that legal-systems could be an unintended nation brand that could instrumentally affect foreign direct investment (FDI) activities. We classify 193 countries according to their Colonial History or no-Colonial History into 5 legal-families. Applying Generalised Methods of M...

The Moderating Influence of Supermarket Satisfaction on Out-of-stock Store Switching Behavior

DEFF Research Database (Denmark)

Hansen, Torben; Beckmann, Suzanne C.; Solgaard, Hans Stubbe

2015-01-01

Consumer store switching behaviour – going to another store to buy an item that is out-of-stock – is often considered to be associated with high brand loyalty in combination with low store loyalty, making a study of the causes for such behaviour highly important to both store and brand managers...

A nation's visual language: nation branding and the visual identity of contemporary Malaysia

OpenAIRE

Gan, DSS

2011-01-01

This research explores the role graphic design can play in the national branding of emergent nations, and takes the multiracial, multicultural state of Malaysia as the principal object of study. Contemporary Malaysian society and culture are reviewed in the context of present views of globalization and postcolonialism, and the phenomenon of ‘glocalization’ emerges as an important one in Malaysia. A variety of design research methods are used to identify the nature of graphic design practice i...

THE ROLE OF NATION BRANDING IN THE DEVELOPMENT OF ENTREPRENEURSHIP IN TOURISM

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Ionela-Valeria POPESCU

2015-12-01

Full Text Available This thesis approaches a current subject, in the context of the economic changes that are occurring on a global scale, that is, entrepreneurship and the benefits of its development for people. Whether it is manifested in the tourism industry or any other area of activity, the enterprise must be encouraged for at least two essential reasons: through the diversity of the goods and services that they offer, companies contribute to serving a large number of needs and creating new jobs. The novelty of the theme is emphasized by introducing the subject of nation branding as an opportunity and, at the same time, as a challenge for entrepreneurs in the field of tourism, but also by pointing out how this can contribute to an increase of their income. The purpose of the research is to highlight the role of nation branding in the development of entrepreneurship in tourism and the results of the research are outlined in an overview of the signals that the business environment that was the object of the research is giving off with regards to nation branding and its importance for Romania.

Store brands’ purchase intention: Examining the role of perceived quality

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Cristina Calvo-Porral

2017-05-01

Full Text Available Considering the increase of the store brand's market share globally, the present study addresses the following question: “Does the consumer product perceived quality influence store brands’ proneness?”; or in other words “Does product perceived quality influence store brands’ purchase intention?”, since perceived quality is a customer-based undertaken variable. The present study proposes and empirically tests a conceptual model of the influence of perceived product quality of store brands relative to perceived value and purchase intention. Structural Equation Modelling (SEM was developed on a sample of 439 consumers, distinguishing between consumers with high perceived quality (HPQ and low perceived quality (LPQ. Our findings highlight that store brands’ purchase intention is strongly influenced by confidence for both HPQ and LPQ customers, followed by product price. Additionally, our results suggest the moderating role of perceived quality on some of the proposed relationships. Store brand managers and retailers could develop market segmentation and perform marketing strategies based on customers’ perceived quality.

Let your banner wave? : Antecedents and performance implications of retailers' private-label branding strategies

NARCIS (Netherlands)

Keller, Kristopher; Dekimpe, Marnik; Geyskens, Inge

The authors study the drivers and performance implications of retailers’ branding strategies for their premium and economy private-label tiers. Retailers can opt for store-banner branding – and use their store-banner name and/or logo to reveal their ownership – or they can use stand-alone branding –

Marketing mix effects on private labels brand equity

OpenAIRE

Abril, Carmen; Rodriguez-Cánovas, Belén

2017-01-01

The present study explores some marketing mix effects on private labels brand equity creation. The research aims to study the effect of some elements under retailer's direct control such as in-store communications, in-store promotions and distribution intensity as well as other general marketing mix levers such as advertising, perceived price, and monetary promotions. The results indicate that the most efficient marketing mix tools for private label brand equity creation are private labels in...

Constructing a National Higher Education Brand for the UK: Positional Competition and Promised Capitals

Science.gov (United States)

Lomer, Sylvie; Papatsiba, Vassiliki; Naidoo, Rajani

2018-01-01

This article examines national branding of UK higher education, a strategic intent and action to collectively brand UK higher education with the aim to attract prospective international students, using a Bourdieusian approach to understanding promises of capitals. We trace its development between 1999 and 2014 through a sociological study, one of…

Countries as Tourist Brands: Creation, Managing and Evaluation

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Božo Skoko

2016-06-01

Full Text Available The paper deals with the phenomenon of nation branding and analyses the purpose, methods and effects of branding on the one hand, and evaluating nations as brands on the other. In doing so, the emphasis is laid on nations as tourist brands, especially the interdependence of the branding process and tourism development, that is, the role of tourist offer and promotion in the creation of a nation brand. In this context, the authors analyse four leading indices, that is, institutions that deal with evaluating and ranking nation brands – Simon Anholt’s Nation Brand Index, Country Brand Index from Future Brand, Brand Finance and Bloom Consulting in order to discover how certain nations become brands, and how this impacts their rating, that is, popularity. The authors conclude that tourist offer is only one of the segments that contribute to brand strength and that the nation brand is unsustainable in the long term if it is based only on the tourist industry without other positive economic indicators. Following current trends in tourism and tourism promotion, the authors particularly analyse the experiences from Asia, which in recent years has created the largest number of new brands in tourism and recorded continuous growth in the number of visits as well as continuous revenue growth. Croatia is considered a developing tourism brand, recognised at the European level, but still insufficiently on the global scale, whose key asset is for the most part its natural beauty.

Alcohol Brand Preferences of Underage Youth: Results from a Pilot Survey among a National Sample

Science.gov (United States)

Siegel, Michael; DeJong, William; Naimi, Timothy S.; Heeren, Timothy; Rosenbloom, David L.; Ross, Craig; Ostroff, Joshua; Jernigan, David H.

2011-01-01

This study is the first investigation to explore the alcohol brand preferences of underage youth via a national survey. We conducted a pilot study of a new, internet-based alcohol brand survey with 108 youth ages 16–20 years who were recruited from an existing panel and had consumed alcohol in the past month. We ascertained respondents’ consumption of each of 380 alcohol brands during the past 30 days, including which brands of alcohol were consumed during heavy drinking episodes. Our findings suggest that, despite the wide variety of alcohol brands consumed by older adolescents in this study, alcohol preferences are concentrated among a relatively small number of brands. Accurate measurements of alcohol brand preferences will enable important new research into the factors that influence youth drinking behavior. This study establishes the feasibility and validity of a new methodology to determine patterns of brand-specific alcohol consumption among underage drinkers. PMID:22014249

In-store buying behaviour : memories of forgotten needs

OpenAIRE

Kanabar, Amrita Dilipkumar Ranchhod

2012-01-01

This study aims to better illustrate in-store buying behaviour, in terms of how different stimuli activate parts of shoppers’ brains to remember items that were not part of their shopping plans. The aim is to shed some light on shopper’s attitudes and reactions towards national brands or private labels, the impact of loyalty cards on cardholders’ shopping decisions, how shoppers with company behave differently than solo shoppers, and on the role of consumers’ hedonic and utilit...

“Social Media as Multipliers in Nation Branding provided it has a Well Defined Strategy”

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Manuel Santillán-Vásquez

2016-07-01

Full Text Available Villafañe has conducted the first study of Spain’s Country Brand from the Theory of Reputation perspective. According to the author branding is the promise that a company or a country makes to its stakeholders. Villafañe proposes a scientific and professional approach on building a Country Brand and seeks to identify thoroughly the branding promise to then compare it with the identity of a nation. The study delves into the proposition of value and links it to the expectations and interests of diverse stakeholders. This interview intends to assess carefully some key aspects of its methodology.

Brand the Pricing: Critical Critique

OpenAIRE

Alam Kazmi, Syed Hasnain

2015-01-01

Brand pricing decision models and established theories in the marketing and econometrics focus typically on assuming the symmetric competing businesses. The empirical generalities are key for strategic marketplace planning. The significance of pricing to customer store and brand choices are always regarded as a widely known truth among marketing scholars and explains consumer’s role responding to their psychological representations of price rather than price itself. Scholars have ...

Effect of price display on brand luxury perceptions

OpenAIRE

Parguel , Béatrice; Delécolle , Thierry; Valette-Florence , Pierre

2014-01-01

Based on two experimental studies, this paper investigates the impact of price display in the luxury sector on perceived brand luxury and brand attitude. Using a sample of students, Study1 shows that price display is associated with higher perceived quality, uniqueness, and conspicuousness for a fictitious luxury brand presented in a store window. Using two real luxury brands and a larger sample of consumers, Study 2 confirms the positive effect of price display on the brand’s perceived consp...

Discursive Brand Solidarisation

DEFF Research Database (Denmark)

Stoeckl, Verena E.; Gabl, Sabrina; von Wallpach, Sylvia

2014-01-01

This article combines literature on consumer brand engagement with Action Net Theory in order to understand the discursive construction of brand solidarisation in the case of a traditional, national chocolate producer. Brandrelated online discourse reveals four main discursive threads that solida......This article combines literature on consumer brand engagement with Action Net Theory in order to understand the discursive construction of brand solidarisation in the case of a traditional, national chocolate producer. Brandrelated online discourse reveals four main discursive threads...... that solidarise through setting boundaries to the object of solidarisation, discussing who to solidarise with and how, and linking solidarisation to market mechanisms and grand societal and political discourse. These findings suggest going beyond individual engagement behaviour and add a social level of solidary...

Country Image of Kazakhstan: From Stereotype and Critique to Positive National Branding

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Svetlana Shakirova

2015-03-01

Full Text Available In the framework of nation building processes, Kazakhstani government   works on a positive national branding. For this, it decided to host international mega events such as Olympics and World Expo.   In 2011, Asian Olympic Games took place in Astana and Almaty cities. In 2017, Kazakhstan   will host the World Expo ‘Future Energy’ and 28th Winter Universiade, in 2022 Kazakhstan is going to host Winter Olympics. After ambitious transfer of the capital city from Almaty to Astana, these mega events serve to promote economic growth, infrastructure upgrading and leadership in Central Asian region.The paper shows that the country branding should not contradict to the views and believes of the citizens. Sociological study of  national identification of the people, their assessment of positive and negative sides of life, as well as  cultural heritage and traditions, intercultural communication lay in one research area with the mega projects planning and management.

Consumer preferences and brand equity measurement of Spanish national daily newspapers: a conjoint analysis approach.

Science.gov (United States)

Varela Mallou, J; Rial Boubeta, A; Braña Tobío, T

2001-05-01

Brand is a product attribute that, for many types of goods or services, makes a major contribution to consumer preferences. Conjoint analysis is a useful technique for the assessment of brand values for a given consumer or group of consumers. In this paper, an application of conjoint analysis to the estimation of brand values in the Spanish daily newspaper market is reported. Four newspaper attributes were considered: brand (i.e., newspaper name), price (0.60, 1.05, or 1.50 euros), Sunday supplement (yes/no), and daily pullout (yes/no). A total of 510 regular readers of the national press, stratified by age and sex, were asked to rank 16 profiles representing an orthogonal fraction of the possible attribute-level combinations. Brand was by far the most important attribute, whereas price had negligible effect. More generally, the results confirm the utility of conjoint analysis for assessing brand equity in the newspaper market and for estimating the relative importance of the various attributes to different subgroups of consumers.

The Effect of Perceived Business Ethics on Brand Personality Dimensions & Creation of Brand Equity in Developing Countries

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Mohammad Reza Hamidizadeh

2014-09-01

Full Text Available Due to multi-dimension viewpoints, since decision-making and purchase process are emerging based on the human spirit or internal value of customers, this research seeks to introduce and analyze a model in this regard. In this research, the effects model of ethicality on brand personality dimensions and creation of brand equity were studied, aiming on raising awareness and highlighting the role of ethical values in branding. The population includes all the customers within Iranian chain stores (as a developing country. The results show that “perceived business ethicality” has a positive effect on responsibility, activity and emotionality. Moreover, responsibility and activity have a positive effect on “overall brand equity”. According to total effect, "responsibility" and "perceived business ethicality" have the highest effect on brand equity.

Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love

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Shirkhodaie Maisam

2016-03-01

Full Text Available Many companies have found that for their products to be successful in the market, they must first pay for word of mouth marketing and then utilize other types of ads. Previous studies have not paid enough attention to the value of target consumers. This study evaluates the roles of value congruity, brand love, and brand image in creating a consumer commitment that leads to positive word of mouth. The sample is comprised of makeup consumers in Rasht, Iran. At first, thirty stores were selected in the city center. Then, 384 questionnaires were distributed with sampling available in selected stores. Amos 22 was used to test the conceptual model. The results show that the value congruity of the brand consumer has a positive impact on the brand image and brand commitment. Moreover, brand love and brand commitment have a significant positive impact on positive word of mouth. But the impacts of brand image and brand love on brand commitment are rejected. Also, brand image has a significant positive impact on brand love.

The relationship between exposure to brand-specific alcohol advertising and brand-specific consumption among underage drinkers--United States, 2011-2012.

Science.gov (United States)

Siegel, Michael; Ross, Craig S; Albers, Alison B; DeJong, William; King, Charles; Naimi, Timothy S; Jernigan, David H

2016-01-01

Marketing is increasingly recognized as a potentially important contributor to youth drinking, yet few studies have examined the relationship between advertising exposure and alcohol consumption among underage youth at the brand level. To examine the relationship between brand-specific exposure to alcohol advertising among underage youth and the consumption prevalence of each brand in a national sample of underage drinkers. We analyzed the relationship between population-level exposure of underage youth ages 12-20 to brand-specific alcohol advertising in national magazines and television programs and the 30-day consumption prevalence--by brand--among a national sample of underage drinkers ages 13-20. Underage youth exposure to alcohol advertising by brand for each month in 2011, measured in gross rating points (GRPs, a standard measure of advertising exposure), was obtained from GfK MRI (a media consumer research company) and Nielsen for all measured national issues of magazines and all national television programs, respectively. The 30-day consumption prevalence for each brand was obtained from a national survey of 1031 underage drinkers conducted between December 2011 and May 2012. Underage youth were more than five times more likely to consume brands that advertise on national television and 36% more likely to consume brands that advertise in national magazines. The consumption prevalence of a brand increased by 36% for each 1.5 standard deviation (50 GRPs) increase in television adstock among underage youth and by 23% for each 1.5 standard deviation (10 GRPs) increase in magazine adstock. These findings suggest that alcohol advertising influences an important aspect of drinking behavior--brand choice--among youth who consume alcohol.

Progress on the national low level radioactive waste repository and national intermediate level waste store

International Nuclear Information System (INIS)

Perkins, C.

2003-01-01

The Australian Government is committed to establishing two purpose-built facilities for the management of Australia's radioactive waste; the national repository for disposal of low level and short-lived intermediate level ('low level') waste, and the national store for storage of long-lived intermediate level ('intermediate level') waste. It is strongly in the interests of public security and safety to secure radioactive waste by disposal or storage in facilities specially designed for this purpose. The current arrangements where waste is stored under ad hoc arrangements at hundreds of sites around Australia does not represent international best practice in radioactive waste management. Environmental approval has been obtained for the national repository to be located at Site 40a, 20 km east of Woomera in South Australia, and licences are currently being sought from the Australian Radiation Protection and Nuclear Safety Agency (ARPANSA) to site, construct and operate the facility. The national repository may be operating in 2004 subject to obtaining the required licences. The national store will be located on Australian Government land and house intermediate level waste produced by Australian Government departments and agencies. The national store will not be located in South Australia. Short-listing of potentially suitable sites is expected to be completed soon

The importance of store windows in creating store identity and store attractiveness

Directory of Open Access Journals (Sweden)

Renko Sanda

2012-01-01

Full Text Available While choosing the store, customer first notices the store window and it plays an important role in retailing strategy. Store's window is what customers see first in meeting with the store. Store window design can lead customer to enter the store, and can give a lot of information about store brands and products. Besides the analysis of the way how specific elements of the window design affect customers and their perception, the explanation of their attraction and rejection to customers is given. If we consider the importance of the topics, we can point out the lack of literature about store windows as the communication tool which allow store to communicate with its customers and to create its retailing strategy as well. There is the scientific contribution of this paper. The paper gives theoretical comprehensions completed with the results of the study about the importance of store windows for retailers as well as for customers. Therefore, for the purpose of this paper, a two-phase research study, including a qualitative and a quantitative approach, was used: 1 the qualitative study among retailers which indicated the most important elements of store windows, the level of financial sources invested in the window design, the basis for the decisions about store window design, etc.; 2 the quantitative study on the sample of consumers conducted with on-line questionnaire. Findings suggest that store window attractiveness is the main motif for store visits. The results of the research confirm that by means of store window and its elements (with special emphasis on price and pricing actions retail store sends messages to its consumers.

BRANDS AND BRANDING - EXAMPLE: COCA-COLA

OpenAIRE

Ljiljana Stošić Mihajlović

2013-01-01

The most valuable brand in the world is still "Coca Cola", and the highest increase was recorded value "Apple" because that's who entered the top ten most valuable brands. Coca-Cola HBC Serbia makes a significant contribution to the local economy. In three bottling plants, distribution centers and sales offices in Serbia and employ over 1500 people. Taxes that are paid regularly Serbian authorities are yet another way of contribution to the national economy.

Corporate strategic branding: How country and corporate brands come together

Directory of Open Access Journals (Sweden)

Đorđević Bojan

2008-01-01

Full Text Available The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products' country of origin. When the name of a country is mentioned, they can have positive associations (high quality, modern design, product innovation, which means that the country itself has a powerful brand. However, there are opposite cases where we talk about the weak branding of a particular country. It is necessary to mobilize all the available forces of politicians, business people, artists, sportsmen and scientists to create a strategy for enhancing the image and reputation of a country on the international markets, i.e. for creating the national branding strategy.

Brand Strategy and Japan’s Soft Power

Institute of Scientific and Technical Information of China (English)

Xing; YAN

2015-01-01

The 21st century is the time of brand strategy showing its position and importance in operation of enterprises.Rapid rise of the brand strategy in operation and management of enterprises has profound social and operation background.The development process of brand strategy also reflects evolution of market economy.A country’s cultural influence power depends on its brand equity.An essential task of brand promotion for a county is to narrow the gap between original image and target image,change the past or one-sided image of the public to products of the country,and implement effective communication and propaganda with the aid of related resource system in the country’s soft power,and accept new excellent image.Fundamentally,lifting national soft power is to set up distinct and charming national brand or national image.The influence power with culture and communication as core is the direct manifestation of a country’s core competitiveness.Brand is an outstanding feature of a country’s strength.Brand stretching can promote liftoff of national economy.In expanding international market,famous brands will play a more and more important role.

Internationalization of Brazilian brands of luxury: a case study of the H. Stern jewelry

Directory of Open Access Journals (Sweden)

José Coelho de Andrade Albino

2009-03-01

Full Text Available This case study analyses the issues concerning the management of global luxury brands, specially those originated from third world countries, such as Brazil. In order to perform this research, the case study approach has been chosen, having as empirical object the Brazilian jewelry H. Stern. The study is based on bibliographical research as well as interviews with the company’s managers; technical visits to H. Stern’s headquarters and main stores, documental research and discourse analysis of the jewelry’s national and international advertisements compared to its competitors. The results found indicate that H. Stern has followed the Uppsala School´s assumptions in order to promote it´s internationalization. H. Stern branding practices can be considered a transition between the first and the second wave of branding, according to Antorini and Schultz (2005 classification. Related to the luxury brand managing model developed by Beverland (2004, it can be affirmed that H. Stern manages it´s brand in a global context, in a consistent and integrated way.

Evaluating the truth brand.

Science.gov (United States)

Evans, W Douglas; Price, Simani; Blahut, Steven

2005-03-01

The American Legacy Foundation developed the truth campaign, an aspirational antismoking brand for adolescents. This study tested whether a multidimensional scale, brand equity in truth, mediates the relationship between campaign exposure and youth smoking. We collected brand equity responses from 2,306 youth on a nationally representative telephone survey. Factor analysis indicates that the scale has excellent psychometric properties and effectively measures brand equity. We developed a structural equation model to test the mediation hypothesis. Results show that brand equity mediates the relationship between truth and smoking. Analyses of potential cofounders show this relationship is robust. Behavioral branding (brands about a behavior or a lifestyle) is an important public health strategy.

BRANDS AND BRANDING - EXAMPLE: COCA-COLA

Directory of Open Access Journals (Sweden)

Ljiljana Stošić Mihajlović

2013-01-01

Full Text Available The most valuable brand in the world is still "Coca Cola", and the highest increase was recorded value "Apple" because that's who entered the top ten most valuable brands. Coca-Cola HBC Serbia makes a significant contribution to the local economy. In three bottling plants, distribution centers and sales offices in Serbia and employ over 1500 people. Taxes that are paid regularly Serbian authorities are yet another way of contribution to the national economy.

The brand architecture of grocery retailers

DEFF Research Database (Denmark)

Bech-Larsen, Tino; Esbjerg, Lars

2009-01-01

This article discusses how the brand architecture of grocery retailers set material and symbolic boundaries for consumer choice, thus limiting consumer sovereignty. The article first discusses previous work on store atmospherics, servicescapes and brand architecture. It is argued that work based...... on these concepts has taken an internal management perspective on how retailers can manipulate aspects of the retail setting to serve their own interests. Then, we develop an alternative conceptualisation of retailer brand architecture that takes into account that consumers (and other constituents) are active co......- constructors of material and symbolic aspects of retail settings. It is discussed how consumers participate in constructing retailer brand architecture and how this concept differs from previous research. Implications for both research and practice are discussed....

The Relationship between Exposure to Brand-Specific Alcohol Advertising and Brand-Specific Consumption among Underage Drinkers—United States, 2011-2012

Science.gov (United States)

Siegel, Michael; Ross, Craig S.; Albers, Alison B.; DeJong, William; King, Charles; Naimi, Timothy S.; Jernigan, David H.

2015-01-01

Background Marketing is increasingly recognized as a potentially important contributor to youth drinking, yet few studies have examined the relationship between advertising exposure and alcohol consumption among underage youth at the brand level. Objectives To examine the relationship between brand-specific exposure to alcohol advertising among underage youth and the consumption prevalence of each brand in a national sample of underage drinkers. Methods We analyzed the relationship between population-level exposure of underage youth ages 12-20 to brand-specific alcohol advertising in national magazines and television programs and the 30-day consumption prevalence—by brand—among a national sample of underage drinkers ages 13-20. Underage youth exposure to alcohol advertising by brand for each month in 2011, measured in gross rating points (GRPs), was obtained from GfK MRI and Nielsen for all measured national issues of magazines and all national television programs, respectively. The 30-day consumption prevalence for each brand was obtained from a national survey of 1,031 underage drinkers conducted between December 2011 and May 2012. Results Underage youth were more than five times more likely to consume brands that advertise on national television and 36% more likely to consume brands that advertise in national magazines. The consumption prevalence of a brand increased by 36% for each 1.5 standard deviation (50 GRPs) increase in television adstock among underage youth and by 23% for each 1.5 standard deviation (10 GRPs) increase in magazine adstock. Conclusion These findings suggest that alcohol advertising influences an important aspect of drinking behavior— brand choice—among youth who consume alcohol. PMID:26479468

Cross-national differences in price–role orientation and their impact on retail markets

DEFF Research Database (Denmark)

Zielke, Stephan; Komor, Marcin

2015-01-01

This paper analyzes differences in price–role orientations between economically developed and emerging markets and how these differences influence store brand and store format preferences. It extends cross-national research on price–role orientations by (1) focusing on culturally similar...

Pengaruh Brand Personality Pada Brand Trust, Brand Attachment, Brand Commitment, Dan Brand Loyalty

OpenAIRE

Sabrina, Yana Anggi; Khoiriyah, Siti

2011-01-01

This study aims to examine the effect of brand personality on brand trust, brand attachment, brand commitment and brand loyalty. Structural Equation Modeling (SEM) is used as analytical method. This study used purposivesampling techniques for sampling, as many as 230 young people aged 18-21 years old who live in Surakarta and intends to be loyal to soft drink Coca-Cola brand. This study shows positive effect brand personality tobrand trust, brand commitment and brand loyalty; positive effect ...

The new PR of states: How nation branding practices affect the security function of public diplomacy

DEFF Research Database (Denmark)

Rasmussen, Rasmus Kjærgaard; Merkelsen, Henrik

2012-01-01

This paper investigates how the role of public relations practice in public diplomacy is undergoing a transformation as a consequence of the influence from nation branding. A case study of the Danish government's response to the so-called Cartoon Crisis illustrates how the threat from international...... a domestic audience. In the public diplomacy efforts towards transnational publics the link to national security will completely disappear whereby the public relations of states is transformed to the marketing of states....... terrorism to national security initially served as a catalyst for new public diplomacy initiatives. But as the initiatives were implemented within a framework of nation branding the focus on risk reduction became subjected to a marketing logic and a new focus on economic objectives took over. The paper...

The Potential of Facebook Utilization in Women's Undergarments Luxury Fashion Brand

OpenAIRE

Aprilianty, Fitri; Nasution, Reza Ashari

2017-01-01

. The dynamic of global economy drives luxury fashion businesses to change. The primary channel of retailing for luxury fashion brand undergarment is offline stores because Luxury brands are expected to evoke uniqueness and exclusivity through high quality, premium pricing, and controlled distribution. With the exponential growth of various social media, however, luxury brands face challenges in how to maintain brand integrity while keep up with the social media trend. Facebook pages have eme...

The Effect of Private Brands on Business Performance in Retail

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Radojko LUKIĆ

2011-06-01

Full Text Available In the length of time many new retail features were developed, as a part of the total value chain (from manufacturer to customer. One such feature is: the development of private brands (private-label merchandise, private-label brands, store brands, house brands, own brands. Because of economic importance, both in theory and in practice, more complex stress was put on its research from various perspectives: the individual countries and regions - geographic, retail companies and formats (types of stores, product categories, as well as from the perspective of the perception of customers / consumers. In the context of it, special empirical emphasis was placed on the effects of private brands on business performance in retail, in particular, on cost, gross margin, profit, in other words, on profit indicators, such as: rate of profits from sales, profit rate of assets and the rate of profit of the share capital. Having such starting point, this paper attempts to, as thoroughly as it can, primarily empirically, investigate the impact of the development of private brands in the retail business performance. Using the latest available relevant data gathered from various scientific and professional sources, including well-known agencies that primarily conduct empirical analysis of private brands in some countries, companies and retail formats and product categories. The results should serve as a reliable basis for creating the most efficient strategy for managing the development of private brands in order to improve business performance in retail. This is especially true of the so-called "emerging market" private brands, as it is the case with Serbia.

A factor analysis to find critical success factors in retail brand

OpenAIRE

Naser Azad; Seyed Foad Zarifi; Somayeh Hozouri

2013-01-01

The present exploratory study aims to find critical components of retail brand among some retail stores. The study seeks to build a brand name in retail level and looks to find important factors affecting it. Customer behavior is largely influenced when the first retail customer experience is formed. These factors have direct impacts on customer experience and satisfaction in retail industry. The proposed study performs an empirical investigation on two well-known retain stores located in cit...

The evolution of destination branding: A review of branding literature in tourism

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Marta Almeyda-Ibáñez

2017-03-01

Full Text Available Tourism is a promise and destinations communicate the credibility of that promise by means of destination brands. Branding has become a key tool for tourism destinations to make explicit the complexity of experiences to be expected by tourists visiting a destination. This paper provides a comprehensive literature review of various issues associated with tourism destination branding. It brings together a wide range of debates in the generic marketing literature, places them alongside the nuances of tourism, and thereby identifies unique challenges of branding in tourism destination contexts. Finally, a case study of USP based national tourism branding campaigns in the Caribbean is presented.

The relationship between alcohol price and brand choice among underage drinkers: are the most popular alcoholic brands consumed by youth the cheapest?

Science.gov (United States)

Albers, Alison B; DeJong, William; Naimi, Timothy S; Siegel, Michael; Jernigan, David H

2014-11-01

We examined the influence of price on alcohol brand choice among underage youth. Using a national sample of 1,032 youth, ages 13-20, recruited from a national Internet panel in 2011-2012, we compared differences in mean prices between popular and unpopular brands, examined the association of price and brand popularity using logistic regression, and rank ordered the average price of top brands. Lower brand-specific prices were significantly associated with higher levels of past 30-day consumption prevalence. However, youth did not preferentially consume the cheapest brands. These findings indicate that youth have preferences for certain brands, even if those brands cost more than competing brands. Our study highlights the need for research on the impact of brand-specific alcohol marketing on underage drinking.

Association of point-of-purchase tobacco advertising and promotions with choice of usual brand among teenage smokers.

Science.gov (United States)

Wakefield, Melanie A; Ruel, Erin E; Chaloupka, Frank J; Slater, Sandy J; Kaufman, Nancy J

2002-01-01

The objective is to determine the relationship between brand-specific advertising and promotions in convenience stores for Marlboro and Camel cigarettes and choice of usual brand among school students. A cross-sectional survey was designed that merged records of store tobacco advertising and promotions. The survey was administered to 3,890 U.S. high school smokers with a usual brand, matched to 196 convenience stores. Choice of Marlboro as a usual brand was associated with presence of a Marlboro gift with purchase (p purchase promotions (p > .05) and negatively associated with a greater share of exterior advertising voice for Camel (p < .001). The results are consistent with the notion that Marlboro-specific advertising and promotions may influence choice of Marlboro as a usual brand to smoke among teens, but resultsfor Camel are mixed and inconclusive. Further research is required to confirm and extend these findings.

The impact of different touchpoints on brand consideration

OpenAIRE

Baxendale, Shane; Macdonald, Emma K.; Wilson, Hugh

2015-01-01

Marketers face the challenge of resource allocation across a range of touchpoints. Hence understanding their relative impact is important, but previous research tends to examine brand advertising, retailer touchpoints, word-of-mouth, and traditional earned touchpoints separately. This article presents an approach to understanding the relative impact of multiple touchpoints. It exemplifies this approach with six touchpoint types: brand advertising, retailer advertising, in-store communications...

Branding Canadian Higher Education. CBIE Research

Science.gov (United States)

Kizilbash, Zainab

2011-01-01

The branding of national higher education systems is a global trend that has become increasingly common over the last decade. One of the main motives driving this trend is the view that branding a national higher education system will increase that country's market share of international students. This is evident as national higher education…

COMPARISON OF REQUIREMENTS FOR BRAND MANAGERS RESPONSIBLE FOR COMPETITIVENESS OF BRANDS: A CROSS-NATIONAL STUDY IN THE US AND THE CZECH REPUBLIC

Directory of Open Access Journals (Sweden)

Wroblowská Zuzana

2017-12-01

Full Text Available The purpose of the paper is to present partial results of an independent research project. The author´s choice of the position “Brand Manager” was influenced by the fact that branding is a very powerful tool in striving for competitiveness in the 21st century. The paper focuses on a set of requirements in terms of educational level, professional experience, knowledge, technical competence, and business management skills for candidates for the position of “Brand Manager”. Berelson´s content analysis method was used to study recruitment advertisement texts. A cross-national study was conducted to compare requirements in the US and in the Czech Republic. The result of the present research project in the US confirmed a fundamental need for a university education, knowledge of marketing, and experience in the field of the advertising company´s business. An unexpected result was that the groups of technical competences as well as required practices and work experience for brand managers in the US and the Czech Republic had statistically significant differences. The article concludes with a number of recommendations formulated for the implementation of the human resource management practices of recruiting and selection, as their inappropriate strategy and implementation is common and the consequences are costly.

A factor analysis to find critical success factors in retail brand

Directory of Open Access Journals (Sweden)

Naser Azad

2013-03-01

Full Text Available The present exploratory study aims to find critical components of retail brand among some retail stores. The study seeks to build a brand name in retail level and looks to find important factors affecting it. Customer behavior is largely influenced when the first retail customer experience is formed. These factors have direct impacts on customer experience and satisfaction in retail industry. The proposed study performs an empirical investigation on two well-known retain stores located in city of Tehran, Iran. Using a sample of 265 people from regular customers, the study uses factor analysis and extracts four main factors including related brand, product benefits, customer welfare strategy and corporate profits using the existing 31 factors in the literature.

The risks of nation branding as crisis response

DEFF Research Database (Denmark)

Rasmussen, Rasmus Kjærgaard; Merkelsen, Henrik

2014-01-01

alternative strategies for handling crises based on 'societal models'. Through a case study of Denmark's so-called Cartoon Crisis we demonstrate how crisis communication falls short of coping aptly with the complexity of the crisis due to the branding-inspired translation from 'sudden' to 'ongoing' crisis. We......In this article, we investigate the limitations of organization-centric models for crisis communication in handling place crises. Two distinct types of place crisis are identified as what we respectively term the 'sudden' and the 'ongoing' type. We point out that place branding traditionally has...... been used to handle the latter type. We then demonstrate how the inspiration from corporate communication in place branding has led to a fixation on reputation, which becomes salient when place branding is used as crisis communication in sudden crisis. Here the corporate inspiration tends to rule out...

The relationship between alcohol price and brand choice among underage drinkers: Are the most popular alcoholic brands consumed by youth the cheapest?

Science.gov (United States)

Albers, Alison Burke; DeJong, William; Naimi, Tim; Siegel, Michael; Jernigan, David H.

2014-01-01

We examined the influence of price on alcohol brand choice among underage youth. Using a national sample of 1,032 youth ages 13–20, recruited from a national internet panel in 2011–2012, we compared differences in mean prices between popular and unpopular brands; examined the association of price and brand popularity using logistic regression; and rank ordered the average price of top brands. Lower brand-specific prices were significantly associated with higher levels of past 30-day consumption prevalence. However, youth did not preferentially consume the cheapest brands. These findings indicate that youth have preferences for certain brands, even if those brands cost more than competing brands. Our study highlights the need for research on the impact of brand-specific alcohol marketing on underage drinking. PMID:25183436

Brand switching and toxic chemicals in cigarette smoke: A national study.

Science.gov (United States)

Mendel, Jennifer R; Baig, Sabeeh A; Hall, Marissa G; Jeong, Michelle; Byron, M Justin; Morgan, Jennifer C; Noar, Seth M; Ribisl, Kurt M; Brewer, Noel T

2018-01-01

US law requires disclosure of quantities of toxic chemicals (constituents) in cigarette smoke by brand and sub-brand. This information may drive smokers to switch to cigarettes with lower chemical quantities, under the misperception that doing so can reduce health risk. We sought to understand past brand-switching behavior and whether learning about specific chemicals in cigarette smoke increases susceptibility to brand switching. Participants were US adult smokers surveyed by phone (n = 1,151, probability sample) and online (n = 1,561, convenience sample). Surveys assessed whether smokers had ever switched cigarette brands or styles to reduce health risk and about likelihood of switching if the smoker learned their brand had more of a specific chemical than other cigarettes. Chemicals presented were nicotine, carbon monoxide, lead, formaldehyde, arsenic, and ammonia. Past brand switching to reduce health risk was common among smokers (43% in phone survey, 28% in online survey). Smokers who were female, over 25, and current "light" cigarette users were more likely to have switched brands to reduce health risks (all p brand switching based on information about particular chemicals. In both samples, lead, formaldehyde, arsenic, and ammonia led to more susceptibility to switch than nicotine (all p brands or styles to reduce health risks. The majority said they might or would definitely switch brands if they learned their cigarettes had more of a toxic chemical than other brands. Brand switching is a probable unintended consequence of communications that show differences in smoke chemicals between brands.

Brand-Name Prescription Drug Use Among Diabetes Patients in the VA and Medicare Part D: A National Comparison

Science.gov (United States)

Gellad, Walid F.; Donohue, Julie M.; Zhao, Xinhua; Mor, Maria K.; Thorpe, Carolyn T.; Smith, Jeremy; Good, Chester B.; Fine, Michael J.; Morden, Nancy E.

2013-01-01

Background Medicare Part D and the Department of Veterans Affairs (VA) use different approaches to manage prescription drug benefits, with implications for spending. Medicare relies on private plans with distinct formularies, whereas VA administers its own benefit using a national formulary. Objective To compare overall and regional rates of brand-name drug use among older adults with diabetes in Medicare and VA. Design Retrospective cohort Setting Medicare and VA Patients National sample in 2008 of 1,061,095 Part D beneficiaries and 510,485 Veterans age 65+ with diabetes. Measurements Percent of patients on oral hypoglycemics, statins, and angiotensin-converting-enzyme inhibitors/angiotensin-receptor-blockers who filled brand-name drugs and percent of patients on long-acting insulin who filled analogues. We compared sociodemographic and health-status adjusted hospital referral region (HRR) brand-name use to examine local practice patterns, and calculated changes in spending if each system’s brand-name use mirrored the other. Results Brand-name use in Medicare was 2–3 times that of VA: 35.3% vs. 12.7% for oral hypoglycemics, 50.7% vs. 18.2% for statins, 42.5% vs. 20.8% for angiotensin-converting-enzyme inhibitors/angiotensin-receptor-blockers, and 75.1% vs. 27.0% for insulin analogues. Adjusted HRR brand-name statin use ranged (5th to 95th percentile) from 41.0%–58.3% in Medicare and 6.2%–38.2% in VA. For each drug group, the HRR at the 95th percentile in VA had lower brand-name use than the 5th percentile HRR in Medicare. Medicare spending in this population would have been $1.4 billion less if brand-name use matched the VA for these medications. Limitation This analysis cannot fully describe the factors underlying differences in brand-name use. Conclusions Medicare beneficiaries with diabetes use 2–3 times more brand-name drugs than a comparable group within VA, at substantial excess cost. Primary Funding Sources VA; NIH; RWJF PMID:23752663

Youth Alcohol Brand Consumption and Exposure to Brand Advertising in Magazines

Science.gov (United States)

Ross, Craig S; Ostroff, Joshua; Siegel, Michael B; DeJong, William; Naimi, Timothy S; Jernigan, David H

2014-01-01

Objective: Recently published research has identified the alcohol brands most frequently consumed by underage youth. The present study examines alcohol magazine advertising in 2011 to report age- and sex-specific exposure to advertisements for these brands in contrast with other magazine advertising brands less popular with youth. Method: We licensed magazine advertising occurrence data from Nielsen and magazine audience data from the research company GfK MRI (Growth from Knowledge, Mediamark Research & Intelligence) for national full-run editions for 2011. We contrasted per capita advertising exposure, considering different age- and sex-specific groups, for popular youth brands versus all other magazine brands. For each brand, we reported the age group receiving the highest level of per capita advertising exposure, as well as other age groups within 10% of that peak level. Results: Underage males ages 18–20 were the most heavily exposed age group for 11 of the top 25 brands they consumed and were within 10% of the most heavily exposed group for another 6 brands. Underage females ages 18–20 were most heavily exposed for 16 of the top 25 brands they consumed and were within 10% of the most heavily exposed group for another 2 brands. In contrast, those ages 18–20 were the most heavily exposed group for fewer than 10% of the remaining 308 magazine advertising brands for either sex. Conclusions: These findings suggest a relationship between advertising exposure and youth alcohol brand consumption. Current alcohol industry self-regulatory codes may not be sufficiently protective of youth. PMID:24988260

Youth alcohol brand consumption and exposure to brand advertising in magazines.

Science.gov (United States)

Ross, Craig S; Ostroff, Joshua; Siegel, Michael B; DeJong, William; Naimi, Timothy S; Jernigan, David H

2014-07-01

Recently published research has identified the alcohol brands most frequently consumed by underage youth. The present study examines alcohol magazine advertising in 2011 to report age- and sex-specific exposure to advertisements for these brands in contrast with other magazine advertising brands less popular with youth. We licensed magazine advertising occurrence data from Nielsen and magazine audience data from the research company GfK MRI (Growth from Knowledge, Mediamark Research & Intelligence) for national full-run editions for 2011. We contrasted per capita advertising exposure, considering different age- and sex-specific groups, for popular youth brands versus all other magazine brands. For each brand, we reported the age group receiving the highest level of per capita advertising exposure, as well as other age groups within 10% of that peak level. Underage males ages 18-20 were the most heavily exposed age group for 11 of the top 25 brands they consumed and were within 10% of the most heavily exposed group for another 6 brands. Underage females ages 18-20 were most heavily exposed for 16 of the top 25 brands they consumed and were within 10% of the most heavily exposed group for another 2 brands. In contrast, those ages 18-20 were the most heavily exposed group for fewer than 10% of the remaining 308 magazine advertising brands for either sex. These findings suggest a relationship between advertising exposure and youth alcohol brand consumption. Current alcohol industry self-regulatory codes may not be sufficiently protective of youth.

Brand switching and toxic chemicals in cigarette smoke: A national study.

Directory of Open Access Journals (Sweden)

Jennifer R Mendel

Full Text Available US law requires disclosure of quantities of toxic chemicals (constituents in cigarette smoke by brand and sub-brand. This information may drive smokers to switch to cigarettes with lower chemical quantities, under the misperception that doing so can reduce health risk. We sought to understand past brand-switching behavior and whether learning about specific chemicals in cigarette smoke increases susceptibility to brand switching.Participants were US adult smokers surveyed by phone (n = 1,151, probability sample and online (n = 1,561, convenience sample. Surveys assessed whether smokers had ever switched cigarette brands or styles to reduce health risk and about likelihood of switching if the smoker learned their brand had more of a specific chemical than other cigarettes. Chemicals presented were nicotine, carbon monoxide, lead, formaldehyde, arsenic, and ammonia.Past brand switching to reduce health risk was common among smokers (43% in phone survey, 28% in online survey. Smokers who were female, over 25, and current "light" cigarette users were more likely to have switched brands to reduce health risks (all p < .05. Overall, 61-92% of smokers were susceptible to brand switching based on information about particular chemicals. In both samples, lead, formaldehyde, arsenic, and ammonia led to more susceptibility to switch than nicotine (all p < .05.Many US smokers have switched brands or styles to reduce health risks. The majority said they might or would definitely switch brands if they learned their cigarettes had more of a toxic chemical than other brands. Brand switching is a probable unintended consequence of communications that show differences in smoke chemicals between brands.

Brand gender, brand personality and brand loyalty relationship

OpenAIRE

Gumus, Izzet

2016-01-01

Brand personality, especially brand gender concepts are quite new in Turkey, therefore these concepts have not been used  as a topic in research. The aim of this research is to shed light on the literature by emphasizing the relationship between brand  personality, brand gender and brand loyalty.  This research is conducted to demonstrate the effects of brands loyalty on consumers in terms of gender and personality. Brand categories and brands are chosen in...

Supply Chain Advertising Decision Based on Competition of National and Store Brands%基于制造商和零售商自有品牌竞争的供应链广告决策

Institute of Scientific and Technical Information of China (English)

吕芹; 霍佳震

2011-01-01

A marketing channel, where a retailer sells, its own store brand, along the manufacturer's brand, is considered.Competition exists between them.Each player invests in advertising in order to build the brand's goodwill, and the manufacturer bears part of the retailer's advertising investment.We assume that the retailer's advertising promotion has a negative impact on the goodwill of manufacturer's brand.A methodology of differential games is adopted to investigate the optimal advertising strategies of the manufacturer and the retailer in Stackelberg leader-follower game under a dynamic circumstance.The effect of the parameters of the manufacturer and the retailer on the optimal decision is analyzed.Finally, we prove that the decision of Stackelberg leader-follower game is prior to the one of Nash non-cooperative game.%考虑一个零售商同时出售制造商品牌产品和零售商自有品牌产品的营销渠道,这两类产品之间存在一定竞争性.制造商与零售商分别进行广告投资促销并累计商誉,且制造商与零售商共同分担零售商的广告投资成本.假设零售商广告促销活动对制造商品牌商誉存在负面影响.运用微分对策的方法求解动态环境下Stackeberg主从博弈下的最优决策,并分析了零售商和制造商处参数对决策的影响.最后证明,Stackelberg主从博弈决策优于Nash非合作博弈决策.

Brand placement on price boards after tobacco display bans: a point-of-sale audit in Melbourne, Australia.

Science.gov (United States)

Wakefield, Melanie; Zacher, Meghan; Scollo, Michelle; Durkin, Sarah

2012-11-01

This study aims to explore how cigarette brands are arranged on boards listing tobacco products and/or prices following the 1 January 2011 ban on point-of-sale tobacco displays in Victoria, Australia. An audit undertaken in late 2011 gathered information on the prevalence and contents of tobacco product information displays ('price boards'). We examined how often all or most of the brands listed at the top of price boards were owned by the same tobacco company, and whether premium, mainstream and value brands were listed in prominent positions more frequently in different store types and socio-economic areas (SES). Of the 281 stores audited, 64% (179) had legible price boards. Of the 178 with factory-made products, 11% arranged brands alphabetically, 2% by price and 87% did so in some other way. In 65% of stores where brands were arranged in some other way, at least three of the top four positions were devoted to brands owned by the same tobacco company. Premium brands were given greater prominence than would be expected by market share. Neighbourhood SES was significantly related to the representation in the most prominent price board positions of brands from the most appropriate market segment. Price boards are being used to target brands to consumers. Jurisdictions should also prohibit price board display when they ban tobacco product display; prices might instead be itemised in alphabetical order on a list only viewable upon customer request.

An empirical study to find important factors on building national brand: An Iranian tourism case study

Directory of Open Access Journals (Sweden)

Abolghasem Hakimipour

2012-09-01

Full Text Available Building national brand plays an important role on today's economy to attract interested tourists in visiting various countries. There are different factors impacting national brand such as advertisement, natural attraction, etc. In this paper, we perform an empirical investigation to find the impact of ten most important factors on building brand. The study designs and distributes a questionnaire among 384 international tourists who visited Iran during the year of 2010 and it uses factor analysis to group important factors. The results extract four groups; the first factor includes three most important components including satellite advertisement programs, public awareness on economical power and public awareness on specialized symposium and conferences. The second factor includes three other important factors, which are public awareness on human right, advertisement programs through distribution brushers and internet advertisement. The third factor includes two variables, which are public awareness on education and access to educational services and introducing cultural heritage. Finally, the last factor includes introducing natural attraction and advertisement programs through distribution brushers.

Luxury as the opposite of vulgarity:a trio of perspectives on luxury brands

OpenAIRE

Reyneke, Mignon

2011-01-01

This thesis, entitled “Luxury as the opposite of vulgarity: A trio of perspectives on luxury brands” considers luxury brands in a trio of contemporary contexts. Despite the academic research surrounding luxury brands being limited, the existent research most often studies luxury brands in a traditional retail context. That is, luxury is viewed from a perspective where the products are sold in luxury retail stores. However, the landscape that these brands function within has changed significan...

Resolving the Innovation Diffusion Paradox in Mobile App Stores

DEFF Research Database (Denmark)

Xiong, Bingqing; Tan, Chee-Wee; Wang, Weiquan

2017-01-01

to the abundance of apps and multitudinous promotional information. To this end, this study proposes branding as a strategy to tackle the innovation diffusion paradox. Specifically, we construct a research model that posits consumers’ brand awareness as an antecedent affecting their brand association and quality......The growing number of apps released on a daily basis has contributed to an innovation diffusion paradox whereby the frequency and intensity by which innovations are crowdsourced are stymieing their own diffusion. In mobile app stores, consumers are often constrained in their selection due...

An exploration study to find important factors influencing on authenticity of brand

Directory of Open Access Journals (Sweden)

Naser Azad

2013-10-01

Full Text Available Building an appropriate brand always makes it possible to reach better market share in competitive market. This paper presents a study to find important factors influencing the authenticity of brand. The proposed study designs a questionnaire in Likert scale consists of 21 questions, distributes it among 400 people who purchase regularly from chain stores in city of Tehran, Iran and collects 388 filled ones. Cronbach alpha is calculated as 0.712. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.748 and 1718.212, respectively. Based on the results of our survey, we have derived five factors including brand identification, brand registration, brand position, perception image from the brand and trust to brand.

« Retail Brand Equity: A PLS Approach

OpenAIRE

Magali Jara

2009-01-01

In large retail stores, France is characterized by market saturation and even a decline of several retail concepts such as variety stores, or even supermarkets and hypermarkets (Cliquet, 2000). This situation leads to a fierce competition and raises questions which affect marketing strategies of French retail companies. Given the legal context, the French retailers can increase sales through retail brands which appear to be henceforth among the most effective marketing tools. Indeed, product ...

The impact of national brand introductions on hard-discounter image and share-of-wallet

NARCIS (Netherlands)

Lourenco, C.J.; Gijsbrechts, E.

2013-01-01

Hard-discounters (HDs) such as Aldi and Lidl are increasingly introducing national brands (NBs) into their private label (PL) dominated assortments. While there is evidence that this enhances sales in the categories where such NBs are added, little is known about how it affects consumers' overall

The Relationship between Brand-Specific Alcohol Advertising on Television and Brand-Specific Consumption among Underage Youth

Science.gov (United States)

Ross, Craig S.; Maple, Emily; Siegel, Michael; DeJong, William; Naimi, Timothy S.; Ostroff, Joshua; Padon, Alisa A.; Borzekowski, Dina L.G.; Jernigan, David H.

2014-01-01

Background Being able to investigate the relationship between underage drinkers' preferences for particular brands and their exposure to advertising for those brands would represent a significant advance in alcohol marketing research. However, no previous national study has examined the relationship between underage youth exposure to brand-specific alcohol advertising and consumption of those brands. Methods We conducted a cross-sectional, internet-based survey of a national sample of 1,031 youths, ages 13-20, who had consumed at least one drink of alcohol in the past 30 days. We ascertained all alcohol brands consumed by respondents in the past 30 days. The main outcome measure was brand-specific consumption during the past 30 days, measured as a dichotomous variable. The main predictor variable was exposure to brand-specific alcohol advertising on television. The respondents reported which of 20 television shows popular with youth they had watched during the past 30 days. For each respondent, we calculated a standard measure of potential exposure to the brand-specific alcohol advertising that aired on those shows during the preceding 12 months, based on Nielsen (New York, NY) estimates of the youth audience for each show's telecasts. Results Compared to no brand-specific advertising exposure, any exposure was associated with an increased likelihood of brand-specific consumption (adjusted odds ratio 3.02; 95% confidence interval: 2.61-3.49) after controlling for several individual- and brand-level variables. When measured as a continuous variable, the relationship between advertising exposure and brand consumption was nonlinear, with a large association at lower levels of exposure and diminishing incremental effects as the level of exposure increased. Conclusions There is a robust relationship between youth's brand-specific exposure to alcohol advertising on television and their consumption of those same alcohol brands during the past 30 days. This study provides

The relationship between brand-specific alcohol advertising on television and brand-specific consumption among underage youth.

Science.gov (United States)

Ross, Craig S; Maple, Emily; Siegel, Michael; DeJong, William; Naimi, Timothy S; Ostroff, Joshua; Padon, Alisa A; Borzekowski, Dina L G; Jernigan, David H

2014-08-01

Being able to investigate the relationship between underage drinkers' preferences for particular brands and their exposure to advertising for those brands would represent a significant advance in alcohol marketing research. However, no previous national study has examined the relationship between underage youth exposure to brand-specific alcohol advertising and consumption of those brands. We conducted a cross-sectional, Internet-based survey of a national sample of 1,031 youth, ages 13-20, who had consumed at least 1 drink of alcohol in the past 30 days. We ascertained all alcohol brands consumed by respondents in the past 30 days. The main outcome measure was brand-specific consumption during the past 30 days, measured as a dichotomous variable. The main predictor variable was exposure to brand-specific alcohol advertising on television. The respondents reported which of 20 television shows popular with youth they had watched during the past 30 days. For each respondent, we calculated a standard measure of potential exposure to the brand-specific alcohol advertising that aired on those shows during the preceding 12 months, based on Nielsen (New York, NY) estimates of the youth audience for each show's telecasts. Compared to no brand-specific advertising exposure, any exposure was associated with an increased likelihood of brand-specific consumption (adjusted odds ratio 3.02; 95% confidence interval: 2.61-3.49) after controlling for several individual- and brand-level variables. When measured as a continuous variable, the relationship between advertising exposure and brand consumption was nonlinear, with a large association at lower levels of exposure and diminishing incremental effects as the level of exposure increased. There is a robust relationship between youth's brand-specific exposure to alcohol advertising on television and their consumption of those same alcohol brands during the past 30 days. This study provides further evidence of a strong

A study on the application of contemporary visual art into flagship stores of luxury fashion brands

OpenAIRE

Lee, Youjung

2014-01-01

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University. Luxury fashion brands face a new challenge as to how to sustain brand growth while maintaining the exclusivity of brands due to the democratisation of the luxury phenomenon which is mainly driven by the emergence of ‘new luxury’ and changes of consumption style ‘trading up’. Luxury consumers are becoming disillusioned with the vulgarisation of luxury goods and prefer exclusive luxuri...

Branding trends in Asian markets

NARCIS (Netherlands)

Bakker, Diederich; Segers, Rien

This chapter examines current branding trends in significant Asian markets, namely Japan, South Korea, and India, with a special focus on one emerging branding nation, China. No generalizations towards the whole of Asia can be drawn from this research. However, research identified some aspects in

Brand strengthening decision making delved from brand-contacts in health services organizations.

Science.gov (United States)

Takayanagi, Kazue; Hagihara, Yukiko

2007-01-01

Under the Japanese Government's strong enforcement of Japanese national medical cost reduction, only hospitals which emphasize patient values, and creation of brands according to them can survive. This study extracted patients' expectations as brand from Campbell's Brand-Contact lists. The authors also proposed to add Brand-strengthening strategies both for short-term strategies (large improvement is not required) and for long-term strategies (restructuring hardware and systems). This method would enable hospitals to collect customers' underlying expectations, and would create high-value brands. Trustful medical service would provide mutual and synergetic medical care effects. It is already considered out of date to conduct qualitative patient satisfaction interviews on current medical services to current customers. It is the only way to survive that hospitals themselves produce their original brands to increase patient loyalty and customer satisfaction. In the process, customer value should be reconsidered from both aspects of the quality of clinical care and of other medically related services. Then hospitals would be able to satisfy both customers' output and process expectations.

Stored Transuranic Waste Management Program at the Idaho National Engineering Laboratory

International Nuclear Information System (INIS)

Clements, T.L.

1996-01-01

Since 1970, INEL has provided interim storage capacity for transuranic (TRU)-contaminated wastes generated by activities supporting US national defense needs. About 60% of the nation's current inventory of TRU-contaminated waste is stored at INEL, awaiting opening of the Waste Isolation Pilot Plant (WIPP), the designated federal repository. A number of activities are currently underway for enhancing current management capabilities, conducting projects that support local and national TRU management activities, and preparing for production-level waste retrieval, characterization, examination, certification, and shipment of untreated TRU waste to WIPP in April 1998. Implementation of treatment capability is planned in 2003 to achieve disposal of all stored TRU-contaminated waste by a target date of December 31, 2015, but no later than December 31, 2018

Brand perception: an analysis of supermarket retail of Aracaju after acquisitions of international companies

Directory of Open Access Journals (Sweden)

Andréa Pinto Correia dos Santos

2009-03-01

Full Text Available The study under review proposes to investigate how three of the most important brand´s supermarket - representatives of multinational retailed - are perceived. In this article they will be named by P, W and C. Specifically, demanded up: identify the socioeconomics and psychograph customers in PDV and it´s influential´s areas at store; and investigate the perception of brands values of supermarkets under review. Through the method descriptive and quantitative, were applied some questionnaires in 288 costumers of the principals stores about the brands studied and their surroundings, using a probabilistic systematic sampling, looking for answer the constitutive hypotheses made in study. The data were analyzed with software SPSS help (Statistical Package for Social Sciences and were applied in statistical tests: ANOVA, T-Student and Tukey, and Cluster Analysis. The result allows concluding that despite of consumers of the studied brands has in general similar characteristics, there some differences that may have directed strategies. About the aspect of brand equity (loyalty, memory/association and perceived quality, it is possible affirm that C brand stands out with better perception of its proximity aspects within the studied public.

Brands matter: Major findings from the Alcohol Brand Research Among Underage Drinkers (ABRAND) project.

Science.gov (United States)

Roberts, Sarah P; Siegel, Michael B; DeJong, William; Ross, Craig S; Naimi, Timothy; Albers, Alison; Skeer, Margie; Rosenbloom, David L; Jernigan, David H

Alcohol research focused on underage drinkers has not comprehensively assessed the landscape of brand-level drinking behaviors among youth. This information is needed to profile youth alcohol use accurately, explore its antecedents, and develop appropriate interventions. We collected national data on the alcohol brand-level consumption of underage drinkers in the United States and then examined the association between those preferences and several factors including youth exposure to brand-specific alcohol advertising, corporate sponsorships, popular music lyrics, and social networking sites, and alcohol pricing. This paper summarizes our findings, plus the results of other published studies on alcohol branding and youth drinking. Our findings revealed several interesting facts regarding youth drinking. For example, we found that: 1) youth are not drinking the cheapest alcohol brands; 2) youth brand preferences differ from those of adult drinkers; 3) underage drinkers are not opportunistic in their alcohol consumption, but instead consume a very specific set of brands; 4) the brands that youth are heavily exposed to in magazines and television advertising correspond to the brands they most often report consuming; and 5) youth consume more of the alcohol brands to whose advertising they are most heavily exposed. The findings presented here suggests that brand-level alcohol research will provide important insight into youth drinking behaviors, the factors that contribute to youth alcohol consumption, and potential avenues for effective public health surveillance and programming.

Investigating brand romance, brand attitude and brand loyalty in the cellphone industry

Directory of Open Access Journals (Sweden)

Liezl-Marié Kruger

2013-09-01

Research purpose: This study investigated the brand romance, -attitude and -loyalty of customers toward their cellphone brands in the North West Province, South Africa. Motivation for the study: One way in which brand loyalty in the cellphone industry can be achieved is to influence attitudes and, ultimately, create brand loyalty by promoting brand romance between the customer and the brand. Research design, approach and method: Being quantitative in nature, the study followed a descriptive research design to collect 371 responses through self-administered questionnaires. Main findings: The results indicated that most respondents were contract customers who only use a brand of cellphone for between one and three years. Brand romance toward cellphone brands was positive although room for improvement exists. Brand attitude toward current cellphone brands was also positive, but brand loyalty was fairly low, indicating that marketers need to improve brand loyalty toward their cellphone brand. There were, furthermore, significant and positive relationships between brand romance, brand attitude and brand loyalty toward cellphone brands. Practical/managerial implications: Brand romance can be considered to be a viable way of improving attitude toward a cellphone brand, ultimately leading to brand loyalty. Contribution/value-add: Brand romance in brand relationships has significant and positive relationships with brand attitude and brand loyalty in the cellphone industry of South Africa.

Building a Brand for Finna

OpenAIRE

Maar, Vivika

2014-01-01

This thesis deals with building a brand for Finna, a new digital library service with joint interfaces. The Public Interface of Finna is a new service in the brand architecture of the National Library of Finland and provides access to the digital information and services of libraries, archives, museums, serving those who seek information or experiences. The thesis is based on structural interviews that were conducted for the purpose of gathering information for the brand building process...

Healthful Nutrition of Foods in Navajo Nation Stores: Availability and Pricing.

Science.gov (United States)

Kumar, Gayathri; Jim-Martin, Sonlatsa; Piltch, Emily; Onufrak, Stephen; McNeil, Carrie; Adams, Laura; Williams, Nancy; Blanck, Heidi M; Curley, Larry

2016-09-01

Low availability and affordability of healthier foods in food stores on the Navajo Nation (NN) may be a community-level risk factor for the high prevalence of obesity among the Navajo people. This study assessed the availability and pricing of foods and beverages in supermarkets and convenience stores throughout the NN. Descriptive study design using the Nutrition Environment Measurement Survey in Stores audit tool. Supermarkets (n = 13) and convenience stores (n = 50) on NN and border-town supermarkets (n = 9). Not applicable. Availability and pricing of healthy and less-healthy foods. Descriptive and χ(2) analyses. Navajo convenience stores offered fewer healthier food options compared to Navajo supermarkets. In Navajo convenience stores, 100% whole grain products, reduced-fat cheese, lean meats, reduced-fat chips, and fat-free or light hot dogs were available in fewer stores than their corresponding less-healthy versions (all with p foods are not as readily available in Navajo convenience stores as they are in Navajo supermarkets. Improving access to and affordability of healthier foods in reservation stores of all sizes may support healthy eating among Navajo residents. © 2016 by American Journal of Health Promotion, Inc.

Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop)

Science.gov (United States)

Susanty, Aries; Tresnaningrum, Aprilia

2018-02-01

This study has several purposes. First, this study aims to investigate the effect of consumer-brand value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience on customer-brand identification (CBI). We call all of those factors as the antecedent factor of CBI. Second, this study aims to investigate the effect of CBI on customer loyalty. Third, investigate the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI. This research used primary data collected through closed questionnaires using a Likert scale of 1 - 5. The total sample size was 273 respondents located in Semarang City who has or has been using Acer Laptop for minimal one year. This research was conducted using Partial Least Square (PLS) method through SmartPLS 3.0 software. The result of data processing indicated that all of the antecedent factors of CBI have the positive and significant effect on CBI of the user of Acer Laptop. In this case, among the five antecedent factors of CBI, value congruence has the greatest effect on CBI of the user of Acer Laptop. The result of data processing also indicated that CBI has the positive and significant effect on brand loyalty of user of Acer Laptop. This study fails to prove the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI of the user of Acer Laptop. Moreover, based on the result of hypothesis testing, this study gives some recommendation to Acer Laptop to develop or create some features which are match with the value of user of Laptop Acer in Semarang City.

Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop

Directory of Open Access Journals (Sweden)

Susanty Aries

2018-01-01

Full Text Available This study has several purposes. First, this study aims to investigate the effect of consumer–brand value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience on customer-brand identification (CBI. We call all of those factors as the antecedent factor of CBI. Second, this study aims to investigate the effect of CBI on customer loyalty. Third, investigate the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI. This research used primary data collected through closed questionnaires using a Likert scale of 1 - 5. The total sample size was 273 respondents located in Semarang City who has or has been using Acer Laptop for minimal one year. This research was conducted using Partial Least Square (PLS method through SmartPLS 3.0 software. The result of data processing indicated that all of the antecedent factors of CBI have the positive and significant effect on CBI of the user of Acer Laptop. In this case, among the five antecedent factors of CBI, value congruence has the greatest effect on CBI of the user of Acer Laptop. The result of data processing also indicated that CBI has the positive and significant effect on brand loyalty of user of Acer Laptop. This study fails to prove the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI of the user of Acer Laptop. Moreover, based on the result of hypothesis testing, this study gives some recommendation to Acer Laptop to develop or create some features which are match with the value of user of Laptop Acer in Semarang City.

Personal Sports Branding in the Digital Age: The Case of Zlatan Ibrahimovic

OpenAIRE

Samoylina, Ekaterina

2015-01-01

The rise of digital media has caused transformations and new phenomena in different fields. In the digital age such branches as personal sports branding and nation branding has acquired new opportunities for development. The research focuses on representation of the personal sports brand of Zlatan Ibrahimovic on digital media platforms and its connection to the nation brand of Sweden. Previous research deals with existing studies on personal branding, personal sports branding in digital media...

Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image

OpenAIRE

Syed Alwi, SF; Nguyen, B; Melewar; Yeat-Hui, L; Liu, M

2016-01-01

Purpose (mandatory) The research explores brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand loyalty and their long-term commitment. The aim is to provide a more comprehensive framework of the buyer’s behavioral response in the business to business context by integrating both trust elements and industrial brand attributes (brand performance and industrial brand image). In addition, the study explores the mediatio...

Enriching the ECSI model using brand strength in the retail setting

Directory of Open Access Journals (Sweden)

Paraskevi Sarantidou

2017-10-01

Full Text Available Purpose - The purpose of this paper is to investigate the role of the retailer’s brand strength as a potential predictor of loyalty. It also examines the role of customer satisfaction (CS to the retailer’s loyalty as well as its impact on the retailer’s brand strength. Design/methodology/approach - The study was conducted in the grocery context and in a market under recession using the European Customer Satisfaction Index (ECSI model. Data were collected through a telephone survey from 2,000 participants responsible for the household grocery shopping with a quota of 250 respondents from each of the leading grocery retailers in Greece. A formative measurement model was developed and the collected data were analyzed using partial least square path modeling. Findings - The findings revealed that the strength of the retailer’s brand and CS influence retail loyalty and that brand strength mediate the strength of CS to loyalty. Results also suggested that the expectations and the perceptions toward the retailer’s product offering are the most important drivers of CS and loyalty. Thus, the study has proved the importance of the functional store attributes to CS and loyalty in the grocery store setting. Originality/value - Research examining the suitability of the ECSI model in the grocery setting and in a market under economic crisis is scarce. This paper addresses these shortcomings by examining a customer loyalty model which incorporates the brand strength construct and investigates the role of brand strength as a potential predictor of loyalty as well as the role of CS in the brand strength and loyalty.

Brand recognition in television advertising: The influence of brand presence and brand introduction

Directory of Open Access Journals (Sweden)

Charlene Gerber

2014-05-01

Problem investigated: Brand recognition and recall are established advertising effectiveness measurements to assess brand awareness. Of particular interest is whether encoding of brand information as measured by brand recognition is influenced by brand presence and brand introduction. Design/methodology/approach: A meta-analysis was performed on responses to 25 television advertisements, gathered from 50 000 respondents. Findings: The findings indicated a positive linear relationship between brand presence and brand recognition but a negative linear relationship between brand introduction and brand recognition, whilst brand introduction and brand presence predicted variance in brand recognition. Value of research: The researchers concluded that a brand should be present in an advertisement for about two-thirds of the time for optimum brand recognition.

Investigating the brand love-brand hate relationship, and the effects of brand attitude and brand attachment on brand hate

OpenAIRE

Silden, Sandra Emilie; Skeie, Malin Elida

2015-01-01

There has been an increase in consumer research on consumer-brand relationships, specifically positive relationship between the consumer and brands. This thesis tries to shed light on a topic that has received less attention, though highly related, namely brand hate. Study 1 was conducted in order to investigate an antecedent to brand hate, building on the fact that love for a competing brand can cause brand hate. To our knowledge this topic has not been examined before. However, a line of re...

How brand personality, brand identification and service quality influence service brand equity

Directory of Open Access Journals (Sweden)

Sandra Maria Correia Loureiro

2014-12-01

Full Text Available During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity dimensions. Therefore, this study aims to contribute to the existing body of knowledge by examining the strength of relational variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that brand loyalty, brand identification, trust, brand personality and brand awareness are the variables that have a greatest impact on brand equity. Thus, this study is the first to measure the strength of assorted relational variables, and variables related with identification and personality on brand equity for brands in the service industry. In this vein, brand managers should be aware of the importance of building a brand regarding the way they communicate the features of the brand.

Evaluating the Strategic Positions of the Employer’s Brand in the Retail Sector

Directory of Open Access Journals (Sweden)

Yurchenko Karyna Yu.

2018-03-01

Full Text Available Methodical approaches to evaluation of strategic positions of the employer’s brand and its competitiveness are substantiated. Comparative analysis as an approach to the evaluation of the employer’s brand is considered. The advantages of having an employer’s brand in the organization are allocated and the most important elements in the process of forming the employer’s brand are defined. The research on instruments of formation of both internal and external brand of employer for the retail shops network «Prego» was carried out. The employer’s brand strength is evaluated according to the main points of a specialist contact with the employer’s company. An assessment of factors of external and internal brand of employer was carried out. A system of criteria for evaluating the competitiveness of the company’s employer brand has been formed. The strategic positions of the employer’s brand of the «Prego» store chain in the retail sector were evaluated.

Branding Serbia as a Tourist Destination on the Global Market

Directory of Open Access Journals (Sweden)

Ivan Paunović

2014-04-01

Full Text Available Destination branding has become one of the most popular contemporary topics, both among tourism practitioners and politicians, because there is strong evidence that strong national destination brand supports commercial brands in industries related to tourism. Therefore, factors that influence destination brand loyalty are of crucial importance for understanding and promoting the brand. Building brand loyalty is not just about repeat buying, but also about building customers emotional attachment to the brand. Global growth and diversification of tourist markets has transformed destinations from “vacation industry” concept, to “industry of experience” concept.The study performed statistical tests with a goal to analyze the factors influencing brand loyalty in Serbia: age, length of stay and daily spending. Additionally, sub-brand loyalty levels are presented (by major destinations inside Serbia, markets of origin and by major themes for travel in order to identify groups of tourists that are more loyal, and the ones that are less loyal to the destination brand of Serbia. The study results and recommendations should be used as a contribution towards designing national and regional destination marketing strategies.

DIFFERENCES BETWEEN PLACE BRANDING AND DESTINATION BRANDING FOR LOCAL BRAND STRATEGY DEVELOPMENT

Directory of Open Access Journals (Sweden)

Victor-Alexandru BRICIU

2013-07-01

Full Text Available To highlight the principles used in the design and development of a regional brand strategy we need to identify the disciplinary and the theoretical referential that would best fit the branding approach. This paper will address the main forms of branding: place branding, location branding and destination branding, as a specialized form of destination marketing. From the theoretical point of view, by identifying the fundamental and the management brand model, the regional tourism brand concept is regarded by positioning it in the category (the most general one of place branding.

DIFFERENCES BETWEEN PLACE BRANDING AND DESTINATION BRANDING FOR LOCAL BRAND STRATEGY DEVELOPMENT

OpenAIRE

Victor-Alexandru BRICIU

2013-01-01

To highlight the principles used in the design and development of a regional brand strategy we need to identify the disciplinary and the theoretical referential that would best fit the branding approach. This paper will address the main forms of branding: place branding, location branding and destination branding, as a specialized form of destination marketing. From the theoretical point of view, by identifying the fundamental and the management brand model, the regional tourism brand conc...

Investigating the Customer Loyalty Model in the Chain Stores of Iran

OpenAIRE

Ali Sanayei; Alireza Haddadian; Amirhossein Bagherieh

2015-01-01

The purpose of this paper is to investigate customer loyalty model for the chain stores of Iran according to factors include perceived value, customer satisfaction, perceived quality, store image, customer relationship, perceived equity, trust and store atmosphere as preconditions of loyalty and brand preference, repurchase intention, word of mouth referral and expected switching cost as consequences of customer loyalty. This study is applied research and descriptive - correlation in terms of...

Regional Branding: Building Brand Value

Directory of Open Access Journals (Sweden)

Klára Margarisová

2016-01-01

Full Text Available Regional branding is one of several ways to promote rural regions and support development of socially, culturally and environmentally oriented economies in areas that are interesting due to their natural and cultural heritage. The article attempts to review the conceptual and theoretical underpinnings of branding as conveyed by leading authors in the marketing field. The aim of this paper is to define brand as a broad complex of variables, which are used in building of its identity as a basis for creating value proposition and the position of a brand. Article briefly describes the most comprehensive labeling system for regional products at the micro-regional level is the one guaranteed by Association of Regional Brands (ARB. The main contribution of this article is a theoretical model of strategic management of a regional brand, which captures the interdependence of the individual steps of brand building as well as stakeholders. The starting point for building of brand value is a strategic analysis of the brand, including analysis of customer and competitors. The analysis of external factors is followed by analysis of the brand itself. The resulting relationship between the brand and the customer is based on value proposition representing benefits (functional, emotional, self‑expression. The concept of total product is connected with the concept of total brand and it is offered to the customer as a regional product. Finally it suggests possibilities for further research.

Brand recognition in television advertising: The influence of brand presence and brand introduction

OpenAIRE

Charlene Gerber; Marlize Terblanche-Smit; Tracey Crommelin

2014-01-01

Purpose: To assess the relationship between brand recognition and brand presence and brand introduction. Problem investigated: Brand recognition and recall are established advertising effectiveness measurements to assess brand awareness. Of particular interest is whether encoding of brand information as measured by brand recognition is influenced by brand presence and brand introduction. Design/methodology/approach: A meta-analysis was performed on responses to 25 television advertisem...

How global brands compete.

Science.gov (United States)

Holt, Douglas B; Quelch, John A; Taylor, Earl L

2004-09-01

It's time to rethink global branding. More than two decades ago, Harvard Business School professor Theodore Levitt argued that corporations should grow by selling standardized products all over the world. But consumers in most countries had trouble relating to generic products, so executives instead strove for global scale on backstage activities such as production while customizing product features and selling techniques to local tastes. Such "glocal" strategies now rule marketing. Global branding has lost more luster recently because transnational companies have been under siege, with brands like Coca-Cola and Nike becoming lightning rods for antiglobalization protests. The instinctive reaction of most transnational companies has been to try to fly below the radar. But global brands can't escape notice. In fact, most transnational corporations don't realize that because of their power and pervasiveness, people view them differently than they do other firms. In a research project involving 3,300 consumers in 41 countries, the authors found that most people choose one global brand over another because of differences in the brands'global qualities. Ratherthan ignore the global characteristics of their brands, firms must learn to manage those characteristics. That's critical, because future growth for most companies will likely come from foreign markets. Consumers base preferences on three dimensions of global brands--quality (signaled by a company's global stature); the cultural myths that brands author; and firms' efforts to address social problems. The authors also found that it didn't matter to consumers whether the brands they bought were American--a remarkable finding considering that the study was conducted when anti-American sentiment in many nations was on the rise.

The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition

Directory of Open Access Journals (Sweden)

Shin Namju

2014-01-01

Full Text Available The purpose of this study is to examine the influential relationships among exhibition brand equity, brand attitude and brand loyalty, focusing on the participants of ‘HANATOUR International Travel Show’ to evaluate brand equity and provide some helpful suggestions for the brand strategies of domestic exhibitions. Survey was conducted for three days from May 23, 2014 to May 25, 2014. The special range of study objects were collected with convenient sampling from the participants of HANATOUR International Travel Show in 2014. The data collected for this study were analyzed with the program AMOS 18.0. As a result, perceived quality and brand image as the components of brand equity had positive influence on brand attitude, brand attitude to brand loyalty, and brand awareness to brand loyalty. Therefore, the study concluded that ‘HANATOUR International Travel Show’ needs to try harder to establish brand equity and enhance their brand value to establish brand equity for a competitive and successful exhibition.

Building Brand Loyalty Through Increasing Brand Trust And Brand Affect

Directory of Open Access Journals (Sweden)

Nur Choirul Afif

2015-08-01

Full Text Available Abstract Loyalty is one indicator of the success of marketing performance. Various studies have shown that brand loyalty increases the number of customers and sales. In addition brand loyalty is also lowering the cost to acquire new customers. Marketing managers need to give special attention to the issue of brand loyalty including the services of an English course.As one of the requirements to be able to compete at the global level is the mastery international language. However Indonesian English ability is lower than ASEAN countries such as Malaysia and Singapore. These conditions increase the number of English Courses in Indonesia rapid grow. But some people do not get the results as expected and are still looking for other colleges that are considered to have high quality with affordable prices. English village situated in Pare Kediri. About the qualifications of teaching staff infrastructure and management colleges in big cities is better than the village colleges in the Pare Kediri. Some participants still chose KampungInggris Pare Kediri as a place to learn English. The purpose of this research is how to analyze the important aspect to build brand loyalty. The results is the key factors to build brand loyalty is brand trust and brand brand affect. Brand trust and brand affect affected brand loyalty both simultaneously and partially. Marketing managers of English Courses in Indonesia must give more attention these aspects to increase brand loyalty.

Decomposing the sales promotion bump with store data

NARCIS (Netherlands)

van Heerde, H.J.; Leeflang, P.S.H.; Wittink, D.R.

2004-01-01

Sales promotions generate substantial short-term sales increases. To determine whether the sales promotion bump is truly beneficial from a managerial perspective, we propose a system of store-level regression models that decomposes the sales promotion bump into three parts: cross-brand effects

Branding with social media in the competitive world: A case study of city branding practices in Copenhagen

OpenAIRE

So, Yin Ching

2015-01-01

Nowadays, nation states put much more focus on boosting their soft power, culture and ideologies, in order to strengthen and enhance national reputation and fame. Place branding strategies therefore become a necessity. Meanwhile the emergence of social media has brought changes to our lives in many aspects; it is by no means just a platform but very multi-functional and this research is especially interested in its role in place branding. Instead of discussing power struggle behind place bran...

Application of Emotional Branding Strategy in the Model Development of Sports Brand of The Bottled Water Market

Directory of Open Access Journals (Sweden)

Marija Jankovic

2017-06-01

Full Text Available The new economy has brought new meaning to the brand, which is characterized by a brand, but also has a human touch, turning into an emotional brand. Alternative branding strategies put emphasis on brand experience in terms of emotional, holistic and socially responsible. Bottled water has become the world's "liquid gold" in the last 40 years, because it is a natural product, which is made with minimal costs. The paper develops the idea to perform a kind of humanization and the introduction of a new emotional brand of bottled water on the market, which will bear the name "Aqua F.I.F.A" designed label of FIFA international organizations, as well as the roof of the organizers of the most important football events in the world and the label of the national team. This paper will analyze in detail the market opportunities and prospects of introducing a unique sports brand, on the emotional aspect, with the use of effective marketing communication strategy.

Investigating cross-category brand loyalty behavior in FMCG

DEFF Research Database (Denmark)

Boztug, Yasemin; Hildebrandt, Lutz; Silberhorn, Nadja

category depend on purchases in other categories. The aspect of cross-category related brand loyalty has been somewhat neglected so far. We concentrate on cross-category relationships of strong national brands and on how customers' brand choice decisions are related across several product categories.......In competitive markets, customer retention is more efficient than trying to attract new customers. Brand loyalty is an intrinsic commitment to repeatedly purchase a particular brand. But most analyses have been conducted in one specific category only. It has been shown that product purchases in one...

THE COUNTRY BRAND AS A FORM OF THE STATE ADMINISTRATION

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Serhii Romaniuk

2017-11-01

Full Text Available Resolving urgent social and economic problems in Ukraine requires a special approach, choosing large-scale integration instruments of government measures implementation that can reproduce and guide the development of the country in the right direction, which include territory branding. The subject of the study is a system of management of the set of brands of the national economy, its subjects, objects and public connections between them. The purpose of the article is to define the architecture of a national brand with appropriate levels of a hierarchy and justification of the impact vector of the management system of brands at each level of the hierarchy. Research methodology. During the research, systematic general principles of communication and development are used, which allowed disclosing the dialectic relationship between management methods at every level of the hierarchy. To achieve the goal, there are used: a synergetic approach to the integrated use of commercial, noncommercial brands and regional brands of the country; management approach to the country brand management process in specific market conditions; situational approach to the consideration of a brand as a tool for solving complex social, economic, environmental and political problems of the country. The object of the research is Ukraine. Conclusions of the research. The success of the establishment and functioning of a brand-oriented national economy and corresponding management system depends primarily on the joint efforts of government, private business and a wide public; the integrated approach to the management process organization, as well as consideration of the current situation in the country and its potential. Practical implications. The implementation of a brand-oriented model of the national economy is able to overcome the current socio-economic problems of the country, ensure its economic and political security, greatly improve the welfare of citizens through the

The VERB campaign: applying a branding strategy in public health.

Science.gov (United States)

Asbury, Lori D; Wong, Faye L; Price, Simani M; Nolin, Mary Jo

2008-06-01

A branding strategy was an integral component of the VERB Youth Media Campaign. Branding has a long history in commercial marketing, and recently it has also been applied to public health campaigns. This article describes the process that the CDC undertook to develop a physical activity brand that would resonate with children aged 9-13 years (tweens), to launch an unknown brand nationally, to build the brand's equity, and to protect and maintain the brand's integrity. Considerations for branding other public health campaigns are also discussed.

Are diets healthier when they contain branded foods?

NARCIS (Netherlands)

Waterlander, W.E.; van Kouwen, M.; Steenhuis, I.H.M.

2014-01-01

Purpose - Market trend data show a growing popularity of discount food stores and of cheaper food products as opposed to more expensive leading brands (LB). Unexpectedly little is known about how these economic food choices affect diet quality and/or health. The purpose of this paper is to examine

Internal Brand Management of Destination Brands

DEFF Research Database (Denmark)

Cox, Natasha; Gyrd-Jones, Richard; Gardiner, Sarah

2014-01-01

Achieving a consistent brand experience across a destination and all brand-touch points is a major challenge in destination branding efforts. Strategies to manage the complexity of coordination across multiple network stakeholders are therefore critical for destination management organisations....... However, theories to inform these strategies are limited. This paper proposes that internal brand management theory provides a framework to explore strategies that may increase operator buy-in to the destination brand, thus creating a more consistent brand experience for visitors. Semi......-structured interviews with members of a destination brand network indicate that highly centralised networks hinder operator buy-in to the destination brand. Informal communication via more personalised sub-networks rather than directive leadership appear to facilitate knowledge sharing and create support mechanisms...

Copycat snacks: Can students differentiate between school and store snacks?

Science.gov (United States)

Mann, Georgianna

2018-02-01

In 2014, the national Smart Snacks in School nutrition standards placed regulations on all snack foods sold in schools. Many food companies reformulated common snack food products for sale in schools, called "copycat snacks", which look similar to nutritionally different foods sold in stores. It is possible that these snacks create consumer confusion among students. The purpose of this study was to determine if middle school students could differentiate, in taste and appearance, between school (copycat) and store versions of common snacks. Seventy-six middle school students evaluated three different food products offered in schools: Froot Loops, Rice Krispy Treats, and Doritos. Students tasted snacks in a series of triangle tests for difference, one for each snack food, including school and store versions. Students were also presented with packages, school and store versions of the same products, and asked to determine the expected taste, purchase intentions, and perceived healthfulness. Students could determine taste differences between school and store Rice Krispy Treats yet could not differentiate between Froot Loop and Dorito varieties. Students rated store versions of all three snacks with greater expected taste, higher intention to purchase, and as less healthy. While it seems product confusion concerning copycat snacks may not be severe in this sample, snack food brands are still a prominent feature in schools. It is possible that these copycat snacks can confuse students' perceptions of healthy foods. Alternative packaging for school foods or reformation of store versions of snack foods may be viable solutions to this problem. Copyright © 2017 Elsevier Ltd. All rights reserved.

Revitalizing Brands and Brand Portfolios: Essays on Brand and Brand Portfolio Management Strategies

OpenAIRE

Depecik, Baris

2016-01-01

markdownabstractHow should consumer products manufacturers and retailers keep their portfolio of brand offerings relevant and energetic when large numbers of new brands are continuously launched into a world of increasingly nonloyal customers with evolving needs? The harsh reality is, at a time when the demise of old brands has accelerated and even established brands are vulnerable, it stands to be a great deal of challenge. Fortunately, a number of ‘revitalization’ strategies can add relevan...

Brands and Brand Equity

OpenAIRE

Brunello Adrian

2011-01-01

Nowadays brands have become significant drivers for product purchasing and usage decisions. Thus, they constitute a substantial intangible asset for most companies. In order to gain customers and make them become loyal, firms have to establish the equity of the brand and present it in a clear and visible way to their target market. Therefore the topic of brand equity plays a major role in the creation and development of product and company brand strategy. The paper focuses on some general inf...

Intellectual property protection for brand Jamaica’s creative industries

Directory of Open Access Journals (Sweden)

Keisha LaRaine Ingram

2014-10-01

Full Text Available Since the last decade, strategies employed by governments to manage their country brands have evolved beyond tourism marketing techniques. It is quite commonplace now for most governments to hire marketing specialists to design and implement county brand campaigns and policies to promote country brands globally to attract foreign direct investment into that country. Whether it is the arts-based “creative industry” or an “enterprise culture”, these features have evolved to become the drivers of profit in global markets, and give each nation a “competitive edge” over other nations in regards to their national brand. Country brand management is integral for the successful development of industry sectors and is also dependent on good country image. For Brand Jamaica one such industry is the creative industries sector. Brand Jamaica’s creative industries are mostly comprised of the branded tourism accommodations, atmosphere, heritage and culture as well as the indigenous music and recordings of local artistes and singers. For the development of this sector which currently contributes to Jamaica GDP it is interpreted that enforced intellectual property will play a key role especially in the promoting of the brand online. Good management of country brands creative industries involves good business acumen on protecting and developing that sector as it is vital towards translating the intangible wealth of developing countries into economic growth. Enforced intellectual property protection for Brand Jamaica’s music, arts, theatrical productions and creative expressions ultimately lessen the occurrence of infringements of the brand’s assets, piracy and production of counterfeit goods and services produces, while creating future possibilities in cyberspace.Purpose – as a source of unlimited supply of intellectual property, Brand Jamaica requires formal management of those assets especially in the creative industries sector that the brand

BRAND NAMING: SOUND SYMBOLISM, BRAND PREFERENCE AND BRAND PERFORMANCE

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Alina Catalina Duduciuc

2015-01-01

Full Text Available The aim of this study is to highlight the importance of sound symbolism for Romanian marketing and advertising applied research. Previous research showed that the phonetic structure of brand name communicates its characteristics, i.e. it drives consumers to assess certain features and performance of the product. We assumed that when consumers encounter an unknown brand name, they automatically infer characteristics from the meaning conveyed by the sounds (e.g. phonemes. Therefore, we supposed that a brand name for a shampoo (artificially created on experimental purpose containing back vowels is evaluated better by consumers when they compare it to another brand name with front vowels. Furthermore, we tested the influence of the stops and fricatives consonants in inferring certain attributes of product. To this end, fifty nine students (N=59 participated in a research based on questionnaire. The results revealed that subjects evaluated better the brand names containing back vowels than brand names with front vowel. No effect was obtained regarding the presence of stops and fricatives consonants in assessing the brand performance.

The effect of corporate brand reputation on brand attachment and brand loyalty: automobile sector

OpenAIRE

Loureiro, S. M. C.; Sarmento, E. M.; Le Bellego, G.

2017-01-01

The current study aims to analyze the effect of corporate brand reputation on brand attachment and brand loyalty considering the automotive sector and the brands Tesla, Toyota, and Volvo. A sample of 327 participants, members of car brand communities, collaborate in a survey. Overall findings reveal that the perception of corporate brand reputation is more effective on enhancing brand loyalty than brand attachment. However, the effect could depend on the car brand strategy. We may also claim ...

PROMOTING TOURISTIC BRAND ”BUCOVINA”

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Liliana HÎNCU

2015-04-01

Full Text Available The concept of tourism product appears as a part of the travel agencies and the tourist areas such as: Bucovina and Maramures, Danube Delta, Dobrogea etc. Tourist areas have become real brands along the sights of Romania. Associations promote tourism, tourist information centers and tourist promotion offices of Romania, together with ANAT should devise strategies to promote tourism brands representing Romania. Regarding tourism brand, it is a picture element, which identifies the products or services of a tourist zone. Customers are the ones who decide if that brand live up to their expectations or not. Travel Branding is a process of creating and maintaining a brand in the hospitality industry. Travel Branding refers to identifying and exploiting competitive advantages in our case about the strengths of your product or Bucovina tourist area. Bucovina ,,Neverland” promoting a full of beauty. I think it can awaken from the numbness Romanian tourism. Just as red Bordeaux promote France among others, as well as Voronet blue is a Romanian brand, internationally recognized, and I think that is the most important national tourism brand. After many this area is considered a wonderland of Romania, a pearl of the country that can make the most to promote the culture and traditions of this part of Europe, so-called Switzerland of Romania. It's an area where natural beauty is complemented by monasteries and hospitality of the people of the lands.

State brand as a factor of consolidating society: some aspects

OpenAIRE

BELYAEVA V.P.; GUDOSHNIKOVA O.E.

2015-01-01

A state brand is important element of the reputation of the state. The basis of the state brand is an ideology of the consumption: a clear understanding of the meaning of the brand presence on the global political market, understanding generated image of the country as a prerequisite behavior of political actors. The state brand contains typically national elements

Assessing tobacco marketing receptivity among youth: integrating point of sale marketing, cigarette package branding and branded merchandise.

Science.gov (United States)

Braun, Sandra; Kollath-Cattano, Christy; Barrientos, Inti; Mejía, Raúl; Morello, Paola; Sargent, James D; Thrasher, James F

2016-11-01

As countries prohibit tobacco marketing through traditional channels, marketing at point of sale (PoS) and through tobacco packaging is increasingly important for promoting tobacco consumption. Assess the validity of a novel marketing receptivity index that considers frequency of PoS exposures, tobacco brand recall and ownership of branded merchandise. Data come from a cross-sectional survey of 3172 secondary school students in Argentina. Questions assessed frequency of going to stores where tobacco is often sold; cued recall of brand names for 3 cigarette packages with brand name removed and ownership of branded merchandise. A four-level marketing receptivity index was derived: low PoS exposure only; high PoS exposure or recall of 1 brand; recall of 2 or more brands; and ownership of branded merchandise. Indicators of marketing receptivity and smoking involvement were regressed on the index, including in adjusted models that controlled for sociodemographics, social influences and sensation seeking. Among never-smokers, the index had independent positive associations with smoking susceptibility (ie, adjusted OR (AOR) 2v1 =1.66; AOR 3v1 =1.64; AOR 4v1 =2.95), willingness to try a specific brand (ie, AOR 2v1 =1.45; AOR 3v1 =2.38; AOR 4v1 =2.20) and positive smoking expectancies (ie, B adj 2v1 =0.09; B adj 3v1 =0.18; B adj 4v1 =0.34). A more marked dose-response independent association was found with current smoking behaviour (ie, AOR 2v1 =2.47; AOR 3v1 =3.16; AOR 4v1 =3.62). The marketing receptivity index was associated with important variation in smoking-related perceptions, intentions and behaviour among Argentine adolescents. Future research should determine the predictive validity and generalisability of this measure to other contexts, including the explanatory power gained by integrating cigarette package brand recognition tasks. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://www.bmj.com/company/products-services/rights-and-licensing/.

Consumer Evaluation of a Vertical Brand Extension in the Lodging Industry: Relationships among Brand Trust, Band Loyalty, Brand Distance, and Brand Extension

OpenAIRE

Lim, Yu Mi

2013-01-01

Vertical brand extensions have been used as popular strategies in the lodging industry. Research on brand extension that is related with brand trust and brand loyalty has been useful in making brand extensions successful. However, previous research focused on aggregated relationships among brand trust, brand loyalty, and brand extension. In addition, it has been found that quality and price distance from a core brand of the brand extension has an impact on the success of the brand extension. ...

Brand Management

DEFF Research Database (Denmark)

Wider, Serena; von Wallpach, Sylvia; Mühlbacher, Hans

2018-01-01

Mainstream brand management literature views brands as products or organisations carrying brand names and brand managers as being in control of brand-related actions and outcomes. By contrast, recent empirical research shows the substantial influence of stakeholders on brands. Together with brand...... management, stakeholders shape brands by participating in brand-related interaction. European brand research accordingly treats brands as ongoing and complex processes in constant flux. Nevertheless, literature suffers from a significant lack of theoretical underpinnings for understanding brands as complex...... processes; in this respect, building on European philosophy is a fruitful avenue. This paper introduces the metaphor of the rhizome and draws on European process philosophy to further develop an integrative processual understanding of brands. Brand management claiming control over brands as processes turns...

How Brand Equity and Movieliking Can Override Impact of Misleading Brand Placement Toward Brand Attitudes

OpenAIRE

Adi Zakaria Afiff; Westi Noria Furi; Denyza Wahyuadi Mertoprawiro

2014-01-01

The starting point of this study is the phenomenon termed misleading brand placement, a condition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the brand. To test these suspicions, three experiments were conducted to see the influenc...

Interaction Of Brand And Taste In The Liking Of Cola Drinks By School Children

OpenAIRE

Bartneck, Christoph; Bartneck, Hanna

2017-01-01

Sugar sweetened soft drinks play an important role in obesity and world wide brands, such as Coca Cola, spend considerable resources on branding and advertising. As a result, their soft drinks tend to be up to 2.5 times more expensive than store brand cola drinks. We investigated the effect that the taste and the label has on the liking of cola drinks by school children. Taste did not have any significant effect and there was a significant interaction effect between the label and the taste. T...

Can a virtual supermarket bring realism into the lab? Comparing shopping behavior using virtual and pictorial store representations to behavior in a physical store.

Science.gov (United States)

van Herpen, Erica; van den Broek, Eva; van Trijp, Hans C M; Yu, Tian

2016-12-01

Immersive virtual reality techniques present new opportunities for research into consumer behavior. The current study examines whether the increased realism of a virtual store compared to pictorial (2D) stimuli elicits consumer behavior that is more in line with behavior in a physical store. We examine the number, variety, and type of products selected, amount of money spent, and responses to price promotions and shelf display, in three product categories (fruit & vegetables, milk, and biscuits). We find that virtual reality elicits behavior that is more similar to behavior in the physical store compared to the picture condition for the number of products selected (Milk: M store  = 1.19, M virtual  = 1.53, M pictures  = 2.58) and amount of money spent (Milk: M store  = 1.27, M virtual  = 1.53, M pictures  = 2.60 Euro), and for the selection of products from different areas of the shelf, both vertically (purchases from top shelves, milk and biscuits: P store  = 21.6%, P virtual  = 33.4%, P pictures  = 50.0%) and horizontally (purchase from left shelf, biscuits: P store  = 35.5%, P virtual  = 53.3%, P pictures  = 66.7%). This indicates that virtual reality can improve realism in responses to shelf allocation. Virtual reality was not able to diminish other differences between lab and physical store: participants bought more products and spent more money (for biscuits and fruit & vegetables), bought more national brands, and responded more strongly to price promotions in both virtual reality and pictorial representations than in the physical store. Implications for the use of virtual reality in studies of consumer food choice behavior as well as for future improvement of virtual reality techniques are discussed. Copyright © 2016 Elsevier Ltd. All rights reserved.

The Influence of Experiential Marketing, Emotional Branding, Brand Trust Towards Brand Loyalty

Directory of Open Access Journals (Sweden)

Retno Dewanti

2011-11-01

Full Text Available The restaurant business in jakarta showed rapidly increased. Marketing today as the compete of brand strategy and experiental marketing on the competitive situation. The Jun Jan Kitchen is a new restaurant specialized on Chinnese Food, urgent to know the brand loyalty. The Aim research is to measured the influence of Experiental marketing, emotional branding and brand trust towards brand loyalty. Research method used descriptif, data collecting technique with questioner and observation. Statistic tools using path analysis to looking for contribution level on each variabel towards other. Population this research is customer Jun Jan Kitchen. Sampling technique using accidental sampling. Amount of sample is 100 customers. Result of this research is experiental marketing giving the significant influence towards brand trust whereas Emotional branding giving the significant influence towards brand loyalty. 

Understanding Consumers' In-store Visual Perception

DEFF Research Database (Denmark)

Clement, Jesper; Kristensen, Tore; Grønhaug, Kjell

2013-01-01

It is widely accepted that the human brain has limited capacity for perceptual stimuli and consumers'' visual attention, when searching for a particular product or brand in a grocery store, should then be limited by the boundaries of their own perceptual capacity. In this exploratory study, we...... examine the relationship between abundant in-store stimuli and limited human perceptual capacity. Specifically, we test the influence of package design features on visual attention. Data was collected through two eye-tracking experiments, one in a grocery store using wireless eye-tracking equipment......, and another in a lab setting. Findings show that consumers have fragmented visual attention during grocery shopping, and that their visual attention is simultaneously influenced and disrupted by the shelf display. Physical design features such as shape and contrast dominate the initial phase of searching...

Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach

Directory of Open Access Journals (Sweden)

Maja Šerić

2016-12-01

Full Text Available Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigation was carried out by approaching 475 guests of upscale Croatian hotels. The SPSS software was employed for data analysis. Findings and implications – The results indicate that hotel guests assessed integrated marketing communications fairly highly. Brand image also reached relatively high scores, while the level of awareness of the brand was more moderate. Significant differences in perceptions among three delimited groups according to their national culture were found. The findings suggest that hotel managers should increase brand awareness and consider cross-cultural differences when implementing their business strategies. Limitations – A greater number of hotel guests according to their national culture should be approached to obtain more representative subsamples. Originality – The contribution of this work lies in examining three key marketing variables from the consumer point of view and under a cross-cultural approach. In particular, there has been little empirical evidence on IMC perceptions from the consumer perspective and hardly any considering the cultural background of the respondents. The contribution is also made to the hotel environment, as the variables were examined from the cross-cultural perspective, an issue that was completely neglected in the literature on hospitality marketing to date.

Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty pada PT Bank Sinarmas

Directory of Open Access Journals (Sweden)

Sem Christina Hawila Sibagariang

2010-09-01

Full Text Available Competition in the banking sector in Indonesia is getting more and more fierceevery day. PT Bank Sinarmas is a rapidly growing bank that continues to increase for the last 3 years. PT Bank Sinarmas committed to maintain this position. Therefore, they need to provide excellent service and deliver good quality savings products to build customer loyalty. The purpose of this study was to determine whether brand image (X1 and brand trust (X2 are partially influencing brand loyalty (Y, and to determine whether both brand image (X1 and brand trust (X2 are simultaneously influencing brand loyalty (Y. The analysis method used is multiple regression analysis using SPSS. Data is obtained through direct survey by distributing questionnaires to 100 clients of the bank at the main branch. The results indicates that the company's brand image significantly influences brand loyalty with R2 = 15.4% with regression equation Y = 1.962 +0.336 X1. Brand trust significantly influences brand loyalty with R2 = 17%, with regression equation Y = 1.838 +0.382 X2. While simultaneously, brand image and brand trust significantly influence brand loyalty, with R2 = 26.4% which form the regression equation Y = 1.281 +0.269 X1 + .315 X2. Thus, PT Bank Sinarmas needs to increase its brand image since a good image might become the company's competitive edge in creating loyalty, and subsequently loyalty will increase profitability.

Do pharmacists buy Bayer? : Informed shoppers and the brand premium

NARCIS (Netherlands)

Bronnenberg, B.J.J.A.M.; Dube, J.-P.; Gentzkow, M.; Shapiro, J.

2015-01-01

We estimate the effect of information and expertise on consumers’ willingness to pay for national brands in physically homogeneous product categories. In a detailed case study of headache remedies we find that more informed or expert consumers are less likely to pay extra to buy national brands,

The effect of national brand image in the process of customer purchase decision

Directory of Open Access Journals (Sweden)

Elaine Lopes Da Silva

2010-10-01

Full Text Available The main objective of this research will be to determine the effect of national brand image of Spanish Firms in Brazil. For this purpose, a comparative analysis of the image of the Spanish companies and of their main competitors in Brazil (USA and Germany has been made, from a sample of 346 Brazilian entrepreneurs. The results of this research may contribute to Spanish entrepreneurs in supporting the development of better marketing tactics, adapted to the Brazilian market.

Brand Resonance Behavior among Online Brand Community

OpenAIRE

Shaari, Hasnizam; Ahmad, Intan Shafinaz

2017-01-01

Brand commitment studies had gained considerable attention in today’s marketing practices. Sustaining the brand competitive advantages become challenging especially in the context of digital marketing. Development of Web 2.0 that enables interactive communication had offered a new mechanism for owner of the brand to strengthen the bond among their admirers and users via online brand community. Attitude and behavior of online brand community members can be crucial to overall brand competitive...

Brands som ideologiske parasitter

DEFF Research Database (Denmark)

Hermansen, Judy

2009-01-01

De store, stærke brands, som rager op over alle andre som repræsentanter for nogle værdier, der bliver lagt vægt på i samfundet, kalder Douglas Holt for ikoniske. Vi snakker Coca Cola, Nike, Apple ligaen. For at opnå en sådan status er brandingen nødt til at holde et vågent øje med tendenser og...

A Comparison of Concentrations of Sodium and Related Nutrients (Potassium, Total Dietary Fiber, Total and Saturated Fat, and Total Sugar) in Private-Label and National Brands of Popular, Sodium-Contributing, Commercially Packaged Foods in the United States.

Science.gov (United States)

Ahuja, Jaspreet K C; Pehrsson, Pamela R; Cogswell, Mary

2017-05-01

Private-label brands account for about one in four foods sold in US supermarkets. They provide value to consumers due to their low cost. We know of no US studies comparing the nutrition content of private-label products with corresponding national brand products. The objective was to compare concentrations of sodium and related nutrients (potassium, total dietary fiber, total and saturated fat, and total sugar) in popular sodium-contributing, commercially packaged foods by brand type (national or private-label brand). During 2010 to 2014, the Nutrient Data Laboratory of the US Department of Agriculture obtained 1,706 samples of private-label and national brand products from up to 12 locations nationwide and chemically analyzed 937 composites for sodium and related nutrients. The samples came from 61 sodium-contributing, commercially packaged food products for which both private-label and national brands were among the top 75% to 80% of brands for US unit sales. In this post hoc comparative analysis, the authors assigned a variable brand type (national or private label) to each composite and determined mean nutrient contents by brand type overall and by food product and type. The authors tested for significant differences (Pfoods sampled, differences between brand types were not statistically significant for any of the nutrients studied. However, differences in both directions exist for a few individual food products and food categories. Concentrations of sodium and related nutrients (potassium, total dietary fiber, total and saturated fat, and total sugar) do not differ systematically between private-label and national brands, suggesting that brand type is not a consideration for nutritional quality of foods in the United States. The study data provide public health officials with baseline nutrient content by brand type to help focus US sodium-reduction efforts. Published by Elsevier Inc.

THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

Directory of Open Access Journals (Sweden)

Yusuf BİLGİN

2018-04-01

Full Text Available The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as Facebook, Twitter and Instagram. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media from 547 brand followers with applying convenience sampling method. The obtained data have been analyzed by structural equation modeling (SEM. As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious effect seen on brand awareness. In addition, it has been found out that brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the research, it has been achieved that the brand awareness has a limited effect on the brand image.

How Brand Equity and Movieliking can Override Impact of Misleading Brand Placement toward Brand Attitudes

Directory of Open Access Journals (Sweden)

Adi Zakaria Afiff

2014-05-01

Full Text Available The starting point of this study is the phenomenon termed misleading brand placement, a condition found where the brand placement in a movie depict the brand in a time where the brand has not yet exist, providing the brand an older age. As the brand used in the brand placement is a brand with high brand equity, the combination of older age and high brand equity is suspected to give a higher evaluation of the brand. To test these suspicions, three experiments were conducted to see the influence of consumer knowledge of the misleading brand placement, brand equity and movie liking toward the brand attitude. The results show that when consumers do not have knowledge of the misleading brand placement they are not affected by misleading brand placement; but when they know of the misleading brand placement, brand attitude tend to be still be high when brand equity is high; and finally, when brand equity is high, a positive movie liking can further strengthen brand equity in reducing the negative effect of the misleading brand placement. Normal 0 false false false IN X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Cambria","serif"; mso-ascii-font-family:Cambria; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Cambria; mso-hansi-theme-font:minor-latin;}

Tax, price and cigarette brand preferences: a longitudinal study of adult smokers from the ITC Mexico Survey.

Science.gov (United States)

Sáenz de Miera Juárez, Belén; Thrasher, James F; Reynales Shigematsu, Luz Myriam; Hernández Ávila, Mauricio; Chaloupka, Frank J

2014-03-01

Recent tax increases in Mexico differed in structure and provided an opportunity to better understand tobacco industry pricing strategies, as well as smokers' responses to any resulting price changes. To assess if taxes were passed onto consumers of different cigarette brands, the extent of brand switching and predictors of preference for cheaper national brands. Using data from three waves of the Mexican administration of the International Tobacco Control Survey, we analysed self-reported brand and price paid at last cigarette purchase. Generalised estimating equations were used to determine predictors of price and preference for national brands. The average price of premium/international brands increased each year from 2008 to 2011; however, the price for discount/national brands increased only from 2010 to 2011. The percentage of smokers who smoked national brands remained stable between 2008 and 2010 but dropped in 2011. Factors related to smoking national brands as opposed to international brands included being male and having relatively older age, lower education, lower income and higher consumption. Tobacco industry pricing strategies in the wake of ad valorem taxes implemented in Mexico prior to 2011 had the impact of segmenting the market into discount national brands and premium international brands. The specific tax increase implemented in 2011 reduced the price gap between these two segments by raising the price of the national brands relative to the international brands. Evidence for trading up was found after the 2011 tax increase. These results provide further evidence for the relevance of tax policy as a tobacco control strategy; in particular, they illustrate the importance of how specific rather than ad valorem taxes can reduce the potential for downward brand switching in the face of decreasing cigarette affordability.

EXAMINING THE EFFECT OF BRAND EXPERIENCE ON CONSUMER SATISFACTION, BRAND TRUST AND BRAND LOYALTY

OpenAIRE

Başer, İ.; Cintamür, İ.; Arslan, F.

2016-01-01

This study aims to examine the direct and indirect effects of brand experienceon consumer satisfaction, brand trust and brand loyalty. It also aims to put fortha model encapsulating the notions of brand experience, consumer satisfaction and brand trust to explain the relationship between these three antecedents of brand loyalty. A face to face survey was used to collect data with the use of interviewers. The population of interest was consumers of four different brands from different product ...

Brand management of selected brand

OpenAIRE

Honzíková, Dana

2010-01-01

This thesis addresses the subject of brand management. My main objective was to summarize the issue of brand management and apply the acquired knowledge on the selected brand of food products on the Czech market, i.e. to assess its current management and the current situation and where appropriate, propose recommendations for the future. I use the case study method, the method of survey and analysis of primary and secondary data. The theoretical part deals with the concept of brand, its featu...

Designing a retail store environment for the mature market: A European perspective

OpenAIRE

Petermans, Ann; Van Cleempoel, Koenraad

2010-01-01

This article discusses elderly consumers’ physical and social needs and wants in the marketplace, and presents case studies of two European food retail stores that were designed to meet these concerns. The authors review information on the elderly consumers’ segment and discuss literature on retail design and retail branding and question how designers should be more aware of multiple modes of interpreting brands, given generational differences and the existence of various types of retail sett...

Význam in-store promotion při zavedení značky Nescafé Dolce Gusto na český trh

OpenAIRE

Skalická, Martina

2009-01-01

The master thesis "The role of in-store promotion in the launch of Nescafé Dolce Gusto brand in the Czech market" analyses the importance of in-store tasting as one of the fundamental tool of the whole launch. The thesis is divided into two parts -- theoretical and practical. The theoretical part results from the area of marketing mix and focuses on commercial communications with all their tools and emphasizes the sales and in-store promotion. The thesis also deals with a brand theory. Firstl...

Brand awareness and buying intention in the online environment

Directory of Open Access Journals (Sweden)

Filipović Jelena

2015-01-01

Full Text Available The importance of the Internet marketing continually rises. However, there is a lack of the studies which investigate the effectiveness of the online campaigns aimed at the users in the transitional countries. This research aims to explore the correlation between the time that user spend on a website and their awareness of the brand advertised therein, as well as users' intention to buy the advertised product or brand. It is established that both demographic characteristics and time spent on the website would influence perception and buying intention towards brand. These findings can affect the design and layout of the virtual stores, in order to increase sales in these online shops and enhance consumers' experience. In addition, the results open new avenues for the research in the Internet marketing both in Serbia and in region.

How brand personality, brand identification and service quality influence service brand equity

OpenAIRE

Loureiro, S. M. C.; Lopes, R.; Kaufmann, H.R.

2014-01-01

During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity dimensions. Therefore, this study aims to contribute to the existing body of knowledge by examining the strength of relational variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that brand loyal...

THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY

OpenAIRE

Yusuf BİLGİN

2018-01-01

The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as ...

Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach

OpenAIRE

Maja Šerić; Irene Gil Saura; Josip Mikulić

2016-01-01

Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigat...

Business School corporate brand identities

OpenAIRE

Syed Alwi, SF; CheHa, N; Yen, D

2013-01-01

The escalation in the number of business schools in Malaysia has created a competitive pressure to attract the best students and lecturers from both the national and international arenas. These business schools have, and, are developing competitive marketing strategies to augment their brand images in terms of university rankings as well as be seen as the top business school in the country. However, little is known to understand how these business schools position their brand images in order ...

The Intended Image of a Place Brand

DEFF Research Database (Denmark)

Hannibal, Martin; Rasmussen, Erik Stavnsager

2016-01-01

This chapter studies the counterproductive impact of a place image on the entrepreneurial activities in a rural Danish municipality. Nationally, the municipality is rated ‘very good' in terms of traditional business environment measurements. However, this stands in stark contrast to the historica......This chapter studies the counterproductive impact of a place image on the entrepreneurial activities in a rural Danish municipality. Nationally, the municipality is rated ‘very good' in terms of traditional business environment measurements. However, this stands in stark contrast...... a specific target audience e.g. entrepreneurs. The branding problem for the municipality is shown to be the conflict between the brands of history, entrepreneurial spirit, family friendly town, and tourism etc. To manage a place brand so diverse is almost impossible and it is clearly demonstrated...

CHARACTERISTICS BRANDING & BRAND MANAGEMENT IN THE FASHION INDUSTRY

Directory of Open Access Journals (Sweden)

UROŠEVIĆ Snežana

2014-05-01

Full Text Available Brand allows for market offer to be identified and differentiated from the competitive offers. The very essence of brand is based not only on potential sales figures, but on the philosophy that makes it posssible for a customer to identify with the brand. Faced with the plenty of market offers customers undoubtedly prefer well-known companies and brands, thus minimizing risk and time consuming activities of gaining futher knowledge concerning alternative offers. The consumers often wonder whether the branded goods are more worth from the other, similar goods without any famous trademarks. There are many questions and theories but only one is undeniable: one should never doubt the companies that invest great amount of assets, ideas, talents, love and risk, intend to risk previously stated items with bad design, services or products’ quality. Brand building in textile industry differs from branding of market offers targeting general public. Branding in textile industry requires more focused approach. Fashion companies are facing with bigger challenges when fighting to attract and keep new consumers who are offered new products and markets. In order to create strong brand, it is necessary to possess expert planning and long-term capital investment. Successful brand is actually an excellent product or service, with creatively designed and conducted marketing. Branding has become marketing’s priority, because successful brands achieve higher prices and gain over loyalty, and attract both consumers and financiers. Marketing agents of the successful 21st century brands must be extremely efficient in strategic brand management, which assumes implementation of marketing activities and programmes in order to build brands, as well as brand management to increase its value. Brands and its value must be regarded and recognized as strategic capital.

Brand Meaning and Virtual Brand Community Amongst Teenagers: A Study of the IPod Brand

OpenAIRE

Wiedemann, Katharina

2006-01-01

Research on symbolic brand meaning and brand community has so far been limited to the adult population. No research has been conducted concerning the existence or characteristics of brand community amongst the adolescent population. Moreover, very little is known about virtual communities, and research on virtual brand communities of adolescents remains nonexistent to this day. Given the positive implications of brand meaning and brand community to the marketer, and the increasing economic im...

Investigating the Effect of Brand Satisfaction, Brand Trust and Brand Attachment on Purchase Behavior of Customers

OpenAIRE

Amin Asadollahi; Mohammad Jani; Parisa Pourmohammadi Mojaveri; Farshad Bastani Allahabadi

2012-01-01

The purpose of this study is to develop a comprehensive model that combines brand satisfaction, brand trust and brand attachment perspectives on brands and demonstrate how affect current and future purchases. These researchers used structural equation modeling to test the significance of the overall model and the specified paths. Findings indicate that brand satisfaction is affected by directly by brand trust, current purchase and indirectly by brand attachment. Brand trust is affected by dir...

Brand Placement and Consumer Choice: An in-Store Experiment

Science.gov (United States)

Sigurdsson, Valdimar; Saevarsson, Hugi; Foxall, Gordon

2009-01-01

An in-store experiment was performed to investigate the effects of shelf placement (high, middle, low) on consumers' purchases of potato chips. Placement of potato chips on the middle shelf was associated with the highest percentage of purchases. The results confirm the importance of item placement as a factor in consumers' buying behavior.…

BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

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Muhammad Kashif

2015-06-01

Full Text Available Studies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance.

Brand Suicide? Memory and Liking of Negative Brand Names.

Science.gov (United States)

Guest, Duncan; Estes, Zachary; Gibbert, Michael; Mazursky, David

2016-01-01

Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to non-negative brand names, negative brand names and their associated logos are better recognised. Studies 2 and 3 demonstrate that negative valence of a brand name tends to have a detrimental influence on product evaluation with evaluations worsening as negative valence increases. However, evaluation is also dependent on brand name arousal, with high arousal brand names resulting in more positive evaluations, such that moderately negative brand names are equally as attractive as some non-negative brand names. Study 3 shows evidence for affective habituation, whereby the effects of negative valence reduce with repeated exposures to some classes of negative brand name.

Brand Suicide? Memory and Liking of Negative Brand Names

Science.gov (United States)

Guest, Duncan; Estes, Zachary; Gibbert, Michael; Mazursky, David

2016-01-01

Negative brand names are surprisingly common in the marketplace (e.g., Poison perfume; Hell pizza, and Monster energy drink), yet their effects on consumer behavior are currently unknown. Three studies investigated the effects of negative brand name valence on brand name memory and liking of a branded product. Study 1 demonstrates that relative to non-negative brand names, negative brand names and their associated logos are better recognised. Studies 2 and 3 demonstrate that negative valence of a brand name tends to have a detrimental influence on product evaluation with evaluations worsening as negative valence increases. However, evaluation is also dependent on brand name arousal, with high arousal brand names resulting in more positive evaluations, such that moderately negative brand names are equally as attractive as some non-negative brand names. Study 3 shows evidence for affective habituation, whereby the effects of negative valence reduce with repeated exposures to some classes of negative brand name. PMID:27023872

The Effect of Brand Equity on Brand Attitude and Brand Loyalty in Exhibition

OpenAIRE

Shin Namju; Kim Haelee; Lim Sunah; Kim Changsoo

2014-01-01

The purpose of this study is to examine the influential relationships among exhibition brand equity, brand attitude and brand loyalty, focusing on the participants of ‘HANATOUR International Travel Show’ to evaluate brand equity and provide some helpful suggestions for the brand strategies of domestic exhibitions. Survey was conducted for three days from May 23, 2014 to May 25, 2014. The special range of study objects were collected with convenient sampling from the participants of HANATOUR I...

Institutional Brand Personality and Advertisements during Televised Games

Science.gov (United States)

Harris, Michael S.

2009-01-01

Little empirical research exists in terms of how colleges and universities create their institutional image and brand. In this chapter, the author explores the notion of branding within the context of higher education--and how intercollegiate athletics contributes to it--analyzing the messages universities conveyed during nationally televised bowl…

Study of Brand Awareness and BrandImage of Starbucks

OpenAIRE

Rizwan, Muhammad; xian, Qin

2008-01-01

Abstract Date: September 1, 2008 Course: EFO705 Master Thesis International Marketing Tutor: Peter Dalin Authors: Muhammad Rizwan Qin Xian Title: Study of Brand Awareness and Brand Image of Starbucks Problem: To investigate to what extent the Swedish youths have brand awareness about the brand of Starbucks and what kind of brand perception of Starbucks as reflected by the brand association held in target customers’ memories (brand image). Purpos...

The evolution of the branding concept as a tool of the competitive advantages of the country

Directory of Open Access Journals (Sweden)

Tereshchuk Maryna Ihorivna

2015-12-01

Full Text Available The article analyzes the essence of the concepts of "brand" and "branding", the genesis of the concepts "nation brand" and "nation branding". Among other things, it shows that this marketing technique was considered and is still considered in a pragmatic aspect as a mean of ensuring the country's competitive advantages in the global arena.

internal branding

OpenAIRE

Rai, Anu; Omanga, Josphat

2014-01-01

The project report provides an insight into internal branding of two different leading firms – Coca-Cola and Google. The aim of this project report is to study how these two companies use internal branding to promote or build brand performance of the company. This report follows a qualitative research method. The report is deductive in nature and hence, it is guided by the literatures of internal branding. The project report conducted research on brand identity, brand commitment and brand loy...

Internal branding

OpenAIRE

Rijal, Ramesh; Dhakal, Rajendra

2015-01-01

The project report provides an insight into internal branding of two different leading firms – Coca-Cola and Google. The aim of this project report is to study how these two companies use internal branding to promote or build brand performance of the company. This report follows a qualitative research method. The report is deductive in nature and hence, it is guided by the literatures of internal branding. The project report conducted research on brand identity, brand commitment and brand loy...

Brand appearances in contemporary cinema films and contribution to global marketing of cigarettes.

Science.gov (United States)

Sargent, J D; Tickle, J J; Beach, M L; Dalton, M A; Ahrens, M B; Heatherton, T F

2001-01-06

The appearance of a cigarette brand in a cinema film gives the brand a certain distinction through its association with the characters and general tone of the film. Through the worldwide distribution of films, brands are promoted globally. We assessed the tobacco-brand appearances in a 10-year sample of contemporary films. We viewed the contents of the top 25 US box-office films for each year of release, from 1988 to 1997 (250 films in total). We compared the prevalence of brand appearances for films produced before a voluntary ban on paid product placement by the tobacco industry (1988-90) with films produced after the ban (1991-97). Tobacco-brand appearance was defined as the screen appearance of a brand name, logo, or identifiable trademark on products or product packaging, billboards, store-front advertising, or tobacco promotional items. We defined actor endorsement of a brand as the display of a brand while being handled or used by an actor. More than 85% of the films contained tobacco use. Tobacco brands appeared in 70 (28%) films. Brand appearances were as common in films suitable for adolescent audiences as they were in films for adult audiences (32 vs 35%), and were also present in 20% of those rated for children. Prevalence of brand appearance did not change overall in relation to the ban. However, there was a striking increase in the type of brand appearance depicted, with actor endorsement increasing from 1% of films before the ban to 11% after. Four US cigarette brands accounted for 80% of brand appearances. Revenues outside the USA accounted for 49% of total revenues for these films, indicating a large international audience. Tobacco-brand appearances are common in films and are becoming increasingly endorsed by actors. The most highly advertised US cigarette brands account for most brand appearances, which suggests an advertising motive to this practice.

Decisive Visual Saliency and Consumers' In-store Decisions

DEFF Research Database (Denmark)

Clement, Jesper; Aastrup, Jesper; Forsberg, Signe Charlotte

2015-01-01

This paper focuses on consumers' in-store visual tactics and decision-making. It has been argued that many consumers shop by routine or by simple rules and justification techniques when they purchase daily commodities. It has also been argued that they make a majority of decisions in the shop......, and that they are affected by the visual stimuli in the store. The objective for this paper is to investigate the visual saliency from two factors: 1) in-store signage and 2) placement of products. This is done by a triangulation method where we utilize data from an eye-track study and sales data from grocery stores....... The first study takes place in laboratory settings with a simulated purchase situation, and the second research design builds on manipulated in-store settings and data from real purchases. We found optimal placement of two comparable goods (branded good and private label) to increase visual attention...

Untangling the brand name from the branded entity

OpenAIRE

Round, Griff; Roper, Stuart

2015-01-01

Purpose\\ud – The purpose of this study is to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time.\\ud \\ud Design/methodology/approach\\ud –...

Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

Directory of Open Access Journals (Sweden)

Sri Vandayuli Riorini

2015-04-01

Full Text Available The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies, in which customers increasingly have a relationship, trust, identification, involvement, and commitment to the brand Commercial Bank will increasingly have the intention to buy the brand, reference brand they use positively, and give contradictory references the back of a competing brand to others or called with Brand evangelism. Furthermore, it is known that the most dominant factor influencing Brand evangelism is a Brand commitment. Further research is recommended to investigate the influence of Brand relationship with all of its dimensions, namely Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism with its entire dimension (Positive brand referrals, Brand purchase intention, and Oppositional brand referrals. Furthermore, it also is advisable to do research for brands other services, such as hotels and restaurants.

Knowledge Metrics of Brand Equity: Critical Measure of Brand Attachment and Brand Attitude Strength

OpenAIRE

Arslan Rafi; Moeez Ahsan; Fawad Saboor; Salima Hafeez; Mohammad Usman

2011-01-01

The purpose of this study is to identify factors that can positively influence brand attachment and brand attitude strength. Brand creation through an effective marketing strategy is necessary for creation of unique associations in the customer’s memory. Customer’s attitude, awareness and association towards the brand are primarily focused while evaluating performance of a brand, before designing the marketing strategies and subsequent evaluation of the progress. In this research, literature ...

Brand name and generic proton pump inhibitor prescriptions in the United States: insights from the national ambulatory medical care survey (2006-2010).

Science.gov (United States)

Gawron, Andrew J; Feinglass, Joseph; Pandolfino, John E; Tan, Bruce K; Bove, Michiel J; Shintani-Smith, Stephanie

2015-01-01

Introduction. Proton pump inhibitors (PPI) are one of the most commonly prescribed medication classes with similar efficacy between brand name and generic PPI formulations. Aims. We determined demographic, clinical, and practice characteristics associated with brand name PPI prescriptions at ambulatory care visits in the United States. Methods. Observational cross sectional analysis using the National Ambulatory Medical Care Survey (NAMCS) of all adult (≥18 yrs of age) ambulatory care visits from 2006 to 2010. PPI prescriptions were identified by using the drug entry code as brand name only or generic available formulations. Descriptive statistics were reported in terms of unweighted patient visits and proportions of encounters with brand name PPI prescriptions. Global chi-square tests were used to compare visits with brand name PPI prescriptions versus generic PPI prescriptions for each measure. Poisson regression was used to determine the incidence rate ratio (IRR) for generic versus brand PPI prescribing. Results. A PPI was prescribed at 269.7 million adult ambulatory visits, based on 9,677 unweighted visits, of which 53% were brand name only prescriptions. In 2006, 76.0% of all PPI prescriptions had a brand name only formulation compared to 31.6% of PPI prescriptions in 2010. Visits by patients aged 25-44 years had the greatest proportion of brand name PPI formulations (57.9%). Academic medical centers and physician-owned practices had the greatest proportion of visits with brand name PPI prescriptions (58.9% and 55.6% of visits with a PPI prescription, resp.). There were no significant differences in terms of median income, patient insurance type, or metropolitan status when comparing the proportion of visits with brand name versus generic PPI prescriptions. Poisson regression results showed that practice ownership type was most strongly associated with the likelihood of receiving a brand name PPI over the entire study period. Compared to HMO visits

Neighborhood Variation in the Price of Cheap Tobacco Products in California: Results From Healthy Stores for a Healthy Community.

Science.gov (United States)

Henriksen, Lisa; Andersen-Rodgers, Elizabeth; Zhang, Xueying; Roeseler, April; Sun, Dennis L; Johnson, Trent O; Schleicher, Nina C

2017-11-01

Retail marketing surveillance research highlights concerns about lower priced cigarettes in neighborhoods with a higher proportion of racial/ethnic minorities but focuses almost exclusively on premium brands. To remedy this gap in the literature, the current study examines neighborhood variation in prices for the cheapest cigarettes and a popular brand of cigarillos in a large statewide sample of licensed tobacco retailers in a low-tax state. All 61 local health departments in California trained data collectors to conduct observations in a census of eligible licensed tobacco retailers in randomly selected zip codes (n = 7393 stores, completion rate=91%). Data were collected in 2013, when California had a low and stagnant tobacco tax. Two prices were requested: the cheapest cigarette pack regardless of brand and a single, flavored Swisher Sweets cigarillo. Multilevel models (stores clustered in tracts) examined prices (before sales tax) as a function of neighborhood race/ethnicity and proportion of school-age youth (aged 5-17). Models adjusted for store type and median household income. Approximately 84% of stores sold cigarettes for less than $5 and a Swisher Sweets cigarillo was available for less than $1 in 74% of stores that sold the brand. The cheapest cigarettes cost even less in neighborhoods with a higher proportion of school-age residents and Asian/Pacific Islanders. Neighborhood disparities in the price of the cheapest combustible tobacco products are a public health threat. Policy changes that make all tobacco products, especially combustible products, less available and more costly may reduce disparities in their use and protect public health. Much of what is known about neighborhood variation in the price of combustible tobacco products focuses on premium brand cigarettes. The current study extends this literature in two ways, by studying prices for the cheapest cigarette pack regardless of brand and a popular brand of flavored cigarillos and by

The mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty: Evidence from Malaysia

Directory of Open Access Journals (Sweden)

Hashed Ahmad Mabkhot

2016-01-01

Full Text Available This study empirically investigates the mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty among Malaysian customers toward local automobile brands (Proton and Perodua. Four hypotheses were developed to test hypothesizing relationships between brand personality and brand satisfaction on brand loyalty. The data were collected from consumers of automobile brands in north Malaysia peninsula from three states which were Kedah, Penanag, and Perlis. This study applies partial least squares to a sample of 458 customers to test hypothesized relationships. The findings indicate that brand personality and brand satisfaction appear to have a positive and significant relationship with brand loyalty. Moreover, brand satisfaction was found to be a mediator in the relationship between brand personality and brand loyalty. The results are compared with earlier findings and implications for further research are discussed.

Internal Branding and Employee Brand Consistent Behaviours

DEFF Research Database (Denmark)

Mazzei, Alessandra; Ravazzani, Silvia

2017-01-01

constitutive processes. In particular, the paper places emphasis on the role and kinds of communication practices as a central part of the nonnormative and constitutive internal branding process. The paper also discusses an empirical study based on interviews with 32 Italian and American communication managers...... and 2 focus groups with Italian communication managers. Findings show that, in order to enhance employee brand consistent behaviours, the most effective communication practices are those characterised as enablement-oriented. Such a communication creates the organizational conditions adequate to sustain......Employee behaviours conveying brand values, named brand consistent behaviours, affect the overall brand evaluation. Internal branding literature highlights a knowledge gap in terms of communication practices intended to sustain such behaviours. This study contributes to the development of a non...

Information Warfare on Social Media: A Brand Management Perspective

Directory of Open Access Journals (Sweden)

Kalpokas Ignas

2017-06-01

Full Text Available Employing a perspective informed by brand management, this article aims at understanding information warfare operations in social media. The state, seen as brand, must project an image of itself to both internal and foreign audiences to unite the domestic audience and/or attract global support. However, in constructing a brand, states are vulnerable to ‘sofa warriors’ – ordinary individuals who have been unwittingly recruited by hostile actors to disseminate (over social media or other platforms a counter-brand, harmful to the state concerned. These new threats are investigated in light of recent tendencies in online branding, elucidating their status as a national security threat, with the potential to significantly disrupt life in political communities.

ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING

Directory of Open Access Journals (Sweden)

Cătălin Mihail BARBU

2016-11-01

Full Text Available The brand identity and brand image are two concepts used extensively in positioning. Many brands underwent a rebranding process attempting to improve their positioning. The rebranding process can bring minor changes or substantial changes. Following the substantial changes, there can appear a mismatch between the desired identity and brand image. Brand image is persistent and it takes time to change it. This paper explores the challenges involved by the calibration of the identity and of the image in the process of rebranding. The alignment process is a dynamic one, an interactive and not a normative one. The results of this study highlight the elements that support the brand identity and image alignment: marketing communication, product characteristics and internal brand strength. On the other side, the efforts to align the brand identity and brand image are negatively affected by the attitudes of the consumers and their past experience with the brand.

Cigarette brand preference as a function of price among smoking youths in Canada: are they smoking premium, discount or native brands?

Science.gov (United States)

Leatherdale, S T; Ahmed, R; Barisic, A; Murnaghan, D; Manske, S

2009-12-01

Given that little is known about the price-related cigarette brand preferences of youths, the current study seeks to characterise cigarette brand preferences and examine factors associated with smoking discount or native cigarette brands among Canadian youths who are current smokers. This study used nationally representative data collected from 71,003 grade 5-12 students as part of the 2006-7 Canadian Youth Smoking Survey (YSS). Using data from current smokers, logistic regression models were used to examine factors associated with smoking discount or native cigarette brands relative to premium cigarette brands. In 2006, premium cigarettes were the most prevalent brand of cigarette youths report usually smoking (49.4%); a substantial number of youths do report usually smoking either discount (12.9%) or native (9.3%) cigarette brands. Occasional smokers were more likely to report usually smoking premium cigarettes whereas daily smokers were more likely to report smoking either discount or native cigarettes. In particular, discount and native brands appear to be appealing among smoking youths with less spending money or those who are heavier smokers compared to youths smoking premium brands. Discount and native cigarette brands are commonly used by a substantial number of smoking youths in Canada. Additional research is required to better understand the reasons behind different cigarette brand preferences and how youths are able to access premium, discount and illicit native cigarettes. Moreover, ongoing surveillance of the cigarette brand preferences of youths is required for guiding future tobacco control policy and programming activities.

ISLAMIC IDENTITY VERSUS CITY/PLACE BRANDING

Directory of Open Access Journals (Sweden)

M. Alaa Mandour

2012-09-01

Full Text Available Is a brand a product, a service, or a company? Is it a logo, a marketing strategy or an attitude? As globalization intensifies, places increasingly compete with other places for attention, influence, markets, investments, businesses, visitors, residents, talent and events. And competition is no longer restricted to the well-known places down the road, over the hill or across the water. Places now compete with cities, regions and countries halfway around the world. Places are increasingly getting caught off guard by unpredicted and apparently rapid shifts in competition and abruptly lose their historic purpose or their competitive edge, be it economic, social or cultural. Culture fills our cities, regions, nations and even our rural landscapes with spiritual content. Our places are an expression of who we are and what we value and they are ruthless in projecting the bad alongside the good. In its widest sense culture includes art, design, education, science, religion and sport. In the context of place branding it is the manifestation of our beliefs, values, customs and behaviors. Merging culture to brand within our city tissue is an essential part of the morphology within its spaces. This paper is trying to discuss the contribution of Islamic culture to a place brand; Relationship between culture and identity, image, visual identity etc. in the context of place branding; Impact of culture on brand equity; Developing cultural brand assets to brand places and how should we value and evaluate culture in the context of place branding?  Also will try to find answers to the following: Do we have a precise understanding of how Islamic culture adds value to or devalues a place? Do we have a methodology for capturing the value of our Islamic culture to places? And, can this culture be developed with the intent to create better places and place brands?   

Internal branding: an enabler of employees' brand-supporting behaviours

OpenAIRE

Punjaisri, K; Evanschitzky, H; Wilson, A

2008-01-01

Purpose: The aim of this paper is to understand the internal branding process from the employees’ perspective; it will empirically assess the relationship between internal branding and employees’ delivery of the brand promise as well as the relationships among their brand identification, brand commitment, and brand loyalty. Design/methodology/approach: On a census basis, a quantitative survey was carried out with 699 customer-interface employees from five major hotels. Findings: Internal bran...

To brand or not to brand

DEFF Research Database (Denmark)

Andersen, Lone Schreiber; Brunsø, Karen

2002-01-01

When consumers recognise the Irma-girl, the yellow arches of McDonald's or the logo of Arla Foods, they react to the 'branding' of the company.E ven though many people have already heard of branding, only a minority are able to define the concept.A 'brand' can be a number of things: a name...

The mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty: Evidence from Malaysia

OpenAIRE

Hashed Ahmad Mabkhot; Salniza Md. Salleh; Hasnizam Shaari

2016-01-01

This study empirically investigates the mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty among Malaysian customers toward local automobile brands (Proton and Perodua). Four hypotheses were developed to test hypothesizing relationships between brand personality and brand satisfaction on brand loyalty. The data were collected from consumers of automobile brands in north Malaysia peninsula from three states which were Kedah, Penanag, and Perl...

The Impact of Brand Equity Assets on Consumer Preference for Foreign Brands in Bosnia and Herzegovina

Directory of Open Access Journals (Sweden)

Ena Kumbara

2014-08-01

Full Text Available In the free market consumers are faced with a different variation while they making purchase decision. Brand as a term, name, and symbol gives quality and satisfy needs of consumers and on that way assure self recognition. Main objective of this study is to determine the factors which influence consumers to buy international brands rather than national brands. This study has four independent variables and one dependent variable. Data for this study will be collected using online surveys based on the previous researches about brand equity and its dimensions. Sample for this study were 214 respondents form the territory of Bosnia and Herzegovina. Using descriptive statistics, correlation and multiple regression analyses these data are measured. Results of this research will give benefits to marketing professionals in Bosnian industries where they can try to understand consumers- whether brand equity and its dimensions affect their purchasing decision and does that effect have negative or positive impact. Contribution of this study is reflected in that Bosnian manufacturers and sellers can better meet consumer’s wishes and needs, possibilities of potential consumers in this strained economy.

Branding

DEFF Research Database (Denmark)

Hansen, Heidi

Et brand er både essens og konstruktion. Essensen hentes i virksomhedens identitet, og konstruktionen skabes i en forhandling mellem virksomheden og dens interessenter. Brandet er således et betydningssystem, som er spændt ud i et netværk af interessenter, hvor brandet konstant afkodes, produceres...... og reproduceres. Bogen bygger på en semiotisk og narrativ tilgang og kommer omkring centrale områder som storytelling, celebritybranding, brand personlighed, placebranding, oplevelsesbaseret branding og employer branding...

Intended Brand Associations

DEFF Research Database (Denmark)

Koll, Oliver; von Wallpach, Sylvia

2014-01-01

of actual consumer brand associations and management-intended brand associations (brand association match). The article presents results from two large-scale studies (3353 and 1201 respondents) involving one consumer goods and one service brand with multiple operationalizations of consumer response...... (attitudinal and behavioral). The results show that consumers with high brand association match show more positive brand response. However, after accounting for the valence of associations match does not add explanatory power. This outcome challenges a key foundation of brand management. The discussion......Brand managers exhibit considerable effort to define intended brand associations to anchor in consumers' minds. They follow a credo deeply rooted in branding literature: intended brand associations drive consumer response and brand equity. This article investigates the benefits of a strong overlap...

DIRECT AND INDIRECT EFFECT OF BRAND CREDIBILITY, BRAND COMMITMENT AND LOYALTY INTENTIONS ON BRAND EQUITY

OpenAIRE

Veeva Mathew; Sam Thomas; Joseph I Injodey

2012-01-01

Brand equity has been and will be an area of interest for marketing managers. All marketing efforts are directed toward the development ofbrand equity. Therefore efforts are taken among the researchers, to understand the concept of brand equity as deep as possible.This paper attempts to understand the interrelationships among key formative indicators of brand equity, using beliefattitude- intention hierarchy of effects. The formative indicators include brand credibility, brand commitment, and...

PENGARUH DARI IDENTITY TERHADAP BRAND VALUE, SATISFCATION, TRUST AND BRAND LOYALTY

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Rahmania Asmoningsih

2016-08-01

Full Text Available The purpose of this study was to analyze the influence of brand identity on brand value, customer satisfaction and brand trust and the influence of brand value and customer satisfaction on brand trust and its impact on brand loyalty. Respondents in this study is the beauty clinic customers in Jakarta which consists of 112 respondent . Structural Equation Modeling (SEM with AMOS version 16 used in this study for data analysis . Results of the testing showed that the brand identity has a positive influence on brand value and brand trust, and customer satisfaction and brand value has a positive influence on brand trust that subsequently will have positive influence on brand loyalty. The results also showed that the brand identity does not have an influence on customer satisfaction

The role of brand trust in male customers' relationship to luxury brands.

Science.gov (United States)

Hur, Won-Moo; Kim, Minsung; Kim, Hanna

2014-04-01

This study examined the role of brand trust in customers' luxury brand consumption behavior. Perceived value and brand satisfaction were presented within a framework as antecedents of brand trust, while brand loyalty and brand risk were presented as consequences. A face-to-face survey was administered to a sample (N = 400) of men between 25 and 54 years of age who had purchased luxury brand and non-luxury brand suits within the previous three months. The results showed the greater the hedonic value on brand satisfaction, the greater the influence of brand satisfaction on brand trust, and the greater was the effect of brand trust on brand loyalty for luxury brands as compared with non-luxury brands. Similar patterns are identified between luxury and non-luxury brands for the positive relationship between utilitarian value and brand satisfaction and the negative relationship between brand trust and brand risk.

Building Brand Power

Science.gov (United States)

Lakshmi, S.; Muthumani, S., Dr.

2017-05-01

Brand power is established through brand awareness. It’s all about making consumers familiar about their products and services. Marketing strategies should make the customers extend the positive approach towards brand and continue through repeated purchases. There is a triple perspective approach to investigate the brand awareness in this research. The brand awareness and brand equity are studied and the relationship between those are analyzed. This also drills down about the brand performance and knowledge with awareness which tries to find out the brands value and utility among the public. Continuous improvement on package design, quality and buying experience will lead to customer loyalty and preference. Branding should happen though creative ads, eye catchers and special campaigns. Brand awareness is the extent to which consumers are familiar with their product or services. Power of a brand is resides in the minds of the customers. To build a strong brand, it is one of the great challenge for the marketers to ensure that customers have the right experiences with products and services and various marketing programs. So that tenderness, beliefs, perspective, perception and so on linked to the brand. If we are presenting the brand with no enthusiasm or spunk, people are going to forget about our brand. Even though that may seem harsh, it’s the naked truth in today’s marketing world. Brand must reach out to the community by special events, creating campaigns to keep the brand relevant also offer customer a unique experience. Here we study about the brand consciousness and to identify the cohesion between brand awareness with knowledge and performance and also to assess the effect of brand awareness on consumer purchase. In this study we necessary statistical tools like chi-square test ad t-test has been used to analyse the collected data. It is highly recommend to increase brand awareness, the marketers are constantly required to build brand awareness both

Discrete Choice Model of Food Store Trips Using National Household Food Acquisition and Purchase Survey (FoodAPS).

Science.gov (United States)

Hillier, Amy; Smith, Tony E; Whiteman, Eliza D; Chrisinger, Benjamin W

2017-09-27

Where households across income levels shop for food is of central concern within a growing body of research focused on where people live relative to where they shop, what they purchase and eat, and how those choices influence the risk of obesity and chronic disease. We analyzed data from the National Household Food Acquisition and Purchase Survey (FoodAPS) using a conditional logit model to determine where participants shop for food to be prepared and eaten at home and how individual and household characteristics of food shoppers interact with store characteristics and distance from home in determining store choice. Store size, whether or not it was a full-service supermarket, and the driving distance from home to the store constituted the three significant main effects on store choice. Overall, participants were more likely to choose larger stores, conventional supermarkets rather than super-centers and other types of stores, and stores closer to home. Interaction effects show that participants receiving Supplemental Nutrition Assistance Program (SNAP) were even more likely to choose larger stores. Hispanic participants were more likely than non-Hispanics to choose full-service supermarkets while White participants were more likely to travel further than non-Whites. This study demonstrates the value of explicitly spatial discrete choice models and provides evidence of national trends consistent with previous smaller, local studies.

Discrete Choice Model of Food Store Trips Using National Household Food Acquisition and Purchase Survey (FoodAPS

Directory of Open Access Journals (Sweden)

Amy Hillier

2017-09-01

Full Text Available Where households across income levels shop for food is of central concern within a growing body of research focused on where people live relative to where they shop, what they purchase and eat, and how those choices influence the risk of obesity and chronic disease. We analyzed data from the National Household Food Acquisition and Purchase Survey (FoodAPS using a conditional logit model to determine where participants shop for food to be prepared and eaten at home and how individual and household characteristics of food shoppers interact with store characteristics and distance from home in determining store choice. Store size, whether or not it was a full-service supermarket, and the driving distance from home to the store constituted the three significant main effects on store choice. Overall, participants were more likely to choose larger stores, conventional supermarkets rather than super-centers and other types of stores, and stores closer to home. Interaction effects show that participants receiving Supplemental Nutrition Assistance Program (SNAP were even more likely to choose larger stores. Hispanic participants were more likely than non-Hispanics to choose full-service supermarkets while White participants were more likely to travel further than non-Whites. This study demonstrates the value of explicitly spatial discrete choice models and provides evidence of national trends consistent with previous smaller, local studies.

Revitalizing Brands and Brand Portfolios: Essays on Brand and Brand Portfolio Management Strategies

NARCIS (Netherlands)

B.E. Depecik (Baris)

2016-01-01

markdownabstractHow should consumer products manufacturers and retailers keep their portfolio of brand offerings relevant and energetic when large numbers of new brands are continuously launched into a world of increasingly nonloyal customers with evolving needs? The harsh reality is, at a time when

Mass Media and Re-Branding Nigeria Project: A Historical Evaluation of a Failed Government Policy

Directory of Open Access Journals (Sweden)

Kelechi Johnmary Ani

2014-03-01

Full Text Available Mass media exercise extra-ordinary influence on the state and citizenry of every country and the ability of media to facilitate man’s behavioural change through its agenda- setting role makes them central in the re-branding process. The implication became that those politicians who champion the re-branding process tried to win the citizenry’s legitimacy through the media. This paper shows that the major challenges of the re-branding project include the inability of the Nigerian political leadership to re-brand themselves, corruption in every sphere of our national life, national insecurity, advance fee fraud, collapse of the education sector, poverty. It revealed that peace is a multi-dimensional term, which creates new environment for progressive nation building process. The rebranding project finally failed when the protagonist minister went to contest for senatorial election and his successor refused to step into her re-branding project shoes. This work called for the rise of a new government and media that would engage in ethical politics through sound leaders, priming, peace building, ethical education, etc as the roadmap to sustainable peace, security and national re-branding. The paper concluded by showing that it is only a national re-branding that is championed by the masses which can lead the citizenry to the desired goals of being a real Giant of Africa.

Comparative in-vitro evaluation of antibacterial activity of levofloxacin brands available in Pakistan

Directory of Open Access Journals (Sweden)

Sajid Bashir

2015-08-01

Full Text Available Background: Antimicrobial susceptibility against marketed antibiotic products is dynamic and changes with development of resistance in microbes. Susceptibility status of antibiotics helps health care practitioners in refining their prescribing trends and selection of suitable antibiotic and its commercial brand. Objective of this study was to evaluate the antimicrobial sensitivity and susceptibility patterns of levofloxacin of different national and multinational brands in Pakistan. Levofloxacin is among the commonly mis-prescribed antibiotic in Pakistan and this study will give an insight of microbial resistance/susceptibility status against quinolones and help prescribing practice. Methods: In this study 29 different brands of levofloxacin from different cities of Pakistan are evaluated for their sensitivity against four microbial strains i.e. Staphylococcus aureus, Staphylococcus epidermidis, Escherichia coli, Klebsiella Pneumonia. Evaluation was performed via disc diffusion method against standard drug discs. Result: Different brands exhibited different antimicrobial status regardless of their price and national or multinational status. In low price range, Levomerc while Tavanic in high price range showed significant antimicrobial activity. Different brands are evaluated and compared statistically with price and activity as variant. Conclusion: Antimicrobial activity of different brands of levofloxacin varied regardless of their national/multinational status and price factor. This study refined the suitability of different brands of levofloxacin against respective pathogens and disease indications.

Advocacy participation and brand loyalty in virtual brand communtity

OpenAIRE

Munnukka, Juha; Uusitalo, Outi; Jokinen, Elisa

2014-01-01

Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active content creation activities. Personal and reciprocal communication and consumers’ participation in virtual brand communities are the main sources through which communities contribute to brand loyalty formation. This research examines the antecedents and consequences of advocacy participation in virtual brand communities. The results show that the VBC members’ advocacy participation ...

HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE

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M. Țichindelean

2015-06-01

Full Text Available The purpose of the present paper is to identify if the congruence of the consumers personality with the perceived brand per-sonality increases their brand preferences. To achieve this purpose, the paper was structured in two parts; the first part contains a general literature review of the consumer behaviour theory and its influence factors and a more specific one regarding the consumer’s and brand personality concepts. The second part describes the used research methodology for achieving the paper’s purpose. The results of the underlying exploratory research confirmed the hypothesis that an overlapping of the consumers’ personality and the brand personality they perceive is positively correlated with their brand preferences.

Malt Beverage Brand Popularity Among Youth and Youth-Appealing Advertising Content.

Science.gov (United States)

Xuan, Ziming; DeJong, William; Siegel, Michael; Babor, Thomas F

2017-11-01

This study examined whether alcohol brands more popular among youth are more likely to have aired television advertisements that violated the alcohol industry's voluntary code by including youth-appealing content. We obtained a complete list of 288 brand-specific beer advertisements broadcast during the National Collegiate Athletic Association (NCAA) men's and women's basketball tournaments from 1999 to 2008. All ads were rated by a panel of health professionals using a modified Delphi method to assess the presence of youth-appealing content in violation of the alcohol industry's voluntary code. The ads represented 23 alcohol brands. The popularity of these brands was operationalized as the brand-specific popularity of youth alcohol consumption in the past 30 days, as determined by a 2011 to 2012 national survey of underage drinkers. Brand-level popularity was used as the exposure variable to predict the odds of having advertisements with youth-appealing content violations. Accounting for other covariates and the clustering of advertisements within brands, increased brand popularity among underage youth was associated with significantly increased odds of having youth-appeal content violations in ads televised during the NCAA basketball tournament games (adjusted odds ratio = 1.70, 95% CI: 1.38, 2.09). Alcohol brands popular among underage drinkers are more likely to air television advertising that violates the industry's voluntary code which proscribes youth-appealing content. Copyright © 2017 by the Research Society on Alcoholism.

The Impact of Brand Trust and Brand Affect on Brand Loyalty at Pond€™s Skin Care Manado

OpenAIRE

Mekel, Peggy Adeline; Lolowang, Anggreiny C.

2014-01-01

Brand is not just a brand for a product or service on the market. Brand makes consumers buy and use the brand. To introduce a product publicly the market, company should create a good reputation for brand. Research objectives are to analyze the influence of brand trust on brand loyalty and to analyze the influence of brand affect on brand loyalty. This research implement quantitative analyze by using questionnaires and used Multiple Regression analyze. The population observed is people in Man...

The influence of marketing communications on the consumer path to purchase for both online and in-store purchases

OpenAIRE

Pallant, Jason

2017-01-01

This thesis examines the way online browsing and online or in-store purchasing behaviours evolve across the purchases customers make from a brand, and how this is influenced by the marketing communications that customers receive from that brand and its competitors. A sample of customers of three different retail brands are tracked over a two year period, and changes to browsing and purchase behaviour are observed. A model is developed which predicts the way customers are most likely to evolve...

Strategic brand management: Archetypes for managing brands through paradoxes

OpenAIRE

Högström, Claes; Gustafsson, ,Anders; Tronvoll, Bård

2015-01-01

Although brands are acknowledged as significant assets in a firm's value creation and differentiation process, branding literature often describes opposing perspectives and contradictory demands. This article develops a framework of three strategic brand management archetypes that provide new insights into the complexity and often paradoxical ambiguity of branding. By combining an empirical qualitative study with extant brand management and relational exchange theory, the authors ...

Brand Revitalization: Don’t Let Your Brands Turn Into Sleepyheads

Directory of Open Access Journals (Sweden)

Ziva Kolbl

2015-06-01

Full Text Available Brand revitalization is a process, which is often necessary when the brand’s offer of products as well as associated attention from consumers decline. Even so, the core of a brand needs to be clearly defined, in order for brand revitalization to be successfully implemented. Marketing managers need to be able to recognize the acute, as well as the latent signs of brand aging, and need to implement brand revitalization elements and strategies that are most suitable for a certain brand. The goal of the paper is presenting brand revitalization through the practical example of two Slovenian brands, which both went through the process of brand revitalization. With the review of secondary data, as well as interviews with the brand’s marketing managers, the paper proposes main steps and serves as a guideline to other managers, when going through brand revitalization.

ENHANCING BRAND EXPERIENCE ALONG WITH EMOTIONAL ATTACHMENT TOWARDS TRUST AND BRAND LOYALTY

Directory of Open Access Journals (Sweden)

Elia Ardyan

2016-03-01

Full Text Available Research on Samsung’s smartphone consumers in Surakarta, have aimed to (1 Test the influence of brand experience on brand trust; (2 Test brand beliefs on brand loyalty; (3 Test on emotional attachment brand experience; (4 Test emotional attachment on brand trust; (5 Test brand experience on brand loyalty. The sample of this research was obtained from 100 respondents who have purchased a Samsung smartphone with the number of the purchase more than once. Methods of analysis used in this study are Structural Equation Modelling. The results of this research indicate that: (1 Brand experience influenced brand trust positively and significantly; (2 The trust against a brand loyalty affect brand positively and significantly; (3 Brand experience have positive and significant effect on emotional attachment; (4 Emotional attachment affects brand trust positively and significantly; (5 Brand trust have the influence of brand loyalty positively but not significant.

Creating the living brand.

Science.gov (United States)

Bendapudi, Neeli; Bendapudi, Venkat

2005-05-01

It's easy to conclude from the literature and the lore that top-notch customer service is the province of a few luxury companies and that any retailer outside that rarefied atmosphere is condemned to offer mediocre service at best. But even companies that position themselves for the mass market can provide outstanding customer-employee interactions and profit from them, if they train employees to reflect the brand's core values. The authors studied the convenience store industry in depth and focused on two that have developed a devoted following: QuikTrip (QT) and Wawa. Turnover rates at QT and Wawa are 14% and 22% respectively, much lower than the typical rate in retail. The authors found six principles that both firms embrace to create a strong culture of customer service. Know what you're looking for: A focus on candidates' intrinsic traits allows the companies to hire people who will naturally bring the right qualities to the job. Make the most of talent: In mass-market retail, talent is generally viewed as a commodity, but that outlook becomes a self-fulfilling prophesy. Create pride in the brand: Service quality depends directly on employees' attachment to the brand. Build community: Wawa and QT have made concerted efforts to build customer loyalty through a sense of community. Share the business context: Employees need a clear understanding of how their company operates and how it defines success. Satisfy the soul: To win an employee's passionate engagement, a company must meet his or her needs for security, esteem, and justice.

Motion to innovation: Brand value sources have (not changed over time

Directory of Open Access Journals (Sweden)

Kliestikova Jana

2017-01-01

Full Text Available Innovation drives the expansion of economies in a global dimension. This is also the reason why contemporary researches indicates the trend of incorporation of the innovation to the strategic concept of brand value building and managing. It has been proven, that innovation is relevant source of brand value perceived by consumers. Such a trend has been established in reaction to the growing importance of brand value for competitive advantage creation in a global perspective. Currently published scientific contributions mainly highlight the importance of brand innovation in selected sectors of national economies abstracting from innovation perceptions due to the national socio-psychological profile. This is the reason why universally applicable theory of innovation in scope of brand value building and managing is missing. The lack of the theory can be removed by identification of importance of innovation attributes as brand value sources in context of market specifics. So, the aim of this paper is to provide such an identification and to verify existence of divergences between “foreign” theory and “domestic” practice. To do that, we use questionnaire, selection analysis and cluster analysis. We detect specifics of brand value perception focusing on innovation and its attributes comparing theory and reality of Slovak environment.

Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service (33-45

Directory of Open Access Journals (Sweden)

Sri Vandayuli Riorini

2016-06-01

Full Text Available The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies, in which customers increasingly have a relationship, trust, identification, involvement, and commitment to the brand Commercial Bank will increasingly have the intention to buy the brand, reference brand they use positively, and give contradictory references the back of a competing brand to others or called with Brand evangelism. Furthermore, it is known that the most dominant factor influencing Brand evangelism is a Brand commitment. Further research is recommended to investigate the influence of Brand relationship with all of its dimensions, namely Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism with its entire dimension (Positive brand referrals, Brand purchase intention, and Oppositional brand referrals. Furthermore, it also is advisable to do research for brands other services, such as hotels and restaurants. Keywords: country image,Brand relationship,Brand trust,Brand identification,Brand involvement,Brand commitment,Brand Evangelism

Knowledge metrics of Brand Equity; critical measure of Brand Attachment

OpenAIRE

Arslan Rafi (Corresponding Author); Arslan Ali; Sidra Waris; Dr. Kashif-ur-Rehman

2011-01-01

Brand creation through an effective marketing strategy is necessary for creation of unique associations in the customers memory. Customers attitude, awareness and association towards the brand are primarily focused while evaluating performance of a brand, before designing the marketing strategies and subsequent evaluation of the progress. In this research, literature establishes a direct and significant effect of Knowledge metrics of the Brand equity, i.e. Brand Awareness and Brand Associatio...

CONSUMERS’ BRAND EQUITY PERCEPTIONS OF TRADITIONAL AND NON-TRADITIONAL BRANDS

OpenAIRE

Catli, Ozlem; Ermec Sertoglu, Aysegul; Ors, Husniye

2017-01-01

Thisstudy aims to compare consumers' brand perception of traditional brands withbrand perceptions of non-traditional brands.  Consumers livingin Ankara constitute the universe of work, and data were gathered in aface-to-face interview using the survey method. the demographic characteristicsof the participants was prepared with the aim of evaluating and comparing onetraditional brand and one non traditional brand of brand equity related to thebrand equity by the participants. According to...

Brand Management

OpenAIRE

Polách, Petr

2012-01-01

Theoretical part of thesis on the topic "Brand management" will deal with tools for strategic brand management ifself, specifically managements instruments. Next part will be devoted to brand, its identity, image, elements, value, legal protection and eventually to methods of valuation. In practical part will be applied knowledge of strategic brand management to the selected company Vivantis a.s. Part of practical part will be surfy about public awareness of the brand Vivantis a.s. On the bas...

THE EFFECTS OF SERVICE QUALITY AND CORPORATE REBRANDING ON BRAND IMAGE, CUSTOMER SATISFACTION, BRAND EQUITY AND CUSTOMER LOYALTY: STUDY IN ADVERTISING COMPANY AT TVONE

Directory of Open Access Journals (Sweden)

Chaniago A.

2016-12-01

Full Text Available The purpose of this study was to analyze the effects of service quality on brand image, service quality on customer satisfaction, service quality on brand equity, service quality on customer loyalty, corporate rebranding on brand image, corporate rebranding on customer satisfaction, corporate rebranding on brand equity, brand image on customer satisfaction, corporate rebranding on customer loyalty, brand image on brand equity, brand image on customer loyalty, customer satisfaction on customer loyalty, brand equity on customer loyalty. The population of this study consisted of loyal 173 corporate advertisers to tvOne - an Indonesian national television company. The sample for this study was set as many as 173, but only 144 respondents who returned the feedback as part of the study. The 144 data were analyzed by using descriptive and inferential analysis of SEM. The research has proven that (1 the service quality significantly affects the brand image; (2 the service quality significantly influence the customer satisfaction; (3 the service quality significantly affects the brand equity; (4 the service quality significantly affects the customer loyalty; (5 the corporate rebranding has significant effects on the brand image; (6 the corporate rebranding has no significant effect on the customer satisfaction; (7 the corporate rebranding has no significant effect on brand equity; (8 the corporate rebranding has no significant effect on the customer loyalty; (9 the brand image has significant effect on the customer satisfaction; (10 the brand image has significant effects on the brand equity; (11 the brand image does not have significant effects on the customer loyalty; (12 significant effects from the customer satisfaction on customer loyalty; and (13 significant effects of the brand equity on the customer loyalty.

Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations

NARCIS (Netherlands)

Torres, Anna; Bijmolt, Tarnmo H. A.

2009-01-01

Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations, Information on these associations arise from two

Co-branding : A brand partnership and a new product

NARCIS (Netherlands)

Bouten, L.M.

2010-01-01

Co-branding is a form of cooperation between two brands with significant consumer recognition that results in the creation and introduction of a new product on which both brands are visible. Although co-branding results in the creation and introduction of a new product through collaboration, the

Brand personality and its influence on brand loyalty - Do sophisticated brands have more brand loyal customers?

OpenAIRE

Bekk, Magdalena; Skatulla, Veronika; Pösl, Miriam; Natter, Martin; Spörrle, Matthias

2009-01-01

Objectives. Creating loyal customers is one of the most important aims organisations have. However, most marketing departments try to create loyal customers through customer loyalty programmes only. This study aims at investigating the influence of the brand’s image (i.e., brand personality; Aaker, 1997) on brand loyalty. Method. Study 1 (N = 360) was used to derive a valid single-item measure from a multi-item scale for the three inter-culturally stable brand personality dimensions (sinc...

Tingkat Brand Awareness Masyarakat Surabaya terhadap Brand Baru Restoran The Consulate

OpenAIRE

Malinda, Melodi

2017-01-01

The Consulate merupakan sebuah brand baru hasil dari rebranding yang dilakukan oleh 1914 Surabaya. Sebagai brand baru, peneliti tertarik untuk meneliti tingkat Brand Awareness. The Consulate telah mengkomunikasikan mengenai brand barunya yang meliputi kelima Brand Elements yang terdiri dari Brand Name, URL, Logo & Symbol, Slogan dan Packaging melalui media komunikasi yang dianggap efektif, yaitu media sosial Instagram. Brand Awareness merupakan aset yang tahan lama dan berkelanjutan, maka...

The impact of social identity of brand on brand loyalty development

Directory of Open Access Journals (Sweden)

Alireza Bakhshizadeh

2012-08-01

Full Text Available During the past few years, there have been increasing discussions on the impact of brand in business units. Many researchers have concluded that the best way to increase sales is to introduce the brand in society. In this study, we consider the impact of brand identity on increasing product loyalty in one of Iranian dairy products. The proposed study is implemented in city of Tehran by choosing 475 people. The proposed model is analyzed using structural equation model and factor analysis. The results indicate that there is a direct positive relationship between brand and loyalty and a powerful brand could help setup a long-term relationship between customer and firm, which leads to brand loyalty. In other words, brand identity influences perception value, customer satisfaction, brand trust while perception value influences customer satisfaction and brand trust. In addition, customer satisfaction influences brand trust, brand trust influences customer loyalty and finally brand identity indirectly influences customer loyalty.

Studi Pendapat Konsumen Terhadap Brand Awareness Brand Equity Dan Brand Image Minuman Coca-cola Di Kota Makassar

OpenAIRE

Rezkiawaty, Sitti Utami

2011-01-01

The aims of the research are to find out (1) the implementation of the strategy of PT Coca-Cola bottling Indonesia southern Sulawesi in creating brand awareness, brand equity and brand image of coca-cola beverages in the city of Makassar, (2) the consumer opinion about coca-cola beverage product in the city of Makassar, (3) the factors that influence consumer ratings of brand awareness, brand equity, brand image coca-cola beverage products. The research was a descriptive quantitative study co...

Analysis of Interbrand, BrandZ and BAV brand valuation methodologies

Directory of Open Access Journals (Sweden)

Krstić Bojan

2011-01-01

Full Text Available Brand valuation is considered for one of the most significant challenges of not only theory and practice of contemporary marketing, but other disciplines, as well. Namely, the complex nature of this issue implies the need for multidisciplinary approach and creation of methodology which goes beyond the borders of marketing as a discipline, and includes knowledge derived from accounting, finance and other areas. However, mostly one-sided approaches oriented towards determining brand value either based on research results of consumer behavior and attitudes or based on financial success of the brand are dominant in marketing and financial literature. Simultaneously with these theoretical methodologies, agencies for consultancy and marketing and other subjects have been developing their own brand valuation methods and models. Some of them can be appointed to comprehensive approach to brand valuation, which overcomes mentioned problem considering one-sided analysis of brand value. The comprehensive approach, namely, presumes brand valuation based on benefits which brand provides to both customers and enterprise that owns it, in other words - based on qualitative and quantitative measures respectively reflecting behavior and attitudes of consumers and assumed financial value of the brand, or, more precisely, brand value capitalization. According to the defined research subject, this paper is structured as follows: importance and problem of brand value are reviewed in the Introduction, and three most well-known brand valuation methodologies developed by consultancy agencies - Interbrand methodology and BrandZ and BAV models are analyzed in the next section. In the further considerations the results of comparative analysis of these methodologies are presented and implications for adequate brand valuation suggested.

Spectrophotometric determination of metals in Pakistani and foreign brand cigarette tobacco

International Nuclear Information System (INIS)

Ikram, M.; Rauf, M.A.; Ali, S.; Iqbal, M.

2001-01-01

Tobacco smoking and related uses are major cause of various diseases in human beings. In the present study forty one various brands of cigarettes from Pakistan, United States, United Kingdom and Japan have been selected for determination of iron, nickel and copper spectrophotometrically. The concentration of Fe, Ni and Cu in tobacco of each forty-one brands of national and foreign brands cigarette is given in this article. The spectrophotometric determination of Fe, Ni and Cu in forty one brands of national and foreign cigarettes reveals that the concentrations of these metals depends on different conditions, such as soil condition, fertilizer and sprays during the tobacco growth. However, Cigarette manufacturing companies could have a significant role in their concentration levels. The results obtained by this technique are in good agreement with the reported literature values. (A.B.)

Differences in alcohol brand consumption between underage youth and adults-United States, 2012.

Science.gov (United States)

Siegel, Michael; Chen, Kelsey; DeJong, William; Naimi, Timothy S; Ostroff, Joshua; Ross, Craig S; Jernigan, David H

2015-01-01

The alcohol brand preferences of US underage drinkers have recently been identified, but it is not known whether youth are simply mimicking adult brand choices or whether other factors are impacting their preferences. This study is the first to compare the alcohol brand preferences of underage drinkers and adults. The authors conducted a cross-sectional assessment of youth and adult alcohol brand preferences. A 2012 Internet-based survey of a nationally representative sample of 1032 underage drinkers, ages 13-20, was used to determine the prevalence of past-30-day consumption for each of 898 alcohol brands, and each brand's youth market share, based on the total number of standard drinks consumed. Data on the brand-specific prevalence of past-30-day or past-7-day consumption among older youth (ages 18-20), adults (ages 21+), and young adults (ages 21-34) was obtained from Gfk MRI's Survey of the Adult Consumer for the years 2010-2012. Overall market shares for each brand, also measured by the total number of standard drinks consumed, were estimated from national data compiled by Impact Databank for the year 2010. Although most alcohol brands popular among underage drinkers were also popular among adult drinkers, there were several brands that appeared to be disproportionately consumed by youth. This article provides preliminary evidence that youth do not merely mimic the alcohol brand choices of adults. Further research using data derived from fully comparable data sources is necessary to confirm this finding.

The Importance of Branding and Rebranding for Strategic Marketing

Directory of Open Access Journals (Sweden)

Todor R.D.

2014-12-01

Full Text Available The present paper’s main purpose is to establish a conection between branding, rebranding and the efforts of developing a strategic marketing plan. Today’s reality shows us that the quality of products or services alone, can not ensure companies success anymore. Because of that a lot of companies willing to obtain high profits, on national or international markets, have to consider branding eforts as a necesity and not as an option. Furthermore, even if the company’s efforts give birth to a successful brand, time and market changes may lead to the erosion of brand’s image, forcing that company to rethink the hole branding strategy and proceed to rebranding.

Effects of the above the influence brand on adolescent drug use prevention normative beliefs.

Science.gov (United States)

Evans, W Douglas; Holtz, Kristen; White, Tanya; Snider, Jeremy

2014-01-01

Health brands are based on the relations between individuals and health behaviors and lifestyles. Brands can be measured by the brand equity construct validated in previous studies. The National Youth Anti-Drug Media Campaign brands alternative, non-drug use behaviors as a behavior change strategy. This study goes beyond previous campaign evaluations, which did not include specific brand equity measurements. Using data from a nationally representative media tracking, this study examined the relation between antidrug campaign brand equity and adoption of targeted attitudes, beliefs, and behaviors. Data were gathered before the relaunch of the campaign, and follow-up data collected 3 months later. On the basis of factor analysis, the authors developed a higher order antidrug brand equity factor and regressed campaign outcomes on that factor in multivariable models. The authors observed significant effects of higher brand equity on higher levels of targeted antidrug attitudes and normative beliefs at follow-up. The authors also observed some counterintuitive relations (i.e., less positive attitudes at follow-up). They interpreted these results in light of the changing messages and campaign strategy. The authors conclude that antidrug brand equity is an important construct for understanding campaign effectiveness. The present campaign shows signs of changing targeted antidrug attitudes and beliefs among youth with brand equity.

Does brand building matter? A study of the bacalhau brand Dybvik

OpenAIRE

Aure, Kristin Gaaseide; Nervik, Kristine; Helgesen, Øyvind

2017-01-01

Brand building results in brand equity creation based on intellectual efforts. Thus brand equity is perceived as intellectual capital of the brand builder. Building strong brands has become a priority for many organizations, with the presumption that increased brand equity yields advantages such as customers’ increased willingness to pay a price premium. This paper addresses the brand Dybvik (salted and dried cod/bacalhau/«clip-fish»). A survey was conducted in order to answer the following r...

The Relationships Among Brand Experience, Brand Resonance and Brand Loyalty in Experiential Marketing: Evidence from Smart phone in Taiwan

Directory of Open Access Journals (Sweden)

Shieh Hwai-Shuh

2017-04-01

Full Text Available Aim/purpose - The study aims to understand the contribution of the experiential events how to influence the brand loyalty while the consumer synchronized with brand under the brand resonance. Design/methodology/approach - The study combines Schmitt's five distinct experience 'modules' with the SEM method to explore the relationship among these five experience dimensions and brand experience, and applies the Keller's CBBE model to explore whether the experiential events that consumer participated could help the company build brand resonance through the brand experience delivering in the event. The study applies convenient sampling method and collects data through online questionnaire platform from April 12 to April 26, 2015. Deleting invalid or incomplete questionnaires, the study gets 204 valid samples from the total 229 respondents. Findings - The findings indicate that these five strategic experiences dimensions are positively related to the brand experience; the positive relationships among brand experience, brand resonance, and brand loyalty also exist. Research implications/limitations - The results of the study have some strategic implications for marketing practice. The findings point out that event marketing could be considered as an effective tool to enlarge customer base and to build brand loyalty. In the real world, the more event marketing adopts; the stronger brand experience is and the higher the effect on brand loyalty will be. Nevertheless, the study cannot provide specific constructive suggestion: how to design events to stimulate and create a strong, memorable brand experience. Originality/value/contribution - Few studies examine the effect of each brand experience dimensions on brand relationship, and this study fills this gap.

City Branding

DEFF Research Database (Denmark)

Frimann, Søren; Stigel, Jørgen

2006-01-01

Succesful corporate branding requires that questions related to communication, publicity, and organizational structures are adressed. An uncritical adoption of approaches known from tradition product branding will inevitable give problems as the properties of tangible commodities and services...... to face - these differences will inevitably hamper such branding efforts because of the consequential inconsistencies. Finally, paths to more effective city branding are indicated...

Brand Image Theoretical Aspects

OpenAIRE

Išoraitė, Maria

2018-01-01

The article analyzes the image of a brand and a brand image, brand value assessment methods, brand value, and benefits. A brand is a word or phrase that identifies and separates goods belonging to one person from belonging to another person. A brand is one of the elements of marketing, advertising. High-quality brand brings significant benefits to the manufacturer or the trader. A brand name may consist of a brand name and a brand symbol. There is several brand value evaluation model analyze ...

Pengaruh Brand Exposure Dan Brand Experience Terhadap Brand Trust Dan Brand Recall (Studi Pada Produk Smartphone Di Wilayah Kota Malang)

OpenAIRE

Arthana, Rony; -, Noermijati; Susilowati, Christin

2016-01-01

: The aims of this study was to determine the influence of brand exposure and brand experience on brand trust and brand recall on high-end smartphone in Malang. The total samples of 200 users of high-end smartphone are used as respondend on this study, collected using purposive sampling technique with the following criteria: (1) domiciled in Malang; (2) have at least 21 years; and (3) using a high-end smartphone. Data analysis techniques used in this study is Partial Least Square (PLS) with S...

Pengaruh Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Sepatu Converse

OpenAIRE

Adiwidjaja, Adrian Junio

2017-01-01

Brand image dan brand trust merupakan faktor yang dapat mempengaruhi keputusan pembelian konsumen. Brand image yang baik akan memberikan dampak positif bagi Perusahaan yang akhirnya akan memberikan keuntungan bagi Perusahaan melalui peningkatan pembelian konsumen karena adanya brand trust dari konsumen terhadap produk. Penelitian ini bertujuan untuk mengetahui ada atau tidaknya pengaruh brand image dan brand trust terhadap keputusan pembelian sepatu Converse.Jenis penelit...

BRAND - PRODUCT INTERDEPENDENCE

Directory of Open Access Journals (Sweden)

Tudor NISTORESCU

2014-06-01

Full Text Available In this paper we conceptually discussed the brands’ role in the society, the dimensions of branding and the relationship between the brand and the products. We adhere to the main ideas expressed in the literature, that the brand is more than a product. However the product is needed to render the brand tangible. The product is the magic box that delivers the brand experience. Without the product, the brand meaning would have difficulties in attracting customers. More studies are needed to investigate the brand-product relationship.

The Influence of Brand Relationship, Brand Satisfaction, and Perceived Price Towards Brand Loyalty in PT X'S Customer, Indonesia

OpenAIRE

Prihandoko, Danang

2016-01-01

The goal of this research was to examine the influence of Brand Relationship, Brand Satisfaction, and Perceived Price towards Brand Loyalty by using multiple regression analysis. This research was a combination of qualitative and quantitative studies where the results of the questionnaire would be summarized and described in the form of tables and graphs. The result shows the three hypothesis that Brand Relationship and Brand Satisfaction have a positive influence towards Brand Loyalty meanwh...

The impact of brand image fit on attitude towards a brand alliance

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Riley Debra

2015-12-01

Full Text Available Co-branding has become an increasingly popular strategy over recent decades. Studies have found that the pre-existing attitudes to the parent brands, fit between their product categories and perceived fit in the brands themselves as important drivers of a co-brand success. Despite its importance, most studies have treated brand fit as a simple measure of complementarily and consistency. Recently, a few papers have challenged this view, suggesting that a broader range of brand attributes (such as personality, functional and hedonic characteristics, cultural meaning should also be considered when investigating brand alliances. The current study draws on these findings, exploring the fit between partners’ brand images and how they influence perceptions of a brand alliance. We treat brand image as a multi-dimensional construct, consisting of economic, symbolic, sensory, futuristic and utilitarian elements. Using an experimental design with nine hypothetical brand pairings with 221 respondents, we find brand image fit provides greater explanatory power over a traditional unidimensional measure of brand fit, with economic, futuristic and utilitarian dimensions having a significant influence on co-brand perceptions.

Trends in racial/ethnic and income disparities in foods and beverages consumed and purchased from stores among US households with children, 2000-2013.

Science.gov (United States)

Ng, Shu Wen; Poti, Jennifer M; Popkin, Barry M

2016-09-01

It is unclear whether racial/ethnic and income differences in foods and beverages obtained from stores contribute to disparities in caloric intake over time. We sought to determine whether there are disparities in calories obtained from store-bought consumer packaged goods (CPGs), whether brands (name brands compared with private labels) matter, and if disparities have changed over time. We used NHANES individual dietary intake data among households with children along with the Nielsen Homescan data on CPG purchases among households with children. With NHANES, we compared survey-weighted energy intakes for 2003-2006 and 2009-2012 from store and nonstore sources by race/ethnicity [non-Hispanic whites (NHWs), non-Hispanic blacks (NHBs), and Hispanic Mexican-Americans) and income [≤185% federal poverty line (FPL), 186-400% FPL, and >400% FPL]. With the Nielsen data, we compared 2000-2013 trends in calories purchased from CPGs (obtained from stores) across brands by race/ethnicity (NHW, NHB, and Hispanic) and income. We conducted random-effect models to derive adjusted trends and differences in calories purchased (708,175 observations from 64,709 unique households) and tested whether trends were heterogeneous by race/ethnicity or income. Store-bought foods and beverages represented the largest component of dietary intake, with greater decreases in energy intakes in nonstore sources for foods and in store sources for beverages. Beverages from stores consistently decreased in all subpopulations. However, in adjusted models, reductions in CPG calories purchased in 2009-2012 were slower for NHB and low-income households than for NHW and high-income households, respectively. The decline in calories from name-brand food purchases was slower among NHB, Hispanic, and lowest-income households. NHW and high-income households had the highest absolute calories purchased in 2000. Across 2 large data sources, we found decreases in intake and purchases of beverages from stores

Brand-Specific Consumption of Flavored Alcoholic Beverages among Underage Youth in the United States

Science.gov (United States)

Fortunato, Erin K.; Siegel, Michael; Ramirez, Rebecca L.; Ross, Craig; DeJong, William; Albers, Alison B.; Jernigan, David H.

2013-01-01

Background Although several studies have identified flavored alcoholic beverages (FABs) as being popular among underage drinkers, no previous study has ascertained the prevalence of brand-specific FAB consumption among a national sample of underage youth. Objectives To ascertain the brand-specific consumption prevalence and consumption share of FABs among a national sample of underage drinkers in the United States. Methods In 2012, we conducted an online, self-administered survey of a national sample of 1,031 underage drinkers, ages 13-20, to determine the prevalence of past 30-day consumption for each of 898 alcoholic beverage brands, including 62 FABs, and each brand’s youth consumption share, based on the estimated total number of standard drinks consumed. There were three brand-specific outcome measures: prevalence of consumption, prevalence of consumption during heavy episodic drinking, and consumption share, defined as the percentage of the total drinks consumed by all respondents combined that was attributable to a particular brand. Results The FAB brands with the highest prevalence of past 30-day consumption were Smirnoff Malt Beverages, 17.7%; Mike’s, 10.8%; Bacardi Malt Beverages, 8.0%; and Four Loko/Four MaXed, 6.1%. Just five brands accounted for almost half (49.1%) of the total consumption share by volume within the FAB category. Conclusion Flavored alcoholic beverages are highly popular among underage drinkers, and their FAB brand preferences are highly concentrated among a small number of brands. To decrease the consumption of FABs by underage youth, all states should re-classify these beverages as distilled spirits rather than beer. PMID:24266600

Branding Grenlandii formą ekspresji tożsamości narodowej?

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Dominika Bartnik-Światek

2016-01-01

Full Text Available Branding Greenland as a form of expression of national identity? In the times of globalisation there is a tendency for countries to differentiate from others. More and more governments decide to launch professional nation branding campaigns in order to communicate to a broad public what a particular country has to offer as well as what values and images it wants to be associated with. Greenland is an example of a country that after a long period of colonisation and establishing self-government, in 2009 began to redefine its identity and reveal it to the world. A branding campaign has been implemented to communicate a newly defined image of Greenland. This campaign has been carried out using mainly social media and the tools that the Internet has to offer. The aim of this paper is to explore the concept of nation branding and to define the relation between nation branding and national identity. The purpose is also to analyse what images of Greenland as a brand are presented by “Pioneering nation” campaign.   Branding Grenlandii formą ekspresji tożsamości narodowej? W czasach globalizacji poszczególne państwa starają się wyróżnić na tle innych państw. Coraz więcej rządów decyduje się na przeprowadzenie profesjonalnych kampanii brandingowych, po to by podkreślić swoją wyjątkowość oraz to, że mają dużo do zaoferowania. Grenlandia to przykład państwa, które po długim okresie skolonizowania i po uzyskaniu autonomii w 2009 roku, zaczęło na nowo definiować swoją tożsamość i komunikować ją światu. W tym celu wdrożona została kampania, która wykorzystywała głównie media społecznościowe oraz inne narzędzia, które zapewnia internet. Celem niniejszego artykułu jest zbadanie zależności między brandingiem narodowym a tożsamością narodową, jak też analiza obrazu Grenlandii jako marki konstruowanej w kampanii „Pioneering nation”.

Brand confusion in South African Rugby – Super 12 brands vs ...

African Journals Online (AJOL)

Brand confusion in South African Rugby – Super 12 brands vs Currie-Cup brands? ... Through the application of marketing principles and practice, sport marketers should anticipate, manage ... 12 rugby brands and the apparent lack of differentiation from the traditional Currie Cup brands. ... AJOL African Journals Online.

Brand discrimination: an implicit measure of the strength of mental brand representations.

Science.gov (United States)

Friedman, Mike; Leclercq, Thomas

2015-01-01

While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify whether images of brand elements (e.g. color, logo, packaging) belong to a target brand or not. Signal detection theory (SDT) is used to calculate a Brand Discrimination index which gives a measure of overall recognition accuracy for a brand's elements in the context of its competitors. A series of five studies shows that the Brand Discrimination task can discriminate between strong and weak brands, increases when mental representations of brands are experimentally strengthened, is relatively stable across time, and can predict brand choice, independently and while controlling for other explicit and implicit brand evaluation measures. Together, these studies provide unique evidence for the importance of mental brand representations in marketing and consumer behavior, along with a research methodology to measure this important consumer-based brand attribute.

Brand discrimination: an implicit measure of the strength of mental brand representations.

Directory of Open Access Journals (Sweden)

Mike Friedman

Full Text Available While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify whether images of brand elements (e.g. color, logo, packaging belong to a target brand or not. Signal detection theory (SDT is used to calculate a Brand Discrimination index which gives a measure of overall recognition accuracy for a brand's elements in the context of its competitors. A series of five studies shows that the Brand Discrimination task can discriminate between strong and weak brands, increases when mental representations of brands are experimentally strengthened, is relatively stable across time, and can predict brand choice, independently and while controlling for other explicit and implicit brand evaluation measures. Together, these studies provide unique evidence for the importance of mental brand representations in marketing and consumer behavior, along with a research methodology to measure this important consumer-based brand attribute.

ENHANCING BRAND EXPERIENCE ALONG WITH EMOTIONAL ATTACHMENT TOWARDS TRUST AND BRAND LOYALTY

OpenAIRE

Elia Ardyan; Heny Kurnianingsih; Ginanjar Rahmawan; Utomo Wibisono; Winata Winata

2016-01-01

Research on Samsung’s smartphone consumers in Surakarta, have aimed to (1) Test the influence of brand experience on brand trust; (2) Test brand beliefs on brand loyalty; (3) Test on emotional attachment brand experience; (4) Test emotional attachment on brand trust; (5) Test brand experience on brand loyalty. The sample of this research was obtained from 100 respondents who have purchased a Samsung smartphone with the number of the purchase more than once. Methods of analysis used in this s...

Brand Identity Development and the Role of Marketing Communications: Brand Experts’ View

OpenAIRE

Nusa Petek; Maja Konecnik Ruzzier

2013-01-01

Recently academics outlined the importance of brand relationships and brand experiences as building blocks of brand identities. New marketing communication tools, which enable interactions and consumer engagement, are among the most important tools mentioned for strengthening brand relationships and enhancing brand experiences by academics. Therefore the paper analyses the understanding of brand identity building blocks by brand experts and their usage of new marketing communication tools. Tw...

Brand Image as a Function of Self-Image and Self-Brand Connection

Directory of Open Access Journals (Sweden)

Rares MOCANU

2014-02-01

Full Text Available This study investigates how brand image relates to self-image and how brand consumption contributes to the construction of self. Most of the research on brand image refers to brand attitudes. Day (1970 considers attitudes "a central integrating feature” in marketing theory and advertising evaluation. Gardner (1985, p.197 studied differences in brand attitudes as they relate to advertisements, finding attitude toward an advertisement affects attitude toward the advertised brand as much under a brand evaluation set as under a non-brand evaluation set. The present study goes beyond Gardner's research to show why such attitudes exist as they relate to brand consumption and self-image. Erickson and Johansson (1985 also investigated product evaluations, with an analysis of surveyed beliefs, attitudes, and intentions regarding fashion brands. They concluded that price is not a significant determinant of overall attitude. This study inquires whether brand attitudes and beliefs correlate with purchase behavior in the form of self-brand connection.

Trademark protection for store designs. One trademark a day keeps apple’s competitors away

Directory of Open Access Journals (Sweden)

Thomas Farkas

2014-11-01

Full Text Available Companies spend a significant part of their investment in order to create a Brand experience for the consumer. Besides large sums spent on the design of consumer goods, companies such as Apple are eager to create a brand experience by implementing a certain store design. Hence, these companies have a well-reasoned urge to protect such distinct store designs utilizing the current intellectual property system. In the tradition of the U.S. approach, where the get-up of a business venue can be protected by trade dress law, the most recent European Jurisprudence seems to tend towards the protection of such a get-up by trade mark law. As this could be good news for companies with a distinct store concept and design, this new approach also raises some concern: How will the protection of the get-up of a business venue affect competition? What are the measures to guarantee only distinct and non-functional store designs will find their way into the holy land of trade mark protection? This article analyzes and compares the current legal situation in the U.S. and the EU and discusses the available measures in place that will safeguard an undistorted competition.

Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

OpenAIRE

Sri Vandayuli Riorini; Christine Catur Widayati

2015-01-01

The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous...

The impact of brand communication on brand equity through Facebook

OpenAIRE

Schivinski, B; Dabrowski, D

2015-01-01

Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty ...

Green City Branding in Perspective d

DEFF Research Database (Denmark)

Gulsrud, Natalie Marie

2014-01-01

their competitive advantage as an increasingly global economy has led to fierce competition between cities at a national and international level. Cities are actively competing for talent, innovation, and creativity to boost their economies. One way cities achieve a competitive image is through green place branding......From Sydney, Australia’s “Sustainable Sydney 2030” campaign, to Vancouver, Canada’s “Greenest City 2020” vision, green city brands have become a global tool for municipal leaders to promise a better quality of life, promote sustainable development, and increase their competitive advantage. In Asia......, various green city schemes and rankings exist. They include Siemen’s Asian Green City Index, assessed by The Economist Intelligence Unit, based on a city’s environmental performance in a wide range of categories (Economist Intelligence Unit 2011). These green city brands provide a vision of health...

The effects of service brand dimensions on brand loyalty

DEFF Research Database (Denmark)

Krystallis Krontalis, Athanasios; Chrysochou, Polymeros

2014-01-01

influences consumer satisfaction, attitude and behavioural loyalty towards service brands were confirmed. Moreover, contrary to previous findings, controlled communication elements (i.e. advertising and promotions) did not have any influence on customer satisfaction with service brands. However, the same......The present paper uses a modified version of the Service Brand Verdict (SBV) model. The objective of the study is to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers’ evaluation of various service brand dimensions and communication, and test...... the generalizability of the modified SBV model in two different service sectors and cultural settings. Two studies using on-line survey data were conducted in Denmark and Norway in two different service industries (airlines and banks respectively). Previous findings suggesting that brand evidence significantly...

Brand competition in consumer packaged goods : Sustaining large market advantages with little product differentiation

NARCIS (Netherlands)

Bronnenberg, B.J.

2008-01-01

In direct competition between national brands of consumer packaged goods (CPG), one brand often has a large local share advantage over the other despite the similarity of the branded products. I present an explanation for these large and persistent advantages in the context of local competition on

Pengaruh Brand Awareness, Brand Association, Perceived Quality Dan Brand Loyalty Terhadap Brand Equity (Survei Pada Konsumen Usia Remaja Di Kelurahan Purwantoro Kecamatan Blimbing Malang Yang Menggunakan Kartu Prabayar Im3 Pt.indosat)

OpenAIRE

Muhammad,

2014-01-01

The competitive condition that happened at provider brand mobile phone operators are increasingly stringent, encouraging consumers to buy the brand that is able to provide more value than other brands. The power of a brand within a market affected by brand equity. Brand equity is considered as reflecting the added value of a brand. Establishment of brand equity is influenced by its constituent dimensions, such as brand awareness, brand associations, perceived quality, and brand loyalty. Consu...

E-cigarette marketing in UK stores: an observational audit and retailers’ views

Science.gov (United States)

Eadie, D; Stead, M; MacKintosh, A M; MacDonald, L; Purves, R; Pearce, J; Tisch, C; van der Sluijis, W; Amos, A; MacGregor, A; Haw, S

2015-01-01

Objectives To explore how e-cigarettes are being promoted at point of sale in the UK and how retailers perceive market trends. Setting Fixed retail outlets subject to a ban on the display of tobacco products. Participants Observational audit of all stores selling tobacco products (n=96) in 4 Scottish communities, conducted over 2 waves 12 months apart (2013–2014), and qualitative interviews with small retailers (n=25) in 4 matched communities. Primary and secondary outcome measures The audit measured e-cigarette display characteristics, advertising materials and proximity to other products, and differences by area-level disadvantage. Interviews explored retailers’ perceptions of e-cigarette market opportunities and risks, and customer responses. Results The number of e-cigarette point-of-sale display units and number of brands displayed increased between waves. E-cigarettes were displayed close to products of interest to children in 36% of stores. Stores in more affluent areas were less likely to have external e-cigarette advertising than those in deprived areas. Although e-cigarettes delivered high profit margins, retailers were confused by the diversity of brands and products, and uncertain of the sector's viability. Some customers were perceived to purchase e-cigarettes as cessation aids, and others, particularly low-income smokers, as a cheaper adjunct to conventional tobacco. Conclusions E-cigarette point-of-sale displays and number of brands displayed increased over 12 months, a potential cause for concern given their lack of regulation. Further scrutiny is needed of the content and effects of such advertising, and the potentially normalising effects of placing e-cigarettes next to products of interest to children. PMID:26362665

The impact of brand experience on attitudes and brand image : A quantitative study

OpenAIRE

Isotalo, Anni; Watanen, Samu

2015-01-01

Research questions: How to create an engaging brand experience in marketing context? How does an engaging brand experience affect consumer attitudes and brand image? Purpose of the study: The authors propose that the relationship between brand experience and formation of brand loyalty can be mediated by brand affect: positive attitude and brand image. The study discovers the components of an engaging brand experience and indicates their effect on consumer attitudes and brand image. Conclusion...

The categorisation of brands: The case of P&G™ branding strategy.

Science.gov (United States)

Puente-Díaz, Rogelio; Cavazos-Arroyo, Judith

2017-06-01

In 2 studies, we tested what we considered to be the core of Procter and Gamble™ (P&G™) latest branding strategy: making the association between its corporate brand and its product brands explicit. Participants were randomly assigned to one of the conditions: explicit association between P&G™ and one of its product brands and a control condition. Results from Study 1 showed a positive influence of the corporate brand on judgements of brand quality for Crest™. Similarly, results from Study 2 showed a positive influence of the corporate brand on judgements of brand quality and trust for Oral-B™. From a multidisciplinary perspective, we discussed the theoretical and applied implications of our results. © 2015 International Union of Psychological Science.

The Influence Of Brand Relationship, Brand Satisfaction, And Perceived Price Towards Brand Loyalty In PT X’S Customer, Indonesia

Directory of Open Access Journals (Sweden)

Danang Prihandoko

2016-09-01

Full Text Available The goal of this research was to examine the influence of Brand Relationship, Brand Satisfaction, and Perceived Price towards Brand Loyalty by using multiple regression analysis. This research was a combination of qualitative and quantitative studies where the results of the questionnaire would be summarized and described in the form of tables and graphs. The result shows the three hypothesis that Brand Relationship and Brand Satisfaction have a positive influence towards Brand Loyalty meanwhile Perceived Price does not have a positive influence or less effect towards Brand Loyalty to all PT X’s customer.

Brand Discrimination: An Implicit Measure of the Strength of Mental Brand Representations

Science.gov (United States)

Friedman, Mike; Leclercq, Thomas

2015-01-01

While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to identify whether images of brand elements (e.g. color, logo, packaging) belong to a target brand or not. Signal detection theory (SDT) is used to calculate a Brand Discrimination index which gives a measure of overall recognition accuracy for a brand’s elements in the context of its competitors. A series of five studies shows that the Brand Discrimination task can discriminate between strong and weak brands, increases when mental representations of brands are experimentally strengthened, is relatively stable across time, and can predict brand choice, independently and while controlling for other explicit and implicit brand evaluation measures. Together, these studies provide unique evidence for the importance of mental brand representations in marketing and consumer behavior, along with a research methodology to measure this important consumer-based brand attribute. PMID:25803845

Corporate strategic branding: How country and corporate brands come together

OpenAIRE

Đorđević Bojan

2008-01-01

The concept of countries as brands has been increasingly recognized in the post-modern global world. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand. Consumers pay more and more attention to products' country of origin. When the name of a country is mentioned, the...

Trends in racial/ethnic and income disparities in foods and beverages consumed and purchased from stores among US households with children, 2000–201312

Science.gov (United States)

Poti, Jennifer M; Popkin, Barry M

2016-01-01

Background: It is unclear whether racial/ethnic and income differences in foods and beverages obtained from stores contribute to disparities in caloric intake over time. Objective: We sought to determine whether there are disparities in calories obtained from store-bought consumer packaged goods (CPGs), whether brands (name brands compared with private labels) matter, and if disparities have changed over time. Design: We used NHANES individual dietary intake data among households with children along with the Nielsen Homescan data on CPG purchases among households with children. With NHANES, we compared survey-weighted energy intakes for 2003–2006 and 2009–2012 from store and nonstore sources by race/ethnicity [non-Hispanic whites (NHWs), non-Hispanic blacks (NHBs), and Hispanic Mexican-Americans) and income [≤185% federal poverty line (FPL), 186–400% FPL, and >400% FPL]. With the Nielsen data, we compared 2000–2013 trends in calories purchased from CPGs (obtained from stores) across brands by race/ethnicity (NHW, NHB, and Hispanic) and income. We conducted random-effect models to derive adjusted trends and differences in calories purchased (708,175 observations from 64,709 unique households) and tested whether trends were heterogeneous by race/ethnicity or income. Results: Store-bought foods and beverages represented the largest component of dietary intake, with greater decreases in energy intakes in nonstore sources for foods and in store sources for beverages. Beverages from stores consistently decreased in all subpopulations. However, in adjusted models, reductions in CPG calories purchased in 2009–2012 were slower for NHB and low-income households than for NHW and high-income households, respectively. The decline in calories from name-brand food purchases was slower among NHB, Hispanic, and lowest-income households. NHW and high-income households had the highest absolute calories purchased in 2000. Conclusions: Across 2 large data sources, we found

THE ROLE OF THE AESTHETICS IN THE MAKING OF A BRAND

Directory of Open Access Journals (Sweden)

Meda Roxana OLĂHUŢ

2010-01-01

Full Text Available The aim of this paper is to distinguish the role of the aesthetics in the creation of a brand. Aesthetics is a new model of marketing and it guarantees to the firms the possibility to address to the consumers through a variety of sensory experiences and, as a consequence, it brings benefits both to the consumers and to the firms by promoting customer’s satisfaction and loyalty. Those companies which are aware of the importance of creating a brand identity may get on the market a preference among consumers, its can add value to products and can impose higher prices. ZARA Company is a successful model succeeding from the beginning to use the aesthetics’ advantages to create its own identity. ZARA, the main store of the INDITEX Group (Industria del Diseño Textil SA is an already well known international brand, its most important feature being the transfer for the retail sector together with the imagine that reflects in the territory of several coutries. Therefore, through company’s name, logo, website, own style, corporate and brand expressions, we will try to illustrate how this company managed to create a positive image among customers using aesthetics.

Perception of Brand Personality: A Search About Social Media Brands On Undergrad

OpenAIRE

YÜCEL, Nurcan; HALİFEOĞLU, Melike

2017-01-01

It iscame out that branding requires for being success in market. At this pointbefore each firm puts brand on market should determine a personality for brand.Within comprehension which every brand is also a product but every product isnta brand, brand personality is essential to be branding which bordersdetermined, which emphasises have sharp, whose promise echoers to consumerproperly. With the advent of the internet, social meda tools came into playfrom especially young consumers. Social med...

THE ANALYZE OF THE PERSONALITY, THE VISUAL IDENTITY AND BRAND COMMUNICATION OF DESTINATION - ROMANIA

Directory of Open Access Journals (Sweden)

IORDACHE MARIA CARMEN

2014-05-01

Full Text Available The development of a national tourist brand has an impact on medium term both on the country brand development as well as on the growth of domestic and foreign tourist markets. Tourism is one of the axes that generate income to the government and a tourist brand is only a part of a country brand - indeed an important one through the high visibility it enjoys. The development of a national tourist brand is particularly important as Romania does not have a sharp image as a tourist destination, with its internal and external promotion quite inadequate and undersized. Therefore, this activity must overcome the identity crisis that Romania faces today. A wider involvement in promoting national resources and values would generate benefits for various categories: raising living standards through the expansion and development of economic activities, openness to what a value system means in tourism and sustainable tourism, attracting foreign investors, new business opportunities, increasing public confidence in the business environment, international fundraising for developing ecological and cultural projects etc

One for All and All for the Brand

DEFF Research Database (Denmark)

Stoeckl, Verena E.; Gabl, Sabrina; von Wallpach, Sylvia

2014-01-01

This study aims at gaining an empirical understanding of the temporary discursive construction of solidarity for a brand in crisis. The authors draw on two highly frequented national newspaper platforms to analyse online discourses revolving around the threatening bankruptcy of a national chocolate...

Analisa Pengaruh Brand Identity Terhadap Pembentukan Brand Image Dengan Promotion Mix Dan Brand Awareness Sebagai Variabel Intervening Pada Merek Speedo

OpenAIRE

Lunardi, Jeconiah

2015-01-01

Penelitian ini dilakukan untuk mengetahui seberapa dampak variabel brand identity terhadap pembentukan brand image pada merek Speedo. Penelitian menggunakan variabel penghubung promotion mix dan brand awareness. Bahasan utama dari penelitian adalah seberapa signifikan dampak dari brand identity terhadap brand image secara langsung maupun melalui variabel intervening promotion mix dan brand awareness pada merek Speedo. Penelitian berjenis kuantitatif dengan penyebaran kuisioner kepada 150 pela...

PENGARUH BRAND FAMILIARITY TERHADAP PURCHASE INTENTION MELALUI BRAND FIT PADA HOTEL MULIA JAKARTA

Directory of Open Access Journals (Sweden)

Widiawaty .

2016-02-01

Full Text Available The purpose this paper is to examine the effects of Brand familiarity and Brand Fit on Purchase Intention towards the offerings of co branded hotels. The findings showed that the fit between cobrands mediate the relationship between Brand familiarity and Purchase Intention. In particular, a well-known co-branded hotel a high level of Brand Fit could directly or indirectly affect consumer decision-making processes regarding Purchase Intention towards the co-brand. conversely, a less familiar co-branded hotel had positive effect on Purchase Intention only if respondents perceived a good fit between allied brands. Brand Fit could be a more important factor than Brand familiarity in influencing the success of hotel co-branding strategis. future research to examinate the co-branding concept in different social and cultural contexts and also from different perspectives, such as owners or manager is recommended. Most hospitality studies focus on co-branding between hotels and restaurant. This study empirically investigated the effects co-branding on consumer behavior in the hotel sector.

A influência do Brand Love e do Brand Gender no Brand Engagement no Facebook e seus efeitos no Brand Equity

OpenAIRE

Santos, Barbara Coutinho Pires dos

2015-01-01

Este estudo tem como objetivo identificar as relações existentes entre as motivações, o Brand Love e o Brand Gender no Brand Engagement dos consumidores com as marcas no Facebook e avaliar seus efeitos no Brand Equity. Desenvolveu-se um modelo de estudo no intuito de compreender essas relações, realizou-se um questionário online que obteve 223 respostas válidas. Realizaram-se análises descritivas, factoriais e teste de hipóteses com recurso ao SPSS. Os resultados indicam que...

A STUDY ON BRAND MANAGEMENT WITH REFERENCE TO LOUIS PHILIPPE BRAND

OpenAIRE

Priti K Rao; Dr. Vanitha Bhargav

2016-01-01

A brand is defined as a consistent and clearly stated promise to deliver unique, focused and relevant benefit that differentiates an offering from those competitors. The function of branding is to create preference by managing consumer’s awareness and expectations of the brand. This is accomplished by developing a brand strategy that outlines rules and guidelines to ensure tha6 the brand owner’s goals and objectives are met. The role of branding has become the integral part of business strat...

Building "Brand Me": Creating a Personal Brand Statement

Science.gov (United States)

Stanton, Angela D'Auria; Stanton, Wilbur W.

2013-01-01

Engaging students in a principles of marketing course can prove challenging but also provides instructors with an opportunity to link course concepts using a real-world orientation. This paper describes the use of a personal brand statement assignment as a way to integrate the key marketing concepts of branding and brand positioning into a broader…

The Impact of Brand Personality and Students’ Self-Concept on Brand Engagement

OpenAIRE

Stephen Banahene

2017-01-01

The objective of this study is to investigate how brand personality and customers’ ‘self’ affects brand engagement. This has become necessary because the focus of most research into brands has often neglected how brand personality and customers’ ‘self’ can be harnessed to achieve brand engagement. This study used Aaker’s brand personality, Keller’s brand engagement, and Sprott et. al. self-concept measurement scales. The research methodology includes the following steps: adaptation of the mea...

Is Co-Branding a Double-Edged Sword for Brand Partners?

OpenAIRE

Chia-Lin Lee

2014-01-01

Co-branding is a popular business practice, but marketing scholars have paid very limited attention to co-branding success in the horizontal co-branding context. The aim of the current study is therefore to investigate the impact of a good product-fit in terms of attributelevel complementarity on co-branding success. We first define co-branding success, as one of two effects — a synergy effect and a positive spillover effect. Then, assuming attributelevel complementarity exists, we test two h...

Higher Education as Object for Corporate and Nation Branding: Between Equality and Flagships

Science.gov (United States)

Sataøen, Hogne Lerøy

2015-01-01

Branding has become an important issue within higher education. The use of core value statements and visions are expressions of this. To be a successful brand, organisations must also make sure they are different from others. However, in both the scholarly discourse and in political rhetoric, the Nordic model highlights equal access to education…

Employer Branding

OpenAIRE

Stroblová, Zuzana

2017-01-01

The aim of the Master Thesis is to describe how to build Employer Brand a company. It is based on the description of Employer Branding project of a particular company and the evaluation its process. The thesis is a case study and consists of theoretical and practical part. The theoretical part focuses on trends and changes in leadership approach, definition of Employer Branding and HR Marketing. The practical part deals with the brand building process itself, describes the outputs of the proj...

Viral Marketing Determinants of Top Online Shop Brands in Indonesia

Directory of Open Access Journals (Sweden)

Aditya Wardhana

2016-06-01

Full Text Available The existence of the internet starts to shifting the purchase as a conventional to online. One of marketing strategies used by online store is viral marketing.The purpose of this study is to find determinant that forms viral marketing based on perceived customers in top brand online store such as lazada.com, olx.com, tokopedia.com, zalora.com, blibli.com, and bhinneka.com. The Research methodology used is the quantitative method with descriptive analysis using factor analysis by a population as 3.271.147 people and the number of sample uses Slovin formulas with confidency level at 95 % obtained as 400 respondents. Based on the result of research, there are twelve factors formed a new factor called viral marketing online store. Based on its priority, those dimensions of viral marketing online store can be sorted as follows: customer recommendation, newsletter, linking strategies, communities, free offer, sweepstakes, list of prospective buyers, chatrooms, reference list, product texts, affiliate programs, dan search engine.

Food health branding

DEFF Research Database (Denmark)

Chrysochou, Polymeros

elements convey a healthy brand image depends on context factors external to the company (e.g. regulation), and internal ones (e.g. corporate branding strategy, brand type, product type, type of communication strategies, the brand management stage and the manager's capability). Moreover, the marketing mix...... and contributing towards healthier food choices. However, branding a food product based on the value of health is not an easy practice as strategies employed may often fail to convey the value of health. In addition, a potential conflict may be apparent between branding the value of health and the ethical norms...... in conveying a healthy brand image and how health brands are dealt with in the public discourse. The second study explores consumers' associations with food and health, perceptions of food healthfulness, and how these differ between gender and age groups. The third study identifies health-related segments...

Customers' Loyalty & Brand Experience : Branding Strategy to Successfully Approach Consumers' Minds and Promote Customers' Loyalty: Generating the “Brand Experience”

OpenAIRE

Ghafoorzadeh, Sara

2009-01-01

Branding is one of the fundamental aspects in order to achieve brand success. Effective positioning and communication strategies lead to a higher competitive advantage. The brand represents a guarantee, a trustful relation and a promise towards the consumer. Branding is essential and derives from experience; a successful branding strategy allows the organisation to correctly position itself in the consumer's mind. Branding efforts (i.e. logo, websites, advertising, etc.) influence the consume...

Family business : a secondary brand in corporate brand management

OpenAIRE

Blombäck, Anna

2009-01-01

Why do firms allude to family involvement in their marketing efforts? How can such references influence marketing outcomes? In view of these questions, the current paper argues that the business format “family business” holds a brand of its own; a brand that can offer distinctiveness to brands on corporate as well as product level. Revisiting theory on secondary brand associations and image transfer, the paper interprets the function of references to family in corporate communications and cla...

Progress on the national low level radioactive waste repository and national intermediate level waste store

International Nuclear Information System (INIS)

Perkins, C.

2001-01-01

Over the last few years, significant progress has been made towards siting national, purpose-built facilities for Australian radioactive waste. In 2001, after an eight year search, a preferred site and two alternatives were identified in central-north South Australia for a near-surface repository for Australian low level (low level and short-lived intermediate level) radioactive waste. Site 52a at Everts Field West on the Woomera Prohibited Area was selected as the preferred site as it performs best against the selection criteria, particularly with respect to geology, ground water, transport and security. Two alternative sites, Site 45a and Site 40a, east of the Woomera-Roxby Downs Road, were also found to be highly suitable for the siting of the national repository. A project has commenced to site a national store for intermediate (long-lived intermediate level) radioactive waste on Commonwealth land for waste produced by Commonwealth agencies. Public input has been sought on relevant selection criteria

Brand Identity.

Science.gov (United States)

Lawlor, John

1998-01-01

Instead of differentiating themselves by building "brand identities," colleges and universities often focus on competing with price. As a result, fewer and fewer institutions base their identities on value, the combination of quality and price. Methods of building two concepts to influence customers' brand image and brand loyalty are…

Integrating Branding Strategy Across Markets: Building International Brand Architecture

NARCIS (Netherlands)

Douglas, S.P.; Craig, S.; Nijssen, E.J.

2001-01-01

Brands play a critical role in establishing a firm’s visibility and position in international markets. Building a coherent international brand architecture is a key component of the firm’s overall international marketing strategy, because it provides a structure to leverage strong brands into other

Pengaruh Brand Trust terhadap Brand Loyalty Produk-produk Nokia pada Pegawai Universitas Sumatera Utara

OpenAIRE

Sinulingga, Lipranta

2012-01-01

This research titled “The influence of the brand trust on Brand Loyalty for the products of Nokia to North Sumatera University officials” . This research aims to determine the positif influence of Brand Trust Variables(Brand reliability and Brand Intention) on Brand Loyalty for the products of Nokia to North Sumatera University officials . The problem in this research is whether the variabels of Brand Trust (brand reliability and brand intention) influence positif and significan for brand lo...

Brand Equity – Measuring Corporate Brand Strength in the Swedish Smartphone Market; Dimensions of Corporate Brand Equity from a Consumer Perspective

OpenAIRE

Lökken, Andreas; Nayar, Malini; Runering, Maria

2012-01-01

This study deals with the concept of brand equity composition in the Swedish smartphone market. The three dimensions used to describe brand equity are based on Aaker’s definition of consumer based brand equity namely; brand awareness, brand loyalty and perceived quality. The corporate brands represented on the market are analyzed with regards to consumer rating and brand equity composition using a proven theoretical model and a standardized questionnaire. The findings in this study indicate t...

The National Network of Fusion Centers: Perception and Reality

Science.gov (United States)

2014-12-01

loyalty by focusing on brand equity and marketing mix , while customer service seemed to influence product recommendation.100 Catherine Needham...customer loyalty. If a 98. Ibid. 99. Yu-Jia Hu, “How Brand Equity, Marketing Mix Strategy and...Brand Equity, Marketing Mix Strategy and Service Quality Affect Customer Loyalty: The Case of Retail Chain Stores in Taiwan.” International Journal

The Impact of Brand Personality and Students’ Self-Concept on Brand Engagement

Directory of Open Access Journals (Sweden)

Stephen Banahene

2017-08-01

Full Text Available The objective of this study is to investigate how brand personality and customers’ ‘self’ affects brand engagement. This has become necessary because the focus of most research into brands has often neglected how brand personality and customers’ ‘self’ can be harnessed to achieve brand engagement. This study used Aaker’s brand personality, Keller’s brand engagement, and Sprott et. al. self-concept measurement scales. The research methodology includes the following steps: adaptation of the measurement scales to suit the research context, assessment of reliability and validity of dimensions, and test of goodness-of-fit of model. In all 252 valid responses out of 302 questionnaires distributed were used for the study. The research found that brand personality and customers’ ‘self-concept’ have positive effect on brand engagement. Sincerity has negative relationship with brand engagement and self-concept whiles hedonism has negative relationship with self-concept only. Competence, sophistication and excitement dimensions have significant effects on customers’ self-concept and brand engagement. Sincerity and hedonism also have negative effects on self-concept and brand engagement. Competence, sophistication and excitement can be used as differentiate strategy by Private Universities to deal with the growing competition in Ghana. The findings suggest that Private Universities can differentiate themselves by developing brand personality that is competent and exciting, whereby they can successfully engaged their customers. The authors’ investigations also suggest that self-concept can be measured by splitting Sprott et al measurement scale into two (self-congruence and value-congruence. In the same way, brand engagement can be measured by splitting Keller’s measurement scale into two (identification and ambassador dimensions for theoretical insight. In addition, hedonism has been identified as a useful measure of brand

Comparing the brand image of two market leading pram brands - Bugaboo and Emmaljunga

OpenAIRE

Huttula, Tia; Nurminen, Peppi-Sisko

2017-01-01

Brand image is one of the most significant factors affecting the success of brands. Information channels have a large impact on brand images, but there is many other aspects on branding. Bugaboo and Emmaljunga are pram brands with different brand image. Emmaljunga is and old and traditional brand, whereas Bugaboo is a new and trendy brand. The case company Lastentarvike is selling Emmaljunga and helps with this research. The main objectives of the thesis project are to study how pra...

An Added Value of Neuroscientific Tools to Understand Consumers’ In-Store Behaviour

DEFF Research Database (Denmark)

Bagdziunaite, Dalia; Nassri, Khalid; Clement, Jesper

2014-01-01

Little is still understood about the actual in-store purchase process. Here, we report that prior ad exposure affects in-store decision-making. By using mobile eye-tracking and electroencephalography (EEG), we demonstrate that, unbeknownst to participants, the ad effect was driven by increased...... visual exploration of the product shelves for the brand that was presented during ad exposure, and a stronger motivation score, as assess by the brain’s prefrontal asymmetry. These findings are discussed in the light of the academic and commercial need to integrate neuroscientific tools in the study...

In vitro quality evaluation of leading brands of ciprofloxacin tablets available in Bangladesh.

Science.gov (United States)

Uddin, Md Sahab; Mamun, Abdullah Al; Hossain, Md Saddam; Asaduzzaman, Md; Sarwar, Md Shahid; Rashid, Mamunur; Herrera-Calderon, Oscar

2017-05-30

Ciprofloxacin is a broad-spectrum antibiotic that acts against a number of bacterial infections. The study was carried out to examine the in vitro quality control tests for ten leading brands of ciprofloxacin hydrochloride 500 mg tablet formulation, registered in Bangladesh by Directorate General of Drug Administration. The quality control parameters of ten different brands of ciprofloxacin hydrochloride 500 mg tablets were determined by weight variation, friability, hardness, disintegration, dissolution and assay tests. All the tablets were evaluated for conformity with United States Pharmacopoeia-National Formulary (USP-NF) and British Pharmacopoeia (BP) standards. Among ten brands of tablets Brand C had lower mean weight variation of 1.59% and Brand E had highest mean weight variation of 3.32%. For friability test Brand F had lowest mean friability (0.27%) and Brand G had highest mean friability (0.54%). Among ten brands mean lowest and highest hardness were founded in Brand G (4.49 kg/cm 2 ) and Brand F (7.13 kg/cm 2 ) respectively. The disintegration time for ten brands of ciprofloxacin tablet obtained were in the subsequent order: Brand G (8.19 min) leading brands of this tablet met the quality control parameters as per pharmacopoeial specifications except dissolution test for four brands (Brand J, Brand H, Brand I, and Brand F).

Global brand of the country in modern technologies of the trade and marketing activity

Directory of Open Access Journals (Sweden)

Tetyana Tsyhankova

2011-03-01

Full Text Available In the article there have been studied the technologies of creation and measurement of country’s brand power. There was proved that the existing approach to formation of the international rating of countries’ brands needs methodological and organizational updating. There were suggested the priority-driven directions of positive image creation of Ukraine and formation of the brand-awareness in the format of global index determination of the national brand.

The Branding of Kharkov City as a Tourist Destination

Directory of Open Access Journals (Sweden)

Danko Nataliya I.

2016-05-01

Full Text Available On the basis of analyzing publications and documents of the United Nations World Tourism Organization (UNWTO, the authors clarified the concept of «tourist destination»; considered and clarified the concept of «brand of the tourist destination»; suggested the mechanism for development of the brand of the tourist destination. The existing brand of Kharkiv – «Kharkiv – smart city» – has been analyzed and it was concluded that this brand is promising and successful for educational tourism, for attracting foreign students and scholars – connoisseurs of new technologies and science fiction. The direction of further work on the brand of Kharkiv city as a tourist destination is to enhance the already existing brand «Kharkiv – smart city» by introducing a set of marketing communications, aggressive advertising campaign in Ukrainian and international media and travel exhibitions. Besides, it is considered to be promising to design brands intended for other target segments of consumers – «Kharkiv – historic city», «Kharkiv – sport city», etc., which will lead to a synergistic effect in the tourism industry of Kharkiv. Prospects for further research in this direction are studying new strategic directions of development of Kharkiv city as a tourist destination

Expanding Brand Personality Congruence to Brand Personality Fit: The Importance of Customer Value Proposition as a Moderating Fit on Brand Performance

Directory of Open Access Journals (Sweden)

Ardi Wirdamulia

2013-12-01

Full Text Available This research demonstrates that brand performance can be enhanced not only through brand personality congruence with customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand personality. Through a study covering 125 brands, the result demonstrates that the moderating fit between brand personality and the different level of customer value proposition positively affects brand performance. Price-quality relationship for attribute-based customer value, self-construal for consequences-based customer value and self-regulatory focus as goal-based customer value are used to test this moderating fit relationship. Other findings show that this moderating fit is strongest toward the brand cognitive performance. Finally, the result of this study suggests marketers to incorporate the brand personality design into their positioning statement so that the overall customer value proposition can be developed in a more integrated manner, leading to higher brand performance

Brand relationships and risk: influence of risk avoidance and gender on brand consumption

OpenAIRE

Lee, Seung-Hee; Workman, Jane E.; Jung, Kwangho

2016-01-01

Recent brand relationship research has paid attention to brand love, brand credibility, and brand loyalty. In market and society, various collaborations and co-creations derived from brand relationships generate various social network markets and open business innovations. Brand relationships and collaborative forms heavily depend on risk taking or risk avoidance. However, few studies have examined how brand relationship is related to risk avoidance. The purpose of this study is to investigat...

Functional Measurement Analysis of Brand Equity: Does Brand Name affect Perceptions of Quality?

Directory of Open Access Journals (Sweden)

James Shanteau

2010-01-01

Full Text Available This research project used Functional Measurement to examine how the brand name of consumer products impacts intended purchasing decisions. Thirty undergraduate students tested actual products from three different product categories (crayons, tissues, and tortilla chips. Each product category consisted of three different brands; one with high brand value, one with medium, and one with low brand (generic value. For each brand, there were five conditions: 1 the product with the correct brand name; 2 the product with a switched brand name; 3 the product with another switched brand name; 4 the product alone with no brand name; and 5 the brand name alone with no product. Participants were unaware that products had been switched. After trying each product, participants rated their likelihood to purchase on a 9-point Likert scale: 1 being "definitely would not buy" and 9 being "definitely would buy." Results revealed that perceptions of quality were dependent on both perceived product quality and brand name. Unexpectedly, results also showed that the strength of the brand equity effect is dependent on product type, e.g., chips showed the strongest brand effect. For most product categories, main effects and interactions were significant. Functional measurement analyses revealed that brand name effects were independent of product quality. In conclusion, the brand name associated with a product led people to evaluate quality of that product as either higher or lower depending on the strength of the brand name.

The Effect of Brand Awareness and Brand Trust on Consumers Sportswear Brand Extension Attitude at the Hill Fitness Center Manado

OpenAIRE

Mantik, Tirza

2013-01-01

Brand is the name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers. To introduce a product to the public, company should make a strong brand to increase the consumers' attitude of sportswear. In order to support an ad in providing information and attract the attention of the public, a company will use brand awareness and brand trust. Research objectives are to analyse the effect of brand awareness and brand trust on consumer...

DOES BRAND EXTENSION IMPACT PARENT BRAND: A CASE OF JOHNSON, UK

Directory of Open Access Journals (Sweden)

Muhammad Shakil AHMAD

2011-01-01

Full Text Available Purpose of study: The main purpose of this study is to check the impact ofbrand extensions on brand image. For this purpose Johnson is selected asparent brand for current research. The targeted brand extensions areJohnson shampoo, Johnson’s isotonic drinks, Johnson’s sports wear andJohnson’s suntan lotion. Research Methodology: sample was selected fromBradford, UK. Sample consists of graduate students including males as wellas female. Total sample size is 60 and data was collected through selfadministered questionnaires. For each brand 15 respondents were selected.Convenient sampling was selected as sampling technique. Results: Resultsshow that Johnson’s have high brand awareness and perceived quality.While there is negative correlation results for brand fit on brand image forthose product extensions which are not in same brand category i.e.Johnson’s sportswear and Johnson’s isotonic drinks. Conclusion: It isconcluded from study results that launching new product in same parentbrand category have high chance of success while in different category isrisk.

Analyzing consumer-based brand equity on Facebook: The impact of brand gender

OpenAIRE

Machado, J. C.; Azar, Salim L.; Vacas-de-Carvalho, Leonor; Mendes, A.; André, R.

2016-01-01

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research is still needed about the way in which consumerbased brand equity is created on social media. The purpose of this paper is to study the relationship between masculine and feminine brand personality and brand equity, on Facebook, and to analyze the mediating role of consumer-brand engagement and brand love on this relationship. Data were collected using an...

Network brand management : study of competencies of place branding ski destinations

OpenAIRE

Moilanen, Teemu

2008-01-01

Several industries have turned to a network form of organization to coordinate complex products or services in uncertain and competitive environments, and the network form of organization also appears to be becoming more common in the field of branding. Examples of brands formed by a network of independent firms include One-World and Star Alliance brands in the airline industry, Verbier and Chamonix ski destination brands in tourism industry and the Santa Foods brand in food production. Many ...

E-cigarette marketing in UK stores: an observational audit and retailers' views.

Science.gov (United States)

Eadie, D; Stead, M; MacKintosh, A M; MacDonald, L; Purves, R; Pearce, J; Tisch, C; van der Sluijis, W; Amos, A; MacGregor, A; Haw, S

2015-09-11

To explore how e-cigarettes are being promoted at point of sale in the UK and how retailers perceive market trends. Fixed retail outlets subject to a ban on the display of tobacco products. Observational audit of all stores selling tobacco products (n=96) in 4 Scottish communities, conducted over 2 waves 12 months apart (2013-2014), and qualitative interviews with small retailers (n=25) in 4 matched communities. The audit measured e-cigarette display characteristics, advertising materials and proximity to other products, and differences by area-level disadvantage. Interviews explored retailers' perceptions of e-cigarette market opportunities and risks, and customer responses. The number of e-cigarette point-of-sale display units and number of brands displayed increased between waves. E-cigarettes were displayed close to products of interest to children in 36% of stores. Stores in more affluent areas were less likely to have external e-cigarette advertising than those in deprived areas. Although e-cigarettes delivered high profit margins, retailers were confused by the diversity of brands and products, and uncertain of the sector's viability. Some customers were perceived to purchase e-cigarettes as cessation aids, and others, particularly low-income smokers, as a cheaper adjunct to conventional tobacco. E-cigarette point-of-sale displays and number of brands displayed increased over 12 months, a potential cause for concern given their lack of regulation. Further scrutiny is needed of the content and effects of such advertising, and the potentially normalising effects of placing e-cigarettes next to products of interest to children. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://group.bmj.com/group/rights-licensing/permissions.

Green space branding in Denmark in an era of neoliberal governance

DEFF Research Database (Denmark)

Gulsrud, Natalie Marie; Gooding, Saskia; Konijnendijk, Cecil Cornelis

2013-01-01

City place branding, an entrepreneurial urban development scheme, aims to differentiate cities from their national and international competitors based on strengths and competitive advantage. One such strength is quality urban green space which has been shown to make cities more attractive...... and liveable places, drawing people and investments to urban centres. Applying a place branding approach, this paper presents the results of a survey of Danish municipalities and their place branding in terms of crafting green city, or environmentally sustainable, profiles. Based on survey responses from both...... municipal green space and communication staff, an overview is presented of the status of `green' municipal place branding, with emphasis on branding through green spaces such as parks. Findings show that green concepts such as environmentally sustainable policies as well as biophysical assets such as green...

PENGARUH BRAND FAMILIARITY TERHADAP PURCHASE INTENTION MELALUI BRAND FIT PADA HOTEL MULIA JAKARTA

OpenAIRE

Widiawaty .

2016-01-01

The purpose this paper is to examine the effects of Brand familiarity and Brand Fit on Purchase Intention towards the offerings of co branded hotels. The findings showed that the fit between cobrands mediate the relationship between Brand familiarity and Purchase Intention. In particular, a well-known co-branded hotel a high level of Brand Fit could directly or indirectly affect consumer decision-making processes regarding Purchase Intention towards the co-brand. conversely, a less familiar c...

PENCAPAIAN BRAND CORPORATE MELALUI BRAND ACTIVATION PENDEKATAN EXPERIENTIAL MARKETING ( STUDI KASUS LABORATORIUM KLINIK

Directory of Open Access Journals (Sweden)

Mahdalena Lubis

2017-07-01

Full Text Available Brand activation is a corporation's endeavor to look deeper into what's in the brand, strategy and position of the brand. A new approach to brand activation by maximizing the range of relevant assets through product and service, employees, identity and communication combined with experiential marketing through sense, feel, think, act, relate, is considered highly effective in achieving corporate brand because it emphasizes the differentiation of competitors. This study aimed to find out how the achievement of corporate brand through brand activation experiential marketing conducted by Clinical Laboratory with the object of PT. Prodia Widyahusada Tbk. This descriptive case study study obtained data through interviews and observations. This research finds the fact that companies do brand activation to achieve corporate brand is holistic to maximize brand in competitive competition, but to create experiential marketing, company can emphasize certain points in accordance with objectives desired by company. At the same time, denial of Schmitt's theory of surprise is the most important, in contrast to that done in the research object that sense and feel are the strongest according to the needs or goals of the company's customers. Utilization of brand activation experiential marketing can create trust, engagement, loyalty, acquisition, share, differentiator with competitors and lead to the achievement of a corporate brand of reputation. Brand activation merupakan usaha korporasi untuk melihat lebih dalam mengenai berbagai hal yang ada di dalam brand, strategi dan posisi dari brand tersebut. Pendekatan baru terhadap brand activation dengan memaksimalkan berbagai asset yang relevan melalui product and service, employees, identity dan communication dipadu dengan experiential marketing melalui sense, feel, think, act, relate, dinilai sangat efektif untuk mencapai brand corporate karena lebih menekankan differensiasi terhadap kompetitor. Penelitian ini

Pricing of brand extensions based on perceptions of brand equity

Directory of Open Access Journals (Sweden)

Panagiotis Arsenos

2018-04-01

Full Text Available The paper explores the role of brand equity when pricing hypothetical brand extensions. Companies tend to use different pricing techniques for their products, and their pricing decisions are based on many factors, including image and category fit of the product with the existing image and products of the company. Brand extensions are usually investigated from a consumer perspective, focusing on the extension attitude, however, it is essential to understand the corporate decision-making process regarding pricing. Exploring this matter using quantitative research methods, the study provides empirical evidence that companies that have invested heavily in marketing actions in the past and have built strong brand equity over-time, show flexibility in the mark-up during the cost decision-making process of a hypothetical brand extensions. Variations in mark-up percentages are also observed when there is a difference in image and category fit of the extension to the original brand. However, companies characterized by greater brand equity exhibited greater flexibility in the mark-up percentages, even for low fit extensions.

The impact of the visual merchandise display on consumer purchases of luxury brands: the moderating role of cultural capital

OpenAIRE

Logkizidou, Maria

2016-01-01

This thesis argues that Visual Merchandise Display (VMD) can enhance consumers intentions to buy luxury brands and this influence is stronger for the consumers with higher cultural capital (CC) than those with lower CC. Prior research in store atmospherics has suggested that consumers make inferences about a product, a store or a seller based on high-image or low-image store environment cues. Contemporary research in the luxury retailing literature explores qualitatively, the role of of museo...

Hedonic Retail Beef and Pork Product Prices

OpenAIRE

Parcell, Joseph L.; Schroeder, Ted C.

2007-01-01

Consumer-level hedonic models are estimated to determine factors affecting retail pork and beef meat cuts. Results indicate that brand premium and discount varies across private, national, and store brands and that brand premium varies across meat cuts carrying the same brand name. Product size discounts are linear for beef and nonlinear for pork, meat items on sale are significantly discounted to non-sale items, specialty stores typically will not garner higher prices than supermarket/grocer...

Franchisee-based brand equity: the role of brand relationship management

OpenAIRE

Nyadzayo, Munyaradzi Wellington

2017-01-01

Prior research suggests that limited attention has been paid to business-to-business (B2B) branding. Despite compelling evidence that the brand concept is at the very core of franchising success, it is surprising that there is minimal empirical work investigating the importance of the brand in franchising. Further, extant literature suggests that building brand equity is an important strategic issue that can enhance the competitive advantage of retailers. However, despite the increased focus ...

Novel versus Familiar Brands

DEFF Research Database (Denmark)

Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith

2012-01-01

Two experiments were conducted to analyze neurophysiological activation, response latency, and actual brand choice concerning novel and familiar brands. The results show that (1) the choice of novel brands (compared to the choice of familiar brands) is preceded by increased activation of both...... the cingulate gyrus and the ventromedial prefrontal cortex, as measured by a functional magnetic resonance imaging (fMRI) study; (2) novel brands are associated with longer choice response latency than familiar brands; and (3) positive mood enhances response latency of choosing novel brands compared to familiar...

PRODUCT BRAND IDENTITY – A FACTOR OF SUCCESSFUL MARKET POSITIONING OF A BRAND

Directory of Open Access Journals (Sweden)

Branislav Lijović

2012-12-01

Full Text Available This paper begins with the term product brand identity as the new market paradigm. It aims to define the term product brand identity and its significance for realisation of the market value of a product’s brand and overall marketing goals of an economic operator. The strategy of economic operator and desired market positioning of a brand is implemented by means of product brand identity and a combination of its elements. Systematic creation and identity management of a product’s brand resulted in the uniqueness of the brand, and set the foundation for building the entire process of product brand management.

Branding the Army

Science.gov (United States)

2017-05-25

but is not limited to, official communications, advertising, public relations, social media , word of mouth , market research, and even internal...other—while properly leveraging stakeholders as brand ambassadors in a social - media driven world. Through a branding and marketing perspective, this...leveraging stakeholders as brand ambassadors in a social - media driven world. Through a branding and marketing perspective, this monograph identifies best and

Direct and Indirect Effects of Marketing Effort on Brand Awareness and Brand Image.

OpenAIRE

Villarejo Ramos, Ángel Francisco; Rondán Cataluña, Francisco Javier; Sánchez Franco, Manuel Jesús

2008-01-01

The marketing effort orientated to towards strengthening the brand means to increase the degree of knowledge of the brand name. In this paper we want to show the relationship between brand awareness and brand image. Starting out from a theoretical review, we set out a model of direct and indirect effects of the marketing effort-as the brand's antecedents-on brand awareness and brand image. Via the empirical support used, a questionnaire of a sample of consumers, we try to find out how the mar...

Country-of-origin and brand reputation effects on brand equity. Can a strong brand name strengthen or reverse country-of-origin effects on brand equity?

OpenAIRE

Sanfilippo, Marie

2017-01-01

Masteroppgave(MSc) in Master of Science in Business, Marketing - Handelshøyskolen BI, 2017 The concept of country-of-origin has been extensively studied with the apparition of multinational companies separating and outsourcing their operations worldwide. It has been established that country-of-origin has an impact on brand equity mediated by four dimensions, namely brand awareness, brand associations, perceived quality and brand loyalty. The purpose of this study is to examine ...

PRICE REACTIONS AND ORGANIC PRICE PREMIUMS FOR PRIVATE LABEL AND BRANDED MILK

OpenAIRE

Zhuang, Yan; Dimitri, Carolyn; Jaenicke, Edward C.

2010-01-01

Using Nielsen Homescan data set from 52 markets in the United States, this paper assesses the price interactions among the four fluid milk categories (organic private label, organic national brand, non-organic private label and non-organic national brand), how demographic variables and product properties in a market affect milk prices, and the impacts of private label and organic milk market shares on milk prices. We find several types of price competition exist among the four milk categories...

Missed opportunities in personal branding: finding solutions through luxury branding

OpenAIRE

Graus, Chidi

2014-01-01

This masters dissertation focuses on personal brand management and luxury brand management and attempts to link both concepts through the analysis of luxury brand management. 24 anti-laws of marketing suggested by Kapferer and Bastien (2009) serve as an inspiration for the empirical qualitative research that has been conducted in this masters dissertation. As these anti-laws of marketing are considered to be key success factors in luxury brand management, this research makes an attempt in tra...

BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

OpenAIRE

KASHIF, MUHAMMAD; SAMSI, SITI ZAKIAH MELATU; SARIFUDDIN, SYAMSULANG

2015-01-01

ABSTRACTStudies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire deve...

The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement

OpenAIRE

Hepola, Janne; Karjaluoto, Heikki; Hintikka, Anni

2017-01-01

Purpose This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE). Design/methodology/approach A survey was administered to the customers of a Finnish tableware brand using relevant Facebook channels. A total of 1,390 responses were analyzed using partial least squares structural equation modeling. Findings The empirical findings suggest ...

Trends in market share of leading cigarette brands in the USA: national survey on drug use and health 2002-2013.

Science.gov (United States)

Sharma, Anushree; Fix, Brian V; Delnevo, Cristine; Cummings, K Michael; O'Connor, Richard J

2016-01-29

The main objective of this study is to examine trends in market share for leading cigarette brands, both before (2002-2008) and after (2009-2013) Food and Drug Administration (FDA) regulation of tobacco products.Design Data come from the annual National Survey on Drug Use and Health from 2002 through 2013. Descriptive statistics, cross tabulations, and logistic regression were employed. Data were weighted to the US population and adjusted for cigarette consumption. Our analysis is restricted to 164,343 current cigarette smokers who were at least 12 years of age or older, had smoked at least one cigarette in the 30 days prior to the survey, and reported a usual cigarette brand at the time of the survey. Over 12 years, 14 brands comprised over 77% of the cigarette market. Marlboro consistently held over 38% of the market. Newport held the second highest market share, and increased from 7.2% in 2002 to 10.9% by 2013. Market share of Pall Mall grew by over 400% (1.7% in 2002 vs 8.9% in 2013), likely aided by the 2009 Federal excise tax increase. No clear associations of changes in market share with the implementation of FDA's regulatory authority over tobacco in 2009 were noted. Tracking market share trends offers clues about brand marketing changing preferences of consumers. Rapidly growing cigarette brands should be monitored to determine if specific marketing practices or design changes are drivers, as these could represent public health concerns. Monitoring trends in cigarette market share could inform regulatory decision-making efforts related to marketing and advertising. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://www.bmj.com/company/products-services/rights-and-licensing/

THE IMPORTANCE OF BRAND NAME AND QUALITY IN THE RETAIL FOOD INDUSTRY

OpenAIRE

Apelbaum, Eidan

1999-01-01

This paper analyzes the role of brand name recognition and product quality on the competition between national brands and private labels in the retail food industry. Theoretical and empirical evidence is provided to show that both marketing tools play a significant role, but in quite different ways. Quality improvements by one firm will intensify the competition; one firm will gain at the expense of its competitor. Whereas, increasing brand name recognition relaxes the competition, and both f...

Where is the Brand?

DEFF Research Database (Denmark)

Jones, Richard Ian; Rygaard Jonas, Louise

The alignment of employees around the corporate brand has emerged as a major area of study in corporate branding literature generally and in the service branding literature in particular. Simultaneously, corporate brand scholars are focused on achieving coherence in brand expressions. Traditionally...... focus has been on using corporate communication to align employees around the corporate brand to achieve this. Through in - depth, longitudinal, ethnographic research this paper suggests that coherence can only be achieved by und erstanding the complex interplay of identities between occupational groups...... and management levels in the organisation. It is argued that responsibility for brand expressions should be more decentralise...

Why most Brand Manuals fail when it comes to defining Brand Colors

DEFF Research Database (Denmark)

Abildgaard, Michael

2016-01-01

From top class Universities and governmental organizations to high-end global brands and well-known local brands, a surprising consistency of inattentiveness has been published in these compa-nies’ prestigious Brand Manuals and Brand Guides. When it comes to providing technical guidance, defining...

The Pragmatics of Branding

DEFF Research Database (Denmark)

Hatch, Mary Jo

2012-01-01

, intention and imagination of the brand's stakeholders. Originality/value: The article offers increased depth to the study of the expressive/emotional/aesthetic aspects of branding and offers an enriched aesthetic foundation for studying and practicing brand co-creation......This article aims to explore the potential of Dewey's theory of aesthetic expression to expand knowledge about aesthetics in branding and better understand how brands work. The paper aims to mine the pragmatic theory of aesthetic expression as involving artistry, intention and imagination to reveal...... the role beauty plays alongside usefulness in defining and refining brand image and meaning. Design/methodology/approach: Dewey's dialectical method of holistically combining tensions such as beauty and usefulness is applied to brand theory and used to critique current brand management practices. Findings...

Brands as Intentional Agents Framework: How Perceived Intentions and Ability Can Map Brand Perception.

Science.gov (United States)

Kervyn, Nicolas; Fiske, Susan T; Malone, Chris

2012-04-01

Building on the Stereotype Content Model, this paper introduces and tests the Brands as Intentional Agents Framework. A growing body of research suggests that consumers have relationships with brands that resemble relations between people. We propose that consumers perceive brands in the same way they perceive people. This approach allows us to explore how social perception theories and processes can predict brand purchase interest and loyalty. Brands as Intentional Agents Framework is based on a well-established social perception approach: the Stereotype Content Model. Two studies support the Brands as Intentional Agents Framework prediction that consumers assess a brand's perceived intentions and ability and that these perceptions elicit distinct emotions and drive differential brand behaviors. The research shows that human social interaction relationships translate to consumer-brand interactions in ways that are useful to inform brand positioning and brand communications.

Creating a brand identity for a new mattress brand : Case: Napsie by Studio Moderna

OpenAIRE

Lazareva, Svetlana

2016-01-01

The aim of this thesis was to study the concept of brand identity and its elements in order to outline a basic brand identity for the case brand. The study was conducted for the case company Studio Moderna and the case brand Napsie. The aim of the research was to study the concepts of brand, branding and brand identity. Furthermore, the research aimed at examining managerial tools and techniques that are used in brand identity creation process. Another aim of the research was to discover how ...

Brand Meaning Cocreation

DEFF Research Database (Denmark)

Tierney, Kieran D.; Karpen, Ingo; Westberg, Kate

2016-01-01

Purpose: The purpose of this paper is to consolidate and advance the understanding of brand meaning and the evolving process by which it is determined by introducing and explicating the concept of brand meaning cocreation (BMCC). Design/methodology/approach: In-depth review and integration...... of literature from branding, cocreation, service systems, and practice theory. To support deep theorizing, the authors also examine the role of institutional logics in the BMCC process in framing interactions and brand meaning outcomes. Findings: Prior research is limited in that it neither maps the process...... of cocreation within which meanings emerge nor provides theoretical conceptualizations of brand meaning or the process of BMCC. While the literature acknowledges that brand meaning is influenced by multiple interactions, their nature and how they contribute to BMCC have been overlooked. Research limitations...

Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service (33-45)

OpenAIRE

Sri Vandayuli Riorini; Christine Catur Widayati

2016-01-01

The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies...

Branded Content: A new Model for driving Tourism via Film and Branding Strategies

OpenAIRE

Horrigan, David

2009-01-01

Branded content is described as a fusion of advertising and entertainment into one marketing communications product that is integrated into an organisation’s overall brand strategy intended to be distributed as entertainment content with a highly branded quality. A history of product placement, branded entertainment, and film tourism is presented to identify the effective elements of each strategy in order to inform a more cohesive brand strategy for destinations. A branded content model is...

Distinguishing implicit from explicit brand attitudes in brand placement research

NARCIS (Netherlands)

Wennekers, A.M.; Vandeberg, L.; Zoon, K.; van Reijmersdal, E.A.; Verlegh, P.; Voorveld, H.; Eisend, M.

2016-01-01

Brand placement is a popular topic, both in business and academia. Brands are placed in a wide-ranging array of media, including television programs, movies, radio shows, magazines, games, music videos, and websites. Expenditures on brand placement are still growing (PQ Media, 2013), as well as the

BRANDING IN SMALL BUSINESS

OpenAIRE

Catalin Mihail BARBU; Radu Florin OGARCA; Mihai Razvan Constantin BARBU

2010-01-01

In this paper we analyzed the branding in small business. Using a desk research on Internet and the press we have identified the practices small businesses use to enhance their brand and the brand dynamics in small business. Our main contribution is that we tried to figure out the strategy of branding in small business. This need further to be investigated in order to understand how branding works in small business and to better capture the role of branding in small business.

Compulsive buying and branding phenomena

OpenAIRE

Lee, Seung-hee; Workman, Jane E.

2015-01-01

Background: The purpose of this paper was to explore the impact of brand variables such as brand awareness, brand loyalty, brand attachment, and perceived brand quality on compulsive buying behavior. Methods: A self-administered questionnaire, containing demographic items and items related to compulsive buying, brand awareness, brand loyalty, brand attachment and perceived quality, was used to collect data. Results: Participants were 269 US university students at a large mid-western universit...

Internal brand co-creation: The experiential brand meaning cycle in higher education

OpenAIRE

Punjaisri, K; Dean, D; Arroyo-Gamez, R; Pich, C

2015-01-01

Higher education (HE) institutions need to adapt to the global environment but the complex nature of HE highlights the role of marketing and the internal market in realizing the brand identity, creating a challenge for developing a shared brand meaning. This research explores how employees co-create brand meaning through their brand experiences and social interactions with management, colleagues and customers. Using a phenomenological approach, the findings highlight that brand meaning commen...