English Shop Signs and Brand Names

Directory of Open Access Journals (Sweden)

Parvaneh Khosravizadeh

2016-07-01

Full Text Available The present study tries to investigate the people’s attitude to the use of English words in TV commercials, brand-naming and shop signs in Iran and specifically in Tehran where due to the fact that it is the capital, more English might be used for the sake of foreigners. The widespread use of English shop signs and English brand names for recently produced goodsdrove the researchers to investigate peoples’ attitude as consumers from two aspects of age and education. To reach the research goal, a questionnaire was devised and distributed to 100 people at random selection probing their attitudes while considering two factors of age and education. The result of the research will mostly benefit sociolinguists and business marketers.Keywords: age, education, advertising, brand-naming, shop signs, globalization

Branding in health marketing

Directory of Open Access Journals (Sweden)

Pralea, A. R.

2011-01-01

Full Text Available Branding is one of the major positioning elements of commercial marketing. The whole marketing mix should be, and it usually is, adapted to better serve the needs of well-established brands. Public health is one field in which the person’s system of Knowledge-Beliefs-Attitudes (KAB is very important. That is one of the main reasons why branding should be considered by specialists in the field. As evidence shows it can make the difference between a successful health marketing campaign and a non-successful one. The key elements of commercial branding can be successfully translated to the social sector. This is the case for the Truth® campaign but, unfortunately, not for some public health campaigns in Romania.

Selected Constituent Yield Variation in the Smoke of Commercial Cigarette Brands on the Japanese Market

Directory of Open Access Journals (Sweden)

Hyodo Takatsugu

2017-12-01

Full Text Available This study focused on the variation in the yields of constituents in smoke from commercial cigarette brands available on the Japanese market. Nineteen commercial cigarette brands were sampled five times every two months from 2009 to 2010. The target constituents were benzo[a]-pyrene, 1,3-butadiene, benzene, formaldehyde, acetaldehyde, acrolein, N-nitrosonornicotine (NNN, 4-(methylnitrosamino-1-(3-pyridyl-1-butanone (NNK, carbon monoxide, “tar”, and nicotine. The results of this study showed that the coefficient of variation (CV values varied greatly by brands, constituents, and smoking regimes. The yields of NNN and NNK in the smoke were strongly correlated to their yields in the tobacco filler blend for most brands. The yields of benzo[a]pyrene under the International Organization for Standardization (ISO and the Health Canada Intense (HCI smoking regimes and 1,3-butadiene under the HCI smoking regime were found to be influenced by the measurement. It was shown that factors for variation were highly varied among constituents. The grand mean of CV values for NNN and formaldehyde associated with cigarette manufacturing over ten months and measurement at the JT laboratory under the HCI smoking regimes were 17.1% and 6.6% respectively. The grand mean of CV values for NNN and formaldehyde associated with both cigarette manufacturing over ten months and measurement at different laboratories under the HCI smoking regimes were 23.7% and 22.9% respectively. This is due to the fact that formaldehyde showed the highest CV values for reproducibility among the constituents. Thus, in order to set realistic and robust confidence intervals, it is very important to take into account the variations associated with cigarette manufacturing and measurement within and between laboratories.

Trace and minor elements in four commercial honey brands

International Nuclear Information System (INIS)

Iskander, F.Y.

1995-01-01

Instrumental neutron activation analysis was used to measure the concentrations of 24 elements in four honey brands commercially available in Austin, Texas (USA). The measured elements (and concentration) were: As, (<30 ng/g); Ba, (<2 μg/g); Br, (0.24-0.49 μg/g); Ce, (<20 ng/g); Co, (9-180 ng/g); Cr, (37-64 ng/g); Cs, (<3-45 ng/g); Fe, (<4-15.9 μg/g); Hf, (<3 ng/g); Hg, (1 ng/g); K, (91-230 μg/g); La, (<4 ng/g); Na, (20.3-25.3 μg/g); Ni, (0.39-0.77 μg/g); Rb, (68-340 ng/g); Sb, (13-61 ng/g); Sc, (<0.3-200 ng/g); Se, (<20 ng/g); Sm, (<9 ng/g); Sr, (<2 ng/g); Th, (<4 ng/g); U, (<30 ng/g); Zn, (3.36-4.61 μg/g); and Zr, (<0.5-0.84 μg/g). The results obtained were compared to the concentration of the same elements in honey produced or commercially available in Turkey, Mexico, El-Salvador, China, Czechoslovakia and Yugoslavia. (author). 10 refs., 1 tab

Deflection test evaluation of different lots of the same nickel-titanium wire commercial brand

Directory of Open Access Journals (Sweden)

Murilo Gaby Neves

2016-02-01

Full Text Available Introduction: The aim of this in vitro study was to compare the elastic properties of the load-deflection ratio of orthodontic wires of different lot numbers and the same commercial brand. Methods: A total of 40 nickel-titanium (NiTi wire segments (Morelli OrtodontiaTM - Sorocaba, SP, Brazil, 0.016-in in diameter were used. Groups were sorted according to lot numbers (lots 1, 2, 3 and 4. 28-mm length segments from the straight portion (ends of archwires were used. Deflection tests were performed in an EMIC universal testing machine with 5-N load cell at 1 mm/minute speed. Force at deactivation was recorded at 0.5, 1, 2 and 3 mm deflection. Analysis of variance (ANOVA was used to compare differences between group means. Results: When comparing the force of groups at the same deflection (3, 2 and 1 mm, during deactivation, no statistical differences were found. Conclusion: There are no changes in the elastic properties of different lots of the same commercial brand; thus, the use of different lots of the orthodontic wires used in this research does not compromise the final outcomes of the load-deflection ratio.

Deflection test evaluation of different lots of the same nickel-titanium wire commercial brand.

Science.gov (United States)

Neves, Murilo Gaby; Lima, Fabrício Viana Pereira; Gurgel, Júlio de Araújo; Pinzan-Vercelino, Célia Regina Maio; Rezende, Fernanda Soares; Brandão, Gustavo Antônio Martins

2016-01-01

The aim of this in vitro study was to compare the elastic properties of the load-deflection ratio of orthodontic wires of different lot numbers and the same commercial brand. A total of 40 nickel-titanium (NiTi) wire segments (Morelli Ortodontia™--Sorocaba, SP, Brazil), 0.016-in in diameter were used. Groups were sorted according to lot numbers (lots 1, 2, 3 and 4). 28-mm length segments from the straight portion (ends) of archwires were used. Deflection tests were performed in an EMIC universal testing machine with 5-N load cell at 1 mm/minute speed. Force at deactivation was recorded at 0.5, 1, 2 and 3 mm deflection. Analysis of variance (ANOVA) was used to compare differences between group means. When comparing the force of groups at the same deflection (3, 2 and 1 mm), during deactivation, no statistical differences were found. There are no changes in the elastic properties of different lots of the same commercial brand; thus, the use of different lots of the orthodontic wires used in this research does not compromise the final outcomes of the load-deflection ratio.

From "Where" to "What": Distributed Representations of Brand Associations in the Human Brain.

Science.gov (United States)

Chen, Yu-Ping; Nelson, Leif D; Hsu, Ming

2015-08-01

Considerable attention has been given to the notion that there exists a set of human-like characteristics associated with brands, referred to as brand personality. Here we combine newly available machine learning techniques with functional neuroimaging data to characterize the set of processes that give rise to these associations. We show that brand personality traits can be captured by the weighted activity across a widely distributed set of brain regions previously implicated in reasoning, imagery, and affective processing. That is, as opposed to being constructed via reflective processes, brand personality traits appear to exist a priori inside the minds of consumers, such that we were able to predict what brand a person is thinking about based solely on the relationship between brand personality associations and brain activity. These findings represent an important advance in the application of neuroscientific methods to consumer research, moving from work focused on cataloguing brain regions associated with marketing stimuli to testing and refining mental constructs central to theories of consumer behavior.

Contribution of temporal dominance of sensations method to the sensory description of taste properties of commercial green tea brands

Directory of Open Access Journals (Sweden)

Noémi Dubová

2013-03-01

Full Text Available This paper aims to investigate the most dominant taste attributes of green tea samples in panelists perception over time. In order to assess the samples, a brand new method of sensory evaluation called „Temporal Dominance of Sensations“ was used. The five commercial green tea brands were evaluated by eight trained panelists (students. For each sample of green tea, curves of the dominance of each attribute over time were computed. The TDS curves provided information about the sequence of attributes that were dominant during degustation. This methodology was useful to characterize taste properties of green tea samples.doi:10.5219/274 Normal 0 false false false EN-US X-NONE X-NONE This paper aims to investigate the most dominant taste attributes of green tea samples in panelists perception over time. In order to assess the samples, a brand new method of sensory evaluation called „Temporal Dominance of Sensations“ was used. The five commercial green tea brands were evaluated by eight trained panelists (students. For each sample of green tea, curves of the dominance of each attribute over time were computed. The TDS curves provided information about the sequence of attributes that were dominant during degustation. This methodology was useful to characterize taste properties of green tea samples.doi:10.5219/274

THE RELATION BETWEEN UNAIDED BRAND AWARENESS AND BRAND COMMERCIAL PERFORMANCE: A STUDY AMONG URBAN ROMANIAN CONSUMERS

OpenAIRE

OVIDIU IOAN MOISESCU

2009-01-01

The role and importance of brands as core parameters for establishing marketing strategies has been widely accepted in developed countries, both in practice and in theory, but insufficiently acknowledged within most of the Romanian companies. If some of the large sized Romanian companies approach brands and their value as core elements of their marketing strategies, small and medium sized companies’ marketing managers usually don’t perceive the importance of branding and, even if they do, the...

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.

Sensory evaluation of commercial coffee brands in Colombia

OpenAIRE

JaimesRelated, Edis Mauricio Sanmiguel; Torres, Igor Barahona; Pérez-Villarreal, Héctor Hugo

2016-01-01

Colombian coffee farmers have traditionally focused their efforts on activities including seeding, planting and drying. Strategic issues to successfully compete in the industry, such as branding, marketing and consumer research, have been neglected. In this research, we apply a type of sensory analysis, based on several statistical techniques used to investigate the key features of ten different brands of Colombian coffee. A panel composed of 32 judges investigated nine different attributes r...

Branding water

OpenAIRE

Dolnicar, Sara; Hurlimann, Anna; Grün, Bettina

2014-01-01

Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of water augmentation projects. Based on responses from 6247 study participants collected between 2009 and 2012, this study shows that (1) different kinds of water – specifically recycled water, desalinated water, tap water and ra...

AN EXPLORATORY STUDY OF BRAND EQUITY OF A COMMERCIAL BANK IN VADODARA, INDIA

Directory of Open Access Journals (Sweden)

Ashutosh Anil Sandhe

2016-05-01

Full Text Available Banks play an important role in circulation of money in a country.  With increased competition in banking sector, marketing of a bank becomes important and marketing strategies an essential for every bank.  A research was carried out in Vadodara, India to identify the brand equity of one of the major private sector banks.  Brand equity was studied by applying Keller’s Brand Resonance Model.  It was found in the study that brand feelings are the most important component of brand equity in Vadodara and brand salience the least important one.  Also, all four components i.e. brand salience, brand performance, brand judgements and brand feelings were positively correlated to each other and also brand resonance.  Regression model was applied to estimate brand resonance and the impact of four components on it.

Marketing Strategies: Lessons for Libraries from Commercial Brand Management.

Science.gov (United States)

Wolpert, Ann J.

This paper first argues that the World Wide Web at its best, has been able only to imitate the resources and services of an exemplary research library. It then goes on to examine how academic research libraries can take advantage of their brand identity as market leaders in the information business. The basic concept of brands and branding…

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...

Branding in health marketing

OpenAIRE

Pralea, A. R.

2011-01-01

Branding is one of the major positioning elements of commercial marketing. The whole marketing mix should be, and it usually is, adapted to better serve the needs of well-established brands. Public health is one field in which the person’s system of Knowledge-Beliefs-Attitudes (KAB) is very important. That is one of the main reasons why branding should be considered by specialists in the field. As evidence shows it can make the difference between a successful health marketing campaign and a n...

Customer Relationship Management on Social Media Affecting Brand Loyalty of Siam Commercial Bank in Bangkok

OpenAIRE

Charawee Butbumrung

2017-01-01

The purpose of this research was to study customer relationship management on social media affecting brand loyalty of Siam Commercial Bank in Bangkok. The statistics used in data analysis were frequency, mean, standard deviation, and Pearson's correlation coefficient based on social science statistic program. The result of the study found that the majority of the respondents were female, 37–47 years old of age, bachelor degree of education and monthly income between 10,001 and 15,000 Baht. In...

From “Where” to “What”: Distributed Representations of Brand Associations in the Human Brain

Science.gov (United States)

Chen, Yu-Ping; Nelson, Leif D.; Hsu, Ming

2015-01-01

Considerable attention has been given to the notion that there exists a set of human-like characteristics associated with brands, referred to as brand personality. Here we combine newly available machine learning techniques with functional neuroimaging data to characterize the set of processes that give rise to these associations. We show that brand personality traits can be captured by the weighted activity across a widely distributed set of brain regions previously implicated in reasoning, imagery, and affective processing. That is, as opposed to being constructed via reflective processes, brand personality traits appear to exist a priori inside the minds of consumers, such that we were able to predict what brand a person is thinking about based solely on the relationship between brand personality associations and brain activity. These findings represent an important advance in the application of neuroscientific methods to consumer research, moving from work focused on cataloguing brain regions associated with marketing stimuli to testing and refining mental constructs central to theories of consumer behavior. PMID:27065490

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.

Managing the Human in Human Brands

Directory of Open Access Journals (Sweden)

Fournier Susan

2018-05-01

Full Text Available The physical and social realities, mental biases and limitations of being human differentiate human brands from others. It is their very humanness that introduces risk while generating the ability for enhanced returns. Four particular human characteristics can create imbalance or inconsistency between the person and the brand: mortality, hubris, unpredictability and social embeddedness. None of these qualities manifest in traditional non-human brands, and all of them present risks requiring active managerial attention. Rather than treating humans as brands and making humans into brands for sale in the commercial marketplace, our framework forces a focus on keeping a balance between the person and the personified object.

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.

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 ...

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...

Food brand recognition and BMI in preschoolers.

Science.gov (United States)

Harrison, Kristen; Moorman, Jessica; Peralta, Mericarmen; Fayhee, Kally

2017-07-01

Children's food brand recognition predicts health-related outcomes such as preference for obesogenic foods and increased risk for overweight. However, it is uncertain to what degree food brand recognition acts as a proxy for other factors such as parental education and income, child vocabulary, child age, child race/ethnicity, parent healthy eating guidance, child commercial TV viewing, and child dietary intake, all of which may influence or be influenced by food brand recognition. U.S. preschoolers (N = 247, average age 56 months) were measured for BMI and completed the Peabody Picture Vocabulary Test plus recognition and recall measures for a selection of U.S. food brands. Parents completed measures of healthy eating guidance, child dietary intake, child commercial TV viewing, parent education, household income, parent BMI, and child age and race/ethnicity. Controlling these variables, child food brand recognition predicted higher child BMI percentile. Further, qualitative examination of children's incorrect answers to recall items demonstrated perceptual confusion between brand mascots and other fantasy characters to which children are exposed during the preschool years, extending theory on child consumer development. Copyright © 2017 Elsevier Ltd. All rights reserved.

Initial Tensile and Residual Forces of Pigmented Elastomeric Ligatures from Various Brands

Science.gov (United States)

Wichai, Wassana; Anuwongnukroh, Niwat; Dechkunakorn, Surachai; Kaypetch, Rattiporn; Tua-ngam, Peerapong

2017-11-01

This study aimed to investigate the initial tensile and residual forces of pigmented elastomeric ligatures (clear, pink, and metallic) from three commercial brands - Brand 1 (USA), Brand 2 (USA), and Brand 3(China). Twelve elastomeric ligatures of each brand and color were evaluated for initial tensile and residual forces after stretching for 28 days at 37°C by a Universal Testing Machine. The results showed that the highest initial tensile force was 14.78 N, 20.71 N, and 15.1 N for the metallic color of Brand-1, pink color of Brand -2, and metallic color of Brand -3, respectively. There were significant (ptensile force of each brand, except clear and metallic color of Brand-1 & 3 and pink color of Brand-2 & 3. Similarly, among the pigmented ligatures from each brand, significant (ptensile force, except metallic color of Brand-1 & 3. Brand-3 had the highest residual force after 28 days, whereas the loss of force was 80-90% in Brand-1 & 2 and 20-30% in Brand-3. There were also significant (ptensile and residual forces among the three pigmented elastomeric ligatures of the three commercial brands.

Evaluation of authenticity and green tea antimicrobial activity of different commercial brands that are sold in San Jose, Costa Rica

International Nuclear Information System (INIS)

Alvarez Campos, Jeyson

2014-01-01

Various brands of green tea are compared with the leaves of camellia sinensis to verify the antimicrobial effect, authenticity and quality. The main components with antibacterial effect commercially presented are compared to the components present in green tea leaf to determine the quality and authenticity, by thin layer chromatography. The brands marketed studied green tea in the metropolitan area of San Jose, Costa Rica has been really green tea good quality, this can be ensured by the findings in the analysis and comparison of the different profiles of flavonoids, polyphenols, alkaloids and amino acids. The antimicrobial activity has been without to confirmed in the bands of catechins analyzed [es

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.

Investigate The Relationship Between Brand Equity Brand Loyalty And Customer Satisfaction

Directory of Open Access Journals (Sweden)

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.

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...

Annika Sörenstam – a hybrid personal sports brand

DEFF Research Database (Denmark)

Cortsen, Kenneth

2013-01-01

method inspired by “symbolic interactionist” aspects and focusing on Annika Sörenstam's commercial success with personal sports branding and its interdependence with sports branding at the product and corporate levels. Data collection was conducted in accordance with interpretative research traditions...... and sports brands at the product and corporate levels – often underlining good ROIs for all involved parties if the sports branding process is executed well strategically. This article presents personal sports branding as a hybrid phenomenon, which is dynamic by heart and part of a well‐coordinated process...

Advertising between Archetype and Brand Personality

Directory of Open Access Journals (Sweden)

Clemens Bechter

2016-06-01

Full Text Available The aim of the paper is the alignment of C.G. Jung’s (1954 archetypes and Aaker’s (1997 brand personality framework in the context of advertising. C.G. Jung’s theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are seen by many as the branding gurus. Despite the fact that both frameworks refer to persons/personalities there is no publication linking the two frameworks. Our research tried to fill this gap by developing a joint framework combining Jung’s and Aaker’s attributes and apply it by analyzing two distinctively different TV commercials from Asian hotel chains. A total of 102 Executive MBA students had to watch both TV commercials and then conduct an Archetype (C.G. Jung Indicator test and rate Brand Personality (Aaker traits of the two commercials. Results show that there is common ground. This has implications for advertisers who may want to specify an archetype and related personality attributes for their promotional campaigns. Game changers in the hospitality sector may want to be seen as Outlaw whereas established hotel chains may position themselves as Lover with personality attributes such as welcoming, charming, and embraced.

Reduction of tobacco smoke components yield in commercial cigarette brands by addition of HUSY, NaY and Al-MCM-41 to the cigarette rod.

Science.gov (United States)

Marcilla, A; Gómez-Siurana, A; Berenguer, D; Martínez-Castellanos, I; Beltrán, M I

2015-01-01

The effect of two zeolites, HUSY, NaY and a mesoporous synthesized Al-MCM-41 material on the smoke composition of ten commercial cigarettes brands has been studied. Cigarettes were prepared by mixing the tobacco with the three powdered materials, and the smoke obtained under the ISO conditions was analyzed. Up to 32 compounds were identified and quantified in the gas fraction and 80 in the total particulate matter (TPM) condensed in the cigarettes filters and in the traps located after the mouth end of the cigarettes. Al-MCM-41 is by far the best additive, providing the highest reductions of the yield for most compounds and brands analyzed. A positive correlation was observed among the TPM and nicotine yields with the reduction obtained in nicotine, CO, and most compounds with the three additives. The amount of ashes in additive free basis increases due to the coke deposited on the solids, especially with Al-MCM-41. Nicotine is reduced with Al-MCM-41 by an average of 34.4% for the brands studied (49.5% for the brand where the major reduction was obtained and 18.5 for the brand behaving the worst). CO is reduced by an average of 18.6% (ranging from 10.3 to 35.2% in the different brands).

Fashion brand owner’s responses to e-commerce proliferation

DEFF Research Database (Denmark)

Tambo, Torben; Hansen, Rina

2012-01-01

Fashion brand owners generally seek to utilise digital marketing through brand sites both displaying and promoting the brand and the goods but also offering consumers the possibility of buying. E-commerce well aligned and integrated with physical sales channels are said to be the final stage...... of a multi-channel transformation. However, the internet has basically only few limitations to who and what to sell. Brand owners might thus see that smaller and larger (wholesale) customers put up e-commerce using the brand more or less loyally to the intended brand values. This can potentially undermine...... and disadvantages. This paper suggests its originality in addressing a new and complex issue in e-commerce with having the brand site both be the leading branding activity, but also a major commercial activity....

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

Brand Caliphate And Recruitment Between The Genders

Science.gov (United States)

2016-09-01

NAVAL POSTGRADUATE SCHOOL MONTEREY, CALIFORNIA THESIS Approved for public release. Distribution is unlimited. BRAND CALIPHATE...... Brand Caliphate. This thesis looks at the recruitment of women and asks if Brand Caliphate specifically targets females with its messaging, and if so

Chemical properties of gutta-percha endodontic filling material: investigation of five commercial brands

International Nuclear Information System (INIS)

Silva Junior, Joao Batista A.; Paula, Regina C.M.; Feitosa, Judith P.A.; Gurgel Filho, Eduardo; Teixeira, Fabricio B

2001-01-01

Chemical composition e thermal stability of five brands of gutta-percha endodontic filling material were investigated. Samples with higher amount of organic materials possess higher thermal stability. Investigation of gutta-percha polymer extracted from the endodontic filling by IR and NMR shows that the polymer is predominantly trans-polyisoprene. The thermal stability and molar mass were similar for four brands, however the 'Tanari' brand has got lower molar mass value than the other ones. (author)

Reduction of tobacco smoke components yield in commercial cigarette brands by addition of HUSY, NaY and Al-MCM-41 to the cigarette rod

Directory of Open Access Journals (Sweden)

A. Marcilla

2015-01-01

Full Text Available The effect of two zeolites, HUSY, NaY and a mesoporous synthesized Al-MCM-41 material on the smoke composition of ten commercial cigarettes brands has been studied. Cigarettes were prepared by mixing the tobacco with the three powdered materials, and the smoke obtained under the ISO conditions was analyzed. Up to 32 compounds were identified and quantified in the gas fraction and 80 in the total particulate matter (TPM condensed in the cigarettes filters and in the traps located after the mouth end of the cigarettes. Al-MCM-41 is by far the best additive, providing the highest reductions of the yield for most compounds and brands analyzed. A positive correlation was observed among the TPM and nicotine yields with the reduction obtained in nicotine, CO, and most compounds with the three additives. The amount of ashes in additive free basis increases due to the coke deposited on the solids, especially with Al-MCM-41. Nicotine is reduced with Al-MCM-41 by an average of 34.4% for the brands studied (49.5% for the brand where the major reduction was obtained and 18.5 for the brand behaving the worst. CO is reduced by an average of 18.6% (ranging from 10.3 to 35.2% in the different brands.

Reklamlarda Kullanılan Marka Kişilik Arketiplerinin Göstergebilimsel Analizi(Semiotic Analysis of Brand Personality Archetypes Used in the Commercials

Directory of Open Access Journals (Sweden)

Volkan YAKIN

2014-06-01

Full Text Available This study adopting a semiotic analysis aims to identify how personality archetypes have been used in commercials to create brand personalities. With this aim, the study first conceptualizes what these personality archetypes are and then analyses ten most successful global airline companies' commercials to show how each of them integrated these archetypes into their marketing strategies. The article analyses the commercial of one of these companies in detail through a semiotic analysis and then summarizes findings related to the other companies. The article finds out that all the successful aviation company commercials in question have mostly used caregiver and jester archetypes. In addition to this finding the article also provides the reader with data on the usage of all other archetypes in these examples.

Pentingnya Peran Logo dalam Membangun Brand

Directory of Open Access Journals (Sweden)

Angela Oscario

2013-04-01

Full Text Available Brand is an intangible asset of an entity. It’s a summary of experiences of an entity. Well-developed brand is a very high value asset, even higher than all of the physical assets owned by the entity. Because brand is created on people’s mind, brand can build customer’s loyalty. Brand can be built in many ways. One of the most important way is designing visual indentity, such as logo. Logo is a graphical element in the form of ideogram, symbol, emblem, icon, sign that is collectively form a trademark or commercial brand. Logo is the entrance that reflects a brand. Because of that, a logo must reflect the soul of the entity. Considering how important a logo for a brand, a logo should be designed seriously. Ironically, there’re so many fast, and cheap logo design services that create an instant logo. Why is it happened? It’s because the brand owners have a lack of awareness of the important of a brand and a logo. It’s also because there are a lot of designers who have no respect on their profession. These kind of designers offer cheap services for an easy money with a little work. This situation can be bad for both of the brand owner and the designer. The price of logo design will be cheaper and cheaper, and the brand will not be developed well. That’s why it’s important to raise the awareness of the importance of a branding and a well designed logo which represent the soul of the entity. 

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.

Nation branding: what is being branded?

OpenAIRE

Fan, Y

2006-01-01

Nation branding and nation brand are two different concepts. A nation has a brand image with or without nation branding. This paper examines the concept of nation branding, focusing on the central question of what is being branded. It differentiates nation branding from product branding, and draws comparisons between nation branding and product-country image. Paradoxical issues around the concept and the wider context in which nation branding can be applied are also discussed. More research i...

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.

Five-year yield variation in N-nitrosonornicotine and (4-methylnitrosoamino)-1-(3-pyridyl)-1-butanone from the smoke of commercial cigarette brands on the Japanese market.

Science.gov (United States)

Hyodo, T; Minagawa, K; Mikita, A

2015-12-01

This study reports on variation in the yields of N-nitrosonornicotine (NNN) and (4-methylnitrosoamino)-1-(3-pyridyl)-1-butanone (NNK) from the mainstream smoke of cigarette brands and describes factors affecting this variation. Yields of NNN and NNK from smoke and tobacco filler, which is blended and cut tobacco filled in a cigarette tube, together with cigarette design parameters, were measured for 11 commercial cigarette brands, which were available in Japan from 2009 to 2013. The ranges of the relative standard deviations (RSDs) for NNN from the smoke of each brand were 5.0%-29.9% under International Organization for Standardization (ISO) and 6.3%-26.3% under Health Canada Intense (HCI) smoking regime. When these RSDs were compared with those of tar, nicotine, and carbon monoxide yields in each brand, they were found to be much higher for all of the brands under the HCI, and higher for most of the brands under the ISO smoking regime. In addition, the RSDs of NNN and NNK in smoke were mostly higher than those of KY3R4F which was manufactured in a single batch. It was identified that variation in NNN yields from tobacco filler mainly contribute to variation in NNN yields from smoke. Copyright © 2015 Elsevier Inc. All rights reserved.

Penetrating the markets: biomass and commercial distribution

International Nuclear Information System (INIS)

Schmidl, J.

1999-01-01

Although biomass accounts for a significant proportion of renewable energy in Europe, its market penetration could be increased if certain barriers can be surmounted. Some of those barriers are identified and suggestions made as to how they may be overcome through improved 'distribution' in various sectors. To integrate biomass into the electricity distribution system, the commercial distribution of liquid biofuels, and in the commercial distribution of biomass in the heat sector, certain rewards and penalties could be introduced and these are discussed. The low temperature heat market is seen as very important for the further development of bioenergy in Europe. (UK)

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...

Differences in rates of switchbacks after switching from branded to authorized generic and branded to generic drug products: cohort study

Science.gov (United States)

Sarpatwari, Ameet; Dejene, Sara; Khan, Nazleen F; Lii, Joyce; Rogers, James R; Dutcher, Sarah K; Raofi, Saeid; Bohn, Justin; Connolly, John; Fischer, Michael A; Kesselheim, Aaron S; Gagne, Joshua J

2018-01-01

Abstract Objectives To compare rates of switchbacks to branded drug products for patients switched from branded to authorized generic drug products, which have the same active ingredients, appearance, and excipients as the branded product, with patients switched from branded to generic drug products, which have the same active ingredients as the branded product but may differ in appearance and excipients. Design Observational cohort study. Setting Private (a large commercial health plan) and public (Medicaid) insurance programs in the US. Participants Beneficiaries of a large US commercial health insurer between 2004 and 2013 (primary cohort) and Medicaid beneficiaries between 2000 and 2010 (replication cohort). Main outcome measures Patients taking branded products for one of the study drugs (alendronate tablets, amlodipine tablets, amlodipine-benazepril capsules, calcitonin salmon nasal spray, escitalopram tablets, glipizide extended release tablets, quinapril tablets, and sertraline tablets) were identified when they switched to an authorized generic or a generic drug product after the date of market entry of generic drug products. These patients were followed for switchbacks to the branded drug product in the year after their switch to an authorized generic or a generic drug product. Cox proportional hazard models were used to estimate hazard ratios and 95% confidence intervals after adjusting for demographics, including age, sex, and calendar year. Inverse variance meta-analysis was used to pool adjusted hazard ratios across all drug products. Results A total of 94 909 patients switched from branded to authorized generic drug products and 116 017 patients switched from branded to generic drug products and contributed to the switchback analysis. Unadjusted incidence rates of switchback varied across drug products, ranging from a low of 3.8 per 100 person years (for alendronate tablets) to a high of 17.8 per 100 person years (for amlodipine

When a threat to the brand is a threat to the self: the importance of brand identification and implicit self-esteem in predicting defensiveness.

Science.gov (United States)

Lisjak, Monika; Lee, Angela Y; Gardner, Wendi L

2012-09-01

This research examines how people respond when a commercial brand they identify with is threatened. Across four studies, the authors found that among participants who identified with a brand, a threat to the brand elicited the same responses as a threat to the self. Specifically, participants with low implicit self-esteem defended the brand when the self was activated, unlike their high implicit self-esteem counterparts. In addition, brand defense was reduced when individuals had the opportunity to affirm a valued aspect of their self-concept. These findings suggest that when a brand that people identify with is threatened, they may defend the brand to preserve the integrity of the self. More broadly, these findings are consistent with the notion that brands may be included into the extended self-concept, which supports William James's original ideas concerning the breadth and heterogeneity of the self.

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.

Investigation of inorganic constituents of commercial tea brands and fresh tea leaves

International Nuclear Information System (INIS)

Khan, H.; Hussain, I.

2009-01-01

The inorganic constituents including total hardness, total alkalinity, chlorides (Cr/sup -1/), sulphates (SO/sub 4/sup -2/), nitrates (NO/sub 3/sup -1/, nitrites (NO/sub 2/sup -1/ and phosphates (PO/sub 4/sup -3/) along with pH were monitored in various tea brands and fresh tea leaves available in Pakistan. The commercial 14 tea samples were collected from the local markets in Peshawar while fresh tea leaves was obtained directly from tea plants at the National Tea Research Center, Mansehra, Pakistan and analyzed for the above parameters. The results were compared with World Health Organization (WHO) standards for drinking water quality which showed that some parameters were higher than the WHO permissible levels indicating the environmental pollution threat in areas where the tea plants were grown Efforts have been made to draw any correlations with the reported constituents of the tea samples for the beneficial health effects or otherwise and their daily intake. The adverse effects of the tested parameters on human health have also been discussed. (author)

A Brand New Way of Looking at Library Marketing

Science.gov (United States)

Germain, Carol Anne, Ed.

2008-01-01

Currently, one of the hottest topics in library marketing is branding. Over the years, businesses have utilized this technique to achieve commercial success. Is it possible for libraries to utilize this same strategy to promote their resources and services? One of the key components of a good branding campaign is passion, dedication, and a quality…

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.

Influencing Brand Awareness Through Social Media : Case: BEdesign Oy in Facebook and Instagram

OpenAIRE

Sjöberg, Annette

2017-01-01

Consumers’ awareness of a brand is essential, as brand awareness is considered one of the main reasons that brand and its products are purchased. The use of social media has been regarded a great possibility for brands to increase global brand awareness, however, with continuously increasing competition for attention and fast commercializing social media, getting noticed has become challenging. The main purpose of this study was to use benchmarking to identify concrete actions that can be use...

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...

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...

Fruity, fun and safe: creating a youth condom brand in Indonesia.

Science.gov (United States)

Purdy, Christopher H

2006-11-01

DKT Indonesia, a social marketing enterprise, undertook research among young people in Indonesia to develop a strategy to heighten understanding of safer sex and increase the availability and use of condoms among sexually active youth. The centerpiece of this campaign was the launch in 2003 of Fiesta condoms, with a range of flavours, colours, shapes and pricing aimed to appeal to young people. Working with key commercial and NGO partners, distribution has focused on places where young people often congregate and shop. The campaign relies heavily on the media, including TV commercials, radio talk shows, print media and mobile text messaging. DKT has also partnered with MTV, the Staying Alive campaign and other NGO and private sector partners to educate young people on a range of reproductive and sexual health issues. Based on retail audits and focus group discussions, the Fiesta brand has been a success. In three years, it has gained a 10% share of the condom market and helped to increase overall condom sales by 22%. Young people identify Fiesta as "their" brand and have started to use Fiesta condoms in significant numbers.

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.

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.

Humanitarian Branding & the Media

DEFF Research Database (Denmark)

Vestergaard, Anne

2006-01-01

are becoming increasingly commercialized. This paper explores the use of media discourse for the communication of ethical messages by humanitarian organizations, caught, as they are, in a tension between, on the one hand, the commercial strategies of visibility and still greater dependence on the media, and......The development of corporate communication in recent years has brought about a fading of the division of labor between commercial and non-commercial organizations. While the practices of commercial organizations are becoming increasingly ethicalized, so the practices of non-profit organizations......'s branding strategies testify to a high degree of reflexivity about the conditions of what Luc Boltanski calls a Crisis of Pity. The analysis illustrates how, in the face of compassion fatigue, the organization manages to carve out a new space for itself in the marketized ethical discourse, and leads...

Food branding and young children's taste preferences: a reassessment.

Science.gov (United States)

Elliott, Charlene D; Carruthers Den Hoed, Rebecca; Conlon, Martin J

2013-08-20

This study examines the effects of branding and packaging on young children's taste preferences. Preschool children aged 3 to 5 (n=65) tasted five pairs of identical foods in packaging from McDonald's and in matched packaging that was either plain, Starbucks-branded, or colourful (but unbranded). Children were asked if the foods tasted the same or if one tasted better. Children preferred the taste of foods wrapped in decorative wrappings, relying more on aesthetics than on familiar branding when making their choices. The findings suggest the need to explore questions beyond commercial advertising (and brand promotion) on television and other media platforms. More attention should be directed at the important role of packaging in directing children's food preferences.

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...

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...

BRAND NAMING: SOUND SYMBOLISM, BRAND PREFERENCE AND BRAND PERFORMANCE

Directory of Open Access Journals (Sweden)

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 ...

How to Brand an International Organization. NATO Case Study

Directory of Open Access Journals (Sweden)

Gigi Mihaita

2011-05-01

Full Text Available Branding products and companies has always been associated with private enterprises and less, if ever, with international intergovernmental organizations. International organizations now have a long history behind them, a history often marked by contradictory events. In the last decade the international organizations developed their own public relations department in an attempt to communicate promptly and transmit the general audience their version of reality. Having this in mind we will try to briefly present in the current work the main reasons why we believe that the international organizations, NATO in particular, have started to see themselves as brand and to create a so called “commercial identity” by becoming a brand. By applying the conceptual and analytical framework used in analyzing the marketing strategies of the private companies we will try to see whether NATO is about to become a brand. Our starting point will be a 2008 statement of Jean-François Bureau, deputy general secretary responsible with NATO’s public diplomacy: “We have the green light to think about a branding policy for NATO”. Nowadays global society, perceptions tend to become more important than reality itself, and thus positive perceptions tend to become crucial. NATO has suffered an image decline in the last decade, therefore some new communication measures tend to impose themselves. The distinction between soft power and propaganda must be carefully analyzed when we speak about branding NATO. Thus we hope to bring some necessary clarifications in the area of NATO branding. Is there a brand? Is a brand going to be constructed? How does it differ from a commercial society? Does NATO need its own TV channel? Raising questions and offering a new perspective is, in the end, our primary goal, as a debate on this subject is a must that offers a new perspective in the area of theory of international organizations.

Children's food preferences: effects of weight status, food type, branding and television food advertisements (commercials).

Science.gov (United States)

Halford, Jason C G; Boyland, Emma J; Cooper, Gillian D; Dovey, Terence M; Smith, Cerise J; Williams, Nicola; Lawton, Clare L; Blundell, John E

2008-01-01

OBJECTIVE. To investigate the effects of weight status, food type and exposure to food and non-food advertisements on children's preference for branded and non-branded foods. DESIGN. A within-subjects, counterbalanced design with control (toy advertisement) and experimental (food advertisement) conditions. Subjects. A total of 37 school students (age: 11-13 years; weight status: 24 lean, 10 overweight, 3 obese). Measurements. Advertisement recall list, two food preference measures; the Leeds Food Preference Measure (LFPM), the Adapted Food Preference Measure (AFPM) and a food choice measure; the Leeds Forced-choice Test (LFCT). RESULTS. Normal weight children selected more branded and non-branded food items after exposure to food advertisements than in the control (toy advertisement) condition. Obese and overweight children showed a greater preference for branded foods than normal weight children per se, and also in this group only, there was a significant correlation between food advertisement recall and the total number of food items chosen in the experimental (food advertisement) condition. CONCLUSION. Exposure to food advertisements increased the preference for branded food items in the normal weight children. This suggests that television food advertisement exposure can produce the same 'obesigenic' food preference response found in overweight and obese children in their normal weight counterparts.

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...

Transnational Degree Program Franchising and the Challenge of Commercial Franchisees

Science.gov (United States)

Juusola, Katariina; Rensimer, Lee

2018-01-01

Purpose: The purpose of this paper is to explore the interrelationship of branding practices and legitimacy-building of commercial degree program franchising within transnational higher education (TNHE). It aims to understand how commercial franchisees' branding practices employ discursive and symbolic strategies for building legitimacy, and how…

Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies

Directory of Open Access Journals (Sweden)

Shahriar Azizi

2012-01-01

Full Text Available Internal branding has been emerging recently as an important issue in marketing field. This study provides insights into how job satisfaction, internal marketing and brand orientation shape employees internal brand equity. Empirical data were collected by a questionnaire distributed to food and pharmaceutical firms. The empirical results indicated that while brand orientation and internal marketing were found to have impact on internal brand equity, job satisfaction has no effect on internal brand equity. Additionally, it was observed that job satisfaction and internal marketing has direct and positive impact on brand orientation and therefore indirect and positive impact on internal brand equity through brand orientation. Results of this study can help organizations to improve their financial performance through more awareness of the determinants of internal brand equity.

Factors influencing a building-material company brand

Directory of Open Access Journals (Sweden)

Allin R. Dangers

2011-11-01

Full Text Available A brand represents the essence of the value proposition an organisation extends to the market. It is crucial that brands are nurtured with the goal of trying to establish the brand in a top-of-mind awareness position among consumers. By means of a qualitative case study employing 25 interviews which were analysed by using Grounded Theory coding techniques, the most pertinent factors influencing the Corobrik brand were identified. The greatest challenge facing Corobrik is the growing residential sector. The study highlights how Corobrik has grappled and come to terms with the changing nature of its market, and how it has combined all functional areas, from production to distribution, marketing and finance, in promoting its brand.

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. 

Perfil lipídico da gordura intramuscular de cortes e marcas comerciais de carne bovina Lipid profile of intramuscular fat in meat cattle cuts of commercial brands

Directory of Open Access Journals (Sweden)

Angélica Pereira dos Santos Pinho

2011-05-01

.The objective of this work was to characterize the intramuscular fat of short loin, ramp loin and rib and six commercial brands (A, B, C, D, E and F of beef commercialized in Porto Alegre, Rio Grande do Sul. Samples were collected from a supermarket chain. The brands A and B were associated with British animals breeds, the brands C and D were from European animals breeds produced in conventional and organic system, respectively, from Uruguay, while the brands E and F were derived from non specific breed and unidentified feeding system, obtained in a slaughterhouse and a regional chain of supermarkets, respectively. The samples were deboned, ground, vacuum packed and stored in cooling temperature until the moment of analysis. In each sample were extracted lipids and fatty acids were identified. The experimental design was a completely randomized, with a 6 × 3 factorial arrangement and analyzed by the GLM procedure of SAS computing application. Regarding lipid profile no significant interaction were found among cuts and brands of commercial cuts. The lipid percentage was 0.95; 3.01 and 0.97% in short loin, ribs and ramp loin cuts. Rib presented the greatest percentage of saturated fatty acids (FA and the greatest estimate of D9 desaturase from C16:0 and C18:0. The highest percentage of C18:2 cis-9, trans 11, conjugated linoleic acid, CLA, n-6 and n-3 was found in ramp loin. Brand F showed a higher degree of saturation, while the brand D showed higher polyunsaturated fatty acids, polyunsaturated/saturated ratio and trans18 and the lowest saturated fatty acids. There was a significant interaction between cuts and brands for the content of CLA, with the highest content found in the short loin of brand F. The characteristics of intramuscular beef fat depending on the cuts and the commercial brands.

MARKETING MIX AND BRANDING: COMPETITIVE HYPERMARKET STRATEGIES

OpenAIRE

Hui-Chu Chen; Robert D. Green

2009-01-01

Super-centers and hypermarkets are increasing in the retail markets. To determine customer-based brand equity (CBBE), a proportionate market share and a gender-balance hypermarket shopper sample was collected. Using t-Tests for gender to the marketing mix and CBBE, female shoppers consistently have higher mean scores. However, only distribution intensity, brand association and total brand equity were significantly higher than males. But men feel that their hypermarkets were higher priced than...

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...

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;}

Characteristics and functions for place brands based on a Delphi method

Directory of Open Access Journals (Sweden)

J de San Eugenio Vela

2013-10-01

Full Text Available Introduction. Representation of territories through brands is a recurring issue in today’s modern society. The aim of this article is to establish certain characteristics and functions pertaining to brands linked to geographical areas. Methodology. The decision was made to conduct qualitative research based on a Delphi method comprising a panel of fourteen place branding experts. Results. In relation to commercial brands, it is found that, since they are publicly owned, place brands call for more complex management, preferably on three levels: public administration, private organisations and citizens. Conclusions. Based on the results obtained, it is concluded that management of places centres on the projection of unique, spatial identities on the context of increasing competition between territories.

Linking Strategy-As-Practice Knowledge and Multi-Stakeholder Brand Meaning Co-Creation

DEFF Research Database (Denmark)

Vallaster, Christine; von Wallpach, Sylvia

2014-01-01

In this paper, we adopt a strategy-as-practice perspective and establish a link to the practices of brand meaning cocreation. We contribute empirical insights gained in the context of a small, non-commercial institution. The results show that brand meaning co-creation is a fluid, social phenomenon...

FACEBOOK ADVERTISING: RELATIONSHIP BETWEEN TYPES OF MESSAGE, BRAND ATTITUDE AND PERCEIVED BUYING RISK

Directory of Open Access Journals (Sweden)

BOGDAN ANASTASIEI

2017-12-01

Full Text Available We are witnessing a spectacular growth in electronic commerce in recent years, although we cannot say that it has been without obstacles. Among the barriers mentioned by the literature are the lack of trust in online brands, the perceived purchase risk, the perception of the type of promotional message. More often than not, commercial Facebook posts influence brand image and brand trust, which can lead to an increased buying intention. Our research attempted to determine whether the type of commercial Facebook posts (paid or unpaid and the type of post content (rational or emotional influence message credibility, attitude towards the advertised brand and perceived purchase risk. The type of post appeared not to influence any of these variables, while the type of message significantly influenced the credibility and the perceived risk. The rational message generated more credibility, while the perceived purchase risk is higher for the emotional messages.

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...

Brand Equity of a Tourist Destination

Directory of Open Access Journals (Sweden)

Hwa-Kyung Kim

2018-02-01

Full Text Available In the current climate of severe competition among tourist destinations, the importance of brand equity in tourism marketing is increasing. This study looks at the impact of branding in relation to the largest group of inbound overseas tourists to South Korea, the Chinese. Data for the current study were obtained from a survey of tourists visiting Seoul from the Greater China region, including Mainland China, Hong Kong, Macao, Taiwan, and the Chinese living in Southeast Asia. The survey was conducted in popular sightseeing spots, four and five-star hotels in the Seoul Metropolitan Area, and the Incheon International Airport. The respondents were selected randomly, with effort expended to avoid any potential bias in the composition of the sample. Out of a total of 385 distributed questionnaires, 350 (China 191, Hong Kong 71, Taiwan 68, others 20 were selected as valid and finally used in the analysis. The results of this study suggest that price and word of mouth have beneficial effects on perceived quality, publicity, and brand awareness, and advertisement has beneficial effects on brand image. We also found that brand awareness and perceived quality have impacts on brand image, and brand image is related to brand loyalty. This is a pioneering study on the relationships between influencing factors, destination brand equity and its elements, and brand loyalty, with respect to Seoul, South Korea, as a tourism destination for tourists from China.

Branding water.

Science.gov (United States)

Dolnicar, Sara; Hurlimann, Anna; Grün, Bettina

2014-06-15

Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of water augmentation projects. Based on responses from 6247 study participants collected between 2009 and 2012, this study shows that (1) different kinds of water - specifically recycled water, desalinated water, tap water and rainwater from personal rainwater tanks - are each perceived very differently by the public, (2) external events out of the control of water managers, such as serious droughts or floods, had a minimal effect on people's perceptions of water, (3) perceptions of water were stable over time, and (4) certain water attributes are anticipated to be more effective to use in public communication campaigns aiming at increasing public acceptance for drinking purposes. The results from this study can be used by a diverse range of water stakeholders to increase public acceptance and adoption of water from alternative sources. Copyright © 2014 The Authors. Published by Elsevier Ltd.. All rights reserved.

Branding water

Science.gov (United States)

Dolnicar, Sara; Hurlimann, Anna; Grün, Bettina

2014-01-01

Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of water augmentation projects. Based on responses from 6247 study participants collected between 2009 and 2012, this study shows that (1) different kinds of water – specifically recycled water, desalinated water, tap water and rainwater from personal rainwater tanks – are each perceived very differently by the public, (2) external events out of the control of water managers, such as serious droughts or floods, had a minimal effect on people's perceptions of water, (3) perceptions of water were stable over time, and (4) certain water attributes are anticipated to be more effective to use in public communication campaigns aiming at increasing public acceptance for drinking purposes. The results from this study can be used by a diverse range of water stakeholders to increase public acceptance and adoption of water from alternative sources. PMID:24742528

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 ...

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.

Prefrontal cortex damage abolishes brand-cued changes in cola preference.

Science.gov (United States)

Koenigs, Michael; Tranel, Daniel

2008-03-01

Human decision-making is remarkably susceptible to commercial advertising, yet the neurobiological basis of this phenomenon remains largely unexplored. With a series of Coke and Pepsi taste tests we show that patients with damage specifically involving ventromedial prefrontal cortex (VMPC), an area important for emotion, did not demonstrate the normal preference bias when exposed to brand information. Both comparison groups (neurologically normal adults and lesion patients with intact VMPC) preferred Pepsi in a blind taste test, but in subsequent taste tests that featured brand information ('semi-blind' taste tests), both comparison groups' preferences were skewed toward Coke, illustrating the so-called 'Pepsi paradox'. Like comparison groups, the VMPC patients preferred Pepsi in the blind taste test, but unlike comparison groups, the VMPC patients maintained their Pepsi preference in the semi-blind test. The result that VMPC damage abolishes the 'Pepsi paradox' suggests that the VMPC is an important part of the neural substrate for translating commercial images into brand preferences.

Consumption symbols as carriers of culture: a study of Japanese and Spanish brand personality constructs.

Science.gov (United States)

Aaker, J L; Benet-Martínez, V; Garolera, J

2001-09-01

This research argues that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the values and beliefs of a culture. Relying on a combined emic-etic approach, the authors conducted 4 studies to examine how symbolic and expressive attributes associated with commercial brands are structured and how this structure varies across 3 cultures. Studies 1 and 2 revealed a set of "brand personality" dimensions common to both Japan and the United States (Sincerity, Excitement, Competence, and Sophistication), as well as culture-specific Japanese (Peacefulness) and American (Ruggedness) dimensions. Studied 3 and 4, which extended this set of findings to Spain, yielded brand personality dimensions common to both Spain and the United States (Sincerity, Excitement, and Sophistication), plus nonshared Spanish (Passion) and American (Competence and Ruggedness) dimensions. The meaning of these brand personality dimensions is discussed in the context of cross-cultural research on values and affect, globalization issues, and cultural frame shifting.

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...

Are Brands Postmodern Relics? Taking a Closer Look at New Sacred Objects

Directory of Open Access Journals (Sweden)

Stéphane DUFOUR

2011-01-01

Full Text Available Ever since the Church lost its monopoly on the sacred, no longer able to solely determine its form or contents, the social sphere has gradually taken over this value, applying it to new human and social objects. As a result, the modes of expression of the sacred have multiplied, along with the subjective and intimate experiences of modern individualism. Among the vast number of potential manifestations of this value, to which almost everything now seems to aspire, this paper will concentrate on commercial brands as vectors of meaning, with the hypothesis that some of them seek to position themselves, in postmodern society, as new figures of the sacred. This area of study is close to that of the sociologist Adam Arvidsson, when he describes brands as religious objects. If brands are less interested in selling products than in creating an affective experience, Arvidsson assimilates them to modern relics. However, this paper goes beyond metaphors, to examine the rhetorical strategies (discourse, rituals, representations, imagery through which brands construct meaning around sacred objects. Situated between a branch of marketing which concentrates on sacralising commercial products, and a theory popular in the English-speaking world, which has illustrated how the media work to sacralise products and brands, this paper uses a communicational approach to analyse the construction of meaning, by brands looking to make themselves (appear sacred.

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...

THE ROLE OF PERSONAL BRAND IN THE ADVOCACY ACTIVITY,IN ROMANIA

Directory of Open Access Journals (Sweden)

Corina Anamaria IOAN

2014-04-01

Full Text Available The advocacy activity is of significant importance for the business community, the perception of its need to influence the legislative process in order to have a transparent legislative procedure, the necessity of understanding the way in which the decisions are taken and the desire of the business community to assist the changing of laws and norms being linking elements of the advocacy activity to the business environment. The branding impact is practically immeasurable in social and cultural terms as it over exceeded the commercial origins. It has spread in education, sports, fashion, tourism, arts, theater, literature, regional and national politics and in almost all other fields that we could think of. The non-profit and charitable organizations that compete with the commercial brands in the emotional territory of the minds and hearts of people, for the money in their pockets, use branding more and more.

A study on influencing factors on brand loyalty: A case study of Mobile industry

Directory of Open Access Journals (Sweden)

Bahman Dehestani

2013-07-01

Full Text Available Brand loyalty plays essential role on product development especially in mobile industry. In this paper, we present an empirical survey to study the effects of different factors including brand associate, brand awareness, distribution intensity and quality perception on brand loyalty. The proposed model of this paper is examined by designing a questionnaire consists of 16 questions in Likert scale and distributing it among 200 people who use a particular brand in mobile industry called Nokia. The results are analyzed using structural equation modeling where Cronbach alpha is calculated as 0.84. The results indicate that there is a positive relationship between perception quality as well as brand awareness and brand loyalty. In addition, there is a positive relationship between brand awareness and perception quality.

BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

Directory of Open Access Journals (Sweden)

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 YIN AND YANG OF CSR ETHICAL BRANDING

Directory of Open Access Journals (Sweden)

Ellisha Nasruddin

2007-01-01

Full Text Available Within the current discourse and the often overly-commercialized hyperbole of branding and positioning, there is a particular area that has not been given due attention. Yet, with the rapid changes and the multiple crises of present-day realities, a frequently neglected area, emerges as vitally imperative. The troubles can be seen in both large as well as small businesses within Malaysia. This article, thus, aims to bring back ethics, one of the management blind-spots, into the center stage of branding and organizational transformation. The objectives of this article are two-fold: (1 to build a discussion on the value and importance of ethical branding through CSR initiatives and (2 to present a CSR ethical branding (CSR-EB framework which delineates the content (yin and context (yang, comprising seven pillars: pillar of ethical core, pillar of inner stakeholders, pillar of products and services, pillar of outer stakeholders, pillar of cultural context, pillar of spatial context, and pillar of temporal context.

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...

Pharmaceutical Equivalence of Some Commercial Samples of ...

African Journals Online (AJOL)

Purpose: To study the physical properties and dissolution profiles of commercial samples of artesunate and amodiaquine tablets. Methods: Fifteen generic brands of artesunate and five generic brands of amodiaquine tablets were obtained from drug retail outlets in Oyo and Ogun States in southwestern Nigeria. The tablets ...

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...

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...

Commercial thermal distribution systems, Final report for CIEE/CEC

Energy Technology Data Exchange (ETDEWEB)

Xu, Tengfang; Bechu, Olivier; Carrie, Remi; Dickerhoff, Darryl; Fisk, William; Franconi, Ellen; Kristiansen, Oyvind; Levinson, Ronnen; McWilliams, Jennifer; Wang, Duo; Modera, Mark; Webster, Tom; Ring, Erik; Zhang, Qiang; Huizenga, Charlie; Bauman, Fred; Arens, Ed

1999-12-01

According to the California Energy Commission (CEC 1998a), California commercial buildings account for 35% of statewide electricity consumption, and 16% of statewide gas consumption. Space conditioning accounts for roughly 16,000 GWh of electricity and 800 million therms of natural gas annually, and the vast majority of this space conditioning energy passes through thermal distribution systems in these buildings. In addition, 8600 GWh per year is consumed by fans and pumps in commercial buildings, most of which is used to move the thermal energy through these systems. Research work at Lawrence Berkeley National Laboratory (LBNL) has been ongoing over the past five years to investigate the energy efficiency of these thermal distribution systems, and to explore possibilities for improving that energy efficiency. Based upon that work, annual savings estimates of 1 kWh/ft{sup 2} for light commercial buildings, and 1-2 kWh/ft{sup 2} in large commercial buildings have been developed for the particular aspects of thermal distribution system performance being addressed by this project. Those savings estimates, combined with a distribution of the building stock based upon an extensive stock characterization study (Modera et al. 1999a), and technical penetration estimates, translate into statewide saving potentials of 2000 GWh/year and 75 million thermal/year, as well as an electricity peak reduction potential of 0.7 GW. The overall goal of this research program is to provide new technology and application knowledge that will allow the design, construction, and energy services industries to reduce the energy waste associated with thermal distribution systems in California commercial buildings. The specific goals of the LBNL efforts over the past year were: (1) to advance the state of knowledge about system performance and energy losses in commercial-building thermal distribution systems; (2) to evaluate the potential of reducing thermal losses through duct sealing, duct

Consumers' quality perception of national branded, national store branded, and imported store branded beef

DEFF Research Database (Denmark)

Banovic, Marija; Grunert, Klaus G.; Barreira, Maria Madalena

2010-01-01

This study investigated the differences in the consumers' quality perception of national branded, national store branded, and imported store branded beef. Partial Least Squares analysis is used for modelling the quality perception process. Results show that consumers perceived national branded...

Influência da embalagem na aceitação de diferentes marcas comerciais de cerveja tipo Pilsen Influence of packaging on the acceptability of different commercial brands of Pilsen beer

Directory of Open Access Journals (Sweden)

Milene Moreira Ribeiro

2008-06-01

Full Text Available Foram estudadas nove marcas de cervejas comerciais brasileiras tipo Pilsen, com o objetivo de avaliar a influência da embalagem na aceitação das mesmas. As amostras foram separadas em três grupos e baseadas na pesquisa Top of Mind/2005. As marcas 1, 2, 3 e 4 (grupo a foram as mais citadas pelos consumidores nacionais; as 5 e 6 (grupo b tiveram citação intermediária; e as 7, 8 e 9 (grupo c são consideradas regionais. O trabalho foi dividido em 3 etapas: teste cego, teste com embalagem e teste com informação. Os testes foram aplicados a 54 julgadores, em condições laboratoriais, usando escala hedônica de 9 categorias. Os resultados foram analisados por ANOVA e teste de Tukey (p Nine Brazilian commercial brands of Pilsen beer were studied to evaluate the influence of packaging on their acceptability. The brands were separated into three groups, based on the Top of Mind/2005 research. Brands number 1, 2, 3 and 4 (group a are the most recognized by national consumers; brands number 5 and 6 (group b have intermediate recognition and brands number 7, 8 and 9 (group c are considered regional. This study was separated in 3 stages: blind test, test with labels and test with information. The tests were applied to 54 consumers under laboratory conditions, using a nine-point hedonic scale. The results were analyzed using ANOVA and the Tukey test (p < 0,05. In the blind test, brand 1 was significantly different from brands 4, 7 and 8, being the less accepted. In the test with labels, the situation was inverted, since brand 1 was the most accepted, along with brands 3, 4 and 9; and brand 7 was the less accepted. On the other hand, in the test with information, Group A beers and brand 8, which is regional, were the most accepted. The results indicate that the labels can often influence and modify the acceptability of some beers.

Assessment of Physicochemical Properties of Tequila Brands: Authentication and Quality

Directory of Open Access Journals (Sweden)

Alejandra Carreon-Alvarez

2016-01-01

Full Text Available Several physicochemical properties were measured in commercial tequila brands: conductivity, density, pH, sound velocity, viscosity, and refractive index. Physicochemical data were analyzed by Principal Component Analysis (PCA, cluster analysis, and the one-way analysis of variance to identify the quality and authenticity of tequila brands. According to the Principal Component Analysis, the existence of 3 main components was identified, explaining the 87.76% of the total variability of physicochemical measurements. In general, all tequila brands appeared together in the plane of the first two principal components. In the cluster analysis, four groups showing similar characteristics were identified. In particular, one of the clusters contains some tequila brands that are not identified by the Regulatory Council of Tequila and do not meet the quality requirements established in the Mexican Official Standard 006. These tequila brands are characterized by having higher conductivity and density and lower viscosity and refractive index, determined by one-way analysis of variance. Therefore, these economical measurements, PCA, and cluster analysis can be used to determinate the authenticity of a tequila brand.

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 –...

FACEBOOK ADVERTISING: RELATIONSHIP BETWEEN TYPES OF MESSAGE, BRAND ATTITUDE AND PERCEIVED BUYING RISK

OpenAIRE

BOGDAN ANASTASIEI; NICOLETA DOSPINESCU

2017-01-01

We are witnessing a spectacular growth in electronic commerce in recent years, although we cannot say that it has been without obstacles. Among the barriers mentioned by the literature are the lack of trust in online brands, the perceived purchase risk, the perception of the type of promotional message. More often than not, commercial Facebook posts influence brand image and brand trust, which can lead to an increased buying intention. Our research attempted to determine whether t...

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 ...

A COMPARATIVE STUDY OF THE RELATIONSHIP BETWEEN BRAND LOYALTY AND MARKET SHARE AMONG DURABLE AND NON-DURABLE PRODUCTS

OpenAIRE

Ovidiu I. MOISESCU; Andrej BERTONCELJ

2010-01-01

Marketing specialists widely accept that brand loyalty, as core component of brand equity, can leverage several positive effects on brand commercial performance and on other dimensions of brand equity, loyalty being both an input and an output from this perspective. Starting from the supposition that higher brand loyalty can generate higher market share, the paper investigates the relationship between the two, considering repurchase and recommend intentions as main measurements of loyalty. An...

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...

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.

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...

Readers and "misreadings" of Brand (1866

Directory of Open Access Journals (Sweden)

Kamilla Aslaksen

2015-02-01

Full Text Available Scholars do not seem to come to terms with Brand’s role in Ibsen’s career as a playwright. While the importance of Brand is widely accepted, the play is at the same time said to be the most misunderstood of all Ibsen’s plays. The argument goes that Norway’s “heavy and provincial” intellectual atmosphere at the time created a barrier for Ibsen, and that only after being recognized outside Norway did the play get acceptance among Norwegians. Ibsen himself contributes to this conception in his famous letter to Brandes from 26 June 1869, where he complains about how Brand has been misunderstood. This article challenges the impression that Brand was not accepted or understood by the Norwegians in the 1860s. We approach the subject via three different angles. Firstly, by reading the reviews of Brand from the 1860s, we see that the critics respected the play and its artistic qualities beyond doubt. Secondly, a look at how the play was received in the public shows that not only was Brand a great commercial success, it also became the prime subject of discussion, both in private and public settings. Finally, I read Ibsen’s letter in light of some dominating intellectual currents in Norway at the time, and ask: Are there alternative ways of interpreting Ibsen’s allegations about being misunderstood? Could it be that one should pay less attention to Ibsen’s break with Norway and more to how the authorship was connected to social, intellectual, religious and financial currents within the Norwegian community at the time?

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...

Effects of brand placement disclosures: An eye tracking study into the effects of disclosures and the moderating role of brand familiarity

NARCIS (Netherlands)

Smink, A.R.; van Reijmersdal, E.A.; Boerman, S.C.; Zabkar, V.; Eisend, M.

2017-01-01

Developments as advertising clutter and increased aversion towards commercials have led to an increased popularity of brand placements to unobtrusively reach the customer (Cain, 2011; Glass, 2007; Van Reijmersdal, Neijens, and Smit, 2007; Wei, Fischer, and Main, 2008). However, due to its

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

Directory of Open Access Journals (Sweden)

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

The role brand equity on developing tourism industry

Directory of Open Access Journals (Sweden)

Behnam Ghorbanifard

2014-01-01

Full Text Available During the past few years, there have been growing interests in developing tourism industry in developing tourism economy. This paper presents an empirical investigation to study the effects of different factors including brand awareness, quality perception, brand associate and brand loyalty on developing tourism economy. The proposed study was accomplished in city of Karaj located in province of Alborz, Iran. The study designed a questionnaire consist of 27 questions designed in Likert scale and distributed it among 400 randomly selected people who visited this city during the year of 2012. Using Spearman correlation, they study confirmed that there were some positive relationship between brand awareness and tourism economy (r=0.434, Sig.=0.02, a positive relationship between quality perception and tourism economy (r=0.198, Sig.=0.008, a positive relationship between brand associate and tourism economy (r=0.261, Sig.=0.000 and finally there was a positive and relationship between brand loyalty and tourism economy (r = 0.302, Sig. = 0.05. In addition, the implementation of stepwise regression model has indicated that brand awareness played essential role on tourism economy followed by brand loyalty and quality perception.

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

Own brand label restorative materials-A false bargain?

Science.gov (United States)

Johnsen, Gaute Floer; Thieu, Minh Khai Le; Hussain, Badra; Pamuła, Elzbieta; Reseland, Janne Elin; Lyngstadaas, Ståle Petter; Haugen, Håvard

2017-01-01

This study aims at evaluating and comparing mechanical, chemical, and cytotoxicological parameters of a commercial brand name composite material against two 'own brand label' (OBL) composites. Parameters included depth of cure, flexural strength, degree of conversion, polymerization shrinkage, filler particle morphology and elemental analyzes, Vickers hardness, surface roughness parameters after abrasion, monomer elution, and cytotoxicity. The conventional composite outperformed the OBLS in terms of depth of cure (pbrand-name composites, but at a lower price. Dentists are highly recommended to reconsider utilization of OBLs lacking sound scientific scrutiny, and our findings underscore this recommendation. Copyright © 2016 Elsevier Ltd. All rights reserved.

Branding, subvertising and markets of experience Culture, counterculture and globalised advertising strategies

Directory of Open Access Journals (Sweden)

César San Nicolás Romera

2004-10-01

Full Text Available In the current sociocultural and commercial context, transnational companies base their communication policies on a phenomenon of expansive branding of their own brand names, converted into products of symbolic consumption. In the face of these policies, founded on the use of cultural and countercultural elements as circulation strategies, a whole series of cultural resistance movements attempt to counteract the actions of the large multinationals with strategies similar to those that these companies employ. In this article, the author analyses this game of attack-counterattack, calling attention to the “reversible” nature of such actions, founded on the commercial exploitation of the expressive experiences of their social targets.

Medical practice branding using cable television.

Science.gov (United States)

Miaoulis, George; Kissinger, Mark; Sirko-Fiorilli, Mary Ann

2005-01-01

Genesis Medical Associates is an independent primary care practice in the suburbs of Pittsburgh. Given competitive pressures, a member of the physician leadership began thinking about the need for the practice to develop an "identity and awareness" program to set the practice apart from the competition. The idea for branding the campaign began when Dr. Rob Potter, Jr., was attending a Pittsburgh Pirates baseball game and a fan said to him, "You're that doctor I see on television" in the nursing home commercial. Triggered by this experience, Potter saw the opportunity to develop an awareness and identity campaign for Genesis. In this article we share the reasons for, the steps taken, and initial results in developing a medical practice branding strategy.

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 ...

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...

FACTORS AFFECTING OVERALL BRAND EQUITY: THE CASE OF SHAHRVAND CHAIN STORE

Directory of Open Access Journals (Sweden)

Shahriar AZIZI

2013-06-01

Full Text Available In recent years the role of chain stores in distribution system of Iran has been paid more attention. Managers of these stores are seeking to increase the stores’ brand equity. This study develops a model of factors affecting overall brand equity in SHAHRVAND chain store as a case study. The Sample of 167 customers in Tehran city using convenience sampling method was selected. Data was gathered by the 44-items questionnaire in self-reporting way. Path analysis was applied using Lisrel 8.80 to test the conceptual model which includes six hypotheses. Results showed that brand-customer personality congruency affects brand identification positively. The positive impact of brand identification on brand loyalty and trust was confirmed. Analysis also revealed that brand trust impact brand loyalty positively. Results also indicated the positive impact of brand loyalty and trust on the overall brand equity.

HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE

Directory of Open Access Journals (Sweden)

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.

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...

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.

The fight between store brands and national brands: What's the score?

DEFF Research Database (Denmark)

Juhl, Hans Jørn; Esbjerg, Lars; Grunert, Klaus G.

2006-01-01

In the Western world market shares for store brands have increased across all product categories. The competitive position of store brands compared to national brands may depend on the product category and a retail chain's overall brand assortment strategy. In order to investigate these possible...... chain and category effects we have selected five chains with different store brand strategies and three product categories that differ with respect to the number of strong national brands in a category. The results we report focus on the competitive position of store brands compared to national brands...... from a consumer point of view. We find that store brands are in a weak competitive position compared to national brands independent of category and retail chain brand assortment strategy....

Effect of Some Sudanese Traditional Hot Iron Branding on Cattle Hide Quality

Directory of Open Access Journals (Sweden)

Rehab Eltejani Abdelkarim

2016-12-01

Full Text Available This study was designed in order to assess and evaluate the effect of hot iron branding on cattle hide quality. 62 shapes of hot iron branding were detected and classified. Branding damage was evaluated depending on: purpose of application, location in the animal body, branding area, tribe which applied and hide degree. The results showed that, Baggara tribes branding were causing the greater damage on cattle hides; where 71.4% of its brands placed in the abdominal and animal back area (middle of the hide; in proportion to Misseriya Zuraq tribes (68.4%. According to the location of branding, the less tribe that causing damages to the cattle hides were Darfur tribes (14.3%. In terms of branding area Darfur tribes were causing the most branding damages where 42.8% of its brands on cattle hides were between 20-30cm, followed by Baggara tribes where 57.1% of its brands were between 10-20cm then Misseriya Zuraq tribes by 52.6%, and finally North Kordofan tribes of 37.5%. grading of cattle hides depending on the presence of the brand marks the study revealed that, Misseriya Zuraq tribe's brands were obtained the highest percentage (89.4% of the rejected hides (Scarto= 4 and 5 grades, when compared with North Kordofan tribes (87.5%. For commercial reason brand's were mostly done in the area of 5-10cm but, their effect on cattle hide quality was greater, where 81% of the hides were classified as Scarto.

The advertisement call and geographic distribution of Proceratophrys dibernardoi Brandão, Caramaschi, Vaz-Silva & Campos 2013 (Anura, Odontophrynidae).

Science.gov (United States)

Ferreira, Cláudia Márcia Marily; Sugai, José Luiz Massao Moreira; DE Souza, Franco Leandro; DE Andrade, Sheila Pereira; Vaz-Silva, Wilian; Bastos, Rogério Pereira; DE Morais, Alessandro Ribeiro

2016-12-09

Proceratophrys dibernardoi Brandão, Caramaschi, Vaz-Silva & Campos 2013 has recently been described and allocated into the P. cristiceps species group, but no information about its advertisement calls has been provided (Brandão et al. 2013). Here, we describe for the first time the advertisement calls of P. dibernardoi based on specimens from Central Brazil. We also expand P. dibernardoi´s geographic distribution by reporting a new population in the State of Mato Grosso do Sul, Brazil, constituting the westernmost record for this species, and extending its known range approximately 330 km westward of the municipality of Aporé, State of Goiás (P. dibernardoi´s former westernmost record).

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.

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...

An exploration study to find important factors influencing on brand identification

Directory of Open Access Journals (Sweden)

Naser Azad

2013-09-01

Full Text Available Building a famous brand often makes it possible to have sustainable growth in competitive market. A good brand name plays an important role on increasing word of mouth advertisement, the number of loyal customers and repurchase habits. However, in order to build a good brand, we need to create sustainable brand identification and to do this we need to determine influential factors. This paper presents an empirical investigation to find important factors influencing brand identification. The proposed study designs a questionnaire in Likert scale consists of 23 questions, distributes it among 400 people who purchase regularly from hyperstar and collects 400 filled ones. Cronbach alpha is calculated as 0.735. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.784 and 2300.022, respectively. Based on the results of our survey, we have derived five factors including sense of brand, brand community, trust to brand, value of brand and personality of brand.

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...

Scientometric Indicators as a Way to Classify Brands for Customer’s Information

Directory of Open Access Journals (Sweden)

Mihaela Paun

2015-10-01

Full Text Available The paper proposes a novel approach for classification of different brands that commercialize similar products, for customer information. The approach is tested on electronic shopping records found on Amazon.com, by quantifying customer behavior and comparing the results with classifications of the same brands found online through search engines. The indicators proposed for the classification are currently used scientometric measures that can be easily applied to marketing classification.

Global vs local brands: how home country bias and price differences impact brand evaluations

NARCIS (Netherlands)

Winit, W.; Gregory, G.; Cleveland, M.; Verlegh, P.

2014-01-01

Purpose - The purpose of this paper is to re-conceptualize the distinction between global and local brands, providing a more comprehensive framework, which considers both geographical distribution and ownership. It examines main and interactive effects of consumers’ perceptions of these factors, and

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.

In Search of Ecological Norms in Brand Personality Diagnostics

Directory of Open Access Journals (Sweden)

Oleg Gorbaniuk

2017-03-01

Full Text Available Purpose: The aim of this study is to determine a structure of brand personality at an ecological level and to develop norms for positioning a particular brand in relation to other brands by means of brand personality scales. Methodology: We present the results of a study in which 1,642 participants aged 15 to 82 (mean 35.3; 51.9% females were involved. Each respondent marked three to four brands from different categories of goods and services on a 20-item adjectival list for measuring brand personality. As a result, 6,548 descriptions of 224 brands from 46 categories were collected. Findings: Our analyses show that the structure of the differences among brand personalities on the Polish market can be described in terms of four dimensions: competence, spontaneity, subtlety, and egoism. The established dimensions explain 85% of the variance. A distribution of the results within the scales applied served as a basis for establishing specifc norms for each of the four scales. Limitations: The norms established have a country-level character and are inclusively adequate and reliable for companies that purchase products and services on the Polish market. Originality: Our study presents a new, ecological approach to thinking about brands. Namely, it enables a more precise determination of the position of a certain brand in relation to many other competing brands and allows for a more effcient use of the potential for constructing brand personality.

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...

Investigating the effect of different green marketing on brand loyalty

Directory of Open Access Journals (Sweden)

Naser Azad

2013-10-01

Full Text Available Green marketing plays important role on developing different business plans without harming environment. Green marketing may also help us find more loyal customers since many people do care about taking care of environment and prefer purchasing only green products and services. In this paper, we present an empirical investigation to find the effect of different green strategies on brand loyalty. The proposed study designs a questionnaire and distributes it among 384 randomly selected people who purchase various brands in city of Tehran, Iran. The gathered data are analyzed using structural equation modeling and the results indicate that different green marketing strategies including green pricing, green promotion, green distribution positively influence brand loyalty.

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 ...

Branding the Self on Yelp: Consumer Reviewing as Image Entrepreneurship

Directory of Open Access Journals (Sweden)

Kathleen M. Kuehn

2016-11-01

Full Text Available This research offers a case study of how consumer reviewing on Yelp.com is conceived by users as a viable platform for constructing and promoting a self-brand. A thematic analysis of 18 in-depth interviews conducted with Yelp reviewers examines the various practices and relations involved in the self-branding process. Findings reveal that authenticity, feedback, and positive affect are of central importance to the task of “image entrepreneurship.” Although consumer reviewers commodify their own image to build a reputation for others, participants recognize consumer reviewing and self-branding as mutually constituted sites of productivity with recognizable market value. At the same time, Yelp’s commercial nature complicates the potential range of agency and empowerment experienced. As a tool for self-branding, consumer reviewing is evaluated as a mechanism of the post-Fordist social factory in which notions of work are dispersed into all spheres of life.

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...

Brand patronage and loyalty patterns in store vs. manufacturer brands

DEFF Research Database (Denmark)

Krystallis, Athanasios; Chrysochou, Polymeros

Nowadays, in most of the developed fast-moving consumer goods' markets store brands (i.e. retailer brands or private labels) have managed to establish a considerable share in the retail market. Moreover, it is well known that store brands are perceived as strong competitors to manufacturer brands......, while offering good value for money. There is a large body of literature explaining and further exploring factors that influence loyalty towards store brands (e.g. among others Steenkamp and Dekimpe, 1997; Dhar and Hoch, 1997; Ailawadi and Keller, 2004; De Wulf et al, 2005). The objective of the work...... is to investigate the potential existence of differences in the loyalty behaviour between store brands and manufacturer brands, as expressed through certain brand performance and loyalty measures (e.g. market shares, penetration, purchase frequencies, repeat rate, etc.). In order to meet the above...

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

Directory of Open Access Journals (Sweden)

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.

Use of commercial vessels in survey augmentation: the size-frequency distribution

Directory of Open Access Journals (Sweden)

Eric N. Powell

2006-09-01

Full Text Available The trend towards use of commercial vessels to enhance survey data requires assessment of the advantages and limitations of various options for their use. One application is to augment information on size-frequency distributions obtained in multispecies trawl surveys where stratum boundaries and sampling density are not optimal for all species. Analysis focused on ten recreationally and commercially important species: bluefish, butterfish, Loligo squid, weakfish, summer flounder, winter flounder, silver hake (whiting, black sea bass, striped bass, and scup (porgy. The commercial vessel took 59 tows in the sampled domain south of Long Island, New York and the survey vessel 18. Black sea bass, Loligo squid, and summer flounder demonstrated an onshore-offshore gradient such that smaller fish were caught disproportionately inshore and larger fish offshore. Butterfish, silver hake, and weakfish were characterized by a southwest-northeast gradient such that larger fish were caught disproportionately northeast of the southwestern-most sector. All sizes of scup, striped bass, and bluefish were caught predominately inshore. Winter flounder were caught predominately offshore. The commercial vessel was characterized by an increased frequency of large catches for most species. Consequently, patchiness was assayed to be higher by the commercial vessel in nearly all cases. The size-frequency distribution obtained by the survey vessel for six of the ten species, bluefish, butterfish, Loligo squid, summer flounder, weakfish, and silver hake, could not be obtained by chance from the size-frequency distribution obtained by the commercial vessel. The difference in sample density did not significantly influence the size-frequency distribution. Of the six species characterized by significant differences in size-frequency distribution between boats, all but one was patchy at the population level and all had one or more size classes so characterized. Although the

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.

The role of entry into regional markets in fulfilling brand promise

Directory of Open Access Journals (Sweden)

Ali Ghasemi

2014-12-01

Full Text Available This paper presents an empirical investigation to study the role of entry into regional markets in fulfilling brand promise. The study designs two questionnaires, one for measuring brand promise and the other for measuring export capabilities, in Likert scale and distributes it among 250 randomly selected producers who were involved in production and development of various products in city of Esfahan, Iran. Cronbach alphas were calculated for brand promise and export capabilities as 0.856 and 0.812, respectively. Using structural equation modeling, the study has detected seven factors including product development, public advocacy, strategic orientation, customer satisfaction, competitive pressures, organizational capabilities and distribution strategies.

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.

What's in a label? Ecstasy sellers' perceptions of pill brands.

Science.gov (United States)

Duterte, Micheline; Jacinto, Camille; Sales, Paloma; Murphy, Sheigla

2009-03-01

This article presents selected findings from a qualitative study of Ecstasy sellers and their sales practices, knowledge of distribution networks, buyer-seller relationships, and self-reported drug use. In-depth interviews were conducted with 80 men and women who had sold five or more hits of Ecstasy five or more times in the six months prior to the interview. Study participants described their perceptions of the various types of Ecstasy they had distributed or used themselves. The participants had experience with a variety of Ecstasy labels, from the popular "Blue Dolphin" tablets to the powdered form called "Molly." We tracked pill brand mentions on Ecstasy-related websites to compare with interviewees' descriptions of Ecstasy brands. This study examines Ecstasy sellers' ideas about the role of brand names in Ecstasy markets and their relationship to their beliefs about different types of Ecstasy's purity and quality. We demonstrate that considering Ecstasy branding increases our understanding of buyer and seller relationships.

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...

Employer branding: budování značky zaměstnavatele

OpenAIRE

Vogl, Marek

2013-01-01

The main objective of the thesis is to identify and to evaluate tools which are used for external and internal employer branding. The theoretical part of the thesis focuses on relation between employer brand and employee engagement and on describing methods which can be used for external and internal employer branding. In the practical part, these methods are compared with employer branding activities of the chosen company and with analyses of outputs of online questionnaires distributed to u...

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.

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.

THE COUNTRY BRAND AS A FORM OF THE STATE ADMINISTRATION

Directory of Open Access Journals (Sweden)

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 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 ...

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.

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...

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...

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...

Levels of essential and non-essential elements in commercially ...

African Journals Online (AJOL)

The focus of this study was to assess the quality of commercially packaged moringa tea brands available in the retail markets in Nigerian cities on the basis of the essential and nonessential elemental content in their tissues. Four different brands of moringa tea comprising two locally processed teas and two imported teas ...

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...

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…

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 ...

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...

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...

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...

GENERAL ISSUES CONSIDERING BRAND EQUITY WITHIN THE NATION BRANDING PROCESS

Directory of Open Access Journals (Sweden)

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.

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...

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

The Role of Consumer's Identification in Consumer Behavior and Branding

Directory of Open Access Journals (Sweden)

Mana Razeghi

2017-11-01

Full Text Available The purpose of this paper is to investigate relationships between congruity of consumer and brand values, brand identification, brand commitment, and word of mouth. In order to test the relationships between variables 600 questionnaire were distributed in Dubai Malls (Sun and Sand Sports and 334 of questionnaires were received and analyzed. To verify the validity of the questionnaire and to test the significance of observer variables (questionnaire and latent variables (factors, confirmatory factor analysis was used, and Cronbach's alpha was employed to test the reliability. To evaluate the association between variables, the Pearson correlation test is used, and then to verify the conceptual model test the structural equation modeling (SEM and LISREL software are deployed. The result shows that Value congruity positively influences consumers' identification with a brand and Value congruity positively influences consumers ‘commitment to brand. The result also shows that Consumer identification has a positive influence on brand commitment and mediating variable between value congruity and brand commitment and Consumers commitment to a brand has a positive influence on positive WOM and mediating variable between consumers' identification and WOM. The results also demonstrate that Consumer identification positively influences positive WOM.

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 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

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...

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.

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...

THE DEVELOPMENT AND POSITIONING OF THE ZARAZA BRAND

Directory of Open Access Journals (Sweden)

Gurau Calin

2016-12-01

Full Text Available Using a case study approach, this paper investigates the advertising and promotion campaign applied to develop and position the brand of distilled wine Zaraza, on the Romanian market of alcoholic beverages. The literature review is centred on the concept of brand identification and on the process of consumer-brand relationship. The brand personality can facilitate the development and the manifestation of a social identity, helping individuals to identify as members of a group. This process is highly desirable especially when launching a new brand or re-branding an existing product, resulting in an instant segmentation of the market, as well as a clear positioning of the new brand. The methodology collected and analysed both secondary and primary data, which were combined using triangulation. Primary data was collected through a series of face-to-face semi-structured interviews, lasting between 16 and 20 minutes, with 25 consumers and 10 distribution personnel. The discussion themes were centred on the effect of the advertising campaign for the Zaraza brand in terms of brand awareness, purchase intention, and value perception. In addition, in the case of customers we also investigated the process of developing an in-group social identity of the targeted group of customers, and, in the case of distributors, on the specific challenges raised by the innovative promotion method used for selling the Zaraza products. The analysis outline the innovative approach of the promotional campaign, characterized by a direct, almost brutal definition of the brand social identity, and by the association of fiction books and alcoholic beverages during three periods of product promotion. The discussion of the main findings is complemented by a presentation and interpretation of several verbatim citations of the answers obtained during the interview, regarding the Zaraza brand name, the adverts used in the promotional campaign, and the organization of the promotion

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.

An empirical investigation on factors influencing on brand loyalty

Directory of Open Access Journals (Sweden)

Naser Azad

2013-07-01

Full Text Available Building a competitive brand is a key success specially in banking industry. This paper presents a study to investigate important factors influencing brand loyalty among special customers in one of biggest Iranian banks in Iran. The study designs a questionnaire and distributes it among 249 regular customers who are special customers in various banks in city of Tehran, Iran. The study uses structural equation modeling to find important factors and they are ranked using TOPSIS method. In our study, Cronbach alpha has been calculated as 0.815 and there are eight influencing factors including flexibility in offering various services, building good relationship with customers, technology and processes, customers’ experiences, brand identity in continuous advertisement, organization size, customer perception on reputation of brand and customers’ tendency to build better brand loyalty. In our survey, flexibility in offering various services received the highest rank followed by building good relationship with customers.

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 ...

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.

Customer magazines: Effects of commerciality on readers’ reactions

NARCIS (Netherlands)

van Reijmersdal, E.A.; Neijens, P.C.; Smit, E.G.

2010-01-01

This study is the first to focus on effects of commerciality of customer magazines on readers’ reactions. The experiment (N=349 students) involves six versions of the same customer magazine that vary along two dimensions of commerciality: the amount of brand integration (0%, 50%, or 100%) and the

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...

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.

Negotiating with the artistic signature: From branding to the ‘rebirth’ of the author (1960-2010

Directory of Open Access Journals (Sweden)

Rocío Aguilar-Nuevo

2013-01-01

Full Text Available The artistic signature is one of the creative elements that has more evolved over the History of Art. Nowadays, it has been developed into an index for artists’ visibility following commercial positioning trends increasingly influential, becoming, therefore, a brand. Our research proposes an unusual vision to this mechanism, to enter the art from an innovative approach through the negotiation of brands (bought-sold artworks defined under branding, which have remarked the rebirth of the author, exemplified by artists such as Andy Warhol, Damien Hirst and Gavin Turk among others.

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

Recognition of cigarette brand names and logos by primary schoolchildren in Ankara, Turkey.

Science.gov (United States)

Emri, S; Bağci, T; Karakoca, Y; Bariş, E

1998-01-01

To assess the smoking behaviour of primary schoolchildren and their ability to recognise brand names and logos of widely advertised cigarettes, compared with other commercial products intended for children. Cross-sectional survey in classroom settings using a questionnaire designed to measure attitudes towards smoking and the recognition of brand names and logos for 16 food, beverage, cigarette, and toothpaste products. Ankara, Turkey. 1093 children (54.6% boys, 44.4% girls) aged 7-13 years (mean = 10, SD = 1), from grades 2-5. The student sample was taken from three primary schools--one school in each of three residential districts representing high, middle, and low income populations. Prevalence of ever-smoking, recognition of brand names and logos. Prevalence of ever-smoking was 11.7% overall (13.9% among boys and 9.1% among girls; p Brand recognition rates ranged from 58.1% for Chee-tos (a food product) to 95.2% for Samsun (a Turkish cigarette brand). Recognition rates for cigarette brand names and logos were 95.2% and 80.8%, respectively, for Samsun; 84.0% and 90.5%, respectively, for Camel; and 92.1% and 69.5%, respectively, for Marlboro. The Camel logo and the Samsun and Marlboro brand names were the most highly recognised of all product logos and brand names tested. The high recognition of cigarette brand names and logos is most likely the result of tobacco advertising and promotion. Our results indicate the need to implement comprehensive tobacco control measures in Turkey.

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 ...

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 ...

Comparative in-vitro analysis of different brands of paracetamol tablets available in Nepal

Directory of Open Access Journals (Sweden)

Ganesh Man Singh Thakuri

2016-08-01

Full Text Available Objective: To examine the physico-chemical parameters of commercially available local and multinational brands of paracetamol tablets in Nepal. Methods: Different five paracetamol brands were explored by testing various parameters according to standard methods. The studied parameters included weight variation, friability, disintegration, dissolution and assay. The limits of the official test were referenced from official guidelines of Indian Pharmacopoeia (IP and British Pharmacopoeia (BP. All brands were tested according to their pharmacopoeial claim and methods for these tests were successfully conducted to find out their qualities. Those methods were economic and authentic. Results: Requirements of weight variation and friability value were complied by all brands. Fifteen minutes of disintegration time were also complied by all the brands according to the BP/IP recommendation for uncoated tablets. All brands showed not less than 80% drug release in 45 min as per BP and not less than 85% in 30 min as per IP. Content of each brand was found to be within the range of 95%–105%. The present findings suggested that about every paracetamol brand which was accessible in Nepali market encountering the IP/BP requirements. Conclusions: Although the physico-chemical examinations such as weight variation, friability, disintegration, dissolution and assay were detected varying brand wise, but were found interior to defined limits. Being an over-the-counter drug, the consumption of paracetamol is too high. Therefore, it is important for each brand to be genuine, good manufactured and well marketed. So, additional exploration over the quality of paracetamol is compulsory for safe human consumption.

An examination of consumer profiles across brands in emerging markets

DEFF Research Database (Denmark)

Truong, Oanh; Faulkner, Margaret; Mueller Loose, Simone

2012-01-01

There is generalised evidence that consumer profiles seldom differ between brands across many product categories in developed markets. However, market segmentation based on consumer characteristics continues to be a common marketing tactic, especially in international marketing context. This study...... markets. Deviations are found across whisky brands, which are related to brand distribution and affordability. These potentially constitute boundary conditions for the discovered empirical generalisations. The key implication for marketing practitioners is that market segmentation using consumer...... examines consumer profiles in emerging markets to see if any difference exists. We examined 190 brands in nine different emerging markets across two product categories: hair care and whisky. In general, our findings are in-line with earlier empirical results – consumer profiles seldom differ in emerging...

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.

GLOBAL OR NATIONAL BRANDS?

Directory of Open Access Journals (Sweden)

Sorina GÎRBOVEANU

2007-01-01

Full Text Available Today, branding is such a strong force that hardly anything goes unbranded. Branding in global markets poses several challenges to the marketers. A key decision is the choice between global and nationals brands. This article gives the answers to the questions: what is, what is need for, what are the advantages, costs and risks of global and national brands? All go to the following conclusion: use global brands where possible and national brands where necessary.

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...

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

Directory of Open Access Journals (Sweden)

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.

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...

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.

Brand Evaluation - A Basic Feature in Modern Brand Management

Directory of Open Access Journals (Sweden)

Cosmin IRIMIEŞ

2012-10-01

Full Text Available Defined as the sum of features that make a subject unique, the brand has turned into one of the most important characteristics of the way products, services and institutions conduct their public relations or are presented to the contemporary consumer. Taking into consideration that branding is an extremely flexible process and can be applied to a very wide range of subjects, the brand management has become one of the most important instruments of modern marketing and is used in every selling/buying transaction. The purpose of this article is to make a comprehensive analysis of the evaluation methods of brands, to present the situations that usually need a brand evaluation as well as to see whether Romania has made any progress from this point of view.

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

Connecting Stories: Telecommunication Brands, their Narratives and the Paradigm in Mobile Phone Advertising

Directory of Open Access Journals (Sweden)

Paul Springer

2015-11-01

Full Text Available This paper considers the narratives in mobile phone commercials during a period of unprecedented market expansion. How was the fastest growing global sector in 2012 sold to consumers in different countries and cultures, and how have mobile brands, that differentiate themselves on service personality, conveyed their uniqueness within different global markets? The following research identifies regional characteristics in genres of mobile telecommunications advertising, including motivations and modes of address deployed for different geographic territories. By tracking narrative patterns through a significant sample of mobile commercials we have chartered the variety of message types, identified how brands have used localised customer insights and adjusted to regional variations. Conclusions highlight storytelling techniques used within glocal creative strategies of multinational campaigns, plus the nuances and patterns of targeted and generic campaigns.

A Semiotic Note on Branding

DEFF Research Database (Denmark)

Thellefsen, Leo Torkild; Andersen, Christian; Sørensen, Bent

2008-01-01

This paper investigates how the pragmatic semiotics of C.S. Peirce can be used as a way of analyzing brands as signs, containing emotional elements that can establish brand communities and branding as the process of establishing brand communities. During the branding process the values, which we...... call the supra symbolic layer of the brand and the specific artifact merge into a statement or a sign. We discuss the fragility of such brand communities, how we are able to participate in brand communities through our use of the particular brand, and how we are quickly able to leave such communities...... when we change brands....

BRAND AWARENESS AND BRAND IMAGE OF DECISION MAKING ON UNIVERSITY

Directory of Open Access Journals (Sweden)

Herry Mulyono

2016-09-01

Full Text Available Universities are currently facing many challenges as institutions of higher education providers, espe-cially in obtaining numbers of students. The purpose of the study is to examine the effect of brand awareness on brand image, the effect of brand image on perceived value, the effect of perceived value on satisfaction, the effect of brand image on satisfaction, the effect of satisfaction on loyalty. Data collection methods are obtained from 200 samples of students in Jambi (primary data with an analysis of Structural Equation Model Lisrel 8.80. The findings of this research are four hypothesis take positive and significant effect where Satisfaction has the most effect. However, it did not find any influence of brand image on satisfaction.

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.

Forming Factors And Builder Indicators Of Brand Personality Models In Traditional Retail Traders

Directory of Open Access Journals (Sweden)

Yunelly Asra

2017-12-01

Full Text Available This study aims to find the factors forming and indicator builder model of brand personality of traditional retail traders through measuring the influence of retail mix and culture. The formation of brand personality uses Aaker brand personality dimension to 250 consumers in Bengkalis Regency. The type of research is causal research design. The research variables are brand personality Retail Mix and Brand Personality. Data collection is done by probability sampling with purposive method. Data analysis was done by perception analysis frequency distribution and multiple regression using SPSS version 21.0. The results of this study are The factor of retail mix partially has a positive and significant impact on the brand personality of traditional retail traders in Bengkalis Regency. Factor cultural partially does not affect the brand personality of traditional retail traders in Bengkalis Regency. Simultaneously retail mix and cultural have positive and significant influence on traditional brand traders brand personality in Bengkalis Regency. Initial forming factor of brand personality model of traditional retail traders in Bengkalis Regency is Retail Mix Factor. Indicator of the model of traditional traders brand personality builder in Bengkalis are sincerity excitement competence sophistication competence ruggedness.

INGREDIENT BRANDING - A GROWTH OPPORTUNITY?

OpenAIRE

Anca BUTNARIU

2017-01-01

Co-branding is an increasingly used strategy, consisting of marketing products representing two brands or more. Ingredient branding fits in the scope of co-branding, consisting of the inclusion of key attributes of one brand into another brand as ingredients. Ingredient branding is one of the many brand strategies used in marketing to provide differentiation criteria for the customers. In recent years, its importance and incidence have dramatically increased Extant research provides disparate...

Brand Nostalgia and Consumers Relationships to Luxury Brands: A Continuous and Categorical Moderated Mediation Approach

OpenAIRE

Kessous , Aurélie; Magnoni , Fanny; Valette-Florence , Pierre

2016-01-01

International audience; This study investigates the role of nostalgia in the consumer-brand relationships in the luxury sector. Results indicate that the nostalgic luxury car brands (vs. futuristic luxury car brands) lead to stronger consumer-brand relationships. Moreover, brand nostalgia has a direct positive effect on brand attachment and separation distress. Brand attachment is also a partial mediator between brand nostalgia and separation distress. In addition, the influence of two modera...

Millennials brand awareness

OpenAIRE

Capelo, Inês Ribeiro dos Santos

2014-01-01

The present work aims at identifying Portuguese Millennials’ characteristics and uses them to create guidelines brands should use when it comes to successfully engaging with this generation in Portugal. A literature review about Millennials and Brand Awareness has been conducted so a research model could be created. The new 3 Cs of Millennials Brand Awareness model identify Content & Creativity, Customer Engagement and Cause-Related Marketing as central pillars brands should considerer when t...

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

2013-01-01

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. PMID:24403815

Large-scale distribution of tritium in a commercial product

International Nuclear Information System (INIS)

Combs, F.; Doda, R.J.

1979-01-01

Tritium enters the environment from various sources including nuclear reactor operations, weapons testing, natural production, and from the manufacture, use and ultimate disposal of commercial products containing tritium. A recent commercial application of tritium in the United States of America involves the backlighting of liquid crystal displays (LCD) in digital electronic watches. These watches are distributed through normal commercial channels to the general public. One million curies (MCi) of tritium were distributed in 1977 in this product. This is a significant quantity of tritium compared with power reactor-produced tritium (3MCi yearly) or with naturally produced tritium (6MCi yearly). This is the single largest commercial application involving tritium to date. The final disposition of tritium from large quantities of this product, after its useful life, must be estimated by considering the means of disposal and the possibility of dispersal of tritium concurrent with disposal. The most likely method of final disposition of this product will be disposal in solid refuse; this includes burial in land fills and incineration. Burial in land fills will probably contain the tritium for its effective lifetime, whereas incineration will release all the tritium gas (as the oxide) to the atmosphere. The use and disposal of this product will be studied as part of an environmental study that is at present being prepared for the U.S. Nuclear Regulatory Commission. (author)

Executing the Perfect Retail Brand

DEFF Research Database (Denmark)

Gyrd-Jones, Richard; Rygaard Jonas, Louise

The alignment of employees around the corporate brand has emerged as a major area of study in corporate and service branding literature generally and in the retail branding literature in particular. Corporate brand scholars are focused on achieving coherence in brand expressions. Traditionally fo...... and management levels in the organisation. It is argued that responsibility for brand expressions should be more decentralised.......The alignment of employees around the corporate brand has emerged as a major area of study in corporate and service branding literature generally and in the retail branding literature in particular. 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 understanding the complex interplay of identities between occupational groups...

The origin and historical development of branding and advertising in the old civilizations of Africa, Asia and Europe

Directory of Open Access Journals (Sweden)

Starčević Slađana

2015-01-01

Full Text Available The development of branding and advertising has always been mutually conditioned. The goal of this research is to determine the origin and show historic development of branding and advertising in the ancient civilizations of Africa, Asia and Europe. The historical method of research was used. New evidence on various means of branding, advertising and other promotional activities application in the ancient history is presented. What was found is that social development imposed a need for marking of goods and promotional activities. It was done in a similar manner in all ancient civilizations, regardless of different time span. There were two types of branding and advertising: commercial and personal. The roles of branding and advertising were versatile and similar to their contemporary roles.

Product Placement and Brand Equity

OpenAIRE

Corniani, Margherita

2003-01-01

Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product placement is particularly useful for improving brand equity of brands with a well established brand awareness.

Moderating role of brand attachment in brand crisis. To what extent does brand attachment affect purchase intention in brand crisis: a study based on Apple’s crisis in China.

OpenAIRE

Shestakov, Anton Alexandrovich

2012-01-01

Brand crisis can often lead to negative publicity which substantially affects purchase intention. Brand attachment, on the other hand, possesses marketing value since it helps the consumer choose a brand from a set of available brands in a certain market, has a positive effect on repeat purchase, and provokes the willingness to recommend a brand. This study attempts to examine purchase intention after Apple’s employee management crisis in China. It will do so by testing the blame attribution ...

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

OpenAIRE

Shieh Hwai-Shuh; Lai Wei-Hsun

2017-01-01

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 participa...

Brand equity

OpenAIRE

Hildebrandt, Lutz; Tischer, Sven

2012-01-01

To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the basis of an online experiment. For this purpose, 1,122 usable responses are gathered considering the smartphone brands of Apple and Nokia as well as different scenarios. The respective reactions to these negative incidents are evaluated using the concept of customer-based brand equity. More precisely, a structure equation model is specified and differences in latent factor means ...

Questioning a “one size fits all” city brand: Developing a branded house strategy for place brand management

NARCIS (Netherlands)

S. Zenker (Sebastian); E. Braun (Erik)

2017-01-01

textabstractPurpose: City branding has gained popularity as governance strategy. However, the academic underpinning is still poor, and city branding needs a more critical conceptualization, as well as more complex management systems. This paper the use of a “one size fits all” city brand, which is

Health branding ethics

DEFF Research Database (Denmark)

Anker, Thomas Boysen; Sandøe, Peter; Kamin, Tanja

2011-01-01

into account the ethical dimensions of health branding: this article presents a conceptual analysis of potential ethical problems in health branding. The analysis focuses on ethical concerns related to the application of three health brand elements (functional claims, process claims, and health symbols...

Building brands with interactive websites? The influence of perceived interactivity and prior brand experience on brand relationship and brand image

NARCIS (Netherlands)

Voorveld, H.; van Noort, G.; Duijn, M.; Eisend, M.; Langner, T.

2011-01-01

Although the literature on effects of website interactivity is rapidly evolving, thus far, hardly any studies have investigated whether interactivity is capable of building brands. Therefore, the aim of the present study is to investigate the influence of perceived interactivity on brand

BRAND POSITIONING THROUGH CELEBRITY ENDORSEMENT - A REVIEW CONTRIBUTION TO BRAND LITERATURE

Directory of Open Access Journals (Sweden)

Abdullah Malik

2014-10-01

Full Text Available The use of celebrities in marketing communications has become the practice of the major companies in the emplacement of the brand in the mind of consumers. Firms are making vast investments in hiring celebrities for positioning of brands by making organizations with endorser qualities such as trustworthiness, attractiveness and expertise. In the backdrop, this paper seeks to explore the variables of brand positioning through sports celebrity endorsement. Secondly, to propose the model through merging the sport celebrity endorsement constructs with brand positioning constructs by drawing together and to develop the scale for measuring brand positioning through celebrity endorsement based on existing literature

Nonprofit brand strength’s moderational role

Directory of Open Access Journals (Sweden)

Walter Wymer

2015-03-01

Full Text Available The nature and characteristics of the nonprofit brand strength construct are conceptualized. Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude. Brand familiarity refers to the level of knowledge the target audience has about the brand object. Brand attitude refers to the degree to which a brand object is perceived favorably by a target group. Brand remarkability refers to the degree to which a brand object is perceived by a target group to be extraordinary. In the brand management nomological net, brand strength acts as a moderator, influencing the strength of the relationship between marketing tactics (antecedents and marketing outcomes (consequents. Brand strength’s inter-dimensional relationships are conceptualized. A brand strength strategy grid is presented, which informs brand management strategy based on a brand’s current levels of brand familiarity and brand remarkability.

Consumer Brand Choice: Money Allocation as a Function of Brand Reinforcing Attributes

Science.gov (United States)

Oliveira-Castro, Jorge M.; Foxall, Gordon R.; Wells, Victoria K.

2010-01-01

Previous applications of the matching law to the analysis of consumer brand choice have shown that the amount of money spent purchasing a favorite brand tends to match the quantity bought of the favorite brand divided by the quantity bought of all other brands. Although these results suggest matching between spending and purchased quantity,…

A study on relationship of brand characteristics and customer satisfaction with brand loyalty

Directory of Open Access Journals (Sweden)

Ebrahim Zarepour Nasirabadi

2013-07-01

Full Text Available Brands are considered as valuable assets of a company both economically and strategically. Thus, having customers who are loyal to a brand is one of the main goals of businesses companies. Identifying and anticipating the customers’ needs are vital to the enterprises gaining competitive advantage and market segmentation. Maintaining and enforcing customers’ loyalty is a strategic challenge for companies seeking to keep and promote their competitive status in the market. High brand loyalty of the customers generates competitive advantage for the company and it increases the income and decreases the costs of marketing. In addition to increasing the market share, loyalty allows to ask for higher prices compared with its competitors. This study seeks to investigate the factors influencing customer loyalty to sport brands. The statistical population of this research was Tehran city. Using simple cluster sampling, 502 customers of four known brand sports, i.e. Nike, Puma, Adidas, Reebok, and Fila were chosen. Furthermore, a questionnaire, which assessed seven variables including reputations, brand name, brand image, brand loyalty, customer satisfaction, promotion and the price was used and the hypotheses were analyzed using statistical tests such as Kolmogorov-Smirnov test (K-S test, Spearman correlation, simultaneous linear regression and binomial test. The findings suggested that the brand name has a strong correlation with brand loyalty. Moreover, variables such as reputation, brand image, customer satisfaction, price and promotions also have positive and significant effect on the brand loyalty.

Relationship between Consumer Identity and Brand Personality as a Factor of Brand Commitment

Directory of Open Access Journals (Sweden)

Antonova N. V.

2015-12-01

Full Text Available The article analyzes the relationship between consumer identity and brand personality as a factor of consumer commitment to the brand. We hypothesized that: a there is a link between consumer identity and preferred brand’s personality; b the higher the similarity between the consumer identity and preferred brand’s personality, the higher the brand commitment. The sample included 150 subjects aged 18—25. Methods: the method of J. Aaker was used to study brand personality, and its modification was used to study consumer identity. The questionnaire of J. Brovkina was used to study brand loyalty. Results: high correlations between consumer identity and brand personality were obtained on the scales Ruggedness, Sophistication, Excitement, and high correlations between brand loyalty and deltas of the values of consumer identity and brand personality on the same scales were also discovered. On the scales of Competence and Sincerity the correlations were lower, although important as well. Thus, the hypotheses were confirmed: a it is shown that there is a correlation between consumer identity and brand personality; b the higher this correlation is, the higher is the commitment to the preferred brand.

78 FR 15009 - Consideration of Withdrawal From Commercial Production and Distribution of the Radioisotope...

Science.gov (United States)

2013-03-08

... DEPARTMENT OF ENERGY Consideration of Withdrawal From Commercial Production and Distribution of... its consideration of DOE withdrawal from the commercial production and distribution of germanium-68... Statement of Policy, referenced above. In summary, DOE's evaluation will include consideration of: a...

The Branding Management Approaches

Institute of Scientific and Technical Information of China (English)

YAKOUBI; Mohamed Lamine

2014-01-01

[Abstract]We wil try to present,through the display of the various branding concepts and theories, the different branding management approaches.This wil present the different visions of the discipline depending on the author to try and demonstrate their differences,at first, and their complementarities at last to help the different branding management practitioners (brand managers,marketing managers,advertisers,media-planners……) apprehend the right brand positioning strategy to engage.

A brand new world - a new brand world

DEFF Research Database (Denmark)

Andersen, Sophie Esmann

Hvad er et brand? Hvordan kan vi overhovedet forstå det, og hvad er det for aspekter, der skal fremhæves i definitionen af et brand? Er det dets evne til at identificere og differentiere produktet (eller virksomheden) i en stadigt stigende konkurrence? Dets evne til at konstruere og kommunikere...... kohærente og konsistente værdier? Er det dets evne til at indgå som partner i forbrugerens hverdag? Eller dets evne til at indgå i en bredere (sub)kulturel og social kontekst? Er et brand en fast, statisk betydningsenhed - eller et levende dynamisk felt af potentielle betydninger? Hvor og hvordan...... konstrueres brandets betydning? Dette working paper sætter fokus på nogle af de forskellige perspektiver på og forståelser af brands, som vi finder inden for marketing- og brandinglitteraturen....

Brand Evaluation and Consumers' Preference towards Pioneer and Follower Brands: Empirical Study on Dairy Products

Directory of Open Access Journals (Sweden)

SP Syahlani

2011-05-01

Full Text Available Abstract. The aims of this research were to identify brand recall as well as to analyze consumers’ attitude and consumers’ preference toward pioneer and follower brands on processed dairy product. One hundred and fifty housewives were engaged as respondents in this research. The techniques used in the data analysis were non parametric two related sample test, one sample t-test and independent sample t-test. The result indicated that each of the product category, the percentage of the pioneer brand preference was higher than follower brand, namely Ultra Milk (87.30%, Yakult (94.70%, Anlene (93.30% and Kraft (98.70%. The result showed that from 150 respondents were able to correctly recall Ultra Milk (66.70%, Yakult (86.70%, Anlene (82.70% and Kraft (96.00% as the pioneer brand on each product category. Furthermore, the results showed that the average consumer attitudes were higher toward the pioneer brands than the follower brands. The result also indicated that consumers preferred pioneer brands than follower brands for the same flavour, quality and price. The result led to conclusion that consumers retrieved or recalled pioneer brands more correctly than follower brands. Moreover, consumers had a more favourable attitude to pioneer brands than to follower brands, in which consumers preferred to purchase the pioneer brands products to those of the follower brands concerning the farm-manufactured products of UHT milk, pro-biotic milk, high-calcium milk and cheese. Key Words: brand retrieval, brand recall, attitudes, preference

Branding Cities, Changing Societies

DEFF Research Database (Denmark)

Ooi, Can-Seng

Societal changes are seldom discussed in the literature on city branding. The time element is important because it highlights the fluctuating reality of society. The city brand message freezes the place but in fact, the city branding exercise is a continuous process. Society emerges too. City...... brands are supposed to accentuate the uniqueness of the city, be built from the bottom-up and reflect the city's identity. This paper highlights three paradoxes, pointing out that city branding processes can also make cities more alike, bring about societal changes and forge new city identities. A city...... branding campaign does not just present the city, it may change the city. The relationships between the branding exercise and the city are intertwined in the evolution of the place....

BRAND EXPERIENCE – HOW IT RELATES TO BRAND PERSONALITY, CONSUMER SATISFACTION AND CONSUMER LOYALTY. AN EMPIRICAL ANALYSIS OF THE ADIDAS BRAND.

OpenAIRE

Thomas Cleff; Silvia Dörr; Andrew Vicknair; Nadine Walter

2013-01-01

Brand experience has attracted a lot of attention in the Marketing practice. With consumers seeking not only functional benefits of a brand but also emotional experiences, brand experience theory attempts to provide answers on how brand experience can be measured and how it effects consumer behavior. Th is article examines the relationship between Brakus et al.’s (2009) four brand experience dimensions – sensory, aff ective, intellectual and behavioral – and customer satisfaction and loyalty ...

Interplay Between Intended Brand Identity and Identities in a Nike Related Brand Community

DEFF Research Database (Denmark)

Kornum, Niels; Gyrd-Jones, Richard; Al Zagir, Nadia

2017-01-01

While branding research traditionally views brand identity as an inside-out management controlled phenomenon, recent research emphasizes that a wide variety of stakeholders in the brand ecosystem enact and co-create brand identity. Following this theoretical perspective, management forms the inte...

Professor Brand Advocacy: Do Brand Relationships Matter?

Science.gov (United States)

Jillapalli, Ravi K.; Wilcox, James B.

2010-01-01

The trend among students to advocate their professors online continues to generate interest within marketing academia. Brand advocacy in products and services has played a vital role in marketing. However, no known research to date has embraced the idea of brand advocacy in marketing education. This research builds on the recent human brand…

How Brand Jealousy Influences the Relationship between Brand Attachment and Word of Mouth Communication

Directory of Open Access Journals (Sweden)

Burcu İlter

2016-06-01

Full Text Available The aim of this study is to understand the relationships between brand attachment and word of mouth communication (WOM, brand attachment and brand jealousy; brand jealousy and WOM; and the mediating role of brand jealousy on the relationship between brand attachment and word of mouth communication. The measurement model is analyzed via confirmatory factor analysis (CFA. Further, structural equation modeling was performed in order to test the construct relations in the theoretical framework of this study. Findings of the study show that even though as brand attachment increases positive word of mouth increases, however in the existence of jealousy even people that are attached to a brand they may not talk favorably about it, and in fact make negative word of mouth communication The present research is expected to extend the prior research contributing to the extant literature by investigating an emerging concept of brand jealousy and its possible antecedents (i.e. brand attachment and outcomes (i.e. negative and positive WOM.

How do different types of community commitment influence brand commitment? The mediation of brand attachment.

Science.gov (United States)

Zhang, Ning; Zhou, Zhi-min; Su, Chen-ting; Zhou, Nan

2013-11-01

Although previous research indicates that participation in a brand community may foster consumer loyalty to the brand in question, research has seldom examined the mediating effect of community commitment on brand commitment. Drawing from the typologies of organizational commitment, we divide community commitment into three components: continuance community commitment (continuance CC), affective community commitment (affective CC), and normative community commitment (normative CC). We then assess the mediating role of brand attachment in the relationship between these three components and brand commitment. We test the hypotheses using a sample of online mobile phone brand communities in China. The empirical results reveal that brand attachment exerts an indirect (but not mediated) effect on the relationship between continuance CC and brand commitment and on the relationship between normative CC and brand commitment. We also find that it exerts a partial mediating effect on the relationship between affective CC and brand commitment. The findings contribute to the branding literature and have important implications for brand community management.

Readability of branding symbols in horses and histomorphological alterations at the branding site.

Science.gov (United States)

Aurich, J E; Wohlsein, P; Wulf, M; Nees, M; Baumgärtner, W; Becker-Birck, M; Aurich, C

2013-03-01

Identification of horses has traditionally been facilitated by hot iron branding, but the extent by which branding symbols and numbers can be identified has not been investigated. The local pathological changes induced by branding are also unknown. This study analysed the readability of branding symbols and histomorphological alterations at the branding sites. A total of 248 horses in an equestrian championship were available for identification of symbols and numbers. A further 28 horses, euthanased for other reasons, provided histological examination of the branding site. All except one horse had evidence of histological changes at the brand site, including epidermal hyperplasia, increase of dermal collagenous fibrous tissue and loss of adnexal structures. In two foals, an ulcerative to necrotizing dermatitis was observed and interpreted as a complication of recent branding lesions. Despite the fact that hot iron branding caused lesions compatible with third degree thermal injury, it did not allow unambiguous identification of a large proportion of older horses. While the breed-specific symbol was consistently identified by three independent investigators in 84% of the horses, the double-digit branding number was read correctly by all three investigators in less than 40%. In conclusion, hot iron branding in horses causes lesions compatible with third degree thermal injury but does not always allow identification of horses. Copyright © 2012 Elsevier Ltd. All rights reserved.

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...

Language as a branding tool

Directory of Open Access Journals (Sweden)

Birgitte Norlyk

2012-08-01

Full Text Available Branding normally concerns products or corporations. Coca-Cola is a strong product brand. Applecombines a strong product brand with a unique corporate brand. In the modern businessenvironment, however, the concept of branding now encompasses the branding of managementphilosophies and management activities as reflected in the branding of the popular managementphilosophy of Lean. Language, metaphors and special lexical choices play an important factor in thebranding of Lean management as unique and innovative.

Nonprofit brand strength’s moderational role

OpenAIRE

Walter Wymer

2015-01-01

The nature and characteristics of the nonprofit brand strength construct are conceptualized.  Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude.  Brand familiarity refers to the level of knowledge the target audience has about the brand object. Brand attitude refers to the degree to which a brand object is perceived favorably by a target group. Brand remarkability refers to the degree to which a brand object is pe...

The Impact of Brand Awareness and Customer Experience on the Brand Loyalty of MI

Directory of Open Access Journals (Sweden)

Zhao Yang

2017-01-01

Full Text Available This study discusses the impact of brand awareness and customer experience on brand loyalty of MI. This study randomly selected the people who have purchased the MI’s product to complete the questionnaire. The variables of this questionnaire included population statistics variables, the brand awareness of consumers, the experience of consumers when purchasing, and the customer’s loyalty of its brand. By using the SPSS to analyze the date from reliability analysis, validity analysis, correlation analysis and descriptive statistical analysis of each variable. As the results shown, brand awareness can positively predict brand loyalty. Service experience and emotional experience can positively affect brand loyalty. There existed significantly positive correlation among brand awareness, service eexperience, emotional eexperience and brand loyalty. Finally, summarizing the empirical results, and bringing up some limitation and expanding direction of this research.

Counter narratives inplace and city branding and their influence on brand mangement

DEFF Research Database (Denmark)

Jørgensen, Ole Have

2016-01-01

The study is aimed at describing the types of counter narratives evolving in a city brand process, how they are understood and dealt with and how they may influence brand mangement.......The study is aimed at describing the types of counter narratives evolving in a city brand process, how they are understood and dealt with and how they may influence brand mangement....

The Process of Settlement Branding. Case Studies on City Branding in Transylvania

Directory of Open Access Journals (Sweden)

Magor KÁDÁR

2014-12-01

Full Text Available The study presents the project cycle man-agement and the known branding processes in order to create a feasible and detailed plan for settlement branding aiming to create a guide-line for brand makers. The second part of the study focuses on the critical parts of settlement branding in Transylvania, the evaluation of com-petition, targeting, defnition of brand values as perceived by the internal and external target groups by schema-based authentication and ste-reotypes. The presented cases of municipalities in Transylvania have a practical approach and provide a guideline for brand builders by defn-ing local values, making the community aware of them and promoting them in order to reach the targeted unique advertising position.

Analysis of Different Brands of Fruit Juice with Emphasis on their ...

African Journals Online (AJOL)

Ten brands of commercial fruit juice were analysed for pH, specific gravity, total solids, reducing sugar, total sugar, and metal contents. The sugar content was determined using the Lane and Eynon method, sodium and potassium were determined by flame photometry, calcium and magnesium by complexometric titration ...

A STUDY TO INDICATE THE IMPORTANCE OF CONSUMER BASED-BRAND EQUITY ON CONSUMER PERCEPTION OF BRAND

OpenAIRE

IPOGAH, UKPEBOR PRISCILLIA AND BIBIANA

2008-01-01

Strong brand equity has become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. This thesis focuses on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This is based on the...

Customer-centered brand management.

Science.gov (United States)

Rust, Roland T; Zeithaml, Valarie A; Lemon, Katherine N

2004-09-01

Most executives today agree that their efforts should be focused on growing the lifetime value of their customers. Yet few companies have come to terms with the implications of that idea for their marketing management. Oldsmobile, for example, enjoyed outstanding brand equity with many customers through the 1980s. But as the century wore further on, the people who loved the Olds got downright old. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired,tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance, toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers, even at the expense of the brand, would surely have been the path to profits. The reason, argue the authors, is that in large consumer-goods companies like General Motors, brands are the raison d'etre. They are the focus of decision making and the basis of accountability. But this overwhelming focus on growing brand equity is inconsistent with the goal of growing customer equity. Drawing on a wide range of current examples, the authors offer seven tactics that will put brands in the service of growing customer equity. These include replacing traditional brand managers with a new position--the customer segment manager; targeting brands to as narrow an audience as possible; developing the capability and the mind-set to hand off customers from one brand to another within the company; and changing the way brand equity is measured by basing calculations on individual, rather than average, customer data.

The Value Capture Brand Leaders by Own Brands. An Exploratory Study on Packaging Similarity

Directory of Open Access Journals (Sweden)

Lívia Rufino Bambuy

2014-12-01

Full Text Available Retail own brand are presenting growth, even with small investment in promotion. In this context, packaging can be a fundamental element in the communication of these offers to the consumer. Starting from the hypothesis that own brands adopt packaging strategies similar to the leading brands, aiming to capture brand equity, an offer set of 13 categories gathered from 3 retail chains that offer own brands was compared and attributed similarity scores. Using content analysis result in identifying high degree of similarity, when comparing own brand packaging to the leading brands of each category.

Sustainable Brand-Based Innovation

DEFF Research Database (Denmark)

Nedergaard, Nicky; Gyrd-Jones, Richard

2013-01-01

The role of the corporate brand as a strategic resource in orienting innovation projects has only been cursorily addressed in the literature. As innovation is a key driver of brand growth, this article discusses how corporate brands can contribute to both guiding and driving such innovation....... On the basis of this framework, a conceptual model is elaborated integrating the three key management imperatives of: (i) orienting innovation and investments around the brand (brand orientation); (ii) thinking on a human scale to generate unique customer insights (intuitive customer orientation); and (iii....... Implications for brand leadership in innovation management and avenues for further research into the brand–innovation interface are discussed....

THE EFFECT OF NEW IDENTITY, NEW IMAGE, AND REPOSITIONING AS A PROCESS OF REBRANDING TOWARD BRAND LOYALTY, BRAND ASSOCIATIONS, PERCEIVED QUALITY AS PART OF BRAND EQUITY

Directory of Open Access Journals (Sweden)

Setiani T.

2018-04-01

Full Text Available Media companies are growing rapidly, along with technological advances, where the success of a media must be supported by brand management. This study examines corporate rebranding by changing name, logo and slogan in influencing brand equity in media companies. Not only to measure the concepts of corporate rebranding and brand equity, the study also examines the relationships between indicators that are used as variables, namely new identity with brand association, new image with brand association, new image with perceived quality, new image with brand loyalty, repositioning with brand association, repositioning with perceived quality and repositioning with brand loyalty. The method of analysis in this study using multiple linear with SPSS analysis. 110 respondents who are advertiser of Radio Kencana Malang in 2017. This study shows a significant effect between corporate rebranding to brand equity simultaneously, new identity with brand association, new image with brand association, repositioning with brand association, new identity with perceived quality, new image with perceived quality, repositioning with brand loyalty, and new identity with brand loyalty. However, there is no significant effect between repositioning with perceived quality and new image with brand loyalty on Radio Kencana Malang.

Pencapaian Brand Corporate Melalui Brand Activation Pendekatan Experiential Marketing (Studi Kasus Laboratorium Klinik)

OpenAIRE

Lubis, Mahdalena; Ganiem, Leila Mona

2017-01-01

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 t...

Brand Image in Cola Drinks

OpenAIRE

Sun, Jianfei

2010-01-01

In Chinese beverage market, there are three mainly cola brands, Coca cola, Pepsi and Future Cola, these three brand share almost 90% cola market, so that competition is omnipresent ,not only in the consumer market, but also very intensive in business to business market. Business-to-business brand building involves various aspects, for example, attributes of products and services, brand image, brand position, and B2B brand management, Wahaha Co., Ltd as a case company need to build brand i...

Brand Personality Creation through Advertising

OpenAIRE

Ouwersloot Hans; Tudorica Anamaria

2001-01-01

Brand Personality is one of the core dimensions of brand equity. Brand personality refers to the emotional side of a brand image. It is created by all experiences of consumers with a brand, but advertising plays a dominant role in personality creation. In this paper we explore the mechanism that builds brand personality with the help of advertising. We integrate advertising models with the theory of brand personality. Our integrated framework leads to a number of propositions that set an agen...

Prioritizing Factors Affecting Internet Companies' Brand Equity (Allame Tabatabayi University's Students' Viewpoints

Directory of Open Access Journals (Sweden)

Mahmood Mohammadian

2012-09-01

Full Text Available Lack of appropriate strategies to enhance brand equity of Internet companies needs particular attention in Iran. The aim of this research is to study factors influencing on the brand equity of internet companies. The study is descriptive-survey type. At first, different factors influencing on brand equity were defined. Then the hypothesis was examined via regression analysis (Partial Least Squares Modeling. After that the results were analyzed and discussed. The statistical population was the students of Allameh Tabataba’i University who have had at least one experience of internet shopping. To collect the primary data, questionnaires were distributed and the population was selected using available stratified sampling method; both paper and online questionnaire were used .After collecting acceptable questionnaires, the statistical methods such as Partial Least Squares analysis and Friedman test were used. The finding shows that among factors influencing on brand equity, marketing communication and customer's services had priority. Other factors which affect the brand equity were brand awareness, perceived quality of brand and interactivity.

Measuring Brand Image Effects of Flagship Projects for Place Brands

DEFF Research Database (Denmark)

Zenker, Sebastian; Beckmann, Suzanne C.

2013-01-01

Cities invest large sums of money in ‘flagship projects’, with the aim of not only developing the city as such, but also changing the perceptions of the city brand towards a desired image. The city of Hamburg, Germany, is currently investing euro575 million in order to build a new symphony hall...... (Elbphilharmonie), euro400 million to develop the ‘International Architectural Fair’ and it is also considering candidature again for the ‘Olympic Games’ in 2024/2028. As assessing the image effects of such projects is rather difficult, this article introduces an improved version of the Brand Concept Map approach......, which was originally developed for product brands. An experimental design was used to first measure the Hamburg brand as such and then the changes in the brand perceptions after priming the participants (N=209) for one of the three different flagship projects. The findings reveal several important...

The role of strategic position in brand promise: Evidence from LG Company

Directory of Open Access Journals (Sweden)

A. Eilaghi Karvandi

2016-08-01

Full Text Available This paper presents an empirical investigation to study the effects of different strategies including attribute, advantage, application, consumer, competitive advantage, pricing/quality and category on brand promise for products of LG Company in city of Tehran, Iran. The study designs two questionnaires, one for strategic positioning and the other for brand promise in Likert scale. Cronbach alphas for brand promise and strategic positioning are 0.81 and 0.79, respectively. The questionnaires are distributed among 385 randomly selected regular users of LG products and using Spearman correlation as well as Stepwise regression techniques, the effects of various strategies on brand promise are examined. The results of the implementation of Spearman correlation have indicated that there were positive and meaningful relationships between different strategies and brand promise. In addition, the results of Stepwise regression have indicated that three strategies of price/quality, consumer and application were the most important predictors of brand promise.

Integrating Internal Branding in Marketing Strategy

OpenAIRE

Slavova Milanka

2013-01-01

Brand is a major asset of the company. Building brand equity requires a lot of efforts in brand positioning and development. In the recent years more attention is given not only to the outward branding activities but to the role of employees in the branding process. Internal branding is an essential part of the marketing strategy and branding decisions as part of the company marketing mix. It ties outward brand promise with creating employees’ brand loyalty. External and internal brand corres...

Brand I Feel Slovenia: Inclusion of the Key Areas’ Representatives in the Branding Process

Directory of Open Access Journals (Sweden)

Maja Konecnik Ruzzier

2011-12-01

Full Text Available The paper presents the part of the process of I feel Slovenia brand developmentin which we investigated 707 respondents from key stakeholdergroups. Respondents were representatives of all key stakeholdergroups in the country who, along with the other two target groups (opinionleaders and local inhabitants, represented the most importantstakeholders in the process of country brand development. A strongagreement regarding brand identity elements is evident from researchresults, which imply that identity elements shared by representativesfrom different internal stakeholder groups should form the basis of astrong country brand. Such brand foundation represents a strong preconditionfor a country brand, which could through hard and systematicwork become a strong and successful brand.

Strategic Brand Management: Building a Brand : Case Studio Tendance

OpenAIRE

Kostomarova, Viktoriya

2015-01-01

Today the fashion market is saturated with a great variety of brands. Therefore, consumers can compare quality, prices, availability, and choose those brands, which deliver the best value to them. It is quite difficult for a new company to gain attention of customers because many of them already have their preferences and even loyalty to some specific brands. What should an unknown company do in order to attract attention? How can it convince potential customers at least to try something new?...

An exploration study to find important factors influencing on brand in rubber industry

Directory of Open Access Journals (Sweden)

Mehrnaz Moshkelati

2013-08-01

Full Text Available Building a distinguished brand often makes it possible to have sustainable growth in competitive market. It also helps us sell products with higher price; attract reliable customers for long term relationships. This paper presents an empirical investigation to find important factors influencing rubber industry. The proposed study designs a questionnaire in Likert scale consists of 20 questions, distributes it among 300 people and collects 265 filled ones. Cronbach alpha is calculated as 0.756. In addition, Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.75 and 1292.573, respectively. Based on the results of our survey, we have derived six factors including brand transparency, expected quality, brand promises, brand support and brand sustainability.

Corporate Brand Identity in SMEs

DEFF Research Database (Denmark)

Mäläskä, Minna; Jones, Richard Ian

Purpose: To study the emergence of corporate brand identity in SMEs and to develop a typology of brand identity drivers that reflects a co-creative approach to the emergence of brand identity. Design / Methodology / Approach : Existing approaches to brand identity are summarised. A narrative...... studies. The research is important since it suggests an iterative and co-creative approach to brand identity. A typology of brand identity formation for SMEs is presented: entrepreneur driven, market driven, stakeholder driven. Practical implications: The three paths to creating a strong brand identity...... challenge existing notions that brand identity is based solely on the values of the entrepreneur. This typology suggests that SMEs should be open to creating an identity that draws from their stakeholder eco-system. Originality / value: this research challenges the existing assumption that brand identity...

Managing Your Personal Brand

Science.gov (United States)

Gander, Michelle

2014-01-01

Everyone has a personal brand. To ensure success at work you need to manage your personal brand which is made up of your tangible and intangible attributes. This paper reviews the literature around personal branding, looks at some of the attributes and discusses ways you can reflect and begin to build your personal brand in a higher education…

Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity?

DEFF Research Database (Denmark)

Iglesias, Oriol; Markovic, Stefan; Singh, Jatinder Jit

2017-01-01

using a panel of 2179 customers, the hypothesized structural model is tested using path analysis. The generalizability theory is applied to test for measurement equivalence between these categories. The results of the hypothesized model show that, in addition to a direct impact, customer perceived...... ethicality has a positive and indirect impact on brand equity, through the mediators of recognition benefits and brand image. Moreover, brand heritage negatively influences the impact of customer perceived ethicality on brand image. The main implication is that managers need to be aware of the need...

Place Branding

DEFF Research Database (Denmark)

Medway, Dominic; Swanson, Kathryn; Neirotti, Lisa Delpy

2015-01-01

Purpose: – The purpose of this paper is to report on a special session entitled “Place branding: Are we wasting our time?”, held at the American Marketing Association’s Summer Marketing Educators’ conference in 2014. Design/methodology/approach: – The report details the outcome of an Oxford......: – The outcome of the debate points towards a need for place brands to develop as more inclusive and organic entities, in which case it may be best for place practitioners to avoid creating and imposing a place brand and instead help shape it from the views of stakeholder constituencies. This shifts the notion...... of place branding towards an activity centred on “curation”. Originality/value: – The use of a competitive debating format as a means for exploring academic ideas and concepts in the place management field....

Branding and the Risk Management Imperative

OpenAIRE

Fournier Susan; Srinivasan Shuba

2018-01-01

In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as tools for risk management, they need to understand four types of brand risk: brand reputation risk, brand dilution risk, brand cannibalization risk and brand stretch risk.

International marketing brand image

Directory of Open Access Journals (Sweden)

Kadijević Đorđe M.

2002-01-01

Full Text Available The brand is at same time a name, mark, symbol, design of their combination. In contributes to the identification and differentiation of a market product, product mix or company. The brand none exists solely in the communication and through the communication with consumers. The brand being as preferred, leads to the familiarity with the consumer who insists on buying it. In marketing communication, the brand name announces its uniqueness and permanent identity. Owning one's own brand contributes to the creation of company's positive and strong image -communicational target and profit - economic target.

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

Directory of Open Access Journals (Sweden)

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.

Product placement in relation to place branding on Norwegian commercial TV – The example of reality show Hellstrøm rydder opp - hjemme .

OpenAIRE

Kawecka, Aleksandra Anna

2014-01-01

Product placement is a combination of advertising and publicity. Its objective is to generate positive associations towards brand, with hope for a positive shift in brand attitude. Product placement has become a significant element of media, and although many aspects of product placement have been studied from a marketing perspective (effectiveness, brand recall etc.), the concept of place branding as a particular form of product placement is an under-researched topic. As it falls into the gr...

Branding and the Risk Management Imperative

Directory of Open Access Journals (Sweden)

Fournier Susan

2018-05-01

Full Text Available In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as tools for risk management, they need to understand four types of brand risk: brand reputation risk, brand dilution risk, brand cannibalization risk and brand stretch risk.

Distribution and trends in outpatient utilization of generic versus brand name psychopharmaceuticals during a ten-year period in Croatia.

Science.gov (United States)

Polić-ViŽintin, Marina; Stimac, Danijela; Sostar, Zvonimir; Tripković, Ingrid

2014-08-15

Drug costs increasingly pose a burden upon the otherwise inadequate health care resources and rational drug utilization is an important segment of every national health policy. Optimal patient care should be the goal of rational pharmacotherapy, whereby the economic burden of treatment is just one of the elements to be considered on choosing appropriate therapy.The aim of this study was to determine distribution and trends in the outpatient utilization of generic versus brand name psychopharmaceuticals and to evaluate the rationality of prescribing psychopharmaceuticals during a ten-year period. Using the World Health Organization Anatomical-Therapeutic-Chemical classification/Defined Daily Doses (ATC/DDD) methodology, the number of DDD was calculated from data collected from pharmacies on the number and size of drug packages. The ratio of generic and brand name drug costs served as an indicator on assessing the rationality of drug utilization. Total cost for psychopharmaceuticals increased by 20.1%, more for brand name than for generic agents (32.7% vs. 7.4%). The highest share of generic psychopharmaceuticals as compared with brand name drugs according to DDD per 1000 inhabitants per day (DDD/1000/day) was in the group of psycholeptics (83.6% in 2001 vs. 82.2% in 2010), most in hypnotics and sedatives, and least in antipsychotics. The share of generic psychopharmaceuticals in total drug utilization according to financial indicators decreased by 9.6% and according to DDD/1000/day by 12%. The greatest decrease was in antidepressants, i.e. by 33.8% according to financial indicators and by 46% according to DDD/1000/day; and in antipsychotics by 30.9% according to DDD/1000/day, while showing an increase by 8.5% according to financial indicators. In the therapeutic subgroup of mood stabilizers, the share of generic drugs in total drug utilization declined by 32% according to DDD/1000/day, but increased by 25.1% according to financial indicators. The lack of uniform

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.

Terrorist Group Brands: Understanding Terrorist Group Strategies Through Brand Exposure

Science.gov (United States)

2016-06-01

in the minds of targeted consumers, so they remember the product at the right time to maximize the benefit of the brand. This is done by...Beverland, “Crafting Brand Authenticity: The Case of Luxury Wines ,” Journal of Management Studies 42, no. 5 (07, 2005): 1003–1029. doi:10.1111/j.1467...recognition and recall 20 Beverland, Crafting Brand Authenticity: The Case of Luxury Wines , 1003–1029

The Study of Fans’ Brand Loyalty in Iranian Professional Football League

Directory of Open Access Journals (Sweden)

Vajihe Javani

2016-01-01

Full Text Available The study aims to examine winning brands influence on fans’ brand loyalty in Iranian professional football league. A ten-minute pen and paper questionnaire was distributed to fans of five superior teams of Iranian professional football league in 2009-2010 seasons. Team’s association questionnaire developed by Gladden and Funk (2001 was used for data collection. Reliability of the questionnaire was estimated by Cronbach’s alpha coefficient. A structural equation model (SEM test with maximum likelihood estimation was performed to test the relationships among the research variables using 912 participants. The findings showed three dimensions of brand associations influenced on fan’s brand loyalty of which the attitude was the most important. Benefits and attributes were placed in the second and third rank respectively. In addition, the obtained model of this research highlighted strong interactional effects between the three mentioned dimensions of brand associations.

The lure of global branding.

Science.gov (United States)

Aaker, D A; Joachimsthaler, E

1999-01-01

As more and more companies begin to see the world as their market, brand builders look with envy upon those businesses that appear to have created global brands--brands whose positioning, advertising strategy, personality, look, and feel are in most respects the same from one country to another. Attracted by such high-profile examples of success, these companies want to globalize their own brands. But that's a risky path to follow, according to David Aaker and Erich Joachimsthaler. Why? Because creating strong global brands takes global brand leadership. It can't be done simply by edict from on high. Specifically, companies must use organizational structures, processes, and cultures to allocate brand-building resources globally, to create global synergies, and to develop a global brand strategy that coordinates and leverages country brand strategies. Aaker and Joachimsthaler offer four prescriptions for companies seeking to achieve global brand leadership. First, companies must stimulate the sharing of insights and best practices across countries--a system in which "it won't work here" attitudes can be overcome. Second, companies should support a common global brand-planning process, one that is consistent across markets and products. Third, they should assign global managerial responsibility for brands in order to create cross-country synergies and to fight local bias. And fourth, they need to execute brilliant brand-building strategies. Before stampeding blindly toward global branding, companies need to think through the systems they have in place. Otherwise, any success they achieve is likely to be random--and that's a fail-safe recipe for mediocrity.

Branding McJobs

DEFF Research Database (Denmark)

Noppeney, Claus; Endrissat, Nada; Kärreman, Dan

Traditionally, employer branding has been considered relevant for knowledge intensive firms that compete in a ‘war for talent’. However, the continuous rise in service sector jobs and the negative image of these so-called McJobs has motivated a trend in rebranding service work. Building on critical...... oriented branding literature, our contribution to this stream of research is twofold: We provide an empirical account of employer branding of a grocery chain, which has repeatedly been voted among the ‘100 best companies to work for’. Second, we outline the role of symbolic compensation that employees...... of employer branding....

Building online brand perceptual map.

Science.gov (United States)

Chiang, I-Ping; Lin, Chih-Ying; Wang, Kaisheng M

2008-10-01

Many companies have launched their products or services online as a new business focus, but only a few of them have survived the competition and made profits. The most important key to an online business's success is to create "brand value" for the customers. Although the concept of online brand has been discussed in previous studies, there is no empirical study on the measurement of online branding. As Web 2.0 emerges to be critical to online branding, the purpose of this study was to measure Taiwan's major Web sites with a number of personality traits to build a perceptual map for online brands. A pretest identified 10 most representative online brand perceptions. The results of the correspondence analysis showed five groups in the perceptual map. This study provided a practical view of the associations and similarities among online brands for potential alliance or branding strategies. The findings also suggested that brand perceptions can be used with identified consumer needs and behaviors to better position online services. The brand perception map in the study also contributed to a better understanding of the online brands in Taiwan.

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.

Digital Storytelling and Employer Branding. An Exploratory Connection

OpenAIRE

Camelia CRIȘAN; Dumitru BORȚUN

2017-01-01

Our paper aims at explaining what is digital storytelling and its particular methodology, and how its use in the organizational settings could influence the employer branding. For such purpose, the authors have conducted an exploratory research, where a group of participants has been asked to rate their interest in a company, after viewing solely the online commercial communication (website and Facebook account), while another group has viewed two digital stories produced by two employees of ...

How we Relate to Brands

DEFF Research Database (Denmark)

Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith

2012-01-01

In three experiments, this research provides new insights into branding by studying the psychological and neurophysiological mechanisms of how consumers relate to their beloved brands. The authors propose that emotional arousal decreases over the brand relationship span, while inclusion...... of the brand into the self increases over time. Results of experiment 1 indicate greater self-reported emotional arousal for recently formed brand relationships, as well as decreased emotional arousal and increased inclusion of close brands over time. Additionally, the moderating role of usage frequency...... of the brand brings out an interesting nuance of the way these effects operate. Experiment 2 measures skin conductance responses and reveals increased emotional arousal for recently formed close relationships but not for established close brand relationships, corroborating the results based on self...

Understanding Brand Evangelism and the Dimensions Involved in a Consumer Becoming Brand Evangelist

Directory of Open Access Journals (Sweden)

Lina Anggraini

2018-03-01

Full Text Available Smartphone market is rapidly changing and facing a highly competitive environment, with constant product introductions. It is characterized by quickly evolving technology and designs, aggressive pricing, short product life cycles, and rapid imitation. Thus, the players in smartphone industry need to invent a major breakthrough in their marketing strategy. Consider a large company like Apple. Apple loyalists are some of the most recognized product evangelists in the market, sharing their experiences with emerging technology in enthusiastic ways. Apple as the pioneer of Brand Evangelism in 1984, the company relies on customers to communicate marketing messages to other potential customers. It can be an alternative marketing tool for organizations that want to achieve their sustainable competitiveness as brand evangelists will deliver positive information, ideas, and feelings toward a specific brand to others voluntarily in order to influence consumption behaviour. This study aims to examine the phenomenon of brand evangelism and understand the dimensions involved in a consumer becoming brand evangelist. The research method of this study is based on the implementation of quantitative survey research design. The data used in this study were obtained by administering online questionnaires to 468 respondents who have used Apple iPhone for at least 6 months in Indonesia. The data analysis method used in this study is multiple regression analysis. The findings show that brand satisfaction, consumer-brand identification, brand salience, brand trust and opinion leadership have positive influence towards brand evangelism.

Consumer identification with store brands: Differences between consumers according to their brand loyalty

Directory of Open Access Journals (Sweden)

Natalia Rubio

2015-04-01

Full Text Available Retail management of store brands (SBs has focused on achieving positioning in value and creating associations of smart or expert shopping. The result is that value-conscious consumers and market mavens are the main targets of these brands. This study proposes and contrasts empirically a theoretical model of the effect of market mavenism and value consciousness on consumer identification with SBs. We also perform a multi-group analysis based on the consumer tendency to be loyal to the brands he or she buys. Consumers who are loyal to brands are very attractive segments for firms, due to the potential benefits these consumers represent in the long term, whereas consumers with little loyalty to brands can be an attractive segment for potential benefits in the short term. The results obtained in this study show differences between these two groups. For consumers who are loyal to brands, the results stress strong identification with the SB among the most value-conscious consumers, due fundamentally to their greater disagreement with the greater functional risk of these brands as compared to manufacturer brands and due to their greater conviction of the better price-quality ratio of SBs. In consumers with little brand loyalty, we find identification with the SB among the consumers with the greatest market mavenism, as a result of their greater perception of smart or expert shopping for these brands. Significant implications for management are derived from this study.

Brand Loyalty and Market Equilibrium

OpenAIRE

Birger Wernerfelt

1991-01-01

Two concepts of brand loyalty are defined, “inertial” brand loyalty resulting from time lags in awareness, and “cost-based” brand loyalty resulting from intertemporal utility effects. Their market level implications are formally derived in a continuous time model. It is found that inertial brand loyalty leads to equilibria with price dispersion, while cost-based brand loyalty also may allow single price equilibria. In all cases, as brand loyalty vanishes, so does the difference between the av...

The Influence of Brand Associations on Brand Loyalty in Accordance with Product Involvement

Directory of Open Access Journals (Sweden)

Canan Eryigit

2013-01-01

Full Text Available The purpose of this study is to examine whether the influence of brand associations on brand loyalty differ for high involved and low involved consumers. The study is conducted on the followers of professional football teams. The results of the Chow test revealed that influence of brand associations on brand loyalty differ for high involved and low involved consumers. The affects of attributes are greater for high involved consumers rather than low involved consumers. The affect of brand attitude is greater for low involved consumers rather than low involved consumers.

Does brand differentiate pharmaceuticals?

Science.gov (United States)

Bednarik, Josef

2005-12-01

Role of marketing in pharmaceutical industry is increasing and inspiration by successful brands known from consumer goods market influenced pharmaceutical companies enough to switch their attention to branding initiatives. Still there is little evidence that pharmaceutical brands represent anything more than product only. This study aims to explore the area of branding in pharmaceutical industry. Central hypothesis of the research has been that brand and its emotional content differentiate pharmaceuticals as well as rational data derived from clinical studies. It has been tested by extensive review of available literature as well as by primary research focused on drivers of physicians' attitudes towards products and their influence on prescribing behavior. The research has been conducted in the sample of psychiatrists in the Czech Republic. No evidence about pharmaceutical brand exceeding value of product has been found in reviewed literature. Nevertheless, the primary research conducted in the sample of Czech psychiatrists indicates that emotional brand in pharmaceutical industry exists and enables author to draw a model of Customer/product life cycle that describes likely impact of functional, emotional and self-expressive benefits throughout pharmaceutical product's market presence. Pharmaceutical brand is likely to develop differently than the same of consumer goods products--it seems to be built predominantly on long-term positive experience. Marketing role in this process should lie in finding relevant product position and building brand identity compliant with real product capabilities.

A Conceptual Analysis of Brand Loyalty As Core Dimension of Brand Equity

OpenAIRE

Moisescu, Ovidiu I.

2006-01-01

Nowadays, brands are companies’ most valuable assets, adding both economic and strategic value to its proprietors. During the last years, brand valuation has been an intensively analyzed subject among marketing specialists. The value of this asset is often referred to as brand equity which is the marketing and financial value associated with a brand’s strength in the market or the added value a given brand name provides to a product beyond the functional benefits. Besides the actual proprieta...

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

OpenAIRE

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 ident...

Brands as Product Coordinators: Matching Brands Make Joint Consumption Experiences More Enjoyable

OpenAIRE

Ryan Rahinel; Joseph P. Redden

2013-01-01

People often consume multiple products at the same time (e.g., chips and salsa). Four studies demonstrate that people enjoy such joint consumption experiences more when the products are merely labeled with the same brand (vs. different brands). Process evidence shows that this brand matching effect arises because matching brand labels cue consumers' belief that the two products were coordinated through joint testing and design to go uniquely well together. This shows that there is no universa...

Brand Evaluation - A Basic Feature in Modern Brand Management

OpenAIRE

Cosmin IRIMIEŞ

2012-01-01

Defined as the sum of features that make a subject unique, the brand has turned into one of the most important characteristics of the way products, services and institutions conduct their public relations or are presented to the contemporary consumer. Taking into consideration that branding is an extremely flexible process and can be applied to a very wide range of subjects, the brand management has become one of the most important instruments of modern marketing and is used in every selling/...

Employer Branding

DEFF Research Database (Denmark)

Frimann, Søren; Mønsted, Bolette Rye

2012-01-01

Employer branding er både for den private og den offentlige sektor blevet en måde, de kan imødekomme ændrede arbejdsmarkedsvilkår og organisatoriske udfordringer i en postmoderne og globaliseret verden. Den aktuelle finanskrise har skabt nye udfordringer for organisationer i deres bestræbelser på...... at tiltrække- og fastholde attraktive medarbejdere. Men hvilken betydning har det, når Grundfos siger ”Mennesket er i fokus”, og hvad siger ”mangfoldighed” om Københavns Kommune som arbejdsplads i relation til employer branding? Er der egentlig sammenhæng mellem tankerne bag employer branding og de eksternt...... kommunikerede employer brandprodukter. Eller bliver det unikke ved arbejdspladserne ersattet af buzzwords uden substans og inddragelse af ansatte og interessenter? Artiklen har til formål at vurdere disse spørgsmål på baggrund af analyser af to cases med employer branding....

Potential success factors in brand development

DEFF Research Database (Denmark)

Esbjerg, Lars; Grunert, Klaus G.; Poulsen, Carsten Stig

2005-01-01

to the marketing of the brand." The branding literature mentions many important aspects, factors, issues, brand requirements, steps, building blocks or guidelines for building strong brands. However, these are all quite general and abstract. Given the substantial body of literature on branding, surprisingly few......? This is the question we want to answer. More specifically, we want to identify potential success factors in building strong brands, understood as brands with high consumer-based brand equity. Keller (1993, p. 2) defined customer-based brand equity as "the differential effect of brand knowledge on consumer response...... of this paper is to identify potential success factors in developing strong brands and to test whether these factors can be used to discriminate between strong and weak brands. It does so through a review of the literature for potential success factors. Furthermore, to ensure that important factors have...

Affctionate Relationships With Brands: Study of the Consequences of Brand Love with Summer Festivals

Directory of Open Access Journals (Sweden)

Vasco Eiriz

2016-09-01

Full Text Available This article focus on the concept o brand love, a kind of affectionable, deep and lasting relationship established between consumers and brands, which results in beneficial consequences for firms. Having in mind the growing importance of services and the lack of studies on brand love in the service context, this research defined as object of study the summer festivals in Portugal, major music and entertaining events based on strong brands. More specifically, this article diagnosis the concept of brand love and it identifies the consequences of that consumers' love with summer festivals. It was carried out a questionnaire to the consumers of the main summer festivals in Portugal, which obtained 349 responses. The results show that the word-of-mouth and the active participation of consumers are the main consequences of this kind of relationship based on brand love, while loyalty and willingness to pay a premium-price are less evident consequences. The results of this study suggest that it is essential that brands create emotional bonds with consumers aiming at the developing of brand love. This kind of relationship that causes consumers' active participation and word-of-mouth imply that consumers behave as brand ambassadors, allowing brands to strength its competitive position.

Consumer-Based Brand Equity of Products and Services: Assessing a Measurement Model with Competing Brands

Directory of Open Access Journals (Sweden)

Rafael Barreiros Porto

2018-04-01

Full Text Available  Objective: Identifying which brand in a category conveys more or less value to the consumer raises questions about the composition of brand equity measures and the brands that make up the category. Measures to identify Consumer-Based Brand Equity (CBBE may include functional assessments of consumer’s brand choice and firms’ brand performance, as long as they embrace competing brands. In view of this, this study comes up with a validation of a measurement model of Consumer-Based Brand Equity for competing brands of products and services, testing for possible moderation (product / service and experienced / non-experienced consumers. Method: Appraising 39 brands, the model was composed of 6 metrics: awareness, perceived quality, loyalty, association, exclusiveness and willingness to pay a price premium. Confirmatory factorial analysis revealed the CBBE structure and multigroup moderation tests showed the comparisons between products and services and between experienced and non-experienced consumers. Main Result: The metrics have convergent validity with very good model fit. The metrics are similar for products / services, but different for consumers with / without experience (evidence of moderation. Contributions: Based on this measure, researchers and marketers can identify whether their brand's performance has been perceived better or worse than that of their competitors. Relevance/Originality: This article is the first to offer a more complete scale to assess the consumer-based brand equity of products and services, allowing the researcher to compare the competitiveness between brands. 

Exploring Obsession Towards Brands

DEFF Research Database (Denmark)

Chung, Emily; Kock, Florian; Josiassen, Alexander

2017-01-01

This paper proposes a conceptual framework for the investigation of ‘brand obsession’, defined as a consumer relationship phenomenon that involves 1) non-deliberate, intrusive, and repetitive thoughts about the brand that 2) lead to compulsive behavioural intentions aiming at reducing...... these thoughts. The study of brand obsession extends existing understanding of consumer-brand relationships by introducing brand obsession as a conceptually novel concept. It enables researchers to discern, explain, and measure a critical facet of consumer-brand relationships that can predict important consumer...... behaviours, such as compulsive buying. For example, it can shed light on the cognitive and motivational states that give rise to engaging in compulsive behaviour, which has largely been neglected by existing studies on compulsive buying as it has extensively investigated the phenomenology of the compulsive...

A Model of U.S. Commercial Distributed Generation Adoption

Energy Technology Data Exchange (ETDEWEB)

LaCommare, Kristina Hamachi; Ryan Firestone; Zhou, Nan; Maribu,Karl; Marnay, Chris

2006-01-10

Small-scale (100 kW-5 MW) on-site distributed generation (DG) economically driven by combined heat and power (CHP) applications and, in some cases, reliability concerns will likely emerge as a common feature of commercial building energy systems over the next two decades. Forecasts of DG adoption published by the Energy Information Administration (EIA) in the Annual Energy Outlook (AEO) are made using the National Energy Modeling System (NEMS), which has a forecasting module that predicts the penetration of several possible commercial building DG technologies over the period 2005-2025. NEMS is also used for estimating the future benefits of Department of Energy research and development used in support of budget requests and management decisionmaking. The NEMS approach to modeling DG has some limitations, including constraints on the amount of DG allowed for retrofits to existing buildings and a small number of possible sizes for each DG technology. An alternative approach called Commercial Sector Model (ComSeM) is developed to improve the way in which DG adoption is modeled. The approach incorporates load shapes for specific end uses in specific building types in specific regions, e.g., cooling in hospitals in Atlanta or space heating in Chicago offices. The Distributed Energy Resources Customer Adoption Model (DER-CAM) uses these load profiles together with input cost and performance DG technology assumptions to model the potential DG adoption for four selected cities and two sizes of five building types in selected forecast years to 2022. The Distributed Energy Resources Market Diffusion Model (DER-MaDiM) is then used to then tailor the DER-CAM results to adoption projections for the entire U.S. commercial sector for all forecast years from 2007-2025. This process is conducted such that the structure of results are consistent with the structure of NEMS, and can be re-injected into NEMS that can then be used to integrate adoption results into a full forecast.

The Mediating Role of Family on the Effects of Brand Preferences of Consumer-Based Brand Equity

Directory of Open Access Journals (Sweden)

Erkan YILDIZ

2015-06-01

Full Text Available The primary objective of this study is to investigate the effects of the sub-dimension of consumer-based brand equity which are called brand awareness, perceived quality, brand associations and brand loyalty on brand preference and the second goal is to find out the mediating role of family on these relations. For this purpose, a study was conducted with the participation of 295 people in Ankara. According to the research result, perceived quality and brand loyalty positively effects on brand preferences but there is no significant effect of brand awareness and brand association on these preferences. And also it is observed that family does not have any mediating role on these relations.

THE IMPACT OF BRAND PERSONALITY ON BRAND PREFERENCE AND LOYALTY: EMPIRICAL EVIDENCE FROM MALAYSIA

OpenAIRE

Bamini KPD.Balakrishnan; Samuel Lee; Azlinda Shazneem Md.Shuaib; Najihah Hanisah Marmaya

2009-01-01

This article examines the roles of the perception of brand personality in consumers’ brand preference and loyalty. This research conducts a survey of 300 adults in Malaysia with regard to brand personality, brand preference and loyalty in investigating two foreign brand coffee outlets, Starbucks and Coffee Bean. A questionnaire was used to gather data from respondents in various cities in Malaysia using purposive and convenience sampling methods. Statistical tests including factor analysis,...

An investigation on marketing mix efforts on brand equity: An empirical investigation in mobile phone industry

Directory of Open Access Journals (Sweden)

Maryam Safaei

2012-08-01

Full Text Available In this paper, we present an empirical study to investigate the effects of different marketing efforts on brand equity in mobile industry. The proposed study of this paper distributes a questionnaire consists of 26 questions including loyalty, quality perception, awareness, exclusiveness, word of mouth advertisement, brand name image, advertisement, price, distribution and guarantee. A sample 428 people are selected in a city of Tehran/Iran and they are asked to reply questions on Likert based. The results show that there is a positive and meaningful relationship between marketing mix efforts and brand equity. In other words, more advertisements could help better market exposure, which means customers will have more awareness on market characteristics. Among all mixed efforts, guarantee influences more on brand equity, which means consumers care more on product services than other features. Finally, among different characteristics of brand equity, product exclusiveness plays an important role. In other words, people are interested in having exclusive product, which is different from others.

Travel Writing in Place Branding - A Case Study on Nantes

Directory of Open Access Journals (Sweden)

CharlieMansfield

2017-12-01

Full Text Available One of the main channels to communicate city branding, designed to attract British tourists for short breaks, is the travel section of the UK national press. With many newspapers now online for readers to browse, city branders have an accessible source of data to evaluate how their offer is presented. In this research, a collection of travel articles is analysed into themes for comparison with the elements used in place branding. The analysis discovers that 3 key elements used by commercial and academic place branders are not covered by contributors to the travel sections of the UK national press. The study is extended to explore how practices from academic research can be used in place-making to address these gaps.

Managing brands

NARCIS (Netherlands)

Ataman, B.M.

2007-01-01

How are strong brands built and maintained? Which elements of the marketing mix are most critical in building and maintaining brand equity? These questions have endured for decades because their resolution requires extensive data sets and advanced modeling techniques, which only became available to

Variability in the recognition of distinctive immunofluorescence patterns in different brands of HEp-2 cell slides

Directory of Open Access Journals (Sweden)

Alessandra Dellavance

2013-06-01

Full Text Available INTRODUCTION: Indirect immunofluorescence on HEp-2 cells is considered the gold standard for the detection of autoantibodies against cellular antigens. However, the culture conditions, cell fixation and permeabilization processes interfere directly in the preservation and spatial distribution of antigens. Therefore, one can assume that certain peculiarities in the processing of cellular substrate may affect the recognition of indirect immunofluorescence patterns associated with several autoantibodies. OBJECTIVE: To evaluate a panel of serum samples representing nuclear, nucleolar, cytoplasmic, mitotic apparatus, and chromosome plate patterns on HEp-2 cell substrates from different suppliers. MATERIALS AND METHODS: Seven blinded observers, independent from the three selected reference centers, evaluated 17 samples yielding different nuclear, nucleolar, cytoplasmic and mitotic apparatus patterns on HEp-2 cell slides from eight different brands. The slides were coded to maintain confidentiality of both brands and participating centers. RESULTS: The 17 HEp-2 cell patterns were identified on most substrates. Nonetheless, some slides showed deficit in the expression of several patterns: nuclear coarse speckled/U1-ribonucleoprotein associated with antibodies against RNP (U1RNP, centromeric protein F (CENP-F, proliferating cell nuclear antigen (PCNA, cytoplasmic fine speckled associated with anti-Jo-1 antibodies (histidyl synthetase, nuclear mitotic apparatus protein 1 (NuMA-1 and nuclear mitotic apparatus protein 2 (NuMA-2. CONCLUSION: Despite the overall good quality of the assessed HEp-2 substrates, there was considerable inconsistency in results among different commercial substrates. The variations may be due to the evaluated batches, hence generalizations cannot be made as to the respective brands. It is recommended that each new batch or new brand be tested with a panel of reference sera representing the various patterns.

Place branding and the Liverpool ’08 brand campaign in 'City of Liverpool'

OpenAIRE

Maheshwari, V

2010-01-01

Place branding brings together a range of existing specialisms, in particular those of brand management and development policy, to create a new discipline with equal emphasis on visionary strategy and hands-on implementation.1 Furthermore, Place branding ensures that the place gets due credit for its real strengths and positive behaviour, and that the place brand gains appropriate equity from the recognition,\\ud which that behaviour deserves.

Building a University Brand from within: A Comparison of Coaches' Perspectives of Internal Branding

Science.gov (United States)

Judson, Kimberly M.; Gorchels, Linda; Aurand, Timothy W.

2006-01-01

Branding efforts have typically focused on external promotional strategies to develop brand image. Recently, the brand messages conveyed to employees of an organization have been recognized as being equally as important as the brand messages sent to external stakeholders. This study investigates the internal communication of the university brand…

The Influence of Brand Recognition, Brand Recall, and Top of Mind to Consumer Buying Decision

OpenAIRE

Langi, Kalvin

2013-01-01

There are several important aspects that can influence brand awareness from the company to make their products have been known in the society, which are Brand Recognition, Brand Recall, and Top of Mind. These three aspects play an important role to create Brand Awareness for Consumer Buying Decision. The research objective is to analyze the influence of Brand Recognition, Brand Recall, and Top of Mind to Consumer Buying Decision in aqua mineral water product on Manado. The population in this ...

Place Branding and Citizen Involvement: Participatory Approach to Building and Managing City Brands

Directory of Open Access Journals (Sweden)

Hereźniak Marta

2017-06-01

Full Text Available This article examines the role of citizens in the process of building and managing city brands. A multidisciplinary approach is applied to explain the multifaceted nature of territorial brands and citizen involvement. To this end, theoretical concepts from marketing and corporate branding, public management, and human geography are applied. By conceptualising place branding as a public policy and a governance process, and drawing from the concept of participatory place branding, the author discusses a variety of methods and instruments used to involve citizens. Special attention is given to the importance of modern technologies for effective citizen involvement.

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.

Building brands

NARCIS (Netherlands)

Ataman, B.M.; Mela, C.; van Heerde, H.J.

2008-01-01

Which marketing strategies are most effective for introducing new brands? This paper sheds light on this question by ascribing growth performance to firms' postlaunch marketing choices. We decompose the success of a new brand into its ultimate market potential and the rate at which it achieves this

Social Identity Perspective on Brand loyalty

OpenAIRE

He, Hongwei; Li, Yan; Harris, Lloyd

2012-01-01

This paper proposes a social identity perspective of customer–brand relationship and integrates brand identity and identification with value, trust and satisfaction in predicting brand loyalty. Two studies' empirical results support this path to brand loyalty framework. The results offer several theoretical implications. First, this research confirms the presence of significant direct and indirect effects of brand identity and brand identification on traditional antecedents of brand loyalty (...

Commercial milk distribution profiles and production locations

International Nuclear Information System (INIS)

Deonigi, D.E.; Anderson, D.M.; Wilfert, G.L.

1994-04-01

The Hanford Environmental Dose Reconstruction (HEDR) Project was established to estimate radiation doses that people could have received from nuclear operations at the Hanford Site since 1944. For this period iodine-131 is the most important offsite contributor to radiation doses from Hanford operations. Consumption of milk from cows that ate vegetation contaminated by iodine-131 is the dominant radiation pathway for individuals who drank milk (Napier 1992). Information has been developed on commercial milk cow locations and commercial milk distribution during 1945 and 1951. The year 1945 was selected because during 1945 the largest amount of iodine-131 was released from Hanford facilities in a calendar year (Heeb 1993); therefore, 1945 was the year in which an individual was likely to have received the highest dose. The year 1951 was selected to provide data for comparing the changes that occurred in commercial milk flows (i.e., sources, processing locations, and market areas) between World War II and the post-war period. To estimate the doses people could have received from this milk flow, it is necessary to estimate the amount of milk people consumed, the source of the milk, the specific feeding regime used for milk cows, and the amount of iodine-131 contamination deposited on feed

BRAND POLICY INSTRUMENTS:CONTRIBUTIONS TO BRANDEQUITY

OpenAIRE

Roxana Dumitriu

2013-01-01

In this paper we attempted to establish the contributions of brand elements to the brand equity. Building brand equity is realized and is based on a series of visible elements, easy to recognize and to remember by the public. A name, a symbol, a slogan are just a part of the visible elements of the brand meaning. The brand elements are a shortcut of clients’ perception regarding the brand utility and brand image, suggesting some benefices of performance and competence. The brand elements that...

Analisa Pengaruh Advertising Awareness Terhadap Brand Equity Dengan Brand Awareness Dan Brand Image Sebagai Variabel Intervening Dengan Studi Kasus Iklan Indomie Goreng Kuah Di Youtube

OpenAIRE

Gunawan, Vincent Jonathan

2016-01-01

Penelitian ini bertujuan untuk menguji pengaruh Advertising Awareness dan Brand Equity terhadap brand image dan brand awareness sebagai variable intervening. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan metode non probability sampling dengan software PLS. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 100 sampel. Hasil penelitian ini menunjukan bahwa Advertising Awareness berpengaruh positif signifikan terhadap Brand Awareness (1), Brand Awareness berpenga...

The Influence of Brand Image, Brand Personality and Brand Awareness on Consumer Purchase Intention of Apple Smartphone

OpenAIRE

Wijaya, Indriany M.

2013-01-01

Intense competition in this globalization era has become a trigger in marketing and growing rapidly from year to year in technology industry. Smartphone is a new technology device of mobile phone that has become a part of people lifestyle today and has full functionally or more than just a usual mobile phone. The level of consumption trends of smartphone was held by segment of its brand. The consumers are likely to purchase products with the positive brand image or well known brands of produc...

Downward Price-Based Brand Line Extensions Effects on Luxury Brands

OpenAIRE

Royo-Vela, Marcelo; Voss, Eileen

2015-01-01

This study tries to examine the brand concept consistency, the self-concept congruence and the resulting loyalty status of the consumers in order to evaluate whether a downward price-based line extensions in the luxury goods market has any negative or positive effect on them. By conducting focus group and in-depth interviews it was tried to filter out how brand concepts of luxury brands are perceived before and after a line extension. Results revealed that a crucial aspect for the evaluation ...

Brand patronage and loyalty patterns: Store vs. manufacturer brands in the Greek soft drink category

DEFF Research Database (Denmark)

Krystallis, Athanasios; Chrysochou, Polymeros; Fotopoulos, Christos

Nowadays, in most of the developed fast-moving consumer goods' markets store brands (i.e. retailer brands or private labels) have managed to establish a conciderable share in the retail market. Moreover, it is well known that store brands are perceived as strong competitors to manufacturer brands......, while offering good value for money. There is a large body of literature explaining and further exploring factors that influence loyalty towards store brands (e.g. among others Steenkamp and Dekimpe, 1997; Dhar and Hoch, 1997; Ailawadi and Keller, 2004). The objective of the work is to investigate...... the potential existence of differences in the loyalty behavior between store brands and manufacturer brands, as expressed through certain brand performance and loyalty measures (e.g. market shares, penetration, purchase frequencies, repeat rate, etc.). In order to meet the above escribed objective, panel data...

Corporate Branding and Corporate Reputation

DEFF Research Database (Denmark)

Karmark, Esben

2013-01-01

Corporate branding has been seen as developing in “waves”. This chapter explores the links between corporate branding and corporate reputation as they emerge in the context of three waves of corporate branding. It highlights the way in which the two constructs have related to each other through o...... for corporate brands and corporate communication.......Corporate branding has been seen as developing in “waves”. This chapter explores the links between corporate branding and corporate reputation as they emerge in the context of three waves of corporate branding. It highlights the way in which the two constructs have related to each other through...... organizational culture and identity, and how, although characterized by parallel developments, new ideas and models from a “third” wave of corporate branding challenge prevailing assumptions of corporate reputation particularly in terms of the assumptions that reputations emerge from authentic and transparent...

Thinking on luxury or pragmatic brand products: Brain responses to different categories of culturally based brands.

Science.gov (United States)

Schaefer, Michael; Rotte, Michael

2007-08-24

Culturally based brands have a high impact on people's economic actions. Here we aimed to examine whether socioeconomic information conveyed by certain classes of brands (prestigious versus pragmatic classes) differentially evoke brain response. We presented icons of brands while recording subject's brain activity during a functional magnetic resonance imaging (fMRI) session. After the experiment, we asked subjects to assess the brands according to different characteristics. Results revealed an active network of bilateral superior frontal gyri, hippocampus and posterior cingulate related to familiar brands in general. Brands of the category sports and luxury activated regions in medial prefrontal cortex (MPFC) and precuneus. In contrast, brands rated as value products activated the left superior frontal gyrus and anterior cingulate cortex (ACC). The results suggest an active cortical network related to cognitive control for value brands and a network known to be associated with self-relevant processing for prestigious brands. We discuss the results as differential engagement of the prefrontal cortex depending on the attributed characteristic of a brand.