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.

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...

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.

The African cancer advocacy consortium: shaping the path for advocacy in Africa

Science.gov (United States)

2013-01-01

Although there is significant evidence of a cancer epidemic in Africa, there is limited awareness about cancer in most African countries. By partnering with international organizations and institutions such as the University of Florida and the Prostate Net, the African Organisation for Research and Training in Cancer (AORTIC) is committed to improving cancer advocacy in Africa. This paper presents some of the recent efforts on cancer advocacy in Africa, including the results of a SWOT analysis conducted for the cancer advocacy workshop and the guidelines developed by cancer advocates on best practices for cancer advocacy in Africa. One of the outcomes of these efforts is the African Cancer Advocates Consortium (ACAC) founded by cancer advocates in Africa to, “Make Cancer a Top Priority in Africa”. While we have started the work to strengthen cancer advocacy in Africa, we still have a long way to go. Our goal of making cancer a priority in Africa can mainly be achieved by: (1) increasing the manpower for cancer advocacy through education and training; and (2) strengthening the network of cancer advocates across the continent. PMID:23902674

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 ...

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...

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. 

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.

Impact of Advocacy Initiatives on Nurses' Motivation to Sustain Momentum in Public Policy Advocacy.

Science.gov (United States)

Taylor, Melissa R S

2016-01-01

The purpose of this study is to elicit insight from the public policy leaders of 2 regional professional nursing organizations on key qualities of their current advocacy initiatives that motivate nurses to sustain momentum in public policy advocacy beyond a single episode. The goal is to inform quality improvement in the development of future advocacy initiatives to increase sustained engagement of nurses. Social cognitive theory was used as the rationale for this qualitative, descriptive study. A purposive convenience sample of executive leadership and board committee members from 2 regional professional nursing organizations were recruited to complete an initial Web-based electronic survey, followed by separate semistructured interview focus groups. One organization was composed primarily of advanced practice registered nurses, and the other group composed of diverse, multispecialty nursing members with varied educational levels. Nine themes emerged, categorized as facilitators or challenges to the positive impact of advocacy initiatives on nurses' motivation. Highlighting and marketing facilitators to the positive impact of advocacy initiatives on nurses' motivation to sustain momentum in public policy advocacy, while designing and testing new initiatives that address the challenges, may increase the number of nurses who sustain engagement in the policy advocacy process. Copyright © 2016 Elsevier Inc. All rights reserved.

SaludableOmaha: development of a youth advocacy initiative to increase community readiness for obesity prevention, 2011-2012.

Science.gov (United States)

Frerichs, Leah; Brittin, Jeri; Stewart, Catherine; Robbins, Regina; Riggs, Cara; Mayberger, Susan; Cervantes, Alberto; Huang, Terry T-K

2012-01-01

Childhood obesity rates in minority populations continue to rise despite leveling national trends. Although interventions that address social and environmental factors exist, processes that create demand for policy and environmental change within communities have not been identified. We developed a pilot program in South Omaha, a Nebraska Latino community, based on the community readiness model (CRM), called SaludableOmaha. We used CRM to explore the potential of youth advocacy to shift individual and community norms regarding obesity prevention in South Omaha and to advocate for health-promoting community environments. We used CRM to assess supply and demand for health programs, engage the community, determine the community's baseline readiness to address childhood obesity, and guide youth advocacy program development. We conducted our project in 2 phases. In the first, we trained a cohort of youth. In the second, the youth cohort created and launched a Latino health movement, branded as SaludableOmaha. A third phase, which is currently under way, is directed at institutionalizing youth advocacy in communities. At baseline, the community studied was at a low stage of readiness for change. Our program generated infrastructure and materials to support the growth and institutionalization of youth advocacy as a means of increasing community readiness for addressing obesity prevention. CRM is an important tool for addressing issues such as childhood obesity in underserved communities because it provides a framework for matching interventions to the community. Community partnerships such as SaludableOmaha can aid the adoption of obesity prevention programs.

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;}

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...

Philosophy + Advocacy = Success

Science.gov (United States)

Tutt, Kevin; Townley, Marc

2011-01-01

Knowledge about music advocacy strategies has long been promoted as important for music educators, not only for the benefit of their individual programs but also for the specific benefit of music students and the general public. This article suggests an approach to advocacy grounded in the teacher's professional beliefs, phrased in terms…

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.

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

OpenAIRE

Wiedemann, Katharina

2006-01-01

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

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

OpenAIRE

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

2012-01-01

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

Twenty-First Century Pathologists' Advocacy.

Science.gov (United States)

Allen, Timothy Craig

2017-07-01

Pathologists' advocacy plays a central role in the establishment of continuously improving patient care quality and patient safety, and in the maintenance and progress of pathology as a profession. Pathology advocacy's primary goal is the betterment of patient safety and quality medical care; however, payment is a necessary and appropriate component to both, and has a central role in advocacy. Now is the time to become involved in pathology advocacy; the Medicare Access and Children's Health Insurance Program (CHIP) Reauthorization Act of 2015 (MACRA) and the Protecting Access to Medicare Act of 2014 (PAMA) are 2 of the most consequential pieces of legislation impacting the pathology and laboratory industry in the last 20 years. Another current issue of far-reaching impact for pathologists is balance billing, and yet many pathologists have little or no understanding of balance billing. Pathologists at all stages of their careers, and in every professional setting, need to participate. Academic pathologists have a special obligation to, if not become directly involved in advocacy, at least have a broad and current understanding of those issues, as well as the need and responsibility of pathologists to actively engage in advocacy efforts to address them, in order to teach residents the place of advocacy, and its value, as an inseparable and indispensable component of their professional responsibilities.

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 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...

Media advocacy: lessons from community experiences.

Science.gov (United States)

Jernigan, D H; Wright, P A

1996-01-01

Media advocacy is the strategic use of mass media and community organizing as a resource for advancing a social or public policy initiative. Across the United States, communities are using media advocacy to promote healthier public policies and environments. The U.S. Center for Substance Abuse Prevention commissioned numerous case studies of media advocacy on alcohol and tobacco issues in a diverse array of communities, including efforts in African-American and Latino communities or using computer-based electronic communication systems. The paper describes these efforts briefly, and summarizes lessons learned, including: media advocacy can lead to larger victories when used as a complement to community organizing in the context of a larger strategic vision for policy change; like policy advocacy, media advocacy is best done in the context of clear long-term goals; conscious framing, guiding the choice of spokespeople, visuals, and messages, can alter media coverage and public debate of health policies; advocates need to respect the media but also remember that they have power in relation to the media; and media advocacy is often controversial and not suited to every situation. The case studies show that media advocacy is a potent tool for public health workers, making an important contribution to campaigns to promote healthier public policies.

Advocacy and policy issues Tutorial 2

CERN Document Server

CERN. Geneva

2007-01-01

This tutorial is aimed at those who are new to the area of repositories and who want to learn more about key advocacy and policy issues. The tutorial will include information and advice on putting together an institutional advocacy campaign and developing policies for your repository. There will be opportunities for participants to share experiences and to ask questions. The tutorial will include a practical exercise in developing an advocacy presentation. Participants with experience of advocacy are welcome to attend the session to share their experiences, but should bear in mind that it is aimed primarily at those looking for help and advice in advocacy matters.

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...

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...

Untangling the brand name from the branded entity

OpenAIRE

Round, Griff; Roper, Stuart

2015-01-01

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

Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

Directory of Open Access Journals (Sweden)

Sri Vandayuli Riorini

2015-04-01

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

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

OpenAIRE

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

2011-01-01

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

Advocacy and IPR, tutorial 4

CERN Multimedia

CERN. Geneva

2005-01-01

With open access and repositories assuming a high profile some may question whether advocacy is still necessary. Those involved in the business of setting up and populating repositories are aware that in the majority of institutions there is still a great need for advocacy. This tutorial will give participants an opportunity to discuss different advocacy methods and approaches, including the 'top down' and 'bottom up' approach, publicity methods and the opportunities offered by funding body positions on open access. Participants will have the opportunity to share experiences of what works and what doesn't. The advocacy role often encompasses responsibility for advising academics on IPR issues. This is a particularly critical area where repository staff are engaged in depositing content on behalf of academics. The tutorial will offer an opportunity to discuss the IPR issues encountered by those managing repositories. The tutorial will draw on the experience of participants who have been engaged in advocacy act...

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.

Practitioner Perceptions of School Library Advocacy

Science.gov (United States)

Burns, Elizabeth

2015-01-01

School library advocacy is increasingly important due to decreases in funding and staff. National organizations attempt to engage school librarians in advocacy and have developed resources and tools to assist with this task. However, there is little research examining how practicing school librarians engage in advocacy and how their advocacy…

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...

Branding

DEFF Research Database (Denmark)

Hansen, Heidi

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

Intended Brand Associations

DEFF Research Database (Denmark)

Koll, Oliver; von Wallpach, Sylvia

2014-01-01

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

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

OpenAIRE

Veeva Mathew; Sam Thomas; Joseph I Injodey

2012-01-01

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

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

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

Student Evaluations of College Professors: Are Female and Male Professors Rated Differently?

Science.gov (United States)

Basow, Susan A.; Silberg, Nancy T.

1987-01-01

Over 1,000 undergraduates evaluated 16 male and female professors in terms of teaching effectiveness and sex-typed characteristics. Male students gave female professors significantly poorer ratings than male professors on the six teaching evaluation measures. Female students evaluated female professors less favorably than male professors on three…

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

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....

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.

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

Directory of Open Access Journals (Sweden)

Sri Vandayuli Riorini

2016-06-01

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

Knowledge metrics of Brand Equity; critical measure of Brand Attachment

OpenAIRE

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

2011-01-01

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

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

OpenAIRE

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

2017-01-01

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

Brand Management

OpenAIRE

Polách, Petr

2012-01-01

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

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...

Advocacy for eye care

Directory of Open Access Journals (Sweden)

Thulasiraj D Ravilla

2012-01-01

Full Text Available The effectiveness of eye care service delivery is often dependant on how the different stakeholders are aligned. These stakeholders range from the ministries of health who have the capacity to grant government subsidies for eye care, down to the primary healthcare workers who can be enrolled to screen for basic eye diseases. Advocacy is a tool that can help service providers draw the attention of key stakeholders to a particular area of concern. By enlisting the support, endorsement and participation of a wider circle of players, advocacy can help to improve the penetration and effectiveness of the services provided. There are several factors in the external environmental that influence the eye care services - such as the availability of trained manpower, supply of eye care consumables, government rules and regulations. There are several instances where successful advocacy has helped to create an enabling environment for eye care service delivery. Providing eye care services in developing countries requires the support - either for direct patient care or for support services such as producing trained manpower or for research and dissemination. Such support, in the form of financial or other resources, can be garnered through advocacy.

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.

The voice of Florence Nightingale on advocacy.

Science.gov (United States)

Selanders, Louise C; Crane, Patrick C

2012-01-31

Modern nursing is complex, ever changing, and multi focused. Since the time of Florence Nightingale, however, the goal of nursing has remained unchanged, namely to provide a safe and caring environment that promotes patient health and well being. Effective use of an interpersonal tool, such as advocacy, enhances the care-giving environment. Nightingale used advocacy early and often in the development of modern nursing. By reading her many letters and publications that have survived, it is possible to identify her professional goals and techniques. Specifically, Nightingale valued egalitarian human rights and developed leadership principles and practices that provide useful advocacy techniques for nurses practicing in the 21st century. In this article we will review the accomplishments of Florence Nightingale, discuss advocacy in nursing and show how Nightingale used advocacy through promoting both egalitarian human rights and leadership activities. We will conclude by exploring how Nightingale's advocacy is as relevant for the 21st century as it was for the 19th century.

Advocacy: Perspectives of Future Nurse Administrators.

Science.gov (United States)

OʼConnor, Mary

Advocacy is a core competency of the nurse, and especially the nurse leader. It is a multidimensional concept that requires knowledge, experience, self-confidence, and above all, courage. This article describes and illustrates the perspectives of nursing administration graduate students, as they depict advocacy in many relationships. These include advocacy for the patient, family, self, community, organization, profession, and society. The themes that emerged from narratives written by these nurse leaders were the development of courage and the finding of their voices. Stories demonstrate participants' courage to speak up despite feeling conflicted due to issues of autonomy, moral distress, or fear of retribution. Implications for nurse administrators to support advocacy at all levels are presented.

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

OpenAIRE

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

2017-01-01

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

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

Directory of Open Access Journals (Sweden)

Shieh Hwai-Shuh

2017-04-01

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

City Branding

DEFF Research Database (Denmark)

Frimann, Søren; Stigel, Jørgen

2006-01-01

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

Brand Image Theoretical Aspects

OpenAIRE

Išoraitė, Maria

2018-01-01

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

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

OpenAIRE

Arthana, Rony; -, Noermijati; Susilowati, Christin

2016-01-01

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

Pengaruh Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Sepatu Converse

OpenAIRE

Adiwidjaja, Adrian Junio

2017-01-01

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

BRAND - PRODUCT INTERDEPENDENCE

Directory of Open Access Journals (Sweden)

Tudor NISTORESCU

2014-06-01

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

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

OpenAIRE

Prihandoko, Danang

2016-01-01

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

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.

The Process Of Advocacy In Romanian Public Policy

Directory of Open Access Journals (Sweden)

Elena Gurgu

2016-04-01

Full Text Available Influencing public policy in favor of interest groups can be achieved through advocacy associations legally constituted whose mission is to: promovate professional excellence in the application of advanced practices of advocacy, strengthen civil society participation in development of public policies and continuously develop policies to private firms.. Through advocacy associations can uphold and enforce the values of entrepreneurship and free enterprise. Any resource used in advocacy efforts associations should generate added value and impact, contribute to the progress, development and improved quality of life. Advocacy associations must primarily promotes technical and professional skills of advocacy for any civil society interested group with honesty, dignity, mutual respect, transparency and social responsibility in order to strengthen the system of participatory democracy to which they are signatories.

42 Editorial ADVOCACY IN ORTHOPAEDICS

African Journals Online (AJOL)

2017-09-11

Sep 11, 2017 ... East African Orthopaedic Journal. Advocacy may be ... taxation of medical equipment and implants in Kenya. In 2013 a change ... Asia countries especially India were doing the opposite. They reduced ... Most developing countries have been dealing with communicable ... The role of advocacy is huge here.

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

African Journals Online (AJOL)

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

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

Science.gov (United States)

Friedman, Mike; Leclercq, Thomas

2015-01-01

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

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

Directory of Open Access Journals (Sweden)

Mike Friedman

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

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

OpenAIRE

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

2016-01-01

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

Tarnished Brand Could Use Polish: A More Vocal Advocacy on Several Fronts Can Restore Professional Learning's Image

Science.gov (United States)

Mizell, Hayes

2009-01-01

Staff development's brand is tarnished. Many of its consumers are not satisfied. Some are angry. Others are resigned to accepting professional development as it is because they lack the will or power or knowledge to change it. Educators respond in these ways because their staff development experiences are often shallow and do little to help them…

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.

Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

OpenAIRE

Sri Vandayuli Riorini; Christine Catur Widayati

2015-01-01

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

The impact of brand communication on brand equity through Facebook

OpenAIRE

Schivinski, B; Dabrowski, D

2015-01-01

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

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...

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.

Iranian Nurses' Attitudes and Perception towards Patient Advocacy.

Science.gov (United States)

Motamed-Jahromi, Mohadeseh; Abbaszadeh, Abbas; Borhani, Fariba; Zaher, Homa

2012-01-01

Patient advocacy is an inherent component of professional nursing ethics; in other words, nurses' enough knowledge would be essential to gain a positive attitude towards nursing advocacy. Using a descriptive-analytic design, this study aimed to assess the correlation between nurses' perception and attitudes towards patient advocacy, amongst 385 nurses in Kerman, Iran; hence, a three-part questionnaire was applied: part I, a demographic data sheet, part II, attitude measuring instrument, and part III, perception measuring instrument in nursing advocacy. The results implied that fairly positive attitudes and perception were found amongst the participants, and nurses' attitudes, in general, were positively correlated to their perception toward nursing advocacy. This means that with an improvement in perception, the attitude would also improve. In addition to our findings, it seems that these nurses needed more advocacy educational programs and support from responsible employers.

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...

Health Advocacy--Counting the Costs

Science.gov (United States)

Dyall, Lorna; Marama, Maria

2010-01-01

Access to, and delivery of, safe and culturally appropriate health services is increasingly important in New Zealand. This paper will focus on counting the costs of health advocacy through the experience of a small non government charitable organisation, the Health Advocates Trust, (HAT) which aimed to provide advocacy services for a wide range of…

Professor

DEFF Research Database (Denmark)

Hansen, Henrik

2014-01-01

DEBAT: Danske bistandskroner skal øge den interregionale handel i Afrika - det skaber vækst i Afrika og indirekte handel med danske virksomheder, mener Henrik Hansen, professor ved Økonomisk Institut på KU.......DEBAT: Danske bistandskroner skal øge den interregionale handel i Afrika - det skaber vækst i Afrika og indirekte handel med danske virksomheder, mener Henrik Hansen, professor ved Økonomisk Institut på KU....

Factors for success in mental health advocacy.

Science.gov (United States)

Hann, Katrina; Pearson, Heather; Campbell, Doris; Sesay, Daniel; Eaton, Julian

2015-01-01

Mental health advocacy groups are an effective way of pushing the mental health agenda and putting pressure on national governments to observe the right to health; however, there is limited research that highlights best practices for such groups in low-resource settings. In an effort to improve the scaling up of mental health in Sierra Leone, stakeholders came together to form the country's first mental health advocacy group: the Mental Health Coalition - Sierra Leone. Since its inception, the group has worked towards raising the profile of mental health in Sierra Leone and developing as an advocacy organisation. The study's aim was to investigate views on enabling factors and barriers associated with mental health advocacy in a low-income country using a community-based participatory approach and qualitative methodology. Focus groups (N=9) were held with mental health stakeholders, and key informant interviews (N=15) were conducted with advocacy targets. Investigators analysed the data collaboratively using coding techniques informed by grounded theory. Investigators reveal viewpoints on key factors in networking, interacting with government actors, and awareness raising that enabled mental health advocacy aims of supporting policy, service delivery, service user rights, training for service delivery, and awareness raising. The investigators outline viewpoints on barriers for advocacy aims in framing the issue of mental health, networking, interacting with government actors, resource mobilization, and awareness raising. The findings outline enabling factors, such as networking with key stakeholders, and barriers, such as lack of political will, for achieving mental health advocacy aims within a low-resource setting, Sierra Leone. Stakeholder coalitions can further key policy development aims that are essential to strengthen mental health systems in low-resource settings.

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...

Professor Igor Yevseyev: In Memoriam Professor Igor Yevseyev: In Memoriam

Science.gov (United States)

2012-06-01

Dear readers and authors, June 3, 2012 will mark five months since Professor Igor Yevseyev, Deputy Editor-in-Chief of both journals Laser Physics and Laser Physics Letters passed away, suddenly and unexpectedly. He was 67. Born in Moscow, he entered one of the world's best schools of physics, Moscow Engineering Physics Institute (MEPhI). With this renowned educational and research institution he bonded an alliance for his entire life, starting as an undergraduate student in the Department of Theoretical Physics and later continued as graduate student, assistant professor, associated professor, and full professor in the same department, a rare accomplishment of a person. All those years he retained the love of his life—the love for physics. He worked tirelessly as a teacher and scholar in this captivating field of knowledge. Professor Yevseyev was one of the founders of the international journal of Laser Physics in 1990, the first academic English language journal published in the former USSR. Later, in 2004, the second journal, Laser Physics Letters was brought to the forum of global laser physics community. The idea behind this new title was Professor Yevseyev's initiative to reach the readers and participants with new pioneering and break-through research results more rapidly. His leadership and indefatigable dedication to the quality of published materials made it possible that this journal reached international recognition in a few short years. Still, in order to attract even more attention of potential contributors and readers, Professor Yevseyev originally proposed to conduct the International Laser Physics Workshop (LPHYS) on the annual basis. Since 1992 the Workshop has been conducted every year, each year in a different country. As in all previous years, Professor Yevseyev was the key organizer of this year's workshop in Calgary, Canada. Sadly, this workshop will take place without him. Editorial Board

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

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

Employee Advocacy on Social Media : The role of management in enhancing employee advocacy

OpenAIRE

Latvala, Taru

2017-01-01

In recent years, employee advocacy has become a growing trend all over the world, especially now that social media offers new dimensions. The employee advocacy phenomenon is finally starting to gain attention in Finland as well, but businesses have yet to harness the full potential. The research focused on the managerial perspective of the phenomenon. The aim was to gain a deeper understanding of the phenomenon in the Finnish context, focusing on social media. The objective was to create ...

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

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Stephen Banahene

2017-08-01

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

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

OpenAIRE

Huttula, Tia; Nurminen, Peppi-Sisko

2017-01-01

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

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.

Factors for success in mental health advocacy

Science.gov (United States)

Hann, Katrina; Pearson, Heather; Campbell, Doris; Sesay, Daniel; Eaton, Julian

2015-01-01

Background Mental health advocacy groups are an effective way of pushing the mental health agenda and putting pressure on national governments to observe the right to health; however, there is limited research that highlights best practices for such groups in low-resource settings. In an effort to improve the scaling up of mental health in Sierra Leone, stakeholders came together to form the country's first mental health advocacy group: the Mental Health Coalition – Sierra Leone. Since its inception, the group has worked towards raising the profile of mental health in Sierra Leone and developing as an advocacy organisation. Design The study's aim was to investigate views on enabling factors and barriers associated with mental health advocacy in a low-income country using a community-based participatory approach and qualitative methodology. Focus groups (N=9) were held with mental health stakeholders, and key informant interviews (N=15) were conducted with advocacy targets. Investigators analysed the data collaboratively using coding techniques informed by grounded theory. Results Investigators reveal viewpoints on key factors in networking, interacting with government actors, and awareness raising that enabled mental health advocacy aims of supporting policy, service delivery, service user rights, training for service delivery, and awareness raising. The investigators outline viewpoints on barriers for advocacy aims in framing the issue of mental health, networking, interacting with government actors, resource mobilization, and awareness raising. Conclusions The findings outline enabling factors, such as networking with key stakeholders, and barriers, such as lack of political will, for achieving mental health advocacy aims within a low-resource setting, Sierra Leone. Stakeholder coalitions can further key policy development aims that are essential to strengthen mental health systems in low-resource settings. PMID:26689456

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

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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

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Muhammad Shakil AHMAD

2011-01-01

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

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

OpenAIRE

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

2016-01-01

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

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

OpenAIRE

Moilanen, Teemu

2008-01-01

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

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...

Home, Office of Public Advocacy, Department of Administration, State of

Science.gov (United States)

Visiting Alaska State Employees State of Alaska Department of Administration Division of Office of Public Advocacy Alaska Department of Administration, Office of Public Advocacy Home Programs Sections Forms Vendor Support Search Office of Public Advocacy State of Alaska Administration > Office of Public Advocacy

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.

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...

Advocacy as a Practice of Critical Teacher Leadership

Science.gov (United States)

Bradley-Levine, Jill

2018-01-01

Teacher advocacy has been examined as a practice of activism external to the school and as a practice of educational leadership. However, researchers have not merged these ideas by framing advocacy as a practice of leadership that takes place within the classroom and across the school. This article illustrates how, through advocacy on behalf of…

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

Directory of Open Access Journals (Sweden)

Branislav Lijović

2012-12-01

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

Branding the Army

Science.gov (United States)

2017-05-25

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

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

OpenAIRE

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

2008-01-01

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

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

OpenAIRE

Sanfilippo, Marie

2017-01-01

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

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 ...

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...

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

OpenAIRE

Sri Vandayuli Riorini; Christine Catur Widayati

2016-01-01

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

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

OpenAIRE

Horrigan, David

2009-01-01

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

Distinguishing implicit from explicit brand attitudes in brand placement research

NARCIS (Netherlands)

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

2016-01-01

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

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.

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

Building Evidence for Music Education Advocacy

Science.gov (United States)

Shorner-Johnson, Kevin

2013-01-01

The economic challenges facing public schools and music education are immense. In this context, music teachers and supporters will need to engage in persuasive advocacy to protect resource allocations to music programs. It is worthwhile to consider the model of music education advocacy that allowed music to be adopted into the Boston Public…

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.

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...

Autonomia profissional dos professores

OpenAIRE

Guerra, Teresa P.; Veiga, Feliciano

2007-01-01

Este estudo pretendeu analisar as representações dos professores acerca da sua autonomia em contexto escolar, com recurso a uma amostra de 203 professores de ambos os sexos, pertencentes a escolas dos distritos de Lisboa, Setúbal, Leiria e Aveiro. Utilizou-se a Escala de Autonomia Profissional dos Professores (EAPP).

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

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...

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.

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...

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.

Development of measures to evaluate youth advocacy for obesity prevention.

Science.gov (United States)

Millstein, Rachel A; Woodruff, Susan I; Linton, Leslie S; Edwards, Christine C; Sallis, James F

2016-07-26

Youth advocacy has been successfully used in substance use prevention but is a novel strategy in obesity prevention. As a precondition for building an evidence base for youth advocacy for obesity prevention, the present study aimed to develop and evaluate measures of youth advocacy mediator, process, and outcome variables. The Youth Engagement and Action for Health (YEAH!) program (San Diego County, CA) engaged youth and adult group leaders in advocacy for school and neighborhood improvements to nutrition and physical activity environments. Based on a model of youth advocacy, scales were developed to assess mediators, intervention processes, and proximal outcomes of youth advocacy for obesity prevention. Youth (baseline n = 136) and adult group leaders (baseline n = 47) completed surveys before and after advocacy projects. With baseline data, we created youth advocacy and adult leadership subscales using confirmatory factor analysis (CFA) and described their psychometric properties. Youth came from 21 groups, were ages 9-22, and most were female. Most youth were non-White, and the largest ethnic group was Hispanic/Latino (35.6%). The proposed factor structure held for most (14/20 youth and 1/2 adult) subscales. Modifications were necessary for 6 of the originally proposed 20 youth and 1 of the 2 adult multi-item subscales, which involved splitting larger subscales into two components and dropping low-performing items. Internally consistent scales to assess mediators, intervention processes, and proximal outcomes of youth advocacy for obesity prevention were developed. The resulting scales can be used in future studies to evaluate youth advocacy programs.

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.

Development and Assessment of the Social Issues Advocacy Scale

Science.gov (United States)

Nilsson, Johanna E.; Marszalek, Jacob M.; Linnemeyer, Rachel M.; Bahner, Angela D.; Misialek, Leah Hanson

2011-01-01

This article describes the development and the initial psychometric evaluation of the Social Issues Advocacy Scale in two studies. In the first study, an exploratory factor analysis (n = 278) revealed a four-factor scale, accounting for 71.4% of the variance, measuring different aspects of social issue advocacy: Political and Social Advocacy,…

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...

Impact of distribution intensity on perceived quality, brand awareness and brand loyality - structural model

Directory of Open Access Journals (Sweden)

Ivan-Damir Anić

2008-12-01

Full Text Available The purpose of this empirical study was to determine the impacts of distribution intensity on perceived quality and brand awareness, and to analyze the effects of perceived quality and brand awareness on brand loyalty. A structural equation model was used to identify the size and the direction of proposed relationships. The model was tested on a sample of 956 students using three brand categories in the manufacturing industry and three brand categories in the service industry. The proposed hypotheses were supported by the model. The results show that distribution intensity is positively related to perceived quality and brand awareness. Moreover, perceived quality and brand awareness were shown to be significant and positive predictors of brand loyalty. Managerial implications are discussed in the paper. The findings of this study could be of special interests to managers, professionals and those doing research in the field of distribution and brand management.

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...

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.

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?...

Leadership Influence: A Core Foundation for Advocacy.

Science.gov (United States)

Shillam, Casey R; MacLean, Lola

As the largest segment of the health care workforce, nurses have the greatest potential for advancing systems and services to improve health care delivery in the United States. This article presents a framework for nurse administrators to use in developing direct care nurses in their leadership influence competency as a means of increasing their advocacy potential. A systematic review resulted in establishing a nurse leadership influence framework based on the Kouzes and Posner leadership model. The framework includes leadership competencies by nursing professional organizations and was validated by 2 national nurse leader focus groups. Nurse administrators have the opportunity to adopt an evidence-based leadership influence framework to ensure development of advocacy competency in direct care nurses. The impact of nurse administrators systematically adopting a standardized leadership influence framework will result in setting a strong foundation for nurse advocacy. Successful long-term impacts will result in nurses skillfully integrating leadership influence and advocacy into all aspects of daily practice.

Participatory advocacy: a counter to media imperialism.

Science.gov (United States)

Brown, M

1996-01-01

Western media have a history of defining news worldwide, presenting news from a Western perspective which distorts and denies the truth as perceived from developing countries. Western news coverage of developing countries seems to emphasize countries' fragility, instability, and corruption, leading people to believe that the economic problems of developing countries are due to internal failures. That view is then transferred back to indigenous peoples and communities through major Western news agencies and mass media. Participatory communication is based upon the notion that people have the right to decide how they want themselves and their situations to be portrayed, to decide what information is useful to them and their community, and to be integral players in the communication process. With regard to media imperialism, the author discusses implications for advocacy activities, participatory communication approaches, participatory advocacy, participatory advocacy in South Asia, girl child drama in Nepal, drug abuse television drama in Nepal, and the advocacy challenge.

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...

Professor Gender, Age, and “Hotness” in Influencing College Students’ Generation and Interpretation of Professor Ratings

Directory of Open Access Journals (Sweden)

Sara L. Sohr-Preston

2016-09-01

Full Text Available Undergraduate psychology students rated expectations of a bogus professor (randomly designated a man or woman and hot versus not hot based on an online rating and sample comments as found on RateMyProfessors.com (RMP. Five professor qualities were derived using principal components analysis (PCA: dedication, attractiveness, enhancement, fairness, and clarity. Participants rated current psychology professors on the same qualities. Current professors were divided based on gender (man or woman, age (under 35 or 35 and older, and attractiveness (at or below the median or above the median. Using multivariate analysis of covariance (MANCOVA, students expected hot professors to be more attractive but lower in clarity. They rated current professors as lowest in clarity when a man and 35 or older. Current professors were rated significantly lower in dedication, enhancement, fairness, and clarity when rated at or below the median on attractiveness. Results, with previous research, suggest numerous factors, largely out of professors’ control, influencing how students interpret and create professor ratings. Caution is therefore warranted in using online ratings to select courses or make hiring and promotion decisions. 

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.

Effectiveness of narrative pedagogy in developing student nurses' advocacy role.

Science.gov (United States)

Gazarian, Priscilla K; Fernberg, Lauren M; Sheehan, Kelly D

2016-03-01

The literature and research on nursing ethics and advocacy has shown that generally very few nurses and other clinicians will speak up about an issue they have witnessed regarding a patient advocacy concern and that often advocacy in nursing is not learned until after students have graduated and begun working. To evaluate the effectiveness of narrative pedagogy on the development of advocacy in student nurses, as measured by the Protective Nursing Advocacy Scale. We tested the hypothesis that use of a narrative pedagogy assignment related to ethics would improve student nurse's perception of their advocacy role as measured by the Protective Nursing Advocacy Scale using a quasi-experimental nonrandomized study using a pre-test, intervention, post-test design. Data collection occurred during class time from October 2012 to December 2012. The Protective Nursing Advocacy Scale tool was administered to students in class to assess their baseline and was administered again at the completion of the educational intervention to assess whether narrative pedagogy was effective in developing the nursing student's perception of their role as a patient advocate. Students were informed that their participation was voluntary and that the data collected would be anonymous and confidential. The survey was not a graded assignment, and students did not receive any incentive to participate. The institutional review board of the college determined the study to be exempt from review. School of Nursing at a small liberal arts college in the Northeastern United States. A consecutive, nonprobability sample of 44 senior-level nursing students enrolled in their final nursing semester was utilized. Results indicated significant differences in student nurse's perception of their advocacy role related to environment and educational influences following an education intervention using an ethics digital story. Using the Protective Nursing Advocacy Scale, we were able to measure the effectiveness of

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.

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.

Development of measures to evaluate youth advocacy for obesity prevention

OpenAIRE

Millstein, Rachel A.; Woodruff, Susan I.; Linton, Leslie S.; Edwards, Christine C.; Sallis, James F.

2016-01-01

Background Youth advocacy has been successfully used in substance use prevention but is a novel strategy in obesity prevention. As a precondition for building an evidence base for youth advocacy for obesity prevention, the present study aimed to develop and evaluate measures of youth advocacy mediator, process, and outcome variables. Methods The Youth Engagement and Action for Health (YEAH!) program (San Diego County, CA) engaged youth and adult group leaders in advocacy for school and neighb...

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.

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 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.

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/...

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...

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...

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,...

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

Community stakeholder responses to advocacy advertising

Energy Technology Data Exchange (ETDEWEB)

Miller, B.; Sinclair, J. [Elon University, Elon, NC (United States). School Community

2009-07-01

Focus group research was used to examine how community stakeholders, a group with local industry experience, responded to coal industry advocacy messages. The stakeholders expressed beliefs about both the advertiser and the coal industry, and while their knowledge led to critical consideration of the industry campaign, they also expressed a desire to identify with positive messages about their community. Applying a postpositivist research perspective, a new model is introduced to integrate these beliefs in terms of advertiser trust and industry accountability under the existing theoretical framework of persuasion knowledge. Agent and topic knowledge are combined in this model based on responses to the industry advocacy campaign. In doing so, this study integrates a priori theory within a new context, extending the current theoretical framework to include an understanding of how community stakeholders - a common target for marketplace advocacy - interpret industry messages.

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.

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 (...

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...

Families of Children with Disabilities in Elementary and Middle School: Advocacy Models and Strategies.

Science.gov (United States)

Alper, Sandra; And Others

1996-01-01

This article describes models and methods of advocacy for families of children with disabilities in elementary and middle school, including self-advocacy, social support advocacy, interpersonal advocacy, and legal advocacy. Issues for parents during these years are discussed, as are the role and needs of siblings. Advocacy is seen as a dynamic…

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 ...

Professor Gender, Age, and "Hotness" in Influencing College Students' Generation and Interpretation of Professor Ratings

Science.gov (United States)

Sohr-Preston, Sara L.; Boswell, Stefanie S.; McCaleb, Kayla; Robertson, Deanna

2016-01-01

A sample of 230 undergraduate psychology students rated their expectations of a bogus professor (who was randomly designated a man or woman and "hot" versus "not hot") based on ratings and comments found on RateMyProfessors.com. Five professor qualities were derived using principal components analysis: dedication,…

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.

Rethinking the Measurement of Place Brands

DEFF Research Database (Denmark)

Zenker, Sebastian; Braun, Erik

2015-01-01

in the form of free brand associations of target customers with qualitative methods; in the form of attributes with quantitative methods like standardized questionnaires; and with mixed methods that combine qualitative research with quantitative methods. Two mixed methods, namely the network analysis......Place brand managers often disregard the complexity of place brands, as do their counterparts in the academic arena: they repeatedly use simple explorative descriptions of certain place brands, rather than a precise measurement. Thus, this chapter aims to identify and discuss measurement approaches...... that could prove useful in place branding. Therefore, we will define the brand and examine various options regarding what to measure in place branding. Finally, we will discuss the different approaches of brand measurement for their use in place branding, namely the approaches to measuring the brand...

A Study On The Association Between Brand Awareness And Consumer/Brand Loyalty For The Packaged Milk Industry In Pakistan

OpenAIRE

Subhani, Muhammad Imtiaz; Osman, Ms.Amber

2009-01-01

Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. This paper put forwards the relationship of brand awareness on consumer/brand loyalty in the packaged milk brands in the urban Pakistan. There is evidence of brand awareness and consumer/brand loyalty on brand equity. The approach takes into account sources of brand equity—brand awareness, consumer/brand loyalty, and image (perceptions / associations) on the sample of consumer households. T...

Brand Equity and Factors Affecting Consumer-s Purchase Intention towards Luxury Brands in Bangkok Metropolitan Area

OpenAIRE

Sumalee Lekprayura

2012-01-01

The purposes of this research were 1) to study consumer-based equity of luxury brands, 2) to study consumers- purchase intention for luxury brands, 3) to study direct factors affecting purchase intention towards luxury brands, and 4) to study indirect factors affecting purchase intention towards luxury brands through brand consciousness and brand equity to analyze information by descriptive statistic and hierarchical stepwise regression analysis. The findings revealed tha...

Tasteful Brands: Products of Brands Perceived to be Warm and Competent Taste Subjectively Better

Directory of Open Access Journals (Sweden)

Boyka Bratanova

2015-06-01

Full Text Available Using survey and experimental data, the present research examines the effect of brand perception on experienced taste. The content of brand perception can be organized along the two social perception dimensions of warmth and competence. We use these two dimensions to systematically investigate the influence of brand perception on experienced taste and consumer behavior toward food products. The brand’s perceived warmth and competence independently influenced taste, both when it was measured as a belief and as an embodied experience following consumption. Taste mediated the link between brand’s warmth and competence perceptions and three consumer behavioral tendencies crucial for the marketing success of brands: buying intentions, brand loyalty, and support for the brand.

Kill a brand, keep a customer.

Science.gov (United States)

Kumar, Nirmalya

2003-12-01

Most brands don't make much money. Year after year, businesses generate 80% to 90% of their profits from less than 20% of their brands. Yet most companies tend to ignore loss-making brands, unaware of the hidden costs they incur. That's because executives believe it's easy to erase a brand; they have only to stop investing in it, they assume, and it will die a natural death. But they're wrong. When companies drop brands clumsily, they antagonize loyal customers: Research shows that seven times out of eight, when firms merge two brands, the market share of the new brand never reaches the combined share of the two original ones. It doesn't have to be that way. Smart companies use a four-step process to kill brands methodically. First, CEOs make the case for rationalization by getting groups of senior executives to conduct joint audits of the brand portfolio. These audits make the need to prune brands apparent throughout the organization. In the next stage, executives need to decide how many brands will be retained, which they do either by setting broad parameters that all brands must meet or by identifying the brands they need in order to cater to all the customer segments in their markets. Third, executives must dispose of the brands they've decided to drop, deciding in each case whether it is appropriate to merge, sell, milk, or just eliminate the brand outright. Finally, it's critical that executives invest the resources they've freed to grow the brands they've retained. Done right, dropping brands will result in a company poised for new growth from the source where it's likely to be found--its profitable brands.

Global brands: a brief review

Directory of Open Access Journals (Sweden)

Martín Hernani-Merino

2015-12-01

Full Text Available Markets globalization has placed global brands as central players in the economic, cultural and psychological fields; the evidence is everywhere (Özsomer, Batra, Chattopadhyay & Hofstede, 2012. Therefore, many multinational companies are altering their brand portfolios in favor of global brands (Özsomer et al, 2012;. Steenkamp, Batra & Alden, 2003. Thus, this essay aims to analyze the concepts and research related to the construct of global brands. The paper seeks to understand the definition from different perspectives of what it means global brands; and later, briefly analyze the research of global branding. Finally, final considerations are discussed.

The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry

Directory of Open Access Journals (Sweden)

Manilall Dhurup

2014-04-01

Rationale: The study sought to extend empirical evidence on the association between brand loyalty and product-related factors: packaging, price and brand awareness. Methodology: The study adopted a quantitative survey approach and was conducted in a paint retailing environment. Data were elicited from a conveniently selected sample of 212 consumers who purchased various brands of paint. Regression analysis and the one-way analysis of variance test were conducted to investigate the impact of packaging, price and brand awareness on brand loyalty. Findings: Packaging, price and brand awareness showed significant positive relationships with brand loyalty, which implied their significant predictive influence on brand loyalty. The results suggest that management should, inter alia, initiate and implement effective packaging, pricing and brand awareness in order to enhance consumers’ brand loyalty to the company’s products. Value of research: The research provides valuable insights to managers of companies on the need to continuously enhance their products’ packaging with competitive pricing strategies in order to improve brand awareness and brand loyalty and remain competitive in the market. The study also provides evidence of the relationship between brand loyalty and packaging, price and brand awareness in a South African context. Conclusion: The marketing success of businesses depends on their ability to continuously enhance their products’ packaging with competitive pricing and brand awareness strategies in order to improve brand loyalty. Future studies should be extended to other retailing environments and product categories.

Corporate branding in Facebook fan pages ideas for improving your brand value

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Zamith Brito, Eliane Pereira

2015-01-01

In Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value, the authors show how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company's strategies influence this process, and how online communication benefits from the integration of the manager's vision with communication policies.

A ATUAÇÃO DE PROFESSORES DE ENSINO SUPERIOR: INVESTIGANDO DOIS PROFESSORES BEM AVALIADOS PELOS ESTUDANTES

Directory of Open Access Journals (Sweden)

Ana Luiza de Quadros

2016-06-01

Full Text Available In the last years, higher education teacher training has received more didactic-pedagogical attention. Despite numerous criticisms to professors' work, some practices present differentials that make them a reference to students, even among university professors with undergraduate and graduate degrees in their specific areas of knowledge. To analyze the classes of such professors who become a reference to students, we selected two higher education professors of chemistry and videotaped their classes seeking to identify the teaching strategies that they use. After analysis, we shared the results with the subjects and complemented them with a semi-structured interview. We found out that these professors perform based on counter-models of professors who they had had in their undergraduate courses and developed strategies aiming to minimize for their students the difficulties they themselves had experienced.

The construction of Brand Denmark

DEFF Research Database (Denmark)

Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard

2015-01-01

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

Comparison of Luxury Brand Perception: Old (UK) vs. Modern (Russia) consumers’ perception toward Burberry Brand

OpenAIRE

Irina Ivanovna Skorobogatykh; Olga Saginova; Zhanna Musatova

2014-01-01

With globalization and increased mobility consumers can easily access the same brand in different markets, interpreting the meaning and the social statuses they represent. That is why maintaining brand consistency across countries should be of great importance for companies’ brand management and marketing strategies, especially in the luxury industry where profitability and long-term success rely on consumers’ perceptions of luxury brands. This paper examines brand image consistency of luxur...

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

Science.gov (United States)

Takayanagi, Kazue; Hagihara, Yukiko

2007-01-01

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

Foreign Branding: Examining the Relationship between Language and International Brand Evaluations

Directory of Open Access Journals (Sweden)

Sergio Olavarrieta Soto

2009-12-01

Full Text Available In Latin-American markets, the choice of foreign brand names is very popular in a variety of product classes. We investigate this phenomenon extending LeClerc et al. (1989, 1994 original work on foreign branding effects in the context of a developing Latin American country, such as Chile. In this paper, we have used two foreign languages, French and English and a different home-country language– Spanish–, thus extending the original US-based study. In general, results are consistent with those of studies conducted by LeClerc et al. However, in the case of Chile, foreign branding, in particular English branding, generates better results across all product categories (hedonic, hybrid, and functional.

The state of advocacy in cancer.

Science.gov (United States)

Maxwell, G Larry

2015-12-01

Non-profit advocacy organizations have been important in raising public awareness, promoting education, and enhancing political activism for issues related to cancer. Grassroots efforts aimed at fund-raising have substantially augmented federal funding for community outreach and research. The objective of this review was to evaluate successful accomplishments of several major non-profit organizations that are focused on cancer. A review of news media, medical literature, and financial records (using GuideStar) was performed to access the organizational structure and productivity of several successful cancer advocacy organizations. Compared to other cancer advocacy groups, the American Cancer Society is the oldest (>100years old) and worth the most with net assets of over $1.25 billion dollars and an annual total revenue of over $900 million dollars. The ACS also has the highest overhead at 41%. Most of the gynecologic cancer advocacy groups are approximately 20years old and have collective total annual revenue of over $17M dollars. The Ovarian Cancer Research Fund has been the most successful at raising funds and building net assets to date while maintaining an overhead of active and financially successful cancer organizations tend to be older, have higher overhead, spend less on total administration, spend more on fund-raising, have more events (rather than a limited number), and use aggressive social media strategies. Copyright © 2015. Published by Elsevier Inc.

Branding your medical practice.

Science.gov (United States)

Maley, Catherine; Baum, Neil

2010-01-01

Branding is the process of differentiating your medical practice from all other practices in the industry. Branding takes into account the "look and feel" of your office, you and your staff your materials, and every other detail that gives your patients clues as to who you are and what you value. This article will review the strategies that go into building your own solid brand so your existing patients, as well as prospective ones, are attracted and loyal to you and your brand.

Consumers' Online Brand Endorsements

NARCIS (Netherlands)

Bernritter, S.F.; Verlegh, P.W.J.; Smit, E.G.; De Pelsmacker, P.

2016-01-01

Purpose and Approach This Chapter has three central goals: First, it aims to introduce the concept of consumers’ online brand endorsements, which we define as consumers’ intentional, public, and positive online affiliations with brands (e.g., liking a brand page on Facebook). Second, it provides an

Accounting Professor Qualification in Digital Age: A Perception Study on Brazilian Professors

Science.gov (United States)

Vendruscolo, Maria Ivanice; Behar, Patrícia Alejandra

2015-01-01

This papers aims at analyzing the perception of Accounting professors about the necessary qualifications in Accounting undergraduate courses. The contribution of this study is to theoretically discuss the education of Accounting professors, with empirical data, because Accounting teaching requires specific competencies in the digital area. The…

Discursive Brand Solidarisation

DEFF Research Database (Denmark)

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

2014-01-01

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

Happy Birthday Professor Telegdi

CERN Multimedia

2002-01-01

Professor Telegdi, pictured with Luciano Maiani and Alexander Skrinsky, receiving the medal of foreign member of the Russian Academy of Sciences in June 2000. Professor Valentine Telegdi celebrated his 80th birthday on Friday, 11th January. A brilliant American physicist of Hungarian origin, Professor Telegdi was a professor at the University of Chicago, the Swiss Federal Institute of Technology in Zurich (ETHZ) and the California Institute of Technology and took part in many CERN experiments, of which NA10 and L3 were the most recent. He served as Chairman of CERN's Scientific Policy Committee from 1981 to 1983. A member of numerous scientific academies, he shared the prestigious Wolf Prize with Maurice Goldhaber in 1991 in recognition of their separate seminal contributions to nuclear and particle physics, particularly those concerning weak interactions involving leptons.

Evaluation of resident attitudes and self-reported competencies in health advocacy

Directory of Open Access Journals (Sweden)

Fok Mark C

2010-11-01

Full Text Available Abstract Background The CanMEDS Health Advocate role, one of seven roles mandated by the Royal College of Physicians and Surgeons Canada, pertains to a physician's responsibility to use their expertise and influence to advance the wellbeing of patients, communities, and populations. We conducted our study to examine resident attitudes and self-reported competencies related to health advocacy, due to limited information in the literature on this topic. Methods We conducted a pilot experience with seven internal medicine residents participating in a community health promotion event. The residents provided narrative feedback after the event and the information was used to generate items for a health advocacy survey. Face validity was established by having the same residents review the survey. Content validity was established by inviting an expert physician panel to review the survey. The refined survey was then distributed to a cohort of core Internal Medicine residents electronically after attendance at an academic retreat teaching residents about advocacy through didactic sessions. Results The survey was completed by 76 residents with a response rate of 68%. The majority agreed to accept an advocacy role for societal health needs beyond caring for individual patients. Most confirmed their ability to identify health determinants and reaffirmed the inherent requirements for health advocacy. While involvement in health advocacy was common during high school and undergraduate studies, 76% of residents reported no current engagement in advocacy activity, and 36% were undecided if they would engage in advocacy during their remaining time as residents, fellows or staff. The common barriers reported were insufficient time, rest and stress. Conclusions Medical residents endorsed the role of health advocate and reported proficiency in determining the medical and bio-psychosocial determinants of individuals and communities. Few residents, however, were

Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature

OpenAIRE

Malik, Abdullah; Sudhakar, Bushan D.

2014-01-01

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...

Influence of brand differential on motivation to conform and manufacturer versus store brand purchase intention

Directory of Open Access Journals (Sweden)

Tran, E.

2014-05-01

Full Text Available Relationships and characteristics that influence consumers’ purchase decision between store brand and manufacturer brand product offerings have emerged as an interesting and practical area of research. From a management perspective, understanding the process by which consumers make purchase choices between these brand offerings would lead to both theoretical and practical applications. Therefore, this study attempts to enhance understanding about the factors that influence consumers’ manufacturer versus store brand purchase decisions. A conceptual model is developed to integrate the manner by which a consumer’s motivation to conform to the perceived social norm of purchasing manufacturer brand products influences this purchase decision. The model is tested using survey data. Findings indicate the importance of the intensity of perceived differences between store brand and manufacturer brand product offerings in affecting consumers’ purchase intention of these products. The relationship is also mediated by consumers’ motivation to conform to manufacturer brand products in their purchase decision.

On the nature of advocacy as an institution of civil society

Directory of Open Access Journals (Sweden)

Rauf O. Mamedov

2016-01-01

Full Text Available Objective to determine the nature of advocacy in terms of the interests of society and the state. Methods dialectical approach to cognition of social phenomena allowing to analyze them in the context of the totality of objective and subjective factors determined the use of research methods such as systematic comparativelegal and formallogical. Results it is shown that taking into account the implementation of public interests advocacy promotes the administration of justice within the frameworks of the legal assistance guaranteed by the Constitution of the Russian Federation. However the public interest embodied in the human rights nature of the legal profession and ensuring the adversarial nature of the judicial process does not allow to consider advocacy solely the civil society institution. The conclusion is made about the narrowness of interpretation of the advocacy status as the institution of civil society in the Federal Law No 63FZ quotOn advocacy activity and advocacy in Russian Federationquot of 31.05.2002. The concept of advocacy is proposed not so much as an institution of civil society but as an important public institution participating in implementation of public interests thus promoting the administration of justice and thereby participating in the formation of the system of checks and balances in relations between the state and the civil society in Russia. Scientific novelty in the Russian scientific literature the study of advocacy as an institution of civil society is not addressed adequately. Innbspthis article the author attempts to comprehend the possibility of considering the advocacy to be a civil society institution in the light of implementation of public interests. Practical significance the main provisions and conclusions of the article can be used in scientific and pedagogical activity in studying of institutions of civil society in Russia in general and advocacy in particular. nbsp

Young deafblind adults in action: becoming self-determined change agents through advocacy.

Science.gov (United States)

Bruce, Susan M; Parker, Amy T

2012-01-01

Six young deafblind adults took a 1-week course on civic engagement and advocacy, which provided the focus for a participatory action research study with a collective case study design. They selected advocacy topics, were briefed on these policy issues, and were paired with experienced mentors for meetings with legislators in Washington, DC. Eight themes were identified from constant comparative and in vivo analysis of classroom discussion notes, interviews, and journals: (a) defining advocacy and advocate, (b) rights and equality, (c) expectations, (d) role of education in change, (e) deafblind expertise, (f) characteristics of effective change agents, (g) advocacy is teamwork, (h) future advocacy. In the classroom, the participants learned about policy issues, communication considerations, and leadership, then applied this knowledge in the legislative arena. Through the advocacy process, they learned to apply their personal strengths as advocates and experienced the importance of teamwork in advocacy.

Levende branding

DEFF Research Database (Denmark)

Schultz, Majken

2013-01-01

Mottoet »Boston Strong« efter bombeangrebet ved Boston Marathon viser, at ingen branding er stærkere end det, der vokser ud af det levede liv.......Mottoet »Boston Strong« efter bombeangrebet ved Boston Marathon viser, at ingen branding er stærkere end det, der vokser ud af det levede liv....

Potential risks of "risk" language in breastfeeding advocacy.

Science.gov (United States)

Wallace, Lora J Ebert; Taylor, Erin N

2011-06-21

In this article the authors analyze the use of "risks of formula language" versus "benefits of breastfeeding language" in breastfeeding advocacy texts. Feeding intentionality and 434 adult respondents' assessments of advocacy texts were examined at a mid-western university in the fall of 2009. No significant difference was observed between those who read text phrased in terms of "risks of formula feeding" and those who read text describing "benefits of breastfeeding" in feeding intentionality. Results supported the expectation that respondents would less favorably assess texts using risk language-respondents rated risk texts as less trustworthy, accurate, and helpful compared to benefit text. Texts were also varied in "medical" and "breastfeeding advocacy group" affiliations. Analyses revealed that texts including the medical logo were rated significantly more favorably compared to breastfeeding advocacy logo and no logo conditions. Findings suggest that use of risk language may not be an advantageous health promotion strategy, but may be counter-productive to the goals of breastfeeding advocates.

Developing a comprehensive curriculum for public health advocacy.

Science.gov (United States)

Hines, Ayelet; Jernigan, David H

2012-11-01

There is a substantial gap in public health school curricula regarding advocacy. Development of such a curriculum faces three challenges: faculty lack advocacy skills and experience; the public health literature on effective advocacy is limited; and yet a successful curriculum must be scalable to meet the needs of approximately 9,000 public health students graduating each year. To meet these challenges, we propose a 100-hour interactive online curriculum in five sections: campaigning and organizing, policy making and lobbying, campaign communications, new media, and fund-raising. We outline the content for individual modules in each of these sections, describe how the curriculum would build on existing interactive learning and social media technologies, and provide readers the opportunity to "test-drive" excerpts of a module on "grasstops" organizing. Developing advocacy skills and expertise is critical to meeting the challenges of public health today, and we provide a blueprint for how such training might be brought to scale in the field.

Bladder Cancer Advocacy Network

Science.gov (United States)

... Grants Bladder Cancer Think Tank Bladder Cancer Research Network Bladder Cancer Genomics Consortium Get Involved Ways to ... us? Who we are The Bladder Cancer Advocacy Network (BCAN) is a community of patients, caregivers, survivors, ...

Dettol: Managing Brand Extensions

OpenAIRE

Anand Kumar Jaiswal; Arpita Srivastav; Dhwani Kothari

2009-01-01

This case is about evolution of a parent brand and its subsequent extensions into different product categories. Dettol as a brand has immense trust and loyalty from the consumers. Since the 1930s when Dettol was introduced in India, it has occupied a distinct position in the mind of its consumers. To achieve fast growth and leverage the strong brand equity of Dettol, Reckitt Benckiser India Limited (RBIL) rolled out a number of brand extensions. Some of these extensions such as Dettol soap an...

Design and Iconic Brands

Directory of Open Access Journals (Sweden)

2015-11-01

Full Text Available The VW Beetle, Apple, Porsche … many iconic brands have reached their status with groundbreaking designs. But what makes these designs so special? And is it really the design factor that accounts for the overall success of a brand? Dr. Walter de Silva shares with us his thoughts on iconic designs, the design process and the role of design in branding. Open your heart and mind to his extensive experience in developing designs for Volkswagen, Audi and other brands of the Volkswagen Group

Win Market by Brand

Institute of Scientific and Technical Information of China (English)

FENG Zhende

2002-01-01

Brand is symbol of product quality and strength of enterprise. As a typical culture in market economy, it has great influences in everyday life. Famous brands attract purchasing, which prospers enterprise. After China' s entry to WTO, Chinese economy has turned into a new page.As the world manufacturing base, China is to win international market with its own brands. Chunsheng Refractory Ltd., which specialized in quality silica bricks, has grown in size and strength. And our experiences proved how important the brand is for an enterprise.

Brand-Transvisuality:

DEFF Research Database (Denmark)

Michelsen, Anders Ib; Nedergaard, Nicky

2018-01-01

Co-creation is emerging as a dominant business model for innovation pointing to co(llaborative) practices between firms and customers. These practices typically involve new ideas about firm-customer dialogue, for instance on terms of accessibility/transparency and risk assessment. More recently, ...... of brand research, these views point further to direct involvement of intuitions and imagination. This chapter presents a grounded reflection on how the visual, as a non-representational matter, may support this new venue of collaborative brand (meaning) innovation practices.......Co-creation is emerging as a dominant business model for innovation pointing to co(llaborative) practices between firms and customers. These practices typically involve new ideas about firm-customer dialogue, for instance on terms of accessibility/transparency and risk assessment. More recently......, the concept of co-creation has been applied to the brand management literature. Co-creation is viewed here as a collaborative approach to the management of brand meaning through firm-customer dialogue, supported by ‘images’ encompassing coded messages, perceptions, and emotions. Traditionally not part...

Tools Beyond Control: Social Media and the Work of Advocacy Organizations

Directory of Open Access Journals (Sweden)

Luis E. Hestres

2017-06-01

Full Text Available Advocacy organizations rely on social media services, such as Facebook and Twitter, to engage their supporters. These services increasingly influence how citizens and advocacy organizations engage politically online through the technical features and policies they choose to implement—a phenomenon that can sometimes disrupt the work of advocates. Interviews with digital strategists at several US advocacy organizations revealed low levels of awareness of this phenomenon, despite its potential impact on their work; substantial dependence on these services for advocacy work; and a shared sense of necessity to embrace these tools, despite their potential downsides. Implications for the scholarship and practice of Internet governance and digitally mediated advocacy are discussed.

Branding the Destination Versus the Place

DEFF Research Database (Denmark)

Zenker, Sebastian; Braun, Erik; Petersen, Sibylle

2017-01-01

This article contributes to a broader understanding of how the branding of places affects both residents and tourists. While branding often relies on simplified messages, the effectiveness of such strategies for complex brands remains questionable. Residents in particular possess a confounded...... knowledge of the place and could disagree with simplified destination brands. To test the role of brand complexity for residents and tourists, we conducted two empirical studies (N = 765; N = 385), showing that, for residents, positive place attitude (i.e., place satisfaction, identification, and attachment......) and place behaviour (i.e., positive word-of-mouth) increase with a higher brand complexity. The second study shows that the positive relationship of brand complexity is stronger for residents than for tourists, supporting the conclusion that brand complexity is relevant for place brands, but that the place...

Systematic review of public health branding.

Science.gov (United States)

Evans, W Douglas; Blitstein, Jonathan; Hersey, James C; Renaud, Jeanette; Yaroch, Amy L

2008-12-01

Brands build relationships between consumers and products, services, or lifestyles by providing beneficial exchanges and adding value to their objects. Brands can be measured through associations that consumers hold for products and services. Public health brands are the associations that individuals hold for health behaviors, or lifestyles that embody multiple health behaviors. We systematically reviewed the literature on public health brands; developed a methodology for describing branded health messages and campaigns; and examined specific branding strategies across a range of topic areas, campaigns, and global settings. We searched the literature for published studies on public health branding available through all relevant, major online publication databases. Public health branding was operationalized as any manuscripts in the health, social science, and business literature on branding or brands in health promotion marketing. We developed formalized decision rules and applied them in identifying articles for review. We initially identified 154 articles and reviewed a final set of 37, 10 from Africa, Australia, and Europe. Branded health campaigns spanned most of the major domains of public health and numerous communication strategies and evaluation methodologies. Most studies provided clear information on planning, development, and evaluation of the branding effort, while some provided minimal information. Branded health messages typically are theory based, and there is a body of evidence on their behavior change effectiveness, especially in nutrition, tobacco control, and HIV/AIDS. More rigorous research is needed, however, on how branded health messages impact specific populations and behaviors.

Analyzing Brand Equity On Purchase Intention Through Brand Preference Of Samsung Smartphone User In Manado

OpenAIRE

Emor, Angelina M.

2015-01-01

Consumers nowadays tend to value a product from its brand. Strong brand equity brings positive effect to the product. Thus, it is assumed that brand equity affects preference and purchase intention as well. Samsung has become popular in the Smartphone market these years. Currently, Samsung holds the place at the top of Android-based Smartphones globally. This research wants to study about the effect of brand equity on purchase intention through brand preference of Samsung Smartphone users in ...

Matching Communication Modalities: The Effects of Modality Congruence and Processing Style on Brand Evaluation and Brand Choice

NARCIS (Netherlands)

Fransen, M.L.; Fennis, B.M.; Pruyn, Adriaan T.H.

2010-01-01

Previous research has shown that prior brand exposure (e.g., through advertising) can positively influence brand consideration, brand attitudes, and brand choice. In the present studies, the authors argue that the effects of prior brand exposure depend on the communication modality (visual vs.

Matching communication modalities: the effects of modality congruence and processing style on brand evaluation and brand choice

NARCIS (Netherlands)

Fransen, M.L.; Fennis, B.M.; Pruyn, A.Th.H.

2010-01-01

Previous research has shown that prior brand exposure (e.g., through advertising) can positively influence brand consideration, brand attitudes, and brand choice. In the present studies, the authors argue that the effects of prior brand exposure depend on the communication modality (visual vs.

Matching communication modalities : The effects of modality congruence and processing style on brand evaluation and brand choice

NARCIS (Netherlands)

Fransen, M.L.; Fennis, B.M.; Pruyn, A.

Previous research has shown that prior brand exposure (e.g., through advertising) can positively influence brand consideration, brand attitudes, and brand choice. In the present studies, the authors argue that the effects of prior brand exposure depend on the communication modality (visual vs.

Fashion Brand Purity and Firm Performance

Directory of Open Access Journals (Sweden)

Jin-hui Zheng

2013-01-01

Full Text Available A large number of prior empirical research and case studies used qualitative methodology to discuss the fashion brand dilution resulting from consumer base extension from the target group(s to the nontarget groups and its impacts. From a different perspective, this paper establishes a dynamic brand dilution and performance model, demonstrating how dynamic changes of sales volumes involving the two consumer groups affect the degree of brand dilution and the performance of the brand. We incorporate the factor “brand purity” to the model as a quantitative measure of brand dilution level that affects firm annual revenue and profit change comprehensively in iteration. Our model suggests that fashion brands, especially luxury brands, can be easily diluted under the pressure of firm growth, and the brands suffer the significant negative impact on their revenues and profit. While increasing sales volume can aggravate the negative consequences, brand purity can be increased through limiting the consumer base to the target group only.

Professor Michael Levitt

Directory of Open Access Journals (Sweden)

Gemma-Louise Davies

2015-10-01

Full Text Available Professor Michael Levitt (Stanford University, USA won the 2013 Nobel Prize in Chemistry for the development of multiscale models for complex chemical systems—computational tools which can calculate the course of chemical reactions. Professor Levitt was born in Pretoria, South Africa; he came to the UK on a summer vacation aged 16, where he decided to stay and study for his A‑levels. His interest in the physics of living systems drove him to study biophysics at King’s College London, before securing a PhD position at the Laboratory of Molecular Biology in Cambridge. In the interim year between his degree and beginning his PhD, Professor Levitt worked at the Weizmann Institute of Science in Israel, where he met his future wife. They married later that year and moved to Cambridge, where their three children were born. After completing his PhD, he spent time working in Israel, Cambridge, the Salk Institute and Stanford (both California. Since 1986, he has split his time between Israel and California. Outside of science, he is a keen hiker and he is well-known to have attended the eclectic ‘Burning Man’ Festival in California.[1] Professor Levitt visited the University of Warwick to speak at the Computational Molecular Science Annual Conference in March 2015. In this interview, Dr Gemma-Louise Davies, an Institute of Advanced Study Global Research Fellow, spoke to Professor Levitt about the importance of Interdisciplinarity in his field, role models in Academia, and his plans for the future. Image: Professor Michael Levitt (left with Dr Scott Habershon (right, organiser of the 2015 Computational Molecular Science Annual Conference during his visit to the University of Warwick in March 2015. [1] ‘Burning Man’ is a unique annual festival dedicated to community, art, music, self-expression and self-reliance. Tens of thousands of people flock to this temporary metropolis built in the Californian desert.

Competition Advocacy: the Italian Experience

Directory of Open Access Journals (Sweden)

Salvatore Rebecchini

2014-07-01

Full Text Available Competition advocacy is considered, together with enforcement, the core business of an antitrust authority. Broadly speaking there are at least three main tasks regularly performed by most, if not all, antitrust agencies that are amenable to the advocacy function: addressing laws and regulations in order to remove unnecessary impediments to competition; engaging in sector enquiries to understand markets behavior and identify critical issues; explaining the benefits of open competitive markets to the public opinion. This article examines these three main tasks and outlines the challenges for competition agencies, with references to the experience of the Italian Competition Authority (ICA and the initiatives undertaken at international level.

Management value of the brand with special emphasis on the emotional aspect of branding

Directory of Open Access Journals (Sweden)

Marinković Vladimir

2015-01-01

Full Text Available Turbulent of markets, which in future will be more dynamic, based on close collaboration companies (brands with towards his customers. Having a prestigious brand and loyal customers is the goal of which tend to all market participants. However, many companies are not able to predict and plan the management of the brand, but remain on a superficial understanding of branding as a simple process of creating names, slogans and product design. If brands fail to achieve an emotional connection with the customer, then the way to achieve business success and profit maximizing open. An increasing number of companies realize the importance and necessity of branding. Realizing that a good reputation and positive image reflected in business success, the company recently increasingly pay attention to this issue.

Luxury brands : a study of consumers' motivation to purchase luxury brands

OpenAIRE

Knag, Siri Merethe

2012-01-01

The purpose of this study was to examine consumers’ motives for buying luxury brands. The underlying motivation for why consumers buy luxury branded products is a field that is still lacking former research. The main objective of my research in this thesis was thus to provide new, interesting discoveries to the phenomenon luxury and purchasing motives. The assigned problem was to identify the associations that consumers have with a luxury fashion, brand and compare them with th...

Image of Luxury Brands

Directory of Open Access Journals (Sweden)

Mónica Díaz-Bustamante

2016-04-01

Full Text Available The luxury market has experienced considerable growth over recent years, being one of the sectors that have been the most resistant to the current economic recession. Selective fragrances make up one of the primary categories of the so-called accessible luxury consumed by a middle class that is seeking to approach the upper classes by copying their lifestyle. Despite the importance of this market, there is relatively little literature existing in regard to the study of the image of luxury brands due to the complexity of the luxury phenomenon. This article presents the results of an initial qualitative study conducted on focus groups of luxury fragrance consumers, making it possible to identify the types of attributes to be considered when studying the brand image of said luxury products. Subsequently, a quantitative study was conducted to determine the perceived image of the main luxury fragrances brands by consumers. Thanks to this study, it has been possible to determine the typical profile of each of the analyzed brands, to define the underlying dimensions of the image of luxury fragrances brands, and to analyze the correlations and dependency relations existing between the luxury brand dimension and the other attributes of image for the studied brands and between all the image attributes themselves.

Nation branding as an emerging field

DEFF Research Database (Denmark)

Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard

2016-01-01

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

Legislating for advocacy: The case of whistleblowing.

Science.gov (United States)

Watson, Chanel L; O'Connor, Tom

2017-05-01

The role of nurses as patient advocates is one which is well recognised, supported and the subject of a broad body of literature. One of the key impediments to the role of the nurse as patient advocate is the lack of support and legislative frameworks. Within a broad range of activities constituting advocacy, whistleblowing is currently the subject of much discussion in the light of the Mid Staffordshire inquiry in the United Kingdom (UK) and other instances of patient mistreatment. As a result steps to amend existing whistleblowing legislation where it exists or introduce it where it does not are underway. This paper traces the development of legislation for advocacy. The authors argue that while any legislation supporting advocacy is welcome, legislation on its own will not encourage or enable nurses to whistleblow.

27 CFR 5.34 - Brand names.

Science.gov (United States)

2010-04-01

... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Brand names. 5.34 Section... Spirits § 5.34 Brand names. (a) Misleading brand names. No label shall contain any brand name, which... officer finds that such brand name (when appropriately qualified if required) conveys no erroneous...

Brand marketing model on social networks

OpenAIRE

Jezukevičiūtė, Jolita; Davidavičienė, Vida

2014-01-01

Paper analyzes the brand and its marketing solutions on social networks. This analysis led to the creation of improved brand marketing model on social networks, which will contribute to the rapid and cheap organization brand recognition, increase competitive advantage and enhance consumer loyalty. Therefore, the brand and a variety of social networks are becoming a hot research area for brand marketing model on social networks. The world‘s most successful brand marketing models exploratory an...

ADVERTISING BRANDS BY MEANS OF SOUNDS SYMBOLISM: THE INFLUENCE OF VOWELS ON PERCEIVED BRAND CHARACTERISTICS

Directory of Open Access Journals (Sweden)

Alina Catalina Duduciuc

2015-07-01

Full Text Available The aim of this study is to test the influence of sound symbolism on perceived characteristics of a brand as well as to highlight the importance of applied social psychology to current practice of advertising. 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. I assumed that when consumers encounter an unknown brand name, they automatically infer characteristics from the meaning conveyed by the sounds (e.g. phonemes. Therefore, I supposed that a brand name for a shampoo (artificially created on experimental purpose containing back vowel is evaluated better by consumers when they compare it to another brand name with front vowels. Furthermore, for the accuracy of responses, I used the semantic differential scale to measure the differences between two brands in terms of certain attributes of product. To this end, fifty students (N=50 participated in a research based on questionnaire. As the results of the current research showed, the brand name with back vowel outnumbered the brand name with front vowel on two dimension, i.e. on brand activity and brand efficiency. The brand name containing front vowel was rated better when subjects evaluated the product in generally. Last, but not least, when it comes to convey meanings, the sound of back vowels [a] could be used more when marketers promote products that communicate its characteristics such as efficiency, velocity and health. The back vowel could be also assessed to products with larger packing or special sailing such as extra quantity. Meanwhile, the brand names with front vowels [ie] could be created for more expensive products with good quality, mainly addressed to men.

Co-creating Stakeholder and Brand Identities

DEFF Research Database (Denmark)

von Wallpach, Sylvia; Voyer, Benjamin; Kastanakis, Minas

2017-01-01

This article introduces the special section on reciprocal co-creation of stakeholder and brand identities. Branding research and practice traditionally focus on the managerial creation and implementation of brand identity. Based on recent paradigmatic shifts from managerial to co-creative branding...... and from consumer to multi-stakeholder approaches in marketing, this special section develops a dynamic, process-oriented perspective on brand identity. Brand identity continuously emerges as a dynamic outcome of social processes of stakeholder interaction. Reciprocally, brand identity plays a potentially...... important role in ongoing interactive identity development processes of stakeholders. The special section contributes to deepening the understanding of this reciprocal co-creation of stakeholder and brand identities, through a series of conceptual and empirical articles. The Introduction reviews four...

Studying brand loyalty in the cosmetics industry

Directory of Open Access Journals (Sweden)

Usman Yousaf

2012-12-01

Full Text Available Background: The purpose of this research is to know the brand loyalty and contribute to the knowledge that how brand credibility, brand awareness, brand association, perceived quality, and product knowledge is important to build brand loyalty. Method: Data were collected from the female's students of department from the university of Sargodha Final analysis was performed on 125 valid respondents. Cronbach's Alpha statistic was used in order to check the reliability of the scale.  Regression was used in order to test the hypothesis. Correlation analysis was used to study the relationship between the variables such that this analysis studied the positive relation of all the independent variables (brand credibility, brand awareness, brand association, perceived quality and product knowledge with the dependent variable (brand loyalty. Results and Conclusion: The results indicate the positive relationships between brand credibility, brand awareness, brand association, perceived quality, product knowledge (independent variables and brand loyalty (dependent variables. Further among all the variables studied brand awareness has the highest impact on brand loyalty and according to this research L'Oreal consumer is more as compare to other brands.  Although this research specifically studies the Brand Loyalty in University of Sargodha. However more importantly, the purpose of this study is that cosmetic industry must focus on brand association, perceived quality, product knowledge, brand credibility in order to build Brand Loyalty. To the best of researcher's knowledge, this research is first of its kind in the University of Sargodha which studies student's credibility, awareness, association, perceived quality, product knowledge and loyalty toward their favorite cosmetics brand. The results of this study are limited by the specificity of the geographic context by taking a sample of 125 students of one department from total population of University of

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

OpenAIRE

Morteza Rezaei; Shahram Jamali Kapak; Shahriar Azizi

2013-01-01

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

Moderating Role of Product Involvement on the Relationship Between Brand Personality and Brand Loyalty

OpenAIRE

SUDDIN LADA; SAMSINAR MD. SIDIN; KENNY TEOH GUAN CHENG

2014-01-01

Drawing from observations by consumer behavior theorists and product involvement studies, the present study seeks to investigate the moderating role of product involvement on the relationship between brand personality and brand loyalty. A total of 958 respondents participated in this study. They completed a 14-items questionnaire to measure product involvement, and a 32-items and 16-items questionnaire to measure brand personality and brand loyalty respectively. Results suggest that the effec...

Branding

DEFF Research Database (Denmark)

Jantzen, Christian; Vetner, Mikael

2006-01-01

Et brand er et symbol, som repræsenterer et objekt - et produkt (vare eller tjeneste), en organisation, en person etc. - samt de værdier, som objektet skulle være i besiddelse af. Brandet skal gøre det muligt for modtagere at identificere disse værdier, som et særligt kendetegn ved objektet, og...... følgelig at skelne objektet fra andre objekter. Branding er derfor den proces, som skal fremme denne positionering af objektet og dets værdier i modtageres bevidsthed....

"Customer-Based Brand Portfolio Analysis"(in Japanese)

OpenAIRE

Jun Masuyama; Makoto Abe

2007-01-01

With multi-facets of branding strategy, such as Co-branding, Brand Extension, Ingredient Branding, brand management is becoming increasingly complex yet crucial to corporate success. In Marketing, much attention has been paid to competitive brands, and competitive market structure analysis has been popular. In today's brand strategy, however, it is necessary to manage not only competition between firms but also coordination of portfolio brands a firm owns. When planning corporate strategy ove...

A Comparison between the Brand Personality Construct of KFC and Marrybrown: Their Restaurant Concept and Brand Preference

OpenAIRE

Lim, Kuang Long

2005-01-01

This dissertation undertakes the research project from a deductive position based on Aaker’s (1997) brand personality to shape the result by adopting the quantitative research process. Brand personality scale measures important aspects of the personalities that consumers attribute to brands of all kinds. Marketers and researchers have embraced brand personality as an important facet of brand management and a key source of brand differentiation (Siguaw et. al., 1999). This paper attempts to me...

Identitetsbaseret branding

DEFF Research Database (Denmark)

Hermansen, Judy

2009-01-01

  Det er efterhånden almindeligt anerkendt, at branding spiller en central rolle i virksomhedens værdiskabelse. Men hvad det præcist er, der bestemmer, om et brand får succes eller ej, er stadigvæk ikke så let at pege på. En af grundene er, ifølge artiklens forfattere, at forskningen i stor...... udstrækning arbejder med en alt for statisk brandforståelse: Enten fokuserer den kun på brandet, sådan som det opfattes af forbrugeren, dvs. et 'udefra og ind perspektiv' - eller også opererer den udelukkende med et 'indefra og ud perspektiv'og ser på brandet, sådan som det konstrueres og styres af brand...

Evolution of Electronic Cigarette Brands From 2013-2014 to 2016-2017: Analysis of Brand Websites

Science.gov (United States)

Hsu, Greta; Sun, Jessica Y

2018-01-01

Background The electronic cigarette (e-cigarette) industry has grown in size and organizational complexity in recent years, most notably with the entry of major tobacco companies in 2012 and the proliferation of vape shops. Many brands maintain retail websites that present e-cigarette marketing claims and sell directly to consumers. Understanding of the evolving composition of different types of e-cigarette brand websites is currently underdeveloped. Objective This paper presents how e-cigarette brand websites surveyed in 2013-2014 evolved by 2016-2017, and how the websites run by different types of e-cigarette producers currently differ. Methods In 2016-2017, we revisited 466 e-cigarette brand websites surveyed in 2013-2014, 288 of which were extant, and identified 145 new English-language websites. We compared product designs, marketing claims, and age-based warnings presented by types of e-cigarette producers: major tobacco companies, independent vape shops, and independent internet-only companies. Results Among the 433 websites examined in 2016-2017, 12 were owned by major tobacco companies, 162 operated a physical vape shop, and 259 were internet-only operations. Closed-system product designs were sold by 83% (10/12) of tobacco-owned brands. In comparison, 29.0% (47/162, Pbrands sold closed-system designs. Compared with vape shop and internet-only brands, tobacco-owned brands offered a smaller set of product models (P values brands also offered a narrower range of nicotine options than the vape shops (P=.002) and were less likely to offer nicotine-free e-liquid compared with internet-only and vape shop brands (P values brand websites featured age verification pop-up windows. In comparison, only 50.2% (130/259) of internet-only brands (P=.01) and 60.5% (98/162) of vape shop brands (P=.06) featured age verification windows. Websites surveyed in both 2013-2014 and 2016-2017 became more likely to sell open-system mods (Pbrands has not appeared to increase since

STORYTELLING AND UNIVERSITY BRANDING IDENTITY

Directory of Open Access Journals (Sweden)

ANDREEA MONICA STATE

2016-08-01

Full Text Available The present article sets out to clarify the concepts of storytelling and branding, with a focus on university branding and visual identity – the latter being a vital element to a brand’s uniqueness. Storytelling is an important method of brand construction, and it entails a strong power of seduction. Branding is increasingly more about storytelling. Practically, a story is an image made up of facts, feelings and interpretations, which are often told to us solely by the university itself. As such, the brand appears on the market accompanied by its identity. Identity is what we aim to express with help of the brand. Implementing a system of visual identity that would help to harmoniously develop a university brand requires a handbook of visual identity. The present article aims to be a starting point for such a handbook serving the University of Bucharest, which currently does not own such a handbook

Professor Igor Yevseyev: In Memoriam

International Nuclear Information System (INIS)

2012-01-01

Dear readers and authors, June 3, 2012 will mark five months since Professor Igor Yevseyev, Deputy Editor-in-Chief of both journals Laser Physics and Laser Physics Letters passed away, suddenly and unexpectedly. He was 67. Born in Moscow, he entered one of the world's best schools of physics, Moscow Engineering Physics Institute (MEPhI). With this renowned educational and research institution he bonded an alliance for his entire life, starting as an undergraduate student in the Department of Theoretical Physics and later continued as graduate student, assistant professor, associated professor, and full professor in the same department, a rare accomplishment of a person. All those years he retained the love of his life—the love for physics. He worked tirelessly as a teacher and scholar in this captivating field of knowledge. Professor Yevseyev was one of the founders of the international journal of Laser Physics in 1990, the first academic English language journal published in the former USSR. Later, in 2004, the second journal, Laser Physics Letters was brought to the forum of global laser physics community. The idea behind this new title was Professor Yevseyev's initiative to reach the readers and participants with new pioneering and break-through research results more rapidly. His leadership and indefatigable dedication to the quality of published materials made it possible that this journal reached international recognition in a few short years. Still, in order to attract even more attention of potential contributors and readers, Professor Yevseyev originally proposed to conduct the International Laser Physics Workshop (LPHYS) on the annual basis. Since 1992 the Workshop has been conducted every year, each year in a different country. As in all previous years, Professor Yevseyev was the key organizer of this year's workshop in Calgary, Canada. Sadly, this workshop will take place without him. Editorial Board

A survey on relationship among consumer personal characteristics, brand personality and brand love

Directory of Open Access Journals (Sweden)

Ali Eilaghi Karvandi

2016-08-01

Full Text Available Consumer’s personality traits, as one of the most important aspects of human psychological tendency, may influence people towards different brands. Therefore, the owners of most well-known brands also try to learn more about people’s personal characteristics to gain more market shares. The purpose of this paper is to find out more about consumer personality, which creates motivation in consumer’s mind and to learn more about the effect of this image on consumer’s interest on purchasing products. The population of this survey includes all people in city of Tehran, Iran who own one of Apple’s products. The results of the survey have indicated that neuroticism, extroversion, openness, compatibility, loyalty and brand love, as the main characteristics of brand personality, maintained positive impacts on brand love.

Energy brands lack vitality

International Nuclear Information System (INIS)

Godri, S.; Wilders, E.

2004-01-01

The three Dutch energy companies (Nuon, Essent and Eneco Energie) have relatively little brand strength. The brands are not perceived to be sufficiently different from one another and are not valued by consumers. With liberalisation imminent, this is hardly a strong starting point. How can you win over consumers if it is not clear what is on offer? In the business market, decision-makers are better placed to distinguish between brands. However, the brands lack vitality in this sector of the market too. The only consolation is that the situation is by no means exclusive to the Netherlands [nl

78 FR 54485 - Interstate Brands Corporation (IBC); a Wholly Owned Subsidiary of Hostess Brands, Inc.; Including...

Science.gov (United States)

2013-09-04

... DEPARTMENT OF LABOR Employment and Training Administration [TA-W-82,165D] Interstate Brands Corporation (IBC); a Wholly Owned Subsidiary of Hostess Brands, Inc.; Including On-Site Leased Workers From... Brands Corporation (IBC), a wholly owned subsidiary of Hostess Brands, Inc., operating at locations...

Evaluating Game-Brand Congruity and Flow on Brand Personality by Using Gamifying Learning

Science.gov (United States)

Lee, Chia-Wen; Yang, Cheng-Fu; Hung, Huang-Chia

2017-01-01

This study investigated the effects of game-brand congruity and flow in racing advergames to explore the influence of embedded brands. Data from a pre- and post-test experiment were collected from total 200 of college students. They played the racing advergames between two measures. The results revealed that game-brand congruity and flow impacted…

Research of brand personality concept in marketing

Directory of Open Access Journals (Sweden)

Starčević Slađana

2013-01-01

Full Text Available Brand personality is a set of personal traits by which consumers describe brands. Today, the brand personality is a particular and very popular area of research in marketing. Well designed brand personality can be an excellent tool that differentiates a brand on the market. The main objective of this paper is a comprehensive presentation of the brand personality subject in domestic Serbian literature. We reviewed a large number of previous studies in this area, in order to show how the brand personality has become an integral part of marketing theory and practice, how it is formed, how to measure brand personality and what impact brand personality has on marketing results. In particular we dealt with methodological shortcomings of previous studies. The paper also presents the basic results of the study we conducted on the Serbian market, which main concern was the measurement of brand personality of mobile operators. This author of this study concluded that the three mobile phone operators in Serbia (mt:s, Telenor and Vip Mobile, differ fundamentaly in the basic dimensions of the brand personality. Furthermore, the research showed that the perception of brand personality depends on the perception of the personality of brand category and advertising. Exploring brand personality is very important and useful in practice. Determining personality traits of a brand provides far more accurate picture of the current state of the brand image and of improvement capabilities of individual features of the brand, than the classic brand image research models.

Anatomy of Advocacy: A Case Study of the White House Petition

Science.gov (United States)

Burns, Elizabeth; Kimmel, Sue; Dickinson, Gail

2016-01-01

Little research has been conducted examining advocacy efforts in the school library field despite the fact that program advocate is a prominent role for school librarians. One element of advocacy is the engagement in political initiatives that may affect school library programs. This case study investigates the effectiveness of one advocacy effort…

The Feedback Effect of Co-Branding Collaborations on Perceived Brand Luxury and Attitude toward Luxury Fashion Brands. Repercussions of the “Fast-Fashion Co-Branding” Trend.

OpenAIRE

Catoire, Pierre

2016-01-01

The luxury market has grown extensively, and middle-market consumers are buying up. Thus, luxury managers are widening their brand reach and making their labels more affordable. The popular trend of co-branding collaborations between luxury houses and fast-fashion brands can be viewed as a strategic means of providing luxury for the masses. Correspondingly, this master’s thesis studies the repercussions of adopting a fast-fashion co-branding collaboration for the luxury designer brand. Since ...

Perspective: Medical professionalism and medical education should not involve commitments to political advocacy.

Science.gov (United States)

Huddle, Thomas S

2011-03-01

It is increasingly suggested that political advocacy is a core professional responsibility for physicians. The author argues that this is an error. Advocacy on behalf of societal goals, even those goals as unexceptionable as the betterment of human health, is inevitably political. Claims that political advocacy are a professional responsibility are mistaken, the author argues, because (1) civic virtues are outside the professional realm, (2) even if civic virtues were professionally obligatory, it is unclear that civic participation is necessary for such virtue, and (3) the profession of medicine ought not to require any particular political stance of its members. Claims that academic health centers should systematically foster advocacy are also deeply problematic. Although advocacy may coexist alongside the core university activities of research and education, insofar as it infects those activities, advocacy is likely to subvert them, as advocacy seeks change rather than knowledge. And official efforts on behalf of advocacy will undermine university aspirations to objectivity and neutrality.American society has conferred remarkable success and prosperity on its medical profession. Physicians are deserving of such success only insofar as they succeed in offering society excellence and dedication in professional work. Mandatory professional advocacy must displace such work but cannot substitute for it. The medical profession should steadfastly resist attempts to add advocacy to its essential professional commitments.

Relationship Between Brand Experience, Brand Personality, Consumer Satisfaction, and Consumer Loyalty of DSSMF Brand

OpenAIRE

Kwong, Margie Zerlina; Candinegara, Ivan

2014-01-01

PT XYZ is one of the market leaders of Indonesia's tobacco market with domination in almost all segments of cigarette. However, PT XYZ is still considered unsuccessful in capturing the market of Full Flavor Machine Made Cigarette (known as SKM FF). This is proven by insignificant performance of DSSMF as PT XYZ's product under SKM FF segment, especially in Javanese market. This research is aimed to analyze the relationship of brand experience, brand personality, consumer satisfaction, and con...

Understanding brand and dealer retention in the new car market : The moderating role of brand tier

NARCIS (Netherlands)

Verhoef, Peter C.; Langerak, Fred; Donkers, Bas

2007-01-01

Dealers may contribute to brand retention through their sales and service efforts. In this study we investigate the degree to which dealers contribute to brand retention and how this contribution is moderated by brand tier. To this end we distinguish between economy, volume and prestige brands. We

The Tradition of Advocacy in the Yoruba Courts.

Science.gov (United States)

Asante, Molefi Kete

1990-01-01

Examines the extensive system of advocacy (based on the idea of group consensus) among the Yoruba in Nigeria. Gives a detailed account of communicative forms and functions of advocacy in legal proceedings and their relationship to Yoruba culture. Explores how Yoruba people argue their cases and find harmony out of a context of disputations. (SR)

Advocacy for Child Wellness in High-Poverty Environments

Science.gov (United States)

Mullen, Carol A.

2014-01-01

Child wellness needs to be understood holistically so that children and youth from high-poverty environments can succeed in schooling and life. Teachers who foster advocacy in themselves are well equipped to teach students to take ownership of their own well-being. Such advocacy can enrich the classroom curriculum and mitigate the negative effects…

Promoting Systemic Change through the ACA Advocacy Competencies

Science.gov (United States)

Toporek, Rebecca L.; Lewis, Judith A.; Crethar, Hugh C.

2009-01-01

In 2003, the American Counseling Association (ACA) adopted the ACA Advocacy Competencies (J. A. Lewis, M. S. Arnold, R. House, & R. L. Toporek, 2002) to provide guidance to counselors and acknowledge advocacy as an ethical aspect of service to clients. This article provides a foundation for this special section by sharing a historical perspective…

How positioning strategies affect co-branding outcomes

Directory of Open Access Journals (Sweden)

Hilary Wason

2015-12-01

Full Text Available Co-branding is a widely applied strategy, with research indicating differential benefits to the parent brands. Past studies suggest the source of these differences may be due to the partners’ relative market position, and characteristics such as brand familiarity, brand equity and proximity to the consumer have been explored. However, the role of brand positioning has received little attention in the context of co-branding. The current study attempts to address this gap, considering the positioning of a brand and the impact of a co-branding strategy on customer perceptions. Using the Blankson and Kalafatis positioning typology, we explore the impact of co-branding on the parent brand perceptions from a hedonic vs. functional (utilitarian focus. The results suggest that for hedonically oriented positioning strategies, fit between the brands is more important than fit between the product categories in driving positive brand perceptions. For a functionally oriented positioning strategy, the reverse holds, with product fit a more important factor than brand fit in driving post-alliance perceptions.

27 CFR 7.23 - Brand names.

Science.gov (United States)

2010-04-01

... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Brand names. 7.23 Section... Beverages § 7.23 Brand names. (a) General. The product shall bear a brand name, except that if not sold under a brand name, then the name of the person required to appear on the brand label shall be deemed a...

Preventing abuse to pregnant women: implementation of a "mentor mother" advocacy model.

Science.gov (United States)

McFarlane, J; Wiist, W

1997-01-01

Abuse to pregnant women is common and can result in complications to maternal and child health. Although screening and detection of abuse in primary health care settings is becoming more commonplace, intervention models that include community outreach have not been developed or tested. An advocacy model was developed and tested for pregnant abused women by melding research on advocacy programs for abused women exiting shelters with the principles of home visitation used to improve outcomes to pregnant women. Advocacy was offered by "mentor mothers," who were residents of the project's service area. The advocacy consisted of weekly social support, education, and assisted referrals to pregnant women identified as abused as part of routine screening offered at the first prenatal visit to a public health clinic. Effectiveness of the advocacy intervention was measured as contact success rate, number and type of advocacy contacts, and number and type of referrals made to the first 100 women to complete the advocacy program. The mentor mother advocates were successful in contacting the abused woman 33% of the time, regardless of whether a telephone call, home visitation, or in-person meeting was attempted. The average number of advocacy contacts was 9.2 (SD = 7.6) with the majority (74%) being via the telephone. The average number of referrals per woman was 8.6 (SD = 7.6) with the largest percentage (38%) being for medical services. Outreach advocacy as an intervention model for pregnant abused women is recommended.

Personal Branding Through Fashion Blogging

Directory of Open Access Journals (Sweden)

Yuanita Safitri

2017-01-01

Full Text Available The objective of this research was to analyze personal branding development from personal brand identity, personal brand positioning, and personal brand assessment. The object of this research was Diana Rikasari's blog “Hot Chocolate and Mint”. She is one of prominent influence and fashion blogger from Indonesia. The research used the qualitative method with data collection by virtual observation from June until August 2016. Rikasari’s personal branding showed on her blog was the fashionably smart woman who had entrepreneurship competence. This research finds out that Diana Rikasari success to make her personal identity by her blog profile and blog posting. Her positioning is clear as Indonesian modern woman. The personal brand assessment can be seen through the achievements and feedbacks on her blog post, both positive or negative.

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

Science.gov (United States)

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

2014-01-01

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

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

Science.gov (United States)

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

2014-08-01

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

The brand, culture & stakeholder-based brand management phenomenon: an international Delphi study

OpenAIRE

Wilson, Jonathan

2012-01-01

This thesis was submitted for the degree of Docter of Philosophy and awarded by Brunel University. Most recently in academic literature, over the past decade, it has been observed that the cultural approach to brand management represents a new school of thought. This has emerged from relational and community based brand perspectives: which chart the rising role, significance and influence in brand management of connected and savvy consumers. Furthermore, the researcher has identified that ...

Strategic Brand Management in Hospitality Sector: How to Manage Co-branding in Hotels and Restaurants

OpenAIRE

Ruhet Genc

2010-01-01

Companies in the hospitality sector (hotels, restaurants etc.) aim to distinguish their brand image and differentiate their product or service among the competitors by adopting particular brand strategies since identifying a target customer base and understanding their needs and preferences are of primary significance for hospitality firms. The achievement of a distinguished designation necessitates utilizing research based and strategic branding techniques and suggestions. One major branding...

Academic advocacy in public health: Disciplinary 'duty' or political 'propaganda'?

Science.gov (United States)

Smith, K E; Stewart, E A

2017-09-01

The role of 'advocacy' within public health attracts considerable debate but is rarely the subject of empirical research. This paper reviews the available literature and presents data from qualitative research (interviews and focus groups conducted in the UK in 2011-2013) involving 147 professionals (working in academia, the public sector, the third sector and policy settings) concerned with public health in the UK. It seeks to address the following questions: (i) What is public health advocacy and how does it relate to research?; (ii) What role (if any) do professionals concerned with public health feel researchers ought to play in advocacy?; and (iii) For those researchers who do engage in advocacy, what are the risks and challenges and to what extent can these be managed/mitigated? In answering these questions, we argue that two deeply contrasting conceptualisations of 'advocacy' exist within public health, the most dominant of which ('representational') centres on strategies for 'selling' public health goals to decision-makers and the wider public. This contrasts with an alternative (less widely employed) conceptualisation of advocacy as 'facilitational'. This approach focuses on working with communities whose voices are often unheard/ignored in policy to enable their views to contribute to debates. We argue that these divergent ways of thinking about advocacy speak to a more fundamental challenge regarding the role of the public in research, policy and practice and the activities that connect these various strands of public health research. Copyright © 2017 The Authors. Published by Elsevier Ltd.. All rights reserved.

Semiotik for brand managers

DEFF Research Database (Denmark)

Hermansen, Judy

2013-01-01

I løbet af brandingens snart lange historie har der været mange definitioner af, hvad et brand egentlig er for en størrelse. I dagens såkaldte symboløkonomi, hvor brands i høj grad fungerer som kulturelle identitetsmarkører, giver det rigtig god mening at betragte brandet som et tegn med symbolsk...... betydninger. Dermed er semiotik – læren om hvordan tegn skaber betydning – blevet en super central videnskab for brand management.......I løbet af brandingens snart lange historie har der været mange definitioner af, hvad et brand egentlig er for en størrelse. I dagens såkaldte symboløkonomi, hvor brands i høj grad fungerer som kulturelle identitetsmarkører, giver det rigtig god mening at betragte brandet som et tegn med symbolske...

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. 

Food health branding

DEFF Research Database (Denmark)

Chrysochou, Polymeros

2010-01-01

The soaring rates of dietary-related diseases have increased the need for interventions in consumers' healthy eating behaviour. The two main avenues followed so far have focused on either making consumers change their food choices or improving the nutrition content of food products. Both avenues...... are said to have limitations since consumers often base their choices on heuristics that simplify their choices, such as brands. Therefore, branding is considered an important tool in communicating the value of health 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. Based on a case study approach drawn from the Danish food industry, this paper has two objectives: 1) provide a line of insight on how marketing mix elements are used to convey a healthy brand...

PROMOTING TOURISTIC BRAND ”BUCOVINA”

Directory of Open Access Journals (Sweden)

Liliana HÎNCU

2015-04-01

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

Personal Branding Pustakawan Di Perpustakaan

Directory of Open Access Journals (Sweden)

Rina Handayani

2015-11-01

Full Text Available Using technology people introduce themselves into a brand, a  community  could  accept  them  without  any  complicated  process. Librarians as supporting the development of libraries in an institution that requires a personal branding good on him, it is to change the public image of a librarian. Using theoretical approach this study dealts with a response to Personal branding of Librarian. This study argues that the presence of the Personal branding will defnitely have a big impact on the Library. A library that has a good image in the world will certainly be able to develop the programs to increase the support of its librarian Personal  branding. So  that  the  realization  of Personal  branding,  this institution will supports a good image.

BRAND COMMUNICATION ON SOCIAL NETWORKS

Directory of Open Access Journals (Sweden)

Otilia-Elena PLATON

2015-07-01

Full Text Available The communication represents a basic element for the marketing activity that helps companies to achieve their objectives. Building long-term relationships between brands and consumers is one of the most important objectives pursued by marketers. This involves brand communication and creating multiple connections with consumers, even in the online environment. From this point of view, social networks proved to be an effective way of linking brands and consumers online. This paper aims to present some aspects involved by the usage of social networks in brand communication by analyzing several examples of online marketing campaigns implemented on Facebook on the occasion of Valentine's Day by six different brands.

Destination brand experience and visitor behavior

DEFF Research Database (Denmark)

Mattsson, Jan; Sørensen, Flemming; Barnes, Stuart

2014-01-01

Destination branding has developed considerably as a topic area in the last decade with numerous conceptualizations focusing on different aspects of the brand. However, a unified view has not yet emerged. This paper examines destination branding via a new conceptualization, destination brand expe...

The Prevalence of Longevity Among Leading Brands

Directory of Open Access Journals (Sweden)

Bradford T. Hudson

2014-10-01

Full Text Available The longevity of brands is embedded in scholarship involving brand processes that evolve over time such as brand equity, loyalty, nostalgia, and lifecycle. It is also an important conceptual element in the emerging topic of brand heritage. This paper offers new insight regarding the prevalence of brand longevity in a variety of industries, based on historical research about 148 leading brands ranked in prior studies by the consulting firm Interbrand. The author finds that a significant proportion (64 brands representing 43% of the total number are aged 100 years or more. The oldest brands are grouped in the food industry, while some of the youngest brands are grouped in the hospitality industry. The author applies the principles of scale and scope from the work of business historian Alfred Chandler to explain the timing of this industry emergence. The advanced age of many leading brands suggests the need for stewardship to preserve and protect the equity that resides in historic brands, and supports the argument that further attention should be directed toward the study of brand heritage effects.

A holistic model of behavioural branding: The role of employee behaviours and internal branding

DEFF Research Database (Denmark)

Mazzei, Alessandra; Ravazzani, Silvia

2015-01-01

consistent meaning during the interaction with customers. It reviews the literature about behavioural branding and its antecedents, mediating variables and consequences in order to develop a holistic model of the inside-out brand building process, rooted in the theoretical perspectives of proactive...... behaviours, hierarchy of effects and planned behaviour. The paper concludes with a reflection on the role of internal branding in eliciting and managing employee brand consistent behaviours, and with avenues for future empirical research aimed to verify the model, its constructs and related measures....

Global brands: a brief review

OpenAIRE

Martín Hernani-Merino; Rossana Montero–Santos

2015-01-01

Markets globalization has placed global brands as central players in the economic, cultural and psychological fields; the evidence is everywhere (Özsomer, Batra, Chattopadhyay & Hofstede, 2012). Therefore, many multinational companies are altering their brand portfolios in favor of global brands (Özsomer et al, 2012;. Steenkamp, Batra & Alden, 2003). Thus, this essay aims to analyze the concepts and research related to the construct of global brands. The paper seeks to understand the ...

Brand Marketing Model on Social Networks

OpenAIRE

Jolita Jezukevičiūtė; Vida Davidavičienė

2014-01-01

The paper analyzes the brand and its marketing solutions onsocial networks. This analysis led to the creation of improvedbrand marketing model on social networks, which will contributeto the rapid and cheap organization brand recognition, increasecompetitive advantage and enhance consumer loyalty. Therefore,the brand and a variety of social networks are becoming a hotresearch area for brand marketing model on social networks.The world‘s most successful brand marketing models exploratoryanalys...

Advocacy for mental health: roles for consumer and family organizations and governments.

Science.gov (United States)

Funk, Michelle; Minoletti, Alberto; Drew, Natalie; Taylor, Jacob; Saraceno, Benedetto

2006-03-01

The World Health Organization urges countries to become more active in advocacy efforts to put mental health on governments' agendas. Health policy makers, planners and managers, advocacy groups, consumer and family organizations, through their different roles and actions, can move the mental health agenda forward. This paper outlines the importance of the advocacy movement, describes some of the roles and functions of the different groups and identifies some specific actions that can be adopted by Ministries of Health. The mental health advocacy movement has developed over the last 30 years as a means of combating stigma and prejudice against people with mental disorders and improving services. Consumer and family organizations and related NGOs have been able to influence governments on mental health policies and laws and educating the public on social integration of people with mental disorders. Governments can promote the development of a strong mental health advocacy sector without compromising this sector's independence. For instance, they can publish and distribute a directory of mental health advocacy groups, include them in their mental health activities and help fledgling groups become more established. There are also some advocacy functions that government officials can, and indeed, should perform themselves. Officials in the ministry of health can persuade officials in other branches of government to make mental health more of a priority, support advocacy activities with both general health workers and mental health workers and carry out public information campaigns about mental disorders and how to maintain good mental health. In conclusion, the World Health Organization believes mental health advocacy is one of the pillars to improve mental health care and the human rights of people with mental disorders. It is hoped that the recommendations in this article will help government officials and activists to strengthen national advocacy movements.

Branding og designmanagement

DEFF Research Database (Denmark)