Jillapalli, Ravi K.; Wilcox, James B.
The trend among students to advocate their professors online continues to generate interest within marketing academia. Brand advocacy in products and services has played a vital role in marketing. However, no known research to date has embraced the idea of brand advocacy in marketing education. This research builds on the recent human brand…
Lawer, Christopher; Knox, Simon
Purpose – The purpose of this article is to define and explore the strategic value of customer advocacy through the lens of the brand management literature. Design/methodology/approach – The paper reviews recent analysis of the value and vulnerabilities of brands and branding in order to understand why customer advocacy is becoming an attractive strategic option for many firms. A model of empowered consumer value drivers is constructed to demonstrate how they are becoming an important source...
Jillapalli, Ravi K.; Jillapalli, Regina
This research endeavors to understand whether certain professors have customer-based brand equity (CBBE) in the minds of students. Consequently, the purpose of this study is to conceptualize, develop, and empirically test a model of customer-based professor brand equity. Survey data gathered from 465 undergraduate business students were used to…
Corina Anamaria IOAN
Full Text Available The advocacy activity is of significant importance for the business community, the perception of its need to influence the legislative process in order to have a transparent legislative procedure, the necessity of understanding the way in which the decisions are taken and the desire of the business community to assist the changing of laws and norms being linking elements of the advocacy activity to the business environment. The branding impact is practically immeasurable in social and cultural terms as it over exceeded the commercial origins. It has spread in education, sports, fashion, tourism, arts, theater, literature, regional and national politics and in almost all other fields that we could think of. The non-profit and charitable organizations that compete with the commercial brands in the emotional territory of the minds and hearts of people, for the money in their pockets, use branding more and more.
Scarr, Margaret, Ed.; Varro, Tim, Ed.
This theme issue presents art advocacy as a necessary means of bringing art and art education to an elevated status in the elementary secondary curriculum and educational system. Articles include: (1) "Editor's View" (Margaret Scarr); (2) "Art Education: Why Is It Important" (Arts Education Partnership Working Group); (3)…
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...
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, producere...... 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......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...
Jantzen, Christian; Vetner, Mikael
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....
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…
Reflections on Nordic branding with professor Dannie Kjeldgaard. Why Nordic regionality and why now? What is the dynamics of local/global/glocal/regional?......Reflections on Nordic branding with professor Dannie Kjeldgaard. Why Nordic regionality and why now? What is the dynamics of local/global/glocal/regional?...
Richey, Lisa Ann; Ponte, Stefano
activists, scholars and venture capitalists, discusses the pros and cons of changing the world by ‘voting with your dollars’. Lisa Ann Richey and Stefano Ponte (Professor at Roskilde University and Senior Researcher at DIIS respectively), authors of Brand Aid: Shopping Well to Save the World, highlight how...
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...
Det er de nordiske landskaber der skaber de nordiske værdier og former den nordiske sjæl. Vi smager på det svenske landskab med professor Jacob Östberg, og undersøger hvordan 'Nordiske værdier' i Sverige bliver til Nordisk branding i mode, mad og design (men kald det endelig ikke 'NORDISK'!)....
Holt, Douglas B; Quelch, John A; Taylor, Earl L
It's time to rethink global branding. More than two decades ago, Harvard Business School professor Theodore Levitt argued that corporations should grow by selling standardized products all over the world. But consumers in most countries had trouble relating to generic products, so executives instead strove for global scale on backstage activities such as production while customizing product features and selling techniques to local tastes. Such "glocal" strategies now rule marketing. Global branding has lost more luster recently because transnational companies have been under siege, with brands like Coca-Cola and Nike becoming lightning rods for antiglobalization protests. The instinctive reaction of most transnational companies has been to try to fly below the radar. But global brands can't escape notice. In fact, most transnational corporations don't realize that because of their power and pervasiveness, people view them differently than they do other firms. In a research project involving 3,300 consumers in 41 countries, the authors found that most people choose one global brand over another because of differences in the brands'global qualities. Ratherthan ignore the global characteristics of their brands, firms must learn to manage those characteristics. That's critical, because future growth for most companies will likely come from foreign markets. Consumers base preferences on three dimensions of global brands--quality (signaled by a company's global stature); the cultural myths that brands author; and firms' efforts to address social problems. The authors also found that it didn't matter to consumers whether the brands they bought were American--a remarkable finding considering that the study was conducted when anti-American sentiment in many nations was on the rise.
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...
Sabrina, Yana Anggi; Khoiriyah, Siti
This study aims to examine the effect of brand personality on brand trust, brand attachment, brand commitment and brand loyalty. Structural Equation Modeling (SEM) is used as analytical method. This study used purposivesampling techniques for sampling, as many as 230 young people aged 18-21 years old who live in Surakarta and intends to be loyal to soft drink Coca-Cola brand. This study shows positive effect brand personality tobrand trust, brand commitment and brand loyalty; positive effect ...
Eelen, Jiska; Özturan, Peren; Verlegh, Peeter W.J.
Marketers increasingly seek to build brand advocacy not only via traditional word of mouth (in-person WOM) but also by engaging their (loyal) customers via online media (eWOM). In a survey and three follow-up experiments, however, we show that brand loyalty is less positively related to spreading
G. Kemp (Gail); R. Morris (Rebecca)
markdownabstract#### Contents The inaugural issue of RSM Outlook from autumn 2005 includes the opening of the new T-building, and how RSM celebrated its 35th birthday with a wine-tasting session. There are also articles on Professor Cees van Riel and reputation management, the re-branding of the
The Thesis shows theoretical approaches of brand management and compares it with best practices used in international and czech companies. There is a picture of brand management impact of brand management into consumption behaviour of university students in Czech republic documented by own desk research.
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…
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...
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.
Frimann, Søren; Stigel, Jørgen
with their relatively concrete dimensions are absent when the main question is one of values. Furthermore, when the relatively straightforward identification and power structures of corporations and consumers are replaced by the more diversified structures of city government, their poplulations, and potential visitors......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...
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
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....
...), launched the Neurological Alliance of Ireland, a nationwide coalition of patient advocacy groups and physicians and authored Standards of Care, the "blueprint" for the development of neurological...
Thomas, Karen F.
In December of 2006 and again in February of 2007, fifty Literacy Professors representing almost every college and university in Michigan met in a collegial forum to discuss and advocate for all students involved in reading instruction/education. This advocacy spans students from prekindergarten through college undergraduates and graduates. The…
Tutt, Kevin; Townley, Marc
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…
There has been debate whether advocacy for the healthcare provider ... regulatory bodies have placed patient advocacy as an expectation .... emergency and surgical care in sub-saharan. Africa: the infrastructure gap. Health policy plan. 2011 doi: 10.1093/heapol/czr023. 7. Hutter MM, Kellogg KC, Ferguson CM et al. The.
Mark, Michael L.
Provides a history of advocacy in music education discussing when formal advocacy started as well as advocacy with government agencies, the state level, and other types of advocacy. Includes a bibliography of resources related to music advocacy. (CMK)
Medway, Dominic; Swanson, Kathryn; Neirotti, Lisa Delpy
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....
For most of its century-long history, electricity was a natural monopoly, due in part to the excessive cost of the necessary infrastructure. In the past decade, however, politics have pushed the industry toward competition and consumer choice. At the same time, technology has been developed that allows consumers to choose their electricity supplier and to track the flow of power through the various grids and lines. In her new book, Power Branding, author and industry expert Ann Chambers examines marketing and branding of electricity -- what it is, how it`s done, what its benefits are for electric utilities, marketers, and even natural gas companies allied with the utilities. She surveys industry leaders who have already taken a dive into the ocean of marketing and offers lessons drawn from their experiences. She also takes a look at other formerly regulated industries -- airlines, telephone, natural gas -- and describes how their rebirth as free-market industries may affect the course of the electric utility industry`s experience. The contents include: Introduction; Basics of branding: Brand image; Value-added services; Southern Company; Duke Energy; UtiliCorp/EnergyOne/Aquila--big and brand; Engage energy; Florida Power and Light Co.; Enron; Convergence; Lessons from the natural gas industry; Lessons from other industries; Conclusion; Resources; Glossary of branding, marketing and Btu convergence; and Major federal legislation affecting the electric power industry.
Frimann, Søren; Mønsted, Bolette Rye
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...... 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.......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...
... 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, ...
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...
Richey, Lisa Ann; Ponte, Stefano
A critical account of the rise of celebrity-driven “compassionate consumption” Cofounded by the rock star Bono in 2006, Product RED exemplifies a new trend in celebrity-driven international aid and development, one explicitly linked to commerce, not philanthropy. Brand Aid offers a deeply informed...
levels, not just the recruiters…have a responsibility to ask our young people to serve our country. —Representative Ike Skelton1 The Army can...branding process: advocacy.53 The following are examples of well-known brands and their identity: Volvo (safety); FedEx (overnight); Kodak (memories...following: their clear vision of what they stand for as an institution; consistent and aligned messages externally from advertising and validated from
Like its wildly popular predecessors Cabinet of Mathematical Curiosities and Hoard of Mathematical Treasures, Professor Stewart's brand-new book is a miscellany of over 150 mathematical curios and conundrums, packed with trademark humour and numerous illustrations. In addition to the fascinating formulae and thrilling theorems familiar to Professor Stewart's fans, the Casebook follows the adventures of the not-so-great detective Hemlock Soames and his sidekick Dr John Watsup (immortalised in the phrase 'Watsup, Doc?'). By a remarkable coincidence they live at 222B Baker Street, just a
Kusuma, Yohanes Surya
This study was conducted to determine the effect on the incidence of brand experience brand loyalty through brand satisfaction and brand trust towards the brand Harley Davidson. The activities of the Harley Davidson as a form of experience perceived by the consumer to the brand, has a distinct competitive advantage compared to its competitors. satisfaction and confidence in thebrand Harley Davidson also gave rise to the loyalty to the brand. Analysis techniques used in this research is descri...
Muhr, Sara Louise; Rehn, Alf
Research on the dark side of organizations has usually focused on atrocities committed by organizations or specific persons within them. Less attention has been paid to how organizations can utilize atrocities they had no part in creating. In this article, the manner in which atrocities can be ut...... choose and position external atrocities in their branding can benefit our understanding of both organizational image-work and the dark side of organization...
Full Text Available The brand leadership as a best practice used by IBM, Sony, P&G, GAP, Nestlé, Smirnoff, Beiersdorf (Nivea and others was highlighted 10 years ago by professors D.A. Aaker and E. Joachimsthaler who published in 2000 the famous book Brand Leadership. In the last two years, the growing importance of brand’s human interface and increased influence of information sources such as Internet and socialmedia in buying decision led to the proliferation of the brand’s touch points and the emergence of social marketing. Marketing is experiencing a profound paradigm shift, because marketers can not control anymore the conversation with consumers through commissionable media. The paper outlines the importance of brand leadership in the context of changes made by social media. Overcoming the traditional vision of marketing and management and adopting brand leadership become an imperativefor business success in the contemporary economy.
Thulasiraj D Ravilla
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.
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...
With the consistent crisis of world economic, companies are encountering problems with their expansion. Introducing all new brands for expanding is hard to be accepted due to the high level of costs and risks. Using brand stretching as companies’ expansion strategy efficiently reduces the costs and risks today. Therefore, getting clear about brand stretching seems quite important for most companies nowadays. The objectives of this thesis is introducing brand stretching theory and making a...
Dorfman, Lori; Krasnow, Ingrid Daffner
Media advocacy blends communications, science, politics, and advocacy to advance public health goals. In this article, we explain how media advocacy supports the social justice grounding of public health while addressing public health's "wicked problems" in the context of American politics. We outline media advocacy's theoretical foundations in agenda setting and framing and describe its practical application, from the layers of strategy to storytelling, which can illuminate public health solutions for journalists, policy makers, and the general public. Finally, we describe the challenges in evaluating media advocacy campaigns.
Nur Choirul Afif
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.
Richey, Lisa Ann; Ponte, Stefano
a. Lisa Ann Richey, Roskilde University and Stefano Ponte, Danish Institute for International Studies - Brand Aid and Africa b. Fantu Cheru, Nordic Africa Institute - The Right to Consume: Compassion and the Intricate New Phase of Capitalism and Africa c. Rita Abrahamsen, University of Ottawa...... - Africa in a Global Political Economy of Symbolic Goods d. Graham Harrison, University of Sheffield - Images and Representations of Africa: Old, New and Beyond e. Claire Mercer, London School of Economics and Political Science - The Privatisation of Aid? f. Dan Brockington, University of Manchester...
Koll, Oliver; von Wallpach, Sylvia
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...... 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...
Dolnicar, Sara; Hurlimann, Anna; Grün, Bettina
Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of water augmentation projects. Based on responses from 6247 study participants collected between 2009 and 2012, this study shows that (1) different kinds of water - specifically recycled water, desalinated water, tap water and rainwater from personal rainwater tanks - are each perceived very differently by the public, (2) external events out of the control of water managers, such as serious droughts or floods, had a minimal effect on people's perceptions of water, (3) perceptions of water were stable over time, and (4) certain water attributes are anticipated to be more effective to use in public communication campaigns aiming at increasing public acceptance for drinking purposes. The results from this study can be used by a diverse range of water stakeholders to increase public acceptance and adoption of water from alternative sources. Copyright © 2014 The Authors. Published by Elsevier Ltd.. All rights reserved.
Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith
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...... brands....
Cox, Natasha; Gyrd-Jones, Richard; Gardiner, Sarah
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...
Andreia Andrei; Monica Talaba
The brand leadership as a best practice used by IBM, Sony, P&G, GAP, Nestlé, Smirnoff, Beiersdorf (Nivea) and others was highlighted 10 years ago by professors D.A. Aaker and E. Joachimsthaler who published in 2000 the famous book Brand Leadership. In the last two years, the growing importance of brand’s human interface and increased influence of information sources such as Internet and socialmedia in buying decision led to the proliferation of the brand’s touch points and the emergence o...
Emeritus Professor Angela Thody commenced a study of emeriti professors in 2006 when she herself had become an emeritus in 2003 and was seeking to establish an Association for emeriti at her university at Lincoln. By 2008, the literature review was finished and a pilot study of emeriti professors at Leicester University was underway. This presentation was one of several to the University of Lincoln's College of Professors to encourage their support for the formation of the association and to ...
Andersen, Lone Schreiber; Brunsø, Karen
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, a sym...
Aug 14, 2016 ... University, Sweden in 1990. Although still very young, Professor Ensermu Kelbessa joined the Addis Ababa. University's Biology Department as a graduate assistant in 1979. He then went on to serve the university in various positions including: Lecturer, Assistant Professor, Associate. Professor and, finally ...
Loureiro, Sandra Maria Correia; Lopes, Rui; Kaufmann, Hans Ruediger
.... 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...
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…
Puri, S; Ketting, E
The International Planned Parenthood Federation has been advocating human rights since its establishment in 1952. Since the adoption of its global strategic plan, Vision 2000, it has dealt with advocacy in a more systematic manner. Advocacy aims to gain broader support for a cause. In family planning and reproductive health, advocacy is important in counteracting conservative opposition movements. Its most effective tool is high-quality information and services for meeting people's needs. Its target groups are women's groups, youth organizations, parliamentarians, media representatives, and religious leaders. Information, education, and communication (IEC) campaigns differ from advocacy, because the latter is deliberately persuasive and campaign-oriented. An Advocacy Working Group was convened by IPPF and an Advocacy Guide was produced in 1995. Advocacy is needed for the promotion of sexual and reproductive health in the face of opposition from traditional and cultural forces represented by small, vocal, well-financed and organized groups. In 1984 they succeeded in halting funding for IPPF by the United States. This made IPPF resolute in strategic planning and setting goals as contained in Vision 2000. The goals include advocacy for family planning, the prevention of unsafe abortion, women's empowerment, the involvement of youth, the responsibility of men for family life, and the improvement of the status of the female child. The IPPF's 1985 Central Council discussed new initiatives and an Issues Manual was published. The 1989 Members' Assembly held a seminar on critical issues in advocating family planning. A further 1993 resolution urged support for advocacy initiatives. A Public Response Guide was published in 1991 and Language Guidelines were also produced for correct family planning terminology. In addition, an Interregional Training Workshop was held in London in 1995 on the use of the Advocacy Guide. Recommendations were also submitted by participants for
Evans, W Douglas; Price, Simani; Blahut, Steven
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.
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.
Syed Alwi, SF; Nguyen, B; Melewar, TC; Yeat-Hui, L; Liu, M
Purpose (mandatory) The research explores brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand loyalty and their long-term commitment. The aim is to provide a more comprehensive framework of the buyer’s behavioral response in the business to business context by integrating both trust elements and industrial brand attributes (brand performance and industrial brand image). In addition, the study explores the mediatio...
Lynch, J.; Egan, J.; Hultman, H.
Internal branding has become a focus of research interest especially in service led organisations. However, interest in employee understanding and brand supportive behaviour is an under researched area (Punjaisri and Wilson 2007). This paper aims to add insights regarding internal branding and brand delivery from a new employee perspective in a retail context. It reveals new employees’ understanding of brand values, their use in everyday work and the congruence with management expectations. A...
Lakshmi, S.; Muthumani, S., Dr.
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
Cheung, Monit; Leung, Carol A; Liu, Elaine Suk-Ching
In a country without a mandatory child abuse reporting system, advocacy for child welfare law can be a tedious and difficult process. This article documents a 10-year advocacy journey based on the capacity-building concept in social sustainability theory which aims to: raise public awareness of child sexual abuse, provide an idea for branding an inquiry column, and connect advocacy efforts to law reforms. Over the past decade in Hong Kong, a total of 336 public inquiries were anonymously sent to Wu Miu Column and published in three local major newspapers. Among these inquiries, 131 inquiries involved child sexual abuse that the "affected individuals" were molested in school or at home and knew the abusers but did not report their cases to child protection services. Inquirers reported more male than female abusers. Proportionally and significantly, female abusers tended to abuse younger children, compared to male abusers who tended to abuse older children. Many abusers were minors who abused younger children, which explains people's reluctance to report the abuse to child protection services. The discovery of this underage phenomenon motivated child advocates to challenge the common law presumption that a boy under the age of 14 is incapable of sexual intercourse. Social workers in this advocacy journey must sustain continuous efforts to prevent youth from becoming future perpetrators.
Join Together, Boston, MA.
Media advocacy is an environmental strategy that can be used to support alcohol and other drug prevention and policy development efforts. It helps shift the focus from understanding public health issues as individual problems to understanding them as social conditions that require collective behavior changes. Successful media advocacy uses the…
Full Text Available 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 advertisements, gathered from 50 000 respondents.Findings: The findings indicated a positive linear relationship between brand presence and brand recognition but a negative linear relationship between brand introduction and brand recognition, whilst brand introduction and brand presence predicted variance in brand recognition.Value of research: The researchers concluded that a brand should be present in an advertisement for about two-thirds of the time for optimum brand recognition.
Gunzenhäuser, Rul; Taras, Christiane; Wörner, Michael
Der Beitrag würdigt das Wirken von Professor Claus auf Gebieten des rechnerunterstützten Lehrens. Dabei wird ein Bogen von den frühen Systemen des rechnerunterstützten Lehrens über moderne Lernplattformen im Internet zu neuen Anwendungen web-basierter Systeme für das lebenslange Lehren und Lernen gespannt.
Dion, Delphine,; Arnould, Eric
We investigate how the concept of persona can be used in managing brand persona-fication. Based on interviews with informants working across the gastronomy sector, we examine the characteristics of the chef persona, and the role that chef persona plays in restaurant management. We differentiate...... persona-fied brands from other human brands, we dimensionalise the chef persona, and we identify two possible models of brand management through persona: (1) the distributed or fragmented persona-fication of the brand, which is based on a disjunction of different facets of the brand persona, each embodied...... in different persons; and (2) the unified persona-fication of the brand, which is based on the conjunction of the different facets of the brand persona. Here, the persona is embodied in a single person who embodies the different facets of the brand persona. Our analysis surfaces theoretical resonance...
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 brand plays an important role at the moment so the brand communication must be done fairly and accurately. Due to the communication will help brand to strengthen the brand image to convince the customer to trust the brand (brand trust). This study aimed to analyze the effect of brand communication and brand image to brand trust Tiga Roda cement in East Java. This study will be conducted by distributing questionnaires of 100 retailer who sell Tiga Roda cement. Analysis techniques that will...
Charlene Gerber; Marlize Terblanche-Smit; Tracey Crommelin
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 advertisements, gat...
Anker, Thomas Boysen; Sandøe, Peter; Kamin, Tanja
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......) as well as a number of general concerns that apply to health branding as such. Being a pioneering analysis, this article advances the academic understanding of health branding and provides practitioners with knowledge of important concerns to take into account when marketing health brands....
Junghyun Kim; Eun Ah Yu
...) on brand loyalty in a sample of 223 university students. Results showed that affective, cognitive, behavioral, and relational holistic brand experiences had significant effects on brand loyalty...
Alina Catalina Duduciuc
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.
This book describes a year-long participant-observer case study of the professorship as a profession. Following an introductory chapter, each chapter examines one aspect of the professor's occupation by recounting the specific experiences of the author, a sociology professor at Wright State University (Ohio). Chapter 2 looks at the department as…
Migle Eleonora cernikovaite
...) benefits to the consumer. This article aims to assess how the international dimension is reflected in the various models of brand equity, analyze Lithuanian actualities in managing and evaluating brands, also to reveal...
Full Text Available Abstract Background During the two recent decades, advocacy has been a topic of much debate in the nursing profession. Although advocacy has embraced a crucial role for nurses, its extent is often limited in practice. While a variety of studies have been generated all over the world, barriers and facilitators in the patient advocacy have not been completely identified. This article presents the findings of a study exploring the barriers and facilitators influencing the role of advocacy among Iranian nurses. Method This study was conducted by grounded theory method. Participants were 24 Iranian registered nurses working in a large university hospital in Tehran, Iran. Semi-structured interviews were used for data collection. All interviews were transcribed verbatim and simultaneously Constant comparative analysis was used according to the Strauss and Corbin method. Results Through data analysis, several main themes emerged to describe the factors that hindered or facilitated patient advocacy. Nurses in this study identified powerlessness, lack of support, law, code of ethics and motivation, limited communication, physicians leading, risk of advocacy, royalty to peers, and insufficient time to interact with patients and families as barriers to advocacy. As for factors that facilitated nurses to act as a patient advocate, it was found that the nature of nurse-patient relationship, recognizing patients' needs, nurses' responsibility, physician as a colleague, and nurses' knowledge and skills could be influential in adopting the advocacy role. Conclusion Participants believed that in this context taking an advocacy role is difficult for nurses due to the barriers mentioned. Therefore, they make decisions and act as a patient's advocate in any situation concerning patient needs and status of barriers and facilitators. In most cases, they can not act at an optimal level; instead they accept only what they can do, which we called 'limited advocacy' in
Maley, Catherine; Baum, Neil
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.
Stoeckl, Verena E.; Gabl, Sabrina; von Wallpach, Sylvia
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...
Capelo, Inês Ribeiro dos Santos
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...
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.
Mazzei, Alessandra; Ravazzani, Silvia
-normative and constitutive approach to internal branding by proposing an enablement-oriented communication approach. The conceptual background presents a holistic model of the inside-out process of brand building. This model adopts a theoretical approach to internal branding as a nonnormative practice that facilitates...... 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...
Bernritter, S.F.; Verlegh, P.W.J.; Smit, E.G.; De Pelsmacker, P.
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
Adi Zakaria Afiff; Westi Noria Furi; Denyza Wahyuadi Mertoprawiro
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...
Adi Zakaria Afiff; Westi Noria Furi; Denyza Wahyuadi Mertoprawiro
The starting point of this study is the phenomenon termed misleading brand placement, a con- dition 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, 3 experiments were conducted to see the influence ...
Evenett, Simon J.
This paper examines the conventional wisdom concerning competition advocacy, paying particular attention to the applicability of such wisdom to developing countries. The definition of competition advocacy, its evaluation, and the likelihood of its successful implementation are discussed in some detail. The paper concludes with a call for considerably more thought about what, hitherto, has been one of the relatively uncontroversial aspects of many competition authorities' activities.
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...
In the highly competitive environment it is very important to utilize fully the strength and advantages of the brand in order to gain the desire market share and sustain the profitable growth. If a company has a brand built and explored already, it is needed to investigate the weaknesses and strength of the brand to utilize, maintain and develop it. The brand audit can provide with information needed for these purposes. The complete brand audit is a broad topic. In order to focus the research...
Kadijević Đorđe M.
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.
Problem investigated: Brand recognition and recall are established advertising effectiveness measurements to assess brand awareness. Of particular interest is whether encoding of brand information as measured by brand recognition is influenced by brand presence and brand introduction. Design/methodology/approach: A meta-analysis was performed on responses to 25 television advertisements, gathered from 50 000 respondents. Findings: The findings indicated a positive linear relationship between brand presence and brand recognition but a negative linear relationship between brand introduction and brand recognition, whilst brand introduction and brand presence predicted variance in brand recognition. Value of research: The researchers concluded that a brand should be present in an advertisement for about two-thirds of the time for optimum brand recognition.
Hatch, Mary Jo
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......: The application of the theory of aesthetic expression emphasizes: understanding humans holistically in order to explain how beauty and expression create value and enrich lives; redefining brand ownership and use to accommodate the aesthetic ways people handle expression/expressiveness; and managing brands...
.... This paper, in exploring both the debate and practice of advocacy, uses the National Health and Disability Advocacy Service in New Zealand to describe a successful model of advocacy that is based...
Full Text Available Professor Martin Hairer was one of four recipients of the 2014 Fields Medal, widely viewed as the highest honour a mathematician can receive. He is currently Regius Professor of Mathematics in the Mathematics Department at the University of Warwick. Professor Hairer has contributed significantly to the field of stochastic partial differential equations (SPDEs, which engages with interdisciplinary approaches to mathematics and physics. He has enjoyed great success communicating mathematics to a range of audiences and has also developed music editing software.In this interview, early career mathematicians, Dr Martine Barons (MJB and Dr Paul Chleboun ask Professor Hairer (MH about how his interest in mathematics developed; the awards ceremony where he received the Fields Medal; Amadeus Pro, the music software he developed and continues to maintain; and the challenges of engaging a sceptical and sometimes critical public as a mathematician.
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...
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.
Ljiljana Stošić Mihajlović
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.
Adi Zakaria Afiff
Full Text Available The starting point of this study is the phenomenon termed misleading brand placement, a con- dition 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, 3 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 knowl- edge 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.
Sandra Maria Correia Loureiro
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.
Full Text Available Orientation: Fast growth and intense competition characterise the South African cellphone industry. Customers switch easily between cellphone brands and marketers are challenged to cultivate brand relationships with customers in order to ensure brand loyalty.Research purpose: This study investigated the brand romance, -attitude and -loyalty of customers toward their cellphone brands in the North West Province, South Africa.Motivation for the study: One way in which brand loyalty in the cellphone industry can be achieved is to influence attitudes and, ultimately, create brand loyalty by promoting brand romance between the customer and the brand.Research design, approach and method: Being quantitative in nature, the study followed a descriptive research design to collect 371 responses through self-administered questionnaires.Main findings: The results indicated that most respondents were contract customers who only use a brand of cellphone for between one and three years. Brand romance toward cellphone brands was positive although room for improvement exists. Brand attitude toward current cellphone brands was also positive, but brand loyalty was fairly low, indicating that marketers need to improve brand loyalty toward their cellphone brand. There were, furthermore, significant and positive relationships between brand romance, brand attitude and brand loyalty toward cellphone brands.Practical/managerial implications: Brand romance can be considered to be a viable way of improving attitude toward a cellphone brand, ultimately leading to brand loyalty.Contribution/value-add: Brand romance in brand relationships has significant and positive relationships with brand attitude and brand loyalty in the cellphone industry of South Africa.
Thellefsen, Leo Torkild; Andersen, Christian; Sørensen, Bent
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...
Nielsen, Sigge Winther; Larsen, Martin Vinæs
Some scholars argue that Western societies have seen a decreasing impact of voting behavior based on cleavages and party identifications. Equally, issue ownership voting is seemingly not increasing its relevance by filling this gap. From this departure we seek out an alternative variable by posing...... the question: Do party brands influence voting behavior? Currently, we do not know because the two research fields of voting behavior and party brands are currently not explicitly linked. Traditionally, the study of voting behavior has gained powerful insights from concepts such as cleavage structure, party...... identification and issue ownership. On the other hand, the study of political brands has illuminated how people employ brands in their identity construction and how voters use party brands to differentiate between political parties. In this light, the article first distinguishes the brand concept from related...
Bekk, Magdalena; Skatulla, Veronika; Pösl, Miriam; Natter, Martin; Spörrle, Matthias
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...
Full Text Available 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.
Tierney, Kieran D.; Karpen, Ingo; Westberg, Kate
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...... consider how discrete actor-based brand meanings contribute to an overall brand gestalt and how such a gestalt potentially evolves along a continuum. Additionally, the authors provide a managerially and theoretically relevant research agenda to guide much needed empirical research into BMCC....
Davčik Nebojša St.
Full Text Available This paperwork explores importance of the brand development for the company as well as the national economy. The brand development in the food industry is long - term management process which engage great amount of human and financial resources. The strong brand obtain many benefits for the company - better positioning, bigger loyalty, sales increase, better negotiation power, etc. Serbia has great advantage for the agricultural development because its natural resources basis. Raspberry has great export potential, but there should be introduced management and technological shift - raspberry export of the higher processing value, national brands development and new technological applications.
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
Anand Kumar Jaiswal; Arpita Srivastav; Dhwani Kothari
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...
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.
-This is the author's version of the article:"Brand extensions: brand concept congruency and feedback effects revisited" Journal of Product & Brand Management, Vol. 14 Iss: 4, pp.250 - 257, Abstract Purpose – The aim of this research is to examine the effects of congruent and incongruent brand concept extensions on consumer attitudes towards the extended product and feedback effects on the parent brand. Moreover, brand familiarity is proposed as an important mo...
Tahan, Hussein M
This article describes a client advocacy model for use by case managers. It delineates necessary competencies for the case manager and shares important strategies for effective client advocacy. All practice settings across the continuum of health and human services and case managers of diverse professional backgrounds. Advocacy is a primary role and necessary competency of professional case managers functioning in various care settings. It is rooted in ethical theory and principles. Successful case managers apply ethical principles of advocacy at every step of the case management process and in the decisions they make. Part II of this two-part article presents a client advocacy model for case managers to apply in their practice, describes the role of advocacy in client engagement, and identifies important strategies and a set of essential competencies for effective case management advocacy. Part I already explored the ethical theories and principles of advocacy, the perception of case management-related professional organizations of advocacy, and the common types of advocacy based on scope, complexity, impact, and reach. Acquiring foundational knowledge, skills, and competencies in what advocacy is and how to effectively enact its related behaviors is essential for success of case managers and for achieving desired outcomes for both the clients and health care agencies/providers alike. Case management leaders are urged to use the knowledge shared in this article to develop advocacy training and competency management programs for their case managers.
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.
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...
Lim, Yu Mi
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. ...
Arensman, Bodille; Wessel, Margit Van
International development organizations increasingly use advocacy as a strategy to pursue effectiveness. However, establishing the effectiveness of advocacy is problematic and dependent on the interpretations of the stakeholders involved, as well as the interactions between them. This article
Warren, Jane; Klepper, Konja K.; Lambert, Serena; Nunez, Johnna; Williams, Susan
Creating and retaining empathic connections with the most disenfranchised among us can take a toll on the wellness of counselor advocates. The Advocacy-Serving Model is introduced as a creative approach to strengthening the ability of advocates to serve through enhancing awareness, focusing actions, and connecting to community. The model…
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...
Full Text Available There are few companies which act on the market of brand management; they offer ranking lists for top brands in certain industries, activities, countries, regions or just global brands. The rankings of best global brands are different, depending on the company which elaborated them. The brand valuation methods are subject to a standard and some guideline notes, but they represent rather a niche for these companies of brand rankings. The brand value which contains future aspects, combined with difficulties in the valuation of the intangible assets of brands, analysed in a dynamic and complex global framework, becomes very difficult to be estimated. Brand owners and investors are interested in the brand potential value, considered to be the creative value force on markets. The paper brings forth some common aspects and some criticism of brand valuation methodologies and practices. Some questions about the credibility of the ranking lists of best global brands arise.
Hannes-Andrej Machaz; Keyvan Shokoofh
...). Branding applied originally to products but now has evolved to include branding of services, and largely through the advent of the Internet, has transformed to include the branding of the personal...
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.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. ‘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.
Hudders, Liselot; Cauberghe, Veroline; Panic, Katarina; Faseur, Tine; Zimmerman, Eva
This study uses a 2 by 2 between subjects factorial design to investigate the impact of brand prominence and artist connectedness on brand placement effectiveness in music videos. The results show that brand prominence has a positive effect on brand recall, regardless of the respondents’ connectedness to the artist. Furthermore, when respondents do not identify themselves with the artist, brand prominence does not influence brand attitude, but when respondents identify themselves with the art...
Præsentation af en brand management model, der viser, hvordan integration af design og brand management gennem hele produktudviklingsprocessen fremmer udviklingen af en konsistent brandoplevelse. Modellen er udviklet på baggrund af dybdeinterview med 37 ledere af spanske virksomheder, der er...
Hvilke værdier er 'Nordiske'? Vi starter hos Brandbase i Odense og ser på WODENs Skandinaviske sneakers og Jim Lyngvilds vilde branding.......Hvilke værdier er 'Nordiske'? Vi starter hos Brandbase i Odense og ser på WODENs Skandinaviske sneakers og Jim Lyngvilds vilde branding....
Full Text Available Reseña del libro Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes. Review of the book Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes.
Reseña del libro Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes. Review of the book Bajo la influencia del branded content. Efectos de los contenidos de marca en niños y jóvenes.
B.E. Depecik (Baris)
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
Institutional operations capitalizing on national foodservice brands have seen sales increase as much as 40%, operators say. But what if operators choose to stay independent and develop their own brands? Our feature presents both business strategies and the concepts that are winning customers.
Bijmolt, THA; Wedel, M; Pieters, RGM; DeSarbo, WS
This paper provides empirical insight into the way consumers make pairwise similarity judgments between brands, and how familiarity with the brands, serial position of the pair in a sequence, and the presentation format affect these judgments. Within the similarity judgment process both the
The past two years have seen a steadily more consistent brand identity for the NHS. Branding will become more important as foundation status and PCT commissioning makes acute hospitals more competitive. This has put pressure on some trusts that have their own strong identities.
Sep 11, 2017 ... increased the tax on these items from 0 to 16%. This had a direct result in increasing the cost of healthcare by almost a third (5). On the other hand, South East. Asia countries especially India ... changed to reflect this new reality. The role of advocacy is huge here. NHIF reimburses between KShs. 40,000.
Miao-Que Lin; Bruce C Y Lee
Previous studies on e-commerce have focused on the influence of the online website environment on purchasing decisions but rarely examined online brand loyalty from perspectives of brand trust and brand affect...
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...
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.
Objective: To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value).
... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Seemingly Improbable Corporate Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . From Branding to Branded...
Lee, Seung-Hee; Workman, Jane E; Jung, Kwangho
... and gender on brand trust, brand credibility, brand loyalty, and brand choice overload. We review relevant literature on brand relationship and risk avoidance and develop research hypotheses about brand relationship and risk...
Liezl-Marié Kruger; Kühn, Stefanie W.; Daniel J. Petzer; Pierre G. Mostert
Orientation: Fast growth and intense competition characterise the South African cellphone industry. Customers switch easily between cellphone brands and marketers are challenged to cultivate brand relationships with customers in order to ensure brand loyalty.Research purpose: This study investigated the brand romance, -attitude and -loyalty of customers toward their cellphone brands in the North West Province, South Africa.Motivation for the study: One way in which brand loyalty in the cellph...
On 13 December 1990 Prof. Dr. Cornelis (Kees) Kalkman retired from the positions of Professor of Plant Systematics and Scientific Director of the Rijksherbarium/ Hortus Botanicus by presenting his valedictory lecture to the academic community of Leiden University and the assembled Dutch Botanical
"Professor Wolfgang panofsky, who died on September 24 aged 88, was a particle physicists and director of the Stanford Linear Accelerator Centre (SLAC) in California; with Jack Steinberger, he was the first to isolate the neutral pi meson, one of the subatomic particles which had been predicted by theoretical scientists to account for the strng force which binds the nuclei of atoms." (1 page)
Tervisekasvatuse õppetooli professor Tiina Tasmuth osales 11.-14. juunini Helsingis toimunud rahvusvahelise konverentsi "2nd Psycho-Social Impacts of Breast Cancer" töös ning esines ettekandega teemal "Chronic post-treatment symptoms in patients with breast cancer" : [täistekst
oplever meget lave temperaturer - og for Danmarks vedkommende en usædvanlig lang periode med vintervejr. Forklaringen kommer fra professor Eigil Kaas fra Niels Bohr Instituttet ved Københavns Universitet. Han forklarer til jp.dk, at vintervejret dog er betinget af den mere eller mindre tilfældige måde...
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...
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
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.
Hambali, A; Syed Alwi, SF; Balmer, JMT; Melewar, TC
Purpose – The purpose of this paper is first, to explore the concept of celebrity brand at a corporate brand level, known as Celebrity Corporate Brand – CCB; second, to investigate the impact of CCB on corporate brand equity (termed - corporate brand enhancement). In particular, this study will explore CCB at both levels - ‘developed/own’ and ‘endorsed’ corporate brands. The research marshals the nascent literature of celebrity, human and people brand (e.g. Kowalczyk, 2013, 2011; Halonen-Knig...
Cătălin Mihail BARBU
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.
Myers, Betty; Mager, Gerald M.
Previous studies of professors of education have noted what activities comprised the work of being a professor, how professors allocated time to the various work tasks, how they would have preferred to allocate time, and insights they had about their work. In this study, parallel data were gathered on the broader education professoriate. Survey…
Olaru, Silvia Delia; Gurgu, Elena
Although the economy is expected to recover somewhat in 2010, the reality is that brands and retailers are facing - and will continue to face for a generation to come - a very different consumer. In this sense, many wise marketers and brands will seek inspiration from brands that won in the Great Depression. That period saw a generation of shoppers completely transformed. Today’s recession, the likes of which most current day consumers and marketers have never seen or felt but only heard of, ...
Schivinski, B; D; Dabrowski
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 ...
TURGUT, Merve Ulku; Gultekin, Beyza
This paper aims to explore brand love in the context of brand trust, resistance to negative information and intention to repurchase in the clothing brand context. Based on a sample of 400 respondents, simple regression and multiple regression analyses were conducted to analyse direct effects and bootstrapping analyses were run to examine mediating roles. The analyses indicate a significant positive effect of brand trust on brand love, resistance to negative information, and intention to repu...
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...
Migle Eleonora cernikovaite
The globalisation process, growing competition and influence of the internet on everyday business, impacts companies to re-measure their intangible assets, aiming for the most to the brand equity...
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...
Chin, Shih Yuan
This research explores the antecedents and outcome of brand love. Consumer-brand relationship constructs, brand trust, brand credibility and brand equity may influence consumers' brand love. Brand love in turn may have positive impact towards brand commitment. Quantitative survey research is employed to test the hypotheses involving brand love and brand commitment. Results show that brand trust, brand experience, brand credibility and brand equity relates positively towards brand love. Consum...
Mekel, Peggy Adeline; Lolowang, Anggreiny C.
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...
When you think of marketing, chances are your mind goes right to your customers--how can you persuade more people to buy whatever it is you sell? But there's another "market" that's equally important: your employees. Author Colin Mitchell argues that executives by and large ignore this critical internal audience when developing and executing branding campaigns. As a result, employees end up undermining the expectations set by the company's advertising--either because they don't understand what the ads have promised or because they don't believe in the brand and feel disengaged or, worse, hostile toward the company. Mitchell offers three principles for executing internal branding campaigns--techniques executives can use to make sure employees understand, embrace, and "live" the brand vision companies are selling to the public. First, he says, companies need to market to employees at times when the company is experiencing a fundamental challenge or change, times when employees are seeking direction and are relatively receptive to new initiatives. Second, companies must link their internal and external marketing campaigns; employees should hear the same messages that are being sent to the market-place. And third, internal branding campaigns should bring the brand alive for employees, creating an emotional connection to the company that transcends any one experience. Internal campaigns should introduce and explain the brand messages in new and attention-grabbing ways and then reinforce those messages by weaving them into the fabric of the company. It is a fact of business, writes Mitchell, that if employees do not care about or understand their company's brands, they will ultimately weaken their organizations. It's up to top executives, he says, to give them a reason to care.
Banovic, Marija; Grunert, Klaus G.; Barreira, Maria Madalena
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 Ca...
Gerber, Charlene; Terblanche-Smit, Marlize; Crommelin, Tracey
... consumers (directly or indirectly) about the products or brands that companies offer. Mass media advertising has long been the cornerstone of most brand-building efforts (Joachimsthaler & Aaker 1997; Ouwersloot & Duncan 2008). Advertising represents the voice of a brand and is a means by which a brand can establish a dialogue and build relations...
Banović, Marija; Grunert, Klaus G; Barreira, Maria Madalena; Fontes, Magda Aguiar
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 Carnalentejana beef, as better on all quality cues and quality aspects than the other two store branded beefs. Preference for Carnalentejana beef stayed highly consistent even after the blind test, where consumers differentiated this beef from the other two beef brands on all sensory dimensions: taste, tenderness, and juiciness, and chose it as the preferred one. Consumers utilized more perceived intrinsic cues to infer expected eating quality of store branded beefs.
Başer, İ.; Cintamür, İ.; Arslan, F.
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 ...
Motter Junior, Mario Divo
This doctoral thesis is about global brands under several perspectives, starting this study with and overview on the matter, followed by a "step ahead" in the conceptualization of brand equity and brand value. As the global marketplace dynamically increases, there are theoretical and empirical challenges concerning the global brands that ask for more branding researches, trying to tune and to contextualize meanings and attributes. Thereafter, the thesis intends to provide a discussion about t...
Shin Namju; Kim Haelee; Lim Sunah; Kim Changsoo
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...
Lestari, Yessy Trisiana
This study investigated the effects of brand origin confusion (BOC) on consumers preference and consumers purchase likelihood of local versus foreign brands in Indonesia. Come up from country-of-origin (COO) literatures and brand origin recognition accuracy, this study would like to confirm whether there are significant effects of BOC to brand preference and purchase likelihood. It intended to describe whether BOC really affected brand preference and purchase likelihood in developing markets,...
Loureiro, S. M. C.; Lopes, R.; Kaufmann, H.R.
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...
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.
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.
Ian Stewart explores the astonishing properties of numbers from 1 to10 to zero and infinity, including one figure that, if you wrote it out, would span the universe. He looks at every kind of number you can think of - real, imaginary, rational, irrational, positive and negative - along with several you might have thought you couldn't think of. He explains the insights of the ancient mathematicians, shows how numbers have evolved through the ages, and reveals the way numerical theory enables everyday life. Under Professor Stewart's guidance you will discover the mathematics of codes,
Thompson, Amy; Kerr, Dianne; Dowling, Jamie; Wagner, Laurie
Involvement in advocacy is a responsibility of health educators, as identified by the National Commission on Health Education Credentialing. Of all the professional responsibilities, participation in advocacy-related activity is often neglected. This lack of participation may be due to the absence of advocacy and policy skills training in health…
This paper, in exploring both the debate and practice of advocacy, uses the National Health and Disability Advocacy Service in New Zealand to describe a successful model of advocacy that is based on the concept of empowerment practiced in an independent environment and strengthened by an enforceable framework of consumer rights. Copyright © 2012 Drage.
Hashed Ahmad Mabkhot; Salniza Md. Salleh; Hasnizam Shaari
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...
Sem Christina Hawila Sibagariang
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.
Full Text Available
Brand society – How brands transform management and
Cambridge University Press, 2010. 308 sidor, häftad. ISBN: 9780521726900.
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.
Full Text Available Professor Alex Callinicos is a renowned social theorist and scholar of international political economy. He conducts research on Marx and Marxism, European social and political theory, contemporary political philosophy, critical theory, historiography, and international political economy. His work provides invaluable insights on issues of race and racism, social justice, the Third Way, imperialism, austerity, and EU politics, among many other fascinating contemporary issues. Alex studied Philosophy, Politics, and Economics at Balliol College, Oxford, and Philosophy of Science at the London School of Economics before writing a DPhil on Marx's Capital, also at Balliol. He was a Junior Research Fellow in Contemporary Social Thought at St Peter's College, Oxford from 1979 to 1981, after which he taught social and political theory at the Department of Politics at the University of York until 2005, when he moved to King's College London. Alex is currently the Professor of European Studies at King's and editor of International Socialism. Alex has been an active contributor to the development of the movement for another globalization, participating in the World Social Forum and an animator of the European Social Forum. Among his best known books are The Revolutionary Ideas of Karl Marx (1983, Against Postmodernism (1990, Social Theory (1999, An Anti-Capitalist Manifesto (2003, The Resources of Critique (2006, Imperialism and Global Political Economy (2009. His most recent book is entitled Deciphering Capital: Marx’s Capital and its Destiny (2014.
Popp, B; Woratschek, H
© 2015 Sport Management Association of Australia and New Zealand. Brand communities have become an important aspect for brand management in social media. However, many brands have failed to establish a successful online brand community. In this study, we introduce branded communities as an alternative concept to brand communities. In contrast to brand communities, a branded community does not revolve around a specific (sport) brand, but around any interest or need. However, a specific brand m...
Hashed Ahmad Mabkhot; Salniza Md. Salleh; Hasnizam Shaari
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...
Full Text Available The primary objective of marketing communications is to enhance brand equity as the means of moving customers to take favorable actions towards the brand—that is, trying it, repeat purchasing it and, ideally, becoming loyal towards the brand. Virtually, enhancing equity and affecting customer behavior depends on the effective use of all the marketing-mix elements. While, brand awareness relates to whether a brand name comes to mind when consumers think about a particular product category, and the ease with which that name is evoked. Brand awareness is the basic dimension of brand equity. From an indivual consummer’s perspective a brand has no equity unless the consummer is at least aware of the brand. Achieving brand awareness is the initial challenge for new brands, while maintaining high levels of brand awareness is an ongoing task for all established brands. As a matter of fact marketing communication can influence brand awareness when all tools of marketing mix performed optimally in its application.
KASHIF,MUHAMMAD; SAMSI,SITI ZAKIAH MELATU; SARIFUDDIN,SYAMSULANG
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...
Hermansen, Judy; Østergaard, Per
Mange forbrugere tager idag aktivt og bevidst stilling til alle dimensioner ved brandet. Denne forbrugertype har fået betegnelsen 'den refleksive forbruger' og er karakteriseret ved hele tiden at medreflektere alle aspekter af brandarkitekturen, når han eller hun køber og forbruger brands. Den...... refleksive forbruger er udtryk for en ny, kritisk forbrugerbevidsthed, som stiller skærpede krav til, hvordan brand management kan adressere forbrugerne - men som også giver nye spillerum for en kreativ udvikling af nye brandingstrategier. Den refleksive forbruger lever nemlig med et konstant, eksistentielt...... refleksive forbruger er tværtimod dybt afhængig af produkter, der kan "brande" ham som anderledes end alle mainstreamforbrugerne, der bare køber alt, hvad mainstreamvirksomhederne forsøger at prakke dem på. Den refleksive forbruger er med andre ord en Feinschmecker og i lighed med - eller måske rettere i...
, in comparison with other health-related attributes, the fat content attribute exhibits slightly higher loyalty, signifying the importance of the "low-fat" claim as a means of communication. The findings presented in this dissertation are pertinent to food business companies that aim at employing a health...... these findings need to comply with the ethical concerns of health branding and respect consumers' autonomous decision-making. Despite its limitations, which are inherent to the research designs and approaches chosen, this doctoral dissertation stresses the importance for further research. In particular...... 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...
Full Text Available The main idea of this study is to demonstrate that leadership is increasingly becoming an important and current global phenomenon known as personal branding. Leadership is of utmost importance for each human activity, and even for the entire progress of humanity which has always moved forward thanks to people and, naturally, great endeavors of great people. Leadership is what makes the world go round. Although a personal branding investigated in terms of defining, describing various practices and the growing importance of the use of these techniques, there is still a gap in the scientific literature regarding how technology advancement in the business to take advantage of the positioning of the individual in the global market. Therefore, the primary objective of this paper provide new insights into the personal branding that will be useful for the academic community and provide conclusions for its practical application in entrepreneurship.
Usman Yousaf; Rida Zulfiqar; Madiha Aslam; Mohsin Altaf
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...
Stanton, Angela D'Auria; Stanton, Wilbur W.
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…
Wennekers, A.M.; Vandeberg, L.; Zoon, K.; van Reijmersdal, E.A.; Verlegh, P.; Voorveld, H.; Eisend, M.
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
Zenker, Sebastian; Beckmann, Suzanne C.
structural differences for the brand image dimensions of the city contingent upon the type of flagship project. Hence, this study shows (i) that different flagship projects have different image effects for the city brand and (ii) provides a novel method for measuring perceived place brand image effects...
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...
Andersen, Lars Pynt
Konstruktionen af nordisk regionalisme er en stærk tendens som udgangspunkt for Nordic branding, men har vi egentlig forstået de værdier og spændinger, der driver hele projektet om en ny ’nordiskhed’?......Konstruktionen af nordisk regionalisme er en stærk tendens som udgangspunkt for Nordic branding, men har vi egentlig forstået de værdier og spændinger, der driver hele projektet om en ny ’nordiskhed’?...
Michelsen, Anders Ib; Nedergaard, Nicky
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...
How are places and material surroundings ascribed with meaning when new residential neighbourhoods are designed, branded and taken into use? Existing research on housing, neighbourhoods and urban design tends to take the perspective of either the architect or the user rather than to explore...... of community. The project explores the inherent paradox of such staging of authenticity by way of three research questions: 1) How are new houses and areas made authentic through stories told through material design and branding? 2) What different concepts of authenticity are at stake? 3) How are the stories...
Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard
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 via...... its efficient translation of fuzzy political goals into understandable numerical objectives. The Nation Brands Index becomes the driving force in a powerful bureaucratic translation of nation branding which in turn has several reordering effects at organizational level. We thus demonstrate how...... the Nation Brands Index permits bureaucratic expansion in central government administration as it continuously maintains and reconstructs problems solvable by the initiation of more nation branding initiatives and projects and hence more bureaucratic activity....
Mäläskä, Minna; Jones, Richard Ian
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...... with key stakeholders in the brand ecosystem. Brand identity underwent several transformation as the focal firm sought to balance isomorphic (market) pressures with the need for a clear and distinctive brand identity. Research limitations / implications: this research is limited by the number of case...... 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...
Hur, Won-Moo; Kim, Minsung; Kim, Hanna
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.
It is said that "all politics are local," and the same can be said about advocacy and school boards. Advocacy is essential for retaining the progress that's been made in the past, and for building a foundation and network for the future. Advocating for preferred programs, curricula and initiatives has always been important. As a starting point,…
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…
Mcloughlin, Caven S.
Inherent in the many roles of a school psychologist is a primary responsibility to act as a child advocate. Child advocacy carries with it a variety of definitions, all of which are concerned with aligning oneself with the cause of either an individual child or a group. Child advocacy involves asserting and defending those rights of an individual…
Full Text Available Professor Andrzej Borowski from the Jagiellonian University, whose 70th anniversary we celebrate this year, is a very well known scholar and literature historian, specialised in Old Polish Literature (Middle Ages, Renaissance and Baroque - and with a background from Classical studies. A lesser known fact is that he also is a scholar active in the field of the Netherlandish (Dutch and Flemish literature and culture: as author of numerous books and articles about (South Netherlandish figures from the 16th and 17th century, as supervisor of numerous dissertations or habilitations in the field of the Netherlandish literature and as an inspiring personality in the field of the Netherlandish studies at Polish universities. He can indeed be seen as the Spiritus Litterarum Neerlandicorum in Poland.
Sri Vandayuli Riorini
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
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.
Mange brandingbøger kommer med én bestemt opskrift på, hvad branding er for noget, og hvad det er for nogle strategier, man skal anlægge. Men der ligger altid mange antagelser bag de gode råd, som bare aldrig bliver sagt explicit. Hvilke antagelser bygger relationsteorien fx på? Eller Martin...
Plassmann, Hilke; Ramsøy, Thomas Z.; Milosavljevic, Milica
The application of neuroscience to marketing, and in particular to the consumer psychology of brands, has gained popularity over the past decade in the academic and the corporate world. In this paper, we provide an overview of the current and previous research in this area and explain why researc...
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...
Are you manipulated by branding campaigns? This book addresses this question by drawing on work in both philosophy and psychology. It does so from the perspective of the liberal state. As such, manipulation is understood as the violation of liberal autonomy. The central claims are that, on this
Health care is more than local, of course: It's personal. Recognizing the connections between doctors and patients as a potent form of brand loyalty, health systems are looking for ways to leverage those bonds--and encourage new ones--with special marketing campaigns.
'Hygge' is a concept that has generated much interest as a way of conceptualising 'Nordic living', e.g. in books on hygge or scented candles. In this Nordic Branding reflections podcast we are having a 'hyggelig' session with ph.d. Jeppe Trolle Linnet, reflecting on this concept and related 'Nord......' values. We met at Meyers Deli and The Laundromat Cafe (Copenhagen)....
Pratiwi Ni Luh Putu Mira
Full Text Available The aim of this study is to determine the mediating role of brand image on the influence of countryof origin on brand equity of Toyota car in Denpasar City. This research was conducted to 150 samples by implementing purposive sampling method. The data was collected by using instrument with 5 point Likert’s Scale. The data was analized with Structural Equation Modeling ( SEM technique. The results show that 1 country of origin has a positive effect on brand image, 2 country of origin is positively affect brand equi ty, 3 brand image is positively affect brand equity, and 4 brand image mediates the effect of country of origin on brand equity. It is recommended for Toyota Management to further highlight that Toyota is a made in Japan car with an image of developed countries. Additionally, Toyota management can also improve its brand image by making Toyota as the top brand award, so it will be able to increase the brand equityof the Toyota products.
Full Text Available Brand and branding have been around for centuries as a means to distinguishing the goods and services from another suppliers. It is the new field of management, which has growed very fast. The brand is the most valuable asset of a company. The development of strong brand is difficult task. It needs several steps and key concepts. The paper discuss some features of the project "Made in Montenegro" as the first institutional and general promotional project in national economy. It started in 2003. and has had three steps. In the paper we have analyzed some benefits for Montenegro's companies. Branding is difficult future task for many our companies.
Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith
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...
Hashed Ahmad Mabkhot
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.
Jatmiko, Jatmiko; Setyawati, Retno Lies
This study aims to determine whether the brand positioning and brand equity that include brand awareness, perceived quality, brand association, brand loyalty have an influence on purchasing decisions Yamaha motorcycles, as well as what factors are the most dominant among the brand positioning, brand awareness, perceived quality, brand association, brand loyalty, the purchasing decision of Yamaha motorcycles in the Housing Karawaci Tangerang.The population in this study are all consumers of Ya...
Isotalo, Anni; Watanen, Samu
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...
Chiang, I-Ping; Lin, Chih-Ying; Wang, Kaisheng M
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.
ANDREEA MONICA STATE
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
Elif ÜLKER DEMİREL
Full Text Available Abstract Today’s consumers have become more conscious and selective. They prefer to choose brands which have, make sense for them, differentiate themselves from other brands and have an authentic value. Become authentic is seen as crucial element for companies under these circumstances. However, despite the increasing importance of authenticity in terms of business and literature, there are limited numbers of studies in the extant literature. The aim of this research is to analyze effects of the concept of authenticity, which is an element that makes difference for brands in these days, on the consumer preferences, satisfaction degrees and brand loyalty. The survey was conducted to 415 personal computer owners and we aimed to investigate authenticity perception of computer brands. The proposed model was tested structural equation modelling (SEM. The results of this study show that consumers intend to prefer brands that offer a unique experience and deliver on their brand promises.
Aaker, D A; Joachimsthaler, E
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.
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
This bachelor thesis on the topic of Brand management of Schauma Brand deals with the effects of the brand Schauma on the Czech market. The Schauma brand ranks among brands of the Schwarzkopf Company. The goal is to evaluate the strategy of brand management of the Schauma brand on the Czech market. The thesis is divided into two parts, theoretical basis and practical research. The theoretical part explains the basic concepts related with the topic of the work. The practical part introduces th...
Consumers recognize brands by building favorable attitude towards them and through the purchase decision process. Brand preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in presence of competing brands. This study aims at discussing the cognitive factors that determine brand preference among consumers based on empirical research. Brand attributes including emotions, attitudes, personality, image, reputation and trust...
Khan, Khalid; Janthimapornkij, Rattanawilai
Company use different method for extended their business to different market and to different segment. They use different method; brand extension is one of popular strategy for extension of business. Brand extension does not become successful for every brand, it is very risky. The purpose of this thesis is to study horizontal brand extension and customer perception. We will discuss horizontal brand extension and its two main types franchise brand extension and line extension. Brand extension ...
Afsane Zamanimoghadam; Karim Hamdi; Mandana Sediqi
The purpose of this paper is to determine and prioritize factors influencing on brand equity in consumer’s point of view for a case study of Samsung appliance consumers in city of Tehran, Iran. The study investigates the effects of four factors in terms of the customer's perspective, price, advertisement, family and brand image, by dimensions of brand equity, perceived quality, brand awareness, brand association, brand loyalty, on brand equity. The research method is based on a descriptive-su...
Landets omdømme er i bevægelse, mens vi prøver at skræmme mennesker væk fra vores land. Nu skal der skabes så meget badwill som muligt, gerne hurtigt. Nu skal vi frastøde fremfor at tiltrække. Hvad betyder det for vores brand, når vi lukker og slukker håb?......Landets omdømme er i bevægelse, mens vi prøver at skræmme mennesker væk fra vores land. Nu skal der skabes så meget badwill som muligt, gerne hurtigt. Nu skal vi frastøde fremfor at tiltrække. Hvad betyder det for vores brand, når vi lukker og slukker håb?...
Black Friday er et godt eksempel på, hvordan ikke kun produktbrands og corporate brands rejser på tværs af landegrænser, men også traditioner som Halloween, Valentines Day og i dette tilfælde den ultimative tilbuds-fredag, som i USA går under navnet Black Friday. Men hvad er Black Friday i Danmark...
Forsido, Mulugeta Z
Abstract Problem statement – what factors determine brand loyalty in Smartphone? Purpose – The purpose of this study is to examine causal antecedent factors leading to brandloyalty in the Swedish Smartphone market Theory – theoretical review and critical analysis of academic journals related to dependantand independent variables and conceptual model is formulated. Methodology - Quantitative approach is used to quantify the relationship between dependantand independent variables based on the p...
Ind, Nicholas; Iglesias, Oriol; Schultz, Majken
Co-creation is a rapidly emerging area of research. However, there is a lack of understanding as to how organizations use co-creation to build relationships and generate value. How does participation emerge and what outcomes does it deliver? To generate insight into the co-creation process, we cr...... the research shows that managers have to see participants as integral to the brand....
Krystallis, Athanasios; Chrysochou, Polymeros
, 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......-described objective, panel data from the soft-drinks market in Greece are used, with the premise to investigate brand performance and loyalty of store brands. Observed loyalty measures are benchmarked against predictions from the Dirichlet model (Ehrenberg, Uncles and Goodhardt 2004). The aim of this work is, first...
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?...
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...
Speculates on why graduate library schools have not, in the persons of their professors, produced theoretical leadership in Library Science. The ideals of professional ethical standards are contrasted with present practice. (RAA)
Hann, Katrina; Pearson, Heather; Campbell, Doris; Sesay, Daniel; Eaton, Julian
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
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.
Kargulowa, Alicja; Czerkawska, Alicja; Kłodkowska, Joanna; Siarkiewicz, Elżbieta; Zielińska-Pękał, Daria; Zierkiewicz, Edyta
The article recounts a discussion inspired by Professor Jean Guichard’s letter to Professor Alicja Kargulowa. Its participants – a group of female counsellogists – are engaged in an e-mail exchange that freely unfolds in the symbolic space of the on-line discourse. Embedded in their own specific research, their contributions depart from a conventional, structured line of argumentation, spontaneously, and at the same time insightfully, reflecting on various facets of purification and translati...
Zenker, Sebastian; Jacobsen, Björn P.
Place branding is an inherently difficult venture, since places are complex systems of geographical abstractions, each one understood in relation and contrast to other geographical entities. Even at the smallest size – a district, town, or city – a place is quite complex, but it becomes even more...... challenging when the entity exists on a higher level, like a region, two or more joined regions, or a country. When performing place branding, regions often not only differentiate themselves but also cooperate (within one country or between countries), thereby building so-called interregional brands...... with a high degree of complexity. In this chapter, we will define the place brand and examine different concepts to understand branding as they relate to places. In a next step, we will highlight the special character of interregional place branding. Finally, we will apply these concepts to a particular...
Nedergaard, Nicky; Gyrd-Jones, Richard
processes. The article applies the concept of design thinking to develop a framework for Sustainable Brand-based Innovation. It is suggested that traditional market-oriented strategies should be complemented with intuitive thinking and abductive reasoning as associated with the concept of design thinking......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...
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.
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.
Ringberg, Torsten; Bjerregaard, Stine
Guided by a general curiosity towards consumers‟ responses to proactive relational branding, the study explores a fundamental paradox sofar disregarded in the brand relationship literature, namely the intersection between brands that facilitates deep and committed relationship with as well as bet...... that consumers remain critical toward the Nike+ initiative as an emotional partner as well as a social interaction builder. This consumer resistance endures in spite of Nike fulfills the criteria for relationship building set forth in the literature.......Guided by a general curiosity towards consumers‟ responses to proactive relational branding, the study explores a fundamental paradox sofar disregarded in the brand relationship literature, namely the intersection between brands that facilitates deep and committed relationship with as well...
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......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...... expressions of corporate brand identity. The chapter introduces notions that reputations, like corporate brands, may be considered as co-constructed by stakeholders, formed through multiple meanings and the subject of stakeholder negotiation, and discusses such ideas in the context of a future research agenda...
McEnally, Martha R.; Hawes, Jon M.
This paper reports the results of a study designed to determine how consumers "group" various products into categories. Specifically, it was determined that consumers clearly perceive two types of brands: (1) manufacturers' brands, and (2) distributors' brands. While manufacturers' brands were viewed as a distinct offering, consumers did not differentiate between private brands and generics.
Serralvo, Francisco Antonio; Furrier, Márcio Tadeu
Based on the assumption of the increasing relevance of both brand positioning and equity in the context of marketing management in competitive environments, the objective of this work was to deepen the existing knowledge on the brand repositioning process. Four theoretical models of reference obtained after literature review supported the empiric verification represented by content analysis of six reports (cases) of Brazilian brands repositioning experiences awarded with the “Top of Marketing...
Rust, Roland T; Zeithaml, Valarie A; Lemon, Katherine N
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.
Olsen, Lars Erling
The purpose of this dissertation is to investigate whether brands pursuing a narrow brand strategy perform better than brands pursuing a broad brand strategy. Specifically, the dissertation asks whether associative strength influences a brand’s ability to fight off new competitors (protective performance) and to enhance the evaluation of brand extensions from that brand (growth performance). This dissertation predicts that limiting the number of diagnostic brand associations for brand A ...
Elia Ardyan; Heny Kurnianingsih; Ginanjar Rahmawan; Utomo Wibisono; Winata Winata
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...
Taşkın, Çağatan; Emel, Gül Gökay; Öztürk, Onur; Petriçli, Gülcan
Brand extension strategy which means using the current brand name when offering new products for the market, has become a frequently used branding strategy for firms since 1980s. Brand extension strategy is an appealing strategy for many firms since it helps reducing costs of creating a new brand and benefiting from the parent brand's brand equity. Thus, it is crucial for companies to understand the antecedents of brand extension success especially in athletic footwear segment that targe...
TAŞKIN, Çağatan; Öztürk, Onur
Brand extension strategy using the current brand name when offering new products for the market, has become a frequently used branding strategy for firms since 1980s. Brand extension strategy is an appealing strategy for many firms as it helps reducing costs of a new brand creation and benefiting from the parent brand's brand equity. The aim of this study is to explore the antecedents of brand extension success from the perspective of generation Y cohort and propose marketing strategies....
Kahle, Jane Butler
Professor Lesley Parker's career has moved from teaching and advising graduate students at Curtin University of Technology, Perth, Western Australia to leadership roles and advocacy positions in state and national governments and in international organizations. Throughout her distinguished career, she has been committed to social justice, particularly in gender equity. Indeed, that commitment infuses her professional contributions as teacher, advisor, administrator, and policy maker. In this Key Contribution, many of her colleagues describe their admiration for her as well as provide information that helps the reader place her work in a national and an international perspective. She has received many of Australia's highest honors, and she continues to contribute to her university, her state, and her nation. Her contributions form a lasting legacy in social justice, particularly in gender equity and in educational leadership.
Pedersen, Morten Lech; Festersen, Simon Kanstrup; Thorborg, Caroline; Hansen, Anna Schjøtt
This study examines the phenomenon place branding in relations to a specific case, the Danish city Aarhus, whom recently changed the city brand and image to “Aarhus – Danish for Progress”. The goal of the study is to examine which community of values is present in the branding of Aarhus, and what implications this type of branding has in a democratic society. The study includes a functional-pragmatic discourse analysis of the publications “Positioning Aarhus for the Future” and “Do Busines...
Arthana, Rony; -, Noermijati; Susilowati, Christin
: 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...
A multiple regression analysis indicates that three brand equity dimensions, namely brand awareness, brand association and brand trust, significantly and positively influence the strength of the relationships that respondents have with their favourite fast food brand (with brand trust being the most influential dimension).
HALL, C. Michael
The present work analyses how tourism and non-tourism place brands are integrated under an umbrella national brand, and how the tourism brand may have little value or even prove negative for other industry sectors. The study examines the development of Brand New Zealand and the subsidiary ‘100% Pure’ tourism and ‘New Zealand, New Thinking’ trade brands. In 2002 New Zealand sought to reposition the national brand so that it was perceived internationally as innovative and creativ...
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...
Bendapudi, Neeli; Bendapudi, Venkat
It's easy to conclude from the literature and the lore that top-notch customer service is the province of a few luxury companies and that any retailer outside that rarefied atmosphere is condemned to offer mediocre service at best. But even companies that position themselves for the mass market can provide outstanding customer-employee interactions and profit from them, if they train employees to reflect the brand's core values. The authors studied the convenience store industry in depth and focused on two that have developed a devoted following: QuikTrip (QT) and Wawa. Turnover rates at QT and Wawa are 14% and 22% respectively, much lower than the typical rate in retail. The authors found six principles that both firms embrace to create a strong culture of customer service. Know what you're looking for: A focus on candidates' intrinsic traits allows the companies to hire people who will naturally bring the right qualities to the job. Make the most of talent: In mass-market retail, talent is generally viewed as a commodity, but that outlook becomes a self-fulfilling prophesy. Create pride in the brand: Service quality depends directly on employees' attachment to the brand. Build community: Wawa and QT have made concerted efforts to build customer loyalty through a sense of community. Share the business context: Employees need a clear understanding of how their company operates and how it defines success. Satisfy the soul: To win an employee's passionate engagement, a company must meet his or her needs for security, esteem, and justice.
's branding strategies testify to a high degree of reflexivity about the conditions of what Luc Boltanski calls a Crisis of Pity. The analysis illustrates how, in the face of compassion fatigue, the organization manages to carve out a new space for itself in the marketized ethical discourse, and leads......, on the other hand, the public's skepticism toward mediated morality and what is commonly referred to as compassion fatigue. The issue is investigated through an analysis of a TV spot produced by the Danish section of Amnesty International in 2004. This spot is taken as an example of how the organization...
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.
Hande BİLSEL ENGİN
Full Text Available Contemporary marketing theory and practice is founded upon the descriptive and explanatory premises of how brands are managed and utilized. In this study, learning and approaches concerning brand equity and its assessment will be discussed. This theoretical evaluation will present an indication in terms of being both an important step on the way of developing the marketing theory and also of showing how far the conceptual structures can differ from one another. Within this framework, a taxonomical synthesis of approaches towards these concepts will be presented as well as putting together a study which might light the way of future studies to be conducted towards a more unified brand equity theory. Principally, sources of brand equity and determining factors of brand equity formation will be considered in theoretical and historical terms.
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.
Sri Vandayuli Riorini
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.
Subhani, Muhammad Imtiaz; Osman, Ms. Amber
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 consume...
The thesis ideas was supporting Insjö, an organizing and functional accessories company, with online branding development plan. Company has implemented activities for marketing and brand building. However, Insjö branding strategies are outdated and require innovation for brand development. At the present, Insjö is operating online via official website and targeting for new customers outside Finland. Therefore, online branding is critical for company to raise international customer brand aware...
Chapleo, Chris; Liu, G.; Ko, W.W.
We extend the marketing literature on internal branding by developing a theoretical framework to explain the processes whereby brand orientation affects in- and extra-role employee brand-building behavior from the theoretical perspective of the attention-based view. The results of a survey of 314 UK-based nonprofit organizations show that brand orientation leads to the development of internal branding mechanisms, which in turn fosters in-role employee brand-building behaviors. We also find th...
Bradford T. Hudson
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 propor...
Ankara : The Department of Management, Bilkent University, 2010. Thesis (Ph. D.) -- Bilkent University, 2010. Includes bibliographical refences. Recent studies on brands, branding and brand communities reveal the processes of brand development, and the actors that take part in these processes. Research also looks at consumers’ individual and collective practices for the creation of brand value and the transformation of firm-based brand meanings. This study contributes to the...
Full Text Available The process of globalization, international businesses, as well as competitive markets imposed the companies (large ones, as well as the others to position in the required market. Making profit, which is the basic aim of every company, in such market environment can only be achieved by demonstrating distinct characteristics of a company, the characteristics which distinguish it from others with the same or similar activities. Historical and analysis of the current market have shown that being recognizable in the multitude of similar companies is a huge challenge, but also one of the main preconditions for successful operations. The moment a company is registered it acquires a specific identity primarily owing to its business name, which distinguishes it from other companies during that first period. Practically at the same time, the company starts creating its image or goodwill by means of several distinctive ways. One of them is branding business name or corporate branding. However, apart from large benefits, companies may also have big difficulties and risks in the same process as well.
S.M.J. van Osselaer (Stijn); J.W. Alba (Joseph)
textabstractAbstract A series of experiments illustrates a learning process that enhances brand equity at the expense of quality-determining attributes. When the relationship between brand name and product quality is learned prior to the relationship between product attributes and quality,
S.M.J. van Osselaer (Stijn); J.W. Alba (Joseph)
textabstractA series of experiments illustrates a learning process that enhances brand equity at the expense of quality-determining attributes. When the relationship between brand name and product quality is learned prior to the relationship between product attributes and quality, inhibition of the
Joachimsthaler, E; Aaker, D A
Costs, market fragmentation, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing. Relying on mass media campaigns to build strong brands may be a thing of the past. Several companies in Europe, making a virtue of necessity, have come up with alternative brand-building approaches and are blazing a trail in the post-mass-media age. In England, Nestlé's Buitoni brand grew through programs that taught the English how to cook Italian food. The Body Shop garnered loyalty with its support of environmental and social causes. Cadbury funded a theme park tied to its history in the chocolate business. Häagen-Dazs opened posh ice-cream parlors and got itself featured by name on the menus of fine restaurants. Hugo Boss and Swatch backed athletic or cultural events that became associated with their brands. The various campaigns shared characteristics that could serve as guidelines for any company hoping to build a successful brand: senior managers were closely involved with brand-building efforts; the companies recognized the importance of clarifying their core brand identity; and they made sure that all their efforts to gain visibility were tied to that core identity. Studying the methods of companies outside one's own industry and country can be instructive for managers. Pilot testing and the use of a single and continuous measure of brand equity also help managers get the most out of novel approaches in their ever more competitive world.
Kim, Kang Sik; Kim, Jong Ho; Kim, Dong Yul; Kim, Kyung Hoon; Kang, Suk Hou
..., or safety risks in buying services, which is an obstacle to evaluating a service correctly before purchase. Also, a high level of brand equity increases consumer satisfaction, repurchasing intent, and degree of loyalty. Research in this area includes Kohli et al.'s (2001) study of reliability and brand equity, Pappu and Quester's (2006) study of satis...
Voorveld, H.; van Noort, G.; Duijn, M.; Eisend, M.; Langner, T.
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
Umbrella branding is a marketing practice whereby multi-product firms leverage their reputation across different product categories. This paper investigates how advertising in the market of over-the-counter (OTC) drugs affects the decision to buy prescription drugs from a promoted brand name. I
An essay is presented on aspects concerning brands and ethics in corporate culture. Topics discussed include liberal philosophy that advocate values of freedom, the role of brand in free market principles, and public relations in marketing. Also mentioned are social stratification mechanism...
Zakocs, R C; Earp, J A; Runyan, C W
Enacting state laws to regulate firearm use, availability, or manufacture is one plausible strategy for preventing firearm-related injuries. Organizations that use a wide range of advocacy tactics may be successful in promoting gun control policies. To describe tactics commonly used by groups that advocate for state gun control laws and to assess whether financial resources were associated with groups' use of these advocacy tactics. We identified 679 local and state organizations potentially active on state-level gun control issues in 1998 and mailed a 153-item questionnaire to the groups' leaders. Organizations' use of 35 gun control advocacy tactics. Seventy-nine percent (n=538) of groups responded to our survey, and, of those eligible, eighty-one percent (n=207) completed questionnaires. Organizations commonly used public education, media, and legislative lobbying tactics, and fewer engaged in electioneering and litigation. Except for lobbying, no associations were found between groups' use of advocacy tactics and their level of financial resources. Organizations advocating for state gun control laws have a varied tactical repertoire, with fewer using electioneering and litigation than other approaches. Financial resources do not appear to be the determining factor in the advocacy methods employed.
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.
Full Text Available Much of the skill of marketing and branding nowadays is concerned with building equity for products whose characteristics, pricing, distribution and availability are really quite close to each other. Brands allow the consumer to shop with confidence. The real power of successful brands is that they meet the expectations of those that buy them or, to put it another way, they represent a promise kept. As such they are a contract between a seller and a buyer: if the seller keeps to its side of the bargain, the buyer will be satisfied; if not, the buyer will in future look elsewhere. Understanding consumer perceptions and associations is an important first step to understanding brand preferences and choices. In this paper, we discuss different models to measure value of brand according to couple of well known approaches according to request by companies. We rely upon several empirical examples.
Full Text Available Incredibile ma vero: il professor Mitja Skubic si trova, questa volta lui stesso, al centro dell’attenzione anziché essere il motore, il perno dell’attività. La ragione per questo attimo di respiro è il suo ottantesimo compleanno, a dire il vero passato già da tempo. È pressoché una contingenza aneddotica quella per cui il volume dedicatogli per l’occasione viene pubblicato così tardi: il professore ha continuato a tener d’occhio la nostra rivista ben dopo aver nominato i nuovi direttori tanto che sarebbe stato impossibile sorprenderlo con una miscellanea di contributi in suo onore.
Deborah P. Britzman
Full Text Available Professores/as são testemunhas do fantástico mundo da sexualidade. Esse artigo explora a centralidade de Eros para a educação e estabelece uma relação entre o desejo do/a professor/a e os acontecimentos emocionais da relação própria relação aluno/professor. Eu proponho que o aprendizado deva envolver nosso "eu" erótico, além das nossas fantasias. Mas esta perspectiva requer que professores/as considerem uma psicologia do amor como um caminho principal para a as situações emocionais de Eros. Na sua conclusão este trabalho sugere uma pedagogia que dê as boas vindas tanto à homossexualidade como a heterossexualidade como expressões humanas do amor.Teachers bear witness to the wondrous world of sexuality. This essay explores the centrality of Eros to education and links the teacher's desire to the emotional situation of the student/teacher relationship. I propose that learning involves our erotic selves and our fantasy life. But such a view requires that teachers consider a psychology of love as lending insight into the emotional situation of Eros. The paper concludes by suggesting a pedagogy that welcomes homosexuality and heterosexuality as human expressions of love.
Miller, B.; Sinclair, J. [Elon University, Elon, NC (United States). School Community
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.
Watson, Chanel L; O'Connor, Tom
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.
Zenker, Sebastian; Braun, Erik
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...... and the advanced brand concept map method, are explained in more detail. In conclusion, we also outline current and future challenges in measuring place brands and their outcomes....
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...
Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on dimensions that typically capture a person’s personality, and extend that to the domain of brands. The discussions in the paper are woven around the issues concerning brand strength, brand identity and cognitive relationship between the consumer personality attributes and brand perceptions. Human personality traits that affect the brand performance are critically examined and ro...
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 posit...
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 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...
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...
Löhndorf, Birgit; Diamantopoulos, Adamantios
Prior research acknowledges employees' crucial role in building strong service brands, yet empirical research on how to turn employees into brand champions remains scarce and has been largely approached from an internal branding perspective. Drawing on social identity and social exchange theories, this study takes a broader organizational perspective to link internal branding outcomes (employee-brand fit, brand knowledge, and belief in the brand) and employees' perceptions of o...
Full Text Available The aim of the article was to find nexus between brand orientation and financial performance in companies doing business in Serbia. We surveyed general managers, marketing managers, and brand managers in order to examine their views on the brand orientation dimensions of their companies. We matched the survey results with financial performance of those companies (EBITDA margin in order to find linkages between these variables. We got expected results in the sense that strong brand orientation and weaker brand barriers lead to better financial performance. Overall brand orientation is significantly positively correlated with EBITDA margin, and brand barriers are significantly negatively correlated with that measure. We analysed the brand orientation and brand barriers between groups of companies classified according to their size, internationalization, origin of company ownership, origin of brand, specific business area of key brands and type of goods sold. Interestingly, there are undoubted differences in brand orientation and brand barriers only between foreign and domestic companies. These differences could be seen as one of the main reasons of differences between their EBITDA margins. Also, we saw some differences in brand orientation in case of companies with international brands in relation to companies with domestic brands, but those differences are fewer and smaller. We did not find any other statistically significant difference. The significance of the paper is in emphasizing that development of brand orientation of domestic companies could lead to improvement of their profitability and competitiveness.
Gulbrandsen, Ib Tunby; Just, Sine Nørholm; Uldam, Julie
”-ad, which in the Spring of 2017 was withdrawn after only two days of circulation. Here, we explore why and how Pepsi’s attempt to join the resistance was rejected, thereby establishing a baseline of neither commercial success nor social change; that is, ineffective and inconsequential corporate abuse......“The Trump-resistance will be commercialized” (Hess, 2017). Paraphrasing political activist and artist Gil Scott-Heron’s famous title seems increasingly apt as one corporation after the other voices sympathy with social protesters and/or dismay at the politics of the White House incumbent. But how...... the revolutionary agenda/radical critique, and, ultimately, does the rise of the resistance brand challenge or re-inscribe social order? In this paper, we explore these issues as they relate to and play out in social media networks. More particularly, we consider two interrelated issues: (i) how do corporations...
Tahan, Hussein M
This article describes the meaning and underpinnings of advocacy in the field of case management and shares essential principles and concepts for effective client advocacy. All practice settings across the continuum of health and human services and case managers of diverse professional backgrounds. Advocacy is vital to case management practice and a primary role of the professional case manager. It is rooted in ethical theory and principles. Successful case managers apply advocacy at every step of the case management process and in every action they take. Part I of this 2-part article explores the ethical theories and principles of advocacy, the perception of case management-related professional organizations of advocacy, and types of advocacy. Part II then presents a client advocacy model for case managers to apply in their practice, describes the role of advocacy in client engagement, and identifies important strategies and a set of essential competencies for effective case management advocacy. Acquiring foundational knowledge, skills, and competencies in what advocacy is equips case managers with the ability and confidence to enact advocacy-related behaviors in the provision of care to achieve desired outcomes for both the clients and health care agencies/providers alike. Case management leaders may use the knowledge shared in this article to develop advocacy training and competency programs for their case managers.
Torres, Anna; Bijmolt, Tarnmo H. A.
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
Profiles four professors who epitomize the increasing influence of academe on new technology-driven Internet business: a start-up maven, Steven Kaplan; a social psychologist, Michael Ray; a cyberlawyer, David Post; and an e-commerce expert, Andrew B. Whinston. (DB)
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.
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....
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
Lederer, C; Hill, S
Subaru markets an L.L. Bean Outback station wagon. Dell stamps Microsoft and Intel logos on its computers. Such inter-weaving of different companies' brands is now commonplace. But one of the central tools of brand management-portfolio mapping--has not kept pace with changes in the marketplace. Most conventional brand maps include only those brands owned by a company, arranged along organizational lines with little regard for how the brands influence customer perceptions. In this article, the authors present a new mapping tool--the brand portfolio molecule--that reveals the way brands appear to customers. The brand portfolio molecule includes all the brands that factor into a consumer's decision to buy, whether or not the company owns them. The first step in creating a brand portfolio molecule is to determine which brands should or should not be included. The second step is to classify each brand by asking five key questions: 1) How important is this brand to customers' purchase decisions about the brand you're mapping? 2) Is its influence positive or negative? 3) What market position does this brand occupy relative to the other brands in the portfolio? 4) How does this brand connect to the other brands in the portfolio? 5) How much control do you have over this brand? The last step is to map the molecule using a 3-D modeling program or by hand with pen and paper. Individual brands take the form of atoms, and they're clustered in ways that reflect how customers see them. The usefulness of the tool lies in its ability to show the many forces that influence a customer's buying decision--and to provide a powerful new way to think about brand strategy.
Hasan, Syed Akif; Subhani, Muhammad Imtiaz; Osman, Ms. Amber
Consumers have numerous options to select and buy various kinds of products. A retail outlet offers branded and me too (unbranded) items to the customers to buy from. The consumption pattern of both forms of products has which sort of variations, requires an accurate estimation and findings. For the outlined stated manifesto, personal survey technique was employed for grabbing the first hand data. Co- integration was used to understand and judge the co-variation between branded and me too (un...
Since the world is a global marketing now it’s getting more difficult for the companies to compete. In order to win the leader position in the marketplace marketing specialists work out different kind of strategies to achieve long lasting success. One of the most significant among these strategies is customer loyalty toward the brand.The primary purpose of this article is to illustrate relationships between the brand image, customer satisfaction and customer loyalty, to summarize information ...
This study aimed to determine the effect of brand image, brand awareness and brand trust on purchasing decisions Milo UHT milk products. Technique of Analysis in this paper is a quantitative analysis which using multiple regressions . The results showed that the brand image variable (X1) positive and significant impact to purchasing decisions, as shown by the significant value of 0.004. The second independent variable is brand awareness (X2) has positive effect and significance o...
Lee, Kyung Mi
Considering the importance of explaining how a nation brand is effectively managed and how nation branding aligns the nation's brand with country management so as to gain competitiveness, this research aims to assess the role of nation branding and to create a strategic management tool for nation
Rodrigues, Juliana; Mazzola, Bruno Giovanni; Bassi Sutter, Mariana; Nakazato Miyahira, Ney; Leme Fleury, Maria Tereza
Corporate branding is increasingly gaining relevance in companies’ internationalization; however, few studies directly address the influence and use of corporate branding in processes of internationalization. This study examines these topics and shows the corporate brand as a critical capability in relationships with different stakeholders. A literature review explores corporate branding approaches in international business. In addition, a quantitative exploratory study was conducted using a ...
NOTES ON CONTRIBUTORS. H. Johnson Nenty, Professor, Educational Research, Measurement and Evaluation, Department of Educational. Foundations, University of Botswana Idowu Biao, Professor of Lifelong learning, Department of Adult Education,. University of Botswana. Cletus K. Mbowura, Lecturer, Department of ...
Sloot, Laurens A.; Verhoef, Peter C.
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
Full Text Available In this paper I made a discussion concerning the importance of branding in the strategy of the company. Branding theory and practice evolved in the latest years, being considered a valuable marketing investment. Branding is essential in creating value for the products of a company. Branding is important because it gives meaning to the consumption process. Companies understood that selling without the presence of a strong brand is much more difficult. As a methodology I realized an intersection of the branding and marketing strategy theories. The result is that branding can be regarded as a tool that can enforce all resources of a company towards implementing the strategy.
Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard
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...... 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...
Baker, Judith A.; And Others
Commentary is provided on the role of celebrities as media advocates for health education, particularly in light of the acquired immunodeficiency syndrome (AIDS) epidemic. It is suggested that the media advocacy approach offers greater effectiveness to celebrity messages in stimulating health policy improvements. (GLR)
The Policy-Advocacy-Leadership (PAL) column is developed to initiate and facilitate important dialogue about health care and educational policy, and develop and share the knowledge, tools, and resources that enable all of us to be effective advocates for our clients and our practice and leaders in our practice settings and profession. In this…
Malin, Joel R.; Lubienski, Christopher
The efforts of many advocacy organizations to advance their preferred policies despite conflicting evidence of the effectiveness of these policies raise questions about factors that shape successful policy promotion. While many may like to think that expertise on an issue in question is an essential prerequisite for influence in public policy…
Reuben, E.; Traxler, C.; van Winden, F.
We study the formation of advocacy groups and how they can impact policy outcomes by revealing information about voters׳ preferences to uninformed political candidates. We conduct a laboratory experiment based on a two-candidate spatial electoral competition setting where the policy preferences of
Evidence, Analysis and Advocacy for Equity- The. Perspective of the Malawi Health Equity Network. John Njunga', Alinafe Kasiya2. ' Malawi Health Equity Network. 2 Care International Malawi, Board Member Malawi Health Equity Network. Introduction. This paper presents a synopsis of experiences of Malawi Health.
Africa as a continent faces high prevalence of micronutrient deficiencies such as vitamin A, iron, and zinc. Biofortification offers a dietary agriculture-based strategy that has shown potential to address selected micronutrient deficiencies. This chapter describes how advocacy for biofortification by HarvestPlus and its partners ...
Buchli, Richard N.
Political advocacy is comprised of speaking on the behalf of a cause or participating as part of a political action group (Weerts, Cabrera, & Sanford, 2010). Because state financial support for public higher education has not been maintained at previous levels, higher education (HE) institutions have been recruiting alumni in an attempt to win…
Full Text Available The purpose of this paper is to determine and prioritize factors influencing on brand equity in consumer’s point of view for a case study of Samsung appliance consumers in city of Tehran, Iran. The study investigates the effects of four factors in terms of the customer's perspective, price, advertisement, family and brand image, by dimensions of brand equity, perceived quality, brand awareness, brand association, brand loyalty, on brand equity. The research method is based on a descriptive-survey research. The questionnaire includes Samsung consumers in city of Tehran, Iran. To test the hypotheses, SPSS and LISREL software packages are used. For data analysis, descriptive statistics and inferential statistical tests including structural equation modeling and path analysis are used. The results of the survey have indicated that family and brand image influence positively on brand equity but the effects of advertisement and price on brand equity were not confirmed.
Zenker, Sebastian; Andéhn, Mikael
The pervasive managerial logic of branding has established a stable foothold in the context of place management. Yet the question of whether places, such as cities, regions and nations, can be effectively managed using marketing techniques remains elusive, as place brands and company brands have...... be lost and its meaning relies on a reading of the brand by anyone receiving its message, the control that can be exerted over which meaning is attributed to a company brand appears almost absolute when compared to a place brand. A place is a brand often long before it is formally branded. A place brand...... – like a city, region or nation brand – is per definition attached to a system of geographical abstractions in quasi-cartographic form in which each city, region or nation is understood in relation and contrast to other geographical entities. For those who seek to alter perceptions about a place...
Langley, David J.; Tan, Chee-Wee; Worm, Daniël
the Netherlands, we develop an analytical model to investigate drivers of herd formation, growth, and dissolution. Finally, combining environmental turbulence literature with our empirical findings, we derive a novel typology of online anti-brand herd behaviors, and put forward six propositions to guide theory......The online environment offers a fertile breeding ground for anti-brand herds of disgruntled consumers. Firms are often caught off guard by the unpredictability of such herds and, as a consequence, are forced into a reactive, defensive stance. We conduct a social media analysis that aims to shed...... light on the formation, growth, and dissolution of online anti-brand herds. First we expand on the concept of environmental turbulence to advance core properties unique to online herd behavior. Next, based on evidence gathered from 40 online anti-brand herd episodes targeting two prominent firms from...
Darío Reyes Reina
This article aims to describe the contexts in which ethnography has been applied in brand studies through a literature review segmented from 1995 to 2011 in the databases Business Source complete, Emerald and Jstor...
Penelitian ini bertujuan untuk menganalisis efek dari Baliho, Spanduk, Karangan bunga , dan Iklan Koran untuk Personal Branding Calon Walikota/ Wakil Walikota Padang periode 2014-2019 dalam perspektif mahasiswa UNP...
Hannes-Andrej Machaz; Keyvan Shokoofh
Many marketers within the business community have long considered branding to be a method that can effectively reduce or eliminate competition for a product and can draw in customers in a similar...
Hung, Elias Said
This article analyses how journalism professors at Colombian universities use information and communications technologies (ICT) in their teaching. Survey data was obtained during the first trimester of 2009 from 63 professors in journalism departments and from a total of 865 professors who are affiliated with journalism departments at 29…
s short of their. Lesley, a nd their amily a proper Wake on 15 November 1994. Erratum: Professor J. H. S. Gear. The name of Professor B. D. Schoub, Director of the. National Institute for Virology, was inadvertently omitted as the author of the obituary of Professor J. H. S. Gear published in the September 1994 SAMJ. Books.
Albert, Amanda B.
Five years ago the Association of College and Research Libraries published "The Value of Academic Libraries" report, spurring academic libraries to action concerning assessment. Communicating library value is especially important when reaching distance learning populations outside the walls of the library. By employing marketing and…
Makkonen, Pekka; Schutskoff, Sanna
This paper deals with social media in building experts’ professional images. In the theoretical part, online communities are discussed in the light of the paper’s topic. The study relies on technological adoption models, and in particular, the UTAUT (Unified Theory of Acceptance and Use of Technology) 2 model. In the empirical part, the use of LinkedIn was analyzed as the major tool for professional networking. Our research results suggest that the use of LinkedIn has been init...
Aure, Kristin Gaaseide; Nervik, Kristine Dybvik
Brand equity has proven, through several decades of research, to be a primary source of competitive advantage and future earnings (Yoo & Donthu, 2001). Building strong brands has therefore become a priority for many organizations, with the presumption that building strong brands yields these advantages (Yasin et al., 2007). A quantitative survey was conducted at Sunnmøre in Norway in order to answer the two developed research questions. - Does the brand equity dimensions; brand...
Katja Terglav; Robert Kase; Maja Konecnik Ruzzier
Internal branding is the process, which enables balanced view of the brand at all company levels. Its significance is aligning values and behaviors of employees with brand values and brand promises. In the article, we focus mainly on its implementation, which requires coordination of different functions in the company, for instance, internal marketing and human resource management. Based on findings of qualitative research, we present a conceptual model of internal branding implementation. Re...
Cristina Calvo Porral; Normand Bourgault; Domingo Calvo Dopico
This research study aims to analyze the sources and consequences of beverages’ Brand Equity, and more specifically, the beer Brand Equity in a Sothern European mature market. For this purpose, based on the customer-based Aaker’s Brand Equity model, we developed an empirical study, using structural equation modeling (SEM) in order to assess how beer Brand Equity stems from in the brewery industry and to analyze its consequences in consumer behavior. Our findings suggest that the beer brand ima...
Parcell, Joseph L.; Schroeder, Ted C.
A set of consumer-level characteristic demand models were estimated to determine the level of brand equity for pork and beef meat cuts. Results indicate that brand premiums and discounts vary by private, national, and store brands; and brand equity varies across meat cuts carrying the same brand name. Other results are that product size discounts are linear, meat items on sale are significantly discounted to non-sale items, specialty stores typically do not garner higher prices than supermark...
This study represents an analysis of theoretical frameworks around brand integration strategies after mergers and acquisitions. The theoretical part of the paper is dedicated to the importance of brand equity, motives and advantages of brand acqui-sition and defines possible frameworks for brand integration strategies. A case study has been conducted on the application of the possible brand integration strategies based on an in-depth interview and thorough analysis of the outcomes of a specif...
Syed Alwi, SF; CheHa, N; Yen, D
The escalation in the number of business schools in Malaysia has created a competitive pressure to attract the best students and lecturers from both the national and international arenas. These business schools have, and, are developing competitive marketing strategies to augment their brand images in terms of university rankings as well as be seen as the top business school in the country. However, little is known to understand how these business schools position their brand images in order ...
In the presence of globalization countries increasingly implement various initiatives associated to branding to effectively compete in the global market of capital, labour and knowledge. Most of these initiatives are focused on external markets – they are designed to attract foreign investors, tourists, talented people, etc. However, scientists increasingly emphasize the internal audiences’ importance, efforts to involve internal audiences in the process of country branding has recently emerg...
Szilvia Gyimóthy; Louise Rygaard Jonas
Service branding is a particular form of emotional management, where employees are regarded as adaptable media, who can be trained to convey corporate values while interacting with customers. This paper examines the identity work of butchers during the brand revitalisation campaign of Kvickly, a Danish supermarket chain. During the implementation of the “Best Butcher in Town”-project, Kvickly’s shop floor becomes an engineered servicescape where the norms of good salesmanship must be performe...
Full Text Available Penelitian ini bertujuan untuk menganalisis efek dari Baliho, Spanduk, Karangan bunga , dan Iklan Koran untuk Personal Branding Calon Walikota/ Wakil Walikota Padang periode 2014-2019 dalam perspektif mahasiswa UNP. Ukuran sampel adalah 180 siswa UNP. Sampel penelitian dipilih dengan menggunakan Metode Proporsional Cluster Random Sampling. Data dianalisis dengan uji statistik dengan menggunakan regresi Linear. Hasil penelitian ini menunjukkan bahwa: Baliho secara signifikan positif mempengaruhi personal branding Calon Walikota/ Wakil Walikota Padang periode 2014-2019, sedangkan Spanduk, Karangan Bunga, dan Iklan Koran tidak mempengaruhi personal branding mereka.This objective of the study was to analyze the influence the Ballyhoo, Banner, the Flowers Board, and the Newspaper Advertisement toward the Personal Branding of the Padang Mayor/ Vice Mayor Candidates in the period of 2014-2019 from UNP students’ perspective. The samples were 180 UNP students. The samples were taken by proportional cluster random sampling. The data were analysed by statistical test of multiple linear regression. The results of the research showed that: the Ballyhoo gave positive and significant influence toward the Personal Branding of the Padang Mayor/Vice Mayor candidates in the period of 2014-2019, whereas the Banner, the Flowers Board, and the Newspaper Advertisement did not influence their Personal Branding.
Full Text Available Most consumers spend an important part of their free time looking for online information about the brands before taking a decision to purchase. The Internet is the main factor which has led to a considerable increase of the time allotted by consumers for search and comparing information about brands, as a step preceding the decision to purchase and also one of the most important factors that influence the interaction between the brand and the consumer. Although the general trend is that the public to become more active and more involved in the choice of the brand, consumer's responses to its messages obviously depend on cultural, social or economic factors. The work has the purpose to clarify what brand community means and how it appeared - if it was really built from scratch or it has already existed in a latent way and it must only be recognized - the characteristics of successful communities, which of the objectives of the brands can be achieved by means of these groups, what is the role of social media in the development of these communities, what kind of types of mem¬bers are likely to be encountered inside of the online communities and what is their proportion for each and which are the research methodologies that can give support to companies in monitoring these groups.
and describing their Brand Colors, they all fail. By examining and analyzing more than 300 different Brand Colors from 156 Brand Manuals by reputable local and global Brands including 28 of the 100 Best Global Brands (see Appendix) and by numerous of visits and interviews with responsible professionals from both...... sides throughout the years it is obvious that there is an alarming lack of communication between technical experts and design experts. 91 % of the Brand Manuals specifies their Brand Colors as either PANTONE or PANTONE C. 90.4 % of the Brand Manuals also specifies their Brand Colors with supplementary...... CMYK-values even though only 45.8 % of those Brand Colors are achievable by using the process colors CMYK. This will result in unpredicted color differences of up to 35 ΔEab or 8.3 ΔE2000 when some of those Brand Colors are reproduced. Nevertheless, none of the Brand Manuals has neither any remarks...
Zhang, Ning; Zhou, Zhi-min; Su, Chen-ting; Zhou, Nan
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.
Huang, Rong; Sarigöllü, Emine
... as a purchase decision heuristic ( Hoyer and Brown, 1990; MacDonald and Sharp, 2000 ). Therefore, brand awareness increases brand market performance. Surprisingly, research on brand awareness is scarce....
Ju, Teresa Lin; Rivas, Adriana A. Amaya; Liao, Ying-Kai; Wu, Wann-Yih
... these antecedents and brand equity. Participants were 292 cosmetics users in Taiwan, who were asked to identify the cosmetic brands they favored, then interviewed about their perception of a brand they had mentioned...
Huang, Rong; Sarigöllü, Emine
.... The study also investigates the effects of marketing mix elements on brand awareness. Results reveal consumers' brand usage experiences contribute to brand awareness, implying experience precedes awareness in some contexts...
Kwong, Margie Zerlina; Candinegara, Ivan
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...
Customer engagement is a relatively new area in the marketing literature and academic research has only shortly studied the nature of customer engagement. Despite the slight research numerous work have recognized the growing attention of customer brand engagement and consequently Marketing Science Institute has listed it as one of its key research priorities. Another important research interest which highly affects to customers satisfaction and loyalty, is brand experience. The...
Gandara Gil, Anja; Hellgren, Daniel
A brand could be considered to be the face of a company. The most visible aspect of a brand is the logo, but there is another perspective widely known, namely brand personality. Previous studies have acknowledged that brands, in the eyes of consumers, can be seen as having personality traits. With this knowledge, it becomes important for managers to understand what type of personality their brands possess and how therelationship between brand personality and consumers, especially their behavi...
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...
Business which determine the perception of its brand by consumers, will get the advantage in the competition. Todays difference and competitive advantage is determined by brands. With brand personality studies, businesses can find out their market position, brand perception and market share. In this context, it is aimed to determine university students’ perception of brand personality for ice tea brands in Turkey. As being alternative and healthy drink, ice tea market is growing greatly. Glob...
Schmidt, Steffen; Langner, Sascha; Hennigs, Nadine; Wiedmann, Klaus-Peter; Karampournioti, Evmorfia; Lischka, Gesa
An increasing number of brands rely on ecolabelling as associative branding strategy for communicating their sustainability performance. Specifically, associative branding aims to link a brand to an ecolabel to embed sustainability into brand knowledge to provide an added value for consumers. In this regard, the present study applies a combined measurement approach that examines both implicit and explicit information processing to assess consumers’ brand associations related to sustainability...
Riley Debra; Charlton Nathalie; Wason Hillary
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...
Carter, S M
To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade publications were searched for information about Australian brands. Cigarette manufacturers benefit from their competitors' brand equity as well as their own. The industry sees Australian smokers as far less brand loyal and strongly oriented to "low tar". A few predominantly local brands dominate the market, with variation by state. Successful Australian brands exist in one of three categories: premium, mainstream, and supervalue. Their brand identity essence is as follows. Premium: quality. Mainstream: a good humoured "fair go" for ordinary Australians. Supervalue: value for money. All supervalue brand identities also include freedom, escape, mildness, an aspirational attitude, blue tones, and waterside scenes. Brand image and brand identity is frequently congruent, even when marketing is restricted, and brand image is generally more positive for a smoker's own brand. Tobacco control activities have undermined cigarette brand equity. Further research is needed regarding brand loyalty, low tar, and brand categories. Smokers may respond more positively to tobacco control messages consistent with the identities of their chosen brand, and brand-as-organisation elements may assist. Further marketing restrictions should consider all elements of brand identity, and aim to undermine brand categories.
Objective: To examine, for dominant Australian cigarette brands, brand identity (overriding brand vision), brand positioning (brand identity elements communicated to the consumer), brand image (consumers' brand perceptions) and brand equity (financial value). Design: Tobacco industry documents, articles from retail trade publications since 1990, and current brand advertising from retail trade publications were searched for information about Australian brands. Results: Cigarette manufacturers benefit from their competitors' brand equity as well as their own. The industry sees Australian smokers as far less brand loyal and strongly oriented to "low tar". A few predominantly local brands dominate the market, with variation by state. Successful Australian brands exist in one of three categories: premium, mainstream, and supervalue. Their brand identity essence is as follows. Premium: quality. Mainstream: a good humoured "fair go" for ordinary Australians. Supervalue: value for money. All supervalue brand identities also include freedom, escape, mildness, an aspirational attitude, blue tones, and waterside scenes. Brand image and brand identity is frequently congruent, even when marketing is restricted, and brand image is generally more positive for a smoker's own brand. Conclusions: Tobacco control activities have undermined cigarette brand equity. Further research is needed regarding brand loyalty, low tar, and brand categories. Smokers may respond more positively to tobacco control messages consistent with the identities of their chosen brand, and brand-as-organisation elements may assist. Further marketing restrictions should consider all elements of brand identity, and aim to undermine brand categories. PMID:14645952
Karim, Muhammad Ahsan
The following study is conducted to find the relationship between the Brand Equity and Brand Identity Planning model for the local denim brands of Pakistan. This research is done to help understand the importance of the two models in the field of branding and how these models could help the local denim brands of Pakistan grow for their future endeavors.Both the models discussed in this study are the work of the renowned branding guru Mr. David Aaker himself. The models could be used by the lo...
Tran, E; Balas, A; Shao, C; Dubinsky, A; Jackson, L
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...
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.
Zenker, Sebastian; Braun, Erik; Petersen, Sibylle
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...
IPOGAH, UKPEBOR PRISCILLIA AND BIBIANA
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...
Evans, W Douglas; Blitstein, Jonathan; Hersey, James C; Renaud, Jeanette; Yaroch, Amy L
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.
School nurses throughout the nation, individually and collectively, work to bring about change for the school nursing profession and to safeguard the health of children and the public. School nurses practice amidst education reform, health care reform, changes in society, and medical and technological advancements. School nurses must be active in decisions that affect their daily practice by involvement in the local, state, and federal political process. School nurses must craft the art and develop the science of political advocacy.
Waller, M.; Batt, S
Breast cancer patient advocacy groups emerged in the 1990s to support and empower women with breast cancer. Women with cancer and oncologists tend to have divergent perspectives on how breast cancer prevention should be defined and what the priorities for research should be. As their American counterparts have done, breast cancer patient advocates in Canada are seeking greater participation in decision making with respect to research. To date they have had more input into research policy deci...
T. L. Nagornyak
Full Text Available The article presents the justification of the place branding as the direction of modern politics. The range of correlations was identified by temporal and synchronized comparison of the world rankings of countries / cities development and their branding strategies as the territories. It is proved that the territory brand – is an immaterial product of political activity, which is able to act as the asset of the foreign state’s policy and its territorialadministrative unit, development indicator of civil society and the political practice of system selforganizing, harmonization of relations in society, between government and business, production values and collective meanings. The author singled out the main reasons and key factors of the neutralnegative conceptimage of Ukraine on the basis of summarizing the empirical material (sociological polls, mediaaudit of internal and external information space of Ukraine, and the analysis of poweroppositional and expert discourses. The article includes the ways of correction of the branding strategy of Ukraine, especially concerning the image of power, content and metaphors of the state’s information policy, the legal framework of the state branding and the reform of its territorial system.
Juhl, Hans Jørn; Esbjerg, Lars; Grunert, Klaus G.
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....
Kervyn, Nicolas; Fiske, Susan T; Malone, Chris
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.
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
Advocacy is an important tool for translating population health objectives and research findings into policy and practice, as well as for enhancing stakeholder support for programmes and activities with a potential to improve the health of populations. At the inception of modern prisons, health advocacy approaches focused on appealing to humanitarian and religious sentiments of stakeholders to improve the well-being of prisoners. This approach achieved limited results, not least because of persistent apathy of custodial authorities and the public to prisoners' wellbeing. From the mid twentieth century onwards, a constitutional and human rights approach evolved, with courts becoming actively involved in mandating minimum health standards in prisons. Penal populism eroded public support for a judicial recourse to improving prison health services, and encouraged governments to institute procedural barriers to prisoner-initiated litigation. The author proposes an approach premised on public health principles as an appropriate platform to advocate for improvements in prison health services in this era. Such an advocacy platform combines the altruistic goals of the humanitarian and constitutional rights approaches with an appeal to community's self-interest by alerting the public to the social, financial and health implications inherent in released prisoners suffering from major communicable and chronic diseases re-entering the community.
Reti, Irene H.; Beal, Tandy
Ruth Solomon arrived at the University of California, Santa Cruz in 1970 as a professor in the theater arts board and an affiliate of the brand-new College Five (now Porter College). At UC Santa Cruz, Solomon created a visionary program within the theater arts board that synthesized dance and theater. She taught at UC Santa Cruz until 1995. Solomon also founded and coordinated UCSC’s prestigious Summer Dance Theater Institute from 1972 until 1980. In 1953 Solomon entered Bard College...
Full Text Available The aims of this study are to determine which variables are common as brand management practices, how these variables affect a company’s business performance, and whether there are statistically significant differences between companies in the sample in terms of individual elements of the Brand Management Practice (BMP model. The research took place in Serbia, and comprised 118 managers and specialists involved in marketing and brand management. After validating the proposed BMP model, we found a link between certain variables of the model and companies’ business performance. There are statistically significant differences between companies in terms of individual elements of brand management practice, and we identify three clusters: brand-guided companies, emerging brand companies, and brand-agnostic companies. They differ from each other in terms of: brand-oriented approach, innovativeness, brand support activities, unique marketing offers, marketing channel relationships, brand performance measurement, brand barriers, company size, and specific business area of a key-brand. They also differ according to estimated and actual business and financial performance. The results are valuable for explaining the main drivers of good brand management practice and their effects on business performance in different industry sectors. The implications for managers of domestic companies are also discussed.
Rupp, Michael T
In a possible future of supply-demand imbalance in pharmacy education, a brand that positively differentiates a college or school of pharmacy from its competitors may be the key to its survival. The nominal group technique, a structured group problem-solving and decision-making process, was used during a faculty retreat to identify and agree on the core qualities that define the brand image of Midwestern University's College of Pharmacy in Glendale, AZ. Results from the retreat were provided to the faculty and students, who then proposed 168 mottos that embodied these qualities. Mottos were voted on by faculty members and pharmacy students. The highest ranked 24 choices were submitted to the faculty, who then selected the top 10 finalists. A final vote by students was used to select the winning motto. The methods described here may be useful to other colleges and schools of pharmacy that want to better define their own brand image and strengthen their organizational culture.
Gyimóthy, Szilvia; Jonas, Louise Rygaard
Service branding is a particular form of emotional management, where employees are regarded as adaptable media, who can be trained to convey corporate values while interacting with customers. This paper examines the identity work of butchers during the brand revitalisation campaign of Kvickly...... towards corporate brand values is closely related with self-enactment opportunities of occupational communities. Total service-orientation threatens butchers’ perception of autonomy and may therefore result in the emergence of resistant sub-cultures......., a Danish supermarket chain. During the implementation of the “Best Butcher in Town”-project, Kvickly’s shop floor becomes an engineered servicescape where the norms of good salesmanship must be performed. By documenting the disloyal behaviour of butchers, we demonstrate that the affective commitment...
Mohammad Rizan; Basrah Saidani; Yusiyana Sari
The purposes of this research are: 1) To know the description of brand image and brand trust and the influence of them towards brand loyalty of Teh Botol Sosro. 2) To test empirically the influence of brand image towards brand loyalty of Teh Botol Sosro. 3) To test empirically the influence of brand trust towards brand loyalty of Teh Botol Sosro. 4) To test empirically the influence of brand image and brand trust simultaneously towards brand loyalty of Teh Botol Sosro. The analysis impl...
Mohammad Rizan; Basrah Saidani; Yusiyana Sari
The purposes of this research are: 1) To know the description of brand image and brand trust and the influence of them towards brand loyalty of Teh Botol Sosro. 2) To test empirically the influence of brand image towards brand loyalty of Teh Botol Sosro. 3) To test empirically the influence of brand trust towards brand loyalty of Teh Botol Sosro. 4) To test empirically the influence of brand image and brand trust simultaneously towards brand loyalty of Teh Botol Sosro. The analysis implemente...
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.
Denise Santos De Oliveira; Mauro Caetano; Ricardo Limongi França Coelho
...: brand associations, brand awareness, perceived quality and brand loyalty. The extensive analysis of literature shows that there are significant differences between factors affecting each of the brand equity dimensions...
S. Zenker (Sebastian); E. Braun (Erik)
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
Babymilks which had been on the market for many years were the most highly regarded by the women. Midwives had a greater influence in brand choice than health visitors, although overall the women's sisters appeared to be the most influential. Women expressed a need for more information regarding the nutritional content and differences between various babymilks, but from an unbiased source. The effect of subliminal advertising on the postnatal wards (i.e. by using ready-to-feed bottles of babymilk) was highly significant. There is no doubt that there is deliberate confusion of brand name advertising with impartial information.
Branding is the equivalent of building a reputation and managing the brand and brand perceptions with actions. Create and craft a desirable brand by associating brand with a personality. This is important because it relies on the collective experiences a customer has with the brand and is one of the most straightforward ways to craft a brand. Building and maintaining brand strategy is an ongoing process that must be managed. Effort must be continually made to increase the brand's perceived value to referrers and patients, to differentiate the brand from competition, to make and keep brand promises, and to create customer loyalty.
Esbjerg, Lars; Grunert, Klaus G.; Poulsen, Carsten Stig
? 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...... not been overlooked by the literature a brainstorming session with practitioners and researchers was carried out. Based on the literature and the brainstorming session, we present a list of potential success factors in brand development in the FMCG sector. To test the validity of these factors, they were...
von Wallpach, Sylvia; Voyer, Benjamin; Kastanakis, Minas
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......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...... 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...
Gyrd-Jones, Richard; Merrilees, Bill; Miller, Dale
brand as corporate communication; (iii) corporate brand as a values-based approach; and (iv) corporate brand as internal branding approaches. We give special attention to issues of corporate communication, corporate identity, corporate vision, multiple stakeholders, alignment, multiple voices, corporate...... are not treated as an aberration, but rather are useful as a foundation for developing theory in corporate branding. We believe that these are natural conditions in a complex area involving multiple external and internal stakeholders. The aim is to reconstruct corporate branding theory through greater sensitivity......The evolution of corporate branding literature since the seminal paper by Balmer is evaluated. The literature exhibits signs of maturing, which is evidenced by multiple theoretical underpinnings and a widening scope. Four themes are identified: (i) corporate brand as differentiation; (ii) corporate...
Krystallis Krontalis, Athanasios; Chrysochou, Polymeros
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...
Mark Wilcox speaks to Georgia Patey, Commissioning Editor: Professor Mark Wilcox is a Consultant Microbiologist and Head of Microbiology at the Leeds Teaching Hospitals (Leeds, UK), the Professor of Medical Microbiology at the University of Leeds (Leeds, UK), and is the Lead on Clostridium difficile and the Head of the UK C. difficile Reference Laboratory for Public Health England (PHE). He was the Director of Infection Prevention (4 years), Infection Control Doctor (8 years) and Clinical Director of Pathology (6 years) at the Leeds Teaching Hospitals. He is Chair of PHE's Rapid Review Panel (reviews utility of infection prevention and control products for National Health Service), Deputy Chair of the UK Department of Health's Antimicrobial Resistance and Healthcare Associated Infection Committee and a member of PHE's HCAI/AR Programme Board. He is a member of UK/European/US working groups on C. difficile infection. He has provided clinical advice as part of the FDA/EMA submissions for the approval of multiple novel antimicrobial agents. He heads a healthcare-associated infection research team at University of Leeds, comprising approximately 30 doctors, scientists and nurses; projects include multiple aspects of C. difficile infection, diagnostics, antimicrobial resistance and the clinical development of new antimicrobial agents. He has authored more than 400 publications, and is the coeditor of Antimicrobial Chemotherapy (5th/6th/7th Editions, 15 December 2007).
Moisescu Ovidiu Ioan
Even though the number of brands has strongly increased in recent years, only a few managed to endow themselves with significant brand loyalty. Besides the actual proprietary brand assets, such as patents and trademarks, other major elements like brand loyalty, perceived quality, brand associations, and others, underlie brand equity. A successful brand strategy must be based on creating brand loyalty. For achieving this goal consumers must be classified on a loyalty basis, while marketing str...
Jun Masuyama; Makoto Abe
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...
This study refers to previous studies, by kevin kam Fung So and Ceridwyn King (2009). The background of this research was to prove the management approaches that brand equity as the key assets for hotel industries and provide brand manger hotel to evaluate brand equity as an outcome brand strategies. The objectives of this research was : (a) the positive effect of company's presented brand to brand awareness, (b) the positive effect of company's presented brand to brand meaning, (c) the posit...
This study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, researchers developed a model to identify which factors are influential in building brand equity. The second purpose was to assess brand loyalty and brand images mediating effect between brand attitude, brand personality, brand association with brand equity. The study employed structural equation modeling to investigate the causal relationships between the dimensions...
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.
Oliveira-Castro, Jorge M.; Foxall, Gordon R.; Wells, Victoria K.
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,…
Jørgensen, Ole Have
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....
Judson, Kimberly M.; Gorchels, Linda; Aurand, Timothy W.
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…
Verhoef, Peter C.; Langerak, Fred; Donkers, Bas
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
Kornum, Niels; Gyrd-Jones, Richard; Al Zagir, Nadia
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...
P.C. Verhoef (Peter); F. Langerak (Fred); A.C.D. Donkers (Bas)
textabstractDealers are assumed to contribute positively to brand retention. We argue that the type of brand moderates the effect of dealer performance on brand retention. Moreover, dealer retention is determined by different drivers for dealers selling different types of brands. To analyze our
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 ...
In a world characterized by the growth of global competition, a key question raised by business-to-business marketers is if brands in industrial markets really pay off, that is in which contexts and for what type of customers branding efforts are important and can bring competitive advantages for the companies owning those brands. The particularities and importance of branding in business has become a major field of scientific debate in the last years, but there are still questions unanswered...
Barros, Teresa; Martins, Francisco Vitorino
There is a wide agreement that identity is a multidisciplinary concept. Branding is an identity expression. Although there are some frameworks to assess brand identity there isn’t an accepted definition. The authors consider this a gap in literature and investigate the components to assess brand identity under a holistic approach. Literature was reviewed and reinterpreted under an integrated perspective evolving corporate and brand identity studies. The authors propose a definitio...
Full Text Available This article is dedicated to the modern branding,which builds brand management in close relation to current customer behavior trends on the market. The subject is relevant, since the practice shows that only adequate brand management can lead to the increase of companies’ brand capital, their development and income growth.The thesis analyses the use of modern market research methods.
Lökken, Andreas; Nayar, Malini; Runering, Maria
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...
Lívia Rufino Bambuy
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.
Results showed that the effects of branding were most noticeable in midmarket and upscale hotels. Kim and Kim. (2005) connected brand equity with the financial performance of hotels. They defined brand equity as a four-dimensional construct, including brand loyalty, brand awareness, perceived quality, and brand image.
Amini, Homa; Casamassimo, Paul S; Lin, Hsuan L; Hayes, John R
This study: (1) assessed pediatric dentistry residency program directors' attitudes toward and involvement in advocacy training; and (2) identified types and extent of advocacy training in U.S. pediatric dentistry programs. Between October 2005 and February 2006, all 66 pediatric dentistry residency program directors were invited to complete a 62-item online questionnaire. The survey investigated: (1) directors' attitudes toward advocacy training; (2) nature of advocacy training offered during residency; (3) extent of resident involvement in different settings; and (4) directors' involvement in advocacy. Forty-two program directors responded (64%). Overall, respondents agreed that advocacy by pediatric dentists for children beyond the dental office was important and that residency programs should provide advocacy training. Most programs did not routinely offer advocacy opportunities in nonclinical settings. Over half of programs required community outreach clinic rotations for all residents. One third offered didactic curriculum in the legislative process. Over 50% of program directors reported personal involvement in legislative oral health lobbying within 3 years, but fewer than a third were involved with professional political action committees (PACs). Advocacy is seen as on important in pediatric dentistry but variation in attitudes of program directors and program offerings exists in US training programs.
Branding in universities has become an increasingly topical issue, with some institutions committing substantial financial resources to branding activities. The particular characteristics of the sector present challenges for those seeking to build brands, and it therefore seems to be timely and appropriate to investigate the common approaches of…
S.M.J. van Osselaer (Stijn); J.W. Alba (Joseph)
textabstractPrevailing wisdom assumes that brand equity increases when a brand touts its desirable attributes. We report conditions under which the use of attribute information to promote a product can shift the locus of equity from brand to attribute, thereby reducing the attractiveness of
M. Thiyagarajan; Dr. B. Kanagaraj
This paper aims to make a comprehensive review of factors affecting purchaser decision towards branded apparel products. Research studies concerned with factors having impact on purchase decision of consumers towards branded apparels were reviewed. These factors include different brand, time, quality, innovativeness aspects were reported.
Bradford T. Hudson
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.
... all of them specific attention needs to be given to the consistent use of the channels. From a maximum score of 115 for a perfect online employer brand profile, the highest score was 64 and the lowest 37. Keywords: employer branding, employer brand message, Millennials, Facebook, LinkedIn, hospitality industry, talent ...
Kervyn, Nicolas; Fiske, Susan T.; Malone, Chris
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
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.
Some might wonder what institutions of education could possibly learn from a mouse, a gecko, or even a polar bear. But when people link those animals to the brands they represent (Disney, GEICO, and Coca-Cola, respectively), they realize that marketing and communications departments at higher education institutions across the world would love to…
Full Text Available Product placement can have a significant impact on brand awareness and customer purchasing decisions. The article discusses techniques applied in the mass media against the EU legal background and the opportunities it offers in reaching the target audience.
Danker, Stephanie Harvey
Adolescents face complex dilemmas such as challenging issues of identity and self-concept, and struggles with building and maintaining relationships. These issues must be embraced in the art classroom. This Instructional Resource will focus on the concept of brand--connecting visual art, marketing, and psychology--and center on ideas found in the…
Thomas, Lisa Carlucci
In this article, the author discusses the four essential building blocks for personal brands: (1) name; (2) message; (3) channels; and (4) bridges. However, outstanding building materials can only take a person so far. The author emphasizes that vision, determination, faith, a sense of humor, and humility are also required.
Artiklen tager udgangspunkt i kåringen af tidligere borgmester Bernhardt Jensen til "Alletiders århusianer" i 2006. Nutidens vurdering af Bernhardt Jensens indsats for bybevaring og byudvikling ses herefter i sammenhæng med den aktuelle city branding, der fremhæver særlige egenskaber ved byen...
The main purpose of this doctoral dissertation is to investigate factors affecting B2B brand building by applying the brand equity perspective in the professional services context. Three peer-reviewed and published articles and one book chapter examine different aspects related to the enhancement of brand equity and brand building in the B2B context. The first paper entitled “Brand equity in the business-to-business context: Examining the structural composition” (Biedenbach 2012) investigates...
Kervyn, Nicolas; Fiske, Susan T.; Malone, Chris
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 ...
Researchers postulate that an individual consumer can fall in love with a brand. They also suggest that the nature of this brand love is conceptually analogous to interpersonal love. This article analyzes how the brand love concept can be derived from interpersonal love. Brand love is related to hedonic shopping motive, rather than utilitarian shopping motive and dominant in case of few hedonic products. However, marketers can develop a lovable brand in a utilitarian product category also by ...
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 ...
Mahdalena Lubis; Leila Mona Ganiem
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...
Lubis, Mahdalena; Ganiem, Leila Mona
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...
The main objective of the article is to work out some of the most significant peculiarities of the hospitality brand and branding. In this connection there is discussed briefly the nature of the concepts under study and is given the author’s definition of hospitality brand. On that basis there are outlined and justified by the author nine contemporary characteristics of the brand and branding in the hotel industry. There is an emphasis on their specific manifestation in the industry under stu...
Bamini KPD.Balakrishnan; Samuel Lee; Azlinda Shazneem Md.Shuaib; Najihah Hanisah Marmaya
This article examines the roles of the perception of brand personality in consumersâ€™ 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,...
Sohr-Preston, Sara L.; Boswell, Stefanie S.; McCaleb, Kayla; Robertson, Deanna
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,…
Manthous, Constantine A
Labor unions have been a weak force in the medical marketplace. To briefly review the history of physicians' and nurses' labor unions, explore the ethics of unions in medicine, and offer a solution that simultaneously serves patients and professionals. A selective review of the literature. Labor unions of medical professionals pose an ethical quandary, that is a tension between selfless patient advocacy versus self-advocacy. The primary role of labor unions has been to extract from management benefits for employees. The threat of work actions is the primary tool that labor unions can apply to encourage management to negotiate mutually acceptable conditions of employment. Work actions-namely slow-downs and strikes-may harm patients and may therefore run afoul of professionals' primary duty to the primacy of patients' welfare. An alternative model is offered wherein medical unions align self-centered and patient-centered interests and leverage the Public Good, in the form of public opinion, to encourage good-faith bargaining with management. As medicine becomes increasingly corporatized, physicians will join nurses in "at-will employment" arrangements whereby self-advocacy and patient advocacy may be impacted. Although labor unions have been a means of counterbalancing unchecked discretion of corporate management, conventional labor unions may run afoul of medical ethical principles. Reconsideration and innovation, to address this ethical dilemma, could provide a solution that aligns both clinicians' and patients' welfare.
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.
Friedman, Mike; Leclercq, Thomas
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.
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.
Sharon Fontaine Terry
Full Text Available Disease advocacy organizations have long played an important role in the continuum from basic science to therapy development in rare disease research. PXE International has sometimes led the field in innovative ways, venturing into specific activities that have traditionally been conducted by scientists. As lay founders, we have engaged in gene discovery, gene patenting, diagnostic development, epidemiological studies, clinical trials and therapy research and development. This article will describe the steps that we took, and the ways in which we have scaled these efforts for the larger community.
Aarhus University offers a mandatory pedagogical training program for assistant professors, required in order to obtain tenure at a Danish university. At Business and Social Sciences, this program is supplemented by voluntary observation and (first of all formative) supervision of the assistant...... professors’ teaching practice. This offer is given is (i) because many young university teachers face problems putting pedagogical theory into practice – even though the program mentioned is practice-oriented, and (ii) because many of them (partly due to (i)) lack self-confidence as to teaching....... The presentation will discuss the theoretical framework of the supervision given and compare it to other supervision models. Furthermore it will address the need of working with supervision in a SOTL context. Attendees will be activated through discussion of short prototypical cases. A possible – and desired...
Ludwig von Mises
Full Text Available This memorandum was written at the request of Henry Hazlitt to provide Mises’s comments on and concerns about F.A. Hayek’s initial proposals for what became the Mont Pèlerin Society. Mises stresses that those who favor liberty and freedom and oppose totalitarianism must also oppose interventionism. The memo argues that those who fought and lost against the rising tide of totalitarianism at the turn of the 20th Century lost their battles because they settled for middle-of-the-road policies that conceded considerable ground to the socialists. The weak point in Professor Hayek’s plan is that it relies upon the cooperation of many men who are today’s middle-of-the-roaders. As interventionists, they may not be the hoped-for intellectual pioneers to inspire people to build a freer world.
Chiò, Adriano; Gianetto, Claudia; Dagna, Stella
Camillo Negro, Professor in Neurology at the University of Torino, was a pioneer of scientific film. From 1906 to 1908, with the help of his assistant Giuseppe Roasenda and in collaboration with Roberto Omegna, one of the most experienced cinematographers in Italy, he filmed some of his patients for scientific and educational purposes. During the war years, he continued his scientific film project at the Military Hospital in Torino, filming shell-shocked soldiers. In autumn 2011, the Museo Nazionale del Cinema, in partnership with the Faculty of Neurosciences of the University of Torino, presented a new critical edition of the neuropathological films directed by Negro. The Museum's collection also includes 16 mm footage probably filmed in 1930 by Doctor Fedele Negro, Camillo's son. One of these films is devoted to celebrating the effects of the so-called "Bulgarian cure" on Parkinson's disease.
Baltzer, Kenneth; Baker, Derek; Møller, Anja Skadkær
The paper tests a number of hypotheses concerning branding behaviour of the food industry found in the literature. Based on a survey of 109 Danish food industry firms conducted in 2004, three aspects of branding strategies are analysed, i)the number of brands owned by the firm, ii) the number...... of brands introduced by the firm during the past year and iii) the percentage of sales obtained from production under private labels. Firms’ branding behaviour is related to structural variables including firm size, degree of vertical integration, value added as well as firms’ views on food chain...
Mattsson, Jan; Sørensen, Flemming; Barnes, Stuart
experience (DBE), which provides a more holistic and unified view of the destination brand. It examines the direct and mediated role of DBE components in determining revisit intentions and word-of-mouth recommendations. The findings suggest that DBE is an important determinant of all study outcomes......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...
Gazarian, Priscilla K; Fernberg, Lauren M; Sheehan, Kelly D
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
Full Text Available The purposes of this research are: 1 To know the description of brand image and brand trust and the influence of them towards brand loyalty of Teh Botol Sosro. 2 To test empirically the influence of brand image towards brand loyalty of Teh Botol Sosro. 3 To test empirically the influence of brand trust towards brand loyalty of Teh Botol Sosro. 4 To test empirically the influence of brand image and brand trust simultaneously towards brand loyalty of Teh Botol Sosro. The analysis implemented in this research are descriptive and causal analysis. This research is taken 100 consumers of Teh Botol Sosro at the food court of ITC Cempaka Mas while data was collected by using questionnaire and processed using SPSS 16. The result shows that partially brand image has a positive and significant impact toward brand loyalty. Then, partially brand trust also has a positive and significant impact toward brand loyalty. Simultaneously, brand image and brand trust have a positive and significant impact toward brand loyalty. The empirical findings indicate that to create and improve the brand loyalty, Teh Botol Sosro need to consider brand image and brand trust because those factors shown to affect the level of job satisfaction.
Gunawan, Vincent Jonathan
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...
Gadzella, Bernadette M.
Views of 3,670 students from six colleges and universities on most and least important traits of an ideal professor were analyzed. All data were collected with the same instrument. Data revealed students selected similar MOST and LEAST important traits of a quality professor. (Author)
Haussler, Susan C.; Paavilainen, Eija; Astedt-Kurki, Paivi
Finnish nursing students (n=31) evaluated their experience with a visiting Fulbright professor. Students were satisfied with course content, teaching methods, and information about the U.S. health care system. They thought the professor should have been more knowledgeable about Finnish culture, education, and health care. (Contains 15 references.)…
Mazen, Abdelmagid; Herman, Susan; Ornstein, Suzyn
This article describes the rationale for and use of a class innovation the authors call "professor delight." This inexpensive, high-yield concept allows students and professors to enact their understanding of citizenship throughout the term, and often beyond. The authors explain the concept, describe its implementation in class, and link it to the…
Zaglia, Melanie E
Brand communities represent highly valuable marketing, innovation management, and customer relationship management tools. However, applying successful marketing strategies today, and in the future, also means exploring and seizing the unprecedented opportunities of social network environments. This study combines these two social phenomena which have largely been researched separately, and aims to investigate the existence, functionality and different types of brand communities within social networks. The netnographic approach yields strong evidence of this existence; leading to a better understanding of such embedded brand communities, their peculiarities, and motivational drivers for participation; therefore the findings contribute to theory by combining two separate research streams. Due to the advantages of social networks, brand management is now able to implement brand communities with less time and financial effort; however, choosing the appropriate brand community type, cultivating consumers' interaction, and staying tuned to this social engagement are critical factors to gain anticipated brand outcomes.
von Wallpach, Sylvia; Koll, Oliver
Marketing science and practice acknowledge that a brand’s reputation amongst consumers is essential for success. However, brand reputation may also affect other stakeholders’ exchange relationships with a brand. We discuss (1) the relevance of a multi-stakeholder approach to brand management, (2......) different measurement approaches that allow for a cross-stakeholder evaluation of brand reputations and (3) results of an international study on employee and consumer reputation of a corporate brand with some 1500 respondents respectively. Our results suggest that brand reputation of different stakeholders...... may show substantial overlap and divergence at the same time. When relating these stakeholders’ reputations to management-intended brand reputation, we find that some reputation elements have permeated to none, one or both groups, but also that the two stakeholder groups may agree about reputation...
Schultz, Majken; Hatch, Mary Jo; Adams, Nick
is a way to influence corporate reputation. The Novo Nordisk management believes the data indicate that corporate branding influenced reputation more than the other way around. Formal brand management practices may work considerably better when they complement rather than try to control existing forces......This article, which concentrates on symbolic management by explaining the role of corporate branding in managing corporate reputation, using Novo Nordisk as a case study, presents three perspectives on corporate branding: the marketing perspective, the organisational perspective and the co......-creation perspective. The three perspectives reviewed show the possibility of developing a multidisciplinary conceptualisation of corporate branding. They all offer insights important to managing organisations as corporate brands in a multi-stakeholder context and thus to the likelihood that corporate branding...
Full Text Available This paper explores the subject in the order of power from the point of the view of the brands, which produces discourses of production, dominance and signs. Specially, this paper investigates the influence of brands on technologies of the self. Taking into account the omnipresence of the brands in human society environment, and brands as a main product of the capitalist consumer society, this paper explores the inevitability of the subject’s identification with brands lifestyles, and/or the immanent influence of brands to subject’s spacetime behavior (during production or consumption. The subject, supposedly and according to the technologies of the self, acts on his own body in the process of self subjectivation to brands.
Shevchenko Olena L.
Full Text Available The article highlights the main aspects of formation and development of brands in terms of consumption society. The features that exist in a given society and their impact on the development of branding have been analyzed. The views of the various authors have been explored and the authors’ own substantiation for the issues indicated has been presented. The main directions for the formation and use of brand as a marketing tool have been outlined, given the social manifestations of consumption society. The relationship between brand and consumer in terms of compartmentalizing products and in the context of consumer choice has been defined. A characterization of possible consumer choice models has been provided. Their impact on the effectiveness of branding has been determined. The importance of the social and psychological factors of branding, which dominate a consumption society, have been displayed and analyzed. The key priorities for building and developing successful brands have been formulated.
Full Text Available Although consumers’ emotional attachments to brands have been measured and written about in several contexts, little is known about where a “love” type consumer-brand relationship is rooted and what meaning the consumer gives to such deep experience. The current study aims to extend the discussion of the brand experience dimensions and to form the brand love, focusing on the members of the youngest consumer segment. Based on the introspective written narratives using an international sample of young consumers, this qualitative study offers a holistic view of forming brand love. The findings underscore the relevance of a first encounter with a brand. Adapting the ecological systems theory, the authors identified three social systems from where the informants got impulses to reach their loved brands.
Zaglia, Melanie E.
Brand communities represent highly valuable marketing, innovation management, and customer relationship management tools. However, applying successful marketing strategies today, and in the future, also means exploring and seizing the unprecedented opportunities of social network environments. This study combines these two social phenomena which have largely been researched separately, and aims to investigate the existence, functionality and different types of brand communities within social networks. The netnographic approach yields strong evidence of this existence; leading to a better understanding of such embedded brand communities, their peculiarities, and motivational drivers for participation; therefore the findings contribute to theory by combining two separate research streams. Due to the advantages of social networks, brand management is now able to implement brand communities with less time and financial effort; however, choosing the appropriate brand community type, cultivating consumers’ interaction, and staying tuned to this social engagement are critical factors to gain anticipated brand outcomes. PMID:23564989
Horton, Cristi C; Peterson, Tarla Rai; Banerjee, Paulami; Peterson, Markus J
Conservation policy sits at the nexus of natural science and politics. On the one hand, conservation scientists strive to maintain scientific credibility by emphasizing that their research findings are the result of disinterested observations of reality. On the other hand, conservation scientists are committed to conservation even if they do not advocate a particular policy. The professional conservation literature offers guidance on negotiating the relationship between scientific objectivity and political advocacy without damaging conservation science's credibility. The value of this guidance, however, may be restricted by limited recognition of credibility's multidimensionality and emergent nature: it emerges through perceptions of expertise, goodwill, and trustworthiness. We used content analysis of the literature to determine how credibility is framed in conservation science as it relates to apparent contradictions between science and advocacy. Credibility typically was framed as a static entity lacking dimensionality. Authors identified expertise or trustworthiness as important, but rarely mentioned goodwill. They usually did not identify expertise, goodwill, or trustworthiness as dimensions of credibility or recognize interactions among these 3 dimensions of credibility. This oversimplification may limit the ability of conservation scientists to contribute to biodiversity conservation. Accounting for the emergent quality and multidimensionality of credibility should enable conservation scientists to advance biodiversity conservation more effectively. © 2015 The Authors. Conservation Biology published by Wiley Periodicals, Inc. on behalf of Society for Conservation Biology.
Venters, Homer D; Foote, Mary; Keller, Allen S
Detention of immigrants by Immigration and Customs Enforcement (ICE) is a rapidly growing form of incarceration in the U.S. with almost 400,000 people detained in 2008 (Schriro in Immigration and Customs Enforcement, 2009, http://www.ice.gov/doclib/091005_ice_detention_report-final.pdf ). ICE detainees are predominantly from Mexico and Latin America and only a small minority of detainees are asylum seekers. Immigrant detainees lack a legal guarantee of medical care (unlike criminal arrestees and prisoners) and face challenges in receiving medical care, particularly those with chronic medical conditions (Venters and Keller in J Health Care Poor Underserved 20:951-957, 2009). Although we and others have long been involved in advocating for detained asylum seekers, few resources are dedicated to medical advocacy for the broader population of ICE detainees. At the NYU Center for Health and Human Rights (CHHR), a program of medical advocacy was initiated in 2007 on behalf of ICE detainees focused on improvement of care in detention and medical parole. Our preliminary efforts reveal a pressing need for more involvement by physicians and other health advocates in this area.
Frerichs, Leah; Brittin, Jeri; Stewart, Catherine; Robbins, Regina; Riggs, Cara; Mayberger, Susan; Cervantes, Alberto
Background 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. Community Context 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. Methods 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. Outcome 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. Interpretation 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. PMID:23217590
Life stories and perspectives of leaders in the self-advocacy movement were explored to enhance knowledge about disability identity formation. In-depth qualitative interviews were conducted with 13 leaders in the self-advocacy movement. Five major themes emerged: (a) resistance-claiming personhood and voice; (b) connection with disability…
Dalrymple, Jane, Ed.; Hough, Jan, Ed.
This book explores the concept of advocacy in British society with regard to children and young people, examining advocacy from a number of different perspectives, and taking into account the UN Convention on the Rights of the Child and legislation that affects children and young people. The three parts of the book examine why young people need an…
Caldwell, Bettye M.
Advocacy for child development programs is discussed in this document. Advocacy for child development programs is described as having two main components: (1) convincing the general public of the importance of early childhood development; and (2) persuading lawmakers to allocate funds needed to do the job well. Ten guidelines for effective…
This article presents positive approaches to advocacy of art programs in the Tempe Union High School District (Arizona) during its development and expansion. Stated is the belief that teachers must take a leadership role in advocacy if students are to benefit from the unique opportunities available only through the arts. (Author/KC)
Parent advocacy is a complicated beast. Parent advocates for the most part, are born from three distinct impetuses: a desire to fix something for their own child or children; anger about a new policy being imposed; or a collective drive to create a new service or program. Just as it is impossible to relegate all parent advocacy into one category,…
Asante, Molefi Kete
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)
Rock, Melanie J.; McIntyre, Lynn; Persaud, Steven A.; Thomas, Karen L.
Media advocacy is a well-established strategy for transmitting health messages to the public. This paper discusses a media advocacy intervention that raised issues about how the public interprets messages about the negative effects of poverty on population health. In conjunction with the publication of a manuscript illustrating how income-related…
Mullen, Carol A.
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…
Linnemeyer, Rachel McQuown
Although social justice advocacy has increasingly been acknowledged as important in the field of psychology (e.g., Goodman et al., 2004; Toporek et al., 2006a, Vera & Speight, 2003), there is a dearth of empirical research examining social justice advocacy across graduate psychology students. This mixed-methods study examined demographic and…
Full Text Available This paper presents an empirical investigation to study the effects of brand power experiences on power of brand in food industry. The study deigns a questionnaire in Likert scale consists of 23 questions, distributes it among 208 randomly selected people who purchase foods from three different food chains in city of Tehran, Iran. Using structural equation modeling, the study has examined the effects of six factors influence the most in our survey including Brand loyalty, Physical attributes, pricing factors, functional characteristics, brand association and brand position. The results of our survey indicate that pricing factors and brand position were the most important influential factors followed by functional characteristics and physical attributes. However, the survey does not confirm the effects of brand loyalty and brand association on brand power.
Friedman, Mike; Leclercq, Thomas
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
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.
Tafuri, Francesco; Pepe, Giampiero; Vaglio, Ruggero
Antonio Barone prematurely passed away on 4 December 2011 at the age of 72, after a one-year battle with cancer. He left behind his wife Sveva and his two sons, Alberto and Livio. Antonio was Professor Emeritus at the University of Napoli Federico II, where he had been teaching for about 40 years. The initial research activity of Antonio was in the field of nuclear physics. In this context, almost 45 years ago, the Ge 'Lithium drift' semiconductor detectors represented a novelty, due to the high energy resolution enabled by those devices. Superconductors stimulated new approaches to radiation detection and this motivated Antonio's interest towards superconductivity. Following the birth of the Laboratorio di Cibernetica of the CNR in 1967 he was given the opportunity to work on a joint USA-Italy project (University of Wisconsin, Madison and CNR Naples) in the field of superconductivity on the peculiar subject of the superconductive 'Neuristors'. His research activity on Josephson junctions opened up a wide variety of very stimulating subjects in which he was deeply involved, ranging from the soliton propagation in 'long' Josephson structures to fluctuations phenomena, from light-sensitive junctions and proximity effect to the development of innovative superconducting devices. The strong interaction of Antonio with the Landau Institute for Theoretical Physics of the Academy of Sciences in Moscow, characterizes a long period of his research activity with a precious merging of theoretical and experimental aspects. This body of work converged into the famous monograph on the 'Physics and Applications of the Josephson Effect', written in collaboration with Gianfranco Paternò in 1982. This rapidly became the reference text for the Josephson effect, as documented by thousands of citations and the fact that it was translated into Russian, Japanese and Chinese. In 1983 Antonio was awarded the highest academic title of 'Doctor of the Physical-Mathematical Sciences' by the
The word brand equity is known to every marketer and they wish that they have positive brand equity for their brands. The question arises why customers will play extra amount for one particular product? There are many variables which create brand equity. These variables include Brand awareness, familiarity, brand image, association, loyalty, preferences and availability. But it is important to find that how each of these variables contribute towards brand equity for auto mobiles oil. To find ...
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
Silvia Bellezza; Anat Keinan
This research examines how core consumers of selective brands react when non-core users obtain access to the brand. Contrary to the view that non-core users and downward brand extensions pose a threat to the brand, this work investigates the conditions under which these non-core users enhance rather than dilute the brand image. A distinction between two types of non-core users based on how they are perceived by current users of core products is introduced: "brand immigrants" who claim to be p...
Yu-Shan Chen; Shu-Tzu Hung; Ting-Yu Wang; A-Fen Huang; Yen-Wen Liao
This study develops an original framework to explore the influence of excessive product packaging on green brand attachment and to discuss the mediation roles of green brand attitude and green brand image...
Brands har sådan set eksisteret siden handelsmænd begyndte at udstyre deres varer med bestemte mærker, der skulle fungere som en kvalitetsgaranti i forhold til de kunder, som de ikke selv havde direkte kontakt til. Men det var først i slutningen af det 19. århundrede - da amerikanske sælgere af p...
Horn, C.; Brem, Alexander; Ivens, B.
– Managers for marketing intelligence have more reason to make use of the efficient and rather new tool, PMs. Marketers can potentially improve their forecasting accuracy by integrating customer information into their reports. In addition, the authors see a high potential in the area of innovation management...... as well. Originality/value – There has been no research on perceptions of PMs and brands at all so far....
Full Text Available In the current climate of severe competition among tourist destinations, the importance of brand equity in tourism marketing is increasing. This study looks at the impact of branding in relation to the largest group of inbound overseas tourists to South Korea, the Chinese. Data for the current study were obtained from a survey of tourists visiting Seoul from the Greater China region, including Mainland China, Hong Kong, Macao, Taiwan, and the Chinese living in Southeast Asia. The survey was conducted in popular sightseeing spots, four and five-star hotels in the Seoul Metropolitan Area, and the Incheon International Airport. The respondents were selected randomly, with effort expended to avoid any potential bias in the composition of the sample. Out of a total of 385 distributed questionnaires, 350 (China 191, Hong Kong 71, Taiwan 68, others 20 were selected as valid and finally used in the analysis. The results of this study suggest that price and word of mouth have beneficial effects on perceived quality, publicity, and brand awareness, and advertisement has beneficial effects on brand image. We also found that brand awareness and perceived quality have impacts on brand image, and brand image is related to brand loyalty. This is a pioneering study on the relationships between influencing factors, destination brand equity and its elements, and brand loyalty, with respect to Seoul, South Korea, as a tourism destination for tourists from China.
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.
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.
Maitê Alves Bezerra
Full Text Available Ao observar a comunidade portuguesa que busca compreender a historicidade das formas e dos processos de escolarização por meio do estabelecimento de intenso diálogo com outras comunidades, é impossível não dar destaque à figura de António Manuel Seixas Nóvoa. Nascido em Lisboa no ano de 1954, aos 18 anos inicia o curso de Ciências da Educação na Universidade de Lisboa. Após lecionar em importantes universidades tais como Paris V, Oxford e Columbia University, atualmente acumula as posições de reitor da Universidade de Lisboa e professor catedrático da Faculdade de Psicologia e de Ciências da Educação na Instituição. Nóvoa tem se destacado à frente de debates internacionais a respeito da história da educação e educação comparada.
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
Tham, Lin Hui
When brand equity became a hot topic in the late 80’s, the success of one industry after another shows that it has a prominent role in the realm of marketing. According to David Aaker, brand equity can be categorised into brand awareness, brand associations, perceived quality, brand loyalty and other proprietary brand assets. The brand equity brings values to both customer and firms. Brand equity, however, cannot be measured in dollars and cents but rather a direct result of how consumers val...
Full Text Available The aim of the work is to determine the life cycle of the wine brand, the development of ways to improve its effectiveness at different stages of the life cycle. Being scientifically informed of the existence of the life cycle of the brand allows modern enterprises to enhance their competitive position in the market and take advantage of the acquired differences in order to attract more attention from consumers. Methods. The study is based on scientific methods of research of economic phenomena: the dialectic, abstract logical (in the exercise of theoretical generalizations to the definition of the concept of «life cycle of the perpetrator of the brand, a scientific abstraction, comparison and ordering (the study of factors influencing the life cycle of the perpetrator of the brand and the factors influencing a choice of products for consumers, statistical and problem-chronological (the study of the requirements of the brand in a changing consumer preferences, logical generalization (in determining the social and ethical functions guilty brand. Results. The stages of the life cycle of the wine brand, which take into account its characteristics and form its social and ethical functions. Describing the requirements for the wine brand in the changing tastes and preferences of consumers. Specification of wine promotion of the brand in an increasingly competitive environment. Preconditions have been set for a new wine brand. The practical significance. The brand always increases the value of the product and its entry into new markets, as well as reduces the time to attract consumers. Possibility to ensure the growth of the brand in a declining market; building market share in a highly competitive environment; marketing innovative products in order to create a new sales strategy. After all, to gain and maintain the popularity of a certain product, one must personalize it with giving associations and a way to provide it with distinctive features. Only
Abstract Crisis managers believe in the value of a favourable, pre-crisis reputation. The prior reputation can protect an organization during the crisis. This thesis focuses on consumers perception and attitude when finding out that they were unwillingly participating in Volkswagen Dieselgate. The research also investigates whether the brand attachment is a moderator of consumer purchase intention when a company has received widespread negative media exposure. To gain the deep understanding o...
Bellégo, Goulwen Le
JEL Classification System : M30 - Customer, Relationship, M31 - Brand Preference, Consumer Sentiments The evolution of the automotive market since its beginning changed drivers’ life in multiple ways. Technologies evolution allow cars manufacturers to update there models and make them continuously safer, easier to drive and respectful of the environment. The automotive market is composed of numerous manufacturers form everywhere in the world, leaded by some well-known groups...
Full Text Available This article raises problems with the use of advocacy in Buddhist Studies, and critiques those who bring their Buddhist beliefs into the classroom and into their research. It argues that the foundations of the academic discipline (Religious Studies within which Buddhist Studies is located are grounded in the search for an objective, non-confessional approach to the study of religion, one that distinguishes Religious Studies from Theology, and that this perspective is what gives the field its integrity. It cites examples of the problems that occur in teaching and research when such objectivity is replaced by confessional approaches, and provides an example from another field (the study of new religious movements in which immense problems have occurred because some scholars have become advocates rather than analysts, to warn of the problems that can arise when confessional approaches become a dominant field paradigm.
Schmidt, Gavin A.
Last year, I asked a crowd of a few hundred geoscientists from around the world what positions related to climate science and policy they would be comfortable publicly advocating. I presented a list of recommendations that included increased research funding, greater resources for education, and specific emission reduction technologies. In almost every case, a majority of the audience felt comfortable arguing for them. The only clear exceptions were related to geo-engineering research and nuclear power. I had queried the researchers because the relationship between science and advocacy is marked by many assumptions and little clarity. This despite the fact that the basic question of how scientists can be responsible advocates on issues related to their expertise has been discussed for decades most notably in the case of climate change by the late Stephen Schneider.
Gyrd-Jones, Richard I.; Helm, Clive; Munk, Jonas
the achievement of brand orientation. Through inductive analysis of a case study of an organisation implementing a major brand-revitalisation strategy, this paper demonstrates how, despite a strong brand vision and high level of management commitment, functional silos associated with different mindsets......Brands are widely recognised as important sources of organisational value. Brand orientation describes the extent to which the organisation is orientated around the brand and around maximising brand potential. However, silos or divisions within the culture of an organisation can frustrate...... contributed to the failure of the new brand strategy. The paper concludes with recommendations for the brand platform to be implemented meaningfully and effectively within each silo....
Tykhomyrova Yevheniya Borysivna
Full Text Available The article presents a study of the concept "cross-border brand" and the analysis of the formation of cross-border branding practices in transboundary territory of Europe and Ukraine. Today the cross-border territories united by common economic, social, cultural and political life strive to be transformed into a brand. That is why the issues related to their positioning and branding are of great importance. According to the author cross-border / inter-regional brand, an intangible asset of cross-border cooperation, which provides the promotion of the interests of cross-border areas, both inside and outside the cross-border. In recent years, such brands as part of Euroregions are being formed with the participation of many European countries.
Puente-Díaz, Rogelio; Cavazos-Arroyo, Judith
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.
Full Text Available 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 via its efficient translation of fuzzy political goals into understandable numerical objectives. The Nation Brands Index becomes the driving force in a powerful bureaucratic translation of nation branding which in turn has several reordering effects at organizational level. We thus demonstrate how the Nation Brands Index permits bureaucratic expansion in central government administration as it continuously maintains and reconstructs problems solvable by the initiation of more nation branding initiatives and projects and hence more bureaucratic activity.
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.
Vasco Eiriz; Filipa Guimarães
...">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...
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...
Anish Yousaf; Insha Amin; Anil Gupta
Different scales available for measuring the brand-equity of destinations are found to be much tourist centric and did not present a holistic view regarding building sustainable customer based brand...
Danie Petzer; Pierre Mostert; Liezl-Marie Kruger; Stefanie Kuhn
In a competitive cell phone industry where consumers have a wide variety of cell phone brands to choose from, it is imperative for marketers to foster brand loyalty in order to establish enduring...
Krystallis, Athanasios; Chrysochou, Polymeros; Fotopoulos, Christos
, 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......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...... 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...
van Horen, F.; Pieters, R.
Copycat brands imitate the trade dress of a leader brand to free ride on the latter's equity. Copycats can imitate the distinctive perceptual features of the leader brand, such as the lilac color of the Milka chocolate brand, or they can imitate the underlying meaning or theme of the leader brand,
Van Horen, F.; Pieters, R.
Copycat brands try to entice consumers by imitating the trade-dress of leading brands. Recent research suggests that preferences for copycat brands relative to more differentiated brands are generally lower. That is, consumers tend to dislike such "imitation" brands, because of psychological
Van Horen, F.; Pieters, R.
Copycat brands imitate the trade dress of a leader brand to free ride on the latter's equity. Copycats can imitate the distinctive perceptual features of the leader brand, such as the lilac color of the Milka chocolate brand, or they can imitate the underlying meaning or theme of the leader brand,
van Horen, F.; Pieters, R.
Copycat brands try to entice consumers by imitating the trade-dress of leading brands. Recent research suggests that preferences for copycat brands relative to more differentiated brands are generally lower. That is, consumers tend to dislike such “imitation” brands, because of psychological
Garipagaoglu, Burçak Çagla
Drawing upon the brand-building experience of a young and successful Turkish foundation university, this case study attempts to broaden our understanding of branding in Higher Education (HE). Focusing on the diverse brand conceptualizations, brand management principles and brand strategies that are deployed to circumvent barriers to successful…
Sanjay K. Dhar; Hoch, Stephen J
Our objective in this paper is to explain across-retailer variation in private label performance. Although retailers have lots to gain by better understanding the determinants of successful store brand programs, this knowledge also is very valuable to manufacturers. Lessons learned from competing with other national brands may not transfer one-to-one to the store brand case because, quite simply, a popular private label program changes the status of the retailer from being solely a customer t...
The influence of the brand on purchase decision has been and is still extensively studied by marketers, researchers, economists, manufacturers (especially the multinational companies). In the present study we aimed to find out if the brand influences the purchase decision of consumers in general (brand products/services). A survey has been conducted in September 2016 on a number of 225 people, residents of Tîrgu Mureş city, from Romania, aged between 15 and 65+. The collected data...
Phung,Thi Thu, Thao
The study purpose is exploring the phenomenon brand identity in Finnish tertiary education; the influence factors to prospective students’ perception in choosing an institution and the actual impact of branding communication to their final choice. The study focus on presenting answers and suggestions to the question: “How to build up brand identity that has most influence toward effective enrolment and recruitment in Finnish higher education?” The theoretical framework shows how to de...
Biljana PETREVSKA; CINGOSKI, Vlatko
Tourism is a fast growing business therefore developing a national brand can be part of an effective strategy in managing national growth in tourism. A positive national image is an essential ingredient for promotion that raises the issue for necessity of investing into national branding as part of the image-building strategy. The article draws on primary and secondary data to provide insights into the processes and conflicts over efforts to brand Macedonia as an eco-friendly destination. The...
Der tales for det meste om branding i relation til forbrugermarkedet. Men branding er nøjagtig lige så vigtig for B2B markedet, siger Webster og Keller og henviser til, at nogle af de mest værdifulde brands i verden netop har hjemme på det industrielle marked: ABB, Caterpillar, FedEx, Hewlett...... Packard, IBM, Intel, Siemens Udgivelsesdato: april...
Gyrd-Jones, Richard; Törmälä, Minna
We study the interactive narratives that underpin the emergence of corporate brand identity in new venture SMEs. We apply a process perspective that considers the complex interactions between layers of identities and sense-making in and around the organisation in the stakeholder eco-system. We...... propose a typology of brand identity drivers that reflects a co-creative approach to the emergence of brand identity....
Ansarin, Madina; Ozuem, Wilson
It is widely recognised that a better understanding of social media and its implications is essential for\\ud formulating effective branding strategies in evolving Computer-Mediated Marketing Environments\\ud (CMMES). However, few studies have examined how social media influences brand image in the luxury\\ud sector. The current study intends to examine whether increased exposure through social media influences\\ud brand image in technologically infused marketing environments. Drawing on extant l...
Thellefsen, Torkild Leo; Sørensen, Bent; Danesi, Marcel
The aim of this paper is to present a pragmatic inspired branding method called a value profile, within the theory of cognitive branding. The method is theoretical anchored in Charles S. Peirce's pragmatic theory and can be used to identify the core values of brands and also identify the possible...... consequences of how these values influence people to purchase products. Moreover, it can be used to analyze the values themselves...
Haddad, Luiza; Hamza, Kavita; Xara-Brasil, Duarte
According to Mark & Pearson (2012), the best way to create "emotional affinity" for brands is by using archetypal images. By embodying its essence, the brand receives a meaning that is shared across cultures and generates recognition (Siraj and Kumari, 2011). For its part, the use of archetypes allows marketing managers to guide the management of the meanings of their brands, depending on various elements, in particular their life cycle. This study aimed at identifying and clas...
Wan, Ling; Zeng, Long
Background: Recent years, M&As have increased sharply. Brand as one of the most precious assets has unavoidably been taken into consideration in these deals. Company can gain great benefit when handle acquired brand properly. Responding to rebranding issue, a clear designed rebranding strategy is considered a solution to deal with it, and brand architecture can be a useful tool to help adjusting the relationship between acquiring and acquired brand. Aim: The purpose of this research is t...
Seyed Mohammad Alavinasab; Morteza Soltani; Javad Alimohammadi
The purpose of the study is to investigate the effect of brand extension strategy upon brand image to LG customers. Home appliances and mobile phone are considered as original product and extended product respectively. The research model includes five variable; initial brand image, perceived fit, perceived quality, consumers’ attitude and final brand image. Random sampling method was used and A total 376 questionnaires were circulated, and the response rate was 100 %. The results show that in...
Hossein Rezaei Dolatabadi; Ali Kazemi; Nima Soltani Rad
In recent years, understanding the reasons of brand personality attraction for consumers, the determination of its effect on consumer behavior and brand equity has been an area of interest to researchers of consumer behavior. Certainly, this concept can be important for sellers of product that are on the other side of the purchase & sale equation and the results can be effective in promoting their brands. In order to reach this purpose, this study has analyzed the influence of brand personali...
Brand crisis has been known to greatly lower the sales of products of a company, often at a global level. However, several brands have also emerged as strong as ever from such crisis. This study sought to evaluate the relationship between corporate reputation, brand crisis, crisis response and consumer loyalty. It relied on a consumer survey and a managerial survey to note the similarities and differences in the perception of consumer behaviour and expectation during times of brand crisis. Ke...
The objective of the article is to investigate the structure of individual’s emotional relationship with any brand, associated antecedents and consequences based on prior literature review. Prior literature states that an individual can love a brand and the dimensional structure of this consumer-brand love is very similar to that of interpersonal romantic love. This article has criticized prior literatures in the area of love and attachment. It has also analyzed how brand loyalty is conceptua...
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
Liu, G.; Chapleo, Chris; Ko, Wai Wai; Ngugi, Isaac K.
Internal branding refers to an organization’s attempts to persuade its staff to buy-in to the organization’s brand value and transform it into a reality. Drawing from self-determination theory and leadership theory, we seek to develop a deeper understanding of the process of internal branding in the nonprofit sector. More specifically, we propose and examine the mediating effects of the staff’s emotional brand attachment, staff service involvement, and the moderating effect of charismatic lea...
SUDDIN LADA; SAMSINAR MD. SIDIN; KENNY TEOH GUAN CHENG
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...
Drisgill, Randy; Stubbs, Paul
Plan, design, and launch a brand in SharePoint If you are planning, designing, and launching your brand using SharePoint, this book and author trio will walk you through everything you need to know in an understandable and approachable way. From specific technologies such as master pages, page layouts, and CSS to offering best-practices and real-world experience for creating successful branding projects through SharePoint 2013, you will learn how to approach your branding project in effective new ways. This visual book provides step-by-step instructions in a simple and striking format that f
Fürst, Andreas; Thron, Jesko; Scheele, Dirk; Marsh, Nina; Hurlemann, René
Each year, companies invest billions of dollars into marketing activities to embellish brands as valuable relationship partners assuming that consumer brand relationships (CBRs) and interpersonal relationships rest upon the same neurobiological underpinnings. Given the crucial role of the neuropeptide oxytocin (OXT) in social bonding, this study tests whether OXT-based mechanisms also determine the bond between consumers and brands. We conducted a randomized, placebo-controlled study involving 101 subjects and analyzed the effect of intranasal OXT on consumers' attribution of relationship qualities to brands, brands paired with human celebrity endorsers, and familiar persons. OXT indeed promoted the attribution of relationship qualities not only in the case of social and semi-social stimuli, but also brands. Intriguingly, for subjects scoring high on autistic-like traits, the effect of OXT was completely reversed, evident in even lower relationship qualities across all stimulus categories. The importance of OXT in a CBR context is further corroborated by a three-fold increase in endogenous release of OXT following exposure to one's favorite brand and positive associations between baseline peripheral OXT concentrations and brand relationship qualities. Collectively, our findings indicate that OXT not only plays a fundamental role in developing interpersonal relationships, but also enables relationship formation with objects such as brands.