WorldWideScience

Sample records for store branded beef

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

    DEFF Research Database (Denmark)

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

    2010-01-01

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

  2. Determinants of Beef and Pork Brand Equity

    OpenAIRE

    Parcell, Joseph L.; Schroeder, Ted C.

    2003-01-01

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

  3. Variables affecting the propensity to buy branded beef among groups of Australian beef buyers.

    Science.gov (United States)

    Morales, L Emilio; Griffith, Garry; Wright, Victor; Fleming, Euan; Umberger, Wendy; Hoang, Nam

    2013-06-01

    Australian beef consumers have different preferences given their characteristics and the effect on expected quality of cues related to health, production process and eating experience. Beef brands using Meat Standards Australia (MSA) grades can help to signal quality and reduce consumers' uncertainty when shopping. The objective of this study is to identify the characteristics of beef buyers and their perceptions about product attributes that affect the propensity to buy branded beef. Binary logistic models were applied identifying differences between all respondents and the potential target market, including buyers in medium to high income segments, and between buyers in the target market who would buy branded beef for taste and health reasons. Variables increasing the propensity to buy branded beef include previous experience, appreciation for branded cuts and concern about quality more than size. Finally, variations in preferences for marbling and cut were found between buyers who would buy branded beef for taste and health reasons. Copyright © 2013 Elsevier Ltd. All rights reserved.

  4. VALUE OF BEEF STEAK BRANDING: HEDONIC ANALYSIS OF RETAIL SCANNER DATA

    OpenAIRE

    Schulz, Lee L.; Schroeder, Ted C.; White, Katharine L.

    2010-01-01

    Consumers rely on experience and credence attributes when purchasing beef from retailers. It is essential for all beef industry sectors to recognize the complexity of consumer buying behavior. A hedonic model is estimated to determine if there are incentives to brand beef steaks, the types of brands that entertain price premiums, and the level of existing premiums. Most branded steaks garnered premiums along with organic claims, religious processing claims, and premium cuts. Factors influenci...

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

    DEFF Research Database (Denmark)

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

    2006-01-01

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

  6. Hedonic Retail Beef and Pork Product Prices

    OpenAIRE

    Parcell, Joseph L.; Schroeder, Ted C.

    2007-01-01

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

  7. The Strategic Management of Store Brand Perceived Quality

    Science.gov (United States)

    Yang, Defeng

    Store brand plays a vital role in the success of retailers. Perceived quality is one of important factors influencing consumers' store brand purchase intention. Store brand perceived quality is lower compared with objective quality or national brand. For this end, the purpose of this article is to examine how to manage store brand perceived quality in strategic level. This article firstly discusses how consumers evaluate product quality, and the theoretical background of the reason that store brand perceived quality is lower from the view of cue related theories. Then, consumers' store brand quality evaluation is explored. Finally, this article presents several strategic tactics to increase store brand perceived quality. These tactics include choosing store's name as store brand name, making large advertising investment, improving store brand product package, and strengthening the relationship with store brand product suppliers.

  8. Brand patronage and loyalty patterns in store vs. manufacturer brands

    DEFF Research Database (Denmark)

    Krystallis, Athanasios; Chrysochou, Polymeros

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

  9. Specialty Store and Multi-Brand Store loyalty: An Indian consumer perspective

    Directory of Open Access Journals (Sweden)

    Sarabjot Singh

    2013-12-01

    Full Text Available In the competitive era of retailing, retailers need to understand the importance of store format preferences. The study aimed to understand consumer store loyalty; in-depth interview was conducted to examine consumer store loyalty antecedents for two retail formats: specialty stores and multi brand stores. The study conceptualizes store loyalty factors like program loyalty, trust and brand commitment. Trust and brand commitment act as mediating factors between store image and store loyalty formats, and also between brand image and store loyalty formats. The findings highlight how consumer store loyalty preference differ for these two formats.

  10. Customers' willingness to purchase new store brands

    OpenAIRE

    Zielke, Stephan; Dobbelstein, Thomas

    2007-01-01

    Purpose – The purpose of this paper is to identify factors influencing customers’ willingness to purchase new store brands. Design/methodology/approach – The paper develops a 3 £ 3 design to investigate the impact of price and quality positioning on the willingness to purchase new store brands in five product groups. A total of 990 respondents completed a questionnaire about store brand perception, aspects of purchasing behavior and willingness to buy. Data are analyzed with analysis...

  11. Retail brand architecture and consumer store loyalty

    DEFF Research Database (Denmark)

    Brunsø, Karen; Grunert, Klaus G.

    is to investigate the relationship between consumers perceived retail brand architecture, their store satisfaction and loyalty. Furthermore we use perceived store image as a mediating factor in our framework. In total 772 Danish households participated in a telephone interview and returned questionnaires by mail....... The major contribution of this research is to conceptualise and empirically investigate the role of brand architecture for perceived store image, store satisfaction and loyalty....

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

    DEFF Research Database (Denmark)

    Krystallis, Athanasios; Chrysochou, Polymeros; Fotopoulos, Christos

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

  13. The effect of branding on consumer palatability ratings of beef strip loin steaks.

    Science.gov (United States)

    Wilfong, A K; McKillip, K V; Gonzalez, J M; Houser, T A; Unruh, J A; Boyle, E A E; O'Quinn, T G

    2016-11-01

    The objective of this study was to determine the influence of knowing the brand or USDA grade on consumer palatability ratings of beef strip loin steaks. Strip loins were selected to represent 5 USDA grades and brands, USDA Select, Choice, Prime, Certified Angus Beef (CAB; upper 2/3 Choice), and Select, from carcasses of cattle classified as Angus on the basis of phenotype. After 21 d of aging, 2.5-cm-thick steaks were cut, consecutively cut steaks were paired for consumer evaluation. Consumer panelists ( = 112) evaluated samples for tenderness, juiciness, flavor liking, and overall liking. Additionally, consumers rated each palatability trait as either acceptable or unacceptable. Samples were fed in 2 rounds on the same day: blind and informed testing. In the first round, blind testing, consumers were served 1 sample from each treatment, with no product information provided. In the second round, consumers were informed of the brand or quality grade prior to sampling. During blind testing, CAB rated similar ( > 0.05) to Choice for all palatability traits; however, CAB rated greater ( 0.05) for all traits when tested blind, but Angus Select was rated greater ( brand was declared. When comparing blind and informed ratings, Angus Select and CAB had greater ( brand disclosure. However, ratings for Choice and Select samples were unaffected ( > 0.05) when brand was disclosed. Brand knowledge increased ( 0.05) in the percentage of Choice and Select samples rated as acceptable for all palatability traits. These data indicate that Prime, CAB, and Angus Select steaks receive an increase in consumer palatability perception, or "brand lift," which does not occur for Choice and Select beef.

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

    Directory of Open Access Journals (Sweden)

    Tran, E.

    2014-05-01

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

  15. Relevance of brands and beef quality differentials for the consumer at the time of purchase

    Directory of Open Access Journals (Sweden)

    Carla Mecca Giacomazzi

    Full Text Available ABSTRACT The objective of this study was to identify the purchase habits and preferences of beef consumers, their level of knowledge on brands and products with quality differentials (certifications, packaging, premium lines, and the relevance of different attributes in the purchase decision, and to group consumers according to the profile of purchase decision. The methodology consisted of using an information-collecting instrument applied to 271 beef consumers. The data collected were analyzed using descriptive statistical analyses, chi-square analysis, and correspondence analysis, relating socio-demographic profile of the respondents with the other variables collected. Chi-square and correspondence analyses showed that younger consumers with lower levels of income and education are influenced by posters and advertisements at the point of sale, unaware of differentiated and branded products, and that they do not choose branded beef at the time of purchase. Consumers over 60 years showed a more conservative purchase profile, with no influence. The most valued attributes are appearance, price, and type of cut, being brand and certifications little relevant as tools to help decide the product purchase.

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

    Directory of Open Access Journals (Sweden)

    Shahriar AZIZI

    2013-06-01

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

  17. Consumer Perception of Store Brand and National Brand in Hypermart Manado

    OpenAIRE

    Pandowo, Merinda; Bawata, Nancy

    2014-01-01

    Coffee is one global community of beverage that is consumed by many people in this world. The Consumer Perception on Brand, especially for coffee commodity, is changed based on the understanding of Promotion Perception, Product Perception, Price Perception, Store Perception, Self-perception and Perception Risk. In this research, the main objective is to figure out whether there is any significant difference for Consumer Perception on Brand concept between Luwak White Coffee consumers and Valu...

  18. The Importance of Store Image and Retail Service Quality in Private Brand Image-Building

    Directory of Open Access Journals (Sweden)

    Adi Alić

    2017-03-01

    Full Text Available Objective: The purpose of this research is to highlight the role which store image and retail service quality can play in private brand image-building in the context of an emerging market in South-Eastern Europe (i.e. Bosnia and Herzegovina. We propose to address this issue by seeking answers to the following questions: (1 Does a ‘halo effect’ take place between the store image and the private brand image? (2 How does consumer’s evaluation of the quality of the service delivered by a retailer affect the image of its private brand? Research Design & Methods: Data were collected through a field survey via the store-intercept method. The sample consisted of 699 customers of two large retail chains. The data were analysed using the Structural Equation Modelling technique. Findings: The findings of the present study suggest that store image and retail service quality are important factors in the formation of the image of product-branded products. Implications & Recommendations: This study offers some important insights for retailers who intend to develop their private brand. First, the image transfer from store brand to private brand suggests that retailers should consider the introduction of a private brand as a brand extension, with their stores as the parent brand. Second, we recommend that retailers put more emphasis on quality improvement initiatives related to the store environment attributes. Contribution & Value Added: This study enhances the discussion on the phenomenon of private branding by analysing the store-level factors which underpin the formation of private brand image in the context of less developed European markets.

  19. An exploration study on detecting important factors influencing brand loyalty in retail stores

    Directory of Open Access Journals (Sweden)

    Naser Azad

    2014-01-01

    Full Text Available Brand loyalty is one of the most important factors influencing on the success of retail stores. Many retail stores in the field of sport shoes in city of Tehran, Iran are facing tight competition and there seems to be that only stores with loyal customers could survive. In this paper, we present an exploration study to find out important factors influencing retail stores selling one of well-known sport shows such as Adidas, Nike, etc. in city of Tehran, Iran. The proposed study designs a questionnaire in Likert scale and distributes among 265 regular customers of these stores and analyze them using factor analysis. The results indicate that there were four important factors influencing customer loyalty including brand identification, brand promotion, brand loyalty and characterization of stores.

  20. An Examination of the Critical Factors of Store Brand Purchase Intentions

    OpenAIRE

    Zhao, XiaoQian

    2011-01-01

    Consumer behaviour is very complex interaction of affect, cognition, behaviour and environment activities, which deals with how and why individuals conduct the exchange events of products and service. Brand, as a signal of quality assurance and sometimes a symbol of identity, plays a significant role in consumer decision making process. Thus build up brand assets and improve brand equity is important in brand management. As a main source of consumer packaged goods, store brands should be atta...

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

    Directory of Open Access Journals (Sweden)

    Natalia Rubio

    2015-04-01

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

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

    Directory of Open Access Journals (Sweden)

    Tudor NISTORESCU

    2008-01-01

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

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

    OpenAIRE

    Chen, Kaochun

    2008-01-01

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

  4. Retail stores as brands: Performances, theatre, and space

    NARCIS (Netherlands)

    van Marrewijk, A.H.; Broos, M

    2012-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Qi Zhang

    2017-03-01

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

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

    Science.gov (United States)

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

    2017-01-01

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

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

    Science.gov (United States)

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

    2017-03-31

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

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

    Directory of Open Access Journals (Sweden)

    Nuril Huda

    2016-04-01

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

  9. Horizontally Differentiated Store Brands: Production Outsourcing to National Brand Manufacturers

    Directory of Open Access Journals (Sweden)

    Shun Shindo

    2014-01-01

    Full Text Available We study a retailer's strategic decision with regard to outsourcing the production of such types of store brands (SBs to national brand (NB manufacturers. The wholesale price of NB is assumed to be set by the manufacturer, while that of the SB is assumed to be set by the retailer. When a retailer outsources SB production to an NB manufacturer, the NB manufacturer might suffer from cannibalization due to offering both the SB and the NB, implying that a strategic interaction between the retailer and manufacturer is an important issue. Based on this motivation, we mainly focus on the strategy of a dominant retailer in such a situation and investigate it with a game-theoretic approach. We show that the optimal strategy for the SB retailer sensitively depends on the degree of differentiation between the SB and the NB. In particular, if both products are less differentiated, the retailer benefits from offering only the SB, and, in this case, the retailer should offer its wholesale price, after the manufacturer sets the NB wholesale price. Furthermore, it is shown that the optimal strategies of the retailer are socially efficient, if and only if the SB and the NB are sufficiently differentiated.

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

    OpenAIRE

    Gunawan, Andy

    2013-01-01

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

  11. Consumer preferences towards beef cattle in Chile : Importance of country of origin, cut, packaging, brand and price

    OpenAIRE

    Schnettler, Berta; Sepúlveda, Néstor; Sepúlveda, José; Orellana, Ligia; Miranda, Horacio; Lobos, Germán; Mora, Marcos

    2014-01-01

    A study was carried out to evaluate preferences for two cuts, four countries of origin, two forms of presentation, brand and different prices of beef cattle among supermarket buyers in southern Chile, and to distinguish the existence of different market segments, through a survey of 800 people. Using a fractional factorial design for conjoint analysis, it was determined overall that the origin was more important (...

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

    OpenAIRE

    Lele, Aco

    2017-01-01

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

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

    OpenAIRE

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

    2016-01-01

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

  14. European consumers and beef safety

    DEFF Research Database (Denmark)

    Van Wezemael, Lynn; Verbeke, Wim; Kügler, Jens Oliver

    2010-01-01

    European beef consumption has been gradually declining during the past decades, while consumers' concerns about beef safety have increased. This paper explores consumer perceptions of and interest in beef safety and beef safety information, and their role in beef safety assessment and the beef...... consumption decision making process. Eight focus group discussions were performed with a total of 65 beef consumers in four European countries. Content analysis revealed that European consumers experienced difficulties in the assessment of the safety of beef and beef products and adopted diverging uncertainty...... reduction strategies. These include the use of colour, labels, brands and indications of origin as cues signalling beef safety. In general, consumer trust in beef safety was relatively high, despite distrust in particular actors....

  15. Consumer perceptions of beef healthiness

    DEFF Research Database (Denmark)

    Van Wezemael, Lynn; Verbeke, Wim; Dutra de Barcellos, Marcia

    2010-01-01

    of beef consumed. Focus group participants were not in favour of improving beef healthiness during processing, but rather focussed on appropriate consumption behaviour and preparation methods. CONCLUSIONS: The individual responsibility for health implies that consumers should be able to make correct......BACKGROUND: Consumer perception of the healthiness of beef is an important determinant of beef consumption. However, little is known about how consumers perceive the healthiness of beef. The aim of this study is to shed light on the associations between beef and health. METHODS: Eight focus group...... as well as negative effects of beef consumption on their health. Labelled, branded, fresh and lean beef were perceived as signalling healthful beef, in contrast with further processed and packaged beef. Consumers felt that their individual choices could make a difference with respect to the healthiness...

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

    NARCIS (Netherlands)

    Sloot, Laurens A.; Verhoef, Peter C.

    2008-01-01

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

  17. Beef traders' and consumers' perceptions on the development of a ...

    African Journals Online (AJOL)

    Beef traders' and consumers' perceptions on the development of a natural pasture-fed beef (NPB) brand by smallholder cattle producers were investigated. In total, 18 meat traders (five abattoirs and 13 beef retailers) and 155 beef consumers were interviewed using structured questionnaires. All meat traders had the ...

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

    OpenAIRE

    Nosica Rizkalla; Leis Suzanawaty

    2012-01-01

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

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

    OpenAIRE

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

    2017-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Nosica Rizkalla

    2012-12-01

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

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

    OpenAIRE

    Grujic, Maja

    2007-01-01

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

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

    OpenAIRE

    Farhina Hameed

    2013-01-01

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

  3. Impact of product familiarity on beef quality perception

    DEFF Research Database (Denmark)

    Banovic, Marija; Fontes, Magda Aguiar; Barreira, Maria Madalena

    2012-01-01

    This study examines the use of intrinsic and extrinsic cues in beef quality perception at the point of purchase and upon consumption by consumers with varying levels of familiarity with a particular beef product. High-familiarity consumers tend to use the color of the meat to assess beef quality......, whereas low-familiarity consumers tend to believe that the brand is the most valid cue for assessing beef quality. However, due to the lack of consistency in sensory beef quality, high-familiarity consumers’ ability to form quality expectations that are predictive of their quality experience is no better...

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

    NARCIS (Netherlands)

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

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

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

    OpenAIRE

    Morteza Rezaei; Shahram Jamali Kapak; Shahriar Azizi

    2013-01-01

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

  6. The Economic Effects of New-Product Beef Promotion in Guatemala

    OpenAIRE

    Leister, Amanda M.; Capps, Oral, Jr.; Rosson, C. Parr, III

    2010-01-01

    The implementation of the Central America-Dominican Republic Free Trade Agreement (CAFTA-DR) has expanded trade opportunities for U.S. agricultural producers. U.S. beef is an important product affected by the agreement, and the United States Meat Export Federation (USMEF) invested in a new product promotion program to increase exports of U.S. beef to Guatemala. Consumer responsiveness and the effectiveness of the U.S. branded beef promotion program are analyzed in this study. Demand responses...

  7. Investigate The Relationship Between Brand Equity Brand Loyalty And Customer Satisfaction

    Directory of Open Access Journals (Sweden)

    Farbod Souri

    2017-06-01

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

  8. Use of lyophilised and powdered Gentiana lutea root in fresh beef patties stored under different atmospheres.

    Science.gov (United States)

    Azman, Nurul A M; Gordon, Michael H; Skowyra, Monika; Segovia, Francisco; Almajano, María Pilar

    2015-07-01

    Gentiana lutea root is a medicinal herb that contains many active compounds which contribute to physiological effects, and it has recently attracted much attention as a natural source of antioxidants. The aim of this study was to evaluate the effects on the colour, pH, microbial activities, sensory quality and resistance to lipid oxidation (through the thiobarbituric acid method) during storage of beef patties containing different concentrations of G. lutea. Fresh beef patties were formulated with 0-5 g kg(-1) of G. lutea and 0 or 0.5 g kg(-1) of ascorbic acid and packed in two different atmospheres, Modified Atmosphere 1 (MAP1) and Modified Atmosphere 2 (MAP2), and stored at 4 ± 1 °C for 10 days. MAP1 contained 20:80 (v/v) O2:CO2 and MAP2 contained 80:20 (v/v) O2:CO2. G. lutea extracts possessed antioxidant activity measured by the ferric reducing antioxidant power and the oxygen radical absorbance capacity assays. Beef patties containing 2 g kg(-1) of lyophilised G. lutea were stable towards lipid oxidation in both atmospheres (P lutea and 0.5 g kg(-1) ascorbic acid showed significantly reduced changes in colour and in lipid oxidation (P lutea as a food ingredient in the design of healthier meat commodities. © 2014 Society of Chemical Industry.

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

    Science.gov (United States)

    King, Margaret C. A.

    1993-01-01

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

  10. Shelf life of ground beef patties treated by gamma radiation.

    Science.gov (United States)

    Roberts, W T; Weese, J O

    1998-10-01

    The effects of irradiation on microbial populations in ground beef patties vacuum package and irradiated frozen at target doses of 0.0, 1.0, 3.0, 5.0, and 7.0 kGy were determined. Irradiated samples were stored at 4 or -18 degrees C for 42 days, and mesophilic aerobic plate counts (APCs) were periodically determined. Fresh ground beef (initial APC of 10(2) CFU/g) treated with 3.0, 5.0, and 7.0 kGy was acceptable ( 10(7) CFU/g) by day 14 and 21, respectively, whereas patties treated at 5.0 kGy did not spoil until 42 days. The nonirradiated control samples for both batches of ground beef spoiled within 7 days. Microbial counts in ground beef patties stored at -18 degrees C did not change over the 42-day period. Shelf life of ground beef patties stored at 4 degrees C may be extended with gamma radiation, especially at 5.0 and 7.0 kGy. Initial microbial load in ground beef samples was an important shelf life factor.

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

    DEFF Research Database (Denmark)

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

    2006-01-01

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

  12. Cue utilisation and quality perception with regard to branded beef

    DEFF Research Database (Denmark)

    Bredahl, Lone

    2004-01-01

    how consumers employ brand information in combination with other quality cues to form quality expectations in the shop and how quality is experienced later when the product is ingested. Results show the brand to serve as a basis both for expected eating quality and for expected health quality. Despite...... the presence of a brand, the correspondence between expected and experienced quality remains moderate. Product familiarity seems to influence the quality perception process as well, with low familiarity consumers relying significantly more on the brand as a quality cue....

  13. Investigate The Relationship Between Brand Equity Brand Loyalty And Customer Satisfaction

    OpenAIRE

    Farbod Souri

    2017-01-01

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

  14. Win-Win Strategies at Discount Stores

    NARCIS (Netherlands)

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

    2005-01-01

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

  15. Price promotions and brand equity: the role of brand types

    OpenAIRE

    Kuntner, Tobias

    2017-01-01

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

  16. BeefTracker: Spatial Tracking and Geodatabase for Beef Herd Sustainability and Lifecycle Analysis

    Science.gov (United States)

    Oltjen, J. W.; Stackhouse, J.; Forero, L.; Stackhouse-Lawson, K.

    2015-12-01

    We have developed a web-based mapping platform named "BeefTracker" to provide beef cattle ranchers a tool to determine how cattle production fits within sustainable ecosystems and to provide regional data to update beef sustainability lifecycle analysis. After initial identification and mapping of pastures, herd data (class and number of animals) are input on a mobile device in the field with a graphical pasture interface, stored in the cloud, and linked via the web to a personal computer for inventory tracking and analysis. Pasture use calculated on an animal basis provides quantifiable data regarding carrying capacity and subsequent beef production to provide more accurate data inputs for beef sustainability lifecycle analysis. After initial testing by university range scientists and ranchers we have enhanced the BeefTracker application to work when cell service is unavailable and to improve automation for increased ease of use. Thus far experiences with BeefTracker have been largely positive, due to livestock producers' perception of the need for this type of software application and its intuitive interface. We are now in the process of education to increase its use throughout the U.S.

  17. The effect of sales promotions characteristics on brand equity

    Directory of Open Access Journals (Sweden)

    Bahram Jabarzadeh Karbasi

    2014-09-01

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

  18. Physicochemical and microbiological characteristics of beef treated with high-intensity ultrasound and stored at 4 °C.

    Science.gov (United States)

    Caraveo, Omaro; Alarcon-Rojo, Alma D; Renteria, Ana; Santellano, Eduardo; Paniwnyk, Larysa

    2015-09-01

    The application of high-intensity ultrasound causes changes in the physical and chemical properties of biological materials including meat. In this study the physicochemical and microbiological characteristics of beef after the application of high-intensity ultrasound for 60 and 90 min and subsequent storage at 4 °C for 0, 2, 4, 6, 8 and 10 days were evaluated. The ultrasound-treated meat showed higher (P 0.05) between sonication times. The redness of ultrasound-treated meat was initially lower than that of control meat, but no difference (P > 0.05) was observed after day 8 of storage. The 90 min ultrasound-treated meat had higher (P < 0.05) yellowness during the entire storage period. Ultrasound decreased (P < 0.05) coliform, mesophilic and psychrophilic bacteria in the meat throughout the storage period; however, the original microbial loads increased constantly during refrigeration. The 90 min ultrasound-treated meat showed the greatest reduction in microbial load during storage. Coliforms and psychrophilic bacteria were the most affected by ultrasound. The application of high-intensity ultrasound to beef semitendinosus muscle stored at 4 °C decreased bacterial growth without affecting the physicochemical quality of meat. © 2014 Society of Chemical Industry.

  19. CORPORATE REBRANDING OF GRAMEDIA STORE (CORPORATE REBRANDING DI GRAMEDIA STORE

    Directory of Open Access Journals (Sweden)

    Natasha Helena Kairupan

    2016-10-01

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

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

    DEFF Research Database (Denmark)

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

    2006-01-01

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

  1. Value, Satisfaction and Word of Mouth for a Retail Brand

    Directory of Open Access Journals (Sweden)

    Elias Frederico

    2014-12-01

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

  2. In-Store Experimental Approach to Pricing and Consumer Behavior

    Science.gov (United States)

    Sigurdsson, Valdimar; Foxall, Gordon; Saevarsson, Hugi

    2010-01-01

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

  3. Strategic options for retailers for branding private label portfolios

    NARCIS (Netherlands)

    Bakker, Diederich

    2010-01-01

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

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

    OpenAIRE

    Běhounková, Klára

    2011-01-01

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

  5. National Beef Market Basket Survey - 2006: External fat thickness measurements and separable component determinations for beef from US retail establishments.

    Science.gov (United States)

    Mason, C L; Nicholson, K L; Brooks, J C; Delmore, R J; Henning, W R; Johnson, D D; Lorenzen, C L; Maddock, R J; Miller, R K; Morgan, J B; Wasser, B E; Gwartney, B L; Harris, K B; Griffin, D B; Hale, D S; Savell, J W

    2009-02-01

    A market basket survey for beef retail cut composition at the retail level (four stores each from two chains in each city) was conducted in 11 US cities from January to March 2006. Beef cuts (n=17,495) were measured for external fat thickness with cuts from the chuck (0.05cm), round (0.05cm), and miscellaneous (0.04cm) having less (Pmarketing purposes.

  6. Methodical Approaches to Communicative Providing of Retailer Branding

    Directory of Open Access Journals (Sweden)

    Andrey Kataev

    2017-07-01

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

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

    DEFF Research Database (Denmark)

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

    2015-01-01

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

  8. Consumer perceptions of beef healthiness: results from a qualitative study in four European countries.

    Science.gov (United States)

    Van Wezemael, Lynn; Verbeke, Wim; de Barcellos, Marcia D; Scholderer, Joachim; Perez-Cueto, Federico

    2010-06-15

    Consumer perception of the healthiness of beef is an important determinant of beef consumption. However, little is known about how consumers perceive the healthiness of beef. The aim of this study is to shed light on the associations between beef and health. Eight focus group discussions were conducted in four European countries (France, UK, Germany, Spain), each consisting of seven to nine participants. A content analysis was performed on the transcripts of these discussions. Although beef was generally perceived as healthful, focus group participants expected positive as well as negative effects of beef consumption on their health. Labelled, branded, fresh and lean beef were perceived as signalling healthful beef, in contrast with further processed and packaged beef. Consumers felt that their individual choices could make a difference with respect to the healthiness of beef consumed. Focus group participants were not in favour of improving beef healthiness during processing, but rather focussed on appropriate consumption behaviour and preparation methods. The individual responsibility for health implies that consumers should be able to make correct judgements about how healthful their food is. However, the results of this study indicate that an accurate assessment of beef healthiness is not always straightforward. The presented results on consumer perceptions of beef healthiness provide insights into consumer decision making processes, which are important for the innovation and product differentiation in the European beef sector, as well as for public health policy decisions related to meat consumption in general and beef consumption in particular.

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

    Directory of Open Access Journals (Sweden)

    Cristina Calvo-Porral

    2017-05-01

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

  10. Effect of the Programmed Nutrition Beef Program on moisture retention of cooked ground beef patties and enhanced strip loins.

    Science.gov (United States)

    2015-02-01

    This study evaluated the influence of the Programmed Nutrition Beef Program and exogenous growth promotants (ExGP) on water holding capacity characteristics of enhanced beef strip loins. Sixty, frozen strip loins, arranged in a 2 × 2 factorial treatment arrangement with dietary program serving as the first factor and use of ExGP as the second factor, were thawed, injected with an enhancement solution, and stored for 7 days. Loins from ExGP cattle possessed the ability to bind more (P water before pumping and bind less (P water after pumping and storage. Loin pH across treatments was similar (P > 0.10) before injection, but increased post-injection and after storage (P 0.10). The Programmed Nutrition Beef Program and use of ExGPs minimally impacted water holding capacity of enhanced frozen/thawed beef strip loins.

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

    NARCIS (Netherlands)

    Keller, Kristopher; Dekimpe, Marnik; Geyskens, Inge

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

  12. Marketing mix effects on private labels brand equity

    OpenAIRE

    Abril, Carmen; Rodriguez-Cánovas, Belén

    2017-01-01

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

  13. Inhibition of Listeria monocytogenes by Lactobacillus bavaricus MN in beef systems at refrigeration temperatures.

    OpenAIRE

    Winkowski, K; Crandall, A D; Montville, T J

    1993-01-01

    The ability of Lactobacillus bavaricus, a meat isolate, to inhibit the growth of three Listeria monocytogenes strains was examined in three beef systems: beef cubes, beef cubes in gravy, and beef cubes in gravy containing glucose. The beef was minimally heat treated, inoculated with L. bavaricus at 10(5) or 10(3) CFU/g and L. monocytogenes at 10(2) CFU/g, vacuum sealed, and stored at 4 or 10 degrees C. The meat samples were monitored for microbial growth, pH, and bacteriocin production. The p...

  14. Storing meat products without refrigeration for several years

    International Nuclear Information System (INIS)

    1973-01-01

    Irradiation sterilization (radappertization) can be used successfully to store ham, bacon, pork, pork sausage, beef, corned beef, chicken, codfish cakes, and shrimp for long periods under non-refrigerated conditions. he technical feasibility of using ionizing radiations to preserve such highly perishable protein foods has been proven under the U.S. Army Radiation Preservation of Foods Programme, and technology is far enough advanced to carry this out. (author)

  15. CONSUMER DEMAND FOR AND ATTITUDES TOWARD ALTERNATIVE BEEF LABELING STRATEGIES IN FRANCE, GERMANY, AND THE UK

    OpenAIRE

    Roosen, Jutta; Lusk, Jayson L.; Fox, John A.

    2001-01-01

    A wide array of food safety scares and breakdowns have led to loss of consumer confidence in the quality and safety of beef products. To counteract such concerns, firms and regulators have the ability to utilize brands or labels to signal quality. Utilizing a mail survey in France, Germany, and the United Kingdom, we analyzed consumer preferences for alternative beef labeling strategies. Using an ordered probit model and a double bounded logit model, we estimate consumer preferences for alter...

  16. Brand the Pricing: Critical Critique

    OpenAIRE

    Alam Kazmi, Syed Hasnain

    2015-01-01

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

  17. Effect of price display on brand luxury perceptions

    OpenAIRE

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

    2014-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Bin Shen

    2014-01-01

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

  19. Does private-label production by national-brand manufacturers create discounter goodwill?

    NARCIS (Netherlands)

    Ter Braak, A.M.; Deleersnyder, B.; Geyskens, I.; Dekimpe, M.G.

    2013-01-01

    Discount stores have a private-label dominated assortment where national brands have only limited shelf access. These limited spots are in high demand by national-brand manufacturers. We examine whether private-label production by leading national-brand manufacturers for two important discounters

  20. Heat shock and thermotolerance of Escherichia coli O157:H7 in a model beef gravy system and ground beef.

    Science.gov (United States)

    Juneja, V K; Klein, P G; Marmer, B S

    1998-04-01

    Duplicate beef gravy or ground beef samples inoculated with a suspension of a four-strain cocktail of Escherichia coli O157:H7 were subjected to sublethal heating at 46 degrees C for 15-30 min, and then heated to a final internal temperature of 60 degrees C. Survivor curves were fitted using a linear model that incorporated a lag period (TL), and D-values and 'time to a 4D inactivation' (T4D) were calculated. Heat-shocking allowed the organism to survive longer than non-heat-shocked cells; the T4D values at 60 degrees C increased 1.56- and 1.50-fold in beef gravy and ground beef, respectively. In ground beef stored at 4 degrees C, thermotolerance was lost after storage for 14 h. However, heat-shocked cells appeared to maintain their thermotolerance for at least 24 h in ground beef held to 15 or 28 degrees C. A 25 min heat shock at 46 degrees C in beef gravy resulted in an increase in the levels of two proteins with apparent molecular masses of 60 and 69 kDa. These two proteins were shown to be immunologically related to GroEL and DnaK, respectively. Increased heat resistance due to heat shock must be considered while designing thermal processes to assure the microbiological safety of thermally processed foods.

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

    Directory of Open Access Journals (Sweden)

    Mohammad Reza Hamidizadeh

    2014-09-01

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

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

    Directory of Open Access Journals (Sweden)

    Shirkhodaie Maisam

    2016-03-01

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

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

    Directory of Open Access Journals (Sweden)

    Renko Sanda

    2012-01-01

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

  4. Chemical Composition and Storage Stability of Beef burger Steaks as Influenced by Cooking and Irradiation

    International Nuclear Information System (INIS)

    Tawfik, S.S.; El kabbani, H.M.; Sallam, M.H.; Attia, A.I.

    2007-01-01

    Meat industry in Egypt has a great economic potential, but till now it has not received adequate attention. Beef burgers were prepared (50 g, 1 cm thick steaks) and aerobically packaged into polyethylene pages then divided into control, cooking and gamma-irradiated (3 and 4 kGy) groups. Samples stored at (5±degree c) and periodically judged after 5, 10, 15, 20,25 and 30 days. The results showed that irradiation increased the shelf life of stored cooked beef burger, as compared to control samples. In addition, the dose of 3 kGy is considered the most adequate for irradiation of this meat product because it obtained the same results reflected by 4 kGy. The microbiological, chemical and sensorial testing for stored cooking and irradiated beef burger steaks were examined according an experimental design presented conditions that were adequate for human consumption of this product during the refrigeration storage periods. For the non-irradiated beef burger samples, bacterial contamination was the main limiting factor with respect to the shelf life, whereas for the irradiated beef burger samples this factor was lipid oxidation. Conclusion: The cooking before food irradiation may be of practical efficacy in enhancing the technical effectiveness and feasibility of irradiation of a variety of meat products. Recommendation: The necessity for a proper preservation method for marketing the processing beef burger steaks in each of its numerous retail markets should be established central irradiation units for processing and packing before distribution in these retail markets

  5. The brand architecture of grocery retailers

    DEFF Research Database (Denmark)

    Bech-Larsen, Tino; Esbjerg, Lars

    2009-01-01

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

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

    OpenAIRE

    Sabrina, Yana Anggi; Khoiriyah, Siti

    2011-01-01

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

  7. Development of a modified dry curing process for beef.

    Science.gov (United States)

    Hayes, J E; Kenny, T A; Ward, P; Kerry, J P

    2007-11-01

    The development of a dry curing process using physical treatments to promote the diffusion of the cure ingredients was studied. Vacuum pulsing with and without tumbling, continuous vacuum, and tumbling only treatments were compared with a conventional static dry cure control method on beef M. supraspinatus. Vacuum tumble and tumble only treatments gave highest core salt content after 7 days conditioning (3.3% and 3.1%, respectively). All test treatments resulted in higher colour uniformity and lower % cook loss in comparison to control (PCured beef slices were stored in modified atmosphere packs (MAP) (80%N(2):20%CO(2)) for up to 28 day at 4°C. Redness (a(∗), Pcured beef products with enhanced organoleptic quality and increased yields.

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

    OpenAIRE

    Aprilianty, Fitri; Nasution, Reza Ashari

    2017-01-01

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

  9. The Effect of Private Brands on Business Performance in Retail

    Directory of Open Access Journals (Sweden)

    Radojko LUKIĆ

    2011-06-01

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

  10. A factor analysis to find critical success factors in retail brand

    OpenAIRE

    Naser Azad; Seyed Foad Zarifi; Somayeh Hozouri

    2013-01-01

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

  11. Irradiated ground beef: sensory and quality changes during storage under various packaging conditions

    International Nuclear Information System (INIS)

    Murano, P.S.; Murano, E.A.; Olson, D.G.

    1998-01-01

    Ground beef patties (irradiated with 2 kGy and nonirradiated) were packaged using oxygen permeable (polyolefin) or oxygen impermeable material (polyethylene). Samples were irradiated in air and stored in air; irradiated under vacuum and stored under vacuum; or irradiated under vacuum and stored in air. Changes in flavor, texture, juiciness or aftertaste were evaluated after either 1 or 7 days storage at -25 degrees C prior to cooking. Irradiated 'Vac/Air' samples were more tender, irradiated 'Vac' samples were more moist, and irradiated 'Air' samples had the least aftertaste. A 3 log10 reduction in total aerobic counts was detected immediately after irradiation. No difference in lipid oxidation was found within the first week of storage, regardless of packaging atmosphere. Shelf life of ground beef patties was extended 55 days at 4 degrees C

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

    Science.gov (United States)

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

    2002-01-01

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

  13. The impact of different touchpoints on brand consideration

    OpenAIRE

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

    2015-01-01

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

  14. A factor analysis to find critical success factors in retail brand

    Directory of Open Access Journals (Sweden)

    Naser Azad

    2013-03-01

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

  15. Factors Influencing Demand for a Producer-Owned Beef Retail Outlet

    OpenAIRE

    Lusk, Jayson L.; Cevallos, Edgar

    2004-01-01

    As the farm-to-retail price spread continues to grow, come cattle producers a beginning to consider integrating into the retail sector. Such a venture would require large investments in capital with uncertain return. This study seeks to determine the potential success of a stand-alone retail outlet selling “all natural†beef in an affluent area of Jackson, MS. Using choice-based conjoint analysis, demand for the new retail outlet is modeled as a function of the beef price at the store, dis...

  16. Changes in Ultrastructure and Sensory Characteristics on Electro-magnetic and Air Blast Freezing of Beef during Frozen Storage

    Science.gov (United States)

    2015-01-01

    The ultrastructure in the beef muscle of the electro-magnetic resonance and air blast freezing during the frozen storage, and the changes in the quality characteristics after thawing were evaluated. The size of ice crystal was small and evenly formed in the initial freezing period, and it showed that the size was increased as the storage period was elapsed (pfreezing showed the size of ice crystal with a lower rate of increase than the air blast freezing during the frozen storage. The thawing loss of beef stored by the electro-magnetic resonance freezing was significantly lower than the air blast freezing during frozen storage (pfreezing was higher than the air blast on 8 month (pfreezing did not show the difference until 4 months, and it showed higher acceptability in comparison with the beef stored by the air blast freezing. Thus, it is considered that the freezing method has an effect on the change in the ultrastructure and quality characteristics of the beef. PMID:26761797

  17. National Beef Tenderness Survey-2010: Warner-Bratzler shear force values and sensory panel ratings for beef steaks from United States retail and food service establishments.

    Science.gov (United States)

    Guelker, M R; Haneklaus, A N; Brooks, J C; Carr, C C; Delmore, R J; Griffin, D B; Hale, D S; Harris, K B; Mafi, G G; Johnson, D D; Lorenzen, C L; Maddock, R J; Martin, J N; Miller, R K; Raines, C R; VanOverbeke, D L; Vedral, L L; Wasser, B E; Savell, J W

    2013-02-01

    The tenderness and palatability of retail and food service beef steaks from across the United States (12 cities for retail, 5 cities for food service) were evaluated using Warner-Bratzler shear (WBS) and consumer sensory panels. Subprimal postfabrication storage or aging times at retail establishments averaged 20.5 d with a range of 1 to 358 d, whereas postfabrication times at the food service level revealed an average time of 28.1 d with a range of 9 to 67 d. Approximately 64% of retail steaks were labeled with a packer/processor or store brand. For retail, top blade had among the lowest (P 0.05) in WBS values between moist-heat and dry-heat cookery methods for the top round and bottom round steaks or between enhanced (contained salt or phosphate solution) or nonenhanced steaks. Food service top loin and rib eye steaks had the lowest (P food service top loin steaks received among the greatest (P food service rib eye steaks received the greatest ratings (P food service steaks were greater (P Choice, and Low Choice groups. The WBS values and sensory ratings were comparable to the last survey, signifying that no recent or substantive changes in tenderness have occurred.

  18. Brand gender, brand personality and brand loyalty relationship

    OpenAIRE

    Gumus, Izzet

    2016-01-01

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

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

    Science.gov (United States)

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

    2012-11-01

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

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

    OpenAIRE

    Reyneke, Mignon

    2011-01-01

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

  1. Resolving the Innovation Diffusion Paradox in Mobile App Stores

    DEFF Research Database (Denmark)

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

    2017-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Naser Azad

    2013-10-01

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

  3. Effect of ageing time on consumer-perceived quality of Italian Simmental beef

    Directory of Open Access Journals (Sweden)

    Luisa Antonella Volpelli

    2010-01-01

    Full Text Available The aim of the experiment was to provide an objective indication on the optimal ageing time of meat from ItalianSimmental (IS young bulls, the most important commercial category of the breed. The research was carried out on 10young bulls slaughtered at the average weight of 688 kg (SE: 7.3 kg. The right side of each carcass was stored for 7days and the left one for further 7 days, at normal refrigeration temperatures. At the end of the ageing period, the sideswere sampled at the loin for meat pH, color, cooking loss and shear force measurement. A central location, affective testinvolving 74 consumers was carried out to measure the degree of liking for grilled beef aged 7 or 14 days.The pH and color parameters were not significantly affected by the duration of post-mortem storage, while cooking lossincreased (31.4 vs 32.6 %; Pincreased from 7 to 14 days. The degree of liking by the untrained respondents for the two types of cooked meat wasdifferent, considering that consumers gave the highest hedonistic scores to beef aged 14 days. Tenderness was the sensoryattribute that allowed the best discrimination between beef stored for periods of different length. In fact, while thedifference between 14-day-aged and 7-day-aged beef for flavour ratings (7.0 vs 6.9 did not reach the threshold of significance,the former meat was perceived as significantly finer than the latter regarding tenderness (6.5 vs 5.6; P= 0.01and marginally preferred in overall terms (6.9 vs 6.5; P= 0.07. The classification test, carried out at the end of the quantitativetest by asking consumers to select from a list the most appropriate attributes describing the stimuli associatedwith meat consumption, confirmed the effectiveness of texture attributes in ranking different-aged beef acceptability. Infact, the number of ticks reported for chewiness and juiciness descriptors were different for the two types of meat: the14-day-aged beef was perceived as easier to chew (57 vs 34 ticks

  4. « Retail Brand Equity: A PLS Approach

    OpenAIRE

    Magali Jara

    2009-01-01

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

  5. Comparison of the growth of Listeria monocytogenes in unirradiated and irradiated cook-chill roast beef and gravy at refrigeration temperatures

    International Nuclear Information System (INIS)

    Grant, I.R.; Nixon, C.R.; Patterson, M.F.

    1993-01-01

    Specific growth rates of two strains of Listeria monocytogenes in unirradiated and irradiated (2 kGy) roast beef and gravy stored at 5° and 10°C were found to be similar. However, exponential growth of L. monocytogenes after irradiation was preceded by an extended lag period of 6–9 d at 5°C and 3–4 d at 10°C, compared with lag periods of 1–2 d and <0.1 d in unirradiated beef and gravy stored similarly

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

    OpenAIRE

    Lee, Youjung

    2014-01-01

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

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

    OpenAIRE

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

    2014-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Andréa Pinto Correia dos Santos

    2009-03-01

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

  9. Irradiation of ground beef with the purpose of refrigerated storage

    International Nuclear Information System (INIS)

    Keskin, S.

    1977-01-01

    Ground beef packaged in polyethylene film was irradiated at different dose levels ranging from 0.25 to 1.0 Mrad and stored at 3+-1 0 C. Bacteriological and organoleptic evaluations were carried out immediately after irradiation and at weekly intervals thereafter. The red color of the meat was darker after irradiation and this darkening increased with radiation dose. This color change was limited to the surface of the samples. The results of the bacteriological and organoleptic examination indicate that irradiation at 0.25 Mrad permits refrigerated storage of ground beef for 3 weeks, 0,5 Mrad for 6 weeks. Coliforms were found only in non-irradiated samples [fr

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

    Directory of Open Access Journals (Sweden)

    Liezl-Marié Kruger

    2013-09-01

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

  11. Nation branding: what is being branded?

    OpenAIRE

    Fan, Y

    2006-01-01

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

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

    Science.gov (United States)

    Susanty, Aries; Tresnaningrum, Aprilia

    2018-02-01

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

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

    Directory of Open Access Journals (Sweden)

    Susanty Aries

    2018-01-01

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

  14. Raman spectroscopic differentiation of beef and horse meat using a 671 nm microsystem diode laser

    Science.gov (United States)

    Ebrahim, Halah Al; Sowoidnich, Kay; Kronfeldt, Heinz-Detlef

    2013-11-01

    A non-invasive Raman spectroscopic approach for meat species identification and quality detection was successfully demonstrated for the two closely related species beef and horse. Fresh beef and horse muscles were cut and ice-stored at 5 °C, and time-dependent Raman measurements were performed daily up to 12 days postmortem. Applying a 671 nm microsystem diode laser and a laser power of 50 mW, spectra were recorded with integration times of 1-4 s. A pronounced offset of the Raman spectra was observed between horse and beef, with high fluorescence background for horse compared to beef for all days of storage. Principal components analysis was applied for data evaluation revealing a clear distinction between beef and horse meat which can be attributed to differences in the myoglobin content of both species. Furthermore, separations according to aging and spoilage for the two species could be identified simultaneously. Therefore, Raman spectroscopy might be an efficient test method for meat species identification in combination with spoilage detection.

  15. 9 CFR 319.313 - Beef with gravy and gravy with beef.

    Science.gov (United States)

    2010-01-01

    ... 9 Animals and Animal Products 2 2010-01-01 2010-01-01 false Beef with gravy and gravy with beef. 319.313 Section 319.313 Animals and Animal Products FOOD SAFETY AND INSPECTION SERVICE, DEPARTMENT OF... Dehydrated Meat Food Products § 319.313 Beef with gravy and gravy with beef. “Beef with Gravy” and “Gravy...

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

    OpenAIRE

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

    2016-01-01

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

  17. SHELF-LIFE OF HALAL FRESH SLICED BEEF AND MINCED MEAT

    OpenAIRE

    F. Piras; S. Lamon; D. Casti; D. Meloni; G. Coppa; R. Mazzette

    2011-01-01

    Microbiological and chemical-physical characterization of Halal beef fresh and minced meat, vacuum-packaged and stored at +2°C and +8°C, were examined, at 0, 7, 14 and 21 days, to evaluate the shelf-life. Lactic Acid Bacteria and Coliforms were higher in samples stored at +8 °C, particularly in minced meat. Pseudomonas were the most prevalent flora in all the products, and the contamination level, above 4 log10 cfu/g, were reached at 7 days in all the samples and was maintained du...

  18. Enriching the ECSI model using brand strength in the retail setting

    Directory of Open Access Journals (Sweden)

    Paraskevi Sarantidou

    2017-10-01

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

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

    Directory of Open Access Journals (Sweden)

    Charlene Gerber

    2014-05-01

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

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

    OpenAIRE

    Silden, Sandra Emilie; Skeie, Malin Elida

    2015-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Sandra Maria Correia Loureiro

    2014-12-01

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

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

    Directory of Open Access Journals (Sweden)

    Yurchenko Karyna Yu.

    2018-03-01

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

  3. PRESERVING THE QUALITY AND PROLONGATION THE SHELF-LIFE OF BEEF PACKED UNDER VACUUM OR MODIFIED ATMOSPHERE USING TERNARY ANTIOXIDANT BLEND

    Directory of Open Access Journals (Sweden)

    Alexander Stoyanov Staykov

    2016-06-01

    Full Text Available Keeping the quality and prolongation the shelf-life of stored at 0  0.5ºC packed under vacuum or modified (80%О2/20%СО2 atmosphere beef m. semimembranosus sprayed with 0.02% solution, containing 10 g.l-1 dihydroquercetin from Siberian larch (Larix sibirica Ledeb, 5 g.l-1 rosemary (Rosmarinus officinalis extract and 1 g.l-1 L-ascorbic acid was studied. The experiments were carried out with five samples: control - air packaged; vacuum packaged; vacuum packaged and treated with 0.02% ternary antioxidant blend; packaged under modified atmosphere (80%O2/20%CO2; and packaged under rich in oxygen modified atmosphere, after spaying with 0.02% ternary antioxidant blend. Samples were stored 28 days (to 32 d post mortem at 0  0.5ºC. The pre-treatment of beef with ternary antioxidant blend preserve the sensory scores and colour properties of beef, and inhibited total microbial growth, and development of Brochothrix termosphacta and pathogens to the end of storage (28 d at 0  0.5ºC, was found. The pre-treatment of beef with ternary antioxidant blend was not main factors which can affect the pH and free amino nitrogen changes in fresh beef. The pre-treatment of beef with 0.02% ternary antioxidant blend may be successfully used for preserving the quality and prolonging the shelf-life of beef m. semimembranosus packed under modified (80%О2/20%СО2 atmosphere. The shelf-life can extend with 75% compared to air packed meat, and with 7 days against only vacuum- or modified atmosphere packed beef.

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

    Directory of Open Access Journals (Sweden)

    Victor-Alexandru BRICIU

    2013-07-01

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

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

    OpenAIRE

    Victor-Alexandru BRICIU

    2013-01-01

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

  6. Investigating the Customer Loyalty Model in the Chain Stores of Iran

    OpenAIRE

    Ali Sanayei; Alireza Haddadian; Amirhossein Bagherieh

    2015-01-01

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

  7. Microbiological and biochemical characteristics of ground beef as affected by gamma irradiation, food additives and edible coating film

    Energy Technology Data Exchange (ETDEWEB)

    Ouattara, B.; Giroux, M.; Yefsah, R.; Smoragiewicz, W.; Saucier, L.; Borsa, J.; Lacroix, M. E-mail: monique.lacroix@inrs-iaf.uquebec.ca

    2002-03-01

    The current interest in 'minimally processed foods' has attracted the attention for combination of mild treatments to improve food safety and shelf-life extension. The present study was conducted to evaluate the combined effect of gamma irradiation and incorporation of naturally occurring antimicrobial compounds on microbial and biochemistry characteristics of ground beef. Ground beef patties (23% fat ) were purchased from a local grocery store (IGA, Laval, Que., Canada) and divided into 3 separate treatment groups: (i) control (ground beef without additive), (ii) ground beef with 0.5% (w/w) ascorbic acid, and (iii) ground beef with 0.5% ascorbic acid and coated with a protein-based coating containing selected spices. Samples were irradiated at 0, 1, 2, and 3 kGy final dose at the CIC. Samples were stored at 4 deg. C and evaluated periodically for microbial growth, total thiobarbituric reactive substances (TBARS) and free sulfydryl content. At the end of the storage period, Enterobacteriaceae, Lactic acid bacteria, Pseudomonas and Brochothrix thermosphacta were enumerated. Regardless of the treatment group, irradiation significantly (p{<=}0.05) reduced the total aerobic plate counts (APC). Irradiation doses of 1, 2, and 3 kGy produced immediate reduction of 2, 3, and 4 log units of APCs, respectively. Also, shelf-life periods were higher for ground beef samples containing food additives. Lactic acid bacteria and Brochothrix thermosphacta were more resistant to irradiation than Enterobacteriaceae and Pseudomonas. Concentration of TBARS and free sulfydryl concentrations were stabilized during post-irradiation storage for samples containing ascorbic acid and coated with the protein-based coating containing spices.

  8. Microbiological and biochemical characteristics of ground beef as affected by gamma irradiation, food additives and edible coating film

    International Nuclear Information System (INIS)

    Ouattara, B.; Giroux, M.; Yefsah, R.; Smoragiewicz, W.; Saucier, L.; Borsa, J.; Lacroix, M.

    2002-01-01

    The current interest in 'minimally processed foods' has attracted the attention for combination of mild treatments to improve food safety and shelf-life extension. The present study was conducted to evaluate the combined effect of gamma irradiation and incorporation of naturally occurring antimicrobial compounds on microbial and biochemistry characteristics of ground beef. Ground beef patties (23% fat ) were purchased from a local grocery store (IGA, Laval, Que., Canada) and divided into 3 separate treatment groups: (i) control (ground beef without additive), (ii) ground beef with 0.5% (w/w) ascorbic acid, and (iii) ground beef with 0.5% ascorbic acid and coated with a protein-based coating containing selected spices. Samples were irradiated at 0, 1, 2, and 3 kGy final dose at the CIC. Samples were stored at 4 deg. C and evaluated periodically for microbial growth, total thiobarbituric reactive substances (TBARS) and free sulfydryl content. At the end of the storage period, Enterobacteriaceae, Lactic acid bacteria, Pseudomonas and Brochothrix thermosphacta were enumerated. Regardless of the treatment group, irradiation significantly (p≤0.05) reduced the total aerobic plate counts (APC). Irradiation doses of 1, 2, and 3 kGy produced immediate reduction of 2, 3, and 4 log units of APCs, respectively. Also, shelf-life periods were higher for ground beef samples containing food additives. Lactic acid bacteria and Brochothrix thermosphacta were more resistant to irradiation than Enterobacteriaceae and Pseudomonas. Concentration of TBARS and free sulfydryl concentrations were stabilized during post-irradiation storage for samples containing ascorbic acid and coated with the protein-based coating containing spices

  9. Regional Branding: Building Brand Value

    Directory of Open Access Journals (Sweden)

    Klára Margarisová

    2016-01-01

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

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

    OpenAIRE

    Charlene Gerber; Marlize Terblanche-Smit; Tracey Crommelin

    2014-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Shin Namju

    2014-01-01

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

  12. Building Brand Loyalty Through Increasing Brand Trust And Brand Affect

    Directory of Open Access Journals (Sweden)

    Nur Choirul Afif

    2015-08-01

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

  13. Decomposing the sales promotion bump with store data

    NARCIS (Netherlands)

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

    2004-01-01

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

  14. Molecular traceability of beef from synthetic Mexican bovine breeds.

    Science.gov (United States)

    Rodríguez-Ramírez, R; Arana, A; Alfonso, L; González-Córdova, A F; Torrescano, G; Guerrero Legarreta, I; Vallejo-Cordoba, B

    2011-10-06

    Traceability ensures a link between carcass, quarters or cuts of beef and the individual animal or the group of animals from which they are derived. Meat traceability is an essential tool for successful identification and recall of contaminated products from the market during a food crisis. Meat traceability is also extremely important for protection and value enhancement of good-quality brands. Molecular meat traceability would allow verification of conventional methods used for beef tracing in synthetic Mexican bovine breeds. We evaluated a set of 11 microsatellites for their ability to identify animals belonging to these synthetic breeds, Brangus and Charolais/Brahman (78 animals). Seven microsatellite markers allowed sample discrimination with a match probability, defined as the probability of finding two individuals sharing by chance the same genotypic profile, of 10(-8). The practical application of the marker set was evaluated by testing eight samples from carcasses and pieces of meat at the slaughterhouse and at the point of sale. The DNA profiles of the two samples obtained at these two different points in the production-commercialization chain always proved that they came from the same animal.

  15. Emerging markets for imported beef in China: Results from a consumer choice experiment in Beijing.

    Science.gov (United States)

    Ortega, David L; Hong, Soo Jeong; Wang, H Holly; Wu, Laping

    2016-11-01

    The purpose of this study is to explore emerging markets for imported beef in China by assessing Beijing consumer demand for quality attributes. This study utilizes data from an in-store choice experiment to evaluate consumer willingness-to-pay for select food quality attributes (food safety, animal welfare, Green Food and Organic certification) taking into account country-of-origin information. Our results show that Beijing consumers value food safety information the most, and are willing to pay more for Australian beef products than for US or domestic (Chinese) beef. We explore the various relationships between the quality attributes, find evidence of preference heterogeneity and discuss agribusiness and marketing implications of our findings. Copyright © 2016 Elsevier Ltd. All rights reserved.

  16. Are diets healthier when they contain branded foods?

    NARCIS (Netherlands)

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

    2014-01-01

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

  17. Internal Brand Management of Destination Brands

    DEFF Research Database (Denmark)

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

    2014-01-01

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

  18. Authentication of beef versus horse meat using 60 MHz 1H NMR spectroscopy.

    Science.gov (United States)

    Jakes, W; Gerdova, A; Defernez, M; Watson, A D; McCallum, C; Limer, E; Colquhoun, I J; Williamson, D C; Kemsley, E K

    2015-05-15

    This work reports a candidate screening protocol to distinguish beef from horse meat based upon comparison of triglyceride signatures obtained by 60 MHz (1)H NMR spectroscopy. Using a simple chloroform-based extraction, we obtained classic low-field triglyceride spectra from typically a 10 min acquisition time. Peak integration was sufficient to differentiate samples of fresh beef (76 extractions) and horse (62 extractions) using Naïve Bayes classification. Principal component analysis gave a two-dimensional "authentic" beef region (p=0.001) against which further spectra could be compared. This model was challenged using a subset of 23 freeze-thawed training samples. The outcomes indicated that storing samples by freezing does not adversely affect the analysis. Of a further collection of extractions from previously unseen samples, 90/91 beef spectra were classified as authentic, and 16/16 horse spectra as non-authentic. We conclude that 60 MHz (1)H NMR represents a feasible high-throughput approach for screening raw meat. Copyright © 2014 The Authors. Published by Elsevier Ltd.. All rights reserved.

  19. Where's the beef? Retail channel choice and beef preferences in Argentina.

    Science.gov (United States)

    Colella, Florencia; Ortega, David L

    2017-11-01

    Argentinean beef is recognized and demanded internationally. Locally, consumers are often unable to afford certified beef products, and may rely on external cues to determine beef quality. Uncovering demand for beef attributes and marketing them accordingly, may require an understanding of consumers' product purchasing strategies, which involves retailer choice. We develop a framework utilizing latent class analysis to identify consumer groups with different retailer preferences, and separately estimate their demand for beef product attributes. This framework accounts for the interrelationship between consumers' choice of retail outlets and beef product preferences. Our analysis of data from the city of Buenos Aires identifies two groups of consumers, a convenience- (67%) and a service- (33%) oriented group. We find significant differences in demand for beef attributes across these groups, and find that the service oriented group, while not willing to pay for credence attributes, relies on a service-providing retailer-namely a butcher-as a source of product quality assurance. Copyright © 2017. Published by Elsevier Ltd.

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

    OpenAIRE

    Depecik, Baris

    2016-01-01

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

  1. Brands and Brand Equity

    OpenAIRE

    Brunello Adrian

    2011-01-01

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

  2. BRAND NAMING: SOUND SYMBOLISM, BRAND PREFERENCE AND BRAND PERFORMANCE

    Directory of Open Access Journals (Sweden)

    Alina Catalina Duduciuc

    2015-01-01

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

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

    OpenAIRE

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

    2017-01-01

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

  4. A qualitative study of Southern U.S. consumers' top of the mind beliefs about the safety of local beef.

    Science.gov (United States)

    Telligman, Amy L; Worosz, Michelle R; Bratcher, Christy L

    2017-02-01

    Following the Reasoned Action Approach, the aim of this study was to explore consumers' top-of-mind food safety beliefs about local beef. Beef consumers recruited from farmers' markets (N = 101) and grocery stores (N = 174) across the state of Alabama participated in face-to-face intercept surveys. The survey included closed- and open-ended questions designed to elicit consumers' food safety beliefs about local beef. Results indicate that beef safety was not a top-of-mind concern for a majority of participants, however of the total number of participants familiar with the term "local beef" (n = 168, 61%), a majority (n = 105, 63%) associated local beef with improved food safety. Content analysis of verbatim text revealed that consumers believed local beef was safer because they possess greater knowledge about the product and less shipping was involved. Respondents also believe that locally processed meat is derived from small-scale operations which provided the assurance that local beef is more likely to meet U.S. regulatory standards and therefore be safer. Consumers believe they have more oversight of local beef due to both their relationships with supply chain actors and proximity which also provided food safety assurances. Copyright © 2016 Elsevier Ltd. All rights reserved.

  5. European beef consumers' interest in a beef eating-quality guarantee

    DEFF Research Database (Denmark)

    Verbeke, Wim; Van Wezemael, Lyn; de Barcellos, Marcia Dutra

    2010-01-01

    and Germany to assess their opinions about beef muscle profiling and their interest in a beef eating-quality guarantee. Findings indicate that both concepts are well accepted by European beef consumers, although not unconditional. Besides acknowledging the opportunity to purchase beef with guaranteed...... tenderness, consumers express some reserve related to the possible upgrading of lower value cuts, too much standardisation, and the fact that tenderness is to some extent subjective. They further require the system to be simple, sufficiently documented and independent-party controlled. The insights obtained...

  6. Development of chitosan-nanoparticle film based materials for controlled quality of minced beef during refrigerated storage

    Science.gov (United States)

    Erdawati

    2010-10-01

    Chitosan nanoparticles were prepared based on the ionic gelation of chitosan with tripolyphosphate anions. The physicochemical properties of the chitosan nanoparticles were determined by FTIR analysis, XRD pattern and TEM. The effects of chitosan nanoparticles treatment on the shelf-life extension of minced beef stored at 20±1° C were studied, including chemical and microbiological,. Results indicated that chitosan nanoparticle treatment reduced the total microbial load of fresh minced beef about 10-fold (from 3.2×104 CFU/g to 5.4×102 CFU/g) before storage and the microbial flora was different with that of raw samples. The wide-spectrum antibacterial property of chitosan against bacteria isolated from minced beef was confirmed, and chitosan concentration of 400 ppm was eventually determined for application in minced beef. Based on microbiological analysis, biochemical indices determination and sensory evaluation, shelf-lives of 2-3 days for control, 4-5 days for nanoparticle chitosan treatment samples, were observed, indicating that chitosan nanoparticle have a great potential for minced beef preservation.

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

    Science.gov (United States)

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

    2016-11-01

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

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

    OpenAIRE

    Lim, Yu Mi

    2013-01-01

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

  9. Brand Management

    DEFF Research Database (Denmark)

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

    2018-01-01

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

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

    OpenAIRE

    Adi Zakaria Afiff; Westi Noria Furi; Denyza Wahyuadi Mertoprawiro

    2014-01-01

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

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

    OpenAIRE

    Bartneck, Christoph; Bartneck, Hanna

    2017-01-01

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

  12. The antimicrobial effects of chopped garlic in ground beef and raw meatball (ciğ köfte).

    Science.gov (United States)

    Aydin, Ali; Bostan, Kamil; Erkan, Mehmet Emin; Bingöl, Bariş

    2007-03-01

    This study was carried out to investigate the antimicrobial effects of chopped garlic in ground beef and raw meatball (çig köfte), which is a traditional food product eaten raw. Fresh minced ground beef and raw meatball batter prepared with traditional methods were separated into groups. Chopped and crushed garlic was added to each batch in order to reach various concentrations from 0% to 10%. The ground beef samples were stored at refrigerator and ambient temperatures. The raw meatball samples were only stored at room temperature. All samples were analyzed in order to determine the microbial counts at the 2(nd), 6(th), 12(th), and 24(th) hours of storage. Garlic addition decreased the microbial growth in some ground beef samples kept either at room temperature or in the refrigerator. However, microbial growth increased in some ground beef samples kept in similar conditions. The difference was found in samples kept in the refrigerator for 24 hours in terms of total aerobic mesophilic bacteria and coliform bacteria when garlic used at 10%. The effects of garlic on the microbial growth of both coliforms and Staphylococcus/Micrococcus in the samples kept at room temperature were increased. The yeast and mold counts in ground beef samples kept in any condition were not affected by garlic addition. However, the addition of garlic to the raw meatball mix decreased the microbial count, in terms of total aerobic mesophilic bacteria and yeast and mold counts, when the garlic was added at 5% or 10% (P meatball caused a permanent decrease in yeast and mold count, unlike in ground beef. The results of this study indicate that the chopped garlic has a slowing-down effect on microbiological growth in ground meat depending on the garlic concentration, but this effect was not at an expected level even at the highest concentration, because potential antimicrobial agents in chopped garlic were probably insufficiently extracted.

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

    Directory of Open Access Journals (Sweden)

    Retno Dewanti

    2011-11-01

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

  14. Understanding Consumers' In-store Visual Perception

    DEFF Research Database (Denmark)

    Clement, Jesper; Kristensen, Tore; Grønhaug, Kjell

    2013-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Sem Christina Hawila Sibagariang

    2010-09-01

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

  16. Authentication of beef versus horse meat using 60 MHz 1H NMR spectroscopy

    Science.gov (United States)

    Jakes, W.; Gerdova, A.; Defernez, M.; Watson, A.D.; McCallum, C.; Limer, E.; Colquhoun, I.J.; Williamson, D.C.; Kemsley, E.K.

    2015-01-01

    This work reports a candidate screening protocol to distinguish beef from horse meat based upon comparison of triglyceride signatures obtained by 60 MHz 1H NMR spectroscopy. Using a simple chloroform-based extraction, we obtained classic low-field triglyceride spectra from typically a 10 min acquisition time. Peak integration was sufficient to differentiate samples of fresh beef (76 extractions) and horse (62 extractions) using Naïve Bayes classification. Principal component analysis gave a two-dimensional “authentic” beef region (p = 0.001) against which further spectra could be compared. This model was challenged using a subset of 23 freeze–thawed training samples. The outcomes indicated that storing samples by freezing does not adversely affect the analysis. Of a further collection of extractions from previously unseen samples, 90/91 beef spectra were classified as authentic, and 16/16 horse spectra as non-authentic. We conclude that 60 MHz 1H NMR represents a feasible high-throughput approach for screening raw meat. PMID:25577043

  17. Brand Resonance Behavior among Online Brand Community

    OpenAIRE

    Shaari, Hasnizam; Ahmad, Intan Shafinaz

    2017-01-01

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

  18. Brands som ideologiske parasitter

    DEFF Research Database (Denmark)

    Hermansen, Judy

    2009-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Yusuf BİLGİN

    2018-04-01

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

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

    Directory of Open Access Journals (Sweden)

    Adi Zakaria Afiff

    2014-05-01

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

  1. Review: The variability of the eating quality of beef can be reduced by predicting consumer satisfaction.

    Science.gov (United States)

    Bonny, S P F; Hocquette, J-F; Pethick, D W; Legrand, I; Wierzbicki, J; Allen, P; Farmer, L J; Polkinghorne, R J; Gardner, G E

    2018-04-02

    The Meat Standards Australia (MSA) grading scheme has the ability to predict beef eating quality for each 'cut×cooking method combination' from animal and carcass traits such as sex, age, breed, marbling, hot carcass weight and fatness, ageing time, etc. Following MSA testing protocols, a total of 22 different muscles, cooked by four different cooking methods and to three different degrees of doneness, were tasted by over 19 000 consumers from Northern Ireland, Poland, Ireland, France and Australia. Consumers scored the sensory characteristics (tenderness, flavor liking, juiciness and overall liking) and then allocated samples to one of four quality grades: unsatisfactory, good-every-day, better-than-every-day and premium. We observed that 26% of the beef was unsatisfactory. As previously reported, 68% of samples were allocated to the correct quality grades using the MSA grading scheme. Furthermore, only 7% of the beef unsatisfactory to consumers was misclassified as acceptable. Overall, we concluded that an MSA-like grading scheme could be used to predict beef eating quality and hence underpin commercial brands or labels in a number of European countries, and possibly the whole of Europe. In addition, such an eating quality guarantee system may allow the implementation of an MSA genetic index to improve eating quality through genetics as well as through management. Finally, such an eating quality guarantee system is likely to generate economic benefits to be shared along the beef supply chain from farmers to retailors, as consumers are willing to pay more for a better quality product.

  2. Antioxidative activity of carnosine in gamma irradiated ground beef and beef patties

    International Nuclear Information System (INIS)

    Badr, H.M.

    2005-01-01

    The activity of carnosine as a natural antioxidant in gamma irradiated ground beef and beef patties was studied. Samples of ground beef, in absence and presence of 0.5% or 1.0% carnosine, as well as raw and cooked beef patties prepared with 1.5% salt (NaCl), in absence and presence of 0.5% or 1.0% carnosine, were gamma irradiated at doses of 2 and 4 KGy. Then, the extent of oxidation in irradiated and non-irradiated samples of ground beef and raw beef patties was determined during refrigerated (4± 1 degree C) and frozen (-18 degree C) storage, while was determined for cooked beef patties during refrigerated storage only. Moreover, the determination of metmyoglobin (MetMb) accumulation and sensory evaluation for the visual colour were carried out for samples of ground beef and raw patties. The results indicated that salt or salt and cooking can accelerate the oxidative processes and significantly increased the peroxide value (PV) and thiobarbituric acid reactive substances (TBARS) in the prepared non-irradiated samples. However, salt slowed down the accumulation of MetMb in raw patties. Irradiation treatments and storage in absence of carnosine significantly increased with higher rates the PV and TBARS in salted or salted and cooked beef samples. Moreover, irradiation and storage significantly increased the formation of MetMb in ground beef and raw patties in absence of carnosine. Addition of carnosine significantly reduced the oxidative processes and MetMb formation (proportionally to the used concentration) in samples post irradiation and during storage. Furthermore, carnosine exerted significant efficacy in maintaining an acceptable visual red colour post irradiation and during storage of ground beef and raw patties. These results demonstrate that carnosine can be successfully used as a natural antioxidant to increase the oxidative stability in gamma irradiated raw and cooked meat products

  3. Effect of Novel Quick Freezing Techniques Combined with Different Thawing Processes on Beef Quality

    Science.gov (United States)

    Yoo, Seon-Mi; Han, Gui-Jung

    2014-01-01

    This study investigated the effect of various freezing and thawing techniques on the quality of beef. Meat samples were frozen using natural convection freezing (NF), individual quick freezing (IQF), or cryogenic freezing (CF) techniques, followed by natural convection thawing (NCT) or running water thawing (RT). The meat was frozen until the core temperature reached -12℃ and then stored at -24℃, followed by thawing until the temperature reached 5℃. Quality parameters, such as the pH, water binding properties, CIE color, shear force, and microstructure of the beef were elucidated. Although the freezing and thawing combinations did not cause remarkable changes in the quality parameters, rapid freezing, in the order of CF, IQF, and NF, was found to minimize the quality deterioration. In the case of thawing methods, NCT was better than RT and the meat quality was influence on the thawing temperature rather than the thawing rate. Although the microstructure of the frozen beef exhibited an excessive loss of integrity after the freezing and thawing, it did not cause any remarkable change in the beef quality. Taken together, these results demonstrate that CF and NCT form the best combination for beef processing; however, IQF and NCT may have practical applications in the frozen food industry. PMID:26761674

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

    OpenAIRE

    Başer, İ.; Cintamür, İ.; Arslan, F.

    2016-01-01

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

  5. Brand management of selected brand

    OpenAIRE

    Honzíková, Dana

    2010-01-01

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

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

    OpenAIRE

    Petermans, Ann; Van Cleempoel, Koenraad

    2010-01-01

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

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

    OpenAIRE

    Skalická, Martina

    2009-01-01

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

  8. Brand awareness and buying intention in the online environment

    Directory of Open Access Journals (Sweden)

    Filipović Jelena

    2015-01-01

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

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

    OpenAIRE

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

    2014-01-01

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

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

    OpenAIRE

    Yusuf BİLGİN

    2018-01-01

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

  11. Beef healthiness and nutritional enhancement in beef as perceived by European consumers

    DEFF Research Database (Denmark)

    de Barcellos, Marcia Dutra; Kügler, Jens Oliver; van Wezemael, Lynn

    Introduction: A trend towards a higher awareness of health with respect to food intake has been noticed during the last years. This makes the concept of health in relation to beef production and consumption a highly relevant research topic. Objective: To investigate beef healthiness and nutritional...... discussions were based on a common topic guide, translated into each language. The guide consisted of several sections, including one designed to elicit information on their opinions about beef healthiness and nutritional enhancement of beef. Results: Consumers associated health with wellbeing, an absence...... of disease and a good quality of life. Healthy beef was associated with a certain bias towards a "romantic view", a concept of the traditional encompassing grass-fed beef, raised outdoors with natural food. A healthy cut of meat was expected to be natural and without additives and hormones that could affect...

  12. CHARACTERISTICS BRANDING & BRAND MANAGEMENT IN THE FASHION INDUSTRY

    Directory of Open Access Journals (Sweden)

    UROŠEVIĆ Snežana

    2014-05-01

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

  13. Antibacterial effect of lactoferricin B on Escherichia coli O157:H7 in ground beef.

    Science.gov (United States)

    Venkitanarayanan, K S; Zhao, T; Doyle, M P

    1999-07-01

    The antibacterial activity of lactoferricin B on enterohemorrhagic Escherichia coli O157:H7 in 1% peptone medium and ground beef was studied at 4 and 10 degrees C. In 1% peptone medium, 50 and 100 microg of lactoferricin B per ml reduced E. coli O157:H7 populations by approximately 0.7 and 2.0 log CFU/ml, respectively. Studies comparing the antibacterial effect of lactoferricin B on E. coli O157:H7 in 1% peptone at pH 5.5 and 7.2 did not reveal any significant difference (P > 0.5) at the two pH values. Lactoferricin B (100 microg/g) reduced E. coli O157:H7 population in ground beef by about 0.8 log CFU/g (P 0.5) was observed in the total plate count between treatment and control ground beef samples stored at 4 and 10 degrees C. The antibacterial effect of lactoferricin B on E. coli O157:H7 observed in this study is not of sufficient magnitude to merit its use in ground beef for controlling the pathogen.

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

    OpenAIRE

    Wiedemann, Katharina

    2006-01-01

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

  15. Beef lovers

    DEFF Research Database (Denmark)

    de Barcellos, Marcia Dutra; Pedrozo, Eugenio A.; van der Lans, Ivo A.

    2009-01-01

    In this chapter we will explore beef consumption behaviour from a cross-cultural perspective. Data collected in Brazil, Australia and the Netherlands supports the main objectives of identifying consumers' anticipated emotions, degree of involvement, attitudes and main concerns towards beef...

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

    OpenAIRE

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

    2012-01-01

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

  17. Survey of transportation procedures, management practices, and health assessment related to quality, quantity, and value for market beef and dairy cows and bulls.

    Science.gov (United States)

    Nicholson, J D W; Nicholson, K L; Frenzel, L L; Maddock, R J; Delmore, R J; Lawrence, T E; Henning, W R; Pringle, T D; Johnson, D D; Paschal, J C; Gill, R J; Cleere, J J; Carpenter, B B; Machen, R V; Banta, J P; Hale, D S; Griffin, D B; Savell, J W

    2013-10-01

    This survey consisted of data collected from 23 beef harvest plants to document transportation procedures, management practices, and health assessments of market beef and dairy cows and bulls (about n ≅ 7,000 animals). Gooseneck/bumper-pulled trailers were used more often to transport dairy cattle than beef cattle to market whereas tractor-trailers were used more often to transport beef cattle than dairy cattle. All loads (n = 103) met the American Meat Institute Foundation guidelines for spacing. Loads where more than 3% of the cattle slipped during unloading were observed in 27.3% of beef loads and 29.0% of the dairy loads. Beef loads had numerically greater usage of electrical prods (32.4%) versus dairy loads (15.4%) during unloading and were more likely to have a variety of driving aids used more aggressively on them. Fewer cattle had horns, brands, and mud/manure contamination on hides than in the previous survey in 1999. The predominant hide color for beef cows was black (44.2%) whereas the predominant color for dairy cows was the Holstein pattern (92.9%). Fewer cattle displayed evidence of bovine ocular neoplasia (2.9%) than in previous surveys in 1994 (8.5%) and 1999 (4.3%). Knots on live cattle were found less in the round (0.5%) and more in the shoulder region (4.6%) than in 1999 (1.4% and 0.4%, respectively). Dairy cows were more frequently lame in 2007 (48.7%) than 1999 (39.2%) whereas beef cows had numerically less lameness (16.3% vs. 26.6%, respectively). Most beef cows (62.3%) and dairy cows (68.9%) received midpoint body condition scores (3, 4, and 5 for beef; 2 and 3 for dairy). Beef cows had higher numerical percentages of no defects present (72.0%) versus dairy cows (63.0%) when evaluated for a variety of reproductive, health, or management conditions. Continued improvements in several key factors related to transportation, management, and health were observed in this survey, which could result in increased value in market beef and dairy cows

  18. SHELF-LIFE OF HALAL FRESH SLICED BEEF AND MINCED MEAT

    Directory of Open Access Journals (Sweden)

    F. Piras

    2011-08-01

    Full Text Available Microbiological and chemical-physical characterization of Halal beef fresh and minced meat, vacuum-packaged and stored at +2°C and +8°C, were examined, at 0, 7, 14 and 21 days, to evaluate the shelf-life. Lactic Acid Bacteria and Coliforms were higher in samples stored at +8 °C, particularly in minced meat. Pseudomonas were the most prevalent flora in all the products, and the contamination level, above 4 log10 cfu/g, were reached at 7 days in all the samples and was maintained during the study. The shelf-life can be extended reducing the storage temperature (< +2°C, and improving the packaging conditions.

  19. Brand Placement and Consumer Choice: An in-Store Experiment

    Science.gov (United States)

    Sigurdsson, Valdimar; Saevarsson, Hugi; Foxall, Gordon

    2009-01-01

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

  20. BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

    Directory of Open Access Journals (Sweden)

    Muhammad Kashif

    2015-06-01

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

  1. Brand Suicide? Memory and Liking of Negative Brand Names.

    Science.gov (United States)

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

    2016-01-01

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

  2. Brand Suicide? Memory and Liking of Negative Brand Names

    Science.gov (United States)

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

    2016-01-01

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

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

    OpenAIRE

    Shin Namju; Kim Haelee; Lim Sunah; Kim Changsoo

    2014-01-01

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

  4. Study of Brand Awareness and BrandImage of Starbucks

    OpenAIRE

    Rizwan, Muhammad; xian, Qin

    2008-01-01

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

  5. internal branding

    OpenAIRE

    Rai, Anu; Omanga, Josphat

    2014-01-01

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

  6. Internal branding

    OpenAIRE

    Rijal, Ramesh; Dhakal, Rajendra

    2015-01-01

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

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

    Science.gov (United States)

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

    2001-01-06

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

  8. Decisive Visual Saliency and Consumers' In-store Decisions

    DEFF Research Database (Denmark)

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

    2015-01-01

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

  9. Untangling the brand name from the branded entity

    OpenAIRE

    Round, Griff; Roper, Stuart

    2015-01-01

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

  10. Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

    Directory of Open Access Journals (Sweden)

    Sri Vandayuli Riorini

    2015-04-01

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

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

    OpenAIRE

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

    2011-01-01

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

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

    Science.gov (United States)

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

    2017-11-01

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

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

    Directory of Open Access Journals (Sweden)

    Hashed Ahmad Mabkhot

    2016-01-01

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

  14. Effect of wine-based marinades on the behavior of Salmonella Typhimurium and background flora in beef fillets.

    Science.gov (United States)

    Nisiotou, A; Chorianopoulos, N G; Gounadaki, A; Panagou, E Z; Nychas, G-J E

    2013-06-17

    The aim of this study was to evaluate the wine-based marinades to control the survival of acid-adapted and non-adapted Salmonella Typhimurium and background flora of fresh beef stored aerobically or under modified atmosphere. Beef slices were inoculated with a 3-strain cocktail of acid-adapted or non-adapted Salmonella Typhimurium strains DT 193, 4/74 and DSM 554 and marinated by immersion in wine (W) or wine supplemented with 0.3% thyme essential oil (WEO), for 12h at 4°C. Marinated slices were then stored under air or modified atmosphere conditions at 5°C. S. Typhimurium and background flora were followed for a 19-day period of storage. S. Typhimurium individual strains were monitored by pulsed field gel electrophoresis. Marination with wine significantly (Pwine marinade. The epidemic multi-drug resistant DT 193, the 4/74 and DSM 554 strains survived marination (for both W and WEO) and were detected at about similar proportions as revealed by PFGE results. Present results indicate that wine-based marinades are efficient, from a safety and shelf life stand point, in reducing pathogen's levels as well as the background beef flora. Copyright © 2013 Elsevier B.V. All rights reserved.

  15. Internal Branding and Employee Brand Consistent Behaviours

    DEFF Research Database (Denmark)

    Mazzei, Alessandra; Ravazzani, Silvia

    2017-01-01

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

  16. Environmental sustainability of beef

    Science.gov (United States)

    A national assessment of the sustainability of beef is being conducted in collaboration with the National Cattlemen’s Beef Association through the support of the Beef Checkoff. This includes surveys and visits to cattle operations throughout the U.S. to gather production information. With this infor...

  17. ALIGNING THE BRAND IDENTITY AND BRAND IMAGE AFTER REBRANDING

    Directory of Open Access Journals (Sweden)

    Cătălin Mihail BARBU

    2016-11-01

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

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

    OpenAIRE

    Punjaisri, K; Evanschitzky, H; Wilson, A

    2008-01-01

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

  19. To brand or not to brand

    DEFF Research Database (Denmark)

    Andersen, Lone Schreiber; Brunsø, Karen

    2002-01-01

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

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

    OpenAIRE

    Hashed Ahmad Mabkhot; Salniza Md. Salleh; Hasnizam Shaari

    2016-01-01

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

  1. Branding

    DEFF Research Database (Denmark)

    Hansen, Heidi

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

  2. Intended Brand Associations

    DEFF Research Database (Denmark)

    Koll, Oliver; von Wallpach, Sylvia

    2014-01-01

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

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

    OpenAIRE

    Veeva Mathew; Sam Thomas; Joseph I Injodey

    2012-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Rahmania Asmoningsih

    2016-08-01

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

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

    Science.gov (United States)

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

    2014-04-01

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

  6. Building Brand Power

    Science.gov (United States)

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

    2017-05-01

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

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

    NARCIS (Netherlands)

    B.E. Depecik (Baris)

    2016-01-01

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

  8. Advocacy participation and brand loyalty in virtual brand communtity

    OpenAIRE

    Munnukka, Juha; Uusitalo, Outi; Jokinen, Elisa

    2014-01-01

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

  9. HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE

    Directory of Open Access Journals (Sweden)

    M. Țichindelean

    2015-06-01

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

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

    OpenAIRE

    Mekel, Peggy Adeline; Lolowang, Anggreiny C.

    2014-01-01

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

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

    OpenAIRE

    Pallant, Jason

    2017-01-01

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

  12. Strategic brand management: Archetypes for managing brands through paradoxes

    OpenAIRE

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

    2015-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Ziva Kolbl

    2015-06-01

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

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

    Directory of Open Access Journals (Sweden)

    Elia Ardyan

    2016-03-01

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

  15. Creating the living brand.

    Science.gov (United States)

    Bendapudi, Neeli; Bendapudi, Venkat

    2005-05-01

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

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

    Directory of Open Access Journals (Sweden)

    Sri Vandayuli Riorini

    2016-06-01

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

  17. Knowledge metrics of Brand Equity; critical measure of Brand Attachment

    OpenAIRE

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

    2011-01-01

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

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

    OpenAIRE

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

    2017-01-01

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

  19. Brand Management

    OpenAIRE

    Polách, Petr

    2012-01-01

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

  20. Escherichia coli O157:H7 outbreak associated with consumption of ground beef, June-July 2002.

    Science.gov (United States)

    Vogt, Richard L; Dippold, Laura

    2005-01-01

    A case-control and environmental study tested the hypothesis that purchasing and eating ground beef from a specific source was the cause of a cluster of cases of hemolytic uremic syndrome (HUS) and Escherichia coli (E. coli) O157:H7 gastroenteritis. A case-control study comparing risk factors was conducted over the telephone on nine case-patients with 23 selected controls. An environmental investigation was conducted that consisted of reviewing beef handling practices at a specific local supermarket and obtaining ground beef samples from the store and two households with case-patients. The analysis of the case-control study showed that eight case-patients (89%) purchased ground beef at Grocery Chain A compared with four controls who did not develop illness (17%) (matched odds ratio=undefined; 95% confidence interval 2.8, infinity; p=0.006). The environmental investigation showed that Grocery Chain A received meat from Meatpacker A. Laboratory analysis of meat samples from Meatpacker A and Grocery Chain A and stool samples from some patients recovered an identical strain of E. coli O157:H7 according to pulse-field gel electrophoresis. Both the case-control and environmental studies showed that purchasing ground beef at Grocery Chain A, which received ground beef from Meatpacker A, was the major risk factor for illness in eight case-patients; the ninth case-patient was found to be unrelated to the outbreak. Furthermore, meat from Meatpacker A was associated with a nationwide outbreak of E. coli O157:H7 illness that resulted in the second largest recall of beef in U.S. history at the time.

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

    NARCIS (Netherlands)

    Torres, Anna; Bijmolt, Tarnmo H. A.

    2009-01-01

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

  2. Co-branding : A brand partnership and a new product

    NARCIS (Netherlands)

    Bouten, L.M.

    2010-01-01

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

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

    OpenAIRE

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

    2009-01-01

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

  4. Tingkat Brand Awareness Masyarakat Surabaya terhadap Brand Baru Restoran The Consulate

    OpenAIRE

    Malinda, Melodi

    2017-01-01

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

  5. The impact of social identity of brand on brand loyalty development

    Directory of Open Access Journals (Sweden)

    Alireza Bakhshizadeh

    2012-08-01

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

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

    OpenAIRE

    Rezkiawaty, Sitti Utami

    2011-01-01

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

  7. Analysis of Interbrand, BrandZ and BAV brand valuation methodologies

    Directory of Open Access Journals (Sweden)

    Krstić Bojan

    2011-01-01

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

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

    OpenAIRE

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

    2017-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Shieh Hwai-Shuh

    2017-04-01

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

  10. City Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Stigel, Jørgen

    2006-01-01

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

  11. Brand Image Theoretical Aspects

    OpenAIRE

    Išoraitė, Maria

    2018-01-01

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

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

    OpenAIRE

    Arthana, Rony; -, Noermijati; Susilowati, Christin

    2016-01-01

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

  13. Pengaruh Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Sepatu Converse

    OpenAIRE

    Adiwidjaja, Adrian Junio

    2017-01-01

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

  14. Detection of premature browning in ground beef with an integrated optical-fibre based sensor using reflection spectroscopy and fibre Bragg grating technology

    International Nuclear Information System (INIS)

    O'Farrell, M; Sheridan, C; Lewis, E

    2007-01-01

    This paper reports on an optical fibre based sensor system to detect the occurrence of premature browning in ground beef. Premature browning (PMB) occurs when, at a temperature below the pasteurisation temperature of 71 deg. C, there are no traces of pink meat left in the patty. PMB is more frequent if poorer quality beef or beef that has been stored under imperfect conditions. The experimental work pertaining to this paper involved cooking fresh meat and meat that has been stored in a freezer for, 1 week, 1 month and 3 months and recording the reflected spectra and temperature at the core of the product, during the cooking process, in order to develop a classifier based on the spectral response and using a Self-Organising Map (SOM) to classify the patties into one of four categories, based on their colour. Further tests were also carried out on developing an all-optical fibre sensor for measuring both the temperature and colour in a single integrated probe. The integrated probe contains two different sensor concepts, one to monitor temperature, based on Fibre Bragg Grating (FBG) technology and a second for meat quality, based on reflection spectroscopy in the visible wavelength range

  15. BRAND - PRODUCT INTERDEPENDENCE

    Directory of Open Access Journals (Sweden)

    Tudor NISTORESCU

    2014-06-01

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

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

    OpenAIRE

    Prihandoko, Danang

    2016-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Riley Debra

    2015-12-01

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

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

    Science.gov (United States)

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

    2016-09-01

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

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

    Directory of Open Access Journals (Sweden)

    José Coelho de Andrade Albino

    2009-03-01

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

  20. Influence of PA6 nanocomposite films on the stability of vacuum-aged beef loins during storage in modified atmospheres.

    Science.gov (United States)

    Picouet, P A; Fernandez, A; Realini, C E; Lloret, E

    2014-01-01

    A masterbatch of polyamide 6 (PA6) containing dispersed nanoclays, was used to fabricate a novel multilayer film for vacuum packed meat. Performance of the nanocomposite was compared to a control PA6 multilayer and a high barrier commercial film. Addition of nanoclays improved oxygen barrier properties, UV-blocking capability and stiffness. Beef loins were vacuum-aged using the three films for 0 7, 14 and 21 days at 2°C. After each ageing time, beef steaks were packaged in commercial trays and high oxygen atmosphere and stored at 4°C for 9 days. Beef quality parameters and gas content were studied during display time in MAP (1, 3, 6 and 9 d). Beef quality parameters were not influenced by the packaging materials used during ageing and the performance of nanocomposites was comparable to high barrier films. Ageing had a positive impact on the stabilization of redness up to day 6 in MAP. Thereafter, oxymyoglobin content and oxidation levels were negatively influenced by ageing. © 2013.

  1. Beef, Real Food for Real People: An Industrial Analysis of the Beef Industry

    Science.gov (United States)

    1992-04-01

    poultry . In 1989 Amrericans spent an average of $3.89 per person per week on beef products. Consumer bought $21 billion in beef products in 1989; they...or decreases in price. If the price of beef gets to high, consumers will switch their purchase to another red meat, poultry or seafood. TECHNOLOGY...The beginning of organized labor in meatpacking occurred with the -- •formation of the Amalgamated Meat Cutters and Butcher Workman of North America

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

    African Journals Online (AJOL)

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

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

    Science.gov (United States)

    Friedman, Mike; Leclercq, Thomas

    2015-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Mike Friedman

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

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

    OpenAIRE

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

    2016-01-01

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

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

    OpenAIRE

    Nusa Petek; Maja Konecnik Ruzzier

    2013-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Rares MOCANU

    2014-02-01

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

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

    Directory of Open Access Journals (Sweden)

    Thomas Farkas

    2014-11-01

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

  9. Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

    OpenAIRE

    Sri Vandayuli Riorini; Christine Catur Widayati

    2015-01-01

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

  10. The impact of brand communication on brand equity through Facebook

    OpenAIRE

    Schivinski, B; Dabrowski, D

    2015-01-01

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

  11. Corporate strategic branding: How country and corporate brands come together

    Directory of Open Access Journals (Sweden)

    Đorđević Bojan

    2008-01-01

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

  12. The effects of service brand dimensions on brand loyalty

    DEFF Research Database (Denmark)

    Krystallis Krontalis, Athanasios; Chrysochou, Polymeros

    2014-01-01

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

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

    OpenAIRE

    Muhammad,

    2014-01-01

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

  14. Rapid monitoring of the spoilage of minced beef stored under conventionally and active packaging conditions using Fourier transform infrared spectroscopy in tandem with chemometrics.

    Science.gov (United States)

    Ammor, Mohammed Salim; Argyri, Anthoula; Nychas, George-John E

    2009-03-01

    Fourier transform infrared (FTIR) spectroscopy was exploited to measure biochemical changes within fresh minced beef in an attempt to rapidly monitor beef spoilage. Minced beef packaged either aerobically, under modified atmosphere and using an active packaging were held from freshness to spoilage at 0, 5, 10, and 15°C. Frequent FTIR measurements were collected directly from the sample surface using attenuated total reflectance, in parallel the total viable counts of bacteria, the sensory quality and the pH were also determined. Principal components analysis allowed illuminating the wavenumbers potentially correlated with the spoilage process. Qualitative interpretation of spectral data was carried out using discriminant factorial analysis and used to corroborate sensory data and to accurately determine samples freshness and packaging. Partial least-squares regressions permitted estimates of bacterial loads and pH values from the spectral data with a fit of R(2)=0.80 for total viable counts and fit of R(2)=0.92 for the pH. Obtained results demonstrated that a FTIR spectrum may be considered as a metabolic fingerprint and that the method in tandem with chemometrics represents a powerful, rapid, economical and non-invasive method for monitoring minced beef freshness regardless the storage conditions (e.g. packaging and temperature).

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

    Science.gov (United States)

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

    2015-01-01

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

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

    OpenAIRE

    Isotalo, Anni; Watanen, Samu

    2015-01-01

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

  17. Consumer perception of Brazilian traced beef

    Directory of Open Access Journals (Sweden)

    Júlio Otávio Jardim Barcellos

    2012-03-01

    Full Text Available The objective of this study was to determine consumers understanding of beef traceability, identifying how consumers value this meat and traceability elements to be presented on retail shelves. The method used in this study was a survey through the internet applying the Sphinx software. The sample consisted of 417 consumers, mostly living in Porto Alegre, Brazil. Consumers are aware of certified beef, consider it important, but this is not a demand. As to traced beef, most consumers (62.4% are in favor of mandatory traceability of beef cattle in Brazil, but 86.6% disagree with the destination of traced beef only to the foreign market. The majority of people are willing to pay more for traced beef and consider traceability a market opportunity, used as a differentiating tool.

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

    Science.gov (United States)

    Puente-Díaz, Rogelio; Cavazos-Arroyo, Judith

    2017-06-01

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

  19. SUPPLY CHAIN MANAGEMENT OF IMPORTED FROZEN BEEF: AN ALTERNATIVE TO INTEGRATE WITH LOCAL BEEF SUPPLY CHAIN MANAGEMENT

    Directory of Open Access Journals (Sweden)

    Sani R.

    2017-12-01

    Full Text Available The purpose of this study is to describe the supply chain management of imported frozen beef from Australia to Indonesia; to analyze where the strengths, weaknesses, opportunities, and threats for the frozen meat distributor, and what strategy should be chosen; and to analyze alternatives of cooperation between imported frozen beef distribution with local beef distribution chain. The research approach is qualitative, and the research strategy is a case study. This research was conducted in Jakarta, data collecting technique by interview method and literature study. Data analysis techniques use supply chain management (SCM and strengths, weaknesses, opportunities, and threats (SWOT analysis. The results show that the distribution chain management of imported frozen beef needs to tripartite cooperation with government and local beef distributors to conduct joint marketing of imported frozen beef and cooler procurement to the point of retailers in traditional markets; expanding the market share of imported frozen beef to industrial segments (hotels, restaurant, catering company; and meat processing factories; and cooperate with imported beef suppliers to overcome the problem of taste flavor and lack of weight of imported frozen meat, and clarify halal certification.

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

    Directory of Open Access Journals (Sweden)

    Danang Prihandoko

    2016-09-01

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

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

    Science.gov (United States)

    Friedman, Mike; Leclercq, Thomas

    2015-01-01

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

  2. Corporate strategic branding: How country and corporate brands come together

    OpenAIRE

    Đorđević Bojan

    2008-01-01

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

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

    Science.gov (United States)

    Poti, Jennifer M; Popkin, Barry M

    2016-01-01

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

  4. THE ROLE OF THE AESTHETICS IN THE MAKING OF A BRAND

    Directory of Open Access Journals (Sweden)

    Meda Roxana OLĂHUŢ

    2010-01-01

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

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

    OpenAIRE

    YÜCEL, Nurcan; HALİFEOĞLU, Melike

    2017-01-01

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

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

    OpenAIRE

    Lunardi, Jeconiah

    2015-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Widiawaty .

    2016-02-01

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

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

    OpenAIRE

    Santos, Barbara Coutinho Pires dos

    2015-01-01

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

  9. Beef Species Symposium: an assessment of the 1996 Beef NRC: metabolizable protein supply and demand and effectiveness of model performance prediction of beef females within extensive grazing systems.

    Science.gov (United States)

    Waterman, R C; Caton, J S; Löest, C A; Petersen, M K; Roberts, A J

    2014-07-01

    Interannual variation of forage quantity and quality driven by precipitation events influence beef livestock production systems within the Southern and Northern Plains and Pacific West, which combined represent 60% (approximately 17.5 million) of the total beef cows in the United States. The beef cattle requirements published by the NRC are an important tool and excellent resource for both professionals and producers to use when implementing feeding practices and nutritional programs within the various production systems. The objectives of this paper include evaluation of the 1996 Beef NRC model in terms of effectiveness in predicting extensive range beef cow performance within arid and semiarid environments using available data sets, identifying model inefficiencies that could be refined to improve the precision of predicting protein supply and demand for range beef cows, and last, providing recommendations for future areas of research. An important addition to the current Beef NRC model would be to allow users to provide region-specific forage characteristics and the ability to describe supplement composition, amount, and delivery frequency. Beef NRC models would then need to be modified to account for the N recycling that occurs throughout a supplementation interval and the impact that this would have on microbial efficiency and microbial protein supply. The Beef NRC should also consider the role of ruminal and postruminal supply and demand of specific limiting AA. Additional considerations should include the partitioning effects of nitrogenous compounds under different physiological production stages (e.g., lactation, pregnancy, and periods of BW loss). The intent of information provided is to aid revision of the Beef NRC by providing supporting material for changes and identifying gaps in existing scientific literature where future research is needed to enhance the predictive precision and application of the Beef NRC models.

  10. A STUDY ON BRAND MANAGEMENT WITH REFERENCE TO LOUIS PHILIPPE BRAND

    OpenAIRE

    Priti K Rao; Dr. Vanitha Bhargav

    2016-01-01

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

  11. Detection of Escherichia coli O157:H7 in the beef marketed in Malaysia.

    Science.gov (United States)

    Radu, S; Abdul Mutalib, S; Rusul, G; Ahmad, Z; Morigaki, T; Asai, N; Kim, Y B; Okuda, J; Nishibuchi, M

    1998-03-01

    Twelve strains of Escherichia coli O157:H7 were isolated from 9 of 25 beef samples purchased from retail stores in Malaysia. These strains produced Shiga toxin 2 with or without Shiga toxin 1 and had the eae gene and a 60-MDa plasmid. The antibiograms and the profiles of the arbitrarily primed PCR of the strains were diverse, suggesting that the strains may have originated from diverse sources.

  12. Building "Brand Me": Creating a Personal Brand Statement

    Science.gov (United States)

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

    2013-01-01

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

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

    African Journals Online (AJOL)

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

  14. Study of the combined effect of spices and marination on beef meat vacuum packaged

    Directory of Open Access Journals (Sweden)

    DANIELA ISTRATI

    2011-12-01

    Full Text Available Fresh beef slices were marinated by immersion in marinades based on dry red wine, lime-tree honey, salt, spices and seasoning plants as thyme (Thymus vulgaris, marjoram (Majorana hortensis, garlic (Allium sativum and horseradish (Armoracia rusticana. Control samples were represented by raw meat without marination treatment but stored in the same conditions as marinated samples. After marination, meat pieces were packed under vacuum and stored at refrigeration temperature of 4°C for 12 days. The influence of the combined effect of spices and marination on beef stability was evaluated by monitoring pH evolution, degree of lipid oxidation and by microbiological analysis. For control samples, a mean increase of 0.47 log CFU/g of total mesophilic aerobic bacteria was observed during the 48 h of storage, but for the samples marinated with the addition of spices was observed a decrease of 0.57 log CFU/g. The growth of LAB in control samples was generally limited and did not exceed 5 log CFU/g. During storage at 4°C, marination with the addition in the base marinade (wine, honey, garlic, pepper and salt of thyme, marjoram and horseradish separately inhibited the growth of LAB while marination with the addition in the base marinade of thyme, marjoram and horseradish together resulted in significantly lower levels of LAB. All marination treatments resulted in significantly lower TBA and POV values at the end of storage compared to the control. Marination with dry red wine, lime-tree honey, thyme marjoram, garlic, and horseradish can evidently control total mesophilic aerobic bacteria, lactic acid bacteria and oxidation of beef meat.

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

    OpenAIRE

    Stephen Banahene

    2017-01-01

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

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

    OpenAIRE

    Chia-Lin Lee

    2014-01-01

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

  17. Into beef consumers' mind

    DEFF Research Database (Denmark)

    de Barcellos, Marcia Dutra; Brei, Vinicius A.

    indicated similarities amongst Brazilian and Australian consumers regarding their positive attitude towards beef and main concerns regarding its consumption. Dutch consumers, although presented negative attitudes, considered beef consumption as important. In general respondents presented a high degree...

  18. Employer Branding

    OpenAIRE

    Stroblová, Zuzana

    2017-01-01

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

  19. Viral Marketing Determinants of Top Online Shop Brands in Indonesia

    Directory of Open Access Journals (Sweden)

    Aditya Wardhana

    2016-06-01

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

  20. Do beef risk perceptions or risk attitudes have a greater effect on the beef purchase decisions of Canadian consumers?

    Science.gov (United States)

    Yang, Jun; Goddard, Ellen

    2011-01-01

    Cluster analysis is applied in this study to group Canadian households by two characteristics, their risk perceptions and risk attitudes toward beef. There are some similarities in demographic profiles, meat purchases, and bovine spongiform encephalopathy (BSE) media recall between the cluster that perceives beef to be the most risky and the cluster that has little willingness to accept the risks of eating beef. There are similarities between the medium risk perception cluster and the medium risk attitude cluster, as well as between the cluster that perceives beef to have little risk and the cluster that is most willing to accept the risks of eating beef. Regression analysis shows that risk attitudes have a larger impact on household-level beef purchasing decisions than do risk perceptions for all consumer clusters. This implies that it may be more effective to undertake policies that reduce the risks associated with eating beef, instead of enhancing risk communication to improve risk perceptions. Only for certain clusters with higher willingness to accept the risks of eating beef might enhancing risk communication increase beef consumption significantly. The different role of risk perceptions and risk attitudes in beef consumption needs to be recognized during the design of risk management policies.

  1. Food health branding

    DEFF Research Database (Denmark)

    Chrysochou, Polymeros

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

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

    OpenAIRE

    Ghafoorzadeh, Sara

    2009-01-01

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

  3. GENERAL ISSUES CONSIDERING BRAND EQUITY WITHIN THE NATION BRANDING PROCESS

    Directory of Open Access Journals (Sweden)

    Denisa, COTÎRLEA

    2014-11-01

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

  4. Family business : a secondary brand in corporate brand management

    OpenAIRE

    Blombäck, Anna

    2009-01-01

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

  5. Brand Identity.

    Science.gov (United States)

    Lawlor, John

    1998-01-01

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

  6. Integrating Branding Strategy Across Markets: Building International Brand Architecture

    NARCIS (Netherlands)

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

    2001-01-01

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

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

    OpenAIRE

    Sinulingga, Lipranta

    2012-01-01

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

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

    OpenAIRE

    Lökken, Andreas; Nayar, Malini; Runering, Maria

    2012-01-01

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

  9. In-store buying behaviour : memories of forgotten needs

    OpenAIRE

    Kanabar, Amrita Dilipkumar Ranchhod

    2012-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Stephen Banahene

    2017-08-01

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

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

    OpenAIRE

    Huttula, Tia; Nurminen, Peppi-Sisko

    2017-01-01

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

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

    DEFF Research Database (Denmark)

    Bagdziunaite, Dalia; Nassri, Khalid; Clement, Jesper

    2014-01-01

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

  13. QUALITY MANAGEMENT IN ECOLOGICAL BEEF PRODUCTION

    Directory of Open Access Journals (Sweden)

    Cornelia Petroman

    2012-09-01

    Full Text Available Producing high quality beef asks for the implementation of a performing management of raising cattle ecologically. The main ways of improving beef quality management have a technical nature: sustaina ble grazing management to conserve floral diversity and to obtain ecological beef and rational distribution of the cattle over the grassland to facilitate vegetation recovery and to avoid the setting of invasive species. Implementing a sustainable manageme nt of the resources in the neighborhood of animal farms has beneficial effects on beef quality, brings good economic income through the practice of best beef quality management, protects the environment long - term, and reduces infrastructure expenses thus a voiding the risks of meat contamination.

  14. Youth Alcohol Brand Consumption and Exposure to Brand Advertising in Magazines

    Science.gov (United States)

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

    2014-01-01

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

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

    Science.gov (United States)

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

    2014-07-01

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

  16. DEMAND FOR BEEF IN THE PROVINCE OF YOGYAKARTA

    Directory of Open Access Journals (Sweden)

    Sulistiya

    2014-07-01

    Full Text Available RACT Protein consumption level of society in Yogyakarta Province has yet to meet the target, but the beef is a source of animal protein that is easily obtainable. Therefore, research on the analysis of demand for beef in this province needs to be done. Objective: (1 Determine the factors that affect the demand for beef in Yogyakarta. (2 Determine the own price elasticity and income elasticity of demand for beef in this province, and to know the cross-price elasticity of demand for beef to changes in the price of mutton, chicken, rice, and cooking oil. Metode: descriptive statistics, followed by inductive statistics , and hypothesis testing. The data used are primary and secondary data. Data were analyzed by multiple linear regression with the value of t and F tests, and analysis of the coefficient of determination. Results: Taken together, the factors that affect the demand for beef in the province is the price of beef, mutton, chicken, rice, cooking oil, income, number of inhabitants. Individually, beef demand is influenced by the price of beef and income residents. Beef inelastic demand means that beef is the daily necessities that are affordable and easy to obtain population of Yogyakarta Province. The increase in income population does not add to demand for beef. Substitutes of beef in the province is goat and chicken, while the complementary goods are rice and cooking oil.

  17. Rain water quality of a cistern used for pigs and beef cattle

    Directory of Open Access Journals (Sweden)

    Antônio Lourenço Guidoni

    2012-04-01

    Full Text Available Santa Catarina State has encouraged the use of cisterns as a technology to offer water in quantity and quality to livestock. The region is characterized by severe droughts in the summer months. The aims of the study were: to monitor physical, chemical and microbiological rain water quality parameters of a cistern; to evaluate if water had quality for pigs and beef cattle water consumption. Concentrations of nitrate, nitrite and ammonia were in accordance with the standards for animal consumption. E. coli was present in some samples. The rainfall and speed of wind influenced the concentrations of nitrogen. Investigations of the relations between these environmental parameters and water quality must be conducted to avoid agricultural and livestock emission sources to have a negative impact on water quality. The water stored in the cistern showed satisfactory quality for use of pigs and beef cattle drinking. This gives support to the utilization of this technology to improve the water use efficiency for livestock.

  18. Corned Beef: an Enigmatic Irish Dish

    OpenAIRE

    Mac Con Iomaire, Máirtín; Gallagher, Pádraic Óg

    2011-01-01

    Corned beef and cabbage, which is consumed in America in large quantities each Saint Patrick’s Day (17th March), is considered by most Americans to be the ultimate Irish dish. However, corned beef and cabbage is seldom eaten in modern day Ireland. It is widely reported that Irish immigrants replaced their beloved bacon and cabbage with corned beef and cabbage when they arrived in America, drawing on the corned beef supplied by their neighbouring Jewish butchers, but not all commentators beli...

  19. Consumer attitudes towards beef and acceptability of enhanced beef.

    Science.gov (United States)

    Robbins, K; Jensen, J; Ryan, K J; Homco-Ryan, C; McKeith, F K; Brewer, M S

    2003-10-01

    The objective of this study was to evaluate consumer quality characteristics of enhanced steaks and roasts derived from cattle supplemented with vitamin E during finishing, and to assess the attitudes of these consumers towards beef. Twelve steers were fed either a control (E-) diet or a diet supplemented with dl-alpha tocopheryl acetate (E+). Paired strip loins and rounds were either used as controls (C) or were pumped (P) to 110% of raw weight to contain 0.4% sodium chloride and 0.4% sodium tripolyphosphate in the final product. Consumers (n=103) evaluated roasts and steaks for juiciness, tenderness, saltiness, and overall acceptability on a 9-point hedonic scale. Enhanced steaks and roasts were more acceptable than non-enhanced controls; E+ steaks were less acceptable than E- steaks. A beef quality questionnaire revealed that color, price, visible fat and cut were the most important factors underlying beef steak purchase, while tenderness, flavor and juiciness were weighted most heavily with regard to eating satisfaction.

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

    Directory of Open Access Journals (Sweden)

    Ardi Wirdamulia

    2013-12-01

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

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

    OpenAIRE

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

    2016-01-01

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

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

    Directory of Open Access Journals (Sweden)

    James Shanteau

    2010-01-01

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

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

    OpenAIRE

    Mantik, Tirza

    2013-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Muhammad Shakil AHMAD

    2011-01-01

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

  5. 9 CFR 319.15 - Miscellaneous beef products.

    Science.gov (United States)

    2010-01-01

    ..., the amount of such cheek meat shall be limited to 25 percent; and if in excess of natural proportions..., binders, or extenders. Beef cheek meat (trimmed beef cheeks) may be used in the preparation of hamburger... levels of up to 65 ppm may be used as a binder. Beef cheek meat (trimmed beef cheeks) may be used in the...

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

    OpenAIRE

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

    2016-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Angélica Pereira dos Santos Pinho

    2011-05-01

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

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

    OpenAIRE

    Moilanen, Teemu

    2008-01-01

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

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

    Science.gov (United States)

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

    2015-09-11

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

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

    OpenAIRE

    Widiawaty .

    2016-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Mahdalena Lubis

    2017-07-01

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

  12. Pricing of brand extensions based on perceptions of brand equity

    Directory of Open Access Journals (Sweden)

    Panagiotis Arsenos

    2018-04-01

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

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

    OpenAIRE

    Logkizidou, Maria

    2016-01-01

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

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

    OpenAIRE

    Nyadzayo, Munyaradzi Wellington

    2017-01-01

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

  15. Novel versus Familiar Brands

    DEFF Research Database (Denmark)

    Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith

    2012-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Branislav Lijović

    2012-12-01

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

  17. Branding the Army

    Science.gov (United States)

    2017-05-25

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

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

    OpenAIRE

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

    2008-01-01

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

  19. Effects of nisin and temperature on survival, growth, and enterotoxin production characteristics of psychrotrophic Bacillus cereus in beef gravy.

    Science.gov (United States)

    Beuchat, L R; Clavero, M R; Jaquette, C B

    1997-05-01

    The presence of psychrotrophic enterotoxigenic Bacillus cereus in ready-to-serve meats and meat products that have not been subjected to sterilization treatment is a public health concern. A study was undertaken to determine the survival, growth, and diarrheal enterotoxin production characteristics of four strains of psychrotrophic B. cereus in brain heart infusion (BHI) broth and beef gravy as affected by temperature and supplementation with nisin. A portion of unheated vegetative cells from 24-h BHI broth cultures was sensitive to nisin as evidenced by an inability to form colonies on BHI agar containing 10 micrograms of nisin/ml. Heat-stressed cells exhibited increased sensitivity to nisin. At concentrations as low as 1 microgram/ml, nisin was lethal to B. cereus, the effect being more pronounced in BHI broth than in beef gravy. The inhibitory effect of nisin (1 microgram/ml) was greater on vegetative cells than on spores inoculated into beef gravy and was more pronounced at 8 degrees C than at 15 degrees C. Nisin, at a concentration of 5 or 50 micrograms/ml, inhibited growth in gravy inoculated with vegetative cells and stored at 8 or 15 degrees C, respectively, for 14 days. Growth of vegetative cells and spores of B. cereus after an initial period of inhibition is attributed to loss of activity of nisin. One of two test strains produced diarrheal enterotoxin in gravy stored at 8 or 15 degrees C within 9 or 3 days, respectively. Enterotoxin production was inhibited in gravy supplemented with 1 microgram of nisin/ml and stored at 8 degrees C for 14 days; 5 micrograms of nisin/ml was required for inhibition at 15 degrees C. Enterotoxin was not detected in gravy in which less than 5.85 log10 CFU of B. cereus/ml had grown. Results indicate that as little as 1 microgram of nisin/ml may be effective in inhibiting or retarding growth of and diarrheal enterotoxin production by vegetative cells and spores of psychrotrophic B. cereus in beef gravy at 8 degrees C, a

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

    OpenAIRE

    Sanfilippo, Marie

    2017-01-01

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

  1. Missed opportunities in personal branding: finding solutions through luxury branding

    OpenAIRE

    Graus, Chidi

    2014-01-01

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

  2. BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

    OpenAIRE

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

    2015-01-01

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

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

    OpenAIRE

    Hepola, Janne; Karjaluoto, Heikki; Hintikka, Anni

    2017-01-01

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

  4. Pressure resistance of cold-shocked Escherichia coli O157:H7 in ground beef, beef gravy and peptone water.

    Science.gov (United States)

    Baccus-Taylor, G S H; Falloon, O C; Henry, N

    2015-06-01

    (i) To study the effects of cold shock on Escherichia coli O157:H7 cells. (ii) To determine if cold-shocked E. coli O157:H7 cells at stationary and exponential phases are more pressure-resistant than their non-cold-shocked counterparts. (iii) To investigate the baro-protective role of growth media (0·1% peptone water, beef gravy and ground beef). Quantitative estimates of lethality and sublethal injury were made using the differential plating method. There were no significant differences (P > 0·05) in the number of cells killed; cold-shocked or non-cold-shocked. Cells grown in ground beef (stationary and exponential phases) experienced lowest death compared with peptone water and beef gravy. Cold-shock treatment increased the sublethal injury to cells cultured in peptone water (stationary and exponential phases) and ground beef (exponential phase), but decreased the sublethal injury to cells in beef gravy (stationary phase). Cold shock did not confer greater resistance to stationary or exponential phase cells pressurized in peptone water, beef gravy or ground beef. Ground beef had the greatest baro-protective effect. Real food systems should be used in establishing food safety parameters for high-pressure treatments; micro-organisms are less resistant in model food systems, the use of which may underestimate the organisms' resistance. © 2015 The Society for Applied Microbiology.

  5. Where is the Brand?

    DEFF Research Database (Denmark)

    Jones, Richard Ian; Rygaard Jonas, Louise

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

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

    DEFF Research Database (Denmark)

    Abildgaard, Michael

    2016-01-01

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

  7. BEEF MARKET IN ROMANIA

    Directory of Open Access Journals (Sweden)

    Elena SOARE

    2015-04-01

    Full Text Available This scientific paper presents the cattle market dynamics in Romania during 2007-2013. In order to realize this research there were used certain indicators, as following: herds of cattle, realized beef production, selling price, human consumption, import and export. The data were collected from the Ministry of Agriculture and Rural Development, National Institute of Statistics and Faostat. During the analysis, the presented indicators were modified from a period to another, because of both internal and external factors. Consumption demand is being influenced by: beef price, beef quality, price of other meat categories, consumers incomes, population’s food consumption pattern and so on.

  8. The Pragmatics of Branding

    DEFF Research Database (Denmark)

    Hatch, Mary Jo

    2012-01-01

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

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

    Science.gov (United States)

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

    2012-04-01

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

  10. GLOBAL OR NATIONAL BRANDS?

    Directory of Open Access Journals (Sweden)

    Sorina GÎRBOVEANU

    2007-01-01

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

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

    OpenAIRE

    Lazareva, Svetlana

    2016-01-01

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

  12. Brand Meaning Cocreation

    DEFF Research Database (Denmark)

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

    2016-01-01

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

  13. 9 CFR 319.81 - Roast beef parboiled and steam roasted.

    Science.gov (United States)

    2010-01-01

    ... 9 Animals and Animal Products 2 2010-01-01 2010-01-01 false Roast beef parboiled and steam roasted... beef parboiled and steam roasted. “Roast Beef Parboiled and Steam Roasted” shall be prepared so that... “Roast Beef Parboiled and Steam Roasted.” When beef cheek meat, beef head meat, or beef heart meat is...

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

    OpenAIRE

    Sri Vandayuli Riorini; Christine Catur Widayati

    2016-01-01

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

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

    OpenAIRE

    Horrigan, David

    2009-01-01

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

  16. Distinguishing implicit from explicit brand attitudes in brand placement research

    NARCIS (Netherlands)

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

    2016-01-01

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

  17. Comparison of flavor changes in cooked-refrigerated beef, pork and chicken meat patties.

    Science.gov (United States)

    Rhee, K S; Anderson, L M; Sams, A R

    2005-10-01

    Beef and pork longissimus dorsi (LD) and semimembranosus (SM) and chicken breast (B) and thigh (T) muscles excised 24 h postmortem were ground by muscle/species group, formed into patties, pan-fried, refrigerated for 0, 3 or 6 days, and evaluated by a trained sensory panel for intensity of specific flavors. The rate of decline in species-specific natural meat flavor intensity and the rate of increase in "cardboard" (CBD) flavor intensity during the first half of the 6-day storage were fastest for beef, while such decline and increase during the entire storage period were slowest for chicken B. Overall trends of natural meat flavor and CBD intensity changes for chicken T appeared more like those for the red meats than chicken B. It was concluded that, while flavor deterioration can occur in cooked-stored meats from all the species, quantitative or the magnitude of differences between species would depend on muscle types and sensory terms/method used.

  18. BRANDING IN SMALL BUSINESS

    OpenAIRE

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

    2010-01-01

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

  19. Comparison and improvement of chemical and physical characteristics of low- fat ground beef and buffalo meat patties at frozen storage

    Directory of Open Access Journals (Sweden)

    J. Uriyapongson

    2010-02-01

    Full Text Available A comparison of chemical and physical properties of beef and buffalo meat, and eight treatments of their ground meat patties was undertaken. Low-fat patties from both meat were prepared using two types of starches; corn and modified tapioca starch as binding ingredients in the ground meat, and methylcellulose (MC in the batter for patty coating. The patties were stored at -18ºC for 1, 15, 30 and 45 days, then deep fried and analyzed for color, % decrease in diameter and % gain in height, % oil absorption and texture. The results suggested that MC improved outside and inside color of patties (p≤0.05. There was no significant difference of cooking yield between beef and buffalo meat patties. Addition of modified starches and MC provided less % decrease in diameter after frying for frozen buffalo meat patties. Modified starch significantly improved % oil absorption in frozen beef and buffalo patties. Modified starch and MC gave both beef and buffalo meat patties more stable in hardness, chewiness and gumminess during the frozen storage. MC improved texture quality of frozen buffalo meat patties. Fried meat patties had high calories at 15 days of frozen storage.

  20. Compulsive buying and branding phenomena

    OpenAIRE

    Lee, Seung-hee; Workman, Jane E.

    2015-01-01

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

  1. A model for 'sustainable' US beef production.

    Science.gov (United States)

    Eshel, Gidon; Shepon, Alon; Shaket, Taga; Cotler, Brett D; Gilutz, Stav; Giddings, Daniel; Raymo, Maureen E; Milo, Ron

    2018-01-01

    Food production dominates land, water and fertilizer use and is a greenhouse gas source. In the United States, beef production is the main agricultural resource user overall, as well as per kcal or g of protein. Here, we offer a possible, non-unique, definition of 'sustainable' beef as that subsisting exclusively on grass and by-products, and quantify its expected US production as a function of pastureland use. Assuming today's pastureland characteristics, all of the pastureland that US beef currently use can sustainably deliver ≈45% of current production. Rewilding this pastureland's less productive half (≈135 million ha) can still deliver ≈43% of current beef production. In all considered scenarios, the ≈32 million ha of high-quality cropland that beef currently use are reallocated for plant-based food production. These plant items deliver 2- to 20-fold more calories and protein than the replaced beef and increase the delivery of protective nutrients, but deliver no B 12 . Increased deployment of rapid rotational grazing or grassland multi-purposing may increase beef production capacity.

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

    OpenAIRE

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

    2015-01-01

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

  3. Evaluating the truth brand.

    Science.gov (United States)

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

    2005-03-01

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

  4. Brand Evaluation - A Basic Feature in Modern Brand Management

    Directory of Open Access Journals (Sweden)

    Cosmin IRIMIEŞ

    2012-10-01

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

  5. Nation branding: The analysis of Serbia's brand identity

    Directory of Open Access Journals (Sweden)

    Novčić Branka

    2015-01-01

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

  6. A Semiotic Note on Branding

    DEFF Research Database (Denmark)

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

    2008-01-01

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

  7. BRAND AWARENESS AND BRAND IMAGE OF DECISION MAKING ON UNIVERSITY

    Directory of Open Access Journals (Sweden)

    Herry Mulyono

    2016-09-01

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

  8. INGREDIENT BRANDING - A GROWTH OPPORTUNITY?

    OpenAIRE

    Anca BUTNARIU

    2017-01-01

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

  9. BRAND AWARENESS ANALYSIS TOWARD PURCHASE DECISION MAKING IN GAMING COMPUTER INDUSTRY (A Case Study of Allienware-Dell Gaming Laptop)

    OpenAIRE

    Giffels, Mario Dwikirama; Hidayat, Nila Krishnawati; Pasasa, Linus .

    2013-01-01

    The first purpose of this research is to analyze the level of Brand Awareness of Alienware consumers toward Purchasing Decision Making. The second purpose is to analyze the most influential factor inPurchase Decision Factor, and the last purpose is to analyze the correlation between Brand Awareness and its Purchasing Decision. To support this research, the author made an interview with the General Manager of one of Alienware retail store in South Jakarta and handed 100 questionnaires to targe...

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

    OpenAIRE

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

    2016-01-01

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

  11. Millennials brand awareness

    OpenAIRE

    Capelo, Inês Ribeiro dos Santos

    2014-01-01

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

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

    Science.gov (United States)

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

    2013-01-01

    Building on the Stereotype Content Model, this paper introduces and tests the Brands as Intentional Agents Framework. A growing body of research suggests that consumers have relationships with brands that resemble relations between people. We propose that consumers perceive brands in the same way they perceive people. This approach allows us to explore how social perception theories and processes can predict brand purchase interest and loyalty. Brands as Intentional Agents Framework is based on a well-established social perception approach: the Stereotype Content Model. Two studies support the Brands as Intentional Agents Framework prediction that consumers assess a brand’s perceived intentions and ability and that these perceptions elicit distinct emotions and drive differential brand behaviors. The research shows that human social interaction relationships translate to consumer-brand interactions in ways that are useful to inform brand positioning and brand communications. PMID:24403815

  13. Executing the Perfect Retail Brand

    DEFF Research Database (Denmark)

    Gyrd-Jones, Richard; Rygaard Jonas, Louise

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

  14. Product Placement and Brand Equity

    OpenAIRE

    Corniani, Margherita

    2003-01-01

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

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

    OpenAIRE

    Shestakov, Anton Alexandrovich

    2012-01-01

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

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

    OpenAIRE

    Shieh Hwai-Shuh; Lai Wei-Hsun

    2017-01-01

    Aim/purpose - The study aims to understand the contribution of the experiential events how to influence the brand loyalty while the consumer synchronized with brand under the brand resonance. Design/methodology/approach - The study combines Schmitt's five distinct experience 'modules' with the SEM method to explore the relationship among these five experience dimensions and brand experience, and applies the Keller's CBBE model to explore whether the experiential events that consumer participa...

  17. Brand equity

    OpenAIRE

    Hildebrandt, Lutz; Tischer, Sven

    2012-01-01

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

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

    NARCIS (Netherlands)

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

    2017-01-01

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

  19. Health branding ethics

    DEFF Research Database (Denmark)

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

    2011-01-01

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

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

    NARCIS (Netherlands)

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

    2011-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Abdullah Malik

    2014-10-01

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

  2. Nonprofit brand strength’s moderational role

    Directory of Open Access Journals (Sweden)

    Walter Wymer

    2015-03-01

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

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

    Science.gov (United States)

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

    2010-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Ebrahim Zarepour Nasirabadi

    2013-07-01

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

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

    Directory of Open Access Journals (Sweden)

    Antonova N. V.

    2015-12-01

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

  6. The Branding Management Approaches

    Institute of Scientific and Technical Information of China (English)

    YAKOUBI; Mohamed Lamine

    2014-01-01

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

  7. A brand new world - a new brand world

    DEFF Research Database (Denmark)

    Andersen, Sophie Esmann

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

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

    Directory of Open Access Journals (Sweden)

    SP Syahlani

    2011-05-01

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

  9. Branding Cities, Changing Societies

    DEFF Research Database (Denmark)

    Ooi, Can-Seng

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

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

    OpenAIRE

    Thomas Cleff; Silvia Dörr; Andrew Vicknair; Nadine Walter

    2013-01-01

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

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

    DEFF Research Database (Denmark)

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

    2017-01-01

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

  12. Professor Brand Advocacy: Do Brand Relationships Matter?

    Science.gov (United States)

    Jillapalli, Ravi K.; Wilcox, James B.

    2010-01-01

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

  13. Effect of subcutaneous Meloxicam on indicators of acute pain and distress after castration and branding in 2 mo old beef calves.

    Science.gov (United States)

    Meléndez, D M; Marti, S; Pajor, E A; Moya, D; Gellatly, D; Janzen, E D; Schwartzkopf-Genswein, K S

    2018-06-15

    The aim of this study was to assess knife castration and knife castration + branding in 2-mo old calves, and the effect of a single dose of s.c. meloxicam at mitigating pain indicators. Seventy-one Angus crossbred bull calves (128 ± 18.5 kg of BW) were used in a 3 × 2 factorial design where main factors included procedure: sham (control calves, CT; n = 23), knife (KN; n = 24) or knife + branding (BK; n = 24) and medication: single s.c. administration of lactated ringer solution (NM; n = 35) or a single dose of 0.5 mg/kg of s.c. meloxicam (M; n = 36). Physiological samples were collected at T0, 60, 90, 120 and 180 min and on d 1, 2, 3 and 7 after procedure, while behavioral observations were evaluated at 2 to 4 h and 1, 2, 3 and 7 days after procedure. A procedure × time effect (P 0.10) were observed for salivary cortisol, substance P and scrotal temperature min after the procedure or for cortisol, substance P, serum amyloid A, stride length or behavioral observations on d after the procedure. Overall, BK calves presented greater physiological and behavioral indicators of acute pain than KN calves, suggesting that the combination of knife castration + branding was more painful. Meloxicam administered s.c. was effective at reducing physiological and behavioral indicators of acute pain associated with knife castration and knife castration + branding.

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

    Directory of Open Access Journals (Sweden)

    Burcu İlter

    2016-06-01

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

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

    Science.gov (United States)

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

    2013-11-01

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

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

    Science.gov (United States)

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

    2013-03-01

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

  17. Language as a branding tool

    Directory of Open Access Journals (Sweden)

    Birgitte Norlyk

    2012-08-01

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

  18. MOET Utility in Beef Production Strategies

    Directory of Open Access Journals (Sweden)

    Marcel Theodor Paraschivescu

    2012-10-01

    Full Text Available The paper presents the reason of beef production for human food security and the necessity of special dairy and beefbreeds in order to balance the milk and the meat production in cattle farming. That is a difficult target for manycountries since they don’t dispose of large natural pastures to extensively feed the beef cattle herds. At the same timemany European countries breed only dual purpose cattle breeds. So the idea of intensive farming with beef breeds orcrosses is developed. To speed up this kind of programs Open MOET (Multiple Ovulation Embryo Transfer Farmtechnology is proposed and it is completed with the needed facilities for production and preservation of embryos.Concerning the MOET Farm which confers directly pure bred beef calves, emphases is put on veterinary quarantineand heifer receptors conditioning. Concerning embryo conservation the direct transfer (DT technique isrecommended. Modalities of integrating dairy farms and beef cattle farms are finally discussed as recommendedstrategy for Romanian Agriculture.

  19. Nonprofit brand strength’s moderational role

    OpenAIRE

    Walter Wymer

    2015-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Zhao Yang

    2017-01-01

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

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

    DEFF Research Database (Denmark)

    Jørgensen, Ole Have

    2016-01-01

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

  2. The relationship between in-store marketing and observed sales of sustainable products : A shopper marketing view

    NARCIS (Netherlands)

    van Nierop, E.; van Herpen, E.; Sloot, L.M.

    2011-01-01

    To stimulate sales of sustainable products, retailers need to know whether their in-store instruments effectively influence their market shares. This study uses actual sales data and a multilevel modeling approach to describe the market shares of sustainable brands according to price level, price

  3. European consumers' acceptance of beef processing technologies

    DEFF Research Database (Denmark)

    de Barcellos, Marcia Dutra; Kügler, Jens Oliver; Grunert, Klaus G.

    2010-01-01

    The use of new technologies in beef production chains may affect consumers' opinion of meat products. A qualitative study was performed to investigate consumers' acceptance of seven beef processing technologies: marinating by injection aiming for increased 1) healthiness; 2) safety; and 3) eating...... adults (19-60 years old) participated in eight focus groups in Spain, France, Germany and the UK. Results suggested a relationship between acceptance of new beef products, technology familiarity and perceived risks related to its application. Excessive manipulation and fear of moving away from 'natural......' beef were considered negative outcomes of technological innovations. Beef processing technologies were predominantly perceived as valuable options for convenience shoppers and less demanding consumers. Overall, respondents supported the development of 'non-invasive' technologies that were able...

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

    Directory of Open Access Journals (Sweden)

    Magor KÁDÁR

    2014-12-01

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

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

    OpenAIRE

    IPOGAH, UKPEBOR PRISCILLIA AND BIBIANA

    2008-01-01

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

  6. Customer-centered brand management.

    Science.gov (United States)

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

    2004-09-01

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

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

    Directory of Open Access Journals (Sweden)

    Lívia Rufino Bambuy

    2014-12-01

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

  8. Sustainable Brand-Based Innovation

    DEFF Research Database (Denmark)

    Nedergaard, Nicky; Gyrd-Jones, Richard

    2013-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Setiani T.

    2018-04-01

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

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

    OpenAIRE

    Lubis, Mahdalena; Ganiem, Leila Mona

    2017-01-01

    Brand activation is a corporation's endeavor to look deeper into what's in the brand, strategy and position of the brand. A new approach to brand activation by maximizing the range of relevant assets through product and service, employees, identity and communication combined with experiential marketing through sense, feel, think, act, relate, is considered highly effective in achieving corporate brand because it emphasizes the differentiation of competitors. This study aimed to find out how t...

  11. Brand Image in Cola Drinks

    OpenAIRE

    Sun, Jianfei

    2010-01-01

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

  12. Brand Personality Creation through Advertising

    OpenAIRE

    Ouwersloot Hans; Tudorica Anamaria

    2001-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Ivan-Damir Anić

    2008-12-01

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

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

    Institute of Scientific and Technical Information of China (English)

    吕芹; 霍佳震

    2011-01-01

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

  15. Measuring Brand Image Effects of Flagship Projects for Place Brands

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Beckmann, Suzanne C.

    2013-01-01

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

  16. BRANDS AND BRANDING - EXAMPLE: COCA-COLA

    OpenAIRE

    Ljiljana Stošić Mihajlović

    2013-01-01

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

  17. Effects of self-carbon dioxide-generation material for active packaging on pH, water-holding capacity, meat color, lipid oxidation and microbial growth in beef during cold storage.

    Science.gov (United States)

    Lee, Seung-Jae; Lee, Seung Yun; Kim, Gap-Don; Kim, Geun-Bae; Jin, Sang Keun; Hur, Sun Jin

    2017-08-01

    Active packaging refers to the mixing of additive agents into packaging materials with the purpose of maintaining or extending food product quality and shelf life. The aim of this study was to develop an easy and cheap active packaging for beef. Beef loin samples were divided into three packaging groups (C, ziplock bag packaging; T1, vacuum packaging; T2, active packaging) and stored at 4 °C for 21 days. The water-holding capacity was significantly (P packaging using self-CO 2 -generation materials can extend the shelf life similarly to that observed with vacuum packaging, and that the active packaging method can improve the quality characteristics of beef during cold storage. © 2017 Society of Chemical Industry. © 2017 Society of Chemical Industry.

  18. Integrating Internal Branding in Marketing Strategy

    OpenAIRE

    Slavova Milanka

    2013-01-01

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

  19. Assessment of the Average Price and Ethanol Content of Alcoholic Beverages by Brand – United States, 2011

    Science.gov (United States)

    DiLoreto, Joanna T.; Siegel, Michael; Hinchey, Danielle; Valerio, Heather; Kinzel, Kathryn; Lee, Stephanie; Chen, Kelsey; Shoaff, Jessica Ruhlman; Kenney, Jessica; Jernigan, David H.; DeJong, William

    2011-01-01

    Background There are no existing data on alcoholic beverage prices and ethanol content at the level of alcohol brand. A comprehensive understanding of alcohol prices and ethanol content at the brand level is essential for the development of effective public policy to reduce alcohol use among underage youth. The purpose of this study was to comprehensively assess alcoholic beverage prices and ethanol content at the brand level. Methods Using online alcohol price data from 15 control states and 164 online alcohol stores, we estimated the average alcohol price and percentage alcohol by volume for 900 brands of alcohol, across 17 different alcoholic beverage types, in the United States in 2011. Results There is considerable variation in both brand-specific alcohol prices and ethanol content within most alcoholic beverage types. For many types of alcohol, the within-category variation between brands exceeds the variation in average price and ethanol content among the several alcoholic beverage types. Despite differences in average prices between alcoholic beverage types, in 12 of the 16 alcoholic beverage types, customers can purchase at least one brand of alcohol that is under one dollar per ounce of ethanol. Conclusions Relying on data or assumptions about alcohol prices and ethanol content at the level of alcoholic beverage type is insufficient for understanding and influencing youth drinking behavior. Surveillance of alcohol prices and ethanol content at the brand level should become a standard part of alcohol research. PMID:22316218

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

    Directory of Open Access Journals (Sweden)

    Maja Konecnik Ruzzier

    2011-12-01

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

  1. Strategic Brand Management: Building a Brand : Case Studio Tendance

    OpenAIRE

    Kostomarova, Viktoriya

    2015-01-01

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

  2. Corporate Brand Identity in SMEs

    DEFF Research Database (Denmark)

    Mäläskä, Minna; Jones, Richard Ian

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

  3. Managing Your Personal Brand

    Science.gov (United States)

    Gander, Michelle

    2014-01-01

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

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

    DEFF Research Database (Denmark)

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

    2017-01-01

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

  5. Place Branding

    DEFF Research Database (Denmark)

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

    2015-01-01

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

  6. Branding and the Risk Management Imperative

    OpenAIRE

    Fournier Susan; Srinivasan Shuba

    2018-01-01

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

  7. International marketing brand image

    Directory of Open Access Journals (Sweden)

    Kadijević Đorđe M.

    2002-01-01

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

  8. Effect of gamma irradiation in presence of ascorbic acid on microbial composition and TBARS concentration of ground beef coated with an edible active coating

    International Nuclear Information System (INIS)

    Lacroix, M.; Ouattara, B.; Saucier, L.; Giroux, M.; Smoragiewicz, W.

    2004-01-01

    The present study was conducted to evaluate the combined effect of gamma irradiation in presence of ascorbic acid on the microbiological characteristics and thiobarbituric acid-reactive substances (TBARS) concentration of ground beef coated with an edible coating, crosslinked by gamma irradiation. The medium fat ground beef patties (23% fat ) were divided into two separate treatment groups: (i) control (ground beef without additive), (ii) ground beef with 0.5% (w/w) ascorbic acid. Meat samples were irradiated at doses of 0, 1, 2, and 3 kGy and stored at 4±2 deg. C. The content of TBARS was evaluated. After 7 days of storage, Enterobacteriaceae, presumptive Staphylococcus aureus, presumptive Pseudomonas spp., Brochothrix thermosphacta and lactic acid bacteria were enumerated. Results showed that lactic acid bacteria and Br. thermosphacta were more resistant to irradiation than Enterobacteriaceae and Pseudomonas. The content in TBARS was stabilized during post-irradiation storage for samples containing ascorbic acid. Shelf life extension periods estimated on the basis of a limit level of 6 log CFU/g for APCs were 4, 7, and 10 days for samples irradiated at 1, 2, and 3 kGy, respectively. However, the incorporation of ascorbic acid in ground beef did not improve significantly (p>0.05) the inhibitory effect of gamma irradiation

  9. Effect of gamma irradiation in presence of ascorbic acid on microbial composition and TBARS concentration of ground beef coated with an edible active coating

    Energy Technology Data Exchange (ETDEWEB)

    Lacroix, M. E-mail: monique.lacroix@inrs-iaf.uquebec.ca; Ouattara, B.; Saucier, L.; Giroux, M.; Smoragiewicz, W

    2004-10-01

    The present study was conducted to evaluate the combined effect of gamma irradiation in presence of ascorbic acid on the microbiological characteristics and thiobarbituric acid-reactive substances (TBARS) concentration of ground beef coated with an edible coating, crosslinked by gamma irradiation. The medium fat ground beef patties (23% fat ) were divided into two separate treatment groups: (i) control (ground beef without additive), (ii) ground beef with 0.5% (w/w) ascorbic acid. Meat samples were irradiated at doses of 0, 1, 2, and 3 kGy and stored at 4{+-}2 deg. C. The content of TBARS was evaluated. After 7 days of storage, Enterobacteriaceae, presumptive Staphylococcus aureus, presumptive Pseudomonas spp., Brochothrix thermosphacta and lactic acid bacteria were enumerated. Results showed that lactic acid bacteria and Br. thermosphacta were more resistant to irradiation than Enterobacteriaceae and Pseudomonas. The content in TBARS was stabilized during post-irradiation storage for samples containing ascorbic acid. Shelf life extension periods estimated on the basis of a limit level of 6 log CFU/g for APCs were 4, 7, and 10 days for samples irradiated at 1, 2, and 3 kGy, respectively. However, the incorporation of ascorbic acid in ground beef did not improve significantly (p>0.05) the inhibitory effect of gamma irradiation.

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

    Directory of Open Access Journals (Sweden)

    Marta Almeyda-Ibáñez

    2017-03-01

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

  11. Branding and the Risk Management Imperative

    Directory of Open Access Journals (Sweden)

    Fournier Susan

    2018-05-01

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

  12. BRANDS AND BRANDING - EXAMPLE: COCA-COLA

    Directory of Open Access Journals (Sweden)

    Ljiljana Stošić Mihajlović

    2013-01-01

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

  13. Terrorist Group Brands: Understanding Terrorist Group Strategies Through Brand Exposure

    Science.gov (United States)

    2016-06-01

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

  14. Beef Cattle: Selection and Evaluation.

    Science.gov (United States)

    Clemson Univ., SC. Vocational Education Media Center.

    Designed for secondary vocational agriculture students, this text provides an overview of selecting and evaluating beef cattle in Future Farmers of America livestock judging events. The first of four major sections addresses topics such as the ideal beef animal, selecting steers, selecting breeding animals, studying the animal systematically, and…

  15. The lure of global branding.

    Science.gov (United States)

    Aaker, D A; Joachimsthaler, E

    1999-01-01

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

  16. Branding McJobs

    DEFF Research Database (Denmark)

    Noppeney, Claus; Endrissat, Nada; Kärreman, Dan

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

  17. Building online brand perceptual map.

    Science.gov (United States)

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

    2008-10-01

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

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

    Science.gov (United States)

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

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

  19. How we Relate to Brands

    DEFF Research Database (Denmark)

    Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith

    2012-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Lina Anggraini

    2018-03-01

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

  1. Brand Loyalty and Market Equilibrium

    OpenAIRE

    Birger Wernerfelt

    1991-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Canan Eryigit

    2013-01-01

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

  3. Does brand differentiate pharmaceuticals?

    Science.gov (United States)

    Bednarik, Josef

    2005-12-01

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

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

    OpenAIRE

    Moisescu, Ovidiu I.

    2006-01-01

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

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

    OpenAIRE

    Friedman, Mike; Leclercq, Thomas

    2015-01-01

    While mental associations between a brand and its marketing elements are an important part of brand equity, previous research has yet to provide a sound methodology to measure the strength of these links. The following studies present the development and validation of an implicit measure to assess the strength of mental representations of brand elements in the mind of the consumer. The measure described in this paper, which we call the Brand Discrimination task, requires participants to ident...

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

    OpenAIRE

    Ryan Rahinel; Joseph P. Redden

    2013-01-01

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

  7. Brand Evaluation - A Basic Feature in Modern Brand Management

    OpenAIRE

    Cosmin IRIMIEŞ

    2012-01-01

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

  8. Employer Branding

    DEFF Research Database (Denmark)

    Frimann, Søren; Mønsted, Bolette Rye

    2012-01-01

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

  9. Potential success factors in brand development

    DEFF Research Database (Denmark)

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

    2005-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Vasco Eiriz

    2016-09-01

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

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

    Directory of Open Access Journals (Sweden)

    Rafael Barreiros Porto

    2018-04-01

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

  12. Exploring Obsession Towards Brands

    DEFF Research Database (Denmark)

    Chung, Emily; Kock, Florian; Josiassen, Alexander

    2017-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Erkan YILDIZ

    2015-06-01

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

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

    OpenAIRE

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

    2009-01-01

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

  15. IMPACT OF EXPORTS ON THE U.S. BEEF INDUSTRY

    OpenAIRE

    Van Eenoo, Edward, Jr.; Peterson, Everett B.; Purcell, Wayne D.

    2000-01-01

    Policy and programmatic decisions dealing with beef exports require good information as to the impact of exports on the domestic beef industry. This paper utilizes a partial equilibrium model of the world beef market to assess the impacts on the U.S. beef sector of increases in real income in major beef importing countries, the impacts of changes in the prices of pork and poultry products, and the impacts of changes in the price of feedgrains. A one percent increase in real GDP in Canada, Jap...

  16. Managing brands

    NARCIS (Netherlands)

    Ataman, B.M.

    2007-01-01

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

  17. The North Dakota Beef Industry Survey: Implications for Extension

    Science.gov (United States)

    Dahlen, Carl R.; Hadrich, Joleen C.; Lardy, Gregory P.

    2014-01-01

    A portion of the North Dakota Beef Industry Survey was developed to determine how educational programs can evolve to meet future needs of North Dakota beef producers. Of the 2,500 surveys mailed out to beef producers, 527 responses were completed and returned. Results highlight the level of education of North Dakota beef producers, anticipated use…

  18. The beef market in the European Union

    DEFF Research Database (Denmark)

    Nielsen, Niels Asger

    small with the largest slaughtering company slaughtering only 3% of the total. 9. Relations between industry (slaughterhouses) and farmers tend to be much looser in the beef market than it is in other agricultural markets, eg the milk market. Cattle markets are still quite important although the share......'s share of total meat consumption 3. As a consequence of the consumers' demand for convenient shopping, butcher's share of total beef sales is rapidly decreasing in Europe. 4. Changes in meat consumption have traditionally been explained by relative price and per capita income, but these economic demand...... analyses can explain a rapidly decreasing share of the variation in beef consumption. 5. Studies show that beef consumption tends to increase with age; the heavy users are found among middle-aged men. Beef consumption also increases with income and social class. 6. The most important user-oriented quality...

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

    OpenAIRE

    Maheshwari, V

    2010-01-01

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

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

    Science.gov (United States)

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

    2006-01-01

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

  1. Spanish, French and British consumers' acceptability of Uruguayan beef, and consumers' beef choice associated with country of origin, finishing diet and meat price.

    Science.gov (United States)

    Realini, C E; Font i Furnols, M; Sañudo, C; Montossi, F; Oliver, M A; Guerrero, L

    2013-09-01

    The effect of country of origin (local, Switzerland, Argentina, Uruguay), finishing diet (grass, grass plus concentrate, concentrate), and price (low, medium, high) on consumer's beef choice and segmentation was evaluated in Spain, France and United Kingdom. Sensory acceptability of Uruguayan beef from different production systems was also evaluated and contrasted with consumers' beef choices. Origin was the most important characteristic for the choice of beef with preference for meat produced locally. The second most important factor was animal feed followed by price with preference for beef from grass-fed animals and lowest price. The least preferred product was beef from Uruguay, concentrate-fed animals and highest price. Sensory data showed higher acceptability scores for Uruguayan beef from grass-fed animals with or without concentrate supplementation than animals fed concentrate only. Consumer segments with distinct preferences were identified. Foreign country promotion seems to be fundamental for marketing beef in Europe, as well as the development of different marketing strategies to satisfy each consumer segment. Copyright © 2013 Elsevier Ltd. All rights reserved.

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

    OpenAIRE

    Langi, Kalvin

    2013-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Hereźniak Marta

    2017-06-01

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

  4. How global brands compete.

    Science.gov (United States)

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

    2004-09-01

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

  5. Building brands

    NARCIS (Netherlands)

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

    2008-01-01

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

  6. Social Identity Perspective on Brand loyalty

    OpenAIRE

    He, Hongwei; Li, Yan; Harris, Lloyd

    2012-01-01

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

  7. Effects of chopping time, meat source and storage temperature on the colour of New Zealand type fresh beef sausages.

    Science.gov (United States)

    Boles, J A; Mikkelsen, V L; Swan, J E

    1998-05-01

    The colour stability of finely chopped fresh sausages made from post-rigor, pre-rigor salt added (1.5% w/w) or pre-rigor no salt added beef mince was evaluated using a Hunter Miniscan (L (∗) a (∗) b (∗)) and sensory colour panel. Batters were chopped for various times and sausages stored at -1.5 °, + 4.0 ° and + 8.0 °C. Regardless of meat source or chopping time, colour stability was greatest at -1.5 °C. Panellists found the colour of all sausages stored at -1.5 °C acceptable for at least six days. Sausages made from unsalted pre-rigor mince had markedly better colour stability than those made from the other meats, especially when stored at 4 °C or 8 °C.

  8. BRAND POLICY INSTRUMENTS:CONTRIBUTIONS TO BRANDEQUITY

    OpenAIRE

    Roxana Dumitriu

    2013-01-01

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

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

    OpenAIRE

    Gunawan, Vincent Jonathan

    2016-01-01

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

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

    OpenAIRE

    Wijaya, Indriany M.

    2013-01-01

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

  11. Downward Price-Based Brand Line Extensions Effects on Luxury Brands

    OpenAIRE

    Royo-Vela, Marcelo; Voss, Eileen

    2015-01-01

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

  12. Corporate Branding and Corporate Reputation

    DEFF Research Database (Denmark)

    Karmark, Esben

    2013-01-01

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

  13. Salmonella in beef and produce from honduras.

    Science.gov (United States)

    Maradiaga, Martha; Miller, Mark F; Thompson, Leslie; Pond, Ansen; Gragg, Sara E; Echeverry, Alejandro; Garcia, Lyda G; Loneragan, Guy H; Brashears, Mindy M

    2015-03-01

    Salmonella continues to cause a considerable number of foodborne illnesses worldwide. The sources of outbreaks include contaminated meat and produce. The purpose of this study was to establish an initial investigation of the burden of Salmonella in produce and beef from Honduras by sampling retail markets and abattoirs. Retail produce samples (cantaloupes, cilantro, cucumbers, leafy greens, peppers, and tomatoes; n = 573) were purchased in three major cities of Honduras, and retail whole-muscle beef (n = 555) samples were also purchased in four major cities. Additionally, both hide and beef carcass (n = 141) samples were collected from two Honduran abattoirs. Whole-muscle beef samples were obtained using a sponge hydrated with buffered peptone water, and 10 ml of the buffered peptone water rinsate of each produce sample was collected with a dry sponge and placed in a bag to be transported back to the United States. Salmonella was detected using a commercially available, closeplatform PCR system, and positive samples were subjected to culture on selective media to obtain isolates. Overall, the prevalence of Salmonella-positive samples, based on PCR detection in Honduras (n = 555) retail beef was 10.1% (95% confidence interval = 7.8, 12.9), whereas 7.8% (n = 141) of beef carcass and hides samples were positive in both beef plants. The overall Salmonella prevalence for all produce samples (n = 573) collected was 2.1% (95% confidence interval = 1.2, 3.6). The most common serotypes identified in Honduras were Salmonella Typhimurium followed by Derby. These results provide an indication of Salmonella contamination of beef and produce in Honduras. Developing a Salmonella baseline for Latin America through an initial investigation like the one presented here contributes to a broader global understanding of the potential exposure through food, thus providing insight into the needs for control strategies.

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

    Science.gov (United States)

    Schaefer, Michael; Rotte, Michael

    2007-08-24

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

  15. Rethinking the Measurement of Place Brands

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Braun, Erik

    2015-01-01

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

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

    OpenAIRE

    Subhani, Muhammad Imtiaz; Osman, Ms.Amber

    2009-01-01

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

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

    OpenAIRE

    Sumalee Lekprayura

    2012-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Boyka Bratanova

    2015-06-01

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

  19. Kill a brand, keep a customer.

    Science.gov (United States)

    Kumar, Nirmalya

    2003-12-01

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

  20. Global brands: a brief review

    Directory of Open Access Journals (Sweden)

    Martín Hernani-Merino

    2015-12-01

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

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

    Directory of Open Access Journals (Sweden)

    Manilall Dhurup

    2014-04-01

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

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

    CERN Document Server

    Zamith Brito, Eliane Pereira

    2015-01-01

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

  3. The construction of Brand Denmark

    DEFF Research Database (Denmark)

    Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard

    2015-01-01

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

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

    OpenAIRE

    Irina Ivanovna Skorobogatykh; Olga Saginova; Zhanna Musatova

    2014-01-01

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

  5. Antimicrobial resistance issues in beef production

    Science.gov (United States)

    Antimicrobial resistance threats to human health as identified have been recognized as a critical global public health concern. Linkage of some threats to beef production is discussed. The relevance to beef production of recent government actions will be examined. Prominent antimicrobial resistance ...

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

    Science.gov (United States)

    Takayanagi, Kazue; Hagihara, Yukiko

    2007-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Sergio Olavarrieta Soto

    2009-12-01

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

  8. Branding your medical practice.

    Science.gov (United States)

    Maley, Catherine; Baum, Neil

    2010-01-01

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

  9. Effect of sorbed water on disintegrant performance of four brands of Polacrilin Potassium NF.

    Science.gov (United States)

    Bele, Mrudula H; Derle, Diliprao V

    2012-03-01

    Polacrilin Potassium NF is a commonly used weak cation exchange resin disintegrant in pharmaceutical tablets. The objective of this research was to evaluate the effects of sorbed moisture on physical characteristics and disintegrant performance of four brands of Polacrilin Potassium NF. The disintegrants were stored in five different relative humidity chambers and their dynamic vapor adsorption-desorption analysis, effect of moisture on their compressibility, compactability, particle size, morphology, water uptake rate, and disintegration ability were studied. Moisture seemed to plasticize the disintegrants, reducing their yield pressures. However, certain optimum amount of moisture was found to be useful in increasing the compactablity of the tablets containing disintegrants. The tablets, however, lost their tensile strengths beyond this optimum moisture content. Moisture caused two brands of the disintegrants to swell; however, two other brands aggregated upon exposure to moisture. Swelling without aggregation increased the water uptake, and in turn the disintegrant performance. However, aggregation probably reduced the porosities of the disintegrants, reducing their water uptake rate and disintegrant performance. Different brands of Polacrilin Potassium NF differed in the abilities to withstand the effects of moisture on their functionality. Effect of moisture on disintegrant performance of Polacrilin Potassium NF needs to be considered before its use in tablets made by wet granulation.

  10. Consumers' Online Brand Endorsements

    NARCIS (Netherlands)

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

    2016-01-01

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

  11. Discursive Brand Solidarisation

    DEFF Research Database (Denmark)

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

    2014-01-01

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

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

    OpenAIRE

    Malik, Abdullah; Sudhakar, Bushan D.

    2014-01-01

    The use of celebrities in marketing communications has become the practice of the major companies in the emplacement of the brand in the mind of consumers. Firms are making vast investments in hiring celebrities for positioning of brands by making organizations with endorser qualities such as trustworthiness, attractiveness and expertise. In the backdrop, this paper seeks to explore the variables of brand positioning through sports celebrity endorsement. Secondly, to propose the model through...

  13. Levende branding

    DEFF Research Database (Denmark)

    Schultz, Majken

    2013-01-01

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

  14. Dettol: Managing Brand Extensions

    OpenAIRE

    Anand Kumar Jaiswal; Arpita Srivastav; Dhwani Kothari

    2009-01-01

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

  15. Design and Iconic Brands

    Directory of Open Access Journals (Sweden)

    2015-11-01

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

  16. Win Market by Brand

    Institute of Scientific and Technical Information of China (English)

    FENG Zhende

    2002-01-01

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

  17. Store personality and behavioral intentions of customers: a comparative study of retail industry in the Czech Republic and Sri Lanka

    Directory of Open Access Journals (Sweden)

    W. M. C. Bandara Wanninayake

    2012-01-01

    Full Text Available Brand personality is recognized as a key platform for developing a loyal customer base for service organizations. When it comes to the modern retail sector, self-service supermarkets are highly concerned about branding strategies for attracting customers to their stores. However, the impacts of brand personality of supermarkets can vary in different cross-cultural contexts. Hence, in this study, researchers examined this issue by selecting two samples: from Sri Lanka and from the Czech Republic, with the purpose of comparing the impact of brand personality on customer behavioral intentions in two different cultural contexts. For the first sample, 150 regular shoppers were randomly selected in Colombo (Sri Lanka, and data was collected from a researcher administrated questionnaire. The second sample was drawn from Zlin, (the Czech Republic where data was collected from 120 customers via using a self-administrated questionnaire. Principle component analysis and multiple regressions were used for data analysis and for testing hypotheses. This paper concludes by explaining the implications for modern retailers in designing their branding strategies, and by comparing which aspects of brand personalities of supermarkets are important in two different contexts.

  18. Brand-Transvisuality:

    DEFF Research Database (Denmark)

    Michelsen, Anders Ib; Nedergaard, Nicky

    2018-01-01

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

  19. Improvements in Iron Status and Cognitive Function in Young Women Consuming Beef or Non-Beef Lunches

    Directory of Open Access Journals (Sweden)

    Cynthia Blanton

    2013-12-01

    Full Text Available Iron status is associated with cognitive performance and intervention trials show that iron supplementation improves mental function in iron-deficient adults. However, no studies have tested the efficacy of naturally iron-rich food in this context. This investigation measured the hematologic and cognitive responses to moderate beef consumption in young women. Participants (n = 43; age 21.1 ± 0.4 years were randomly assigned to a beef or non-beef protein lunch group [3-oz (85 g, 3 times weekly] for 16 weeks. Blood was sampled at baseline, and weeks 8 and 16, and cognitive performance was measured at baseline and week 16. Body iron increased in both lunch groups (p < 0.0001, with greater improvement demonstrated in women with lower baseline body iron (p < 0.0001. Body iron had significant beneficial effects on spatial working memory and planning speed (p < 0.05, and ferritin responders (n = 17 vs. non-responders (n = 26 showed significantly greater improvements in planning speed, spatial working memory strategy, and attention (p < 0.05. Lunch group had neither significant interactions with iron status nor consistent main effects on test performance. These findings support a relationship between iron status and cognition, but do not show a particular benefit of beef over non-beef protein consumption on either measure in young women.

  20. Branding the Destination Versus the Place

    DEFF Research Database (Denmark)

    Zenker, Sebastian; Braun, Erik; Petersen, Sibylle

    2017-01-01

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

  1. Systematic review of public health branding.

    Science.gov (United States)

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

    2008-12-01

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

  2. HEDONIC DEMAND ANALYSIS FOR BEEF IN BENIN METROPOLIS

    African Journals Online (AJOL)

    BIUAGRIC2

    2013-02-11

    Feb 11, 2013 ... implicit demand for beef within the framework of a hedonic analysis, and the implicit or shadow price of beef were examined. Primary data ... results of the Hedonic analysis showed that, with an average unit price of N836.57 for beef, a consumer is strongly willing to pay ... method and strategies. Lancaster ...

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

    OpenAIRE

    Emor, Angelina M.

    2015-01-01

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

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

    NARCIS (Netherlands)

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

    2010-01-01

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

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

    NARCIS (Netherlands)

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

    2010-01-01

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

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

    NARCIS (Netherlands)

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

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

  7. Fashion Brand Purity and Firm Performance

    Directory of Open Access Journals (Sweden)

    Jin-hui Zheng

    2013-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Marinković Vladimir

    2015-01-01

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

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

    OpenAIRE

    Knag, Siri Merethe

    2012-01-01

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

  10. Image of Luxury Brands

    Directory of Open Access Journals (Sweden)

    Mónica Díaz-Bustamante

    2016-04-01

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

  11. Memory color effect induced by familiarity of brand logos.

    Science.gov (United States)

    Kimura, Atsushi; Wada, Yuji; Masuda, Tomohiro; Goto, Sho-Ichi; Tsuzuki, Daisuke; Hibino, Haruo; Cai, Dongsheng; Dan, Ippeita

    2013-01-01

    When people are asked to adjust the color of familiar objects such as fruits until they appear achromatic, the subjective gray points of the objects are shifted away from the physical gray points in a direction opposite to the memory color (memory color effect). It is still unclear whether the discrepancy between memorized and actual colors of objects is dependent on the familiarity of the objects. Here, we conducted two experiments in order to examine the relationship between the degree of a subject's familiarity with objects and the degree of the memory color effect by using logographs of food and beverage companies. In Experiment 1, we measured the memory color effects of logos which varied in terms of their familiarity (high, middle, or low). Results demonstrate that the memory color effect occurs only in the high-familiarity condition, but not in the middle- and low-familiarity conditions. Furthermore, there is a positive correlation between the memory color effect and the actual number of domestic stores of the brand. In Experiment 2, we assessed the semantic association between logos and food/beverage names by using a semantic priming task to elucidate whether the memory color effect of logos relates to consumer brand cognition, and found that the semantic associations between logos and food/beverage names in the high-familiarity brands were stronger than those in the low-familiarity brands only when the logos were colored correctly, but not when they were appropriately or inappropriately colored, or achromatic. The current results provide behavioral evidence of the relationship between the familiarity of objects and the memory color effect and suggest that the memory color effect increases with the familiarity of objects, albeit not constantly.

  12. Memory Color Effect Induced by Familiarity of Brand Logos

    Science.gov (United States)

    Kimura, Atsushi; Wada, Yuji; Masuda, Tomohiro; Goto, Sho-ichi; Tsuzuki, Daisuke; Hibino, Haruo; Cai, Dongsheng; Dan, Ippeita

    2013-01-01

    Background When people are asked to adjust the color of familiar objects such as fruits until they appear achromatic, the subjective gray points of the objects are shifted away from the physical gray points in a direction opposite to the memory color (memory color effect). It is still unclear whether the discrepancy between memorized and actual colors of objects is dependent on the familiarity of the objects. Here, we conducted two experiments in order to examine the relationship between the degree of a subject’s familiarity with objects and the degree of the memory color effect by using logographs of food and beverage companies. Methods and Findings In Experiment 1, we measured the memory color effects of logos which varied in terms of their familiarity (high, middle, or low). Results demonstrate that the memory color effect occurs only in the high-familiarity condition, but not in the middle- and low-familiarity conditions. Furthermore, there is a positive correlation between the memory color effect and the actual number of domestic stores of the brand. In Experiment 2, we assessed the semantic association between logos and food/beverage names by using a semantic priming task to elucidate whether the memory color effect of logos relates to consumer brand cognition, and found that the semantic associations between logos and food/beverage names in the high-familiarity brands were stronger than those in the low-familiarity brands only when the logos were colored correctly, but not when they were appropriately or inappropriately colored, or achromatic. Conclusion The current results provide behavioral evidence of the relationship between the familiarity of objects and the memory color effect and suggest that the memory color effect increases with the familiarity of objects, albeit not constantly. PMID:23874638

  13. Memory color effect induced by familiarity of brand logos.

    Directory of Open Access Journals (Sweden)

    Atsushi Kimura

    Full Text Available When people are asked to adjust the color of familiar objects such as fruits until they appear achromatic, the subjective gray points of the objects are shifted away from the physical gray points in a direction opposite to the memory color (memory color effect. It is still unclear whether the discrepancy between memorized and actual colors of objects is dependent on the familiarity of the objects. Here, we conducted two experiments in order to examine the relationship between the degree of a subject's familiarity with objects and the degree of the memory color effect by using logographs of food and beverage companies.In Experiment 1, we measured the memory color effects of logos which varied in terms of their familiarity (high, middle, or low. Results demonstrate that the memory color effect occurs only in the high-familiarity condition, but not in the middle- and low-familiarity conditions. Furthermore, there is a positive correlation between the memory color effect and the actual number of domestic stores of the brand. In Experiment 2, we assessed the semantic association between logos and food/beverage names by using a semantic priming task to elucidate whether the memory color effect of logos relates to consumer brand cognition, and found that the semantic associations between logos and food/beverage names in the high-familiarity brands were stronger than those in the low-familiarity brands only when the logos were colored correctly, but not when they were appropriately or inappropriately colored, or achromatic.The current results provide behavioral evidence of the relationship between the familiarity of objects and the memory color effect and suggest that the memory color effect increases with the familiarity of objects, albeit not constantly.

  14. Nation branding as an emerging field

    DEFF Research Database (Denmark)

    Merkelsen, Henrik; Rasmussen, Rasmus Kjærgaard

    2016-01-01

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

  15. Beef flavor: a review from chemistry to consumer.

    Science.gov (United States)

    Kerth, Chris R; Miller, Rhonda K

    2015-11-01

    This paper briefly reviews research that describes the sensation, generation and consumer acceptance of beef flavor. Humans sense the five basic tastes in their taste buds, and receptors in the nasal and sinus cavities sense aromas. Additionally, trigeminal senses such as metallic and astringent are sensed in the oral and nasal cavities and can have an effect on the flavor of beef. Flavors are generated from a complex interaction of tastes, tactile senses and aromas taken collectively throughout the tongue, nasal, sinus and oral cavities. Cooking beef generates compounds that contribute to these senses and result in beef flavor, and the factors that are involved in the cookery process determine the amount and type of these compounds and therefore the flavor generated. A low-heat, slow cooking method generates primarily lipid degradation products, while high-heat, fast cookery generates more Maillard reaction products. The science of consumer acceptance, cluster analyses and drawing relationships among all flavor determinants is a relatively new discipline in beef flavor. Consumers rate beef that has lipid degradation products generated from a low degree of doneness and Maillard flavor products from fast, hot cookery the highest in overall liking, and current research has shown that strong relationships exist between beef flavor and consumer acceptability, even more so than juiciness or tenderness. © 2015 Society of Chemical Industry.

  16. 27 CFR 5.34 - Brand names.

    Science.gov (United States)

    2010-04-01

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

  17. Brand marketing model on social networks

    OpenAIRE

    Jezukevičiūtė, Jolita; Davidavičienė, Vida

    2014-01-01

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

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

    Directory of Open Access Journals (Sweden)

    Alina Catalina Duduciuc

    2015-07-01

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

  19. Fashion store personality: Scale development and relation to self-congruity theory

    OpenAIRE

    Willems, Kim; Swinnen, Gilbert; Brengman, Malaika; Janssens, Wim

    2011-01-01

    Although traditionally, the concept of “branding” has almost exclusively been used in the context of consumer goods, it has gradually found its way into the field of retailing (Ailawadi and Keller, 2004). In the way that consumers buy (luxury) brands to express or enhance their self-image, so can they be expected to patronize stores with a personality that matches their self-concept (Sirgy et al., 2000). This is particularly the case in the fashion industry, with fast fashion retailers tradin...

  20. Co-creating Stakeholder and Brand Identities

    DEFF Research Database (Denmark)

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

    2017-01-01

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