Showing papers in "Journal of Brand Management in 2000"
TL;DR: The reputation quotient (RQ) as mentioned in this paper is a new measure of corporate reputation, which was proposed to measure corporate reputations and establish its empirical validity and reliability through focus groups and pilot studies.
Abstract: Measures of corporate reputation currently in widespread use suffer from fundamental methodological and conceptual weaknesses. This paper begins with a brief overview of the reputation construct and its expected dimensionality. It then examines some of the major indices in use and documents their principal weaknesses. A new instrument is proposed — ‘the reputation quotientSM (RQ) — to measure corporate reputations and establish its empirical validity and reliability through focus groups and pilot studies. It concludes that the reputation quotient is a robust measure of corporate reputations that considerably improves the state of the art in reputation measurement.
1,210 citations
TL;DR: In this article, the influence of awareness, purchase and dream values of luxury brands on two counts was studied in Singapore and it was shown that increasing awareness yields higher levels of brand preference, which generates stronger purchase intentions.
Abstract: This paper extends work on the influence of awareness, purchase and dream values of luxury brands on two counts. First, it introduces a measure on consumers' ‘dislike’ for certain luxury brands of high awareness. The justification is consumers may be aware of a well-known brand but need not necessarily like it. Second, the Rarity Principle suggests that in order to maintain prestige, luxury brands must sustain high levels of awareness and tightly controlled brand diffusion to enhance exclusivity. This study in Singapore supports the notion that Asian consumers hold different perceptions in the ownership of luxury brands compared to the West. The findings show that the popularity of a brand may propel the dream value of the brand. Increasing awareness yields higher levels of brand preference, which generates stronger purchase intentions. This clearly rejects the Rarity Principle, which exists in the USA findings. Therefore, in order for luxury brands to be successful, they have to be promoted through active-marketing communication. The focus must be on strengthening the brand image and delivering benefits that the brands could provide.
527 citations
501 citations
TL;DR: In this paper, a U-shaped relationship between extrinsic cues such as price and brand to infer perceived product quality was found, and the effect of these cues is sometimes hypothesised to be moderated by variables such as product familiarity.
Abstract: Consumers often use extrinsic cues such as price and brand to infer perceived product quality. The effect of these cues is sometimes hypothesised to be moderated by variables such as product familiarity. Some authors have found a U-shaped relationship between the cues and perceived product quality, in the sense that, for a particular moderator (eg product familiarity), either low or high familiarity consumers use these cues more than those with moderate familiarity. In the current paper, this idea is extended to the brand image/perceived product quality relationship. This paper describes the testing of a model using a large sample (n = 1068) of Australian consumers and several potential moderators.
35 citations
TL;DR: The Sydney 2000 Olympic Games is the battleground for the next major war between sponsors and ambush marketers as discussed by the authors, and the outcome will be important not only to competitors and sponsors but also to the marketing industry as a whole.
Abstract: Sponsorship has outperformed all other marketing communication tools in terms of growth throughout the 1990s. The Olympic Games with its huge audience is perhaps the premier place for companies to showcase their brand(s). But an increasing number of corporate contestants find themselves in a gruelling strugle against ambush marketing attempts by their competitors. Ambush marketing is a growing option that has emerged on the heels of the rising costs for securing sponsorship rights. As sponsorship fees demanded by event owners increase, more marketers find the asking price to be outside the reach of their budgets and are forced to look for communication alternatives. Companies that cannot afford to buy sponsorship, or choose not to, may be attracted to an ‘ambush’ strategy for defensive as well as offensive reasons. Ambush marketing represents a way to try to blunt and perhaps even neutralise their competitor's investment. Especially when the official sponsor is non-vigilant, there is growing case evidence of ambush marketing succeeding. So companies buying official sponsorships need to have a strong marketing plan for leveraging their sponsorship investments to minimise any windows of opportunity for would-be ambushers. To the extent that ambush marketing succeeds, it not only defeats the sponsoring company but also risks devaluing the future of corporate sponsorship of events. The Sydney 2000 Olympiad is the battleground for the next major war between sponsors and ambush marketers. The outcome will be important not only to competitors and sponsors but also to the marketing industry as a whole.
33 citations
TL;DR: In this paper, the authors present an approach to the professional creation and management of profitable Short-Term Brands (STB) to cope with consumers' willingness to try new brands and a preference for brand-variety over brand-loyalty.
Abstract: Consumers exhibit recently an unprecedented willingness to try new brands and a preference for brand-variety over brand-loyalty (even loyalty to a consistent repertoire of brands), resulting in damage to brand survivability. To cope, marketers now need an additional tool to the familiar Long-Term Brand (LTB): the professional creation and management of profitable Short-Term Brands (STB).
31 citations
TL;DR: In this paper, the authors consider the impact of the Internet on the status and strength of brands in the FMCG market. But they focus on how to adapt to this likely impact so that they benefit from its positive effects and minimise its negative effects.
Abstract: How will the Internet impact on the status and strength of brands? How should corpo rations react to this likely impact so that they benefit from its positive effects and minimise its negative effects? Interestingly, in the FMCG markets , the former revolution brought by giant hyper markets that was asso ciated with the concentration of distribution has led to a weakening of brands. As a result, they are forced to retreat to the upper end of each market, thus leaving the bulk of the market to the distributors' brands . How could the Internet revolution impact on the foundations of brand power?
15 citations
TL;DR: In this article, the authors examined the COO effect of Toyota Corolla, Camry and Avalon and further explored the relationship between consumers' purchase intentions and their perceived product images in conjunction with political images.
Abstract: Country of Origin (COO) effects refer to consumers' reliance on COO information in evaluating the quality of products from various countries and making their decisions on product purchases. This study examined the COO effect of Toyota Corolla, Camry and Avalon and further explored the relationship between consumers' purchase intentions and their perceived product images in conjunction with political images. The findings in this research support the assertion that COO influences consumers' product evaluation of automobiles made in different countries. This study also found that US consumers who prefer pressuring the Japanese government over improving US business competitiveness in dealing with the US-Japan trade issues tend to have less of an intention to purchase the Japanese automobiles.
13 citations
11 citations
TL;DR: In this paper, the authors review what is currently done in brand measurement studies in industry and then question the lack of use of marketing knowledge in their design, and propose a guide to instrument design based on the empirical research reviewed.
Abstract: Brand image measurement is arguably one of the most important market research studies that a firm can undertake. It assists marketing departments to understand perceptions of their company and products. Unfortunately, few of the rules that guide the design of brand image measurement tools have been based on sound research. The authors review what is currently done in brand measurement studies in industry and then question the lack of use of marketing knowledge in their design. This conceptual paper reviews empirical research into the development of brand measurement tools. It proposes a guide to instrument design based on the empirical research reviewed.
TL;DR: In this paper, the authors extended prior country of origin research by conceptualizing the country of branding as a product evaluation tool for luxury brands, and discussed the strategic and managerial implications.
Abstract: The relevance of country image in the globalisation of international trade is questioned as products today are manufactured, designed, assembled and sold in different countries. Known as hybrid products, these are products branded or designed in one country but manufactured, assembled or have parts supplied by another. This trend is also perceived to have homogenised a consumer buying culture for many luxury brands. In the process, the recognition of brand names is accentuated, while the country of manufacture of a product may no longer be the most important determinant for evaluation of brand image and product quality. This paper therefore extends prior country of origin research by conceptualising the country of branding as a product evaluation tool for luxury brands. The strategic and managerial implications are presented to justify the proposal. Finally, some research initiatives are discussed.
TL;DR: In this paper, a set of interrelated hypotheses was examined in a quasi-experimental study and it was found that extensions into product categories perceived similar to that of the parent brand tend to be more easily accepted then less similar extensions.
Abstract: Firms often try to benefit from their well-established brands by extending them (the brands) into new product categories Real life observations show that this strategy can be beneficial, but also result in market failures difficult to overcome This paper reports an effort to enhance present insights regarding factors that attribute to success in extending established brands into new product categories A set of interrelated hypotheses was examined in a quasi-experimental study The findings show — as reported in earlier research — that extensions into product categories perceived similar to that of the parent brand tend to be more easily accepted then less similar extensions It was observed, however, that the phenomenon of product category ‘similarity’ may be more complex and multifaceted than usually believed The reported findings indicate that strong brands are advantageous when extending into product categories perceived high in risk It was also found that knowledge of and belief in strong brands may compensate for consumers' lack of product knowledge in their purchase behaviours Managerial and theoretical implications are emphasised
TL;DR: In this paper, the authors present findings from five years of research and experience based learnings on how to design organizations which are aligned around the leadership belief that behaviour = brand = reputation.
Abstract: This paper presents findings from five years of research and experience based learnings on how to design organisations which are aligned around the leadership belief that behaviour = brand = reputation. The methodologies, Brand Alignment and The ACID Test help leadership teams develop this critical asset and bring it to life throughout the organisation. The idea is developed of brand as an action learning core which nurtures the system of relationships a company forms and sets out the argument that a brand's promise should act as an interlinking web of knowledge and as an aligner of cultural values.
TL;DR: In this paper, the authors examine what changes might be seen in the world of Brand Management in the next 10 years and how technology, Total Customer Experience and Customer Relationship Management all come together, for the benefit of the customer, and in the wider dimension of Intellectual Asset Management (IAM).
Abstract: ‘Networked markets are beginning to self-organise faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter and more demanding of qualities missing from most business organisations’. This is a quote from the website of cluetrain.com which comprises many of the points the author has been speaking on and writing on for the last few years — but it encompasses the New (or Digital) Economy as well. This paper examines what changes might be seen in the world of Brand Management in the next 10 years and how technology, Total Customer Experience and Customer Relationship Management all come together, for the benefit of the customer, and in the wider dimension of Intellectual Asset Management (IAM).
TL;DR: In this article, the authors describe the results of an international survey into brand risk management by large corporations, in particular, the following aspects of brands are analysed: significance, perception, risk, protection and valuation.
Abstract: This paper describes the results of an international survey into brand risk management by large corporations. In particular, the following aspects of brands are analysed: significance, perception, risk, protection and valuation. The results are descriptive rather than explanatory and further research would benefit from incorporating more substantial data on brand strength and value.
TL;DR: The individual roles played by consumers, brands and marketers have evolved over the last 30 years but the plot which everyone enacts, has remained roughly the same as mentioned in this paper, and the brand has been the most important part of this triumvirate; a closely defined entity created by marketers, nourished and protected by brand managers.
Abstract: The individual roles played by consumers, brands and marketers have evolved over the last 30 years but the plot, which everyone enacts, has remained roughly the same. The brand has been the most important part of this triumvirate; a closely defined entity created by marketers, nourished and protected by brand managers to be purchased by consumers.
TL;DR: In this article, a framework is developed in which internal employees' experiences of their firm's service quality emphasis (service climate or service culture) determine their role behavior towards customers and, ultimately, customer satisfaction, loyalty and retention.
Abstract: In this paper a framework is developed in which internal employees' experiences of their firm's service quality emphasis (service climate or service culture) determine their role behaviour towards customers and, ultimately, customer satisfaction, loyalty and retention Elements of the framework include:
(a) foundation issues (fundamental human behaviour issues like fairness and trust);
(b) internal service (the quality of service employees believe they receive internally);
(c) service climate (the degree to which management emphasises service quality in planning, goal setting, and so forth and the degree to which the training and technological resources required for service delivery are provided)
The research supporting the framework is described Finally, the role the framework plays in understanding brand image is explicated and some elements of change to an organisation with a service quality brand image are described
TL;DR: In this article, a comparison between brand names of today and those of 100 years ago is made, based on a historical comparison between the two models, first published in "Identity Matters" by Bamber Forsyth.
Abstract: This paper is built around a historical comparison between brand names today and those of 100 years ago, first published in ‘Identity Matters’ by Bamber Forsyth. This paper claims that brand names have evolved from antecedent models which were established or developed during the late 19th and early 20th century. It also suggests that changes in late 20th century name design and in the naming industry have occurred through the diversifying requirements of the culture and consumer.
TL;DR: In this paper, the authors present a 21st century checklist on how to build a brand that is well conceived and consistently delivered through all business processes and customer contacts, the organisation will grow and prosper.
Abstract: Increasingly, the brand is becoming the key source of differentiation that guides a customer's purchase choice. The brand is also the focal point around which an organisation defines how it will uniquely deliver value to that customer in a profitable manner. The brand embodies the ‘heart and soul’ of an organisation. In effect, its promise is delivered through its products, services, and consumer communication, creating the total customer relationship and experience. If the brand is well conceived and consistently delivered through all business processes and customer contacts, the organisation will grow and prosper. This paper compiles a 21st century checklist on how to do this.
TL;DR: In the wake of public outcry following endorsement of Flora margarine and Lottery scratch cards by the Diana, Princess of Wales Memorial Fund, this paper explored the boundaries of consumer acceptability for extensions of the Diana brand.
Abstract: Celebrities can be viewed as a special case of brands. Despite the potential rewards of managing this type of brand effectively, little academic research has been undertaken in this area. Diana, the late Princess of Wales offers an extreme of celebrity since, at the time of her death in 1997, she was the most famous woman in the world. As any other brand, the Diana brand can be viewed as potentially extendible with the scope of the extension limited by the brand's associations. In the wake of public outcry following endorsement of Flora margarine and Lottery scratch cards by the Diana, Princess of Wales Memorial Fund, this paper explores the boundaries of consumer acceptability for extensions of the Diana brand.
TL;DR: In this article, a sample of 85 UK-based Western businesses known to sell in the Czech Republic was surveyed to establish the extent to which market knowledge gained from close links with local Czech partners (distributors, retailers, agents, consultants, etc.) encouraged them to customise their brand images in the local Czech market.
Abstract: A sample of 85 UK-based Western businesses known to sell in the Czech Republic was surveyed to establish the extent to which market knowledge gained from close links with local Czech partners (distributors, retailers, agents, consultants, etc.) encouraged them to customise their brand images in the local Czech market. The influences on image customisation of a company's commitment to, and dependence on, sales in the Czech Republic were also examined. It emerged that market closeness and market commitment significantly affected the degree of image customisation. The results for market dependence were inconclusive. Image customisation seemed to depend more on marketing executives' belief in the existence of major cultural differences between the Czech Republic and the UK than on economic differences or disparities in national advertising media or distribution systems.
TL;DR: In this paper, the second in a series, based upon empirical research, is a discursive paper, because while the evidence on this topic within the research is limited, it seems significant enough to merit examination.
Abstract: This paper is the second in a series, based upon empirical research. It is a discursive paper, because while the evidence on this topic within the research is limited, it seems significant enough to merit examination. This paper, therefore, is primarily intended to stimulate further debate and discussion.
TL;DR: In this paper, the importance of market research is identified by the high performance of companies utilising such research and the increasing shareholder value reflecting a true representation of the brand and the benefits of research are added to, not only the marketing function, but also the finance department.
Abstract: Market research plays an increasingly important role in today's companies. The benefits of research are added to, not only the marketing function, but also the finance department. It is clear that the importance of market research will influence finance controllers and, as the benefits are further identified, the finance department may potentially direct future market research. The added value of market research is identified by the high performance of companies utilising such research and the increasing shareholder value reflecting a true representation of the brand.
TL;DR: This paper used case research from five Czech breweries and applied current models to classify the firms in terms of brand development, revealing that Branding is revealed to be currently in an early stage but with the expectation of rapid development.
Abstract: Branding is a key component of marketing as it enables the differentiation of products which otherwise offer little scope for variation or innovation. Branding does this by investing a product or service with a unique combination of rational and emotional values. This study uses case research from five Czech breweries and applies current models to classify the firms in terms of brand development. Branding is revealed to be currently in an early stage but with the expectation of rapid development. The impact of Western marketing firms and experts is considerable in implementing major changes in branding in larger firms, but local experts are also proving effective in developing the brands of smaller companies.
TL;DR: In this paper, a process and tools for cascading the principles of the company brand throughout an organization are presented, enabling the brand to guide the people that need to deliver its promise.
Abstract: This paper outlines a process and tools for cascading the principles of the company brand throughout an organisation. Effectively done, the brand is enabled to guide the people that need to deliver its promise.