Showing papers in "Journal of Product & Brand Management in 2007"
TL;DR: In this article, the authors explored the effects of brand's country-of-origin image on the formation of brand equity, which is made up of brand loyalty, brand awareness, perceived quality, and brand associations.
Abstract: – The purpose of this study is to explore the effects of brand's country‐of‐origin image on the formation of brand equity., – To accomplish this, the brand equity of household electrical appliances, particularly televisions, refrigerators and air‐conditioners, in the Malaysian market is examined. A conceptual framework in which brand's country‐of‐origin image is postulated to influence the dimensions of brand equity, which is made up of brand loyalty, brand awareness, perceived quality, and brand associations. These dimensions, in turn, influence brand equity. Data were collected from consumers of household electrical appliances using probability sampling., – Factor analysis conducted on brand equity dimensions, produced three factors namely, brand distinctiveness, brand loyalty, and brand awareness/associations. The regression analysis results show that brand's country‐of‐origin image positively and significantly influences dimensions of brand equity. The results also show that brand's country‐of‐origin image influences brand equity, either directly or indirectly, through the mediating effects of brand distinctiveness, brand loyalty and brand awareness/associations., – The study investigates brand equity of durable goods of three product categories namely television, refrigerator and air‐conditioner. It only considers brand's country‐of‐origin image as one of the sources of brand equity. The conceptual framework does not take into consideration factors that moderate the influence of antecedent of brand equity on brand equity., – Producers of household electrical appliances should put greater emphasis in creating brand loyalty for their products. The good image of brand's original country should be highlighted in order to enhance the overall image of the brand. Favorable country image can also be capitalized in brand‐naming strategy., – This is paper important in identifying the sources of brand equity.
548 citations
TL;DR: In this article, the authors investigated the relationship between customer satisfaction and loyalty and price acceptance, while other factors that have an influe effect on price acceptance were investigated. But, the results from the study provided empirical support, suggesting that perceived price fairness influences customer satisfaction, and loyalty is two important antecedents of price acceptance.
Abstract: Purpose – The purpose of this paper is to investigate the effects of customer satisfaction both directly and indirectly (through loyalty) on price acceptance. In addition, price fairness is considered as an antecedent of customer satisfaction and loyalty.Design/methodology/approach – Based on a theoretical discussion regarding the relationship among price fairness, customer satisfaction, loyalty, and price acceptance, empirical research was conducted to test the proposed relationships. Multiple‐item indicators from previous studies were employed to measure the constructs.Findings – The results from the study provide empirical support, suggesting that perceived price fairness influences customer satisfaction and loyalty. The analysis also suggests that customer satisfaction and loyalty are two important antecedents of price acceptance.Research limitations/implications – The study ponders the relationship between customer satisfaction and loyalty and price acceptance, while other factors that have an influe...
335 citations
TL;DR: In this paper, a study was conducted in the context of automobile purchases in major German car dealerships and the authors aimed to link conceptually the concepts of price fairness and customer satisfaction and empirically demonstrate the influence of perceived price fairness on satisfaction judgments.
Abstract: Purpose – This paper aims to link conceptually the concepts of price fairness and customer satisfaction and empirically demonstrate the influence of perceived price fairness on satisfaction judgments. Further, it seeks to examine specific factors that influence fairness perceptions including price perception and consumer vulnerability.Design/methodology/approach – The study is conducted in the context of automobile purchases in major German car dealerships. Based on a theoretical conceptualization of the constructs and an empirical pretest, 246 car buyers were surveyed and their fairness perceptions and satisfaction judgments with the car buying process measured.Findings – The research shows that price perceptions directly influence satisfaction judgments as well as indirectly through perceptions of price fairness. Results also indicated that consumers' vulnerability, which is induced by a perceived demand‐supply relationship and the urgency of need from the consumers' side, had a negative effect on perce...
323 citations
TL;DR: In this article, the role played by the family on consumer-based brand equity was analyzed in six different brands of milk, toothpaste and olive oil via structural equations model, and it was shown that positive brand information provided by a family has effects on the formation of brand awareness-associations and perceived quality.
Abstract: Purpose – The main purpose of the current work is to analyse the role played by the family on consumer‐based brand equity. In the proposed model, information of a brand provided by both the family and the firm (via price, promotion and advertising spending) is analysed as a source of consumer‐based brand equity and its dimensions.Design/methodology/approach – An empirical study was conducted in young adults (18‐35) via structural equations model. Brand equity is analysed in six different brands of milk, toothpaste and olive oil.Findings – Results prove that positive brand information provided by the family has effects on the formation of brand awareness‐associations and perceived quality, and this may lead in turn, to brand loyalty and overall brand equity. The effects of the information provided by the family are higher than those of the marketing variables studied. Results also show that brand loyalty is much closer to the concept of overall brand equity than brand awareness‐associations and perceived q...
288 citations
TL;DR: In this article, the authors aim to show that brand success can be improved if the brand promise that is communicated through mass media campaigns is lived up to by each employee of a company.
Abstract: Purpose – This study aims to show that brand success can be improved if the brand promise that is communicated through mass media campaigns is lived up to by each employee of a company. The paper terms such brand consistent employee behaviour behavioural branding and identifies managerial instruments for its implementation and management.Design/methodology/approach – The model in the paper explains the brand's contribution to company success by brand consistent employee behaviour, functional employee performance and brand congruent mass media communication. Brand consistent employee behaviour and functional employee performance in turn are modelled as determined by formal and informal management techniques as well as employee empowerment. The model is tested on a sample of 167 senior managers using partial least squares and finds empirical support. Furthermore, practical implications are provided based on additional top management focus groups.Findings – The paper finds that behavioural branding determine...
195 citations
TL;DR: In this paper, the authors developed a framework for understanding what drives customer-based brand equity and price premium for grocery products. But they focused on the role of uniqueness, together with the four traditionally basic dimensions of brand equity proposed: awareness, qualities, associations and loyalty.
Abstract: Purpose – This paper seeks to develop a framework for understanding what drives customer‐based brand equity and price premium for grocery products.Design/methodology/approach – The paper reviews empirical studies made within the area of brand equity and studies of grocery products. It compares and analyses the results from an explorative and qualitative field study with previous research on brand equity and food quality.Findings – The study finds that brand equity and price premium focusing on the grocery sector specifically highlights the role of uniqueness, together with the four traditionally basic dimensions of brand equity proposed: awareness, qualities, associations and loyalty. Relevant brand associations (origin, health, environment/animal friendliness, organisational associations and social image), and quality attributes (taste, odour, consistency/texture, appearance, function, packaging and ingredients) specific to groceries are identified and proposed for future measurement scales and model val...
180 citations
TL;DR: In this article, the impact of price and quality positioning on the willingness to purchase new store brands in five product groups was analyzed with analysis of variance and partial least squares with a total of 990 respondents completed a questionnaire about store brand perception, aspects of purchasing behavior and willingness to buy.
Abstract: Purpose – The purpose of this paper is to identify factors influencing customers' willingness to purchase new store brandsDesign/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 of variance and partial least squaresFindings – The paper finds that customers' willingness to buy new store brands differs between different product groups It is lowest for product groups associated with high social risk Accordingly, premium store brands are preferred for these categories The influence of price is small and nonlinear Furthermore, the attitude towards a specific store brand has a large impact on customers' willingness to purchase, while the attitude toward store brands in general is less important The driv
149 citations
TL;DR: In this article, the authors discuss the current trend of universities to engage in marketing and branding programs and find that there is no clear indication that the top brands change ranking significantly from year-to-year.
Abstract: Purpose – The paper aims to discuss the current trend of universities to engage in marketing and branding programs. The motivation is often to enhance the university's reputation and to have a positive influence on university ranking. It is unclear whether branding has been successful with little evidence in rankings to support these programs.Design/methodology/approach – The paper reviews some of the branding and image programs at universities. It looks at university rankings to determine if there has been a significant change in any of the schools that would suggest branding might be a factor influencing rankings.Findings – The paper finds that there is no clear indication that the top brands change ranking significantly from year‐to‐year. Unlike products, a leading university brand may not find significant benefits from a marketing or branding program.Practical implications – While it is inconclusive whether the leading universities can cause significant changes in their rankings through branding progr...
148 citations
TL;DR: In this article, a five-stage process of brand cocreation is developed identifying the various stages in which the firm is in control and those which are controlled by the consumers.
Abstract: Purpose – In light of the increasing acceptance of the concept of brand cocreation this paper aims to develop a model of the process in order to elucidate the roles of the various stakeholders, particularly the company and the brand consumers, in it and the implications of the concept for brand managersDesign/methodology/approach – The process model of brand cocreation was derived from extant literature covering a wide range of topics related to brands, including: various types of marketing, consumer behaviour, psychology, new product development, and marketing communicationsFindings – A five‐stage process of brand cocreation is developed identifying the various stages in which the firm is in control and those which are controlled by the consumersPractical implications – The paper highlights the need to reconsider the role of brand managers in the brand cocreation process and identifies various gaps in the knowledge of brands and their management that have become apparent as a result of the development
109 citations
TL;DR: In this paper, the authors review and integrate the empirical literature on pricing practices in order to pave the road for future research, and summarize the findings from these studies in an integrative framework that includes testable research propositions.
Abstract: Purpose – In the face of increased pricing pressure, managerial attention for value‐informed pricing (in which a price is based on the customer's value perception) is on the rise. Although value‐informed pricing in its organizational context received a great deal of attention, the body of literature is fragmented and insights are often not cumulative. It is the aim of this article to review and integrate the empirical literature on pricing practices in order to pave the road for future research.Design/methodology/approach – Empirical studies on pricing practices are collected and reviewed. Building on the resource‐based view of the firm, the findings from these studies are summarized in an integrative framework that includes testable research propositions.Findings – Value‐informed pricing is the result of the deployment of informational resources such as market research, relationships and internal knowledge on customers. Firms should not only develop these information sources, but also secure the process ...
88 citations
TL;DR: In this article, the authors examined consumers' perceptions about Cyprus wine and identified the problems and major challenges evident in the industry, and put forward some propositions towards building strong local brands.
Abstract: – This research aims to examine the importance of branding in the Cyprus wine industry. Further, it seeks to identify the wine‐consumer perceptions and expectations as well as the main problems found in the industry., – Empirical data were collected by using secondary and primary data sources. Primary data sources included semi‐structured interviews, focus groups and questionnaires with the key stakeholders in the industry., – This research examined consumers' perceptions about Cyprus wine and identified the problems and major challenges evident in the industry. On the basis of this knowledge, the researchers put forward some propositions towards building strong local brands., – There are limitations associated with the data collection method used; survey questionnaire. Telephone interviews tend to generate information that reveals relationships and associations between variables and mainly provide information of what is happening rather than why it happens., – Based on the findings, this paper recommends to practitioners new ways for development and market penetration, and enables them to build their brand and improve their marketing practices in an increasingly competitive environment., – The paper reports on the findings of the first in its kind research study carried out in Cyprus in the wine sector. The findings that emerged set the foundation for helping the various stakeholders in the sector to contribute towards building strong brands to help them sustain the fierce competition from foreign brands.
TL;DR: In this paper, the authors explore how store brand personality might play a role in consumer perceptions towards store brands and how such personalities might vary when consumers are allowed to experience the product.
Abstract: Purpose – To explore how store brand personality might play a role in consumer perceptions towards store brands and how such personalities might vary when consumers are allowed to experience the product.Design/methodology/approach – Two different store brand products from high selling categories were compared with their leading national brands. A total of 139 respondents took the survey. Respondents were divided into four groups, each group representing a different experimental condition. Respondents rated the personality attributes on a seven point Likert scale.Findings – Results show that national brands have stronger brand personality traits when compared to store brands; however, such differences diminished when consumers were allowed to taste and experience the products.Practical implications – Retailers would be better off to let consumers experience and taste the products to drive consumer perceptions of store brands. Retailers should also focus on those categories where the differential in persona...
TL;DR: In this paper, the differences of consumer perceptions on product quality, price, brand leadership and brand personality among national brands, international private labels, and local private labels were investigated by using product categories as the moderator of the preceding perceptions.
Abstract: Purpose – This research attempts to investigate the differences of consumer perceptions on product quality, price, brand leadership and brand personality among national brands, international private labels and local private labels. It aims to use product categories as the moderator of the preceding perceptions.Design/methodology/approach – Data were collected outside the entrances of the main rail station of Taipei, Taiwan. A systematic sampling was adopted and 254 questionnaires were eventually collected.Findings – The findings revealed that on the whole national brands were perceived as significantly superior to international private labels, while international private labels were perceived as being superior to local private labels in terms of all perceptions except price perception. The findings also revealed that product categories moderated price and brand personality perceptions across the three brand types, while product categories failed to moderate the effect of the three brands types on quality ...
TL;DR: In this paper, the authors explored ethical purchasing behaviours and attitudes relating to the Royal Society for Prevention of Cruelty to Animals (RSPCA) and their brand extension “Freedom Food”.
Abstract: Purpose – This paper aims to explore ethical purchasing behaviours and attitudes, relating to the Royal Society for Prevention of Cruelty to Animals (RSPCA) and their brand‐extension “Freedom Food”.Design/methodology/approach – A mixed methodology was adopted. This involved both in‐depth interviews with 30 consumers and a postal survey of 1,000 consumers. Beliefs, attitudes, normative and control issues were measured within the context of the theory of planned behaviour (TPB). Structural equation modelling was used to explore a series of dependence relationships simultaneously.Findings – Overall, consumers' moral obligations towards food‐animals as well as consumer location are confirmed as influencing ethical brand choice. Both variables provide additional predictive capability improvements, raising the percentage of explained variance by 28 per cent to 80 per cent. The RSPCA's brand extension is clearly successful in terms of the positive, association value between the parent brand and the extended bran...
TL;DR: In this article, the authors proposed a model to investigate the relationship between price, use, quality, and culture regarding the adoption of high-technology branding strategy and concluded that people purchase high technology products primarily for prestige rather than to satisfy particular needs, and perception of change affected the adoption process of high technology.
Abstract: Purpose – The paper aims to propose a model to investigate the relationships between price, use, quality, and culture regarding the adoption of high‐technology branding strategy.Design/methodology/approach – Based on the identified areas of influence – price, use, quality and culture – a questionnaire was designed and randomly sent out to 70 respondents via e‐mail. At the same time, those respondents were asked to pass on the e‐mail, resulting in a total number of 94 people from 21 different countries responding to the request. The findings were evaluated and analysed by using the computer‐aided data analysis programme SPSS.Findings – The study concluded that people purchase high technology products primarily for prestige (usage) rather than to satisfy particular needs, and perception of change (culture) affected the adoption process of high‐technology.Research limitations/implications – Because of the focus of this survey to discover the incentives behind the adaptation process, the possibilities of usin...
TL;DR: In the absence of explicit information about bundle savings, consumers infer a bundle saving when presented with a bundle offer as mentioned in this paper, which provides a simple, parsimonious explanation for pre and post-purchase bundle effects.
Abstract: Purpose – The paper seeks to propose and test a theory of the psychological impact of price bundling that is derived from bundling's economic impact. It is called the inferred bundle saving hypothesis. In the absence of explicit information about bundle savings, consumers infer a bundle saving when presented with a bundle offer. It is suggested that inferred bundle saving provides a simple, parsimonious explanation for pre‐ and post‐purchase bundle effects.Design/methodology/approach – The theory is tested in two laboratory studies that employ partial replications of two prior price bundle studies.Findings – The results show that the inferred bundle saving effect is robust in both product and service contexts, and can potentially explain the bundle effects found in these two studies.Research limitations/implications – Additional experimental studies are recommended to further test the proposed theory.Practical implications – First, contrary to convention, it is not always optimal for firms to integrate pr...
TL;DR: In this paper, a survey of web-posted prices in ten countries is conducted to explain variances in odd versus even ending practices in western versus non-western countries, using Hall's high-low context construct.
Abstract: Purpose – Retail prices ending in 0, 5 (even ending), and 9 (odd ending) are common in western countries. The purpose of this paper is to explain variances in odd versus even ending practices in western versus non‐western countries, using Hall's high‐low context construct.Design/methodology/approach – A survey of web‐posted prices in ten countries is conducted.Findings – Relative to their counterparts in low context, western cultures, consumers in high context, non‐western cultures may be less prone to the illusion of cheapness or gain created by odd endings, and more likely offended by such perceived attempts to “fool” them. Thus, odd endings are predicted to operate at a higher level of value significance to consumers, and to occur less frequently relative to even endings, in high than low, context cultures. Data support the predictions.Research limitations/implications – Additional empirical studies are recommended to further test the proposed theory.Practical implications – Western firms need to be ca...
TL;DR: In this article, a variety of recent studies were considered and it was determined that today's consumer has three prominent needs: knowledge, authenticity, and personal experiences, and they posits that creating positive experiences, via knowledge and authenticity, represents the next evolutionary phase of brand success.
Abstract: Purpose – The value of branding as an effective part of a company's marketing strategy is changing as the needs of the consumer has changed. The purpose of this paper is to identify these changes and to prescribe specific modifications that should be made to the brand and its implementation.Design/methodology/approach – To better understand the evolving consumer a anthropological approach was employed. A variety of recent studies were considered and it was determined that today's consumer has three prominent needs: knowledge, authenticity, and personal experiences. The paper posits that creating positive experiences, via knowledge and authenticity, represents the next evolutionary phase of brand success.Findings – Based on this new perspective on branding, the paper offers the following recommendations to brand managers and CMOs: discern the nature of the relationship customers want with the brand; position brand managers as spiritual leaders; speak to the end‐user through experiences and metaphors; creat...
TL;DR: In this article, the authors provided a detailed study of the impact of offers incorporating a time-limit restriction on consumers in the context of price promotions and found that the presence of a time limit does not impact directly on perceptions of value or search and purchase behavior.
Abstract: Purpose – This paper seeks to provide a detailed study of the impact of offers incorporating a time‐limit restriction on consumers in the context of price promotions. Time limited offers are those where a pricing offer is only available for a specified, normally relatively short, period of time. Although price promotions have been the subject of much previous research, a detailed study of the effects of time limit restrictions on consumer behavior is warranted.Design/methodology/approach – The study incorporates an experimental approach whereby the impact of time‐limited and non time‐limited offers on consumers' assessments of value and search and purchase intentions are isolated.Findings – Findings show that the presence of a time limit does not impact directly on perceptions of value or search and purchase behavior. A marginally significant interaction effect between time limit and discount size is present, impacting in particular on search behavior.Research limitations/implications – The research was c...
TL;DR: In this paper, the authors examined consumer fit perception, risks and brand trust in retail brand extension in financial services and found that retailers A and B were perceived as trusted brands with respect to financial services.
Abstract: Purpose – This study aims to examine consumer fit perception, risks and brand trust in retail brand extension in financial services.Design/methodology/approach – A total of 324 respondents living in Sheffield, UK were involved in the survey. The survey was conducted on three major British supermarkets. Mean scores for each supermarket were compared between four groups of respondents: store loyal vs non‐loyal, users vs non‐users of the store's financial services, aware vs non‐aware and intend‐to‐buy vs no‐intention‐to‐buy groups on fit, risks, trust dimensions. A factor analysis was performed on the dimensions' items. Discriminant analysis was used to determine the dimension(s) distinguishing the retailers.Findings – The study found that retailers A and B were perceived as trusted brands with respect to financial services. Retailer A was perceived as a trusted brand regardless of the product category. Retailer B was seen as a trusted brand when product performance and financial risks were low. In contrast,...
TL;DR: In this article, the authors explore how the strength of brand associations, different brand breadths, and the similarity between a parent brand's product categories and its extension product categories influence consumers' attitudes toward brand extensions.
Abstract: Purpose – The purpose of this paper is to explore how the strength of brand associations, different brand breadths, and the similarity between a parent brand's product categories and its extension product categories influence consumers' attitudes toward brand extensions.Design/methodology/approach – An experimental research design was applied to testing the set of hypotheses. A total of 384 respondents participated in the main study. This study analyzed experimental results using analysis of variance (ANOVA).Findings – The paper finds that when a brand is extended to similar product categories, only when the association is strong (trust or affect) will consumers prefer the extension of the narrow brand to that of the broad brand. Conversely, when a brand is extended to dissimilar product categories, regardless of the brand associations (trust or affect), consumers prefer the extension of the favorable broad brand to that of the narrow brand.Practical implications – For corporations that operate within a n...
TL;DR: In this paper, the authors examine perceptions of unfairness and accompanying cognitive and emotional outcomes exhibited by present versus prospective customers when faced with targeted promotions, where the targeted promotions were designed to be alternatively advantageous or disadvantageous to the targeted group.
Abstract: Purpose – The purpose of the paper is to examine perceptions of unfairness and accompanying cognitive and emotional outcomes exhibited by present versus prospective customers when faced with targeted promotions. The targeted promotions were designed to be alternatively advantageous or disadvantageous to the targeted group.Design/methodology/approach – An experiment was conducted with a two (customers categories: present /prospective customer) × two (inequality conditions: advantaged/disadvantaged condition) between‐subject design. A total of 104 valid questionnaires were completed with a minimum of 24 participants per cell.Findings – Present customers perceive higher unfairness than prospective customers when faced with disadvantaged conditions. However, perceived unfairness was not significantly different when faced with advantaged conditions. Further, perceived unfairness cognitively and affectively influences purchase intentions through perceived value and negative emotions.Practical implications – Alt...
TL;DR: In this article, the authors highlight the issues that arise for marketers and consumers in the branding of generational cohorts, with a focus on the baby boomers recent encroachment into the seniors market.
Abstract: Purpose – The purpose of this paper is to highlight the issues that arise for marketers and consumers in the branding of generational cohorts, with a focus on the baby boomers recent encroachment into the seniors market.Design/methodology/approach – The paper reviews current knowledge of the brand characteristics of the baby boom generation and their consumption patterns compared to traditional seniors.Findings – The paper finds that baby boomers, although now in their 40s to 60s, are perceived by marketers as a generational brand which is different from the objectively defined seniors market which, based on seniors membership organisations, starts at age 50.Practical implications – Given the changing consumption patterns of baby boomers when compared with prior generational cohorts at the same age, brands need to reflect this generation's perceptions of itself to appeal the 50 plus market.Originality/value – Because of the world wide phenomenon of the ageing of the population, the 50 plus market is the f...
TL;DR: In this paper, the authors examined the effect of time on staff knowledge, attitudes and behaviour and, in addition, the interaction of time with seniority, tenure and level of support for rebranding.
Abstract: Purpose – As staff are vital to successful re‐branding, particularly in the charity sector where restricted budgets limit reliance on external marketing, it is important to understand the impact of re‐branding on staff. This study aims to examine the effect of time on staff knowledge, attitudes and behaviour and, in addition, the interaction of time with seniority, tenure and level of support for re‐branding.Design/methodology/approach – The paper first explores the literature from both the for‐profit and non‐profit sectors. A quantitative study was undertaken in nine leading, UK charities that had re‐branded two, three and four years ago; n=345. The data were analysed using one‐way and two‐way ANOVAs.Findings – A negative relationship was found between time since re‐branding and the three constructs of knowledge, attitudes and behaviour. But this consistency was not mirrored by a consistency in the impact of interaction effects.Practical implications – Re‐branding is not a one‐off event. To sustain its b...
TL;DR: In this article, a questionnaire was developed that tested respondents' use of odd-endings as opposed to round-ends dependent on classification by gender and age, and the main finding was that women were more likely to respond with odd endings than men and hence segmenting the market is the way forward when investigating price endings.
Abstract: Purpose – To investigate the area of price endings to determine which groups of consumers are more likely to use odd‐endings as opposed to round‐endings.Design/methodology/approach – A questionnaire was developed that tested respondents' use of odd‐endings as opposed to round‐endings dependent on classification by gender and age. Respondents were required to estimate the price they would be expected to pay in stores for six products. This methodology enabled the researchers to generate a large sample size and to encourage accuracy of response.Findings – The main finding was that there was a difference between gender groups; women were more likely to respond with odd‐endings than men and hence segmenting the market is the way forward when investigating price endings.Research limitations/implications – The research only considers segmentation by gender and age. Further research needs to be undertaken to fully understand the consumer responses.Practical implications – Although the difference between 99 cents...
TL;DR: In this paper, the effect of abandoning a venerable brand name (Guinness) and all of the reputation value that it embodied in favour of a new, untested name (Diageo) was examined.
Abstract: Purpose – The paper aims to analyse the effect of abandoning a venerable brand name (Guinness) and all of the reputation value that it embodied in favour of a new, untested name (Diageo). The paper seeks to examine the extent to which this affects consumers' perceptions of the product and the corporation.Design/methodology/approach – Six hypotheses were tested in the study by surveying corporate and product brand images among a group of consumers (n=411) using the Davies et al. Corporate Character Scale.Findings – The survey establishes that a change of corporate name does affect the perceptions of the corporation but not the products. It also confirms that image spillovers occur between the corporate and the product levels. Corporate image is derived from product image, and vice versa, when the two share the same name.Research limitations/implications – Although the case study approach allows the gaining of a deep insight into a phenomenon, it is at the expense of generalisability.Practical implications ...
TL;DR: In this article, the effectiveness of message framing and source credibility on attitudes, intentions and beliefs about attributes of teeth whitening products is investigated, based on a full factorial design that allows for testing of interaction effects.
Abstract: Purpose – This paper aims to investigate the effectiveness of message framing and source credibility on attitudes, intentions and beliefs about attributes of teeth whitening products. Although each of these variables, message framing and credibility, has been explored individually, few attempts have been made to investigate them jointly. This study aims to base itself on a full factorial design that allows for testing of interaction effects. Similar investigations in marketing limit their inquiries primarily to attitudes and intentions as dependent variables. This study goes further in that it also aims to investigate the effect of framing and credibility on the salient attributes of products. Third, the market for whitening products is maturing, resulting in a target market that is gaining knowledge about these products. Thus, the paper seeks to use knowledge as a covariate in the above investigation to determine if the communication strategy should be changed as the product moves from introduction to ma...
TL;DR: In this paper, the authors investigate the impact of parallel importation on brand equity in high and low product involvement arrangements, and find that consumers are most concerned about the difference in perceived quality between gray goods and authorized goods; given the levels of stimuli, sourcing channel stimuli are found to have more powerful effects than product involvement on consumer evaluations of brand equity.
Abstract: Purpose – The purpose of this study is to investigate the impact of parallel importation on brand equity in high and low product involvement arrangements.Design/methodology/approach – A 2 × 2 (authorized goods/gray‐marketed goods)×(high involvement/low involvement) between‐subjects experimental design is utilized; consumer electronics and ballpoint pens are examined.Findings – The results of this empirical study show that source channel (authorized goods versus gray goods) has a significant impact on brand equity; among the five brand equity dimensions, consumers are most concerned about the difference in “perceived quality” between gray goods and authorized goods; given the levels of stimuli, sourcing channel stimuli are found to have more powerful effects than product involvement on consumer evaluations of brand equity.Practical implications – Marketing implications of the study are as follows. For authorized agents: they could emphasize the “perceived quality” of their products in order to prevent mark...
TL;DR: In this article, Marr et al. presented the case study of the case of Bernard Marr and his work with the judge Institute of Management Studies (CIMMS) at the University of Cambridge.
Abstract: À“√∏ÿ √°‘ ® Bernard Marr oŸâ‡¢’¬πÀπ—ß ◊Õ‡≈à¡π’ȇaìπÀπ÷Ëß„πoŸâ‡TM’ˬ«TM“≠∑“ߥâ“π°“√a√–‡¡‘πo≈°“√aØ‘∫—μ‘ß“π‡TM‘ß°≈¬ÿ∑∏å ‚¥¬ ‡¢“‰¥â¡’‚Õ°“ ∑”ß“π√à«¡°—∫Õߧ尓√TM—Èππ”√–¥—∫‚≈°À≈“¬·Ààß ‰¥â·°à Accenture, AstraZeneca, BP, DHL, Fujitsu, Gartner, HSBC, Novo Nordisk, the Home Office ·≈– Royal Dutch Shell ∑”„À⇢“¡’a√– ∫°“√≥å„π°“√∑”ß“π¡“°¡“¬∑—Èß®“° ∑«’aÕ‡¡√‘°“ ¬ÿ‚√a ·Õø√‘°“ μ–«—πÕÕ°°≈“ß ·≈–‡Õ‡TM’¬ ́÷Ëß∑”„À⇢“‰¥â√—∫°“√¬Õ¡√—∫„π∞“π–π—°æŸ¥ ∑’Ëa√÷°...“ Õ“®“√¬å ·≈–π—°‡¢’¬πoŸâ‰¥â√—∫√“ß«—≈ πÕ°®“°π’ȇ¢“¬—߇§¬¥”√ßμ”·Àπàßπ—°«‘®—¬∑“ß°“√∫√‘À“√¢Õß The Judge Institute of Management Studies ¡À“«‘∑¬“≈—¬‡§¡∫√‘¥®å (University of Cambridge) ·≈–π—°«‘®—¬¥â“πo≈°“√¥”‡π‘πß“π∏ÿ√°‘®¢Õß Cranfield School of Management „πaí®®ÿ∫—π‡¢“¬—߇aìπÕ“®“√¬å摇»...„π¡À“«‘∑¬“≈—¬TM—Èππ”À≈“¬·ÀàßÕ’°¥â«¬
TL;DR: In this paper, the authors propose a consistent framework that allows the brand manager to detect innovation/growth opportunities and risks at three levels: the customer value, the process and customer segment level.
Abstract: Purpose – The aim of this paper is to propose a consistent framework that allows the brand manager to detect innovation/growth opportunities and risks.Design/methodology/approach – The paper is based on an extensive theoretical study of innovation and growth approaches combined with analysis of cases (Dell and Red Bull) and many practical examples. The different approaches are compared at three levels: the customer value, the process and customer segment level. It also uses principles of the logical brand management model, proposed in a JPBM (2004) article as a benchmark.Findings – The paper shows that many frameworks still focus too much on the firm's perspective instead of the customer perspective. An approach is proposed in which growth and innovation starts from the customer value. It allows to detect potential opportunities and risks at a very detailed level.Research limitations/implications – The growth and innovation model proposed may be used in a business‐ to‐consumer and a business‐ to‐business ...