Showing papers in "Journal of Product & Brand Management in 2013"

The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook

Abstract: The social media revolution has altered the communication landscape and has significantly impacted marketing communication. The growing importance of applications like Facebook, Youtube and others in consumers’ lives has a growing influence on communication habits. With consumers spending more and more time in the social media realm, an increasing share of communication occurs within these new social network environments.

Employer branding: employer attractiveness and the use of social media

Abstract: Purpose – The aim of this study is to investigate which factors employers should focus on in their employer branding strategies. The present study tested the employer attractiveness scale (EmpAt) and analysed relationships between dimensions in this measurement scale and the use of social media in relation to corporate reputation and intentions to apply for a job. Design/methodology/approach – Electronic questionnaires were distributed to students at three higher education institutions in Norway. The proposed model is analysed on the basis of 366 responses related to three well-known Norwegian engineering firms. Findings – The results indicate that several employer attributes are positive for corporate reputation, which again is related to attraction of potential employees. Specifically, the results suggest that innovation value, psychological value, application value, and the use of social media positively relate to corporate reputation, which in turn is positively linked to intentions to apply for a job...

The influence of brand trust and brand identification on brand evangelism

Abstract: Purpose – The purpose of this study is to examine how the nature of consumers' relationship with a brand influences brand evangelism, which represents an intense form of brand support behavior. Specifically, the study investigates the influence of two consumer-brand relational constructs, brand trust and brand identification, on brand evangelism. Brand evangelism, conceptualized as an amalgam of adoption and advocacy behaviors, is operationalized in terms of three supportive behaviors: purchase intentions, positive referrals, and oppositional brand referrals. Design/methodology/approach – Drawing from prior research on consumer-brand relationships, a framework of brand relationships and brand evangelism is developed. To provide a more robust test of theory, consumers' extraversion, gender, and brand experience are included as control variables. Structural equation modeling is used to test the proposed hypotheses. Findings – The findings reveal that consumer-brand relationships influence brand evangelism, ...

The influence of perceived product quality, relative price and risk on customer value and willingness to buy: a study of private label merchandise

Abstract: Purpose – This study endeavours to examine the influence of perceived product quality, relative price and risk, respectively, on perceived product value and, ultimately, consumers' willingness to buy private label household cleaning products.Design/methodology/approach – Respondents (157) were recruited through an in‐store survey and the data analysed using partial least squares path modelling.Findings – The results are similar to those proposed by Sweeney, Soutar and Johnson. Strong relationships between perceived relative price and perceived product value, as well as between perceived product value and willingness‐to‐buy, were found to exist. A negative relationship was observed between perceived product quality and perceived risk. The results indicate that establishing a value perception is critical in the buying process. Tangible cues exhibiting high quality (e.g. packaging, shelf space, media placement) need profound attention. Furthermore, it is suggested that risk (which plays an important part in ...

Role of content strategy in social media brand communities: a case of higher education institutes in India

Abstract: Purpose – The aim of this study is to attempt to understand the role of content strategy followed by leading higher education institutes in India which have created brand community on social media web sites to initiate and enhance customer engagement. The impact of content strategy variables – content type, posting agility, posting day and content context on number of likes and number of comments, which were manifest variables for customer engagement was assessed here.Design/methodology/approach – This study follows a positivistic paradigm and employs case study research design. The data were collected by netnography method from brand communities on social networking web sites. The data were collected on a longitudinal basis for one year. Ten brand communities were tracked for the period and the analysis is based on total 1,440 posts made by brands during this period.Findings – The content type and content agility were found to have significant impact on number of likes and comments, which were treated as...

An analysis of consumer reactions to green strategies

Abstract: Purpose – The purpose of this paper is to investigate the impact of three green strategies on key consumer metrics. More specifically, it aims to measure consumers' purchase intentions of new green, recycled/refurbished products, green company processes and a non‐green product/process.Design/methodology/approach – Between subjects 2×2×4 experimental design with two levels of price (high and low), two levels of brand name (known and unknown) and four levels of green strategies.Findings – Purchase intentions for green product and process strategies are significantly higher than non‐green approaches. However, post‐hoc analysis shows no significant advantage of one green strategy over another. Price and brand name do not have significant interactive effects with green strategies.Practical implications – Although it is essential that companies develop green strategies for the eco consumer it is not important what specific strategy is selected i.e. going green is the key. Also, despite the continued growth in t...

A taxonomy of measures for consumer‐based brand equity: drawing on the views of managers in Europe

Abstract: Purpose – The purpose of this paper is to identify the components of consumer‐based brand equity from the perspective of experts in brand management in the UK, Germany and Greece.Design/methodology/approach – Data were collected from semi‐structured interviews with senior brand consultants and managers, five in the UK, five in Germany and five in Greece.Findings – The findings suggested four categories of measures which can be used to define brand equity. These are the consumers' understanding of brand characteristics; consumers' brand evaluation; consumers' affective response towards the brand; and consumers' behaviour towards the brand. Specific dimensions are identified as indicators of each category.Research limitations/implications – Although the focus of this study is Europe, data were only collected from the UK, Germany and Greece, countries representing three of the five European cultural clusters. The resultant taxonomy adds to the fragmented literature on brand equity measurement by proposing fo...

A cross‐cultural exploratory content analysis of the perception of luxury from six countries

Abstract: Purpose – The authors' research was carried out with the aim of analyzing perception of luxury and luxury brands among an international sample of young people.Design/methodology/approach – This article was based on an empirical study among 233 respondents. First, a qualitative analysis of content using the respondents' own words was conducted. Then, to show whether there are differences between countries and significant groups of countries, an analysis of variance (one‐way ANOVA) was performed and analyzed with Fisher F‐test and post‐hoc Duncan tests.Findings – Beyond the belief in the existence of two stable groups of developed and developing countries with regard to luxury, this study shows a situation that requires further analysis. The main results show some strong cross‐cultural differences in the perception of luxury, which is multi‐faceted as demonstrated by previous studies in this field.Research limitations/implications – Results of this exploratory study confirm that the concept of luxury presen...

Using corporate stories to build the corporate brand: an impression management perspective

Abstract: Purpose – A recent area of academic interest within corporate branding and reputation is the use of storytelling in order to differentiate the corporate brand, however there is little empirical research exploring the contents of corporate stories, and how they are used by organisations to build the corporate brand. This paper aims to utilise impression management theory to bring insight into the potential role of corporate stories in shaping the corporate brand. Design/methodology/approach – Corporate stories were identified from the web sites of 99 organisations in both the for-profit and not-for-profit sectors, and content analysis conducted on the stories, using a deductive approach to identify the story elements present in the stories. Findings – There are wide variations in the inclusion of different elements in the stories, indicating that organisations place greater importance on the inclusion of some elements in their corporate stories than others. Research limitations/implications – The paper hig...

Ethical consumers' brand avoidance

Abstract: Purpose – The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical concerns play in their brand avoidance. Design/methodology/approach – A qualitative approach is adopted by interviewing 15 active members of organizations that represent ethical concerns for the well-being of animals, the environment and humans. Findings – The study indicates that consumers with a strong value-based perspective on consumption (such as ethical consumers) may reject brands in two different but interrelated ways. In essence, the study reveals characteristics of brand avoidance that have not been discussed in earlier research, in terms of two dimensions: persistency (persistent vs temporary) and explicitness (explicit vs latent). Practical implications – The study shows the importance of considering the phenomenon of brand avoidance, as it may reveal fundamental challenges in the market. These challenges may relate to...

The nation brand molecule

Abstract: Purpose – The paper's aim is to determine, by means of an extensive exploratory study and the metaphorical use of a molecule, the set of dimensions and facets that exist in people's minds in regards to a country brand, and at the same time to compare the results with the dimensions used by practitioner-led sources to measure the same construct. Design/methodology/approach – A total of 532 graduate students living in 20 different countries freely reported the concepts they associate with different country names. The construction of the nation brand molecule was carried out in three steps: generating the inventory of all the associations made by participants in relation to country names; classifying the inventory; and mapping the molecule. Findings – The nation brand molecule (NBM) which encompasses all the associated concepts that give shape to the overall molecule was developed. Seven dimensions, with their corresponding facets, were identified: economy, tourism, geography and nature, culture and heritage...

Corporate motive and fit in cause related marketing

Abstract: Purpose – Cause related marketing (CrM) has gained popularity in Europe within the past decade. Therefore, the authors aim to investigate corporate motive and the fit of a company brand with the CrM cause as determinants of CrM campaign success.Design/methodology/approach – Conjoint analysis is applied to campaign evaluations from 278 students in Germany. Campaigns attached to laptop purchases supporting an African hospital with either medical (low fit) or IT (high fit) infrastructure and were based on altruistic, neutral, or profit‐oriented company motives.Findings – The authors find that altruistic motives increase consumer evaluations. In contrast to their hypothesis, campaigns are evaluated more positively, when product cause fit is low.Research limitations/implications – Based on their findings, the authors suggest exploring the fit of CrM campaigns in more detail: future research might explicitly consider the congruence of a CrM donation with a company's product, with the brand's claim and philosoph...

An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty

Abstract: Presents a theoretical model which integrates quality, brand reputation, customer satisfaction and loyalty. The model is tested in four industries, covering both business‐to‐business markets and private customer markets. The findings suggest that companies should monitor and improve both customers satisfaction and brand reputation. In situations where the intrinsic cues of the product or service are ambiguous, brand reputation.

The measurement of cannibalization

Abstract: Notes that the risk of cannibalization is a very real threat for many new product launches and that the risk becomes even more significant if the new product is launched under the same brand name as an existing product. Points out that, since line extension is by far the most common branding strategy for new products, it is important that managers develop their understanding of the effect and that little empirical work has been published on the subject. Defines cannibalization and examines three techniques which managers might use to measure it. Tests gains loss analysis, duplication of purchase tables and deviations from expected share movements on consumer panel data relating to three line extensions in the UK and German detergent markets. Presents results showing cannibalization of the parent brand by all three extensions and suggesting the need for managers to use multiple methods when evaluating the degree of cannibalization. Emphasizes the need to sample over time, since the extent of cannibalizatio...

Better branding: brand names can influence consumer choice

Abstract: Purpose – Researchers agree that the choice of brand name for a product can alter the consumers ' judgment about the product and their purchase decision-making process. With competition getting fiercer and product quality becoming more homogenous, a “better” brand name can be decisive in product choice if the consumers compare several products. The purpose of this research is to offer new physiological insights about how brand names are processed in the consumer ' s brain in order to identify potential determinants of “better” brand names. Design/methodology/approach – Using valence and activation ratings, reaction time, and functional magnetic resonance imaging (fMRI), the authors show the interaction of key brand name dimensions with the consumer purchase decision-making process, as well as the neurophysiological basis of consumer preference for certain types of brand names. Findings – The authors ' research shows that it has a positive effect on consumer choice to include in the brand name hints at the...

Transparency in pricing and its effect on perceived price fairness

Abstract: Purpose – This research aims to examine the effects of transparency in pricing (i.e. disclosure of a price increase and extent of explanation) on perceived price fairness when a firm increases price. Design/methodology/approach – US adult consumer panelists participated in two online experiments. Findings – Consumers perceive a firm's price increase as more fair when the firm discloses the increase itself as compared to an outside source disclosing it. For a small price increase, a limited explanation was perceived as more fair; for a larger price increase, a more detailed aligned cost explanation was perceived as more fair. Research limitations/implications – Firms who must raise prices may increase consumer perceptions of price fairness by disclosing the price increase and providing an appropriate explanation matched to the size of the increase. Originality/value – This research focuses on the effects of being more transparent about pricing in the case of a price increase. Perceived price fairness is af...

Exploring branding strategies of FMCG, services and durables brands: evidence from India

Abstract: Purpose – The paper aims to analyze and compare the branding strategies used in the three sectors namely FMCG, services and durables.Design/methodology/approach – Based on the literature review, a more comprehensive list of branding strategies is proposed. A content analysis of 600 randomly selected brands, 200 from each sector, is performed. The branding strategies used in the three sectors are explained and MANOVA is conducted to test the hypotheses about differences in the branding strategies across the three sectors.Findings – The results reveal that the branding strategies vary across the three sectors. Single corporate brand strategy is predominantly used for durables and credence services. On the other hand, in case of FMCG and experience services, individual brand type endorsed by the corporate brand type is the most frequently used branding strategy. Thus, there is a trend towards corporate branding as corporate brand type is popular in all the sectors. Also, other than the single corporate brand...

Testing FMCG innovations: experimental real store versus virtual

Abstract: Purpose – In order to cope with the challenge of developing successful fast moving consumer goods (FMCG) innovations, market research vendors offer several methodologies to test concepts. The purpose of this article is to examine the discrepancy between the well-established experimental real store methodology and the most recent of these alternative methodologies that is the virtual store. Design/methodology/approach – A parallel testing of a new adult cereal was conducted in France with 200 shoppers in each store. Findings – Results show that all attitudinal measurements are similar in terms of cognition and conation, but affect and behavior cannot be compared across both methodologies. In conclusion, virtual store testing is a new method that does not exactly fit with one of the previous. Research limitations/implications – The study is limited to a single product and should be generalized to more product categories. Practical implications – Virtual store should be used carefully in order to take capita...

Exploring brand masculine patterns: moving beyond monolithic masculinity

Abstract: Purpose – This research seeks to explore the nature and the structure of brands' masculine dimensions; to develop a reliable and a valid scale to measure brand masculinity and to explore the different brand masculine patterns. Design/methodology/approach – A series of four studies developed and validated a two-factor, five-item measurement scale for brand masculinity using exploratory and confirmatory factor analyses. Content and face validities; reliability and internal validity; convergent and discriminant validities were established. Generalisability of the two dimensions across the gendering of product categories was assessed. A cluster analysis was used to explore brand masculine patterns. Findings – The results indicate that brand masculinity is a bi-dimensional construct (i.e. “Male chauvinism” and “Heroic” dimensions). A cluster analysis performed on 45 brands revealed four brand masculine patterns: hegemonic, emerging, chivalrous and subaltern. Research limitations/implications – French student s...

Linking retailer corporate brand and environmental sustainability practices

Abstract: Purpose – The research aims to investigate the nexus between retailer corporate brand and sustainability practices. The literature linking these areas is relatively sparse. The point of departure is an existing conceptual model, to which another antecedent, customer perception of retailer environmental management practices, is added. Design/methodology/approach – The quantitative research design strategy incorporates the development of a survey instrument, administered in telephone interviews, by trained interviewers. The context was Canadian discount department store retailing and a sample of 473 consumers. Findings – The findings demonstrate that sustainability is a link, a brand association, between customers' perceptions of retailer sustainability practices, and their brand attitudes towards the retailer corporate brand. Research limitations/implications – The theoretical contribution is the development and testing of the extended model, affirming its validity. Practical implications – The managerial ...

Using financial analysis to assess brand equity

Abstract: Purpose – The purpose of this article is to describe a method of assessing brand equity quantitatively.Design/methodology/approach – The article describes an example of analysis using publicly available financial data to assess brand equity.Findings – Brand equity measurement has been an elusive goal for product managers. While qualitative definitions are available, few studies have attempted to quantify a product or company's brand equity. Using financial analysis techniques focusing on return on equity and return on assets, the case examines the results of two distinct brand equity growth strategies. The first is growth by acquisition; the second, organic brand development. Using historical financial data for the Safeway corporation, the case calculates the brand equity effects of two distinct marketing strategies. In the example, organic brand development, the traditional task of the brand manager, results in higher brand equity.Research limitations/implications – As in all case studies, the specific c...

Private and national brand consumers' images of fashion stores

Abstract: Purpose – The present study aims to investigate the role of brand store image in the context of private and national fashion brands. The study examines two issues: do private brand consumers differ from national brand consumers in their perception of the attributes they value in their store image? And, do fashion consumers in general differ in their perception of the attributes they value in a store image? Design/methodology/approach – Data were collected through a field survey comprising 395 respondents: 195 private brand consumers and 200 national brand consumers. Findings – Findings indicate that the two groups of consumers do not differ in their perception of store image. Cluster analysis reveals two groups of consumers: “Brand Store Image Enthusiasts” who are high in their perception of their brand store image attributes, and “Brand Store Image Indifferent” consumers who are low in their perception of their brand store image attributes. The first group was also found to have greater brand loyalty. Pr...

Dual branding: how corporate names add value

Abstract: Examines how corporate names add value to branded, fast‐moving consumer non‐durable goods. Uses conjoint analysis to test combinations of brand names, corporate names and prices of confectionery countlines. The results show that both brand names and corporate names add value although some add more value than others. The market is price sensitive so pricing above a threshold level wipes out much of the influence of corporate and brand names. The sensitivities to names and price do not vary with the a priori segment tested although natural clusters of customers show differences.

Front-of-package product labels: influences of varying nutritional food labels on parental decisions

Abstract: Purpose – This research aims to examine the effects of varying front-of-package (FOP) nutrition information type on parents' food product choices for children. Design/methodology/approach – A 3(FOP nutrition information: nutrient specific system vs food group information system vs summary indicator system) × 3(Perceived healthiness of the product: high vs moderate vs low) mixed-design experiment and content analysis were conducted to test the hypotheses. Findings – Findings suggest that summary indicator systems were effective in positively impacting parents' choices for healthier food options, however not as effective as food group information systems – which includes specific nutrient content claims complementing less familiar health nutrient symbols. Originality/value – Implications for marketers, consumer welfare advocates and product brand managers are provided.

The effect of decision context on perceived risk in pricing strategies: how managers view uncontrollable environmental forces

Abstract: Purpose – The purpose of this article is to assess managers' evaluation of risk associated with applicable uncontrollable forces when developing pricing strategies.Design/methodology/approach – The present study is based on attribution theory. An experiment using more than 100 business managers was conducted to assess the perceived risk of uncontrollable environmental factors.Findings – The findings suggest that when uncontrollable environmental factors dominate pricing managers tend to select pricing strategies with external orientations to deflect risk away from themselves personally.Research limitations/implications – This research is limited to pricing strategies and not a broader selection of marketing strategies. The present research provides greater insight as to why managers make certain strategic pricing decisions.Practical implications – This paper suggests management should frame decision‐making contexts so that minimizing personal exposure is consistent with corporate goals and objectives.Orig...

Brand and category design consistency in brand extensions

Abstract: Purpose – This study aims to investigate the influence of two critical brand extension design components – brand design consistency and category design consistency – on the formation of consumers ' product attitudes and purchase intentions. It also aims to examine the underlying mechanism for attitude formation towards new brand extensions using processing fluency theory and the moderation of brand strength. Design/methodology/approach – A 2 (brand design consistency: high vs low)×2 (category design consistency: high vs low)×2 (brand strength: strong vs weak)×2 (processing fluency: conceptual vs perceptual) between subjects experiment with 642 participants was used to test the proposed hypotheses and model. Findings – Results obtained from SEM and ANCOVA demonstrate that both brand and category design consistencies assert significant effects on new product attitude in brand extensions; however, the relative effect of category design consistency is greater. Further, the effect of category design consistenc...

The comparative influence of manufacturer and retailer brands on customers' purchase behavior

Abstract: Purpose – The purpose of this paper is to build the marketing discipline's body of knowledge by conducting a study that builds upon an exploratory study that examines whether manufacturer brand(s) or retail brand(s) have greater influence on customers' brand purchase behaviors.Design/methodology/approach – The study was administered to 112 samples (of which 87 were returned and usable), with data analyzed using structural equation modeling to test hypotheses.Findings – This study revealed that customers' loyalty to retail brand(s) has a greater influence on their brand purchase behavior than manufacturers' brand(s).Research limitations/implications – Only one retailer and a limited range of two grocery products was employed. The respondents had purchased the items from the retailer.Practicable implications – The study found that retailers may need to use dissimilar marketing strategies for customers loyal to manufacturer brands and those that are loyal to retail brands.Originality/value – This study suppo...

A surname brand effect explanation for consumer brand preference and advocacy

Abstract: Purpose – A lack of empirical evidence currently exists verifying name similarity effects on brand level choice and behavior. This research aims to test for and document the existence of a surname brand preference effect – whether individuals with surnames that match the names of brands prefer them more than other brands and behave in a manner consistent with those preferences. Design/methodology/approach – In two studies consisting of four national surveys, 50 consumer brands across 23 product categories were examined. Findings – Findings reveal that respondents with surnames that match well-known national brands more than doubled their preference rate for that brand. Findings also reveal that for consumers who prefer a brand, surname matching results in them being more than twice as likely to label themselves as brand advocates. Originality/value – These findings represent the first comprehensive examination of name similarity effects on brand preferences and advocacy. The data support and extend existi...

High‐tech NPD success through faster overseas launch

Abstract: Improving customer value through faster response times is a significant way to gain competitive advantage. Suggests that many approaches to new product development (NPD) have an internal focus ‐ in which the NPD process is viewed as terminating with product launch. However, it is process output that really counts, e.g. customer availability. Proposes that with shortening product life cycles it should pay to get the product into the market as quickly as possible, and indicates that these markets should be defined on an international basis. Presents the results of a survey of the new product launch practices of UK high‐tech manufacturing companies. Shows that greater new product commercial success is significantly associated with a more ambitious and speedier launch into overseas markets. The implications are that high‐tech firms wishing to maximize the potential of their new products should see the “advanced” world as their market; penetrating overseas markets as boldly and as quickly as possible. The proc...