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Journal ArticleDOI

Strategic Brand Concept-Image Management:

01 Oct 1986-Journal of Marketing (SAGE PublicationsSage CA: Los Angeles, CA)-Vol. 50, Iss: 4, pp 135-145
Abstract: Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and co...
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Journal ArticleDOI
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Abstract: The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consu...

12,021 citations

Posted Content
Susan Fournier1
TL;DR: The authors argue for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-Brand bonds.
Abstract: Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains — brand loyalty and brand personality — are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers’ lived experiences with their brands.

5,694 citations


Cites background from "Strategic Brand Concept-Image Manag..."

  • ...…from the findings suggested here, brand relationships will likely exhibit qualitative differences in process and for brand image management (Park, Jaworski, and MacInnis 1986) that may prove both rich in its insight andcontent that are so strong as to render class-insensitive analyses that…...

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Journal ArticleDOI
TL;DR: In this article, the authors present frameworks for thinking about customer value, customer value learning, and related skills that managers will need to create and implement superior customer value strategies in the next decade and beyond.
Abstract: Driven by more demanding customers, global competition, and slow-growth economies and industries, many organizations search for new ways to achieve and retain a competitive advantage. Past attempts have largely looked internally within the organization for improvement, such as reflected by quality management, reengineering, downsizing, and restructuring. The next major source for competitive advantage likely will come from more outward orientation toward customers, as indicated by the many calls for organizations to compete on superior customer value delivery. Although the reasons for these calls are sound, what are the implications for managing organizations in the next decade and beyond? This article addresses this question. It presents frameworks for thinking about customer value, customer value learning, and the related skills that managers will need to create and implement superior customer value strategies.

4,544 citations

Journal ArticleDOI
TL;DR: In this article, two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, i.e., use of an established brand name to enter a new product category.
Abstract: Two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, (i.e., use of an established brand name to enter a new product category). In one study, reacti...

2,902 citations

Journal ArticleDOI
TL;DR: The authors identified some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management.
Abstract: Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.

2,050 citations


Cites background from "Strategic Brand Concept-Image Manag..."

  • ...Brand intangibles are a common means by which marketers differentiate their brands with consumers (Park et al. 1986) and transcend physical products (Kotler and Keller 2006)....

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References
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Journal ArticleDOI
TL;DR: In this paper, the authors argue for the recognition of important experiential aspects of consumption, such as the symbolic, hedonic, and esthetic nature of the experience of consumption.
Abstract: This paper argues for the recognition of important experiential aspects of consumption. Specifically, a general framework is constructed to represent typical consumer behavior variables. Based on this paradigm, the prevailing information processing model is contrasted with an experiential view that focuses on the symbolic, hedonic, and esthetic nature of consumption. This view regards the consumption experience as a phenomenon directed toward the pursuit of fantasies, feelings, and fun.

7,029 citations

Journal ArticleDOI
TL;DR: In this paper, the authors define hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience.
Abstract: This paper defines hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience. After delineating these concept...

4,768 citations

01 Jan 1978
TL;DR: On those remote pages it is written that animals are divided into those that belong to the Emperor, and those that are trained, suckling pigs and stray dogs.
Abstract: On those remote pages itis written that animals are divided into (a) those that belong tothe Emperor, (b)embalmed ones, (c) those that are trained, (d) suckling pigs, (e) mermaids, (f) fabulous ones, (g) stray dogs, (h) those that are included in this classification, (i) those that tremble as if they were mad, (j) innumerable ones, (k) those drawn with a very fine camel’s hair brush, (1) others, (m) those that have just broken a flower vase, (n) those that resemble f ies from

4,302 citations

Journal ArticleDOI
M. Joseph Sirgy1
TL;DR: The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse as mentioned in this paper, and the authors of this paper critically review selfconcept theory and research in consumer behaviour and provide recommendations for future research.
Abstract: The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. This paper critically reviews self-concept theory and research in consumer behavior and provides recommendations for future research.

3,085 citations

Journal ArticleDOI
TL;DR: The authors argue that the subjective experience imparted by the consumption of many products substantially contributes to the consumer's structuring of social reality, self-concept, and behavior, and that the consumer often relies upon the social meanings inherent in products as a guide to the performance of social roles, especially when role demands are novel.
Abstract: Most empirical work on product symbolism has paid relatively little attention to how products are used by consumers in everyday social life. This paper argues that the subjective experience imparted by the consumption of many products substantially contributes to the consumer's structuring of social reality, self-concept, and behavior. Moreover, the consumer often relies upon the social meanings inherent in products as a guide to the performance of social roles, especially when role demands are novel. While marketing theory traditionally views products as post hoc responses to underlying needs, the focus here is on conditions under which products serve as a priori stimuli to behavior. By integrating concepts adapted from symbolic interactionism, this approach stresses the importance of product symbolism as a mediator of self-definition and role performance.

1,485 citations