Journal ArticleDOI
Symbolic and functional positioning of brands
Subodh Bhat,Srinivas K. Reddy +1 more
TLDR
In this paper, scales were developed to assess a brand's symbolic or functional association with consumers, and it was shown that brand symbolism and functionality are separate phenomena and, further, that symbolism comprises two dimensions, termed prestige and personality expression.Abstract:
Some brand strategists have distinguished between symbolic and functional brands, i.e. brands that basically satisfy consumers’ functional or product‐related needs and brands bought to enhance self‐ or social esteem. It has been suggested that brands should be positioned as either functional or symbolic but not both. However, empirical research on the dimensionality of brand symbolism/functionality has been lacking. In this study, scales were developed to assess a brand’s symbolic or functional association with consumers. Subsequent data analysis suggests that brand symbolism and functionality are separate phenomena and, further, that symbolism comprises two dimensions, termed prestige and personality expression. Thus, contrary to current thinking, it seems that brands can be successfully positioned as both symbolic and functional and, if a symbolic brand concept is desired, prestige or upscaleness is just one of the possible positioning options available.read more
Citations
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Journal ArticleDOI
The relation of instrumental and symbolic attributes to a company's attractiveness as an employer.
Filip Lievens,Scott Highhouse +1 more
TL;DR: In this paper, a new marketing-based angle was added to the study of the attractiveness of organizations in the early stages of the recruitment process, drawing on the instrumental-symbolic framework from the marketing literature, and the meanings (in terms of inferred traits) that prospective applicants associate with employing organizations would play an important role in applicants' attractiveness to these organizations.
Journal ArticleDOI
Design, Meanings, and Radical Innovation: A Metamodel and a Research Agenda*
TL;DR: In this paper, the authors propose a metamodel for investigating design-driven innovation in which a manufacturer's ability to understand, anticipate, and influence emergence of new product meanings is built by relying on external interpreters (e.g., designers, firms in other industries, suppliers, schools, artists, the media) that share its same problem.
Journal ArticleDOI
Customer value: a review of recent literature and an integrative configuration
TL;DR: In this paper, the authors present an integrative configuration of the concept of customer value that reflects its richness and complexity, including three complementary models: customer value in exchange, customer value buildup, and customer value dynamics.
Journal ArticleDOI
How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework:
TL;DR: A review of the academic literature from marketing and behavioral science that exa... as mentioned in this paper highlights the important role of marketing in encouraging sustainable consumption, and presents a review of marketing and behavioural science literature that support sustainable consumption.
Journal ArticleDOI
A model of customer-based brand equity and its application to multiple destinations
TL;DR: In this article, the authors examined empirical information to develop a destination brand model by employing customer-based brand equity models through a scale purification process, ensuring its reliability and validity.
References
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Book
Building Strong Brands
TL;DR: In this article, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.
Journal ArticleDOI
Hedonic Consumption ; Emerging Concepts, Methods and Propositions
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.
Journal ArticleDOI
The functional approach to the study of attitudes
TL;DR: In the psychological level, the reasons for holding or for changing attitudes are found in the functions they perform for the individual, specifically the functions of adjustment, ego defense, value expression, and knowledge as discussed by the authors.
Journal ArticleDOI
Strategic Brand Concept-Image Management:
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...