Showing papers on "Brand awareness published in 2007"
Book•
08 Feb 2007TL;DR: In this paper, the authors discuss the social psychology of brands and understand the meaning of brands in terms of emotion, emotion, and brand equity, as well as how to build brands through marketing communication.
Abstract: PART 1: THE SOCIO-CULTURAL MEANING OF BRANDS 1. Understanding the Social Psychology of Brands 2. Emotion and Brands 3. The Symbolic Meaning of Brands 4. Cultural Meaning Systems and Brands PART 2: BRAND EQUITY AND BRAND BUILDING 5. Brand Equity 6. Building Brands through Marketing Communication 7. Measuring Brand Performance and Equity PART 3: MANAGING BRANDS 8. Brand Strategies 1 - Symbolic brands 9. Brand Strategies 2 - Low-involvement brands 10. Brands, Innovation and High Technology 11. Brand Stretching and Retrenching 12. Managing Corporate Reputation
1,340 citations
TL;DR: In this article, the authors show that an ad with an embedded cause-related marketing (CRM) message, compared with a similar one without a CRM message, elicits more favorable consumer attitude toward the company.
Abstract: Through a controlled experiment, this study demonstrates that an ad with an embedded cause-related marketing (CRM) message, compared with a similar one without a CRM message, elicits more favorable consumer attitude toward the company. This is so regardless of the level of fit between the sponsoring brand and the social cause. Furthermore, when the embedded CRM message involves high versus low brand/cause fit, consumer attitudes toward the ad and the brand are more favorable. Such positive effect of brand/cause fit, however, only emerges for consumers who are high in brand consciousness; for those who are low in brand consciousness, brand/cause fit has no impact on ad or brand evaluations. Theoretical and practical implications of the findings are discussed.
748 citations
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 paper, the authors examined the relationship between consumers' country-level and product-level images of a country, and the equity they associate with a brand from that country, using canonical correlation analysis.
Abstract: This paper examines the relationships between consumers’ country-level and product-level images of a country, and the equity they associate with a brand from that country, using canonical correlation analysis. Results from mallintercept surveys conducted in an Australian state capital city indicated that the consumer-based equity of a brand was significantly associated with both the macro and micro images of the country of origin of the brand. The relationship between these two sets of constructs was found to be positive as well as product category specific. Furthermore, each consumer-based brand equity dimension contributed differently to the relationship according to the product category, while the contribution of both country image dimensions (macro and micro) was also product category specific. Results also showed that cars, as a product category, are more sensitive to country image than televisions. These findings have direct and important implications for international marketers.
472 citations
TL;DR: In this article, the authors explored the interrelations of the four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improved the conceptualization of customer-based hotel brand equity.
Abstract: Purpose – The paper aims to explore interrelations of the four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improve the conceptualization of customer‐based hotel brand equity.Design/methodology/approach – The paper is based on the recommendations of previous studies, the scale constructed to measure consumer‐based brand equity included brand awareness, brand loyalty, perceived quality and brand image. The present study used a sample of 345 actual customers from 11 different countries whose accommodation in North Cyprus hotels was used to test the relations of the proposed model Path analysis.Findings – The findings in this paper support the three‐dimensional model of customer‐based brand equity in hotel industry. Brand awareness dimension was not found significant in the tested model for hotels. The present study contributes to the understanding of customer‐based brand equity measurement by examining the dimensionality of this construct.R...
402 citations
TL;DR: In this article, a case-study approach is adopted using a mixture of qualitative and quantitative methodologies to reveal their perceptions towards their role and the techniques that enable them to fulfil the brand promise.
Abstract: In branding literature, the employee role is recognised as crucial in delivering the service as promised by the brand. A plethora of existing insights have been gained through practitioners' and customers' perspectives. Little empirical research has been undertaken with employees. Therefore, this study aims to reveal their perceptions towards their role and the techniques that enable them to fulfil the brand promise. A case-study approach is adopted using a mixture of qualitative and quantitative methodologies. In-depth interviews reveal that employees feel that their actions are vital to the brand, and findings from a survey of 699 respondents demonstrate positive relationships among internal branding instruments and their brand promise delivery. These tools influence the employees' brand attitudes, namely brand identification, brand commitment and brand loyalty. Ultimately, these attitudes also influence the manner in which employees deliver the service. Therefore, internal branding not only directly influences the extent to which employees perform their role in relation to the brand promise, but also influences the attitudes employees have towards the brand, which in turn affects employee performance.
383 citations
TL;DR: In this paper, the authors examined the impact of TCEs on customers' integration in a brand community and found that a TCE in the context of a marketer-facilitated consumption activity can strengthen a person's ties to a brand, delivering a particularly strong form of brand loyalty.
Abstract: Transcendent customer experiences (TCEs), which have aspects of flow and/or peak experience, can generate lasting shifts in beliefs and attitudes, including subjective self-transformation. With data from a pre-test/post-test quasi-experimental field experiment we examine the impact of TCEs on customers’ integration in a brand community. Because TCEs are highly desirable and valued for their own sake, customers value marketing activities they perceive as instrumental to them. This study demonstrates that a TCE in the context of a marketer-facilitated consumption activity can strengthen a person’s ties to a brand community, delivering a particularly strong form of brand loyalty.
382 citations
TL;DR: In this article, the influence of frequency of placement exposure, viewers' involvement and viewers' persuasion knowledge on the attitudes towards the brand and brand recall was investigated in an experimental study working with an authentic television broadcast.
Abstract: A growing research literature suggests that visual brand placements need not be recalled in order to have an impact on brand attitudes. In an experimental study working with an authentic television broadcast, the authors investigated the influence of frequency of placement exposure, viewers’ involvement and viewers’ persuasion knowledge on the attitudes towards the brand and brand recall. Results clearly indicate a mere exposure effect. A frequently presented brand placement can have a positive effect on brand evaluations although viewers do not recall the brand. However, this effect can only be found when there is a high involvement in the programme and low persuasion knowledge. In contrast, when persuasion knowledge is high and involvement is low, frequently presented placements lead to a deterioration of brand attitudes.
357 citations
TL;DR: In this paper, the authors present a re-appraisal of the employer brand concept in terms of its potential contribution to brand-led culture change and customer experience management, and provide a robust mechanism for aligning employees' brand experience with the desired customer brand experience, and a common platform for marketing and HR.
Abstract: It has been little more than a decade since this journal published the fi rst recorded paper on the employer brand concept, fi rst originated by Simon Barrow and fi rst researched in partnership with Tim Ambler of the London Business School. In light of the subsequent evolution in employer brand management practice, the aim of this paper is to present a re-appraisal of the concept in terms of its potential contribution to brand-led culture change and customer experience management. The ultimate aim of brand management has always been to deliver a consistent and distinctive customer experience, but this task has been particularly diffi cult for service brands due to the greater complexity involved in managing service brand experience. Despite the evidence that personal interactions are generally more important in driving customer service satisfaction, there has been a tendency for service companies to focus more of their attention on the functional / operational factors involved in service delivery. Successful service companies stress the role of organisational culture in promoting on-brand customer service behaviours, but the mechanisms for shaping an on-brand culture (such as internal marketing and internal branding) have typically relied too heavily on communications-led approaches to sustain a lasting effect. The discipline of employer brand management takes a more holistic approach to shaping the culture of the organisation, by seeking to ensure that every people management touch-point is aligned with the brand ethos of the organisation. In providing a robust mechanism for aligning employees ’ brand experience with the desired customer brand experience, and a common platform for marketing and HR, employer brand management represents a signifi cant evolution in the quest for corporate brand integrity.
355 citations
TL;DR: In this paper, the authors investigate consumer-generated, commercially relevant artifacts by examining the brand community centered on the Apple Newton, a brand that was (along with its supporting advertising) discontinued in 1998, and reveal that consumers can be quite skilled in the creation of brand-relevant communications, applying the styles, logics, and grammar of advertising.
Abstract: Consumers, acting independently of marketers and advertisers, have started creating and disseminating documents that strongly resemble, in form and intent, ads for the brands that they love. Employing a netnographic method, this paper investigates consumer-generated, commercially relevant artifacts by examining the brand community centered on the Apple Newton, a brand that was (along with its supporting advertising) discontinued in 1998. The members of the Newton community create commercially relevant content to fill the void created by the lack of advertising for the brand. These artifacts reflect tensions with the marketer, the market, and the community itself, and imbue the brand with powerful meaning. These data reveal that consumers can be quite skilled in the creation of brand-relevant communications, applying the styles, logics, and grammar of advertising. The ascendancy of consumer-generated content prefigures revolutionary changes in how advertising is defined and practiced.
329 citations
TL;DR: In this article, the authors discuss why marketers of service brands need to understand the emotional dynamics involved when a customer selects and decides to continue to use a service brand and provide practical guidance for how marketers can build strong service brands by creating and managing emotional brand experiences.
Abstract: Most marketers point to product brands in discussing the use of customer emotions in building strong brands. It is, however, proposed here that emotions play an even more powerful role in the customer's selection, satisfaction and loyalty toward service brands. This paper discusses why marketers of service brands need to understand the emotional dynamics involved when a customer selects and decides to continue to use a service brand. It also provides practical guidance for how marketers can build strong service brands by creating and managing emotional brand experiences. Such brand experiences lead to brand loyalty, active referral of the brand and increased profitability for the brand.
Posted Content•
TL;DR: This study explores how less-familiar e-commerce Web sites can use branding alliances and Web site quality to increase the likelihood of initial consumer trust and extends information integration theory to explain how branding alliances are able to increase initial trust and transfer positive effects to Web sites.
Abstract: Trust is a crucial factor in e-commerce. However, consumers are less likely to trust unknown websites. This study explores how less-familiar e-commerce websites can use branding alliances and website quality to increase the likelihood of initial consumer trust. We use the associative network model of memory to explain brand knowledge and to show how the mere exposure effect can be leveraged to improve a website's brand image. We also extend information integration theory to explain how branding alliances are able to increase initial trust and transfer positive effects to websites. Testing of our model shows that the most important constructs for increasing initial trust in our experimental context are branding and website quality. Finally, we discuss future research ideas, limitations, implications, and ideas for practitioners.
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...
TL;DR: A structural model of household behavior in an environment where there is uncertainty about brand attributes and both prices and advertising signal brand quality implies that price is an important quality-signaling mechanism and that frequent price cuts can have significant adverse effects on brand equity.
Abstract: In this paper, we develop a structural model of household behavior in an environment where there is uncertainty about brand attributes, and both prices and advertising signal brand quality. Four quality signaling mechanisms are at work in the model: 1) price signals quality, 2) advertising frequency signals quality, 3) advertising content provides direct (but noisy) information about quality, and 4) use experience provides direct (but noisy) information about quality. We estimate our proposed model using scanner panel data on ketchup. If price is important as a signal of brand quality, then frequent price promotion may have the unintended consequence of reducing brand equity. We use our estimated model to measure the importance of such effects. Our results imply that price is an important quality signaling mechanism, and that frequent price cuts can have significant adverse effects on brand equity. The role of advertising frequency in signaling quality is also significant, but it is less quantitatively important than price.
TL;DR: In this article, the authors present the results of two studies showing that consumers' evaluation of an advertised brand can be influenced by prior advertising of products from related categories, when the regulatory goal of the target brand matches (conflicts with) the regulatory goals of the related product.
Abstract: The authors present the results of two studies showing that consumers' evaluation of an advertised brand can be influenced by prior advertising of products from related categories. When the regulatory goal of the target brand matches (conflicts with) the regulatory goal of the related product, participants indicated high (lower) purchase intent (exp. 1) and evaluation of the target brand (exp. 2). These effects are not accounted for by differences in participants' involvement or affective state across the conditions. Mediation analyses show that participants' ease of processing the target ad underlies the effects of goal compatibility and conflict on brand evaluation.
TL;DR: In this article, a qualitative and quantitative pilot study and a quantitative main survey was conducted to examine the need of business-to-business companies for branding and analyzes the options for success by means of the stock performance.
Abstract: Purpose – This analysis aims to examine the need of business‐to‐business companies for branding and analyzes the options for success by means of the stock performanceDesign/methodology/approach – The paper consists of a qualitative and quantitative pilot study and a quantitative main surveyFindings – Long‐term branding strategies, brand performance and firm's business performance are found to be positively correlated with stock increase Current brand focus and use of guiding principles can lead to improved business performanceResearch limitations/implications – The study has possible location‐ and industry‐specific limitationsPractical implications – Managerially, the findings encourage firms to adopt a long‐term branding strategy, focusing not only on brand developmentOriginality/value – By systematically examining relationships between branding strategy and performance of the global firms, this study adds knowledge to the field of B2B brand research
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...
TL;DR: In this paper, a random coefficients logit demand model calibrated on store-level scanner data was used to track brand equity estimates over time in two consumer packaged goods categories that experienced several new product introductions during the period of the empirical investigation.
Abstract: Management of brand equity has come to be viewed as critical to a brand's optimal long-term performance. The authors evaluate the usefulness of brand equity estimates obtained from store-level data for monitoring the health of a brand. They use a random coefficients logit demand model calibrated on store-level scanner data to track brand equity estimates over time in two consumer packaged goods categories that experienced several new product introductions during the period of the empirical investigation. Using these tracked measures, the authors also study the impact of marketing actions, such as advertising, sales promotions, and product innovations, on brand equity. They find that the brand equity estimates effectively capture the high equity of strongly positioned popular brands and brands that command a significant price premium in niche markets. Using an example, the authors illustrate how these brand equity estimates can be used to monitor changes in brand equity, which measures such as mar...
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...
TL;DR: In this paper, the authors investigated the simultaneous effects of country of design (COD), country of manufacture (COM), and brand image on consumers' perceptions of bi-national products.
Abstract: Purpose – The purpose of this paper is to investigate, in an emerging market, the simultaneous effects of country of design (COD), country of manufacture (COM), and brand image on consumers' perceptions of bi‐national products. A comprehensive model broadens country‐of‐origin literature by incorporating brand image and the concepts of fit and congruity borrowed from brand extension research. Perceptual (in) coherences that might exist among COD, COM, and the brand are incorporated.Design/methodology/approach – Tunisia is the emerging market studied. A total of 389 respondents evaluated different product combinations (COD/COM/brand) in two categories. Relationships between constructs are tested using structural equation modelling.Findings – Consumers are sensitive to the COD (more so for public than for private goods) and also value the COM of branded products. The transfer of the COD image to brand image is significant. It is very high for one product category (cars). Brand/COM congruity is also important...
TL;DR: In this paper, the authors provide empirical evidence of a model for effectiveness of event marketing and illustrate the application of the model. The model is formulated as a structural equation model with latent variables, based on a golf tournament as the event activity for the well-known Danish corporate brand B&O.
Abstract: This article provides empirical evidence of a model for effectiveness of event marketing and illustrates the application of the model. The model is founded on research within sponsorship, advertising effectiveness, and the latest research on emotional responses within consumer behavior and neuropsychological theory. The model is formulated as a structural equation model with latent variables. Based on a golf tournament as the event activity for the well-known Danish corporate brand B&O, it is demonstrated how the model and measurement system can estimate the impact of the event on brand attitude as well as buying intention. It gives a better understanding of how an event influences the perception of a brand in the minds of the customers. Hereby the model can give directions for how an event should be designed to create positive brand attitude and buying intention.
TL;DR: In this article, the concept of consumer-based brand equity (CBBE) was used to evaluate the performance of a new destination brand campaign, for which the DMO was able to use to track performance over time.
Abstract: Destination marketing organizations (DMO) worldwide are increasingly focusing attention on place branding. However, there has been relatively little research on the topic reported in the academic literature. In particular there is a paucity of research regarding performance measures for destination brand campaigns. This paper reports an attempt to operationalize the concept of consumer-based brand equity (CBBE) for an emerging destination. The purpose was to provide benchmarks at the commencement of a new destination brand campaign, for which the DMO will be able to use to track performance over time.
TL;DR: In this article, the authors investigated the moderating effects of the brand concept on the relationship between brand personality and perceived quality and found that, among the five brand personality dimensions studied, excitement and sophistication were the most strongly associated with perceived quality.
Abstract: This study investigates the moderating effects of the brand concept on the relationship between brand personality and perceived quality. Analysis of the data collected from a sample of respondents using a questionnaire with six products and six brands as stimuli revealed that, among the five brand personality dimensions studied, excitement and sophistication were the most strongly associated with perceived quality. The dimensions of excitement and sophistication were also found to be positively related to perceived quality when the brands have symbolic and experiential brand concepts, respectively. In addition to the traditional use of price signals, guarantees and brand name, brand personality is an important cue that marketers can use to signal the brand's perceived quality to the consumer. As a result, brand personality must be consistent and congruent with the brand's positioning and brand image.
TL;DR: In this paper, the influence of the corporate brand on attitudinal and behavioural consumer loyalty is investigated, and the results reveal that corporate values, corporate brand personality and functional consumer benefits are the most critical and consistent pr...
Abstract: Purpose – The purpose of this research is to investigate the influence of the corporate brand on attitudinal and behavioural consumer loyalty. This paper empirically demonstrates a significant relationship between consumer‐perceived corporate brand and consumer attitudinal and behavioural loyalty.Design/methodology/approach – The research is based on a sample of 285 consumers of an automobile manufacturer in Australia. Cronbach alpha and Structural Equation Modelling were used to establish psychometric properties of the corporate brand constructs.Findings – This paper establishes two groups of corporate brand attributes: corporate and marketing‐level. Corporate‐level dimensions include corporate activities, corporate associations, organizational values, and corporate personality. Marketing‐level dimensions comprise functional, emotional and symbolic brand benefits. The results reveal that corporate values, corporate brand personality and functional consumer benefits are the most critical and consistent pr...
TL;DR: This paper found that the integration of a brand into the editorial content of a program had a significant effect on brand image: as people watched more episodes, the brand image became more in agreement with the program image.
Abstract: A survey as well as an experiment was conducted to study the effects of television brand placement on brand image. The studies showed that the integration of a brand into the editorial content of a program had a significant effect on brand image: As people watched more episodes, the brand image became more in agreement with the program image. These results confirm the applicability of learning and human associative memory theories to brand placement. Another important finding is that brand memory and brand image were not related. Thus, brand image became more positive regardless of viewers' memory of the brand placements, which implies that brand image was implicitly affected. This has important theoretical implications for the understanding of the working of brand placement. © 2007 Wiley Periodicals, Inc.
TL;DR: The authors empirically investigated whether brand orientation can partly close the performance gap between marketing strategy and performance and found that brand orientation moderated the path from marketing strategy to brand performance, and it is brand orientation that offers extra benefits in terms of partly closing the strategy-performance gap.
Abstract: Recently there has much interest in the role of marketing contributing to firm performance. However, in practice, because of implementation difficulties intended strategy often falls short of optimum performance. The purpose of this paper is to report a recent empirical study that can close the gap between marketing strategy and performance. We empirically investigate whether brand orientation can partly close the strategy–performance gap. Empirical evidence was collected from a sample of 403 Australian firms. Marketing strategy and innovation level were found to influence significantly brand performance. In turn, brand orientation moderated the path from marketing strategy to brand performance. The results suggest that brand orientation, marketing strategy and innovation can influence brand performance and it is brand orientation that offers extra benefits in terms of partly closing the strategy–performance gap.
TL;DR: In this article, the authors examine the brand communication process in the salesperson-customer dyad and the extent to which adaptive selling based on a brand platform of rational and emotional brand values could better respond to buying centre members.
Abstract: Many business-to-business firms recognise that strong brands can be a valuable resource in today's competitive business environment. To realise the potential of B2B brands, effective communication of brand values is essential. In most B2B markets, the primary form of brand communication is through the sales force and their ability to adapt sales strategies and messages to accommodate customer interactions. There are gaps in the literature regarding the brand value communication process in the customer-salesperson dyad. We argue that successful B2B brand communication requires sales strategies that incorporate brand values appealing to the emotional and the rational concerns of organisational buyers. This paper examines the brand communication process in the salesperson-customer dyad and the extent to which adaptive selling based on a brand platform of rational and emotional brand values could better respond to buying centre members.
TL;DR: In this article, the authors introduce the concept that people's earliest and defining product memories can be used as a projective tool to help managers more fully understand consumers' relationships to their products.
Abstract: In this article, the authors introduce the concept that people's earliest and defining product memories can be used as a projective tool to help managers more fully understand consumers' relationships to their products. The authors use a study on three generations of automobile consumers to illustrate how these memories symbolize the consumer–brand relationship and how they can be used to gain insights into brand meaning. The findings indicate that people's earliest and defining experiences have an important influence on current and future preferences in predictable ways across the consumer life cycle. These memory experiences are symbolic to the consumer and represent a new lens for viewing brand meaning, which complements the toolbox of extant research methods. The authors provide details about this technique for managers who are searching for methods that recognize that consumers coproduce brand meanings.
TL;DR: In this paper, the authors present a model and simulation-based method to measure the benefits and costs of consumer stockpiling and assess their relative magnitudes, finding that the benefits are substantial, but consumption appears to be the most important, followed by preemptive switching and then an increase in repeat purchases.
Abstract: Promotion-induced consumer stockpiling has a negative impact on manufacturers because it moves forward in time brand sales that would have occurred later at full margin. However, the resultant increase in consumer inventory has two potential benefits: increased category consumption and preemptive brand switches (the additional inventory of the promoted brand preempts the consumer's purchase of a competing brand in the future). Furthermore, there is a potential impact on repeat purchases of the stockpiled brand after the promotion. In this article, the authors present a model and simulation-based method to measure the benefits and costs of stockpiling and assess their relative magnitudes. They find that the benefits are substantial, but consumption appears to be the most important, followed by preemptive switching and then an increase in repeat purchases. These benefits easily offset the negative aspect of consumer stockpiling—namely, purchase acceleration by loyal customers who would have bought ...
01 Jan 2007
Abstract: Would you be able to recognise a product designed by BMW, Citroen, Jaguar, Porsche, Toyota, or Volvo? How about Apple, Bulgari, Caterpillar, Nike, Nokia, or Sony? Playing the game the other way around, what are the design features that you would consider typical for these brands? Within various categories of consumer goods, it is easy to name a number of brands that are not only known for high quality products but also for their recognisable design. These brands use specific design features consistently over their product lineups. Through design consistency, brands can become solid and unmistakeable. Most importantly, consistency also helps them nurture visible difference from their competitors, and product differentiation is what makes brands prosper or wither. The emphasis of this article is on the visual dimension of design, which plays a critical role in the initial consumer perception and evaluation of product properties, as well as in the eventual product choice (Veryzer, 1998). Visual features catch our attention in shop displays, advertisements, magazines, and various other media, and direct our interpretation by linking specific associations and qualities to the product in question. In other words, design functions as a prior media to influence product and brand categorisation and to shape consumer beliefs about products and brands (Berkowitz, 1987; Bloch, 1995; Bouchenoire, 2003; Kreuzbauer & Malter, 2005). When we recognise a product, for instance, as an Apple, we attach, consciously and subconsciously, specific functional and symbolic qualities to the product and expect it to appear, feel, and function in a certain way. In addition to informing us about functional product properties, design acts as a carrier of various symbolic meanings. These meanings make customers feel more attached to products and, as in Apple’s case, can even contribute to the creation of entirely new lifestyles and social phenomena.