Showing papers on "Brand awareness published in 2009"
Posted Content•
TL;DR: Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments.
Abstract: Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.
2,671 citations
TL;DR: In this paper, the authors argue that the meanings of brand and branding have been evolving over the past several decades, converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in the stakeholders' collectively perceived value-in-use.
Abstract: The meanings of brand and branding have been evolving over the past several decades. This evolution is converging on a new conceptual logic, which views brand in terms of collaborative, value co-creation activities of firms and all of their stakeholders and brand value in terms of the stakeholders’ collectively perceived value-in-use. The authors argue that this new logic parallels and reflects the related, evolving service-dominant (S-D) logic in marketing. They provide an historical account of the branding literature, organize it into eras, and connect it to the evolution in marketing as captured by S-D logic. The analysis provides further support for the S-D logic of marketing and suggests a related research agenda for furthering the understanding of brand and branding. It also suggests that marketing managers might benefit from investing resources in building strong brand relationships with all of their stakeholders and a service-dominant firm philosophy built around brand value co-creation.
757 citations
TL;DR: The authors showed that consumers' desire for counterfeit luxury brands hinges on the social motivations underlying their luxury brand preferences, and that the social functions served by consumers' luxury brand attitudes can be influenced by elements of the marketing mix, thus enabling marketers to curb the demand for counterfeit brands through specific marketing-mix actions.
Abstract: This research demonstrates that consumers' desire for counterfeit luxury brands hinges on the social motivations (i.e., to express themselves and/or to fit in) underlying their luxury brand preferences. In particular, the authors show that both consumers' preferences for a counterfeit brand and the subsequent negative change in their preferences for the real brand are greater when their luxury brand attitudes serve a social-adjustive rather than a value-expressive function. In addition, consumers' moral beliefs about counterfeit consumption affect their counterfeit brand preferences only when their luxury brand attitudes serve a value-expressive function. Finally, the authors demonstrate that the social functions served by consumers' luxury brand attitudes can be influenced by elements of the marketing mix (e.g., product design, advertising), thus enabling marketers to curb the demand for counterfeit brands through specific marketing-mix actions.
756 citations
TL;DR: In this article, a customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth, and the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relationships and affect brand equity.
Abstract: To help marketers to build and manage their brands in a dramatically changing marketing communications environment, the customer-based brand equity model that emphasizes the importance of understanding consumer brand knowledge structures is put forth. Specifically, the brand resonance pyramid is reviewed as a means to track how marketing communications can create intense, active loyalty relationships and affect brand equity. According to this model, integrating marketing communications involves mixing and matching different communication options to establish the desired awareness and image in the minds of consumers. The versatility of on-line, interactive marketing communications to marketers in brand building is also addressed.
707 citations
TL;DR: In this paper, the authors examine the concept of brand relationship experience in the context of co-creation and service-dominant logic and outline a conceptual model for designing and managing the customer experience.
645 citations
TL;DR: Brand engagement in self-concept (BESC) is a generalized view of brands in relation to the self, with consumers varying in their tendency to include important brands as part of their selfconcepts as mentioned in this paper.
Abstract: Brand engagement in self-concept (BESC) is a generalized view of brands in relation to the self, with consumers varying in their tendency to include important brands as part of their self-concepts. The authors develop an eight-item scale to measure BESC and demonstrate that it captures a consumer's general engagement with brands. This scale successfully predicts consumers' differential attention to, memory of, and preference for their favorite brands. Brand engagement in self-concept is also related to differential brand loyalty, with high-BESC consumers being less price and time sensitive regarding their favorite brands than low-BESC consumers. The authors discuss the usefulness of this construct for marketing research.
643 citations
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.
630 citations
Posted Content•
TL;DR: Brand engagement in self-concept (BESC) is a generalized view of brands in relation to the self, with consumers varying in their tendency to include important brands as part of their selfconcepts as discussed by the authors.
Abstract: Brand engagement in self-concept (BESC) is a generalized view of brands in relation to the self, with consumers varying in their tendency to include important brands as part of their self-concepts. The authors develop an eight-item scale to measure BESC and demonstrate that it captures a consumer's general engagement with brands. This scale successfully predicts consumers' differential attention to, memory of, and preference for their favorite brands. Brand engagement in self-concept is also related to differential brand loyalty, with high-BESC consumers being less price and time sensitive regarding their favorite brands than low-BESC consumers. The authors discuss the usefulness of this construct for marketing research.
562 citations
TL;DR: In this paper, the authors explore the critical dimensions necessary to create and maintain the success of a luxury fashion brand using case studies of 12 international fashion retailers, using semi-structured interviews with management to explore their knowledge and experiences.
Abstract: Purpose: To explore the critical dimensions necessary to create and maintain the success of a luxury fashion brand Design/methodology/approach: This study adopts a qualitative approach in the form of case studies of 12 international fashion retailers This involved semi-structured interviews with management to explore their knowledge and experiences, supported by secondary research such as internal documents and media reports Findings: Identifies nine interrelated key luxury fashion brand attributes that are crucial in the creation and maintenance of the brand proposition The management of the luxury fashion brand is complex, and requires a consistent and coherent approach Originality/value: An empirical understanding of the luxury fashion brand's critical dimensions will assist in effective and efficient luxury fashion brand management
483 citations
TL;DR: In this paper, the authors use qualitative data to develop a conceptual framework that helps clarify why consumers avoid certain brands, including experiential, identity and moral brand avoidance, and highlight potential strategies that managers could implement to deal with brand avoidance.
444 citations
TL;DR: In this paper, the authors developed and tested a theory of the influence of the service brand on the customer value-loyalty process, including the traditional influence of brand image plus three additional influences that more fully reflect the broader service perspective (company image, employee trust, and company trust).
TL;DR: In this article, the importance of the long term brand reputation and brand tribalism on the strength of brand relationships was explored using data collected from 912 respondents, and it was found that brand tribes are a better predictor of the strength than the long-term brand reputation itself.
TL;DR: In this article, the authors examined the practicality and applications of a customer-based brand equity model in the Chinese sportswear market and concluded that brand association and brand loyalty are influential dimensions of brand equity.
Abstract: Purpose – This study seeks to examine the practicality and applications of a customer‐based brand equity model in the Chinese sportswear market.Design/methodology/approach – Based on Aaker's well‐known conceptual framework of brand equity, this study employed structural equation modeling to investigate the causal relationships among the four dimensions of brand equity and overall brand equity in the sportswear industry. The present study used a sample of 304 actual consumers from China's two largest cities, Beijing and Shanghai.Findings – The findings conclude that brand association and brand loyalty are influential dimensions of brand equity. Weak support was found for the perceived quality and brand awareness dimensions.Research limitations/implications – Future research needs to be done if the results are to be expanded into other regional Chinese markets in light of the significant gaps between different regions. Further research also could strengthen this analysis by adding performance measurement in...
TL;DR: The authors report the results of an investigation of brand equity tracking for a competitive set of destinations in Queensland, Australia between 2003 and 2007, finding that there was no change in brand positions for any of the five destinations over the four year period.
TL;DR: In this article, a structural equation model is presented to analyze the relationship between brand image and brand equity, and brand attitude and the consequences of brand equity are considered to be brand preference and purchase intentions.
Abstract: The antecedents of brand equity are considered to be brand attitude and brand image, and the consequences of brand equity are considered to be brand preference and purchase intentions. This study concentrates on service brands, selecting 18 from 3 service categories. A structural equation model is presented. Not only does it show a good fit with the research constructs but also the relationships between brand image and brand equity, and brand attitude and brand equity. The impact of brand equity on customer preference and purchase intentions is confirmed as well, which tends to validate the proposed research framework.
TL;DR: This article examined the impact of the scope, competition, and positioning characteristics of brand portfolios on the marketing and financial performance of 72 large publicly traded firms operating in consumer markets over ten years (from 1994 to 2003).
Abstract: Most large firms operating in consumer markets own and market more than one brand (i.e., they have a brand portfolio). Although firms make corporate-level strategic decisions regarding their brand portfolio, little is known about whether and how a firm’s brand portfolio strategy is linked to its business performance. Using data from the American Customer Satisfaction Index and other secondary sources, the authors examine the impact of the scope, competition, and positioning characteristics of brand portfolios on the marketing and financial performance of 72 large publicly traded firms operating in consumer markets over ten years (from 1994 to 2003). Controlling for several industry and firm characteristics, the authors analyze the relationship between five specific brand portfolio characteristics (number of brands owned, number of segments in which they are marketed, degree to which the brands in the firm’s portfolio compete with one another, and consumer perceptions of the quality and price of the brands in the firm’s portfolio) and firms’ marketing effectiveness (consumer loyalty and market share), marketing efficiency (ratio of advertising spending to sales and ratio of selling, general, and administrative expenses to sales), and financial performance (Tobin’s q, cash flow, and cash flow variability). They find that each of these five brand portfolio characteristics explains significant variance in five or more of the seven aspects of firms’ marketing and financial performance examined.
TL;DR: In this article, the authors present explorative, empirical data as a first step towards testing the holistic model of internal brand management previously developed by the authors, and statistically examine the factors behind the three key concepts of their internal Brand Management model: brand commitment, brand citizenship behaviour and the brand-customer relationship.
Abstract: This paper presents explorative, empirical data as a first step towards testing the holistic model of internal brand management previously developed by the authors. Based on the premise of identity-oriented branding, the authors statistically examine the factors behind the three key concepts of their internal brand management model: brand commitment, brand citizenship behaviour and the brand–customer relationship. The empirical analysis builds on three data sets examining six industry sectors. The three samples were generated by means of surveys of customers, employees and marketing professionals responsible for internal brand management. The results of the statistical analysis reveal the extent to which the hypothesised determinants and causal links between brand commitment, brand citizenship behaviour and brand strength (defined as the degree of behavioural relevance of the brand) hold: The hypothesised causal link between brand commitment and brand citizenship behaviour was empirically validated, whereas the purported relationship between brand citizenship behaviour and brand strength could be shown in tendency. Its causal link could not conclusively be proven as the size of the sample proved to be too small. The hypothesised constituents of brand commitment and brand citizenship behaviour, however, required substantial modification on the basis of the empirical evidence and hence require further empirical testing with a new data set.
Journal Article•
TL;DR: Zhang et al. as mentioned in this paper explored the effects among brand awareness, perceived quality, brand loyalty and customer purchase intention and mediating effects of perceived quality and brand loyalty on brand awareness and purchase intention.
Abstract: The purposes of the study are to explore the effects among brand awareness, perceived quality, brand loyalty and customer purchase intention and mediating effects of perceived quality and brand loyalty on brand awareness and purchase intention. The samples are collected from cellular phone users living in Chiyi, and the research adopts regression analysis and mediating test to examine the hypotheses. The results are: (a) the relations among the brand awareness, perceived quality and brand loyalty for purchase intention are significant and positive effect, (b) perceived quality has a positive effect on brand loyalty, (c) perceived quality will meditate the effects between brand awareness and purchase intention, and (d) brand loyalty will mediate the effects between brand awareness and purchase intention. The study suggests that cellular phone manufacturers ought to build a brand and promote its brand awareness through sales promotion, advertising, and other marketing activities. When brand awareness is high, its brand loyalty will also increase. Consumers will evaluate perceived quality of a product from their purchase experience. As a result, brand loyalty and brand preference will increase and also purchase intention.
TL;DR: In this article, a new integrated brand equity model is proposed, which explores the sources of brand equity from both internal and external perspectives at the behavioral and financial level in order to achieve a more accurate and sustainable brand equity measurement approach.
TL;DR: In this paper, the authors investigated the relationship between internal branding and employees' delivery of the brand promise as well as the relationships among their brand identification, brand commitment and brand loyalty.
Abstract: Purpose – The purpose of this paper is to understand the internal branding process from the employees' perspective; it will empirically assess the relationship between internal branding and employees' delivery of the brand promise as well as the relationships among their brand identification, brand commitment and brand loyalty. Design/methodology/approach – On a census basis, a quantitative survey is carried out with 699 customer-interface employees from five major hotels. Findings – Internal branding is found to have a positive impact on attitudinal and behavioural aspects of employees in their delivery of the brand promise. As employees' brand commitment does not have a statistically significant relationship with employees' brand performance, it is not regarded as a mediator in the link between internal branding and employees' brand performance. Furthermore, the study shows that brand identification is a driver of brand commitment, which precedes brand loyalty of employees. Practical implications – A number of significant managerial implications are drawn from this study, for example using both internal communication and training to influence employees' brand-supporting attitudes and behaviours. Still, it should be noted that the effect of internal branding on the behaviours could be dependent on the extent to which it could effectively influence their brand attitudes. Originality/value – The results provide valuable insights from the key internal audience's perspectives into an internal branding process to ensure the delivery of the brand promise. It empirically shows the relationship between internal branding and the behavioural outcome as well as the meditational effects of employees' brand identification, commitment and loyalty.
TL;DR: A study of Indian consumers examines the effects of individual characteristics (i.e., consumer's need for uniqueness and attitudes toward American products) and brand-specific variables (e.g., perceived quality and emotional value) on purchase intention toward a U.S. retail brand versus a local brand as discussed by the authors.
TL;DR: The authors investigated the effect of the interplay between a multi-channel retailer's offline and online brand images on consumers' online perceived risk and online loyalty within the framework of a theory of cognitive dissonance.
TL;DR: In this article, the authors propose a feelings-based account of brand extension evaluation and demonstrate that the promise of pleasure associated with luxury brands is a key driver of brand extendibility.
TL;DR: Brand managers are no longer a 'guardian' of the brand but become more of a brand 'host' as discussed by the authors, where consumers are empowered to interact with brands and other consumers but also to create their own content on user generated content sites leading to a more participative approach to branding.
Abstract: The internet and its related e-technologies have to a large extent upset the asymmetry of information that for so many years worked in favour of brand managers. Consumers are now empowered to interact with brands and other consumers but also to create their own content on user generated content sites leading to a more participative approach to branding. Internet brands adopt a more relaxed stance on brand management, which involves the consumer in fundamental stages of the brand building process. In this context, the brand manager is no longer a `guardian' of the brand but becomes more of a brand `host'. The question is to what extent can traditional companies follow suit? Are they comfortable to cede control to consumers? Do we need a new theory of branding in an e-space?
TL;DR: In this paper, the influence of the perception of Corporate Social Responsibility (CSR image) on consumer-company identification (C-C identification) was analyzed, and the direct and mediated influences (through their effect on brand attitude), of CSR-based C -C identification on purchase intention were analyzed.
Abstract: This research analyses the influence of the perception of Corporate Social Responsibility (CSR image) on consumer–company identification (C–C identification). This analysis involves an examination of the influence of CSR image on brand identity characteristics which provide consumers with an instrument to satisfy their self-definitional needs, thereby perceiving the brand as more attractive. Also, the direct and mediated influences (through their effect on brand attitude), of CSR-based C–C identification on purchase intention are analysed. The results offer empirical evidence that CSR generates more C–C identification because it improves brand prestige and distinctiveness; brand coherence is also a powerful antecedent of brand attractiveness in the context of CSR communication. Finally, CSR-based C–C identification is able to generate directly better attitude towards the brand and greater purchase intention.
TL;DR: In this paper, the authors report on a quantitative survey of a sample of 878 residents of the Gold Coast City of Australia and find that the major antecedents are social bonds, a sun and surf brand personality and creative business.
TL;DR: This paper conducted a case study across four organizations and found that the specific attributes considered most attractive by employees were different in each organisation. But the categories of attribute were almost identical; these were employment, organisational successes, external image, and product or service characteristics.
Abstract: Employer branding has been advocated as an effective strategy for motivating employees to "live the brand" however, previous research has tended to focus on recruitment. As a result, little is known about what makes an organisation's employer brand attractive to its current employees. The objective of our study is to address this question through the lens of Social Identity Theory (SIT) which we do by conducting a comparative case study across four organisations. We found that the specific attributes considered most attractive by employees were different in each organisation. However the categories of attribute were almost identical; these were employment, organisational successes, construed external image, and product or service characteristics. We also argue that managers need to identify the attributes of their own organisation that employees find most attractive within these categories in order to link the employer brand with the identity of the organisation, and the interests of employees.
TL;DR: In this paper, the authors analyzed how brand-extension evaluation can affect the current brand image and proposed a theoretical model formed by five main factors related to brand associations, extension congruency and extension attitude.
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TL;DR: In this paper, the authors examine the determinants governing the likelihood of considering the purchase of counterfeit branded products (CBPs) in the context of non-deceptive counterfeiting and find that among the tested variables, brand personality performs best in determining consideration of the CBP.