Showing papers on "Brand awareness published in 2015"
TL;DR: In this paper, the authors develop and test a typology of online brand community engagement (i.e., the compelling intrinsic motivations to continue interacting with an online brand communities). And they identify 11 independent motivations and test the scale's predictive power for participation in an online Brand community.
430 citations
TL;DR: A higher-order model of consumer brand engagement that derives from organizational psychology was proposed in this article, and the explanatory capability of brand engagement relative to traditional consumer judgments of value, quality and satisfaction was evaluated.
295 citations
TL;DR: This paper focuses on the relatively understudied domain of online-first retailers and the engagement of a key omnichannel tactic; specifically, introduction of showrooms physical locations where customers can view and try products in combination with online fulfillment that uses centralized inventory management.
Abstract: Omni-channel environments where customers shop online and offline at the same retailer are increasingly ubiquitous and have important new implications for demand generation and operational efficiency. We propose that given choice and opportunity, customers self-select into channels according to their need for visceral product information, i.e., the need to touch, feel, and sample physical products before purchasing. Injecting a new showroom into a market induces customer migration and has significant impacts on channel sales and operational efficiency for all customers within the showroom's trading area. Using quasi-experimental data on showroom openings by WarbyParker.com, the leading online US eyewear retailer, we find that introducing a showroom: (1) increases demand overall and through the online channel as well, (2) improves operational efficiency by increasing conversion on sampling and decreasing returns, and (3) that these effects are amplified for those customers who have the most acute need for the product. Moreover, these effects strengthen with time as the showroom contributes not only to brand awareness but also to what we term channel awareness as well. We verify that these effects are robust to alternative model specifications and sample selection procedures; implications for omni-channel retailing are discussed.
294 citations
TL;DR: The results of the study showed that Facebook advertising significantly affected brand image and brand equity, both of which factors contributed to a significant change in purchasing intention.
260 citations
TL;DR: In this paper, the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers were examined using descriptive, correlation and multiple regression analysis via the Statistical Package for Social Sciences computer program version 21.
Abstract: Purpose – The purpose of this paper is to examine the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers. Design/methodology/approach – Data from 200 young consumers were analysed using descriptive, correlation and multiple regression analysis via the Statistical Package for Social Sciences computer programme version 21. Findings – Empirical results via multiple regressions authenticated that brand awareness predominantly affects brand equity among young consumers. These young consumers get input and awareness of the particular product or brand from the social media. They can clearly recognize the particular product or brand in comparison to competing products or brands and know how it looks and its characteristics from the social media. Research limitations/implications – Respondents were randomly drawn from the population of the full time students in a public university in Malaysia. Consequently, they may not represent the entire populatio...
253 citations
TL;DR: In this article, the authors investigated the impact of social media communication on consumers' perception of brand equity metrics, as well as in an examination of industry-specific differences across 60 brands within three different industries: non-alcoholic beverages, clothing and mobile network providers.
Abstract: Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity (CBBE) metrics through Facebook. Design/methodology/approach – We evaluated 302 data sets that were generated through a standardized online survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing and mobile network providers. We applied a structural equation modeling technique to investigate the effects of social media communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings – The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; where...
237 citations
TL;DR: A research model is proposed to explain how brand loyalty is developed through user engagement, and revealed that user engagement influenced brand loyalty both directly and indirectly through online community commitment.
Abstract: Purpose – The purpose of this paper is to explore the concept of user engagement in the context of online brand communities. A research model is proposed to explain how brand loyalty is developed through user engagement. Design/methodology/approach – The research model was empirically tested with an online survey study of 185 current Facebook users. Findings – Results revealed that user engagement influenced brand loyalty both directly and indirectly through online community commitment. Users tend to focus on the benefits (rather than the costs) derived from the usage when they engage in an online brand community. Research limitations/implications – The selection of respondents is bound to the Hong Kong area, while Facebook members are globally distributed. In addition, this study involved a cross-sectional design instead of investigating the development of brand loyalty from a long-term perspective. Practical implications – The results inform e-marketers the importance of user engagement behaviors for bu...
237 citations
TL;DR: Both system quality and information quality were found to be important precursors of brand awareness in OSNs, and study results support the importance of social media in online branding strategies.
217 citations
TL;DR: In this paper, a review of existing studies about the impact of brand image on consumer from perspective of customer equity is presented, and the shortcomings of current research and the trends for future study are pointed out.
Abstract: The concept “brand image” has drawn significant attention from academics and practitioners since it was put forward, because it played an important role in marketing activities Although brand image was recognized as the driving force of brand asset and brand performance, few studies have elaborated on the relationship between brand image and brand equity Based on the brand image theories, this study reviewed extant studies about the impact of brand image on consumer from perspective of customer equity It also presented the shortcomings of current research and pointed out the trends for future study
212 citations
TL;DR: In this paper, the authors examined whether the strength of positive brand relationship can either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate the link between these variables.
Abstract: Purpose – This paper aims to examine whether the strength of positive brand relationship can either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate the link between these variables. Existing research has established that trust, satisfaction and the attitude towards the brand contribute to the development of brand loyalty. However, recently, there is a growing stream of research indicating that the brands are not only facilitating transaction but companies can also use them to develop and maintain links with their customers. The exploration of the role of brands in the development of bonds with the customers is still very limited. Design/methodology/approach – Data were collected from 189 women who are using lipstick in Glasgow, Scotland. Respondents were asked to answer a questionnaire keeping in mind their preferred brand. Findings – The findings revealed that the strength of the consumer brand relationship is a very strong predictor of brand loyalty. They also sug...
199 citations
TL;DR: In this paper, the authors examined the relationship between consumers' authenticity perception and four brand equity dimensions (brand awareness, brand association, perceived quality, brand loyalty), as well as how these four dimensions are interrelated with one another.
TL;DR: Zhang et al. as mentioned in this paper examined the relationship between knowledge acquisition from social media, two forms of market orientation (proactive and reactive), social media strategic capability, and brand innovation strategy in the context of China's online technology industry.
TL;DR: The authors proposed an augmented conceptual model explaining consumer preferences for global brands versus local brands in emerging markets and test the model using data from a Chinese consumer sample, which added high brand-identity expressiveness as well as high trust and positive affect toward these brands.
Abstract: The authors propose an augmented conceptual model explaining consumer preferences for global brands versus local brands in emerging markets and test the model using data from a Chinese consumer sample. The model adds high brand-identity expressiveness as well as high trust and positive affect toward these brands. The results support these additions and replicate previous findings that brand quality and prestige are important links between perceived brand globalness (PBG) and perceived brand localness (PBL) and favorable behavioral intentions. The most novel finding is that both PBG and PBL can enhance a brand's identity expressiveness. The results establish the mediating roles of these additional variables between PBG/PBL and behavioral intentions and also identify the incremental explanatory value of these additional mediators, which have been neglected in previous global branding research. Furthermore, PBG— which affects behavioral intentions through pathways of brand prestige, trust, and affec...
TL;DR: In this article, the mediating effects of brand reputation on the relationship between CBCRBE and brand trust were investigated using a structural equation modeling (SEM) analysis. And the results of the study reveal that brand reputation partially mediates the effects of food & service quality, brand affect, brand awareness, and brand association on brand trust.
TL;DR: In this article, the authors further examined the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion.
Abstract: Purpose – The purpose of this paper is to further examine the mediation mechanism to account for the influence of brand experience on brand loyalty by integrating the experiential view of consumption and the appraisal theory of emotion. Design/methodology/approach – An onsite interview survey was conducted in 21 stores of four service brands: Burger King, Cold Stone Creamery, McDonald’s and Starbucks Coffee. Confirmatory factor analysis is used for assessing validity and reliability. Structural equation modeling is used for examining construct relationships. Findings – Brand awareness/associations, perceived quality and hedonic emotions mediate the relationship between brand experience and brand loyalty. Hedonic emotions play a powerful mediation role. Moreover, it is the experiential view of consumption rather than the appraisal theory of emotion that plays a dominant role in accounting for the influence of brand experience on brand loyalty. Originality/value – This research extends previous studies on t...
TL;DR: In this paper, the authors explored the effects of brand trust, trust in the food system, consumer confidence and brand loyalty on consumer's trust in brands and concluded that trust in food brands leads to brand loyalty via consumer confidence.
TL;DR: It is found that exposures to earned and owned social media activities for brands have significant and positive impacts on consumers’ likelihood to purchase the brands and their effects are, surprisingly, suppressive on each other.
Abstract: This study investigates the effects of exposures to earned and owned social media activities and their interaction on brand purchase in a two-stage decision model (i.e., likelihood to purchase and the amount purchased offline). Our study is instantiated on a unique single-source dataset of 12-month home-scanned brand purchase records of a group of fast-moving consumer good brands and Facebook brand Fan Page messages related to the brands. We first find that exposures to earned and owned social media activities for brands have significant and positive impacts on consumers’ likelihood to purchase the brands. Their effects are, surprisingly, suppressive on each other. Second, exposures to earned and owned social media activities have almost no impact on the amount purchased offline with presence of in-store promotions. Our study contributes to our knowledge body of social media marketing by demonstrating that social media activities for a brand can foster the consumer base of the brand, but that effo...
TL;DR: For instance, this paper found evidence that following a brand's Facebook updates can cause positive changes in brand evaluations, indicating the importance of brand interactivity, and the effects were explained by perceived conversational human voice.
TL;DR: In this article, the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity was examined.
Abstract: Purpose – This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity. Design/methodology/approach – This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands. Findings – Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions. Research limitations/implications – Although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research. Practical implications – This research demonstrates how markers of masculinity and feminini...
TL;DR: In this paper, the authors examined the relationship between innovative brand experience, brand equity and brand satisfaction in airlines and found that airline innovative brand experiences have a positive impact on brand equity.
TL;DR: In this article, the authors developed and tested a model through a multi-country study that considers consumer wine knowledge and wine experience, wine brand trust and wine brand satisfaction as antecedents of wine brand love, and wine brands loyalty as a consequence of wine brands love.
TL;DR: In this paper, the influence of different ways of disclosing brand placement on viewers' visual attention, the use of persuasion knowledge, and brand responses was investigated, and the results showed that a combination of text and a product placement logo was most effective in enhancing the recognition of advertising and that a logo alone was least effective.
Abstract: This eye tracking experiment (N = 149) investigates the influence of different ways of disclosing brand placement on viewers’ visual attention, the use of persuasion knowledge, and brand responses. The results showed that (1) a combination of text (“This program contains product placement”) and a product placement (PP) logo was most effective in enhancing the recognition of advertising and that a logo alone was least effective; (2) this effect was mediated by viewers’ visual attention to the disclosure and brand placement; and (3) the recognition of advertising consequently increased brand memory and led to more negative brand attitudes.
TL;DR: Whether value co-creation practices in brand community have positive effects on the consumer-brand and consumer-other consumers' relationships, as well as, community commitment and brand loyalty is explored.
TL;DR: This work develops a state space model to capture the dynamics in brand preference, advertising effectiveness, and consumer response to product recalls; integrates it with a random coefficient demand model; and estimates it using a unique data set containing 35 automobile brands, 193 auto sub-brands, and 359 recalls during 1997-2002.
Abstract: Product-harm crises recalls carry negative product information that adversely affects brand preference and advertising effectiveness. This negative impact of product-harm crises may differ across recall events depending on media coverage of the event, crisis severity, and consumers' prior beliefs about product quality. We develop a state space model to capture the dynamics in brand preference, advertising effectiveness, and consumer response to product recalls; integrate it with a random coefficient demand model; and estimate it using a unique data set containing 35 automobile brands, 193 auto sub-brands, and 359 recalls during 1997-2002. Our results reveal that consumers respond more negatively to product recalls with greater media attention, more severe consequences, and higher perceived product quality. Furthermore, they show that sub-brand advertising effectiveness declines by a greater amount than parent-brand advertising and the decline in effectiveness of the recalled sub-brand's advertising spills over to other sub-brands under the same parent brand.
This paper was accepted by Pradeep Chintagunta, marketing.
TL;DR: This article examined the performance of Aaker's dominant conceptualization of consumer-based brand equity in a multi-national and multi-sector European context and highlighted important lessons vis-a-vis the measurement of brand assets across countries.
Abstract: Purpose – The purpose of this paper is to examine the performance of Aaker’s dominant conceptualization of consumer-based brand equity (brand awareness, brand associations, perceived quality and brand loyalty) in a multi-national and multi-sector European context and highlights important lessons vis-a-vis the measurement of brand assets across countries. Design/methodology/approach – Cross-category data was collected through a survey over a period of two months from a representative sample of consumers in three European countries (n=1,829), the UK (n=605), Germany (n=600) and Greece (n=624). Findings – The findings suggest that Aaker’s dimensions of consumer-based brand equity cannot be clearly separated. More specifically the dimensions of brand awareness, brand associations and brand loyalty could not be always clearly discriminated in all national contexts. Originality/value – The paper contributes to the limited amount of cross-national research on brand equity by assessing the most widely used concep...
TL;DR: In this article, the authors analyse Facebook brand posts along dimensions of vividness, interactivity, novelty, brand consistency and content type and test how these characteristics influence audience response in terms of liking and sharing brand posts.
Abstract: Purpose – The purpose of this paper is to analyse Facebook brand posts along dimensions of vividness, interactivity, novelty, brand consistency and content type and tests how these characteristics influence audience response in terms of liking and sharing brand posts. Design/methodology/approach – The sample comprised 191 brand posts sourced from the Facebook brand pages of five top selling automotive brands in the UK. Audience response was operationalised using brand post likes and brand post shares, while brand post characteristics were operationalised according to relevant theory. Poisson regression models were tested to measure the effect of brand post characteristics on audience response. Findings – The findings indicate that brand post vividness has a significant positive effect on brand post shares, but not on brand post likes. Brand post interactivity has a significant negative effect on both brand post likes and brand post shares. Brand post novelty and brand post consistency have a significant p...
TL;DR: In this paper, a conceptual framework is presented to help structure the interrelationship between brands and innovations and suggest a number of future research directions, including the need for a deeper integration between the two.
Abstract: Brand and innovation management have become increasingly important priorities for firms over the last few decades. Firms rely on strong brands and product innovations to gain competitive advantage and fuel growth. Although academic research has addressed a number of different areas and topics that have collectively advanced our understanding, the interrelationship between branding and innovations is still relatively under-researched. Brand and innovation management need and benefit from each other, suggesting a need for a deeper integration between the two. Towards that goal, this article presents a conceptual framework to help structure the interrelationship and suggests a number of future research directions.
TL;DR: In this paper, the authors study the impact of store brands on the manufacturing of a power retailer. And they show that a store brand may benefit the manufacturer when the interaction between the manufacturer and retailer is modeled as a retailer-led Stackelberg game, and that the decrease in the double marginalization effect may come from a lowered retail markup instead of a lowered wholesale price.
Abstract: It is generally believed that store brands hurt the manufacturers of competing national brands while benefiting retailers. In this study, we challenge this notion by studying the impacts of a store brand when it is introduced by a power retailer. We show that a store brand may benefit the manufacturer when the interaction between the manufacturer and retailer is modeled as a retailer-led Stackelberg game. This phenomenon occurs because the store brand changes the nature of the strategic interaction between the manufacturer and retailer in our model. In particular, while the interaction is always vertical strategic substitutability without a store brand, it may become vertical strategic independence with one. With the store brand, the demand for the national brand becomes larger, and the wholesale price for the national brand may increase, both of which benefit the manufacturer. Finally, the store brand may lessen the double marginalization problem of the supply chain for the national brand in the retailer-led Stackelberg game, but does so in an unconventional way: The reduction in the double marginalization effect may come from a lowered retail markup instead of a lowered wholesale price. Our results reconcile some discrepancies between theoretical predictions and empirical findings regarding the impacts of store brands on manufacturers.
TL;DR: In this article, the authors developed conceptual understanding in the area of customer brand co-creation, considering the factors influencing customers to co-create and the impacts of customer cocreation on the brand.
Abstract: Purpose – The purpose of this paper is to develop conceptual understanding in the area of customer brand co-creation. The research considers the factors influencing customers to co-create and the impacts of customer co-creation on the brand. Design/methodology/approach – Theoretical development is progressed through conceptualisation of a series of research propositions which consider the antecedents and consequences of brand co-creation. Conceptualisation entails analysing and synthesising previous studies and reasoning new relationships between relevant concepts. Customer brand co-creation theory is improved by operationalizing the concept in a theoretical model. Findings – The Customer Brand Co-creation Model expresses the influence of brand engagement, self-congruity and involvement as antecedents to brand co-creation. Further, the model identifies the moderating effect of brand interactivity and brand communities. Finally, the model actualises the impact of brand co-creation upon brand value and bran...
TL;DR: In this article, the authors discuss the context of nation branding and the role of sport mega-events in generating a nation branding legacy, which is not owned or controlled by a single organisation, but rather jointly developed and delivered by a network of public and private sector organisations.
Abstract: Over the past decade there has been a growing awareness of the significant impact that hosting sport mega-events can have on a nation׳s brand. This paper discusses the context of nation branding and the role of sport mega-events in generating a nation branding legacy. A nation brand is not owned or controlled by a single organisation, but rather jointly developed and delivered by a network of public and private sector organisations. The examination of both event and brand stakeholder perceptions and experiences post the event was therefore identified as an important research area. The case of South Africa and the 2010 FIFA World Cup was selected as improving the brand image was clearly stated as an aim for the host nation. The paper is based on a qualitative study that featured in-depth interviews conducted with definitive stakeholders from the public and private sectors (n=8), within two of the major host cities of Johannesburg and Cape Town that took place two years post the event. The paper details the perceptions, experiences and reflections of these stakeholders relating to the branding opportunities and the legacy from the event and the degree to which these were leveraged. The paper contends that there are significant branding opportunities for nations beyond merely publicity, brand awareness and short-term perception changes. Greater knowledge and understanding of a brand can be developed through the experiences and engagement of visitors, citizens and members of the international business community, leading to the establishment of a more authentic brand image. Furthermore, there is also the opportunity to use these new image perceptions to position the nation brand for competitive advantage in tourism as well as business and investment sectors. Two key influencing factors of the nation branding legacy were identified, namely the media (including traditional and new media) and the role of local citizens. The discourse surrounding leveraging of legacies is furthered and supported, as it is clear that the success and legacy of the mega-event are a result of strategic activities of stakeholders. A nation branding legacy is therefore a combination of the opportunities provided by the sport mega-event and the strategic intention and activities of stakeholders.