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Showing papers on "Brand equity published in 2010"


Posted Content
TL;DR: In this paper, a parsimonious measure of brand attachment was developed and validated, and the convergent and discriminant validity of this measure in relation to brand attitude strength was demonstrated.
Abstract: Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength. From a measurement perspective, they develop and validate a parsimonious measure of brand attachment, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment. They also demonstrate the convergent and discriminant validity of this measure in relation to brand attitude strength. Managerially, they demonstrate that brand attachment offers value over brand attitude strength in predicting (a) consumers’ intentions to perform difficult behaviors (those they regard as utilizing consumer resources), (b) actual purchase behaviors, (c) brand purchase share (the share of a brand among directly competing brands), and (d) need share (the extent to which consumers rely on a brand to address relevant needs including those brands in substitutable product categories).

1,555 citations


Journal ArticleDOI
TL;DR: In this article, a parsimonious measure of brand attachment was developed and validated from a measurement perspective, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment.
Abstract: Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength. From a measurement perspective, they develop and validate a parsimonious measure of brand attachment, test the assumptions that underlie it, and demonstrate that it indicates the concept of attachment. They also demonstrate the convergent and discriminant validity of this measure in relation to brand attitude strength. Managerially, they demonstrate that brand attachment offers value over brand attitude strength in predicting (1) consumers' intentions to perform difficult behaviors (those they regard as using consumer resources), (2) actual purchase behaviors, (3) brand purchase share (the share of a brand...

1,468 citations


Journal ArticleDOI
TL;DR: Wang et al. as discussed by the authors explored the positive relationships between green brand equity and its three drivers (green brand image, green satisfaction, and green trust) and found that green trust is positively related to green brand image.
Abstract: This article proposed four novel constructs – green brand image, green satisfaction, green trust, and green brand equity, and explored the positive relationships between green brand equity and its three drivers – green brand image, green satisfaction, and green trust. The object of this research study was information and electronics products in Taiwan. This research employed an empirical study by use of the questionnaire survey method. The questionnaires were randomly mailed to consumers who had the experience of purchasing information and electronics products. The results showed that green brand image, green satisfaction, and green trust are positively related to green brand equity. Furthermore, the positive relationship between green brand image and green brand equity is partially mediated by green satisfaction and green trust. Hence, investing on resources to increase green brand image, green satisfaction, and green trust is helpful to enhance green brand equity.

1,012 citations


Journal ArticleDOI
TL;DR: In this paper, the authors explore the following question: Can corporate social responsibility and the corporate reputation of a firm lead to its brand equity in business-to-business (B2B) markets?
Abstract: In this article, the researchers explore the following question Can corporate social responsibility (CSR) and the corporate reputation of a firm lead to its brand equity in business-to-business (B2B) markets? This study discusses CSR from customers’ viewpoints by taking the sample of industrial purchasers from Taiwan small-medium enterprises The aims of this study are to investigate: first, the effects of CSR and corporate reputation on industrial brand equity; second, the effects of CSR, corporate reputation, and brand equity on brand performance; and third, the mediating effects of corporate reputation and industrial brand equity on the relationship between CSR and brand performance Empirical results support the study’s hypotheses and indicate that CSR and corporate reputation have positive effects on industrial brand equity and brand performance In addition, corporate reputation and industrial brand equity partially mediate the relationship between CSR and brand performance

680 citations


Journal ArticleDOI
TL;DR: In this paper, the authors explore the emergent cultural landscape of open source branding and identify marketing strategies directed at the hunt for consumer engagement on the people's web, and discuss how web-based power struggles between marketer and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump long-term icons, where marketing looks more like public relations, and brand value is driven by risk, not returns.
Abstract: Brands rushed into social media, viewing social networks, video sharing, online communities, and micro-blogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted with the stark realization that social media was made for people, not for brands. In this paper, we explore the emergent cultural landscape of open source branding, and identify marketing strategies directed at the hunt for consumer engagement on the people’s web. These strategies present a paradox, for to gain coveted resonance, the brand must relinquish control. We discuss how web-based power struggles between marketer and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump long-term icons, where marketing looks more like public relations, where brand building gives way to brand protection, and brand value is driven by risk, not returns.

601 citations


Journal ArticleDOI
TL;DR: In this paper, Prahalad and Ramaswamy analyzed co-creation as a relatively new and critical development within the field of innovation and provided examples of four building blocks by which it occurs: dialogue, access, transparency and risk.
Abstract: In 2004, Prahalad and Ramaswamy analyzed co-creation as a relatively new and critical development within the field of innovation. They provided examples of four building blocks by which co-creation occurs: dialogue, access, transparency and risk. In this article, we relate these elements to the phenomenon of branding, extending the building block framework, using the marketing concepts of brand community and brand co-creation. We use data from a longitudinal case study of the LEGO Group and its brand community LUGNET to derive propositions from our marketing-based reframing of co-creation. Our findings suggest a simplified model based on the dimensions of company/stakeholder engagement and organizational self-disclosure, which we recommend as central concerns to the developing theory of brand co-creation. We conclude by presenting the implications that our work suggests for brand management and brand governance, including the possibility that brands may allow society to regain control over massive international corporations lost during the recent period of globalization.

500 citations


Journal ArticleDOI
TL;DR: In this paper, the authors bring together the scattered literature on consumer based brand equity's conceptualisation and measurement and classify consumer-based brand equity measures as either direct or indirect, and conclude that indirect measures are superior from a diagnostic level.
Abstract: Although there is a large body of research on brand equity, little in terms of a literature review has been published on this since Feldwick’s (1996) paper. To address this gap, this paper brings together the scattered literature on consumer based brand equity’s conceptualisation and measurement. Measures of consumer based brand equity are classified as either direct or indirect. Indirect measures assess consumer-based brand equity through its demonstrable dimensions and are superior from a diagnostic level. The paper concludes with directions for future research and managerial pointers for setting up a brand equity measurement system.

414 citations


Journal ArticleDOI
TL;DR: In this paper, the authors conducted a field study with actual consumers and found that there are five types of consumers: hedonistic, action-oriented, holistic, inner-directed, and utilitarian consumers.
Abstract: Marketing academics and practitioners have acknowledged that consumers look for brands that provide them with unique and memorable experiences. As a result, the concept of brand experience has become of great interest to marketers. The present field study, conducted with actual consumers, addresses the question whether different consumers prefer different experiential appeals and whether experiential types moderate the relationships between brand attitude and purchase intention. We find that there are five types of consumers: hedonistic, action-oriented, holistic, inner-directed, and utilitarian consumers. Moreover, the relationship between attitudes and intentions is strongest for holistic consumers and weakest for utilitarian consumers.

400 citations


Journal ArticleDOI
TL;DR: The authors used the Partial Least Squares approach to structural equation modeling to analyze data from two survey-based studies and found that brand identification and sense of community both have a positive influence on brand love, which in turn has a positive impact on brand loyalty and active engagement.
Abstract: Brand love is a recent marketing construct, which has been shown to influence important marketing variables such as brand loyalty and word-of-mouth. Although this knowledge is academically interesting, its managerial relevance depends on the identification of actionable antecedents of brand love. This study adds to the understanding of the managerial potential of brand love by proposing and testing two actionable antecedents of brand love: Brand identification and sense of community. The study uses the Partial Least Squares approach to structural equation modelling to analyze data from two survey-based studies. The study tests two conceptual models using data for six different brands. The results show that brand identification and sense of community both have a positive influence on brand love, which in turn has a positive influence on brand loyalty and active engagement. These findings form the basis for a discussion of the use of image extensions and market shielding to strengthen brand identification and sense of community – with the purpose of elaborating and building brand love.

396 citations


Posted Content
TL;DR: In this paper, the authors propose a conceptual framework to examine how market disruptions affect customer-brand relationships and how brand loyalty may be sustained when disruptions occur, focusing on the time-varying effects of customers' identification with and perceived value relative to the new brand on switching behavior.
Abstract: There has been little research on how market disruptions affect customer–brand relationships and how brand loyalty may be sustained when disruptions occur. Drawing from social identity theory and the brand loyalty literature, the authors propose a conceptual framework to examine these questions in a specific market disruption, the introduction of a radically new brand. The framework focuses on the time-varying effects of customers’ identification with and perceived value of the incumbent relative to the new brand on switching behavior. The authors divert from the conventional economic perspective of treating brand switching as functional utility maximization to propose that brand switching can also manifest customers’ social mobility between brand identities. Results from longitudinal data of 679 customers during the launch of the iPhone in Spain show that both relative customer–brand identification and relative perceived value of the incumbent inhibit switching behavior, but their effects vary over time. Relative customer–brand identification with the incumbent apparently exerts a stronger longitudinal restraint on switching behavior than relative perceived value of the incumbent. The study has important strategic implications on devising customer relationship strategies and brand investment.

381 citations


Journal ArticleDOI
TL;DR: In this article, the authors explore how brand credibility and brand prestige affect brand purchase intention and empirically investigate how the combinatory mechanism of brand prestige and brand credibility materialize across multiple product categories.
Abstract: This study explores how brand credibility and brand prestige affect brand purchase intention and empirically investigates how the combinatory mechanism of brand credibility and brand prestige materialize across multiple product categories. The proposed model of six latent constructs is tested with structural equation modeling analysis: brand credibility, brand prestige, perceived quality, information costs saved, perceived risk, and brand purchase intention. The results suggest that both brand credibility and brand prestige positively influence brand purchase intention through perceived quality, information costs saved, and perceived risk under different product categories representing the high and low self-expressive nature. Several implications for advertising messages and brand positioning strategies are discussed. © 2010 Wiley Periodicals, Inc.

01 Feb 2010
TL;DR: In this paper, the authors examine the nature and consequences of employer branding and reveal that job seekers evaluate: the attractiveness of employers based on any previous direct work experiences with the employer or in the sector; the clarity, credibility, and consistency of the potential employers' brand signals; perceptions of the employers’ brand investments; and perceptions of their product or service brand portfolio.
Abstract: In many developed economies, changing demographics and economic conditions have given rise to increasingly competitive labour markets, where competition for good employees is strong. Consequently, strategic investments in attracting suitably qualified and skilled employees are recommended. One such strategy is employer branding. Employer branding in the context of recruitment is the package of psychological, economic, and functional benefits that potential employees associate with employment with a particular company. Knowledge of these perceptions can help organisations to create an attractive and competitive employer brand. Utilising information economics and signalling theory, we examine the nature and consequences of employer branding. Depth interviews reveal that job seekers evaluate: the attractiveness of employers based on any previous direct work experiences with the employer or in the sector; the clarity, credibility, and consistency of the potential employers’ brand signals; perceptions of the employers’ brand investments; and perceptions of the employers’ product or service brand portfolio.

01 Jan 2010
TL;DR: In this paper, a Partial Least Squares (PLS) model is used to test complex models where other approaches would fail due to the high number of relationships, constructs and indicators.
Abstract: Brands play an important role in consumers' daily life and can represent a big asset for companies owning them. Owing to the very close relationship between brands and consumers, and the specific nature of branded products as an element of consumer life style, the branded goods industry needs to extend its knowledge of the process of brand preference formation in order to enhance brand equity. This chapter show how Partial Least Squares (PLS) modeling can be used to suc- cessfully test complex models where other approaches would fail due to the high number of relationships, constructs and indicators. Here, PLS modeling is applied to brand preference formation regarding mobile phones. With a wider set of explanatory factors than prior studies, this one explores the factors that contribute to the formation of brand preference using a PLS model to understand the relationship between those and consumer preference for mobile phone brands. Despite the exploratory nature of the study, the results reveal that brand identity, personality and image, together with self-image congruence have the highest impact on brand preference. Some other factors linked to the consumer and the situation also affect preference, but to a lesser degree.

Journal ArticleDOI
TL;DR: In this article, the authors present the first known empirically tested model of Employee Based Brand Equity (EBBE), which seeks to provide insight into how organisations can not only effectively manage the internal brand building process but also appreciate the subsequent employee effects and organisational benefits.
Abstract: Purpose – The purpose of this paper is to present the first known empirically‐tested model of Employee Based Brand Equity (EBBE). In doing so, it seeks to provide insight into how organisations can not only effectively manage the internal brand building‐process but also, more importantly, appreciate the subsequent employee effects and organisational benefits.Design/methodology/approach – Data were collected via an online survey of 371 employees who work in service organisations, sourced from a market research database list.Findings – Strong support was found for nine out of the ten hypothesised relationships, thus providing strong validation for the proposed model.Research limitations/implications – The employment of surveys can present data collection problems stemming from such things as lack of willingness to participate on behalf of the respondent, loss of validity when using structured questionnaires, and inherent challenges of wording questions properly. However, in acknowledging these limitations, ...

Journal ArticleDOI
TL;DR: In this paper, the authors examine the nature and consequences of employer branding and reveal that job seekers evaluate: the attractiveness of employers based on any previous direct work experiences with the employer or in the sector; the clarity, credibility, and consistency of the potential employers' brand signals; perceptions.
Abstract: In many developed economies, changing demographics and economic conditions have given rise to increasingly competitive labour markets, where competition for good employees is strong. Consequently, strategic investments in attracting suitably qualified and skilled employees are recommended. One such strategy is employer branding. Employer branding in the context of recruitment is the package of psychological, economic, and functional benefits that potential employees associate with employment with a particular company. Knowledge of these perceptions can help organisations to create an attractive and competitive employer brand. Utilising information economics and signalling theory, we examine the nature and consequences of employer branding. Depth interviews reveal that job seekers evaluate: the attractiveness of employers based on any previous direct work experiences with the employer or in the sector; the clarity, credibility, and consistency of the potential employers’ brand signals; perceptions...

Journal ArticleDOI
TL;DR: In this paper, a theoretically structured framework for the measurement of internal brand equity is proposed and empirically validated, and the findings offer evidence for the powerful impact of a brand-oriented corporate culture on internal Brand equity, and demonstrate its relationship to external brand equity.

Journal ArticleDOI
TL;DR: In this paper, the authors measure the brand equity of service firms (luxury hotels) using a customer perspective, identify factors that predict customers' brands relationships and explore the links between service brand equity and employee brand commitment.
Abstract: Purpose – The aims of this article are to measure the brand equity of service firms (luxury hotels) using a customer perspective, to identify factors that predict customers’ brands relationships and to explore the links between service brand equity and employee brand commitmentDesign/methodology/approach – Two surveys were conducted to achieve the research objectives. The first survey objective was to measure brand equity using a sample of 250 international customers of five‐star hotels in Bangkok. The second survey objective was to collect information regarding employee brand commitment in each selected hotel using a sample of 250 employees.Findings – Results show that hotels belonging to the same category have different brand equity and that brand differentiation and brand trust are the variables that have the major influence on customer brand relationships. Perceived service quality and associations related to hotel core services are not related to brand relationships. High hotel brands equity have a s...

Journal ArticleDOI
TL;DR: This paper examined the influence of culture on the impact of four key brand management elements (i.e., brand innovativeness, brand customer orientation, brand self-relevance, and social responsibility) on customer commitment to a brand.
Abstract: Firms increasingly employ global brand management strategies for the effective coordination of their global activities. Effective coordination requires adapting global brand management strategies to cultural nuances. This study examines the influence of culture on the impact of four key brand management elements (i.e., brand innovativeness, brand customer orientation, brand self-relevance, and social responsibility) on customer commitment to a brand. Using responses from 167 U.K. and 230 Chinese consumers, the authors empirically demonstrate that brand innovativeness and brand self-relevance have a greater effect on brand commitment in cultures that are individualist, short-term oriented, and low on power distance (i.e., the United Kingdom), while brand customer orientation and social responsibility have a greater impact on brand commitment in cultures that are collectivist, long-term oriented, and high on power distance (i.e., China). Furthermore, the findings reveal that in collectivist, long-t...

Journal ArticleDOI
TL;DR: In this article, a model of consumer-based brand equity was adapted from the marketing literature and applied to a nation context, and the model was tested by using structural equation modelling with data from a large Chilean sample (n=845), comprising a mix of previous visitors and non-visitors.
Abstract: Purpose: Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only gained momentum since the late 1990s. There remains a lack of theory in particular that addresses the measurement of the effectiveness of destination branding over time. The purpose of the research was to test the effectiveness of a model of consumer-based brand equity (CBBE) for a country destination.---------- Design/methodology: A model of consumer-based brand equity was adapted from the marketing literature and applied to a nation context. The model was tested by using structural equation modelling with data from a large Chilean sample (n=845), comprising a mix of previous visitors and non-visitors. The model fits the data well. Findings: This paper reports the results of an investigation into brand equity for Australia as a long haul destination in an emerging market. The research took place just before the launch of the nation’s fourth new brand campaign in six years. The results indicate Australia is a well known but not compelling destination brand for tourists in Chile, which reflects the lower priority the South American market has been given by the national tourism office (NTO).---------- Practical implications: It is suggested that CBBE measures could be analysed at various points in time to track any strengthening or weakening of market perceptions in relation to brand objectives. A standard CBBE instrument could provide long-term effectiveness performance measures regardless of changes in destination marketing organisation (DMO) staff, advertising agency, other stakeholders, and budget.---------- Originality/value: This study contributes to the nation-branding literature by being one of the first to test the efficacy of a model of consumer-based brand equity for a tourism destination brand.

Journal ArticleDOI
TL;DR: In this article, a model for the internal anchorage of a business-to-business brand via corporate brand orientation is proposed, and the results demonstrate the positive influence of brand orientation on market and economic performance.
Abstract: Purpose – The purpose of this paper is to design and test a model for the internal anchorage of a business‐to‐business brand via corporate brand orientation.Design/methodology/approach – Data from 261 usable responses to a questionnaire distributed in the German business‐to‐business sector, were applied to model estimation by the “soft modelling” partial‐least‐squares regression technique.Findings – The structure of the brand orientation model is supported by the results. The findings demonstrate the positive influence of brand orientation on market and economic performance. Smaller business‐to‐business companies exhibit lower levels of brand orientation than larger counterparts, to their strategic disadvantage. Line of business and management type had no influence on brand orientation in this survey.Practical implications – Business‐to‐business brand managers now have empirically‐based evidence for the benefits of intensive implementation of brand orientation. The associated four‐level conceptual model o...

Journal ArticleDOI
TL;DR: In this article, a comprehensive and extensive literature review helps develop a brand equity framework for the hotel industry, where advertising, referral marketing and services marketing can be used to generate brand awareness and brand associations.
Abstract: Purpose – There is increasing discussion of the way in which quality of experience and brand equity are developed in the hotel industry. This study aims to review the hospitality and brand equity literature, thereby providing a conceptual framework for understanding hotel brand equity.Design/methodology/approach – A comprehensive and extensive literature review helps develop a brand equity framework for the hotel industry.Findings – Hotels often use advertising, referral marketing and services marketing to help guests acquire brand‐related information. Hotel guests, in turn, establish their brand knowledge through direct and indirect experiences. A better understanding of how these experiences contribute to brand equity has important implications for brand managers. Advertising and word of mouth (WoM) can be used to generate brand awareness and brand associations. Service performance should be nurtured to predominantly precipitate quality of experience, although WoM also has a strong effect on it.Original...

Journal ArticleDOI
TL;DR: In this article, the authors investigate the impact of customer experience on brand equity in a business-to-business (B2B) services setting and propose a conceptual model to illustrate the impact.
Abstract: The main purpose of the study is to investigate the impact of customer experience on brand equity in a business-to-business (B2B) services setting. The conceptual model illustrates the impact of cu ...

Journal ArticleDOI
TL;DR: In this article, the authors focus on the measurement of the overall importance of brands for consumer decision-making, that is, brand relevance in category, or BRiC, across multiple categories and countries.
Abstract: This article focuses on the measurement of the overall importance of brands for consumer decision making—that is, brand relevance in category, or BRiC—across multiple categories and countries. Although brand equity measures for specific brands have attracted a large body of literature, the questions of how important brands are within an entire product category and the extent to which BRiC differs across categories and countries have been neglected. The authors introduce the concept of BRiC (a category-level measure, not a brand-level measure). They develop a conceptual framework to measure BRiC and the drivers of BRiC, test the framework empirically with a sample of more than 5700 consumers, and show how the construct varies across 20 product categories and five countries (France, Japan, Spain, the United Kingdom, and the United States). The results suggest a high validity of the proposed BRiC measure and show substantial differences between categories and countries. A replication study two-and-a...

01 Jan 2010
TL;DR: In this paper, a model of consumer-based brand equity was adapted from the marketing literature and applied to a nation context, and the model was tested by using structural equation modelling with data from a large Chilean sample (n=845), comprising a mix of previous visitors and non-visitors.
Abstract: Purpose: Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only gained momentum since the late 1990s. There remains a lack of theory in particular that addresses the measurement of the effectiveness of destination branding over time. The purpose of the research was to test the effectiveness of a model of consumer-based brand equity (CBBE) for a country destination.---------- Design/methodology: A model of consumer-based brand equity was adapted from the marketing literature and applied to a nation context. The model was tested by using structural equation modelling with data from a large Chilean sample (n=845), comprising a mix of previous visitors and non-visitors. The model fits the data well. Findings: This paper reports the results of an investigation into brand equity for Australia as a long haul destination in an emerging market. The research took place just before the launch of the nation’s fourth new brand campaign in six years. The results indicate Australia is a well known but not compelling destination brand for tourists in Chile, which reflects the lower priority the South American market has been given by the national tourism office (NTO).---------- Practical implications: It is suggested that CBBE measures could be analysed at various points in time to track any strengthening or weakening of market perceptions in relation to brand objectives. A standard CBBE instrument could provide long-term effectiveness performance measures regardless of changes in destination marketing organisation (DMO) staff, advertising agency, other stakeholders, and budget.---------- Originality/value: This study contributes to the nation-branding literature by being one of the first to test the efficacy of a model of consumer-based brand equity for a tourism destination brand.

Posted Content
TL;DR: In this paper, the authors introduce the concept of confidence in brand origin identification (CBOI) and theorize its moderating impact on the value of perceived brand foreignness in explaining and predicting brand evaluation.
Abstract: This article addresses a growing dilemma surrounding the strategic value of perceived brand foreignness (PBF) among consumers in emerging economies. Building on recent research evidence from the brand origin literature, we introduce the concept of confidence in brand origin identification (CBO) and theorize its moderating impact on the value of PBF in explaining and predicting brand evaluation. Using a multi-level modeling technique, this study provides evidence showing that CBO moderates the effect of PBF on consumer evaluations of brand value. Moreover, the moderating influence of CBO is found to be more profound for local than for foreign brands. Managerial implications for building both global and local brands in emerging markets are discussed.

Book ChapterDOI
01 Jan 2010
TL;DR: In this paper, the authors extend the knowledge of the process of brand preference formation in order to enhance brand equity, which can represent a big asset for companies owning them, considering the very close relationship between brands and consumers.
Abstract: Brands play an important role in consumers’ daily life and can represent a big asset for companies owning them. Owing to the very close relationship between brands and consumers, and the specific nature of branded products as an element of consumer life style, the branded goods industry needs to extend its knowledge of the process of brand preference formation in order to enhance brand equity.

Journal ArticleDOI
TL;DR: In this article, the authors focus on the brand personalities of places and examine the applicability of this concept for city brands by employing a factor analysis method based on data collected from 898 college students.
Abstract: Purpose – In recent years, brand personality as a branding construct has received considerable interest, which has led to a significant effort to develop tools to measure the personality of brands. Although the majority of these studies have focused on the brand personality of conventional product brands, the new boundaries of marketing obviously necessitate the application of branding constructs to non‐traditional products such as places. This study aims to focus on brand personalities of places, and to examine the applicability of this concept for city brands.Design/methodology/approach – The research employs a factor analysis method based on data collected from 898 college students.Findings – The findings of the study reveal that differentiating places with regard to their brand personalities is achievable. The paper introduces two new dimensions of brand personality for cities.Originality/value – The extraction of two new factors that contribute to place brand personalities is considered a major contr...

Journal ArticleDOI
Marc Fetscherin1
TL;DR: In this paper, the authors present a country brand strength index (CBSI) which assesses the strength of a country's brand based on objective secondary data, and the results show that the countries with the strongest country brand are smaller, developed countries in Europe.
Abstract: Purpose – A strong country brand can stimulate exports, attract tourism, investments, and immigration. The purpose of this paper is to construct and present a country brand strength index (CBSI) which assesses the strength of a country brand based on objective secondary data.Design/methodology/approach – By applying a company‐based brand equity approach, we present a standardized CBSI.Findings – The results show that the countries with the strongest country brand are smaller, developed countries in Europe. The proposed index leads to results similar to the widely‐used Anholt GfK Roper nation brand index (NBI), which measures perceptions of a country brand based on subjective survey data. Countries that are perceived positively (based on NBI) have a stronger country brand (CBSI) and countries perceived negatively (based on the NBI) have a weak country brand (CBSI). The two indexes are highly and significantly correlated, indicating they measure the same phenomena, although they use different approaches, me...

Journal ArticleDOI
TL;DR: The authors investigated the impact of brand credibility, composed of trustworthiness, expertise, and attractiveness, on consumers' brand purchase intention in emerging economies, focusing specifically on China's automobile industry.
Abstract: This study investigates the impact of brand credibility, composed of trustworthiness, expertise, and attractiveness, on consumers' brand purchase intention in emerging economies, focusing specifically on China's automobile industry. We propose that brand awareness and brand image play a moderating role in this relationship. Results reveal that brand credibility exerts a positive influence on consumers' brand purchase intention. Brand image and brand awareness are found to positively mod- erate the relationship between brand credibility and consumers' brand purchase intention. Implications concerning both research and managerial practices are offered.

Journal ArticleDOI
TL;DR: In this article, the authors introduce the concept of confidence in brand origin identification (CBOI) and theorize its moderating impact on the value of perceived brand foreignness in explaining and predicting brand evaluation.
Abstract: This article addresses a growing dilemma surrounding the strategic value of perceived brand foreignness (PBF) among consumers in emerging economies. Building on recent research evidence from the brand origin literature, we introduce the concept of confidence in brand origin identification (CBO) and theorize its moderating impact on the value of PBF in explaining and predicting brand evaluation. Using a multi-level modeling technique, this study provides evidence showing that CBO moderates the effect of PBF on consumer evaluations of brand value. Moreover, the moderating influence of CBO is found to be more profound for local than for foreign brands. Managerial implications for building both global and local brands in emerging markets are discussed.