Showing papers on "Brand equity published in 2012"
TL;DR: In this article, the authors analyzed 355 brand posts from 11 international brands spread across six product categories and found that vivid and interactive brand post characteristics enhance the number of likes and positive comments on a brand post.
1,621 citations
TL;DR: In this article, the authors identify attributes of social media marketing (SMM) activities and examine the relationships among those perceived activities, value equity, relationship equity, brand equity, customer equity, and purchase intention through a structural equation model.
1,509 citations
TL;DR: It is shown that brand trust has a full mediating role in converting value creation practices into brand loyalty and that such communities could enhance brand loyalty through brand use and impression management practices.
778 citations
TL;DR: In this paper, the relative impact of brand communication on brand equity through social media as compared to traditional media was investigated in a juxtaposition of different industries, investigating whether both communication instruments have an impact on consumer-based brand equity; comparing the effect sizes of these two communication instruments; and separating the effects of firm created and user-generated social media communication.
Abstract: Purpose – The purpose of this paper is to investigate the relative impact of brand communication on brand equity through social media as compared to traditional media. In a juxtaposition of different industries it aims at: investigating whether both communication instruments have an impact on consumer‐based brand equity; comparing the effect sizes of these two communication instruments; and separating the effects of firm‐created and user‐generated social media communication.Design/methodology/approach – A total of 393 data sets from three different industries, namely tourism, telecommunications, and pharmaceuticals, were generated using a standardized online‐survey. Structural equation modeling was used in the analysis of the data obtained to investigate the interplay of social media and traditional media in general, as well as in an examination of industry‐specific differences.Findings – The results of the empirical study show that both traditional communications and social media communications have a si...
610 citations
TL;DR: The concept of consumer-brand identification (CBI) is central to our understanding of how, when, and why brands help consumers articulate their identities as discussed by the authors, and it has been shown that consumers have stronger causal relationships with CBI when consumers have higher involvement with the brand's product category.
585 citations
Posted Content•
TL;DR: In this paper, the effects of self-concept connection and brand country-of-origin connection vary based on self-construal, and the results across two studies reveal that, under independent self-constraint, self-convolutional connection is more important.
Abstract: Consumer-brand relationships can be formed based on individual- or group-level connections. For example, a consumer’s relationship with a Mercedes may be based on the desire to express individual-level unique identity (e.g., self-concept connection), whereas a relationship with a local brand (e.g., Ford) may be based on a group-level patriotic national identity (e.g., country-of-origin connection). We suggest that the effects of self-concept connection and brand country-of-origin connection vary based on self-construal. Results across two studies reveal that,under independent self-construal, self-concept connection is more important. Under interdependent self-construal, brand country-of-origin connection is more important.
444 citations
TL;DR: The authors proposed a social identity perspective of customer-brand relationship and integrated brand identity and identification with value, trust and satisfaction in predicting brand loyalty, and two studies' empirical results support this path to brand loyalty framework.
429 citations
TL;DR: This paper presented a consumer-psychology model of brands that integrates empirical studies and individual constructs (such as brand categorization, brand affect, brand personality, brand symbolism and brand attachment, among others) into a comprehensive framework.
392 citations
Book•
01 Jan 2012
TL;DR: The New Strategic Brand Management (NSBM) as discussed by the authors is a reference source for senior strategists, positioning professionals and postgraduate students, which has become synonymous with the topic itself.
Abstract: Adopted internationally by business schools and MBA programmes, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself. Using an array of international case studies, Jean-Noel Kapferer covers all the leading issues faced by the brand strategist today. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands.
This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation by including new information to enable students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka, plus models and frameworks such as the Brand Identity Prism, it remains at the forefront of strategic brand thinking.
386 citations
TL;DR: Wang et al. as mentioned in this paper investigated the intermediate mechanism that translates brand communities into brand relationships using a sample of online brand communities from China and found that consumer brand attachment plays a full mediating role between brand community commitment and brand commitment.
355 citations
TL;DR: In this paper, the authors investigated the persuasive advertising and informative advertising effects of CSR initiatives on corporate reputation and brand equity based on the evidence from the life insurance industry in Taiwan.
Abstract: This study investigates the persuasive advertising and informative advertising effects of CSR initiatives on corporate reputation and brand equity based on the evidence from the life insurance industry in Taiwan. The study finds, first, policyholders’ perceptions concerning the CSR initiatives of life insurance companies have positive effects on customer satisfaction, corporate reputation, and brand equity. Second, the advertising effects of the CSR initiatives on corporate reputation are only informative. Third, the impacts of CSR initiatives on brand equity include informative advertising and persuasive advertising effects. This study contributes the literature by explicit defining the advertising effects of CSR initiatives. Following the first step made by McWilliams et al. (Journal of Management Studies 43(1):1–18, 2006), the hypotheses of this study crystallize their conceptual framework. The obtained results in this research first identify the informative advertising effects and persuasive advertising effects of CSR initiatives.
Posted Content•
TL;DR: In this article, the authors examined the relation between brand awareness and market outcome and found that consumers' brand usage experience contributes to brand awareness, implying that experience precedes awareness in some contexts.
Abstract: Combining survey data with real-market data, this research investigates brand awareness from three perspectives. Firstly, this study examines the relation between brand awareness and market outcome. Secondly, it explores the relation between brand awareness and brand equity. Thirdly, the study also investigates the effects of marketing mix elements on brand awareness. The results reveal that consumers’ brand usage experience contributes to brand awareness, implying that experience precedes awareness in some contexts. The results also confirm positive association between brand awareness and brand equity. Lastly, the current work demonstrates the importance of distribution and price promotion in building brand awareness in a consumer-packaged goods category.
TL;DR: In this paper, the authors identify the effect of social media marketing on brand loyalty of the consumers, given that the concept is receiving increasing attention from marketing academia and practitioners, and propose several tactics for the practitioners.
TL;DR: In this paper, the authors examined the effects of three self-congruity constructs: the brand's personality congruity (BPC), user imagery con-gruity, and brand's usage imagery conconsity, in consumers' attitude and brand loyalty toward two luxury fashion brands.
Abstract: Purpose – This study aims to examine the effects of three self‐congruity constructs: the brand's personality congruity (BPC), the brand's user imagery congruity and the brand's usage imagery congruity, in consumers' attitude and brand loyalty toward two luxury fashion brands.Design/methodology/approach – Using a sample of Australian consumers, this study examines two luxury fashion brands (CK and Chanel) from two product categories, watches and sunglasses. Structural equation modeling is used to test the hypotheses.Findings – This study finds that user and usage imagery congruity are stronger predictors for brand attitude and brand loyalty than BPC in the context of the luxury fashion brands tested. Both user and usage imagery congruity have significant effects in brand attitude and brand loyalty in most analyses. This study finds no significant effect of BPC in either brand attitude or brand loyalty for the two brands tested.Research limitations/implications – Future studies should include more populatio...
TL;DR: In this article, the authors investigate how brand concepts may influence consumer responses to corporate social responsibility (CSR) activities and reveal that communicating the CSR actions of a luxury brand concept causes a decline in evaluations, relative to control.
Abstract: Although the idea of brand concepts has been around for a while, very little research addresses how brand concepts may influence consumer responses to corporate social responsibility (CSR) activities. Four studies reveal that communicating the CSR actions of a luxury brand concept causes a decline in evaluations, relative to control. A luxury brand’s self-enhancement concept (i.e., dominance over people and resources) is in conflict with the CSR information’s self-transcendence concept (i.e., protecting the welfare of all), which causes disfluency and a decline in evaluations. These effects do not emerge for brands with openness (i.e., following emotional pursuits in uncertain directions) or conservation (i.e., protecting the status quo) concepts that do not conflict with CSR. The effects for luxury brand concepts disappeared when the informativeness of the disfluency was undermined but were accentuated in an abstract (vs. concrete) mind-set. These findings implicate brand concepts as a key factor in how ...
TL;DR: In this article, the authors investigate the relationship between brand equity and customer acquisition, retention, and profit margin, the key components of customer lifetime value (CLV), and they examine a unique database from the U.S. automobile market that combines ten years of acquisition rate, retention rate, and customer profitability data with measures of brand equity from Young & Rubicam's Brand Asset Valuator.
Abstract: The authors investigate the relationships between brand equity and customer acquisition, retention, and profit margin, the key components of customer lifetime value (CLV). They examine a unique database from the U.S. automobile market that combines ten years of acquisition rate, retention rate, and customer profitability data with measures of brand equity from Young & Rubicam's Brand Asset Valuator (BAV) over the same period. They hypothesize and find that BAV brand equity is significantly associated with the components of CLV in expected and meaningful ways. For example, customer knowledge of a brand has an especially strong positive relationship with all three components of CLV. Notably, however, differentiation is a double-edged sword. While it is associated with higher customer profitability, it is also associated with lower acquisition and retention rates. The authors also find that marketing efforts exert indirect impacts on CLV through brand equity. Simulations show that changes in marketi...
TL;DR: In this article, a linear structural relations framework was used to test the chain of relationships that drive consumers' likelihood of purchasing the global brand in the presence of a local brand in an emerging market, Turkey, and two mature markets, Singapore and Denmark.
Abstract: By studying consumer samples in an emerging market, Turkey, and two mature markets, Singapore and Denmark, the author tests the chain of relationships that drive consumers' likelihood of purchasing the global brand in the presence of a local brand in a linear structural relations framework. The results indicate that perceived brand globalness is positively related to local iconness in an emerging market, but the relationship is negative in advanced markets. Developing local iconness helps build the perception of prestige in all three markets. Furthermore, local iconness is positively related to local brand quality perceptions in the culturally grounded categories of food in an emerging market, whereas in nonfood categories, local iconness has no connection to quality. In terms of cross-effects, as expected, the perceived quality of the local brand is negatively associated with global brand purchase likelihood in all markets and categories studied. In contrast, local brand prestige dampens global ...
TL;DR: In this article, the authors developed a model that provides new insights into the links between drivers of UGC creation, involvement, and consumer-based brand equity, and found that consumer perceptions of co-creation, community, and self-concept have a positive impact on UGC involvement that, in turn, positively affects consumer based brand equity.
Abstract: Developed in response to the new challenges of the social Web, this study investigates how involvement with brand-related user-generated content (UGC) affects consumers9 perceptions of brands. The authors develop a model that provides new insights into the links between drivers of UGC creation, involvement, and consumer-based brand equity. Expert opinions were sought on a hypothesized model, which further was tested through data from an online survey of 202 consumers. The results provide guidance for managerial initiatives involving UGC campaigns for brand building. The findings indicate that consumer perceptions of co-creation, community, and self-concept have a positive impact on UGC involvement that, in turn, positively affects consumer-based brand equity. These empirical results have significant implications for avoiding problems and building deeper relationships between consumers and brands in the age of social media.
TL;DR: This paper explored determinants of brand equity and the role of destination familiarity for travel intentions in culinary tourism from the perspective of foreign tourists, and found that there is a direct positive relationship between brand equity, brand image, perceived quality and brand awareness.
TL;DR: In this article, the authors argue that socially responsible policies have positive short-term and long-term impact on equity of global brands, and they find that corporate social responsibility towards all stakeholders, whether primary (customers, shareholders, employees and suppliers) or secondary (community), have positive effects on brand equity value.
01 Jan 2012
TL;DR: In this paper, the authors incorporate the core brand image, brand attitude and brand attachment with environmental consequences to testify the impact on the consumer purchase intentions, and found that core image and brand attitude has positive impact whereas environmental consequences have negative effect on the purchasing intention of customers.
Abstract: The purpose of this study is to incorporate the core brand image, brand attitude and brand attachment with environmental consequences to testify the impact on the consumer purchase intentions. Does environmental consequences has some role while formatting purchase intention of the customer or people do not think about it. Either customers want to attach themselves with brand only or they also keep into account the corporate social responsibility index as well. Results show that core brand image and brand attitude has positive impact whereas environmental consequences have negative effect on the purchasing intention of customers (smokers).
TL;DR: In this article, the authors investigated the relation between brand awareness and market outcome, and found that consumer's brand usage experience contributes to brand awareness, implying that experience precedes awareness in some contexts.
TL;DR: Using actor-network theory from sociology, this article explored the creation of new markets as a brand-mediated legitimation process and proposed a four-step brand image revitalization process that can be applied either by managers interested in fostering an innovation's congruence with prevailing social norms and ideals or by other stakeholders interested in undermining its marketing success.
Abstract: Using actor-network theory from sociology, the author explores the creation of new markets as a brand-mediated legitimation process. Findings from an eight-year longitudinal investigation of the Botox Cosmetic brand suggest that the meanings of a new cosmetic self-enhancement technology evolve over the course of contestations between brand images promoted by the innovator and doppelganger brand images promoted by other stakeholders. Each contestation addresses an enduring contradiction between nature and technology. A four-step brand image revitalization process is offered that can be applied either by managers interested in fostering an innovation's congruence with prevailing social norms and ideals or by other stakeholders (e.g., activists, competitors) interested in undermining its marketing success. The findings integrate previously disparate research streams on branding and market creation and provide managers with the conceptual tools for sustaining a branded innovation's legitimacy over time.
TL;DR: In this article, a causal model incorporating brand love, brand personality, brand image and word of mouth (WOM) was developed to investigate the relationships among them, which revealed that only brand image is considered as a determinant of brand image that affects WOM along with brand personality.
Abstract: Purpose – Fashion brand love is a central concept in the consumer‐brand relationship domain. Brand managers tend to create more lovable brands, e.g. McDonald's “I’m lovin it”. However, the importance of this concept is not frequently discussed in marketing literature. Furthermore, the impact of brand personality and brand image on brand love has not been investigated in any empirical research. This paper aims to address this gap by developing a causal model incorporating brand love, brand personality, brand image and word of mouth (WOM) to investigate the relationships among them.Design/methodology/approach – Data were collected using a survey method and usable questionnaires were completed by 250 undergraduate students. Path analysis was used to test the hypotheses using AMOS 16.0.Findings – Results revealed that only brand image is considered as a determinant of brand love that affects WOM along with brand personality.Practical implications – Results provide detailed implications and a platform on which...
TL;DR: In this article, the authors analyzed the relationship between perceived ethicality at a corporate level, and brand trust, brand affect and brand loyalty at a product level, using data collected from 45 product categories in the fast moving consumer goods sector.
Abstract: The recent rise in ethical consumerism has seen increasing numbers of corporate brands project a socially responsible and ethical image. But does having a corporate brand that is perceived to be ethical have any influence on outcome variables of interest for its product brands? This study analyzes the relationship between perceived ethicality at a corporate level, and brand trust, brand affect and brand loyalty at a product level. A theoretical framework with hypothesized relationships is developed and tested in order to answer the research question. Data have been collected for 45 product categories in the fast moving consumer goods sector using a panel of 4,027 Spanish consumers. The proposed relationships are tested using structural equations modeling. The results suggest there is a positive relationship between perceived ethicality of a brand and both brand trust and brand affect. Brand affect also positively influences brand trust. Further, brand trust and brand affect both show a positive relation with brand loyalty. The managerial and academic implications of the results are discussed.
TL;DR: In this paper, a model was developed and validated using consumers who bought one of three car brands: Toyota, Ford and Renault, living in three regions of Portugal, the sample consisted of consumers who had bought a new car 2 years before the research and had declared being satisfied with the purchase.
Abstract: This study, for the first time, aims to integrate brand attachment as an antecedent of brand love and both, affective commitment and brand trust as mediators between brand love and loyalty. It is also the first time that differences between male and female consumers’ perceptions on this topic have been compared in literature. On the basis of previous research, a model was developed and validated using consumers who bought one of three car brands: Toyota, Ford and Renault. Living in three regions of Portugal, the sample consisted of consumers who bought a new car 2 years before the research and had declared being satisfied with the purchase. The model is tested in the context of a non-hedonic product, differing from the common perspective that focuses on hedonic products. Hypotheses were tested by employing multi-group structural equation modeling. Findings suggest that brand attachment is positively related to brand love. Brand love reinforces the trust, interest in continuing a relationship and faith in the future of the brand. Women exhibited trust and placed more importance on dyadic relationships than did men. Men, however, desired to identify socially with the brand.
TL;DR: As the empirical results, value pricing is the most important factor, followed by consumer's price perception and perceived quality while showed the highest satisfaction of brand marketing was in F2 company.
Abstract: When consumers purchase products, they will consider the brand first, because it indirectly leads consumers to associate the products with the quality, functions, and the design. Based on the smiling curve, it showed enhancing the marketing or RD then, evaluated the situation to reduce the gaps in order to achieve the aspired levels and rank the priorities in brand marketing strategies, we also evaluated the customer's satisfaction of brand marketing by three electronic manufacturing companies in Taiwan. As the empirical results, value pricing is the most important factor, followed by consumer's price perception and perceived quality while showed the highest satisfaction of brand marketing was in F2 company. The results of this paper will provide the enterprises with a reference for planning brand marketing.
Posted Content•
TL;DR: Brand extension authenticity (BEA) as mentioned in this paper is a new determinant of brand extension success, as a complement to fit, and it is used to predict consumer reactions to brand extensions, particularly among consumers with strong self-brand connections.
Abstract: This article introduces a new determinant of brand extension success, brand extension authenticity (BEA), as a complement to fit. The authors develop the BEA construct and a scale to measure it and then demonstrate that BEA captures consumer perceptions of brand extension legitimacy and cultural contiguity along four interrelated but distinct dimensions: maintaining brand standards and style, honoring brand heritage, preserving brand essence, and avoiding brand exploitation. They demonstrate the power of BEA in predicting consumer reactions to brand extensions, particularly among consumers with strong self–brand connections. Not only is BEA distinct from two conceptualizations of fit in brand extension literature — fit as similarity and fit as relevance — but it also moderates the effects of both fit dimensions on brand extension responses. By capturing a cultural and consumer relational perspective that shapes reactions to brand extensions, BEA provides an important, complementary construct for predicting brand extension success and enhancing brand value. Brand managers attentive to BEA may be able to stretch brands further than assessments of fit alone would suggest, but they risk failure in otherwise well-fitting extensions perceived as inauthentic.The appendices for this paper are available at the following URL: http://ssrn.com/abstract=2389670
TL;DR: In this paper, the authors argue that marketers need to create a relationship between their brand and generation Y consumers through various steps in order to increase brand loyalty of this notoriously disloyal segment.
Abstract: Purpose – The purpose of this paper is to argue that marketers need to create a relationship between their brand and generation Y consumers through various steps in order to increase brand loyalty of this notoriously disloyal segment.Design/methodology/approach – A cohesive review of generation Y consumer literature forms the basis of theoretical propositions and a conceptual model which suggests ways to increase generation Y brand loyalty.Findings – Findings suggest that existing marketing tools such as integrated marketing communications and branding can be used in new ways to increase the perceived congruence between the generation Y consumer and the brand. This is necessary for creating a relationship with the brand leading to increased brand loyalty.Practical implications – The paper is important for marketers by indicating key focus areas for influencing brand loyalty of generation Y consumers, and tailoring loyalty programs. In addition, this paper gives marketers insight into how congruency betwee...
TL;DR: In this article, the authors focus on a type of value that has traditionally been perceived as irrelevant to industrial markets and argue that brand value facilitates the progression from goods and services value to relationship value.