Showing papers on "Brand equity published in 2016"

The effect of social media communication on consumer perceptions of brands

Abstract: Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.

Green product purchase intention: impact of green brands, attitude, and knowledge

Abstract: Purpose The purpose of this paper is threefold: to assess the impact of green brand positioning, consumers’ attitude toward green brands, and green brand knowledge on green product purchase intention; to investigate the influence of green brand knowledge on consumers’ attitude toward green brands; and to examine the moderating effect of green brand knowledge on the relationship between green brand positioning and green product purchase intention Design/methodology/approach A questionnaire was utilized to gather the data (n=300) for this study The purposive sampling technique was used, involving respondents who practice a green lifestyle and have had green product purchasing experience The partial least squares (PLS) method, which is a variance-based technique for the analysis of structural equation modeling, was used to analyze the data, with the assistance of the SmartPLS computer program version 20 Findings Based on the standardized path coefficients of the structural model from the PLS results, green brand knowledge was found to be the most significant determinant of green product purchase intention Knowledge of green brands has caused consumers to develop positive green marketing awareness and has bolstered their interest in fortifying the environment whilst preventing its degradation Furthermore, green brand knowledge also impacted consumers’ attitude toward green brands However, this factor was an insignificant moderator of the impact between green brand positioning and green product purchase intention Practical implications Green brand positioning can be used by firms and businesses to better market their products and improve consumers’ green brand knowledge and attitude toward green brands, as well as increase green brand purchase intentions Successful green brand positioning is seen as an advantage for marketers that can be used to differentiate their products from the available competitors, giving the impression that their products are distinguishable, and thus creating more demand and generating increased intention to purchase more green products Originality/value The empirical results of this study address the gap in the prevailing body of literature in reference to the impact of green brand positioning and consumer attitude toward green brands, as well as the effect of green brand knowledge on green product purchase intention This study found that green brand knowledge does not moderate the relationship between green brand positioning and green product purchase intention, thus providing insight into this subject matter, which has not been clearly examined in previous studies

Reflections on customer-based brand equity: perspectives, progress, and priorities

Abstract: “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” published in the Journal of Marketing in 1993, was one of the early thought pieces and review papers on branding in the field. Written to be a comprehensive bridge between the theory and practice of branding, it has received a large number of citations and several awards through the years. Here, I look back at that article and provide some perspective as to how it was developed, highlighting some of its main contributions. I also outline some of my subsequent related branding research, as well as that of others. Finally, I consider some future research priorities in branding, putting emphasis on the online and digital developments that have occurred since the publication of the article.

Mining Brand Perceptions from Twitter Social Networks

Abstract: Consumer perceptions are important components of brand equity and therefore marketing strategy. Segmenting these perceptions into attributes such as eco-friendliness, nutrition, and luxury enable a fine-grained understanding of the brand’s strengths and weaknesses. Traditional approaches towards monitoring such perceptions (e.g., surveys) are costly and time consuming, and their results may quickly become outdated. Extant data mining methods are unsuitable for this goal, and generally require extensive hand-annotated data or context customization, which leads to many of the same limitations as direct elicitation. Here, we investigate a novel, general, and fully automated method for inferring attribute-specific brand perception ratings by mining the brand’s social connections on Twitter. Using a set of over 200 brands and three perceptual attributes, we compare the method’s automatic ratings estimates with directly-elicited survey data, finding a consistently strong correlation. The approach provides a rel...

An integrated model of customer-brand engagement: Drivers and consequences

Abstract: Customer-brand engagement is emerging as an influential area of modern marketing. Yet, the domain is at an early stage of development, reliant on conceptual reasoning. The purpose of this article is to provide clarity in the domain and to develop an integrated customer-brand engagement model. Customer-brand engagement is conceptualised and empirically supported as a psychological state, distinct to behavioural manifestations, which are considered a consequence of customer-brand engagement. The proposed model conceptualises two contributors to customer-brand engagement, namely a firm-led platform for driving engagement and customer-centred influences. A quantitative approach using structural equation modelling supports the hypotheses. The empirical assessment is measured across both product and service brands, with model support in both contexts. The empirical contribution of the firm-led platform for engagement provides insight for practitioners as to how they may actionably influence customer-brand engagement, whereas the demonstrated consequences highlight the real benefits for organisations in doing so. The model measures the impact of customer-brand engagement upon brand value and brand loyalty, demonstrating the customer’s role in value creation. The research appears to be the first to empirically measure both firm-led and customer-centred antecedents to customer-brand engagement in a comprehensive model, offering a significant contribution to the domain.

When Hostile Consumers Wreak Havoc on Your Brand: The Phenomenon of Consumer Brand Sabotage:

Abstract: In recent years, companies have been confronted with a new type of negative consumer behavior: consumers who have turned hostile and who are strongly determined to cause damage to the brand. Empowered by new technological possibilities, an individual consumer can now wreak havoc on a brand with relatively little effort. In reflection of this new phenomenon, the authors introduce the concept of consumer brand sabotage (CBS). On the basis of different underlying motives, a conceptual framework distinguishes CBS (a form of hostile aggression: harming the brand as dominant motive) from other forms of negative consumer behavior, such as customer retaliation and negative word of mouth (instrumental aggression: harming a brand is only a means to achieve other objectives, e.g., restoring equity). This framework adapts insights from aggression and appraisal theories as well as qualitative interviews with actual saboteurs to a consumer–brand relationship context in order to develop an improved theoretical u...

Exploring behavioural branding, brand love and brand co-creation

Abstract: This paper aims to contribute to the understanding of the complex consumer brand relationships by holistically exploring the dynamics between brand love and co-creation, how they are impacted by behavioural branding and their combined impact to brand loyalty.,This is a conceptual paper, based on extensive and thorough literature review on the fields of brand love, behavioural branding, brand communities and co-creation, that leads to the formulation of a proposed synthesized framework.,The authors propose that consumers experiencing brand love are more willing to engage in an active co-creating behaviour in the context of a brand community, especially when brand representatives vividly communicate the brand values and motivate consumers to engage. This process is moderated by the product/service category and level of customer involvement with it, and it produces a combined positive impact on brand loyalty.,The proposed conceptual framework needs to be validated through empirical research. However, even at this initial stage, it may have a significant impact, especially as it highlights the role of brand representatives and how they could drastically moderate the relationship between the brand and the consumer.,This is the first attempt to incorporate the constructs that are significant to the consumer–brand relationship research stream in one conceptual framework. The synthesis of these concepts will contribute to the improved understanding of the consumer–brand relationship, and its dynamics and will equip managers with a novel approach to the central role of behavioural branding.

Strategic Brand Management Building Measuring And Managing Brand Equity

Abstract: Thank you for downloading strategic brand management building measuring and managing brand equity. As you may know, people have look numerous times for their chosen readings like this strategic brand management building measuring and managing brand equity, but end up in infectious downloads. Rather than enjoying a good book with a cup of tea in the afternoon, instead they juggled with some malicious virus inside their desktop computer.

A consumer-perceived consumer-based brand equity scale

Abstract: Brand equity is an essential concept in marketing academia and practice. The term came into use during the late 1980s, and the importance of conceptualizing, measuring and managing brand equity has grown rapidly in the eyes of practitioners and academics alike. Despite the importance of the concept, and the need for brand equity measures, the literature lacks an empirically based consumer-perceived brand equity scale. This article develops a brand equity conceptualization and scale determined by dimensions that consumers perceive. This consumer-perceived consumer-based brand equity scale is made up of four dimensions: quality, preference, social influence and sustainability. This new robust scale contributes to the theoretical understanding of consumer-based brand equity measurement, and assists brand managers in measuring brand equity and understanding how consumers value brands in order to develop successful brand strategies.

Brand Authenticity: Testing the Antecedents and Outcomes of Brand Management's Passion for its Products

Abstract: While customer orientation is accepted as a core marketing principle, this research suggests that an opposing orientation—product orientation—may offer an advantage. Managers who follow a product orientation focus on products that interest and inspire them rather than on products that fulfill consumers’ desires. This research suggests that a consumer's perception that managers follow a product orientation is consistent with prior conceptualizations of brand authenticity. That research suggests that brands perceived as authentic are evaluated more positively, yet that research does not empirically assess brand authenticity's effects nor suggest its antecedents. To fill this gap, the authors develop a conceptualization and model of brand authenticity grounded in self-determination theory, attribution theory, and extant authentic human brand research. Brand authenticity is defined as the extent to which consumers perceive that a brand's managers are intrinsically motivated in that they are passionate about and devoted to providing their products. The model proposes four antecedents of brand authenticity—two related to rare brand behaviors (uniqueness and scarcity), and two related to stable brand behaviors (longevity and longitudinal consistency). It also proposes two perceptual outcomes of brand authenticity—expected quality and trust. Two 2 × 2 experiments (n = 136 for Study 1; n = 155 for Study 2) demonstrate a positive impact of the antecedents on brand authenticity and of brand authenticity on the outcomes. Brand authenticity mediates these effects.

Effects of Customer Participation in Corporate Social Responsibility (CSR) Programs on the CSR-Brand Fit and Brand Loyalty

Abstract: This paper reports the findings of a study on the effects of corporate social responsibility–brand fit (CSR-brand fit) on service brand loyalty via brand identification in a brand coffee shop indus...

How does brand innovativeness affect brand loyalty

Abstract: Purpose – This paper aims to examine how consumers’ perceptions of innovativeness affect an important brand performance metric: consumer brand loyalty. Specifically, the mediating role of perceived quality in this relationship is explained using signaling theory. Design/methodology/approach – The conceptual model was tested in two empirical studies for three global consumer electronics brands in two product categories. Data were collected using a mall-intercept approach from consumers at a major shopping precinct in a metropolitan city. The data were analyzed using structural equation modeling. Findings – The results provide compelling evidence for the proposed mediation relationship. Study 1 shows that perceived quality fully transmits the impact of brand innovativeness on to brand loyalty. Study 2 confirms this mediation relationship. Practical implications – The results can help product managers in their brand management and promotion of new products. Originality/value – Emerging research on consumer-l...

A brand preference and repurchase intention model: The role of consumer experience

Abstract: Consumer brand preference is an essential step towards understanding consumer choice behaviour, and has therefore always received great attention from marketers. However, the study of brand preference has been limited to traditional marketing focusing on functional attributes to maximise utility. But now the shift to experiential marketing broadens the role of the brand from a bundle of attributes to experiences. Technological advancements have helped to increase the similarities between brand attributes and product commoditisation. Consequently, consumers cannot shape their preferences among brands using rational attributes only. They seek out brands that create experiences; that intrigue them in a sensorial, emotional and creative way. This study seeks to develop a model that provides an understanding of how brand knowledge and brand experience determine brand preference and to investigate its impact on brand repurchase intention. Accordingly, exploratory focus group discussions are employed fol...

The role of customer brand engagement and brand experience in online banking

Abstract: Purpose The purpose of this paper is to examine the extent to which the customer-brand engagement influences the brand satisfaction and the brand loyalty in an online banking context. It further explores the role of the online brand experience as a mediating variable amidst the relationship of customer-brand engagement with brand satisfaction and brand loyalty. Design/methodology/approach This study has used 348 responses been collected through an online survey which was conducted among various online bank customers in Delhi, the national capital of India. The responses were analyzed by the means of the confirmatory factor analysis and structural equation modeling. Findings The results of online survey show that customer-brand engagement positively influences online brand experience. The effects of customer-brand engagement on brand satisfaction and brand loyalty are partially mediated by the online brand experience. Mediation of online brand experience produces the stronger effects as compared to those direct effects of the customer-brand engagement on the brand satisfaction and the brand loyalty. Practical implications This study suggests bank managers to develop strategies that could be able to increase the levels of the customer-brand engagement in an online setting because of its scheduled effects on the online brand experiences and the consumer behavioral outcomes. Originality/value This research is the first-of-its-kind that examines the effect of customer-brand engagement on the customers’ brand experience, brand satisfaction and brand loyalty in the online banking context.

Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa

Abstract: Purpose – The purpose of this paper is to examine the influence of brand communication, brand image and brand trust as potential antecedents of brand loyalty in a sample of consumers in Gauteng Province of South Africa. Design/methodology/approach – Data were collected from 151 respondents, an 89 per cent response rate, using anonymously completed questionnaires. Research scales were operationalized on the basis of previous work. Data were collected from 151 respondents, an 89 per cent response rate, using anonymously completed questionnaires. Research scales were operationalized on the basis of previous work. Proper modifications were made in order to fit the current research context and purpose. “Brand communication” measure used six-item scales while “Brand image” used eight-item scale measure. “Brand trust” and “brand loyalty” used a four-item scale measure. All the measurement items were measured on a five point Likert-type scales that was anchored by 1=strongly disagree to 5=strongly agree to expres...

The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour

Abstract: Purpose This study aims to develop comprehensive definitions, conceptualizations and measures of four internal brand management (IBM) outcomes, namely, brand understanding, brand identification, brand commitment and brand citizenship behaviour (BCB). In doing so, it also aims to propose a model, which considers the relationships across these outcomes. Design/methodology/approach Data were collected via an online survey of 375 employees who work in service organizations, sourced from an Australian, Web-based market research list. Findings In addition to the indirect effect of brand understanding on BCB via affective IBM outcomes (i.e. brand identification and brand commitment), the study exposes a direct effect of brand understanding on BCB. Therefore, the study shows that BCB is affected by cognitive and affective antecedents. Research limitations/implications Because this study focuses on IBM outcomes, future studies could propose and test relevant antecedents and moderators. As the empirical basis of this study comes primarily from the tourism and hospitality industry in one domestic market, the study should be replicated in other industries and countries to ensure the generalizability of the identified relationships. Practical implications This study not only delivers IBM outcome measures but also empirically validates that employees’ understanding of the brand is a foundation for affective and behavioural IBM outcomes. Therefore, managers, especially in service organizations, should provide sufficient IBM practices to enable such brand understanding. Originality/value This study contributes to IBM literature by developing comprehensive definitions, conceptualizations and measures of four important IBM outcomes. This study is the first to include brand understanding, brand identification, brand commitment and BCB simultaneously.