18,237 research outputs found
International retail brand origin recognition
No full textRecent academic literature into consumer perceptions of Country of Origin (C-O-O) raises questions regarding the importance of this concept, indicating that few consumers have clear or accurate perceptions of products’ or brands’ C-O-O. In contrast, the international retailing literature suggests that place, or C-O-O, is important to large and small retail luxury brands operating in international markets. However, these findings are part of wider studies on internationalisation rather than dedicated studies of C-O-O in a retail context. The current research addresses this gap in the literature and provides a cross-cultural, empirical analysis into the relationship between C-O-O recognition and brand perceptions for luxury and middle-market retail brands. Results indicate significant differences in C-O-O recognition among cultures and among luxury versus middle-market international retail brands, suggesting that brand provenance and authenticity plays a role in brand recognition
Phonetic Similarity in Brand Name Innovation
Get PDFWhen developing a new brand name, similarity of the new brand name to an existing brand name may affect perceptions of the new brand name. However, marketers typically have little guidance on the optimal level of similarity versus originality. Based on linguistic theory, we develop a method to determine this optimal level. In four experiments, we examine the phonetic similarity of a company’s new brand names to the company’s original brand name, implementing a highly controlled methodology based on linguistic rules. When pre-existing attitudes towards a company are positive, an inverted U-shaped pattern is observed in brand name attitudes, such that moderate levels of phonetic similarity are preferred over closer or more distant levels of phonetic similarity. When pre-existing attitudes towards a company are negative, an opposite, U-shaped pattern is observed, such that moderate levels of phonetic similarity are less preferred over closer or more distant levels of phonetic similarity. However, when there are no pre-existing attitudes towards the company, a direct, linear relation between phonetic similarity and attitudes is observed, such that close levels are preferred over moderate levels which, in turn, are preferred over distant levels, consistent with a simple familiarity effect on brand name attitudes.Brand Names, Linguistics, Attitudes
A BRAND TRIANGLE MODEL to AVOID BRANDING MYOPIA
Get PDFThis article takes the metaphor of myopia to explain the most limited vision of brand, understood as the identifying sign of a product. As brand is a sign, we turn to semiotics, the science of signs, in order to apply a model which broadens the concept of brand to three dimensions: that of the identity sign itself, that of the object the sign refers to and that of the response of the market to the sign.Branding Semiotics, Brand Identity, Brand Marketing, Brand Response
The Birth of Brand: 4000 Years of Branding History
Get PDFThis paper seeks to show that brands are as old as civilization. It derives evidence of branding, in various forms, from important historical periods beginning 2250 BCE in the Indus Valley through to 300 BCE Greece. This evidence is compared with modern research directed toward developing a meaning of “brand”. We observe a gradual transition from a more utilitarian provision of information regarding origins and quality to the addition of more complex brand image characteristics over time. Including status/power, added value and finally, the development of brand personality.brand; proto-brand; ancient world; brand personality
The influence of product design on establishing brand equity
No full textThis thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.This study investigated the role of product design on brand equity by investigating the effect of consumers' perception about product design on brand equity. For this purpose, this research essentially verified the importance of product design on product evaluation. With the verification of the importance of product design, this study examined consumers' perceptions of design and found several generalisable types of design image across product categories. After finding types of design image, in order to verify the importance of consumers' perception of product design on brand equity, this research investigated the effect of the design image which can be formed by the response of product design on brand image and equity. For the purpose of the research, this study is composed of three empirical studies. In the first step, the effect of design attributes on consumers' product evaluation was investigated. The results show that when the design attribute is provided to consumers, they use this information as an important criterion to evaluate product quality. Moreover, providing the criteria for evaluation of the design attribute enhanced the effect of design attribute on product evaluation. Consumers can pay attention to the design attribute more because consumers process the design attribute information easily by providing the criteria for the evaluation of it. In the second step, consumers' psychological responses to product design were examined and a framework of design image dimensions and its generalisable 43- item design image scale were developed. Design image is composed of six image dimensions which are uniqueness, aesthetics, utility, femininity, nobleness and compactness. In the third step, the relationships among design image, brand image and brand equity were investigated, and the effects of design image on brand image and equity were compared between utilitarian and symbolic products. Design image has significant effects on brand image and equity in both products, and design image has a direct effect on brand equity in the symbolic product
Measuring brand image: Shopping centre case studies
No full text'Branding' is well known for consumer products but power has shifted from manufacturers' brands towards retailers'. The term 'image' is more common than 'brand' in the context of shopping centres, but 'branding' may become more important. In this study, the authors first investigated qualitatively, asking shoppers to describe centres in 'personality' terms and eliciting clear descriptive differences between centres. For example, one in-town centre was 'dull, boring and old-fashioned . . . not exciting, just OK'; a larger regional centre was 'trendy, prestigious . . . strong, vibrant, big and colourful'. Second, the authors evaluated six UK shopping centres quantitatively using a questionnaire survey (n = 287). The 'strong and vibrant' centre scored significantly higher than the 'dull and boring' one. Despite 'branding' being little used by shopping centres, those with the better 'brand images' tended to have larger catchment areas, sales and rental incomes. The authors contend that brand management could pay rewards in terms of customer numbers, sales turnover and rental income
Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions: A Multi-experiment Analysis
Get PDFThe belief that individual difference in brand preference or choice behavior are caused by personality differences has not always been supported by empirical research. The experiment on the variety seeking behavior of consumers, discussed in this paper argues that although consumers are seeking novelty and unexpectedness in a brand that they have not bought before, their purchase will be selective, in reference to the empirical investigation. The perceptions on brand name in reference to brand risk and brand differences have been the prime factors in making buying decision for new brands among the consumers. Consumers also ascertain the brand name associated with the unfamiliar brands as they feel high risk averse and entangle in decision making with perceived brand differences. The paper discusses the influence of advertising, brand name, variety seeking behavior and customer value towards making buying decisions. The study has been divided into four experiments carried out in reference to retail business environment in Mexico.Advertising, media communication, brand extension, customer value, cognitive behavior, decision making
Business Implementation Model of the Alexander McQueen Brand
No full textTato bakalářská práce se bude věnovat dílu Alexandera McQueena, historiia vývoji jeho značky. Zaměřuje se zejména na business plán a finanční plán. Cílem budezkoumání možnosti přímého vstupu na českých trh s luxusní zahraniční módou.This bachelor paper will discuss the work of Alexander McQueen, the history anddevelopment of his brand. It will focuse on a business plan and a financial plan. The aim will then be to examine the possibility of direct entry into the Czech market with luxury foreign fashion.
Brand gender and cross-gender extensions.
Get PDFAfin de se développer et de générer des profits, la plupart des marques de luxe utilisent les stratégies d’extension de marque, c'est-à-dire qu’elles essaient de s’introduire dans de nouvelles catégories de produits. En complément, une nouvelle tendance émerge : il s’agit des extensions de segments de marché (par exemple un horlogers masculin visant les femmes). L'objectif de cet article est de discuter du concept du genre de la marque et de son influence potentielle sur les extensions de segments de marché (homme – femme). Plus spécifiquement, nous souhaitons décrire comment les marques féminines s’étendent sur le marché d'hommes et vice-versa. Une recherche qualitative, de type sémiotique structurale, est effectuée sur un échantillon de huit marques de luxe. Les techniques sémiotiques permettent de comprendre les significations profondes du discours des marques au travers de leur communication. Les résultats exploratoires soulignent l'importance de la cohérence entre le genre de la marque et le genre utilisé pour parler au segment de marché opposé. Ce constat fort qui ressort des analyses est en conformité avec la littérature sur les extensions de marque et l’importance de la congruence.In order to develop brands and increase growth, most luxury brands rely on extensions on different product categories. On top of that, the current trend is the cross-gender extensions (eg. Masculine watchmakers targeting female audience). The objective of this paper is to discuss the concept of brand gender and its potential influence in crossover extensions. More specifically, we intend to describe how female brands extend on the men market and vice versa. Using semiotic analysis, a qualitative research is performed on a sample of eight brands. The semiotic techniques allow to understand the deep meanings of their products, communication, web sites and narratives. The exploratory findings highlight the importance of brand consistency in terms of values while addressing both male and female segments. These findings, specific to luxury brands, provide support to the brand extension literature.Luxe; Masculinité; Brand gender; Genre de la marque; Cross-gender extensions; Extensions de segments de marché; Masculinity; Femininity; Luxury; Féminité;
Self-identity and consumption : a study of consumer personality, brand personality, and brand relationship
Get PDFThis thesis investigates the relationship between self-identity and consumption by discussing the conceptual and measurement issues of consumer personality, brand personality, and brand relationship. The investigation is based on the theories of personality, self-identity, and interpersonal relationship.
The self-identity theories (Belk 1988; Cooley 1964; James 1890; Mead 1935) suggest that consumers may use brands to construct, maintain, and enhance their self-identities. Drawing from the literature of personality and self-identity, this thesis repositions the concept of personality for the context of consumption and refers it to self-identity (self-perception) rather than behaviour. This repositioning indicates that consumer personality and brand personality can be examined by the same personality concept. On the basis of the self-identity theories, a positive relationship is expected to exist between consumer personality and brand personality. Moreover, the interpersonal relationship theories (Aron et al. 1991; Rodin 1978; Thibaut and Kelley 1959) indicate that the relationship partners become a part of the self-identity in a close relationship. Therefore, it is hypothesised that the closer the brand personality and consumer personality perceived by the consumers (consumer-brand congruence), the better the brand relationship quality.
This study applies a quasi-experiment from a field setting to examine the relationship among consumer personality, brand personality, and brand relationship. A 2 (high and low involvement) x 2 (high and low feeling) factorial design is featured to explore the role of involvement and feeling in the relationship of self-identity and consumption. A total number of 468 observations reveals that consumer and brand personality are strongly and positively related. The greater the consumer-brand congruence is, the better the brand relationship. Minimal moderating effects of involvement and feeling to the relationships between consumer personality and brand personality and between consumer-brand congruence and brand relationship quality are observed. These findings suggest that consumers use brands from various product categories in different situations to maintain their self-identities.
The study attempts to make contributions on the theoretical, methodological, and managerial levels. Theoretically, it clarifies the concepts of consumer personality and brand personality, and reaffirms the concept of brand relationship. In this way, some measurement issues of self-identity and brand personality are resolved. The findings suggest that brand personality can be used as a tool to investigate global markets and to facilitate market segmentation and communication. Finally, the limitations of the thesis are recognised and directions for future research are offered
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