110,927 research outputs found
Customer relationship management for brand commitment and brand loyalty
No full textThis article examined the impact of customer relationship management strategy on customers brand commitment and brand loyalty in the Nigeria financial sector. Methodology: the positivist quantitative survey approach was used to collect primary for this research. Simple random sampling was used to select 250 customers of Nigerian deposit accepting banks. Findings: the study found that CRM strategy impacts positively on banks’customers brand commitment and loyalty behaviours. However, continuance loyalty weighted highly positive on customer advocacy behaviour than affective loyalty. Conclusions: the study concluded that customer relationship management strategy helps in winning customers brand commitment and loyalty. Thus, continuance factors are suitable for predicting advocacy intentions of customers of Nigerian banks. Recommendations: the study recommended for strategic policy makers in the Nigeria financial sector to improve on their firms’ CRM infrastructure in order to continually meet customers’ expectations.
KEYWORDS: Customer relationship management, customer advocacy, brand commitment, loyalt
The brand equity: evidence on marketing investment
No full textThe author presents a model of the brand equity dimensions and how the model behaves if there are different marketing investments in the value of the brand. The goal of this research is to establish which dimensions and how they influence the brand equity performance in the researched industry in order to help development of more effective business strategies. The author studies an aggregate data set for 85 enriched juice brands in the Italian market. The enriched juice industry covers a broad category of healthy products, such as dietary, organic, functional and conventional juices with added value, etc. He found out that marketing investment, price, packaging and perceived quality were highly associated with the brand equity when it was analyzed from different approaches: as brand functional characteristics, brand name and producer name. The author discusses the managerial implication of the presented models as well as possible future research enhancements.brand management, marketing investment in brand, juice industry
The Importance of Brand Liking and Brand Trust in Consumer Decision Making: Insights from Bulgarian and Hungarian Consumers During the Global Economic Crisis
No full textThis paper presents the research findings of a global brand study conducted during the recent global economic crisis. The study sought to understand how four brand constructs (country-of-origin, brand familiarity, brand liking and brand trust) would influence global brand purchase intent in a sample of consumers living in Bulgaria and Hungary. Step-wise regression models were used for the study’s twenty brands for consumers living in both countries. The regression models indicated that brand liking and brand trust were the most important predictors of purchase intent in both groups. The paper discusses the relevance of these findings for marketing global brands in post-crisis environments in both countries.brand trust, brand liking, Hungary, Bulgaria, global marketing
The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands
No full textThis paper analyzes the role of the brand concept (luxury vs. non-luxury) in the impact of step-down line extension on consumer-brand relationships. A before-and-after pseudo-experimental study conducted on the Internet among BMW and Peugeot buyers shows that step-down line extension negatively influences the main variables of consumer-brand relationships (e.g., self-brand connections, brand attachment, brand trust and brand commitment) only for the luxury brand BMW. On the contrary, no dilution effects are found for the non-luxury brand Peugeot.vertical line extension, dilution effects; consumer-brand relationships;luxury brands; cars; PSL approach
The impact of brand communication on brand equity through Facebook
No full textPurpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing, and mobile network providers. We applied structural equation modeling techniques (SEM) to investigate the effects of social media brand communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings: The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas, user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value: This article is pioneering in that it exposes the effects of two different types of social media brand communication (i.e., firm-created and user-generated social media communication) on consumer-based brand equity metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever consumer-based brand equity metrics
The role of brand trust within related and unrelated brand extension activities : a consumer perspective
No full textThe research examines the structure of consumer-brand `trust', and the concept's role within brand extension evaluation decisions, an association largely neglected within existing consumer brand extension literature. A review of the literature, which covered the interpersonal relations, psychology, sales management, source credibility, and relationship marketing areas, served to develop a list of thirty `trust-related' variables, which were hypothesised to split into a number of dimensions of trust. The variables and dimensions were screened and tested, initially, within four qualitative focus groups and a pilot quantitative survey of 108 respondents. The final research study, which utilised 411 respondentconsumers
within the Tea, Coffee, Grocery Shops, Pens, and Internet Retail product/service categories, tested four research hypotheses. Findings related to Hypothesis 1, which
postulated a six dimensional model of brand trust, found, instead, strong support for a four dimensional model of brand trust, based around the dimensions of Probity, Equity, Reliability and Satisfaction, reflecting and supporting both `affective' and `cognitive' elements of trust previously identified within the literature. The finding extends the work on consumer trust within the Relationship Marketing literature, where a definitive definition and conceptualisation of trust are yet to emerge.
Findings related to Hypothesis 2, which postulated that brands with differing mean ratings on brand trust would correlate positively at statistically significant levels with differing mean ratings for brand extensions measurement responses, `likely to try' and `trust brand to
provide', found clear support for the hypothesis.
Findings related to Hypothesis 3, which postulated a positive correlation between brand trust, the dimensions of brand trust, and brand extension measurement responses, `likely to try' and `trust brand to provide', found statistically significant, though weaker, levels of association between `brand trust', `dimensions of brand trust' and brand extension measurement responses. The findings for Hypothesis 2 and 3, are felt to add a further dimension to the brand extension literature, where consumer-brand trust has largely been overlooked.
Findings related to Hypothesis 4, which postulated that females, lesser educated, and older respondents would exhibit higher `brand trust', `brand trust dimension', and brand extension response variable measurements, found: strong support for gender type mediating the evaluation of brand trust and brand extensions; support for differences in age playing a role within brand trust; and limited support for educational level playing a role within brand trust and brand extension evaluation. These demographic findings, particularly relating to gender and age, extend both the literatures on consumer-brand trust and brand extension, neither of which had previously related to demography as a mediator
Brand Personality Creation through Advertising
No full textBrand Personality is one of the core dimensions of brand equity. Brand personality refers to the emotional side of a brand image. It is created by all experiences of consumers with a brand, but advertising plays a dominant role in personality creation. In this paper we explore the mechanism that builds brand personality with the help of advertising. We integrate advertising models with the theory of brand personality. Our integrated framework leads to a number of propositions that set an agenda in this field. In building our framework we incorporate theories from the fields of marketing (brand equity and advertising), communication science and psychology (personality).Economics ;
Are we Talking the Same Language? Challenging Complexity in Country Brand Models
No full textThe purpose of this paper is to review recent research into country brand models and identify the most common and shared dimensions. Based on the literature review, this study establishes a conceptual framework to consider the complex interaction between the core constructs of country branding, country brand models and country image. This paper attempts to show that there is no acceptable, concrete and universally theoretical-recognised definition either in the academic literature or in the business and trade arena. The paper is divided into three parts with the first focusing on country branding constructs, branding strategies as well as the importance in the global economy and competitive arena worldwide of the country brand. The second part reviews the conceptual origin of the main country brand models in the last decades. The third part discusses the country image construct, and identifies this as the country brand reflection. The paper summary draws the analysis together to present the exploration of the country brand model dimensions. The purpose of the paper is to determine the most common dimensions in the main country brand models. The findings are that: tourism is the most supported by five models; followed by governance and investment by four models); and exports and immigration are supported by three models. Despite its exploratory nature, this study offers insight for researchers, country brand strategists and communications professionals to rethink the country brand being adopted to comprehend a country image and to invest in either public relation, promotion and advertising worldwide. The country brand models discussed in this paper may be applied to other future investigations regarding the need for a conventional and consistent country brand model, including new dimensions related to the multiple stakeholders and specific country variables
DOES BRAND EXTENSION IMPACT PARENT BRAND: A CASE OF JOHNSON, UK
No full textPurpose of study: The main purpose of this study is to check the impact of brand extensions on brand image. For this purpose Johnson is selected as parent brand for current research. The targeted brand extensions are Johnson shampoo, Johnson’s isotonic drinks, Johnson’s sports wear and Johnson’s suntan lotion. Research Methodology: sample was selected from Bradford, UK. Sample consists of graduate students including males as well as female. Total sample size is 60 and data was collected through self administered questionnaires. For each brand 15 respondents were selected. Convenient sampling was selected as sampling technique. Results: Results show that Johnson’s have high brand awareness and perceived quality. While there is negative correlation results for brand fit on brand image for those product extensions which are not in same brand category i.e. Johnson’s sportswear and Johnson’s isotonic drinks. Conclusion: It is concluded from study results that launching new product in same parent brand category have high chance of success while in different category is risk.Brand Extension, Brand Fit, Johnson, Product extensions, marketing.
Conational Drivers Influencing Brand Preference among Consumers
No full textConsumers recognize brands by building favorable attitude towards them and through the purchase decision process. Brand preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in presence of competing brands. This study aims at discussing the cognitive factors that determine brand preference among consumers based on empirical research. Brand attributes including emotions, attitudes, personality, image, reputation and trust which influence consumer perceptions and temporal association with brands are critically examined in the study. The study reveals that higher brand relevance and trust build strong the association of consumers with brand in long-run.Cognitive behavior, brand identity, personality traits, brand association, brand image, trust, corporate reputation, mass market, brand preference, consumer value
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