129,190 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
Enhancing Brand Equity Through Sustainability: Waste Recycling
Full text linkUnlike many existing research studies that explain reverse marketing from a purchasing perspective, this study recognizes it as an honest effort made by managers aiming to promote sustainability by purposefully managing waste and discusses the spillover effect of their initiatives on brand equity. It argues that efficient recycling of products through reverse marketing by a brand demonstrates its sincere intent to adopt sustainable business practices and enhances its equity in the marketplace. A business-to-business viewpoint has been used to combine knowledge about waste recycling and management through reverse marketing based on the unpretentious operations and management practices. The propositions reflect on the criticality of engaging business customer firms in a procedural mechanism of recycling for increase in brand equity as the success of reverse marketing. A comprehensive adoption of an initiative like waste management through reverse marketing by a brand highlights how sustainability initiatives can create value for the customers of the brand and ultimately drive brand equity
The brand equity: evidence on marketing investment
Full text linkThe 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
Assessing brand image through communalitites and asymmetries brand-to-attribute and attribute-to-brand associations.
Full text linkBrand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations. Information on these associations arise from two ways of collecting data respectively: brand-by-brand evaluations of all attributes and attribute-by-attribute evaluations of all brands. In this paper, the authors present a methodological approach, namely correspondence analysis of matched matrices, to assess the communalitites as well as asymmetries between brand-to-attribute and attribute-to-brand associations. The methodology results in perceptual maps visualizing brand image. The approach is illustrated in an empirical market research project in which two samples of consumers evaluated ten brands of deodorants and eleven attributes
Negative brand beliefs and brand usage
No full textThis research focuses on consumer brand usage segments and the responses they give to negative attributes in brand image studies. Analysis was conducted across three markets and four approaches for measuring brand beliefs with respondents who were current users, past users or had never tried a brand. The major finding of this study was that past users of a brand consistently have the highest tendency to elicit negative beliefs about brands. Further, those who have never used a brand typically have a lower propensity than current brand users to elicit negative brand beliefs. These results suggest that negative beliefs about a brand are developed as a result of purchase behaviour, rather than as mechanisms to reject a brand prior to purchase. These findings have implications for the role of negative beliefs in consideration of set formation and the trial of a new brand. They also provide insight into the patterns that may be expected when measuring and interpreting negative brand beliefs across different usage groups
Brand Experience Scale
No full textThe article present a work in progress project regarding the development of scale that measures brand experience
The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands
Full text linkThis 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 Importance of Brand Liking and Brand Trust in Consumer Decision Making: Insights from Bulgarian and Hungarian Consumers During the Global Economic Crisis
Full text linkThis 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
Design management methods in private label brand development: case Stockmann, Cristelle & Co
No full textIn this thesis I conduct a brand research on Stockmann private label Cristelle & Co through consumer involvement. The theory behind this is design thinking where consumers are
integrated into the design process. The aim of this thesis was to find out how the chosen brand is perceived by the consumers now and whether it is consistent with the brand
strategy set by Stockmann. My main goal was to find out how the brand image could be improved and how design management could facilitate the designing process of a private label.
Data was collected through semi-structured interview conducted in Sinco-laboratory, which is situated in the premises of University of Lapland and through a questionnaire made in Webropol program. Therefore this thesis mixes both quantitative and qualitative methods. This data is then analyzed through content analysis, creating different themes, which I was then able to make use of when I finally designed the final collection and proposed a new brand image for Cristelle & Co.
When compared together the survey and the interview gave different answers of the current image of Cristelle & Co. Therefore the data proved through the analysis that the brand image of Cristelle & Co was not consistent with the original brand strategy and therefore needed to be changed. Another result was that Sinco-laboratory worked as a ground for conducting research also in the field of clothing design and that it offers further possibilities for clothing research
The impact of brand communication on brand equity through Facebook
Full text linkPurpose: 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
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