368,425 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
Clustering Millennials using brand authenticity
No full textBrand authenticity can be considered one of the “cornerstones of contemporary marketing” (Brown et al., 2003), a response to current trends of hyperreality and globalness (Arnould and Price, 2000; Ballantyne et al., 2006), and a new business imperative of the experience economy (Gilmore and Pine, 2007). Being a socially constructed phenomenon (Beverland, 2006; Beverland et al., 2008, 2010; Grayson and Martinec, 2004; Rose and Wood, 2005; Thompson et al., 2006), several scholars have observed that brand authenticity has the power to legitimize a brand within in its context (Beverland, 2006; Beverland et al., 2008, 2010; Grayson and Martinec, 2004; Thompson et al, 2006). Concordantly, Aitken and Campelo (2011) underlined the importance of customers in engaging in the brand community and in co-creating brand meanings (Bertilsson and Cassinger, 2011).
Nevertheless, also non-customers might have a crucial role in the construction of brand meanings, especially when they reject brands considered not authentic, generate anti-branding communities (Holt, 2002; Gustafsson, 2006), and diffuse a negative doppelganger of the brand image (Thompson et al., 2006). In particular, the new generation of Millennials (i.e., the cohort born after 1982, Howe and Strauss, 2009) plays a relevant role in creating brand communities that might sustain or reject brands depending on the perceived brand authenticity (Lantos, 2014), which could undermine the legitimization of well established brands.
Therefore, the aim of this study is to profile the Millennials’ perceptions of brand authenticity in relation to their experience with well established brands. In particular, the relationships between brand authenticity and brand related constructs (i.e., brand image, brand trust and premium price) has been considered
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
Options theory and options thinking in valuing returns on brand investments and brand extensions
No full textTraditional methods of marketing evaluation may underestimate the true benefits
from brand marketing, unless opportunities for brand extension are included in
the evaluation. However, valuing brand extension opportunities is not without
difficulties. Traditional discounted cash flow (DCF) analysis may underestimate
the value of brand extension, in particular the value of flexibility, such as
the ability to increase or decrease brand extension investment depending on
future circumstances. An approach based on real options theory is recommended
and it is demonstrated how this can be used both formally, to evaluate the
contribution of marketing to the success of a brand extension, and informally,
to influence the thinking of brand managers
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
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
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
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
Rethinking brand feminine dimension: brand femininity or brand femininities?.
No full textThe aim of this research is to gain a deeper understanding of brand personality by focusing on feminine dimension of brands. Previous research in marketing considered the femininity of brands as a unidimensional construct often opposed to masculinity. Through several studies, we explore the structure and the nature of brand femininity construct. Results indicate that brand femininity is a bi-dimensional construct. A scale reliable and generalizable across product categories’ gender is developed leading to the development of four brand femininity types. To finish, theoretical and managerial implications are discussed.Scale development; Brand; Genre; Marketing;
How well does brand personality predict brand choice ?
No full textThe research proposes a methodology allowing both the construction of a brand personality scale and the test of the ability of the scale to predict brand choice. A brand personality scale is developed and tested via exploratory and confirmatory analyses. A brand personality structure composed of 12 facets is uncovered and allows clearly differentiating brands belonging to the same market. Predictive power of the scale is then tested using binary regression models.Brand personality, Human personality, Binary regression models, Positionnement, Brand management
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