38,444 research outputs found
[Stammbuch J. Wilhelm L. Brand]
No full text[STAMMBUCH J. WILHELM L. BRAND]
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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
Impact of Brand Loyalty on Brand Extension
No full textThe key objective of this study is to explore the effects of different dimensions of brand loyalty towards the original brand on the evaluation of brand extensions. This was a primary research and questionnaire was distributed among 200 respondents and 183 were processed for analysis. The target respondents were the students of different universities of Islamabad and Rawalpindi, Pakistan. The scale was taken from the existing research (Hem and Iversen, 2003). SPSS was used to analyze the data. The result finds that there is positive and significant relationship between brand loyalty and brand extension. So on the bases of these results that all the hypotheses (H1, H2, H3, H4 and H5) are proved positively and significantly and affect the evaluation of brand extension.
Keywords: Brand Loyalty, Brand Extension, original bran
Brand governance: the new agenda in brand management
No full textThe author reflects on brand governance as a strategic importance in brand management. The author discusses the growing awareness concerning brand valuation that resulted to the estimation of balance sheets value by consumer goods companies. The author also presents future challenges and threats to brand equity including empowered consumers, the increasing number of touchpoints communication and distribution, and the risk of social media use
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
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 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
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 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
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