113 research outputs found
Trajectories of brand hate
No full textTaking inspiration from the work of Langner et al. (2016), this paper explores how the feeling of brand hate develops over time. To that aim, the paper conducts a series of qualitative interviews during which participants are asked to graphically trace the course of their feelings towards their most currently hated brand. In doing so, the paper identifies five types of trajectories of brand hate: “Negative all the way”, “Down-up”, “Downward slope flattens”, “Roller coaster”, and “Steady decrease”. Moreover, it identifies the most common antecedents (i.e. negative past experience with the brand, corporate wrongdoing, and image incongruence) and outcomes of brand hate and relates them to the trajectories previously identified. Theoretical and managerial implications are discussed
Conceptualizing and measuring brand relationship quality
No full textMany consumer markets are now characterized by a high degree of market saturation and an increasing level of competition, in particular from retailer brands. Furthermore, consumers face an ever increasing level of product variety. For instance, about 30,000 new products in the fast moving consumer goods (FMCG) market have been launched in Germany in a single year representing about 600 products per week. The increasing number of consumer brands thus has led to a form of “brand inflation” in FMCG markets. In addition, the role of consumers in the marketplace has changed as well. Consumers are more price sensitive, they have higher expectations with regard to product quality and customer service, and they rely rather on word-of-mouth communication than on traditional advertising. In addition, it appears that consumers have become more critical with regard to the perception of brands. High levels of price competition have led to a decreasing level of brand awareness and increased switching intentions of brands. As a consequence, the role of customer loyalty has become an increasingly important topic for businesses in consumer markets
Kundenintegration zur Produktentwicklung in Virtuellen Welten - Eine Bestandsaufnahme in Second Life
No full textThe determinants and measurement of a country brand: the country brand strength index
No full textPurpose: A strong country brand can stimulate exports, attract tourism, investments, and immigration. The purpose of this paper is to construct and present a country brand strength index (CBSI) which assesses the strength of a country brand based on objective secondary data.
Design/methodology/approach: By applying a company-based brand equity approach, we present a standardized country brand strength index.
Findings: Our results show that the countries with the strongest country brand are smaller, developed countries in Europe. Our proposed index leads to results similar to the widely used Anholt GfK Roper Nation Brand Index (NBI), which measures perceptions of a country brand based on subjective survey data. Countries that are perceived positively (based on the NBI) have a stronger country brand (CBSI) and countries perceived negatively (based on NBI) have a weak country brand (CBSI). The two indexes are highly and significantly correlated, indicating they measure the same phenomena, although they use different approaches, methodologies and data, suggesting that the indexes are complementary and inter-dependent.
Practical Implications: To stay competitive in the global economy, countries need to understand how to assess their country brand in order to manage it. With the proposed index, a country can identify its position compared to others. This can assist public and private organizations to develop a more powerful country brand strategy.
Originality/value: The proposed index is original in operationalizing the strength of a country brand based on objective secondary data. The proposed index represents an alternative measurement to existing subjective survey-based measurement indexes
The Main Determinants of Bollywood Movie Box Office Sales
No full textThe Indian film industry produces more movies and sells more tickets than any other movie industry, with revenues second only to those of the US film industry. We employ a two-by-two research design using a set of multiple regression analyses for two different countries of destination for Bollywood movies for two dependent variables. By examining data and testing our hypotheses on a sample of 330 films, we identify effects related to brand, product, distribution and consumers on opening week as well as total box office sales both individually and collectively. Our results show that the categories of variables affecting Bollywood opening week sales for both countries are identical in order and importance (distribution, product, brand, consumer variables). For total box office sales they are similar, with the exception of the first category. For the UK it was consumer-related while in the US it was distribution-related, followed then for both countries by product- and brand-related variables. Our results underscore previous findings of Hollywood movies, indicating that movie success factors are global rather than regional or national
When relationships go wrong: insights from previous studies
No full textThis research provides a first systematic literature review on negative consumerbrand relationships (NCBR) issues in order to capture the main terms and factors employed
in several previous studies.info:eu-repo/semantics/acceptedVersio
When relationships go wrong: insights from previous studies
No full textThis research provides a first systematic literature review on negative consumerbrand relationships (NCBR) issues in order to capture the main terms and factors employed
in several previous studies.info:eu-repo/semantics/acceptedVersio
Product Type and Personality in Brand Relationships
No full textThis study investigated the influence of personality traits and the differential effect of product categories on brand love. Carroll and Ahuvia (2006) claim that it is relatively easier for hedonic and self-enhancing products to obtain brand love. Nevertheless, in relation to the field of consumer-brand relationships, contradictory findings exist regarding the effects of product category on relationship quality. Christy et al. (1996), Veloutsou (2007), and Wilson (2011) point to a positive effect for the influence of high product category involvement on the brand relationship quality, whereas Valta (2013) finds no support at all. Current empirical studies on brand love, however, focus on a single product category from rather high-involvement categories like consumer electronics or apparel (Batra et al., 2012; Rauschnabel et al., 2013). This raises the question whether brand love can only be obtained in those product categories. An application of the Rossiter–Percy grid is thus carried out to measure the direct influence of product category on brand love. Furthermore, we explore whether product category offers an additional explanation for the varying results of personality traits on relationships. We propose that product category acts as a moderator between personality and brand love. Therefore, the research questions this study will seek to answer are the following: RQ1: To what extent does personality influence brand love? RQ2: To what extent does the product category influence brand love? RQ3: To what extent does the product category moderate the relationship between personality and brand love
- …
