8,123 research outputs found
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
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
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
Integrated Marketing Communication and Brand Management: the Case Study of Fiat 500
No full textThe increasing investments in communication put in evidence the need for innovation to fulfil and improve identity, positioning (brand and products), reputation, goodwill, networking. This paper aims to analyze – following the literature on brand management and marketing communication - the new synergy between real perspectives and virtual ones in communication. The aim is to demonstrate the importance of adopting a new integrated approach in order to manage the complex issues involved in communicating the brand to consumers and other stakeholders in the mature market of automotive. The Author considers the launch of FIAT 500, the new Italian small car, a best practice useful in terms of benchmarking, where many different tools and media are used in order to support the appeal of the car but also to reposition the corporate brand perception. A single product, a successful one, can be devoted to a new approach in managing an old brand. Moving from the empirical evidences of the communication strategies and operations, the paper identifies in a qualitative way the most effective factors that have led Fiat to attract again consumer attention and to succeed in repositioning its historical brand. Using this case study, as an exploratory case, the Author suggests the way in which a company can strategically plan and project an integrated marketing campaign useful also to an effective branding rejuvenation.Integrated Marketing Communication, Brand Management, Consumer Community, Positioning, Automotive Industry
Empirical developments in the measurement of involvement, brand loyalty and their structural relationships in grocery markets
No full textThe paper reports on a research design that attempts to integrate prior theory
on consumer involvement and brand loyalty through a unifying model which we test
in a longitudinal study of grocery product purchasing.
Using a previously identified and validated measure of involvement, together
with a new test instrument to capture the dimensionality of brand loyalty, the model
was estimated using LISREL. We report on our main finding which is to confirm
the existence of a significant relationship between the two constructs in grocery
markets. The implications of this for marketing theory and practice are discussed
and future research directions signposted.School of Managemen
Neural correlates of the affect heuristic during brand choice
No full textIn this working paper it is investigated how affect and cognition interact in consumer decision making. The research framework is multidisciplinary by applying a neuroscientific method to answer the question which information is processed during brand choice immediately when the decision is computed in the test person’s brain. In a neuroscientific experiment test persons perform binary decision-making tasks between different brands of the same product class. The results suggest that the presence of the respondent’s first choice brand leads to a specific modulation of the neural brain activity, which can be described as neural correlate of Slovic’s affect heuristic concept.Neuroeconomics, brand choice, cognition, affect
Paving the Way for Automobili Pininfarina Brand Success: Brand Vision 2025
No full textSuccess doesn’t come by following the beaten track, by following in the footsteps of the great visionaries of the past. No, success comes to those who dare to think differently, who dare to challenge and to do the unexpected. Starting a new brand requires this mindset, because only those who dare to think differently succeed. Back in 2018, Automobili Pininfarina was founded as a new luxury car manufacturer bearing one of the most celebrated and revered names in the industry: Pininfarina. A design house known for their iconic masterpieces. Starting a new brand with such a famous and recognizable name is a beautiful opportunity, but also a risky operation. Paving the way for Automobili Pininfarina brand success, that was the goal of this thesis done in collaboration with the new Italian luxury car manufacturer. A new brand strategy and vision needed to be developed, hence the brief for this project was as follows: “Create a design driven brand strategy, delivering a brand vision for the year 2025.” This graduation project focused on analyzing the company’s existing brand strategy and compares that with external influences that create opportunities for the brand to grow. The synthesis of this is a brand vision for the year 2025. Based on this vision, a proposal for the visual identity of the new brand strategy is made, including a roll-out plan for implementation and further development. The steps provided are forming the roadmap that paves the way for Automobili Pininfarina brand success.Strategic Product Desig
Application of Stereotypes in Marketing: Gender Cues and Brand Perception
No full textStereotypes and their applications and implications have emerged as an important area of investigation in the field of marketing. Yet, despite the growing interest and relevance of stereotypes among marketing scholars, the marketing literature lacks a cohesive understanding of their concept and application. In particular, little research in the field of consumer behavior has examined the effects of stereotypes on brand perception and the subsequent influence on consumer purchase intention.
The goal of this dissertation is to create a deeper and more cohesive understanding of stereotypes and their implications for marketing practitioners, with a particular focus on gender stereotypes and brand perception. This dissertation consists of three projects.
The first project outlines a conceptual framework of stereotypes and their application in the field of marketing by integrating knowledge from social psychology literature with knowledge from consumer behavior and marketing. Based on this framework, gaps in the marketing literature are identified and suggestions for future research are provided.
Building upon project one, project two seeks to identify applications of stereotypes in the field of marketing. In particular, project two explores whether the use of gender stereotypes via gender cues (e.g., colors such as blue or pink) in a product description can influence brand perception along the warmth and competence dimensions and, consequently, impact upon consumer purchase intention. Further, the effect of gender cues is tested dependent upon the gender type of the product. The results indicate that feminine cues enhance perceived warmth which, in turn, increases purchase likelihood for masculine products. Perceived warmth serves as a mediator between the gender cue and purchasing likelihood, yet competence does not.
Project three builds upon and integrates the findings from project two by investigating the effect of gender cues in the presence of warmth and competence cues. Thereby, a theoretical framework is proposed which takes multiple warmth and competence cues into account. Subsequently, this theoretical framework is used to assess the effects of gender cues, as well as warmth and competence cues, on consumer perception of brands and their purchase intention. Consistent with the theoretical framework, this project explores that feminine cues enhance perceived brand warmth and purchase intention when paired with a high competence cue, yet backfires when paired with a low competence cue. In contrast, implicit masculine gender cues enhance perceived brand competence and purchase intention when paired with low competence cues yet backfire when combined with high competence cues.
Overall, this dissertation proposes recommendations on how practitioners are able to effectively use gender cues (i.e., butterflies, bears, circles, squares, colors such as pink and blue) as part of gender stereotypes within a firm’s marketing efforts (i.e., background of print ads or on the product packaging) to achieve desired consumer brand perception and improve purchase likelihood
The use of corporate reputation in the development of brand image strategy in the Taiwanese pharmaceutical industry
No full textThis thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.This doctoral research aims to investigate the reputation building process of companies and to examine the applicability of western-developed theories about the uses of corporate reputation in a non-western context. It is the first study that synthesises three theories (value creation, strategic resources and corporate communication) to examine the strategic consequences of the uses of corporate reputation.
Corporate reputation is an attribute or a set of attributes ascribed to a firm and inferred from the firm’s past actions. It is the belief of market participants about a firm’s strategic character (Weigelt and Camerer, 1988). Also, corporate reputation is the public’s cumulative judgement of a firm over time (Roberts and Dowling, 2002).
The review of theoretical literature indicates the uses of corporate reputation by business organizations can be theorized along six dominant paradigmatic perspectives: 1-public relations; 2-marketing; 3-management, 4-economic; 5-sociological; 6-finance and accounting. The uses of corporate reputation in these six paradigms are comprehensively discussed. The objective of this study is to establish the use of corporate reputation in the development of brand image strategy. A review of the uses of the concept of corporate reputation is discussed in detail in chapter 2.
The review of the literature also identified a research gap by showing that scarce research has been conducted on how these three main functions (value creation, strategic resources and corporate communication) affect a company’s brand positioning strategy. The following research question thus is proposed: How do (Taiwanese pharmaceutical) companies use their corporate reputation to develop a brand image strategy?
The research hypotheses based on three theories (value-based theory, resource-based theory and integrated marketing communication theory) appear in Chapter 3. The research question is constructed theoretically, and then a conceptual model, which begins with three antecedents of corporate reputation and simultaneously illustrates the outcomes of their use, are discussed.
The construct of the uses of corporate reputation has three dimensions: value creation, strategic resources and corporate communication. Each of these three dimensions includes several items. The items were proposed based on the previous researchers’ summaries and the qualitative interview. The researcher will then depict the proposed research conceptual framework and a number of hypotheses that will be further investigated and tested.
Then the quantative study was completed by providing the data analysis and the results were explained. A multi-stage procedure was involved in this research. First, data examination and screening to prepare for subsequent quantitative analyses and then the descriptive statistics were presented. Second, a reliability test was performed on measurement scales to ensure that they achieve an acceptable level of reliability for further analysis. The resulting solutions were then re-assessed using confirmatory factor analysis. Finally, PLS (Partial Least Squares) was used to test the hypothesized relationships between the research constructs as postulated in the conceptual model, and to assess the overall goodness-of-fit between the proposed model and the collected data set.
The researcher then discusses the validation of the measurement model and the research findings. The findings are then further discussed in terms of the contribution to marketing theory and relevance to marketing managers. Then the items of adapted scales were subjected to several rounds of adjustments and were finally found to possess acceptable measurement properties. Reliability and construct validity tests indicated that all scales satisfied widely accepted criteria such as the minimum reliability of 0.7. The results of scale purification will be discussed. And an evaluation of the research hypotheses and their significance are summarized, the findings of all hypotheses testing will be reviewed and compared with previous research.
According to the research findings, the hypotheses that value creation, as one dimension of corporate reputation, has a positive impact on brand segmentation, brand differentiation and brand positioning are all accepted. The hypotheses that strategic resource, as one dimension of corporate reputation, has a positive impact on brand segmentation and brand differentiation are rejected. However, the hypothesis that strategic resource, as one dimension of corporate reputation, has a positive impact on brand positioning is accepted. The hypotheses that corporate communication, as one dimension of corporate reputation, has a positive impact on brand segmentation and brand differentiation are both accepted. The hypothesis that corporate communication, as one dimension of corporate reputation, has a positive impact on brand positioning is partially supported. Finally, the hypothesis that the (see in Table 5.18) moderating effect of price policy on corporate reputation has a positive impact on brand image strategy is partially but negatively supported.
This thesis makes a significant contribution to the study of corporate reputation of firms in the Taiwanese pharmaceutical industry from the robustness of the qualitative and quantitative data collection
Supplemental Material, DS_10.1177_0022242918822300 - Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities
No full textSupplemental Material, DS_10.1177_0022242918822300 for Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities by Dennis Herhausen, Stephan Ludwig, Dhruv Grewal, Jochen Wulf, and Marcus Schoegel in Journal of Marketing</p
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