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Case study
Publication date: 16 July 2020

Shu-Hsun Ho, Heng-Hui Wu and Andy Hao

Learning objectives of this case is to understand the hairdressing industry and develop the sub-branding strategy. After reading this case and practicing in class…

Abstract

Learning outcomes

Learning objectives of this case is to understand the hairdressing industry and develop the sub-branding strategy. After reading this case and practicing in class, students should be able to understand this business and marketing terminology and apply them in the real world. Students will learn the branding strategies: brand extension, brand architecture and brand portfolio. Students will design (DS) the brand name for the new store.

Case overview/synopsis

Case synopsis Mr. Tai-Hua Teng (aka TR) was a hair artist and opened his first hair salon, vis-à-vis (VS), in 1989 using a high-end positioning strategy. VS focused on offering superb and diverse services to keep ahead of the competition rather than trying to undercut prices. VS hair salon had a solid foundation based mainly on the elite, celebrities and high-salary customers. In 2017, TR owned 16 stores (including one in Canada and two intern salons), 1 academy, 265 employees and 3 brand names. The three brand names were VS, DS and concept (CC). DS and CC were less known to the public, so now these two brands had been carried the parent name and were known as VS DS and VS CC. Quick cut hairdressing businesses were thriving because customers needed quick and cheap hairdressing services. Acknowledging the benefits of entering the highly competitive quick haircut market, TR began to contemplate the new brand name and services to offer. VS had adopted the brand house strategy but TR wondered if it was better to have an individual brand name when entering the quick haircut market. The sub-branding strategy carried the established quality assurance of VS but there was possible brand overlap. An individual new brand name might lack the well-established values from VS but it also showed the potential to reach different segments of customers. TR’s decision to make: a branded house or hybrid? This case showed a high-end hair salon facing the need for simplicity in the market and considered how to expand its business to the lower-end market. Keywords: hairdressing, brand extension and sub-branding strategy.

Complexity academic level

Level of difficulty: easy/middle level to undergraduate courses specific prerequisites: it is not necessary for students to prepare or read any marketing theory or chapters of the textbook. However, it would help a more in-depth discussion if students know the CCs of brand architecture, brand portfolio, brand extension and line extension.

Supplementary materials

Teaching Notes are available for educators only.

Subject code

CSS 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 10 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

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Article
Publication date: 2 October 2019

Xiaoyi Pan, Andy Hao, Cuiling Guan and Tsun-Jui Hsieh

The purpose of this paper is to provide a conceptualization of the construct of cultural identity (CI) and develop and validate a measurement scale for the construct. This…

Abstract

Purpose

The purpose of this paper is to provide a conceptualization of the construct of cultural identity (CI) and develop and validate a measurement scale for the construct. This study examines experience-related cognitions and the positive and negative emotional dimensions in cultural identity.

Design/methodology/approach

The paper describes the process of the development of the instrument, the sample, as well as the validation of the instrument. This study performs both exploratory factor analysis and confirmatory factor analysis to examine the reliability and validity of the scale developed.

Findings

The final CI scale has three dimensions: six items for the cognitive dimension, five items for the emotional dimension and seven items for the behavioral dimension. The scale shows internal consistency, reliability, construct validity and nomological validity.

Originality/value

This is the first CI scale to be developed for the measurement of CI of traditional Chinese medicine.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 6
Type: Research Article
ISSN: 1355-5855

Keywords

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Article
Publication date: 30 March 2020

Andy Wei Hao, Xin Liu, Michael Hu and Xiaoling Guo

The paper examines the cultural differences in consumers' evaluations of vertical brand extensions.

Abstract

Purpose

The paper examines the cultural differences in consumers' evaluations of vertical brand extensions.

Design/methodology/approach

A 2 (extension types: upward, downward) × 2 (nationality: USA, China) × 2 (ownership: owner, non-owner) between-subjects design with thinking styles as a covariate was employed to test consumers' evaluations of vertical brand extensions. A total of 228 subjects from the US and 194 from China participated in the two experimental studies.

Findings

The paper finds that consumers prefer downward extensions to upward extensions. Furthermore, Chinese consumers have even more favorable evaluations of downward extension products than do American consumers. In addition, analytic thinkers exhibit a stronger ownership effect than holistic thinkers.

Originality/value

The research contributes to the understanding of culture differences in vertical brand extension evaluations.

Details

Cross Cultural & Strategic Management, vol. 27 no. 2
Type: Research Article
ISSN: 2059-5794

Keywords

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Article
Publication date: 30 August 2019

Andy W. Hao, Justin Paul, Sangeeta Trott, Chiquan Guo and Heng-Hui Wu

Despite the growing interest by scholars, practitioners and public policymakers, there are still divergent and fragmented conceptualizations of nation branding as the…

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1886

Abstract

Purpose

Despite the growing interest by scholars, practitioners and public policymakers, there are still divergent and fragmented conceptualizations of nation branding as the field is still developing. In response, the purpose of this paper is to review and synthesize nation branding research and to provide directions for future research.

Design/methodology/approach

The authors review peer-reviewed theoretical and empirical journal articles published during the last two decades – from 1998 to 2018. Selected journal articles on nation branding were subsequently synthesized for further insights.

Findings

The field of nation branding is fragmented and has developed in the course of the last two decades in different directions. This paper identifies key publication outlets and articles, major theoretical and methodological approaches and primary variables of interest that exist in the nation branding literature. The findings also highlight several research themes for future research.

Originality/value

This research fills a need to summaries the current state of the nation branding literature and identifies research issues that need to be addressed in the future.

Details

International Marketing Review, vol. 38 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 2 November 2010

Andy Hao

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7639

Abstract

Details

Journal of Product & Brand Management, vol. 19 no. 7
Type: Research Article
ISSN: 1061-0421

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Abstract

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Journal of Consumer Marketing, vol. 30 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

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Abstract

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Journal of Consumer Marketing, vol. 30 no. 2
Type: Research Article
ISSN: 0736-3761

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Abstract

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Journal of Product & Brand Management, vol. 21 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 28 June 2011

Xiaoling (Martine) Guo, Andy Wei Hao and Xiaoyan Shang

The purpose of this paper is to examine consumers' perception of brand functions in an emerging market: China. The study also aims to investigate the impact of brand…

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6573

Abstract

Purpose

The purpose of this paper is to examine consumers' perception of brand functions in an emerging market: China. The study also aims to investigate the impact of brand functions on brand loyalty.

Design/methodology/approach

A two‐phase study was conducted. The first phase consisted of 15 personal in‐depth interviews while the structured questionnaires were used to collect data in the second stage and a total of 256 consumers participated in this study.

Findings

The study finds general support that consumer perceives both utilitarian and expressive functions of the brand. Specifically, the results of the research show that for Chinese consumers, brands accomplish various functions such as “recall of past experiences”, “quality sign” and “identify”. Moreover, “recall of past experiences” is a unique brand function for Chinese consumers and has a positive impact on brand loyalty.

Originality/value

To the authors' knowledge, this paper is the first to shed light on examining consumer perceptions of brand functions in the Chinese market.

Details

Journal of Consumer Marketing, vol. 28 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Content available
Article
Publication date: 25 April 2008

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416

Abstract

Details

International Marketing Review, vol. 25 no. 2
Type: Research Article
ISSN: 0265-1335

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