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1 – 10 of over 1000Pascal Kottemann, Anja Plumeyer and Reinhold Decker
The purpose of this paper is to apply the (advanced) brand concept maps (BCM) approach to reinvestigate previous findings on feedback effects resulting from brand extension…
Abstract
Purpose
The purpose of this paper is to apply the (advanced) brand concept maps (BCM) approach to reinvestigate previous findings on feedback effects resulting from brand extension information (BEI) and to explore whether this information affects the structure of a brand’s associative network.
Design/methodology/approach
This research builds on the associative network memory model, as well as Keller’s conceptualization of customer-based brand equity, and uses a series of empirical studies with a total of 839 respondents in two different countries.
Findings
The findings reveal that BEI has no significant impact on the structure of the parent brand’s associative network at the individual level. Furthermore, key brand image dimensions (i.e. favorability, strength, and uniqueness of brand associations) are not affected.
Research limitations/implications
By applying the (advanced) BCM approach, this paper is able to address shortcomings that are incorporated with the use of Likert scales for measuring a brand’s image and for investigating feedback effects in the field of brand extension. As the results indicate that the identification of feedback effects might be influenced by the approach used to measure a brand’s image, this paper calls for further investigations of feedback effects on a brand’s image.
Originality/value
Data from three empirical studies provide insights into the cognitive processing of BEI and their impact on a brand’s associative network.
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Yonghwan Chang, Yong Jae Ko, Asli Tasci, Akiko Arai and Taehee Kim
Marketers worldwide consider athlete endorsement a highly effective promotional tool. However, little is known about consumers' responses towards athlete endorsement in global…
Abstract
Marketers worldwide consider athlete endorsement a highly effective promotional tool. However, little is known about consumers' responses towards athlete endorsement in global markets - particularly the bi-directional image transfer mechanism. This study examines the image match between athlete endorsers and products using a three-dimensional visual map and comparing image perceptions towards athlete endorsements among respondent groups from Japan, Korea and the United States during the 2010 FIFA World Cup. The results show that image perceptions of selected athlete endorsers, endorsed products and their match are significantly different in these markets.
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Amanda Spry, Ravi Pappu and T. Bettina Cornwell
This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role…
Abstract
Purpose
This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub‐brand) employed by the endorsed brand on the endorser credibility‐brand equity relationship are also to be examined. The endorser credibility‐brand equity relationship was developed using associative learning principles whereas the brand signalling theory is applied to examine the mediating role of brand credibility.
Design/methodology/approach
The conceptual framework was tested using a field experiment. Data were collected using a mall‐intercept approach at a shopping centre from a sample of consumers in a metropolitan Australian city. The data were analysed using structural equation modelling.
Findings
Results suggest endorser credibility has an indirect impact on brand equity when this relationship is mediated by brand credibility. This mediating relationship was moderated by type of branding. However, the “endorser credibility‐brand credibility” and “endorser credibility‐brand equity” relationships did not vary according to the type of branding employed.
Practical implications
In support of past findings, the present study shows that a celebrity endorser should be one who is perceived as credible based on their attractiveness, expertise and trustworthiness. Moreover, in this research, even a moderately low credibility endorser proved to be able to build the brand.
Originality/value
The present study is one of the first to empirically examine and confirm the impact of endorser credibility on brand credibility and consumer‐based brand equity.
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Rahil Shams, Frank Alpert and Mark Brown
This paper aims to examine brand innovativeness. While innovativeness has been studied at the product and firm levels, there is little research at the brand level. This paper…
Abstract
Purpose
This paper aims to examine brand innovativeness. While innovativeness has been studied at the product and firm levels, there is little research at the brand level. This paper argues for why this is needed, develops a conceptualization of consumer perceived brand innovativeness (CPBI) from a theoretical perspective and then develops and validates a measure for CPBI.
Design/methodology/approach
Three qualitative studies were conducted to generate an enriched and more detailed understanding of what brand innovativeness means to consumers. Data were collected using free association and open-ended elicitation techniques. Next, a CPBI scale was developed and validated in three quantitative studies.
Findings
The results indicate that innovative brands are related with several interesting core and secondary associations that have not been adequately addressed in previous research. CPBI is conceptualized as a unidimensional construct. Altogether six studies show that the proposed CPBI measure is valid and reliable.
Originality/value
The present study is the first to identify the limitations of product and firm innovativeness conceptualizations with regards to brand innovativeness. It develops a unique and theoretically supported conceptualization and operationalization of CPBI. The first brand concept map for the concept of innovative brands is presented. The results of the studies indicate the measure’s ability to successfully predict important consumer behavior variables such as purchase intentions, and to demonstrate superior predictive performance compared with a key related scale in the mobile phone category.
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Brittney C. Bauer and Clark D. Johnson
Joint advertising is an emerging strategy where marketers promote both brands in the same marketing communication. This research determines how the domestic, foreign, or global…
Abstract
Purpose
Joint advertising is an emerging strategy where marketers promote both brands in the same marketing communication. This research determines how the domestic, foreign, or global nature of the partner impacts important brand-related outcomes and identifies underlying psychological process mechanisms and contextual variables that affect this relationship.
Design/methodology/approach
Across three experiments, we investigate how the type of joint advertising partner impacts consumer attitudes and behaviors. We establish the number of similarities between the partners and perceived cognitive fit as the mediating process mechanisms underlying this relationship, with holistic processing moderating the effect.
Findings
We find that when consumers are exposed to joint advertisements between domestic or global [foreign] brands, they will be able to generate more [fewer] similarities between the partners and perceive a stronger [weaker] cognitive fit. Moreover, these similarities interact with consumer cultural traits related to holistic processing style to differentially influence perceived cognitive fit and downstream consumer attitudes and behaviors.
Originality/value
Partnering for mutually beneficial, joint advertisements is a growing phenomenon that redefines traditional thinking about advertising, but the success of the joint advertisement is contingent upon the characteristics and compatibility of the partners.
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Shintaro Sato, Yong Jae Ko, Daehwan Kim and Joon Sung Lee
The purpose of this research is to examine how pre-scandal associations and scandal types interactively influence consumer judgment and negative electronic word-of-mouth (eWOM).
Abstract
Purpose
The purpose of this research is to examine how pre-scandal associations and scandal types interactively influence consumer judgment and negative electronic word-of-mouth (eWOM).
Design/methodology/approach
Drawing from cognitive dissonance theory and associative memory network model, the online experiments (Amazon Mechanical Turk; Nexperiment 1 = 146 and Nexperiment 2 = 189) were conducted to examine the effects of positive pre-scandal associations (performance vs pro-social) and scandal types (performance-related vs -unrelated) on consumer blame and eWOM toward scandalized athletes. Data were analyzed by employing t-test (experiment 1), Multivariate Analysis of Covariance (MANCOVA) and PROCESS Model 8 (experiment 2) to test the hypotheses.
Findings
The findings highlight that positive pre-scandal association demonstrated both protecting and backfiring effects depending on the types of scandals. Specifically, when performance-related scandals emerged, consumers made more negative blame judgment of athletes with salient performance association, relative to pro-social association. Inversely, when performance-unrelated scandals occurred, athletes with salient pro-social association were more likely to be blamed. Regarding eWOM, consumers generate more negative eWOM when athletes with pre-performance associations are involved with performance-related scandals. This pattern of the result was not observed when athletes' pro-social association and performance-unrelated scandals were prominent.
Originality/value
The current work adds consumers' negative eWOM toward scandalized athletes to the literature as a predictor of how athletes' pre-scandal association with consumers and scandal types are related. The findings indicate that consumers feel greater dissonance and generate more negative eWOM when athletes' pre-scandal associations and scandal types are closely related.
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Tae-Ahn Kang and Hirotaka Matsuoka
This study aimed to examine the effects of two sponsorship purpose articulations (commercially oriented vs noncommercially oriented) on attitude toward the sponsor via…
Abstract
Purpose
This study aimed to examine the effects of two sponsorship purpose articulations (commercially oriented vs noncommercially oriented) on attitude toward the sponsor via sponsor–property fit and the moderating effect of the overlapped mission between the sponsor and the property.
Design/methodology/approach
A 2 (purpose articulation type: commercially oriented vs noncommercially oriented) × 2 (mission overlap articulation condition: present vs absent) between-subjects experimental design with a control condition was employed with student sample (n = 171). The moderated mediation model was tested using Hayes' PROCESS macro model 8.
Findings
The commercially oriented purpose articulation did not improve sponsor–property fit as much as the noncommercially oriented purpose articulation, resulting in less favorable attitudes toward the sponsor. When the mission overlap was simultaneously articulated, the less positive effects of the commercially oriented purpose articulation were weaker.
Practical implications
The findings provided incongruent sponsors with insights on mixed articulation strategies with sponsorship purposes and the overlapped mission.
Originality/value
This study extends previous research by presenting the first understanding of the different processes in which two sponsorship purpose articulations developed attitudes toward the sponsor via sponsor–property fit and by investigating the moderating effect of the simultaneously articulated mission overlap on the processes.
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Ravi Pappu and Pascale Quester
The objective of the present research is to examine the relationship between consumers' satisfaction with a retailer and the equity they associate with the retail brand.
Abstract
Purpose
The objective of the present research is to examine the relationship between consumers' satisfaction with a retailer and the equity they associate with the retail brand.
Design/methodology/approach
Retail brand equity is conceptualized as a four‐dimensional construct comprising: retailer awareness, retailer associations, retailer perceived quality, and retailer loyalty. Then the associative network memory model is applied from cognitive psychology to the specific context of the relationships between customer satisfaction and consumer‐based retailer equity. A survey was undertaken using a convenience sample of shopping mall consumers in an Australian state capital city. The questionnaire used to collect data included an experimental design such that two categories of retailers were included in the study: department stores and specialty stores, with three retailers representing each category. The relationship between consumer‐based retailer equity and customer satisfaction was examined using multivariate analysis of variance.
Findings
Results indicate that retail brand equity varies with customer satisfaction. For department stores, each consumer‐based retailer equity dimension varied according to customer satisfaction with the retailer. However, for specialty stores, only three of the consumer‐based retailer equity dimensions, namely retailer awareness, retailer associations and retailer perceived quality, varied according to customer satisfaction level with the retailer.
Originality/value
The principal contribution of the present research is that it demonstrates empirically a positive relationship between customer satisfaction and an intangible asset such as retailer equity.
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Slobodan Čavić, Nikola Ćurčić, Nikola Radivojevic, Jovana Gardašević Živanov and Marija Lakićević
The paper examines the role and significance of gastronomic manifestations in the context of destination branding, within the framework of image transfer mechanisms and the…
Abstract
Purpose
The paper examines the role and significance of gastronomic manifestations in the context of destination branding, within the framework of image transfer mechanisms and the Associative Network Memory Model.
Design/methodology/approach
The research was conducted on a sample of 53 gastronomic events in the tourist destination of Vojvodina.
Findings
The results indicate that gastronomic manifestations image has a positive impact on the brand image and brand identity of the destination, as well as the destination's overall image. Furthermore, the study found that the food experience has a positive influence on the image of gastronomic events and the destination.
Originality/value
The study contributes to the advancement of research on tourist destination branding.
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To draw attention to the importance of the spokes-character to marketing communications and a company's branding strategy, this exploratory study attempts to suggest a scale for…
Abstract
Purpose
To draw attention to the importance of the spokes-character to marketing communications and a company's branding strategy, this exploratory study attempts to suggest a scale for measuring the spokes-character perception and to explore the relationships among the spokes-character perception and brand equity antecedents, i.e. brand awareness, brand association, perceived quality and brand loyalty, in the context of a retail brand. The purpose of this paper is to encourage the discussion about spokes-characters’ functions in marketing and branding, particularly in the Asian market.
Design/methodology/approach
Data were collected through a survey among university students in Taiwan. The survey questionnaire was based on the literature on spokes-characters and on the available scales of consumer-based brand equity. Data were analyzed by using structural equation modeling.
Findings
The results in this study show that the spokes-character perception is properly reflected by likability, relevance and expertise and likability is the most salient attribute. The spokes-character perception influences brand awareness/association and perceived quality, which in turn influence brand loyalty.
Research limitations/implications
This study suggests that likability, relevance and expertise are proper constructs connoting the spokes-character perception and verifies the influence of the spokes-character, as a source of secondary association, on brand equity antecedents, i.e. brand awareness/association, perceived quality and brand loyalty. This study also finds that the spokes-character serves as a cue of perceived quality.
Practical implications
The suggested scale provides marketers with an instrument for measuring consumers’ perception of a potential spokes-character. Besides, when the advertiser or the marketer designs a spokes-character, the character should not only be likable, but also be relevant and show expertise relating to the endorsed brand.
Originality/value
This study hopes to encourage more discussions about the utilization of the spokes-character in the Asian market because the discussion about how the spokes-character works in this market is still scant. This study also provides empirical evidence for the influence of a secondary association, i.e. the spokes-character, on brand equity antecedents.
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