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Article
Publication date: 5 June 2007

Melanie Andrews and Daekwan Kim

This study explores factors influencing the revitalisation of a multinational brand that is perceived negatively by local consumers because of various reasons such as past poor…

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Abstract

Purpose

This study explores factors influencing the revitalisation of a multinational brand that is perceived negatively by local consumers because of various reasons such as past poor quality or negative publicity.

Design/methodology/approach

This study conceptualises brand revitalisation as a second order construct, arguing that brand revitalisation is comprised of improved brand image, brand associations, and brand attitudes. Innovative product improvements, warranty programs, third‐party appraisals, and advertising communications are hypothesised to play a role in revitalising multinational brands plagued by negative perceptions. In addition, the moderating effect of the management's local market knowledge is tested on several proposed relationships.

Findings

According to the results, international brand revitalisation is positively influenced by innovative product improvements, warranty programs, and advertising communications.

Practical implications

While overall brand perceptions play an important role in influencing consumer decisions, understanding what improves the consumer's perception of multinational brands is of vital importance to marketers. The empirical results suggest that product innovations, warranty programs, third‐party appraisals, and advertising communications all help revitalise a firm's damaged brand in international markets. These findings offer multiple strategic implications to managers for their multinational brand revitalisation/management.

Originality/value

The value of this research lies in its goal to go beyond the general brand recovery guidelines suggested in the literature and to offer potential marketing strategies that could actually motivate the consumer to change his or her negative opinion about a multinational brand. This is one of the first empirical studies on multinational brand revitalisation.

Details

International Marketing Review, vol. 24 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 11 July 2016

Elina Närvänen and Christina Goulding

The purpose of the paper is to build a sociocultural perspective of brand revitalization. Maintaining brands and bringing them back to life in the market has received much less…

5347

Abstract

Purpose

The purpose of the paper is to build a sociocultural perspective of brand revitalization. Maintaining brands and bringing them back to life in the market has received much less interest than their creation. Moreover, the existing literature is dominated by the marketing management paradigm where the company’s role is emphasized. This paper addresses the phenomenon of brand revitalization from a sociocultural perspective and examines the role of consumer collectives in the process.

Design/methodology/approach

Using a data-driven approach, the study builds on the case of a consumer brand of footwear that has risen to unprecedented popularity without traditional marketing campaigns. Data were generated using an inductive theory building approach utilizing multiple methods, including interviews, participant observation and cultural materials.

Findings

The paper presents a conceptual model of cultural brand revitalization that has four stages: sleeping brand, spontaneous appropriation, diffusion and convergence.

Practical implications

Implications for companies in consumer markets are discussed, suggesting ways to facilitate the process of sociocultural brand revitalization.

Originality/value

The paper contributes to the literature first by offering a sociocultural brand revitalization scenario that highlights the interplay between the actions of consumers and the company, second, by examining the interaction between the symbolic meanings associated with the brand and the practices used by consumers and, third, by offering insights into the relevance of national identity in creating brand meaning.

Details

European Journal of Marketing, vol. 50 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 5 April 2022

Balgopal Singh

This research article aims to understand the role of brand image, service quality and price (charge) in revitalising functional mass brands into prestigious mass brands.

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Abstract

Purpose

This research article aims to understand the role of brand image, service quality and price (charge) in revitalising functional mass brands into prestigious mass brands.

Design/methodology/approach

The empirical research framework was developed by synthesising the past literature on masstige marketing and brand extension. Data was collected using a survey questionnaire from 396 respondents availing M-Wallet. Structural equation modelling was used to validate the brand revitalization attributes; further, the binary logistic regression model examined the effect of revitalization attributes on the chance of increasing customer's perception of masstige.

Findings

The exploratory study suggested brand image, service quality and value for money pricing as essential attributes to revitalize mass brands into masstige brands; furthermore, path analysis validated the positive effects of these attributes on the perception of masstige. The proposed binary logistic regression model suggested brand image as sensitive attributes, increasing the odds ratio by 9.39 times in favour of perceiving brand as masstige followed by the perceived service quality that is 5.87 times. The prediction capability of the proposed binary logistic regression model is found to be 96%.

Practical implications

The methodology of this study provides the basis for future researchers to advance research on masstige. This study will assist the marketers of mass brands to make better marketing decisions related to how masstige image can be sustained or a new or less known brand can be revitalized into a prestigious brand.

Originality/value

This study is the first to provide empirical evidence of how the mass brand can be revitalised as masstige brands by considering image, quality and price attributes.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 1 April 2006

Shantini Munthree, Geoff Bick and Russell Abratt

The objective of the paper is to provide an understanding of how large organisations develop line extensions of their brands and to present guidelines for management when…

12340

Abstract

Purpose

The objective of the paper is to provide an understanding of how large organisations develop line extensions of their brands and to present guidelines for management when considering an upscale line extension.

Design/methodology/approach

A qualitative research technique was used in this study. It involved case study research in the beverage industry, where 11 senior marketers were interviewed in depth.

Findings

A line extension into premium categories was seen to be an effective strategy to revitalise a brand. Respondents also stated that the line extension needs to be very closely linked to the core brand. Being an early entrant but not first‐to‐market or late‐to‐market was also important.

Originality/value

Guidelines to management are provided and a framework is developed for using upscale line extensions in brand revitalization strategies. Marketing managers have been given a three‐step approach to line extension management.

Details

Journal of Product & Brand Management, vol. 15 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Content available

Abstract

Details

Journal of Product & Brand Management, vol. 18 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 August 1995

Michael T. Ewing, David A. Fowlds and Ian R.B. Shepherd

The introduction of the original Mazda 323 five‐door into the SouthAfrican market in 1977 launched the brand from virtual obscurity toinstant success. The 323 became the top…

5195

Abstract

The introduction of the original Mazda 323 five‐door into the South African market in 1977 launched the brand from virtual obscurity to instant success. The 323 became the top selling derivative in the country and the brand became a household name. However, during the 1980s the brand′s equity steadily eroded and it was perceived to be a staid, boring marque with a poor image. Describes how the brand was successfully revitalized in the early 1990s. Draws a distinction between revitalization and the successful “renaissance” advertising strategy. Reviews the outcome of the renaissance campaign, ini addition to Mazda′s current performance, concluding that the brand has been successfully revived – to the point that Mazda′s market share in South Africa is the highest achieved by the brand anywhere in the world.

Details

Journal of Product & Brand Management, vol. 4 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 March 1988

Norman C. Berry

The Birth of Brands A hundred years ago there were no brands to revitalize … because there were no brands. Market leverage was held securely by wholesalers, who determined what…

2040

Abstract

The Birth of Brands A hundred years ago there were no brands to revitalize … because there were no brands. Market leverage was held securely by wholesalers, who determined what retailers should sell and what and how much manufacturers should produce. There was little difference between the various manufacturers and producers of soap, coffee, rice, or any other product. One manufacturer's product could easily be substituted for another's, not because they were all equally good but because they were all equally inconsistent.

Details

Journal of Consumer Marketing, vol. 5 no. 3
Type: Research Article
ISSN: 0736-3761

Case study
Publication date: 5 June 2017

Russell Abratt and Justine Cullinan

The subject areas are marketing management and brand management.

Abstract

Subject area

The subject areas are marketing management and brand management.

Study level/applicability

The study is applicable to post-graduate brand management course and post-graduate marketing management course.

Case overview

In December 2015, Justine Cullinan, station manager of 5FM – a commercial, national music-radio station – reviewed the listenership and revenue figures for the year. When she took over as station manager in October 2014, 5FM had been through a three-year period of sharply declining listenership and revenue. Since then, by growing 5FM’s online community and adjusting the station’s overall strategy, the tide of decline had slowed. 5FM’s limited marketing budget prevented it from attracting listeners through traditional marketing avenues. Cullinan wondered how she could grow audiences and revenue and forge a new way for radio to benchmark success in a world where online communities were ever more important.

Expected learning outcomes

At the end of this case, students will understand the following concepts: brand awareness; brand promise; brand communication; and brand revitalisation strategies.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS: 8: Marketing

Details

Emerald Emerging Markets Case Studies, vol. 7 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 2 September 2014

Angelina Nhat Hanh Le, Julian Ming Sung Cheng, Hadi Kuntjara and Christy Ting-Jun Lin

The purpose of this paper is to investigate the moderating roles of brand name attitude and product expertise on the impact of different corporate rebranding strategies on…

4766

Abstract

Purpose

The purpose of this paper is to investigate the moderating roles of brand name attitude and product expertise on the impact of different corporate rebranding strategies on consumer brand preference. Rebranding strategies include evolutionary and revolutionary rebranding strategies, while brand name attitude is consumer attitude towards a firm's original brand name and consumer product expertise refers to the consumer knowledge related to the brand's product or service.

Design/methodology/approach

A 2×2 factorial experimental design is used to examine the proposed hypotheses. In total, 220 undergraduates from a public university in Taipei of Taiwan participate in the experiment.

Findings

The findings indicate that given brand repositioning is preferable, the use of evolutionary rebranding strategies is superior in enhancing consumer brand preference in the case of pleasant original brand name attitude, while the use of revolutionary strategies is superior when consumers hold less pleasant attitude. In addition, expert consumers show similar responses towards the two rebranding strategies, whereas evolutionary strategies seem to be more effective than revolutionary ones in enhancing consumer brand preferences in the case of novice consumers.

Research limitations/implications

A convenient sampling method was employed and undergraduate students were the research subjects. Besides, a fictitious brand was used in the experiment design. As a result, the generalisability and applicability of the current research findings should be considered and carried out with cautions.

Practical implications

The findings of the research provide empirical understanding on the use of rebranding strategies to generate higher levels of brand preference under contingencies, thus helping brand managers apply a more appropriate type of rebranding strategies when necessary.

Originality/value

The current study is the preliminary causal-oriented work to provide guidance with appropriate rebranding strategies under the contingencies of consumers’ original brand name attitude and product expertise.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 26 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Open Access
Article
Publication date: 9 February 2021

Silvia Ranfagni, Monica Faraoni, Lamberto Zollo and Virginia Vannucci

The purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry…

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Abstract

Purpose

The purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-generated content (FGC) are explored to measure the alignment between brand identity and brand image. The selected context of research is the beverage industry wherein companies are called on to develop appropriate digital websites and brand communication strategies to enhance the consumers' brand experience.

Design/methodology/approach

The authors introduce a research approach that integrates netnography with text mining analysis. Since brand associations were the basis of the study’s analysis, the authors focused on text mining procedures, providing data (co-occurrences) corresponding to brand associations that consumers perceive and that the company communicates. Data were used to develop the measurements of brand alignment.

Findings

The main findings of this research highlight the importance for both scholars and practitioners of determining brand alignment of beverage products in online communities. Knowing the alignment between the way a company communicates its brand identity and how this is perceived by consumers allows for effectively reviewing brand communication.

Originality/value

Although the combined analysis of the alignment between brand image and brand identification has received attention in marketing literature, most scholars have neglected how to measure brand alignment. This is a need for many marketing managers in the coffee industry who are now moving in digital environments where the role of consumers is not that of receivers of brand communication but rather that of cocreators of brand value.

Details

British Food Journal, vol. 123 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

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