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1 – 10 of over 5000Sarah (Song) Southworth and Minjeong Kim
There is a rising number of Asian brands expanding to Western nations. However, one of the biggest challenges is their reputation of inferior quality. The objectives of this…
Abstract
Purpose
There is a rising number of Asian brands expanding to Western nations. However, one of the biggest challenges is their reputation of inferior quality. The objectives of this research are to examine the U.S. consumers’ quality perception of Asian brands and what steps can be taken to improve their perceived quality to ultimately influence patronage intentions. This study also considers how age influences U.S. consumers’ perceived quality and patronage intentions.
Methodology/approach
An online experiment using 328 U.S. female subjects was conducted to examine how quality cues (brand origin and product design) influence their perceived quality of Asian brands. The study also examines how age (due to different levels of exposure of Asian brands) moderates the relationship between product cues and perceived quality.
Findings
The findings showed that there was a difference between the younger (Generation X and Y) and older (Baby boomers and Swing) group’s perceived quality of these Asian brand origins, namely Japan and China. Product design had an impact on perceived quality, but age was not a moderating factor.
Implications
Chinese and Japanese brands can use these differences in perception of brand origins to market accordingly. Product design cues can also be used effectively to both age groups by Asian brands to improve the perceived quality of U.S. consumers.
Originality/value
This research provides novel insight on U.S. consumers’ perceived quality and patronage intentions from different Asian brand cues. The study also contributes to the body of literature on how the relationship between specific Asian brand cues and perceived quality may differ as a function of age.
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This chapter aims at making clear growth and distribution of China’s economy 1987–2000 with fixed capital on the input-output table basis. Since fixed capital data are not…
Abstract
This chapter aims at making clear growth and distribution of China’s economy 1987–2000 with fixed capital on the input-output table basis. Since fixed capital data are not sufficiently available, one has to estimate fixed capital coefficients. In the outset, this chapter outlines the Sraffa–Fujimori method, which simulates the maximum growth path and estimates the marginal fixed capital coefficients on that path. In the second place, the marginal fixed capital coefficients of China’s economy are estimated. In the third place, the wage-profit curves of China’s economy will be drawn, and we discuss some further features obtained by our observations.
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Jianjun (John) Zhu, Thomas S. Gruca and Lopo L. Rego
This study examines the empirical relationship between four broad antecedents of brand equity (branding strategy, brand structure, brand positioning and target market) and two…
Abstract
This study examines the empirical relationship between four broad antecedents of brand equity (branding strategy, brand structure, brand positioning and target market) and two separate dimensions of revenue premium: price premium and volume premium. Our modeling framework aims to explain how different antecedents of brand equity influence the realized velocity and margin of branded product sales, key drivers of operating cash flow. Our generalizable empirical analyses are based on a representative dataset of over 6,500 brands, across 200 consumer-packaged goods categories, spanning three years. We find that only 20% of brands command revenue premiums, for which volume premiums are the critical determinant. Branding strategies and brand structure primarily impact volume premium. In contrast, brand positioning has little effect. Target market substantially affects both premiums. Overall, these four elements account for 73% and 69% of the explained variations in price and volume premiums, respectively. This study provides generalizable, important, and novel insights for the theory and practice of brand management regarding price positioning and extending brands into new categories.
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The author explores the variety of ways in which sports brands have risen to prominence and how the development of particular activities and relationships, with athletes, fans…
Abstract
The author explores the variety of ways in which sports brands have risen to prominence and how the development of particular activities and relationships, with athletes, fans, media and regulators, are designed to present them as authentic. This status is crucial given the cultural and emotional significance of sport alongside its ability to underpin forms of collective belonging. A range of examples, including Red Bull, Nike, Patagonia, Olympic skateboarding and Manchester United Football Club, are used to highlight these processes as well as the complexity of the contemporary social, cultural and political landscapes that such brands now operate in.
Daniel Krier and William J. Swart
Capital increasingly takes the form of intangible assets, especially trademarked corporate brands. Further, contemporary capitalism increasingly accumulates through…
Abstract
Purpose
Capital increasingly takes the form of intangible assets, especially trademarked corporate brands. Further, contemporary capitalism increasingly accumulates through commodification of iconic cultural images and legendary narratives constituting a “second enclosure movement” (Boyle, 2008). This paper develops a critical theory of brands, branding, and brand management within economies of spectacle.
Methodology/approach
A case study of the consumer culture surrounding large displacement motorcycling is used to critique the central premise of consumer culture theory (marketing professionals create brands that become valuable icons) and develop an alternative view using concepts from critical theory, especially spectacle (Debord, 1967) and culture industry (Adorno, 1991).
Findings
After initial enclosure, legends were managed by Crossmarketing Licensing Networks (CMLN), coalitions of corporate and state actors, each possessing a piece of the legendary pie. The Sturgis CMLN was organized into two political divisions, rally profiteers and civic leaders, with overlapping but differentiated interests and approaches to the management of the Sturgis legend. The CMLN intervened in the cultural commons to overcome legendary degradations (banality, incoherence, undesirability) surrounding the Sturgis Motorcycle Rally.
Originality/value
Brands are capitalized culture created by enclosures, a form of primitive accumulation. Under current conditions of immaterial production, CMLN’s engage in ongoing cultural production to maintain the capitalized value of their brands. Brands are not only hunted in the wilds of culture, but also increasingly domesticated and fattened when herded through legendary commons.
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Robert Bamm, Marc Helbling and Kaisa Joukanen
The chapter discusses online branding in the business-to-business domain and the benefits it offers to B2B actors. Online branding is a tool to interact and communicate with…
Abstract
The chapter discusses online branding in the business-to-business domain and the benefits it offers to B2B actors. Online branding is a tool to interact and communicate with existing and potential customers. The authors also present content marketing as a marketing effort available to B2B marketers, as well as the nature of digital relationships in social media. The reader learns the importance of branding the company through digital channels and those benefits that can be reached through such actions. The digital tools presented in the chapter relate to social media, for example, Twitter, Facebook, LinkedIn, YouTube, blogs, search engine optimization, and paid advertising. These tools are discussed in detail, both related to their benefits and pitfalls.
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İ. Taylan Dörtyol, Ayşen Coşkun and Olgun Kitapci
Consumption is a way of communication whereby consumers express, position or/and differentiate themselves within their society or affiliated groups. A great part of consumers’…
Abstract
Consumption is a way of communication whereby consumers express, position or/and differentiate themselves within their society or affiliated groups. A great part of consumers’ lives are spent on various purchase activities, and many would be eager to understand the factors underlying those behaviours.
This chapter primarily deals with the cultural, social, psychological and personal factors that affect consumer behaviour. Each of these factors in relation to consumer behaviour is discussed in detail. The types of consumer buying behaviours and the consumer decision-making processes then provide the fundamentals of the topic along with their relevance to Turkish consumers.
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