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Article
Publication date: 6 April 2020

Guillaume Bodet, Hui (Eric) Geng, Nicolas Chanavat and Chengcheng Wang

The overall aim of this study is to improve our understanding of the strength of attraction factors of professional football club brands with foreign fans, and of the influence of…

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Abstract

Purpose

The overall aim of this study is to improve our understanding of the strength of attraction factors of professional football club brands with foreign fans, and of the influence of demographics and individual characteristics on the influence of these factors in the context of sport spectatorship services.

Design/methodology/approach

This research was based on a quantitative study surveying 1,160 Chinese fans of English Premier League clubs and its results were produced through exploratory and confirmatory factor analyses. They identify the relative importance of 21 organisation– (e.g. star players, charismatic managers, team kits, partnerships and alliances, etc.), market and environment– (e.g. peer influence, TV coverage, etc.), and experience– (e.g. personal bonds, past attendance, etc.) induced service brand attraction points that were categorised into six main factors: star players, on-the-field performance, brand identity, marketing and merchandising, localism and experience.

Findings

Organisation-induced factors are the most important club brand attraction factors for Chinese fans. ANOVA analysis showed that demographic (i.e. gender, age, and education) and individual (i.e. brand identification and loyalty levels) characteristics influence the importance of attraction factors for fans. For instance, fans who had previously supported a different club brand rated the marketing and merchandising dimensions lower, localism higher, on-the-field performance lower and brand identity lower than those who had always supported the same club.

Originality/value

These results emphasise the importance of segmentation when considering consumer attraction to professional sport brands. They also provide specific practical knowledge that is useful when expanding into new foreign markets.

Details

Sport, Business and Management: An International Journal, vol. 10 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 24 August 2010

Pieter C.M. Cornelis

Co‐branding is an often used marketing strategy within the theme park industry and it has existed in one form or another since the 1930s. Notwithstanding the growing interest for…

6215

Abstract

Purpose

Co‐branding is an often used marketing strategy within the theme park industry and it has existed in one form or another since the 1930s. Notwithstanding the growing interest for co‐branding in the theme park industry academic research in a theme park context has not been found yet. Empirical research on co‐branding is limited to a relatively few studies that have typically examined product concepts or fictitious products rather than real instances of co‐branding. This article aims to present results of an experiment on the effects of co‐branding from a real‐life theme park perspective.

Design/methodology/approach

The article is based on a classical field experiment in which the IBRA‐method of measuring brand associations was used. The IBRA‐method does not influence the brand associations like many other research techniques do (by giving certain cues). It is an unaided, unbiasing research technique. The objective of the study is to investigate whether the relationship between theme park Efteling and WWF, resulting in the co‐branded attraction PandaVision, could have a negative effect on the strong brand associations of theme park Efteling.

Findings

Through the field experiment an insight has been given into the possible effects a respondent's perceived brand fit within a co‐branding situation can have on the average evaluation of core associations of one of the constituent brands. Even strong brands (Efteling is the strongest brand in The Netherlands) can be harmed by a wrong co‐brand strategy. Results also showed that the brand fit manipulation has resulted in a more negative image of Efteling without affecting the evaluation of the co‐branded attraction PandaVision. Only measuring whether guests like or dislike your attractions is thus not sufficient.

Research limitations/implications

This research is presented as a preliminarily study and the results should be interpreted with caution. The sample size was limited to 70 respondents and the experimental design with only students may not necessarily represent the typical visitor to the Efteling. Because of the crude manipulation of the treatment it is unclear what precisely caused the established effect. Is the effect caused by the degree of elaboration (meaning, because the respondent is triggered to think deeply about the matter at hand) or by the substantive guidance? Supplementary research with several experimental groups is needed to answer this question.

Practical implications

Theme parks should be aware of the dangers of co‐branding. Pairing with a wrong partner can damage the brand; negative spillover effects, erosion, brand dilution and even negative bottom line effects for the participating brands are possible. If the results occur for strong brands, weaker brands should be even more aware of the dangers.

Originality/value

This article presents the first application of the effects of co‐branding in a specific theme park setting. It is also the first article to use the unbiased IBRA‐method for measuring brand associations of a co‐brand strategy. Negative effects of co‐branding for strong brands in a real‐life situation were never reported before.

Details

International Journal of Contemporary Hospitality Management, vol. 22 no. 6
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 19 July 2011

Hemant Patwardhan and Siva K. Balasubramanian

This research aims to explain consumer attraction to brands when stimulation needs are paramount using the perspective of the Self‐Expansion Model. In doing so, it seeks to…

11269

Abstract

Purpose

This research aims to explain consumer attraction to brands when stimulation needs are paramount using the perspective of the Self‐Expansion Model. In doing so, it seeks to identiy brand romance – a more proximal construct to brand loyalty and aims to offer a complementary perspective to understand emotional attachment to brands.

Design/methodology/approach

A series of four studies developed and validated a three‐factor, 12‐item measurement scale for brand romance using exploratory and confirmatory factor analyses. Reliability, convergent, criterion, discriminant and nomological validities were established.

Findings

Brand romance is a reliable, valid, and a more proximal construct that explains loyalty significantly better than attitudes.

Research limitations/implications

Student subjects constitute the sample and the findings are cautiously generalizable to adult populations. Future research should focus on teasing out product category effects, extending generalizability to other product categories and integrating the Attachment Theory perspective with the study's findings to offer a more comprehensive explanation for loyalty.

Practical implications

Consumers are likely to remain loyal to brands to which they are attracted. The brand romance construct captures this attraction. Marketers need to infuse their brands with novel perspectives, resources and identities on a continuous basis to satisfy stimulation needs and keep the attraction strong. This involves creating new brand associations that help the brand to stay relevant.

Originality/value

To the authors' knowledge, this is the first study to apply the Self‐expansion Model to brand relationships. The research contributes a unique perspective in explaining emotional attachment to brands brought on by stimulation needs. It fills a gap in the emotional attachment literature and provides marketers with a tool to monitor consumers' attraction to brands.

Article
Publication date: 12 September 2017

Mouna Sebri and Georges Zaccour

The starting conjecture is that the market share of a brand in one category benefits from its performance in another category, and vice versa. The purpose of this paper is to…

Abstract

Purpose

The starting conjecture is that the market share of a brand in one category benefits from its performance in another category, and vice versa. The purpose of this paper is to assess the umbrella-branding spillovers by investigating the presence of synergy effect between categories when a retailer and/or a manufacturer decide to adopt/use the same name for his products. In fact, besides the cross-category dependency due to substitutability or complementarity, products can also be linked through their brand name in presence of an umbrella-branding strategy.

Design/methodology/approach

The authors propose an extended market-share model to account for the spillover effect at the brand level. The spillover is modeled to be generated by the brand's performance and not specific to marketing instruments, as done in the literature. They adopt a multiplicative competitive interaction (MCI) form for the attraction function. Based on aggregated data of two complementary oral-hygiene categories, the authors estimate the umbrella-branding spillover parameters using the iterate three-stage least squares (I3SLS) method. They contrast the results in three scenarios: no spillover, brand-constant spillover and brand-specific spillover.

Findings

The ensuing results indicate that umbrella-branding spillover is (i) significant and positive, i.e. the brand performance is boosted by its performance in a related category, through the so-called brand-attraction multiplier; (ii) asymmetric, i.e. the spillover is not equal in both directions; and associated to the market strength of each competing brand; (iii) variable across brands. The results show that not accounting for umbrella-branding spillover leads to misestimating the parameters and has a considerable impact on price-elasticities computation.

Research limitations/implications

Because store brands and some national brands exist in many categories, and thus because consumers make inferences when they face a large number of brands in different categories, spillover effects cannot be labelled as simply complementary or substitution-related. Future research may provide insight about the spillover phenomenon in a more general framework that would consider the spillover occurring between more than two categories.

Practical implications

Providing accurate assessment for umbrella-branding spillovers governing the competing brands, the results offer a relevant and straightforward method for decision makers to precisely assess the impact of a marketing effort in one category on the retailer's global performance. The findings provide better forecasts of market response in terms of sales and profit, within a cross-category perspective.

Originality/value

This study develops and estimates a market-share model with the aim of measuring brand-category spillover effects. The literature dealt with cross-category interactions in terms of substitutability or complementarity between the products offered in the two or more categories under investigation. Here, the focal point (and contribution) of the authors is the link at the brand level. Indeed, the authors only require that a minimum of one brand is offered in at least two of the categories of interest. Further, the spillover considered is not specific to marketing instruments, but is generated by the brand performance (attraction or market share), which is the result of both the firms marketing-mix choice and competitors marketing policies.

Details

European Journal of Marketing, vol. 51 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 10 July 2017

Sultan Alshathry, Marilyn Clarke and Steve Goodman

The purpose of this paper is to present a conceptual framework for employer brand equity (EBE) that combines both perspectives of employer brand customers into a unified framework…

7107

Abstract

Purpose

The purpose of this paper is to present a conceptual framework for employer brand equity (EBE) that combines both perspectives of employer brand customers into a unified framework for employee attraction and retention.

Design/methodology/approach

This paper extends previous conceptual work on EBE by identifying the role of EBE antecedents in internal and external employer branding. In addition, it recognizes the interactive nature of employer-employee relationship.

Findings

The framework incorporates employee experience with the employer, which relates to the interaction between employee and employer and recognizes the internal and external perspectives simultaneously. Further, the unified framework helps to develop a four-cell typology for the strategic management of an employer brand.

Originality/value

Existing research has failed to integrate the two perspectives of employment customers in a clear model and, thus, offered limited applicability to an employment setting. The EBE framework goes beyond existing models by providing a conceptualization that aims to reflect the employer-brand relationship from the perspective of existing and potential employees. Further, it provides theoretical and empirical rationale for a set of propositions that can empirically be examined in future research.

Details

International Journal of Organizational Analysis, vol. 25 no. 3
Type: Research Article
ISSN: 1934-8835

Keywords

Article
Publication date: 30 January 2021

Laurence Dessart and Bernard Cova

This paper aims to conceptualize brand repulsion as a specific nuance of brand rejection, highlight the boundary work at play in situations of collective brand repulsion and…

1113

Abstract

Purpose

This paper aims to conceptualize brand repulsion as a specific nuance of brand rejection, highlight the boundary work at play in situations of collective brand repulsion and extract implications for the brands that are at the centre of such situations and to delineate future directions for scholars.

Design/methodology/approach

The authors’ study of the “I Hate Apple” group on Facebook is grounded in a six-year long naturalistic enquiry designed to capture the boundary work performed by its members. The authors’ sources include netnographic data, online focus groups, observations and personal online correspondence with members and moderators.

Findings

This study’s findings reveal that certain brands serve the identity work of consumers by allowing them in erecting boundaries based on three major sources of repulsion: anti-fandom, anti-hegemony and anti-marketing. They show that for each type of boundary work, corporate and product brand repulsion seems prevalent.

Research limitations/implications

This research limits itself to considering the types of boundary work related to brand repulsion as regards a single brand: Apple.

Practical implications

The study can help managers identify the types(s) of boundary work related to their brand and it provides practical recommendations for these various sources of brand repulsion. It also helps them distinguish between consumer brand repulsion directed against their product and their corporation.

Originality/value

This study advances knowledge in the field of brand rejection by exploring a specific nuance: brand repulsion. Its close examination of consumer collective practices offers a deeper understanding of the ins and outs of the paradoxical phenomenon of repulsion/attraction for a brand. The cultural lens is used as an original approach to this under-investigated nuance of brand rejection.

Details

European Journal of Marketing, vol. 55 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 7 August 2018

Seunga Venus Jin and Ehri Ryu

In light of Facebook-based viral marketing and social commerce, the purpose of this paper is to test the moderating role of social identification with the Facebook profile owner…

9266

Abstract

Purpose

In light of Facebook-based viral marketing and social commerce, the purpose of this paper is to test the moderating role of social identification with the Facebook profile owner (celebrity as aspirational reference group vs ingroup member (college student, same school) vs outgroup member (college student, different school)) in Facebook-based fashion brand marketing and management.

Design/methodology/approach

A randomized between-subjects experiment (celebrity’s Facebook profile vs ingroup member’s Facebook profile vs outgroup member’s Facebook profile vs control condition, n=73) was conducted. The sample was composed of college students recruited from a subject pool in a US university.

Findings

Results of multiple regression analyses indicate that social identification with the Facebook profile owner and ingroup vs outgroup perception moderate the influence of consumers’ materialism, fashion involvement and opinion leadership on interpersonal attraction to the celebrity, wishful identification with the celebrity, emotional quotient, involvement with the ads, advertising believability and willingness to buy the advertised fashion products. Furthermore, the results of structural equation modeling analyses show that source credibility perception (both the celebrity who endorses her own brand and the Facebook profile owner) mediates the relationship between experimental conditions (celebrity as aspirational outgroup vs same school student as an ingroup member vs different school student as an outgroup member) and the outcome variables (interpersonal attraction to the celebrity, involvement with ads, and advertising believability) in viral marketing leveraging a social media platform.

Originality/value

This study makes several theoretical contributions to consumer psychology and provides managerial implications for Facebook-based fashion marketing and fashion brand management.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 8 November 2018

Lorena Ronda, Carmen Valor and Carmen Abril

The present study aims to propose a novel employee-centric framework for the study of employer brand attractiveness. This framework disentangles the role of employer attributes…

6216

Abstract

Purpose

The present study aims to propose a novel employee-centric framework for the study of employer brand attractiveness. This framework disentangles the role of employer attributes, employee benefits and employee perceived value in the study of employer brands to better develop policies for talent attraction. Additionally, this study formulates a research agenda to help advance an employee-centric view of the employer’s brand management by following the tradition of customer-centric research and identifying benefits and forms of value that are yet unexplored.

Design/methodology/approach

This paper performs a systematic and critical review of the literature on employer brand attraction from the lens of means-end chains to examine how the notions of “employer attributes”, “employee benefits” and “perceived value” have been addressed in past studies and what relations have been established among these three concepts.

Findings

The results unveil the existing conflation among attributes, benefits and value in the conceptualization of employer brand attractiveness. By proposing an employee-centric framework following the tenets of current consumer-centric paradigms, this paper disentangles the notions of attributes, benefits and value in the creation of attractive employer brands; establishes a hierarchical relationship among them; and suggests studying the multiple paths of relationships between attributes and benefits. These conditions should help organizations understand how to create successful strategies to ultimately ensure that they are selected as employers of choice.

Research limitations/implications

Further research is needed to clarify the domains in which the already studied empirical relations hold. This could be achieved by conducting a laddering process based on a means–end chain approach. Additionally, the impact of this framework on the construction of effective value propositions and employee market segmentation should be further explored.

Originality/value

This paper has revisited the construct of employer brand from a means–ends approach to propose an employee-centric view guiding employer brand strategies. As competition for the best employees sharpens, understanding how employer brand traits are valued in the eyes of different segments of employees and applicants may help organizations to develop more effective strategies to attract the best talent.

Details

Journal of Product & Brand Management, vol. 27 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 5 June 2020

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

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Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Identification of influential attraction points can help European soccer clubs to exploit soaring interest among football supporters in China. Such points can enable teams to differentiate themselves from rival brands and consider various demographic and individual factors in order to target different fan segments.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Details

Strategic Direction, vol. 36 no. 7
Type: Research Article
ISSN: 0258-0543

Keywords

Article
Publication date: 7 November 2019

Alka Rai

To deal with the agenda of extensive research to establish employer branding as a valuable Human Resource (HR) practice, this study aims to examine perception of seafarer to…

Abstract

Purpose

To deal with the agenda of extensive research to establish employer branding as a valuable Human Resource (HR) practice, this study aims to examine perception of seafarer to explore the attributes related with employer branding in maritime industry. This study intends to explore the applicability of instrumental-symbolic framework of employer branding in maritime industry to understand the dimensions related with attractiveness of seafarers’ jobs.

Design/methodology/approach

Sample of the study is Indian seafarers include only officers from both deck and engine. Total 276 usable responses were considered at the end for data analysis.

Findings

Both, the instrumental and symbolic attributes explained significant variance in predicting attractiveness of seafarers’ occupation, thus supporting hypotheses 1 and 2. In particular, among instrumental dimensions, social/team activities, structure, advancement, travel opportunities and pay and benefits positively predicted seafarers’ attraction towards their job. As symbolic dimension, sincerity, competence and prestige was positively related, and ruggedness was negatively related to attractiveness of the present job among seafarers.

Practical implications

Overall, the present findings ascertain the utility of the framework as a conceptualization of employer brands and support the applicability of instrumental-symbolic framework for understanding the dimensions of occupational attractiveness in different context and culture, i.e. Indian Seafarers.

Originality/value

Although the popularity of employer branding is growing amongst human resources practitioners, but still, there is dearth of academic (mainly empirical research) literature on the subject, `appeals to management researchers (Cable and Turban, 2001; Backhaus and Tikoo, 2004, Edwards, 2009; alniacik and alniacik, 2012; Kucherov and Zavyalova, 2012). With this in consideration and to deal with the agenda of extensive research to establish employer branding as a valuable HR practice, the present study examines perception of seafarer to explore the attributes related with employer branding in maritime industry.

Details

Management Research Review, vol. 43 no. 3
Type: Research Article
ISSN: 2040-8269

Keywords

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