Search results

1 – 10 of over 16000
Article
Publication date: 8 January 2018

Hume Winzar, Chris Baumann and Wujin Chu

This paper aims to introduce the concept of consumer-based brand value (CBBV), a change in the perspective of brand-equity and brand value from one where the brand is considered…

5809

Abstract

Purpose

This paper aims to introduce the concept of consumer-based brand value (CBBV), a change in the perspective of brand-equity and brand value from one where the brand is considered separately from other brands. The purpose of this paper is threefold: highlighting the theoretical difference between brand equity and brand value (Raggio and Leone, 2007); conceptually linking brand equity with brand value and then with brand competitiveness; and demonstrating a straightforward method for scholars and practitioners to measure brand value and then to forecast and simulate brand competitiveness.

Design/methodology/approach

On a sample of 190 postgraduate students, the authors apply the conjoint analysis and best-worst scaling to illustrate our CBBV model. Following Keller (1993), the authors operationalise brand equity as the outcome of consumers’ internal mental processes, in the form of brand preference, and show how preferences data can be transformed into estimates of brand value in the form of price premium. Finally, the model allows market share simulation based on manipulation of branding and brand features.

Findings

The paper is more a conceptual piece, highlighting the distinction between brand equity and brand value. It also demonstrates a relatively new measurement technique for transforming measures of brand equity, in the form of brand preferences, into estimates of brand value. The paper used airlines as a service-provider example, but the technique can be applied to many hospitality and service environments.

Research limitations/implications

The study demonstrates how brand equity drives brand value via consumer utility, and proposes a CBBV–competitiveness chain. The authors convert individual consumer preference data to brand value with subsequent preference-based market segmentation, and estimate competitiveness in two ways: market share ceteris paribus and price premium for brand indifference. They also demonstrate how market simulation can be performed so that it allows forecasting of competitiveness (market share) based on product attributes that affect brand value.

Practical implications

The CBBV–competitiveness chain constitutes a (new) mindset in the marketing of hospitality, tourism and other services. The study provides a method to measure and test the components of this model and determine brand competitiveness. It used airlines in the example, but the method can be applied to many different settings such as, for example, hotel management group (Starwood, Accor, Intercontinental, Hilton). The authors show how the method allows for benefit-based market segmentation, market-share forecasting and estimation of price premium.

Originality value

The CBBV chain provides a conceptual link between brand equity, brand value and brand competitiveness. When equity and related constructs are often conceptualised as relative to competition, they are rarely actually measured in that manner. The study shows how brand equity measured as preferences can be transformed into brand value and competitiveness relative to the competition. The combination of conjoint analysis and best–worst scaling is relatively new to the hospitality and services industries. The authors show that these tools can be applied to these industries without depending on costly software or high-priced consultants.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 1
Type: Research Article
ISSN: 0959-6119

Keywords

Open Access
Article
Publication date: 16 October 2019

Salah Hassan and Abeer A. Mahrous

Nation branding strategies are gaining priority as an area of research because of increasing market complexities and the rising importance of national competitiveness ranking. The…

8072

Abstract

Purpose

Nation branding strategies are gaining priority as an area of research because of increasing market complexities and the rising importance of national competitiveness ranking. The sustainable development of a nation brand, when properly managed, will provide the economic incentive to attract investors, tourists and generate income for local communities. Therefore, this paper aims to focus on delineating the strategic imperatives for sustainable market competitiveness of nation brands.

Design/methodology/approach

The research adopts an eclectic approach in examining a wider range of factors such as sustainability and market competitiveness to develop a synergistic nation brand.

Findings

For nation brands to remain competitive, it is essential to understand the key determinants of market competitiveness. These determinants include sustainable tourism factors such as culture, heritage, environmental and integration of internal and external stakeholder groups from the public and private sectors.

Originality/value

This paper provides a framework for the analysis of sustainable market competitiveness factors of the nation brand. It also provides implications for nation branding and future research agenda.

Details

Journal of Humanities and Applied Social Sciences, vol. 1 no. 2
Type: Research Article
ISSN: 2632-279X

Keywords

Article
Publication date: 10 July 2019

Meihua Zuo, Hongwei Liu, Hui Zhu and Hongming Gao

The purpose of this paper is to identify potential competitive relationships among brands by analyzing the dynamic clicking behavior of consumers.

Abstract

Purpose

The purpose of this paper is to identify potential competitive relationships among brands by analyzing the dynamic clicking behavior of consumers.

Design/methodology/approach

Consumer sequential online click data, collected from JD.com, is used to analyze the dynamic competitive relationship between brands. It is found that the competition intensity across categories of products can differ considerably. Consumers exhibit big differences in purchasing time of durable-like goods, that is, the purchasing probability of such products changes considerably over time. The local polynomial regression model (LPRM) is used to analyze the relationship between brand competition of durable-like goods and the purchasing probability of a particular brand.

Findings

The statistical results of collective behaviors show that there is a 90/10 rule for the category durable-like goods, implying that ten percent of the brands account for 90 percent market share in terms of both clicking and purchasing behavior. The dynamic brand cognitive process of impulsive consumers displays an inverted V shape, while cautious consumers display a double V shaped cognitive process. The dynamic consumers’ cognition illustrates that when the brands capture a half of the click volume, the brandscompetitiveness reaches to its peak and makes no significant different from brands accounting for 100 percent of the click volume in terms of the purchasing probability.

Research limitations/implications

There are some limitations to the research, including the limitations imposed by the data set. One of the most serious problems in the data set is that the collected click-stream is desensitized severely, restricting the richness of the conclusions of this study. Second, the data set consists of many other consumer behavioral data, but only the consumer’s clicking behavior is analyzed in this study. Therefore, in future research, the parameters brand browsing by consumers and the time of browsing in each brand should be added as indicators of brand competitive intensity.

Practical implications

The authors study brand competitiveness by analyzing the relationship between the click rate and the purchase likelihood of individual brands for durable-like products. When the brand competitiveness is less than 50 percent, consumers tend to seek a variety of new brands, and their purchase likelihood is positively correlated with the brand competitiveness. Once consumers learn about a particular brand excessively among all other brands at a period of time, the purchase likelihood of its products decreases due to the thinner consumer’s short-term loyalty the brand. Till the brand competitiveness runs up to 100 percent, consumers are most likely to purchase a brand and its product. That indicates brand competitiveness maintain 50 percent of the whole market is most efficient to be profitable, and the performance of costing more to improve the brand competitiveness might make no difference.

Originality/value

There are many studies on brand competition, but most of these research works analyze the brand’s marketing strategy from the perspective of the company. The limitation of this research is that the data are historical and failure to reflect time-variant competition. Some researchers have studied brand competition through consumer behavior, but the shortcoming of these studies is that it does not consider sequentiality of consumer behavior as this study does. Therefore, this study contributes to the literature by using consumers’ sequential clicking behavior and expands the perspective of brand competition research from the angle of consumers. Simultaneously, this paper uses the LPRM to analyze the relationship between consumer clicking behavior and brand competition for the first time, and expands the methodology accordingly.

Details

Industrial Management & Data Systems, vol. 119 no. 6
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 17 February 2021

Muhammad Saeed Shahbaz, Mudaser Javaid, Syed Hasnain Alam Kazmi and Qamar Abbas

Branding plays a vital role in the success of every organization and even industry. In Islamic countries, every organization must consider Sharia rules while strategy making…

Abstract

Purpose

Branding plays a vital role in the success of every organization and even industry. In Islamic countries, every organization must consider Sharia rules while strategy making. Nowadays, the supply chain is considered a major tool of branding and marketing. After an extensive literature review, it has been found that the studies that test the marketing advantages (MAs) and sustainable competitiveness through branding are scarce. The purpose of this study is to empirically examine the relationship between branding and MAs and mediating the role of sustainable competitiveness.

Design/methodology/approach

This is a quantitative study. An instrument was adopted, and data were collected. The researchers tested the hypotheses from the survey data from 179 electronic organizations. The data ware analyzed through structural equation modeling to examine the proposed hypothesis of this study.

Findings

The findings indicate that the relationship among dimensions of branding attitude and MAs were supported (expect reliability). Additionally, this study also revealed that a sustainable competitive variable plays a substantial role as a mediating variable in those relationships.

Research limitations/implications

This study is a cross-sectional survey. Consequently, the limited sample size from the electric industry may affect the power of generalizability. The next study may be demonstrated for other industries to respect the nature of the branding and MAs among the managerial staff of other industries.

Practical implications

This study will help managers to understand how to use the supply chain as branding for their MAs through sustainable competitiveness.

Originality/value

This study adds practical value to the literature on sustainable competitive, branding and MA and supply chain. The study shows that sustainable competitiveness has varying mediating effects on industry value.

Details

Journal of Islamic Marketing, vol. 13 no. 7
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 29 November 2022

Christiana Adeola Olawunmi and Andrew Paul Clarke

This study aims to explore marketing strategies that UK fish farming businesses can use to gain a competitive advantage. The marketing strategies examined include product branding

Abstract

Purpose

This study aims to explore marketing strategies that UK fish farming businesses can use to gain a competitive advantage. The marketing strategies examined include product branding and core competencies, sales promotion, market positioning and segmentation.

Design/methodology/approach

A survey through an online questionnaire was mailed to five randomly selected trade associations of UK fish farming businesses and distributed to their registered members, of which 200 responded. Both male and female genders with different age groups and levels of experience in the UK fish farming business participated. In addition, ten articles were sampled for a systematic review.

Findings

Results show that UK fish farming businesses could increase sales by using ecolabels in product branding to attract premium prices, build consumer confidence and using high-quality packages for fish products will keep fish fresh for a longer period.

Research limitations/implications

The scope of this research is limited to the UK. The findings cannot be generalised and used for other jurisdictions because of variable economic and market conditions.

Originality/value

A significant recommendation from this case study is that fish farming businesses need to be creative and innovative in ways such as leveraging branding, sales promotions and core competencies to win the trust and confidence of consumers. Most importantly, each fish farming business should know the specific marketing strategy that works for them; this case study shows that not all branding and sales promotion techniques enhance competitiveness. The scope of this research is limited to the UK. The findings cannot be generalised and used for other jurisdictions because of variable economic and market conditions.

Details

Journal of Enterprising Communities: People and Places in the Global Economy, vol. 17 no. 6
Type: Research Article
ISSN: 1750-6204

Keywords

Article
Publication date: 14 June 2022

Zheng Li, Tao Liu and Shuanping Dai

This paper aims to quest the strategies and paths of Chinese automobile firms for being world class. It analyzes their strengths and potentials in comparison with the development…

Abstract

Purpose

This paper aims to quest the strategies and paths of Chinese automobile firms for being world class. It analyzes their strengths and potentials in comparison with the development experience of the global examples and provides policy recommendations for cultivating world-class automobile firms.

Design/methodology/approach

The authors apply the analytic hierarchy process method to evaluate the competitiveness of automobile firms with multiple indicators.

Findings

The evaluation results suggest that Chinese automobile firms still lagged behind their world-class peers. Especially, Chinese domestic firms developed unevenly so that they could not make progress in the core parametric dimensions. Nevertheless, Chinese firms could achieve world class, at least in some niche segments, supported by its accumulated technological capacity and tremendous market size.

Originality/value

This research is the first scholarly work to evaluate the competitiveness of Chinese automobile firms and provides insightful comments on its industrial policies in the automobile industry. This may be valuable for policymaking in the automobile sector of China and other developing economies.

Details

Chinese Management Studies, vol. 16 no. 4
Type: Research Article
ISSN: 1750-614X

Keywords

Article
Publication date: 1 April 2014

Marica Mazurek

The aim of this paper is to discuss and conceptually support the statement that a critical and holistic approach to branding requires interplay of the methods and methodologies of…

1898

Abstract

Purpose

The aim of this paper is to discuss and conceptually support the statement that a critical and holistic approach to branding requires interplay of the methods and methodologies of different disciplines and the so-called decompositional approach.

Design/methodology/approach

The study is based on the thorough secondary research based on content analysis of the studied literature dealing with the methodological approach to brand management and branding, especially the comparison of brand management categorization and development of approaches from the customer centrality and strategic priority to the adaptive and relational paradigms.

Findings

The major outcome of this research is the confirmation of the fact that changes of paradigmatic approaches to research are rooted in economic and social changes. The predominance of relational, community, cultural approaches stem from the growth of customers' value and a new role of customers in the economic and social sphere.

Research limitations/implications

The topic of branding in management in tourism destinations is still emerging, especially understanding of transition of paradigms and approaches to the research of branding in tourism.

Practical implications

Important is the explanation of differences between the approaches to branding and especially the fact that some of the approaches (relational, community and cultural approach) are based on systems-thinking and contribute to the competitive advantage creation.

Originality/value

The paper aims to highlight the fact how global social and economic forces and changing cycles (Kondratiev) have influenced the empirical research and the implementation of ideas on economic interventions and social problems topics. This fact embraced major themes in a society and has influenced research on innovation and branding. It might be compelling to discuss the changes in paradigms and explain why social responsibility and other core themes resonate and influence the managerial practices in tourism and the paradigms in research of tourism dealing with brand management.

Article
Publication date: 8 January 2024

Rafael Barreiros Porto, Gordon Robert Foxall, Ricardo Limongi and Débora Luiza Barbosa

Consumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands

Abstract

Purpose

Consumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands requires different criteria relevant to the competitiveness of companies, such as their prominence, management and meeting society’s demands. In this sense, this study aims to develop and validate a scale of corporate brand equity founded on consumer perceptions, transcending industry boundaries and comparing its relationship with companies' market share.

Design/methodology/approach

The authors used an integrative approach to clarify the construct’s domain, building on previous measures. They took several steps to select appropriate items, refine the measure, validate it through reliability tests and convergent and discriminant analyses, test the validity of the second-order formative structure of corporate brand equity and assess associations between first-order factors, the second-order factor and market share.

Findings

The model identifies three first-order dimensions of corporate brands (presence, outstanding management and responsible) that shape the second-order factor (corporate brand equity). They are directly related, but not proportionally, to market share, contributing to the general and joint assessment of the company’s competitive performance considering the consumer.

Originality/value

To the best of the authors’ knowledge, this study is the first attempt to develop a comprehensive measurement model of corporate brand equity that considers the firm level of analysis, combines metrics from previous research on corporate brand evaluation criteria and includes consumer perceptions of the company’s competitiveness, unifying branding theory with the theory of the marketing firm.

Details

Journal of Modelling in Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-5664

Keywords

Article
Publication date: 10 April 2017

Suraksha Gupta

This paper aims to reflect on different issues and perspectives on returns on investments made by MNEs towards social development. Need for an inclusive society drives accountable…

Abstract

Purpose

This paper aims to reflect on different issues and perspectives on returns on investments made by MNEs towards social development. Need for an inclusive society drives accountable and effective cooperation between different actors in a market. Although multinational enterprises (MNEs) that operate in developing markets invest in social development, their managers find it very challenging to incorporate social development agenda into their business practices. Therefore, academics should develop business models which can guide thoughts and actions of managers of MNEs towards social development while allowing them to hold on to the business objectives and targets.

Design/methodology/approach

A review of current literature with available anecdotes about business practices helped the author to form a viewpoint and make recommendations.

Findings

The objective of the eighth millennium development goal is to promote global partnership between MNEs and domestic firms with or without intervention of a subsidiary. Addressing the particular needs of developing countries, such as capability enhancement or poverty reduction by managers of MNEs in a global setting, becomes a very complex issue. Investments by MNEs in developing countries towards these objectives are driven by different factors such as operational transparency, technological efficiency, investment types, innovation capability, branding strategy, quality assurance, public–private partnership, market-based pricing, reciprocity, distribution for penetration, etc., apart from linkages they create for developing resource-based competencies required for survival in a competitive market.

Research limitations/implications

Empirical investigation of the viewpoint presented here will be required to convert recommendations into models applicable by managers of MNEs.

Practical implications

This study will help to enable managers of MNEs to perform need-based socially responsible actions.

Social implications

This study will facilitate participation of MNEs in social development through their contributions towards poverty reduction and capability enhancement.

Originality/value

This paper pushes managers and academic scholars to think about the strategies required to incorporate social agenda into business models of MNEs benefiting from developing markets.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 10 October 2022

Kamal Hossain, Ahmad Sufian Che Abdullah, Mohd Abd Wahab Fatoni Mohd Balwi, Asmuliadi Lubis, Noor Azlinna Azizan, Mohammad Nurul Alam and Azni Zarina Taha

This study aims to examine the effect of entrepreneurial orientation (EO) on the export performance of apparel small- and medium-sized enterprises (SMEs) and the role of multiple…

1032

Abstract

Purpose

This study aims to examine the effect of entrepreneurial orientation (EO) on the export performance of apparel small- and medium-sized enterprises (SMEs) and the role of multiple differentiation strategy as a mediation effect between their relationships. It has also investigated the moderation impact of export market category between EO and performance relationship. The multiple differentiation strategy comprises the product (PDD), customer (CTD), service (SVD) and brand (BDD) differentiations.

Design/methodology/approach

A cross-sectional survey was carried out by providing a questionnaire to senior managers and owners of the apparel SMEs from the developed and developing markets exporters. The primary data of 550 was treated by the partial least squares-structural equation modelling) technique for final analysis.

Findings

The study revealed EO’s positive and significant effect on SMEs’ export performance. The study has found the mediation effect of product, customer and brand differentiation strategies between EO and export performance relationships from the mediation analysis. In contrast, service differentiation has found no mediation effect. However, the moderation effect (export market category) has revealed an insignificant effect between EO and performance association.

Research limitations/implications

The findings of this study are based on one country data analysis. This study has been conducted in the SMEs of the apparel industry in Bangladesh, considering only owners and senior-level managers of the firms.

Originality/value

This research has drawn the attention of managers/owners to EO and multiple differentiation strategies enhancing export performance from the developing country context, such as Bangladesh. Multiple differentiation as a competitive strategy is the pioneer application of mediating effect between EO and export performance relationships. Moreover, this research has investigated the effect of the export market category as a moderator. Dearth research has applied the export market category to investigate the moderation effect between EO-performance models. Therefore, current research has theoretical and practical contributions to the international entrepreneurship and strategic management literature.

1 – 10 of over 16000