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1 – 10 of over 14000
Article
Publication date: 12 June 2017

İrem Eren-Erdoğmuş and Taşkın Dirsehan

The purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market.

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Abstract

Purpose

The purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market.

Design/methodology/approach

Two leading coffee shop brands – one local and one global – were analyzed with an emerging exploratory research technique – brand concept mapping (BCM) – to reveal their strong, favorable and unique associations leading them to market leadership.

Findings

The results indicate that, these two successful brands both have distinctive, yet relevant positions in their consumers’ mind. Local cultural experience is relevant for differentiating local brands, even if the coffee shop concept is globally imported. Global coffee shop brand, on the other hand, means membership to global middle income segment and is remembered as global fast coffee service.

Research limitations/implications

The main limitation of this exploratory study is the sample size limitation by its nature. So, the generalizability of the results should be approached with caution. Researchers use BCM technique; however, this method does not permit to reveal the expected levels and the importance of the attributes. Thus, further research are suggested to be complementary.

Originality/value

This study fills the research gap in revealing and comparing local vs global brand associations by using BCM technique, which enables one to measure the strength, unique and favorable associations/brand images more suitable to Keller’s (1993) conceptualization. This study pioneers in using this technique in international branding.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 26 July 2013

Alan French and Gareth Smith

To date, the brand equity literature has been limited by a gap in the measurement of a key driver of consumer based brand equity (CBBE). The authors ' aim is to…

15030

Abstract

Purpose

To date, the brand equity literature has been limited by a gap in the measurement of a key driver of consumer based brand equity (CBBE). The authors ' aim is to address this gap by developing a new, consumer-based measure of brand association strength, a critical element of CBBE.

Design/methodology/approach

This paper, based on cognitive psychology, takes a recently developed brand mapping approach and uses its features, along with network analysis measures designed specifically by the authors for this particular analysis, to produce a novel measure of brand association strength.

Findings

Traditional network analysis measures (e.g. number of associations, density) neglect to take into account the underlying structure of consumers ' brand associations as reflected in concept maps. The authors use primary research on a well-known brand (McDonald ' s) to show that both number of associations and a modified density measure taking account of the special structure of concept maps can be used to generate an intuitive and readily understood measure of brand association strength.

Originality/value

The paper develops a new measure to analyse brand association strength for any given brand. As such it contributes to the methodological and practical development of the CBBE construct.

Details

European Journal of Marketing, vol. 47 no. 8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 14 May 2018

Per Åsberg

Brand architecture and brand portfolios have been regarded as absolute entities to be analysed from the company’s perspective. The purpose of this study is to question…

Abstract

Purpose

Brand architecture and brand portfolios have been regarded as absolute entities to be analysed from the company’s perspective. The purpose of this study is to question such a uniform view by adding a perceptional dimension to the two concepts.

Design/methodology/approach

Semi-structured interviews with 58 marketing professionals and customers were used to explore ten propositions and map associations in the perceived brand portfolios, based on the brand concept map methodology.

Findings

The study reveals systematic differences between the collective view of company representatives, who name fewer brands associated through more sophisticated and highly connected brand systems and customers who include more partners and competitor brands in the portfolio, who also name more brands and connections in total.

Research limitations/implications

Implications of the results are analysed and future research is suggested to determine the generalizability of the findings and the economic implications of discrepant internal and external views of a brand architecture and brand portfolio.

Practical implications

Academics should relate to this dualism by compensating for the effects of the associative predisposition of employees versus customers when interpreting results of studies related to brand portfolios and brand architecture. Marketing practitioners must actively acknowledge and manage the role of partners and competitors as part of the company’s external brand portfolio.

Originality/value

This study is the first to problematize the unilateral interpretation of brand portfolios and brand architecture by introducing a dual view of these concepts based on internal (employees) and external (consumers) perceptions.

Details

Journal of Consumer Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 13 April 2015

Jasmina Ilicic and Cynthia M. Webster

– This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement.

12554

Abstract

Purpose

This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement.

Design/methodology/approach

This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand.

Findings

Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship.

Research limitations/implications

The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers.

Originality/value

This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.

Details

Qualitative Market Research: An International Journal, vol. 18 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 21 September 2015

Per Åsberg

The purpose of this paper is to investigate the perceived content and structure of a brand portfolio, which may differ between individuals, by mapping the brand portfolio…

1123

Abstract

Purpose

The purpose of this paper is to investigate the perceived content and structure of a brand portfolio, which may differ between individuals, by mapping the brand portfolio of two multi-national companies from the perspective of the marketing team. The discrepant views between individuals are analyzed and an aggregated brand portfolio is presented.

Design/methodology/approach

Semi-structured interviews with nine marketing professionals were used to map their individual perceived brand portfolios and structure, based on the Brand Concept Map methodology.

Findings

The study finds that there is a consistent difference in the individual perceived brand portfolio between marketing professionals. Brands that are not supported by all stakeholders may be suffering from an unclear positioning or undesired associations, and should receive management attention.

Research limitations/implications

Explanations for the results are offered and future research is suggested to determine the generalizability of the findings and the economic implications of discrepant views on the company’s brand portfolio.

Practical implications

Marketing practitioners should consider the possible effects of conflicting views within their marketing teams on business performance. Identifying brands that are not supported by all stakeholders could be a way to discover under-performing brands with problematic brand positions in need of immediate attention.

Originality/value

This study is the first to compare and fully map the differences in perception of a company’s brand portfolio among internal stakeholders and the possible implications of this discrepancy.

Details

Journal of Product & Brand Management, vol. 24 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 16 June 2021

Alexander Farestvedt Hem and Magne Supphellen

The purpose of this study is to expand the notion of differentiation by developing and testing a typology of brand benefit differentiation.

Abstract

Purpose

The purpose of this study is to expand the notion of differentiation by developing and testing a typology of brand benefit differentiation.

Design/methodology/approach

Brand concept maps were used to identify three types of differentiation. The effects of the types of differentiation on benefit evaluation and brand attachment were tested in two follow-up studies using path analysis.

Findings

A comparison of the association maps of four international brands showed instances of all three types of benefit differentiation – categorical, graded and structural benefit differentiation. The tests of effects revealed that categorical benefit differentiation had negative effects, whereas structural and graded differentiation had positive effects on benefit evaluation and brand attachment, respectively.

Research limitations/implications

The findings suggest that other types of benefit differentiation are more important than uniqueness. Future research should test the relevance and usefulness of the typology for other brands and consumer segments.

Practical implications

The new typology opens new opportunities for the differentiation of brands. Brand managers should avoid a myopic focus on uniqueness. Rather, they should analyze networks of benefit associations in detail for all three types of differentiation identified in this research and strengthen the level of structural and/or graded differentiation.

Originality/value

This research demonstrates, for the first time, the importance of two types of differentiation other than uniqueness. It also supports previous studies showing the negative effects of uniqueness on variables related to brand equity.

Details

Journal of Product & Brand Management, vol. 31 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 7 October 2013

Tore Martin Strandvik and Kristina Heinonen

Managing service brands entails managing a portfolio of brand relationships with customers and non-customers. The paper develops a framework for diagnosing the strength of…

3508

Abstract

Purpose

Managing service brands entails managing a portfolio of brand relationships with customers and non-customers. The paper develops a framework for diagnosing the strength of a service brand colored by a customer-dominant business logic perspective. The paper aims to discuss these issues.

Design/methodology/approach

Combining insights from the literature on branding, service, and relationship management, the paper develops a customer-dominant conceptual and methodological approach. Brand strength captures customers' attachment to a brand in terms of their thoughts, feelings, and actions toward the brand. Since brand strength is the configuration of customers' and non-customers' brand relationships, the paper divides the brand relationship into two components – brand connection and purchase status – to compose a brand strength map.

Findings

Grounded in customers' accumulated positive and negative experiences, the framework creates a diagnostic picture of the strength of the brand, and an illustrative empirical study demonstrates the mapping procedure's applicability to service brands.

Research limitations/implications

The approach is an alternative to a traditional measurement scale development approach. Future studies should explore the framework's adaptability to different contexts, stakeholders, and industries.

Practical implications

The distinctive model comprehensively captures the aggregate picture of customers' brand relationships, and the managerially parsimonious framework can be adapted to different service settings.

Originality/value

The framework represents a novel diagnostic tool for service companies to explore their brand's strength. The approach is unique because it adopts a customer-dominant perspective. Furthermore, it includes behavior with a relational perspective and negative responses, which reduce overall brand strength.

Details

Journal of Service Management, vol. 24 no. 5
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 13 February 2019

Hui-Ju Wang

With society’s growing environmental concern, developing a green brand identity provides cities with opportunities to enhance their competitiveness. Nevertheless, few…

1257

Abstract

Purpose

With society’s growing environmental concern, developing a green brand identity provides cities with opportunities to enhance their competitiveness. Nevertheless, few studies have explored green city branding and specifically considered the diverse perceptions of multiple stakeholders. Accordingly, this study aims to explore green city branding from the perceptions of multiple stakeholders.

Design/methodology/approach

Based on associative network theory, the study uses brand concept maps and network analysis approaches to construct and analyze the content and structure of mental models among local residents and foreign tourists for a green city brand. This study further seeks empirical support for the findings via a survey, using the sample case of Yilan County in Taiwan.

Findings

The results of this study reveal that foreign tourists possess a more diverse and heterogeneous brand perception than local residents. Additionally, the study uncovers significant green city brand associations regarding their influences on the behavioral decisions of local residents and foreign tourists.

Originality/value

This research is the first attempt to advance the knowledge of green city branding by empirically exploring the green city brand perceptions of multiple stakeholders based on associative network theory. The results provide brand researchers with different analytical perspectives on the existing knowledge about city brand perceptions and offer strategic information for city managers.

Details

Journal of Product & Brand Management, vol. 28 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Open Access
Article
Publication date: 27 July 2022

Philipp Jaufenthaler

Brands are relevant to multiple stakeholders and, as such, can have multiple meanings. Drawing on branding and stakeholder marketing theory, the purpose of this study was…

Abstract

Purpose

Brands are relevant to multiple stakeholders and, as such, can have multiple meanings. Drawing on branding and stakeholder marketing theory, the purpose of this study was to provide in-depth insights into knowledge dynamics related to the so-called family business brand across different stakeholder perspectives.

Design/methodology/approach

This study combines advanced brand concept mapping (BCM) with a scenario technique to graphically capture consumers’ and jobseekers’ brand knowledge related to the family business concept in the form of association networks.

Findings

Findings show both a shared core meaning (e.g. associations such as “tradition” or “owner-managed”) and stakeholder-specific associations (e.g. consumer perspective: “high product quality,” “handmade”; jobseeker perspective: “appreciation within the company,” “outdated”). Significantly, the results reveal detailed insights into cross-stakeholder knowledge dynamics regarding the associations’ interconnections, strength and favorability.

Originality/value

By combining BCM with a scenario technique, this study adopts an approach that is aimed at better understanding and comparing brand knowledge with respect to the family business brand across multiple stakeholder perspectives. Given the prevalence of family businesses, this research enhances the theoretical and practical understanding of a branding resource that is often available but rarely exploited.

Article
Publication date: 2 March 2015

Carolin Claudia Seitz and Jutta Roosen

Knowledge of consumers’ perception of foreign food products can be a key element for successful international marketing strategies, as operating on a regional or global…

Abstract

Purpose

Knowledge of consumers’ perception of foreign food products can be a key element for successful international marketing strategies, as operating on a regional or global level requires deep knowledge about international markets. Purchase decisions for most products are strongly linked to a person’s attitude towards these products, which are determined by beliefs and meanings associated with the product. In this context, the purpose of this paper is to analyze and compare the perception of Bavarian food products in an international context.

Design/methodology/approach

The qualitative technique of concept mapping has been used to uncover and visualise consumers’ semantic networks regarding Bavarian food products. Two European countries – Bulgaria and Romania – as well as two Asian ones – China and South Korea – are exemplary selected for this study.

Findings

The results clearly show that the two frequently mentioned associations across all four countries are the same while the other associations which were enumerated show a greater heterogeneity. Furthermore the study provides empirical evidence that the associations regarding Bavarian food products of the European countries are more similar to each other than the Asian ones. South Koreans have more indirect than direct associations with Bavarian food products and Chinese semantic networks regarding Bavarian food products are the least complex. These findings are underpinned by network analysis.

Originality/value

This study adds to the existing literature on country image by exploring international consumer’s cognitive networks regarding Bavarian food products by means of concept mapping.

Details

British Food Journal, vol. 117 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

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