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1 – 10 of over 1000Armand Armand Gilinsky and Raymond H. Lopez
In October 2004, Mr. Richard Sands, CEO of Constellation Brands, evaluated the potential purchase of The Robert Mondavi Corporation. Sands felt that Mondavi's wine beverage…
Abstract
In October 2004, Mr. Richard Sands, CEO of Constellation Brands, evaluated the potential purchase of The Robert Mondavi Corporation. Sands felt that Mondavi's wine beverage products would fit into the Constellation portfolio of alcohol beverage brands, and the opportunity to purchase Mondavi for a highly favorable price was quite possible due to recent management turmoil at that company. However, should it be purchased, strategic and operational changes would be necessary in order to fully achieve Mondavi's potential value. In making a decision, students need to consider the attractiveness of the wine industry, its changing structure, its share of the overall market for beverages, and rival firms' strategies. As rival bidders may emerge for Mondavi's brands, Constellation must offer a price that demonstrates its serious intent to acquire Mondavi.
Andrea Geissinger and Christofer Laurell
The purpose of this paper is to explore the effects of fashion weeks on brand constellations of participating fashion companies in social media.
Abstract
Purpose
The purpose of this paper is to explore the effects of fashion weeks on brand constellations of participating fashion companies in social media.
Design/methodology/approach
The study analyses how brand constellations take form for seven Swedish fashion companies before, during and after Fashion Week Stockholm. In total, 3,449 user-generated contents referring to the sampled brands were collected and analysed.
Findings
On average, brand constellations of participating companies are increasingly incorporating other participating brands as a result of the fashion week. Based on the presented results, four brand constellation outcomes for participating fashion companies are identified: brand constellation amplification, concentration, division and dilution.
Research limitations/implications
As this paper is focussed on the Swedish market, additional results from fashion weeks taking place in other cities would be beneficial to verify the four brand constellation outcomes.
Practical implications
The results question the resilience of professionally curated brand constellations due to the emergence of user-driven constellations that also shape the position of fashion brands. Therefore, this development can potentially have a considerable impact on often carefully orchestrated brand positioning strategies executed by fashion companies.
Social implications
Digitally fuelled interdependences of brand constellations by professionals and consumers attest to the dilution of borders between consumers and producers.
Originality/value
This paper contributes to the field of fashion marketing and management by identifying four different brand constellation outcomes in social media for participating fashion companies as a result of fashion weeks and how to managerially handle these respective outcomes.
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Richard L. Flight and Kesha K. Coker
The purpose of this paper is to examine the role that enduring consumer emotional traits play in brand constellation formation. Theories of self-image and brand-image congruence…
Abstract
Purpose
The purpose of this paper is to examine the role that enduring consumer emotional traits play in brand constellation formation. Theories of self-image and brand-image congruence are used as the foundation to explain how complex brand constellations are a reflection of emotional dispositions.
Design/methodology/approach
A clustering technique based on 24 consumption emotion set items was used to analyze data from 287 consumers and 66 different consumer brands. A conjoint analysis was also performed to examine the degree of brand congruence within each cluster.
Findings
Results reveal four unique consumer clusters (Sad, Passionate, Joyful, and Balanced Middle) with unique brand constellations and differing degrees of brand congruence. Of significance is the Sad cluster, which shows a strong brand congruence to seemingly hedonic products.
Research limitations/implications
Given the nature of self-reported data, an inherent potential bias because of a single source for both dependent and independent variables exists. Also, this research design is based on an inductive form of reasoning, and thus, results may not be falsifiable.
Practical implications
Implications of brand constellations based on emotional dispositions for marketing theory and practice are discussed. Given this exploratory research on brand constellations defined by emotional disposition, limitations and avenues for future research are also presented.
Social implications
In this paper, the consumer’s enduring psychological traits act as the grouping mechanism, and from this psychometric profile, brands group to reflect the collective self-image of consumers based on emotional disposition. By introducing the emotional disposition approach to constellation formation, the authors demonstrate that psychometric variables offer a new methodology by which brands may be categorized.
Originality/value
Using a cluster analysis to essentially reverse-engineer consumption patterns is novel and reflects a valid approach toward demonstrating how otherwise unrelated brands may be consumed together.
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This article aims to advance comprehension of corporate brands via the adoption of identity‐based perspectives of corporate brands. It aims to outline a normative, diagnostic…
Abstract
Purpose
This article aims to advance comprehension of corporate brands via the adoption of identity‐based perspectives of corporate brands. It aims to outline a normative, diagnostic, model of corporate brand management – The AC4ID Test. The origins of the model date back to the late 1990s. The model is predicated on the need to understand the seven identity types forming a corporate brand constellation. The seven corporate brand identity facets are the actual, communicated, conceived, covenanted, cultural, ideal and desired corporate brand identities. As a general but not an absolute rule there should be meaningfully strategic alignment between the corporate brand and other identity modes in the corporate brand constellation. The notion of temporal misalignment is also articulated. Temporal misalignment is important since different identity types inhabit diverse time frames and, sometimes, temporal misalignment can be perilous (it is often a necessary dynamic too). The notion of the identity‐wheel of change is articulated: a change of one identity may trigger a chain reaction throughout the corporate brand identity constellation.
Design/methodology/approach
This article is enlightened by extant research and conceptualisations on corporate brands and corporate branding theories. It is also informed by recent, cross‐disciplinary reviews of the identity literatures. The AC4ID Test framework incorporates recent insights vis‐à‐vis the diagnostic framework in corporate branding contexts.
Findings
Adopting identity‐based perspectives of corporate brands provides an advance in terms of our comprehension of them. A corporate brand can be viewed as a distinct identity type. An identity mode that is capable of being separate and divisible from the corporate identity from which it is derived. Corporate brands have multiple/attendant identities, which may be characterised as a constellation of corporate brand identities: these identities inform the identity of the AC4ID Test of Corporate Brand Management.
Originality/value
The AC4ID Test corporate brand identity framework outlined in this article draws on recent advances in the field and adapts earlier versions of the framework so that it has a utility for the corporate branding domain.
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Wafa Hammedi, Jay Kandampully, Ting Ting (Christina) Zhang and Lucille Bouquiaux
The emergence and success of online brand communities in the marketplace have attracted considerable interest; this study seeks to determine the conditions in which people create…
Abstract
Purpose
The emergence and success of online brand communities in the marketplace have attracted considerable interest; this study seeks to determine the conditions in which people create social environments by investigating the drivers of connections to a focal online brand community and other brand communities. The purpose of this paper is to investigate the composition of multi-community networks, focussing on the density and centrality of brand communities.
Design/methodology/approach
On the basis of insights from prior literature, the proposed model examines customers’ social relationships with multiple brand communities. A survey of 290 participants spans eight brand communities. The modeling process used structural equation modeling; the analysis of the social relationship among brand communities relied on an ego network approach.
Findings
Two drivers prompt connections to other online brand communities. First, personal identification with a core brand community enhances connections to other communities. Second, some core brand members choose a functionality-driven approach in creating social environments.
Practical implications
For marketers, this study highlights the importance of positioning the brand community as part of a social environment. To strengthen customer-brand relationships, marketers should focus on community members’ multiple memberships.
Originality/value
This paper extends understanding of online brand community members’ motivations to participate in a focal brand community. It also explains the creation of a social environment, through a careful consideration of participation in different brand communities and their relationships.
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Laura Di Pietro, Bo Edvardsson, Javier Reynoso, Maria Francesca Renzi, Martina Toni and Roberta Guglielmetti Mugion
The purpose of this paper is to explore why innovative service ecosystems scale up, using a service-dominant logic lens. The focus is on identifying the key drivers of the…
Abstract
Purpose
The purpose of this paper is to explore why innovative service ecosystems scale up, using a service-dominant logic lens. The focus is on identifying the key drivers of the scaling-up process as the basis for a new conceptual framework on the scaling up of service innovations.
Design/methodology/approach
An inductive research design is used to zoom in on two innovative service ecosystems, Eataly and KidZania, to identify the key drivers that can explain why innovations scale up. For both companies, the triangulation of semi-structured interviews, archival sources and in-store observations is used as complementary data sets. Multiple investigators and multiple coders have been involved in the data collection, coding process and analysis.
Findings
An extended conceptualization of service innovation is obtained, grounded in a framework of four drivers of scaling up: effectuation as the basis for creating the value proposition; sensing and adapting to local contexts; the reconfiguration and alignment of resources and forms for collaboration between actors; and values’ resonance.
Originality/value
This study represents one of the first empirical investigations of the key drivers of the scaling up process of service innovations. The paper contributes with a conceptualization of service innovation and why scaling-up processes emerge, emphasizing the existence of multiple constellations of four drivers.
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Colin Jevons, Mark Gabbott and Leslie de Chernatony
To provide a conceptual framework to help researchers and managers understand the complex factors affecting the associations between brands.
Abstract
Purpose
To provide a conceptual framework to help researchers and managers understand the complex factors affecting the associations between brands.
Design/methodology/approach
Brand extension, co‐branding and other associative techniques together with an increasingly communicative environment are resulting in an increasingly complex set of networks and relationships between brands, with singular and multiple relationship forms. There are two key perspectives on these complex relationships, that of the customer and that of the brand owner, i.e. what is seen at the point of transaction and what is expressed by the various brand constructors. Two key perspectives on brand relationships are used that of the customer and that of the brand owner, to describe and discuss an analytical classification of these relationships.
Findings
A conceptual synthesis of the dynamics of brand networks and business relationships is presented and a 2 × 2 matrix is developed to classify and describe the four categories that emerge.
Practical implications
Different management strategies for different types of business‐brand relationships are suggested.
Originality/value
The conceptual synthesis is new and some uses of the classification for researchers and brand managers are suggested.
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The purpose of this paper is to analyze and discuss the strategic positioning of associations that can be established between a corporate brand and entities in its surrounding…
Abstract
Purpose
The purpose of this paper is to analyze and discuss the strategic positioning of associations that can be established between a corporate brand and entities in its surrounding network such as brands, product categories, persons, places and institutions.
Design/methodology/approach
A semiotic approach is used to describe image transfer processes between the corporate brand and other entities. The paper provides a structure to leverage the corporate brand in different product market contexts.
Findings
The paper offers the “corporate brand association base model” as a conceptual framework for brand‐to‐brand collaboration. The model structures how a corporate brand can develop more expansive brand architecture through transfer of image from sources of brand equity in the internal brand hierarchy and surrounding brand network.
Practical implications
A useful source for brand managers in the process of co‐positioning corporate brands and assessing risks, in relation to brands, product categories, persons and institutions. The framework will make it easier for brand managers to design strategic brand alliances.
Originality/value
The value of this study is that it has presented a model that adds depth and texture to the current academic discussion of corporate brand capitalization, by introducing a balance between in‐house leverage and external leverage of the corporate brand.
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Mexico has the fifth-highest level of overall beer consumption in the world, the United States the second. Mexico accounts for most US beer imports and US sales dominate Mexican…
Details
DOI: 10.1108/OXAN-DB282583
ISSN: 2633-304X
Keywords
Geographic
Topical
Sarena Saunders and Michel Rod
This paper aims to augment traditional investigations of consumer‐brand relationships and suggest alternative ways to consider these interactions. Specifically, the paper employs…
Abstract
Purpose
This paper aims to augment traditional investigations of consumer‐brand relationships and suggest alternative ways to consider these interactions. Specifically, the paper employs consumer associative networks for the purpose of uncovering how various stakeholders perceive the Pharmacy Guild of New Zealand brand subsequent to the implementation of a programme designed to enhance consistency of its brand.
Design/methodology/approach
The paper utilises semi‐structured interviews in a focus group setting to solicit attitudes, opinions and general feedback regarding a new service concept called the Supporting Independent Living (SIL) Program, recently developed by the Pharmacy Guild of New Zealand (PGNZ). Results are interpreted utilising community branding and network approaches, such as associative network theory.
Findings
The importance of utilising an associative network approach in investigating brand‐customer relationships is supported. This helps to identify the relationships between firms and their brands and the impact that this has on the brand development of existing, or newly‐created services.
Originality/value
The managerial implications include the suggestion of using a stakeholder approach once the SIL concept is fully operational; particularly focusing on how the brand association information is flowing back to the PGNZ parent brand and how various stakeholders (based on their salience) perceive their relationship with the brand.
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