Search results
1 – 10 of over 36000Elaine Wallace, Isabel Buil and Sara Catalán
This study explores consumers' self-congruence with luxury fashion brands they mention on Facebook. It investigates the extent to which those brands are congruent with the actual…
Abstract
Purpose
This study explores consumers' self-congruence with luxury fashion brands they mention on Facebook. It investigates the extent to which those brands are congruent with the actual self (ASC) or the ideal self (ISC), and whether ASC or ISC of luxury fashion brands on Facebook predicts purchase intention. It also examines trait antecedents of both ASC and ISC Facebook mentions of luxury fashion brands, specifically materialism, self-monitoring and self-esteem.
Design/methodology/approach
Findings are presented from a survey of Facebook users who mention luxury fashion brands on the social medium.
Findings
Self-esteem was revealed as an antecedent of ASC luxury fashion brands mentioned on Facebook, while materialism and high self-monitoring predicted ISC luxury fashion brands. Only ASC luxury fashion brands mentioned online were positively associated with purchase intention.
Research limitations/implications
Results are exploratory, and they are limited to those who are active Facebook users and who mention a luxury fashion brand on Facebook.
Practical implications
The study offers implications for managers of luxury fashion brands seeking to utilise Facebook to enhance the purchase intention for their brands or to increase the idealisation of the brand.
Originality/value
The paper provides new insights into the relationship between self-congruent mentions of luxury fashion brands on Facebook and purchase intention of those brands, distinguishing between ISC and ASC. This research also offers valuable and useful insights into ISC and ASC antecedents.
Details
Keywords
Bram Roosens, Nathalie Dens and Annouk Lievens
This paper aims to assess the effects of explicit partner brand mentions (as opposed to a mere partnership mention) in communications by brand allies on consumers’ purchase…
Abstract
Purpose
This paper aims to assess the effects of explicit partner brand mentions (as opposed to a mere partnership mention) in communications by brand allies on consumers’ purchase intention and willingness to pay for an innovation, as mediated by the perceived relational embeddedness of the allies and their respective perceived corporate credibility. In Study 1, the authors investigate the effects of (reciprocal) explicit brand mentions by both allies (as opposed to by a single ally) and further test whether explicit brand mentions moderate spillover effects from the ally. In Study 2, the authors investigate the effect of reciprocity of explicit brand mentions and whether this is moderated by a company’s experience.
Design/methodology/approach
The authors conduct two online experiments. Study 1 (N = 216) is a four-level between-subjects experiment (single communication by Partner A with explicit brand mention, single communication by Partner B with explicit brand mention, explicit brand mentions by both allies and mere partnership mention by both allies) where participants judge a social alliance related to a new tablet. Study 2 (N = 376) builds upon these findings in a 4 (explicit brand mentions by both allies; mere partnership mention by both allies; explicit brand mention by Partner A, mere partnership mention by Partner B; explicit brand mention by partner B, mere partnership mention by Partner A) × 2 (Partner A experience: established vs startup) between-subjects experimental design for a co-created battery.
Findings
Spillover effects from one ally to the other are stronger with explicit brand mentions than with a mere partnership mention. There is no added value of two allies communicating over one, provided that both partners explicitly mention their partner brand. However, when allies do communicate separately, it is crucial that an explicit brand mention is reciprocated. This effect is explained by an increase in the perceived relational embeddedness of the partners, which in turn positively influences their corporate credibility. This effect does not differ depending on a company’s experience.
Originality/value
This research is one of the first to study effects of how a brand alliance is communicated and extends previous studies on the effects of communication about brand and co-creation alliances by demonstrating that communications moderate spillover effects, that brand mention reciprocity is crucial, and by introducing the concept of perceived relational embeddedness.
Details
Keywords
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…
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
Keywords
Robert Kozielski, Michał Dziekoński and Jacek Pogorzelski
It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s…
Abstract
It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.
The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.
Details
Keywords
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…
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
Keywords
More and more artists mention brand names in their song lyrics; yet, their motivation to do so might differ. While some artists mention brand names out of brand love, other…
Abstract
Purpose
More and more artists mention brand names in their song lyrics; yet, their motivation to do so might differ. While some artists mention brand names out of brand love, other artists mention brand names against financial compensation. As media often discloses such brand name placements, the purpose of this paper is to explore consumer reactions to paid versus unpaid brand name placements in song lyrics.
Design/methodology/approach
A three-group between-subjects experiment (paid brand name placement, unpaid brand name placement, control group) tests the effects of brand name placement disclosures in song lyrics on brand attitudes and brand awareness. The song was developed specifically for the purpose of this study.
Findings
Consumer awareness about paid brand name placements in song lyrics has positive effects on brand awareness, while having no negative effects on brand attitudes. More specifically, consumer brand awareness is significantly higher in the paid brand name placement condition than in the unpaid brand name placement condition, or the control condition. Brand attitudes increased in both the paid and unpaid brand name placement conditions, compared to the control condition.
Originality/value
This paper contributes to a better understanding of brand name placement in song lyrics. Counterintuitively, consumer awareness about paid brand name placements in song lyrics actually has positive effects on consumers’ brand awareness and no negative effects on brand attitudes. Moreover, any disclosure – regardless of whether it concerns a paid or unpaid brand name placement – increases brand attitudes. This study thus shows that marketing managers should not fear media disclosing brand name placements in song lyrics.
Details
Keywords
Violetta Wilk, Geoffrey N. Soutar and Paul Harrigan
This paper aims to offer insights into the ways two computer-aided qualitative data analysis software (CAQDAS) applications (QSR NVivo and Leximancer) can be used to analyze big…
Abstract
Purpose
This paper aims to offer insights into the ways two computer-aided qualitative data analysis software (CAQDAS) applications (QSR NVivo and Leximancer) can be used to analyze big, text-based, online data taken from consumer-to-consumer (C2C) social media communication.
Design/methodology/approach
This study used QSR NVivo and Leximancer, to explore 200 discussion threads containing 1,796 posts from forums on an online open community and an online brand community that involved online brand advocacy (OBA). The functionality, in particular, the strengths and weaknesses of both programs are discussed. Examples of the types of analyses each program can undertake and the visual output available are also presented.
Findings
This research found that, while both programs had strengths and weaknesses when working with big, text-based, online data, they complemented each other. Each contributed a different visual and evidence-based perspective; providing a more comprehensive and insightful view of the characteristics unique to OBA.
Research limitations/implications
Qualitative market researchers are offered insights into the advantages and disadvantages of using two different software packages for research projects involving big social media data. The “visual-first” analysis, obtained from both programs can help researchers make sense of such data, particularly in exploratory research.
Practical implications
The paper provides practical recommendations for analysts considering which programs to use when exploring big, text-based, online data.
Originality/value
This paper answered a call to action for further research and demonstration of analytical programs of big, online data from social media C2C communication and makes strong suggestions about the need to examine such data in a number of ways.
Details
Keywords
Gustav Puth, Pierre Mostert and Michael Ewing
The processes of consumer perception and decision making remain relatively complex phenomena despite the depth of research undertaken in the area. One way in which these processes…
Abstract
The processes of consumer perception and decision making remain relatively complex phenomena despite the depth of research undertaken in the area. One way in which these processes may be influenced is through the explicit mentioning of product attributes in advertising. This study investigates consumer perceptions of mentioned product attributes in magazine advertising for a specific product category. Results confirm a clear relationship between attributes specifically mentioned in advertising for the three selected brands and respondents’ rating of those attributes against evaluative criteria for the product category. Factor analyses of respondents’ ratings indicate a clear convergence of factors extracted and the mentioned attributes for each brand.
Details
Keywords
As the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical…
Abstract
As the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical testing, are derived from the perspective of brand practitioners, and pay little attention to the branding of services. This study seeks consumer‐based information via qualitative methods regarding brand dimensions that hold meaning to consumers for both branded products and branded services. The results indicate a number of key dimensions to be such as core product/service, experience with brand, image of user, important to consumers for both goods and services. Dimensions such as feelings, and self‐image congruence, were found to be important only in terms of branded products, while word‐of‐mouth, servicescape, and employees, held importance with respect to branded services. The results provide a platform upon which future research can be built.
Details
Keywords
Mana Farshid, Anthony Chan and Deon Nel
The rise of social media and its resultant impact on brand management has become a critical factor in guarding the reputation of the firm. Consumer‐generated content has the…
Abstract
Purpose
The rise of social media and its resultant impact on brand management has become a critical factor in guarding the reputation of the firm. Consumer‐generated content has the potential to spread rapidly over social networks and the implications are that advertising as traditionally used by brand managers, now offers little control over the communication message. Brand managers need a better tool to gauge the changing mood in social media conversations. The purpose of this paper is to suggest a powerful method, Chernoff Faces, to compare six Sauternes wine brands based on social conversation measurement.
Design/methodology/approach
This study describes a source of data relating to wine brand visibility in social media, and then presents a simple yet powerful graphical tool for portraying this information. This tool facilitates the communication, understanding, and assimilation of the relevant information.
Findings
The findings of this paper are presented in six social media wine faces. Facial features are allocated to eyes, facial line, hair density and others to reflect “Social Mention” data measuring brand strength, positive and negative sentiment and related elements such passion for the brand. A brief subjective interpretation of the differences between the wine brands offers a match between Chernoff faces representation and historical data on the brands being compared.
Research limitations/implications
The paper has some limitations related to the dynamic nature of social media. This study provides more of a snapshot in time rather than an ultimate set of results. Future research could be done by closely monitoring the results for a set of brands over a period. A new option to overcome this by using longitudinal data is offered as a option in future research.
Originality/value
Since social media are multi‐dimensional and attempts to understand conversations it requires tracking different measures simultaneously. It is important to find the best way to portray and communicate this data so that wine marketing decision makers can quickly and easily compare changes in brand images. Using faces to accomplish this is an easy and novel way compared to more demanding multidimensional scaling techniques.
Details