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Article
Publication date: 31 August 2012

Angelina Nhat Hanh Le, Julian Ming Sung Cheng, Yueh Hua Lee and Megha Jain

The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent brand to its…

4948

Abstract

Purpose

The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent brand to its extension brand. Extension naming strategies include direct and indirect naming, while categorical fit is the similarity between an extended product and its parent brand's cognitive category. Further, the interaction effect and the relative effectiveness of various combinations of the two predictors when determining brand personality transfer are also explored.

Design/methodology/approach

A 2×2 factorial between‐subject experimental design with one covariate is used to test the proposed hypotheses. The experiment involves 242 participants from a university in Taiwan.

Findings

The findings show that consumers perceive higher brand personality transfer when a direct naming strategy is applied or when the parent brand extends to a high perceived fit product. The former is the dominant predictor of brand personality transfer. There also exists an interaction effect between extension naming strategies and categorical fit. Specifically, consumers perceive the highest brand personality transfer when a direct naming strategy is applied for a high fit extended product. Moreover, the use of a direct naming strategy for an extended product with a low categorical fit still leads to a higher degree of parent brand personality than both the other cases in which an indirect naming strategy is applied for either high or low fit extended products. Furthermore, irrespective of the degree of categorical fit, the transfer of brand personality is low when an indirect naming strategy is applied.

Originality/value

The current research is pioneer work in identifying the determinants of brand personality transfer. It also notes the interaction effect and the relative effectiveness of the determinants.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 24 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 27 August 2019

Natalia Rubio, Nieves Villaseñor and María Yagüe

The evolution of private labels (PL) is a recent trend in the retail industry: many retailers now manage a PL portfolio that includes multiple value propositions, as well as…

1959

Abstract

Purpose

The evolution of private labels (PL) is a recent trend in the retail industry: many retailers now manage a PL portfolio that includes multiple value propositions, as well as various brand name strategies. Little research has been done, however, on how this combination of PL strategies conditions the results of the retailer that manages them. This study aims to examine the formation of PL brand equity and its effect on store loyalty for retailers with differently tiered PL programs (a “better” program with standard PL vs a full PL quality spectrum with economy, standard and premium PLs) and different PL naming strategies (store-banner name or stand-alone brand name).

Design/methodology/approach

A survey (N = 644) was used to test the model in the context of the consumer goods retail industry. Exploratory factor analysis, confirmatory factor analysis and multi-group structural equation modelling techniques were used to assess the proposed model.

Findings

The results show differences in the formation of PL loyalty based on whether the retailer has a tiered PL program. In portfolios with economy, standard and premium PLs, PL associations have a stronger effect than PL awareness in the formation of PL loyalty. Portfolios with a standard PL show balanced effects of PL associations and PL awareness on PL loyalty formation. As to the positive effect of PL brand equity on store loyalty, this study also shows a stronger effect of PL brand equity on store loyalty in chains that choose to use their store banner name in their PLs.

Practical implications

Retailers that manage multi-tier PL portfolios (as opposed to those that commercialise a standard PL) can increase loyalty to the PL portfolio significantly by constructing highly differentiated images of their economy, standard and premium PLs to ensure that consumers truly perceive the different value propositions of their PL tiers. As to PL naming strategy, the authors recommend that retailers that use the same retail chain name for one or several of their PLs invest in their corporate reputation to strengthen the brand equity achieved by their PLs and thus increase loyalty to the retail chain. Retailers must perform specific communication and advertising campaigns for PLs with the stand-alone brand name.

Originality/value

Today, any reference to PLs as a whole is overly simplistic, but no research has assessed empirically differences in the influences of a multi-tiered vs a standard PL program on the PL loyalty formation for PL portfolios. Nor has any empirical research incorporated the influence of PL naming strategy on store loyalty. This study fills these gaps, integrating into the same model two significant moderating variables of retailers’ strategy: their PL tier strategy and their PL naming strategy.

Details

Journal of Product & Brand Management, vol. 29 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 15 November 2011

Yi‐Long Jaw, Ru‐Yu Wang and Carol Ying‐Yu Hsu

Although the concept of branding has been considered extensively in products and services, branding in Chinese is a relatively emerging phenomenon. This paper aims to present the…

1513

Abstract

Purpose

Although the concept of branding has been considered extensively in products and services, branding in Chinese is a relatively emerging phenomenon. This paper aims to present the enlivenment of branding in Chinese within the cross‐strait markets of Taiwan and Mainland China, which underlies various ideologies.

Design/methodology/approach

This study primarily reviews literatures of brand and brand name translation, defines the essentiality of brand naming, and outlines the branding strategies for entering cross‐strait markets. Furthermore, this study validates the using of substantially interpreted brands that support the authors' four developed propositions.

Findings

This study compares substantially interpreted brands in cross‐strait markets with a reference to commonly used translation methods. The results illustrate interesting ideologies among cross‐strait markets and can help managers achieve global brand recognition.

Research limitations/implications

Since China and Taiwan share the same Chinese culture, the qualitative method proposed by the present authors is more applicable to practitioners who are eager to pursue branding in cross‐strait markets. Thus, the relevant techniques may not be applicable to people less familiar with Chinese culture.

Practical implications

The qualitative case study provides an advisable method for branding in Chinese. The results of this study can provide greater understanding of the various ideologies in cross‐strait markets, as well as help managers achieve global brand recognition.

Originality/value

The various ideologies from branding is complex, especially for those involved with linguistic essentials. Previous research has mainly focused on managerial‐based branding and customer‐based branding. This paper extends the interest into enlivening inspirations.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 23 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 1 June 1989

C.J. Roberts and Gael M. McDonald

Increased competition in the consumer goods marketplace hasresulted in too many brands chasing too few consumers. In an attempt toease pressure on margins, and both brand and…

Abstract

Increased competition in the consumer goods marketplace has resulted in too many brands chasing too few consumers. In an attempt to ease pressure on margins, and both brand and product range profitability, marketers would be well advised to reinspect their policies towards brand naming and the attendant costs associated with those policies. Is it really necessary for each new product to be individually named? If it is, then what are the strategic and financial implications of this decision? Why is it that the practice in some companies is to resort to a string of unrelated brand names whereas the practice elsewhere is to use an umbrella family name, with or without, a brand name as a suffix? The answers to such questions are by no means obvious and closer inspection of the issues relating to naming policy fails to yield any consensus let alone a definitive approach. This article seeks to depict the alternative naming strategies engaged by marketers and to focus on those considerations that would favour a family name in preference to an individualised brand name. The article concludes with recommendations that are drawn from current literature and the experience of marketers with a view to determining those circumstances that may influence the formulation of a more appropriate naming policy.

Details

Management Decision, vol. 27 no. 6
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 1 March 2003

Ian Wilson and Yuelu Huang

In international marketing the search for suitable brand names is complicated by a number of issues. One of these is the decision as to whether to standardize, localize, or use…

Abstract

In international marketing the search for suitable brand names is complicated by a number of issues. One of these is the decision as to whether to standardize, localize, or use some form of intermediate adapted strategy. In the case of the PR China, the situation is more complex still, owing to a number of factors, but, particularly because of its completely different logographic language structure. This paper examines several of the key issues in wine brand naming and then reports an empirical study into Chinese consumers' reactions to live different naming strategies, each applied to a selection of wine brands. The results indicated that the original foreign brand name was the most appealing whilst a Translation plus Transliteration with Positive Connotation naming strategy was the second most appealing approach.

Details

International Journal of Wine Marketing, vol. 15 no. 3
Type: Research Article
ISSN: 0954-7541

Keywords

Article
Publication date: 8 February 2016

Siddhartha Sarkar, Dinesh Sharma and Arti D. Kalro

The purpose of this paper is to present different naming, packaging, and pricing strategies adopted by private label (PL) retailers in India. This study also aims to identify…

2006

Abstract

Purpose

The purpose of this paper is to present different naming, packaging, and pricing strategies adopted by private label (PL) retailers in India. This study also aims to identify preferred private label brand (PLB) categories, factors influencing their selection, and the importance of cues in evaluation of PLBs. The overall purpose is to identify important areas for future research of PLBs in the wake of organized retail growth in an emerging economy (India is the context here).

Design/methodology/approach

This study is based on in-store observations of major Indian retail chains, longitudinal analyses of customers’ shopping bills, qualitative analyses of consumer interviews, and focus group discussions.

Findings

The results indicate that retailers primarily adopt “Sub-branding” (using the store name along with a separate brand name) and “House of Brands” (using a separate brand name only) strategies to sell PLBs in the Indian market. Groceries, food and beverages, and apparel are the preferred categories in PLB. Price, quality, and convenience are the major factors influencing PLB. Taste, ingredients, packaging, price, brand name, and store name are the main factors that are used to evaluate PLBs.

Research limitations/implications

Due to the qualitative analyses and interpretation, there are limitations to this study which need to be empirically validated.

Practical implications

This research has implications for organized retailers in understanding the various strategies used for PLBs in India.

Originality/value

This study is a novel study for documenting the PLB strategies adopted by organized retailers in India. It also uses a longitudinal exploratory approach to further understanding the consumption of PLBs in India.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 February 1998

Subodh Bhat, Gail E. Kelley and Kathleen A. O’Donnell

We examined consumer reactions to new products introduced under four different brand naming scenarios. The results suggest that when consumers see a high degree of fit between the…

6307

Abstract

We examined consumer reactions to new products introduced under four different brand naming scenarios. The results suggest that when consumers see a high degree of fit between the new product and the existing brand, brand extensions, sub‐brands, and nested brands are about equally preferred. But when consumers perceive little fit, a new brand name is the most preferred, followed by nested brands, sub‐brands, and extensions, in that order.

Details

Journal of Product & Brand Management, vol. 7 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 11 November 2009

Ilan Alon, Romie F. Littrell and Allan K.K. Chan

This article reviews and discusses issues in the translation of international brand names to Chinese, and provides a framework for international brand managers who want to expand…

2233

Abstract

This article reviews and discusses issues in the translation of international brand names to Chinese, and provides a framework for international brand managers who want to expand into China. Linguistic differences between Chinese and English are wide and deep, making translation of brand names difficult. Cultural context, pronunciation, written vs. oral language, and the meaning of characters are just a few examples of such difficulties. We discuss four global product‐naming strategic alternatives available to country/brand managers, along with their usage. The four approaches include (1) dual extension, (2) brand meaning extension, (3) brand feeling extension, and (4) dual adaptation. We also provide examples of brands utilizing the different approaches.

Details

Multinational Business Review, vol. 17 no. 4
Type: Research Article
ISSN: 1525-383X

Keywords

Article
Publication date: 17 February 2023

Jasmina Ilicic and Stacey M. Brennan

Consumers often use various cues such as health stars and nutrition claims on product packaging to draw inferences regarding healthfulness. However, much less is known regarding…

Abstract

Purpose

Consumers often use various cues such as health stars and nutrition claims on product packaging to draw inferences regarding healthfulness. However, much less is known regarding the role of brand names in consumer decisions around healthfulness. The purpose of this study is to introduce angelic branding as a brand naming strategy that may act as a supernatural agent benevolence (i.e. loving, kind and merciful) prime that leads consumers to perceive that the brand’s products are healthful.

Design/methodology/approach

Study 1 examines the effect of angelic brand names on brand healthfulness perceptions. Study 2 investigates the mediating role of brand virtuousness perceptions on the relationship between angelic branding and brand healthfulness perceptions and the downstream consequences on purchase intention. Study 3 explores the moderating role of authoritarian supernatural agent belief (i.e. angry, vindictive and punishing) on the relationship between angelic branding and brand virtuousness perceptions, and subsequent brand healthfulness perceptions and purchase intention.

Findings

The results of this study demonstrate that angelic branding results in healthfulness perceptions for a healthy product (i.e. vitamins; Study 1a), an unhealthy product (i.e. cookies; Study 1b; eliminating perceptual fluency as a potential alternative explanation for the phenomenon) and across different product categories (i.e. surface spray; Study 1c). The results from Study 2 find that angelic brand names prime brand healthfulness perceptions because of the activation of brand virtuousness perceptions (not brand quality perceptions; eliminating a general halo effect as a potential alternative explanation for the phenomenon). The results of Study 3 show that strong belief in authoritarian supernatural agents attenuates the angelic brand namebrand healthfulness priming effect.

Research limitations/implications

This research is limited, as it only considers angelic brand naming and not any other benevolence cues in brand logos, such as halos and angel wings. This research is also limited in that it only considers healthfulness perceptions drawn from English angelic brand name cues and from participants within the USA and the UK.

Practical implications

This study has important implications for brand managers in the development of new brand names. Angelic brand naming is suggested as a strategy for brand managers to prime perceptions of brand virtuousness and brand healthfulness and to influence consumer behavior. However, brand managers are cautioned against the use of this brand naming strategy if it is intended to mislead or deceive consumers, resulting in detrimental effects on their health.

Originality/value

This research makes a unique and novel contribution to the literature in brand names on consumer decision-making. Angelic branding is introduced as a brand naming strategy that can act as a supernatural agent religious prime to influence perceptions of brand virtuousness, brand healthfulness and consumer behavioral intentions (i.e. purchase intention).

Details

European Journal of Marketing, vol. 57 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 30 May 2018

Salim L. Azar, Isabelle Aimé and Isabelle Ulrich

Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product…

2973

Abstract

Purpose

Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both targets, managers often struggle to capitalize on a single brand, and they hesitate between different naming strategies. This paper aims to build on brand gender literature and understand these brands’ (i.e. brands targeting both men and women) potential to adopt an endorsed brand strategy rather than a branded house strategy.

Design/methodology/approach

The paper uses a before/after experimental design to examine the effect that introducing a gender-incongruent endorsed brand (i.e. feminine endorsed brand name of masculine master brands and masculine endorsed brand name of feminine master brands) can have on consumers’ brand attitude.

Findings

First, adopting an endorsed brand strategy increases the perceived brand femininity of masculine master brands, but there is no increase in feminine master brands’ perceived brand masculinity. Second, this strategy has a negative impact on consumer attitude toward the master brand, with a stronger negative effect for feminine master brands than for masculine master brands, which is mediated by the brand gender perception change. Third, a negative feedback effect on the brand’s gender-congruent users is revealed.

Research limitations/implications

One limitation of this work is that the focus is on one sole extrinsic brand characteristic (i.e. brand name) in our experimental design, which artificially influences the relative brand name importance for consumers. Moreover, the studies offered a short text to introduce the renaming. This may have made the respondents focus on the brand more than they would have in real-world conditions.

Practical implications

This research provides many insights for masculine or feminine mixed-target brands managers in symbolic product categories, as it shows that changing from a branded house strategy to an endorsed brand strategy appears to be unsuccessful in the short run, regardless of master brand’s gender. Moreover, the study reveals negative feedback effects on the attitude toward the initial master brand, following its renaming, in the short run.

Originality/value

This research provides a warning to managers trying to gender-bend their existing brands because it can lead to brand dilution. It also emphasizes the asymmetrical evaluation of masculine vs feminine master brands, as manipulating a brand’s perceived masculinity appears very difficult to do successfully.

Details

European Journal of Marketing, vol. 52 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

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