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Article
Publication date: 1 January 1993

Randall G. Chapman

In traditional importance‐performance analysis, self‐reportedrelative importance weights and “own” brand performanceratings are combined to yield assessments of current…

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1056

Abstract

In traditional importance‐performance analysis, self‐reported relative importance weights and “own” brand performance ratings are combined to yield assessments of current market standing. Discusses the pressing need for comparatives to avoid major problems in brand performance assessments within traditional importance‐performance analysis. These comparatives ideally include performance assessments of competitors′ brands, although several other possibilities exist: norms provided by “own” brand past performance, comparison to an “ideal brand”, and segment comparisons.

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Journal of Product & Brand Management, vol. 2 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 13 September 2021

Leeford Edem Kojo Ameyibor, Peter Anabila and Yvonne Kabeya Saini

This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the…

Abstract

Purpose

This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the context of Ghana’s alcoholic beverages industry.

Design/methodology/approach

A sample of 196 staff across four alcoholic beverage firms in Accra, Ghana was selected using a judgemental sampling technique. A structural equation modelling approach using partial least squares was used to conduct the analyses to answer the research hypotheses.

Findings

All the hypotheses were confirmed in line with extant literature. Specifically, the study found a positive relationship between brand positioning and business performance. The study also found that brand equity partially mediates the relationship between brand positioning and business performance.

Practical implications

The study serves as a useful guide to strategy and policy formulation in branding in general and specifically on how brand positioning can be effectively deployed as a key strategy to enhance business performance.

Originality/value

The study has practical implications not only for the marketing and sale of alcoholic beverages in Ghana to achieve financial performance but also for lasting competitive advantage.

Details

International Journal of Wine Business Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 6 October 2021

Kuo-Ning Liu and Clark Hu

The purpose is to understand the importance of brand experience in the Taiwan hotel branding process; also, this study is to investigate the moderating effect of brand

Abstract

Purpose

The purpose is to understand the importance of brand experience in the Taiwan hotel branding process; also, this study is to investigate the moderating effect of brand experience on the relationship between brand positioning and non-financial brand performance in Taiwan upscale hotels, focusing on mainland Chinese tourists.

Design/methodology/approach

The structural equation modeling (SEM) analysis was used to conduct questionnaire analysis. This study examined data collected from Chinese tourists who stayed at Taiwan upscale hotels.

Findings

The brand experience of an upscale hotel brand can affect its brand image, product attributes, brand loyalty and customer satisfaction. By investigating the moderating effect of brand experience, the study revealed the brand image perceptions of hotel guests with a positive brand experience to significantly influence non-financial brand performance. The product attribute perceptions of hotel guests with a more positive brand experience were also found to have a more significant effect on nonfinancial brand performance.

Originality/value

In the highly competitive hotel industry, the application of brand experience to marketing practice has drawn much industry attention. There is a strong possibility that upscale hotel companies will eventually find value in adopting the measurement instruments and suggestions presented here to assess and guide their marketing practices.

Details

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

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Article
Publication date: 8 January 2021

Soumya Sarkar, Manali Chatterjee and Titas Bhattacharjee

This study aims to delve into the influence of corporate social responsibility on the corporate brand performance of Indian business-to-business (B2B) companies.

Abstract

Purpose

This study aims to delve into the influence of corporate social responsibility on the corporate brand performance of Indian business-to-business (B2B) companies.

Design/methodology/approach

The corporate social responsibility (CSR) practices have been measured through CSR disclosure index (CDI), generated by surveying annual reports/CSR reports/websites of 131 Indian B2B firms. The same was mapped to corporate brand performance of these firms, measured as customer-based corporate brand equity, which was measured through a questionnaire-survey of purchasing managers and users working in firms that are customers to the above-mentioned firms.

Findings

The result reveals the positive influence of CSR practices in shoring up corporate brand performance.

Research limitations/implications

CDI has been developed based on CSR reporting across the stakeholder groups. However, the impact has been mapped onto one stakeholder category, the customer. The sample period was only one year, and the data is cross-sectional. Future studies may investigate the long-term effect of CSR using longitudinal data on larger data sets.

Practical implications

This study will encourage Indian B2B firms to practice CSR not only for conforming to the regulatory requirements but also as a strategic tool in strengthening the competitive advantage.

Originality/value

It is the first study of its kind to evaluate the imprint of corporate social responsibility, measured based on CSR reporting by firms, on corporate brand performance. It looks into the return earned by firms from the resources invested in CSR activities.

Details

Journal of Indian Business Research, vol. 13 no. 2
Type: Research Article
ISSN: 1755-4195

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Article
Publication date: 19 March 2021

Flavia Braga Chinelato, Cid Gonçalves Filho and Clodoaldo Lopes Nizza Júnior

Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand

Abstract

Purpose

Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing.

Design/methodology/approach

A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3.

Findings

The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance.

Practical implications

Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance.

Originality/value

Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance.

Propósito

El rendimiento del vendedor se acepta como un factor relevante para el éxito del comercio minorista. Sin embargo, los estudios que revelan la relación entre el resultado de las ventas y la relación con la marca son escasos. El propósito de este estudio es, por un lado, demostrar empíricamente el impacto del apego a la marca del vendedor (SBA) en el resultado de las ventas y, por otro lado, identificar los mediadores de esta relación en el comercio minorista.

Diseño/metodología/enfoque

Se realizó una encuesta con una muestra de 206 vendedores de pequeños minoristas provenientes de diferentes sectores de un país emergente. El modelo estructural se analizó mediante ecuaciones estructurales basada en mínimos cuadrados (PLS-SEM) utilizando SmartPLS3.

Hallazgos

Los resultados mostraron que el SBA es esencial para impulsar el resultado de las ventas a través de dos caminos relevantes: uno siguiendo el SBA-satisfacción-rendimiento y la otra dirección siguiendo el SBA-compromiso-rendimiento. El modelo fue capaz de explicar el 63% del rendimiento.

Implicaciones prácticas

Con respecto a los pequeños minoristas, donde los propietarios, empleados y gerentes tienen niveles más altos de interacción que las grandes cadenas minoristas nacionales, los ejecutivos de marketing deben invertir en mejorar el apego a la marca y crear vínculos emocionales y cognitivos entre los vendedores y la marca. Deben desarrollar estrategias para promover la satisfacción laboral y el compromiso organizacional ya que determinan el rendimiento.

Originalidad/valor

A pesar de la relevancia de las pequeñas empresas para las economías de todo el mundo y la importancia de las relaciones de marca en los vendedores, no se ha desarrollado ningún estudio para demostrar los impactos de tales relaciones en el rendimiento de los vendedores en el comercio minorista. Además, aparte del papel central del compromiso organizacional en la investigación en ventas, este es el primer estudio que explora cómo media la relación entre el apego a la marca y el resultado de las ventas.

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Article
Publication date: 15 June 2020

Camille Pluntz and Bernard Pras

Building strong human brands inscribed in social and symbolic recognition is a strategic issue for branded individuals. In the context of film director human brands, this…

Abstract

Purpose

Building strong human brands inscribed in social and symbolic recognition is a strategic issue for branded individuals. In the context of film director human brands, this study aims to examine the respective influences of the economic and critical performance of films, on the one hand, and the professional legitimacy bestowed by internal stakeholders, on the other, on changes in human brand identity. Contrary to what is generally believed, it shows that the specific legitimacy bestowed by producers and the institutional legitimacy bestowed by elite peers mediate the effects of performance on changes in human brand identity. Brand extension (i.e. new films) incongruence and initial human brand identity moderate the effect of performance on legitimacy.

Design/methodology/approach

This study is applied to film director human brands and to their extensions through the films they make. Data were collected for 81 films, including information before and after the brand extension occurs, to capture changes in human brand identity and extension effects.

Findings

The results show that economic performance influences both specific and institutional legitimacy, whereas critical performance only impacts institutional legitimacy. These relationships are moderated by initial human brand identity and congruence. Both types of professional legitimacies also help reinforce human brand identity.

Originality/value

The study challenges the role of performance on the building of human brand identity and shows that the latter is co-constructed by the branded individual and internal stakeholders. It also enhances the key roles of global incongruence and genre incongruence in the model.

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Article
Publication date: 3 May 2016

Saku Hirvonen, Tommi Laukkanen and Jari Salo

The purpose of this study is to examine the relationship between brand orientation and business growth in business-to-business (B2B) small- and medium-sized enterprises…

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2562

Abstract

Purpose

The purpose of this study is to examine the relationship between brand orientation and business growth in business-to-business (B2B) small- and medium-sized enterprises (SMEs). The authors also explore whether this relationship is moderated by internal firm-related factors (firm age, firm size) and/or external market-related factors (market life cycle, industry type).

Design/methodology/approach

The authors develop and empirically test a conceptual model using data from 396 B2B SMEs operating in Finland. Structural equation modeling is used for testing the research hypotheses.

Findings

Brand orientation contributes to business growth via two indirect paths, the first one going through brand performance and the second one going through brand performance and customer relationship performance. However, although the effects are positive, the results reveal that the regression coefficients are relatively small, implying only a limited impact of brand orientation on growth among B2B SMEs. The results further suggest that firm age, firm size and industry type moderate the brand performance–business growth relationship, whereas market life cycle moderates the effect of brand orientation on brand performance.

Research limitations/implications

Future research could extend this study by examining brand orientation in industrial markets simultaneously with alternative strategic orientations, such as market, technology and innovation orientation. New moderator variables should also be considered, such as market or technological turbulence. Furthermore, given that this study uses a cross-sectional data set, it is recommended that future research should attempt to test the model using longitudinal data sets.

Practical implications

B2B SMEs are able to gain business growth through developing a strong brand. However, brand orientation per se appears to be of limited relevance for such an endeavor. Consequently, managers of small industrial firms should consider brand orientation only with, and in comparison to, alternative strategic orientations.

Originality/value

Brand orientation has been very rarely examined from the perspective of B2B firms or that of SMEs. Interestingly, the findings indicate that the performance benefits of brand orientation seem to be smaller among B2B SMEs than what earlier research would imply. The analysis of moderation effects offers additional insights into whether there are differences between industrial SMEs as to the relevance of brand orientation.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 4
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 20 March 2017

Timo Muhonen, Saku Hirvonen and Tommi Laukkanen

The purpose of this paper is to examine the performance effects of brand identity in small- and medium-sized enterprises (SMEs).

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3732

Abstract

Purpose

The purpose of this paper is to examine the performance effects of brand identity in small- and medium-sized enterprises (SMEs).

Design/methodology/approach

The authors examine whether brand identity mediates the relationship between brand orientation and brand performance, and further, whether brand performance leads to better financial performance. The authors also study whether these performance effects are moderated by customer type and industry type. Differing from earlier research, this study analyzes brand identity through its constituent components: brand values, brand vision and brand positioning. The data include altogether 721 effective responses from Finnish SMEs. Structural equation modeling is used for testing the research hypotheses.

Findings

Brand positioning and brand vision have a direct positive effect on brand performance, which in turn, positively affects financial performance. Brand orientation drives the components of brand identity. Importantly, there is variation in some of the relationships between brand orientation, brand values, brand vision and brand positioning across business-to-business firms and business-to-customer firms, and across firms in service industries and in production industries.

Research limitations/implications

The research is based on a single-country sample. Including additional factors for the model with the potential to moderate the described relationships is also called for. Future research could also consider new potential brand identity components currently not addressed in the paper.

Originality/value

This paper contributes to the literature by increasing the knowledge of SME branding.

Details

Journal of Product & Brand Management, vol. 26 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 13 July 2015

Darren Andrew Coleman, Leslie de Chernatony and George Christodoulides

This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand

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5008

Abstract

Purpose

This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time.

Design/methodology/approach

Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose.

Findings

Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance.

Research limitations/implications

Data were only collected from executives in the UK. This research would benefit from replicative studies.

Practical implications

This research empirically establishes the brand management activities that drive brand performance.

Originality/value

This is the first empirical study to assess the influence service brand identity has on brand performance.

Details

European Journal of Marketing, vol. 49 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 13 June 2016

Sharifah Faridah Syed Alwi, Bang Nguyen, TC Melewar, Yeat Hui Loh and Martin Liu

The purpose of this paper is to explore brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand

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6274

Abstract

Purpose

The purpose of this paper is to explore brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand loyalty and their long-term commitment. The aim is to provide a more comprehensive framework of the buyer’s behavioral response in the business-to-business context by integrating both trust elements and industrial brand attributes (brand performance and industrial brand image). In addition, the study explores the mediation effects of trust and brand attributes on industrial buyers’ responses such as loyalty and long-term commitment.

Design/methodology/approach

Using a survey approach, the study includes respondents working in the heating, ventilating and air-conditioning (HVAC) industry in Malaysia, and data are collected in the industrial air-conditioning segment. The research model was tested with SEM.

Findings

Findings show that brand performance and industrial brand image directly affect brand trust but with different effects on buyers’ commitment and loyalty. Interestingly, industrial brand image only mediates the responses via brand trust, while brand performance has a direct effect. Thus, both brand performance and industrial brand image build buyer trust. But in this context, it is brand performance rather than industrial brand image that influences long-term commitment and loyalty. The study concludes that in the HVAC industry, brand performance, industrial brand image, buyer trust, industrial loyalty and commitment build brand equity.

Originality/value

Significant research reveals that, in business-to-business contexts, brand equity depends on the supplier’s brand trust and attributes of the brand such as brand image and brand performance. While useful in guiding a supplier’s or industry’s brand strategy, the study of both brand trust and brand attributes has led to only a partial explanation of the supplier’s or industry’s brand equity. The present research explores industrial brand equity, focussing on tangible assets (performance) and intangible assets (brand image), and their joint consequences.

Details

Industrial Management & Data Systems, vol. 116 no. 5
Type: Research Article
ISSN: 0263-5577

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