Search results
1 – 10 of over 3000This study aims to investigate the effects of type of message (information/buy), the moderating effects of fit (high/low) and salience (brand vs cause) and the mediating effects…
Abstract
Purpose
This study aims to investigate the effects of type of message (information/buy), the moderating effects of fit (high/low) and salience (brand vs cause) and the mediating effects of attributions of partner motives in cause marketing advertisements.
Design/methodology/approach
Two experiments, one with students and the second with a more representative sample of the population were used to investigate the effects. ANOVA and structural equation modeling were used to test the relationships.
Findings
Fit and salience were found to be key moderators on the effect of type of message on consumer responses. While brands can use a buy message when they are salient, this benefits them only when fit is high. For informational messages, cause salience leads to positive outcomes, especially when fit is low. Further, consumer attributions of partner motives mediate responses to the advertisement.
Research limitations/implications
Type of message is an important variable that needs to be selected with care. However, the moderating effects of fit and salience and the mediating effects of consumer attributions of partner motives may be able to overcome type of message.
Practical implications
Initial partner selection is critical for the brand. A second key factor is inferences due to the specific message, fit and salience. Nonprofit firms have less to worry about fit compared to brands as attitude and behavioral intentions are high under both fit conditions.
Social implications
Cause marketing can be used successfully to benefit both brand and cause simultaneously.
Originality/value
This study examines the effects for both brands and causes and suggests ways in which both can benefit, leading to a winâwin situation. This is an important contribution to the cause marketing field.
Details
Keywords
Gary Gregory, Liem Ngo and Ryan Miller
The purpose of this study develops and validates a model of new donor decision-making in the charity sector. Drawing upon dual process theory, the model incorporates brand salience…
Abstract
Purpose
The purpose of this study develops and validates a model of new donor decision-making in the charity sector. Drawing upon dual process theory, the model incorporates brand salience and brand attitude as antecedents of brand choice intention, moderated by donor decision involvement.
Design/methodology/approach
Study 1 generates measures using interviews with marketing, media and research managers, and new donors from two international aid and relief organizations. Study 2 uses an experimental design to first test scenarios of disaster relief, and then validate and confirm a new donor decision model using large-scale consumer panels for the international aid and relief sector in Australia.
Findings
The results replicated across four leading international aid-related charities reveal that brand salience is positively related to brand choice intention through the mediating effect of brand attitude. Furthermore, the effect of brand salience on brand choice intention is significantly stronger when donor decision involvement is low. Conversely, the effect of brand attitude on brand choice intention is stronger for higher levels of donor decision involvement.
Practical implications
Managers should understand the importance of brand salience/attitudes and the implications for the communication strategy. Managers should also strive to understand the level of decision involvement and the relative influence of brand attitude/salience on brand choice intention.
Originality/value
This study advances the literature on charitable giving by proposing and testing a moderated mediation model of donor choice when selecting a charity for donation. Findings provide new insights into the extent to which brand salience, brand attitude and donor decision-making influence how new donors choose between charities for donation.
Details
Keywords
Luai E. Jraisat, Mamoun N. Akroush, Ruba Jaser Alfaouri, Laila T. Qatu and Dina J. Kurdieh
The purpose of this paper is to examine an integrated model of perceived brand salience, perceived brand quality, perceived brand image and perceived brand loyalty in the Dead Sea…
Abstract
Purpose
The purpose of this paper is to examine an integrated model of perceived brand salience, perceived brand quality, perceived brand image and perceived brand loyalty in the Dead Sea tourism destination of Jordan from international touristsâ perspectives.
Design/methodology/approach
A structured and self-administered survey was employed targeting international tourists who were visiting the Dead Sea tourism destination. The authors delivered 300 questionnaires to international tourists, from which 237 were retained and valid for the analysis. A series of exploratory and confirmatory factor analyses was used to assess the research constructs dimensions, unidimensionality, validity and composite reliability. Structural path analysis was also used to test the hypothesized relationships of the research model.
Findings
The structural findings show that perceived brand salience has positively and significantly affected each of perceived brand quality and perceived destination loyalty. Perceived brand quality has positively and significantly affected each of perceived brand image-physical environment, perceived brand image-people characteristics and perceived destination loyalty. Each of perceived brand image-physical environment and perceived brand image-people characteristics has positively and significantly affected perceived destination loyalty. The structural findings indicate that perceived brand quality has exerted the strongest effect on each of perceived brand image-physical environment and perceived brand image-people characteristics. Further, the structural results show that R2 result of 0.48 indicates that 48 per cent of variation in perceived destination loyalty was caused by perceived brand quality, perceived brand image dimensions (physical environment and people characteristics) and perceived brand salience path.
Research limitations/implications
This paper has examined only three drivers of destination loyalty; meanwhile, other factors such as touristsâ satisfaction and retention are potential areas of future research. Also, this study investigated international touristsâ perspectives in the Dead Sea tourism destination only, which means that its generalization potential to other destinations is limited. Therefore, comparative studies inside and outside Jordanâs tourism destinations are potential areas of future research. Other limitations and future research areas are also outlined.
Practical implications
The paper highlights the strategic importance of perceived brand quality and perceived brand image dimensions (physical environment and people characteristics) on perceived destination loyalty. Perceived brand quality acts as strong antecedent to perceived brand image dimensions, and perceived brand salience is an essential element of perceived destination loyalty. Perceived brand quality, perceived brand image dimensions and perceived brand salience are major drivers of perceived brand destination in an integrated manner. Also, perceived brand image dimensions of the physical environment and people friendless and kindness are also vital for creating perceived destination loyalty. Further, an integrated model of perceived brand salience, perceived brand quality, perceived brand image dimensions and destination loyalty is required by tourism organizations operating in the Dead Sea destination to win international tourists now and in the future.
Originality/value
This paper represents an early attempt to reveal and examine potential drivers of perceived destination loyalty in the Dead Sea, Jordan. Accordingly, it should shed more light into the strategic role of perceived brand quality, perceived brand salience and perceived brand image dimensions and how they affect perceived destination loyalty. Further, the paper is the first of its kind that investigated an integrated model of perceived brand salience and perceived destination loyalty via perceived brand quality and image dimensions from international tourist perspectives in Jordan. The main issue here is that tourism organizations operating in the Dead Sea tourism destination have now valuable empirical evidence concerning the drivers of perceived destination loyalty from international touristsâ perspectives.
Details
Keywords
Jean Boisvert and Suzan Burton
The purpose of this paper is to test and model the effect of parent brand salience, branding strategy and extension innovativeness positioning on the extent of transfer of…
Abstract
Purpose
The purpose of this paper is to test and model the effect of parent brand salience, branding strategy and extension innovativeness positioning on the extent of transfer of associations from the parent brand to a brand extension.
Design/methodology/approach
A field experiment based on a 2Ă2Ă2 betweenâsubjects completely randomized factorial design involving 808 consumers was conducted. Three factors were manipulated: parent brand salience, product innovativeness, and the branding strategy.
Findings
The paper finds that, in addition to the main effects of salience and the branding strategy, all three factors jointly influence the extent of transfer of associations from a parent brand to an extension.
Research limitations/implications
Despite the external validity of a natural experiment, some uncontrolled factors may have influenced the results. Also, transfer was assessed within time constraints (i.e. the time to complete the survey). The âdurationâ of any transfer effect is likely to be related to the ad exposure, which could be tested in future research.
Practical implications
The findings are important for line extension development since they suggest that the launch of an extension can be designed to maximize or minimize transfer of brand associations from the parent brand to a new line extension, depending on the specific marketing objectives for the parent brand and/or extension.
Originality/value
This paper fills an important gap in the literature in terms of identifying product innovativeness, parent brand salience and the branding strategy as synergistic factors affecting transfer of brand associations for parent brands to their extensions.
Details
Keywords
Hervé Remaud and Larry Lockshin
The purpose of this paper is to discuss how a wine region should develop and position its brand using the best worst scaling (BWS) approach. A better understanding of the features…
Abstract
Purpose
The purpose of this paper is to discuss how a wine region should develop and position its brand using the best worst scaling (BWS) approach. A better understanding of the features that characterize a wine region is critical when raising the profile of a region and trying to capture wine consumersâ share of mind.
Design/methodology/approach
In this study, the degree of importance was measured of 13 features that can represent and characterize a wine region currently perceived as commodityâbased, using a questionnaire designed for the BWS approach.
Findings
The results mainly showed key similarities between the consumers and wine professionals regarding the features that can activate to raise the profile of the region. Findings also contradict the positioning recommended by industry groups and consultants.
Research limitations/implications
Using an original way to assess and measure features that would support regional brand salience, these findings confirmed the importance given to geographical names as well as activating a set of features.
Practical implications
The paper's findings suggest that the Riverland or any commodityâbased wine region would benefit from using a set of features in order to build their brand salience than relying on one single feature.
Originality/value
This paper provides preliminary findings showing the relevance of using the BWS approach when developing the key positioning messages for a wine region, or for other brands.
Details
Keywords
Amelie Guevremont and Bianca Grohmann
â This paper examines to what extent consonants in brand names influence consumersâ perceptions of feminine and masculine brand personality.
Abstract
Purpose
This paper examines to what extent consonants in brand names influence consumersâ perceptions of feminine and masculine brand personality.
Design/methodology/approach
Four experiments empirically test the influence of consonants on feminine and masculine brand personality. The experiments involve different sets of new brand names, variations regarding the consonants tested (the stops k and t, the fricatives f and s), as well as different locations of the focal consonant in the brand name.
Findings
Consonants influence consumersâ brand perceptions: brand masculinity is enhanced by stops (rather than fricatives), and brand femininity is enhanced by fricatives (rather than stops). Consonants specifically affect feminine and masculine brand personality, but not other brand personality dimensions. Consumersâ responses to brand names and resulting brand gender perceptions (i.e. likelihood to recommend) were moderated by salience of masculinity or femininity as a desirable brand attribute.
Practical implications
This research has implications for brand name selection: consonants are effective in creating a specifically masculine or a feminine brand personality.
Originality/value
This research is the first to specifically link consonants and feminine/masculine brand personality. By specifically examining consonants, this research extends the marketing literature on sound symbolism that is characterized by a focus on vowels effects. This research is also the first to address whether the position of the focal phoneme in the brand name matters.
Details
Keywords
Argho Bandyopadhyay, John Hall, Ho Yin Wong, Larry Lockshin, Yunen Zhang and Park Thaichon
This study aims to empirically validate the holistic consumer-based brand equity (CBBE) framework and establishment of the cross-over effect using consumer preferences for wine…
Abstract
Purpose
This study aims to empirically validate the holistic consumer-based brand equity (CBBE) framework and establishment of the cross-over effect using consumer preferences for wine âregions.â
Design/methodology/approach
The authors utilize a sample of 275 regular wine purchasers in Australia, who were aged above 30Â years old and had consumed regional wine in the last 3 months through an online consumer panel survey.
Findings
By testing competing CBBE models, the main research model was found to have the greatest predictive ability, due to its inclusion of both the rational and emotional paths and the cross-over effect between consumer brand judgment and brand feeling. This paper indicates that consumers enhance brand equity and develop a strong ongoing relationship with regional wine brands by simultaneously engaging in both mental behavior paths, where, in the meantime, rational processing has a cross-over effect on emotional processing.
Originality/value
This study expands the brand management literature by answering the future research on the CBBE model identified by Hall et al. (2021). Moreover, it establishes the underexplored cross-over effect within the CBBE literature. Furthermore, it adds to the marketing and wine-marketing literature by extending the concept of the brand to other attributes in consumer choice, such as a wine region as outlined by Giacomarra et al. (2020). Thus, this study advances the existing branding knowledge in a practical sense, which enables regional wine marketers and wine retailers to undertake promotional and product development strategies accordingly.
Details
Keywords
Jony Oktavian Haryanto, Manuela Silva and Luiz Moutinho
â This study aims to explore the main features contributing towards the formation of brand loyalty among children, using a neural network topology.
Abstract
Purpose
This study aims to explore the main features contributing towards the formation of brand loyalty among children, using a neural network topology.
Design/methodology/approach
The paper used an exploratory study using a semi-structured interviewed with children, psychologist and head of the school. This paper uses survey to collect data and analysed using artificial neural networks (ANNs).
Findings
Several interesting insights emerge in respect of childrenâs consumer behavior and, in particular, the factors of emotional authenticity, brand partnerships, brand relationship, brand salience and brand personality in the priming of childrenâs brand loyalty emerge as important factors.
Research limitations/implications
This research uses data from Indonesia which is considered as a developing country. Further research is required in the developed country context, as this may present different perspectives. Furthermore, the sample in this study consists of children aged between 10 and 12 years, but there are many age groups into which children can be divided, e.g. below 3 years; 3-5 years; 6-8 years; 9-12 years and even 13-15 years. Hence, future research needs to include these different groups of children to gain a more complete picture of the childrenâs market.
Practical implications
A childrenâs market-driving strategy really should be related with the âgrass rootsâ needs of the segment. Hence, marketers ought to spend two or three days in the company of children and continually update themselves in respect of what is happening in those childrenâs rapidly changing world. Additionally, marketers need to relate all their marketing activities to the building of autobiographical memory. All events, promotions and other marketing strategies should be integrated to ensure that autobiographical memory really underpins a future market as the children of the present become adults of the future.
Originality/value
The study contributes to the existing literature and appreciation of the various factors and the inter-relationships between them that have relevance for product longevity in the childrenâs market.
Details
Keywords
Steven Pike, Constanza Bianchi, Gayle Kerr and Charles Patti
Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only gained momentum since the late 1990s. There remains a lack of…
Abstract
Purpose
Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only gained momentum since the late 1990s. There remains a lack of theory in particular that addresses the measurement of the effectiveness of destination branding over time. The purpose of this paper is to test the effectiveness of a model of consumerâbased brand equity (CBBE) for a country destination.
Design/methodology/approach
A model of CBBE was adapted from the marketing literature and applied to a nation context. The model was tested by using structural equation modelling with data from a large Chilean sample (n=845) comprising a mix of previous visitors and nonâvisitors. The model fits the data well.
Findings
The paper reports the results of an investigation into brand equity for Australia as a longâhaul destination in an emerging market. The research took place just before the launch of the nation's fourth new brand campaign in six years. The results indicate Australia is a wellâknown but not compelling destination brand for tourists in Chile, which reflects the lower priority the South American market has been given by the national tourism office.
Practical implications
The paper suggested that CBBE measures could be analysed at various points in time to track any strengthening or weakening of market perceptions in relation to brand objectives. A standard CBBE instrument could provide longâterm effectiveness performance measures regardless of changes in destination marketing organisation staff, advertising agency, other stakeholders and budget.
Originality/value
The paper contributes to the nationâbranding literature by being one of the first to test the efficacy of a model of CBBE for a tourism destination brand.
Details
Keywords
Chiara Valentini, Stefania Romenti, Grazia Murtarelli and Marta Pizzetti
The purpose of this paper is to investigate the effects of visual communications on Instagram usersâ propensity to engage with image-based content through online behaviors such as…
Abstract
Purpose
The purpose of this paper is to investigate the effects of visual communications on Instagram usersâ propensity to engage with image-based content through online behaviors such as liking, sharing, commenting and following, and their intention to purchase the product depicted in the visual communications.
Design/methodology/approach
An experimental design was used to measure the effect of branded Instagram images on a sample of active Instagram users. Two features of Instagram images (subjectâs gaze: direct vs indirect; product salience: low vs high) were manipulated and their interactive effect tested on online behaviors.
Findings
The paper offers empirical evidence that direct gaze and high product salience positively affect digital visual engagement. Moreover, digital visual engagement influences intention to purchase.
Research limitations/implications
The hypotheses were tested on a single product category and on only two image-based features. Further studies might replicate the experiment on different product categories and include different image-based features.
Practical implications
This empirical study can offer communication managers important information on the image-based features that are most effective in increasing digital visual engagement and positively influencing purchase intentions in visual communications.
Originality/value
The study empirically demonstrates that the choice of specific image-based features in visual communication matters for increasing digital visual engagement among Instagram users.
Details