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Article
Publication date: 13 February 2024

John J. Sailors, Jamal A. Al-Khatib, Tarik Khzindar and Shaza Ezzi

The Islamic world spans many different languages with different language structures. This paper aims to explore one way in which language structure affects consumer response to…

Abstract

Purpose

The Islamic world spans many different languages with different language structures. This paper aims to explore one way in which language structure affects consumer response to the marketing of cobrands.

Design/methodology/approach

Two between subject experiments were conducted using samples of participants from Saudi Arabia and the USA. The first manipulated partner brand category similarity and brand name order, along with the structure of the language used to communicate with the market. The data for this study includes Arabic speakers in Saudi Arabia as well as English speakers in the USA. The second study explores how targeting a population fluent in multiple languages of varied structure nullifies the findings from the first study and uses Latino participants in the USA.

Findings

This study finds that when brands come from similar product categories, name order did not affect cobrand evaluations, but it did when the brands come from dissimilar product categories. Here, evaluations of the cobrand are enhanced when the invited brand is in the position that adjectives occupy in the participant’s language. The authors also find that being proficient in two languages, each with a different default order for adjectives and nouns, quashes the effect of name order otherwise seen when brands from dissimilar product categories engage in cobranding.

Originality/value

By examining the impact of language structure on the effects of cobrand evaluation and conducting studies among participants with differing dominant languages, this research can rule out simple primacy or recency effects.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 13 April 2012

Vijay Ganesh Hariharan, Ram Bezawada and Debabrata Talukdar

This study aims to examine the factors that drive consumers' trial and repeat purchases of cobranded extensions, and the amount of spillover effects on host and ingredient brands.

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Abstract

Purpose

This study aims to examine the factors that drive consumers' trial and repeat purchases of cobranded extensions, and the amount of spillover effects on host and ingredient brands.

Design/methodology/approach

The analysis uses a comprehensive consumer transaction dataset that includes the actual introduction of four cobranded extensions. The authors develop a conceptual framework and three empirical models to explain how consumers' prior experience with the parent brands affect their trial and repeat purchase behaviors, and how their experiences with the cobranded extensions further affect parent brand purchases.

Findings

The results from the study indicate that repeat purchases are higher for consumers with more joint purchase incidences in both host and ingredient categories when they have complementary features. In contrast to existing research on single‐brand based extensions, it is found that host brand loyalty has a positive effect on both trial and repeat purchases when the host brand is not a market‐leader. Due to the introduction of the cobranded extension, host brand experiences a negative spillover whereas ingredient brand experiences a positive spillover.

Practical implications

The results from the study suggest that while initial targeting for the cobranded extension should be focused on consumers who are loyal to both host and ingredient brands, later targeting should be focused on consumers who are loyal to only the host brand.

Originality/value

The study contributes to the existing literature on cobranded extensions by using actual purchase data to analyze the adoption of cobranded extensions.

Details

Journal of Product & Brand Management, vol. 21 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 7 April 2014

Jaywant Singh, Stavros P. Kalafatis and Lesley Ledden

Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands’…

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Abstract

Purpose

Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands’ positioning on consumers’ perceptions of cobrand positioning has not been investigated. The aim of the present study is to fill this gap.

Design/methodology/approach

Employing a quasi-experimental design, the authors create cobranding scenarios in three product categories (tablet computers, cosmetics, and smart phones). The data are collected via structured questionnaires resulting in 160 valid responses. The data are analyzed employing Partial Least Squares-based Structural Equation Modeling (PLS-SEM), and consumer evaluation of cobrands is tested in relationship to the prior positioning of the parent brands, product fit and brand fit, along with post-alliance positioning perceptions of the partner brands.

Findings

The results confirm brand positioning as a robust indicator of consumer evaluation of cobrands. Positioning perceptions of partner brands are positively related to cobrand positioning perceptions. In addition, pre-alliance positioning significantly relate to post-alliance positioning, confirming cobranding as a viable strategy for partner brands.

Research limitations/implications

The paper recommends research that could reveal the impact of differential brand equities of partner brands, such as, between a high-equity brand and a low/moderate-equity brand, mixed brand alliances – product/service; service/service, and at different levels of partner brand familiarity.

Practical implications

Managers should design cobrand positioning based on existing positioning perceptions of the partner brands, rather than focussing on product fit and brand fit.

Originality/value

The study demonstrates the focal role of positioning strategies of partner brands in consumer evaluation of cobrands.

Details

Marketing Intelligence & Planning, vol. 32 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 27 August 2019

Roman Konopka, Malcolm John Wright, Mark Avis and Pamela M. Feetham

There are substantive disagreements about whether encouraging deliberative thinking increases consumer preference in low-involvement product categories. The authors draw on…

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Abstract

Purpose

There are substantive disagreements about whether encouraging deliberative thinking increases consumer preference in low-involvement product categories. The authors draw on dual-process theory to add rare experimental evidence to this debate. They also investigate whether the effect of deliberative thinking increases with familiarity of the stimuli, as different theories of memory yield different predictions on this point. Finally, they provide evidence on whether the effectiveness of the Fairtrade logo arises more from mere exposure or attention to the ethical claim.

Design/methodology/approach

The context for the research is the use of ethical logos in packaged coffee, as this provides a realistic setting for the desired experimental manipulations. The fieldwork consists of two sets of trade-off experiments – rankings based conjoint analysis (n = 360) and best-worst scaling with a balanced incomplete block design (n = 1,628). Deliberative thinking is manipulated in three ways: by varying logos between visual (Type 1 processing) and lexical (Type 2 processing) treatments, by post hoc classification of time taken, and by imposing either time constraints (Type 1) or cognitive load (Type 2) on the completion of the task. Familiarity is manipulated by varying logos between the Fairtrade and a fictional Exchange Ethics logo.

Findings

Consumers do have higher preferences in the deliberative treatment conditions; thinking more results in an 18 per cent increase (Cohen’s d = 0.25) in the preference for choices that display an ethical cobranded logo. Surprisingly, the impact of deliberation is not greater for the more familiar Fairtrade logo than the fictional Exchange Ethics logo. This result is inconsistent with strength-based theories of memory, as these predict that deliberation will have a greater effect for more familiar stimuli. However, it is consistent with newer theories of memory that acknowledge familiarity can lead to activation confusion, reducing retrieval of pre-existing knowledge into working memory. The research also shows that the Fairtrade logo has substantial utility to consumers, and that this is approximately 59 per cent due to the ethical claim and 41 per cent due to the familiarity of the logo.

Research limitations/implications

In field conditions, attempts to manipulate deliberation may not be effective or may simply result in reduced attention. Also, the costs of increasing deliberation may outweigh the benefits obtained.

Practical implications

The research confirms the heuristic value of the Fairtrade logo and shows that the effectiveness of ethical logos may increase with additional deliberation by shoppers.

Originality/value

There is relatively little work in marketing that applies dual-process theories to investigate consumer behaviour. The present study extends the use of dual-process theories in marketing, demonstrates a new method to investigate the effect of deliberation on brand choice and shows how deliberation magnifies the effect of endorsing logos, including unfamiliar logos.

Details

European Journal of Marketing, vol. 53 no. 12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 5 October 2012

Stavros P. Kalafatis, Natalia Remizova, Debra Riley and Jaywant Singh

Co‐branding strategies are now seen increasingly in business‐to‐business (B2B) settings, however, there has been little research in this area. This study aims to investigate the…

8859

Abstract

Purpose

Co‐branding strategies are now seen increasingly in business‐to‐business (B2B) settings, however, there has been little research in this area. This study aims to investigate the benefits of a B2B co‐branding strategy where the partner brands have different brand equity positions.

Design/methodology/approach

This study employs a scenario approach incorporating three real multimedia software brands and three fictitious brands in nine hypothetical alliances over 97 respondents. Using repeated measures ANOVA, the study examines the balance of benefits derived from brand partnerships between high‐, medium‐ and low‐brand equity levels firms.

Findings

It was found that brands with equivalent equity levels shared the benefits of the co‐branding equally, while lower equity brands benefited more from the alliance than higher equity partners. The results also suggest that very dominant partners gain a greater proportion of functional benefits (such as technical expertise) from the co‐branding strategy.

Research limitations/implications

The study used real and fictitious multimedia software brands in a hypothetical co‐branding strategy, measuring a pre‐defined set of benefits. Different results may be found selecting a different industry setting, brands, and benefits.

Practical implications

Firms sharing equal equity positions can expect to enjoy equivalent benefits from a co‐branding strategy, regardless of how strong the joint equity position is. Before entering asymmetric co‐branding relationships, firms should review the differential benefits expected and ensure that negotiations and success measures reflect the anticipated outcomes. Small firms wishing to pursue a co‐branding partnership with a dominant market player should consider that they are less likely to capture the knowledge‐based benefits from the brand alliance.

Originality/value

This paper is the first to look at the impact of asymmetric brand equity positions in a B2B co‐branding partnership, and adds value to the literature and to practitioner understanding of the role of asymmetry in influencing co‐branding outcomes.

Details

Journal of Business & Industrial Marketing, vol. 27 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 31 January 2020

Casey E. Newmeyer and Julie A. Ruth

Marketing managers have strategic choices when forming brand alliances. One such choice is integration, defined as the extent to which the offering is a fusion in the form and…

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Abstract

Purpose

Marketing managers have strategic choices when forming brand alliances. One such choice is integration, defined as the extent to which the offering is a fusion in the form and function of the partner brands. The paper aims to investigate how integration affects consumer attribution of responsibility to brand alliance partners.

Design/methodology/approach

This paper builds on the previous study on brand alliances and attribution theory. Multiple experiments are used to test three hypotheses.

Findings

This research shows that consumers are sensitive to the level of alliance integration, which, in turn, affects attributions of responsibility for the joint offering. Consistent with attribution theory, results show that responsibility for each brand varies systematically by integration and lead brand status vis-à-vis the alliance: while consumers perceive both brands as equally responsible for higher integration brand alliances, responsibility attributions diverge in lower integration alliances based on whether the brand is the alliance host. This pattern also holds for product-harm events.

Research limitations/implications

It is important to explore brand alliance characteristics and to date, the level of integration between the partners has not been considered from a consumer standpoint. Consumers are sensitive to the level of partner brand integration and this perception influences perceptions of responsibility.

Practical implications

Managers should be aware that the level of brand alliance integration and lead brand status lead to different attributions of responsibility, which is strategically important, as brands seek to take credit in positive contexts and avoid blame for negative events.

Originality/value

This paper explores brand alliances via the level of integration and leads brand status, which are key determinants of consumer attributions of responsibility.

Details

European Journal of Marketing, vol. 54 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Book part
Publication date: 9 December 2009

Lars Bernhard Jørgensen and Ana María Munar

This chapter examines how the city of Copenhagen, Denmark, has been branding itself as a destination. A broad perspective is adopted to analyze three main issues. They are the…

Abstract

This chapter examines how the city of Copenhagen, Denmark, has been branding itself as a destination. A broad perspective is adopted to analyze three main issues. They are the relationship between destination branding and the national capacity to insource valuable resources, the need to reframe the concept of branding in a dialogical process with tourists, and the importance of networking centered on host community as a winning business model for cities. The chapter explains how Wonderful Copenhagen (WoCo), the destination management organization, achieves a winning global brand by dealing with various challenges surrounding these issues. The case enlightens the interconnection between branding and national political strategy.

Details

Tourism Branding: Communities in Action
Type: Book
ISBN: 978-1-84950-720-2

Keywords

Content available
Article
Publication date: 7 April 2014

Christos Sarmaniotis and Eugenia Wickens

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Abstract

Details

Marketing Intelligence & Planning, vol. 32 no. 2
Type: Research Article
ISSN: 0263-4503

Article
Publication date: 3 August 2023

Antonio Williams and Zack Paul Pedersen

Branded merchandise and licensed apparel comprise a substantial portion of revenue for many organizations and public figures that choose to employ such an endeavor. Endorsement…

Abstract

Purpose

Branded merchandise and licensed apparel comprise a substantial portion of revenue for many organizations and public figures that choose to employ such an endeavor. Endorsement deals with apparel manufacturers have historically been utilized for athletes looking to supplement their salaries and establish greater brand awareness. However, as some athletes establish ownership of their logo and become less reliant on companies such as Nike and Adidas for merchandise distribution, assessing the influence of various entity's logos on the athlete brand has become worthy of analysis. Therefore, this study aimed to investigate the influence that cobranded merchandise has on consumers when the athlete logo is displayed next to another team or manufacturer logo.

Design/methodology/approach

Using an online panel and survey, a final sample of 127 participants completed a questionnaire to examine their attitudes towards various athlete brand elements. ANCOVA's and MANCOVA's were utilized to assess significant findings, holding the variable of identification constant.

Findings

The results revealed that only the perceptions of merchandise quality significantly varied between an athlete brand and an apparel manufacturer (i.e. Nike) co-brand. The findings indicate that athletes should look to co-brand with high brand awareness manufacturers, and that there is no significant difference between consumers' perceptions of athlete brands when co-branding with team brands.

Originality/value

This is one of the first studies to evaluate the relationship between the athlete brand and external entities from a consumer perspective.

Details

Sport, Business and Management: An International Journal, vol. 13 no. 5
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 12 January 2023

Timmy H. Tseng and Han-Yu Wang

Internet celebrities have become key resources for consumers making purchase decisions. An increasing number of internet celebrities have begun to exert their influence by…

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Abstract

Purpose

Internet celebrities have become key resources for consumers making purchase decisions. An increasing number of internet celebrities have begun to exert their influence by creating self-branded products. This study aims to examine the antecedents of consumer attitudes and purchase intentions towards internet celebrity self-brands by integrating cognitive consistency theory, cue utilisation theory and the literature on brand authenticity and celebrity involvement.

Design/methodology/approach

Two sub-samples of different social media brand communities were collected via online surveys of consumers with experience purchasing targeted internet celebrity self-brands. Partial least squares structural equation modelling (PLS-SEM) was used to analyse the data.

Findings

The results of the two sub-samples provide convergent evidence that brand–consumer congruence, brand authenticity and internet celebrity involvement have positive correlations with consumer attitudes towards internet celebrity self-brands, which then positively correlate with purchase intentions in both psychological (Sub-sample 1) and social (Sub-sample 2) brand communities.

Originality/value

To the best of the authors’ knowledge, this research is the first to develop a comprehensive model of consumers’ attitudes towards internet celebrity self-brands, which predict purchase intentions. The model is empirically tested in different social media brand communities, and the convergent results show the power of the proposed model. Internet celebrity involvement is proposed as a key driver of brand attitudes, which has received little attention. We conceptualise internet celebrity involvement and develop a scale to measure it. Based on the findings, we propose strategies to improve the marketing effectiveness of internet celebrity self-brands.

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