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Article
Publication date: 20 July 2012

D.J. Griff Round and Stuart Roper

Academic literature generally regards the brand name element as central to consumer brand equity. Unfortunately scant research has been carried out to justify such a…

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Abstract

Purpose

Academic literature generally regards the brand name element as central to consumer brand equity. Unfortunately scant research has been carried out to justify such a position for established products and services. The purpose of this study is to address this research gap.

Design/methodology/approach

A series of 25 semi‐structured qualitative interviews was carried out with consumers, exploring functions performed by brand name for established products and services. In order to isolate the brand name element this focused on global marketing induced brand name changes.

Findings

Many of the corporate‐led functions performed by brand name within the literature received validation. This suggests that a concept of consumer brand name equity for established products and services can be justified. The study also indicated that a material proportion of the equity from a brand name was determined by the consumer. It revealed that many consumers had created their own associations for the brand name, positive and negative, independent of and different from those driven by the corporation.

Originality/value

It provides needed empirical support for the concept of consumer brand name equity for established products and services. It also suggests that this may be usefully considered as a co‐creation between corporation and consumer.

Details

European Journal of Marketing, vol. 46 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 December 2004

George K. Stylios

Examines the tenth published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects…

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2860

Abstract

Examines the tenth published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects. Subjects discussed include cotton fabric processing, asbestos substitutes, textile adjuncts to cardiovascular surgery, wet textile processes, hand evaluation, nanotechnology, thermoplastic composites, robotic ironing, protective clothing (agricultural and industrial), ecological aspects of fibre properties – to name but a few! There would appear to be no limit to the future potential for textile applications.

Details

International Journal of Clothing Science and Technology, vol. 16 no. 6
Type: Research Article
ISSN: 0955-6222

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Article
Publication date: 14 November 2017

Griff Round and Stuart Roper

The purpose of this paper is to fill a current gap in the literature, through the development of theory concerned with changes that occur over time to the functions and…

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2749

Abstract

Purpose

The purpose of this paper is to fill a current gap in the literature, through the development of theory concerned with changes that occur over time to the functions and importance of the brand name element of a branded entity.

Design/methodology/approach

An initial theoretical conceptualisation was developed from the existing literature. Study participants whose behaviour was found not to conform to this initial conceptualisation were included in subsequent research to obtain greater understanding. The study method used was a series of interviews, with the obtained qualitative data analysed using template analysis. This resulted in the development of a revised theoretical conceptualisation.

Findings

Various functions of the brand name element, identified as connotation, denotation, linking and branded entity constancy, are ongoing important providers of brand equity to some consumers for established branded entities. This challenges a position obtained from existing literature that the brand name element of an established branded entity becomes of minimal importance over time.

Originality/value

Value-generating functions of the brand name element that persist over time were identified, leading to the development of a theoretical conceptualisation of the change in the importance of brand name equity over time.

Details

European Journal of Marketing, vol. 51 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 September 2006

E. Strazdienė, S. Ben Saïd, M. Gutauskas, L. Schacher and D.C. Adolphe

The aim of presented investigation was to test developed testing device Griff tester, created for the objective evaluation of textile hand and to compare the obtained data…

Abstract

Purpose

The aim of presented investigation was to test developed testing device Griff tester, created for the objective evaluation of textile hand and to compare the obtained data with sensory evaluation results of textiles, subjected to different final treatments.

Design/methodology/approach

The effect of two finishing products, i.e. the crease‐resistant finishing Knittex® “K” and the softener macro silicone Ultratex® “Ul” upon 100 per cent cotton plain weave fabric was studied by two methods – objective evaluation and sensory analysis. Objective evaluation was done using Griff tester device where disc shaped specimen was extracted through a rounded hole of the stand. Sensory analysis was performed by the panel of 11 trained persons.

Findings

Investigations have shown that both treatments changed the hand of the fabric in the expected direction. Meantime, two experimental methods (objective and sensory approach) have shown their effectiveness to evaluate the textile touch, respectively.

Practical implications

The obtained results proved that criterion Q can be used for sensitive and vivid detection of differences between fabrics, affected by different final treatment operations. The effects of finishing products' concentrations were found to be in accordance with the manufacturer's technical specifications and with the finishing industrialist's expectations.

Originality/value

Investigation results obtained by Griff tester revealed the possibility of fabric hand evaluation on the basis of one relative criterion Q. These results can be linked with some attribute issued of the sensory analysis applied to the characterisation of the tactile feeling.

Details

International Journal of Clothing Science and Technology, vol. 18 no. 5
Type: Research Article
ISSN: 0955-6222

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Article
Publication date: 1 November 2006

George K. Stylios

Examines the twelfth published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects…

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1056

Abstract

Examines the twelfth published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects. Subjects discussed include cotton fabric processing, asbestos substitutes, textile adjuncts to cardiovascular surgery, wet textile processes, hand evaluation, nanotechnology, thermoplastic composites, robotic ironing, protective clothing (agricultural and industrial), ecological aspects of fibre properties – to name but a few! There would appear to be no limit to the future potential for textile applications.

Details

International Journal of Clothing Science and Technology, vol. 18 no. 6
Type: Research Article
ISSN: 0955-6222

Keywords

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Article
Publication date: 1 December 2005

George K. Stylios

Examines the eleventh published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects…

Abstract

Examines the eleventh published year of the ITCRR. Runs the whole gamut of textile innovation, research and testing, some of which investigates hitherto untouched aspects. Subjects discussed include cotton fabric processing, asbestos substitutes, textile adjuncts to cardiovascular surgery, wet textile processes, hand evaluation, nanotechnology, thermoplastic composites, robotic ironing, protective clothing (agricultural and industrial), ecological aspects of fibre properties – to name but a few! There would appear to be no limit to the future potential for textile applications.

Details

International Journal of Clothing Science and Technology, vol. 17 no. 6
Type: Research Article
ISSN: 0955-6222

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Article
Publication date: 1 February 1993

Robert M. Cleary

Rap music subordinates music to language. It is this emphasis on language that can make rap a vehicle for many ideas, if that is the rapper's intention. Playthell…

Abstract

Rap music subordinates music to language. It is this emphasis on language that can make rap a vehicle for many ideas, if that is the rapper's intention. Playthell Benjamin, former academic and freelance writer for such magazines as the Village Voice and Emerge, believes that rappers can be divided into distinct groups, based on the message or non‐message conveyed. He groups rappers as “Narcissists, didactics, party‐time rappers, or gangsters” based on the content of their rapping. Any rapper who falls into one of these groups can have political significance for blacks, whites, women, liberals, conservatives, Jews, Muslims, and Christians. Narcissists frequently refer to women as mere sex objects, the worst example being the group 2 Live Crew, and less offensive examples being L.L. Cool J. and Big Daddy Kane. Didactics are the chief proponents of Afrocentric thinking and revisionist history. Representatives of this style would be Public Enemy, KRS‐One, and X‐Clan. Party‐time rappers, such as Heavy D and the Boyz or Biz Markie, are rarely serious, but sexism and homophobia can be elements in their raps. Gangster rappers N.W.A., Ice‐T, and Ice Cube are currently receiving a lot of attention from the press, and violent behavior characterizes their lyrics.

Details

Reference Services Review, vol. 21 no. 2
Type: Research Article
ISSN: 0090-7324

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Article
Publication date: 9 November 2015

Griff Round and Stuart Roper

The purpose of this study is to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new…

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4573

Abstract

Purpose

The purpose of this study is to investigate the value to consumers of the brand name element for established brands, given that the focus in the literature has been on new brands. To accomplish this, conceptual development was initially undertaken to illuminate the links between the brand name element and the brand entity and to provide a theoretical framework for looking at changes in value of the brand name element to consumers over time.

Design/methodology/approach

A conjoint analysis experimental approach was used. This involved consumers making trade-off decisions between changes in brand name and changes in price for established brands, where they were active purchasers. This approach enabled isolation of the brand name element and obtained the relative value of the brand name element for each participant.

Findings

The mean value obtained for the importance of the brand name element for established products appeared to show substantial importance to consumers. However, further analysis identified a position where the majority of participants placed little value on the brand name element and a smaller but material group perceived its value as of overwhelming importance.

Originality/value

This paper advances branding theory through clarification of the relationship between the brand name element and the brand entity. It provides theoretical argument and empirical data for the value of the brand name element to the consumer differing between established and new brands.

Details

European Journal of Marketing, vol. 49 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

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Case study
Publication date: 19 April 2017

Nimruji Jammulamadaka, Prashant Mishra and Biswatosh Saha

This case is about a food brand with franchisee stores which has implemented a brand change initiative in the Indian emerging market.

Abstract

Subject area

This case is about a food brand with franchisee stores which has implemented a brand change initiative in the Indian emerging market.

Study level/applicability

This case is suitable for MBA level students in courses like strategic brand management, marketing in emerging markets and retail management. Issues relate to brand name change management, building and securing channel cooperation in brand change, channel peculiarities in emerging markets and franchisee institutional support systems in emerging markets like India.

Case overview

The case documents the process followed by Switz Foods Private Limited (SFPL) in planning for and implementing a “brand-name” change across its 150-plus stores retailing fresh bakery products. The switch away from a 20-year-old food brand that had carved out a place in the popular culture of the community in Kolkata was risky. While opinion inside the organization was divided on whether to use mass media to communicate the brand-name change to its customers, the company finally decided to rely only on in-store signage and product packaging. SFPL took into confidence the franchisee retail store owners, a key stakeholder group with whom it enjoyed a long-term trusted business relation, and relied on their support to implement a smooth transition. It shows how in the context of the bazaars in transition economies, trust-based business relations and word-of-mouth reputation can often provide frugal managerial alternatives.

Expected learning outcomes

The three main learning objectives are: planning for a brand name transition, which includes three parts: generating consumer insights and using the data to aid decision-making in choosing a brand name and developing a brand campaign; overcoming network or business partner resistance/uncertainties associated with a brand name transition; managing customer perceptions before and after brand-name transition. Second learning objective included understanding risks in a franchisor–franchisee relationship. Third included appreciating the significance of trust-based relationships in managing transition economies.

Subject code

CSS 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 7 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

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Article
Publication date: 1 July 1908

THE catalogue, as a library appliance of importance, has had more attention devoted to it than, perhaps, any other method or factor of librarianship. Its construction…

Abstract

THE catalogue, as a library appliance of importance, has had more attention devoted to it than, perhaps, any other method or factor of librarianship. Its construction, materials, rules for compilation and other aspects have all been considered at great length, and in every conceivable manner, so that little remains for exposition save some points in the policy of the catalogue, and its effects on progress and methods. In the early days of the municipal library movement, when methods were somewhat crude, and hedged round with restrictions of many kinds, the catalogue, even in the primitive form it then assumed, was the only key to the book‐wealth of a library, and as such its value was duly recognized. As time went on, and the vogue of the printed catalogue was consolidated, its importance as an appliance became more and more established, and when the first Newcastle catalogue appeared and received such an unusual amount of journalistic notice, the idea of the printed catalogue as the indispensable library tool was enormously enhanced from that time till quite recently. One undoubted result of this devotion to the catalogue has been to stereotype methods to a great extent, leading in the end to stagnation, and there are places even now where every department of the library is made to revolve round the catalogue. Whether it is altogether wise to subordinate everything in library work to the cult of the catalogue has been questioned by several librarians during the past few years, and it is because there is so much to be said against this policy that the following reflections are submitted.

Details

New Library World, vol. 11 no. 1
Type: Research Article
ISSN: 0307-4803

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