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Article
Publication date: 20 September 2011

Oriol Iglesias, Jatinder J. Singh and Mònica Casabayó

Brands are facing key changes and challenges that need to be addressed from both the academic as well as the managerial perspectives. This paper aims to discuss some of…

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Abstract

Purpose

Brands are facing key changes and challenges that need to be addressed from both the academic as well as the managerial perspectives. This paper aims to discuss some of them and revises the research agenda of the field of brand management.

Design/methodology/approach

Conceptual implications are drawn from the analysis and discussion of the papers of this special issue, as well as from previous literature.

Findings

In this global world in which brands are present in many different countries and operate in really diverse business sectors the classical brand management theories and many of their assumptions may need to be revised.

Originality/value

The paper discusses the key challenges that brands are facing and encourages academics to use the rich diversity of methodologies that they have at their disposal and that can be extremely helpful to address the future research agenda of this field.

Details

Journal of Product & Brand Management, vol. 20 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 20 September 2011

Ahmed Alamro and Jennifer Rowley

This paper aims to report on a study into the antecedents of consumer brand preference, in the context of telecommunications service brands in Jordan.

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Abstract

Purpose

This paper aims to report on a study into the antecedents of consumer brand preference, in the context of telecommunications service brands in Jordan.

Design/methodology/approach

A questionnaire‐based survey was used to gather attitudes towards brand preference and its antecedents in the context of mobile telecommunications service providers in Jordan. The questionnaire was distributed, in Arabic, to university students in Jordan, a group selected as being active users of mobile phone services; 648 completed questionnaires were received. Data were entered into SPSS. Principal component analysis (PCA) was applied to identify the antecedents of brand preference. Multiple regression was conducted in order to investigate the relative impact of the identified factors on brand preference.

Findings

Factor analysis identified 11 antecedents of brand preference; these can be theoretically clustered into three groups: awareness antecedents (controlled communication (advertising), and uncontrolled communication (publicity, word of mouth)); image antecedents (service value attributes (price, quality), provider attributes (brand personality, country of origin, service (employee + location)), and corporate status (corporate image, corporate reputation)); and, customer attribute antecedents (satisfaction, perceived risk, and reference group). Multiple regression showed the contribution of each of these antecedents to brand preference.

Originality/value

This paper contributes to theorise by proposing and testing one of the first holistic models to integrate consideration of many of the antecedents of brand preference.

Details

Journal of Product & Brand Management, vol. 20 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 20 September 2011

Kuang‐peng Hung, Annie Huiling Chen, Norman Peng, Chris Hackley, Rungpaka Amy Tiwsakul and Chun‐lun Chou

There has been considerable research into the global phenomenon of luxury brand consumption, but relatively few studies have empirically explored key relationships…

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Abstract

Purpose

There has been considerable research into the global phenomenon of luxury brand consumption, but relatively few studies have empirically explored key relationships influencing purchase intention. This research aims to consider the respective roles of social context, individual perception, and vanity, and to set these relationships within a broader theoretical context of the literature on possession and consumer identity.

Design/methodology/approach

The empirical study consisted of a large‐scale survey conducted among Chinese luxury brand consumers in Taiwan. The data were analyzed using exploratory factor analysis and multiple regression.

Findings

The findings support the influence of the social context on purchase intention for luxury brands. There was weaker support for the role of perception. The experiential and functional aspects of luxury brand purchase were positively correlated with purchase intention, but symbolic value was not. Physical and achievement vanity had a positive impact on purchase intention while only achievement vanity had a moderating effect on perception.

Practical implications

This study offers new empirical support for the proposition that vanity has a role in luxury brand purchase intention and thereby shades both theoretical and managerial understanding of luxury brand consumption. It also suggests that symbolic value, which is highly influential in western conceptualizations of luxury brand meaning, needs to be re‐evaluated in the context of Chinese consumers.

Originality/value

This study offers new empirical findings which contribute to a re‐conceptualization of the antecedents of purchase intention in the area of luxury brand consumption. In particular, the study provides evidence of the roles of social context, perception and vanity in a Chinese consumption context to inform the primarily western models of luxury brand purchase intention.

Details

Journal of Product & Brand Management, vol. 20 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 20 September 2011

Carsten Baumgarth and Lars Binckebanck

This paper aims to develop and empirically test a conceptual framework explaining the influence of the sales force on brand equity relative to the product and promotion…

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Abstract

Purpose

This paper aims to develop and empirically test a conceptual framework explaining the influence of the sales force on brand equity relative to the product and promotion elements of the marketing mix, in the context of business‐to‐business marketing.

Design/methodology/approach

Six research hypotheses, relating to the effects of four key drivers of B‐to‐B brand equity identified in a review of the relevant literature, were empirically tested with a sample of 201 respondents in B‐to‐B firms in Germany, using partial least squares analysis.

Findings

The results confirm the high relevance of the sales force to the building and maintenance of a strong B‐to‐B brand. The most important driver of brand equity in this environment is the salesperson's behaviour, followed in sequence by his or her personality, product quality and non‐personal marketing communications.

Research limitations/implications

The sample size permits only a general analysis and conclusions. The choice of PLS analysis and formative scales limits the rigorousness of scale and model evaluation. The decision to interview one manager per company may have introduced informant bias.

Practical implications

The study identifies controllable variables that are critical to the effective management of a B‐to‐B brand and offers an alternative approach to the measurement of brand equity in B‐to‐B marketing.

Originality/value

This is the first study to test the widely claimed influence of the sales force on B‐to‐B brand equity empirically, developing a simple but powerful framework to integrate sales management and brand management in this context.

Details

Journal of Product & Brand Management, vol. 20 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 20 September 2011

Ulla Hakala, Sonja Lätti and Birgitta Sandberg

Brand heritage is acknowledged as one of the future priorities in branding research. Adopting it in an international context is challenging. In order to maximise its use…

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Abstract

Purpose

Brand heritage is acknowledged as one of the future priorities in branding research. Adopting it in an international context is challenging. In order to maximise its use it is necessary to know how strong it and the target country's cultural heritage are. Accordingly, the aim of the study is to construct a pioneering operationalisation of both brand and cultural heritage.

Design/methodology/approach

The study begins with a discussion on the focal concepts. Definitions are proposed and suggestions for operationalisation put forward. Thereafter, the concepts are applied in an analysis of brand heritage in different countries.

Findings

It is suggested that brand heritage is a mixture of the history as well as the consistency and continuity of core values, product brands, and visual symbols. A country's cultural heritage could be conceived of as homogeneity and endurance.

Research limitations/implications

The preliminary operationalisation of the concept needs to be further tested. Nevertheless, the clarification and suggestions offered here should open up opportunities for further research.

Practical implications

The exploitation of brand heritage in international markets is likely to be further accentuated. The operationalisations generated are easy for practitioners to apply, enabling companies to better evaluate what brand heritage means for them and to effectively plan its use in an international setting.

Originality/value

To the authors' knowledge, this study is the first to suggest operationalisations of brand heritage and cultural heritage.

Details

Journal of Product & Brand Management, vol. 20 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 20 September 2011

Linda Lisa Maria Turunen and Pirjo Laaksonen

The aim of this study is to deepen the understanding of luxury consumption by comparing the meanings and the attributes of counterfeit branded products and luxury goods.

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Abstract

Purpose

The aim of this study is to deepen the understanding of luxury consumption by comparing the meanings and the attributes of counterfeit branded products and luxury goods.

Design/methodology/approach

This study is an interpretative qualitative research in which the meanings and essence of luxury and counterfeit goods are uncovered by written stories. The photo‐ethnographical method was used to generate the stories.

Findings

Consumers regard both luxury goods and counterfeits as being at different levels and of different quality ranging from poor to excellent. Counterfeits possess mainly social meanings, whereas authentic luxury goods may also operate on a personal level. However, consumers do not perceive luxury and counterfeit branded products as counterparts; counterfeits can be regarded as the embodiment of luxury, whereas non‐brand products are rather the opposite. Moreover, the existence of authenticity is perceived to be a vital connective and distinctive factor among luxury and counterfeit branded products.

Originality/value

The research aspires to shed light on the essence of counterfeit and luxury goods by comparing them in an effort to gain better understanding of the luxury phenomenon as a whole.

Details

Journal of Product & Brand Management, vol. 20 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 20 September 2011

Anne Rindell, Oskar Korkman and Johanna Gummerus

The present paper seeks to analyse the role of brand images in consumer practices for uncovering brand strength.

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Abstract

Purpose

The present paper seeks to analyse the role of brand images in consumer practices for uncovering brand strength.

Design/methodology/approach

By employing a qualitative approach, data are analysed based on three elements that constitute the practices: objects (what tools or resources are required in the practice), images involved, and competences (what competences does the practice require).

Findings

The authors suggest practices as an additional unit of analysis for understanding brand strength based on image. Towards this end, the paper identifies and systematically categorises consumer practices and proposes that consumers develop novel and personal practices related to brands. The findings reveal embedded brand strength in mundane, routinised practices.

Originality/value

The paper presents a novel approach for understanding the past (image heritage) and current (image‐in‐use) dimensions of brand images and their embeddedness in consumer practices.

Details

Journal of Product & Brand Management, vol. 20 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 3 December 2018

Kanwal Jit Singh, Inderpreet Singh Ahuja and Jatinder Kapoor

This review paper reveals the literature on ultrasonic, chemical-assisted ultrasonic and rotary ultrasonic machining (USM) of glass material. The purpose of this review…

Abstract

Purpose

This review paper reveals the literature on ultrasonic, chemical-assisted ultrasonic and rotary ultrasonic machining (USM) of glass material. The purpose of this review paper is to understand and describe the working principle, mechanism of material removal, experimental investigation, applications and influence of input parameters on machining characteristics. The literature reveals that the ultrasonic machines have been generally preferred for the glass and brittle work materials. Some other non-traditional machining processes may thermally damage the work surface. Through these USM, neither thermal effects nor residual stresses have been generated on the machined surface.

Design/methodology/approach

Various input parameters have the significant role in machine performance characteristics. For the optimization of output response, several input parameters have been critically investigated by the various researcher.

Findings

Some advance types of glasses such as polycarbonate bulletproof glass, acrylic heat-resistant glass and glass-clad polycarbonate bulletproof glass still need some further investigation because these materials have vast applications in automobile, aerospace and space industries.

Originality/value

Review paper will be beneficial for industrial application and the various young researcher. Paper reveals the detail literature review on traditional ultrasonic, chemical assisted ultrasonic and rotary USM of glass and glass composite materials.

Details

World Journal of Engineering, vol. 15 no. 6
Type: Research Article
ISSN: 1708-5284

Keywords

Article
Publication date: 14 August 2017

Neha Verma and Jatinder Singh

The purpose of this paper is to explore various limitations of conventional mining systems in extracting useful buying patterns from retail transactional databases flooded…

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Abstract

Purpose

The purpose of this paper is to explore various limitations of conventional mining systems in extracting useful buying patterns from retail transactional databases flooded with Big Data. The key objective is to assist retail business owners to better understand the purchase needs of their customers and hence to attract customers to physical retail stores away from competitor e-commerce websites.

Design/methodology/approach

This paper employs a systematic and category-based review of relevant literature to explore the challenges possessed by Big Data for retail industry followed by discussion and implementation of association between MapReduce based Apriori association mining and Hadoop-based intelligent cloud architecture.

Findings

The findings reveal that conventional mining algorithms have not evolved to support Big Data analysis as required by modern retail businesses. They require a lot of resources such as memory and computational engines. This study aims to develop MR-Apriori algorithm in the form of IRM tool to address all these issues in an efficient manner.

Research limitations/implications

The paper suggests that a lot of research is yet to be done in market basket analysis, if full potential of cloud-based Big Data framework is required to be utilized.

Originality/value

This research arms the retail business owners with innovative IRM tool to easily extract comprehensive knowledge of useful buying patterns of customers to increase profits. This study experimentally verifies the effectiveness of proposed algorithm.

Details

Industrial Management & Data Systems, vol. 117 no. 7
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 16 June 2021

Jashanpreet Singh and Jatinder Pal Singh

This study aims to deal with development and performance analysis of high-velocity oxy-fuel (HVOF) thermally sprayed Mo2C-based WC-CoCr (tungsten carbine cobalt chrome…

Abstract

Purpose

This study aims to deal with development and performance analysis of high-velocity oxy-fuel (HVOF) thermally sprayed Mo2C-based WC-CoCr (tungsten carbine cobalt chrome) (Co-10% and Cr-4%) cermet coating deposited on the pump impeller steel 316 L.

Design/methodology/approach

In this work, a study was carried out by modifying the conventional WC-CoCr powder with a small addition of molybdenum carbide (Mo2C). Reinforcement was done by 1–4 wt.% addition of Mo2C feedstocks in WC-CoCr powder by using a jar ball mill process. The design of experiment was implemented for optimization of the percentage of Mo2C feedstock. L16 (4 × 4) orthogonal array was used to design the experiments for erosion output for the input parameters namely velocity, particle size, concentration and Mo2C proportion.

Findings

Results show that the Mo2C-based WC-CoCr coating provides better microhardness as compared to conventional WC-CoCr coating. The present study also reveals that the deposition of conventional WC-CoCr coating has improved the wear resistance of SS 316 L by 9.98%. However, the slurry erosion performance of conventional WC-CoCr coating was improved as 69.6% by the addition of 3% Mo2C.

Practical implications

WC-CoCr coatings are universally used for protecting the equipment and machinery from abrasion, erosion and corrosion. So, the 3% Mo2C-based WC-CoCr can be useful in power plants and various industries like mining, chemical, automobile, cementing and food processing industries.

Originality/value

A new HVOF coating has been developed by the addition of Mo2C feedstock in WC-CoCr powder (Co 10% and Cr 4%) and the percentage of Mo2C feedstock was optimized to improve the tribological behavior of WC-CoCr coating.

Details

Industrial Lubrication and Tribology, vol. 74 no. 4
Type: Research Article
ISSN: 0036-8792

Keywords

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