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Article
Publication date: 19 July 2011

Sebnem Burnaz and Pinar Bilgin

This paper aims to examine whether companies in business‐to‐business (B2B) markets can leverage their brands extended into business‐to‐consumer (B2C) markets and how…

9461

Abstract

Purpose

This paper aims to examine whether companies in business‐to‐business (B2B) markets can leverage their brands extended into business‐to‐consumer (B2C) markets and how consumers evaluate these extensions.

Design/methodology/approach

A model is developed by combining Aaker and Keller's brand extension model with theories from B2B branding as well as other consumer branding literature, and analyzed both qualitatively and quantitatively to have an insight about how consumers evaluate brand extensions.

Findings

In the context of B2B brand extensions into B2C markets, consumers use brand concept consistency, product‐level relatedness and transferability of skills and resources as major cues to evaluate extensions. Perceived quality, innovativeness and environmental concerns are also relevant cues.

Practical implications

As a consequence of these findings, branding strategies that stretch B2B brands into the domain of consumer markets can be successful in cases where consumers perceive a fit with respect to skills and resources, brand concept, and existing products, and when the parent brand is perceived as being high quality, innovative and environmentally responsible.

Originality/value

The main contribution of the study is to replicate the analysis of brand extension evaluation in a different context, namely B2B brand extension into the B2C market.

Details

Journal of Product & Brand Management, vol. 20 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Book part
Publication date: 13 May 2021

Stefania Panebianco and Jean Monnet Chair Holder

This chapter explains the added value of learning the EU via interactive academic teaching and focused training provided by experts and practitioners. The EUMedEA Crash…

Abstract

This chapter explains the added value of learning the EU via interactive academic teaching and focused training provided by experts and practitioners. The EUMedEA Crash Course (CC) is an intensive training course mixing teaching, research and expertise funded by the European Commission via the EUMedEA Jean Monnet Chair. It was held for three editions (2016–2018) at the University of Catania. Based upon studying and sharing the expertise on crisis at the EU Mediterranean borders, this intensive learning experience allowed young and senior researchers to interact in a qualified academic context by looking at the on-field activities of the experts directly involved in the crisis management, in Italy or in other Mediterranean countries. The selected topic – crises at the EU Mediterranean borders and migration in particular – has involved an international group of instructors and researchers who profited of the expertise of those who experience practices on the ground. The EUMedEA CC tried to bridge the gap between academia and experts by providing excellence teaching, focusing on a various range of crisis managers willing to share their everyday business. New crises require new actors, strategies and instruments, thus new analytical tools to understand new and old practices to address crises in the Mediterranean area are needed. In sum, by providing an innovative teaching based upon experience on the ground, this CC has brought the EU as a crisis manager closer to European (young) researchers.

Details

Teaching the EU: Fostering Knowledge and Understanding in the Brexit Age
Type: Book
ISBN: 978-1-80043-274-1

Keywords

Content available
Book part
Publication date: 26 November 2020

Abstract

Details

Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey
Type: Book
ISBN: 978-1-80043-389-2

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Article
Publication date: 12 June 2017

İrem Eren-Erdoğmuş and Taşkın Dirsehan

The purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market.

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Abstract

Purpose

The purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market.

Design/methodology/approach

Two leading coffee shop brands – one local and one global – were analyzed with an emerging exploratory research technique – brand concept mapping (BCM) – to reveal their strong, favorable and unique associations leading them to market leadership.

Findings

The results indicate that, these two successful brands both have distinctive, yet relevant positions in their consumers’ mind. Local cultural experience is relevant for differentiating local brands, even if the coffee shop concept is globally imported. Global coffee shop brand, on the other hand, means membership to global middle income segment and is remembered as global fast coffee service.

Research limitations/implications

The main limitation of this exploratory study is the sample size limitation by its nature. So, the generalizability of the results should be approached with caution. Researchers use BCM technique; however, this method does not permit to reveal the expected levels and the importance of the attributes. Thus, further research are suggested to be complementary.

Originality/value

This study fills the research gap in revealing and comparing local vs global brand associations by using BCM technique, which enables one to measure the strength, unique and favorable associations/brand images more suitable to Keller’s (1993) conceptualization. This study pioneers in using this technique in international branding.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

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