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Article
Publication date: 1 January 2013

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

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Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

You are the son or daughter of a well‐heeled family and studying at an exclusive and expensive university. Your affluence is such that your watch and sunglasses are more likely to be branded with the Calvin Klein or Chanel name than with that of a cheaper, downmarket product. But why do people choose such brands – apart from the fact they can afford them – at a time when brands are becoming less and less different in terms of product attributes? How can marketers of luxury goods develop or enhance brand images via non‐product attributes? It's a challenge which is becoming increasingly important for marketing any brand, luxury or not.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Article
Publication date: 1 November 2006

Martin Roll

The main purpose of this paper is to bring to the fore the strategic importance of branding as managed by the boardrooms, so that Asian companies can realize their full

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Abstract

Purpose

The main purpose of this paper is to bring to the fore the strategic importance of branding as managed by the boardrooms, so that Asian companies can realize their full potential by inculcating right branding practices.

Design/methodology/approach

The paper methodically dissects the reasons for the lack of branding in the Asian region. It analyzes the societal factors that have shaped the Asian management mindset. Then, the paper takes up some of the Asian pioneers in the field to demonstrate the practical viability of what the author argues.

Findings

It has been found that Asian companies do not realize the importance of branding. Asian business leaders treat branding as an expense and not an investment. Further, many Asian companies still prefer building up tangible assets rather than strategic intangibles such as brand equity.

Practical implications

The important implication of this paper is that branding should no longer be delegated to the lower echelons of the company but rather managed by the CEO. Companies must focus on building long‐term strategic assets such as brand equity rather than tangible assets such as buildings, factories and the like.

Originality/value

Branding has always been mistaken for a fancy arm of advertising that is practised by the elite. By explaining the strategic importance of branding through concepts and case studies, this paper disseminates the emerging role of branding in the Asian corporate landscape. Specifically, this paper will be of a great value to Asian businessmen/women who can, by reading this paper, realize the growing significance of branding in their businesses.

Details

Journal of Business Strategy, vol. 27 no. 6
Type: Research Article
ISSN: 0275-6668

Keywords

Article
Publication date: 20 July 2012

Fang Liu, Jianyao Li, Dick Mizerski and Huangting Soh

This study aims to examine the effects of three self‐congruity constructs: the brand's personality congruity (BPC), the brand's user imagery congruity and the brand's…

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Abstract

Purpose

This study aims to examine the effects of three self‐congruity constructs: the brand's personality congruity (BPC), the brand's user imagery congruity and the brand's usage imagery congruity, in consumers' attitude and brand loyalty toward two luxury fashion brands.

Design/methodology/approach

Using a sample of Australian consumers, this study examines two luxury fashion brands (CK and Chanel) from two product categories, watches and sunglasses. Structural equation modeling is used to test the hypotheses.

Findings

This study finds that user and usage imagery congruity are stronger predictors for brand attitude and brand loyalty than BPC in the context of the luxury fashion brands tested. Both user and usage imagery congruity have significant effects in brand attitude and brand loyalty in most analyses. This study finds no significant effect of BPC in either brand attitude or brand loyalty for the two brands tested.

Research limitations/implications

Future studies should include more populations, product categories and more brands in each category.

Practical implications

Symbolic benefits are key motivations behind luxury brand purchases. Symbolic benefits are from non‐product‐related attributes like imagery. One important implication of the study is that user and usage imagery are more important to build than attempts to develop a brand's personality. Because most luxury brands market in multiple product categories, attention should be paid to the core perceptions of user and usage imagery for the brand when designing communication strategies for different categories.

Originality/value

This study provides the first evidence that these self‐congruity concepts may represent different imageries that lead to different effects in brand attitude and brand loyalty. Findings from this study add to the understanding of the consumption of luxury brands.

Details

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

Keywords

Article
Publication date: 1 August 2004

Christopher M. Moore and Grete Birtwistle

The performance of the British fashion brand Burberry has been determined largely by the adoption of business models which, on occasion, have been detrimental to the…

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Abstract

The performance of the British fashion brand Burberry has been determined largely by the adoption of business models which, on occasion, have been detrimental to the company's performance. For the financial year ending 31 March 1998, Burberry saw its annual profits drop from £62m to £25m, leading financial analysts to describe it as “an outdated business with a fashion cachet of almost zero”. However, from 1997, at the instigation of a newly appointed chief executive, Rose Marie Bravo, Burberry has radically re‐aligned its business model and has enjoyed, as a result, significant improvements in its business performance. Drawing from extensive documentation that was published by Burberry in support of their initial public offering (IPO), this paper will provide a review of the history of Burberry; evaluate Burberry's re‐positioning strategy as defined by the firm in their IPO prospectus; and critically delineate Burberry's current business model.

Details

International Journal of Retail & Distribution Management, vol. 32 no. 8
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 March 2004

Michael Beverland

Despite the high profile of many international luxury brands, little is known about the processes by which these brands are created and how their market position is…

10939

Abstract

Despite the high profile of many international luxury brands, little is known about the processes by which these brands are created and how their market position is maintained. Research and practitioner experience suggests that these brands focus on building abstract, “timeless” images or dreams. However, no systematic research has been carried out on the processes and strategies of luxury marketers. Based upon case studies in the luxury wine trade, this research sought to uncover the tacit processes underlying the creation and maintenance of luxury wine brands. Results highlight that luxury brands are a complex combination of dedication to product quality, a strong set of values, tacit understanding of marketing, a focus on detail, and strategic emergence.

Details

European Journal of Marketing, vol. 38 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 11 May 2010

Insa‐Mascha Matthiesen and Ian Phau

The purpose of this study is to examine whether brand perceptions differ across channel members of luxury brands using the buyer‐seller exchange situation model.

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Abstract

Purpose

The purpose of this study is to examine whether brand perceptions differ across channel members of luxury brands using the buyer‐seller exchange situation model.

Design/methodology/approach

A triangulation approach was used to compare perceptions of different channel members. The data collection was completed in two stages. First, a self‐administered mail survey was sent out to 3,592 individuals from a publicly available mailing list. In‐depth interviews were conducted with 22 retailer buyers.

Findings

The findings reveal that brand perceptions differ across channel members. There appears to be a mismatch in the perceptions of wholesalers and retailers that might constitute a source of brand image inconsistencies. Although the final consumers' overall attitude toward the Hugo Boss brand is positive, consumers appear to be in favour of other brands and their inclination to purchase the Hugo Boss brand seems to be relatively low.

Research limitations/implications

The study only examined one brand and is limited to the Australian context. Future research could examine other luxury brands in different countries. The study utilised judgement sampling, which could result in selection bias.

Practical implications

Brand knowledge is crucial to achieving brand image consistency between seller and buyer. Internal marketing techniques could be employed to assess the efficiency and development of brand knowledge among employees, retailers and other channel members.

Originality/value

This is one of the pioneering studies that applies a marketing channel approach to investigate brand image inconsistencies in a concrete working example. It contributes to luxury brand management across borders, opening the way for further research. The study provides ecological validity and reliability by working on a triangulation approach, using qualitative and quantitative research methods.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 14 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 1 June 1998

Tony Tollington

This paper examines the boundary within which the recognition of an asset currently takes place. It proposes the establishment of a new boundary based upon “separability”…

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Abstract

This paper examines the boundary within which the recognition of an asset currently takes place. It proposes the establishment of a new boundary based upon “separability” which would allow internally created or home‐grown assets to be recognised on the balance sheet. It provides a new definition of brand assets so that, whether purchased separately or as part of goodwill or internally created by a business, brands can be recognised as assets within a new boundary.

Details

Journal of Product & Brand Management, vol. 7 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 October 2011

Do Young Pyun, Hyungil H Kwon and Chul-Won Lee

This study assessed the mediation effect of perceived brand quality and the moderation effect of consumer ethnocentric tendency in the proposed consumption model of a…

Abstract

This study assessed the mediation effect of perceived brand quality and the moderation effect of consumer ethnocentric tendency in the proposed consumption model of a global sports brand. The English Premier League was selected as a global sports brand and four hypotheses were established to explain how consumers' perceived brand globalness affected their watching intention. Data were collected from 302 collegians in Republic of Korea. Results showed that perceived brand quality partially mediated the relationship between perceived brand globalness and watching intention, and ethnocentrism played a moderating role. The findings contribute to our understanding of consumption activities of global sport brands.

Details

International Journal of Sports Marketing and Sponsorship, vol. 13 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Open Access
Article
Publication date: 21 September 2022

Manuel Alonso Dos Santos, Manuel J. Sánchez-Franco, Eduardo Torres-Moraga and Ferran Calabuig Moreno

This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.

Abstract

Purpose

This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.

Design/methodology/approach

An experiment with 809 subjects is conducted by analyzing 20 one-minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship.

Findings

The results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used.

Originality/value

This is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship.

Details

International Journal of Sports Marketing and Sponsorship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1464-6668

Keywords

Content available
Article
Publication date: 1 March 2001

David Hudson

Brian Philpotts is Marketing Director of TheFootball League and is soon to take up a similarrole at the FA Premier League. In this interviewhe talks to David Hudson of De…

Abstract

Brian Philpotts is Marketing Director of TheFootball League and is soon to take up a similarrole at the FA Premier League. In this interviewhe talks to David Hudson of De MontfortUniversity about his role and the challenges hefaced after joining The Football League fromNewcastle United in 1999. He shares his experienceand insights on the subject of sports marketingat both league and club level.

Details

International Journal of Sports Marketing and Sponsorship, vol. 3 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

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