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Article
Publication date: 1 February 2000

Rui Vinhas da Silva, Gary Davies and Pete Naudé

This paper examines the likely influences on the sourcing of textiles by UK retail buyers. It reports the results of secondary data analyses on the retail market and…

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1754

Abstract

This paper examines the likely influences on the sourcing of textiles by UK retail buyers. It reports the results of secondary data analyses on the retail market and primary data from personal interviews with 102 textile buyers. The main influence on the British market from changes in international agreements will be a greater opportunity to source from low‐cost markets. This could negatively affect traditional sources such as Italy and Portugal. The structure of the UK market is analysed to provide a basis for the selection of interviewees. Buyers who were interviewed tended to fall into two groups, younger but well qualified and older, less well qualified but more experienced. The younger group included more females. They tended to refer important decisions to others, although this correlated more with experience than with gender. Conclusions are drawn on the implications of the study for textile marketers, particularly those from other EU countries. By enhancing their understanding of the structure of the UK retail sector, suppliers are able to devise strategies that take into account the specific nature of distribution of textiles and clothing in the UK, and consequently increase their ability to compete in this changing market.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 4 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 15 June 2015

Ana Brochado, Rui Vinhas da Silva and Peter LaPlaca

The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how…

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2290

Abstract

Purpose

The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers organise brands that have the highest awareness in their memory in terms of perceived personality traits.

Design/methodology/approach

A survey was developed to assess brand awareness of Portuguese green wine brands and brand personality using Aaker’s brand personality framework. Multiple correspondence analysis was used in this study to present the relative positioning of the top-of-mind green wine brands.

Findings

Despite the large number of green wine brands available on the market, six brands dominate in terms of brand awareness. Top-of-mind green wine brands are marked with clear and distinctive brand personality, and a small subset of brand personality attributes serve as significant criteria for brand positioning.

Practical implications

The results of the present study could be beneficial for academics and practitioners, as it reveals that the top-of-mind brands within a specific viticulture area could exhibit a clear positioning based on personality traits. Therefore, brand personality traits might provide a mechanism for wine managers to distinguish or differentiate their wines.

Originality/value

This work contributes to the findings of previous studies held to study brand personality perceptions. From a theoretical point of view, this paper reflects the usage of one the most popular instruments for brand personality measurement in a wine market context.

Details

International Journal of Wine Business Research, vol. 27 no. 2
Type: Research Article
ISSN: 1751-1062

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Article
Publication date: 16 March 2015

Nebojsa S. Davcik, Rui Vinhas da Silva and Joe F. Hair

This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand…

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4578

Abstract

Purpose

This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. The brand equity paradigm and its importance for marketing theory have been in the research focus for more than two decades. There is no agreement in the literature how to develop a unique measure of brand equity, neither what are the sources, drivers or determinants.

Design/methodology/approach

The authors develop the relating conceptual study through the differentiation and integration as specific conceptual goals. The authors present a taxonomic framework of brand equity grounded on a synthesis of contemporary approaches to the theme.

Findings

The authors identify gaps in the brand equity literature. The analysis and development of the conceptual study in this paper shall serve as beacons for future research and provide valuable theoretical insights on the determinants of brand equity formation and the development of better brand equity measurement tools.

Originality/value

The authors synthesized contemporary approaches in the field, identified research gaps and proposed open questions that should be tackled, as well as provided avenues for future research. The authors argue that creation of a unifying brand equity theory should be based on three pillars: stakeholder value, marketing assets and brand financial performance outputs.

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Article
Publication date: 30 May 2008

Rui Vinhas Da Silva and Sharifah Faridah Syed Alwi

The purpose of this paper is to look into the relationship between the physical aspect of a retail store, product‐related attributes, personal interaction with customers…

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3962

Abstract

Purpose

The purpose of this paper is to look into the relationship between the physical aspect of a retail store, product‐related attributes, personal interaction with customers and perceived reliability and corporate brand image in an offline or bricks and mortar context.

Design/methodology/approach

The study is based on 511 interviews conducted in various bookstores and uses structural equation modelling as a statistical tool for concluding the above.

Findings

The paper argues that physical aspect of a retail store, product‐related attributes and personal interaction with customers will have a significant and positive direct effect on the offline corporate brand image whilst there was no significant connection between reliability and corporate brand image.

Research limitations/implications

The research has been conducted in one organisation, albeit a number of bookstores were scrutinized.

Practical Implications

The paper's managerial contribution lies in its lessons for practitioners who want to understand what are the key drivers of corporate brand image in an offline context. It also provides a background for further studies which can extrapolate the current thinking into other sectors in order to validate or refute the results presented here.

Originality/value

The paper scrutinizes the impact of: physical aspects; product related information; reliability; and personal interaction in the corporate brand image of a retail organisation.

Details

Journal of Product & Brand Management, vol. 17 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 August 2006

Rui Vinhas Da Silva and Sharifah Faridah Syed Alwi

The main aim of the present study is to empirically test a model of antecedents and consequences of corporate brand image (CBI) in two book retailers, one selling…

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16539

Abstract

Purpose

The main aim of the present study is to empirically test a model of antecedents and consequences of corporate brand image (CBI) in two book retailers, one selling exclusively online, and the other selling exclusively offline in a British context.

Design/methodology/approach

The study employed a survey to investigate the relationships of the antecedents and consequences of the CBI. The sample (n=511) comprised experienced customers of these two bookstores (visitors and shoppers of the site or bookstore). The antecedents of CBI which were the functional aspects of brand attributes (such as ease of use, secured web site, interactivity/building relationship, customer care and reliability) were combined with the CBI itself (emotional aspects of the corporate brand or personality traits of the company) and, further, the consequences of these emotional aspects such as customer satisfaction and loyalty were tested using a cross‐sectional study.

Findings

Using two separate structural equation models, the study found an empirical relationship between the brand attributes and the corporate brand image (the emotional values). This relationship in turn influences the customer's responses (loyalty).

Research limitations/implications

By combining two methodological approaches of brand image evaluation: cognition (assessed through tangible and intangible brand attributes) and affect/emotion (assessed through brand personality scale) this study intends to add to the current understanding of consumer brand knowledge, in particular when the consumer is assessing a company's brand image (the CBI) and also learn how important the effect of cognitive attributes (such as brand attributes of a store and web site) is in explaining the subsequent CBI, and the integration effect on consumer responses such as brand loyalty. Do cognitive evaluations drive conative, behavioural actions in retail buying decision making? Are cognitive evaluations directly related with satisfaction with the retailer and consumer loyalty?

Practical implications

Explicitly, the present study offers practitioners a research framework, aimed at guiding them as to how they could understand their defined or desired brand values (the corporate core values) among their consumers.

Originality/value

In general, the present study adds to the existing literature in cognitive and affective attributes in consumer judgement and corresponding conative or behavioural attitudes in branding and reputation management. It brings together the concept of functional brand attributes, emotional brand attributes (the CBI), and the dependent variables such as customer satisfaction and loyalty in a unique context (internet), and compares this with the bricks and mortar context.

Details

Journal of Product & Brand Management, vol. 15 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 19 September 2008

Rui Vinhas Da Silva and Sharifah Faridah Syed Alwi

The purpose of this paper is to examine which brand attributes need to be emphasised/addressed by retailers in order to achieve a positive representation of the corporate…

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12034

Abstract

Purpose

The purpose of this paper is to examine which brand attributes need to be emphasised/addressed by retailers in order to achieve a positive representation of the corporate brand images in an online setting. Using bookstores as the research context, the research's main aim is to investigate the association between the functional brand evaluation (represented by brand attributes in this study) and emotional brand evaluation (represented by the corporate brand image). Specific research questions are: Are there any associations between the brand attributes and corporate brand image of an online e‐tailer?; What are the most important corporate brand attributes/drivers of online corporate brand image?

Design/methodology/approach

Using the brand triangle framework developed by de Chernatony and Christodoulides, the current study investigates the associations between brand attributes and corporate brand image of an online e‐tailer.

Findings

The findings show that factors such as ease of use, “personalisation”, security and customer care are significant in determining the corporate brand image of the online e‐tailer.

Practical implications

The practical contribution of the study and its managerial implications are in the provision of strategic directions and positioning the corporate brand in an online context.

Originality/value

It has been suggested by recent branding literatures that both functional and emotional brand characterizations should be adopted in order to better model consumer responses. Ailwadi and Keller pointed out that the priority of research should be to understand how corporate brand image and retailer brand attributes interact. The impact of corporate brands on the internet has been the object of study (e.g. Phillips; Lindstrom). The originality of the work is in linking online brand attributes and online corporate brand images and the role of functional and emotional attributes in brand evaluation in an online context.

Details

European Journal of Marketing, vol. 42 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Article
Publication date: 12 July 2021

Sara Martins Gonçalves and Rui Vinhas Silva

Institutions play a central role in service-dominant logic. However, the discussion regarding how institutional theory supports service-dominant logic advancements is…

Abstract

Purpose

Institutions play a central role in service-dominant logic. However, the discussion regarding how institutional theory supports service-dominant logic advancements is still insufficient. This paper aims to contribute to a discussion on the multiple service-dominant logic approaches to institutions.

Design/methodology/approach

This conceptual paper presents the characterization of the existing streams in the broad institutional literature, highlighting the differences among those streams and elaborates on how one of the discussed streams – neo-institutionalism – is suitable to support service-dominant researchers in understanding the role of institutions in markets and value co-creation.

Findings

The paper shows that the three institutional perspectives presented are used indistinctly by service-dominant logic and a greater fit between the service-dominant logic and the neo-institutionalism stands out.

Originality/value

The paper proposes that service-dominant researchers should look at the neo-institutional stream as a particularly fertile ground for furthering their research.

Details

European Journal of Management Studies, vol. 26 no. 1
Type: Research Article
ISSN: 2183-4172

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Article
Publication date: 12 October 2012

Edward C.S. Ku

The purpose of this paper is to investigate how online trust affects group shopping intention in the Ihergo web site.

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6667

Abstract

Purpose

The purpose of this paper is to investigate how online trust affects group shopping intention in the Ihergo web site.

Design/methodology/approach

Samples from the Ihergo web site were collected by mailing a questionnaire survey to those who agreed to participate.

Findings

Group‐buying operators need to understand their consumers and the scheduling shopping rules between internet shoppers and firms. Moreover, word‐of‐mouth (WOM) can be created online by offering web visitors the ability to access the opinions of satisfied customers.

Practical implications

An online business may adopt different methods to enhance its customer satisfaction level. When people enter a significant amount of personal data at a web site, they are typically reluctant to change vendors and enter the data again.

Social implications

Customers view a group‐buying operator as a shopping expert, and expect that the group‐buying operator can handle shopping problems before a dispute occurs.

Originality/value

The findings of this study provide interesting insights for group‐buying operators interested in group‐buying commerce; consumers having a high level of interest in shopping possess a strong motivation and desire to interact with the group‐buying operator.

Details

Internet Research, vol. 22 no. 5
Type: Research Article
ISSN: 1066-2243

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