Search results

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.

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.

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.

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.

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.

It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

Brand awareness is a pivotal, but often neglected, aspect of consumer-based brand equity. This paper revisits brand awareness measures in the context of global brand management.

Drawing on the method of Laurent et al. (1995), this cross-sectional longitudinal study examines changes in brand awareness over time, with sample sizes of approximately 300 whisky consumers per wave in three countries: United Kingdom, Taiwan and Greece.

There is consistency in the underlying structure of awareness scores across countries, and over time, extending the work of Laurent et al. (1995). Results show that a relevant operationalisation of brand awareness needs to account for the history of the brand. Furthermore, the nature of the variation of brand awareness over time interacts with a brand’s market share.

When modelling the impact of brand awareness researchers need to consider two factors – the brand’s market share and whether a more stable or volatile measure is sought. This avoids mis-specifying the country-level contribution of brand awareness.

Global brand managers should be wary of adopting a “one size fits all” approach. The choice of brand awareness measure depends on the brand’s market share, and the desire for higher sensitivity or stability.

The paper provides one of the few multi-country investigations into brand awareness that can help inform global brand management.

The study focused on dimensions of consumer‐based brand equity, and especially the recall level of brand awareness. The purpose was to identify any statistically significant differences in brand recall in various product categories and different national contexts.

This observation study explored relations between consumers' awareness of brands, attitudes related to brand equity, and changes in cultural context. Questionnaire data was collected from university students in four countries: the USA, Finland, France and Sweden. The respondents were asked about the brands of beverages, computers and cell‐phones that first came into their minds, and their attitudes in relation to brand equity.

It seems that the four dimensions of brand equity co‐vary depending on the cultural context. The results also revealed a relationship between TOMA and the national context that was generalizable in the three product categories.

Culture as a contextual factor of consumer brand equity should be studied further. The findings should be replicated with non‐student samples in other product categories and cultural contexts. SEM could be used to establish the causality and direction of the relationships between the various dimensions of culture and brand equity.

The findings on the effect of the cultural context on brand equity are of practical relevance to marketing managers: they should tailor their branding strategies accordingly.

The results gave valid and reliable evidence of a relationship between the TOMA dimension of brand equity and the national cultural context.

This quasi-experimental field study examines whether companies can improve the effectiveness of their sponsorship investments by creating a brand experience. Data were collected among participants of a sponsored marathon. During this event participants had the opportunity to engage in an experience orchestrated by one of the main sponsors of the event. We compare the data of participants who ran the marathon and also engaged in the experience with those who solely ran the marathon. The results reveal that participating in the experience increases top of mind awareness, brand recall and attitudes towards the sponsoring brand, compared to just running the marathon. Additionally, within the experience condition, brand experience and flow predict brand attitudes.

The aim of the study was to determine the region brand’s strength by measuring the awareness of the regional brand elements, associations and the perception of the region’s promotional activity in the corporate customers’ group.

To obtain the necessary data, this study conducted computer-assisted web interviewing on a sample of 151 small and medium-sized enterprises (SMEs) registered in the Mazowieckie Voivodeship and engaged in furniture production and food and beverage production. Statistical data analysis included Pearson and Spearman’s rank correlation and chi-square tests.

The survey showed a high number of brand associations with the region of Mazovia, but the level of brand recognition was low. The awareness of the region’s logo among SMEs shows the strongest correlation with the belief that promotional activities increased the scope of company operations. Moreover, this evidences the perceived utility of the brand among those customers.

The regional authorities should invest more in the frequency of promoting the region among certain strongly engaged user groups to increase their brand awareness level. Furthermore, local authorities should try establishing an umbrella brand that would cover several sub-brands promoting separate industries in the region.

To the best of the authors’ knowledge, this is the first study in Poland that focused on regional branding effects among entrepreneurs and using a quantitative method. The relationship between the studied entrepreneurs’ willingness to use the Mazovia brand and their range of operations indicates that some enterprises already enjoy greater trust thanks to the brand, which increases their loyalty toward the region.

This paper seeks to develop a framework for understanding what drives customer‐based brand equity and price premium for grocery products.

The paper reviews empirical studies made within the area of brand equity and studies of grocery products. It compares and analyses the results from an explorative and qualitative field study with previous research on brand equity and food quality.

The study finds that brand equity and price premium focusing on the grocery sector specifically highlights the role of uniqueness, together with the four traditionally basic dimensions of brand equity proposed: awareness, qualities, associations and loyalty. Relevant brand associations (origin, health, environment/animal friendliness, organisational associations and social image), and quality attributes (taste, odour, consistency/texture, appearance, function, packaging and ingredients) specific to groceries are identified and proposed for future measurement scales and model validating research.

The development of a customer‐based brand equity model, that adds awareness, associations and loyalty to previous discussions on price and quality, brings to the table a more nuanced and multi‐faced tool for marketing of consumer packaged food.

The paper provides a framework for understanding, evaluating, measuring and managing brand equity for grocery products. As this paper presents the first conceptual brand equity framework for groceries, there is a contribution to research on food branding. Also, there is a contribution to the general field of brand equity as previous models have been very general.

This study aims to analyze the impact of newly created brand awareness on customer’s buying behavior in online environment.

The authors analyzed more than 280,000 online customer journeys from four e-commerce stores based in Slovakia. Within the results of the interaction analysis of individual customer journeys, the authors determined three criteria based on the level of theoretical brand awareness. The purpose was to determine their occurrence in real-world data.

It was found that each of the specified criteria accounts for the significant share of the company’s revenues. Based on these criteria and the level of their occurrence, the authors introduced the term direct traffic effect.

Because of the available Web analytics tools, the data might be imprecise because of data collection issues. There is also ambiguity in the interpretation of the customer journey.

The company can build awareness among prospective customers by offering them a positive customer experience during the first interactions online. Data proved that customer will not only repeatedly visit the website from the direct traffic source but also his customer journey will end with the purchase of the company’s products.

This paper fulfills the need for further research on the impact of multi-channel marketing on brand awareness and consumer behavior, respectively.

Discusses how corporate advertising has attracted increased attention during recent years, especially in service industries. Addresses the issue of corporate advertising in relation to financial services. Uses a case study to illustrate a successful integration of corporate advertising with product advertising.Concludes with managerial implications and recommendations, finding that corporate advertising should be an integral component of the marketing communications programme of a financial services institution.

This paper aims to empirically examine how five different brand equity dimensions of a festival brand (i.e. awareness, image, quality, value and loyalty) are inter-related. Specifically, this study aims to examine the impact of brand awareness on perceived brand image, perceived brand quality and perceived value; the impact of perceived brand image on perceived brand quality and brand loyalty; and the impact of perceived brand quality on perceived value and brand loyalty.

The conceptual model was tested with an onsite sample of a public festival referred to as the VEISHEA (Veterinary Medicine, Engineering, Industrial Science, Home Economics and Agriculture) festival, which is located in a Midwestern college-town. Confirmatory factor analysis and structural equation modeling were used to reach the goals of the study.

The findings revealed that improving attendees’ awareness is a keystone in promoting brand quality perceptions, increasing perceived value and creating favorable brand image. Perceptions of quality on brand loyalty were stronger than any other effect, pointing out the need for superior quality. These findings confirmed that a public festival which does not require visitor admission fees can increase visitors by utilizing branding strategies, as has been done with other types of festivals.

This research was conducted at a public festival. Further study should be conducted at other festivals/events. Analysis of antecedents such as advertising and promotions in the brand equity creation process will provide further important information.

This study provides guidance for practitioners to manage festival brands properly and develop strategies (e.g. communications and promotions) which reinforce the intangible asset of brand equity.

This is the first study that applies the brand equity concept to the setting of public festivals. This application to a new context contributes to the body of knowledge of brand equity theory.