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Article
Publication date: 14 September 2021

Paula Rodrigues, Ana Pinto Borges and Ana Sousa

This study, based on craft beer brands, aims (1) to explain the importance of four brand authenticity dimensions (continuity, originality, reliability and naturalness) in…

Abstract

Purpose

This study, based on craft beer brands, aims (1) to explain the importance of four brand authenticity dimensions (continuity, originality, reliability and naturalness) in consumers' perceptions of brand image; (2) to verify if the brand–consumer emotional relationship (brand love) is enhanced by the consumer's perceptions of the brand's image; (3) to verify if the consumer's perceptions of the brand's image increase brand satisfaction; and (4) to verify if brand satisfaction increases brand love.

Design/methodology/approach

Data were collected from consumers of different craft beer brands to evaluate the assumptions underlying the proposed conceptual model. In total, 175 questionnaire responses were used, and the model was estimated through structural equation modelling (SEM) with partial least squares (PLS).

Findings

The results confirmed that brand authenticity is a strong antecedent of the brand image of craft beers, and that brand image affects both consumer brand satisfaction and brand love. The effect of brand satisfaction on brand love has also been confirmed. Craft beer brands should aim to attract more fan-consumers, i.e. consumers who seek an emotional relationship that manifests itself in affection, beauty, well-being and long-term commitment. Fan-consumers give their hearts/love and recommend the brand.

Originality/value

The paper tries to fill two gaps in the literature. First, we make the initial empirical application of the Bruhn et al. (2012) scale and verify its adequacy in this context. Second, this is the first time that the model's design has been validated. The results allow us to confirm that authenticity is an antecedent of brand image, and its simultaneous impact on the consumer's brand love for, and satisfaction with, craft beer brands.

Details

EuroMed Journal of Business, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1450-2194

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Article
Publication date: 10 September 2021

Ying-Yi Deng and Yi-Chun Yang

Few studies have explored how to foster green customer citizenship behavior. Therefore, the aim of this study was to understand the factors influencing green customer…

Abstract

Purpose

Few studies have explored how to foster green customer citizenship behavior. Therefore, the aim of this study was to understand the factors influencing green customer citizenship behavior in a restaurant context.

Design/methodology/approach

This study proposes a conceptual model, based on previous studies, hypothesizing that green attributes transparency engenders green brand image and green trust, which together facilitate green customer citizenship behavior. The authors used structural equations modeling with data collected from 312 consumers in Taiwan to do the analysis.

Findings

The findings indicate that green attributes transparency plays a strong role in determining green brand image and green trust, which enhance green customer citizenship behavior. Managerial implications to aid businesses in developing strategies to enhance their ability to foster green citizenship behavior among its consumers for competitive advantage is also provided, together with an outline of the limitations of the study.

Originality/value

This study used the concept of stimulus–organism–response to test the stimuli of green attributes transparency to enhance customer citizenship behavior mediated by green brand image and green trust. This study makes two theoretical contributions. First, this study extended the concept of attributes transparency, brand image, trust and customer citizenship behavior to a green context. The authors developed a research framework and confirmed that green attributes transparency facilitate green brand image and green trust, which contribute to green customer citizenship behavior. Second, there is no prior study exploring the relationship between green attributes transparency, green brand image, green trust and green customer citizenship behavior. The empirical support for the model developed in this study is based on empirical data of Taiwan restaurant consumers.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 30 August 2021

Richard Huaman-Ramirez and Dwight Merunka

This paper aims to model and estimate how celebrity chief executive officers (CEOs) credibility (i.e. expertise, trustworthiness, attractiveness) is related to their brand

Abstract

Purpose

This paper aims to model and estimate how celebrity chief executive officers (CEOs) credibility (i.e. expertise, trustworthiness, attractiveness) is related to their brand image (i.e. functional, sensory/visual). This paper further examines the effects of consumer materialism on both celebrity CEOs’ credibility and the image of their brand.

Design/methodology/approach

A total of 260 participants knowledgeable of CEOs and their corresponding brands completed an online questionnaire in a cross-sectional study. The data were analyzed through covariance-based structural equation modeling.

Findings

Celebrity CEOs’ expertise and attractiveness are positively related to both functional and sensory/visual images of their brands. Results also demonstrate the positive effect of materialism on both celebrity CEOs’ credibility and brand image.

Research limitations/implications

The research was conducted in one country (France) using a cross-sectional design. Additional studies in other settings or countries should be carried out to establish the generalizability of results and strengthen causality inferences.

Practical implications

CEOs need to understand and manage their key role as celebrities, given the direct influence they may have on consumer brand perceptions and behavior.

Originality/value

This study refines the relationship between celebrity CEOs’ credibility and brand image. It is the first to introduce and validate the effect of consumer materialism on the perception of celebrity CEOs.

Details

Journal of Consumer Marketing, vol. 38 no. 6
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 22 July 2021

Deepa Jawahar and Aslam Muhammed M.K.

This paper aims to analyse the relationship between the image of a tourism product and destination brand equity in the context of Kerala's Ayurveda. The study also…

Abstract

Purpose

This paper aims to analyse the relationship between the image of a tourism product and destination brand equity in the context of Kerala's Ayurveda. The study also examined the influence of destination image (DI) and hospital brand image (HBI) and the mediating role of total experience (TEX).

Design/methodology/approach

The research analysed 342 primary data from Ayurvedic tourists who visited Kerala for the treatment.

Findings

Results show that product–place image (PPI) and DI significantly influence the brand equity, but the HBI is insignificant towards the brand equity. Even though HBI does not directly influence Kerala's brand equity, it has a strong relationship through TEX (mediating variable).

Practical implications

This study can be implemented by destination marketing organization and tourism authorities while making strategic decisions and plans for the image creation of a tourist place.

Originality/value

People perceive some products from a particular place as having superior quality and uniqueness. As far as a tourist destination is concerned, a “tourism product” associated with the destination will also uplift its popularity. The study has investigated the image of this “product–place” combination in medical tourism.

Details

Journal of Place Management and Development, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1753-8335

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Book part
Publication date: 9 August 2018

Inka Hedman and Thao Phuong (Le) Orrensalo

The chapter focuses on brand image and its role in business relationship initiation. The chapter takes the perspective of personal brands, CEO branding in particular, and…

Abstract

The chapter focuses on brand image and its role in business relationship initiation. The chapter takes the perspective of personal brands, CEO branding in particular, and discusses how brand image of the CEO affects the establishment of new relationships. The corporate brand image provides a first insight into, for instance, perceived quality, while the CEO brand is a strategic combination of the CEO image and CEO reputation. An empirical case study exemplifies and illustrates how the corporate brand and the CEO brand interlink. The reader learns that a strong CEO brand may outperform the corporate brand in the initial stage of establishing new business relationships. Trust and commitment are highlighted through the case, inducing that business relationship performance is dependent on personal interaction and network bonds between the actors. The personal brand of the CEO is an important element in branding strategies and a strategic tool for organizations active in the B2B domain. This relates specially to partner selection and the stage of initiating business relationships. Furthermore, both rational and emotional factors are considered when business partners evaluate each other, in search for information and cues as regards the history of the partner. Eventually, trust is created between the partners, and the relationship is initiated.

Details

Developing Insights on Branding in the B2B Context
Type: Book
ISBN: 978-1-78756-276-9

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Article
Publication date: 13 April 2021

Chunhui Huo, Javaria Hameed, Muhammad Waqas Sadiq, Gadah Albasher and Wedad Alqahtani

This paper aims to provide a valid insight into consumers' minds while considering word of mouth (WOM), brand image and uniqueness as independent variables while…

Abstract

Purpose

This paper aims to provide a valid insight into consumers' minds while considering word of mouth (WOM), brand image and uniqueness as independent variables while considering the tourism industry as the primary stakeholder.

Design/methodology/approach

The study adopts qualitative research methods and data collected from 1,033 respondents using convenience sampling methodology. The data are collected from different tourists spots in China and Pakistan. The PROCESS macro was utilized in this study using SPSS version 25.0 to inspect the impacts by using Model 4 and the conditional effects indirectly by utilizing Model 14.

Findings

Customer's intimacy, search for novel and unexplored destinations highlight WOM interactions and perceived service value. Service value, interactional justice and professional attitude of hotel management mediated all the given relationships significantly. The brand image does not mediate any significant associations. Perceived service value and brand image predict customer's loyalty, and WOM is the direct measure of their intentions, and these variables are market trend indicators. A tourist's response toward different destinations is described in this study with comparative analysis of Chinese and Pakistani tourists. The study results showed a significantly positive relationship between hotel management professional behavior, customer's loyalty, customer's intimacy and WOM.

Research limitations/implications

The recruited population might not be represented as the broader and larger visitor population, resulting in restricting establishing tactics. Moreover, this study's results provide significant insight into a tourism industry, hence providing a chance to manage customer loyalty better.

Social, managerial and theoretical implications

This study contributes significantly to the body of knowledge and provides remarkable insight from the managerial perspective. Interactional justice results in significant value for hotel management directors and top management, front desk staff and operatives and front level employees and managers. Consumer sensitivity of fairness in interpersonal dealings calls for behavioral changes in frontline employees, especially those directly dealing with hotel visitors. Hotel staff and management should formulate a system to deal with the demands and needs of visitors. It should describe the rights and obligations of visitors and ensure that each customer is treated equally and with respect. Customers should be motivated to read the survey questionnaires kept in their rooms and offer their views on the services provided. This strategy might increase the customers' sense of empowerment and leading to notions of fairness in individual encounters.

Originality/value

This study provides an insight into the customer's minds while considering essential variables that include WOM, brand image, perceived service value and uniqueness.

Details

Business Process Management Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-7154

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Book part
Publication date: 11 June 2009

Anca E. Cretu and Roderick J. Brodie

Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The…

Abstract

Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The resource-based view of the firm explains the sources of sustainable competitive advantages. From a resource-based view perspective, relational based assets (i.e., the assets resulting from firm contacts in the marketplace) enable competitive advantage. The relational based assets examined in this work are brand image and corporate reputation, as components of brand equity, and customer value. This paper explores how they create value. Despite the relatively large amount of literature describing the benefits of firms in having strong brand equity and delivering customer value, no research validated the linkage of brand equity components, brand image, and corporate reputation, simultaneously in the customer value–customer loyalty chain. This work presents a model of testing these relationships in consumer goods, in a business-to-business context. The results demonstrate the differential roles of brand image and corporate reputation on perceived quality, customer value, and customer loyalty. Brand image influences the perception of quality of the products and the additional services, whereas corporate reputation actions beyond brand image, estimating the customer value and customer loyalty. The effects of corporate reputation are also validated on different samples. The results demonstrate the importance of managing brand equity facets, brand image, and corporate reputation since their differential impacts on perceived quality, customer value, and customer loyalty. The results also demonstrate that companies should not limit to invest only in brand image. Maintaining and enhancing corporate reputation can have a stronger impact on customer value and customer loyalty, and can create differential competitive advantage.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

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Book part
Publication date: 4 December 2009

David N. Bibby

This study explores the relationship between brand image and brand equity in the context of sports sponsorship. Keller's (1993, 2003) customer-based brand equity models…

Abstract

This study explores the relationship between brand image and brand equity in the context of sports sponsorship. Keller's (1993, 2003) customer-based brand equity models are the conceptual inspiration for the research, with Faircloth, Capella, and Alford's (2001) conceptual model – adapted from the work of Aaker (1991) and Keller (1993) – the primary conceptual model. The study focuses on the sponsorship relationship between the New Zealand All Blacks and their major sponsor and co-branding partner, adidas. The sporting context for the study was the 2003 Rugby World Cup held in Australia. Data were collected from two independent samples of 200 respondents, utilizing simple random sampling procedures. A bivariate correlation analysis was undertaken to test whether there was any correlation between changes in adidas' brand image and adidas' brand equity as a result of the All Blacks' performance in the 2003 Rugby World Cup. Results support the view that Keller (1993, 2003) proposes that brand image is antecedent to the brand equity construct. Results are also consistent with the findings of Faircloth et al. (2001) that brand image directly impacts brand equity.

Details

Perspectives on Cross-Cultural, Ethnographic, Brand Image, Storytelling, Unconscious Needs, and Hospitality Guest Research
Type: Book
ISBN: 978-1-84950-604-5

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Article
Publication date: 31 December 2007

Dilip Roy and Saikat Banerjee

The end‐state of marketing is the creation of a lasting bond between the consumers and the offered brand. In view of the growing competition in the market, a never‐ending…

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4542

Abstract

Purpose

The end‐state of marketing is the creation of a lasting bond between the consumers and the offered brand. In view of the growing competition in the market, a never‐ending brand war can be witnessed that attempts to destabilize the consumer‐brand bonding. To ensure a long‐run success, there is a need to develop a system approach towards proper integration of a brand's identity with its image. This paper seeks to address this issue.

Design/methodology/approach

The major task is to identify the gap and skilful integration of brand identity with brand image to cement the gap. Improper integration may lead to a major setback in the market and irreparable loss. The authors present a verbal model as the basis for integration so that the chance of a setback becomes minimal.

Findings

The authors propose a Brand Derby Matrix, a classification cum decision matrix to enable a marketer to identify its present position and future course of action, in conjunction with the Credibility‐Alteration‐Relationship‐Expansion (CARE‐ing) strategy to address the above‐mentioned issue.

Practical implications

Brand Derby Matrix in conjunction with the CARE‐ing strategy can be of immense use to brand planners for identification and managing of the problem to ensure smooth sailing in the market.

Originality/value

In this paper, the authors present a generic approach that may work beyond country boundaries. Brand Derby Matrix in conjunction with the CARE‐ing strategy is immensely helpful in addressing the dilemma of brand identity and brand image integration issues that are faced by players.

Details

International Journal of Commerce and Management, vol. 17 no. 1/2
Type: Research Article
ISSN: 1056-9219

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Article
Publication date: 10 November 2020

Mbaye Fall Diallo, Jean-Louis Moulins and Elyette Roux

Despite the numerous works on multifaceted relationships between customers and brands, such relationships remain complex and poorly understood in retailing. This research…

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1231

Abstract

Purpose

Despite the numerous works on multifaceted relationships between customers and brands, such relationships remain complex and poorly understood in retailing. This research analyses the direct effects of brand images (hedonic, symbolic and functional) on three specific relationship variables (brand trust, brand attachment and brand social identification). It also investigates their indirect effects on three types of loyalty (cognitive, affective and normative) in retailing.

Design/methodology/approach

This paper is based on quantitative research involving 417 respondents. It uses structural equation models to test relevant research hypotheses.

Findings

The results show that hedonic brand image affects brand attachment, while functional brand image influences brand trust. Symbolic brand image has similar effects on the three relationship variables (attachment, trust, identification). Moreover, the relationships between brand image dimensions and brand loyalty types are positively mediated by attachment, trust and brand identification. Therefore, the authors highlight a more complex process in customer–brand relationships than previously thought.

Research limitations/implications

This article focusses on the cosmetic retail sector. It would be interesting to empirically test/extend the model in other industries/sectors. Future studies could also include brand attitude in their research model.

Practical implications

To strengthen affective loyalty, retail managers should focus on both hedonic image and brand attachment (e.g. emphasise the brand personality traits that refer to both affect and hedonism). To develop normative loyalty, they should improve symbolic brand image and facilitate customer brand identification.

Originality/value

This research provides a new three-dimensional model of customer relationships with brands to account for the dynamic nature of customer loyalty in retailing. It shows how three dimensions of brand image (hedonic, functional and symbolic) affect three types of loyalty (affective, cognitive and normative) through the mediation of three specific relationship variables (brand attachment, brand trust and brand identification).

Details

International Journal of Retail & Distribution Management, vol. 49 no. 2
Type: Research Article
ISSN: 0959-0552

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