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Article
Publication date: 1 March 1994

John Milewicz and Paul Herbig

Can a brand′s reputation be transferred successfully to other products?What is the importance of a firm′s reputation to the success or failureof its brands? What is the…

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7314

Abstract

Can a brand′s reputation be transferred successfully to other products? What is the importance of a firm′s reputation to the success or failure of its brands? What is the effect on the firm′s brands when a firm′s reputation, through either acquisition or restructuring, decays. How important is it for a firm to maintain or enhance its reputation? Describe a model of reputation creation and destruction and shows how the brand extension decision can be addressed using the model.

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Journal of Product & Brand Management, vol. 3 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 26 August 2021

Luís Daniel Martillo Jeremías and Ana Isabel Polo Peña

The present study aims to propose and validate a model to measure certain variables that may contribute to increasing the bankarization rate (uptake of retail banking…

Abstract

Purpose

The present study aims to propose and validate a model to measure certain variables that may contribute to increasing the bankarization rate (uptake of retail banking services) among developing-economy populations characterized by poor financial literacy and low income levels.

Design/methodology/approach

A quantitative empirical study is carried out in the retail banking sector of a country with low-bankarization rates. Using a self-administered questionnaire distributed online, structural equation modeling is applied to analyze the relationships between value co-creation, brand experience, brand equity and reputation.

Findings

The results show that brand equity is an antecedent of reputation that values co-creation, and brand experience positively influences brand equity and that values co-creation that positively influences brand experience.

Social implications

The bankarization rate of a developing country is generally taken as an indicator of the socioeconomic wellbeing of its population. Where there is a low-bankarization rate, this renders it more difficult for financial institutions to build their reputation to attract new customers and retain existing ones. Strategies are, therefore, proposed to improve the reputation of financial institutions in such settings and, thus, contribute to increasing the bankarization rate.

Originality/value

The findings of this study provide an original perspective that offers a deeper understanding of the mechanisms that enable banks operating in low-bankarization markets to enhance their reputation through strategies based on customer–company interaction and branding (with the variables of brand equity, brand experience and value co-creation).

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International Journal of Bank Marketing, vol. 39 no. 7
Type: Research Article
ISSN: 0265-2323

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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.

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

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Article
Publication date: 8 February 2021

Nilesh Arora, Sanjeev Prashar, Sai Vijay Tata and Chandan Parsad

Brand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a…

Abstract

Purpose

Brand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a celebrity with a brand creates a human image for a brand and helps in personifying its image. The consumer perceives the brand as an individual and relates his personality, as well as the personality of the celebrity with that of the brand. It becomes pertinent for marketers to understand how brand-celebrity personality congruence and brand-consumer personality congruence affect the brand reputation, uniqueness and purchase intentions. Thus, the purpose of this study is to understand the relationship between the two personality congruence aspects – brand & celebrity personalities and brand & consumer personalities, and their impact on the reputation of the brand and its uniqueness. Further, the paper aims to examine the impact of the brand reputation and brand uniqueness on purchase intentions.

Design/methodology/approach

The present study uses Aaker’s five-factor personality scale to study the personality congruence effects on brand reputation, brand uniqueness and purchase intentions. The literature review was carried out to categorize factors related to celebrity personality, brand personality and consumer personality. The data for this study was collected through questionnaires from 1,235 respondents. In the first step, congruencies between celebrity, brand and consumer personality were determined. This was followed by a two-stage structural equation modelling for assessing the model fit and testing the hypotheses.

Findings

From the study results, it is observed that brand-celebrity congruency influences brand reputation and brand uniqueness. However, brand-consumer congruency had an effect only on brand reputation and not on brand uniqueness. Both brand reputation and uniqueness have favourable impact on consumers purchase intentions.

Originality/value

This study contributes to the existing literature on celebrity endorsement by extending the discussion with personality-based congruence. The research deciphered two aspects of identification, i.e. consumer-brand personality congruence and brand-celebrity congruence. The paper hypothesized the favourable association between brand personality and consumer personality congruence and brand uniqueness. However, it was observed that brand personality-consumer personality identification had an insignificant influence on brand uniqueness. This is contrary to the findings of some studies in the literature. Further investigation of this relationship in the future may add a new dimension to the identification context.

Details

Journal of Consumer Marketing, vol. 38 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 14 August 2017

Fabiana Gondim Mariutti

Until now, scholars have devoted insufficient attention to theories of place reputation – at the city, region and country levels. Furthermore, the literature does suggest…

Abstract

Purpose

Until now, scholars have devoted insufficient attention to theories of place reputation – at the city, region and country levels. Furthermore, the literature does suggest a theoretical link between country reputation and country-of-origin (COO). To foster an alignment between country reputation and place management, this paper aims to trace the advance of country branding and nation branding, as deriving place management recommendations from studies on country reputation. Therefore, this work is grounded on the consistent principle in the current literature – that a place must first improve itself via development and management before it can create a positive reputation via communications; it is fundamental, geographically, to work on the development initiatives towards the improvement of a place.

Design/methodology/approach

This is a conceptual paper based on literature search on country reputation published in the past decade (2005-2015).

Findings

The analysis indicates that nine papers have been published on country reputation since 2005, but none of them deal with principles of place management. This paper also consolidates the field’s decades-long theoretical evolution into a visual diagram. To close, it concludes by highlighting the need for theoretical and managerial advancements involving principles from place reputation and place management, which could help countries achieve sustainable prosperity.

Research limitations/implications

As limitations, this conceptual paper lacks review of each country in the evolutionary timeline regarding country branding and nation branding. As another limitation, this paper focused specifically on theoretical contributions and did not address the administrative challenges implied by the sub-themes. Indeed, there is much complexity involved with aligning government policies with internal and external stakeholders.

Social implications

Inspire academia, government and citizens to be engaged with the sustainable prosperity of their country through initiatives of place management and development.

Originality/value

The present study provides additional evidence with respect to the evolution of COO to country reputation, considering studies on nation branding and country branding, towards place management. To date, this is the first publication that offers an extensive examination of country reputation. Thus, the principal theoretical implication of this study is that place management and place reputation can be aligned to develop and improve places (cities, regions and countries) for sustainable prosperity.

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Journal of Place Management and Development, vol. 10 no. 3
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 26 July 2013

Sharifah Alwi and Shahril Azwan Ismail

This study aims to investigate how price and other service brand attributes (such as website attractiveness, efficiency, privacy, fulfilment) determine e‐brand promise…

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2621

Abstract

Purpose

This study aims to investigate how price and other service brand attributes (such as website attractiveness, efficiency, privacy, fulfilment) determine e‐brand promise/reputation and the e‐loyalty of shoppers in an online setting.

Design/methodology/approach

Using the convenience sampling method, a survey research was carried out during a two‐day airline exhibition among experienced respondents who had purchased online tickets in the past. To identify what determines online brand reputation and its effect on e‐loyalty, structural equation modelling using the two‐step approach was performed.

Findings

Fulfilment and competitive price offers have the most significant impact on e‐loyalty, with a full mediation impact (via online brand reputation), whilst website attractiveness has a partial impact. These simultaneously confirm the role of e‐brand reputation as a mediator construct and its antecedents and its relationship with e‐loyalty.

Research limitations/implications

The mediation impact further increases the strength of brand reputation as a construct when modelling consumer responses in an online setting. In particular, the full indirect impact (price and fulfilment) was able to explain how online brand reputation was formed and brand promise can be achieved.

Practical implications

The practical contribution of the study and its managerial implications can be seen in the context of defining strategy and positioning. By confirming that different brand enactments are found in different settings (for example, price, fulfilment, site's attractiveness), this study offers some insights into a company's site strategic brand positioning and differentiation. For example, appropriate enactments, such as price, fulfilment and the attractiveness of the site, could be addressed when designing and enhancing online brand reputation and e‐loyalty. Sample size limitation and generalisation is limited to within the internet airline setting.

Originality/value

While existing research mainly focuses on the effect of service quality and image attributes of e‐loyalty, the current research focuses on other aspects of brand differentiation – e‐brand reputation and the important influencing elements, such as price and website attractiveness – which hitherto have often been ignored in an online setting. In other words, this study highlights the most important attributes that will help to “meet” the online service brand promise through e‐brand reputation.

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Article
Publication date: 19 January 2010

Ann Brewer and Jingsong Zhao

The purpose of this paper is to explore the effect that a prospective pathway college affiliated to a large comprehensive university in Sydney may have on the university's…

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4881

Abstract

Purpose

The purpose of this paper is to explore the effect that a prospective pathway college affiliated to a large comprehensive university in Sydney may have on the university's reputation. In particular, the association of reputation with preference for a pathway college, brand awareness and the opinion of college brand are examined.

Design/methodology/approach

An online survey was conducted in metropolitan Sydney, Australia, and produced 501 questionnaires responses. A correlation study was used to analyse the relationship between variables of preference for college, perceived reputation, brand awareness and opinion of college brand.

Findings

The community reacted positively to a prospective college by agreeing that its merit is in providing a second chance for disadvantaged students and added to the diversity profile of the university. Reputation predicted brand awareness, preference for the college and the opinion of the college brand. Teaching quality of the college is found to be the most important factor to enhance the reputation of the university as well as brand.

Originality/value

The paper explores the difference and relationship between reputation and brand awareness in a higher education context and how this influenced students' decisions. This knowledge has useful implications for higher education management practice.

Details

International Journal of Educational Management, vol. 24 no. 1
Type: Research Article
ISSN: 0951-354X

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Article
Publication date: 20 July 2012

Russell Abratt and Nicola Kleyn

The main purpose of this paper is to explore, define, reconcile and depict corporate identity (CI), corporate brand (CB) and corporate reputation (CR) in a framework that…

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28110

Abstract

Purpose

The main purpose of this paper is to explore, define, reconcile and depict corporate identity (CI), corporate brand (CB) and corporate reputation (CR) in a framework that reflects the dimensions of these constructs, discriminates between them and represents their inter‐relatedness.

Design/methodology/approach

The paper draws on key literature relating to CI, CB and CR.

Findings

The paper develops a framework that explains and aligns the drivers of CB and CR.

Practical implications

Managers will be able to use the framework to help them align and optimise brand and reputation building efforts of their organisation. Academics will be able to use the framework as a basis for empirical research.

Originality/value

The article reconciles disparate views from a number of theoretical streams that have investigated CI, CB and CR and develops a comprehensive framework that shows that although the management and measurement of the constructs may overlap, the constructs themselves are not interchangeable.

Details

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

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Article
Publication date: 1 May 2009

Micael Dahlén, Anton Granlund and Mikael Grenros

The purpose of this paper is to test the consumer‐perceived value of non‐traditional media, and the moderating effects of brand reputation, appropriateness and expense.

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12050

Abstract

Purpose

The purpose of this paper is to test the consumer‐perceived value of non‐traditional media, and the moderating effects of brand reputation, appropriateness and expense.

Design/methodology/approach

The approach takes the form of an experimental study of six (real) campaigns, manipulating media type and brand reputation (with appropriateness and expense measured within subjects).

Findings

Non‐traditional media enhance consumer‐perceived value. The effects are greater for low‐ than for high‐reputation brands. High‐reputation brands are more sensitive to the appropriateness and expense of the marketing. Consumer‐perceived value leads to higher purchase and word‐of‐mouth intentions.

Research limitations/implications

The analysis of the mediating effects of consumer‐perceived value is exploratory and requires follow‐up. Being a first test of the effects of non‐traditional media, no discrimination was made between different types. This requires further attention.

Practical implications

The paper shows that non‐traditional media enhance the consumer‐perceived value of marketing, and suggests that consumer‐perceived value is important in generating purchase and word‐of‐mouth intentions. The approach also gives advice with respect to brand reputation, budget (expense) and appropriateness of marketing.

Originality/value

The paper is a first academic test of non‐traditional media/guerrilla marketing; it argues that marketing must generate consumer‐perceived value in order to be successful and finds support for this; and employs previously neglected (but highly current) variables such as appropriateness and expense. The paper is valuable in its high action‐orientation.

Details

Journal of Consumer Marketing, vol. 26 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 8 April 2014

Hyejin Bang, Michael A. Odio and Thomas Reio

The purpose of this paper is twofold: first, to examine the influences of theory of planned behavior (TPB) constructs (i.e. attitude, subjective norm, and perceived…

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3321

Abstract

Purpose

The purpose of this paper is twofold: first, to examine the influences of theory of planned behavior (TPB) constructs (i.e. attitude, subjective norm, and perceived behavioral control (PBC)) on individuals’ volunteer intention for future sporting events, and second, to investigate the moderating effects of brand reputation and moral obligation in the relationships between TPB constructs and volunteer intention.

Design/methodology/approach

The sample consisted of 107 volunteers at the 2009 NCAA Men's Basketball Tournament. Moderated hierarchical multiple regression analysis was used to test the hypothesized relationships of the model.

Findings

Subjective norm and PBC were significantly associated with volunteer intention. Brand reputation was found to be a moderator in the relationships between attitude and volunteer intention and between subjective norm and volunteer intention, and moral obligation moderated the relationship between PBC and volunteer intention.

Practical implications

Sporting events/volunteer managers must understand individuals’ decision-making process with respect to volunteering at sporting events and important insights into new strategies to increase volunteer recruitment, retention, and reliability.

Social implications

Because sporting event managers face considerable obstacles in recruiting and retaining a volunteer workforce, an enhanced understanding of volunteering may highlight new ways to remove obstacles to being a volunteer to the benefit of individuals and society.

Originality/value

This paper emphasizes the importance of brand reputation and moral obligation as moderators of the effects of the TPB constructs on volunteer intention in the context of sporting events.

Details

Journal of Management Development, vol. 33 no. 4
Type: Research Article
ISSN: 0262-1711

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