Search results for "Brand equity"
showing 10 items of 60 documents
Sustainability, Store Equity, and Satisfaction: The Moderating Effect of Gender in Retailing
2021
Currently, sustainability emerges as a key element on which the development of competitive advantages for businesses is based. In the dynamic and turbulent environment in which retail companies operate, sustainable practices are posited as an opportunity for their progress and survival. Through this article, it is intended to advance the nature and dimensions of this construct and examine its influence on store equity and consumer satisfaction. Furthermore, this work analyses the moderating effect of gender on these variables and the mediating nature of brand equity in the development of consumer satisfaction. All this is developed through a quantitative study carried out on a sample of 510…
Effects of Message Appeal when Communicating CSR Initiatives
2011
Corporate Social Responsibility (CSR) can be defined as those business activities which take into account the public consequences of company decisions over and above the simple compliance with government regulations (Menguc and Ozanne, 2005; Sharma, 2000). Thus, the management of a company should go beyond the economic concerns, considering both the social and environmental issues as relevant (Clarkson, 1991). Previous research highlights the importance of CSR for firms’ stakeholders, yet researchers find low consumer awareness of socially responsible initiatives (Beckmann, 2007; Du et al., 2007; Pomering and Dolnicar, 2009). How to communicate socially responsible initiatives is an importa…
Changes in Brand-Related Consumer Loyalty in the Current Pandemic Context
2021
Abstract The current medical crisis and, implicitly, the economic one, generated by the Covid-19 pandemic have brought increased attention to the issue of brand-related consumer loyalty, as loyal consumers are the safest and most stable source of profit in the current economic and social context. It is well-known that there is no equality between the notions of consumer satisfaction and loyalty. The two notions are not synonymous, as consumer satisfaction is only a relative, but not sufficient condition to obtain consumer loyalty. This paper aims to take a systemic approach in discussing the issue of brand-related consumer loyalty, starting from the inputs, respectively the favorable factor…
Music festivals as mediators and their influence on consumer awareness
2020
Abstract Cultural products compete for public awareness in markets with high uncertainty, oversupply and a short product life cycle. Altogether, this means that only a small fraction of all releases generate the necessary consumer awareness to achieve a significant commercial success. This paper aims at identifying the informational function music festivals serve in cultural markets and how it translates into consumer discovery of cultural supply. To do so, we empirically measure informational spillover effects to performers at an established music festival. We hypothesize that this effect stems from the reputation attached to the brand equity of cultural organizations, is asymmetric, as it…
Online Grocery Shopping at Multichannel Supermarkets: The Impact of Retailer Brand Equity
2021
Online shopping for food products is quickly accelerating worldwide, particularly following the impact of COVID-19 pandemic. Most e-grocers are multichannel supermarkets that have developed the onl...
The Role of Retail Equity, Value and Relational Benefits in Building B2B Relationships in Retailing
2019
The present paper aims to examine if variables widely studied in B2C contribute to building strong relationships in B2B markets. Moreover, it analyzes the existence of differences across retailers ...
When brands get branded
2009
Recent perspectives on branding have claimed that consumers establish relationships with brands (Fournier, 1998). According to this view, one has also to consider that — similar to human relationships — transgressions may occur in such a relationship. Brand misconduct describes a brand's behaviour that consumers do not agree with, e.g. Coca-Cola's introduction of the so-called New Coke in the eighties. After an introduction and definition different forms of misconduct are distinguished. The possible consequences, how the company can react to brand misconduct and, ultimately, the implications for branding theory development are examined.
Brand extensions in the platform countries of Asia – Effects of fit, order of market entry and involvement
2012
More and more Western companies understand that Asian markets offer great opportunities to export goods and services. In addition many investment approaches made to Asian markets take place by entering such markets via so-called platform countries (for example Hong Kong and Singapore), as they serve as a bridge to the Asian market and offer an interesting learning base, with consumers cultural behavior being essentially Asian but with strong Westernized influences. As brand extension research has proved to be of major importance for international companies, we examine the effects of fit, order of market entry and involvement on brand extension evaluations in these platform countries. Althou…
Does “Liking” Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes
2017
Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? The authors disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers' preexisting fondness for brands, and these are the same regardless of when and whether consumers “like” brands on social media. In addition, we explore possible second-order effects by examining whether “liking” brands might cause consumers' friends to view that brand more favorably. When consumers see that a friend has “liked” a brand, they are less likely to buy the brand relative to when they learn that a friend genuinel…
The role of the brand in driving online loyalty for multichannel retailers
2015
Multichannel retailers offer shoppers the possibility to cross channels to complete their shopping process. Multichannel retailers, unlike pure online sellers, offer shoppers multiple contact points to experience the brand. Also, multichannel retailers can leverage the trust and attachment to their brands that has been built with their offline presence to drive customers to buy online. Our paper explores the role of the customer relationship with the brand, with variables such as brand trust, brand attachment and length of brand relationship, as drivers of loyal behaviours towards the online channel. We compare the impact of these variables with those of the technology acceptance model. Mul…