Search results for "Brand management"
showing 10 items of 51 documents
How can mega events and ecological orientation improve city brand attitudes?
2014
Purpose – The purpose of this study is to examine to what extent emotional experiences lived in mega-events and ecological orientation of citizens could act as direct antecedents of city brand attitude improvements. In addition, it addresses the effect in terms of a perceived quality of life that a city brand consolidation would be able to bring the citizens of a particular place. Cities must manage and administer their geographical territories as if they were brands, seeking to increase the benefits to society. Design/methodology/approach – An empirical study was performed by collecting information from 398 residents of Aguascalientes (Mexico) during the National Fair of San Marcos in 201…
Social representations and brand positioning in the sporting goods market
2013
Abstract This paper examines the use of social representations as a strategic tool to understand better and measure how consumers arrive at their identification of brand positioning (legitimacy and differentiation) in the brand's market. By considering the market as co-produced by brands and consumers (‘B&C approach’), this study classifies free-word associations connected to the brands into units of meanings, which constitute the core of a brand's market. We applied this tool to the four main brands in the French sporting goods market (i.e., Nike, Adidas, Reebok and Puma). Results show that the differentiation of brand positioning depends on legitimate elements of the market, such as adver…
The Influence of the Congruence Between Brand and Consumer Personality on the Loyalty to Print and Online Issues of Magazine Brands
2012
An important development in the theory of brands has been the concept of a brand personality as part of the brand image. The construct of congruence relates the personality of brands to the self-concept of consumers. It is assumed that congruence between the recipient's perception of his or her own personality and his or her perception of the brand personality leads to a higher degree of loyalty. The congruence construct has been proven to be a loyalty-promoting factor in various studies for consumer good brands. Whether the influence of congruence also exists with regard to media brands has, however, not yet been examined. As a step to close the gap, this research explores the effects of c…
Event‐brand transfer in an entertainment service: experiential marketing
2013
PurposeOne of the channels a brand can use to create experiences is events. The brand promoting the event and its sponsors can obtain various benefits in the form of brand image, personality and notoriety. The main aim of this research is to evaluate the effects that experiencing an event has on experience with the promoting brand.Design/methodology/approachThe study analysed the musical event MTV Winter Festival 2010, considering the opinion of 127 attendees to discover the impact of experiencing the MTV entertainment television channel event in three areas: improved brand experience, improved brand personality and increased brand reputation. EQS was used to test the proposed model.Finding…
Influence of Social Media on Corporate Heritage Tourism Brand
2017
Heritage tourism is an established research canon. However, corporate heritage tourism is an emerging research stream that integrates the heritage tourism canon and corporate brand attributes. This study, utilising a conceptual approach and proposing a conceptual model, explicates the role of social media (marketer and consumer-generated media) in fostering a sense of community among the corporate heritage tourism brand adherents and visit intention among members of the community. In addition, this study incorporates social identity theory to dilate group dynamics and to foster strong feelings and sense of identity among its community. peerReviewed
Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment
2016
The development of customer-based brand equity plays a critical role in tourism. This paper attempts to study which variables contribute to brand equity creation and to examine whether brand loyalty can be considered as a consequence of brand equity in the hotel context. In addition, it seeks to provide a more detailed insights into possible asymmetric effects among customer-based brand equity and its drivers and consequences. Four constructs are found to influence significantly brand equity: two perceptual (image and perceived quality) and two relational variables (trust and affective commitment). Additionally, both behavioural and attitudinal components of loyalty are confirmed as brand e…
Cosmetics Brand Equity Formation in Awareness of Latvian Consumer
2021
Creation of strong brand and increment of brand’s equity in the market is main goal of business. Usage of brand equity concept allows brand owners to sell branded products at higher price, gain greater market share, better promote products in the market, penetrate in market more easily, acquire more loyal consumers, improve effectiveness of marketing communications and enlarge product lines more successfully. Therefore for last 20 years brand’s equity conception, that consists from financial and consumer perceived brand’s equity, has become increasingly actual. It is also important task for brands in Latvian cosmetics market, because market itself is strongly saturated, highly competitive, …
Le decisioni di co-branding: un'analisi ragionata della letteratura e nuovi percorsi di ricerca
2021
Abstract Obiettivi. Una decisione fondamentale nell’ambito del marketing strategico riguarda l’associazione di due brand per la promozione di un unico prodotto. Per questa ragione, non sorprende che, negli ultimi decenni, gli studi internazionali abbiano ampiamente esplorato gli antecedenti della decisione di co-branding nonché le differenze in termini di risultati tra i due brand alleati. L’ampio numero di studi sul co-brand, le molteplici prospettive teoriche e approcci empirici fanno emergere l’opportunità di riassumere lo stato dell’arte sul co-brand e, facendo leva sui risultati, presentare una agenda strutturata per futuri studi. Metodologia. Sviluppiamo un’analisi sistematica della l…
Employer brand management: methodological aspects
2021
У статті обгрунтовано необхідність залучення зовнішніх ресурсів для управління брендом роботодавця. У роботі авторами було схематизовано процес прийняття рішення щодо обгрунтованого вибору компаній аутсорсерів. При цьому сформовано систему критеріїв здійснення такого вибору, що включає як вимоги до компанії-аутсорсера, так і вимоги до майбутнього проекту: рівень вдалих попередніх проектів; рівень задоволеності клієнтів; досвід роботи в Україні; середня вартість послуг аутсорсингової компанії з розробки проекту; термін розробки проекту; комплексність розроблених рекомендацій щодо просування бренду роботодавця; термін дії проекту; гнучкість проекту; рівень складності впровадження проекту; сер…
Communicating Corporate Social Responsibility – Brand management
2007
Corporate action is subject to more scrutiny than ever. An attempt to legitimize the corporate role is seen in corporate social responsibility as a part of a triple bottom line framework. Corporate principles are communicated in various forms to a wide set of stakeholders. Ideally, what is communicated in terms of principles is also seen in business practice. In cases where the principles and actions differ, the platform for creating a brand territory is limited. The communication platform is affected by, for example, corporate documents, actions and media perceptions. The studied cases, from the construction industry, illustrate how media portrays business conduct. It shows that the corpor…