休闲旅游城市品牌营销评价体系研究

现代城市在进行品牌推广时,常常忽视了营销效果评价的作用。合理的营销效果评价,能够总结出以往营销过程中的不足,对未来营销活动的实践提供借鉴。休闲旅游城市具有其自身特点,在进行品牌营销评价时应当充分考虑这些特点,使营销活动更具有针对性和可行性。休闲旅游城市品牌营销评价体系从品牌建设、品牌传播、品牌管理三个系统层、九个领域、三十三个指标,从政府统计数据和游客感知数据两个角度对杭州城市品牌营销进行评价,并对评价结果进行分析,以期为杭州未来城市营销实践提供合理建议。     

Antecedents of consumer-brand identification in terms of belonging brands

This study aims to identify the antecedents that affect the brand belonging of consumers. Structural equation modelling method was used. The most critical variable that directly affects consumer-brand identification is brand-lifestyle congruence. This variable was followed by brand self-congruity, memorable brand experience and brand identity. The variables that indirectly affect consumer-brand identification are brand identity, brand-lifestyle congruence, brand self-congruity, functional and social value. Functional and social value only indirectly affected consumer-brand identification. Regarding this effect, social value positively affected consumer-brand identification, while functional value negatively affected consumer-brand identification. Brand self-congruity was affected by brand-lifestyle congruence, brand identity, functional, social and emotional value.     

The Role of Logo Recoloring on Perceptual Fluency in Cause-Related Marketing Campaigns

Abstract

This article investigates the influence of brand esthetics on consumer response to cause-related marketing campaigns. Drawing on brand visual identity and advertising research, a processing fluency perspective is explored in the relationship between stimulus characteristics and consumer judgment. Processing fluency suggests color enhances the ease with which consumers recognize and process brand elements, and more broadly, cause-related marketing campaigns. Brand logos were recolored to enhance the perceptual fluency of the two entities. Its joint effect with conceptual congruence (e.g., fit) indicate that both low and high fit brands benefit from enhanced processing fluency, with a more robust outcome for high fit brands. These effects were mediated by logo evaluation, leading to a new path of fit perceptions in CRM initiatives.     

The making of Labatt ‘Blue’: The quest for a national lager brand, 1959–1971

Abstract

This article examines the creation of a national beer brand in Canada. It analyses the challenges faced by the marketing managers at John Labatt Limited ? one of Canada’s oldest and most successful brewers ? in solving the ‘national lager problem’ (i.e. the inability of Labatt’s ‘Pilsener’ to capture a significant share of the Canadian market). It examines how executives use marketing knowledge to recreate brand identities. It argues that the rebranding of ‘Pilsener’ as ‘Blue’ was successful because Labatt’s managers fashioned a new brand identity that downplayed the ‘ethnic’ heritage of the brand by appealing to a new ‘Canadian’ cosmopolitan modernity.     

城市品牌依恋影响机理研究——基于上海、泉州、兰州、岳阳的实证分析

文章从消费者行为视角切入,运用结构方程的定量研究方法,通过"消费者—品牌"关系分析了利益相关者(居民、潜在迁入者、旅游者、投资者等)城市品牌依恋对其城市品牌忠诚的影响机理。实证结果表明,城市品牌个性、城市品牌享乐主义价值、怀旧情感、城市品牌涉入度对利益相关者城市品牌依恋的形成具有直接影响;利益相关者对城市品牌的依恋通过消费者—品牌关系(信任、满意、承诺维度)对其城市品牌忠诚产生显著影响。     

Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship

This paper investigates the mechanism under which attitude formation takes place in corporate co-branding in the context of sport sponsorship. We developed a conceptual model that synthesises three theoretical frameworks (evaluative conditioning, relationship marketing and brand equity), aiming to explain corporate co-branding in the context of sport sponsorship. Specifically, the proposed model posits that, in sport sponsorship, close consumer relationships with a sport brand leverage sponsor brand equity elements (brand familiarity, brand personality and brand image) and can lead to positive outcomes (wordof-mouth communications). We tested the proposed model using data collected from fans of two professional soccer teams (N = 280). The results of the study confirmed the proposed relationships and further provided new insights regarding the role of brand equity elements in creating ‘backward’ effects to the sport brand (team). Moreover, the findings suggest that sport sponsorship might be the ideal context for co-branding partnerships between mature/high-equity brands.     

Dodo Lé Là: how consumers promote a local iconic brand in postcolonial creole culture

ABSTRACT

This videography shows how consumers in the Reunion Island (France) promote a local Dodo beer towards an iconic status through their identity work. An alternative approach to Holt’s theorising on iconic brands is taken on two levels. First, the videography contributes by offering a non-American, postcolonial and creole aspect of a brand myth-making, as well as the ‘promotion’ of the brand by the local consumers and multi-ethnic community. Second, the consumers’ voice in citing the brand is examined (Nakassis, 2012. American Anthropologist, 114(4), 624–638.). Based on the findings, the citing of the brand happens in two different ways: when including it into personalised identity narratives and when producing new brand tokens, thus nurturing the brand ontology further.     

Love is in the air. Consumers' perception of products from firms signaling their family nature

Signaling consumers that the company behind a brand is run by a family is increasingly observable in the marketing realm. One possible reason could be the emotional value signaled by the family nature of the firm. Brand signals carrying emotional value might contribute to a competitive advantage. Since we do not fully understand the effect of signaling the family nature of a firm yet and as family represents an emotional context, we examine this effect on consumer perceptions of the products being made with more love by conducting two experimental studies. In Study 1 (N = 371) we find that the firm's family nature triggers a strong perception of love being part of the production process of the brand, which leads to a higher willingness to pay. Specifically, in Study 2 (N = 280) we designed a process manipulation study to provide causative experimental explanation of the process of Study I. Thereby, we contribute to psychology and marketing research by showing that consumers consider a product signaling the family nature of a firm more strongly to be made with love and are willing to pay a price premium. This effect is driven by positive feelings related to one's own family.     

江苏企业自主品牌创建与管理的深层次思考

进入品牌营销时代的江苏经济要走好创新发展之路,需要依赖有自主品牌的本土企业作为支撑,江苏省多数企业急需将品牌提供的超越产品和服务本身利益之外的价值做到最大化,即提升品牌资产价值。江苏企业在自主品牌建设中存在三个方面急待正视的误区:认为做品牌就是做广告、做品牌就是做产品质量、做品牌就是做客观产品;江苏企业应当改进观念认识,把握创建与管理自主品牌资产的根本,在做信号产品和符号产品、明确品牌创建的主要途径、抓好品牌专业化管理等三方面把好关,切实提升企业品牌认同感和品牌形象,真正有效提高品牌资产价值,创建可持续发展的江苏自主品牌。     

Antecedents of residents' city brand attitudes

City branding is a relatively new area of academic research in marketing. Earlier research focuses on city brand images and particularly the contrast in brand image between cities. Essentially that attention reflects the interest of policy makers in developing sound competitive brand positions, with the aim of achieving a competitive advantage. The current paper shifts the focus to explaining the brand attitudes that residents have of a particular city. What are the key antecedents (city attributes) influencing city brand attitudes? The paper reports on a quantitative survey of a sample of 878 residents of the Gold Coast City. The findings show that the major antecedents are social bonds, a sun and surf brand personality, and creative business. Safety, nature and cultural activities are also influential attributes. Apart from insight into how city brand attitudes are shaped, the paper provides a framework for public policy intervention to improve the urban environment.     

Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies

This research highlights the importance of retailer-consumer identity congruence – the match between the retail brand identity and the consumers’ identity. Retailers can leverage identity congruence to forge meaningful consumer-brand relationships which will result in enhanced engagement, brand loyalty, and willingness to pay. The paper discusses how creative merchandise offerings and innovative merchandising strategies contribute to the creation of a unique retail brand identity and facilitate communication of this identity to consumers. Based on interviews with retail practitioners, we formulate five ways in which retailers can establish and communicate their brand identity through creative merchandise offerings (by focusing on unique and original merchandise, leveraging local merchandise to reflect the area, making their merchandise akin to art, offering sustainable merchandise, and a high fashion product assortment). In addition, we focus on five innovative merchandising strategies which help the retailer connect the brand to the customer (creating themes, reflecting the brand story, being playful, signaling exclusivity, and virtual merchandising). We then discuss how retailers can utilize social and technological tools to amplify the retailer identity to consumers, thus increasing the likelihood that a consumer will view their identity congruent with the retail brand.     

Brand image,cultural association and marketing: ‘New Zealand’ butter and lamb exports to Britain,c. 1920–1938

Abstract

This article examines the branding and marketing strategies of New Zealand Producers Boards which were established in the early 1920s to coordinate the export of butter and lamb to Britain. The brand ‘New Zealand’ featured prominently in the promotion of lamb exports to Britain, whereas much more emphasis was placed on the ‘Anchor’ brand for butter. Because the ‘Mother Country’ was by far the biggest single export market for New Zealand butter and lamb, the branding and marketing activities of the Boards emphasised the strong cultural affinity that existed between Britain and New Zealand. Drawing on the relevant branding and marketing literature, the Boards’ annual reports, and reports by the Ministry of Agriculture and Fisheries, we show that ‘New Zealand’ and ‘Anchor’ conveyed the fundamental message of a shared British identity.     

An investigation of B-to-B brand value: evidence from manufacturing SMEs in Taiwan

Purpose: The importance of brand value has been increasingly recognized in business-to-business (B-to-B) marketing settings. Leek and Christodoulides (2012) proposed a comprehensive B-to-B brand value framework based on qualitative examination, which has yet to be quantitatively examined. As such, the objectives of this study are twofold: first, to quantitatively investigate Leek and Christodoulides’ (2012) B-to-B brand value framework and reveal the relative importance of the various attributes/elements; second, to explore whether the attribute/element priority in Leek and Christodoulides’ (2012) value framework differs for various types of buyers with respect to supplier characteristics, environmental factors, and situational factors. The research context is small- and medium-sized enterprises (SMEs) in Taiwan. For industrial marketers, a better understanding of attribute/element priority pertaining to brand value is helpful in terms of marketing efficiency and success probability.

Methodology/Approach: Based on data from 22 SME buyers in Taiwan, a cluster analysis was performed to classify SME buyers into different buyer groups based on supplier characteristics, environmental factors, and situational factors, while an analytic hierarchy process was used to indicate the preference structure under different buyer groups.

Findings: The results reveal that the functional value items outperformed emotional value ones; further, quality, technology, and after-sales service were the top three elements of brand value. However, the attribute/element priority varied across different buyer groups. In general, the importance of functional value items was greater than that of emotional value items for most SME types. Top attributes/elements that exceeded 10% importance weight were almost all function-related, aside from emotion-related credibility—the primary concern (20.3%) of forced SMEs that held pessimistic perceptions regarding the economic environment, and procured within a highly concentrated market structure.

Originality/Value: This research study contributes by indicating the relative importance of brand value attributes/elements in the SME context and examining whether the attribute/element priority varies for distinct types of buyers. Based on the results, a target marketing strategy is provided for B-to-B marketers to effectively design marketing offerings and create brand value for their business buyers.     

Effect of self-congruity with sponsorship on brand loyalty

The purpose of the paper is to extend self-image congruence research into the corporate sponsorship literature in marketing communications. We do this by developing a conceptual model showing how self-congruity with a sponsorship event affects brand loyalty. The model posits that self-congruity with a sponsorship event has a positive influence on brand loyalty, especially under two conditions: (1) when customers are aware of the firm sponsoring the event, and (2) when customers are involved with the event. The model was tested using data collected from five different surveys (total N = 1588) involving Nextel mobile communications services (brand) in relation to NASCAR Nextel Cup Series (the sponsorship event). The results provide some degree of support for the model.     

Using linguistics for creating better international brand names

International product sales are increasingly important for most companies. As a result, cross-border brand naming is becoming a significant marketing issue. This article describes linguistic assets such as phonetics (sounds), etymology (roots of words) and rhetoric (persuasive discourse) and proposes a comprehensive framework for analysing how these linguistic assets transfer (or do not transfer) to a number of target linguistic contexts. Using this analysis, managers should follow the ‘Joyce principle’ and attempt to build meaningful brand names across languages, thus adding value to their global brand names.     

How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity

Previous research on the sports marketing of global brands has focused mainly on the sponsorship of sporting events and the endorsement of products by athletes. This study reveals the unexamined effect of the impact of sports stars' personal brand on global brand equity and consumers' brand love. Based on global consumer culture (GCC) theory and self-expansion theory, this paper examines the influence of sports celebrities' personal brand on consumers' perceptions of global brand equity and brand love. Using survey data from 372 users of “HUPU”, our results revealed that the use of sports stars' personal brand (attractiveness, expertise, and congruence) was positively related to global brand equity and brand love. Belief in global brand citizenship has a full mediating effect between attractiveness and brand love but a partial mediating effect between expertise, congruence and brand love. Product quality partially mediates the relationship between expertise and brand love. These findings suggest that it is appropriate to use sports stars' personal brand to build global brand equity and increase consumers’ brand love.     

When opposites attract? Exploring the existence of complementarity in self‐brand congruence processes

In the psychology of human interpersonal attraction, complementarity is a well‐recognized phenomenon, where individuals are attracted to partners with different but complementary traits to their own. Although scholarship in human–brand relations draws heavily from interpersonal attraction theory, preferred techniques for measuring self‐brand congruence tend to capture it in only one form: the similarity configuration, which expresses the extent to which brand traits essentially resemble or mirror a consumer's own. Hence, the aim of this study is to explore, for the first time, the existence of complementarity in self‐brand congruence. From a canonical correlation analysis of survey data in which respondents rated their own personality traits and those of their favorite brand, the existence of both similarity and complementarity configurations is indeed revealed. Based on this, the study then derives a measure of self‐brand congruence that captures both configurations, and tests its predictive power for a range of brand‐related outcomes. The new measure is found to perform well against existing measures of self‐brand congruence based purely on a similarity configuration, particularly for emotionally based brand‐related outcomes.     

An investigation of marketing capabilities and upgrading performance of manufacturers in mainland China and Hong Kong

Although Chinese manufacturers are considered as latecomers or followers in global commodity chains, they have also been experiencing rapid progress in upgrading performance from own equipment manufacturing (OEM), original design manufacturing (ODM) to own brand manufacturing (OBM). Current literature on the global commodity chain has focused primarily on economic conditions that help explain manufacture upgrade while giving limited attention to what marketing capabilities support and sustain firm competitiveness through upgrading. This article examines eight different marketing capabilities to assess influence on manufacture upgrade performance. A survey of electronics manufacturers in mainland China and Hong Kong shows the significance of individual marketing capabilities and implications of their interdependency for manufacture upgrade performance. In particular, product development, marketing communication and channel management capabilities are crucial for manufacture upgrade. The results also highlight the importance of selective marketing capability development and the potential of secondary support for the relationship between substantive and dynamic capabilities.     

Make product placement work for you: Get less exposure

Expenditure on product placement has grown faster (170%) than on advertising (15%) over the past 10 years, but some evidence suggests that the return on investment has been declining. For the well-known, fast-moving consumer goods/consumer-packaged goods (FMCG/CPG) food brands typically placed in local TV programming—the context of this article—the management problem of overfocusing on brand exposure hinders gaining brand choice, the ultimate strategic goal of marketing. Managers’ preconditioning, ease of measuring, and assumptions about the value of exposure contribute to their subtle placements becoming blatant or in other problems, as when other promotional devices, like a television commercial or program sponsorships billboard, get bundled into the same TV episode as the company’s own product placement. The higher brand exposure gained can evoke negative mental outcomes in consumers, weakening influences on brand choice. An experiment with a large sample of grocery shoppers supports such an outcome. More strategic value can also be gained from product placements in general by their use longitudinally, in-between campaigns of TV commercials, as an instructive tool and through normalizing a brand’s role in a consumer’s life. We provide eight checkpoints for marketers to consider when planning to use product placement to gain value for their brands.     

How does the theory of consumption values contribute to place identity and sustainable consumption?

The importance of consumers’ role in sustainable consumption is reflected in the vision of the Sustainable Development Education Panel: To educate consumers to make informed consumption decisions, to take responsibility for their actions and to realize the impact of consumption decisions on future generations. However, educating and informing consumers alone is unlikely to change deeply entrenched unsustainable consumption behaviour. A multi‐faceted approach is required – enforcing sustainable development initiatives through legislation, promoting corporate social responsibility programs on the part of business, and (most importantly), supporting communities that engage in sustainable consumption. This study examines the proposition that individuals who identify with their community (i.e. the residential suburb or a locality where identity is understood geographically) are more likely to engage in sustainable consumption. Specifically, it examines how consumption value (i.e. the perceived value of living in a particular residential suburb) contributes to place identity and to environmental attitudes and sustainable consumption behaviour. Structural equation modelling is used to verify the conceptual model using data from a telephone survey of 561 residents from two inner city suburbs in Auckland, New Zealand. The results support the proposition that environmental attitude and sustainable consumption behaviour is enhanced by consumption values through place identity. Residents who enjoy living in their community, value a clean and healthy environment and believe their suburbs are unique tend to develop a stronger identity with their residential suburb, and are more positive towards sustainable consumption. The results have important implications for social marketers, property marketers and city councils who strive to encourage sustainable consumption among its citizens.