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本文认为,在我国比较特殊的品牌生态环境下,企业重品牌创立轻品牌管理,品牌衰退、品牌非正常死亡现象异常突出。针对问题品牌可以采用刷新策略,通过对品牌信息的重新构建和传播途径的取舍,支持强化品牌目标,进而强化或改变原有品牌形象,以新的品牌信息刷新旧有品牌形象,激活品牌联想,使原有品牌形象清晰化、丰富化,直至强大。文章提出,差异点和活力点是进行品牌刷新强有力的工具,能够改善、提升或强化目标品牌,但在选取差异点或活力点并实施品牌化的过程中,必须注意优先性、投入及隐身和现身等问题。 相似文献
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商业集聚内的许多小店铺以自己的经营理念来组织备货,将店铺信息传递给消费者,在这一经营过程中,零售商店铺自我认同起着重要作用。但是,店铺自我认同的概念和测量问题几乎还没有学者研究。文章借鉴品牌自我认同的概念,将店铺作为一种品牌,界定了店铺自我认同的概念,明晰了店铺自我认同和店铺印象的关系,并对店铺自我认同这一构念进行了初步的测量。 相似文献
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品牌识别与品牌形象是品牌的两个侧面,品牌识别由品牌商标、语言、符号等组成,传达品牌价值、利益和个性,品牌形象则是存在于消费者心智中的主观感知,是消费者对品牌的认知、评价和态度的综合。因此,品牌识别与品牌形象是品牌的两个侧面。文章对品牌识别和品牌形象的概念进行了理清之后,在品牌识别过程模型基础上,将可控的品牌关系取代传播环境作为品牌形象综合传播过程的外生变量,完成对Kapferer和Coop提出的传播模型的修正。修正模型存在以下启示:对品牌裂缝的属性认知更加清晰;为进一步研究品牌裂缝的影响因子提供了方向;为缩小甚至消除品牌裂缝,提升品牌忠诚度提供了解决思路。 相似文献
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The pharmaceutical industry spends billions annually on marketing to physicians (over $4.3 billion in 2014). The industry as a whole has a lot of experience in determining what to say to physicians, but it is less confident when it comes to how to say it—sometimes leading to advertising that does not engage, thereby costing sales. In an effort to define a set of rule‐based guidelines for effective pharma branding, the study adapts the primary Jungian archetypes to develop the first collection of archetypal tones of voice for healthcare products. The study here demonstrates, via a series of fuzzy‐set qualitative comparative analyses that well executed ads following an archetype consistently connect with physician audiences, while nonarchetypal healthcare ads demonstrate an inconsistent performance. Such an analysis would traditionally take the form of null hypothesis significance testing (NHST), but NHST provides substantially less insights than algorithm modeling and the use of fuzzy‐set qualitative comparative analysis as this study describes. 相似文献
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James Andrew Kenyon Argyro Elisavet Manoli Guillaume Bodet 《Journal of Strategic Marketing》2018,26(1):6-18
AbstractAs brand management and brand perceptions attract more attention in both academia and in practice, examining the link or lack thereof between brand identity and image is becoming increasingly important. The existence of brand consistency and coherency is examined in this research, which aimed to evaluate whether the pre- or post-event brand image of the Olympic Games or the London 2012 Games, in the domestic UK population and media, were aligned with the brand identities of these objects. Online surveys and media content analysis revealed that both brands have yet to achieve consistency or coherency within these two key stakeholder groups, even though the brand image of the 2012 Games improved following the event. What this study suggests is that unless the brand owner takes key stakeholders’ perceptions into consideration, a coherent and consistent brand identity does not necessarily equate to these being a feature of the brand image, with the connection between perceptions requiring additional attention. 相似文献
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Laurie A. Meamber 《Consumption Markets & Culture》2015,18(6):559-568
Rebekah Modrak's Learning to Talk like an (Urban) Woodsman: An Artistic Intervention project presents an artistic critique of the Best Made Co. lifestyle “axe” brand. The article and the Re Made Co. “plunger” art piece it describes engage directly with issues discussed by brand researchers and other scholars, such as the strategic use of appealing design and product aesthetics, the sign value of brands, and the creation of brand identity and cultural codes based upon the performance of an idealized, historicized and gendered mythology. The artwork itself, the reactions to the Re Made Co. project and the artist's reflections, all add to the interdisciplinary exploration of brands, brand culture and meaning. 相似文献
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Tracy Harmon-Kizer 《Journal of Promotion Management》2013,19(7):959-982
AbstractThis 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. 相似文献
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Louise Spry Carley Foster Christopher Pich Sheine Peart 《Journal of Strategic Marketing》2020,28(4):336-349
ABSTRACTCorporate branding is a strategic issue for universities as the global higher education (HE) marketplace is becoming increasingly competitive and there is pressure to differentiate. Yet it is unclear how universities develop and manage brand strategies, and whether they draw upon any meaningful connections to the multiple stakeholders and sub-cultures engaged with a university’s brand. Using qualitative data gathered from an education faculty within an established UK university, this study found the faculty and university had competing brand identities and images. A strong faculty brand emerged co-created through the shared teacher related values of staff and external partners. This study contributes to the brand strategy literature by applying branding concepts to the under-researched HE context and proposing a new, more nuanced brand architecture model not yet reported in the branding literature which more accurately reflects the management of sub and corporate HE brands. 相似文献
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品牌识别是品牌在时间维度上的独特统一,是关于品牌的外在与内在的系统认识。通过对品牌元素的分析与综合,可以构建出一个层次分明、清晰实用的四维识别模型,它分为品牌的文化系统与品牌的产品系统两个部分,其中品牌理念是品牌识别的灵魂所在。对照这个品牌识别系统可以发现品牌管理中的漏洞所在与未来品牌建设的方向与策略。时间也许不是品牌识别的唯一维度,但肯定是首要的与不可或缺的维度。 相似文献
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本文通过对受众接受心理的特点分析,提出认同感是受众在选择接收信息时的首要条件。要树立品牌、推广品牌、延续品牌,就必须把握受众心理,品牌传播贴近受众情感,满足受众需求。 相似文献
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Brand passion is increasingly seen as the ultimate emotional connection between the consumer and a brand. Limited previous research relied exclusively on Sternberg's triangular interpersonal theory in developing the brand passion concept. This research paper integrates consumer brand identity theory, refines the definition of brand passion, and proposes a dualistic approach to brand passion which distinguishes between two different types of brand passion: harmonious and obsessive. 相似文献
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《Journal of Strategic Marketing》2012,20(8):651-665
AbstractThis paper investigates the mechanisms through which brand identity affects brand performance. The study proposes that brand identity influences brand preference and affective brand identification which in turn drive desirable performance outcomes such as willingness-to-pay premium price and share of wallet. The investigation was undertaken with 376 US respondents recruited via Amazon’s Mechanical Turk platform. Structural equation modeling was employed to test the research hypotheses. The analysis found that brand identity has indirect effects on willingness-to-pay premium price through brand preference and affective brand identification. Further, the mediating effect of brand identification is enhanced when customers have had a strong, memorable experience with the service brand. This research provides empirical evidence of the mechanisms through which brand identity affects brand performance outcomes and the moderating role of memorable experiences in consumer-brand relationships. 相似文献
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《Journal of Strategic Marketing》2012,20(1):41-58
Increasing attention has been paid to the concept of brand orientation over the last decade. However, research on brand orientation in small firms is only in its infancy, the present study being among the first contributions to this emerging stream of research. An empirical dataset of 255 responses from small service firms operating in Finland is used to test a model of the performance effects of brand orientation in the small business context. In addition, the moderating effects of internal branding are investigated. Confirmatory factor analysis is used in validating the constructs. The research hypotheses are tested using structural equation modeling. The results show a positive relationship between brand orientation and brand performance. However, brand orientation does not have a direct effect on performance, but instead the effect is fully mediated by brand identity. Interestingly, internal branding does not moderate any of the paths in the conceptual model. 相似文献
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三个实验检验了品牌拟人形象性别与目标消费者性别一致性的积极效应以及品牌热情能力定位对其的调节作用。结果表明：出于社会认同动机,当性别刻板印象未被激活时,消费者对于拟人形象和自身性别一致的品牌态度更加积极。而当性别热情能力刻板印象被激活时,性别一致性的积极效应被品牌热情能力定位调节。具体而言,对于男性消费者,相对于能力型品牌,热情型品牌由于和男性高能力低热情刻板印象不同,男性消费者对男性拟人形象的社会认同降低,品牌拟人形象与消费者性别一致性对社会认同和品牌态度的积极效应消失;而对于女性消费者,与传统刻板印象相反的高能力低热情的女性拟人形象并未对她们的社会认同及品牌态度产生负面影响。 相似文献
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消费者经常被与其社会身份相关联的产品和品牌所吸引,本文引入消费认同概念,试图揭示消费认同对品牌购买的影响机制。研究结果表明：消费认同、积极情感、否认态度对品牌选择意愿有显著正向影响,积极情感、否认态度在消费认同与品牌购买意愿之间起显著中介作用,品牌自我一致性在否认态度与品牌购买意愿之间起显著调节效应。 相似文献
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Matthew A. Hawkins 《心理学和销售学》2019,36(4):395-409
Negative consumer behavior is an important research topic as it explores consumer behaviors that threaten a brand's image and financial stability. However, prior research offers conflicting findings on whether a strong consumer‐brand relationship hurts or protects a brand after a market disruption or a brand transgression. To provide clarity on this issue, this work argues that disrupting the consumer‐activity relationship motivates consumers to reaffirm and protect their identity, thereby leading to negative consumer behavior. The data reveal that, after a brand‐initiated market disruption, consumers with high activity identity fusion are more likely to spread negative word‐of‐mouth, boycott the brand, and avoid repurchasing the brand in the future. Moreover, the data suggest that high brand identity fusion protects the brand during market disruptions; therefore, prior conflicting results may be due to the fact that the consumer‐activity relationship was not accounted for. Theoretically, this work establishes that consumers' relationship with their consumption activities has significant impacts on consumer behavior. Brand managers and marketers are urged to develop strategies that focus on strengthening the consumer‐brand relationship and not the consumer‐activity relationship. 相似文献
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Edmund O’Callaghan 《International Review of Retail, Distribution & Consumer Research》2019,29(5):600-617
ABSTRACTCharities are increasingly adopting commercial branding strategies to capture consumer hearts and minds for competitive gain, with little attention on the internal organisational battle for hearts and minds within a not-for-profit context. This paper explores the internal brand of a charity that currently operates 227 charity shops on the island of Ireland, using Hankinson’s 2004 framework that focuses on functional, symbolic, behavioural and experiential components. An exploratory case study was developed based on a survey of organisational members (n = 138), interviews with six regional shop managers, observation in retail stores and supplemented by organisation documentation. Findings indicate a clarity of perception on mission, purpose and core values for the charity, but more ambiguity around perception of the charity shop brand and identified issues relating to communication of policies and procedures, managerial practice and the workplace environment. The study also reveals a gap between the charity’s organisational identity and the brand identity for the charity store network, a clarity in the perception of core values that does not underwrite the store brand and resistance to the implementation of commercial practice within a volunteer-led charity. Trust may be the key in the internal battle for hearts and minds within the charity and may be crucial for the charity to realise its’ potential and successfully meet its’ mission for maximum societal gain. 相似文献
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文章根据互动和非互动划分社群成员参与程度的高低,通过两个实验探究了在不同产品类型和品牌熟悉度的情境下,在线品牌社群成员参与程度对其社群认同的影响差异。研究发现:对于搜索品,社群参与程度较低时,其社群认同更强;对于体验品,社群参与程度较高时,其社群认同更强。另外,对于低熟悉度品牌,产品类型的调节作用仍然存在。但对于高熟悉度品牌,无论是搜索品还是体验品,社群参与程度较高时,其社群认同更强。最后,文章为企业在线品牌社群管理提出了营销建议。 相似文献
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The current study evaluates company and brand icons and investigates their similarities and differences across two cultures: Chinese and Japanese. A systematic analysis of icons was conducted using the normative criteria for effective brand mark design found in the marketing literature. Results show that compared with Japanese icons, Chinese icons are more likely to contain letter marks, have pictorial elements representative of benefits, have conceptual similarity with the company/brand name, be balanced, be more complex, and be less likely to be abstract. 相似文献