Functional brand qualities and perceived value: The mediating role of brand experience and brand personality

Brand experience and brand personality have become two important theoretical constructs in the branding literature. However, research on the antecedents of these two constructs has been focused on intangible brand characteristics and qualities, underestimating the role of functional features. This study aims to overcome this gap by postulating that two key functional brand qualities, quality and innovativeness, help shape brand experience and personality, which, we ultimately predict, contribute to perceived value. Investments in quality and innovation have grown substantially, but how they materialize in benefits for customers and firms remains unclear. Accordingly, this study provides insights into how firms can engender the characteristics of their offer to build brands that are perceived by consumers as generating a valued brand experience and personality. The results from two samples provide broad support to the proposed model. Both brand quality and innovativeness contribute to brand experience and personality. Moreover, we observe that both brand experience and personality relate to perceived value. Finally, we also determined that brand personality and experience partially mediate the relationship between brand innovativeness and quality and perceived value. Hence, these results provide relevant implications for both theory and the practice of brand management.     

The effect of a limited-edition offer following brand dilution on consumer attitudes toward a luxury brand

This research examines the impact of a luxury limited-edition offer in the face of core brand image dilution of a luxury brand. Through utilizing two millennial subgroups (college- vs. post-college age) as research participants in two studies, the findings suggest that in a brand dilution condition, the limited-edition product enhances consumers’ attitudes toward the luxury brand and that these effects are more pronounced for consumers with a higher self-presentation motive. We also find that college-age millennials are more strongly influenced by social influences than post-college age millennials. The implications for academic researchers and luxury brand retail managers are discussed.     

The impact of brand equity on brand preference and purchase intentions in the service industries

The antecedents of brand equity are considered to be brand attitude and brand image, and the consequences of brand equity are considered to be brand preference and purchase intentions. This study concentrates on service brands, selecting 18 from 3 service categories. A structural equation model is presented. Not only does it show a good fit with the research constructs but also the relationships between brand image and brand equity, and brand attitude and brand equity. The impact of brand equity on customer preference and purchase intentions is confirmed as well, which tends to validate the proposed research framework.     

How brand communities emerge: The Beamish conversion experience

Abstract

This paper explores the processes contributing to the genesis of a brand community. This ethnographic study focuses on the Beamish brand community. The Beamish beer product is a niche brand only available consistently in the locality of Cork city, Ireland. Evidence from this study shows that a collective conversion experience is foundational to the emergence of this brand community. Following this initial conversion experience, the brand community attempts to maintain the transcendent experience through practices of sacralisation maintenance. Sacralisation is maintained through the playful rituals and virtual play the community members enact. The mutual willingness of the converted to participate in these various forms of playful rituals has been a key role in the reification of the Beamish brand community. Finally, suggestions are made as to how brand management should best approach the initial attempts at brand-community formation.     

A brand preference and repurchase intention model: the role of consumer experience

Consumer brand preference is an essential step towards understanding consumer choice behaviour, and has therefore always received great attention from marketers. However, the study of brand preference has been limited to traditional marketing focusing on functional attributes to maximise utility. But now the shift to experiential marketing broadens the role of the brand from a bundle of attributes to experiences. Technological advancements have helped to increase the similarities between brand attributes and product commoditisation. Consequently, consumers cannot shape their preferences among brands using rational attributes only. They seek out brands that create experiences; that intrigue them in a sensorial, emotional and creative way. This study seeks to develop a model that provides an understanding of how brand knowledge and brand experience determine brand preference and to investigate its impact on brand repurchase intention. Accordingly, exploratory focus group discussions are employed followed by a survey of mobile phone users in Egypt. The findings provide insights into the relative importance of consumer perceptions on different brand knowledge factors in shaping brand preferences. It also demonstrates the significance of consumers’ experiential responses towards brands in developing their brand preferences that in turn influence brand repurchase intention. The model therefore offers managers a new perspective for building strong brands able to gain consumer preferences.     

Building a local identity through sellout crowds: the impact of brand popularity,brand similarity,and brand diversity of music festivals

Festival organizations must often balance commercial and artistic priorities when providing a platform for creative expression and regional identity building. However, research on the complex relationship between festival brand metrics and visitor attendance is limited. This relationship is particularly relevant to local governments, tourism boards, and festival organizers because, without reach and visitors, regional branding and identity building are likely to fall on deaf ears. Using data collected from 136 Dutch music festivals, as well as hierarchical regression analysis, this study confirms that a balancing act is necessary with respect to brand popularity, brand similarity, and brand diversity and that being too unique as a festival brand can become a double-edged sword. This finding is particularly relevant because many festival organizers often highlight innovativeness and uniqueness in their requests for funding, regional marketing support, and community engagement. The implications for festival organizers, destination marketers, and local governments are discussed.     

The influence of green brand innovativeness and value perception on brand loyalty: the moderating role of green knowledge

Building on arguments relating to the differences between innovation and innovativeness and their influences on brand loyalty, this study investigates how green brand innovativeness and value perception influence green brand loyalty. In addition, the influences of a mediating variable green perceived value (GPV) and a moderating variable (consumer green knowledge) on the development process of green brand loyalty are examined. Data were collected using an online survey administered to a consumer panel in China, and structural equation modelling (SEM) was used to test the conceptual model with a sample of 826 Chinese respondents. The results demonstrate that green brand innovativeness was directly associated with brand loyalty and indirectly influenced brand loyalty via GPV. Moreover, green knowledge significantly moderated the relationship between green brand innovativeness and GPV. Therefore, to promote green brand loyalty, organizations must allocate resources into enhancing consumers’ perceptions of green brand innovativeness and green value, and improving their environmental knowledge.     

Feedback effects of brand extensions on the brand image of global brands: a comparison between Spain and Norway

Abstract

Global brands often attempt to increase their sales through the launch of brand extensions. Such a strategy may, however, dilute existing brand beliefs at an international level, as two sets of data from Norway and Spain indicate. This paper illuminates how the attitude towards a brand extension affects the image of a parent brand. The extension attitude is mainly determined by the degree of perceived fit between the extension and the parent brand image. In the Spanish sample, it is also determined by the degree of familiarity with the parent brand and the perceived fit at the product category level. After analysing these relationships, the paper focuses on the moderating role of two dimensions of consumer innovativeness: hedonist innovativeness (tied to need for stimulation) and social innovativeness (tied to need for uniqueness). Finally, the cultural orientation of the origin country is analysed as a moderating factor.     

The visual naturalness effect: Impact of natural logos on brand personality perception

A logo is a critical visual element that uniquely identifies a brand and can affect consumers' brand perceptions. Naturalness reflects the degree to which a sign depicts objects from the natural and sensitive world. The logo strategy literature identifies naturalness as a universal and critical design dimension influencing consumers' cognitive, affective and behavioural reactions. In practice, both high and low natural logos are frequently used by brands. However, the current understanding of the effects of logo naturalness is limited. This research thus investigates the influence of natural logos on consumer perceptions of brand personality. The data were collected in four experiments using a set of 10 manipulated logos as stimuli. Our results suggest that high (vs. low) natural logos positively affect the perception of brand sincerity personality and that this effect occurs because high natural logos are easier to process and elicit stronger impressions of authenticity. Moreover, we demonstrate that the positive effect of logo naturalness is enhanced among brands with products made from natural-made (vs. human-made) ingredients. These findings therefore suggest that brands should avoid using low natural logos if their sincerity perception is critical or if most of their products contain high levels of natural ingredients. Hence, our results reinforce the visual design and branding theories and offer marketing practitioners actionable insights.     

Why negative brand extension evaluations do not always negatively affect the brand: The role of central and peripheral brand associations

This research introduces the concept of brand association centrality and distinguishes central brand associations (CBAs) and peripheral brand associations (PBAs). Study 1 shows that the consistency with CBAs and PBAs influences perceived brand extension fit. However, the brand extension consistency with CBAs positively affects consumer–brand extension evaluations, while the brand extension consistency with PBAs does not have a significant effect. Study 2 demonstrates the mediating role of perceived fit between brand extension consistency with CBAs and brand extension evaluations. The study shows that the more inconsistent the product extension is with CBAs, the more the brand's image is altered and the faster brand evaluations deteriorate. In contrast, the brand extension inconsistency with PBAs does not affect brand evaluations.     

The moderating effect of brand orientation on inter-firm market orientation and performance

Abstract

While prior research has shown that market and brand orientation are key contributors to successful business performance, research to date has not fully explored how inter firm collaboration for these two key orientations can enhance business performance. The purpose of the paper is to investigate the relationship between inter-firm market and performance; to test for the moderating role of brand orientation in that relationship. A total of 169 completed pairs of surveys were collected of small and medium enterprises operating internationally in a variety of industries in Switzerland. The results show that inter-firm market and brand orientation are two antecedents of marketing and financial performance. The impact of inter-firm market on marketing and financial performance is significant when the brand orientation is favorable. This study extends previous research by examining the moderating role of brand orientation on inter firm market orientation, which is important, especially for firms wanting to increase their brand reputation by entering into partnerships with other firms. Further research is indicated, to identify the key moderators of the driving force of inter-firm market in relation to business performance and the reason why maintaining a strong brand presence is important in the international marketplace.     

不同层次企业竞争优势的品牌竞争力提升策略

任何一家企业要想在风起云涌的市场大潮中搏击风浪,必须具有自己独特的核心竞争力。品牌就是力量,品牌竞争力是企业核心竞争力的外在表现,同时也是企业做大做强的最大源动力。提升品牌竞争力应界定品牌和品牌竞争力的内涵及构成要素,分析企业竞争优势与品牌竞争力之间的关系,针对不同层次的企业竞争优势提出所对应的品牌竞争力提升策略。     

The influence of sport sponsorship on brand equity and purchase behavior

Abstract

Drawing on Aaker’s brand equity model and Keller’s brand engagement concept and building on the sponsorship between a professional basketball club and a software company, this study examined how sport sponsorship affects brand equity and purchase behavior of the sponsor’s product. Data from 222 survey respondents were collected and analyzed using structural equation modeling techniques. The results provided evidence that perceived quality and brand engagement impact brand loyalty and purchase behavior of fans toward the sponsor’s product. Perceived fit between sponsor and sponsee and team identification were found to influence significantly sponsor’s brand equity constructs. The study extends Aaker’s model in the sport sponsorship context and highlights the influential role of perceived quality and brand engagement on driving sport team fans to form brand loyalty and purchase sponsor’s product.     

The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor

The present research investigates how viewers' liking of an advertiser-funded television program (AFP) influences viewers' attitude toward the brand that sponsors the program and its main competitor through a field study at two points in time (N_wave1 = 529 and N_wave2 = 256). An AFP is a television program which is fully sponsored by and built around a sponsoring brand. We test how the perceived program-sponsor brand fit moderates the effect of program liking one week and one month after the program finale. Program liking positively impacts brand attitude for the sponsor, and this effect becomes weaker over time. Program-sponsor brand fit reinforces the positive effect of program liking on brand attitude, especially in the longer term. In the longer term, program liking of an AFP also positively impacts viewers' attitude toward the main competitor of the sponsor.     

The effects of social media on brand attitude and WOM during a brand crisis: Evidences from the Barilla case

Brand crises endanger companies. Social media are a key platform where stakeholders elaborate and react to crises. This research explores whether social media audience and traditional mass media audience react differently to a brand crisis in terms of their (1) attitude towards the brand and (2) word-of-mouth (WOM). As to the brand attitude, we argue that stakeholders mainly exposed to the brand crisis via social media have a more negative reaction towards the brand compared to those who are principally exposed via traditional media. As to the behaviour, we posit that social media exposure intensifies WOM. By analysing the Barilla crisis, the findings suggest that the social media act as ‘multipliers’ of the reaction of stakeholders to a brand crisis.     

The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market

This study investigates the influence of brand personality on consumer loyalty and the moderating role of relative brand identification for multiple brands in the same product category. Survey data were collected from 1,651 respondents in the United Kingdom, France, and Germany. Results indicate that dimensions of brand personality that are positively associated with consumer brand loyalty vary across brands in the mobile phone category. Furthermore, relative brand identification not only positively affects consumer loyalty, it also moderates the relationship between brand personality and consumer loyalty. Copyright © 2015 ASAC. Published by John Wiley & Sons, Ltd.     

Managing higher education brands with an emerging brand architecture: the role of shared values and competing brand identities

ABSTRACT

Corporate 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.     

Designing corporate brand experience in an online context: A qualitative insight

This study explores the dimensions and components of corporate brand experience in an Internet setting. Corporate brand experience (CBE), which is a source of a company's added value, could be an effective way to position a corporate brand in relation to the overall corporate marketing strategy. However, the concept of CBE has attracted very little attention from previous research, thereby our understanding of what the concept is and how to operationalize it is limited. Previous brand experience research is mainly focused on the conceptual understanding of brand experience itself, and/or the product brand level (rather than at corporation level). Understanding CBE is important because corporate brand equity (e.g. corporate image, brand loyalty) is dependent not only on how one is satisfied with the product (mostly addressed by functional/performance values of product), but also through the values of the corporation (corporate brand values). This study thus contributes theoretically to the corporate and online branding literature by proposing underlying new dimensions and components of CBE in an online environment. A series of focus group discussions (FGDs) with 32 online banking respondents informs the study. We identify five main themes and 26 sub-themes of corporate brand experience — corporate visual identity, functionality, emotional, lifestyle and corporate/self-identity. Financial service providers can address these dimensionalities during the process of brand positioning and when designing their corporate marketing in an online setting.     

Antecedents and outcomes of brand love: the mediating role of brand loyalty

The purpose of this study was to propose and test an integrative conceptual model which incorporates experience-based (i.e. brand experience) and non-experience-based (i.e. self-congruity) antecedents and behavioural outcomes (i.e. brand loyalty and positive word-of-mouth) of brand love. The conceptual model and proposed hypotheses of the study are analysed with a sample of 361 consumers by using a structured survey as a data collection instrument. Structural equation modelling was used to examine the hypothesized linkages among the constructs. The findings of the study demonstrate strong associations between both experience-based and non-experience-based antecedents and brand love, and between brand love and its behavioural outcomes. This study also corroborates the mediating role of brand loyalty on the impact of brand love on positive word-of-mouth. This study is expected to contribute to the field of brand management by investigating the simultaneous impact of experience-based and non-experienced-based antecedents on brand love and the mediating role of brand loyalty on the association between brand love and positive word-of-mouth, which has not been addressed in the previous literature.