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1.
The research proposes and measures “stereotypical—polysemy—brand equity” framework for investigating African-American stereotypes and how the framework relates to advertising polysemy and consumer-based brand equity. The results demonstrate that positive stereotypes may result in both positive and negative polysemy; where positive polysemy strengthens the brand equity, and negative polysemy may not exhibit a negative influence on consumer-based brand equity. The research propagates practical implications for the advertising industry by signifying the usage of purposeful advertising polysemy for strengthening consumer-based brand equity through African-American stereotypes.  相似文献   

2.
Why Consumers Don't Always Accurately Predict Their Own Future Behavior   总被引:1,自引:0,他引:1  
There is much theoretical and empirical evidence that consumers' predictions of their future behavior are positively correlated with their actual subsequent behavior. However, consumers are not perfectly calibrated in predicting what they will do in the future. This article examines several factors that moderate the link between consumers' stated purchase intentions and their subsequent purchase behavior. Specifically, we examine how the relationship between purchase intentions and purchase behavior is moderated by (1) factors that affect how accurately respondents can represent their current intentions and (2) factors that affect how accurately respondents can predict whether and how their intentions will change over time. The article summarizes the extant literature and develops propositions for future research.  相似文献   

3.
    
The commercialization of the Internet has provided opportunities for building service brands in the minds of consumers. Services are characterized as intangible, heterogeneous, inseparable, and perishable features that often engender high information costs and, hence, low perceived value to potential consumers. When a service is available via the Internet—a medium that can subdivide and rebuild the service into personalized offerings—potential consumers become better informed in advance of what the service provides. The Internet also permits most services to be trialable before consumption. These new features, empowered by the Internet, have important implications for what we call consumer-based service brand equity (CSBE), the value that potential consumers assign to a service brand. This article investigates the effects of service personalization and trialability on the development of CSBE of Internet banking service, a typical service available via the Internet. Results from a laboratory experiment indicate that both service personalization and trialability have significant positive influences on the development of the CSBE of an Internet banking service brand. While personalization was found to indirectly influence CSBE development by mediating the perceived benefits of the brand, trialability exerted both a direct and an indirect effect. Trialability developed the brand's CSBE by first mediating the information through gathering cost savings and then the perceived benefits of the brand. Implications of the study's results are discussed.  相似文献   

4.
ABSTRACT

Building on social-identity theory, the research develops a model for understanding of the impact of consumer identification with a nation on consumers' brand evaluations. It posits that developing-country consumers' identification with a foreign (developed) nation influences three factors—consumer-based brand equity, consumer-based country image, and consumer-based brand credibility. The research was informed by data from 400 Vietnamese consumers in relation to two Japanese brands Sony and Honda and analyzed using structural equation modeling (SEM). The findings show that Vietnamese (developing-country) consumers prefer Japanese (developed-country) brands over domestic brands, when these consumers identify with the developed nation.  相似文献   

5.
    
This article surveys the effects of the individual's attitude toward advertising and nonmonetary promotions besides other subjects, namely advertising cost and monetary promotions on brand equity. It has been surveyed on 392 consumers in Iran. Its results prove the effective role of the individual's attitude toward advertising in promoting the brand equity. The deficiency of advertising in affecting the perceived quality and brand association, and the inefficacy of nonmonetary promotions on brand equity are the fascinating ramifications. In addition, the findings show that businesses can improve the process of the brand equity management by contemplating the relations between the dimensions of the brand equity.  相似文献   

6.
Advergames have been used for some time as a form of branded entertainment designed to engage prospective customers in a branded activity for an extended period of time. Increasingly, advergames are imbued with social qualities related to the rise in popularity of social media, especially social networking. Despite the popularity of social advergames, little is known about the brand benefits of incorporating social features into games. Moreover, while creativity has been studied in the context of more traditional advertising, less is known about its effects on brand development in the context of advergames. Although advertising creativity, as characterized by novelty and relevance, has been shown to impact advertised brands, it is not clear how creativity interacts with advergame socialness to affect brand development. To address these gaps in the literature, this paper reports on three experimental studies that compare the brand effects of advergames that enable social interactions to advergames that are not social. The results indicate that relative to non-social advergames, social advergames result in more positive game attitudes, attitudes toward the brand sponsor, and brand advocacy, particularly when advergames are novel. Finally, this article discusses implications for managers and directions for future research.  相似文献   

7.
    
A substantial gap – or disconnect – exists between the stated pro-environmental beliefs and actual consumption behaviors of purportedly green consumers. Given this complicating factor, the construction and execution of successful green marketing strategies generally require more than broad-brush development and applications of short-term marketing plans. This study was initiated to evaluate the influence of managed green marketing mix elements on the dimensions of consumer-based brand equity in a green marketing context, in an effort to develop insights that will allow green marketers to close this gap. The potential moderating influence of consumers' environmental concerns and their consideration of the future consequences of current behaviors are also investigated. A model is developed and tested using a snowballing sample of consumer and five global brands selected from Interbrand. Seven discrete green marketing implications – each related either to the strategic management of green products, promotions, channels, or messages – are revealed.  相似文献   

8.
    
ABSTRACT

The purpose of this article is to propose and test a model in order to better understand brand equity. The goal of this research is to identify the drivers and determine how they influence brand equity performance in the researched industry in order to develop a more effective brand strategy. Quantitative data collected are used to test a model of brand value in the context of the food industry. The findings of this research provided evidence that the customer-based brand equity model can be applied to the food industry context and be used to guide marketing activities internationally. Brand awareness has a positive influence on brand associations and perceived quality. Brand associations have a positive influence on brand loyalty. Finally, brand loyalty, perceived quality, and brand associations all have a positive effect on brand equity. This study contributes to the scarce international brand equity literature by testing the proposed model using data from a sample of consumers in two European countries.  相似文献   

9.
Brand equity is becoming increasingly important, and research has started to examine the brand equity of tourist destinations. However, little research has studied the inter-relationship between the dimensions of brand equity in culinary tourism. The purpose of this study is to examine the roles of the three aspects of brand equity in culinary tourism. The Sobel test in line with Baron and Kenny's procedure was used to test the hypotheses in a sample of 407 international tourists from 10 regions. The empirical evidence supports the process-oriented view and indicates that brand loyalty could mediate the effects of brand image and perceived quality on travel intention. The findings of this study contribute to the theoretical development of a conceptual model and fill the gap in the literature.  相似文献   

10.
    
This paper examines the nature and role of the product placement in the film as an alternative strategy for better brand recall. For this study, four films – two successful and another two unsuccessful – based on box office report are selected. Clippings of the film are shown to 119 respondents. The paper concludes by arguing that product placement in the film can be an alternative for advertisement for better brand recall, purchase intentions, change in perceptions towards the brands and improving attitude towards the brand. It also gives direction on developing consumer as brand spokesperson for global brands.  相似文献   

11.
    
ABSTRACT

This article examines the nature and role of the product placement in film as an alternative strategy for better brand recall. For this study, four films, two successful and another two un-successful based on box office reports, are selected. Clippings of the films are shown to 119 respondents. The article concludes by arguing product placement in film can be an alternative to advertisements for better brand recall, purchase intentions and changes in perceptions toward the brands as well as improving attitudes toward the brand. It also gives direction on developing the consumer as a brand spokesperson for global brands.  相似文献   

12.
    
Online social networks have expanded their “virtual borders,” making the Internet more like an environment of social interaction than a business tool. However, even before the emergence and expansion of social media, marketing professionals were interested in identifying consumers' perceptions about brands. Thus, operational models have been proposed to facilitate such a task. Those models, however, can be expensive and inconvenient, since the models use questionnaires for data collection. To help overcome this problem, this article proposes a model for brand equity analysis from the consumer perspective expressed in social networks using opinion mining techniques and social network analysis. The application of the proposed model on data collected from Twitter made it possible to analyze five brand equity dimensions: brand awareness, brand loyalty, perceived sentiment, perceived quality, and brand associations. The results reached by the application of the model show that brand equity can be analyzed from data retrieved from virtual social networks, disclosing how consumers perceive brands in such an environment, without using questionnaires, enabling different brands in different contexts. Those data can be analyzed under both objective and replicable criteria for each of the brand equity elements that make up the model.  相似文献   

13.
    
This study examines how an intention on the part of tourists to purchase items for daily use is determined by their awareness of franchise-branded stores, the image of those brands, and the perceived risk of purchase from non-franchised stores within Taiwan. In that country franchised chains are an important component of the retail mix, and their presence in tourist destinations can influence shopping patterns. The results indicate that positive relationships exist between intentions to purchase items from franchise convenience stores and perceived risk of buying from unfamiliar retail outlets. Equally familiarity with the destination acts as a moderating variable, and this variable facilitates higher patronage of non-franchised stores by tourists. The results indicate a general preference for purchases from well-established franchised outlets than locally independent owned stores. Managerial implications for both types of stores in tourist zones are discussed.  相似文献   

14.
    
Consumers today have access to a wide span of corporate information and are increasingly aware of the degree to which the functional areas of marketing and supply chain activities are becoming more integrated. Functional integration involves coordinating supply- and demand-focused activities and is theorized to create two interrelated benefits for consumers: lower perceived purchase risk and, ultimately, higher consumer-based brand equity. Despite an emphasis on the important role of consumers in the functional integration literature, the consumers’ viewpoint is missing. This research addresses this gap using a survey and an experiment to investigate the impact of functional integration on consumers’ perceptions of risk and consumer-based brand equity. Findings suggest that when functional integration acts as a component of brand association, purchase risk decreases and consumer-based brand equity increases. The results can help scholars and practitioners better understand the role of functional integration by advancing the nomological net of brand associations as part of the standard marketing mix.  相似文献   

15.
We investigate a common but under-studied practice, the temporary alliance between a selective brand and a mass retailer, online or offline. Using a before-and-after methodology, we show how the attitude towards the new offer of a selective brand at a mass retailer plays a central mediating role. It is influenced by brand–retailer fit and product-category fit. It influences purchase intention towards the new offer, attitude changes towards the selective brand and mass retailer, and therefore purchase intention towards the brand and retailer. We also reveal a counterintuitive direct negative route from product-category fit to changes in purchase intention towards the retailer. To offer important managerial implications, we break out results for two selective brands and two types of mass retailers.  相似文献   

16.
    
ABSTRACT

?This experimental study examined consumers’ response to green advertising for high- and low-involvement products by measuring its effect on consumers’ intention to purchase such brands. The present study enhances our understanding of the moderating role of product involvement and extends the structural equation tests of the four causal models. A dataset of 169 respondents is used to examine the role of brand image and brand attitude in the context of green advertisements. Consistent with earlier findings, the suggested model provides a good fit of the data and results indicate that positive attitude toward green advertisements, brand image, and attitude toward the brand enhances the chances of consumers’ purchase intention of such brands. The study also verifies that product involvement moderates the positive relationship between attitude toward green advertisements and brand image such that at higher levels of product involvement, attitude toward green advertisements has a stronger effect on brand image.  相似文献   

17.
ABSTRACT

In this study, a theoretical framework is developed to explain the differential effects of country-of-manufacture (COM) and brand image on the cognitive, affective, and behavioral components of Koreans' consumer decision making. Although effects are product specific, findings, overall, indicate that brand image has a stronger effect than COM on Koreans' perceptions of hybrid global products. Moving the production of an electronic product (TV) to a developing country, however, negatively affected Koreans' evaluation of product performance, prestige (brand and technical), and purchase attitudes. The findings have interesting marketing implications for hybrid global brands and contribute to building a theory of COM.  相似文献   

18.
    
This article aims to investigate the dimensions influencing consumers’ purchase intentions of organic food products in urban China. The conceptual model for this study was developed based on the theory of planned behaviour (TPB), consumer decision-making process (CDP) and the hierarchy of effects model. The original survey instrument comprised of 52 statements and data were collected in China in two stages, i.e. 200 valid online responses were collected for the purpose of the pilot study and later 960 paper-based responses were obtained from four major Chinese cities. Data analysis was performed using exploratory factor analysis, confirmatory factor analysis and structural equation modelling (SEM). The findings of this study revealed that Chinese consumers’ purchase of organic food products is influenced by the following dimensions: product, regulatory and lifestyle (variety seeking and self-indulgence). Additionally, the above-mentioned dimensions had a direct or indirect impact on pre-purchase evaluation and purchase intentions. Consumers’ beliefs and attitudes towards the purchase of organic food products influenced pre-purchase evaluation, and finally pre-purchase evaluation impacted on the behavioural intention of existing and potential consumers.  相似文献   

19.
    
Quality of life of the future generations depends on the efforts of current generations to protect environment. The purchase decisions based on their green behavioral intentions not only helps the society, but also helps companies to gain a green competitive advantage. In this study, the relationships between green satisfaction, green trust, green equity and behavioral intentions are examined. Data were collected from Turkey, Finland and Pakistan with self‐administered questionnaires regarding with green white goods. The hypotheses were tested with structural equation modeling. Results of a structural model reveal positive relationships green satisfaction, green trust and green brand equity across three countries. In addition, green brand equity plays a remarkable role in behavioral intentions towards green white goods in general. Managers should consider green trust, green satisfaction, and green brand equity while implementing green marketing strategies in a global marketplace.  相似文献   

20.
    
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.  相似文献   

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