MKTG: Branding & Brand Management (Topic)最新文献_第2页

Brand Loyalty and Variety-Seeking within a House of Brands 品牌的品牌忠诚度和多样性的寻求

MKTG: Branding & Brand Management (Topic) Pub Date : 2017-05-24 DOI: 10.2139/ssrn.2973636

A. Koschmann

{"title":"Brand Loyalty and Variety-Seeking within a House of Brands","authors":"A. Koschmann","doi":"10.2139/ssrn.2973636","DOIUrl":"https://doi.org/10.2139/ssrn.2973636","url":null,"abstract":"Brand managers are concerned with maintaining customer relationships through brand loyalty. Previous research has shown that customer loyalty is fairly prevalent in the face of competitors (Koschmann and Sheth 2016a) and even when the choice is sibling brands (i.e., a ‘branded house’ in which branded variants share the same core brand name: Koschmann and Sheth 2016b). Given the focus on brand equity – while also appealing to differing consumer segments – the company may launch differently named brands within the same category so as to not diminish any existing brand equity (i.e., a ‘house of brands’). This research examines whether the use of multiple brands maintains consumer loyalty or encourages variety-seeking across brands. Using household panel data of five brands – all owned by the same parent company – in a commonly purchased consumer good (laundry detergent) over a two-year period, the results show that switching rates vary by brand from 41.8% to 90.7% in the next shopping occasion. Furthermore, switching rates are asymmetric: any switching from another brand is most likely to go towards one brand in particular (Tide). The research concludes with implications for managers and academics alike.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2017-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124394914","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

MKTG: Branding & Brand Management (Topic) Pub Date : 2016-08-28 DOI: 10.2139/ssrn.2831213

David W. Pan, Frank Q. Fu, Margaret Young, A. Pan

引用次数: 3

100% Love Indonesia: Role of Government Campaign to Promote Local Products in Indonesia 100%爱印尼:政府推广印尼本地产品的角色

MKTG: Branding & Brand Management (Topic) Pub Date : 2016-06-01 DOI: 10.2139/ssrn.2709912

Imam Salehudin

引用次数: 2

Brand Loyalty of Fans Towards the the Buriram United Football Club 球迷对Buriram United足球俱乐部的品牌忠诚度

MKTG: Branding & Brand Management (Topic) Pub Date : 2016-05-03 DOI: 10.2139/ssrn.2774597

Vichian Puncreobutr, Atasak Sarachaicharan

{"title":"Brand Loyalty of Fans Towards the the Buriram United Football Club","authors":"Vichian Puncreobutr, Atasak Sarachaicharan","doi":"10.2139/ssrn.2774597","DOIUrl":"https://doi.org/10.2139/ssrn.2774597","url":null,"abstract":"The objective of the study was to measure the level of Brand Loyalty towards the Buriram United Football Club. For the study theoretical concepts was identified in literature related to the brand loyalty to define loyalty factors of Buriram United Football Fan Club; in order to measure brand loyalty. The sample group of 382 respondents was chosen for the study based on Krejcie and Morgan table. The survey method was adopted for the study by using questionnaire. The statistical tools used for the study were Mean, Pearson Correlation and Comparison Analysis. Dependent variables consist of 6 factors of brand loyalty and strategies used for creating loyalty. Independent variables consist of fan club group and loyalty levels. The study found that majority of the respondents, who are fans of Buriram United football club was from Buriram Province. Though the loyalty level was high for all the 5 levels, majority of the respondents have committed relationship with the brand. And out of 6 loyalty factors, it is found that Brand affect, customer satisfaction and Brand equity were at high level. Finally, the strategies used for creating loyalty also resulted at high level, but Brand Identity; Brand Insistence; Brand Preference was at high level. The results of correlation analysis indicate that there is a high positive relationship (.830) among loyalty factors and strategies for building loyalty. Conclusion and recommendations are presented for the study.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2016-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125979193","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Resident Attitudes, Place Attachment and Destination Branding: A Research Framework 居民态度、地点依恋与目的地品牌:一个研究框架

MKTG: Branding & Brand Management (Topic) Pub Date : 2015-12-04 DOI: 10.20867/THM.21.2.3

N. Chen, Tina Šegota

{"title":"Resident Attitudes, Place Attachment and Destination Branding: A Research Framework","authors":"N. Chen, Tina Šegota","doi":"10.20867/THM.21.2.3","DOIUrl":"https://doi.org/10.20867/THM.21.2.3","url":null,"abstract":"Purpose – This paper aims to propose a new line of research that explores the relationship between residents and destination brand building behaviours through the concept of place attachment. Design and methodology – We conducted a literature review on place attachment and brand building behaviour, and focused more specifically on place identity as an accumulation based dimension of place attachment and word-of-mouth as a behavioural outcome. Approach – With the emergence of new technologies, tourism managers no longer have a complete control over the development of destination brand, since various communication tools enable for residents to engage in the destination branding process. This calls for rethinking the role of residents in destination branding and the necessity to explore various place attachment dimensions and their outcomes. Findings – This study proposes a conceptual framework to understand the role of residents in the construction of the image of their place of residence as a tourism destination. Within this framework, we suggested that place satisfaction may affect residents’ internalisation process, contributing to residents’ behavioural output process, resulting in positive word-of-mouth, participation in tourism activities, and demonstration of destination ambassador behaviour. Originality – Despite the wide interest of researchers in human-place relationship, few studies have focused on residents’ place attachment and its outcomes. This framework suggests that it is important to understanding how residents form place attachment; how they perceive their place of residence as a tourism destination, and what they communicate in order to create positive destination image and strong destination brand.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2015-12-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121475265","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 30

Brand Revitalization: Don’t Let Your Brands Turn into Sleepyheads 品牌振兴:不要让你的品牌变成瞌睡虫

MKTG: Branding & Brand Management (Topic) Pub Date : 2015-04-15 DOI: 10.18267/J.CEBR.121

Živa Kolbl, Maja Konečnik Ruzzier, T. Kolar

引用次数: 8

Global Brands and Consumer Ethnocentrism of Youth Soft Drink Consumers in Greater Jakarta, Indonesia 全球品牌和印尼大雅加达青年软饮料消费者的民族中心主义

MKTG: Branding & Brand Management (Topic) Pub Date : 2014-12-30 DOI: 10.2139/ssrn.2403595

H. Tasurru, Imam Salehudin

{"title":"Global Brands and Consumer Ethnocentrism of Youth Soft Drink Consumers in Greater Jakarta, Indonesia","authors":"H. Tasurru, Imam Salehudin","doi":"10.2139/ssrn.2403595","DOIUrl":"https://doi.org/10.2139/ssrn.2403595","url":null,"abstract":"Indonesia is a large market for consumer product targeting youth consumers, with populations of more than 70 million young inhabitants and market size of 155 billion US Dollar. The size of this potential market attracts foreign products with globally-recognized brands to enter the Indonesian market. The objective of this study is to explain how consumer ethnocentrism may impacts the perceptions of Indonesian youth consumers toward a particular brand of soft drink with world wide market penetration and their consequent purchase intentions. This study employed self-assessment questionnaire to 156 Indonesian youth which has recognized the product as a global brand, with nearly 75% of the total respondent was students. The resulting data was analyzed using structural equation modeling with LISREL software package. There are several interesting findings, first of which, consumer ethnocentrism directly reduces purchase intention of the product with global brand. Consumer ethnocentrism also decreased brand image of global brand, which has positive influence toward purchase intention. Therefore, consumer ethnocentrism decreases purchase intention, both directly and indirectly through brand image. Second is that contrary to the hypothesis, consumer ethnocentrism does not influence corporate image of the global firm, which significantly influences brand image but only slightly impacts purchase intentions directly.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2014-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132582330","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 7

Brand Teams and Distribution of Wealth in Brazilian State Championships 巴西国家锦标赛的品牌队伍和财富分配

MKTG: Branding & Brand Management (Topic) Pub Date : 2014-12-23 DOI: 10.2139/ssrn.2542117

Thadeu Gasparetto, Carlos M. Fernández-Jardón, Á. Barajas

{"title":"Brand Teams and Distribution of Wealth in Brazilian State Championships","authors":"Thadeu Gasparetto, Carlos M. Fernández-Jardón, Á. Barajas","doi":"10.2139/ssrn.2542117","DOIUrl":"https://doi.org/10.2139/ssrn.2542117","url":null,"abstract":"The paper contributes to explain an unexplored competition that is the Brazilian State Championships. How it is organized and the financial features of three championships are described. The aim of the paper is to discover if the presence of \"Brand-teams\" in a competition increases the income of all participating teams and if the type of championship conditions the effect of Brand Team on revenues of all teams. As the present study aims to be a pioneer in economic research on Brazilian State Championships, it has an exploratory character. The study uses an equations system to estimate for testing the hypothesis. The estimation method is 3SLS to delete the possible endogeneity of the variables. There have been studied 400 matches played by 48 teams from Mineiro, Paulista and Carioca Championships in season 2013. The structure of the Brazilian State Championship, with the participation of brand-teams, creates an income redistribution effect. The features of the visiting team imply an increase in attendance. This effect is moderated by the type of Championship. The Championship structure generates an additional increase of the revenue. They increase according to the phase in which the competition develops. This paper contributes to introduce the Brazilian State Championships. Moreover, it comes to justify the participation of brand-teams in order to help smallest teams to increase their revenues. The paper shows that the organization of some Championships has more beneficial effects than others","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2014-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130021195","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 6

Transforming a Retail Centre into a Brand Through Professional Mall Management 通过专业商场管理将零售中心转变为品牌

MKTG: Branding & Brand Management (Topic) Pub Date : 2014-07-01 DOI: 10.2139/SSRN.2461157

Prof. N.H. Mullick, Altaf Khan

{"title":"Transforming a Retail Centre into a Brand Through Professional Mall Management","authors":"Prof. N.H. Mullick, Altaf Khan","doi":"10.2139/SSRN.2461157","DOIUrl":"https://doi.org/10.2139/SSRN.2461157","url":null,"abstract":"With the changing lifestyles, incomes and shopping habits, there is a lot of scope for organized retailing which is growing day by day. Shopping malls are really helping these retail giants by providing them the infrastructure required by them to grow fast.The present study is based on the multiple drivers of growth & the issues being faced today by these shopping malls when more are coming up but they are not able to find the right rentals nor the footfalls required.Therefore, before planning for a mall, developers should position their property according to Customer Profile. It is suggested that they should not act as realtor, because poor mall management and poor tenant mix have resulted in low mall traffic and low conversion rate (8-10 percent only). They must know their customers in the area well and try to have a tenant mix as per the target customers. Create USP for their malls and have the right rentals for their shopkeepers because high rentals will lead to less profit for their shop owners. The mall developer should create an ambience and maintain a hygienic and a clean environment for family members to shop and come again and again making their shop owners more profitable in future.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2014-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127783667","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

Top International Brands Valuation 国际顶级品牌估值

MKTG: Branding & Brand Management (Topic) Pub Date : 2014-05-05 DOI: 10.2139/ssrn.2432846

S. Pavlov

引用次数: 0