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MKTG: Branding & Brand Management (Topic)最新文献

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Expanding Brand Personality Congruence to Brand Personality Fit: The Importance of Customer Value Proposition as a Moderating Fit on Brand Performance 从品牌个性一致性扩展到品牌个性契合:顾客价值主张对品牌绩效的调节契合的重要性
MKTG: Branding & Brand Management (Topic) Pub Date : 2013-12-01 DOI: 10.21002/amj.v5i2.3054
Ardi Wirdamulia, A. Afiff
{"title":"Expanding Brand Personality Congruence to Brand Personality Fit: The Importance of Customer Value Proposition as a Moderating Fit on Brand Performance","authors":"Ardi Wirdamulia, A. Afiff","doi":"10.21002/amj.v5i2.3054","DOIUrl":"https://doi.org/10.21002/amj.v5i2.3054","url":null,"abstract":"This research demonstrates that brand performance can be enhanced not only through brand personality congruence with customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand personality. Through a study covering 125 brands, the result demonstrates that the moderating fit between brand personality and the different level of customer value proposition positively affects brand performance. Price-quality relationship for attribute-based customer value, self-construal for consequences-based customer value and self-regulatory focus as goal-based customer value are used to test this moderating fit relationship. Other findings show that this moderating fit is strongest toward the brand cognitive performance. Finally, the result of this study suggests marketers to incorporate the brand personality design into their positioning statement so that the overall customer value proposition can be developed in a more integrated manner, leading to higher brand performance.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2013-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124851481","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: 4
Concepts and Constructs for Personal Branding: An Exploratory Literature Review Approach 个人品牌化的概念与建构:一种探索性的文献回顾方法
MKTG: Branding & Brand Management (Topic) Pub Date : 2012-01-28 DOI: 10.2139/ssrn.1994522
Anna K. Zarkada
{"title":"Concepts and Constructs for Personal Branding: An Exploratory Literature Review Approach","authors":"Anna K. Zarkada","doi":"10.2139/ssrn.1994522","DOIUrl":"https://doi.org/10.2139/ssrn.1994522","url":null,"abstract":"Personal branding is a new marketing concept related to the marketing strategies that a person adopts in order to promote his or her major personal characteristics. Personal branding is heavily used by celebrities politicians, and people who look for social integration, support or uniqueness. The personal branding phenomenon is a relatively new phenomenon for western societies, lately studied by sociologists as well as marketers. As a new social phenomenon and marketing construct, the academic marketing literature examining it is still under-developed. The present paper aims to present a literature review of the popular press and academic marketing perspective and attempts to define the construct and set a research agenda to identify the variables of the personal branding construct.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2012-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121415730","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: 22
Fashion Systems and Symbolic Production from Historical Chinese Culture: Creating and Managing Global Chinese Brands 中国历史文化中的时尚系统与符号生产:中国品牌的全球创造与管理
MKTG: Branding & Brand Management (Topic) Pub Date : 2011-03-31 DOI: 10.2139/ssrn.1800342
Zhiyan Wu, Janet Borgerson, J. Schroeder
{"title":"Fashion Systems and Symbolic Production from Historical Chinese Culture: Creating and Managing Global Chinese Brands","authors":"Zhiyan Wu, Janet Borgerson, J. Schroeder","doi":"10.2139/ssrn.1800342","DOIUrl":"https://doi.org/10.2139/ssrn.1800342","url":null,"abstract":"Global market trends move toward increasing global cultural convergence and, at the same time, a need for local cultural differentiation. To address these contradictory forces, the research investigates processes and practices of marketers and consumers in three related cases: Jay Chou (a well-known Chinese music artist); the Beijing Olympics opening ceremony; and Shanghai Tang (a global fashion brand). The studies reveal strategic processes and mechanisms involved in the creation of a series of texts and codes from Chinese cultural resources. The theoretical and practical significance of studying historical culture, fashion systems and integrating current branding theories in a more holistic manner contributes a new approach to apparent contradictions that clearly must be dealt with simultaneously.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2011-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123643935","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
Bringing Us Together or Driving Us Apart: The Effect of Soliciting Consumer Input on Consumers‘ Propensity to Transact with an Organization 让我们走到一起还是让我们分开:征求消费者意见对消费者与组织交易倾向的影响
MKTG: Branding & Brand Management (Topic) Pub Date : 2010-12-13 DOI: 10.1086/658884
Wendy Liu, David Gal
{"title":"Bringing Us Together or Driving Us Apart: The Effect of Soliciting Consumer Input on Consumers‘ Propensity to Transact with an Organization","authors":"Wendy Liu, David Gal","doi":"10.1086/658884","DOIUrl":"https://doi.org/10.1086/658884","url":null,"abstract":"This research examines a novel process by which soliciting consumer input can affect subsequent purchase and engagement, namely, by changing consumers' subjective perception of their relationship with the organization. We contrast different types of consumer input and propose that, relative to no input, soliciting advice tends to have an intimacy effect whereby the individual feels closer to the organization, resulting in increases in subsequent propensity to transact and engage with the organization. However, soliciting expectations tends to have the opposite effect, distancing the individual from the organization. We demonstrate these relationship effects of consumer input in four studies involving both nonprofit and for-profit organizations. Implications for theory and practice of brand relationship as well as consumer judgment and decision making are discussed.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2010-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115990618","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: 71
A Conjoint Approach for Consumer - and Firm-Level Brand Valuation 消费者和企业层面品牌评估的联合方法
MKTG: Branding & Brand Management (Topic) Pub Date : 2009-12-01 DOI: 10.1509/JMKR.46.6.846
K. Jedidi, Harsharanjeet S. Jagpal, Madiha Ferjani
{"title":"A Conjoint Approach for Consumer - and Firm-Level Brand Valuation","authors":"K. Jedidi, Harsharanjeet S. Jagpal, Madiha Ferjani","doi":"10.1509/JMKR.46.6.846","DOIUrl":"https://doi.org/10.1509/JMKR.46.6.846","url":null,"abstract":"Abstract This article develops and tests a reduced-form, conjoint methodology for measuring brand equity. The proposed approach (1) provides objective dollar-metric values for brand equity without the need to collect perceptual or brand association data, (2) captures the effects of awareness and availability in the marketplace as sources of brand equity, (3) accounts for competitive reaction, (4) allows the mix of branded and unbranded firms to affect industry size, and (5) uses consideration set theory to project market share estimates from the conjoint experiment to the marketplace. Managers can use the approach to develop customized strategies for targeting customers, monitoring brand “health,” allocating resources, and determining the values of brands in a merger or acquisition. The empirical results suggest that the proposed metric for measuring consumer-level brand equity has convergent validity; in addition, the magnitudes and strengths of brand equity vary considerably across consumers and brands....","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2009-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115109424","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: 42
Financial Institutions’ Marketing Communication During Economic Downturn and Implications on the Corporate Image 经济低迷时期金融机构的营销传播及其对企业形象的影响
MKTG: Branding & Brand Management (Topic) Pub Date : 2009-05-01 DOI: 10.2139/ssrn.2246536
Ilijana Petrovska, M. Todorovska, Ljupka Naumovska
{"title":"Financial Institutions’ Marketing Communication During Economic Downturn and Implications on the Corporate Image","authors":"Ilijana Petrovska, M. Todorovska, Ljupka Naumovska","doi":"10.2139/ssrn.2246536","DOIUrl":"https://doi.org/10.2139/ssrn.2246536","url":null,"abstract":"The world economic crisis has necessitated finding ways for survival in the most pessimistic scenarios or just cutting costs in the best situations. US Banks suffered the most from the crisis. Banks in Macedonia are not feeling the same effects. The world financial crisis didn’t jeopardize the stability and liquidity of the Macedonian financial system because of the strong deposit base, banks’ low debt and the prudent regulatory system, which maintained a healthy banking portfolio. However, the Financial Institutions in Macedonia are already feeling the consequences of the global financial crisis. The Advertising sectors of the global financial institutions are showing lower marketing budgets, but importantly they have not been cut completely. Banks are working on increasing their deposits through their corporate image communications. This means that the financial institutions’ advertising should continue in order to keep and strengthen banks' corporate image and should stress the stability of the banks. This paper presents the advertising activity of the financial institutions during the current world economic crisis and the consequent marketing communication budget reallocation. The effects of the banks’ marketing communication during the crisis is shown with data on the banks’ customer and market share and on the banks' corporate image perception.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2009-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120931304","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
Brand Policy and Brand Equity 品牌政策与品牌资产
MKTG: Branding & Brand Management (Topic) Pub Date : 2001-06-01 DOI: 10.4468/2001.1.02BRONDONI
S. Brondoni
{"title":"Brand Policy and Brand Equity","authors":"S. Brondoni","doi":"10.4468/2001.1.02BRONDONI","DOIUrl":"https://doi.org/10.4468/2001.1.02BRONDONI","url":null,"abstract":"A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The specific existing relationship between a brand and a given market indicates the functional and symbolic values that demand attributes to the product through the brand. Brand equity expresses brand value in operating conditions. Brand equity shapes the value, at a certain time, of brand identity (awareness and image) that has been established with a specific demand.","PeriodicalId":269853,"journal":{"name":"MKTG: Branding & Brand Management (Topic)","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2001-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116980922","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: 34
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