Global BrandingPub Date : 2017-10-01DOI: 10.4018/IJCRMM.2017100103
T. Awad, S. Mohsen
{"title":"Increasing the Brand Equity of Private Label Brands","authors":"T. Awad, S. Mohsen","doi":"10.4018/IJCRMM.2017100103","DOIUrl":"https://doi.org/10.4018/IJCRMM.2017100103","url":null,"abstract":"This paper was developed to investigate the different factors affecting the Brand Equity of Private Label Brands and Perceived Value in the Egyptian market. 578 random shoppers in 26 branches all over Egypt completed questionnaire about their perception of different factors affecting Brand Equity. Brand Associations, Perceived Value and Brand Loyalty are considered the most important factors that affect the Brand Equity of Private Label Brands; However, Perceived Quality, Brand Image and Brand Awareness are considered to be the least effective factors. Demographics were found to be insignificant. Marketers should focus on the top three effective factors, which are Brand Associations, Perceived Value and Brand Loyalty in order to increase the Brand Equity of the Private Label Brands. The results will offer direction to marketers and decision makers, especially that Private Label Brands are increasing dramatically.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"99 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128181009","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}
Global BrandingPub Date : 2016-05-01DOI: 10.4018/978-1-5225-0110-7.CH017
Bethan Alexander, K. Nobbs
{"title":"Multi-Sensory Fashion Retail Experiences","authors":"Bethan Alexander, K. Nobbs","doi":"10.4018/978-1-5225-0110-7.CH017","DOIUrl":"https://doi.org/10.4018/978-1-5225-0110-7.CH017","url":null,"abstract":"In an increasingly competitive and digitally driven fashion market, retailers have to find innovative ways to gain consumers' attention and amplify their brand (Brakus et al, 2011; Barclay & Odgen-Barnes, 2011). This paper examines how fashion retailers can reinforce their brand through integrating multi-sensory experiences within the physical store, specifically sound, smell, sight, touch and taste and analyses if sensory retailing really can have a direct influence on consumer perceptions of a fashion retailer and consequently on the strength of its brand.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126534060","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}
Global BrandingPub Date : 2014-10-31DOI: 10.4018/978-1-4666-6595-8.CH001
Madina Ansarin, Wilson Ozuem
{"title":"Social Media and Online Brand Communities","authors":"Madina Ansarin, Wilson Ozuem","doi":"10.4018/978-1-4666-6595-8.CH001","DOIUrl":"https://doi.org/10.4018/978-1-4666-6595-8.CH001","url":null,"abstract":"It is widely recognised that a better understanding of social media and its implications is essential for formulating effective branding strategies in evolving Computer-Mediated Marketing Environments (CMMES). However, few studies have examined how social media influences brand image in the luxury sector. The current study intends to examine whether increased exposure through social media influences brand image in technologically infused marketing environments. Drawing on extant literature from various perspectives (in areas such as marketing, information management, and communications studies), this chapter examines exposure to social media and how this influences consumer perceptions of luxury fashion brands. The current analysis develops a critical examination of social media and the perceived prevalence on brand image by elucidating overwhelming perspectives in the evolving technological marketing environments.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116466169","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}
Global BrandingPub Date : 1900-01-01DOI: 10.4018/978-1-5225-9282-2.ch016
Gonzalo Moreno Warleta, Mónica Díaz-Bustamante Ventisca, María Puelles Gallo
{"title":"Importance and Role of Retail Brands in a Non-Food Market","authors":"Gonzalo Moreno Warleta, Mónica Díaz-Bustamante Ventisca, María Puelles Gallo","doi":"10.4018/978-1-5225-9282-2.ch016","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch016","url":null,"abstract":"Non-food vendors struggle to reduce customers churn when these shop for consumer goods: From simple coupons to sophisticated big-data-based loyalty systems, modern merchants undertake a range of initiatives to maintain customer loyalty to their stores. At the same time, while consensus exists on the fact that retail brands have the ability to generate store loyalty, this fact has seldom been empirically corroborated. Probably due to this lack of certainty, many non-food retailers use “private label” product strategies as a way to preserve healthy business ratios, such as revenue, contribution margin, operating profit, etc., far from the idea of developing customer loyalty to the store. This constitutes the main objective of our work: To prove the existence of a statistic correlation between Consumers' loyal attitudes and behaviors towards “private labels” and their loyalty towards The Store Brand Name that sponsors these brands.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125031700","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}
Global BrandingPub Date : 1900-01-01DOI: 10.4018/978-1-5225-9282-2.ch022
G. Bowen, Richard Bowen
{"title":"Differences and Similarities","authors":"G. Bowen, Richard Bowen","doi":"10.4018/978-1-5225-9282-2.ch022","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch022","url":null,"abstract":"Social media is a pervasive platform, and consumers increasingly want to connect with it. The growth of mobile devices has increased connectivity to social media, but accessing social media platforms has uncovered interesting results with gender differences between males and females. Trust models have evolved to take account of website interactivity, website environment design, and brand effect on brand trust. Themes on ability, benevolence, integrity, and predictability are also influencers on brand trust. Increasing access to social media is changing attitudes and behaviour to challenge established social and behavioural norms. Brands in the online and offline environments are exposed to risks, but the sheer level of interactivity and connectedness of social media increases the consequence of negative responses. However, the use of brand communities could be a way forward to negate the risk of brand contamination.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"65 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116147357","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}
Global BrandingPub Date : 1900-01-01DOI: 10.4018/978-1-5225-9282-2.ch041
Guida Helal, Wilson Ozuem
{"title":"Social Identity Matters","authors":"Guida Helal, Wilson Ozuem","doi":"10.4018/978-1-5225-9282-2.ch041","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch041","url":null,"abstract":"Fashion brands' online presence provide a platform for customers to supplement social identity based on associations with brands, and ultimately this can shape brand perceptions among customers through promised functional and symbolic benefits. Social media has matured into the prime channel for regular interactions and the development of brand-customer relationships that enrich social identity. Drawing on social identity theory, the current chapter examines how the evolving social media platforms impact on brand perceptions in the fashion apparel and accessories industries. The chapter focuses on theoretical implications and managerial implications. The concluding section offers some significant roles that social media and social identity may play in keeping up with the design and development of marketing communications programmes.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121906746","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}
Global BrandingPub Date : 1900-01-01DOI: 10.4018/978-1-5225-9282-2.ch028
E. Güven, Volkan Yakın
{"title":"Building Emotional Brand Personalities","authors":"E. Güven, Volkan Yakın","doi":"10.4018/978-1-5225-9282-2.ch028","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch028","url":null,"abstract":"Brands are one of the most important assets for companies since they serve as a differentiator. They have personalities like people, which makes them reach consumers emotionally. Therefore, in their efforts put in branding, firms began to give more importance to developing a brand personality. The personification of brands is a form of anthropomorphism. There are various ways to build an anthropomorphic brand. Brand personality models are based on human personality theories in psychology. These models help managers to build a strong and anthropomorphic brand. In this chapter, the authors make a comprehensive explanation regarding the brand personality with benefits, brand personality models, and anthropomorphism and explain the relationship between anthropomorphic brands and marketing communication by presenting some examples.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131035387","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}
Global BrandingPub Date : 1900-01-01DOI: 10.4018/978-1-5225-9282-2.ch008
Sajad Rezaei, Milad Kalantari Shahijan
{"title":"Apps in Hospitality and Tourism","authors":"Sajad Rezaei, Milad Kalantari Shahijan","doi":"10.4018/978-1-5225-9282-2.ch008","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch008","url":null,"abstract":"The development of Apps usage in the tourism industry is along with the rise of relevant technologies that has affected the tourism industry all around the world. In order to build a competitive brand, firms are forced to implement the information technology related functions in their core business model. This chapter mainly focuses on the impact of Apps implementation in hospitality and tourism sector and conceptually propose that how branded Apps could yield tourist satisfaction and loyalty. Apps awareness, Apps quality and Apps image are proposed as several indicators of traveler's satisfaction and loyalty. The chapter argue that branding makes a business advantage; the brand follows indication of quality and assurance to the buyer and also special characteristics that could inspire consumers to buy products or services that are branded.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114824149","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}
Global BrandingPub Date : 1900-01-01DOI: 10.4018/978-1-5225-9282-2.ch014
N. Sultana
{"title":"Brand Positioning Practices in Services Sector","authors":"N. Sultana","doi":"10.4018/978-1-5225-9282-2.ch014","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch014","url":null,"abstract":"During 1980s the strategic relevance of brand positioning was recognized and service organisations are now identifying their key market segments and determining how they wish consumers to perceive their company and its products/services. Positioning is of particular significance for services as it places an intangible service within a more tangible frame of reference. This chapter examines and compares the brand positioning practices in services sector with reference to banks. It proposes a model for positioning of brands in services sector. The findings are based on an exploratory study; empirical data is collected from customer respondents (1800) and marketing executives of the banks. Six banks are studied, two each from public, private sectors and foreign banks. The study would help banks to acquire, retain and satisfy their customers by positioning their brand as it suggests a model that concentrates on internal and external facilitators, sources of growth, designing the service offer and differentiating it from competitors and delivering the service successfully.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"13 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125982133","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}
Global BrandingPub Date : 1900-01-01DOI: 10.4018/978-1-5225-9282-2.ch042
Randy Danniswara, P. Sandhyaduhita, Q. Munajat
{"title":"The Impact of EWOM Referral, Celebrity Endorsement, and Information Quality on Purchase Decision","authors":"Randy Danniswara, P. Sandhyaduhita, Q. Munajat","doi":"10.4018/978-1-5225-9282-2.ch042","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch042","url":null,"abstract":"This study aims to explore factors that have impact on purchase decision on a social commerce, viz., social media Instagram. Thus, several dimensions namely eWOM referral, celebrity endorsement, information quality, brand satisfaction, brand trust and brand attachment are identified and examined. This research uses SEM method and LISREL 8.80 application. Data was collected using questionnaires with Likert scale. The result from 350 respondents shows that a significant positive correlation exists between eWOM referral and purchase intention, information quality and brand satisfaction, information quality and brand trust, brand satisfaction and brand attachment, brand satisfaction and purchase intention, brand trust and purchase intention, brand attachment and purchase decision, and also between purchase intention and purchase decision.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"174 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121034700","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}
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