Global BrandingPub Date : 1900-01-01DOI: 10.4018/978-1-5225-9282-2.ch030
Sabeeha Fatma
{"title":"Brand Revitalization","authors":"Sabeeha Fatma","doi":"10.4018/978-1-5225-9282-2.ch030","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch030","url":null,"abstract":"Brand revitalization may be defined as putting a new lease of life to a dying brand. Revitalizing a brand is first of all a task of creating innovative products in line with the tastes of today's new customers, not those of yesterday's. Even when the brand may be very old, it should leave in the memory some traces, then only it would be fruitful to revamp the declining brand. The chapter discusses the meaning of brand revitalization, its causes and symptoms. The concept has been explained from the Indian perspective giving various examples from India. The chapter further discusses the various ways in which a dying brand may be given a new lease of life. The chapter discusses the role of emotional connect of the customers with the brand in particular. There is a detailed analysis of how Cinthol, a leading brand of soap in 1980's lost market in 1990's and how it revived itself by reconnecting with youth 2000 onwards. This chapter would add to the knowledge of the reader in the following ways: understanding the concept of brand revitalization and the rationale for reviving a brand; understanding the reasons why a successful brand loses its relevance and the indicators of the downfall; and understanding the linkages between emotional connect with the target audience and brand revitalization","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"158 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":"122806500","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: 10.4018/978-1-5225-2492-2.CH010
Katharine Jones, M. Glynn
{"title":"Children Using Social Media to Connect With Others and With Consumer Brands","authors":"Katharine Jones, M. Glynn","doi":"10.4018/978-1-5225-2492-2.CH010","DOIUrl":"https://doi.org/10.4018/978-1-5225-2492-2.CH010","url":null,"abstract":"Children's use of social media affects their interactions with consumer brands. Because children's social media use is a part of people's increasing use of social platforms to communicate and share content with each other, it is important to understand how children are using such platforms as sources of market-related information. This is because children's socialisation as consumers depends upon their accessing a range of market-related information sources, and social media platforms are envisaged to facilitate such access. Children's interactions with consumer brands are governed by interaction processes, and such processes shape the relationships that children may form with brands. Understanding these interaction processes will provide insights for parents, educators, and business marketers seeking information as to how the next generation of consumers use social media for market-related activities.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"105 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":"132539891","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.ch036
Kishalay Adhikari, R. Panda
{"title":"Social Media Brand Communities and Brand Loyalty","authors":"Kishalay Adhikari, R. Panda","doi":"10.4018/978-1-5225-9282-2.ch036","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch036","url":null,"abstract":"The dynamic, omnipresent, and frequent on-the-go consumer-brand interactions via social media platforms are significantly changing the branding landscape. A profound comprehension of this change is crucial in assessing brand loyalty. Considering the enormous fame of social media and inherent capabilities of brand communities, the purpose of this paper is to exhibit the contributory role of Social media brand communities (SMBC) towards brand loyalty. A Survey-based empirical study involving young consumers was conducted in the selected cities of Bangalore, Kolkata, and Pune. In contrast to prior works (Algesheimer et al., 2005; Laroche et al., 2012), the authors have incorporated Analytical Hierarchy Process (hereafter AHP) in the study to implement and validate new scales. The outcomes of AHP methodology found shared consciousness and social networking as the most-preferred component and activity respectively. These outcomes would assist brand managers in the optimized allocation of communication budget and formulation of competitive branding strategies to tackle intense competition.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"87 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":"134280198","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.ch034
Abhigyan Sarkar, Juhi Gahlot Sarkar
{"title":"“Thy Kingdom Come, Thy Will Be Done”","authors":"Abhigyan Sarkar, Juhi Gahlot Sarkar","doi":"10.4018/978-1-5225-9282-2.ch034","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch034","url":null,"abstract":"Majority of prior research show that individual's relationship with a brand is dyadic. However, the primary need for human beings is to forge meaningful interpersonal relationships, and brands can act as facilitators to achieve this need. Thus, consumer-brand-consumer relationships are rather triadic, with brands acting as an epicenter around which close-knit human relationships are formed. This chapter discusses the indispensable roles of consumers' close social relationships with their brands representing a knit brand fandom of like-minded consumers who share common consumption values and attain transcendence through branded consumption. Using grounded theory analysis, we discover that Indian consumers' cultural values of filial piety, face saving, need for escapism and brand ethnocentrism act as antecedents to consumers' romantic brand love. This romantic brand love progresses into single brand devotion through the moderation of selective perception, and ultimately translates into a close-knit brand fandom, mainly if the consumers find the brand to enable self-expression. The role of brand-hero is also important in the formation of brand fandom, as brand hero can inspire consumers and bind them together to work for common interest of the brand. Brand fandom results in consumers experiencing flow and transcendence, where they experience a temporary sense of separation from the mundane and unity with a higher plane of existence.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"17 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":"117314623","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.ch044
William F Humphrey Jr, Debra A. Laverie, Alison B. Shields
{"title":"Building the Force","authors":"William F Humphrey Jr, Debra A. Laverie, Alison B. Shields","doi":"10.4018/978-1-5225-9282-2.ch044","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch044","url":null,"abstract":"This chapter examines the Star Wars fan community who creates screen accurate BB-8 replicas is explored in depth. Builders undertake the creation of characters through emergent technology such as 3-D printing. The members work together to create these replica characters and immerse completely in the process of the character's formation. We studied online fan community forums and social media groups where participants engage with and support one another as they build full-sized Star Wars characters. Second, this chapter applies the BB-8 builder community to an established framework for brand community, which is extended to include the passionate and committed communities formed by fans around entertainment franchises. Brand (or franchise) characteristics are related to community characteristics, which are then in turn related to fan brand community. Finally, conclusions for the academy and practitioners are discussed based on the examination of this community in relation to the theoretical framework.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"15 2","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120839975","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.ch024
Elia Ardyan, V. Aryanto
{"title":"Antecedents and Consequences of E-News Brand Trust","authors":"Elia Ardyan, V. Aryanto","doi":"10.4018/978-1-5225-9282-2.ch024","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch024","url":null,"abstract":"The purpose of this paper is to determine the effect of the antecedents of e-news brand trust and want to determine the consequences of e-news brand trust. The model used in this study were tested into two news brands online, which is Detik.com and Kompas.com. Sample of this study composed of 418 respondents, of which 239 respondents are Kompas.com readers and readers of Detik.com comprised of 179 respondents. The analysis used in this study is the Structural Equation Model. Results of this study indicate that both Detik.com and Kompas.com have the same result for the research model used. The result of this research are e-news brand attributes have positive and significant impact on e-news brand experience, e-news brand attributes have a positive and significant impact on e-news brand loyalty, e-news brand experience has negative effect but not significant at the customer confusion, customer confusion, has a negative but not significant effect on e-news trust brand, e -news brand experience has the effect of e-news brand trust and a significant positive effect on brand loyalty e-news.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"26 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":"131396567","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.ch045
Neus Soler-Labajos, A. Jiménez-Zarco
{"title":"Country Brand Management","authors":"Neus Soler-Labajos, A. Jiménez-Zarco","doi":"10.4018/978-1-5225-9282-2.ch045","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch045","url":null,"abstract":"In the recent years the country brand has become a strategic asset for the nations. Rather than showing the culture and traditions of a place, the name of a country acts as a differentiator from everything that comes with the territory, increasing the value perceived by the customer in any product or service by having a specific origin. Because the fact that a product is “typical” of a place allows the name of the place to become a geographical indicator of quality. So Nations use the brand country as a tool to promote their products, attract investments and promote activities like tourism. For this reason, they are developing public policies aimed at the construction, promotion and consolidation of the brand image of the country. This book chapter analyzes how the Spanish Government has used the social media to create and consolidate the Spain Brand image with the aim to establish an image of Spain as an economic and political power among the first countries in the world.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"25 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":"132749858","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.ch009
E. Izogo
{"title":"Determinants of Attitudinal Loyalty in Retail Banking","authors":"E. Izogo","doi":"10.4018/978-1-5225-9282-2.ch009","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch009","url":null,"abstract":"This paper tests a conceptual model by drawing on the relationship marketing theory and the brand attitude literature. Two specific research aims were explored. First, the authors tests the mediating role of brand credibility in the relationships between its antecedents and attitudinal loyalty. Second, the moderating role of satisfaction in the relationships between information sharing, customer orientation and brand credibility were explored. Quantitative data generated from 332 experienced users of banking services in Nigeria formed the final database. The study contributes to brand attitude literature and loyalty theory by demonstrating that over and above the simple significant positive effects of information sharing, customer orientation, and brand credibility on attitudinal loyalty, brand credibility transmits the effects of information sharing and customer orientation onto attitudinal loyalty.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"11 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":"132311604","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.ch011
S. Ranfagni, M. Faraoni
{"title":"How to Drive Brand Communication in Virtual Settings","authors":"S. Ranfagni, M. Faraoni","doi":"10.4018/978-1-5225-9282-2.ch011","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch011","url":null,"abstract":"The paper proposes an analytical approach that explores brands in virtual environments by creating indicators of consumer brand alignment and comparing them with measurements of social engagement. In particular, it combines indicators that estimate the correspondence between brand identity and brand image with measurements of engagement that emerge from platforms that monitor social media (Talkwalker and Social Mentions). The premise is that to gain objective awareness of the reputation a brand has achieved online, it is essential to filter the commitment that it produces on social media with assessments of the relations that consumers have with it. The latter is expressed through indicators of consumer brand alignment that are elaborated investigating virtual communities and adopting an interdisciplinary method that integrates netnography and text mining. The results generated by the approach illustrated in this chapter can be useful to devise adjustments to brand communication. The analysis is applied to twenty-nine important brands belonging to the fashion industry.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"8 4 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":"130974546","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.ch004
M. Šerić, I. Gil‐Saura, A. Mollá-Descals
{"title":"The Impact of Integrated Marketing Communications on Hotel Brand Equity","authors":"M. Šerić, I. Gil‐Saura, A. Mollá-Descals","doi":"10.4018/978-1-5225-9282-2.ch004","DOIUrl":"https://doi.org/10.4018/978-1-5225-9282-2.ch004","url":null,"abstract":"The Integrated Marketing Communications (IMC) approach appeared as a response to the need for more sophisticated marketing communication discipline in a confusing tourism marketing environment. This chapter examines the impact of IMC on the hotel brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty. Moreover, it estimates the moderating effect of national culture on the relationships examined. The study is approached from the customer perspective and uses survey methodology to assess guests' perception of IMC and brand equity in the hotel contexts. In particular, 335 hotel guests participated in the empirical investigation while staying in high-quality hotels in Rome, Italy. The findings reveal that IMC exerts a positive impact on hotel brand equity. Furthermore, the inter-relationship exists between the three dimensions of hotel brand equity. In general, national culture does not exert a significant impact within the posited model.","PeriodicalId":406256,"journal":{"name":"Global Branding","volume":"9 5","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114018687","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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