Brand Distinctiveness Research Articles

Turning Your Customers into Brand Evangelists: Evidence from Cruise Travelers

ABSTRACT This study suggests that building long-term relationships between a cruise brand and its passengers through brand experience is more important than the standard offerings. This study applies the framework of consumer–brand relationship on brand evangelism and incorporates a relatively new approach on consumer referral behavior: (1) the effect of brand experience on the creation of brand attachment and brand distinctiveness and (2) the influence of attachment and distinctiveness on cruise travelers’ positive and oppositional referral intentions. The findings provide a foundation for effective marketing strategies and help brand marketers better predict company benefits through the creation of enthusiastic consumer groups.

What Drives Brand Equity? The Perspective of Malaysian Consumers

Considering the importance of brand equity in brand management and the role played by brand equity in the success of the firm, this study examines the factors that influence the formation of brand equity particularly the equity of brands of household electrical appliances namely televisions, refrigerators and air-conditioners. In the conceptual model of brand equity, the dimensions of brand awareness, brand loyalty, perceived quality, and brand associations are postulated to affect the formation of brand equity. On the basis of an analysis of a survey data of 501 respondents taken from consumers of household electrical appliances in the state of Selangor and the Federal Territory of Kuala Lumpur; this study found that the dimensions of brand equity comprised of three elements, namely, brand distinctiveness, brand loyalty, and brand awareness/associations. These three elements were found to have positive and significant influences on the formation of brand equity of electrical goods.

Peran Brand Attractiveness Sebagai Variabel Intervening pada Brand Distinctiveness, Brand Prestige, Brand Sosial Benefit, dan Memorable Brand Experience Terhadap Customer Brand Identification

The rapid development in the tourism sector is accompanied by an increase in foreign tourist arrivals, making the Indonesia’s hotel industry which is part of the tourism sector, growing dramatically. Competition between brands is unavoidable, each hotel must develop its own brand strategy. This study aims to add insight into brand management specifically in the hotel industry. This study used a quantitative method by distributing questionnaires to 219 respondents who lived in Jabodetabek and had stayed at five-star hotels located in Java and Bali. From this study it can be concluded that the role of brand attractiveness in giving indirect effects to brand prestige, brand distinctiveness, brand social benefits, and memorable brand experience on customer brand identification. This study also stated the importance of brand prestige, brand distinctiveness, and brand social benefits significantly and positively influences customer brand identification directly.

Antecedents of students’ identification with university brands

PurposeUniversities are increasingly encountering high levels of national and international competition. In order for universities to continue with their business success and expansion, they have relied on developing and maintaining a differentiated brand identity by improving their branding strategy. The purpose of this paper is to examine the antecedents of students’ identification with the brand of public universities in Iran.Design/methodology/approachSampling was done in multiple stages. In the first stage – using stratified sampling – students were recruited from distinct degree programs and universities based on the Iranian national demographic proportions. In the second stage, convenient sampling was used within each degree program category. For data collection, the interviewer distributed questionnaires among students regardless of age and gender. The number of questionnaires distributed in each university (i.e. the sample size in each university) was determined using the number of students in the country and percentage of students at each university.FindingsThe results showed support for the hypothesized positive relationship between brand identification and the antecedent factors including prestige, interorganizational and intraorganizational competition. On the other hand, the results showed no significant relationship between brand identification and the antecedent factors including distinctiveness and memorable experience. Outcomes (i.e. word-of-mouth, active engagement and loyalty) of brand identification were also tested and their relationships with brand identification are supported.Research limitations/implicationsThis study was conducted in the higher education sector in one cosmopolitan Iranian city (i.e. Tehran) to which Iranians from other cities travel to for studying. Thus, the results of this survey include a variety of sub-cultures. In the future, a study that incorporates all major metropolitan cities of Iran may increase the generalizability of the findings. Unrelated to the purpose of this study, a future research study may extend the currently studied geographical dimensions and examine the antecedents of students’ identification with the brand of public universities across different nations using a cross-cultural approach.Practical implicationsA study of the antecedents of students’ identification with the university brand can provide a guide for universities to manage their brand and marketing strategies. Managers of higher education institutions can take important steps in establishing a link between students and university brands. Managers can highlight interorganizational competitions. The authors recommended universities publicize and honor students’ success in academic competitions on the university website, via ceremonies dedicated to the student winners, and using print banners that identifies their name and achievement, among other mediums. Additionally, competitions can be promoted among students through professors and motivational speeches from recognized leaders.Originality/valueResults revealed that brand prestige of public universities positively affects students’ identification. This study highlights the importance of national and international rankings of universities and the sensitivity of students to such rankings. Undoubtedly, this is evident in Iranian students’ behavior in selecting their university. Additionally, this study showed that brand distinctiveness of public universities does not significantly affect students’ identification with the university brand. Further examination is recommended to help explain this finding and a cross-cultural comparison will assist in this endeavor.

Cause-related marketing strategy types: assessing their relative effectiveness

PurposeThe purpose of this paper is to investigate the effect of four types of cause-related marketing (CRM) strategies on consumer responses to a fashion brand and to assess the relative effectiveness of each.Design/methodology/approachAn experiment was conducted with young adult consumers (n=344) and undergraduates (n=415). Using a between-subject design, each participant was randomly assigned to one of four CRM scenarios and completed a questionnaire.FindingsAcross all CRM conditions, the effect of CRM strategy on consumer responses (e.g. perceived brand distinctiveness/credibility/attractiveness, customer–brand identification, brand attitude, customer loyalty) was significant. The effect of corporate social responsibility image on perceived brand distinctiveness was strongest for cause-related event marketing, followed by cause-related experiential marketing, transaction-based CRM and sponsorship-linked marketing.Practical implicationsBy providing information about the relative effectiveness of four types of CRM strategies, this research aids fashion marketers in their selection of the CRM strategy that generates the best performance. Adding an event component to their CRM activity would increase the effect of CRM strategies on consumer responses.Originality/valueThis research contributes to the extant literature on CRM by identifying types of CRM strategies, their relative effectiveness, and key variables (e.g., C–B identification) that explain the impact of CRM strategies on consumer responses.

Exploring brand governance in SMEs: does socialisation provide a means to value creation?

Open access strategies and dialogue between firms and customers increase the risk of loss of brand distinctiveness, with implications for maintaining brand position, image, reputation and authenticity. This is of importance to new and emerging small- and medium-sized enterprises (SMEs) and organisations whose brand distinctiveness may represent one of few areas of competitive advantage. Our paper draws together concepts of SME brand orientation and the underdeveloped framework of brand governance to explore brands and brand image in online and offline engagement contexts. Investigating the role of four relational norms, selection, solidarity, information exchange and flexibility in six brand-oriented SMEs, we discuss their use in the context of interactive engagement with stakeholders. Findings show that each of the four relational norms enables, supports and provides guidance for the management of SME brands. This exploratory work initiates a conversation around brands, brand management and brand governance in SMEs and points to several areas for future research direction.

SMEs Branding: The Interaction of Entrepreneurial Orientation

The purpose of this research is to find the extended impact and interaction of entrepreneurial orientation (EO) as a moderator variable on the relationships between brand strategy (specifically brand orientation, brand identity and brand distinctiveness) and brand performance. Retroactively, the direct relationship between brand strategy and brand performance should be elucidated. The basic methodology of this research is positivism, specifically a deductive approach to which really on previous understanding and propositions that extracted from previous works. A well-designed and tested questionnaire is used to collect data for this research, and the data is analysed by applying the partial least squares technique, which is a method of structural equation modelling technique of analysis. Prior to this step, a confirmatory factor analysis is performed to inspect measurement constructs. The result indicates a significant positive and direct impact of brand orientation and brand identity on performance of brand where brand distinctiveness has no impact. On the other side, when entrepreneurial orientation is interactive as a moderator factor, the relationships between brand orientation, brand identity and brand performance increase and become stronger. Previous research and studies elucidated the impact of various factors of brand strategy on brand performance. However, entrepreneurial orientation as a moderator variable has not been examined. What makes this research different from others is the practical investigation and the examination of the impact of entrepreneurial orientation as an important factor of brand strategy in SMEs

Trend and Positioning of Global Top One Hundred Brands

This study applied 173 figurative marks from global top 100 brands from 2006 to 2015 as the objects. The brand distinctiveness test was implemented to 60 general consumers. The Multidimensional Scaling was applied in order to get the similarity of the eight majors industries from the participants. The researcher further established the Two-dimensional Brand Positioning Map (BPM) in order to help the enterprises making brand strategy. The BPM may assist the managers observing the brand positioning of their own enterprises. From the developing trend of the brands of each year, the brand competitive stress of their own enterprises can be observed. The study found that: for the global top one hundred brands, they have excellent distinctiveness to the consumers. In the future, enterprises may apply this approach of analysis to establish their own BPM in order to recognize the trend and positioning of their own brands in the corresponding industries.

Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop)

This study has several purposes. First, this study aims to investigate the effect of consumer–brand value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience on customer-brand identification (CBI). We call all of those factors as the antecedent factor of CBI. Second, this study aims to investigate the effect of CBI on customer loyalty. Third, investigate the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI. This research used primary data collected through closed questionnaires using a Likert scale of 1 - 5. The total sample size was 273 respondents located in Semarang City who has or has been using Acer Laptop for minimal one year. This research was conducted using Partial Least Square (PLS) method through SmartPLS 3.0 software. The result of data processing indicated that all of the antecedent factors of CBI have the positive and significant effect on CBI of the user of Acer Laptop. In this case, among the five antecedent factors of CBI, value congruence has the greatest effect on CBI of the user of Acer Laptop. The result of data processing also indicated that CBI has the positive and significant effect on brand loyalty of user of Acer Laptop. This study fails to prove the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI of the user of Acer Laptop. Moreover, based on the result of hypothesis testing, this study gives some recommendation to Acer Laptop to develop or create some features which are match with the value of user of Laptop Acer in Semarang City.

A Study on the Relationships among the Fast-Food Restaurants’ Service Quality, Brand Trust, Brand Distinctiveness, and Revisit Intention

A Study on the Relationships among the Fast-Food Restaurants’ Service Quality, Brand Trust, Brand Distinctiveness, and Revisit Intention

The missing link in building customer brand identification: The role of brand attractiveness

The brand management literature has long acknowledged the strategic importance of managing brand identity. However, prior empirical research has largely ignored brand attractiveness in building such identity in the eyes of consumers. Focusing on the airline industry, this study investigates the role of brand attractiveness in fostering customer brand identification. The empirical testing of the conceptual model suggests that brand prestige, brand distinctiveness, and memorable brand experiences have a significant indirect effect on customer brand identification through brand attractiveness, while brand social benefits contributes directly to such identification. The results also challenge prior empirical findings by providing strong support for the need to include brand attractiveness in cultivating identification. When brand attractiveness is incorporated in the model, the effects of brand prestige, brand distinctiveness, and memorable brand experiences became non-significant in predicting customer brand identification. The findings highlight the importance of projecting a brand identity that is attractive to target consumers in order to achieve customer brand identification.

Lasting footprints of the employer brand: can sustainable HRM lead to brand commitment?

Purpose– The purpose of this paper is to investigate whether both perceived sustainable organizational and supervisor support, which represent a sustainable human resource management (HRM) approach, can induce commitment to the employer brand.Design/methodology/approach– This study includes a diverse sample of 3,016 employees drawn from various German organizations. To test the developed hypotheses, a structural model that included all the hypothesized effects was built, using Mplus 7.Findings– Perceived sustainable supervisor support (PSSS) has a direct effect on brand commitment, whereas perceived sustainable organizational support (PSOS) only generates brand commitment indirectly, mediated by brand prestige, brand distinctiveness, and brand trust. The findings further underline that, compared with PSOS, PSSS has a stronger impact on trust in respect of the employer brand.Originality/value– By considering current employees and their commitment to the employer brand, this study takes an insider view and sheds new light on how an employer brand based on sustainable HRM can achieve commitment, as well as how several mediators affect this link.

The Relationship between Brand Orientation, Customer Orientation, Competitor Orientation and Brand Distinctiveness in South African Retailing

The Relationship between Brand Orientation, Customer Orientation, Competitor Orientation and Brand Distinctiveness in South African Retailing

Fashion brands and gay/lesbian-inclusive advertising in the USA

Abstract Within the United States general attitudes towards gays and lesbians (GL) are rapidly undergoing change. Several researchers have previously documented that heterosexual consumers respond negatively to advertisements featuring same-sex couples. At this critical juncture, it is important to reexamine consumer response to fashion advertisements featuring GL images. Using a small qualitative study (n = 10) and an experiment (n = 202) our research purpose was to determine whether consumer attitude towards advertisements, brand attitude, brand distinctiveness and/or brand attractiveness varied based on the level of inclusiveness of GL images (i.e. GL-inclusive vs. non-inclusive). Results from the qualitative project demonstrated most participants responded positively to the advertisements featuring GL images although two participants were worried about unidentified ‘negative’ influences on the sexual orientation of heterosexual viewers. The inclusiveness level of GL images did not negatively influence attitude towards the advertisements or brand attitude. Rather, GL-inclusive advertising resulted in higher ratings of brand distinctiveness and attractiveness as compared to the non-inclusive advertising. Implications and limitations of this study as well as suggestions for future research are discussed.

Exploring visitor brand citizenship behavior: The case of the ‘MICE city Busan’, South Korea

Abstract This study examines the relationships between brand evidence, brand hearsay, brand distinctiveness, and brand citizenship behavior. The study identifies the crucial factors of brand evidence and brand hearsay they induce customer brand distinctiveness perception. It also investigates whether brand distinctiveness influences brand citizenship behavior. A self-administered survey was conducted with visitors (n=226) to the Busan Exhibition and Convention Center (BEXCO) in South Korea. The results demonstrate that five components of brand evidence and two components of brand hearsay have significant influence on brand distinctiveness, while one component of brand hearsay, namely publicity, has no significant influence on brand distinctiveness. In addition, brand distinctiveness has a substantial influence on brand citizenship behavior. The results of this study contribute insights into the effect of each component of brand evidence and brand hearsay on brand citizenship behavior mediated by brand distinctiveness.

On Oenological Authenticity: Making Wine Real and Making Real Wine

On Oenological Authenticity: Making Wine Real and Making Real Wine

Politics and Image: The Conceptual Value of Branding

This article argues that the brand concept is a powerful tool for understanding political images. It challenges typical economic versions of political marketing that tend to deemphasize the significance of communication, popular culture, and personality in politics and argues that the brand as a concept can bring together the economic and the aesthetic, rational choice and cultural resonance. It proposes a model of brand distinctiveness and argues that this may be useful both in the analysis of party communication and in the normative evaluation of that communication.

Cause-Related Marketing in the Fashion Industry: The Role of Consumer Identification

Customer-company (C-C) identification is the perceived fit between the identities of a consumer and an organization. If a consumer identifies with a company that places a high priority on being socially responsible, a consumer who also values social responsibility may support and patronize that business because of the link between something that is important to both them and the company. Because C-C identification may explain the success of cause-related marketing (CRM) in the fashion industry, we investigated the effect of an image resulting from CRM on ratings of brand attributes (e.g., distinctiveness, credibility, attractiveness), identification with the brand, attitude toward the brand, and customer loyalty. Participants also responded to open-ended questions reflecting their rationale for their ratings of brand attributes. Data were collected from a convenience sample of undergraduates (n = 228) enrolled at Midwestern University in the U.S. Structural equation modeling revealed that as ratings of the social responsibility of the cause-related marketing effort increased so did perceptions of the brand's distinctiveness, credibility, and attractiveness. Participants identified with a brand when they rated the brand as attractive. Participants' identification with a brand had a significant impact on attitudes toward the brand and customer loyalty (e.g., purchase intention, willingness to spread positive word-of-mouth). Content analyses of open-ended responses supported the idea that brand images stemming from CRM exert an important influence on consumer's ratings of brand attributes. Fashion marketers interested in cause-related marketing will find success with efforts that increase customer identification.

Investigating the Advertising Antecedents to and Consequences of Brand Experience

Brand experience may contribute more to promotional efficacy than concepts such as brand personality/associations/equity/value/attitudes. Yet, little is known about whether managed advertising efforts might evoke more desirable brand experiences and promotional outcomes as a consequence of consumers’ brand experiences. This study examines antecedents and consequences that may be associated with brand experiences. Attitude toward brand name, connectedness to celebrity endorser, message fit, and visual imaging were investigated as antecedents. Brand attitude and brand distinctiveness were examined as consequences. The resulting insights add managerial rigor to advertising processes that currently are often managed more by gut than by reason.

Impact of Country-of-origin Image on Brand Equity: A Study on Durable Products in India

Country of origin is an important cue to influence consumers’ perception of a brand as reported and documented by the literature. This paper tries to identify the effects of brand's country-of-origin image on the formation of its brand equity. To satisfy the objective the brand equity of some durable brands in India was examined. Three contributory dimensions of brand equity i.e. brand awareness; brand loyalty and brand distinctiveness were refereed. Random probability sampling was incorporated to collect the data from the respondents. Multiple regression analysis was conducted on brand equity dimensions which show that brand's country-of-origin image positively and significantly influences dimensions of brand equity. Again the brand's country-of-origin image influences brand equity, either directly or indirectly, through the mediating effects of the three dimensions. The study further suggests that marketers should put give more emphasis in developing brand awareness for their products and the superior image of brand's own country should be properly promoted so that the brand image will be enhanced.