Brand Legitimacy Research Articles

The Influence Mechanism of Cultural Fit on the Image of Time-Honored Brands: Based on the Perspective of Brand Extension

ABSTRACT International competition and the continual emergence of new brands pose significant challenges to time-honored brands, prompting many of these established brands to adopt brand extension strategies as a means of reshaping and revitalizing their brand image. Based on the theory of brand legitimacy, this study constructs a research model of cultural fit – brand legitimacy – brand image and proposes pop culture involvement as a moderating variable. Two Chinese time-honored brands in the pharmaceutical industry, Tongrentang and Pientzehuang, were selected as the experiment scenarios. The study finds that: in the process of brand extension, cultural fit plays a positive role in influencing the brand image of the time-honored brands; brand legitimacy plays a mediation role between cultural fit and brand image; pop culture involvement plays a negative moderating role between cultural fit and brand legitimacy. Applications have also been mentioned in the study.

The impact of green brand trust repair strategies on trust repair after greenwashing: From a brand legitimacy perspective

AbstractAn increasingly worrying trend is enterprises undertaking greenwashing rather than producing actual green products. When such greenwashing behaviours are exposed, green brand trust between enterprises and stakeholders may be damaged, resulting in stakeholders becoming suspicious of these supposedly green brands. Then, enterprises need to adopt several trust repair strategies to repair the damaged green brand trust. We investigated green brand trust repair from a green brand legitimacy perspective and found the following: (1) higher green brand legitimacy suggests the use of considered informational, emotional and corrective repair strategies. (2) Meanwhile, lower green brand legitimacy requires the use of timely informational, emotional and corrective repair strategies. Using the correct set of repair strategies may provide practical and effective approaches for enterprises to repair their brand trust.

Giving is receiving: exploring the linkage between university corporate social responsibility and university corporate brand legitimacy

PurposeThis study examined the influence of university corporate social responsibility (University CSR) on university corporate brand legitimacy through the lens of university brand trust.Design/methodology/approachThe study utilized a cross-sectional research design with a quantitative approach to gather data from a sample of 398 university students. The collected data were analyzed using structural equation modeling.FindingsThe findings of the study suggest that University CSR has a significant influence on the legitimacy of a university's corporate brand. Moreover, the study identified the mediating role of university brand trust in the proposed relationship.Research limitations/implicationsThe study was conducted in the context of higher education in Tanzania. As a result, the generalizability of the findings to other contexts that significantly differ from Tanzania, a developing country, may be limited.Practical implicationsThe study recommends that the management of higher education institutions in developing countries should include CSR practices in the strategic plans of universities. Additionally, faculty members should be empowered to play a significant role as initiators and implementers of CSR programs.Originality/valueThis study is one of the few attempts to examine the interplay between university CSR, corporate brand trust and university corporate brand legitimacy. The study contributes to the state of knowledge in the education sector by highlighting the role of university CSR in building social acceptance, which is a crucial pillar in empowering universities to play a role in social and economic development.

The mediating effects of perceived brand integrity on brand ethical behavior and corporate brand legitimacy in halal cosmetics

PurposeThis study aims to examine the impact of brand ethical behavior, specifically perceived brand ethicality, on corporate brand legitimacy in the context of halal cosmetics, by considering perceived brand integrity as a mediating factor.Design/methodology/approachThe study used a quantitative cross-sectional research design to gather data from 341 fast-moving consumer goods (FMCG) in Tanzania. The data was analyzed by using AMOS 21, using structural equation modeling techniques.FindingsThe findings indicated that perceived brand ethicality has a significant influence on corporate brand legitimacy through the mediation of perceived brand integrity.Practical implicationsThe study emphasizes the significance of incorporating and clarifying Islamic laws as integral components of marketing strategies aimed at attracting conscientious customers of halal products. It recommends defining Islamic laws as societal values and norms and integrating them into various brand practices to showcase professionalism, ultimately fostering social acceptance and approval. The study presents valuable practical implications for managers and marketers of FMCG, assisting them in formulating policies and strategies that reflect societal values and norms.Originality/valueThis study represents a novel endeavor that explores the interplay between perceived brand ethicality, corporate brand legitimacy and perceived brand integrity in the context of halal products. It extends theoretical understanding by shedding light on the significance of Islamic laws as a foundation for establishing a competitive advantage. By offering and designing ethical practices, businesses can enhance their legitimacy among halal consumers, particularly in the domain of halal cosmetics.

Millennials' brand legitimacy judgements amid a global crisis: A deeply rooted affair

AbstractMany established clothing brands did not survive the global COVID‐19 pandemic, while some unexpectedly departed from countries such as South Africa which is a gateway for clothing imports in Africa. This raised questions about consumers' legitimacy perceptions of clothing brands, hence brands' worthiness of support during trying times. This study subsequently investigated Millennials' beliefs about clothing brands' appropriateness (pragmatic legitimacy); ethical worthiness, and potential to support self‐worth (cognitive legitimacy), arguing that this cohort, based on considerable market size and particular interest in clothing, significantly influences brands' survival in the marketplace. Uniquely integrating the Classical Delphi Technique, a focus group discussion and Means‐End‐Chain (MEC) analysis in a 3‐phase mixed method endeavour (involving N = 53; N = 10 and N = 350 participants respectively), the study identified Millennials' preferred clothing brand attributes and the related consequences associated with brands worthy of support. Using MEC's series of hierarchical value maps, findings were translated in terms of the underlying predominant values that direct Millennials' brand choices. ‘Hedonism’ and ‘security’ subsequently emerged as the predominant personal values—per Schwartz's (1994) value continuum—that drive Millennials' brand legitimacy inferences, suggesting pertinent approaches in retail to satisfy consumers' needs. Recommendations for future research include a differentiation of gender differences, and other demographic segments to facilitate market segmentation, and a follow‐up quantitative study. Implications for retail and business strategy are presented.

Decolonising marketing: five fundamental decisions for customer engagement

PurposeThis paper aims to offer practical, data-led guidance for the decolonisation of marketing strategy, especially as it relates to customer engagement. It does so with an acute understanding of the constraints of brand legitimacy.Design/methodology/approachThe findings of this paper are informed both by a conceptual unpacking of institutional, decolonisation and customer engagement literature, as well as an empirical methodology that presents an embedded single case study of a top-ranking banking brand, using in-depth qualitative interviews as well as content analyses of brand communications.FindingsThe paper examines the notion of institutional brand legitimacy alongside the decolonisation of customer engagement. It offers five empirically driven decisions that marketers must consider when they attempt to decolonise their customer engagement strategies. These revolve around a decolonised bottom-up approach; establishing new biases for customer insights; the management of opposing forces; being strategically transformative; and going beyond diversity.Research limitations/implicationsA single brand case study is offered that uses a relatively small sample of interviewees and does not include customers of the brand. Further research is therefore needed to reflect other organisational contexts and stakeholders. Just so, the paper specifically looks at the ways in which decolonisation and institutional legitimacy intersect for customer engagement. Further studies that focus on other organisational concepts impacted by decolonisation would be thought-provoking.Originality/valueTo the best of the author’s knowledge, this is the first empirical investigation that offers practical guidance for the decolonisation of marketing strategies – as it relates to customer engagement or any other facets of marketing.

Особливості розроблення та реалізації стратегії розвитку бренду підприємства в умовах євроінтеграції

The article is devoted to the study of issues related to the peculiarities of the development and implementation of the strategy of the development of the brand of enterprises in the conditions of European integration. The article analyzes the constituent elements of brand management and defines the place and role of brand development strategy. It was established that in brand management it is customary to distinguish five main stages (phases): formation of a brand vision, creating a portrait of a trademark, positioning of the brand on the market and in the minds of consumers, development of a strategy for managing its assets, formation of an organizational culture that supports strategic management. Peculiarities of the formation of a national brand based on the formation and development of branding of the territory; management of the country’s reputation and image; effective use of competitive advantages; creation of favorable conditions for the main stakeholders have been studied. An analysis of the top 10 most expensive national brands in the world in 2021 was carried out, and key trends in the development of national brands were determined according to the data of the “Brand Finance” rating. The key factors affecting the development and implementation of the company’s brand development strategy in the conditions of European integration have been established, they are factors of the internal and external environment that have a direct impact on the development and implementation of the company’s brand development strategy in the conditions of European integration; cross-cultural features of the European market. The problems associated with the implementation of brand management in the conditions of European integration; caused by the ineffectiveness of the developed brand development strategy and its inconsistency with the challenges of the external market were summarized. The generally accepted rules to which the company’s brand development strategy in the conditions of European integration must comply are studied: the brand must contain information about the quality and advantages of the service provided by the company; the name of the brand should be simple, clear, easy to remember and pronounce, should contain attributes that help to recognize it; brand legitimacy; the presence of distinctive features from other brands on the market. The process of creation an enterprise brand development strategy in the conditions of European integration is proposed, it involves the implementation of successive stages: market and competitor analysis, target audience analysis, branding and brand audit, development of communication technologies, formation of an enterprise brand development strategy in the conditions of European integration.

Potential effects of green brand legitimacy and the biospheric value of eco-friendly behavior on online food delivery: a mediation approach

PurposeThis study aims to apply legitimacy theory and self-identity theory to the online food delivery (OFD) app service and then to investigate the impact of green brand legitimacy and biospheric value orientation perceived by customers on eco-friendly behavior.Design/methodology/approachThis study focuses on the mediating role of trust in green brands and its perceived benefits (including psychological and environmental benefits). This study involved an online survey of 445 customers who had experienced using OFD services in the past six months.FindingsThe platform's green brand legitimacy and consumer perceived biospheric value orientation positively impact trust in green brands. Trust in green products and services significantly affects customers' perceived benefits and has a positive impact on eco-friendly service using behavior. Mediating effect analysis indicated that brand legitimacy and biospheric value have a positive indirect influence on the psychological benefits of supporting green activities and utilitarian environmental benefits.Research limitations/implicationsThe convenience sampling method is used, and its purely quantitative nature may limit the generalization of the research results.Practical implicationsThe OFD platform should encourage online catering retailers to use more eco-friendly packages for packaging food and minimize the provision of disposable tableware. The platform manager can provide consumers with knowledge and information on lowering related environmental pollution sources when ordering food.Originality/valueThis study innovatively introduces brand legitimacy into the green consumption literature. This is an essential expansion of the content of brand legitimacy and a supplement for the research field of eco-friendly behavior.

Investigating the predicting role of COVID-19 preventive measures on building brand legitimacy in the hospitality industry in Tanzania: mediation effect of perceived brand ethicality

The COVID-19 pandemic undesirably affected the hospitality industry, and therefore, preventive measures have been advocated as crucial when revitalizing or rejuvenating the industry. This study investigated the interplay of predicting role of COVID-19 preventive measures, perceived brand ethicality, and brand legitimacy in the hospitality industry in Tanzania during the period of reviving the industry. Furthermore, the study examines the mediating role of perceived brand ethicality in the relationship between COVID-19 preventive measures and brand legitimacy. Data were collected from a total of 405 customers of hospitality organizations recruited via an on-site survey. Data analyses were done using structural equation modeling. Overall, the results have shown that COVID-19 preventive measures had a direct positive effect on brand legitimacy. Additionally, COVID-19 preventive measures could enhance brand legitimacy indirectly via perceived brand ethicality. The study has significant implications for different hospitality organizations and operators in Tanzania and other countries during post the COVID-19 period.

Internal corporate social responsibility and university brand legitimacy: an employee perspective in the higher education sector in Tanzania

PurposeThe purpose of this study is to examine the influence of internal corporate social responsibility (CSR) towards university brand legitimacy (UBRL) with the mediation effect of university brand perceived ethicality in the higher education sector in Tanzania.Design/methodology/approachThe study collected data from 399 employees of two universities through a cross-sectional survey research design. The data were analyzed using structural equation modelling.FindingsThe findings of this study suggest that internal CSR influences UBRL when mediated with university brand perceived ethicality.Research limitations/implicationsA cross-sectional survey research involving self-administered questionnaire was used. Therefore, the generalization of the findings should be made with caution.Practical implicationsHigher education institutions should invest in ethical management practices that consider internal CSR to ensure employees as legitimacy-granting constituents motivated to grant legitimacy to the university brand.Originality/valueThis study is among initial endeavors to examine internal CSR as a driver of UBRL in the higher education domain context.

Artists versus arts council: A longitudinal analysis of brand legitimacy

In the arts, brand has often been seen as a ‘dirty word.’ This paper critically analyzes the shaky relationship between artists and an arts council by examining a unique data set of annual reports from the Australia Council for the Arts, over a period of thirty-one years (1982–2013). This longitudinal study charts how and why brand legitimacy in the arts council was lost through the use of institutional, legitimacy and branding theories. With a focus on brand images, text, and media coverage, we demonstrate the souring of relations with artists over three decades. The data reveal three phases of brand development: artist-centric to artistic rebellion to corporatization, at which time the arts council lost artists’ support of the brand. The shift over three phases illustrates changes in types of legitimacy that dominate. The changes are from cognitive and moral legitimacy to pragmatic legitimacy. This change is synonymous with changes in the global art field to McDonaldization. An arts council circulates brands in an artistic and corporate milieu, seeking to achieve legitimacy with actors in both fields. The use of a one-sided branding strategy provokes opposition from artists as it occurs at their expense, creating winners and losers in legitimacy terms.

How Does Brand Legitimacy Shapes Brand Authenticity and Tourism Destination Loyalty: Focus on Cultural Heritage Tourism

Purpose: The existing cultural heritage tourism research rarely pays attention to the antecedents of brand authenticity. This research fills this gap and points out the critical role of brand legitimacy in building destination loyalty by constructing a theoretical framework. Design/methodology/approach: This study collected 436 valid samples through an online questionnaire survey in China. The respondents were adults over 18 years old who have visited cultural heritage tourism destinations in the past year. This research used a combination of SPSS and AMOS statistical software to examine the theoretical model. Findings: The empirical analysis results showed that the tourist destination s brand legitimacy positively impacts the three dimensions (consistency, credibility, and originality) of the destination brand authenticity. At the same time, brand authenticity positively affects the perceived value, and brand trust positively impacts. Moreover, brand authenticity has a mediating impact on the relationship between brand legitimacy and perceived value and the relationship between brand legitimacy and brand trust. Similarly, perceived value and brand trust also play a mediating role in the relationship between brand authenticity and tourism destination loyalty. Research limitations/implications: This research emphasized the importance of historical inheritance and puts forward specific theoretical and practical enlightenment for heritage tourism from the perspective of brand legitimacy management. However, there are still some research limitations. Future research could expand the research samples to other countries and utilize a more systematic data collection method. Then, the measurement tool of brand legitimacy can also be explored from multiple dimensions. Originality/value: Readers of this paper can understand that brand legitimacy is a necessary but seldom discussed driving factor of authenticity related to heritage tourism. And discussing their positive influence on tourists loyalty can make readers and destination managers better understand tourists behavior in brand management.

A discursive framework of B2B brand legitimacy

In a hyperconnected world, branding is moving away from single, organization-driven ownership to shared ownership. Motivated by the continuous advancements in digital technologies for B2B brands, this research uses a rhetorical and discursive approach to build a framework of B2B brands legitimacy. This conceptual framework integrates multiple levels of social discourse, from brand texts to stories and narratives, to illustrate how the connections between these and brand legitimacy are made through language. We describe how B2B brands can use the rhetorical elements of logos, pathos, and ethos to achieve an advantageous position within their field's discourse. We identify B2B brand reputation, awareness, and credibility among the benefits of having a brand legitimacy within a network of actors and provide propositions and empirical guides to substantiate the proposed framework.

Timely or considered? Brand trust repair strategies and mechanism after greenwashing in China—from a legitimacy perspective

As customers' green awareness improves, a growing number of Chinese companies are seeking to implement green management. However, in the implementation process, many green brands have engaged in greenwashing. After greenwashing, brand trust between green brands and their stakeholders can suffer a great deal of damage. A valid brand strategy and underlying mechanism should be identified to repair green brand trust after greenwashing. This study focuses on brand strategies and their underlying mechanisms adopted from institutional theory for green brand trust repair after greenwashing. Based on an organizational-level trust repair model, this study finds that companies should adopt a “timely-considered-timely” or “timely-considered-considered” brand strategy with three separate stages of brand trust repair, as opposed to other timely or considered brand strategy combinations, in order to achieve an optimal green brand trust repair effect. Moreover, this study also shows that the “considered-timely-timely” brand strategy achieves the worst green brand trust repair effect and that green brand legitimacy plays a significant mediating role in the brand trust repair process. These findings enrich the theories of brand management, green marketing, and trust repair and offer important managerial implications to help enterprises repair damaged trust.

Artialising the Vosges: Processes, Projections, Purposes

Artialisation results from a worldview of landscape perceived through real, emotive and poetic identities. Artialisation carries an operativity that we should be remobilizing to frame a place brand strategy with local government backing. Here we attempt an operationalization applied to the Vosges mountains, a massif struggling with net-negative brand image. The paper articulates a three-point argument. After underlining the need to rethink artialisation outside the aesthetising box, we move on to show that legacies of the past can be repurposed to refresh the massif’s image through playful narratives, and that nature has to be ideated to bring greater brand legitimacy to this hercynian fold belt.

Online brand community practices and the construction of brand legitimacy

Contemporary marketers build online brand communities to communicate with the organization’s social surroundings, yet there is a lack of understanding of how brand legitimization unfolds in these platforms. To understand how legitimacy is constructed and contested every day, the current study adopts a practice-theoretical lens and discourse analysis to investigate two online communities. The contribution of the study is twofold: First, the insights from the discursive praxis, online community posts, comments and reactions illustrate the connections between multiple levels of legitimization discourse. Second, this study builds a theoretical framework for legitimization practice. Individual perceptions, judgements of the texts and actions on them in the online community intertwine with the organizational and societal context shaping the legitimacy of the brand in the community and beyond. This practice supports or challenges the brand as an institution and may legitimize or delegitimize the brand.

Authenticity in branding – exploring antecedents and consequences of brand authenticity

PurposeConsumer demand for authentic brands is steadily rising. With increased pressure to accommodate this demand, researchers and marketers seek to understand how to influence a brand’s perceived authenticity. The purpose of this paper is to build a link between previous research on authenticity and thus gain a deeper understanding of the influencing factors of brand authenticity and its consumer outcomes.Design/methodology/approachBuilding on an extensive literature review, the authors identify various antecedents of brand authenticity that are closely connected with the brand’s past, its virtuousness, consumers’ self-identification with the brand perceiver’s own self and individuals representing the brand, as well as relational outcomes as consequences of a brand’s perceived authenticity. As brand authenticity is a subjective construct, the authors include brand involvement to test for moderator effects. For data collection, they conduct an online survey that generates 509 datasets. To test the hypotheses, the authors use structural equation modeling.FindingsThe results demonstrate that brand authenticity can be influenced by the identified variables (i.e. brand heritage, brand nostalgia, brand commercialization, brand clarity, brand’s social commitment, brand legitimacy, actual self-congruence and employee’s passion). Moreover, brand authenticity positively affects brand relationship quality, which in turn positively influences consumers’ behavioral intentions. The analyzed relationships do not vary due to consumer-specific characteristics (i.e. brand involvement).Originality/valueIn sum, the results regarding the antecedents of brand authenticity demonstrate that a company can influence brand authenticity through different approaches, and that it is therefore important to analyze which of the identified antecedents brand management should manipulate to positively impact the perception of the brand’s authenticity. In addition, the findings confirm the positive consequences on consumer behavior ascribed to the authenticity concept by marketing literature.

Region brand legitimacy: towards a participatory approach involving residents of a place

ABSTRACTPlaces have started to adapt commercial branding tactics. But how do stakeholders perceive such practices? Drawing on survey data from French residents, we analyse the advertising legitimacy of a place brand and its influence on the effectiveness of marketing communications in the context of region branding. The results confirm that advertising legitimacy mediates the relationship between exposure to an advertisement and its efficiency. The place brand is more legitimate when advertisements target firms, residents or tourists than when they promote local products through co-branding. We highlight a new expression of democratic legitimacy: a process adapted to hybrid (public–private) organizations.

A Path Analysis of Greenwashing in a Trust Crisis Among Chinese Energy Companies: The Role of Brand Legitimacy and Brand Loyalty

For many energy companies in China, green brand strategy is becoming an important approach to enhance competitive advantage. However, greenwashing behaviors result in a crisis of trust. Existing research focuses on green marketing, but is silent on the institutional view of the trust crisis resulting from greenwashing by energy brands. Thus, this study takes a decoupling perspective from institutional theory and considers legitimacy, energy policy management, and green brand theories to shed light on the path from the decoupling of an energy brand from green promise (DEBG) to green energy brand trust (GEBT) and the role of brand legitimacy and brand loyalty. It then analyzes survey data to conclude that DEBG not only has a direct negative effect on GEBT but also has an indirect influence through the vital mediating role of green energy brand legitimacy. Moreover, brand loyalty is a moderating factor and can alleviate the energy brand trust crisis. These findings not only can enrich the theories of energy brand management and green marketing but also offer important implications for energy policy management.

Navigating the Institutional Logics of Markets: Implications for Strategic Brand Management

Adopting an institutional theoretic framework, this article examines the evolution and competitive dynamics of markets composed of multiple practices, beliefs, and rule systems. The 30-year historical analysis of the U.S. yoga market illustrates the coexistence of spirituality, medical, fitness, and commercial logics. Using data gathered through archival sources, netnography, in-depth interviews, and participant observations, the authors link shifting emphases on institutional logics and their sustenance to institutional entrepreneurs’ accumulation and transmission of cultural capital, strategies to legitimize plural logics, distinct branding practices, and contestations among the pervading logics. The study offers a managerial framework for managing conflicting demands of logics, conveying brand legitimacy, and creating a coherent brand identity in plural logic markets; in addition, it develops a theoretical account of links between institutional logics, competitive dynamics, and market evolution.