Brand Resonance Research Articles

Experiential Marketing Dynamics: Multiple mediator analysis of the experiential marketing - purchase intentions relationship

Purpose: This paper aims to test the claimed influence of Experiential Marketing (EM) on consumers' purchasing intentions of smartphones. The study also examines the mediating roles of customer satisfaction, brand loyalty, brand advocacy, and brand resonance on the EM-Purchase intentions assumed relationship. Design/methodology/approach: The study follows a positivist quantitative approach, in which an online survey was administered to a non-probable convenient sample of smartphone users. 238 valid questionnaires were received, and Structural Equation Modelling (SEM) technique was used for data analysis and hypotheses testing. Findings: The findings report a clear and statistically significant influence of EM on purchase intentions. Customer satisfaction, brand advocacy, brand loyalty, and brand resonance are found to mediate the assumed EM-Purchase intentions relationship with different degrees of strength, with brand advocacy having the strongest mediation. Originality/novelty/value: The study is among the first to examine Middle Eastern consumers' purchase intentions of smartphones in relation to EM. This study is also among the first to examine the mediating role of customer satisfaction, brand advocacy, brand loyalty and brand resonance on the EM-Purchase intentions relationship. Research implications/limitations: The results have many implications for marketing academics and practitioners. The findings indicate that EM is effective in stimulating and triggering favourable purchase intentions. Nevertheless, the findings are relevant to the context of the study, i.e. Middle Eastern smartphone market. Thus, the findings should be carefully generalised.

The Impact of Museum’s Brand Power on Active Visitor Engagement: The Dual Mediating Effect of Playfulness and Brand Resonance

The Impact of Museum’s Brand Power on Active Visitor Engagement: The Dual Mediating Effect of Playfulness and Brand Resonance

Building Brand Resonance Through Cause-Related Marketing: Does CRM Message Framing with News Articles and Ads Matter?

Building Brand Resonance Through Cause-Related Marketing: Does CRM Message Framing with News Articles and Ads Matter?

Materyalizm ve Marka Rezonansının Tüketicilerin Tekrar Satın Alma Davranışına Etkisi

Consumer repurchase behaviour is a subject studied in the literature, and no study has been found in which its relationship with the concepts of brand resonance and materialism was revealed. The importance of this study is that it will try to fill the gap in the literature by trying to explain consumer repurchase behaviour with the concepts of brand resonance and materialism. This study was conducted to determine the effect of materialism levels and brand resonances of ready-to-wear consumers on repurchase behaviours and to reveal the relationship among these three variables. The questionnaire form prepared in line with the purpose of the research was applied online to 451 consumers with the convenience sampling method on a voluntary basis. First, reliability analysis was conducted in the study and then factor analysis was performed to test the factor construct validity of the scales measuring level of materialism and brand resonance and repurchase behaviour of the participants. Shapiro-Wilk Test was conducted to determine whether the distribution of the data was parametric (normal distribution). Multiple regression analysis was conducted to measure the effect of materialism and brand resonance level on repurchase behaviour. As a result of the analysis, it was concluded that the brand resonance has an effect on repurchasing behaviour. Spearman correlation analysis was performed to determine the relationship between variables. As a result of the analysis, it was concluded that there is a positive and weak relationship between materialism and brand resonance and a positive and weak relationship between materialism and repurchase behaviour and a positive and strong relationship between brand resonance and repurchase behaviour

Factors that drive the perceived success of franchises in South Africa

Franchising as a business format has become increasingly popular on a global scale in both developed and emerging countries, as it develops entrepreneurship, provides growth, fosters skills transfer, and leads to job creation. While prior studies have focused on financial growth, network expansion, survival, and franchisor-franchisee relationships, there is limited knowledge about the drivers behind franchise success, particularly in emerging markets. Consequently, the purpose of the research was to identify the key factors that drive franchise success in South Africa. A mixed methods approach was used, with a qualitative study of eight franchisors, and a quantitative study of 156 franchisees. Confirmatory factor analysis revealed seven factors that drive franchise success: brand strength and support, mutual trust and sharing, customer-centricity, franchisee dedication, relationship experience, brand consistency and brand resonance. The three factors, customer-centricity, brand consistency and brand resonance, are new findings. A conceptual framework has been developed for franchise success, comprising three categories: brand support, intellectual connection and emotional commitment.

The Effect of Brand Equity and Brand Resonance on Tourist Decisions Visiting the 2018 Asian Games Legacy of Jakabaring Sport City as a Sport Tourism Destination

The development of the Jakabaring Sport City Area is inseparable from the appointment of Palembang as the host of various large-scale sporting events, starting at the national level, at the Asian level, even at the world level. With its image as a sports city, Jakabaring Sport City in Palembang is made a sports tourism destination by the central government, through the Ministry of Tourism. But in reality, this area has not been maximally utilized as a sport tourism destination. From several phenomena and literature, researchers find the importance of the influence of Brand Equity and Brand Resonance on tourists' decisions to visit the 2018 Asian Games Legacy Jakabaring Sport City as a sport tourism destination. This research is a quantitative study with a sampling technique in the form of purposive sampling. In this study data analysis was performed using Structural Equation Modeling (SEM) analysis which was operated through the Analysis of Moment Structure (AMOS) program. Data obtained through questionnaires, will then be analyzed to obtain answers to the hypotheses in this study. The results of this study include (1) Brand Equity positively influencing the decision of tourists to visit the 2018 Asian Games Legacy Jakabaring Sport City (JSC) as a Sport Tourism Destination. Then, (2) Brand Resonance has a positive effect on the decision of tourists to visit the 2018 Asian Games Legacy Jakabaring Sport City (JSC) as a Sport Tourism Destination. Furthermore, (3) Brand Equity and Brand Resonance have a positive effect on the decision of tourists to visit the 2018 Asian Games Legacy of Jakabaring Sport City (JSC) as a Sport Tourism Destination through marketing events as a mediating variable, but have not been able to become a factor that can increase respondents' visiting decisions.

CSR and Brand Resonance: The Mediating Role of Brand Love and Involvement

This article examines brand love and brand involvement to explain the relationship between corporate social responsibility (CSR) activity of a firm and brand resonance. Previous studies have only considered the loyalty dimension of the resonance model regarding the relationship between a firm’s CSR activity and brand attitudes. To have a clearer understanding of the relationship between ethicality and consumer attitudes, we consider the other aspects of customer attitudes—attitudinal attachment, sense of community, and active engagement which are encapsulated in the brand resonance model. Therefore, two studies are conducted in this research to test the hypothesized relationships using a PROCESS bootstrapping method. Results from the two studies provide evidence of the mediational role of brand love and involvement in the relationship between perceived ethicality and brand resonance. Whether a firm engages in an ethical or a philanthropic action, a sense of brand love, and involvement with the brand is evoked which subsequently affects consumers’ attitude towards the brand.

Enhancement of Customer Satisfaction through Emphasizing on Customer Relationship Management, Brand Equity & Value Chain

This study attempts to evaluate the determinants of the combination of tested models of brand equity, service value chain and customer relationship management particularly in selected banking services for enhancing the satisfaction of the customer. The conceptual framework of these individual tested models is developed to offer customer satisfaction and delightnes. The applied structure of these tested models is based upon the customer-based brand value, also known as brand resonance model which contains five determinants such as brand images, brand salience, brand performance, brand judgment and brand services, culture & leadership, hassle free documentation & internet / e-banking services. The customer relationship management models contain identification of perspective & potential customer acquisitions, Product/service value proposition, Product/service portfolio analysis & mutually beneficial CRM. The Correlations were conducted and strong positive correlation between brand equity & customer relation management is observed. It can be seen that CRM model has highly influenced the customer satisfaction in banking sector. The multiple regression results indicate that the brand equity model, CRM and Value Chain model do have a significant influence in the customer satisfaction.

Servitization experience measurement and the effect of servitization experience on brand resonance and customer retention

Servitization, the convergence between new services with the existing products, creates significant value-in-use for both customers and firms. The current study develops measures of servitization experience based on the service-dominant logic and investigates their effect on customer retention, mediated by value-in-use of servitization and brand resonance. First, servitization measures were developed across five stages. Next, the effect of servitization experiences on customer retention was demonstrated. The results show that integrated servitization experience, customized servitization experience, relational servitization experience, and playful servitization experience are the measures of servitization experience, and this servitization experience has a positive influence on customer retention. Additionally, value-in-use of servitization and brand resonance fully and serially mediated the effect of servitization experience on customer retention. Servitization measures help scholars and marketers understand the importance of servitization experience and provide an empirical demonstration of the effect of servitization experience on customers and firms.

Communicating sustainable development: Effects of stakeholder‐centric perceived sustainability

AbstractHow to effectively communicate sustainable development has been a great challenge for businesses. This study identifies three dimensions of stakeholder‐centric perceived sustainability (strength, magnitude, and mobilizability) and presents a framework to recast sustainable communication metrics. The results demonstrate that the strength and mobilizability increase perceived value, leading to an enhancement of brand resonance and purchase intention. The magnitude negatively influences perceived value. This study contributes to the literature by proposing a framework to conceptualize the three dimensions of perceived sustainability and by evaluating outcomes of sustainable communication. The research advances our understanding by showing consumers' psychological path in assessing firms' sustainable communication. The findings also support gender differences. Finally, this paper offers practical suggestions to formulate sustainable communication strategies.

RELIGIOUS AND POLITICAL PUBLIC SENTIMENT TOWARDS POLITICAL CAMPAIGN IN SOCIAL MEDIA: INDONESIA AND MALAYSIA CASES

Purpose of the study: This paper depicts the use of social media for political campaign in Indonesia and Malaysia whilst especially aiming at investigating religious and political sentiment of Indonesian (young) voters (reflected in their Twitter accounts, especially the tweets and memes) that supported Joko Widodo-Jusuf Kalla (hereafter Jokowi’s camp) and Prabowo Subianto-Hatta Rajasa camps (hereafter Prabowo’s camp) in the 2014 Presidential Election Indonesia.
 Methodology: This qualitative study is a discourse analysis that deploys the Hallidayean transitivity system, language evaluation theory as well as social semiotics. Using stratified purposeful sampling, the data (tweets and memes of two contest political camps – the Islamic(/st?) versus the Nationalist) were taken during the campaign days (4 June –5 July 2014).
 Main Findings: In the Indonesian case, the (c)overt black campaign of both camps operates in the framework of the contestation as well as the synthesis of the nationalist/Islamic(/st?) strands. They are deployed to be rhymed in the brand resonance the both camps’ campaign team forged. As for Malaysian, the use of social media platforms by its young electorates did not guarantee the popularity gained by the (legislative) candidates, as they overlooked the people’s collective memories of the 1998 Reform Movement that resonated with Malaysian identity.
 Implicationof this study: As a preliminary part of multiyear research funded by Indonesia’s Ministry of Research, Technology and Higher Education, the findings become the textual foundation in producing the recommendation for public policy on the political campaign in social media (in this case the Twitter). Compared to other social media platforms, Twitter was chosen as it provides limited numbers of characters for its users (especially the two main camps – Jokowi’s versus Prabowo’s camps), not only to tweet but that more importantly also the tweets represent the perennial discursive contestation of the Islamic (-/st?) versus Nationalist strands to the current 2019 elections Indonesia.
 Novelty/Originality of this study: The (c)overt black campaign of both camps operates in the framework of the contestation as well as the synthesis of the nationalist/Islamic(/st?) strands. They are deployed to be rhymed in the brand resonance the campaign team forged. A similar contesting strategy is deployed, such as countering similar religious and political issues that represent the supporters/volunteers(read also: public) sentiment in the cyberwar (in the form of utterance and visual war).

What constitutes student–university brand relationship? Malaysian students’ perspective

ABSTRACT The concept of customer-brand relationship (CBR) is becoming increasingly important. However, the description of what constitutes student–university brand relationship is relatively limited. Underpinned by social exchange theory, this study proposes student–university brand relationship formation that comprises of utility (UV), hedonic (HV) and relational values (RV) as the antecedents, brand relationship quality (BRQ), as the mediator, and brand resonance (BR) as the consequence of CBR. With a set of usable data from 701 samples of Malaysian postgraduate students, the structural equation modelling (PLS) was utilized. The results reveal the mediating effect of BRQ in the relationships between customer values (UV, HV and RV) and BR. Therefore, considering student’s psychological ties as the focus in brand relationship strategy can help the university to understand how to create a greater bonding and favourable university’s brand relationship response.

Leveraging secondary associations to build brand equity: theoretical perspectives and practical applications

One potentially valuable strategy for companies to build brand equity for their products and services is to actually link their brands to other people, places and things. By linking their brands to these other entities, consumers may change how they think, feel or act towards the company’s brands. To help understand how these secondary associations can transform brand knowledge, a comprehensive, cohesive model of brand building – the brand resonance model – is reviewed and applied. Theoretical insights are generated and practical issues are identified and discussed to aid brand planning and measurement.

Servbrand Framework: A Business-To-Business Services Brand Equity Framework

ABSTRACT Purpose: The research reported on here set out to develop a tailored branding model for business to business (B-to-B) services by applying the brand resonance pyramid to a selected B-to-B services context. The brand resonance pyramid was developed based on research that was predominantly consumer product or individual brand oriented, though one of the objectives when the model was developed was that “the model had to be versatile and applicable to all possible kinds of brands and industry settings. As more diverse applications of branding continued to emerge for products, services, organizations, people, places, and so forth, the model needed to have far-ranging relevance”. The brand resonance pyramid therefore had to be applicable to any context, including B-to-B services contexts. However, consumer goods branding strategies are not directly transferable to B-to-B or services markets and there are documented differences between the B-to-B and business-to-consumer (B2C) markets and products and services contexts. There is also doubt regarding the validity of the contention that the brand resonance pyramid should be applicable to the B-to-B sector. Methodology: Using an interpretivist qualitative research approach and an exploratory research strategy, the Servbrand framework was developed empirically by applying the brand resonance pyramid to a selected B-to-B services context. Fourteen useful in-depth interviews were obtained from appropriate and information rich participants that represented more than 14 of the 89 organization that were included in the selection frame. Some of the participants were responsible for the relevant decisions of more than one organization. Findings: The results from the study reported on here (summarized as Figure 5) prompted the inclusion of a people dimension and elevated the importance of relationships in an amended B-to-B services brand equity framework. The people brand-building block includes the dimensions of attitude and demeanor, personality and values, personableness, product knowledge and client knowledge. Relationships, as the ultimate aim of the framework, concern both interpersonal relationships and partnerships. The article presents a conceptual framework to guide effective brand building strategies in a selected B-to-B services context. Researchers can use the framework to test its applicability in other contexts, which will contribute to the amendment of a significant brand equity management framework. The Servbrand framework can assist marketing practitioners to improve the effectiveness of strategic brand management for B-to-B services. Contribution: The empirical research contributes to three areas of brand equity research, namely: 1) the offering type – by investigating service offerings rather than product offerings; 2) the brand level – by investigating organization-level brands rather than product-level brands; and 3) context – by investigating a B-to-B context rather than a B2C context. A revised brand resonance pyramid is proposed and called the Servbrand framework.

Brand Resonance of the Citizen Foundation and its Image among the Donors

Brand Resonance of the Citizen Foundation and its Image among the Donors

Impact of Relationship Marketing Variables on Brand Resonance: Mediating Role of Brand Attitude

Relationship Marketing has got its values strongly rooted in business and market place right from the year 1983. It is the core sphere of operation for all kinds of trade and no organization overlooks this concept. Holding this importance of Relationship Marketing as a core idea, the study aims at discerning the impact of Relationship Marketing Variables on Brand Resonance. Brand Resonance is yet another dominant state of psychological connect which every company would like to establish with the customers. The Relationship Marketing Variables Trust, conflict handling, empathy and Satisfaction are considered for the analysis. Brand Loyalty, Brand Community, Brand Engagement and Brand Attachment are the variables of Brand Resonance. Focusing on the relationship marketing variables that contributes towards high brand resonance would enable companies to contemplate on these profit enabling areas that eventually leads to a sustenance growth for the organization. Indian Shopping Websites has been given the prime importance in this study and data has been collected from 515 users of these websites. Multiple regression is employed as a main tool to examine the influential effect and for mediation analysis. The mediating effects of brand attitude over brand resonance is also examined in this study. Drifting from the traditional view of customer satisfaction influencing Brand Loyalty, this study has found Empathy as the most influential factor on Brand Resonance followed by Conflict handling and Trust. Brand Attitude strongly mediates the relationship between relationship marketing dimensions and Brand Resonance.

Correlación entre acciones de permanencia estudiantil y la resonancia de marca en una institución de educación superior

A research relating Consumer Based Brand Equity and students’ permanence intention in the educative institution, was performed. A descriptive correlational study was carried out, using a non-probabilistic sampling with 453 participants in total, which answered a survey that included the variables used by Colombian National Education Ministry (Ministerio de Educacion Nacional de Colombia) to measure permanence actions as well as other variables related with the brand equity model, which werespecifically developed for the main purposes of this study. The most important results suggest a positive association between internationalization processes and the permanence intention in the institution; a correlation between perception of the permanence actions and the brand equity in the Superior Education Institution (IES, because of their acronym in Spanish); in the same way, a strong connection between Keller’s Brand resonance model and the Institutional Abandonment of Tinto’s. This evidenced relationship would allow the strengthen of permanence and lowering of student’s abandonment.

Do brand micro-blogs entities’ interactivity enhance customer’s brand resonance? Evidence from China

Perceived interactivity is vital for enabling brand micro-blogs to build close relationships with customers and to enhance their customers’ brand perceptions. However, few studies have explored the mechanisms by which interactivity among brand micro-blog entities can affect brand resonance, which is the pinnacle of the brand-building process. Hence, this study investigates how the interactivity of brand micro-blog entities influences brand resonance and purchase intention through brand micro-blog identification. The results show that customer-perceived platform interactivity, marketer interactivity and customer interactivity all have positive effects on brand micro-blog identification, which in turn has a positive effect on brand resonance.

How far can brands go to defend themselves? The extent of negative publicity impact on proactive consumer behaviors and brand equity

AbstractNegative publicity, defined as the public disclosure of a problematic incident associated with a brand, is a critical issue for fashion brands, as it vitiates the image of targeted brands and drives consumers’ voice and exit behaviors. Despite the impact of negative publicity, few studies have compared the impact of product‐related versus personnel‐related negative publicity, or explored the extent to which brands’ coping strategies can prevent consumers’ anti‐brand behavioral intentions and recover brand equity. This study used multivariate analyses of variance to analyze responses from 594 American consumers, which revealed that when negative publicity is about a product‐related issue, none of the brand's different recovery efforts are effective in decreasing consumers’ voice and exit intentions and protecting brand equity. However, for a personnel‐related issue, functional and informational recovery strategies were effective in decreasing consumer voice and exit intentions, and affective, functional, and informational recovery strategies positively impacted most domains of brand equity (brand judgement, brand feelings, and brand resonance). The following analysis of variance and post hoc analyses revealed the comparative effectiveness of specific recovery types. Discussions and implications of the findings are provided.

The Emergence of Science as a Political Brand

This article seeks to explain how science has emerged as political brand. While science and politics have intersected for centuries, more recent social, cultural, and political events led to increased attention to the role of science in everyday life and how science is used in policy decision-making. This led to a tipping point in 2017 when the March for Science was formed, following what many in the U.S. and countries around the world viewed as anti-science stances by political leaders. The political spectacle of the March for Science not only brought increased attention to the scientific community, but also emerged to define the brand of science in society. Drawing on research from the role of brands in consumer culture – including political marketing, brand resonance, and brand community – I describe the implications of the science brand for the scientific enterprise, and the ways in which the scientific community consider the strategic communication of their brand within the political marketplace.