Brand Story Research Articles

Curating Luxe Experiences Online? Explicating the Mechanisms of Luxury Content Marketing in Cultivating Brand Loyalty

Luxury brands have been increasing investment in creating compelling content that communicates brand value and stories on social media. Yet research on understanding the mechanisms of luxury content marketing in brand building is still scarce. Hence, we proposed and tested a comprehensive conceptual model explicating the mechanisms through which the perceived value of luxury content marketing on social media (i.e., YouTube) shapes brand loyalty among luxury purchasers. Our findings demonstrate that the perceived experiential value and unique value of luxury branded content are positively related to perceived brand prestige, brand exclusivity, and customer intimacy, respectively, which in turn, are significantly associated with brand loyalty. The perceived functional value of the brand’s YouTube channel is positively related to perceived brand prestige and brand exclusivity, respectively, which in turn, are significantly associated with brand loyalty.

Consumer storytelling as an element of word-of-mouth communication of nostalgic brands: evidence from Poland

Nowadays, brand storytelling is an important element of successful brand management on the business-to-consumer market. Based on brand storytelling, consumers create their own brand stories. Therefore, consumer storytelling becomes an essential component of word-of-mouth communication. The objective of the paper is to evaluate the possibility of using consumer storytelling as an element of word-of-mouth communication of nostalgic brands. The results of the empirical studies concerning 24 international and Polish, generational and transgenerational nostalgic brands, conducted among 1,000 Polish consumers, are presented. The research is based on a personal interview technique, an online survey technique and a focus group interview. Research results confirm that nostalgic brands – that reflect personal history – generate stories more often than their non-nostalgic counterparts. Consumer storytelling is more common among older respondents. Consumers create stories about nostalgic brands and are happy to share them. Given the strength of consumer storytelling, it is worth encouraging consumers to share stories about the brand that can be an important element of word-of-mouth communication. AcknowledgementThe research project was funded by the National Science Centre (project Opus 9, No. 2015/17/B/HS4/00945, “Nostalgia in brand management”) for the period 2016–2020.

Learn from the Pitt Brand Story

Learn from the Pitt Brand Story

A JOINT LINGUISTIC-MARKETING ANALYSIS OF ARMENIAN BRAND AND PRODUCT NAMES

The present paper discusses the role of linguistics in marketing while communicating the brand story framed as a marketing content. Since the very primary origination of marketing, linguistics has taken a hand-in-hand approach with marketing leading to pre-defined gains of its strategic objectives. The paper attempts to display branding in creating a unique name and image for a product in the consumers’ mind, to showcase the heavy reliance of branding on language with its implicitly strategic influence on the customer’s perception, memory, attitudes and behaviour. In today’s global markets, in which companies seek to reach geographically and culturally distant groups of consumers, brand-naming processes require even greater attention than in the past.

Heritage luxury brands: insight into consumer motivations across different age groups

Purpose Despite growing attention to the heritage dimension of luxury brands, little research has been undertaken on how motivation may influence the consumption behavior of heritage luxury brand consumers. This study aims to provide insight into the complex interplay between consumers’ age and purchase motivations of heritage luxury brands. Design/methodology/approach Through the analysis of interview data with consumers of different age groups, this study takes a closer look at the consumer motivation underlying the consumption behavior of three different consumer age groups: late adolescents (16–25 years old), middle-aged adults (33–40 years) and older adults (67–74 years old). Findings This study delivered additional insights to the literature, especially in the areas of knowing how consumers are motivated when heritage is incorporated as a distinct dimension. The findings revealed that consumers themselves identify purchase drivers based on their perception of a brand’s investment values as “monetary appreciation,” “potential to become vintage” and “inheritance value.” Age differences also emerged in how participants discussed these themes and how they related to attitude functions, such as social-adjustive, utilitarian and hedonic. Practical implications Luxury brand managers should carefully consider age differences when planning their marketing initiatives. An awareness of consumers’ heritage luxury brand motivations of different ages will help practitioners better position their market offerings. The findings suggest that practitioners must recognize that there are likely to be differences in how different age group consumers respond to marketing initiatives and that consumer’s age is likely to play a key role in shaping the attitude of consumers. For older adult consumers, the optimal market offering would emphasize the inheritance value of heritage luxury brands. To that end, reinforcing attributes of nostalgia through the use of original logos, brand stories and classic designs is likely to be effective in targeting this age group. When targeting adolescents, heritage luxury brand managers need to take account of the changing consumption behavior of this age group, including their need to switch brands and adapt to their social surrounding. To provoke the purchase behavior of late-adolescent consumers, it seems that heritage luxury brand managers should draw on their image of social status enhancers. Originality/value In this study, a gap in the literature is addressed by focusing on an overlooked demographic variable as it relates to motivations toward heritage luxury. To the author’s best knowledge, this is the first study of its kind simultaneously considering heritage and luxury brand dimensions by exploring the motivations of consumers of different age groups.

Uncovering the role of social motivational factors as a tool for enhancing brand-related content

Purpose This paper aims to identify the social motivational factors that can enhance brand-related content across social networking platforms (SNPs). It examines how brands can enhance motivation to create and exchange brand stories for existing and target customers. Design/methodology/approach The study followed an interpretivist approach and collected data from 40 customers of 5 top apparel brands based in the UK using non-directive and semi-structured interviews. The respondents were chosen using purposive sampling and thematic analysis was undertaken using the NVivo 11 Plus software. Findings The findings highlight various social motivational factors that can inspire the creation, sharing and exchange of brand-related content using SNPs. These include social responsibility, staying connected, inspiration from others, opinion leaders and recognition, optimal decision-making, inspiring or disheartening experience of the brand and emotional connection with the brand. People’s purchase decisions are strongly influenced by close friends, local online community groups, opinion leaders and other credible sources. Moreover, the respondents reported having more trust in shared consumer experiences than company advertisements and other marketing tactics. Research limitations/implications The findings of this research will be beneficial for organizations, brand managers and marketing teams, offering insights into how stakeholders can enhance brand-related content on SNPs. The findings also show that online local communities on Facebook and expert opinions are the most significant factors in enhancing brand-related content, social engagement and purchase decisions. Originality/value There is limited literature on why people are motivated to create and exchange brand-related content, especially in the context of the apparel industry. The study offers insights into how brands can create motivation for enhancing brand-related content in ways that are recognized as a cheap and highly effective way of advertising, influencing pre-purchase information, purchase decisions and social engagement on the part of SNP users.

Uncovering the sources of brand authenticity in the digital era: evidence from an Italian winery

Purpose of the paper: The purpose of this study is to explore the sources of brand authenticity of a well-known Italian vineyard through the digital age lens and an organizational perspective. Design/methodology/approach. This study adopted a qualitative single case study design. Antonelli San Marco, an Italian brand with an estate located in Montefalco was selected. Eleven interviews with members of the family who own and manage the business, as well as their employees, were conducted. After transcribing and translating the interviews when needed, they were coded and their content analysed. Findings. Findings confirmed the dimensions of brand authenticity of previous studies in the wine industry. This study also confirmed the objective, subjective, and existential sources of brand authenticity from previous research. Remarkably, the existential source, which was traditionally linked to integrity elements, emerged here as the result of Antonelli’s care for the brand ecosystem, including people, the terroir and the entire location. In addition, a new category of brand authenticity was found, in relation to a brand’s competitive side, to be fundamental in competing in the digital age and focused on the importance of narrating the real brand story while engaging in collaborative relationships and carefully managing eco-capabilities, technological skills, and digital capabilities. Originality/value. The framework that is presented in this paper provides an original view on wine brand authenticity from a managerial standpoint, highlighting new challenges that must be faced to successfully compete in the digital era while maintaining brand authenticity over time and across diverse stakeholders.

Designing a genetic model (Brand DNA) for internet businesses

Online media requires to pay attention to various levers for building an appropriate identity and the image of interest of a brand to achieve sustainable competitive advantages. Meanwhile, paying attention to the brand DNA is one of the requirements of the business environment for building a sustainable identity. The main objective of this research was to design a genetic model (i.e., brand DNA) in the field of internet businesses. This research was an applied study based on the exploratory sequential mixed method. Participants for the first section were 30 experts in the field of branding in the online media, which were identified and chosen using a judgmental approach and snowball sampling. Participants for the quantitative section included managers of 293 online business companies in the science and technology parks (STPs) of Tehran universities. The sample size was determined by Cochran’s formula equal to 166 participants who have been chosen by simple random sampling. The data collection tool was a semi-structured interview (for the quantitative section) and a 51-item questionnaire (for the quantitative section). The content analysis approach was adopted for analyzing the data gathered in the qualitative section. For the quantitative section, data were analyzed using SMART PLS. From the results, a total of 17 sub-themes and four main themes were confirmed. Sub-themes included owner attributes, value, demands, fundamental competencies, brand story, brand promise, brand sense, personality, style, product, competitive advantage, objective, holographic culture, strategy, brand experience, communication, and standard of performance, which were known in the form of two phenotype and genotype types. Furthermore, the results of the qualitative section inconsiderably confirmed the accuracy of the designed model.

The reverse Napoleon effect: The brand appreciation of looking up by tall people

AbstractIntegrating the embodied cognition framework with research on the self, this study shows that head canting (the vertical tilt of the head to look up vs. down) interacts with a viewer's physical height to influence perceived brand power and behavioral intentions. Three studies use a variety of brand cues in both laboratory and field contexts to test the effect of head canting on brand power evaluations, the role of a person's physical height as a moderator and boundary condition, and the mediating role of consumer–brand identification. Study 1, an experiment, showed that tall, but not short individuals, evaluate a brand as more powerful when looking up (rather than down) at a brand story from a standing position, with differences in brand power impacting brand attitudes and choice. Study 2 replicates these findings with 30 brands, consumers positioned in a seated position, and brand logos. Both studies rule out the construal level as a process mediator. Study 3 further examines the process and demonstrates that the interaction of head canting with a person's height impacts consumer–brand identification, which mediates brand evaluations. These findings add a brand management and physical‐self perspective to previous embodiment research by specifically examining the effects of sensorimotor experiences.

Data storytelling: el empleo de datos en la construcción de relatos publicitarios de marca

Este trabajo aborda la contribución de los datos a la construcción de relatos de marca. Se analiza, pues, cómo el storytelling, potenciado por el uso de datos, puede ayudar a la generación de engagement en el consumidor y a la construcción de mensajes publicitarios creativos, recurriendo a la categoría «Creative Data Lions» del festival publicitario Cannes Lions, y, en particular, a todas las campañas seleccionadas en la sección «Data Storytelling». Los resultados permiten observar que se trata de una tendencia enormemente diversa, cumpliendo los datos roles muy diversos en su relación con el storytelling.

Intellectual Property Strategies for Timber and Forest Products: The Case of Regional Collective Trademark Applications by Japanese Forestry Associations

In this study, we clarify the motivation for applying for regional collective trademarks (RCTs) and the effects perceived by the right holders of wood and forest products. We further examine the historical contexts and social circumstances of production regions with RCT registrations. A survey of eight right holders, including forestry associations that applied for RCTs, was conducted in this study. We obtained a sufficient quantity of perception data for comparisons across different production sites. The primary motivations of forest associations applying for RCTs were preventing counterfeit goods and improving awareness and familiarity. It was identified that the relative lengths of the brand histories have impacted the current branding strategies, including the motives for RCT applications. In terms of the perceived effects of RCTs, four RCT right holders perceived the former positive effect of preventing counterfeit goods, and seven perceived the latter positive effect of improving awareness and familiarity. All of the forest associations intend to renew their RCTs. The primary motivation of the RCT holders is not price enhancement. It remains to be seen whether the RCT brands can differentiate themselves to consumers and constructors in terms of quality or brand stories.

ANALISIS STRATEGI PENGEMBANGAN PRODUK BATIK SEMARANGAN DALAM MEMPERLUAS PASAR (Studi pada 5 (Lima) UKM Batik di Kota Semarang)

The developing batik industry is currently a handicraft that has high-value products, in the development of products carried out by UMKM Batik Semarang, which is able to produce new innovations and strategies in developing batik semarangan products. The results of research on the development and analysis of strategies carried out by UMKM Batik Semarang can increase consumer demand for batik products while seeing the demand for batik at this time. This study discusses the outline to find out how UMKM Batik Semarang conducts an analysis of product development strategies so that they can make semarangan batik products. This research is a qualitative research that uses descriptive analytic type with a focus of research on the strategies used in the process of developing batik semarangan products. The data retrieval method used is the interview method and document study, while the discussion room in this research completes all sections of UMKM Batik Semarang with key informants namely the owner and the company. The results show how the stages of product development have a relationship and influence one another. UMKM Batik Semarang emphasizes the development of product value by searching the market. The conclusion of this research is that in the product development process carried out by UMKM Batik Semarang produces a product development method called the Natural Color Concept and the embodiment of the work, in addition to that the brand story used in promoting products to the market, using social media. The challenge that addresses companies in this regard is how the company drives markets and maintains cultural heritage

Social networks, convergence and transmedia narratives in the promotion of the Canary Islands

When places become brands it is necessary that their management be carried out from the point of view of marketing and corporate communication. Today brands require a digital discourse, but that discourse must be established through bidirectional channels that allow interaction between the brand and the public. Social networks have emerged as one of the most effective systems to enable this interaction, but users begin to demand elements that give them value, that involve them and that make them partakers of brand stories. In this research we analyze the case of one of the reference tourism brands in Spain, the Canary Islands, to check the level of adaptation of the digital communication to the scenario of media convergence. We use a mixed methodology to determine, quantify and catalog, from a quantitative point of view, the presence on Facebook and Instagram. Secondly, we analyze from a qualitative approach the content of the publications to assess, on the one hand, the co-responsibility with the strategic categories defined in the official promotion plan and, on the other, the use of crossmedia techniques that transcend the dissemination cross-platform and transmedia narratives that involve audiences. The results show some corporate interest in adapting the storytelling to the current requirements in formats, geolocation and labeling, but a representative lack in the use of transmedia narratives is diagnosed.

프라다 패션 필름에 나타난 브랜드 스토리 특성 연구 - 365 Film을 중심으로 -

프라다 패션 필름에 나타난 브랜드 스토리 특성 연구 - 365 Film을 중심으로 -

George Mortimer Pullman, nineteenth century marketer

PurposeGeorge Mortimer Pullman (1831-1897), nineteenth century US luxury rail car entrepreneur, divides opinion. Some commemorate Pullman as a brilliant industrialist, innovator and self-made man. Others view him as a loathsome robber baron, union buster, racist and affront to democracy. This paper aims to demonstrate Pullman’s significant contribution to marketing.Design/methodology/approachHistorical accounts of Pullman are re-examined to highlight his company’s unique adaptation of numerous marketing techniques (consumer research, brand strategy, public relations, product launch, fashion cycle, advertising, product placement and customer service marketing).FindingsPullman’s distinct flair for understanding his market enabled him to develop marketing strategies intertwined with broader cultural changes in ideals and practices. Pullman’s construction of destination tourism met an expanding white middle class desire for recreation and escape from the economic and racial inequality of the city. Pullman’s creed that beauty acted as a civilizing agent spoke to the social norms of leisure class femininity. Constant release of ever-grander rail cars shaped a fashion cycle around which wealthy men’s status competition turned. Pullman pioneered the leasing of luxury to control his best asset: the service of black Porters’.Originality/valueFirst, this paper provides a new perspective on George Pullman, a significant figure in US history. Second, it addresses a common bias in nineteenth century historical accounts that privilege the contribution of men, industrial labor and production and shadow the role of consumption, women and leisure. Third, it challenges the idea of a clean divide between industrial and post-industrial economies by tracing contemporary consumer culture practices to their nineteenth century roots (marketing, destination tourism, brand stories, democratization of fashion, tipping and service with a smile).

An examination of the self-presentation of the top five franchised English buxibans in Taiwan

This study aims to uncover the connection of shadow education with other discourses in society through exploring the self-presentation of the top five leading franchised English buxibans in Taiwan by adopting a multimodal discourse analysis to examine their homepage and brand story webpage. The findings suggest that these top five leading franchised English buxibans present themselves as ‘a trustworthy, reliable, professional and caring edu-business’, ‘an expert in English language teaching’, ‘a bridge to the world’ and ‘an independent system growing out of mainstream education’. The multiple self-presentations reveal shadow education does not operate in isolation, but acts like an assemblage in which several discourses are entangled and interact with each other to make sense of it. The findings reflect the implicit socio-cultural values or beliefs, show its connection with other discourses in the society and further suggest research on shadow education should be rooted in the local discourse.

Exploring the motivation of affect management in fostering social media engagement and related insights for branding

PurposeThe purpose of this paper is to present an affect-based perspective to explain levels of social media engagement.Design/methodology/approachThis study uses face-to-face long interviews and online observation of the Facebook profiles of respondents over an eight-month period.FindingsSocial media engagement varies depending on a user’s current and desired affective state. When individuals are in a low to moderately aroused negative affective state (such as feeling bored or upset), individuals tend to spend time passively consuming content: the lowest level of engagement. In a low to moderately aroused positive mood state (such as happiness), users both passively consume and actively participate with relevant content by liking and commenting on existing content. When users are in a highly aroused positive affective state, the propensity to create original content is greater, reflecting the highest level of engagement. When users are in a highly aroused negative affective state (such as being angry at a brand), users are motivated to vent on social media to manage the mood. Conversely, when users are in a highly aroused negative affective state related to personal trauma, the avoidance of engagement on social media is evident.Practical implicationsBrands can increase the likelihood of consumers creating positive consumer–brand stories offline and online by priming consumer affect.Originality/valueThis study explores how a desired affective state motivates varying levels of user engagement with different types of content on social media.

Impact of Underdog Narrative Advertising Strategy on Brand Positioning and Customer Purchase Intentions

Straightforward idea of examples of overcoming adversity accomplished through hardships and disappointment when their rivals are against them. This idea is utilized as a vital device to assemble a solid underdog brand and furthermore to win empowering and positive shoppers. The plan to mark an organization or an item has been in presence from long back. For interfacing with the shopper's and to catch their sentiments firms attempt to reposition their brands as underdogs. Online networking has been distinguished as the key device to convey the brand identity through a persuasive narrating encircled by advertisers to catch the positive client recognition towards the brand. The examination among 100 members for the most part business visionaries, top level chiefs and furthermore purchasers was led to look at the impact of brand story technique on situating a brand and client buy goals. As per the title of the work this work was primarily pointed in breaking down and characterizing the underdog story procedure utilized for mark recognizable proof, mark identity, buy goals, for empowering the client towards an item and an administration and furthermore deciphering the viability and inclination of this brand account system among customers. The investigation effectively affirmed that Brand distinguishing proof: Most of the respondents solidly agree that underdog story technique is a viable promoting instrument utilized for mark recognizable proof as far as items and clients. Brand Personality: Most of the respondents agree to the way that underdog stories leave a more prominent stamp on mark identity among purchasers. Convincingness: Most respondents agree to the strategy that underdog stories invigorate a client's towards purchasing. Buy Intentions: Most respondents agree to the technique that Underdog is the best favored methodology used to position a brand. Adequacy and Preference: Most respondents agree to the technique that underdog stories is the best and the favored advertising system used to catch the client consideration. The primary explanation for this procedure is mark account technique mirrors a similar story of themselves whom it is uncovered. The story that attract their history survey of achievement accomplished through diligent work and assurance. Brands discovers this technique as the remarkable and the best strategy to beat the chances. What's more, the underdog story procedure has caught the primary commercial center in the present period and will be dynamic in future too.

Pain-Killer: A 19th Century Global Patent Medicine and the Beginnings of Modern Brand Marketing

This paper examines the marketing of a so-called “patent medicine, Perry Davis’ Vegetable Pain-Killer, to suggest that many of its 19th century brand marketing practices were precursors to modern brand marketing tactics. Pain-Killer developed a distinctive brand identity through the creation and protection of several brand elements including the product itself, its name, packaging and advertising. The Pain-Killer brand also offered useful content marketing in terms of almanacs, “advertainment” consisting of a book of rhymes and pictures relating to Pain-Killer and a brand story centered in part on its inventor and founder Perry Davis. The Pain-Killer brand enjoyed decades of success reportedly selling 100 million bottles in 60 years (Bismarck Daily Tribune 1905). Ultimately, this brand disappeared because Pain-Killer became a generic product category name rather than a brand name and drug criticism and regulation limited its formulation and ability to advertise using cure-all claims.

Teaching the Art and Science of Storytelling in Crafting an Authentic Brand Story

Oregon’s non-profit sector consists of 31,224 not for profit organizations. The vast majority of these organizations are small in size but play a vital role in serving Oregon’s diverse community needs (“Why nonprofits are important,” 2017). In order to stand out in a crowded market place, organizations that take the time to consider their authentic brand value will survive in the long run. The paper describes how a young Portland-based non-profit organization, FIDGETECH, worked with an MBA marketing class at George Fox University to create a competitive advantage through adopting a digital brand storytelling approach.