Symbolic Brand Research Articles

How Cultural Involvement in Different Brand Types Influences Willingness to Pay Premium: The Mediating Role of Brand Happiness.

This study examines the impact of cultural involvement on brand enriching benefits and consumers' willingness to pay a premium (WPP). Additionally, it explores the underlying mechanisms behind this impact. A partial least squares structural equation model was used to analyze the data collected from a pretest (N = 70) and an online survey (N = 1053) conducted in China. The moderating effect of brand type was examined using a multi-group analysis. The results indicate that cultural involvement has a significant and positive impact on brand enriching benefits, consequently enhancing consumers' WPP. Additionally, brand happiness mediates the relationship between brand enriching benefits and WPP. Through a multi-group analysis, the impact of brand culture on brand equity is found to be more pronounced in functional brands compared with symbolic brands. Additionally, high perceived quality facilitates the transformation of brand enriching benefits into WPP. Managers value the ability of a brand culture to create brand equity and implement differentiation strategies based on different brand types. It is critical for managers to use a culture and its rich benefits wisely and to consider consumer happiness in the brand experience. Although brand culture and its impact on brands are crucial, previous studies have only focused on qualitative analyses, while empirical research on the direct link between brand culture and equity has been lacking. This study empirically tests a conceptual model that elucidates the relationship between brand cultural involvement, brand enriching benefits, brand happiness, WPP, brand type, and perceived quality. It extends previous research and offers suggestions for academics and brand managers interested in effectively leveraging brand culture for brand building.

Competency or investment? The impact of NFT design features on product performance

This study investigates how NFT design features affect project performance. From the consumption perspective, NFT design features are divided into competency-related (image complexity, consistency) and investment-related (initial price, royalty). Using transaction data of 3297 NFT projects, we find that image complexity has an inverted U-shaped effect on long-term performance, while consistency boosts both short-term and long-term performance by formulating brand symbolism. Royalty as investment cost negatively affects short-term performance, while royalty and initial price exhibit inverted U-shaped impacts on long-term performance due to their mixed roles of costs and quality signals. Market uncertainty amplifies the impacts of complexity and royalties while diminishing the initial price impact in the long term. Findings support NFT project design, enhancing Web3 consumer behavior understandings.

I can’t get satisfaction: examining the moderating role of service brand authenticity in the relationship of imperfect experiences and satisfaction

PurposeThis study aims to examine the moderating role of dimensions of brand authenticity (continuity, credibility, integrity and symbolism) in the relationship between evaluations of imperfect experiences and satisfaction within a service experience context. Building on prior research arguing for the subjective evaluation of service experiences as well as for the use of signals during dynamic experiences that build a shield to protect a brand, it assumes that service experiences range across a continuum of experiential perfection/imperfection.Design/methodology/approachTwo Web-based surveys, one pilot (N = 231) and one main (N = 349) have been conducted. The survey methodology was complemented by a (moderated) structural equation modelling approach taken for the data analysis.FindingsThe findings indicate that imperfect experiences in a restaurant context have a negative influence on satisfaction. Brand continuity, credibility, integrity and symbolism authenticity weaken the negative relationship between imperfect experiences and satisfaction, but this effect seems to depend on the type of experiential imperfections.Originality/valueThe current study provides theoretical and preliminary empirical evidence explaining how dynamic interactions with customers can impact subsequent static experiences. The authors found that the strength of the relationship between imperfect experiential elements and satisfaction does not only depend on perceived brand authenticity and does not always weaken when brand authenticity is present.

Effectiveness of femvertising communications on social media: how brand promises and motive attributions impact brand equity and endorsement outcomes

PurposeWith the growing importance of conscientious branding, companies are increasingly adopting messages of female empowerment in their social media communications. However, this is not without risk, as stakeholders may be suspicious of femwashing. Therefore, companies need to develop appropriate messaging strategies to increase the effectiveness of their femvertising communications.Design/methodology/approachA between-subjects 3 × 1 online experiment was conducted to examine the influence of different messaging strategies (symbolic, philanthropic and explicit brand promises) and respective stakeholders' attributions of a company’s femvertising motives on brand equity and endorsement outcomes.FindingsThe results show that philanthropic and explicit brand promises have more positive effects on brand equity and endorsement outcomes than symbolic brand promises. In addition, motive attributions towards the firm’s femvertising messages were found to moderate the influence of message strategies on endorsement outcomes.Originality/valuePrevious research on the effects of femvertising has been inclined towards short-term performance factors like purchase intentions. This study contributes to the literature by examining its impacts on more strategic intangible assets such as brand equity. Furthermore, while prior studies on femvertising effects have so far focused primarily on the influence of recipients’ characteristics and less on the side of the communicators, this study illuminates the potential of different messaging strategies for effective femvertising communicating.

The wages of luxury: Sardinia’s Costa Smeralda resort as iconic brand and political symbol (1960–1975)

ABSTRACT The 1960s in Italy saw an explosion in mass tourism but also the development of contested forms of luxury tourism. This article deals with the building of one of the most iconic luxury resorts of the era, the Costa Smeralda on the island of Sardinia, and with the political controversies it raised. Within a few years, the resort put Sardinia on the map of world tourism, drawing the attention of conservationists, who chose it as a symbol of environmental and cultural degradation. In the early 1970s the Aga Kahn, the resort’s main promoter, sued some of the conservationists for defamation. The resulting trials, which the Aga Kahn won, became a venue in which the myths of the developers and those of the conservationists clashed in front of witnesses and judges. The trial’s records revealed the compromises and negotiations on which luxury tourism is founded, but such demythologisation benefited the developers, at least in the short run. The Costa Smeralda remained an iconic brand and a contested symbol, but above all it spurred a transition from large-scale manufacturing to tourism as Sardinia’s main economic vocation.

Study on the Communication Strategy of Neo-Chinese-Styled Tea Drink Brand CHAGEE on Douyin under the Perspective of Ritual View

In recent years, China's economic growth and rising international status have fueled a surge in consumer confidence and identification with local culture, leading to the emergence of Neo-Chinese-Styled tea drinks. CHAGEE, a representative brand founded in 2017, has rapidly expanded globally with over 4,500 shops, demonstrating the potential of this new tea drink category. This study focuses on the communication strategy of CHAGEE on the short video platform Douyin, examining how the brand leverages the platform's capabilities and adopts a ritual view of communication to engage consumers and promote its Neo-Chinese-Styled tea drinks. Adopting a qualitative research approach, this study utilizes content analysis to examine 189 works released by CHAGEE's official Douyin account. It analyzes how the brand employs brand symbols, cultural images, and interactive content to shape a ritualized brand experience and foster brand loyalty. This study demonstrates that CHAGEE's successful communication strategy on Douyin stems from its effective integration of the ritual view of communication, cultural narrative, and consumer engagement. It provides valuable insights for Neo-Chinese-Styled drink brands seeking to leverage new media platforms for effective brand communication and sustainable growth.

How to Create Brand Evangelists: A Conceptual Framework

This study aims to investigate the relationship between brand personality, brand symbolism, self-expressiveness, affective commitment, and brand trust on brand evangelism using data from Telkom University Bandung students. The research model used is structural equation modeling (SEM) with a partial least square (PLS) approach. The results showed that brand trust and affective commitment are the most important antecedents of brand evangelism, followed by brand personality, self-expressiveness, and brand symbolism. Brand trust acts as a mediating variable between brand personality, brand symbolism, self-expressiveness, and affective commitment with brand evangelism. This research has several implications for companies in building brand evangelism. Companies need to build a strong brand personality, use the right symbols, increase self-expressiveness, and build strong emotional relationships with consumers.

Features of Visual Identification of Modern Ukrainian Theatres by Means of Graphic Design

The purpose of the article is to reveal the features of visual identification of Ukrainian theatres by means of graphic design. Research methodology. The method of typology and techniques of figurative and stylistic analysis are applied, as well as the method of semiotic and visual-cultural analysis of brand symbols of Ukrainian theatres. A combination of the descriptive method and techniques of formal analysis are used to identify the means of artistic expressiveness used by the designer. The method of semantic and structural-semantic analysis help to clarify the cultural meanings of images created for the representation of Ukrainian theatre. The graphic-analytical method is used to visualise research results. Scientific novelty. Peculiarities of visual identification of modern Ukrainian theatres by means of graphic design were studied. The main attributes of visual identification of Ukrainian theatres – emblems and logos – were considered, their comparative analysis was carried out. The concepts of "emblem" and "logo" in the context of graphic design have been clarified; based on the structural and semiotic analysis of emblems of Ukrainian theatres, the spectrum of their visual images was characterised. Conclusions. The visual identification of modern Ukrainian theatres is a system of symbolic and graphic images, the logic of which is built to distinguish theatres by their purpose according to their types (musical, music-dramatic, dramatic, puppet, and others), as well as to differentiate each specific theatre within the defined typology. The emblem as a symbolic image of a certain idea encoded in a graphic form is the main visual image of the theatre, endowed with symbolic meaning, which conveys the main values of this cultural institution with the help of the graphic elements depicted on it. It is used for visual identification of the theatre in real and virtual space. The study of the emblems of modern Ukrainian theatres has revealed the following. Characteristic elements for the symbolism of Ukrainian theatres expressed in the emblems are elements of architectural origin (theatre buildings), graphic images of famous Ukrainian representatives of theatre, literature and art (Lesia Ukrainka, I. Franko, T. Shevchenko, M. Vodianyi, M. Sadovskyi, and others) and Harlequin masks as a symbol of the acting profession. Socio-historical and cultural factors are fundamental elements of concept formation. Emblems symbolically reflect theatrical, primarily acting activity. The conceptual solution of the corporate style also reflects the idea of the existence of the theatre and the values it offers in the space of modern culture: humanity, heredity, traditionality, and interculturality. Decoding symbolic images requires a high level of education and intelligence. Brand symbols can be built on a nuanced solution, in which all style elements enhance the effect of simplicity, complexity or an intermediate option. Keywords: graphic design, Ukrainian theatres, visual identification, emblem, logo.

Stimulus-Elicited Involuntary Cognition: Boundary Conditions and Systematic Effects

For decades, researchers have been presenting participants with stimuli and instructing the participants not to respond to the stimuli in some way. Today, researchers are studying the effects that such stimuli have, not only on behavior, but on conscious experience. To this end, researchers have used several laboratory tasks, including the reflexive imagery task (RIT). In the RIT, participants are instructed not to respond in a specific way to stimuli. Participants often cannot suppress such responses. Knowledge of the conditions under which RIT effects fail to arise can illuminate the limitations of involuntary processes. We observed that the RIT effect can survive with brand symbols (Experiment 1, n = 30), which are different from everyday objects in interesting ways. In addition, we investigated systematic effects. Systematic effects are unlikely to be due to experimental demand. In Experiment 2 ( n = 48), we observed that RIT effects could arise from associations learned, not across the participant’s lifetime, but only in the laboratory. Participants studied nonsense shapes that were associated with pseudowords that preceded or followed the shapes. Afterward, these new associations led to RIT effects. In addition, RIT effects were more likely for pseudowords that preceded the shapes rather than for the pseudowords that followed the shapes (a systematic effect). In Experiment 3 ( n = 46), systematic effects involving two sensory modalities were observed: olfactory stimuli were more likely to elicit involuntary visual imagery than visual stimuli were to elicit involuntary olfactory imagery. We discuss the theoretical implications of these effects.

"Snow King" Counterattack: Mixue Ice Cream & Tea Brand Marketing Upgrade Strategy

According to relevant research, by 2023, the annual sales of China's milk tea market will exceed 300 billion yuan, showing the huge potential of the milk tea industry. With the expansion of the scale of the milk tea market, the competition is becoming increasingly fierce. Well-known brands such as Hey Tea, Nai Xue's tea have occupied an important share in the market. Faced with the challenge of new tea brands, Mixue Ice Cream & Tea has made a variety of attempts to rejuvenate brands from three aspects: brand positioning, brand symbol and brand communication, and explored the direction of national tea brand construction in the Internet era. The theme of this research is how Mixue Ice Cream & Tea has successfully gone from an old brand that no one knows to a new milk tea brand sales champion. The research results show that the experience marketing of Mixue Ice Cream & Tea is inseparable from the brand's customer choice. The brand can only win the possibility of sustainable development if it grasps the heart of the new consumer force Generation Z. This report takes Mixue Ice Cream & Tea as the research object and uses case analysis to discuss its specific performance in positioning and communication to win the favor of consumers. So it can provide some inspiration and reference for the marketing and communication of similar brands.

What (really) drives consumer love for traditional luxury brands? The joint effects of brand qualities on brand love

ABSTRACT This study explores the links between the drivers of love towards traditional luxury brands and the key outcomes of these. In more detail, we use the stimulus – organism – response (S-O-R) as an overarching framework to theorise and empirically test relationships between brand uniqueness, hedonism, brand prestige and symbolism (stimuli); brand love (organism); and purchase intention, positive word-of-mouth, and attitudinal brand loyalty (response). We also evaluate the mediating role of brand prestige, brand symbolism and brand love. The results of Partial Least Squares Structural Equation Modelling (PLS-SEM) conducted on survey data from Australian consumers indicate that only hedonism drives brand prestige and symbolism. Brand prestige and symbolism then jointly shape brand love for traditional luxury, ultimately impacting all response variables. Besides advancing existing research on luxury brand love, the results also contribute to practice, illustrating the strategies managers of traditional luxury brands can use to obtain a competitive edge.

The Composer's Interpretation of yhe State Anthem of Ukraine in the Works of Ukrainian Composers

The article explores various aspects of The anthem of Ukraine as an expression of the national pride and unity, unveiling its role in shaping the national consciousness, the dedication to the national heritage, and Ukrainian mentality.
 By analyzing the state anthem as a national symbol, the article examines its significance and role in Ukrainian identity. The anthem is defined as a musical composition that commemorates socially significant events and becomes the country's brand and national symbol.
 The article pays particular attention to the contemporary use of the anthem in Ukrainian society. It notes that the anthem's sound has become emotionally significant for citizens and is an everyday element of their patriotism. This symbol serves as an expression of national unity and contributes to the preservation and strengthening of national self-awareness.
 The author also analyzes various interpretations of the anthem in the works of Ukrainian artists. Specifically, the influence of the vocal piece "Shche ne vmerla Ukraina" on the creation of Ukraine's national anthem and its translational aspects are examined. The primary focus is on the investigation of the Yuri Shevchenko's work "My Ye!" The article delves into Shevchenko's version of the anthem created as a paraphrase, altering its genre and lexical intonational component. The analysis assesses the level of the individual authorial contribution and the composer's interpretation in the musical text. It establishes the main features of the paraphrase genre and sheds light on the content of the original source "My Ye!" in the context of its historical creation and acquisition of significance as a state symbol.
 Considering the importance of musical translation, the article emphasizes its creative nature by analyzing the typological peculiarities of the original and its embodiment in the new versions. It highlights that the translation takes into account intonational, genre, and stylistic changes, enriching the imagery and thematic content.
 In the conclusion, the article underscores the significance of the national anthem as a symbol of national unity and patriotic sentiments, laying the foundation for the national self-identification and the development of Ukrainian society.

The influence of brand innovativeness and quality affect consumer perceived value

This study aims to analyze the effects of two functional brand qualities, innovativeness, and quality, on the perceived value of the consumers, through the mediating role of two symbolic brand qualities, namely brand experience and brand personality. This research is quantitative by using a purposive sampling technique on a population of undergraduate students from all Universities in Indonesia. The number samples were 200 respondents who are the consumers of Indonesian local brand beauty product “Somethinc”, which was taken through an online questionnaire. The data analysis technique used to test the hypotheses in this study is Structural Equation Modeling (SEM) method by relying on the AMOS program (IBM SPSS AMOS version 24.0). The main findings of the study demonstrate that there is a positive and significant influence of brand innovativeness on brand personality, perceived quality on brand experience, perceived quality on brand personality, perceived quality on perceived value, brand experience to perceived value, and brand personality to perceived value. From the proposed model, there are two hypotheses that are not accepted, including the relationship between brand innovativeness with brand experience and brand innovativeness with perceived value. Based on the research results, the rejected hypothesis can occur due to the differences in how individuals perceive the benefits of innovation provided by the company. This study also demonstrates that there is a positive role of two symbolic brand qualities in mediating the relationship between brand innovativeness and perceived quality on consumer perceived value.

Temporary love: A love-hate transition among luxury fashion consumers in a mediation of brand jealousy and moderation of value-expressiveness

ABSTRACT There is a limited amount of research to investigate emotional transition (i.e. love to hate) among consumers. Moreover, can value-expressiveness motivate consumers to not to share negative word of mouth (NWOM) despite hating a brand? This study aims at addressing these important research questions. Survey-based data is collected from 413 Indian luxury fashion consumers and analyzed via structural equation modelling technique, using AMOS 27.0. Findings reveal that brand jealousy mediates the relationship between brand love and brand hate. Furthermore, when value expressiveness is low, the relationship between brand hate and negative word of mouth is stronger. Brand marketers should strengthen symbolic brand identity to sustain positive consumer-brand emotions. Moreover, some relationship dyads can be used to establish the brand image in a family-oriented, collectivist culture. The mediation of brand jealousy and the moderation of NWOM are unique contributions of this study in an Indian context.

Designing a nostalgic hot dog brand for Rio de Janeiro

Despite having the American hot dog as its core product, the Geneal brand gradually developed as a symbol of Rio de Janeiro. The company, a Rio de Janeiro original, grounds its brand symbolism in the past – from its surge in the early 1960s – to direct visual and content campaigns, and today its communication strategy is based on representations of the beach and other iconic symbols of the city that resemble a tropical paradise, as Rio was historically known. In this article, the main frame is to analyse the latest visual assets used for the brand’s communication and representation and ultimately understand how nostalgia plays a strategic and positive role. This research was developed through exploratory methods based on cross-disciplinary bibliographical references, an in-depth interview with the brand’s general manager, newspaper articles, empirical observation and the analysis of graphic assets showcased on its social media communication, sales campaigns, graphic displays, point of sale and brand book. Due to the strong relationship between beach symbolism and the city’s culture, this analysis presents the brand inserted into the intangible heritage of Rio de Janeiro.

Interactive CSR campaign and symbolic brand benefits: a moderated mediation model of brand trust and self-congruity in the restaurant industry

PurposeDrawing on symbolic interaction theory (SIT), this study aims to identify what makes corporate social responsibility (CSR) communication more favorable to customers in the chain restaurants context. Specifically, this study examines the direct relationships between the interactivity of CSR communication, brand trust and brand sincerity. In addition, the mediating role of brand trust (i.e. separate dimensions of brand reliability and intentions) and the moderated mediating role of self-congruity are explored.Design/methodology/approachA total of 418 US consumers with past experiences of participating in CSR campaigns organized by chain restaurants on social media were recruited using the online survey method of nonprobability sampling through Amazon Mechanical Turk in December 2021.FindingsThe results of this study revealed that the interactivity of CSR communication on social media affects brand sincerity; brand reliability and brand intentions mediate the positive effect of interactivity of CSR communication on brand sincerity; and customer’s self-congruity moderated the positive mediation effect via brand reliability.Practical implicationsChain restaurant marketers need to understand the important role of interactivity as a key element of CSR communication on social media to help develop brand trust and brand sincerity in chain restaurants.Originality/valueThis study expands on SIT to support the symbolic benefits of interactive CSR communication on social media.

What makes consumers repeat consumption internet celebrity restaurant?

PurposeGiven the growing preference for internet celebrity restaurants, it is crucial to explore how internet celebrity restaurants can maintain customer loyalty. Therefore, this study aims to examine the connections between brand cognition [emotion value, brand symbol (BS) and brand experience (BE)], brand resonance (BR) and revisit intention.Design/methodology/approachIn this paper, the authors use a theoretical model to test the relationship between cognition and intention. A total of 366 volunteers were recruited to participate in this research. Hypothesis testing and a moderated mediation model were used to measure the results.FindingsBR acts as a mediator in the interaction between emotion value, BS, experience and repurchase intention (RI). Surprisingly, the authors also discover that electronic word-of-mouth (e-WOM) acceptance negatively modifies the relationship between brand cognition and BR. Internet exposure (IE) helps consumers perceive BE and BSs more favorably.Practical implicationsManagers should be aware of how internet celebrity BR is built. Specifically, they can use cultural or emotional elements to maintain relationships with consumers. Furthermore, to lessen the negative consequences of e-WOM, managers should work to maintain positive WOM consistency.Originality/valueThe research advances our knowledge of RI in internet celebrity restaurants settings. This study pioneers an investigation of how brand cognition is related to RI through BR’s mediating effect. It enriches this research perspective of the emerging restaurant literature. By analyzing the boundary impact of internet transmission on resonance, it also advances the literature.

Masstige as a mediator of the relationship between a typical user's image and brand preference

AbstractThe primary research objective was to test the masstige model, which is a mechanism to explain the relationship between symbolic value associated with a brand and brand preference (purchase intention). Using an online individual interview method, respondents rated the masstige, preference, and symbolic characteristics perceived in the image of a typical brand user (TBU), identifying three generalized positive and four negative characteristics. The research was conducted on 20 different brands. The generalized results were analysed using the partial least squares structural equation modeling method. The present study, based on 393 interviews, found that the main TBU characteristics positively associated with brand masstige were two positive dimensions of Sophistication (e.g., elegant), Responsibility (e.g., solid), and one negative dimension of Boorishness (e.g., simpleton), which significantly reduced masstige. In addition, TBU brings the masstige independent part of the brand preference. The results confirm the theoretical relationship between symbolic brand value and masstige, and show that masstige is not the only determinant of brand purchase intention. The results allow for the development/strengthening of the masstige brand statute by targeting TBU characteristics associated with style or responsibility, and reducing associations with neglect, which may translate into increased sales.

Examining the Relationship between Brand Symbolism and Brand Evangelism through Consumer Brand Identification: Evidence from Starbucks Coffee Brand

In today’s competitive environment, it is important to understand that consumers’ evangelical behavior depends on symbolic brand attachment. This study, drawing on social identity theory (SIT), investigates the direct relationship between brand symbolism and three characteristics of brand evangelism, namely purchase intention, positive brand referrals, and oppositional brand referrals, while also considering the mediating role of consumer brand identification (CBI) and the moderating role of generational cohorts. A total of 323 Starbucks coffee shop consumers were analyzed, and the structural equation modeling (SEM) approach was employed using Smart PLS 3.2. The findings revealed that brand symbolism is the strongest predictor of positive brand referrals, followed by purchase intention and oppositional brand referrals. CBI was a significant mediator between brand symbolism and the three aspects of brand evangelism. The results of the moderation effect of the generational cohort showed a significant relationship between brand symbolism and purchase intention. Interestingly, the generational cohort was not a significant moderator between brand symbolism and positive brand referrals and oppositional brand referrals. The study concludes with theoretical and managerial implications, as well as some suggestions for future studies.

Extraction Method of Brand Symbol Features from the Perspective of Digital Culture

Extraction Method of Brand Symbol Features from the Perspective of Digital Culture