Brand Benefits Research Articles

Impact of Emotional and Practical benefits on Green Brand Loyalty; the mediating role of Green Brand Image

Natural concerns have driven shoppers to buy items and administrations that are green. This may too incorporate obtaining items from the firms that carry the method of creation with green homes. The reason of this paper is to explore the characteristics of green brands, its picture, and the benefits in regards with its significance to affect buyer discernment. Besides, the inquire about points to examine passionate and viable benefits advertised to shoppers by green brand which afterward impacts consumers’ buy eagerly. The inquire about address of this ponder is to investigate green brand benefits and its effect on the brand devotion. It incorporates investigating the effect of commonsense and passionate benefits on the green brand picture and the way green picture is related with brand devotion. In arrange to do so, inquire about has utilized quantitative approach utilizing closed-ended overview survey with a test measure of 100 people. The test measure is chosen with the non-random examining me.

Ethical attribute and brand concept congruity enhances brand evaluations

PurposeThis paper aims to examine to what extent congruity between ethical attributes (i.e. product attributes with positive implications for the environment, human rights, social issues and animal welfare) and brand concept (i.e. the unique meaning associated with a brand in consumers’ minds) influences consumers’ evaluations of brands offering ethical attributes.Design/methodology/approachFour studies involving North American consumers empirically tested the moderation effect of brand concept on consumer evaluations of ethical attributes and the mediating role of perceived congruity.FindingsThis research finds an interactive effect of ethical attribute type and brand concept on brand evaluations, such that congruent ethical attribute–brand concept pairings (i.e. a utilitarian [symbolic] ethical attribute offered by a brand with a utilitarian [symbolic] brand concept) result in more favorable brand evaluations (Studies 1, 2, 3 and 4). Consumers’ perceptions of congruity between ethical attributes and brand concepts mediate this interactive effect (Studies 2 and 3). Moreover, a positive congruity effect of ethical attributes and brand concepts emerges at higher levels of conspicuous brand consumption (Study 4).Research limitations/implicationsIt is important to acknowledge that the current research did not specifically consider the case of utilitarian and symbolic ethical attribute offerings by luxury brands. This is a question that is left to future investigations.Practical implicationsFor marketing managers, findings indicate that brands gain from ethical attribute introductions only when these attributes are congruent with the brand concept. In addition, brands benefit to a greater extent from offering congruent ethical attributes when brand consumption is conspicuous.Originality/valueThe findings of this research contribute to the literature on the effect of ethical attributes on consumers’ responses to brands and highlight the importance of brands’ choice of ethical attributes.

PSIII-28 Kibbles ‘n Conjecture: A corollary analysis of ingredient composition, price, and nutritive value of commercial dog food

Abstract Quality nutrition for canine species contributes to a large global economic and health care field. Choices abound in terms of the availability of food in any given retail outlet. Likewise, there is copious conjecture surrounding the supposed benefits of certain brands or types over others, especially in the choice of conventional versus grain-free food types. A comparison of nutritive value of feeds relative to ingredient formulation and consumer cost would provide useful insight to the consumer when making selections for canine companion animals. This study sought to ascertain the correlations among ingredient position, nutritive value, and cost of commercially-available dog food. Over the course of February and March of 2019, commercially-available dog food was evaluated at local retail outlets in Stephenville, TX. For each observation, records were made of brand name, formulation, ingredient list, guaranteed nutritive analysis, and cost. Pearson’s correlation coefficients were calculated using PROC CORR, and effect of conventional versus grain-free claims on cost and nutritive value were analyzed using PROC MIXED of SAS v. 9.4. Order in which meat, meat meal, or corn occurred in the ingredient list was not statistically correlated to cost per kg (P ≥ 0.33) or concentrations of crude protein (P ≥ 0.35), crude fat (P ≥ 0.13), or crude fiber (P ≥ 0.35). Grain-free formulations cost significantly more than conventional formulations ($2.70 vs. $4.60/kg; P < 0.01). However, there was no effect of formulation on concentrations of crude protein (P = 0.07), crude fat (P = 0.37), or crude fiber (P = 0.44). Results are interpreted to mean that, despite claims to the contrary, order of ingredients in a formulation have no observable effect on the nutritive value, but large effects on cost, of commercially-available dog food.

Exploring the Benefits of Social Media Marketing for Brands and Communities

In recent years, social media becomes a new communication channel in marketing. Social media facilitate improved targeting and play a critical role in marketing operations. We collect empirical data that can be used to determine whether social media marketing actually creates brand benefits or increases product sales. We proposed a new model for measuring the effectiveness of social media marketing and explained the benefits created by different brand and user types on social media. By conducting the seemingly unrelated regression estimation (SURE) model, this research collected 1,956 valid samples from the consumers who use the social media marketing. The results show that search goods and experience goods in social media marketing create diverse effective directions in interaction effects. For mobile phone brands other than the iPhone, social benefits were nonsignificant; however, brand benefits for them were significant because of the interplay of benefits.Although scholars and marketers are aware already of the significance of social media marketing, there are no definitive empirical data that can be used to determine whether social media marketing actually creates brand benefits or increases product sales. Moreover, in the past, most scholars have focused on verifying causality among the joining motivation, participation, and benefits for a single social media channel (Algesheimer, Dholakia, and Hermann, 2005; Van Doorn et al., 2010). Discussions about brand and the relationship between user types and benefits in social media marketing research are rare. Therefore, in this study, the benefits of social media marketing were examined by considering seven types of social media users and two types of brands in an attempt to identify the main success factors affecting social media marketing. To cite this document: I-Ping Chiang, Ray Wong, and Chih-hui Huang, Exploring the Benefits of Social Media Marketing for Brands and Communities, International Journal of Electronic Commerce Studies, Vol.10, No.2, pp.113-140, 2019. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1547

The Practical Aspects of Employer Branding in the Light of the Findings of Qualitative Primary Research

Abstract Objective: Our study presents the partial results of the research with the Z generation, which aims to get acquainted with and explore the specific features of selecting Human Resources Professionals (HR) in order to increase employment, especially through the applicability of the tools of employee branding. Our main objective is to explore the tools that can be implemented in the branding process for the potential employees of the Z generation and to demonstrate the practical applicability of these elements to improve investment. In addition, we aim to explore the generational-specific characteristics of investments, what challenges should be addressed today by a HR specialist, what solutions and practices are used in relation to the relevant response to these challenges. Methodology: In this publication, we present the partial results of a research project, supported by the New National Excellence Program of the Ministry of Human Resources (ÚNKP-18-3-III). In the first phase of the research project, we conducted a qualitative examination (B2C, B2B), in which we conducted thirty mini-focus interviews (using semi-structured interview guides). The subjects were recruited using a snowball sampling method, the filtering condition was the age of the subject. Only the subjects remained in the sample who, according to their age, belong to the Z generation. Findings: As a result of this research, we can see what the HR specialists interviewed think the benefits of employer branding are if they are able to act with a conscious and strategic approach to HR activities. Investigating consumer attitudes related to investments - despite the recognition of their significance - is less well-researched, and articles of empirical research also appear in international literature today. In order to fill the gap, we would like to contribute to Hungarian studies. Value Added: In our view, the results can provide useful information to companies who have similar difficulties in dealing with recruitment challenges and generational differences. In this paper we present the qualitative partial results of primary research. Both secondary and primary research show that a key factor for successful companies is the existence of a credible, internal employer branding strategy that continuously reflects on the labour market challenges. It is important that the employer’s brand - just like a product / service brand – should be well-positioned with clear values and messages. The other important aspect is the coordination of the activities of the individual groups and areas, because marketing, PR and HR are the builders and representatives of the same brand. You can then be successful and credible with your employer branding if all the details – similarly to a puzzle - are in place Recommendations: Without the strategic approach, the directions, the goals, and the alignment of the activities are not identified, which is reflected in inefficiencies. The employer’s brand has a well-positioned value, message and mission, which plays an especially important role in increasing the loyalty of young people (Y and Z generations).

The Role of Logo Recoloring on Perceptual Fluency in Cause-Related Marketing Campaigns

This article investigates the influence of brand esthetics on consumer response to cause-related marketing campaigns. Drawing on brand visual identity and advertising research, a processing fluency perspective is explored in the relationship between stimulus characteristics and consumer judgment. Processing fluency suggests color enhances the ease with which consumers recognize and process brand elements, and more broadly, cause-related marketing campaigns. Brand logos were recolored to enhance the perceptual fluency of the two entities. Its joint effect with conceptual congruence (e.g., fit) indicate that both low and high fit brands benefit from enhanced processing fluency, with a more robust outcome for high fit brands. These effects were mediated by logo evaluation, leading to a new path of fit perceptions in CRM initiatives.

The Effects of Brand Benefits and Self-brands Connections on Brand Loyalty: Focusing on Mediating Effect of Brand Attachmen

The Effects of Brand Benefits and Self-brands Connections on Brand Loyalty: Focusing on Mediating Effect of Brand Attachmen

브랜드 혜택과 자아-브랜드 연계가 브랜드 충성도에 미치는 영향: -브랜드 애착의 매개효과를 중심으로-

브랜드 혜택과 자아-브랜드 연계가 브랜드 충성도에 미치는 영향: -브랜드 애착의 매개효과를 중심으로-

Television food and beverage marketing to children in Costa Rica: current state and policy implications.

To examine the frequency of television (TV) food and beverage advertisements (F&B ads) to which children (4-11 years) are likely exposed and the nutrient profile of products advertised. TV broadcasting between September and November 2016 was recorded (288 h of children's programming; 288 h of family programming) resulting in 8980 advertisements, of which 1862 were F&B ads. Of those, 1473 could be classified into one of the seventeen food groups, and into permitted/non-permitted according to the WHO-EU nutrient profile model. Persuasive marketing techniques used were also identified. TV programming was recorded for four weekdays and four weekend days, between 06.00 and 00.00 hours (576 total hours), for four channels (two national and two cable), in Costa Rica. Mean (sd) number of F&B ads/h was greater in cable than national channels (3·7 (0·4) v. 2·8 (0·4), P < 0·05) and during children's peak viewing hours (4·4 (0·4) v. 2·9 (0·3)). Of F&B ads classified with WHO-EU nutrient profile model (n 1473, 71·1 %), 91·1 % were non-permitted to be marketed to children. Categories most frequently advertised were ready-made/convenience foods (16 %), chocolates/confectionery/desserts (15 %), breakfast cereals (14 %), beverages (15 %), edible ices (9 %) and salty snacks (8 %). Non-permitted F&B ads were more likely to use promotional characters, brand benefit claims, and nutrition and health claims than permitted F&B ads. Children watching popular TV channels in Costa Rica are exposed to a high number of unhealthy F&B ads daily. Our findings help justify the need for regulatory actions by national authorities.

Anthropomorphism and augmented reality in the retail environment

The fourth industrial revolution is making possible augmented reality (AR), which has the potential, among other things, to alter profoundly the ways in which individuals purchase and consume goods. Yet despite significant growth in the AR industry, the impact of this technology on consumers and other stakeholders in the retail environment has been little explored. In particular, the influence of anthropomorphism on consumers’ perceptions of AR in the retail environment remains poorly understood. Specifically, randomly selected adults (n = 319) participated in a field based retail shopping experience using augmented reality on a mobile device, the findings presented here demonstrate that anthropomorphism indeed influences consumers’ experiences of AR and their attitudes toward brands that use it. This study therefore has important theoretical implications as well as practical implications for managers. We begin by elaborating a theory of anthropomorphism in the context of retail marketing that can account for consumers’ perceptions of AR in general. We then discuss how our findings can assist managers in the retail sector in leveraging the anthropomorphisation of AR as part of the effort to build effective relationships with their customers. Our findings further suggest that brands benefit when managers make AR a key part of the retail experience.

"선물(gift-giving)에서 받는 사람 유형과 관계에 따른 브랜드 혜택 및 패키지 디자인 선호도 차이에 관한 연구"

"선물(gift-giving)에서 받는 사람 유형과 관계에 따른 브랜드 혜택 및 패키지 디자인 선호도 차이에 관한 연구"

The influence of brand color identity on brand association and loyalty

PurposeThis study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other factors, including brand loyalty.Design/methodology/approachFocus group interviews and open-ended questions were used initially to create items for the survey. After excluding insincere responses, 781 responses to the questionnaire were used for the analysis. Structural equation modeling was performed to test the hypotheses.FindingsThe results reveal that sub-factors that comprise the color identity construct are closely related to the components of brand association. All components of brand association, including brand attribution, brand benefits and brand attitude, were shown to have a positive impact on brand self-identification. In turn, brand self-identification was shown to have a positive impact on brand loyalty.Research limitations/implicationsThe generalizability of the study’s findings is limited insofar as only three components of the visual identity of the airline company under study – its logo, airplane exteriors and cabin attendants’ uniforms – were used for the color image analysis.Practical implicationsIn marketing, color choices play a critical role in building brand identity as they positively affect a company’s brand association in consumers’ minds. Previous studies on airline brands have focused mainly on systematic factors related to service, prices and scheduling.Originality/valueRegarding brand identity, color is an important factor in visual communication. Among the psychological functions of color, it has a communication function that can most directly and effectively deliver message and meaning of a company to consumers.

Retailers Benefits from Manufacturers’ Brands a Study of the Egyptian Hypermarkets Industry

Purpose: -The research primary aim is to explore the role that manufacturer's brand play in the retailer's satisfaction. A conceptual model of manufacturer's brand benefits from the retailer’s perspective is tested in the Egyptian hypermarket's industry. Design/methodology/approach: -The study sampled 102 products in 17 chains stores in the country, and also engaged the management of such business entities in a series of interviews during the data collection process. A descriptive approach was utilized, during the data analysis process before the final presentation of the findings in various forms, including tables and figures. Findings: -There is a dire need for the manufacturers to establish positive relationships not only with the retailers but also the end users to enhance satisfaction with their brands. The findings of the study affirm the fact that manufacturer's brand has profound influence on the retailer satisfaction. For instance, a hypothetical test on the satisfaction of the retailer with the product from manufacturer and trust relations affirmed positive outcome. Moreover, the findings of the study further revealed that retailer commitment to manufacturer's brand contributes significantly to the former's satisfaction. Lastly, retailer's assessment of in-store products is another issue that influences the retailer satisfaction. Research limitations and implications: -Further research to assess the manufacturer's brand influence on retailers as well as end consumer is needed, taking into considerations other fundamental factors other than trust, commitment, and store assessment that may impact retailer satisfaction. Originality/value: -The study is the only one to include all Hypermarkets in a fast-growing emerging market like Egypt.

The brand image model in digital media industry

The concept of brand image has been a long-time topic of discussion as a significant factor in marketing interest. However, the amount of research on marketing process in telecommunication industry is still limited; therefore it is necessary to conduct research on this topic. The present research aims to fill the gap of this underrated topic. It proposes a brand image model to be examined as a measurement scale employing 212 active digital customers spread across five broadband cities. The model is examined using exploratory factor analysis, confirmatory factor analysis, and the SEM model to analyse the data. The findings indicate that brand associations, brand identity, brand personality, brand attitude, brand behaviour, brand benefit, brand competence, and brand dynamism are considered as determining factors of brand image.

Is hosting tourism events a sustainable way of destination branding: Evidences from Sanya, China

The existing literature has revealed the questionable economic benefits of hosting such events, while scholars would still hold an optimistic view of the benefits of place branding and promotion. T...

The Role of Digital Influencers in the Diffusion of New Products

Social media created an entirely new type of influencers and changed the way for generating, collecting and sharing information and how people contribute to content. These influencers are called the “digital influencers” and they represent new type of opinion leaders with a huge potential of network and influential power over consumers. Their growing power is leading them to be gradually included in brand communication strategies with the aim of transmitting brand messages to target consumers. In particular, many brands benefit from the huge influential power of this new group of opinion leaders for new product entries. This paper explains how digital influencers take place in diffusing brand messages for new product entries from the perspective of the ‘diffusion of innovations theory’ with an investigation directed to digital fashion influencers’ Instagram posts for new product entries. The research is a descriptive study and that utilize quantitative content analysis. Through an investigation of the verbal and visual texts of Instagram posts, this research seeks to understand the diffusion of new products through digital influencers.

Stakeholder value-based place brand building

PurposeThe purpose of this study is to investigate the place brand building process based on multi-stakeholder perceived value. It contributes to an understanding of how place brands are developed, providing diverse benefits, and proposes a conceptual framework for place brand building and value measurement scales.Design/methodology/approachThe study is based on the place brand Sud de France. Qualitative data from stakeholder interviews is used to investigate the main place brand value dimensions. A survey of consumers from the Languedoc-Roussillon region is conducted to measure consumer place brand values. Quantitative data is analyzed using structural equation modelling.FindingsResults indicate that place brand value is a multiple-perspective and multidimensional construct that includes new measurement scales related to dimensions such as quality of life, a common local identity and local development. Brand identity is not only constructed on place identity, but should also incorporate stakeholder values and provide value to consumers.Practical implicationsFor place brand managers, this study provides a methodology that helps identify the main place image and stakeholders values to be integrated into place brand identity construction. The place brand value measurement scales can be used to ensure a permanent match between brand identity and consumption trends.Originality/valueLiterature dealing with place equity has focused mostly on country-of-origin or destination image effects from a non-local consumer or tourist perspective. The originality of this study lies in analyzing the perceived benefits of a regional brand by its local stakeholders, leading to a new brand building framework and value measurement scales.

How cities can attract highly skilled workers as residents: the impact of city brand benefits

PurposeThe purpose of this study is to investigate the effects of city brand benefits (cost efficiency, job chances, social life, recreation and self–brand connection) on highly skilled, potential residents’ attitudes toward the city brand.Design/methodology/approachA literature analysis and qualitative study inform a conceptual model, which is tested with structural equation modelling using 354 evaluations of the six largest German cities by 294 highly skilled, potential residents, in terms of their perceptions of city brand benefits and attitudes.FindingsSocial life and self–brand connection positively affect the city brand attitudes of highly skilled, potential residents. In contrast, cost efficiency, job chances and recreation do not affect these attitudes.Research limitations/implicationsThe relevance of city brand benefits might be specific to a country or culture, so further research should test the conceptual model in other settings, including smaller cities. Further studies might compare the relevance of the effects for actual and potential residents.Practical implicationsSocial life emerged as the most important city brand benefit, so cities must ensure they offer and communicate a rich social life. Cities also should identify and communicate congruent characteristics between the city and the self-concepts of relevant target groups.Originality/valueThis study identifies relevant and irrelevant city brand benefits for highly skilled, potential residents. In addition, it establishes self–brand connection as symbolic benefit that previous research into potential residents has not considered.

The impact of brand on the purchasing behavior of Egyptian youth towards ready-made clothes

The study of consumer behavior in different countries of the world is receiving increasing attention in order to identify the demographic and psychological characteristics of consumers and to understand their future behavioral patterns, as well as determining the factors affecting their purchasing decisions related to goods and services that meet the needs and desires of different consumer groups in the target markets . The research problem: 1. How the extent to which university youth are aware of brands of the ready-made clothes ? 2. What is the impact of the brand dimensions benefits - perceived quality on the purchasing behavior of university youth towards ready-made clothes ? 3 - What is the possibility of employing the most influential brands in new designs for sportswear accepted by young people ? 4- What are the opinions of specialists about the possibility of supporting the implemented proposed designs for the marketing of sportswear ? 5. What are the opinions of about the possibility of supporting the implemented proposed designs for the marketing of sportswear ? The research aims to : 1- Identify the extent to which university youth are aware of the brands of the ready-made clothes . 2 - Measure the impact of the dimensions of the brand benefits - perceived quality on the purchasing behavior of the university youth towards ready-made clothes . 3 - Employ the most influential brands in new designs for sportswear accepted by young people. 4 -Identify the opinions of specialists about the possibility of supporting the implemented proposed designs for the marketing of sportswear . 5 - Identify the opinions of about the possibility of supporting the implemented proposed designs for the marketing of sportswear . The research has followed : descriptive analytical applied experimental methodology to achieve the research objectives and answer its questions. Samples : * The first sample: male university youth in the age group :18 -25 years in some non-specialized colleges (Education, Social Work and Commerce) at Helwan University numbering 200. * The second sample consisted of (100) individuals, divided as follows: university youth 75 males, and 15 specialists of the faculty teaching members , and a group of 10 people of sportswear producers . results ,: 1- The brand is one of the main determinants of buying decision for university youth consumers. This is due to the knowledge acquired by young people through high education in its various fields as it causes a change in their behavior and trends and increases their tendency to enrich their cultures in various fields. Consequently it directly affects decision-making as opposed to lower educational levels. 2 - There is a positive impact of the dimensions of the brand (perceived benefits - perceived quality) in the university youth purchase decision making, and the strongest impact was perceived quality, which highlights the weakness of the real image of the national product, which youth consider less credible. 3 - The most known brands achieving the perceived benefits and having a greater value for young people are those which consequently have more influence on the young people`s purchasing behavior namely the marks (Adidas Nike C.K ,Tommy) . 4- The possibility of employing the most influential brands in new designs for sportswear accepted by young people, meet their requirements and conform to their directions, and suit the nature of the use, on the one hand, the available productive and economic potentials on the other, which supports the marketing of this type of clothing in the Egyptian market according to the opinions of (Youth, specialists and producers)..

Higher education administrators’ response to student activism and protests

&#x0D; &#x0D; &#x0D; This study examines college and university leaders’ responses to student activism and protest on U.S. college campuses between Fall 2014 to Summer 2016. using a phenomenological research tradition. The results revealed that while different types of institutional brands benefit from activism, the difference seemed to be realized in the resources the institution allocates to support and foster activism and inclusion. The views of constituencies revealed varying ideas and opinions, but the best leaders will navigate the path that enables tough decisions without alienating key players who are critical to the success of the efforts.&#x0D; &#x0D; &#x0D;