Effective Branding Strategies Research Articles

CSR influence on hotel brand image and loyalty

PurposeThe purpose of this paper is to investigate the influence of corporate social responsibility (CSR) on brand image and loyalty in the hotel industry.Design/methodology/approachA reflective structural equations model was developed to test the research hypothesis. The study was tested using data collected from a sample of Spanish consumers who assessed the top ten Spanish hotel chains operating in the Latin American context.FindingsThe role of CSR as a tool to generate both functional and affective brand image, and loyalty was confirmed. CSR has a greater influence on the affective dimension of brand image, whereas functional image has a greater influence on brand loyalty. Furthermore, CSR can be seen as having a direct positive effect on brand loyalty.Research limitations/implicationsIt is necessary to extend this study to other subsectors in the tourism industry and to other Latin American countries. Future research should measure CSR as a formative construct to provide a greater consensus regarding the measurement of this topic. Moreover, the inclusion of new variables in the model would increase its explanatory power.Originality/valueThe principal contribution of this paper is that it provides important insights into the development of efficient strategies to enhance brand image and loyalty through CSR. Findings from this study may be of importance for hotel managers and directors when developing more effective branding strategies.

An interdisciplinary method for brand association research

Purpose – The purpose of this paper is to discuss the current role of qualitative research in the analysis of the relations between brands and consumers in new market spaces, with particular reference to how it can be enhanced with quantitative techniques to study interactions in online communities. Design/methodology/approach – The paper reviews key scientific contributions in the area of qualitative marketing research. Drawing from this theoretical background, the authors then propose the integration of digital ethnography (a qualitative approach) with quantitative text mining as an innovative approach to gain insights into perceptions of brand associations among online consumers. Findings – The paper contributes to a greater awareness of both limitations and new perspectives in relation to qualitative market research, while suggesting innovative paths for future research. Practical implications – The new methodological approach described can be used to better understand brand knowledge based on consumer brand associations. These insights can then be applied towards developing and implementing effective branding strategies. Originality/value – The authors propose an interdisciplinary methodology to study consumer behaviour in online communities which incorporates digital ethnography and computer-assisted textual analysis. Particularly the latter technique (borrowed from the field of linguistics) has not yet been exploited extensively in marketing research, but is capable of offering new types of knowledge with important implications for strategic brand management.

Exploring brand associations: an innovative methodological approach

Purpose– The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consumers of fashion to determine the degree of matching with company-defined brand associations.Design/methodology/approach– The methodology is two-pronged, integrating qualitative market research techniques with quantitative text mining. It was applied to determine types and perceptions of brand associations among fashion bloggers with reference to three leading Italian fashion houses. These were then compared to brand associations found in company-generated texts to measure the degree of matching.Findings– The results showed consistent brand associations across the three brands, as well as substantial matching with company-defined brand associations. In addition, the analysis revealed the presence of distinctive brand association themes that shed further light on how brand attributes were perceived by blog participants.Practical implications– The methods described can be used by managers to identify and reinforce favourable brand associations among consumers. This knowledge can then be applied towards developing and implementing effective brand strategies.Originality/value– The authors propose an interdisciplinary approach to investigate brand associations in online communities. It incorporates text mining and computer-assisted textual analysis as techniques borrowed from the field of linguistics which have thus far seen little application in marketing studies, but can nonetheless provide important insights for strategic brand management.

The Effects of Brand Experiences, Satisfaction and Trust on Building Brand Loyalty;an Empirical Research on Global Laptop Brands

Objective - This study aims to show the effect of brand experience, satisfaction, and trust on consumer's brand loyalty, specifically on global laptop brands.Consumers look for brands that provide them with unique and memorable experiences. From the customer viewpoint, brands are relationship builders. Consumers believe that brand experiences are one of the factors that build long-lasting brands and customer relationships, together with brand trust, satisfaction, and loyalty. Methodology/Technique - In total, 150 respondents from private universities were selected as the sample for this study due to the high possibility of them using similar types of laptop brands. The quantitative data gathered from the survey method was analyzed using the regression analysis method. Findings - Findings can also be utilized by marketing experts to develop effective branding strategies for the laptop and also for the laptop producers in general, to make them increase their laptop's quality in order to enhance their consumers' experiences, satisfaction, trust, and loyalty to their brand. Novelty - The respondents of the study are students from three different private universities in Jakarta who use or own laptops. In total, 150 respondents from private universities were selected as the sample for this study due to the highpossibility of them using similar types of laptop brands. Type of Paper - Empirical Keywords:Brand experience; brand trust; brand satisfaction; brand loyalty; laptop brands.

Общие подходы к имиджевым стратегиям фирмы-туроператора

Tourism product reveals a number of unique commercial qualities which call for the travel company to employ highly effective branding strategies. The Appropriate Reputation Strategy is a PR strategy which allows a company to capitalize on its reputational strengths. The Attraction Strategy is building an image that reflects the customer need for advertising communication. The strategy of creating mythlike reality implies mythologizing the supposedly obligatory markers of a lifestyle.
 

“Impact of Branding Strategies on Consumer Buying Behavior in FMCD Industry”

Consumer Buying Behaviour is of utmost importance with the increasing value being given to the consumers and their needs. Branding is one such aspect which also effects the consumers buying behavior thus also influencing the opinions and perceptions of the consumers. Marketing has become more of a customer oriented activity. This customer orientation has given rise to increased value being given to the brand strategies which would satisfy the consumers by providing the brand that they desire for Brand is thus the link between the business and its consumers. A business might get the patent rights for the brand but the consumers are the one who will define the brand by experiencing it. Marketing problem enhancing from the consumers’ behaviour has a greater degree of similarity behavioural problems relating to the consumer durables. The consumer behaviour in relating to consumer durables is strongly affected by some economic, social, cultural and psychological factors; the present research has been selected for an intensive empirical survey of the various factors influencing the buyer’s behaviour on consumer durables Being the study explainatory as well as descriptive in nature, findings have been made through survey analysis which consisted of 200 consumers in the market. The questionnaire is designed to know about the Impact of Branding strategies on Consumer buying behavior as far as the FMCD industry is concerned.. Findings have also been made theoretical in to provide an in-depth analysis into the way different consumers’ decision-making processes is affected by the branding strategies. It has been found that a n effective branding strategy leaves a lasting impression in the minds of the consumer and helping them to make the correct choice.

Financial-based Brand Value of Incheon International Airport

Since brand is recognized as one of the most significant intangible assets to firms, branding strategy has become a top management priority. To stay competitive in the global economy, airports are required to identify their own brand value accurately for better management. While there are a multitude of studies using marketing approach, few studies have attempted to quantify the airport's brand value with a financial technique. Therefore, this paper aims to investigate the brand value in the airport context focusing on Incheon International airport (ICN) by comparing it with one of other international airports (i.e., NRT, PVG, HKG, SIN, AMS and CDG) using sales of each airport. The result shows that ICN has the fourth highest brand value among them, which demonstrates the need to improve its competitive advantage through effective branding strategy. Based on the findings, managerial implications are suggested.

Employer Branding - A New Tool of Strategic HRM for Corporate Competitiveness

An employer brand represents the core values of an organisation. Organisations that are considered as good employers have a strong identity and a positive image in the marketplace. To be successful, they need to attract the employee market. Marketing tools associated with brand management have been applied by the HR (human resources) in order to attract, engage and retain employees in the same way as marketing applies such tools to attract and retain customers. Employer branding is defined as a targeted long-term strategy to manage awareness and perceptions of employees, potential employees and related stakeholders with regards to a particular firm. This includes direct and indirect experiences of dealing with the firm. Like actual product branding, organisations have started to invest in employer branding as employees are the internal customers of the firm. The employer brand builds an image, confirming the organisation as a good place to work. Today, an effective employer brand is essential for competitive advantage. With the liberalisation of economy and subsequent economic reforms, companies are becoming internationally strategic to utilise the employer brand to attract and retain talent, which leads to expand and growth of the business. This paper throws some light on the employer branding and also helps to examine how organisations with a positive corporate reputation can attract and retain employees. It also focuses on explaining the importance, applicability and outcome of creating an effective employer branding strategy of the companies.

Does store image influence demand for organic store brands?

This research examines the effects of store image on the demand for store brand organic brands. We conduct an empirical study using a unique dataset that combines households' organic product purchases and their ratings of the same stores' images. We find that the type of images consumers develop about a store influences the demand for organic products from that store. In addition, the influence of store image on the demand for store-brand organic products depends on the store brand branding strategy. Although own brands are accepted in stores with quality produce and with quality store brands, they are less likely to be adopted in stores with varied selections. Furthermore, the own-brand strategy (the use of the retailer's own name) is not always an effective branding strategy for organic products, except in some stores.

An empirical investigation of brand equity: drivers and their consequences

Purpose– The author aims to present a model of the brand value drivers, measured by brand equity. The goal of this research is to identify the drivers, and determine how they influence brand equity performance in the researched industry, in order to develop a more effective brand strategy.Design/methodology/approach– The author studied an aggregate dataset for 739 food brands. Six predictors were controlled for (i.e. marketing investments, price, revenue, perceived quality [organic and functional] and brand ownership), while the impact of the brand equity drivers on brand value was estimated. The model was formulated and estimated using a robust OLS procedure. Several data sources have were in this study, such as market-based data from ACNielsen, as well as information and variable constructs using data from the Bureau Van Dijk Electronic Publishing AIDA financial statements database.Findings– Results suggest that marketing investment, price, revenue, brand ownership and perceived quality are highly associated with brand equity, and consequently with a higher brand value in the food industry.Research limitations/implications– This study has only studied one industry (food), one industry segment (enriched-food) and one country (Italy).Originality/value– The majority of marketing studies apply a single research approach and measures. This is the first study of brand equity that combines consumer, financial and marketing approaches. The model contributes to theory and practice in terms of suggesting which business drivers create brand value and what type of brand strategy a firm can apply in order to create brand value.

A Study on the Determinants of Purchasing Decision Making for Effective Branding Strategy: Focusing the Medicine Treatment in Infantile Obesity

A Study on the Determinants of Purchasing Decision Making for Effective Branding Strategy: Focusing the Medicine Treatment in Infantile Obesity

An Empirical Study of the Impact of Branding on Consumer Choice for Regulated Bottled Water in Southeast, Nigeria

Branding is one of the most intriguing marketing strategies used for the purpose of winning or over comingcompetition; its efficacy is not in doubt. This research work is therefore an investigation into the impact ofbranding on consumer choice for bottled water, with special focus on the contributory roles of its variouselements in impacting consumer behavior. It was discovered among other things, that of all the elements ofbranding, company-of-make and packaging play a greater role than brand name and brand mark, in terms ofinfluencing consumer choice for bottled water. It was against this backdrop that this research work proposed twomodels namely; Review of Consumer Buying Behavior Process 1 and 2. It equally recommended among otherthings that firms should focus more attention on the company name and packaging but should also integratebrand name and brand mark as supportive elements in fashioning an effective branding strategy for beatingcompetition. More emphasis should equally be laid on institutional rather than brand advertising.

Country Image and Brand Equity Effects of Chinese Firms and Their Products on Developed-Market Consumer Perceptions

As China’s rapid economic growth continues to be a significant dimension of the world economy and international business, more Chinese multinational firms have been emerging with increasing efforts towards internationalization. While manufacturing, labor efficiency and costs have been a source of their competitive advantage, one area of relative weakness has been their lack of corporate/product brand equity and recognition. Coupled with potential negative country image effects, this deficiency has hindered a more positive perception and acceptance of brands and products from China, particularly in the more developed markets, such as the United States (U.S.). This empirical study examines the nature of such a challenge faced by Chinese firms and their need to develop an effective branding strategy for success in the U.S. market.

Intergenerational influence on brand preferences

PurposeThe purpose of this paper is to assess the role that elapsed time and culture may play in affecting intergenerational influence (IGI) on brand preference. The results of an empirical study conducted in Mexico reveal that coincidence in family life‐cycle stage emerges as an important factor in determining IGI strength.Design/methodology/approachA total of 600 questionnaires were collected from 300 dyads of mothers/daughters. This research extends Moore et al.'s basic methodology and findings to the Mexican context by including daughters at different stages of their family life cycle covering a time frame of up to 15 years out of the parents' household.FindingsThe findings support results from previous research conducted in the USA, signaling IGI as influencing brand preferences. However, the results diverge by demonstrating that in certain cultural contexts (e.g. Mexico), coincidence in family life‐cycle may have a stronger influence on IGI than the amount of elapsed time not living with parents.Research limitations/implicationsUnderstanding how IGI evolves in different cultural contexts may be applicable in the design of product and communication strategies leading to brand preference.Originality/valueThis study contributes to the literature by providing knowledge about the factors affecting consumers' brand preferences in Mexico, a country sharing cultural values with an important number of nations (including Latin America) where research conducted on these issues is scarce and where effective brand strategies need to be developed.

The role of social identity and attitudes toward sustainability brands in buying behaviors for organic products

Green consumerism and the role of eco-marketing have become increasingly important for increasing the market share of sustainable (non-) food products. The current study examines the effect of social identification with certain green consumer groups on brand knowledge, brand attitude and buying behavior. An online panel study was conducted among a representative sample of the German population (N=961). For brand knowledge and brand attitude, we presented five well-known organic brands in the German market to the respondents. To test the hypothesized model, we used structural equation analysis in SPSS Amos 16.0. Several competing path models were tested. One of the main conclusions of the current study is that people who are aware of their social identity concerning environmentally friendly consumer groups also seem to feel more attached to consumers who buy organic food products. In addition, brand knowledge and brand attitudes concerning specific organic brands have an effect on buying behaviors for organic food products. Moreover, the influence of brand knowledge on buying behavior seems to be mediated by brand attitude. The results of the current study can be used to develop more effective branding strategies in eco-marketing. Aside from classical strategies, marketers could use social identity theory to create future market strategies with regard to green consumerism.

An Exploratory Study of Brand Success: Evidence From the Food Industry

The goal of this research is to identify drivers that influence the brand success, in order to develop a more effective business strategy. An abductive theory approach is adopted and food managers from Italy and Sweden were questioned. The authors modeled the eight correlated first-order factors, using seven independent variables and the dependent variable brand success. The variance-based structural equation modeling approach (partial least square [PLS] algorithm) have been applied. This study provides insight and empirical evidence on brand success. The findings can be employed as more effective brand strategies in a sector that has been under-investigated in academic literature and practice.

Creating brand equity in the Chinese clothing market

PurposeThis paper aims to explore the effectiveness of eight selected marketing activities in creating brand equity in the Chinese clothing market.Design/methodology/approachA shopping centre intercept survey is conducted to collect data in the two largest Chinese cities, Beijing and Shanghai. The empirical tests, using a structural equation model (SEM), support the research hypotheses.FindingsThe results indicate the positive effects of store image, celebrity endorsement, event sponsorship, web advertising, and non‐price promotions on brand equity in China as well as the detrimental impact of frequent price promotions.Research limitations/implicationsThe study is limited to consumers in Beijing and Shanghai.Practical implicationsThe findings answer the following questions: how do foreign clothing brand suppliers develop effective brand strategies for the China market? Should marketing activities designed to build brand equity be modified to accommodate different attitudes or behaviors in China?Originality/valueFew studies have investigated how to build brand equity in China. A structural model was used to examine the relationship between eight widely used marketing activities and the dimensions of brand equity for imported clothing brands in China. The study also examines the directional relationships between brand equity dimensions.

Branding and strategic maneuvering in the Romanian presidential election of 2004

In this paper I analyse differences in the legitimation strategies used by and on behalf of the two presidential candidates in the elections of December 2004 in Romania, using a combination of Critical Discourse Analysis and pragmadialectics. These differences are seen to lie primarily in the varieties of populist discourse that were drawn upon in the construction of legitimizing arguments for both candidates: a paternalist type vs. a radical, anti-political type of populism. I relate the success of the latter type to more effective strategic maneuvering in argumentation, part of more effective branding strategies in general, but also to existing types of political culture amongst the electorate and to social, economic circumstances. In CDA terms, I discuss the “Băsescu brand” as involving choices at the level of discourse, genre and style; in pragma-dialectical terms, I view its success as partly the effect of successful strategic maneuvering. I also place the success of this brand within the Romanian context at the end of 2004, where often questionable populist electoral messages were perceived as reasonable and acceptable, as fitting adjustments to the situation and even as means of optimizing the deliberative situation of the electorate.

The Brand-ABLE Framework - Articulating and Implementing a Strategic Brand Framework for Sustainable Market Advantage

The Brand-ABLE Framework defines the fundamental elements of an organizations brand and asking the right questions to craft a compelling brand position. This is where the Brand-ABLE Framework comes in. Like many frameworks, the Brand-ABLE Framework is broken into four core modules. Each of these modules are query based, specifically designed to challenge you to ask very specific and difficult questions. These questions will help you gather the appropriate insight and data you need to build an effective brand strategy.

Asymmetric effects of brand origin confusion

PurposeThe purpose of this study investigates the asymmetric effects of brand origin confusion (BOC) on consumer preference and the purchase of local versus foreign brands in China. Drawing on the general country‐of‐origin (COO) literature and recent developments in brand‐origin studies and the emerging market phenomenon globally, it proposes and test a model of the asymmetric effects of BOC on consumer preference and the purchase of local versus foreign brands in China. This study intends to help to explain from a new angle the decreasing competitiveness of foreign brands in emerging markets, such as China.Design/methodology/approachThe study pretest on nationally distributed brands across seven product categories resulted in a final set of 67 brands: 35 foreign and 32 local. Four hundred respondents evaluated measures related to brand origin, brand awareness, brand value, brand preference, and brand purchases in the previous six months. Hierarchical regression analysis was used in data analysis.FindingsThe hypotheses on the asymmetric effects of BOC between local and foreign brands in China were mostly supported. Specifically, the results showed that local brands are likely to be in an advantageous position when there is a high level of BOC. However, as the brand knowledge of consumers increases, the effects of BOC decrease.Originality/valueThis study provides evidence of the asymmetric effects of BOC between local and foreign brands and the moderating role of brand knowledge for local brands in China. It fills a gap in the international branding and marketing communication literature, and offers meaningful managerial insights for both local and international companies to formulate effective branding and marketing communication strategies in China and possibly in other emerging markets.