High Brand Research Articles

The effect of inoculation messages on service recovery

PurposeService failure is detrimental for both enterprises and customers; therefore, it is particularly important and cost effective for service enterprises to take precautionary measures rather than provide recovery after service failure. Based on the inoculation theory, this research examines the impact and the boundary conditions of inoculation messages on the effectiveness of service recovery.Design/methodology/approachThe proposed research model is examined through two scenario-based experimental studies. A total of 627 datasets was collected and analyzed with the SPSS program with the PROCESS tool to examine the moderation (Model = 1) and three-way interaction (Model = 4) effects.FindingsThe research findings show that inoculation messages moderate the relationship between recovery measures and customer satisfaction. Specifically, there is a positive relationship between service recovery and recovery satisfaction, which can be further boosted with inoculation messages. Importantly, inoculation messages eliminate the significant difference between the effects of expected recovery and high recovery. However, inoculation messages are only effective for enterprises with high brand equity.Originality/valueThese findings have important theoretical and practical implications for the service recovery practice of service enterprises.

Paranoiabox.ru: Russian start-up growth decision dilemma

Theoretical basis The novelty of this case is the multidisciplinary focus where the aspects of entrepreneurship, marketing strategy and finance are mixed together. Students are expected to apply their knowledge of Business Model Canvas and Marketing 4.0, as well as learn about the new type of entrepreneurial finance such as crowdfunding. The setting of this case is novel too – the new quest games industry in Russia. Finally, the novelty of this case is its format where the protagonists’ interview is available as a podcast, and thus, the students will need to review only the tables and the appendices. Research methodology This decision case was field researched by the authors who interviewed the founders of this start-up and the business incubator (BI) director. No information was disguised in any way. Also, the secondary research on the main trends in the development of the international and Russian quest markets was completed by the authors in the preparation of this case. Case overview/synopsis Paranoiabox.ru case presents an entrepreneurial and strategic marketing decision situation. In May 2019, in Moscow, Russia, two young residents of the MGIMO University BI, Anastasia and Max, founded the start-up business called Paranoiabox.ru. This project was a quest in a new format with home delivery: a mixture of escape, detective and board game. The player received by post a box containing various objects. Interacting with them, he/she unraveled the plot thread, found clues and gradually approached the final clue. The game with complex copyright puzzles had a built-in hint system and provided mechanisms for interaction online. By July 2019, 30 boxes for their first quest were sold. The subscribers were waiting for a new quest. Despite the first sales, Anastasia and Max had no budget for hiring freelancers or outsourcing. They were faced with an urgent and challenging dilemma: whether to concentrate on the current product sales and spend all the budget on promotion or, alternatively, to launch a series of new quests and focus on the target market with high brand awareness. There was an additional funding dilemma: should they apply for crowdfunding? Complexity academic level This case is a multidisciplinary case with the aspects of entrepreneurship, marketing strategy and finance. This case is intended primarily for a course in entrepreneurship at the undergraduate or graduate level. This case is also ideal to be used as a capstone project in a degree programme for entrepreneurs.

INFLUENCE OF TEMPORAL FACTORS ON CONSUMER BUYING BEHAVIOR IN CHAIN SUPERMARKETS IN KENYA.

Purpose: The global retail market is currently a most promising business owing to the growth it is experiencing. In 2016, Kenya's retail spending hit Sh1.8 trillion as the sector expanded by 13 per cent. Chain supermarkets have been growing rapidly over the years attracting local and foreign players. Currently Kenya retail has expanded extensively and is experiencing huge consumer footfalls but dismal sales performance. In a fast-changing world, emerging consumer buying behavior trends require supermarkets to stay close to the consumers. Maximum flexibility in response to dynamic consumer behavior is vital to give the retailers a competitive edge for exploiting such opportunities profitably. The objective of the study was to establish the effect of temporal factors on consumer buying behavior in in supermarkets in Kenya.
 Methodology: The target population consisted of 33 chain supermarkets in Kenya. The target population comprised of 634 employees from these supermarkets. Descriptive research design was used for this study. In addition, regression and correlation analysis was used to link the relationships between the dependent and the independent variables.
 Results: The study found out that there was a positive and significant relationship between temporal factors and consumer buying behavior (r=0.600, p=0.000).
 Unique Contribution to Theory and Practice: It was found out that temporal factors have a positive and significant effect on Consumer Buying Behavior. Therefore, the study recommends for chain supermarkets to provide promotional discounts to consumer so as to increase their business sales. Further, chain supermarkets need to work towards having a corporate brand name renown for high quality brands. Good displays of products are also an added advantage. These insights will enable supermarkets to enjoy benefits of high sales.

Restaurant-visit intention: do anthropomorphic cues, brand awareness and subjective social class interact?

PurposeGiven the increasing need after the outbreak of COVID-19 to encourage restaurant customers to dine in, the purpose of this paper is to examine the effects that anthropomorphic cues jointly with brand awareness and subjective social class have on restaurant-visit intention.Design/methodology/approachTo better comprehend the use of anthropomorphic cues, this paper involved two studies that used two types of anthropomorphic cues: (1) non-food (a spoon) and (2) food ingredients. For each study, a 2 × 2 mixed factorial design was used.FindingsUsing three-way mixed ANOVAs, the results from Study 1 confirmed that adding anthropomorphic cues to a non-food object (a spoon) could induce positive effects for restaurants with lower brand awareness, especially among individuals with low subjective social class. In contrast, Study 2 showed that adding anthropomorphic cues to a food ingredient (e.g. tomato, lettuce and olive) had a weaker effect on restaurants with high brand awareness, especially among individuals with a high subjective social class.Practical implicationsMarketers should use anthropomorphism strategies based on their target customers, especially if their brand is less popular.Originality/valueUsing the theoretical framework from the elaboration likelihood model, this paper contributes to the anthropomorphism literature by showing how an anthropomorphized image that fits an individual’s interests could trigger a careful thinking process that leads to differential behaviors based on brand awareness.

Certification paradox: Reverse response on the non-hygiene restaurant certification

Prior research investigated the effect of restaurant hygiene certification and discovered that restaurateurs make greater efforts to maintain hygiene quality, effectively resolving the information asymmetry. With the proliferation of non-hygiene certificates, little effort has been made to research the impacts of non-hygiene certifications. In addition, the influence of brand has not been adequately examined in earlier certificate studies. For the purpose of this study, a scenario-based questionnaire was randomly distributed in a big retail complex in Seoul, Korea. Consistent with prior studies, we found in general positive influence of non-hygiene certificate and high brand equity in customer trust and behavior intention. Based on 737 useable responses, however, this study revealed that the once-beneficial impact of non-hygiene certification on high-end restaurants has unexpectedly reversed, resulting in the certification paradox. This paradox has also been discovered in customer trust by a strong negative three-way interaction effect of cognition at a high-end restaurant with a non-hygiene certificate. This is the inverse of what was expected. Customers may be dubious of a high-end restaurant that displays a non-hygiene certification, resulting in a reduced level of trust when combined with consumer cognition. It implies that the government's simple accumulation of multiple certificates may have unintended repercussions. To put it another way, supplying a lot more information through certificates damages consumer trust and behavior intention. Finally, this study confirmed that customer trust appears to be a pure mediator between certification, brand equity, and behavior intention.

Analyzing the Effectiveness of Interaction Between Brand Awareness and Social Network Advertising

Although social network advertising has become part of the online marketing strategy, there is still a lack of research related to the interaction between brand awareness and advertising contents in social network advertising. Using the semiotic theory to explain the interaction in social network advertising, this study introduced sign-interpretation-object triangle to analyze the interactions of advertising content and brand awareness as signs, users’ experience as interpretation, and social networks advertising effectiveness as object moderated by social facilitation. This study was made in an experiment followed by an online survey, which contains 303 participants in Mainland China. This study shows some major findings. There is an interaction effect on advertising content and low brand awareness in a social network. The moderating role of social facilitation is significant in advertising content with high brand awareness.

Advertising Appeals influencing the Brand Engagement of Gen Y and Z in terms of Social Media Pre-roll Advertisements

This study focused on how advertising appeals affect the brand engagement of Generations Y and Z in terms of pre-roll advertisements found on Facebook and YouTube. The objective of this study was to know what specific advertising appeal captures the attention of both Gen Y and Gen Z, as well as enumerate what advertising appeal captures their attention individually. Lastly, to identify which particular advertising ABPs increase the brand engagement of Gen Y and Z. According to studies, three advertising appeals positively affect brand engagement; Emotional Appeals, Visual Appeals, and Ethical Appeals. A total of 300 respondents answered the online survey via Google forms, 145 respondents for Gen Y and 155 respondents for Gen Z. The survey questionnaire was conducted with three different parts, which are; Profiling, Ad testing, and General Questionnaire. To answer the different research questions in this study, the following statistical treatment tools were used; Kruskal-Wallis H Test and Post Hoc Test, Mann-Whitney U Test, and Multivariate Regression Analysis, all at 0.05 and 0.1 levels of significance. For the results of this study, the researchers found out that Ethical pre-roll advertisements capture Gen Z's attention using the Post Hoc Test. On the other hand, Emotional pre-roll advertisements capture Gen Y's attention based on the Mann-Whitney U Test. The study successfully identified advertising ABPs of the Gen Y and Z that significantly influenced their brand engagement. If these ABPs garnered a high score, the probability of a high brand engagement score towards the particular pre-roll advertising appeal also increases.

Analysis on Cultural Development and Marketing Strategies of High Street Fashion Brands: A Case Study of the Brand Fear of God

With the changes of the times and the rapid development of economy, high street fashion has become the object pursued by many young people. The development of high street fashion is not only the embodiment of social progress, but also a cultural concept. This paper analyzes the cultural development and marketing strategies of high street fashion brands, as well as the important position of high street fashion in the field of design. The relationship between high street fashion in cultural development and marketing is also explored based on the current development situation and market trend of the clothing industry.

Brand equity and corporate debt structure

AbstractWe use the firm's stock of trademarks and their ages to compute proxies for brand equity. We find that firms with more brand equity have lower equity and asset volatility and higher cash flows. Although suggestive of greater debt capacity, we find that firms with high brand equity use less debt. Further, brand equity has no influence on debt maturity. We provide evidence that the relation between brand equity and leverage is causal, using the enactment of the Federal Trademark Dilution Act in 1996, which exogenously increased the value of famous brands and significantly decreased the leverage ratio of firms with famous brands. This negative effect on leverage is weaker for firms with high business risk and low information asymmetry, and stronger for firms with collateralized trademarks. We argue that the negative effect of brand equity on leverage is more consistent with a pecking order mechanism than with a limited contractability mechanism.

Kawai vs. Whimsical: The influence of cuteness types of luxury brands on consumers’ preferences

<p id=C2>Cute brand styles are being used by increasing number of luxury brands in their marketing to interact with consumers. Cuteness can be divided into two types, including kindchenschema and whimsical. The majority of current studies are focused on the effects of single kindchenschema cuteness on consumer psychology and behavior. So, how does the adoption of various cute styles by luxury brands influence consumer preference? What is the internal mechanism? We have contributed to the literature on luxury brands by investigating how consumers react to various cute styles of luxury brands in the current study. <break/>In order to achieve their various objectives, luxury brands can deliver specific messages to the market by selecting brand images of various cute styles. In this case, the cuteness type of luxury brands (kindchenschema vs. whimsical) can influence consumers’ brand preferences through their perception of the brand’s ideal self-expression. The ideal self of an individual is generally characterized by high autonomy. According to the theory of the ideal self, the cuteness styles of luxury goods can influence consumers’ ideal self-expression through the autonomy of luxury brands. When the cuteness style is whimsical, luxury brands demonstrate high brand autonomy, which is conducive to consumers’ ideal self-expression, thereby improving consumers’ preferences for luxury brands. However, there are boundary conditions for the applicability of main effects, and self-monitoring moderates the relationship between luxury brands’ cuteness styles and consumers’ preferences. In other words, when the level of self-monitoring is low, the cuteness styles of luxury brands will not significantly affect the individual’s brand preferences. <break/>To test our hypotheses, we conducted four experiments. Experiment 1 preliminarily shows that different cuteness styles of luxury brands can significantly influence consumers’ brand preferences. The findings validate the causal chain model, which tests the theoretical logic of main effects, from cuteness styles of luxury brands, brand autonomy, ideal self-expression, and consumer preference. Experiment 2 clarifies the main effect’s boundary. The results indicate that the influence of luxury brand cuteness styles on consumer preferences is only effective in the context of luxury brands. Experiment 3 examined the moderating effect of individual self-monitoring level on the main effect and discovered that for individuals with low self-monitoring, the cuteness styles of luxury brands could not effectively influence their brand preferences. Experiment 4 investigated the moderating effect of the individual development stage on the main effect. Adults preferred whimsical cuteness elicited over kindchenschema cuteness. Kindchenschema cuteness triggered a more positive response than whimsical cuteness in children. <break/>According to our findings, adopting the whimsical cuteness style in luxury brands can improve consumers’ brand preferences more than kindchenschema cuteness style. When the cuteness style is kindchenschema, luxury brands demonstrate low brand autonomy, which is not conducive to consumers’ ideal self-expression, reducing consumers’ preferences for luxury brands. When the cuteness style is whimsical, luxury brands demonstrate high brand autonomy, which is consistent with the consumers’ ideal self and improves their preferences for luxury brands. When individuals have low self-monitoring, the cuteness styles of luxury brands have no effect on consumers’ preferences. These findings provide novel insights into the cuteness styles and ideal self-expression of luxury brands, implying that brands should carefully consider consumers’ level of self-monitoring before displaying various cuteness types of luxury brand styles.

1 + 1 > 2? Is co-branding an effective way to improve brand masstige?

This study proposes that the interaction effect of brand personality fit and product category fit will influence perceived masstige under a co-branding context. When product category fit is high, low (vs. high) brand personality fit leads to greater perceived masstige. However, when product category fit is low, high (vs. low) brand personality fit leads to greater perceived masstige. Furthermore, the interaction effect of brand personality fit and product category fit on perceived masstige is mediated by processing fluency and perceived novelty. Specifically, when product category fit is low, high (vs. low) brand personality fit can elicit greater processing fluency, leading to higher perceived masstige. In contrast, when product category fit is high, low (vs. high) brand personality fit can stimulate perceived novelty, leading to higher perceived masstige. In addition, we examine how perceived masstige influences brand equity. Focusing on the masstige co-branding strategies between a mass brand and a luxury brand, this study aims to build a bridgebetween co-branding and masstige.

English

From 1992 on the K-Pop culture has spread from South Korea all over the world and Thailand is no exception. The objective of this study was to analyze the variables that influence purchasing intentions of K-Pop fans in Thailand in terms of customer expectations, customer loyalty, customer satisfaction and customer brand loyalty. The four hundred thirty-one Thai respondents provided great insights into the purchasing intentions of Thai K-Pop fans in terms of theoretical and practical applications. Overall, the customers were very satisfied with the artists and exhibited a high brand loyalty to the products endorsed by the K-Pop groups. The Korean performers met the expectations of their followers which also let them to be loyal to their favorite boy or girl group. Understanding Thai Korean Pop music fans and their purchasing behavior helps the artist to capitalize on their influence through product endorsement and advertisement contracts which in turn are based on ratings of the artists in the before mentioned categories. It is hoped to replicate this study in the future in other ASEAN countries and other parts of the world. &nbsp; Key words: brand loyalty, customer expectations, customer loyalty, customer satisfaction, K-POP artists, purchasing intentions.

Examining customer's intention to rely on online reviews

The use of online reviews among online shoppers has increased significantly in recent years and has reduced uncertainty and risks associated with online shopping. The objective of this research is to identify the segment of online shoppers relying on online reviews. Consumers were classified based on their shopping motivation, trait and online behavior. A quantitative survey involving 375 Indian online shoppers were performed to identify and understand their reliance of online reviews. The findings show that consumer with high price consciousness, value consciousness, brand consciousness and self-esteem rely on online reviews for their online purchases. On the other side consumer who are quality conscious and having online shopping anxiety don’t rely on online review. This research adds to the growing literature on consumer information theory and validates the link between consumer shopping motivation and their informational needs.

Impact of Information Security Management System on Firm Financial Performance: Perspective of Corporate Reputation and Branding

The immense organizational emphasis on information technology (IT), combined with the growing impact of information security issues, has inflated information security to the top list of management’s priorities. The ISO 27001 standard defines the requirements for an effective information security management system (ISMS). However, the implementation of ISMS not only maximizes firm performance directly, but it can also have a significant impact in different contexts. We investigated whether ISMS implementation can benefit organizations financially by contributing to corporate reputation and branding in this study. With samples from 171 Pakistani firms, we examined firm performance after ISMS ISO 27001 certification. Compatible with our expectations, we discovered strong evidence that ISMS implementation benefited certified firms in terms of high corporate reputation, brand and branding, and financial performance.

МЕТОДИЧНІ ПІДХОДИ ДО ВИЗНАЧЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ МІЖНАРОДНОЇ КОМПАНІЇ (НА ПРИКЛАДІ КОМПАНІЇ PRICEWATERHOUSECOOPERS)

The processes of globalization and internationalization are deepening every year. The question of the competitiveness of an international company is important because the goal of any company is longterm market leadership and increased profits. By competitiveness we mean the company's ability to operate in foreign markets, achieve high results and leading positions in a competitive environment. Competition is intensifying, more and more new international companies are entering world markets and occupying leading positions, which complicates the situation for companies that have been operating for some time. Therefore, the primary task of any company is to increase its level of competitiveness and ensure a leading position in the market in the long run. In today's business environment, the competitiveness of an international company is one of the main factors in the company's "survival" in the market. We believe that the integrated characteristic of competitiveness cannot be a grouping of a limited number of quantitative indicators, as it is a qualitative category. The purpose of this article is to determine the level of competitiveness of an international company on the example of PricewaterhouseCoopers based on the proposed methodological approach. Research methods include the following: system-structural analysis, systematization, deduction, abstraction, induction, comparative analysis and explanation. PwC is the largest professional services company operating in 150 countries and the largest accounting firm. PwC is a leading service company operating in the business-to-business market. It has received high brand recognition for excellent service performance. PwC uses a wide range of promotional activities in its marketing mix in order to keep a fresh image in the minds of its customers. By calculating the ratios of autonomy, financial dependence, liabilities, financial stress, current liabilities, long-term liabilities, quick liquidity, investment and the share of stocks in assets and working capital in assets, you can determine the level of competitiveness of an international company.

A study of the key drivers of brand strengthening in e-tourism businesses: ranking with ISM approach

The tourism industry, while generating income and creating very extensive entrepreneurship, brings nations, tribes and cultures closer to each other and directly and indirectly affects the promotion and improvement of economic indicators of countries. The purpose of this article is to identify the drivers of brand strengthening in e-businesses in the field of tourism through the review of literature and experts' opinions and the interrelationship between the components with the ISM approach. The results showed that of the seven components of brand strengthening drivers, advertising as a motivating component has the greatest influence on the model and other components. Besides, brand trust and brand loyalty are the most affected components. This finding implies that to strengthen the brand in e-businesses active in the field of tourism, high brand trust and loyalty must be achieved through branding strategy.

A Study on the Correlation of Meaning through Analysis of Apple TV Advertisement Expression Techniques

하나의 브랜드가 성공하기 위해서는 오랜 시간과 경험, 전략 등이 요구된다. 본 연구에서는 브랜드 성공을 위한 여러 요소들 가운데에는 광고의 시각적 표현 기법에 대해 연구를 하였다. 특히 높은 브랜드 인지도를 보이고 있는 애플의 TV광고 분석을 통해 브랜드 아이덴티티와의 연관성을 알아보고자 하였다. 애플의 기업 역사에서 패러다임 변화가 있는 시기의 광고들을 수사학을 통해 분석하고, 이를 통해 기업의 브랜드, 제품의 특징, 광고의 의미, 광고의 표현 기법 사이의 연관성을 알아보았다. 비교법, 강조법, 변화법 등의 수사법이 시각적으로 어떻게 표현되며, 초현실주의 관점의 표현은 어떠한지 분석하였다. 분석 결과, 첫 번째, 반복법에 의한 메시지의 각인, 두 번째, 혁신을 표현하기 위한 초현실주의적 표현, 세 번째, 각종 디자인 표현 기법을 통한 미학적 가치 표현, 네 번째, 생략법 등에 의한 간결함, 다섯 번째, 은유법 등의 비교법을 이용한 비교 광고 전략 등으로 요약될 수 있다. 이는 그간 알려진 애플 이미지 및 전략과 비슷한 양상으로 나타나고 있으며, 본 연구 결과를 통해 광고 표현을 위한 시각적 수사학 표현에 대한 토대가 될 수 있을 것이다.In order for a brand to succeed, a long time, experience, and strategy are required. In this study, among the various factors for brand success, a study was conducted on the visual expression technique of advertisement. In particular, through the analysis of Apple s TV advertisements, which are showing high brand awareness, we tried to find out the connection with brand identity. Advertisements in Apple s corporate history were analyzed through rhetoric, and through this, the association between corporate brands, product characteristics, advertising meaning, and advertising expression techniques was investigated. It analyzed how investigative methods such as comparative method, emphasis method, and change method are visually expressed and how the surrealist perspective is expressed. As a result of the analysis, first, imprinting messages by repetition, second, surrealistic expressions to express innovation, third, aesthetic value expressions through various design expression techniques, fourth, simplicity by omission, and comparative advertising strategies using comparison methods such as metaphors. This is similar to the known Apple image and strategy, and the results of this study could serve as the basis for visual rhetorical expression for advertising expression.

A makeover for Dudley’s Q+

Theoretical basis The Dudley Beauty case illustrates a contemporary branding, management and marketing challenge facing many companies that are 50 plus years old. Movahhed (2016) highlights the six elements to consider during brand strategy: the target audience, the brand promise, brand perception (past, current and future), brand values, brand voice and brand positioning. The times have changed with changing macroenvironmental factors including political, economic, sociological, technological, legal and other environmental (PESTLE) changes that affect a business but which the business does not directly control. Research methodology The case is based upon an interview with Dudley Beauty CEO and President Ursula Dudley Oglesby and secondary sources. Case overview/synopsis The “A Makeover for Dudley’s Q+” case explores the challenges of a second-generation textured hair care and personal care company in the direct selling channel as it faces an aging market and changing business and economic environment. A Black-owned company, begun in 1967 by her parents, Dudley Beauty is led by the founders’ daughter, Harvard College and Harvard Law School-educated, Ursula Dudley Oglesby. At over 50 years old, the company has continually created new textured hair products and has high brand awareness among older Black consumers but has not adequately addressed changing hair trends and shifting communication preferences of younger consumers. The company is at a critical point needing to reach a younger, larger market to survive. The business situation supports marketing, management, strategy, and/or entrepreneurship undergraduate students in understanding how macroenvironmental forces and internal structures affect businesses. Complexity academic level This case is intended primarily for use by undergraduates in a variety of courses. It is suitable for courses in Principles of Marketing, Entrepreneurial Marketing, general Entrepreneurship and Marketing Strategy courses covering topics such as direct selling, the role of environmental factors in business, rebranding efforts using digital and social media marketing and women/minority business owners.

Analysis on Adidas Marketing Strategies in 4P Model

When people are shopping, they may make different choices in the face of different brands. People generally choose goods with high brand recognition. This paper studies the reasons that brand awareness has an impact on people’s consumption intentions, the measures other enterprises can take to improve their brand awareness and attract more consumers and gain more profits. This paper uses the 4P theory (product, price, place, promotion) to explain the marketing process of Adidas and other issues in four aspects. At the end of this article, some data and forms can show that there are some huge differences in net profits with part of his competitors due to Adidas marketing strategy.

Analyzing antecedents and consequences of multidimensional green brand equity

ABSTRACT As consumers are paying more attention to environmental issues, many hoteliers are in the process of transforming their businesses to reinforce their promises to achieve sustainability to pursue higher brand equity. In this context, the current research endeavors to test the nomological validity of a newly established multidimensional green brand equity (MGBE) scale in the hospitality industry, and investigate the relative impact of brand credibility, country of origin, and brand trust on MGBE dimensions and its consequences in the European hotel industry. The data were collected from 1291 tourists and analyzed using structural equation modeling. This study confirms the nomological validity of a unique MGBE scale – sustainability, social influence, perceived quality, brand leadership, brand awareness, and brand association – and indicates that COO has a stronger impact on brand leadership, whereas brand credibility has a stronger influence on sustainability. Moreover, perceived quality and brand leadership have a stronger impact on purchase intentions, while sustainability and social influence have a strong influence on brand preference.