Brand Leadership Research Articles

Determinant of Satisfaction and Repurchase Intention on E- commerce: A Case Study of Housewife in Indonesia

The development of a digital-based economy creates potential opportunity upon e-commerce platform service provider. Moreover, in pandemic situation shopping online support the large-scale social restriction. There are many well-known e- commerce brands in Indonesia both domestic and international establishment. The competition is in the red ocean which comprising many competitors who have strong leadership strikes penetration of the market. Innovation towards strategy to make consumer kept staying must be very important especially on how to lead them to do repeat order. However, many firms still neglect this factors. Switching behavior from the individual’s attitude towards the other e-commerce brands become threat for the certain e-commerce brand’s loyal customer. Therefore, this particular research focus on house-wife who fit-matched with the research profile respondent where mostly the house-wife plays significant role on decision and purchase making in a family. This research has purposes to analyze the factors that might influence the satisfaction and repurchase intention in e-commerce platform. In addition to that, analyze the correlation of brand leadership perception towards satisfaction and repurchase intention. Lastly, identify the characteristic of house-wife by looking at repeat order intention upon the brand leader. Conclusive-descriptive-multiple cross sectional research model by using statistical approach of PLS-SEM was conducted in this research. 265 housewives were recruited as respondent by using online survey across Indonesia. Study found that perceived value and popularity are directly related positively and significantly affect satisfaction and repurchase intention. Future research is encouraged to use longitudinal design in providing a holistic understanding of perceived brandleadership

Amazon Go convenience stores: skip the lines

Theoretical basis This compact case study uses the marketing mix (product, price, place and promotion) and customer segmentation/targeting as theoretical platforms for the Amazon Go business concept. It reinforces the idea that these are important aspects in developing a successful marketing strategy especially when they are aligned with the core competencies of a firm. Additional concepts include localization strategy, loyalty and Maslow’s hierarchy. Localization focuses on merchandising and local partnerships. Customer loyalty is discussed in the context of loyalty programs and consumer trust. Maslow’s hierarchy is used as a way to connect the pandemic and safety concerns to the offline retail experience. Research methodology This case was developed from secondary sources readily available in the public domain including websites, news articles and social media sites. This case has been taught in undergraduate marketing management courses. Case overview/synopsis In 2018, Amazon opened high tech convenience stores across a number of metropolitan cities in the USA offering a checkout-free experience for customers. This case evaluates the marketing aspects of the move including industry structure, store format and customer loyalty. The underlying question is how will Amazon, the company that pioneered online shopping, perform in an offline retail marketplace that is highly competitive? Will Amazon be able to leverage its massive technology power and shake up offline retail? Will changing market forces caused by the pandemic reshape retail as we know it? Complexity academic level This case should be used in a marketing management course or a retailing course for undergraduate students. Applicable concepts include competitive advantage, marketing mix, customer loyalty and retailing in a digital world. This case could also be used to discuss or compare the differences between online and offline brand leadership.

Brand-specific transactional leadership: the effects of brand-building behaviors on employee-based brand equity in the insurance industry

PurposeThe concept of employee-based brand equity (EBBE) has been the center of scholars' attention in the field of marketing and brand management. The brand is one of the most valuable intangible assets of any organization. This research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of brand-building behaviors (BBBs) and EBBE.Design/methodology/approachThe statistical population of the current study is employees of five major insurance companies in Semnan city of Iran. Using the classified random sampling method, 136 employees of these insurance firms were chosen. Likert-based questionnaires were used to collect data. Structural equation modeling (SEM) was used to analyze research data.FindingsFindings show that brand-specific transactional leadership affects participation and retention positively and significantly. Also, the variables of participation, in-role brand-building behavior (IRBBB) and retention, have a positive and significant effect on the EBBE. However, no significant relationship has been found between brand-specific transactional leadership and the IRBBB.Research limitations/implicationsThe study was bound by access to firms and managers' availability. On the other hand, this research is a cross-sectional study, and its data have been collected in a certain period of time, while longitudinal research can provide a richer result. Future research can benefit from the impact of brand-specific transactional leadership and brand evangelism.Practical implicationsWhen selecting brand leaders, manager training programs need to evaluate whether a candidate has brand-specific transactional leadership traits that will enhance the successful internalization of brand values and improve EBBE.Originality/valueBrand-specific transactional leadership increases employee responsibility and a greater desire to engage in citizenship behaviors. In addition, using partnerships to influence customer supportive behaviors creates a good image of the company and its services in the minds of customers. Also, this research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of BBBs and EBBE.

Charismatic Entrainment: How Brand Leaders and Consumers Co-Create Charismatic Authority in the Marketplace

AbstractHow do CEOs, entrepreneurs, managers, celebrity bloggers, and other brand leaders acquire charismatic authority in the marketplace? Grounded in a multi-perspective, in-depth case study of the charismatic CEO of an Austrian shoe manufacturer, this article introduces a sociocultural mechanism called charismatic entrainment. Charismatic entrainment involves brand leaders staging charismatic authority by promoting polarized worldviews and taking personal risks to demonstrate their ability to lead social change. It further involves consumer-followers publicly validating and consumer-critics challenging brand leaders’ claims to charismatic authority, encouraging further entrainment via their support, but also their criticism. Brand leaders, consumer-followers, and consumer-critics draw on social media, marketplace sentiments, and brand manifestations as entrainment resources to more effectively endow brand leaders with charismatic authority in the marketplace. The article contributes a market-based, multi-stakeholder—versus an organizational, leader-centric—theory of charisma co-creation to the literature on charismatic authority. It also adds to theories of iconic branding, risk consumption, and societal morality plays, sensitizing readers to the constructive but also destructive potential of market-based charisma co-creation.

Spillover effects of competitive rivalry on brand extensions

Spillover effects seem to be pervasive in consumers’ decision-making. Yet, research examining spillover effects of competing brands’ associations is scarce, particularly in the context of brand extensions. In this research, we examine the extent to which associations of rival brands are transferred from the parent category to an extension category and how it influences extension evaluations. In two studies, we demonstrate a spillover effect of rivalry associations such that the success (failure) of a prior extension by a rival brand leads to a more (less) favourable brand extension evaluation, this effect being present in a high (vs. low) fit category. In addition, we show that this effect is moderated by relative brand strength of the rival brand. A stronger spillover effect is observed when the extension of a market leader brand is introduced following a prior successful extension by a challenger brand.

Building and sustaining an anti-slavery business model: a tale of two fashion brands

ABSTRACT Eliminating modern slavery and ensuring gender equality are prominent themes in the UN sustainability development agenda. However, there is a paucity of empirical studies that link the two, which is a key limitation of the field. This study examines how eco-feminist dynamic capabilities of two denim brands, Outland Denim and Nobody Denim contribute to the brands’ success and facilitate resilience during shocks such as the COVID-19 pandemic. These dynamic capabilities are operationalized differently by the two organizations, providing an interesting point of comparison. Nobody Denim focuses on employing migrant and refugee women and a ‘Made in Australia’ business model, while Outland Denim focuses on employing abused women and adopts an advocacy business model, making consumers aware about modern slavery and sustainability issues in the ready-made garment industry. Our findings demonstrate that eco-feminist dynamic capabilities can facilitate a competitive advantage in the form of responsiveness, premium prices, brand leadership, strong customer loyalty, and resilience to shocks such as COVID-19.

HUBUNGAN WORD OF MOUTH TERHADAP BRAND IMAGE, BRAND LOYALTY, BRAND PREFERENCE DAN BRAND LEADERSHIP PELANGAN MEREK MINISO DI JAKARTA BARAT

The purpose of this study was to determine the relationship of word of mouth with brand image, brand loyalty, brand preference and brand leadership of Miniso customers in West Jakarta.The sampling used in this study is nonprobability sampling with a purposive sampling method and will require 116 respondents. Only certain samples that meet the criteria and can be used as samples. For this study, the SPSS program is used to determine the effect of all the independent variables above on the dependent variable. The statistical method in this study is multiple regression. Research shows that word of mouth for brand image, brand loyalty, brand preference and brand leadership of Miniso customers in West Jakarta.

Internal branding: conceptualization from a literature review and opportunities for future research

Recently, internal branding has gained relevance in the marketing literature because researchers recognize that corporate brand management not only implicates external actions but also an internal approach that involves employees. Despite the growing interest, there is no consensus among authors about antecedents, dimensions, and outcomes of internal branding. In this sense, this paper aims to explore the conceptualization of internal branding and to offer opportunities for future research. The study is a systematic literature review that uses a specific database. The contributions of each article were extracted, organized, and processed following systematic procedures. This review defines internal branding as a cross-functional process that involves both marketing and human resource departments. It focuses on managing the brand internally through brand-centered human resource management, internal brand communications, and brand leadership, with the aim of achieving brand outcomes among employees (brand understanding, brand identification, brand commitment, brand loyalty, brand citizenship behaviors) so they can build brand equity in front of external stakeholders. Although a lack of consensus had been established, the literature evidenced similarities that gave rise to the conceptualization proposed in this study. Nevertheless, the discussion about internal branding is still open because there are several issues to investigate in this field.

A Mixed Methods Approach to Investigating Glocal or Hybrid Brands

The traditional distinction between global and local brands is losing salience driven by globalization and digital technology. Using the paradox theory, this dissertation investigates a third option: brands that are both global and local—something paradoxical. Navigating a brand to be both global and local at the same time has been claimed to offer a successful market approach (Swoboda, Elsner, & Morschett, 2014), but it has significant challenges (Steenkamp, 2017). These challenges include managing the tensions and contradictions of being both old and new, the same and different, or a brand paradox (Brown, Kozinets & Sherry, 2003); combining global and local strategies into a true glocal strategy (Steenkamp 2017; Steenkamp and de Jong 2010). The goal of this study is to use the foundation of prior research on global branding and international marketing strategy to build and empirically test a roadmap to help global and local brand leaders navigate the global marketplace. We employ a mixed-methods approach to develop and validate a new framework called omni-brand orientation for global brands to become locally authentic and local brands to become globally accepted. First, we identify the building blocks of local authenticity and global acceptance through qualitative interviews with 50 top managers from global and local sport brands. This qualitative research uses constructivist grounded theory (Charmaz 2006; Strauss and Corbin 1990) and theoretical sampling, a method based on the classic work of Glaser and Strauss (1967). The research included 50 interviewees (25 leaders from global brands and 25 leaders from local brands) across 24 unique organizations. Second, we validate the framework with quantitative surveys from 259 managers from 96 different brands. The results show that global brands use local insights, learning orientation, social network, and positive affect to build local authenticity, while local brands use innovation capability, brand power, and product performance quality to gain global acceptance.

Investigating firm level drivers of salesperson brand identification

Taking a social identity theory perspective, we uncover specific actions that firms can take to manage salespeople’s identification with the brands they sell. In particular, we identify five specific brand relationship investments that firms can leverage to increase a salesperson’s identification and engagement with a brand and, ultimately, performance: (1) tangible rewards, (2) communication, (3) productive consumption, (4) training, and (5) leader brand role modeling. Further, we suggest that two individual-difference variables, salesperson reactance and susceptibility to normative influence, moderate these relationships. Based on survey responses from 301 matched sales manager-salesperson dyads from the beverage industry, we find support for the notion that brand relationship investments, controlled by the firm, may encourage salesperson brand engagement, identification, and performance.

Transformational Leadership and Corporate Reputation: Mediation Effects of Employer Branding

The purpose of this paper is to examine the impact of transformational leadership and corporate reputation on employer branding by testing a hypothesized model. This study employed a quantitative online survey technique. The researcher distributed 350 questionnaires through purposive sampling out of which 132 questionnaires received back for data analysis. Regression analysis was selected to analyze the collected data to test the hypothesis developed from past literature. Results validate that transformational leadership has an impact on employer branding and employer branding has a direct impact on corporate reputation but correlation amid transformational leadership and business reputation goes insignificant when added employer branding showing full mediation of this variable. The present study backs the writings of business reputation that can be developed through transformational leadership and employer branding. The findings would be helpful for organizational leaders in developing strategies to create a corporate reputation.

Multidimensional green brand equity: A cross-cultural scale development and validation study

A plethora of studies indicate that brand equity is an intangible asset that played a vital role in increasing overall performance and customer preferences. The next logical questions would be the following: “How can a firm offer eco-friendly brands?” and “How can one measure green brand equity?” The purpose of this research is to propose an original, unique, and validated scale to measure multidimensional green brand equity for both products and services in a cross-cultural context. This study used a multistep scale development research design, and collected data from 980 consumers of telecommunication and home appliances industries in Pakistan and Italy. The six-dimensional green brand equity scale consists of social influence, sustainability, perceived quality, brand awareness, brand association, and brand leadership. As the green brand equity scale was invariant across Pakistan and Italy, researchers can test this scale both conceptually in the research and theoretically in the corporate environment.

Devam Sütü Tercihinde Etkili Faktörlerin ve Pazar Liderlerinin Marka Kişiliklerinin Analizi

The preference of formula milk to be used for reinforcement in case of inadequate breast feeding is on the agenda of many families in the world and in our country. The subject of this study is to demonstrate the preference of mothers in the formula milk and the factors that pediatricians consider when recommending formula milk to mothers and how the brand personalities of market leaders are perceived by pediatricians and mothers. Two separate focus group studies were conducted with mothers and pediatricians residing in Istanbul, followed by a survey which was applied to 175 mothers and 125 doctors. As a result of the study, it has been found that formula milk brands are preferred by mothers and pediatricians for different reasons and market leader brands have serious differences in terms of perceived brand personality.

Change Management Communication: The Role of Meaningfulness, Leadership Brand Authenticity, and Gender

As hospitality firms face increasing demands that require continuous change, it is imperative to design change management processes that allow for effective communication of change initiatives. This study of 235 employees examined the effects of organizational change communication 1 month after the change message was delivered at the annual leadership conference of a well-known U.S.-based limited-service hotel chain. In hospitality organizations, successful change management is impossible without employee engagement. However, employees’ sensemaking of the organizational change message may encourage or hinder their receptivity to change. Findings showed that while positive appraisal of conference message meaningfulness positively influenced employee work engagement, perceptions of leadership brand authenticity had a stronger impact. Moreover, employees bundled message meaningfulness and leadership brand authenticity perceptions for greater work engagement, which is linked with job satisfaction and service climate evaluation. Female attendees were highly influenced by leadership brand authenticity perceptions, driving stronger job satisfaction and stronger service climate. However, for male attendees, meaningfulness of the conference message had a significant impact on engagement. Thus, hospitality managers’ ability to adjust organizational change communication through message meaningfulness and authentic leadership branding may assist in securing the desired outcomes of change.

Leadership & Professional Development: Authentic Impact: Grow Your Influence by Building Your Brand.

On the wards, your white coat and stethoscope signal your role as a healthcare provider. These external symbols of your work represent your expertise, experience, and commitment to service, and your patients look to these signals for comfort and reassurance. But when you are running a meeting, managing projects, or leading people in your organization, how do others know what you have to offer? Although signaling your values, skills, and intentions is as important in leadership as it is in the clinical setting, few clinicians spend time reflecting on how best to do this. Crafting a strong, consistent personal leadership brand can help.

Brand imitation in the modern simulacrum market versus marketing ethics

The article presents some brand imitation issues considering the specific features of the contemporary postmodern economy where tangible items (products) are factually replaced with their simulacra (brands). The contradiction between the “spirit and letter” of the American Marketing Association Code of Ethics and the opportunities to violate its rules while branding is highlighted. It is shown that brands represented as simulacra open extensive opportunities for imitating brand leaders. A semantic ramification of terms “brand leader” and “brand imitator” in Anglophone Internet environments is represented. A typology of brand leader imitation methods with relevant examples and comments is given. The concept of “consumer confusion” is clarified and the factors determining the impact of imitated brand leaders on consumer behavior are systemized and analytically described. The legal aspects of a brand imitation strategy (proactive and reactive options) are briefly discussed. The article is supplied with relevant tables and pics.

Will direct comparative advertising works for a leading brand A study of the honey market

The purpose of this study is to test the viability of the direct comparative advertising in emerging markets like India with reference to gender and religion. To do so, the study aims to measure the impact of direct comparative advertisement in eastern culture for a low involved product like honey. Under the supervision, post-graduate management students collected the data during the field visit through intercept technique after taking approval. This paper uses 1 × 1 fully crossed designs (comparison ad format: direct strategy; market leader brand vs. challenger brand) with established and new brands in the category of honey. The results suggest that direct comparative advertisement has helped the leader brand more compared to challenger brand. The contribution of the paper is an application of Elaboration Likelihood Model (ELM) to explain the success of Patanjali brand in honey segment and how religious belief and gender factors affect the purchase behaviour due to direct comparative advertising.

SNS 데이터마이닝을 통한 럭셔리 패션 브랜드 아우라의 확장 연구

The purpose of this study was to extract the digital content on luxury fashion brands posted on SNS platforms and analyze the meaning by image and text, then study the creation and extension of luxury fashion brand aura based thereon . The research method first discusses the fashion brand aura in the social media era, the semantic theory, and then tries to derive the semantic analysis matrix and aura influence factors through a literature review. In addition, this positivist study tries to extract content that is posted on luxury fashion brands and personal SNS and analyze the visual metaphor, semantic path, and expressive characteristics of contents using the semantic matrix to understand the creation and expansion of luxury fashion brand auras. The analysis showed that, based on their history and creativity, luxury fashion brands are strengthening their brand auras by uploading narrative posts that show their long-established reputation, strong identity and credibility, imitable originality, fashionable creative sense, the sense of happiness and presentness given by the brand, as well as the everydayness of the brand. Inaddition, the public, as users of the brand, are diversifying by fluidly exploiting or creating the styles of luxury fashion brands in various ways, depending on their everyday, imagination, personalities, and experience. In addition, they actively make SNS posts that show the experience of being integrated with the brand and their emotional and emotional attachment to the brand, thereby strengthening and expanding fusion of a luxury fashion brand’s aura with elements such as daily life, presentness, usability, variability, playfulness, artistry and publicity. This study has important implications for the ability to highlight social media platforms and individual daily values in the fashion industry and cultural realm, and to understand fashion and culture in which the public is actively reinterpreted or created, as well as fashion by brand leadership.

Agencias de comunicación en España en la encrucijada digital. Prácticas, perspectivas y visión de futuro

The study analyses the main challenges perceived by communication consulting sector in Spain in a post-convergence context. An in-depth questionnaire to communication agency professionals and content analysis of their corporate websites and social platforms was used as methodology. The results point to a situation in transition between old and new practices, in which digitalisation is perceived as a current need and a challenge to sector’s adaptation capacity, while only some agencies use the new channels offered by Internet for their own management of transparency and online visibility. A double reactivity is detected: with respect to their vision of the future, and to digital brand leadership. The research provides clues that can help researchers, professors and professionals to evaluate the sector and detect adaptation needs for the present and the future.

The Impact of Competitors’ Store Flyer Advertisements on EDLP/High-Low Chain Performance in a Highly Competitive Retail Market: GPS Information and POS Data Approach in Japan

The Japanese retail market has a high degree of competition among many small stores that use promotional (high-low) pricing strategies. Because store advertisement flyers are effective tools for such retailers, they play a very important role in Japan. However, despite the large impact made by flyers of competitive retail chains in various trade areas, the effects of advertising flyers has not been investigated in Japan, nor has this advertising strategy been investigated in Western countries. In this study, we obtained store traffic information using global positioning system (GPS) data from shoppers’ smartphones, with flyer information from 80 retail chain stores located in different trading areas. We found that while own-store flyers had a positive effect on that store’s performance, competitors’ flyers had negative effects on performance; indeed, these negative effects were of a magnitude that should not be ignored. Store-specific factors and trading area demographics also affect the effectiveness of store flyers. Furthermore, we found that high-low shoppers are more sensitive to competitors’ flyers than are customers who purchase at everyday low prices (EDLP). The results can help EDLP chains stop the practice of designating a loss leader brand.