Mainstream Brands Research Articles

Does cuteness enhance luxury brand equity? Exploring the effect of perceived uniqueness

AbstractCuteness is a feature of a variety of products and is common in marketing communications. Despite its popularity among mainstream brands, there is limited academic attention to cuteness in the context of luxury brands. While cuteness and luxury may appeal to different customers, luxury brands sometimes incorporate cuteness in their product design or brand communication. The potential impact of cuteness on luxury brand equity warrants investigation. Across four experiments with 662 participants, this research examines the effect of cuteness on luxury brand equity. Results show that cuteness enhances luxury brand equity through perceived uniqueness, as cuteness is less commonly associated with luxury brands. However, this positive effect only exists for traditional luxury brands, not for masstige or mass consumer brands. This research advances the literature on cuteness, particularly regarding its implications for luxury brands, and offers insights for luxury brand managers.

Huawei Smartphone Marketing Case Analysis

Smart phones have become a part of people's lives, and Huawei mobile phones are the mainstream brand in China. This article will introduce Huawei's sales strategies in the context of the epidemic, Huawei's response strategies when its products are subject to U.S. sanctions, and Huawei's marketing and profit making skills in sandbox countries. In recent years, the price of conversation voice resources of major telecom companies in China has continued to decline, making the use of conversation voice resources by customers more and more. There are three reasons: the purchase of low-price models is price-driven and does not require on-site confirmation. The on-site display of medium and high-end models can strengthen the brand's positioning in the high-end field. The cost of offline channels is high, and the premium of first-line models is needed to ensure profits. Under the influence of COVID-19 and US policies, Huawei's smart phone marketing abroad must be reduced and also needs to increase its online marketing efforts. The relationship between the profitability of high-end mobile phones and retail outlets is a particularly important sales strategy of Huawei. Huawei should focus on facing different consumer groups at different times.

Driver Analysis of High-end Sausage Brands in Shanghai City

Focusing on the five mainstream brands and CP Brand, this paper aims to analyze the target population, product demand and market pattern of the high-end sausage products in Shanghai. This study utilizes a variety of survey methods, three-stage sampling method, and questionnaire survey on the resident population aged 18-60 years old in Shanghai as the target population to collect data. It mainly utilizes a variety of quantitative analysis and data mining methods to aid CP in refining the strategy of hot item development. Through the analysis of the market pattern, the problems in CP Brand's customer development and customer retention capabilities, market positioning, and the driving force of brand competition are found. Through the analysis, the conclusion is as follows: CP Sausage's product positioning is not clear in consumers' mind, and the product characteristics are not visible. In this regard, CP Brand should cultivate the advantages of the brand independent of the existing brands in the market, and develop the irreplaceable product status of the brand. Finally, it should make the brand's high-end sausage products show up more frequently in front of the consumers so that the consumers can know more about its products, and then it can get into the market quickly and gain a market share.

The positive effects of integrated advertising, featuring diverse ensembles, on societal identification and mainstream brand value

The positive effects of integrated advertising, featuring diverse ensembles, on societal identification and mainstream brand value

Design and Research of a Field Bus Control System Laboratory for Metal Mining, Beneficiation and Metallurgy

Fieldbus control systems play a pivotal role in industries such as mining, beneficiation, and metallurgy, facilitating precise process control. However, diverse process conditions and applications often lead to challenges during system implementation. The prevalence of process control projects underscores the need for dedicated control system laboratories to address these problems. Our research delves into the complexities of process control systems, focusing on mainstream brands such as Siemens, Rockwell, and Emerson, involving analysis of network architectures, software, and hardware configurations. Through rigorous testing of real equipment systems, we uncover prevalent issues in practical control system applications. These findings guide the resolution of technical challenges faced in project control, concurrently enhancing the design and debugging prowess of engineering professionals. We also anticipate the trajectory of intelligent manufacturing, embracing collaborative manufacturing aspects in networked environments. This research establishs a robust foundation for the forthcoming generation of control network technologies specific to metal mining, beneficiation, and metallurgy.

The effects of green brand image on brand loyalty: The case of mainstream fast food brands

AbstractWhile a number of studies have explored consumer attitudes and behaviors towards green brands, the importance of green brand image for mainstream brands is less well understood. This study seeks to explore if the green image of mainstream fast food brands influences consumer loyalty and how their attitudes towards and knowledge of environmental issues may affect perceptions of the environmental performance of fast food brands. Using data gathered from a convenience sample of 2001 Gen Y and Gen Z consumers in France, our study establishes a critical linkage between consumers' environmental values and brand loyalty by including green brand image as a mediator. Further, by exploring mainstream brands, rather than brands that are positioned primarily on green attributes, we find that the mediating effect of green brand image may be dependent on the brand positioning.

The combination of graphene oxide and preservatives can further improve the preservation of cut flowers.

It is reported that the use of nanomaterials can extend the vase life of fresh-cut flowers. Graphene oxide (GO) is one of these nanomaterials that aid in promoting water absorption and antioxidation during the preservation of fresh-cut flowers. In this investigation, the three mainstream brands of preservatives commercially available on the market ("Chrysal," "Floralife," and "Long Life") in combination with low concentrations of GO (0.15 mg/L) were used to preserve fresh-cut roses. The results showed that the three brands of preservatives had different degrees of freshness retention. Compared to the preservatives used alone, the combination of low concentrations of GO with the preservatives, especially in the L+GO group (with 0.15 mg/L GO added in the preservative solution of "Long life"), further improved the preservation of cut flowers. L+GO group showed less level of antioxidant enzyme activities, lower ROS accumulation and cell death rate, and higher relative fresh weight than the other groups, implying a better antioxidant and water balance abilities. GO attached to the xylem duct of flower stem, and reduced the blockage of xylem vessels by bacteria, which were determined by SEM (scanning electron microscopy) and FTIR (Fourier transform infrared) analysis. XPS (X-ray photoenergy spectra) analysis results proved that GO could enter the interior of flower stem through xylem duct, and when combined with "Long Life," the anti-oxidation protection ability of GO was enhanced, thus delaying ageing, and greatly extending the vase life of fresh-cut flowers. The study provides new insights into cut flower preservation using GO.

Examinations of the unprofitability of authentic Blackness: insights from Black media professionals

ABSTRACT Current research describes how the history of Black representation in the United States’ mainstream media – both on screen and behind the scenes – impacts Black media professionals and complicates the reproduction of authentic Blackness in the twenty-first century. Coupling Hall’s model of encoding and decoding with media production studies, we analyze 22 interviews with self-identified Black media professionals at a Black-owned full-service communications company that targets Black consumers for mainstream brands. Findings suggest that mediated representations of Black people, which are inescapable and influential, are also narrow because white audiences’ perceptions of authentic Blackness determine which depictions of Blackness are profitable. By contrast, Black media producers argue that profitable Blackness is not authentic because it does not include the diversity of the Black experience. We leverage participants’ understandings of Blackness and the role of media to provide practical insights into how media industries can incorporate notions of diversity and inclusion to create authentic mediated Blackness.

The influence of the online community, professional critics, and location similarity on review ratings for niche and mainstream brands

Distinctions in the attributes of niche versus mainstream brands are leveraged to explain differences in the drivers of online review ratings. Specifically, we examine how customer review valence, professional critics review valence, community characteristics, location similarity, and reviewer characteristics may impact a reviewer’s rating. We use a unique dataset on the U.S. beer product category to address our research questions and find that niche brands are more impacted by OWOM activity across the board because consumers are less likely to have established brand awareness and brand imagery formed. Likewise, a reviewer is prone to rating a local niche brand more favorably. Professional critics are generally less influential than the online community for the typical focal reviewer. A prior review from the online community becomes particularly influential when its expertise is high and/or when the prior reviewer has shared geographic locational traits with the focal reviewer. Reviewers that engage more with products/brands tend to align sentiments with professional critics, while those that engage more with the online community tend to align sentiment with that community. Utilizing insights from these results, we provide several guidelines for brand managers in devising appropriate social media strategies.

“I am going to educate the industry”: how an advocate became a key competitive resource for the adaptive apparel market

PurposeThe goal of this study was to explore the development of the first-of-its-kind mainstream adaptive apparel line for children through the collaboration of an adaptive apparel advocate and an apparel brand.Design/methodology/approachTo achieve this goal, the study used the resource advantage (RA) and first-mover advantage theory to conduct a case study investigating the lived experiences of Mindy Scheier as she created the adaptive apparel movement and collaborated with Tommy Hilfiger® to launch the first-of-its-kind mainstream adaptive apparel line for children.FindingsThe result of the case study revealed two dominant themes: (1) “I am going to educate the entire industry” and (2) “You mean no mainstream brands have done this before?” Using RA theory and first-mover advantage theory, the themes illustrated the advocate's position as a key competitive resource, how she leveraged the key competitive resources with an apparel brand, and subsequently, how the brand, using the advocate as a key competitive resource, established a first-mover advantage in the adaptive apparel market to develop the first-of-its-kind mainstream adaptive apparel line for children in the marketplace.Originality/valueThis study demonstrated how RA theory could be applied to the partnership between an advocate and an apparel firm and how the key resources acquired and utilized by the advocate support a competitive advantage within the adaptive apparel marketplace.

Customization in Luxury Brands: Can Valentino Get Personal?

Luxury brands have started to offer consumers the opportunity to customize their exclusive products by making certain aesthetic decisions such as the color, fabric, or cut of their products. A robust finding in the marketing literature is that consumers place a greater value on customized versus standard products because these unique products better fit and communicate their tastes, preferences, and identity. However, the vast majority of the focal products in these studies fall outside of the luxury segment. In this paper, we demonstrate that consumers’ customization preferences differ for mainstream and luxury brands. In the luxury segment, consumers pay a premium for the designer’s expertise and the status that it can convey. As such, the consumers’ desire for selfexpression can potentially erode the product’s signaling value. Through a series of four experiments, we demonstrate that luxury brands can take customization too far. Our findings suggest that brand managers should allow consumers to make fewer design decisions for luxury versus mainstream brands in order to preserve the signal value created by the designer.

Sustainability Marketing Communications Based on Consumer Values and Principles

Consumers are willing to buy more from companies that share their values and principles. Increasingly and rapidly consumer values are shifting towards sustainable development. This rapid shift in values has created the need for marketing communications to become anchored in appropriate sustainable marketing principles. So, it follows that appropriate sustainability marketing creates higher and longer value-based relationships with consumers. The article analyses consumer values and principles related to sustainability and its linkage with integrated marketing communications. Even though the marketing of sustainability is a heavily covered topic by scholars, it is still perceived as an alternative or “niche” solution for certain consumer segments. Considering this information, the aim of this article is to uncover the mainstream consumer values and principles and identify how they are reflected in the mainstream brands’ marketing communications. The study is based on the analysis of general and special literature, scientific papers and periodicals published by Lithuanian and foreign scholars. The retail food sector was chosen for the study due to its significant contribution to the economy. Content analysis of the sector’s integrated marketing communications was conducted. Yet the analysis of food retailers operating in Lithuania shows that consumer values and principles are only partially reflected. The biggest gap is that no brand appears to position itself as a market leader in sustainability or focuses on sustainability development within the organization. This gap shows opportunities as well as lack of commitment from the industry.

Engaging consumers with sustainable fashion on Instagram

PurposeThe purpose of this study was to explore drivers of consumer engagement with sustainable fashion brands on Instagram to specifically answer the research question: what drives popularity of sustainable fashion among digital consumers?Design/methodology/approachTwenty-five global fashion retailers were identified and categorized as either (a) sustainable fashion brands (SFB), (b) sustainably aware mainstream brands (SAB) or (c) traditional fashion brands (TFB). Content analysis of the 25 retailer's Instagram posts over a three-week period was analyzed and categorized according to content theme. Data were analyzed for quantity of Likes and Comments (engagement) to identify engagement strategies with each of the brand groups.FindingsIt was found that different strategies may be taken regarding social media strategy for SFB, SAB or TFB. Consumers were engaged with unfamiliar content, for instance, sustainability to a consumer unfamiliar with the topic or how it applies to a specific brand. Digital consumers were looking for exciting and aesthetically pleasing posts. Specifically, all consumers were engaged with posts about Fashion and Lifestyle.Practical implicationsAs the result of this study, sustainable fashion best practices and social media strategies were presented for the three brand categories of fashion retailers.Originality/valueThis study analyzed a cross-section of global fashion brands and identified “best practices” for digital consumer engagement with sustainable messages through Instagram. The findings provide original value, specifically in the area of fashion marketing via social media to communicate brand identify to digital consumers for brand growth.

Intelligent vehicle modeling design based on image processing

With the urgent demand of consumers for diversified automobile modeling, simple, efficient, and intelligent automobile modeling analysis and modeling method is an urgent problem to be solved in current automobile modeling design. The purpose of this article is to analyze the modeling preference and trend of the current automobile market in time, which can assist the modeling design of new models of automobile main engine factories and strengthen their branding family. Intelligent rapid modeling shortens the current modeling design cycle, so that the product rapid iteration is to occupy an active position in the automotive market. In this article, aiming at the family analysis of automobile front face, the image database of automobile front face modeling analysis was created. The database included two data sets of vehicle signs and no vehicle signs, and the image data of vehicle front face modeling of most models of 22 domestic mainstream brands were collected. Then, this article adopts the image classification processing method in computer vision to conduct car brand classification training on the database. Based on ResNet-8 and other model architectures, it trains and classifies the intelligent vehicle brand classification database with and without vehicle label. Finally, based on the shape coefficient, a 3D wireframe model and a curved surface model are obtained. The experimental results show that the 3D curve model can be obtained based on a single image from any angle, which greatly shortens the modeling period by 92%.

A Theory of Brand Positioning: Product-Portfolio View

Beyond real functional differences, brand positioning can have profound effects on the purchase decisions of consumers. Using a product-portfolio and consumer search framework, we provide a micro-foundation for why and how brand positioning can deliver credible information to consumers. Consumers form their perceptions of a brand from various interactions with all products under the same brand. We conceptualize brand positioning as the average location of a brand's products on a Hotelling-line. When consumers conduct their search for product matches, they are guided by how brands are positioned in the market. We show that niche brands naturally convey more information than mainstream brands. A firm with a mainstream brand has incentives to opportunistically dilute its brand by offering a wide range of products. A niche brand may arise as an equilibrium even in a monopolistic market because it serves as a commitment device for no dilution.

Customization in Luxury Brands: Can Valentino Get Personal?

Luxury brands have started to offer consumers the opportunity to customize their exclusive products by making certain aesthetic decisions, such as the color, fabric, or cut of their products. A robust finding in the marketing literature is that consumers place a greater value on customized than on standard products because these unique products better fit and communicate their tastes, preferences, and identity. However, the majority of focal products in these studies fall outside the luxury segment. The authors demonstrate that consumers’ customization preferences differ between mainstream and luxury brands. In the luxury segment, consumers pay a premium for the designer’s expertise and the status that it can convey. As such, the consumers’ desire for self-expression can potentially erode the product’s signaling value. Through a series of four experiments, the authors demonstrate that luxury brands can benefit from customization but they can also take customization too far. Their findings suggest that brand managers should allow consumers to make fewer design decisions for luxury versus mainstream brands to preserve the signal value created by the designer.

How a brick-and-mortar retailer’s strategic focus on niche (versus mainstream) brands influences category sales

PurposeThis study aims to focus on the role of niche brands in online retailer assortments and the general market positions of niche brands, no prior study has explicitly focused on if and when brick-and-mortar retailers should include niche brands in their category assortments.Design/methodology/approachThe authors empirically analyze the category performance implications of focusing assortments on niche brands, at the expense of mainstream brands, in two product categories that have significant niche brand presence, namely, coffee and beer. The empirical data include sales, distribution and marketing tactical information for 50 US geographic markets from 2001–2011.FindingsThis research finds that a mainstream brand focus has a generally positive impact on category performance. However, a store’s strategic shift toward niche brands is beneficial in certain cases such as when a store has higher average prices or product form variety or when they are part of a powerful chain. The authors also find that a niche brand focus strategy is becoming increasingly viable over time for brick-and-mortar retailers.Originality/valueLittle is known about the parameters that might make a brick-and-mortar retailer more or less likely to pursue a niche brand focus strategy and when doing so might improve category performance. This analysis helps clarify the conditions under which a brick-and-mortar retailer may experience category level sales increases from focusing assortments on niche brands.

Sustainable Purchasing Patterns and Consumer Responsiveness to Sustainability Marketing Messages

Background: Retailers and brand managers may be reticent to introduce products that are marketed as sustainable because prior research identifies a discrepancy between what consumers say they intend to purchase (via survey) and what they actually do at retail (via purchases). This research shows that despite this gap, products that have sustainable claims on their package are outperforming growth of conventional products in respective categories. Methods: We conducted a large-scale study of U.S. consumer purchases using IRI retail barcode data from 2013 to 2018, analyzing 36 consumer packaged goods (CPG) categories, representing 41% of total CPG dollar volume. We conducted detailed analyses of marketing messages from a subset of categories representing both high and low sustainability-marketed share development. Results: We calculated that ~50% of the growth in the in-sample CPG market came from sustainability-marketed products. These products accounted for 17% share of market ($) in 2018, up from 14% in 2013. Our detailed marketing-message analysis in five categories found: The most commonly found sustainability messages were category specific. Organic was the most dominant. Legacy (mainstream) brands that adopted sustainability messages contributed more to share increases of sustainability-marketed products than smaller, non-legacy brands. Higher efficacy products with sustainability claims had lower market share than lower efficacy products. However, in a study of one product category, we found that sustainability-marketed products performed best when accompanied by explicit efficacy claims. In four of the five categories examined, third-party certified sustainability-marketed products significantly outgrew sustainable products that had sustainable messaging, but no third-party certification.

Engaging Foreign Law: Not So Liberally

Taking its cue from a remarkable institutional initiative owing to the Georgetown University Law Center, this essay contests some of the key assumptions that have informed liberalism’s cosmopolitan turn. In particular, the argument addresses the way in which liberal legal thought has handled a doctrine widely known as “the rule of law”. The text challenges the universalizing drive having informed the dissemination of “the rule of law” and the attendant marginalization of culture in the form of the decredibilization of local knowledge. The paper suggests that “comparative law” can offer a valuable opportunity for the liberal self to revisit its uniformizing ideological commitments — although not “comparative law” of the mainstream brand.

Source smartphone identification by exploiting encoding characteristics of recorded speech

Source device identification has become a hot topic in multimedia forensics recently. In this paper, a novel method is proposed for source smartphone identification by using encoding characteristics as the intrinsic fingerprint of recording devices. The encoding characteristics for the smartphones of 24 popular models derived from 7 mainstream brands are investigated and statistical features of some important parameters are extracted as the discriminative features for the smartphone identification. To keep a balance between reasonable feature dimension and high classification rate, a two-step feature selection strategy consisting of Variance Threshold and SVM-RFE is designed to choose the optimal features. Experimental results show that the proposed method can achieve high identification rates of 97.89% and 98.04% for the live recorded database (CKC-SD) and the TIMIT recaptured database (TIMIT-RSD), respectively, and furthermore our scheme performs better when compared with two typical source identification approaches using recorded speeches. In addition, robustness of the proposed features is evaluated while confronting double compression attack.