Strong Brand Name Research Articles

IMPACT OF CORE COMPETENCIES ON ORGANIZATIONAL PERFORMANCE OF INDUSTRIAL GOODS FIRMS IN NIGERIA

The study examined the impact of core competencies on organizational performance in Nigeria. It empirically investigated whether industrial goods firms in Nigeria enjoy sustained success by focusing on core competencies like their counterparts in developed economies as documented in some prior literature. Specifically, the study determined whether strong brand name, strong sales force, innovation, agility, and strong creative thinking as dimensions of core competencies impact on organizational performance. To address this objective, primary data was collected using structured questionnaire measured on Likert summated rating scale. A sample size of 200 employees drawn from selected industrial goods firms was used for the study. Descriptive statistics, correlation analysis, and multiple regression analysis were used to illuminate the data and test hypotheses. The results revealed that strong brand name, strong sales force, and strong creative thinking positively and significantly impact on organizational performance. Though innovation and agility have positive influence, but were not significant. Against this backdrop, it was recommended that management of industrial goods firms should leverage on core competencies to remain competitive in the global market space.
 Keywords: Agility, Creative thinking, Innovation, Strong brand name, Strong sales force.
 JEL Classification: L25 M10 O14

Creating strong brand names: A framework for digital practitioners

The brand name is a key element of a brand’s identity. However, they are sometimes neglected within the digital domain, affecting how products and firms later perform. This paper reviews the literature, and based thereupon, discusses some key features that make brand names more effective. Features are organised into a framework comprising four broad areas related to firm strategy, consumer processing, language and other aspects. Features are exemplified via brand names from the digital realm with some actionable guidelines provided. The framework offered will help digital practitioners develop stronger brand names, and steer naming practices within the sector towards a more objective, intentional and structured approach.

Factors Influencing Consumer Buying Behavior on Baby Care Products

Purpose: The goal of this study is to understand consumer purchasing habits and to pinpoint the variables that affect parents' decisions to buy baby care goods. This article's objective is to look into customer preferences for baby care items such as hygiene, skin and hair care, and food and beverages. Design: For this study, the secondary data was collected from various published materials like Google scholar, journal articles, newspapers, books, magazines, publications, web pages, libraries and studies from various research papers. Findings: According to the results of a study, people prefer branded goods like Johnson & Johnson and Himalaya because of their strong brand names, affordable costs, and simple accessibility. The study will give more insight and help the producers and sellers of baby care products concentrate on environmentally friendly materials. Consumer behavior had a more significant influence on buying baby care products. Customers favor the improvement of quality products over pricing as child’s skin is very sensitive and mothers are also working to balance income in the family. Originality/Value: The market for baby care products in India is expanding and changing over time as a result of changing consumer habits, rising earnings, and a rise in the number of working women. The client is the main emphasis of today's market. In modern marketing, consumers are given considerable consideration. The goals of the business who are selling baby care items must be accomplished in order to satisfy the customers. Type of Paper: Case study.

Sustainability Communication in Global Consumer Brands

In light of the alarming climate change situation, the focus of society on sustainability has been enhanced. The recent initiatives at national and international levels to significantly lower greenhouse gas emissions and to transition to carbon-neutrality have highlighted the urgency. For a more sustainably oriented society, an important shift is needed; hence, we need to invest in creating more knowledge about the importance of sustainability with different stakeholders, and appropriate marketing and communication strategies can make a big difference. Changes need to happen in all sectors of society. The wood furniture industry, textiles, and car industry all produce products that consumers need daily, namely, furniture, clothes, and vehicles. These industries also produce similar amounts of harmful emissions in their manufacturing processes, which considerably contribute to pollution. Our objective was to investigate and to understand how the chosen industries communicate about sustainability. The three-pillar paradigm of sustainability—economic, environmental, and social—was studied. We chose to compare these different industries as they are among those that contribute to greenhouse gas emissions, and they produce end-consumer products made from different materials. Furthermore, the representative companies are global brands with a strong brand name and presence. The wood furniture industry uses natural materials, while the textile and car industries are more limited in this regard, even if they use some natural materials, for example cotton. Communication about the sustainability of the selected companies in the mentioned sectors was analyzed by applying qualitative content analyses of existing online communication. The companies were selected based on previously defined criteria—the size of the company, geographical location, and brand value. An analysis of the online communication of these companies has demonstrated that the selected industries communicate mostly about environmental topics on their webpages, and less frequently on social and economic issues. The wood furniture industry, although utilizing renewable natural materials, communicates about sustainability similarly to the other two studied sectors. This gives rise to suggestions for improvements in this sector that could give them a leading role in the narrative on communication about environmental, social, and economic sustainability.

The educational placebo effect: branding higher education benefits student learning

ABSTRACT This research examines the effect of branding in higher education on students’ learning outcomes. In three experiments, we show that identical educational material associated with strong (vs. weak or unknown) brand names can boost students’ performance on various educational assessments. We find that this effect occurs via an expectancy mechanism. Study 1 demonstrates that playing an educational game framed as being developed by an institution with a strong brand improves students’ concentration on a subsequent task. In Study 2, studying an educational course supposedly published by a strong brand is shown to improve performance on a memorization task. Study 3 finds that students value educational content more when they are told it is associated with a strong educational brand. This leads to improvements in students’ performance on a numerical reasoning test. Together, these results document an important benefit of applying branding to higher education institutions.

Packaging Attributes and Consumer Patronage of Cosmetics in Calabar Metropolis, Cross River State

The research examined packaging attributes and consumer patronage of cosmetics in Calabar Metropolis, Cross River State. It was conducted to determine how packaging attributes influenced consumer patronage of cosmetic products in Calabar Metropolis. The study specifically explored the effect of brand name, packaging information and design of packaging wrapper on consumer patronage of cosmetics in Calabar Metropolis, Cross River State. Cross sectional survey research design was adopted and primary data were collected from 139 cosmetic consumers in Calabar Metropolis using structured questionnaire. The data collected were analyzed using multiple linear regression in the Statistical Package for the Social Sciences (SPSS 23). The findings revealed that brand name, packaging information and design of packaging wrapper had a significant effect on consumer patronage of cosmetics in Calabar Metropolis, Cross River State. Hence, it was concluded that packaging attributes had a significant effect on consumer patronage of cosmetics in Calabar Metropolis, Cross River State. Therefore, the following recommendations were made: manufacturers of cosmetics in Calabar should strive to build strong brand names for their products by maintaining the highest level of product quality in order to enhance consumer patronage; adequate product information should be displayed on the packaging of cosmetics in order to enable consumers make informed purchase decisions; , and manufacturers of cosmetics in Calabar should consistently ensure that attractive designs are displayed on the packaging of their products in order to entice consumers to patronize.

Providing a model for brand strength in banking industry using yazd city banks

Brand is one of the most valuable assets of the organization invested and developed over time, creating competitive power for organizations, and allowing organizations to create long-lasting relationships with their customers. A strong brand name helps businesses differentiate themselves in the marketplace and explain why their products and services are capable of meeting customer needs in a unique way. Commercial-service naming has become an important issue in recent years for marketing experts and scholars. The research aims to provide a model for brand strength in the banking industry. The present research seeks to develop and test a model in the area of brand services. A web-based survey was undertaken to collect data from the sample of 194 customers of Yazd city bank. The results indicate that brand evidences have direct impact on a brand association and attitude toward the brand. Also, hearing of a brand has direct impact on a brand’s evidence and attitude toward the brand. Attitude toward a brand has direct impact on brand strength.

Factors Affecting Consumer Purchase Intention of Smartphones: A Case of Hawassa City

The growing need and fast development of technology in the era of globalization, free markets, and more fierce competition made the company produce products to satisfy the diverse needs of customers, particularly within the smartphone industries. The major objective of this study was to assess factors affecting consumers' purchase intention of smartphones; a case of Hawassa city. A structured schedule that has three sections was used to collect the primary data. A complete sample of 385 consumers selected by employing the population precision method. The enumerator administered schedule is distributed to all the selected consumers. The research used a systematic random sampling technique at the time of data collection. However, only 356 consumers responded genuinely, and hence, the response rate was 92.46 percent. Descriptive and inferential statistical tools such as; frequency tables, percentages, means, standard deviations, Pearson correlation, and multiple regression analysis were used to data analysis. The result of the adjusted R square is 0.645, which demonstrates that 64.5 percent of purchase intention variation can be explained by the independent variables. Based on the statistical analyses, all variables namely price, product feature, brand name, advertising, and social influence have a positive relationship with the consumers’ purchase intention. The researcher has drawn the following recommendations. Smartphone manufacturers and marketers should carry out a periodic survey to help in identifying new features and decide which ones to add to its product, follow a value-based pricing strategy, strive to create positive word of mouth among consumers, advertising messages should be designed in a manner that is clear, understandable and not offensive to the consumers and build their strong brand name; establish the link of their brand name with the consumers through unique sources of communication. Keywords : Purchase Intention, Smart Phone, Hawassa city DOI: 10.7176/EJBM/12-25-03 Publication date: September 30 th 2020

Determinants of Public Trust towards Unit Trust Investment: A Study Using PLS-SEM

There are many types of investment exist in our world. People can choose where to invest their money based on the risk that they are willing to take. There is investment with low risk, medium risk and high risk. Unit trust is classified as medium risk investment. This research will focus on the biggest company in Malaysia that offer unit trust investment to public which is Permodalan Nasional Berhad (PNB) and it wholly subsidiary company, Amanah Saham Nasional Berhad (ASNB). It will focus on finding the determinants to build a trust from public to inves t in unit trust. Company strong brand name, word of mouth and effective promotional strategies have been chosen as the independent variables. Primary data will be use in this research in the form of distributing questionnaires and the data will be analysed with the help of Statistical Package for Social Science (SPSS). The findings have shown that all three independent variables have an effect on the dependent variable namely public trust. Using the regression analysis, the most significant independent variable is company strong brand name.

Factors Affecting Consumer Purchase Intention of Smartphones: A Case of Hawassa City

The growing need and fast development of technology in the era of globalization, free markets, and more fierce competition made the company produce products to satisfy the diverse needs of customers, particularly within the smartphone industries. The major objective of this study was to assess factors affecting consumers' purchase intention of smartphones; a case of Hawassa city. A structured schedule that has three sections was used to collect the primary data. A complete sample of 385 consumers selected by employing the population precision method. The enumerator administered schedule is distributed to all the selected consumers. The research used a systematic random sampling technique at the time of data collection. However, only 356 consumers responded genuinely, and hence, the response rate was 92.46 percent. Descriptive and inferential statistical tools such as; frequency tables, percentages, means, standard deviations, Pearson correlation, and multiple regression analysis were used to data analysis. The result of the adjusted R square is 0.645, which demonstrates that 64.5 percent of purchase intention variation can be explained by the independent variables. Based on the statistical analyses, all variables namely price, product feature, brand name, advertising, and social influence have a positive relationship with the consumers’ purchase intention. The researcher has drawn the following recommendations. Smartphone manufacturers and marketers should carry out a periodic survey to help in identifying new features and decide which ones to add to its product, follow a value-based pricing strategy, strive to create positive word of mouth among consumers, advertising messages should be designed in a manner that is clear, understandable and not offensive to the consumers and build their strong brand name; establish the link of their brand name with the consumers through unique sources of communication.

The Forensics of the American Mafia

We present an economic analysis of the American Mafia’s organizational design elements that promote its survival. Over nearly one hundred years, Mafia crime syndicates adapted their task assignments, performance measures, rewards and punishments, and culture to constantly shifting external threats and opportunities. Consistent with Chandler (1962), the Mafia’s strategy, its structure, and managerial processes “fit” with one another. These organizational elements complemented each other and reigned in the greed and ruthlessness of the syndicate’s heinous personnel and channeled their self-interest to create high performance teams. The Mafia built a strong brand name and an enduring culture. They shunned short-termism and took the long view. The Mafia families had well-defined succession plans and dispute resolution techniques. They attracted and retained people who furthered the family’s nefarious interests while purging those damaging the family. Studying how mobsters chose their organizational design elements to fit its evolving strategy vividly illustrates the fundamental organizational economic principles lawful managers must follow to build successful organizations.

A Structural Equation Modeling on Analysis of Preference Advertisement in Building Brand Equity

Preference advertisement is a promotional system in which marketer claims the superiority of their product or brand over competing product(s) or brand, directly or indirectly. Preference advertisement helps in comparing alternative brands on bases of features, price, and other distinctive information. Brand equity is the total worth of the brand. Brand equity can be measured in two different perspective i.e. cognitive psychology is the attribute perception that is related to the awareness regarding the brand features and associations whereas another information economics is associated towards strong brand name which is created through the quality of the product and good quality generates a premium prices for the brand. In the monetary terms it’s the value that the organization expects from the brand. Preference advertisement can either be transferred directly to the brand. The objective of this study is to analyze the impact of preference advertisement in building the brand equity. Therefore to achieve the objective, different analysis tools used in the study are: mean, confirmatory factor analysis and structural equation modeling technique. The finding shows that preference advertisement has a significantly positive impact on building the brand equity.

Measuring Brand Value: The Case of Romanian Public Traded Companies

Abstract Today most of the world's products benefit from a huge success because of a big brand. If in the past this was the case for the luxury industry where the power of branding it's reaching the consumer in the most impactful way. First by the mystery surrounding the brand, then by keeping the consumer as loyal as possible, the result being huge revenues for this brands, for, eg. LVMH, the largest group by revenue. But things are no longer the same, today the power of branding and huge revenues moved to another industry flourished, tech industry, where companies like Apple, Google, Facebook, Amazon, dominate their sectors benefiting from a strong brand name.

Advertising Strategy in the Presence of Reviews: An Empirical Analysis

We study the relationship between online reviews and advertising spending in the hotel industry. Combining a dataset of TripAdvisor reviews with other datasets describing these hotels' advertising expenditures, we show, first, that online ratings have a causal demand-side effect on ad spending. Second, this effect is negative: hotels with higher ratings spend less on advertising than hotels with lower ratings. This suggests that hotels treat TripAdvisor ratings and advertising spending as substitutes, not complements. Third, the relationship is stronger for independent hotels than for chains, and stronger in less differentiated markets than in more differentiated markets. The former suggests that a strong brand name continues to provide some immunity to reviews and the latter that the advertising response is stronger when ratings are more likely to be pivotal. Finally, we show that the relationship between online ratings and advertising has strengthened over time, just as TripAdvisor has become more popular, implying that firms respond to online reviews if and only if consumers respond to them.

Language And Gender Influence On The Consumers Choice Of Branded Meat Attributes

The feedlot industry is the main beef producer in South Africa and falls in the category of Small Businesses. For these small business enterprises to be successful in an industry subjected to fierce competition, it is necessary to be innovative in a market where high quality beef serves as just another commodity. Previous research has shown that demographic factors can influence brand preferences. The objective of this study was to investigate the relationships between language and gender with brand attribute preference. Another objective was to identify opportunities that will differentiate and position branded meat products that will create consumer equity and build strong brand names. The case study approach was used and included quantitative and qualitative research. The population consisted of consumers buying meat products at the different retailers in Middelburg, Mpumalanga, under the brand names Kanhym Fresh Meat, Farm Inn Meat, and Franks Meat. A sample of 612 was conveniently selected for the study. A total of 588 questionnaires were completed. This study confirmed the interrelationship of the demographic variables gender and language that may affect consumers preferences. This means consumers will try different products with specific attributes. The results of this study identify opportunities of implementing strategies to maintain and enhance the competitiveness of branded meat retailers. It is finally recommended that brand retailers determine the demographic and psychographic profile of their target market for a specific product when producing or marketing products.

파스퇴르의 브랜드 스토리텔링 캠페인

This study analyzed the brand storytelling campaign of Pasteur drink-type yogurt `Quebyon`. The basic idea of research comes from how unique brand name is able to success in Korean yogurt market. Pasteur storytelling campaign has focused on the product`s branding and positioning. For analyzing the research, Brand Stewardship Model(BSM) which based on consumers` perspectives has been used. For successful storytelling campaign of Pasteur, strong brand name is needed. Pasteur has decided the brand name `Quebyon` which means good movement of the bowels in accordance with the research results. And the positioning has been decided `attack inside (the body) if it does not evacuate`. For powerful positioning, three criterions are decided. They are including harmony with the brand name, differentiation with competitors and easiness with memory. Finally, the Pasteur product dominates the Korean Bulgarian-style yogurt market. The success comes from the harmonizing of Quebyon yogurt`s branding and positioning. In other words, the branding and positioning strategies were working effectively to the consumers. In conclusion, this study has proved why branding and positioning strategies are so important in brand storytelling campaign.

A focus group study of consumer motivations for e-shopping: UK versus Malaysia

Despite many previous empirical investigations in the area of e-shopping, it is not clear why the adoption of e-shopping in one country is faster than in another country. This study investigates the motivation of e-shopping between two different countries from a qualitative approach. In particular, this paper compares between consumer perception of e-shopping in the United Kingdom (UK), a developed country and Malaysia, a developing country. The study explores the differences of behavioural aspect between consumers in the UK and Malaysia in terms of motives and reasons in conducting e-shopping. Focus group discussions were conducted with consumers, who were residing in the UK and Malaysia; who have adopted e-shopping for at least a year. Focusing on the actual consumers’ shopping experience and not their shopping intention, this approach gives more advantage in identifying the actual motives and reasons of adopting e-shopping. The study found that most of the motives and reasons of adopting e-shopping are associated with some of the innovation attributes by Rogers (that is, relative advantages, complexity and compatibility). E-shoppers are price sensitive, while trust and strong brand name are influential to e-shoppers. The lack of the motives and reasons explained why the adoption of e-shopping is slower in Malaysia. The study confirms that the motives and reasons of adopting innovation are consistent with Rogers’ Diffusion Theory. The findings will help practitioners to recognise factors that drive consumers to buy online and facilitate business to develop successful e-marketing strategies. Key words: Marketing, e-shopping, consumer behaviour, technology adoption, focus group.

A longitudinal examination of the effects of retailer–manufacturer brand alliances: The role of perceived fit

One resource that has been identified as a valuable source of competitive advantage is the equity associated with an organisation's brands. Organisations devote considerable resources to developing strategies that allow them to build and/or maintain strong brand names. This study investigates brand alliances between retailers and manufacturers. The role of perceived fit between the partnering brands is explored. In addition, the study examines the influence that retailer–manufacturer brand alliances have on: retailer equity; manufacturer brand equity; the intention of consumers to frequent the stores of the retailer involved in the brand alliance (shopping intention); and the intention of consumers to purchase products from the manufacturer involved in the brand alliance (purchase intention).

Partnerships in the Irish Beef Industry: Contract Theoretical Analyses

A number of partnerships have recently been established in the Irish beef industry. A partnership consists of a meat processor and a number of farmers. This study analyzes 4 such Irish partnerships, based on contract theory. The conclusions are (a) it pays to collaborate with the best possible partners; (b) having control of a major part of the operations is necessary for success; (c) with time, better collaboration is achieved; (d) a simple relationship between the processor and the producers reduces conflicts; (e) a strong brand name is necessary to reach lucrative consumer markets; (f) information sharing facilitates the coordination.

Partner selection in B2B information service markets

This study investigates the impact of selection criteria associated with interpersonal interaction (such as good personal relationships) on supplier consideration. More specifically, it examines how the importance of these criteria depends upon service-related dimensions. This is an experimental study among client firms in the market research industry, which combines a conjoint and between-subjects design to lead to several new insights. First, while good personal relationships play an important role in the selection of a service provider, their impact increases if the service offering is subjective in nature, but it decreases if it is strategically important. Second, enriching the service offering with interpretation and advice is more important for subjective as well as for strategically important service offerings. Third, as to other selection criteria, the study results show some interesting differences between consideration and choice. Price has a substantive impact on choice alone, while a strong brand name is helpful for the service provider only in the consideration stage.