Article Andres, Nils (2003), Ausstrahlungseffekte beim Co-Branding, Hamburg: Kovac. , Nguyen Hang T., Caravella Mary (, Torelli Hodnota znaky a jej podiel na nehmotnom majetku podniku. Developing the Integrated Marketing Communication (IMC) through Social Desai, Kalpesh Kaushik and Wayne D. Hoyer (1993), Line Extensions: A Categorization and an Information Processing Perspective, Advances in Consumer Research 20, 599606. Erdem, Tlin and Joffre Swait (1998), Brand Equity as a Signaling Phenomenon, Journal of Consumer Psychology 7, 131157. Understanding what, when, where, how, and why consumers decide to share information or opinions about brands is a research priority that will likely continue to drive research activity for many years to come. By definition, brand intangibles can take many forms, but several lines of inquiry are highlighted here (following directly from these questions) that deserve greater scrutiny by consumer researchers, such as: How do consumers form opinions about authenticity (Newman and Dhar 2014; Spiggle, Nguyen, and Caravella 2012)? Xun (Irene) Companies therefore spend considerable time and effort developing sound brand strategies. Bigler, William R. (2001), The new science of strategy execution: how incumbents become fast, sleek wealth creators, Strategy & Leadership, 29 (3), 2934. Yet relatively little is known about the role brand preferences play in relationships. The use of co-branded products as a form of brand management has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies published since the mid-1990s. Bernd The authors names are listed in alphabetical order; however, each one has contributed equally to this article. Google Scholar Aaker, David A. and Erich Joachimsthaler (2000), Brand leadership. When can positive brand feelings overcome product deficiencies? Noble, Charles H. (1999), The Eclectic Roots of Strategy Implementation Research, Journal of Business Research, 45 (2), 119134. This negative effect of brand anthropomorphism, however, is contingent on the brands positioning strategybrand-as-supporter (supporting consumers desires to be different) versus brand-as-agent (communicating unique brand features instead of focusing on consumers needs) versus brand-as-controller (limiting consumers freedom in expressing distinctiveness). Three primary streams of research are identified: (1) characteristics that distinguish the 'real thing' from the fake, (2) the legitimizing function of authenticity and (3) emotional and moral aspects of authentication. Correspondence to Meanwhile, brand health is the evaluation from digital audiences about the brands and products. How do consumers make those judgments? Hurley, Robert F. and G. Tomas M. Hult (1998), Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination, Journal of Marketing, 62 (3), 4254. In theory, brands can play many different roles for consumers. Effective Brand Strategy Implementation: Review of Literature and Avenues for Future Research. Impact of Employer Branding on Employee Commitment: Employee Engagement , Keinan Anat, Avery Jill, Schor Juliet B. Download preview PDF. Stock-Homburg, Ruth (2008), Die Rolle des marktorientierten Personalmanagements im Rahmen der Umsetzung marktorientierter Strategien: Eine empirische Untersuchung, Schmalenbachs Zeitschrift fr betriebswirtschaftliche Forschung, 60, 124152. Tornatzky, Louis G. and Katherine J. Klein (1982), Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings, IEEE Transactions on engineering management, 29 (1), 2845. Consumer researchers of all kinds are interested in achieving a better understanding of consumer motivations and desires and how consumers choose to interact with the world around them, especially in digital terms. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved. (2001), Resource-based theories of competitive advantage: A ten-year retrospective on the resource-based view, Journal of Management, 27 (6), 643650. Because of how they shape awareness and image with consumers, brand elements are often invaluable assets to brand marketers. What makes brand stories or narratives compelling (Escalas 2004)? Jennifer It will either help you to justify your position on branding and brand management, or cause you to question it. Hutt, Michael D., Peter H. Reingen, and John R. Ronchetto Jr (1988), Tracing Emergent Processes in Marketing Strategy Formation, Journal of Marketing, 52 (1), 419. Schmalenbach Business Review Understanding consumer-brand relationships has been a fertile research topic for years now as the complexity of those relationships continues to spawn intriguing and productive new research directions. The brand A brand is far more than a visual symbol and memorable tag line; it anchors the mission and vision, operating principles and tactics of an organization. For example, researchers are continuing to refine neural techniques (Chang, Boksem, and Smidts 2018; Yoon etal. (2018) show the yin-yang of brands in one of the most important aspects of consumers lives: their relationship with close others. Results from five studies provide support for our predictions, informing both the basic literature on communications, and the body of work on consumer word of mouth. Building Brand Awareness in the Modern Marketing Environment: A New York: The Free Press. New York: The Free Press. 2006) and ethnographic methods (Belk 2006; Chang Coupland 2005). , Fitzsimons Grinne M., Chartrand Tanya L., Fitzsimons Gavan J. Stremersch, Stefan and Gerald J. Tellis (2002), Strategic Bundling of Products and Prices, A New Synthesis for Marketing, Journal of Marketing 66, 5572. (2001), On the Use of College Students in Social Science Research, Insights from a Second-Order Meta-analysis, Journal of Consumer Research 28, 450461. Brands and branding: Research findings and future priorities. First, we analyze the existing literature on the brand heritage construct and its elements; second, we develop a conceptual model focusing on the antecedents of brand heritage and its effects on attitudinal components of brand strength; and third, to explore the various dimensions of brand heritage and the influence on brand strength, we present. Moving to also include the offline world, Shen and Sengupta (2018) found that when consumers communicate about brands to others by speaking versus writing, they develop deeper self-brand connections, as summarized in this abstract. Washburn, Judith H. Brian D. Till, and Randi Priluck (2000), Co-Branding: Brand Equity and Trial Effects, Journal of Consumer Marketing 17, 591604. Russell W. How much input do consumers think they should have about what a brand does? How do different marketing activities create brand feelings and emotions? Branding the nation: What is being branded? - Ying Fan, 2006 x]y'Gu6=1@o c k{ ^']ap N8e%N@(8 l@0$("U].VUGfq]{QfioC]tc5K(t}\5M'eD2(gUQD}h+(*_[H(bbb,z~u*iy^_6$QUtXEq%UmuY52=ZN(l`ki-QYSgHT/$f6'XH(LC}n,"QYgnO2}HTqUJ^JE3&)~^%yU~^qTyKXY_5w:e0?Ns4ZLLeV|\^qE! Aaker, David A. and Erich Joachimsthaler (2000), Brand leadership. You can also search for this author in Shocker, Aallan D., Rajendra K. Srivastava, and Robert W. Ruekert (1994), Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue, Journal of Marketing Research (JMR), 31 (2), 149158. What types of brand purposes are most meaningful to consumers? (2002), Gaining and sustaining competitive advantage. Shrivastava, Paul (1983), A Typology of Organizational Learning Systems, Journal of Management Studies, 20 (1), 728. Google Scholar Aaker, Jennifer L. (1997), "Dimensions of Brand Personality," Journal of Marketing Research (JMR), 34 (3), 347-356. What do they stand for? Gaining a clearer understanding of empowerment, enlightenment, and engagement across the customer franchise for a brand is crucial, as suggested by the following questions: In what ways do consumers think they can influence brand strategy? Mansur This is due to a reduced salience of norms regarding imitation in the related category. Manjit S. Hao Managers make numerous decisions on a daily basis related to building, measuring, managing, and protecting their brands with significant short- and long-term consequences. (, Chan Are there any disadvantages to their use? The reality is that brands and consumers are inextricably linked. , Sengupta Jaideep (, Spiggle Importantly, the authors predict that the effects of brand compatibility on conflict and life satisfaction will depend upon relationship power. Building customer-based brand equity: A blueprint for creating strong brands. We conclude with commentary on other future research directions for brands and branding. In a basic sense, brands can make consumer lives simpler, easier, or more rewarding. , Grewal Dhruv, Ludwig Stephan, Ruyter Ko De, Mahr Dominik, Wetzels Martin (, Yadav The findings replicate across student, MTurk [Amazon Mechanical Turk], and representative consumer samples; multiple product categories; and forms of brand imitation. How do they influence brand attitudes and behavior? [1] Rosengren A, Standoft A and Sundbrandt A 2010 Brand Identity & Brand Image: A case study of Apotek Hjrtat Indonesia International Jurnal 12 1-10 Go to reference in article Google Scholar [2] Keller K L 2002 Branding and brand equity Handbook of marketing 151 1-10 Go to reference in article Google Scholar [3] Yagci M I, Biswas A and Dutta S 2009 Effects of comparative advertising format . Developing a more complete understanding of the consumer-brand terrain along these lines will be invaluable in understanding how different types of relationships are formed between consumers and brands (Fournier 1998). The author thanks the editors for the opportunity to write this research curation and for their helpful feedback. In the present research, the authors explore how the novel concept of brand compatibility, defined as the extent to which individuals have similar brand preferences (e.g., both partners prefer the same brand of soda), influences life satisfaction. %PDF-1.4 (1991), Firm Resources and Sustained Competitive Advantage, Journal of Management, 17 (1), 99120. Provided by the Springer Nature SharedIt content-sharing initiative, Over 10 million scientific documents at your fingertips, Not logged in Corporate branding and brand architecture: a conceptual framework Walchli, Suzanne B. White, J. Chris, Jeffrey S. Conant, and Raj Echambadi (2003), Marketing Strategy Development Styles, Implementation Capability, and Firm Performance: Investigating the Curvilinear Impact of Multiple Strategy-Making Styles, Marketing Letters, 14 (2), 111124. Barney, Jay B. Blackett, Tom and Nick Russell (1999), What is Co-Branding?, in Blackett, Tom and Bob Boad (ed. Marina Gabler. One well-established strategic tool for branding is the concept of positioninghow consumers think or feel about a brand versus a defined set of competitor brands (Keller, Sternthal, and Tybout 2002). Belk Palupski, Rainer and Angela Blanka Bohmann (1994), Co-Promotion, Marketing-ZFP 16, 257264. Jonah An influencer can be anyone, from a fashion blogger on Instagram to a wedding photographer on Pinterest, to a cyber-security expert who tweets on Twitter. And when I do, I head straight for Google Scholar to check out marketing and branding articles there. Full article: A new era of influencer marketing: Lessons from Recent Brand purpose relates to the higher-order mission of brands and their broader social goals. Although trademarks and brands are usually studied jointly and . Enjoy! Role of web design for image brand toward business - IOPscience 2023 Springer Nature Switzerland AG. Positioning is a process whereby a company establishes an image for its product in the minds of consumers relative to the image of competitor's product offerings. Unique value requires relevance, too; accordingly, another core branding concept is brand relevance and how meaningful a brand is to consumers. Bernd Helmig. What are the most effective ways for marketers to elicit brand feelings and emotions? Kim, Daniel H. (1993), The Link between Individual and Organizational Learning, Sloan Management Review, 35 (1), 3750. (1996), The Effects of Between Partner Congruity on Consumer Evaluation of Cobranded Products, Evanston. Although historically significant, some marketers have questioned the value of traditional positioning in developing modern marketing strategies. Chair and Department of Business Administration, Public & Nonprofit Management, University of Mannheim, 68131, Mannheim, Germany, HSH Nordbank AG, Gerhart-Hauptmann-Platz 50, 20095, Hamburg, Germany, Department of Marketing, University of Groningen, P.O. 2006; Keller 2003). Trademarks in branding: Legal issues and commercial practices Not all brands have the same importance to consumers, and understanding why some brands take on special meaning has much theoretical and managerial importance. Much still needs to be learned, however, about the more affective elements and the role of emotions and feelings for brands and branding (Pham, Geuens, and De Pelsmacker 2013; Verrochi Coleman and Williams 2013). van Osselaer, Stijn M. J. and Chris Janiszewski (2001), Two Ways of Learning Brand Associations, Journal of Consumer Research 28, 202223. Beer, Michael and Russell A. Eisenstat (2000), The Silent Killers of Strategy Implementation and Learning, Sloan Management Review, 41 (4), 2940. Provided by the Springer Nature SharedIt content-sharing initiative, Over 10 million scientific documents at your fingertips, Not logged in D. Till, and Randi Priluck (2004), Brand Alliance and Customer-Based Brand-Equity Effects, Psychology & Marketing 21, 487508. ), Co-Branding The Science of Alliance, Basingstoke: Macmillan, 121. Against this background, this paper reviews relevant literature on brand strategy implementation and introduces a theoretical framework and propositions for future research. How colors act as a medium in influencing the psychology of customers, contributing towards their branding, advertising, marketing and sale, based on a comprehensive review of literature and some noted case studies? Egelhoff, William G. (1993), Great Strategy or Great Strategy Implementation--Two Ways of Competing in Global Markets, Sloan Management Review, 34 (2), 3750. 3VorUZ2[Ee5oCaqHRWzfN!iU1gGw rn'm^n. What is the role of word of mouth and social media for spreading feelings and emotional qualities of brands across consumers? van Horen and Pieters (2017) show how copycat brandsthat is, those that imitate brand elements of another brandmeet with more success when the imitated product is in a product category distinct from that of the imitated brand, as summarized in their abstract. What is a useful taxonomy of brand feelings and emotions? , Ahluwalia Rohini, Cheng Shirley Y. Y., Olson Nicholas J., Stoner Jennifer L. (, Torelli Janiszewski, Chris and Stijn M. J. van Osselaer (2000), A Connectionist Model of Brand-Quality Associations, Journal of Marketing Research 37, 331350. This research demonstrates that out-of-category brand imitation helps copycat brands and hurts national leading brands much more than has so far been considered, which has managerial and public policy implications. Argyris, Chris and Donald A. Schn (1978), Organizational Learning: A Theory of Action Perspective. 2006. Gamification is one such human-computer interactive mechanism that has gained pace in the digital business space. Understanding which cues people use to identify influencer marketing on Instagram: an eye tracking study and . How do they respond to brands taking positions on important political issues that support or contradict the positions they hold? Communications are the lifeblood of any brand. Prior branding research has focused largely on more cognitive aspects and what consumers think and know about brands. Keller, Kevin Lane and David A. Aaker (1992), The Effects of Sequential Introduction of Brand Extensions, Journal of Marketing Research 29, 3550. Ind, Nicholas (2007), Living the brand: how to transform every member of your organization into a brand champion (3 ed.). Neeru Google Scholar Kylianova, D., et al. This study aims to develop an ethical branding framework that determines whether a corporate brand's functional and emotional values, that is, product, service quality, and perceived price (antecedents), influence ethical branding and, consequently, company reputation and brand loyalty (consequences) among industrial buyers of electronic office equipment in Malaysia. Understanding situational and contextual influences on consumer behavior with respect to brands offers much practical value to marketing managers who must make many different types of decisions based on assumptions about how consumers will behave in particular places or at particular times. your institution. , Dhar Ravi (, Paharia They reinforce the power of informational and emotional content in online brand messages and find some important distinctions in message sharing across Facebook and Twitter social media platforms. As a result, when distinctiveness goals are salient, consumers are less likely to evaluate anthropomorphized (vs. nonanthropomorphized) brands favorably and are less likely to choose them to express distinctiveness. On the other hand, Brick et al. The trick is finding the complete article, not just the sales page. But they are out there they just take a little perseverance to find. Copyright 2008 - 2023 Paradux Media Group , The Impact of Brand Image on ConsumerBehavior: A Literature Review, Brand Tone of Voice: a linguistic analysis of brand positions, How Social Cause Marketing Affects Consumer Perceptions, Bringing the corporation into corporate branding, User Experience Elements and Brand Promise, Why Focusing on Benefits Trumps Features in Your Marketing Strategy, Why Understanding Your Audience for Successful Marketing, The Art of Engaging Content: Brand Storytelling, WordPress Website Design Medford Oregon, Googles New Mobile Search Algorithm Update , 67% of marketing and communications professionals engage with influencers for content promotion, Corporate branding and corporate brand performance, Fiona Harris, Creating the Brand-Driven Business:Its the CEO Who Must Lead the Way, Michael Dunn and Scott Davis. Most consumers appear to have little to no interest in having any kind of relationship beyond purchase and consumption for most of the brands in their lives. How should brand purpose relate or be aligned with other aspects of the brand positioning and strategy? Hardaker, Simon and Chris Fill (2005), Corporate Services Brands: The Intellectual and Emotional Engagement of Employees, Corporate Reputation Review, 7 (4), 365376. (, John The five themes reviewed above each suggested a number of important future research directions. As noted above, successful branding is about differentiation. Researchers have explored how consumer responses to brands vary by factors such as knowledge, experience, gender, attitudes, and cultural background. A number of questions can be posed, such as: What are the most important types of brand feelings and emotions? Moreover, brands can take on rich meaning and allow consumers to signal to others, or themselves, who they are or who they would like to be and what they value. Hadjicharalambous, Costas (2001), Show Me Your Friends and I Will Tell You Who You Are: A Consumer Evaluation of Cobranding Extensions Using Structural Equation Modeling, New York, NY. Jap, Sandy D. (1993), An Examination of the Effects of Multiple Brand Extensions on the Brand Concept, Advances in Consumer Research 20, 607611. Generalizations from a Meta-Analysis of Brand Relationship Elasticities, Corporate Social ResponsibilityDoing the Most Good for Your Company and Your Cause, Authenticity Is Contagious: Brand Essence and the Original Source of Production, The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography, The Influence of Ad-Evoked Feelings on Brand Evaluations: Empirical Generalizations from Consumer Responses to More than 1000 TV Commercials, International Journal of Research in Marketing, License to Assemble: Theorizing Brand Longevity, Brands as Rivals: Consumer Pursuit of Distinctiveness and the Role of Brand Anthropomorphism, Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More than Writing Does, More than Fit: Brand Extension Authenticity, Redefining Home: How Cultural Distinctiveness Affects the Malleability of In-Group Boundaries and Brand Preferences, Doing Poorly by Doing Good: Corporate Social Responsibility and Brand Concepts, Out-of-Category Brand Imitation: Product Categorization Determines Copycat Evaluation, Feeling Like My Self: Emotion Profiles and Social Identity, Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages, Marketing in Computer-Mediated Environments: Research Synthesis and New Directions, A Functional Magnetic Resonance Imaging Study of Neural Dissociations between Brand and Person Judgments, The Author(s) 2019. Moreover, the results show a damaging backlash effect of out-of-category imitation on the general evaluation of the imitated brand and on its key perceived product attributes. Okay, we get it - Google's a first-class . Copycats are evaluated more positively in a related category, because consumers appraise the similarity between copycat and imitated brand more positively than in the core category, independent of the perceived similarity itself. How important is it for a brand to be seen as authentic or genuine? The importance of brand heritage as a key performance driver in Miles, Sandra Jeanquart and Glynn Mangold (2004), A Conceptualization of the Employee Branding Process, Journal of Relationship Marketing, 3 (2/3), 6587. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide, This PDF is available to Subscribers Only. % In what ways do feelings and emotions affect consumer decision-making? H.-Y. open access The paper deals with the results of the primary research which purpose was to examine the impact of brand on influencing consumers to purchase a product. & Leeflang, P.S.H. Aaker, David A. and Kevin Lane Keller (1990), Consumer Evaluations of Brand Extensions, Journal of Marketing 54, 2741. 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