Journal articles on the topic 'Brand image'
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Fan, Qingji. "Relationship among China’s country image, corporate image and brand image." Journal of Contemporary Marketing Science 2, no. 1 (April 8, 2019): 34–49. http://dx.doi.org/10.1108/jcmars-01-2019-0006.
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Purpose The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images and country-of-origin effect, a research model was developed to evaluate country image, corporate image and brand image. Design/methodology/approach To test the model and investigate the effects of country, corporate and brand image on brand attitude and purchase intention, a survey was conducted that examined Korean consumers’ attitudes toward well-known Chinese brands. Findings China’s country image was found to comprise four dimensions: political image, economic image, citizen image and country relationship image. Country image had a direct positive effect on brand attitude, and through brand attitude, country image had an indirect positive effect on purchase intention. Corporate image and brand image had a positive effect on brand attitude and a direct positive effect on purchase intention. In addition, country image had a positive effect on corporate image, while through corporate image, country image had an indirect positive effect on brand image. Originality/value These findings not only offer theoretical evidence for research on China’s country image, but also provide empirical evidence to support the “going global” strategies of Chinese enterprises.
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Koubaa, Yamen, Rym Boudali Methamem, and Fatiha Fort. "Multidimensional Structures of Brand and Country Images, and Their Effects on Product Evaluation." International Journal of Market Research 57, no. 1 (January 2015): 95–124. http://dx.doi.org/10.2501/ijmr-2015-007.
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Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix. Country and brand images are some of the cues proven to be of significant impact on consumer behaviour. This paper studies country and brand image multidimensional structures across several brands, countries and products. A model relating country image to brand image and then to product evaluation was built with country and brand image as multidimensional concepts. A within-subject intercultural investigation serves as a basis for data collection (1,400 consumers). The investigation was done in Japan, France and Tunisia. Three products were investigated, with three brands for each product: computer (Dell, Sony and Acer); hand cream (Shiseido, Nivea and L'Oréal); and sports shoes (Nike, Asics and le coq sportif). Results show a conjoint effect of country and brand images on product evaluation in addition to their separate effects. Country image structures differ across countries and influence differently product evaluation. Similarly, brand image structures differ across brands, across countries and across products.
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Jin, S. Venus, and Ehri Ryu. "Instagram fashionistas, luxury visual image strategies and vanity." Journal of Product & Brand Management 29, no. 3 (September 14, 2019): 355–68. http://dx.doi.org/10.1108/jpbm-08-2018-1987.
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Purpose Luxury fashion brands harness the power of Instagram and fashionistas for strategic brand management. This study aims to test interaction effects among luxury brand posts’ Instagram source type (brand versus fashionista), visual image type (product-centric versus consumer-centric) and consumers’ characteristics (vanity, opinion leadership and fashion consciousness) on brand recognition and trust. Design/methodology/approach A quantitative 2 (source type: brand versus fashionista) × 2 (branded visual image type: product-centric luxury versus consumer-centric luxury) between-subjects online experiment (N males = 195 and N females = 182) was conducted by recruiting participants from MTurk. Findings Logistic regression analyses indicated two-way interaction effects between sources and visual images on brand recognition. Brand recognition was higher for product-centric images when the source was the fashionista, whereas brand recognition was equivalent regardless of the image type when the source was the brand. Logistic regression and multiple regression analyses revealed the moderating effects of sources and visual images on the association between consumer traits and branding outcomes. Practical implications Meticulously choosing effective methods of showcasing branded content and persuasive luxury visual image strategies via Instagram is more important for fashionistas than for established brands in increasing brand recognition. Instagram fashionistas are more effective in increasing females’ brand trust through delivering product-centric visual images when targeting women with high vanity, opinion leadership and fashion consciousness. Brands as the Instagram profile source are more persuasive in increasing males’ brand trust through delivering product-centric visual images when targeting men with high vanity. Originality/value This experiment provides theoretical discussions and empirical findings about social media influencer marketing and managerial implications for Instagram-based luxury branding. This research revolves around the overarching theme of the interactive effects of multifaceted branded contents and market segments in social media influencer marketing environments.
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Chakraborty, Uttam, and Savita Bhat. "Credibility of online reviews and its impact on brand image." Management Research Review 41, no. 1 (January 15, 2018): 148–64. http://dx.doi.org/10.1108/mrr-06-2017-0173.
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Purpose Brand image is considered as a signaling phenomenon because high brand image ensures quality product that can reduce consumer’s uncertainty. A strong brand image induces consumers to pay higher prices, which in turn provides competitive advantage and market success to a company. Online reviews, blogs and texts on brand usage experiences are more effective than oral communication to build a strong brand image. Online reviews on products create distinct places for brands in the consumer’s mind, and thus ultimately affect images of the brands. Therefore, the purpose of this study is to investigate the effects of online reviews on functional and hedonic brand images in the context of consumer electronic products in India. Design/methodology/approach The present study adopts a novel approach to collect data. The data have been collected from select e-commerce sites’ brand pages on Facebook through Google form application. A number of respondents are 1,038. Structural equation modeling technique has been used to examine the effects of online reviews on functional and hedonic brand images. Findings The data analysis reveals that source and review quality have more significant effect on credibility evaluation of online reviews as compared to the effects of review consistency and receiver. Moreover, credible online reviews have more impact on hedonic brand image rather than functional brand image in the context of consumer electronics product in India. Originality/value The present study combines Yale attitude change model and attribution theory to examine the effects of online reviews on brand image.
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G. Dawes, John. "Patterns in competitive structure among retail financial services brands." European Journal of Marketing 48, no. 5/6 (May 6, 2014): 924–42. http://dx.doi.org/10.1108/ejm-02-2012-0085.
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Purpose – The purpose of this paper is to determine if services brands such as banks share their customers with competing brands in line with the market share of those competitors, and whether services brands with similar images form market partitions with heightened competitive intensity. Design/methodology/approach – The study uses brand usage, forced-choice and brand perceptions data obtained from a survey of consumers. The study uses a log-linear modelling framework to identify market structure and to test if partitions correspond to similarities in brand image. Findings – Analysis of in-market data shows customers share their requirements between competing brands in line with market share, and that brands with similar images do not form partitions. However, when consumers are asked to choose brands for a specific product, there is some tentative evidence of brand partitions among brands with similar brand image. Practical implications – The results here can help managers in service markets such as banking and insurance understand market structure. As a result, they can better plan customer acquisition and retention strategies. Originality/value – The study addresses a lack of research into customer sharing and switching in services markets. No previous study has successfully employed brand-sharing, forced-choice and brand image data to identify market structure in a services context.
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Lee, T. S., C. S. Leung, and Z. M. Zhang. "Fashion Brand Image Marketing: Brand Image and Brand Personality." Research Journal of Textile and Apparel 4, no. 2 (May 1, 2000): 60–67. http://dx.doi.org/10.1108/rjta-04-02-2000-b008.
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Driven by the competitive environment in fashion business, marketers have realized that creating a favorable brand image is a key to win larger market share in its market niche. An understanding of brand image can provide better foundation for developing a more effective marketing program. However, the brand image literature in consumer marketing can be characterized as fragmented. Even the definitions of brand image lack consensus. This paper critically reviews the meaning of brand image and its related concept, brand personality, and discusses marketing implication for fashion marketers
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Alić, Adi, Merima Činjarević, and Emir Agić. "The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands." Management & Marketing. Challenges for the Knowledge Society 15, no. 1 (March 1, 2020): 1–16. http://dx.doi.org/10.2478/mmcks-2020-0001.
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AbstractThe purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and brand commitment. Also, group comparisons were made between national brands and private label brands, using structural equation modeling. This study reveals that brand image has a significant positive effect on brand loyalty and brand commitment, both for national and private label brands. Moreover, it was found that the effect of brand image on brand commitment is stronger for national brands than for private label brands. The present study provides marketing managers of national brands and private label brands some insights into how to spur brand loyalty and commitment by establishing a favorable brand image.
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Ahn, Young Myung, and Hwi Kyung KIM. "A Study on Brand Image Application Characteristics in Spatial Expression of Side Dish Stores." Korea Institute of Design Research Society 7, no. 4 (December 31, 2022): 212–25. http://dx.doi.org/10.46248/kidrs.2022.4.212.
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Side dish stores are concentrating their marketing capabilities to increase brand awareness and are using it as a strategy to lock-in customers through differentiation from other stores by strengthening brand images such as product image, store image, and marketing image. Among them, the strategy using the space design of the side dish store is that can directly link the brand image. Therefore, the purpose of this paper is to establish the correlation between brand selection attributes and space design expression elements through the case analysis of design of side dish stores, and to analyze the characteristics and types as brand image elements. The criterion for case analysis was conducted through image analysis of brand image elements - interior design elements, and the targets were the store spaces of domestic franchise side dish stores. As a result of the study, it was concluded that the systematic and active reflection of the brand image in space design expression strengthened the brand image. By item, the facade, finish materials/colors, and objects were identified as the elements that best represent the brand image in spatial expression. According to the comparison between cases, in the case of brand side dish stores, brand design expression applicability was higher than a certain level, and as a result of attempting to categorize by a selection attribute for each case, 1 brand pursued economic feasibility, 2 brands pursued convenience, and 3 brands pursued aesthetics. This shows that continuous feedback from customers acts as a factor in setting and reinforcing the brand image during brand strategy planning and management, and shows the need to develop a more unique branding in the space design of side dish store, rather than a standardized and high-end design.
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Yaran Ögel, İlkin. "The Interaction Between Brand Image, Brand Attachment and Brand Loyalty in Green Branding Context: The Mediating Role of Customer Engagement." Journal of Applied And Theoretical Social Sciences 3, no. 4 (December 7, 2021): 306–29. http://dx.doi.org/10.37241/jatss.2021.39.
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As environmental problems are dramatically alarming the world, environmental issues have become the primary concerns of both consumers and companies. To please the environmental wants of consumers, many companies have to adopt green solutions today. Green brands are one of these solutions. Nevertheless, little has been known about the green brands. In this sense, this study attempts to explore the interaction between brand image (BIm), brand attachment (BAtt), customer engagement (CEn) and brand loyalty (BLo) within the scope of green brands as previously untapped context. In this study while brand image is determined as independent variable; customer engagement is specified as the mediator variable which mediates the link between brand image and brand attachment. Data were gathered from 428 participants through convenience sampling method. To examine the links between the variables in the suggested model, structural equation modelling was utilized. The results regarding the study bring out that brand image for green brands significantly influences customer engagement and brand attachment in a positive way; customer engagement has also a significant positive influence on brand attachment for green brands; and brand attachment for green brands significantly affects brand loyalty toward these brands in a positive way. In addition, partial mediating influence of customer engagement on the link between brand image for green brands and brand attachment was found significant. These findings also ensure applicable insights to practitioners, who are responsible for promotion of green brands, by emphasizing the importance of increasing brand image, customer engagement and customer attachment to generate loyal green customers.
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Roth, Martin S. "The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies." Journal of Marketing Research 32, no. 2 (May 1995): 163–75. http://dx.doi.org/10.1177/002224379503200204.
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Developing and managing brand image is an important part of a firm's marketing program. However, little research has been done (1) on linking the use of brand image strategies to product performance or (2) on managing brand images in global markets. The author examines the brand image-performance linkage for consumer goods in two categories marketed internationally. He also develops a conceptual framework that identifies various cultural and socioeconomic environmental characteristics of foreign markets that are hypothesized to affect brand image performance. Results from a 10 country/60 region study indicate that cultural power distance, cultural individualism, and regional socioeconomics affect the performance of functional (problem prevention and solving), social (group membership and symbolic), and sensory (novelty, variety, and sensory gratification) brand image strategies. The author then discusses the implications for managers marketing brands internationally and the directions for further research.
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Dada, Muhammad Habib. "Impact of Brand Association, Brand Image & Brand Loyalty on Brand Equity." Journal of Marketing Strategies 3, no. 1 (June 4, 2021): 29–43. http://dx.doi.org/10.52633/jms.v3i1.33.
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The most important determinants of brand equity are brand image and brand loyalty. These critical elements affect the customer’s thought processes and build up their perception of the brand. The main objective of this research study is to investigate the critical association between brand association, brand image and loyalty and how they impact brand equity. In order to achieve research intentions, a model reflecting the effect of brand association, brand image and brand loyalty on brand equity was conceptualized. Hypotheses were formulated to assess the relationship between the variables and their impact on the dependent variable. The study adopted a quantitative approach and data were analyzed through structural equation model SEM to assess the correlation. The study findings demonstrate that brand associations, brand loyalty and brand image have a positive effect on brand equity. The study provides brand managers with key insights to enrich the equity of their brands.
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Riley, Debra, Nathalie Charlton, and Hillary Wason. "The impact of brand image fit on attitude towards a brand alliance." Management & Marketing 10, no. 4 (December 1, 2015): 270–83. http://dx.doi.org/10.1515/mmcks-2015-0018.
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AbstractCo-branding has become an increasingly popular strategy over recent decades. Studies have found that the pre-existing attitudes to the parent brands, fit between their product categories and perceived fit in the brands themselves as important drivers of a co-brand success. Despite its importance, most studies have treated brand fit as a simple measure of complementarily and consistency. Recently, a few papers have challenged this view, suggesting that a broader range of brand attributes (such as personality, functional and hedonic characteristics, cultural meaning) should also be considered when investigating brand alliances. The current study draws on these findings, exploring the fit between partners’ brand images and how they influence perceptions of a brand alliance. We treat brand image as a multi-dimensional construct, consisting of economic, symbolic, sensory, futuristic and utilitarian elements. Using an experimental design with nine hypothetical brand pairings with 221 respondents, we find brand image fit provides greater explanatory power over a traditional unidimensional measure of brand fit, with economic, futuristic and utilitarian dimensions having a significant influence on co-brand perceptions.
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Oesanty Oetojo, Julita. "Analysis of Brand Image on Consumer Purchase Decisions in ‘Mint,’ A Ladies Fashion Brand in Jakarta." Advanced Science Letters 21, no. 4 (April 1, 2015): 583–88. http://dx.doi.org/10.1166/asl.2015.5941.
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The retail fashion industry is growing rapidly in Indonesia, currently dominated by international fashion brands, followed by local designers and local fashion brands. There is very tight competition in the industry. Indonesian’s local brands have to create collections with good brand images to be able to compete and attract Indonesian consumers. The consumers appreciate local products, which have good quality design, styles, fabrics and competitive prices with positive brand images that make them feel confident wearing them. To be able to compete with the international fashion brands, it is very important for a local fashion brand to fulfill those expectations. This paper was conducted by choosing one of the middle class local fashion brands in Jakarta, called Mint. Mint products have been sold in Indonesia since 2002, from 15 boutiques and more than 200 locations such as department stores. In 2007, Mint got a recognition certificate from Business Indonesia magazine as an ‘Indonesian Original Product’ (Product Asli Indonesia 2007). Mint targets professional, urbane women between 20 and 35 years old. This paper is to determine factors of the decision of Mint’s customers in choosing the fashion brand, and if brand image as a local brand will influence the buying decision. This paper uses questionnaires, interviews, and observations as its research methodology. The results show that the factors influencing buying decisions for Mint are: good quality of products in many varieties; affordable price; and attractive designs. Brand image as a local brand is accepted in the consumer’s mind as long as the product fulfills their needs in quality. It is recommended for Mint to do regular research into buying factors since fashion keeps changing, and to maintain a good brand image as a local brand. Findings are also applicable for new fashion brands, created by entrepreneurs before they start their businesses in fashion retail in Indonesia.
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Rehman, Fazal ur, and Basheer M. Al-Ghazali. "Evaluating the Influence of Social Advertising, Individual Factors, and Brand Image on the Buying Behavior toward Fashion Clothing Brands." SAGE Open 12, no. 1 (January 2022): 215824402210888. http://dx.doi.org/10.1177/21582440221088858.
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This study intends to evaluate the influence of social advertising, individual factors, and brand image on the buying behavior of Malaysian consumers toward the fashion clothing brands along with mediation of brand image. Using the convenience sampling technique, data was collected from 288 respondents. Questionnaires were self-administered and data was analyzed via Smart PLS-SEM. Social advertising, individual factors, and brand image are significantly related to the buying behavior of Malaysian consumers toward fashion clothing brands. Social advertising and individual factors have also a positive significant relationship with the brand image. Moreover, brand image mediates the relationship between social advertising, individual factors, and buying behavior. This study provides interesting insights about Malaysian consumers by evaluating the influence of social advertising, individual factors, and brand image on their buying behavior toward the fashion clothing brands along with the mediating role of brand image. These useful insights would enable marketers to develop more influential advertising strategies. By assimilating social advertising, individual factors, and brand image literature, the main contribution of this study is the analysis of social advertising, individual factors, and brand image among Malaysian consumers in enhancing the buying behavior toward the fashion clothing brands and building brand image among communities. Precisely, this study has evaluated the influence of some unique characteristics of social advertising (such as informative, entertainment, credibility, ease of use, privacy, and contents), individual factors (such as market maven, stability, open-minded, agreeable, and materialism), and brand image on the buying behavior of Malaysian consumers.
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Watson, Anna, Natascha Katharina Lecki, and Mohamed Lebcir. "Does size matter? An exploration of the role of body size on brand image perceptions." Journal of Product & Brand Management 24, no. 3 (May 18, 2015): 252–62. http://dx.doi.org/10.1108/jpbm-05-2014-0616.
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Purpose – This paper aims to investigate the role of body size on female consumers’ fashion brand image perceptions. Design/methodology/approach – An experimental design was used whereby the model’s body size in a fictitious advert was digitally manipulated to create four advertising images with an underweight, slender, average and obese model size (all other factors remained constant). Through an intercept survey of German female consumers, respondents were exposed to one of the four images, and asked questions pertaining to their brand image perceptions. Findings – The findings suggest that for older consumers, model body size has no significant impact on their brand image perceptions. For younger consumers (18-25), there was some limited evidence of how a positive brand image affects when a slender model size is used, but there was no evidence that underweight models have a more positive impact on brand image. Research limitations/implications – The sample was restricted to a single German city (Berlin) with a relatively small sample and, therefore, the generalisability of the findings may be limited. It would be interesting to repeat the study in different cultural contexts. Whilst this paper focussed on potential differences in perceptions between different age groups, future studies could consider other factors, such as fashion involvement or consumer personality on the impact of body size on brand image. Practical implications – Given the potential link to low self-esteem and eating disorders, it is recommended that fashion brands cease using clinically underweight models. Brands targeting older consumers may benefit from using larger models. Originality/value – There is limited research to date that looks at the role of body size on brand image, and this is one of the first studies to consider all non-product-related brand image associations, and how perceptions may differ between different age groups, with many previous studies relying on student samples.
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Jiang, Zhiqing, Shin’ya Nagasawa, and Junzo Watada. "Luxury fashion brand image building: the role of store design in Bally and Tod's Japan." Management Decision 52, no. 7 (August 12, 2014): 1288–301. http://dx.doi.org/10.1108/md-11-2012-0809.
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Purpose – The purpose of this paper is to reveal how store design influences luxury brand image building in a competitive market through the case study of two luxury fashion brands – Bally and Tod's. Design/methodology/approach – Quantitative (questionnaires) and qualitative (interview) approaches are both utilized in this research study. The authors interviewed brand managers of Bally and Tod's Japan and then conducted questionnaires to 57 consumers and six brand managers. Correspondence analysis, multidimensional analysis, and rough set theory were utilized to analyze the data obtained from questionnaires in order to draw the positioning maps of brand image and store image, calculate the distance of images between managers and consumers and derive and compare inference structure. Findings – The “Brand Dimensions Scales” created by Aaker (1997) can enable to measure luxury brand and store image in a scientific way. The results clarify that there is a big gap between consumers’ and managers’ cognition; the architect who designs the building could be a efficient way of advertising a luxury brand and its building to the public; and location and store atmosphere should influence luxury brand image building through non-verbal communication. Originality/value – This research study on luxury brand image building provides a way to measure brand image and assesses the impact change in brand image as well as its stores.
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Loureiro, Sandra Maria Correia. "Exploring the attractiveness of manufacturer brands and retailer own-brands in supermarket context." International Journal of Retail & Distribution Management 45, no. 10 (October 9, 2017): 1095–113. http://dx.doi.org/10.1108/ijrdm-10-2016-0196.
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Purpose The purposes of this paper are to explore the effects of brand credibility, brand familiarity and brand image on brand attachment and brand attitude; and to test how a grocery product category and the perception of quality of own-label brands vs manufacturer brands moderate the inter-relationship of brand credibility, brand familiarity and brand image on brand attachment and brand attitude. Design/methodology/approach A survey is administered to a quota sample of Portuguese supermarket shoppers via a face-to-face personal interviewing method. The survey was conducted in Lisbon, Amadora and Sintra. The three municipalities were chosen for being the most densely populated and for having the largest number of grocery retailers in Portugal. From a total of 800 questionnaires collected using a face-to-face personal interviewing method in low-, medium- and high-peak shopping days, 756 were usable for data analysis. The respondents’ profile is according to the last Censos in Portugal conducted by the National Statistical Institute of Portugal, representing a quota sample. Findings Credibility and familiarity seem to be more important to enhance attachment in the case of the manufacturer brands and image for retailer own-brands. Brand image is more effective in attach customer in the case of manufacturer brands. Grocery store (supermarket) brand managers should be more effective in communicating the extension of the store image to the image of the products; they should develop a consistent and differentiating brand image. Originality/value This paper provides an important contribution to supermarket retail service by shedding light about how consumers’ overall evaluation and attachment to a brand are affected by the grocery product category and the perception of the quality of an own-label brand vs a manufacturer brand.
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Bravo, Rafael, Leif E. Hem, and José M. Pina. "From Online to Offline Through Brand Extensions and Alliances." International Journal of E-Business Research 8, no. 1 (January 2012): 17–34. http://dx.doi.org/10.4018/jebr.2012010102.
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This paper studies the expansion of an online brand towards an offline product category through brand extensions and alliances. Specifically, it analyses the effects on the online brand image as a consequence of this expansion, and it analyses them under different conditions of image and fit. An empirical study was conducted to 407 undergraduates in a Spanish University, and data are analyzed through multivariate analysis of variance. Main results lead us to conclude that: (1) the effects of extensions and alliances are mainly negative on the online brand image, (2) the impact is focused specially on the functional and emotional dimensions of brand image (3) The effect is more negative for online brands with high image than for online brands with low image, and (4) the effect is more negative in the case of an alliance with an offline brand with low image than in the case of an alliance with an offline brand with high image or in a brand extension.
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Mazloomi, Akram, Sadraddin Sattari, and Habib Ebrahimpour. "Surveying the Relationship between Primary Brand Image with Brand Loyalty , Brand Image Fitness , Final Brand Image and Attitude toward Brand." Nigerian Chapter of Arabian Journal of Business and Management Review 3, no. 5 (2015): 31–35. http://dx.doi.org/10.12816/0014513.
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Raji, Ridwan Adetunji, Sabrina Rashid, and Sobhi Ishak. "The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention." Journal of Research in Interactive Marketing 13, no. 3 (August 12, 2019): 302–30. http://dx.doi.org/10.1108/jrim-01-2018-0004.
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Purpose This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media platforms, can enhance positive brand image and evoke favourable behavioural intention from consumers. Design/methodology/approach This study surveys 615 consumers of automotive brands across Malaysia. The data were analysed with AMOS, which was used to specify both the measurement and structural models. The mediating effect of both hedonic and functional brand images was tested using the bootstrapping approach in AMOS and Sobel test. Findings The findings reported in this research demonstrate that there are positive and significant relationships between social media advertising content, social media sales promotion content, hedonic brand image, functional brand image and behavioural intention. Both hedonic and functional brand images have significant mediating effects on social media advertising content, social media sales promotion content and behavioural intention. However, the relationship between social media advertising content and behavioural intention is insignificant. Practical implications This paper proffers insights to brand managers and marketers on how to leverage on social media contents by unearthing the roles of traditional marketing communications such as social media advertising and promotional information in enhancing brand preference and improving consumers’ purchase intention. Originality/value This research advances the discussions in the realm of social media communications and branding by examining the mediating effects of both hedonic and functional brand images of automotive brands. In addition, this study focuses on two essential marketing communications, advertising and sales promotions, which are commonly disseminated by brand managers on social media platforms.
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Woo, Hongjoo. "The expanded halo model of brand image, country image and product image in the context of three Asian countries." Asia Pacific Journal of Marketing and Logistics 31, no. 4 (September 9, 2019): 773–90. http://dx.doi.org/10.1108/apjml-05-2018-0173.
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Purpose The purpose of this paper is to examine an alternate halo model across the context of South Korea, China and India, and provide expanded interrelationships among their major brands’ brand images, country images, general product images and category-specific images (electronics and fashion handbags). Design/methodology/approach The proposed hypotheses in the alternate halo model were tested through a quantitative (survey) approach. Findings The results of analyzing 305 American consumers’ responses suggest theoretical and marketing implications for Asian countries in utilizing brand image effect and cross-category halo effects in marketing products in the global market. Originality/value The study proposes an alternate country image model that can be applied to the context of Asian countries with relatively immature country image, which is expanded from the traditional models in literature.
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Romaniuk, Jenni, Svetlana Bogomolova, and Francesca Dall'olmo Riley. "Brand Image and Brand Usage." Journal of Advertising Research 52, no. 2 (June 2012): 243–51. http://dx.doi.org/10.2501/jar-52-2-243-251.
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Romaniuk, Jennifer, and Maxwell K. Winchester. "Evaluative and Descriptive Response Patterns to Negative Image Attributes." International Journal of Market Research 45, no. 1 (January 2003): 1–13. http://dx.doi.org/10.1177/147078530304500105.
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While investigations into brand image have been plentiful, the study of negative brand image attributes has been rare. Replicated multi-brand studies are rare in any academic publication, but extremely rare in the consideration of the study of negative image attributes. Expanding on Barwise and Ehrenberg (1985), we examine the relationship between negative brand image attributes and usage replicated over different brands and attributes, in business and consumer markets, using different questioning techniques both in repertoire and subscription markets. In this paper, we report on 18 attributes for 35 brands in six separate studies. Previous research has offered conflicting evidence about the patterns one may observe between negative image attributes and brand usage. We identified the presence of three different patterns. While three different patterns were evident, the most negative image attributes studied across brands displayed a descriptive pattern. That is, users and non-users were equally likely to associate the brand with a negative image attribute. Of those that did not, a small number displayed an evaluative pattern, where users of a brand were more likely than non-users. In only one instance were non-users more likely to mention a negative image attribute than users of the brand (referred to as a reverse evaluative pattern). The implications of the study indicate that responses to negative brand image attributes are not driven by brand usage or non-usage, and that negative image attributes do not behave in an opposite pattern to positive image attributes. It is suggested that there are other factors which may drive responses to negative image attributes, such as consumer expertise level, which need further research. The findings of this study also lead us to question attitudinal models that suggest consumers evaluate brands both on positive and negative attributes in making purchase decisions. We request that further research be conducted to further understanding of the drivers of response to negative brand image attributes.
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Ferguson, Graham, Kong Cheen Lau, and Ian Phau. "Brand personality as a direct cause of brand extension success: does self-monitoring matter?" Journal of Consumer Marketing 33, no. 5 (August 8, 2016): 343–53. http://dx.doi.org/10.1108/jcm-04-2014-0954.
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Purpose Focusing on symbolic brands, this paper aims to re-test whether perceived â€∼fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the brand extension. The contention is that high brand personality fit causes consumers to like the brand extension more because, like the parent brand, consumers can use the brand extension to maintain and project a desirable self-identity. This relationship is obscured because consumers process brand personality fit as part of the overall brand image fit; therefore, the potential mediating role of brand image is tested. Consumers differ in their self-monitoring disposition as well, which may explain differences in response to perceived personality fit. Therefore, the potential moderating role of self-monitoring is tested. Design/methodology/approach Using an experimental design, respondents viewed an advertisement for a brand extension that showed either congruent, moderately incongruent or incongruent personality fit with the parent brand. This was completed for four symbolic brands: two watch brands and two motor vehicle brands. Findings The results indicate that brand personality fit between the brand extension and the parent brand is causally related to affect felt towards the brand extension, but that this relationship is fully mediated by image fit for the BMW brand and partially mediated for Volkswagen Beetle, Omega and Swatch. For BMW and Swatch, the relationship between the independent variable personality fit and the mediator variable image fit is positively moderated by the self-monitoring disposition of the consumer. Research limitations/implications The implication is that, while marketers can communicate a wide range of attributes when advertising brand extensions, marketers of symbolic brands should clearly demonstrate brand personality fit as an important component of brand image fit. This is even more important for consumers with a high self-monitoring disposition. Originality/value The study conclusively tests the importance of personality fit for symbolic brands, the mediating role of brand image and the interaction effect of self-monitoring on personality fit. These findings contribute to the research literature and help marketers to manage the level of personality fit that should be emphasized in their marketing communications.
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Büyükdağ, Naci. "The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media." Business & Management Studies: An International Journal 9, no. 4 (December 25, 2021): 1380–98. http://dx.doi.org/10.15295/bmij.v9i4.1902.
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The purpose of this study is to propose a model to understand the impact of brand information (awareness and image) on marketing variables (satisfaction, brand loyalty, WOM and purchase intention) for individuals who like or follow brands in social media. In this study, 522 questionnaires were collected, and multi-group structural equation modelling was used. According to the findings, brand awareness had a significant direct effect on brand image and a significant indirect effect on brand loyalty and purchase intention through brand image. Also, the immediate effects of brand image on satisfaction, brand loyalty, and purchase intention were significant, and the indirect effect of brand image on WOM and purchase intent through brand loyalty is substantial. Thus, brand awareness and brand image have become prominent variables in terms of brand loyalty, WOM, and consumers' purchase intentions in social media. It has been determined that brand loyalty is crucial for brands in social media. Although brand loyalty has a low explained variance rate, its impact on WOM and purchase intention is robust. Social media has also been shown to affect WOM and purchase intention substantially. Also, using the theory of gender socialization examines whether the whole model changes according to gender. Finally, managerial and theoretical implications, limitations and recommendations are presented.
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Prasad, S. Shyam, and Shampa Nandi. "Factors Impacting Brand Equity of PLBs: A Study of Grocery and Household Items in Bengaluru." IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) 9, no. 3 (December 20, 2017): 148. http://dx.doi.org/10.21013/jmss.v9.n3.p4.
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In India the private label brands (PLBs) are growing at a faster pace than retail. This supposes that PLBs should have brand equity. Although brand equity is one of the most important aspects of a brand in creating competitive advantage, earlier studies have not paid much attention to measuring and conceptualising the factors influencing the brand equity of private label brands. Many researches have looked into the consumer based brand equity (CBBE) of national brands only and hence this study was taken up to examine the dimensions of consumer based brand equity for private label brands including the impact of store image on brand equity.An empirical study was done considering survey instrument from previous study of Girard et al. (2017). The data was collected during December 2016 – January 2017 and SPSS and AMOS were used for analysing data.This study found that <strong>Brand Awareness, Brand Loyalty, Perceived Image, Perceived Value, Perceived Risk, Store Image and Price</strong> are the seven dimensions that build into the brand equity of the private label brands.
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Fu, Lixin. "A Brand Image Design Service Model Using the Visual Communication Technology under the Background of Internationalization." Wireless Communications and Mobile Computing 2022 (March 27, 2022): 1–9. http://dx.doi.org/10.1155/2022/5922967.
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The era of internationalization is the era of Internet of Everything. It not only promotes global economic growth but also subverts the traditional development model of brands in all walks of life, encourages the comprehensive upgrading of traditional brands, and spawns a large number of new-generation online brands. The visual expression of the entire brand promotion strategy is the brand visual design. Communication and appeal are the most specific and direct in the entire brand identity system. With the popularity of the Internet, the rise of platforms, the replacement of mobile devices, and the rapid development of new media technologies, the media and update methods of brand communication are more abundant. A brand image that conforms to the characteristics of the times, as a spiritual outlook, helps to better enhance the brand value. This article focuses on online brand image design in an international context. The brand image design service model based on visual communication is more conducive to brand development and is aimed at stimulating how design thinking can deepen the brand image to a certain extent.
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Yu, Chih-Ching, Pei-Jou Lin, and Chun-Shuo Chen. "How brand image, country of origin, and self-congruity influence internet users' purchase intention." Social Behavior and Personality: an international journal 41, no. 4 (May 1, 2013): 599–611. http://dx.doi.org/10.2224/sbp.2013.41.4.599.
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In this study we explored the influence of country of origin (COO), brand image, and self-congruity on consumers' purchase intention of luxury brands via the Internet. We found that: (a) consistency in the country of origin (COO), self-congruity, and brand image had a positive impact on purchase intention; (b) inconsistency between the country of brand and the country of manufacture, and consistency in the country image increased the influence of brand image on purchase intention when the brand image was weak; (c) inconsistency in the country image decreased the influence of brand image on purchase intention when the brand image was weak; and (d) consistency in COO influenced purchase intention more strongly than did self-congruity.
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Pérez-Santamaría, Samanta, Mercedes Martos-Partal, and Álvaro Garrido-Morgado. "Identifying a private-label supplier on national brand." Journal of Product & Brand Management 28, no. 3 (May 13, 2019): 432–43. http://dx.doi.org/10.1108/jpbm-06-2018-1908.
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Purpose The purpose of this study is to examine the effects of identifying suppliers on private label (PL) packaging on the perceived quality, brand image, loyalty intention and relative price of the national brands (NB) produced by dual manufacturers, considering the possible moderating effects of the images of both the NB and PL. Design/methodology/approach The study uses an experimental setting with two different categories of grocery products. Findings The empirical evidence reveals different effects of PL supplier identification, according to brand images. Research limitations/implications This paper contributes to brand extension literature on the effects on evaluations of the parent brand. It also contributes insights about the identity and identification of PL manufacturers. Practical implications This supplier identification does not affect or positively affect to the perceived quality, brand image or loyalty toward NBs with lower images, but it negatively affects those with high images, especially when the PL also has a high image and adopts a stronger price positioning. Moreover, NBs with lower images appear more expensive or do not affect when they supply PLs for retailers with high images and stronger price positioning. However, if lower image NB supply a PL with the lower image, the effects do not affect or is perceived as cheaper. Originality/value This paper extends prior knowledge about the decision to function as a dual manufacturer from the manufacturer’s perspective.
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Chen, Yulin. "A Social Media Mining and Ensemble Learning Model: Application to Luxury and Fast Fashion Brands." Information 12, no. 4 (March 31, 2021): 149. http://dx.doi.org/10.3390/info12040149.
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This research proposes a framework for the fashion brand community to explore public participation behaviors triggered by brand information and to understand the importance of key image cues and brand positioning. In addition, it reviews different participation responses (likes, comments, and shares) to build systematic image and theme modules that detail planning requirements for community information. The sample includes luxury fashion brands (Chanel, Hermès, and Louis Vuitton) and fast fashion brands (Adidas, Nike, and Zara). Using a web crawler, a total of 21,670 posts made from 2011 to 2019 are obtained. A fashion brand image model is constructed to determine key image cues in posts by each brand. Drawing on the findings of the ensemble analysis, this research divides cues used by the six major fashion brands into two modules, image cue module and image and theme cue module, to understand participation responses in the form of likes, comments, and shares. The results of the systematic image and theme module serve as a critical reference for admins exploring the characteristics of public participation for each brand and the main factors motivating public participation.
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Sinatra, Michelle, and Christian Anggrianto. "Peran Digital Retouching Pada Iklan Dalam Peningkatan Brand Image dan Brand Attitude Suatu Brand." Jurnal VICIDI 9, no. 2 (December 31, 2019): 23–32. http://dx.doi.org/10.37715/vicidi.v9i2.1329.
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This study aims to determine the role of digital retouching in advertising in improving the brand image and brand attitude of a brand. To find out, research will be conducted based on primary data in the form of interviews with expert users and extreme users. Secondary data retrieval is also held by collecting data from various books, journals and websites that contain advertising theory, the influence of brand image and brand attitude on brands, consumer behavior, marketing communication through visual design and psychology of advertising. The results of the study concluded that digital retouching can increase the brand image and brand attitude of a brand.
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Verdilla, Vera, and Albari Albari. "DAMPAK DIMENSI EKUITAS MEREK DALAM MEMBENTUK MINAT BELI ULANG." Jurnal Manajemen Maranatha 17, no. 2 (May 11, 2018): 81. http://dx.doi.org/10.28932/jmm.v17i2.802.
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Along with the times, the economy grew by leaps and bounds. Many brands are popping up in the market. Brands competing to attract the attention of consumers. To cope with competition management must first understand the importance of the power contained within the dimensions of their brand equity. For that empirical research is intended to explain the relationship between the dimensions of brand equity, especially the positive influence of consumer repurchase intention. The population in this study are those who have never made a purchase in the clothing brand "G" in Yogyakarta. The sample involved is as much as 166 respondents with a sampling technique in the form of convenience sampling. Variable data used for the analysis is brand awareness, brand image, perceived quality, brand loyalty, and purchase intention. Data were analyzed using multiple linear regression, which is equipped with six types of test data analysis. The results of data analysis showed that brand awareness and brand image positive and significant impact on the perceived quality of the brand. Furthermore, brand awareness, brand image and perceived quality and significant positive effect on brand loyalty. The study also found brand awareness, brand image, perceived quality, brand loyalty and a positive and significant impact on the repurchase intention. In other words, awareness and a positive brand image can affect directly or indirectly (through the perceived quality and brand loyalty) to the repurchase intention. Keywords: Brand Awareness, Brand Image, Perceived Quality, Brand Loyalty, and Purchase Intention
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신정란 and JinSook Hwang. "Effects of Congruence between Self Image and Brand Image on Brand Attitude of Jean Brands." Journal of Korea Design Forum ll, no. 38 (February 2013): 175–88. http://dx.doi.org/10.21326/ksdt.2013..38.016.
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Lee, Jihyun, and Yuri Lee. "Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image." Journal of Fashion Marketing and Management: An International Journal 22, no. 3 (July 9, 2018): 387–403. http://dx.doi.org/10.1108/jfmm-08-2017-0087.
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Purpose The purpose of this paper is to examine the effect of the corporate social responsibility (CSR) activities of a fashion company with multiple brands. In particular, the aim is to determine the differences in the impact of corporate-level and brand-level CSR. Design/methodology/approach The data were collected using an online survey from the consumer panel of a marketing research firm in South Korea. The subjects were presented with the following stimuli of a fashion company with multiple brands: describing corporate-level CSR activities of a company (n=109) and describing brand-level CSR activities of a company (n=113). After processing the information, the participants were asked to evaluate their reciprocity perception, corporate image, brand image, and purchase intention. Findings Regarding corporate-level CSR, participants’ reciprocity perception positively and directly affected purchase intention. It also positively affected corporate image, and corporate image affected brand image, and brand image positively affected purchase intention. Regarding brand-level CSR, reciprocity perception did not affect purchase intention directly, but positively affected purchase intention through mediation of corporate image. This study found a construct where reciprocity perception influences purchase intention with a mediating role of corporate image and brand image. The effect of reciprocity perception shaped by corporate-level CSR is greater than that shaped by brand-level CSR. Originality/value The outcome of this study provides meaningful insights and practical implications for companies that have multiple brands.
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Brangsinga, Gusti Bagus Yopi, and Tjok Gde Raka Sukawati. "PENGARUH PERCEIVED QUALITY DAN BRAND IMAGE TERHADAP BRAND LOYALTY DAN BRAND EQUITY." E-Jurnal Manajemen Universitas Udayana 8, no. 4 (February 28, 2019): 2125. http://dx.doi.org/10.24843/ejmunud.2019.v08.i04.p09.
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The purpose of this study was to determine the effect of perceived quality and brand image on brand loyalty and brand equity. This research is in the form of associative and carried out on consumers of Samsung Galaxy mobile phones. The sample in this study amounted to 112 people taken using purposive sampling sampling technique, namely the technique of determining the sample with certain considerations that are considered to represent the population. Data analysis techniques are carried out using Structural Equation Modeling (SEM) with the AMOS 16.00 program. The results of this study indicate that all hypotheses are accepted. Perceived quality and brand image have a positive and significant effect on brand equity. This means that good perceived quality and brand image will form a good brand equity for the company. Perceived quality and brand image have a positive and significant effect on brand loyalty. When the perceived quality of consumers towards good brands and the resulting brand image is good, consumers will develop brand loyalty. Then brand loyalty has a positive and significant effect on brand equity. With the brand loyalty of consumers it will add to the positive value that the brand has and will add to the brand equity of the brand and company.
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Kremer, Florence, and Catherine Viot. "How store brands build retailer brand image." International Journal of Retail & Distribution Management 40, no. 7 (June 2012): 528–43. http://dx.doi.org/10.1108/09590551211239846.
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Matthiesen, Insa‐Mascha, and Ian Phau. "Brand image inconsistencies of luxury fashion brands." Journal of Fashion Marketing and Management: An International Journal 14, no. 2 (May 11, 2010): 202–18. http://dx.doi.org/10.1108/13612021011046066.
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Wijaya, Nikodemus Hans Setiadi. "Brand Experience and WOM: The Mediating Effects of Brand Love, Brand Image, and Brand Loyalty." Asia Pacific Journal of Management and Education 5, no. 3 (November 20, 2022): 48–57. http://dx.doi.org/10.32535/apjme.v5i3.1765.
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In marketing, word of mouth (WOM, whether positive or negative, can have a significant impact on overall marketing success because it influences the reputation of the company and the product brand. To foster positive WOM, marketers should manage the consumer experience when consuming a product brand. This study applies brand love, brand image, and brand loyalty to the effect of brand experience on WOM. Brand love, brand image and brand loyalty are posited as mediators. The present study employed consumers of a pharmaceutical brand originating from Japan. The online survey gathered 293 data that could be used for analysis. By using the two types of positive WOM (face-to-face WOM and electronic WOM, later abbreviated as f-WOM and e-WOM) this study revealed that the brand experience was positively associated with e-WOM and f-WOM. Brand experience was associated with e-WOM through brand love, brand image and brand loyalty. In addition, brand experience was associated with f-WOM through brand love, brand image and brand loyalty. The study offers important information to marketers. Through brand property management, organizations would scan positive WOM from their consumers, in turn it may be a good spontaneous promotion at their brands.
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Klein, Kristina, Franziska Völckner, Hernán A. Bruno, Henrik Sattler, and Pascal Bruno. "Brand Positioning Based on Brand Image–Country Image Fit." Marketing Science 38, no. 3 (May 2019): 516–38. http://dx.doi.org/10.1287/mksc.2019.1151.
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Yeo, Yi-Ju, and Eun-Jun Park. "Mediating Effect of Perceived Value on the Relationship between Brand Image and Customer Loyalty of Hair Salon." Asian Journal of Beauty and Cosmetology 19, no. 3 (September 30, 2021): 343–54. http://dx.doi.org/10.20402/ajbc.2021.0181.
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Purpose: This study emphasizes brand image and perceived value by examining and identifying the mediating effect of the relationship between hair salons’ brand images, perceived value, and customer loyalty. It aims to enhance the competitiveness of hair salon brands by providing the basic data necessary for the development and improvement of sales in professional hair salons.Methods: This study performed frequency analysis, reliability analysis, factor analysis, regression analysis, and mediation regression analysis, using SPSS 22.0 for 534 copies of data collected through questionnaires for adult men and women using hair salons.Results: The study results show that brand image significantly affected the perceived value and customer loyalty. Additionally, the perceived value significantly affected customer loyalty and partially mediated the relationship between brand image and customer loyalty.Conclusion: It is necessary to market factors with positive brand image effects for a hair salon, and customers should feel satisfied and unburdened. Additionally, to increase the salon’s value, suitable unit prices for technology and services should be set instead of higher unit prices.
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Kamil, Fauzan, and Arga Hananto. "Analysis Sentiment of Nestle Bear Brand during the Covid-19 Pandemic on Social Media Twitter." Cakrawala Repositori IMWI 6, no. 1 (February 28, 2023): 596–619. http://dx.doi.org/10.52851/cakrawala.v6i1.166.
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Position and brand image are important and crucial in marketing strategy. Brand position and image form strong associations with targeted consumers used to differentiate a brand from its competitors. Companies must understand good marketing strategies to improve their brand position in society based on consumer perspective. During the Covid-19 pandemic, especially in 2021, there was a unique phenomenon, whereby the demand for Bear Brand Milk was greater than the market leader, namely Ultra milk, while Ultra milk was even cheaper than the Bear Brand milk. This phenomenon is discussed on social media, especially Twitter regarding opinions from consumers in purchasing the products. This study aims to determine whether online text reviews can provide an overview of the position and brand image of Bear Brand Milk using LIWC (Linguistic Inquiry and Word Count) sentiment analysis and PCA (Principal Component Analysis). Based on our analysis, we can conclude that LIWC can provide an overview regarding the brand image and brand positioning of Bear Brand milk and Ultra milk. Brand image is obtained from variables that describe psychological variables when using or imagining the brands. Brand Position through PCA analysis describes the difference in gain between the dominant variables in the two brands.
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Nysveen, Herbjørn, Ove Oklevik, and Per Egil Pedersen. "Brand satisfaction." International Journal of Contemporary Hospitality Management 30, no. 9 (September 10, 2018): 2908–24. http://dx.doi.org/10.1108/ijchm-05-2017-0280.
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Purpose This paper aims to examine the influence of a brand’s innovativeness and green image on customers’ sensory, affective, cognitive, relational and behavioral brand experience and, through that, on brand satisfaction. Design/methodology/approach To collect primary data, the study used a list of 1,754 e-mail addresses from a hotel in Norway. Of the invited respondents, 283 completed the questionnaire. Findings The study shows positive influences of perceived brand innovativeness and green image on the experience dimensions. The influences of the brand experience dimensions on brand satisfaction are mixed. The results indicate that the brand experience dimensions partially mediate the influences of perceived brand innovativeness and green image on brand satisfaction. The study also shows a positive influence of perceived brand innovativeness on perceived green image. Practical implications The paper highlights the importance of carefully managing brands’ innovativeness and green image to improve brand experiences and satisfaction with the hotel. Originality/value Few studies exist on hotel brand experience, and therefore, future studies should identify antecedents and consequences of hotel brand experience (King, 2017; Khan and Rahman, 2017). This paper examines the role of hotel brand experiences with an explicit focus on the antecedents of such experiences.
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Matiza, Tafadzwa. "COUNTRY IMAGE AND RECREATIONAL TOURISM TRAVEL MOTIVATION: THE MEDIATING EFFECT OF SOUTH AFRICA'S PLACE BRAND DIMENSIONS." Tourism and hospitality management 28, no. 3 (2022): 519–39. http://dx.doi.org/10.20867/thm.28.3.2.
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Purpose – Global competition highlights the importance of country image as a heuristic criterion for information symmetry in tourist decision making. However, there is limited academic inquiry into the interaction between country images and place brands in tourists’ travel motivation. This study explores the mediating effect of the place brand in the image-travel motivation nexus. Design/Methodology – The quantitative-deductive study generated data from a convenient sample of n=233 tourists. Survey data were analysed using exploratory and confirmatory factor analyses; followed by parallel mediation analysis to examine the mediating effect of place brand in the relationship between country image (exogenous variable), and travel motivation (endogenous variable). Approach – This study models country image and place brand dimensions as perceptual variables influencing leisure-oriented recreational tourism travel motives. Findings – South Africa's socio-cultural and competitive advantages as place brand dimensions have a partial intervening effect on the influence of South Africa's image on leisure-oriented recreational tourists’ travel motives; thus, implying the need to manage both dimensions as antecedents of leisure tourists' recreational travel motivation. Originality of the research – Evidence and knowledge gaps in the literature are addressed by modelling the direct (country image) and indirect (place brands) influence of tourists’ perceptions on their extrinsic travel motives.
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Pratama, Hendra, and Budi Suprapto. "The Effect of Brand Image, Price, and Brand Awareness on Brand Loyalty: The Rule of Customer Satisfaction as a Mediating Variable." GATR Global Journal of Business Social Sciences Review 5, no. 2 (April 20, 2017): 52–57. http://dx.doi.org/10.35609/gjbssr.2017.5.2(9).
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Objective - This study was conducted to determine the effect of brand image, price and awareness toward brand loyalty through customer satisfaction. In this study, 260 questionnaires were distributed to Samsung smartphone holders. Methodology/Technique - This research was conducted in Indonesia with the object of the research being the Samsung brands in relation to smartphones. The criteria of the respondents used was consumers who have used Samsung smartphones at least twice. In this study, as many as 260 questionnaires were distributed. Findings - The results use multiple linear regression analysis, indicating that brand image and brand awareness significantly effect brand loyalty, while price does not have a significant effect on brand loyalty. Further, brand image significantly effects customer satisfaction. The study also found that customer satisfaction mediates the effect of brand image on brand loyalty. Novelty - The study uses original data to identify influences on brand loyalty. Type of Paper - Empirical Keywords: Brand Awareness; Brand Image; Brand Loyalty; Customer Satisfaction; Price.
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Lin, Jialing, Antonio Lobo, and Civilai Leckie. "Green brand benefits and their influence on brand loyalty." Marketing Intelligence & Planning 35, no. 3 (May 2, 2017): 425–40. http://dx.doi.org/10.1108/mip-09-2016-0174.
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Purpose The purpose of this paper is to investigate the formation of green brand image through customers’ perceptions of the functional and emotional benefits associated with green brands and the influence of green brand image on purchase behavioural response. Additionally, the influence of a moderating variable (green perceived risk) on this formation process is examined. Design/methodology/approach Data were collected using an online survey administered to a consumer panel in China. Structural equation modelling was used to test the conceptual model. Findings The results demonstrate that the provision of utilitarian benefits and self-expressive benefits directly enhance the brand’s green image. Also, utilitarian benefits and green brand image have direct influences on green brand loyalty. Green perceived risk negatively moderates the relationship between utilitarian benefits and green brand image. Research limitations/implications This study extends previous research by examining the development of green brand image and investigating the moderating role of green perceived risk in this process. Also, this study enriches research on green brand and corporate branding by investigating the relationship between green brand image and brand loyalty. Originality/value Although previous research has examined how perceived benefits influence the development of corporate brand image, the issue has not been investigated from a green branding perspective. Moreover, the moderating role of green perceived risk in the formation of green brand image has not been explored, despite the concerns relating to greenwash which have been raised in several green brand studies. Finally, green brand image was found to be a strong antecedent of brand loyalty, besides the predominant elements of green trust and green satisfaction.
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Doğmuş, Engincan. "POSTMODERN DÖNEMDE TÜKETİCİYİ ANLAMAK, REKLAMLARDA KULLANILAN ARKETİPLERİN POSTMODERN TÜKETİCİ İLE İLİŞKİSİ: TÜRKİYENİN EN DEĞERLİ 20 MARKASININ YOUTUBE REKLAMLARININ ÖRNEĞİ." IEDSR Association 6, no. 15 (September 20, 2021): 454–81. http://dx.doi.org/10.46872/pj.391.
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Postmodern culture, which developed after the modern period, is in a structure in which postfordist consumption understanding is adopted instead of fordist consumption and consumption for image purposes is at the forefront. In this context, brands create their images in order to be remembered in the current culture and to create a lifestyle for the continuity of consumption. The creation process of images, on the other hand, is through advertisements where the continuous production and consumption of high reality and commodities is made, and it shows a common development with postmodern culture brand images. Within the scope of the study, a descriptive approach and content analysis method were preferred in order to make sense of how brand images are produced through advertisements in the postmodern period and to deal with the constructing dimension. Accordingly, the top 10 brands in the ranking of the Brand Finance 2021 Turkey Report were selected as a sample and the ads of the selected brands between 1 June 2021 and 5 June 2021 with the theme of world environment day were analyzed. As a result of the analysis, within the framework of advertising and consumption; brand images in the postmodern period, where there are higher realities, fragmented consumer structure, production and consumption change places and the subject is decentralized; Impressions can be evaluated in various ways such as symbolism, personification, meanings and messages and psychological elements. Looking at the general position, it has been concluded that the structural features of postmodernity are effective in creating and creating brand image characters, and in this respect, it shapes brand images.
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Kaur, Harsandaldeep, and Kanwalroop Kaur. "Connecting the dots between brand logo and brand image." Asia-Pacific Journal of Business Administration 11, no. 1 (January 24, 2019): 68–87. http://dx.doi.org/10.1108/apjba-06-2018-0101.
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Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? Design/methodology/approach The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. Findings The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. Practical implications The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. Originality/value This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.
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Chan, Hang-Yee, Maarten Boksem, and Ale Smidts. "Neural Profiling of Brands: Mapping Brand Image in Consumers’ Brains with Visual Templates." Journal of Marketing Research 55, no. 4 (August 2018): 600–615. http://dx.doi.org/10.1509/jmr.17.0019.
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The authors demonstrate a novel template-based approach to profiling brand image using functional magnetic resonance imaging. They compare consumers’ brain responses during passive viewing of visual templates (photos depicting various social scenarios) and brain responses during active visualizing of a brand's image, and then they generate individual neural profiles of brand image that correlate with the participant's own self-report perception of those consumer brands. In aggregate, these neural profiles of brand image are associated with perceived cobranding suitability and reflect brand image strength rated by a separate and bigger sample of consumers. This neural profiling approach offers a customizable tool for inspecting and comparing brand-specific mental associations, both across brands and across consumers. It also demonstrates the potential of using pattern analysis of neuroimaging data to study multisensory, nonverbal consumer knowledge and experience.
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Vo, Thuy Thi Ngoc, Bich Ngoc Dang, and Phuong Thu Mai. "Similarities and differences between service and product brand images - Evidence from education service." Science and Technology Development Journal 19, no. 2 (June 30, 2016): 91–103. http://dx.doi.org/10.32508/stdj.v19i2.730.
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Since the 1990s, the study of service brands has begun and developed rapidly but still remains relatively limited as works were mostly inspired by research on product brands. While several studies point out the homogeneity between these two concepts, there are (substantially) different aspects in terms of brand attributes and the way that customers build brand image in their mind. This study reviews the dominant literature of brand image in the service sector and clarifies the similarities and differences between the service brand and product brand. Also, using qualitative methods, this study aims to find service brand attributes in the education sector. From the above analysis, the study provides further research on the synthesis of brand image in the service sector. Finally, new directions of research in the field are suggested.
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BİLGİN, Yusuf. "THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY." Business & Management Studies: An International Journal 6, no. 1 (April 25, 2018): 128–48. http://dx.doi.org/10.15295/bmij.v6i1.229.
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The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers who actively follow five brands with the highest social score according to the Marketing Turkey social media brand performance data on social media communication channels such as Facebook, Twitter and Instagram. In this research, quantitative method has been used and research data has been obtained via online questionnaires shared on social media from 547 brand followers with applying convenience sampling method. The obtained data have been analyzed by structural equation modeling (SEM). As a result of the analysis, social media marketing activities have been found as effective factors on brand image and brand loyalty, besides it has been determined that the most obvious effect seen on brand awareness. In addition, it has been found out that brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the research, it has been achieved that the brand awareness has a limited effect on the brand image.