Google Scholar Aaker, Jennifer L. (1997), "Dimensions of Brand Personality," Journal of Marketing Research (JMR), 34 (3), 347-356. Marketing science 25 (6), 740-759. , 2006. 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. And when you do, you will find a wealth of knowledge, ideas, and almost allbacked up by solid research. Tauber, Edward M. (1981), Brand Franchise Extension: New Product Benefits from Existing Brand Names, Business Horizons 24, 3641. Enjoy! This article explores the role that color can play in building brand meaning with two experiments. Managers make numerous decisions on a daily basis related to building, measuring, managing, and protecting their brands with significant short- and long-term consequences. We conclude with commentary on other future research directions for brands and branding. Effective Brand Strategy Implementation: Review of Literature and Ohlwein, Martin and Thomas P. Schiele (1994), Co-Branding, Wirtschaftswissenschaftliches Studium 23, 577578. Kim, Daniel H. (1993), The Link between Individual and Organizational Learning, Sloan Management Review, 35 (1), 3750. , Pavlou Paul A. Can affective information be shared by consumers as effectively as more cognitive information? Noble, Charles H. and Michael P. Mokwa (1999), Implementing Marketing Strategies: Developing and Testing a Managerial Theory, Journal of Marketing, 63 (4), 5773. PubMedGoogle Scholar. Beer, Michael and Russell A. Eisenstat (2000), The Silent Killers of Strategy Implementation and Learning, Sloan Management Review, 41 (4), 2940. your institution. open access It is generally known that the decisional process regarding to choose or not to choose a brand is determined by anecdotal evidence. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide, This PDF is available to Subscribers Only. Morhart, Felicitas M., Walter Herzog, and Torsten Tomczak (2009), Brand-Specific Leadership: Turning employees into Brand Champions, Journal of Marketing, 73 (5), 122142. Torelli etal. Co-branding: The State of the Art | SpringerLink KL Keller, DR Lehmann. (PDF) Employer Branding Revisited - ResearchGate Francisco This research curation, however, focuses on branding research only over the past several years, highlighting five main themes from this more recent era of research: Consumer relevance and distinctiveness in branding. Samu, Sridhar, H. Shanker Krishnan, and Robert E. Smith (1999), Using Advertising Alliances for New Product Introduction, Interactions between Product Complementarity and Promotional Strategies, Journal of Marketing 63, 5774. Keller, Kevin Lane and Donald R. Lehmann (2006), Brands and Branding: Research Findings and Future Priorities, Marketing Science, 25 (6), 740759. Gaeth, Gary J., Irwin P. Levin, Goutam Chakraborty, and Aron M. Levin (1991), Consumer Evaluation of Multi-Product Bundles: An Information Integration Analysis, Marketing Letters 2, 4757. Schrter, Rolf and Jan Waschek (1996), Wenn Marken zueinanderfinden, Werben & Verkaufen 21, 7273. 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. What do they stand for? Voss, Kevin E. and Patriya Tansuhaj (1999), A Consumer Perspective on Foreign Market Entry: Building Brands Through Brand Alliances, Journal of International Consumer Marketing 11, 3958. Martin Rao, Akshay R. (1997), Strategic Brand Alliances, Journal of Brand Management 5, 111119. While its true that they can be a little dense and, in some cases, difficult to get through, pay particular attention to the abstract (summary), and the conclusions at the outset, then loop back through the research if youre interested. Building Brands Identity - ScienceDirect Brand meaning is a core branding conceptwhat consumers know, think, and feel about a brand (John etal. Fox, and Srinivas K. Reddy (2001), The Impact of Brand Extension Introduction on Choice, Journal of Marketing 65, 115. 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. 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. Four studies show that anthropomorphizing a brand positioned to be distinctive diminishes consumers sense of agency in identity expression. : Adison-Wesely Publishing Company, Inc. Atuahene-Gima, Kwaku and Janet Y. Murray (2004), Antecedents and Outcomes of Marketing Strategy Comprehensiveness, Journal of Marketing, 68 (4), 3346. Full article: A new era of influencer marketing: Lessons from Recent 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. Yet not all consumers ascribe to the positive qualities of brands, and some consumers actively dislike brands and branding in general. Some marketing pundits proclaim that customers are now in charge of marketing, maintaining that consumers now set the strategic directions of brands. Others capture phenomena wholly unique to the branding area. Washburn, Judith H. (1999), An Evaluation of Co-Branding: Its Effects on Brand Equity, SEC Attribute Performance, and the Moderating Role of Product Trial, St. Louis. Hickson, David J., Susan J. Miller, and David C. Wilson (2003), Planned or Prioritized? What is the proper balance of continuity and change for brands over time? In other words, consumers have the motivation (engagement), ability (enlightenment), and opportunity (empowerment) to actually impact brand strategies. 2. - 167.71.228.152. Susan Fashion Style & Popular Culture, 4(1), 124-126. Yet, with more than 100 scholarly papers published on the concept to date, it has developed into a fragmented area of research with a diversity of definitions and conceptual boundaries. Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes, Journal of Marketing Research 35, 3042. Lastly, for both academics and managers to fully understand the effects of brands and branding, there needs to be a deep, rich understanding of how consumers think, feel, and act toward brands. 2006; Keller 2003). Researchers have explored how consumer responses to brands vary by factors such as knowledge, experience, gender, attitudes, and cultural background. The author thanks the editors for the opportunity to write this research curation and for their helpful feedback. Chloe ), Co-Branding The Science of Alliance, Basingstoke: Macmillan, 121. 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. 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. What are the accepted standards for sustainability, community involvement, and social impact? How Is It Measured? (1990), Brand Extensions: The Good, the Bad, and the Ugly, Sloan Management Review 31, 4756. 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. Consumer Research Insights on Brands and Branding: A JCR Curation Different forms of marketing activity relating to various aspects of the classic marketing mix (the 4 Ps: product, price, place, and promotion) have been assessed, and the contexts studied have included a host of situations or settings. Through an extensive text mining study of social media, Villarroel Ordenes etal. What are the most effective ways for marketers to elicit brand feelings and emotions? 2020; Moe and Schweidel 2014; Yadav and Pavlou 2014). (, Huang In a desire to connect with home and not feel as distinctive, consumers broaden how they actually think of home. By expanding their in-group boundaries in that way, they exhibit preferences to include culturally related brands that are merely similar in geographic proximity or sociohistorical or cultural roots. Part of Springer Nature. (2001), On the Use of College Students in Social Science Research, Insights from a Second-Order Meta-analysis, Journal of Consumer Research 28, 450461. Consumer Research 21, 342353. Our results demonstrate that an anthropomorphized brand-as-supporter enhances consumers sense of agency in identity expression, compared to both an anthropomorphized brand-as-agent and an anthropomorphized brand-as-controller. Walchli, Suzanne B. Swaminathan, Vanitha, Richard J. Kaufmann, Gwen and Katharina Kurt (2005), Rckwirkungen von Markentransfers auf die Muttermarke, eine empirische Auswertung von Fallbeispielen, Research Papers on Marketing and Retailing University of Hamburg, No. 2023 Springer Nature Switzerland AG. 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. Bergen, Mark and George John (1997), Understanding Cooperative Advertising Participation Rates in Conventional Channels, Journal of Marketing Research 34, 357369. Desai, Kalpesh Kaushik and Wayne D. Hoyer (1993), Line Extensions: A Categorization and an Information Processing Perspective, Advances in Consumer Research 20, 599606. In part due to this changing marketing environment, a host of other branding concepts have been put forth in recent years to guide marketing strategies (e.g., brand purpose, brand stories and narratives). The Role of Public Relations in Branding - ScienceDirect Lastly, the crucial mediating role of self-brand connections reinforces the need to consider the relevance of brands and when and how they are drawn into consumers identities and lives. When can negative feelings undermine product advantages? Balachander, Subramanian and Sanjoy Ghose (2003), Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions, Journal of Marketing 67, 413. Participants paid most attention to brand presence cues and the paid partnership label, while least attention was paid to the #ad label at the end or start of a post caption. D. Till, and Randi Priluck (2004), Brand Alliance and Customer-Based Brand-Equity Effects, Psychology & Marketing 21, 487508. How do they make the product or service? (, Bhattacharya (1998), Leverage, Resistance and the Success of Implementation Approaches, Journal of Management Studies, 35 (2), 213240. How much consensus can reasonably be expected? Distinctiveness is at the core of branding and a key element in virtually any definition of brands. Ahluwalia, Rohini, Robert E. Burnkrant, and H. Rao Unnava (2000), Consumer Response to Negative Publicity: The Moderating Role of Commitment, Journal of Marketing Research 37, 203214. Finally, more generally, this research underscores the contingent nature of consumer processing of brands and the need to thoroughly investigate moderator variables that can impact the direction and strength of branding effects in meaningful ways. (1991), Firm Resources and Sustained Competitive Advantage, Journal of Management, 17 (1), 99120. Park, C. Whan, Sung Youl Jun, and Allan D. Shocker (1996), Composite Branding Alliances: An Investigation of Extension and Feedback Effects, Journal of Marketing Research 33, 453466. Shen and Sengupta, Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More than Writing Does(2018). What is the significance and importance of colors in daily life (with special reference to marketing)? document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Copyright 2008 - 2023 Paradux Media Group Custom Web Design by Paradux Media Group. (1995) Positioning is the perception targeted consumers have of firms offerings relative to that of competitors. While there is some knowledge on brand strategy formulation, there is little knowledge on how brand strategies may be implemented effectively. How easily can feelings and emotions be linked to a brand? Peer-reviewed under responsibility of Universiti Tenaga Nasional doi: 10.1016/S2212-5671 (16)00086-1 ScienceDirect Available online at www.sciencedirect.com 7th International Economics & Business Management Conference, 5th & 6th October 2015 Engaging People with Employer Branding Nor Adibah Ahmada* and Salina Dauda aCollege of Business and . Brand awareness is like brand recognition or memory (Febriyantoro, 2020), it is a key business instrument that influences consumers' brand attitudes and choices (Du et al., 2020). Here are 10 superb scholarly article son branding that are readily available as PDFs on the web right now just for you. 2020). Norris, Donald G. (1992), Ingredient Branding: A Strategy Option with Multiple Beneficiaries, Journal of Consumer Marketing 9, 1931. Gamification is one such human-computer interactive mechanism that has gained pace in the digital business space. 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. Aaker, David A. and Erich Joachimsthaler (2000), Brand leadership. Google Scholar. Bansk Bystrica: rad priemyselnho vlastncstva SR. Berndt, Ralph (1985), Kooperative Werbung Organisation, Planung und Vorteilhaftigkeit kooperativer Werbemanahmen, Wirtschaftswissenschaftliches Studium 14, 17. Individuals often evaluate, purchase, and consume brands in the presence of others, including close others. Meanwhile, brand health is the evaluation from digital audiences about the brands and products. Levin, Irwin P. and Aron M. Levin (2000), Modeling the Role of Brand Alliances in the Assimilation of Product Evaluations, Journal of Consumer Psychology 9, 4352. It measures the awareness of the brand for long-term period thus develop the brand equity. All themes reflect conceptual rigor and practical relevance. , Blair Sean (, Escalas Provided by the Springer Nature SharedIt content-sharing initiative, Over 10 million scientific documents at your fingertips, Not logged in Palupski, Rainer and Angela Blanka Bohmann (1994), Co-Promotion, Marketing-ZFP 16, 257264. Effective Brand Strategy Implementation: Review of Literature and Avenues for Future Research. your institution. New York. (, Chernev Aaker, Jennifer L. (1997), Dimensions of Brand Personality, Journal of Marketing Research (JMR), 34 (3), 347356. Ailawadi, Kusum L., Donald R. Lehmann, and Scott A. Neslin (2001), Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gambles Value Pricing Strategy, Journal of Marketing, 65 (1), 4461. Shrivastava, Paul (1983), A Typology of Organizational Learning Systems, Journal of Management Studies, 20 (1), 728. Upper Saddle River (N.J.): Prentice Hall. Hutzschenreuter, Thomas and Ingo Kleindienst (2006), Strategy-Process Research: What Have We Learned and What Is Still to Be Explored, Journal of Management, 32 (5), 673720. Hardaker, Simon and Chris Fill (2005), Corporate Services Brands: The Intellectual and Emotional Engagement of Employees, Corporate Reputation Review, 7 (4), 365376. https://doi.org/10.1007/BF03396775. Does It Affect Loyalty?, Journal of Marketing, 73 (3), 5268. Musante, Michael D. (2000), The Impact of Brand Alliances on Brand Image and Favorability Perceptions, Amherst. Research on trade dress goes to the very heart of brands and branding: the brand elements themselves. Google Scholar Aaker, David A. and Erich Joachimsthaler (2000), Brand leadership. Rosier, Eleri R., Robert E. Morgan, and John W. Cadogan (2010), Marketing strategy and the efficacy of procedural justice: The mid-level marketing manager in industrial service firms, Industrial Marketing Management, 39 (3), 450459. Varadarajan, P. Rajan and Satish Jayachandran (1999), Marketing Strategy: An Assessment of the State of the Field and Outlook, Journal of the Academy of Marketing Science, 27 (2), 120143. Provided by the Springer Nature SharedIt content-sharing initiative, Over 10 million scientific documents at your fingertips, Not logged in Consumer research in branding is expansive in nature and has investigated a wide range of topics in terms of how different kinds of consumers respond to different types of brands and branding activities in various contexts (Schmitt 2012). Several aspects of this research are noteworthy. Kostova, Tatiana and Kendall Roth (2002), Adoption of an Organizational Practice by Subsidiaries of Multinational Corporations: Institutional and Relational Effects, Academy of Management Journal, 45 (1), 215233. . In particular, AI and robotic advances in service settings and elsewhere will raise a number of similar issues in terms of how consumers interact with more human-like marketing devices. This is a preview of subscription content, access via your institution. Ensuring that brands are relevant and differentiated, however, is a challenging managerial priority in todays fluid and fast-changing marketplace. 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. They have studied the effects of brands that vary by product or industry type, personality or other image factors, country of origin, and more. New York: The Free Press. Vlckner, Franziska and Henrik Sattler (2006), Drivers of Brand Extension Success, Journal of Marketing 70, 1834. But all of it helps to shape your opinions about branding, just as surely as it has shaped mine. Nutt, Paul C. (1983), Implementation Approaches for Project Planning, Academy of Management Review, 8 (4), 600611. , Boksem Maarten, Smidts Ale (, Chang Coupland In 2014 and 2015, BrandZ ranked Google the most, and second most valuable global brand at $159 billion and $173 billion, respectively. Anyone you share the following link with will be able to read this content: Sorry, a shareable link is not currently available for this article. 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. , Dhar Ravi (, Paharia Thorpe, Eleri R. and Robert E. Morgan (2007a), A role theoretic view of product-market strategy execution: an investigation of mid-level marketing managers, Journal of Strategic Marketing, 15 (2/3), 223236. Two main search strings were used initially with combination of key words in order to cover the . Noble, Charles H. (1999), The Eclectic Roots of Strategy Implementation Research, Journal of Business Research, 45 (2), 119134. In contrast, four experiments demonstrate the benefits of out-of-category imitation for copycats, and the harmful effect on the imitated brand. Floyd, Steven W. and Bill Wooldridge (1992), Managing strategic consensus: the foundation of effective implementation, Academy of Management Executive, 6 (4), 2739. This is a preview of subscription content, access via Helmig, B., Huber, JA. Because of how they shape awareness and image with consumers, brand elements are often invaluable assets to brand marketers. John, Deborah Roedder, Barbara Loken, and Christopher Joiner (1998), The Negative Impact of Extensions, Can Flagship Products Be Diluted? Vaidyanathan, Rajiv and Praveen Aggarwal (2000), Strategic Brand Alliances: Implications of Ingredient Branding for National and Private Label Brands, Journal of Product & Brand Management 9, 214228. (2011). Alexander AudioEye.smartRemediations = []; 92 Citations Metrics Abstract 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.