| 1. |
- Blair, Amanda, et al.
(författare)
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Assessing brand equity in the luxury wine market by exploiting tastemaker scores
- 2017
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 26:5, s. 447-452
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: Calculating brand equity, the price differential that a branded product is able to charge compared to an unbranded equivalent, often suffers from a lack of a means to truly determine equivalence. Luxury wines have the benefit of an established measure of equivalency – the Parker score. Robert Parker’s influence as a tastemaker provides a point of comparison across brands. This study looks at brand equity of Bordeaux classified growth wines considering château brands, growths and vintages to illustrate the intangible value for the consumer. Design/methodology/approach: Using price and wine-specific data from Wine-Searcher.com, an online database and search engine, an initial sample of 393 wines with Parker scores ranging from 72 to 100 is presented. A subset of perfect wines, with 100-point Parker scores, is also reviewed focusing on the great vintage of 2009. Findings: The results indicate that brand equity in the luxury wine market exists. Not only is this true for the brand of a specific château, but there is also equity associated with the vintage and the growth. Practical implications: This offers practical implications for brand managers in positioning their wines. Originality/value: An analysis of luxury wines supports the financial perspective on brand equity, especially when there is a viable means of determining equivalence, such as the Parker score.
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| 2. |
- Ferreira, Caitlin Candice, et al.
(författare)
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The truth (as I see it) : philosophical considerations influencing a typology of fake news
- 2020
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 29:2, s. 150-158
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Tidskriftsartikel (refereegranskat)abstract
- Purpose–The purpose of this paper is to provide an overview of the philosophical considerations of fake news and provide an alternative view to current conceptualizations of its binary nature. Through an evaluation of existing research, a typology of fake news is presented that considers thepossibility that the propagation of fake news about a brand, may be stemming from the brand itself, a previously unexploredfield in the literature.Design/methodology/approach–This is a conceptual paper based on extensive literature review on thefields of fake news and knowledgecreation, resulting in the creation of a synthesized typology.Findings–The role of power structures greatly influences the ability for a brand to respond to fake news. Externally constructed disinformation is seemingly more difficult for a brand to address, as a result of having limited control over the message. Internally constructed information, while stemming from the brand itself provides the brand with more control, but a greater public distrust as the source of the fake news seems to confirm the disinformation.Practical implications–This paper presents a typology that contrasts the source of the construction of disinformation and the extent to which thefacts have been fabricated. Furthermore, this paper provides future researchers with an alternate understanding of the conceptualization of fakenews.Originality/value–This paper is the first of its kind to establish a typology of fake news on the basis of the source of construction ofdisinformation. The source plays an important role when assessing the associated brand risks and developing an approach to combat potential negative implications.
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| 3. |
- Flostrand, Andrew, et al.
(författare)
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Fake news and brand management : a Delphi study of impact, vulnerability and mitigation
- 2020
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 29:2, s. 246-254
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Tidskriftsartikel (refereegranskat)abstract
- PurposeFake news is presently one of the most discussed phenomena in politics, social life and the world of business. This paper aims to report the aggregated opinions of 42 brand management academics on the level of threat to, the involvement of, and the available actions of brand managers resulting from fake news.Design/methodology/approachA Delphi study of 42 academics with peer-reviewed publications in the brand management domain.FindingsThe study found that on some dimensions (e.g. the culpability of brand managers for incentivizing fake news by sponsoring its sources), expert opinion varied greatly. Other dimensions (e.g. whether the impact of fake news on brand management is increasing) reached a high level of consensus. The general findings indicate that fake news is an increasing phenomenon. Service brands are most at risk, but brand management generally is need of improving or implementing, fake news mitigation strategies.Research limitations/implicationsWidely diverse opinions revealed the need for conclusive research on the questions of: whether brands suffer damage from sponsoring fake news, whether fake news production is supported by advertising and whether more extensive use of internet facilitated direct interactions with the public through crowdsourcing increased vulnerability.Practical implicationsExperts agreed that practitioners must become more adept with contemporary tools such as fake news site blacklists, and much more aware of identifying and mitigating the brand vulnerabilities to fake news.Social implicationsA noteworthy breadth of expert opinion was revealed as to whether embellished or fabricated brand narratives can be read as fake news, inviting the question as to whether brands now be held to higher standards of communication integrity.Originality/valueThis paper provides a broad-shallow exploratory overview of the professional opinions of a large international panel of brand management academics on how the recent arrival of industrial fake news does, and will, impact this field.
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