| 1. |
- Anselmsson, Johan, et al.
(författare)
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Understanding price premium for grocery products: a conceptual model of customer-based brand equity
- 2007
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Ingår i: Journal of Product & Brand Management. - : Emerald. - 1061-0421. ; 16:6, s. 401-414
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Tidskriftsartikel (refereegranskat)abstract
- This paper seeks to develop a framework for understanding what drives customer‐based brand equity and price premium for grocery products.Design/methodology/approachThe paper reviews empirical studies made within the area of brand equity and studies of grocery products. It compares and analyses the results from an explorative and qualitative field study with previous research on brand equity and food quality.FindingsThe study finds that brand equity and price premium focusing on the grocery sector specifically highlights the role of uniqueness, together with the four traditionally basic dimensions of brand equity proposed: awareness, qualities, associations and loyalty. Relevant brand associations (origin, health, environment/animal friendliness, organisational associations and social image), and quality attributes (taste, odour, consistency/texture, appearance, function, packaging and ingredients) specific to groceries are identified and proposed for future measurement scales and model validating research.Practical implicationsThe development of a customer‐based brand equity model, that adds awareness, associations and loyalty to previous discussions on price and quality, brings to the table a more nuanced and multi‐faced tool for marketing of consumer packaged food.Originality/valueThe paper provides a framework for understanding, evaluating, measuring and managing brand equity for grocery products. As this paper presents the first conceptual brand equity framework for groceries, there is a contribution to research on food branding. Also, there is a contribution to the general field of brand equity as previous models have been very general.
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| 2. |
- Aagerup, Ulf, 1969, et al.
(författare)
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Green consumer behavior: Being good or seeming good?
- 2016
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Ingår i: Journal of Product & Brand Management. - Bingley : Emerald Group Publishing Limited. - 1061-0421. ; 25:3, s. 274-284
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Tidskriftsartikel (refereegranskat)abstract
- Purpose This paper aims to expand the emerging field of symbolic green consumer behavior (GCB) by investigating the impact of anticipated conspicuousness of the consumption situation on consumers’ choice of organic products. In addition, the paper also explores whether self-monitoring ability and attention to social comparison information (ATSCI) influence GCB in situations of anticipated high conspicuousness. Design/methodology/approach Two experiments test the study’s hypotheses. Findings The results of both experiments show that the anticipation of conspicuousness has a significant effect on GCB. Moreover, in Experiment 2, this effect is moderated by consumers’ level of ATSCI but not by their self-monitoring ability. Research limitations/implications Because ATSCI significantly interacts with green consumption because of the anticipation of a conspicuous setting, although self-monitoring ability does not, we conclude that social identification is an important determinant of green consumption. Practical implications Marketers who focus on building green brands could consider designing conspicuous consumption situations to increase GCB. Social implications Policymakers could enact change by making the environmental unfriendliness of non-eco-friendly products visible to the public and thus increase the potential for GCB. Originality/value The results validate the emerging understanding that green products are consumed for self-enhancement, but also expand the literature by highlighting that a key motivating factor of GCB is the desire to fit in.
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| 3. |
- Anselmsson, Johan, et al.
(författare)
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Brand image and customers’ willingness to pay a price premium for food brands
- 2014
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Ingår i: Journal of Product & Brand Management. - 1061-0421. ; 23:2, s. 90-102
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The aim is to understand customers' willingness, or unwillingness, to pay a price premium in the market for consumer packaged food and what kind of images brands can use in order to achieve a price premium. Design/methodology/approach – The study is based on a quantitative survey of brand images found in food and branding literature and their impact on loyalty as well as customers' willingness to pay a price premium for consumer packaged food. Findings – The survey shows that quality is a significant determinant of price premium, but adding other image dimensions doubles the predictability and understanding about price premium. The strongest determinants of price premium are social image, uniqueness and home country origin. Other significant determinants are corporate social responsibility (CSR) and awareness. Practical implications – The results help brand managers to recognise the importance of incorporating price premium and to develop a better understanding of what drives price premium in addition to more traditional dimensions as quality and loyalty. Originality/value – In grocery retailing, the competition for customers, margins and price premiums between manufacturer and private labels is fierce. Traditionally, the literature on this competition has focused on quality and product improvements as the main tool for creating distance to low priced competition. This study looks into other more branding related dimensions to distance from price competition
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| 4. |
- Biedenbach, Galina, et al.
(författare)
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Internal branding and sustainability : investigating perceptions of employees
- 2016
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 25:3, s. 296-306
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of this study is to investigate perceptual differences between employees characterized by various levels of internal brand commitment and sustainability importance. The study was conducted among employees of industrial companies operating in Belarus. 238 responses were analyzed by using the K-means cluster analysis. The ANOVA was applied for evaluating differences between the three identified clusters. Based on internal brand commitment and sustainability importance, the study identifies three alternative clusters of employees: (1) uncommitted sustainability laggards, (2) committed sustainability followers, and (3) committed sustainability leaders. The results show that the three clusters differ in regard to the main determinants of internal brand commitment, which are brand orientation, internal brand knowledge, and internal brand involvement. The findings demonstrate significant perceptual differences between the three clusters regarding their evaluations of a company’s sustainability performance. The assessment of sustainability performance focuses on sustainability objectives, sustainability policies, and sustainability decision-making and disclosure. The study makes a theoretical contribution to research on internal branding and sustainability by examining the potential interrelationships between internal branding strategies and sustainability performance.
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| 5. |
- Bigi, Alessandro, et al.
(författare)
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How customer and product orientations shape political brands
- 2016
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 25:4, s. 365-372
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this paper is to present a theory of consumer and product orientation in the realm of political branding to illustrate how politicians can choose to position and present themselves to voters. It is evident that some politicians play an active role in shaping the beliefs and actions of their constituents, while others are more influenced by voter sentiment. The effectiveness of the political strategy is highly influenced by the market realities of the voting body in question. Design/methodology/approach - A dichotomy is presented to shed light on how consumer and product orientation might influence the way in which politicians choose to address the public. Specifically, four modified strategic orientation archetypes are presented and analyzed with particular focus on political brands and strategy. Findings - Product and consumer orientations have been shown to also be applicable to the strategic positioning of political brands. While it can be argued that no strategy is superior over another, careful consideration of the political environment in question and subsequent execution of an appropriate stance can be used to better manage the relationship between the electorate and politicians. Research limitations/implications - This study provides academics in this area with a comprehensive examination of strategic orientation literature in political contexts, and lays out a strong groundwork for future studies. In this burgeoning area of research, there are several opportunities for marketing and political strategy academics to dive deeper into the intricacies that drive politicians to adopt specific strategic orientations, and how these strategies evolve over time and in differing political environments. Practical implications - This analysis suggests that there are opportunities for political strategists to explore the relationship between the identified strategic orientations and political brands, and for political marketing scholars to investigate the modes of focus presented. Originality/value - This analysis provides better understanding of how politicians can influence voters and voters can influence political brands, and how the strategic orientation archetypes can be used to influence decisions about political strategy.
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| 6. |
- 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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| 7. |
- Chipp, Kerry Fiona, et al.
(författare)
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Producer push to consumer pull : Who curates new media content? Developing strategies for new media environments
- 2016
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Ingår i: Journal of Product & Brand Management. - 1061-0421. ; 25:4, s. 373-386
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - This study aims to explore if, with increasing consumer empowerment, consumers are actively pulling content through a multitude of platforms rather than relying on media owners to dictate their product choices. How do media owners and content producers move toward a more reciprocal and interactive business strategy to deal with the change? Design/methodology/approach - The study was qualitative and exploratory in nature and utilized in-depth and semi-structured interviews of media consumers and experts. Findings - Consumer behavior has changed due to increased product control, in terms of type and occasion, across all income levels. The value of curatorship has increased and social media has fundamentally changed consumption patterns. Using the Berthon et al. model of response functions, we found that, content producers often suffer from inertia and operate with an Isolate strategy. The second most common approach is that of Follow or customer orientation. There is limited engagement with the innovation orientations of Shape and Interact. It is best for the industry to move toward an Interact model, accepting that consumers sometimes wish to create and at other times wish content to be effortlessly provided to them. Research limitations/implications - This study adopted a qualitative approach of industry experts and consumers within a single context. The further implications would be to develop the Interact strategy in more detail, especially toward the end of how to get media providers to change their current orientations. Practical implications - Business models of product producers in the new business environment seek to be more consumer-centric. This must not be done at the expense of an innovation orientation. Originality/value - There has been a lot of discussion on the need to change business models in the wake of changed consumer behavior. The current paper provides guidance on how to respond to the new media world.
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| 8. |
- Dabirian, Amir
(författare)
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Employer Branding: An Employer View of Value Propositions
- 2024
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421.
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Tidskriftsartikel (refereegranskat)abstract
- Purpose Employer branding is a complex and multifaceted process. It is critical to understand what employer brand value propositions are offered and maintained by the employer during employee tenure. The purpose of this research was to study employer brand value propositions from employers and contrast them with the perceptions of current and former employees. Design/Methodology/Approach The study uses semistructured interviews with managers from a highly ranked IT company in Silicon Valley to understand how employers view employer brand value propositions. In addition, reviews from the same firm were downloaded from the social media site Glassdoor.com to compare employer perspectives to the perspectives of current and former employees. Findings This research discovered different views of employer brand value propositions between the employer versus current and former employees. These differences violate the psychological contract between employee and employer and could yield lower employer retention. Originality/Value This research focused on comparing employer versus employee perspectives of employer brand value propositions for a highly ranked IT firm. It explored implications for employer branding, particularly the psychological contract, as a core contract in the employer branding literature.
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| 9. |
- Du Preez, Rose, 1963-, et al.
(författare)
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The behavioral consequences of internal brand management among frontline employees
- 2017
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 26:3, s. 251-261
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this study is to develop and test a comprehensive model for the outcomes of internal brand management (IBM), linking it to brand citizenship behavior (BCB) and intention to stay (IS) through job satisfaction (JS) and brand commitment (BC). Design/methodology/approach: A comprehensive literature review is undertaken to develop the proposed model. The sample consists of three separate cases, a financial services firm, a multinational telecommunications company, both based in South Africa, and a regional grocery chain operating in the USA. Useable samples of 154, 96 and 241 were achieved for the three cases, respectively. In all cases, the majority of the respondents were customer contact employees. Findings: The structural models showed some surprising results, the major one being that brand proselytization is not a component of BCB. Despite using the same instrument, the levers that drive IBM were different in each of the three cases and different from previous studies. Research limitations/implications: The results of this research indicate that IBM and BCB are contextual. This implies that a universal instrument to measure these constructs has yet to be developed, representing an interesting avenue for future research. Practical implications: Regarding employees as internal customers and including them in various marketing initiatives and brand-orientated human resource practices (recruitment, induction and training) are key to a successful IBM program. Originality/value: A comprehensive model for the outcomes of IBM was developed and tested, linking it to BCB and IS through JS and BC. It is the first time that research has been conducted with customer contact employees only.
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