| 1. |
- Aagerup, Ulf, 1969-
(författare)
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To sell or not to sell : Overweight users’ effect on fashion assortments
- 2010
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Ingår i: Journal of Brand Management. - Basingstoke : Palgrave Macmillan. - 1350-231X .- 1479-1803. ; 18:1, s. 66-78
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Tidskriftsartikel (refereegranskat)abstract
- Overweight people claim to be mistreated by the fashion industry. Fashion companies disagree. Despite the controversy, actual research has been scarce. This study compares the sizes of clothes that the four leading mass-marketing fashion retailers in Sweden offer to the body sizes of the population. Although branding theory would support the idea of rejecting fat consumers to improve user imagery for fashion brands, such practices were not evident. The main contribution of this article is that it provides the first quantified empirical evidence on the theory of typical user imagery. In the discussion, it is posited that, although mass-market fashion brands should be susceptible to negative user imagery related to overweight and obese users, the companies avoid such problems by making garments that are not directly attributable to a specific brand, thus mitigating the negative effect of overweight and obese user imagery. © 2010 Macmillan Publishers Ltd.
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| 2. |
- Altshuler, Liliya, et al.
(författare)
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Branding Capability of Technology of Technology Born Globals
- 2010
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1479-1803 .- 1350-231X. ; 18:3, s. 212-227
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Tidskriftsartikel (refereegranskat)abstract
- Born globals – young, rapidly internationalising small and medium enterprises – face the signifi cant challenge of building an international brand with scarce resources. In this article, we study international brand strategy and implementation of such fi rms, and defi ne the components of brand value to customers in technology B2B markets, which many born globals operate in. On the basis of the fi ndings, we discuss specifi c branding capability of technology born globals. A longitudinal in-depth case study of a Danish technology born global has been undertaken. The richness of data collected over 2.5 years (25 per cent of the firm's history) allows for the observing of strategies, activities and discussing related organisational capabilities. We fi nd that superior technologies and the founder's strong brand vision are the enabling factors for building an international brand. Continuous technological leadership and focused marketing activities lead to customer pull for building an ingredient B2C brand. In our brand value model for technology B2B markets, tangible performance-, price- and distribution-related components have shown to be of the highest importance. The study provides evidence of the possibility of building an international technology brand based on technological excellence and without expensive marketing communication campaigns.
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| 3. |
- Anisimova, Tatiana
(författare)
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Corporate brand : The company-customer misalignment and its performance implications
- 2010
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1350-231X .- 1479-1803. ; 17:7, s. 488-503
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Tidskriftsartikel (refereegranskat)abstract
- Fit or co-alignment between company and customer perspectives is an important theoretical proposition in corporate branding theory. Utilizing three corporate brands in the Australian automobile industry, this research conceptualizes co-alignment as profile deviation and examines the effects of deviation from the company-specified corporate brand on customer loyalty and satisfaction. Management practice tells us that organizations invest significant resources to encourage customer satisfaction and loyalty. From the comparison of congruence models, this study demonstrates that in addition to the quantum of spend, alignment of company and customer corporate brand perspectives can be an important source of customer satisfaction and loyalty. The ideal corporate brand, as specified by senior management was used as a benchmark. The corporate brand construct included corporate associations, corporate personality and customer benefits. The results, which were robust across three corporate brands, generally support the hypotheses of negative performance impact of company-customer misalignment. However, positive performance implications of customer deviation on corporate personality suggest that the effects of misalignment are complex and that it is useful to explore corporate brand dimensions individually.
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| 4. |
- Balmer, John M T, et al.
(författare)
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The Crown as a corporate brand: Insights from Monarchies
- 2006
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1479-1803 .- 1350-231X. ; 14:1, s. 137-161
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Tidskriftsartikel (refereegranskat)abstract
- Introduction In an age when brands have seized the imagination of so many, the corporate landscape has become a brandscape. Recently, corporate branding has emerged as an important agenda item for many senior executives. Brands are viewed as a significant corporate asset. The corporate brand is viewed as an important profile builder for corporations. It is seen as an invaluable tool for attracting key constituencies such as customers and employees. It can imbue a corporation with a distinctiveness that is not readily replicated. Financially, it can be one of an organization’s most coveted and cherished assets. For customers, it serves as a guarantee of expectations, much like an informal contract. In short, a corporate brand often is invested with the Midas touch and this explains why corporate brands enthrall companies and customers alike. In a world saturated with products and messages, brands represent an important navigational tool for stakeholders. This is particularly the case in crowded categories where the cacophony of communication means that corporate (and product/service) messages are often unheard. As such, corporate brands give voice to an organization’s key values and enable the organization behind the brand to cut through the communications hubbub that characterizes much of today’s corporate world. Longevity is sometimes cited as a key attribute of corporate brands. Consider global brands such as Coca Cola, Ford, Reuters, and Nokia. These are corporate brands that have held strong positions in their markets for decades. Some corporate brands have older pedigrees, of course, such as the Wells Fargo and Hudson Bay companies in North America. In Europe, Rothschild’s (bankers), Stora Kopparberg (mining), and Cadbury (chocolates) provide other examples. However, these corporate brands are relative adolescents in another realm of brands, when one considers an institutional group that appears to have strong corporate brand characteristics—namely monarchies. Some monarchies have existed for over one thousand years, such as the Japanese and Swedish crowns. They are not corporations but in our view they are brand-like institutions in many ways. As a case in point, the Swedish Crown has, by any branding measure, impeccable credentials. Its brand loyalty (from its citizens) is approximately 70%, and has been at a high level for some considerable time. It has avoided many of the vicissitudes that have beset other monarchies in recent years. It is a brand that was not engulfed in the wave of “institutional regicide” that swept away most European monarchies in the aftermath of World War I. It is a brand that has accommodated and embraced change. It is a brand that still adds value and gives meaning to its key constituencies – an element that is for us a core tenet of branding. And it is a brand with considerable financial value in terms of benefits to the country’s businesses, tourism, and general public.
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| 5. |
- Bergkvist, Lars, 1966-
(författare)
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Two Studies of Consequences and Actionable Antecedents of Brand Love
- 2010
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1350-231X .- 1479-1803. ; 17, s. 504-518
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Tidskriftsartikel (refereegranskat)abstract
- Brand love is a recent marketing construct, which has been shown to infl uence important marketing variables such as brand loyalty and word-of-mouth. Although this knowledge is academically interesting, its managerial relevance depends on the identifi cation of actionable antecedents of brand love. This study adds to the understanding of the managerial potential of brand love by proposing and testing two actionable antecedents of brand love: Brand identifi cation and sense of community. The study uses the Partial Least Squares approach to structural equation modelling to analyze data from two survey-based studies. The study tests two conceptual models using data for six different brands. The results show that brand dentifi cation and sense of community both have a positive infl uence on brand love, which in turn has a positive infl uence on brand loyalty and active engagement. These findings form the basis for a discussion of the use of image extensions and market shielding to strengthen brand identifi cation and sense of community – with the purpose of elaborating and building brand love.
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| 6. |
- Biedenbach, Galina, 1978-
(författare)
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Brand equity in the business-to-business context : Examining the structural composition
- 2012
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Ingår i: Journal of Brand Management. - : Palgrave Macmillan. - 1350-231X .- 1479-1803. ; 19:8, s. 688-701
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Tidskriftsartikel (refereegranskat)abstract
- The main aim of the study is to examine the structural composition of brand equity and the interrelationships between the dimensions of brand equity in the business-to-business (B2B) context. A total of 647 customers of one of the Big Four auditing firms in Sweden served as respondents in this study. Structural equation modeling was used to examine a one-dimensional model and a multidimensional model of brand equity. The multidimensional model was based on the hierarchy of effects between brand awareness, brand associations, perceived quality and brand loyalty. The findings indicate that the multidimensional model of brand equity considering the hierarchical effects between the four dimensions of brand equity performs better in the B2B context. The study contributes to branding research by providing empirical evidence about the multidimensionality of B2B brand equity and the existence of hierarchy of effects between the four dimensions of brand equity.
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| 7. |
- Biedenbach, Galina, et al.
(författare)
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Organizational resilience and internal branding: investigating the effects triggered by self-service technology
- 2022
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1479-1803 .- 1350-231X. ; 29:4, s. 420-433
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Tidskriftsartikel (refereegranskat)abstract
- The majority of studies on internal brand equity examine its various dimensions and relationships between them. While prior research specifes organizational practices relevant for successful internal branding, the insights about the impact of essential organizational factors on internal brand equity are still limited. This study focuses on organizational resilience that is vital for the existence of organizations not only during a crisis, but also during everyday operations. The main purpose of this study is to investigate the impact of organizational resilience on internal brand equity considering the efects triggered by self-service technology (SST) in retailing. Since retailing had been signifcantly transformed by technological innovations over the past decade, we explore the efects of employees’ perceptions about performance of SST. The results of a survey conducted among retail employees in Sweden demonstrate that organizational resilience and employees’ perceptions about technological innovations are critical for enhancing internal brand equity, which includes brand orientation, internal brand knowledge, internal brand involvement, and internal brand commitment.
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| 8. |
- Biedenbach, Galina, 1978-, et al.
(författare)
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The impact of customer experience on brand equity in a business-to-business services setting
- 2010
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Ingår i: Journal of Brand Management. - : Palgrave Macmillan. - 1350-231X .- 1479-1803. ; 17, s. 446-458
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Tidskriftsartikel (refereegranskat)abstract
- The main purpose of the study is to investigate the impact of customer experience on brand equity in a business-to-business (B2B) services setting. The conceptual model illustrates the impact of customer experience on the formation of brand equity, which is assessed through a hierarchy of effects between brand awareness, brand associations, perceived quality and brand loyalty. Structural equation modeling is used to test the proposed model in the B2B setting. The findings of the study indicate that customer experience has a positive effect on the four dimensions of brand equity. The study provides marketing managers with a clear understanding of how customer experience affects brand equity in the B2B context. The study portrays the importance of creating a positive customer experience through a direct interaction of customers with the company and its brand. The study advances the current state of knowledge by analyzing the impact of customer experience on all dimensions of brand equity and by including a hierarchy of effects between different dimensions in one conceptual model.
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| 9. |
- Brunninge, Olof, 1972-
(författare)
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Invented corporate heritage brands
- 2023
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Ingår i: Journal of Brand Management. - : Springer. - 1350-231X .- 1479-1803. ; 30, s. 157-169
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Tidskriftsartikel (refereegranskat)abstract
- This article examines the phenomenon of invented corporate heritage brands, i.e. heritage that is made up, exaggerated or far-fetched, to an extent that stakeholders may challenge its accuracy. Along six empirical cases, three dimensions characterizing invented heritage are identified, namely facticity, historical connectedness/disconnectedness, and temporal expansion/contraction. Companies draw on three different strategies to build invented corporate heritage brands: The appropriation strategy builds a heritage brand by leveraging the past of organizations that are forerunners of the present firm The forgetting strategy omits or tones down parts of the past that are deemed as not being useful for the brand. Eventually, the fantasizing strategy constructs a brand based on a purely invented past. Overall, the article provides evidence of the high degree of pragmatic flexibility (Burghausen and Balmer in Corporate Communications: an International Journal 19: 384–402, 2014a) inherent in corporate heritage. It also demonstrates how young brands can be infused with heritage, by appropriating the past of historical forerunners that are meaningfully connected to the brand.
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| 10. |
- Dahlén, Micael, et al.
(författare)
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Brands affect slogans affect brands? : Competitive interference, brand equity and the brand-slogan link
- 2005
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Ingår i: Journal of Brand Management. - : Palgrave Macmillan. - 1479-1803 .- 1350-231X. ; 12:3, s. 151-164
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Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)abstract
- Brand slogans have been subject to much interest from both practitioners and researchers, the reason being that slogans may have positive effects on their brands. Previous research has mainly focused on the slogan effects when the brand is given (for example, in controlled experiments). Based on the fact that most brands face severe competitive interference, this paper tests the effects of correct and incorrect brand-slogan attribution on both slogan and brand evaluations in an empirical study. The results show that slogans may work as carriers of brand equity. Slogan learning is biased by the brand's equity so that slogans for strong brands are generally better liked than slogans for weak brands; however, by way of competitive interference, this equity may be incorrectly attributed to a competing brand. The authors investigate how the brand-slogan link differs between weak and strong brands and provide indications of how to avoid the negative effects and capitalise on the positive effects of competitive interference.
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