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- Anselmsson, Johan, et al.
(författare)
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Brand Equity and the Brand Value Chain : What it is and How to Use it in Practice
- 2017. - 1
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Ingår i: Brand Theories : Perspectives on Brands and Branding - Perspectives on Brands and Branding. - 9789144116242 ; , s. 65-81
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- Many brand managers have long since established the desired core values for their brand, but are still not sure whether they differentiate themselves enough from their most daunting competitors, and whether their brand actually helps to boost sales of their products. This chapter describes a basic brand equity framework for understanding how brand management can create customer value and shareholder value. The chapter starts by describing a conceptual framework and ends with four concrete issues and one case to demonstrate how the brand value chain can be used.
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- 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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- Anselmsson, Johan, et al.
(författare)
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Brand value chain in practise; the relationship between mindset and market performance metrics: A study of the Swedish market for FMCG
- 2015
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Ingår i: Journal of Retailing and Consumer Services. - : Elsevier BV. - 0969-6989. ; 25, s. 58-70
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Tidskriftsartikel (refereegranskat)abstract
- For decades, managers have analysed, planned and implemented long-term brand strategies based on customer mindset metrics (MSMs). Typically, such MSMs are customer satisfaction, liking, brand preference and Net Promoter Score (NPS). One of the core pillars, in brand management literature, is the assumed link between certain customer-based brand assets, often operationalized as MSMs, and future long-term market performance. However, few studies have systematically and broadly evaluated how the most common MSMs relate to actual performance data. This study investigates the link between the customer MSMs, most commonly used by practitioners, and their relationships with actual market performance. The paper explores 10 MSMs and 14 market performance metrics, in 10 categories, in the Swedish fast-moving consumer goods (FMCG) market. The study is based on survey data from 2007 that is compared to purchase panel household data from 2007 and 2010. Although MSMs are highly correlated to each other, their relations to brands' long-term market performance differ. A more nuanced approach to the MSM-market performance link is proposed, as there appears to be no single “silver bullet” MSM to rely on. Using a cash flow-oriented framework, the authors recommend opting for different MSMs depending on which of the three generic types of market performance (enhanced, sustained or accelerated) are targeted.
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- Anselmsson, Johan, et al.
(författare)
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Customer-based brand equity and human resource management image : Do retail customers really care about HRM and the employer brand?
- 2016
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Ingår i: European Journal of Marketing. - 0309-0566. ; 50:7-8, s. 1185-1208
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this study is to investigate the relationship between an organization’s human resource management (HRM) image and its customer-based brand equity. Research into HRM in relation to branding has mostly dealt with how to attract and maintain employees through employer branding. The present study attempts to link HRM directly to marketing and branding aimed at customers as an altruistic dimension of the brand image and as something that applies to customers’ sociological needs. Design/methodology/approach: The study is based on a survey of Swedish customers in two different retail categories: groceries and home decoration. Findings: The results show that HRM image is distinct from a more traditional service image and that there is a significant relationship between favourable customer perceptions of an organization’s HRM and customers’ willingness to buy and pay a premium for products provided by the retail chain. This finding leads to the conclusion that HRM is not only relevant for employer branding, internal branding and operations management but also plays a significant role in building customer-based brand equity. The results show that further integration of HRM and brand management is needed, both in theory and practice. Originality/value: This study takes a holistic approach to marketing and is one of the first attempts to incorporate HRM and employer branding into the customer-based brand equity framework. Implications for future research, retailing and other businesses are discussed in the conclusion.
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