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- Brandão, Amelia, et al.
(författare)
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A Dynamic Approach to Brand Portfolio Audit and Brand Architecture Strategy
- 2020
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Ingår i: European Business Review. - : Emerald Group Publishing Limited. - 0955-534X .- 1758-7107. ; 32:2, s. 181-210
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Tidskriftsartikel (refereegranskat)abstract
- Purpose This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign. Design/methodology/approach Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to brand portfolio audit and brand architecture strategy was developed, and later applied and tested in three B2B and B2C companies. Findings The paper suggests an eight-step framework to guide practitioners when auditing a specific brand portfolio and designing a revised brand architecture strategy. Additionally, a Brand Audit Scorecard was developed to enable and sustain brand portfolio audits, divided into three dimensions (brand equity, brand contribution and strategic options). Originality/value This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static.
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| 2. |
- Rodrigues, Clarinda, et al.
(författare)
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An eye tracking study of the effect of sensory and price in-store displays
- 2020
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Ingår i: Emotional, sensory, and social dimensions of consumer buying behavior. - Hershey, PA, USA : IGI Global. - 9781799822202 - 9781799822226 - 1799822206 - 9781799822219 ; , s. 23-49
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- Using eye tracking, this chapter investigates if the visual attention varies according to the in-store displays message content (price, sensory, and price-sensory). Results show that participants are more responsive to cognitive content messages (price) than affective messages (sensory) alone. Nevertheless, it is demonstrated that participants are prone to devote more time processing in-store displays messages if prices (cognitive stimuli) are combined with sensory messages (affective stimuli), which increases the likelihood of choosing low involvement products. Finally, it was demonstrated that total fixation duration is predictive of low involvement product choice for all home décor products. This study suggests that shoppers might spend more time and effort searching for low involvement products if in-store displays captivate their visual attention and elicit their sensory imagery. Sensory messages can be used by retailers to highlight product intrinsic characteristics. At the same time, they are inducing positive feelings towards low-involvement products.
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| 3. |
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| 4. |
- Rodrigues, Clarinda, et al.
(författare)
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I can’t stop hating you : an anti-brand-community perspective on Apple brand hate
- 2021
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 30:8, s. 1115-1133
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Tidskriftsartikel (refereegranskat)abstract
- PurposeThis paper aims to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers of brand hate of global and prominent brands. It investigates for the first time the role of brand in triggering brand hate, as well as behavioral and emotional brand hate outcomes, i.e. willingness to punish and negative brand engagement. Additionally, it explores the impact of product ownership and previous love feelings in the formation of brand hate.Design/methodology/approachThe data collection was conducted on two Apple anti-brand communities after the given consent of its administrators. Data analysis was performed using structural equation modeling.FindingsThe paper suggests that brand hate is a construct with four first-order formative triggers (symbolic incongruity, ideological incompatibility, negative past experience and brand inauthenticity). It also demonstrates that brand hate is a dichotomous concept that comprises negative emotional dimensions (i.e. negative brand engagement) and behavioral dimensions (i.e. brand aversion, negative word-of-mouth and willingness to punish brands). Finally, it shows how brand hate differs among users vs non-users and passionate vs non-passionate consumers of Apple.Originality/valueThis paper contributes to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers and outcomes of brand hate of global and prominent brands. More importantly, it demonstrates empirically that brand hate does not occur at a specific point of time and may result in transient hatred motivated by emotion-eliciting events (e.g. using a product) or as a long-term consumer-brand relationship that changed from love to hatred.
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| 5. |
- Rodrigues, Clarinda, et al.
(författare)
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Measuring the effects of retail brand experiences and brand love on word of mouth : a cross-country study of IKEA brand
- 2021
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Ingår i: International Review of Retail Distribution & Consumer Research. - : Taylor & Francis Group. - 0959-3969 .- 1466-4402. ; 31:1, s. 78-105
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Tidskriftsartikel (refereegranskat)abstract
- This paper aims to investigate, for the first time, the mediating effect of brand love on word of mouth through brand experience, by using a comparative study of the IKEA brand in Sweden and Portugal. It also explores how the perceived functional and hedonic brand values mediate the effects of brand experience and brand love. The data collection was done via an online survey of real users of the brand IKEA in Portugal and Sweden. The paper suggests that brand love mediates the relationship between brand experience and word of mouth in both countries. This study also identifies differences in the effects of the sensory, affective, behavioral and intellectual brand dimension in brand love. Additionally, it is suggested that consumer-brand relationship duration, genre, and education levels influence brand love. This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of retail brands. It also intends to provide a better understanding of how to build and nurture effective brand experiences in order to elicit intense and passionate feelings towards retail brands.
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| 6. |
- Rodrigues, Clarinda, et al.
(författare)
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The mediating role of perceived brand authenticity between brand experience and brand love : a cross-cultural perspective
- 2023
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Ingår i: Journal of Brand Management. - : Springer. - 1350-231X .- 1479-1803.
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Tidskriftsartikel (refereegranskat)abstract
- This research investigates the mediating role of perceived brand authenticity (PBA) between brand experience (BE) and brand love (BL) of global high-tech brands Apple and Samsung. A quantitative study was conducted in Japan, India, and Portugal. The research found evidence that PBA is a multidimensional, reflective-formative higher-order construct composed of two lower-order components namely PBA Core and PBA Peripheral. The findings also contribute to understand how consumers are impacted by different BE and PBA dimensions using the lens of consumer culture theory and how BL is formed as a social-cultural phenomena. Finally, the study demonstrates for the first time that relationship intensity and self-authenticity moderate the effect of BE on PBA. Although limited to three countries and high-tech brands, the findings are of relevance to global brands by raising awareness that culture plays a key role in how consumers perceive authentic brand experiences and how passionate feelings for global brands can be strengthened.
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| 7. |
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| 8. |
- Rodrigues, Paula, et al.
(författare)
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The importance of self in brand love in consumer-luxury brand relationships
- 2018
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Ingår i: Journal of Customer Behavior. - : Westburn Publishers. - 1475-3928 .- 1477-6421. ; 17:3, s. 189-210
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of this paper is to investigate the influence of selfcongruencyand self-brand integration on three dimensions of luxury perceptions:prestigious perception of a brand, luxury brand perception, and overall luxurybrand perception. It also aims to investigate the moderating effect of these threedimensions of luxury perceptions on brand love. Data collection was done using astructured questionnaire completed by end-users of luxury brands. A total of 304valid questionnaires were collected and the data was analysed using a structuralequation modelling methodology. The data confirms all the hypotheses raised inthe proposed conceptual model. This study is the first to empirically demonstratethat luxury brand perceptions positively mediate the effect of self-congruencyand self-brand integration on brand love. The results of this study will helppractitioners to understand how to approach consumers in the luxury fashionsegment and how to strengthen consumer-brand relationships.
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