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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. |
- 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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| 4. |
- Anselmsson, Johan, et al.
(författare)
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Loyalty-based Brand Management
- 2017. - 1
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Ingår i: Brand Theories : Perspectives on brands and branding - Perspectives on brands and branding. - 9789144116242 ; , s. 83-105
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- As was the case with brand management, the loyalty and relationship perspective first appeared in the 1970s and gained momentum in the 1990s. Loyalty and relationship building are key parts of the dominant brand management models, and in many models, loyalty is the goal of brand building and the ultimate sign of a strong brand. In addition, a customer that is loyal to the brand not only repurchases the same product, but also purchases other or new products launched under the same brand. This chapter highlights the loyalty aspect in some of the most-cited brand management and brand equity models; furthermore, it describes a normative framework for how to build true loyalty to a brand.
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| 5. |
- Bertilsson, Jon, et al.
(författare)
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Consumer-brand Relationships
- 2017. - 1
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Ingår i: Brand Theories : Perspectives on Brands and Branding - Perspectives on Brands and Branding. - 9789144116242 ; , s. 165-184
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Bokkapitel (övrigt vetenskapligt/konstnärligt)
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| 6. |
- Biedenbach, Galina, et al.
(författare)
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B2B brand equity : investigating the effects of human capital and relational trust
- 2019
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Ingår i: Journal of business & industrial marketing. - 0885-8624 .- 2052-1189. ; 34:1, s. 1-11
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this study is to investigate the effects of human capital and relational trust on business-to-business (B2B) brand equity.Design/methodology/approach: Data collection was conducted among the clients of one of the Big Four auditing firms in Sweden. Structural equation modeling was used to test the hypothesized effects.Findings: The results demonstrate positive effects of human capital and relational trust on the core dimensions of brand equity. In the context of the professional services, human capital was found to have a stronger direct impact than relational trust on brand associations, perceived quality and brand loyalty.Practical implications: The study provides practical recommendations for marketing managers on how to consider the nature of B2B brand equity and its determinants in developing successful branding strategies. The findings indicate that although relational trust has a positive impact on brand equity, it draws on the clients’ positive perceptions of the service providers’ human capital. Thus, investments that generate positive perceptions of a service provider’s human capital will strengthen its competitive position. Leading to the creation of relational trust and having a strong impact on the dimensions of brand equity, human capital is a strategic asset that needs careful management.Originality/value: The study advances extant knowledge on B2B brand equity by examining contextual conditions and factors that are critical for building strong brands in industrial markets. The study demonstrates that clients’ perceptions about the knowledge, skills and abilities of service providers are more important than relational trust for enhancing B2B brand equity.
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| 7. |
- Biedenbach, Galina, et al.
(författare)
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Dynamic nature of B2B brand equity: Investigating the mediating effects of brand relationships
- 2017
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Ingår i: Conference Proceedings of the 12th Global Brand Conference of the Academy of Marketing. - Kalmar : Linnaeus Univeristy. - 9789188357694 ; , s. 85-93
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Konferensbidrag (refereegranskat)abstract
- The main purpose of this study is to investigate the mediating effects of brand relationships in the dynamic process of B2B brand equity development. The study considers the mediating effects of relational factors and their significance for enhancing brand equity in industrial settings. The findings of this study confirm the importance of brand relationships established between service providers and their clients in the B2B context. More specifically, the study demonstrates the significant mediating effects of customer perceptions about human capital and established relational trust on B2B brand equity. The existence of significant effects between the dimensions of brand equity, human capital, and relational trust confirms the relevance of considering these factors in the dynamic process of brand equity development.
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| 8. |
- Biedenbach, Galina, et al.
(författare)
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Employee-based brand equity and performance of self-service technologies: Examining the impact of individual and organizational resilience
- 2019
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Konferensbidrag (refereegranskat)abstract
- The purpose of this study is to examine the impact of individual and organizational resilience on perceptions of employees about the performance of self-service technologies (SSTs) and determinants of employee-based brand equity in a retailing context. The data was collected by distributing an online survey among employees of grocery stores and chains in Sweden, who were members of a panel of one large marketing research organization. The data was analyzed by using structural equation modeling. The findings advance research on internal branding by demonstrating the relevance of considering individual and organizational resilience, as well as perceptions of employees about technological innovations, such as SSTs, in the development and implementation of internal branding strategies. The study contributes to research and managerial practice by adopting an employee perspective and examining the impact of employees’ perceptions about technological innovations and resilience, which are found to be critical for enhancing employee-based brand equity.
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| 9. |
- Biedenbach, Galina, et al.
(författare)
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Internal brand citizenship in omni-channel retailing: Investigating the impact of self-service technologies
- 2018
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Konferensbidrag (refereegranskat)abstract
- The main purpose of this study is to investigate the impact of internal branding and self-service technologies on work meaningfulness and internal brand commitment in the context of omni-channel retailing. The findings confirm significant positive effects between the factors of internal brand citizenship.The study demonstrates significant effects of employees’ perceptions about self-service technologies and customers on work meaningfulness and internal brand commitment. The study advances the current state of knowledge on internal branding and retailing by investigating the effects of technological innovations on internal brand citizenship. The study contributes to managerial practice by providing practical recommendations on how companies can effectively use self-service technologies to enhance employees’ work meaningfulness and internal brand commitment, as well as to increase the value of the corporate brand and employer attractiveness.
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| 10. |
- 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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