| 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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| 10. |
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| 11. |
- Eklund, Andreas, et al.
(författare)
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Congruency or incongruency : a theoretical framework and opportunities for future research avenues
- 2022
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 31:4, s. 606-621
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Tidskriftsartikel (refereegranskat)abstract
- PurposeThe purpose of this paper is to conceptualise and provide a future research agenda for (in)congruence regarding cues between products, brands and atmospheres.Design/methodology/approachA semi-systematic literature review was conducted. The aim was to assess, critique and synthesise (in)congruence, which was found in the literature to be dispersed and interdisciplinary, and to propose a theoretical framework in the marketing domain.FindingsFirstly, the review reveals that sensory and semantic cues are interrelated in products, brands and atmospheres. It illustrates that these cues are the foundation for (in)congruence. Secondly, the findings show various theoretical foundations for (in)congruence. These explain where and how congruence occurs. Lastly, a theoretical framework for (in)congruence and a future research agenda were developed to stimulate further research.Research limitations/implicationsA theoretical framework was developed to enrich the theoretical knowledge and understanding of (in)congruence in the marketing domain.Practical implicationsThe review reveals that products, brands and atmospheres have spillover effects. Managers are advised to understand the semantic meaning carried by cues to foster various outcomes, to estimate the trade-offs when modifying (in)congruent cues for products, brands and atmospheres.Originality/valueThe developed theoretical framework advances and deepens the knowledge of (in)congruence in the marketing domain by moving beyond the match and fit between two entities and by revealing the underlying mechanism and its outcomes.
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| 12. |
- Eklund, Andreas, et al.
(författare)
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Seeing through touch : a conceptual framework of visual-tactile interplay
- 2018
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 27:5, s. 498-513
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Forskningsöversikt (refereegranskat)abstract
- Purpose - The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts. Design/methodology/approach - This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology. Findings - The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers' cognition, emotions and behaviors. Research limitations/implications - A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses. Practical implications - This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers' cognitive, emotional and behavioral responses. Originality/value - This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.
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| 13. |
- Estelami, Hooman, et al.
(författare)
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Structural and perceptual determinants of the price of online business education
- 2011
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 20:2, s. 158-165
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this article is to conduct a formal study of how the prices for online MBA programs in the USA are determined. The paper examines the effects of perceptual (e.g. rankings and accreditation) and structural characteristics (e.g. program length, program format) of online MBA programs on tuition levels charged.Design/methodology/approach: Publicly available secondary data from a sample of 115 online MBA programs in the USA, including program characteristic information and prices, is used. Regression analysis is used to uncover the underlying pricing model.Findings: Perceptual variables are found to have significantly greater effect on prices charged than structural variables, at times enabling institutions to nearly double their revenue stream on a per‐student basis.Research limitations/implications: The research approach can be extended to uncover the pricing models used in distance learning programs in fields other than business, and to examine such relationships outside the scope of American institutions.Originality/value: The use of distance learning methods for delivering course instruction in degree‐granting institutions has witnessed significant growth over the last decade. This trend has enhanced the ability of business schools to serve students that are geographically dispersed, and today nearly 400 such programs are offered in the USA alone. Despite the growth, no formal study has examined how prices (tuition levels) for such programs are determined.
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| 14. |
- Ferreira, Caitlin Candice, et al.
(författare)
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The truth (as I see it) : philosophical considerations influencing a typology of fake news
- 2020
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 29:2, s. 150-158
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Tidskriftsartikel (refereegranskat)abstract
- Purpose–The purpose of this paper is to provide an overview of the philosophical considerations of fake news and provide an alternative view to current conceptualizations of its binary nature. Through an evaluation of existing research, a typology of fake news is presented that considers thepossibility that the propagation of fake news about a brand, may be stemming from the brand itself, a previously unexploredfield in the literature.Design/methodology/approach–This is a conceptual paper based on extensive literature review on thefields of fake news and knowledgecreation, resulting in the creation of a synthesized typology.Findings–The role of power structures greatly influences the ability for a brand to respond to fake news. Externally constructed disinformation is seemingly more difficult for a brand to address, as a result of having limited control over the message. Internally constructed information, while stemming from the brand itself provides the brand with more control, but a greater public distrust as the source of the fake news seems to confirm the disinformation.Practical implications–This paper presents a typology that contrasts the source of the construction of disinformation and the extent to which thefacts have been fabricated. Furthermore, this paper provides future researchers with an alternate understanding of the conceptualization of fakenews.Originality/value–This paper is the first of its kind to establish a typology of fake news on the basis of the source of construction ofdisinformation. The source plays an important role when assessing the associated brand risks and developing an approach to combat potential negative implications.
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| 15. |
- Flostrand, Andrew, et al.
(författare)
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Fake news and brand management : a Delphi study of impact, vulnerability and mitigation
- 2020
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 29:2, s. 246-254
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Tidskriftsartikel (refereegranskat)abstract
- PurposeFake news is presently one of the most discussed phenomena in politics, social life and the world of business. This paper aims to report the aggregated opinions of 42 brand management academics on the level of threat to, the involvement of, and the available actions of brand managers resulting from fake news.Design/methodology/approachA Delphi study of 42 academics with peer-reviewed publications in the brand management domain.FindingsThe study found that on some dimensions (e.g. the culpability of brand managers for incentivizing fake news by sponsoring its sources), expert opinion varied greatly. Other dimensions (e.g. whether the impact of fake news on brand management is increasing) reached a high level of consensus. The general findings indicate that fake news is an increasing phenomenon. Service brands are most at risk, but brand management generally is need of improving or implementing, fake news mitigation strategies.Research limitations/implicationsWidely diverse opinions revealed the need for conclusive research on the questions of: whether brands suffer damage from sponsoring fake news, whether fake news production is supported by advertising and whether more extensive use of internet facilitated direct interactions with the public through crowdsourcing increased vulnerability.Practical implicationsExperts agreed that practitioners must become more adept with contemporary tools such as fake news site blacklists, and much more aware of identifying and mitigating the brand vulnerabilities to fake news.Social implicationsA noteworthy breadth of expert opinion was revealed as to whether embellished or fabricated brand narratives can be read as fake news, inviting the question as to whether brands now be held to higher standards of communication integrity.Originality/valueThis paper provides a broad-shallow exploratory overview of the professional opinions of a large international panel of brand management academics on how the recent arrival of industrial fake news does, and will, impact this field.
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| 16. |
- Hakala, Ulla, et al.
(författare)
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Consumer-based brand equity and top-of-mind awareness : A cross-country analysis
- 2012
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 21:6, s. 439-451
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The study focused on dimensions of consumer-based brand equity, and especially the recall level of brand awareness. The purpose was to identify any statistically significant differences in brand recall in various product categories and different national contexts. Design/methodology/approach – This observation study explored relations between consumers' awareness of brands, attitudes related to brand equity, and changes in cultural context. Questionnaire data was collected from university students in four countries: the USA, Finland, France and Sweden. The respondents were asked about the brands of beverages, computers and cell-phones that first came into their minds, and their attitudes in relation to brand equity. Findings – It seems that the four dimensions of brand equity co-vary depending on the cultural context. The results also revealed a relationship between TOMA and the national context that was generalizable in the three product categories. Research limitations/implications – Culture as a contextual factor of consumer brand equity should be studied further. The findings should be replicated with non-student samples in other product categories and cultural contexts. SEM could be used to establish the causality and direction of the relationships between the various dimensions of culture and brand equity. Practical implications – The findings on the effect of the cultural context on brand equity are of practical relevance to marketing managers: they should tailor their branding strategies accordingly. Originality/value – The results gave valid and reliable evidence of a relationship between the TOMA dimension of brand equity and the national cultural context.
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| 17. |
- Johansson, Ulf, et al.
(författare)
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Country of ownership change in the premium segment : consequences for brand image
- 2018
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Ingår i: Journal of Product and Brand Management. - 1061-0421. ; 27:7, s. 871-883
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: This paper aims to explore how the ownership transfer from a highly industrialised country to less industrialised countries influences consumers’ brand perceptions. Design/methodology/approach: Three acquisition cases of premium car brands (Jaguar, Land Rover and Volvo) are investigated using qualitative data from online brand communities. Findings: When country of ownership (COOW) for brands changes, it leads to different effects on consumers’ brand perception. Consumers are disoriented as to which cue to apply when evaluating the brand. They also see that brand values, and how these are communicated, are in conflict, as are sustainability images. Research limitations/implications: This paper focuses on the perspective of brand community members in Europe and the USA and studies only the car industry and acquisitions by two countries (China and India) using data from the time of ownership transfers. The authors discuss theoretical implications and suggest further research to gain more insights and address limitations. Practical implications: Following a transfer of ownership, communication campaigns are required for addressing the original brand’s heritage and promoting the new brand owner’s image. Managers need to take advantage of loyal brand fans by turning them into brand ambassadors, spreading information to convince consumers that are more sceptical. Originality/value: This study fills the knowledge gap regarding change of COOW to developing countries as new owners, and its consequences for consumer perception. The authors also introduce an innovative type of data collection through brand communities, which is less commonly used in international marketing research.
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| 18. |
- Kienzler, Mario
(författare)
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Does managerial personality influence pricing practices under uncertainty?
- 2017
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Ingår i: Journal of Product & Brand Management. - : EMERALD GROUP PUBLISHING LTD. - 1061-0421. ; 26:7, s. 771-784
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - While marketing and management research suggests that managers individual characteristics influence pricing decisions, the influence of personality traits in this context remains unclear. This study aims to explore the relationship between the five basic personality traits of the five-factor model (extraversion, conscientiousness, openness to experience, agreeableness and neuroticism) and three basic pricing practices (value-, competition- and cost-informed).Design/methodology/approach - On the basis of a non-experimental decision-making scenario, the analysis examines the pricing decisions of 57 managers in relation to a new business service.Findings - The results suggest that managers conscientiousness and openness to experience are positively related to preference for value- informed pricing. Similarly, managers agreeableness is positively related to preference for competition- informed pricing and managers openness to experience and agreeableness are positively related to preference for cost-informed pricing.Research limitations/implications - The cross-sectional study design does not support causal inference, and the modest sample size may limit the external validity of the findings.Practical implications - By increasing awareness of the influence of personality on pricing preferences, the findings are of relevance to managers who are directly involved in pricing decisions. Additionally, the findings are informative for managers who must assign responsibility for pricing authority within firms.Originality/value - This empirical exploration of the relationship between certain personality traits and specific pricing practices contributes to the literature on psychological aspects of pricing theory by showing how managerial personality influences pricing preferences under uncertainty.
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| 19. |
- Löfgren, Martin, 1975-, et al.
(författare)
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Customer satisfaction in the first and second moments of truth
- 2008
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Ingår i: Journal of Product & Brand Management. - Bingley, UK : Emerald Group Publishing Limited. - 1061-0421. ; 17:7, s. 463-474
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Tidskriftsartikel (refereegranskat)abstract
- Purpose Almost everything consumers buy in a store has a package. At point of purchase, the first moment of truth, the package functions as a silentsalesman. Once the purchase is made, the product is consumed in the second moment of truth. The purpose of this paper is to create a betterunderstanding of how customers evaluate different aspects of the package in the first and second moments of truth.Design/methodology/approach An empirical investigation is conducted on how customers experience three different packages for everydaycommodities in the first and second moments of truth. Causal modeling is used to analyze the impact of different benefits of a package onto customersatisfaction and loyalty.Findings It was found that both benefits and attributes can have different roles in affecting customer satisfaction and loyalty in different parts of theconsumption cycle. Furthermore, the results show that there are significant differences for the impacts of customer satisfaction on loyalty in the firstmoment of truth compared to the second moment of truth.Practical implications By applying a consumption system approach, it is possible for managers to design a package that can attract customers inthe first moment of truth and at the same time create customer satisfaction in the second moment of truth.Originality/value The research shows that the role of certain benefits and attributes can be different in the purchase and use situation. Previously,this has been modeled separately but by operationalizing the first and second moment of truth in the same model the true effects of various benefitsand attributes can be identified
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| 20. |
- Modig, Erik, et al.
(författare)
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Can advertising creativity affect product perceptions and retailer evaluations?
- 2014
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Ingår i: Journal of Product and Brand Management. - 1061-0421. ; 23:6, s. 452-461
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Tidskriftsartikel (refereegranskat)abstract
- Practical implications This study introduces advertising creativity as a way for retailers to increase perceived product quality and value. The results show that advertising creativity increases perceived effort on behalf of the sender, which positively influences purchase intentions. Originality/value The current study shows that advertising creativity can work as a signal of product quality, which has positive effects for retailers.
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| 21. |
- Nordfält, Jens, et al.
(författare)
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Pricing in the modern world: the role of price-related and non-price related cues
- 2014
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Ingår i: Journal of Product and Brand Management. - : Emerald. - 1061-0421. ; 23:6, s. 397-400
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Tidskriftsartikel (refereegranskat)abstract
- This editorial aims to discuss how the modern world is causing pricing practices of both retailers and consumers to evolve. The contributions of seven papers included in this special issue have been highlighted. Design/methodology/approach -- The purpose is to explore how different cues impact consumer reactions to prices. Findings -- These cues include both cues regarding the price itself (e.g. the level of the discount, how the price is broken into component parts, the starting price in an auction), as well as non-price-related cues (e.g. private labels, brand familiarly, consumer ratings, creativity of an ad). In addition, this special issue includes a review article which provides a comprehensive review of behavioral pricing research. Originality/value -- The contributions of seven papers included in this special issue have been highlighted
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| 22. |
- Paschen, Jeannette
(författare)
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Investigating the emotional appeal of fake news using artificial intelligence and human contributions
- 2020
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 29:2, s. 223-233
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Tidskriftsartikel (refereegranskat)abstract
- Purpose:The creation and dissemination of fake news can have severe consequences for a company’s brand. Researchers, policymakers and practitioners are eagerly searching for solutions to get us out of the ‘fake news crisis’. Here, one approach is to use automated tools, such as artificial intelligence (AI) algorithms, in conjunction with human inputs to identify fake news. The study in this article demonstrates how AI and machine learning, with its ability to analyze vast amounts of unstructured data, can help us tell apart fake and real news content. Specifically, this study examines if and how the emotional appeal, i.e., sentiment valence and strength of specific emotions, in fake news content differs from that in real news content. This is important to understand, as messages with a strong emotional appeal can influence how content is consumed, processed and shared by consumers. Design/methodology/approach:The study analyzes a data set of 150 real and fake news articles using an AI application, to test for differences in the emotional appeal in the titles and the text body between fake news and real news content. Findings:The results suggest that titles are a strong differentiator on emotions between fake and real news and that fake news titles are substantially more negative than real news titles. In addition, the results reveal that the text body of fake news is substantially higher in displaying specific negative emotions, such as disgust and anger, and lower in displaying positive emotions, such as joy. Originality/value:This is the first empirical study that examines the emotional appeal of fake and real news content with respect to the prevalence and strength of specific emotion dimensions, thus adding to the literature on fake news identification and marketing communications. In addition, this paper provides marketing communications professionals with a practical approach to identify fake news using AI.
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| 23. |
- Raithel, Sascha, et al.
(författare)
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The effects of brand equity and failure severity on remedy choice after a product recall
- 2021
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Ingår i: Journal of Product and Brand Management. - : Emerald. - 1061-0421. ; 30:8, s. 1247-1261
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - There is limited insight concerning a firm's remedy choice after a product recall. This study aims to propose that failure severity and brand equity are key antecedents of remedy choice and provides empirical evidence for a non-linear relationship between pre-recall brand equity and the firm's remedy offer that is moderated by severity.Design/methodology/approach - This study uses field data for 159 product recalls from 60 brands between January 2008 to February 2020 to estimate a probit model of the effects of failure severity, pre-recall brand equity and remedy choice.Findings - Firms with higher and lower pre-recall brand equity are less likely to offer full (vs partial) remedy compared to medium level pre-recall brand equity firms. Failure severity moderates this relationship positively, i.e. firms with low and high brand equity are more sensitive to failure severity and then select full instead of partial remedy.Research limitations/implications - This research reconciles contradictory arguments and research results about failure severity as an antecedent of remedy choice by introducing brand equity as another key variable. Future research could examine the psychological process of managerial decision-making through experiments.Practical implications - This study increases the awareness of the importance of remedy choice during product-harm crises and can help firms and regulators to better understand managerial decision-making mechanisms (and fallacies) during a product-harm crisis.Originality/value - This study theoretically and empirically advances the limited literature on managerial decision-making in response to product recalls.
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| 24. |
- Rodrigues, Clarinda, et al.
(författare)
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Brand love matters to Millennials : the relevance of mystery, sensuality and intimacy to neo-luxury brands
- 2019
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 28:7, s. 830-848
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Tidskriftsartikel (refereegranskat)abstract
- PurposeThis paper aims to investigate the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image dimensions in the context of neo-luxury brands. It also explores the moderating effect of duration and intensity of consumer-brand relationships on brand image dimensions.Design/methodology/approachThe data collection was done via an online survey of a representative group of Millennials. Data analysis was performed using structural equation modeling and multi-group analysis.FindingsThe paper suggests that brand love mediates the relationship between brand image, purchase intention and word-of-mouth for both Apple and Michael Kors brands. This study also identifies differences in the effects of intimacy, sensuality and mystery on brand love. Additionally, it is demonstrated that the moderation effect of intensity and duration of consumer-brand relationships varies among the two neo-luxury brands.Research limitations/implicationsFurther research should aim at investigating other categories of products and services in the field of neo-luxury, as this study focus on fashion and mobile brands. Other antecedents and outcomes of brand love should also be evaluated, as well as other moderating variables.Originality/valueThis paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of the emergent neo-luxury paradigm. It also intends to provide a better understanding of how to build and nurture an effective brand image through a multidisciplinary approach that combines mystery, sensuality and intimacy.
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| 25. |
- 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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| 26. |
- Selander, Sara, et al.
(författare)
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When weaker brands prevail
- 2003
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Ingår i: Journal of Product and Brand Management. - : Emerald. - 1061-0421. ; 12:1, s. 6-21
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Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)abstract
- When consumers fulfill consumption goals they make decisions on first, from which product category to buy, and second, which brand to purchase within the product category. In this article, the relative effects of product-level typicality and brand-level typicality on goal-driven consumer choice are examined. Which level of typicality is more diagnostic of choice? Empirical results show that consumers are, in goal-derived usage contexts, more likely to choose a less typical and less favored brand from a typical product category than a typical and more favored brand from a less typical product category. Consequently, brands that consumers perceive as inferior may be chosen over superior brands because of the link between product categories and usage contexts. Our results indicate that it may be fruitful for marketers to associate brands and product categories with usage contexts, and that they need to consider brand competitors from other product categories.
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| 27. |
- Söderlund, Magnus, et al.
(författare)
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The allure of the bottle as a package: an assessment of perceived effort in a packaging context
- 2017
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Ingår i: Journal of Product and Brand Management. - : Emerald. - 1061-0421. ; 26:1, s. 91-100
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Tidskriftsartikel (refereegranskat)abstract
- This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to contribute to evaluations by signaling unobservable characteristics of an offer.Design/methodology/approachThree between-subjects experiments were conducted with soft drink bottles, which were subject to variation in perceived effort.FindingsThe results show that perceived effort was positively associated with overall evaluations. The results also show that the impact of perceived effort was mediated by product quality perceptions, which indicates that effort signals quality.Originality/valuePerceived effort has to date not been examined in the packaging literature. The present findings thus imply that models of packaging characteristics and their impact on consumers would benefit from including the effort aspect.
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| 28. |
- Urde, Mats, et al.
(författare)
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Market and brand-oriented schools of positioning
- 2014
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Ingår i: Journal of Product & Brand Management. - 1061-0421. ; 23:7, s. 478-490
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The purpose of this paper is to revise the concept of positioning to differentiate between fundamental approaches to it and chart a scheme of schools of positioning. Design/methodology/approach – An extensive literature review traces the roots and evolution of the concept. Two approaches to positioning are explored and related to the paradigms of market and brand orientation. Based on current theory and practice, different schools of positioning are identified and categorized along a market- and brand-orientation spectrum. Metaphors differentiate schools of positioning, illustrated by case examples. Findings – Positioning is a key concept in marketing, branding and strategy. However, its theoretical and practical usefulness is in peril due to its many meanings, applications and overall vagueness. There is a need for a theoretical overview of positioning, which the literature currently lacks. Two approaches to define a brand’s position are identified and introduced: market- and brand-oriented positioning. Five principal schools of positioning show how these are different and why differentiating between them matters. The choice of school implies the market- and/or brand-oriented approach to positioning. Research limitations/implications – Further empirical case-based research might investigate when, what and how different positioning schools are applied in practice. The brief cases in this paper indicate a dynamic over time regarding the applications of the brand- and market-oriented school of positioning. An in-depth theoretical and practical investigation of the dynamics of positions would be of value for the research field. Practical implications – The distinction among different schools of thought helps bridge the gap between the theory and practice of positioning. A specific positioning objective can guide management in the selection of a particular school of positioning, which enables management to make more insightful conscious choices regarding its opportunities, limitations and consequences. Social implications – Position and positioning is of relevance in society in broad terms, e.g. in sports, politics and culture. Positioning strategy is discussed and implemented in different industries (business-to-business and consumer), for all kinds of brands (including, for instance, corporate brands) and for “brands” in the very widest sense (such as places or people). Originality/value – This paper relates positioning to the fundamental discussion of brand and market orientation. It integrates positioning research and provides a structured overview of the concept.
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| 29. |
- Urde, Mats
(författare)
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The brand core and its management over time
- 2016
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Ingår i: Journal of Product & Brand Management. - 1061-0421. ; 25:1, s. 26-42
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The purpose of this paper is to explore the brand core and its management over time. The aim is to develop a framework for managing the core of a brand for continuity and change. Design/methodology/approach – A longitudinal case study of the Volvo brand’s core and its management serves as the empirical basis for a qualitative analysis of the “brand core” using rhetorical perspectives. Findings – The management of the brand core for both continuity and change is an unsolved paradox in strategic brand management literature and practice. Existing conceptualisations offer little or no guidance regarding managing a brand’s core over time. The Volvo brand has evolved by adding and shifting mindsets, which has kept its core surprisingly stable. Research limitations/implications – The new framework mitigates a paradox and, by defining the brand core as a point of reference, allows for brand management to address both continuity and change and consider a range of stakeholders while doing so. The integration ofs rhetoric into the framework makes it applicable to product, service and corporate brands, or indeed anything that can be considered a “brand”. The brand core is defined as “an entity of core values and a promise”. Practical implications – By shifting perspectives on a brand’s core over time, change and development are stimulated while preserving its inner values and promise. Originality/value – The brand core framework integrating rhetoric theory was supported by a longitudinal case study to resolve a strategic brand management paradox.
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| 30. |
- Urde, Mats, et al.
(författare)
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The Nobel Prize: the identity of a corporate heritage brand
- 2015
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Ingår i: Journal of Product & Brand Management. - 1061-0421. ; 24:4, s. 318-332
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges. Design/methodology/approach – An in-depth case study analysed within a heritage brand model and a corporate brand identity framework. Findings – The Nobel Prize is a corporate heritage brand – one whose value proposition is based on heritage – in this case “achievements for the benefit of mankind” (derived directly from Alfred Nobel’s will). It is also defined as a “networked brand”, one where four independent collaborating organisations around the (Nobel) hub create and sustain the Nobel Prize’s identity and reputation, acting as a “federated republic”. Research limitations/implications – The new and combined application of the Heritage Quotient framework and the Corporate Brand Identity Matrix in the Heritage Brand Identity Process (HBIP) offers a structured approach to integrate the identity of a corporate heritage brand. In a networked situation, understanding the role of stewardship in collaborating organisations is essential: The network entities maintain their own identities and goals, but share common values of the network hub. Practical implications – The integrated frameworks (HBIP) provides a platform for managing a corporate heritage brand. Originality/value – This is the first field-based study of the Nobel Prize from a strategic brand management perspective.
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| 31. |
- Wilson, Matthew
(författare)
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When creative consumers go green : understanding consumer upcycling
- 2016
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 25:4, s. 394-399
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - Consumers are known to repurpose products for uses other than those they were originally intended for; this paper aims to focus on an environmentally conscious form of creative consumption known as upcycling. Design/methodology/approach - This conceptual paper presents and defines the consumer practice of upcycling. Findings - The author identifies gaps in the literature regarding consumer upcycling and identifies avenues for future research and theory development. Research limitations/implications - Upcycling has considerable implications with respect to end-of-life planning for products. Originality/value - This research identifies consumer upcycling as an environmentally beneficial form of creative consumption and discusses its implications for firms.
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| 32. |
- Åsberg, Per
(författare)
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Perceived brand portfolios : how individual views hamper efficiency
- 2015
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 24:6, s. 610-620
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – The purpose of this paper is to investigate the perceived content and structure of a brand portfolio, which may differ between individuals, by mapping the brand portfolio of two multi-national companies from the perspective of the marketing team. The discrepant views between individuals are analyzed and an aggregated brand portfolio is presented. Design/methodology/approach – Semi-structured interviews with nine marketing professionals were used to map their individual perceived brand portfolios and structure, based on the Brand Concept Map methodology. Findings – The study finds that there is a consistent difference in the individual perceived brand portfolio between marketing professionals. Brands that are not supported by all stakeholders may be suffering from an unclear positioning or undesired associations, and should receive management attention. Research limitations/implications – Explanations for the results are offered and future research is suggested to determine the generalizability of the findings and the economic implications of discrepant views on the company’s brand portfolio. Practical implications – Marketing practitioners should consider the possible effects of conflicting views within their marketing teams on business performance. Identifying brands that are not supported by all stakeholders could be a way to discover under-performing brands with problematic brand positions in need of immediate attention. Originality/value – This study is the first to compare and fully map the differences in perception of a company’s brand portfolio among internal stakeholders and the possible implications of this discrepancy.
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| 33. |
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