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| 2. |
- 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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| 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. |
- 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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| 5. |
- 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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| 11. |
- Anselmsson, Johan, et al.
(författare)
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The penetration of retailer brands and the impact on consumer prices - A study based on household expenditures for 35 grocery categories
- 2008
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Ingår i: Journal of Retailing and Consumer Services. - : Elsevier BV. - 0969-6989. ; 15:1, s. 42-51
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Tidskriftsartikel (refereegranskat)abstract
- The aim of this study is to examine the relationship between retailer brand (RB) market shares and consumer prices. Furthermore it investigates whether changes in category price and expenditure are due to changes in customer purchase patterns or changes in relative price levels (price gap) of RBs and national brands (NBs). Data from the market research company GfK's consumer household panel, comprised of purchases made by 3000 Swedish households, for 35 randomly chosen grocery categories during the time period 2001–2004, is analysed. Results show a weak but significant negative relation between RB market share size, and the consumer prices in terms of household expenditures. The price level and changes in price level are first of all due to change in prices of the market leader and secondly due to changes in customer purchase patterns. The results also show some evidence that RBs have greater impact on prices initially, when the RB market share grows from 0% to 10%.
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| 12. |
- 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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| 13. |
- Anselmsson, Johan, et al.
(författare)
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What successful branding looks like: a managerial perspective
- 2013
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Ingår i: British Food Journal. - 0007-070X. ; 115:11, s. 1612-1627
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this paper is to develop an understanding of the ways in which food companies can work with branding to perform better in the market. The authors achieve this purpose by comparing how different managers of food brands prioritise and evaluate their brands, in relation to a theoretical ideal framework. Design/methodology/approach - A survey of 77 managers of domestic and international brands. Findings - Beliefs and priorities are similar between managers. What differs is how they measure and monitor their brands. Managers of high performing brands, for example, in general measure brand equity to a greater extent than other managers, and they focus significantly more on monitoring typical brand equity elements such as brand awareness, uniqueness, and feelings. Also managers of international brands measure and monitor more intensively than those of domestic brands. Practical implications - Weaker and domestic brands could learn from the better-performing brands, by becoming more oriented towards key brand equity elements when performing monitoring, rather than focusing mainly on perceived quality. Originality/value - A comparative and systematic method that suggests an alternative and analytical approach to strengthening domestic and weaker brands
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| 15. |
- Bondesson, Niklas
(författare)
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An exploratory investigation of the elements of B2B brand image and its relationship to price premium
- 2010
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Ingår i: Industrial Marketing Management. - : Elsevier BV. - 0019-8501. ; 39:8, s. 1269-1277
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Tidskriftsartikel (refereegranskat)abstract
- Much of the extant work on brand equity in business markets has focused on predicting brand loyalty as in what brand image elements that make buyers prefer to buy a brand The question what drives buyers to pay more or less for brands has however been somewhat overlooked despite price premium being a distinct and economically important outcome of a favourable brand image In an attempt to answer this question this paper suggests that the corporate brand Image determinants of price premium can be conceptualised into six dimensions brand familiarity- product solution- service- distribution- relationship- and company associations Findings from a small-scale qualitative investigation based on interviews with buyers of corrugated packaging are used to Illustrate this model as well as to explore its microelements and demonstrate why they can be assumed to be mentally related to buyers willingness to pay (C) 2010 Elsevier Inc All rights reserved
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| 16. |
- Bondesson, Niklas, et al.
(författare)
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Can Consumer Advertising Help get Retail Employees "on-board"?
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- Consumer advertising is one of the most visible marketing tools of a retailer. This means that it will reach many different stakeholders. Academic marketing research, however, tends to focus only on one of them, namely the consumer. Given that consumers are, in fact, the main target audience for advertising, this focus is sound. Still, there is a growing literature documenting the effects of consumer advertising on other stakeholders, such as employees (e.g., Wolfinbarger-Celsi and Gilly 2010) and investors (e.g., Osinaga et al. 2011). This research clearly shows that consumer advertising influences perceptions above and beyond the consumer perceptions it is primarily intended to promote. In the current paper we investigate how consumer advertising influences retail employees. More specifically we explore if and how retail employee perceptions of consumer advertising might influence their organizational identification.
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| 18. |
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| 19. |
- Bondesson, Niklas
(författare)
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Tracing the drivers of B2B brand strength and value
- 2010
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- By building a strong brand that is favourably perceived by target customers, a firm can establish a competitive advantage that enables greater revenues and profitability. This is at least what the branding literature always has assumed, and something few marketing and brand managers seem to disagree with. When asked how exactly a brand can be charged with such great value, however, neither academia nor practitioners can provide definitive answers. This is especially true for business-to-business markets (B2B): although some of the world’s strongest and most valuable brands are operating in B2B markets, research on this area is clearly trailing behind business reality. This thesis aims at bridging the fuzzy and subjective customer-based perspective on brands with their potential economic outcomes for brand-owning firms. It does so by studying a single case (a packaging solutions supplier) in great detail, including face-to-face interviews and 678 observations drawn from a survey completed by professional packaging buyers in 8 countries across Europe. The study relies mainly on brand equity theory, together with thoughts from theories on shareholder value, psychology, corporate branding, business relationships and industrial marketing. More specifically, it is concerned with understanding the customer-perceived determinants (brand image) of brand strength and brand value in business markets. Or, in other words: which specific customer perceptions and behaviours make a brand valuable and profitable? The proposed model, which is the main outcome of this study, can be seen as a first step towards an integrated and nuanced B2B Brand Equity Chain. The model divides brand strength into a volume premium and price premium dimension, and includes five brand image dimensions: brand familiarity, product solution, service relationship, company reputation and brand community. The empirical findings support previous work within the area, but also add a number of elements that increases the explanatory power of existing models, and establishes a unique link between branding and bottom-line performance in business markets.
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| 24. |
- Lilienberg, Elsa, et al.
(författare)
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Investigation of Hepatobiliary Disposition of Doxorubicin Following Intrahepatic Delivery of Different Dosage Forms
- 2014
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Ingår i: Molecular Pharmaceutics. - : American Chemical Society (ACS). - 1543-8384 .- 1543-8392. ; 11:1, s. 131-144
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Tidskriftsartikel (refereegranskat)abstract
- Unresectable, intermediate stage hepatocellular carcinoma (HCC) is often treated palliatively in humans by doxorubicin (DOX). The drug is administered either as a drug-emulsified-in-Lipiodol (DLIP) or as drug loaded into drug eluting beads (DEB), and both formulations are administered intrahepatically. However, several aspects of their in vivo performance in the liver are still not well-understood. In this study, DLIP and DEB were investigated regarding the local and systemic pharmacokinetics (PK) of DOX and its primary metabolite doxorubicinol (DOXol). An advanced PK-multisampling site acute in vivo pig model was used for simultaneous sampling in the portal, hepatic, and femoral veins and the bile duct. The study had a randomized, parallel design with four treatment groups (TI–TIV). TI (n = 4) was used as control and received an intravenous (i.v.) infusion of DOX as a solution. TII and TIII were given a local injection in the hepatic artery with DLIP (n = 4) or DEB (n = 4), respectively. TIV (n = 2) received local injections of DLIP in the hepatic artery and bile duct simultaneously. All samples were analyzed for concentrations of DOX and DOXol with UPLC-MS/MS. Compared to DLIP, the systemic exposure for DOX with DEB was reduced (p < 0.05), in agreement with a slower in vivo release. The approximated intracellular bioavailability of DOX during 6 h appeared to be lower for DEB than DLIP. Following i.v. infusion (55 min), DOX had a liver extraction of 41 (28–53)%, and the fraction of the dose eliminated in bile of DOX and DOXol was 20 (15–22)% and 4.2 (3.2–5.2)%, respectively. The AUCbile/AUCVP for DOX and DOXol was 640 (580–660) and 5000 (3900–5400), respectively. In conclusion, DLIP might initially deliver a higher hepatocellular concentration of DOX than DEB as a consequence of its higher in vivo release rate. Thus, DLIP delivery results in higher intracellular peak concentrations that might correlate with better anticancer effects, but also higher systemic drug exposure and safety issues.
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| 25. |
- Rosengren, Sara, et al.
(författare)
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Consumer advertising as a signal of employer attractiveness
- 2014
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Ingår i: International Journal of Advertising. - : World Advertising Research Center / Wiley. - 0265-0487. ; 33:2, s. 253-269
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Tidskriftsartikel (refereegranskat)abstract
- This paper deals with the extended audience of advertising. More specifically, it examines how consumer advertising influences the attractiveness of a corporate brand as a potential employer. The results from two experimental studies show that creative advertising signals brand ability, and enhances perceptions of development (Study 1 and 2) and reputation value (Study 2) offered by the brand to employees. Mediation analysis shows that this, in turn, has a positive impact on the overall attractiveness of the brand as an employer. The findings contribute to the growing literature on different stakeholder reactions to consumer advertising and offer a broader picture of how advertising contributes to firm performance, beyond influencing consumers.
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| 26. |
- Rosengren, Sara, et al.
(författare)
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How organizational identification among retail employees is affected by advertising
- 2017
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Ingår i: Journal of Retailing and Consumer Services. - : Elsevier BV. - 0969-6989 .- 1873-1384. ; 38, s. 204-209
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Tidskriftsartikel (refereegranskat)abstract
- This paper investigates whether the organizational identification among retailer employees can be influenced by advertising aimed at consumers. The results of an experimental study of employees at a large grocery retailer show a positive impact of advertising exposure on organizational identification. Employee perceptions of advertising effectiveness (and not their feelings of pride with regards to the advertising) are found to explain this effect. The results suggest that advertising can serve an important human resource role tool by helping retailers build organizational identification amongst its employees. Further managerial implications are discussed in the paper.
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| 27. |
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| 28. |
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| 29. |
- Rosengren, Sara, et al.
(författare)
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Understanding Employee Perceptions of Advertising Effectiveness
- 2016. - 1st
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Ingår i: Advances in Advertising Research: The Digital, the Classic, the Subtle, and the Alternative. - Wiesbaden : Springer Gabler, Wiesbaden. - 2626-0328. - 9783658105587 - 9783658105570 ; , s. 215-225
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Bokkapitel (övrigt vetenskapligt/konstnärligt)
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