| 1. |
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| 2. |
- Rodrigues, Clarinda, et al.
(författare)
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Antecedents to Brand Hate Among Generation Y : A Consumer Cross-Cultural Study
- 2017
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Ingår i: 10th Annual Conference of the EuroMed Academy of Business. - : EuroMed Press. - 9789963711567 ; , s. 1456-1464
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Konferensbidrag (refereegranskat)abstract
- Previous research highlights that brand experiences impact on how consumers relate emotionally to brands. Nevertheless, research on negative brand experiences is scarce, particularly in the field of brand hate. In order to fulfill the identified research gap, this paper aims to investigate the negative aspects of brand relationships by focusing on the antecedents of brand hate among Generation Y. Moreover, it explores weak innovativeness, perceived quality, brand social responsibility and brand personality impact on brand hate. More precisely, it attends to the mediating effect of brand experience on brand hate. A survey with Apple and Samsung was conducted among Swedish and Portuguese consumers. The model has been tested using SEM. Our findings show that the effects of the antecedents of brand hate in general vary for both brands and countries.
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| 3. |
- 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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| 4. |
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| 5. |
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| 6. |
- 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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| 7. |
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| 8. |
- Rodrigues, Clarinda, et al.
(författare)
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Role of brand experience and brand authenticity in creating brand love : a cross-cultural comparative study
- 2018
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Ingår i: 2018 Global Marketing Conference at Tokyo Proceedings. - Tokyo : Global Alliance of Marketing and Management Associations. ; , s. 1447-1447
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Konferensbidrag (refereegranskat)abstract
- In recent years brands have come under the spotlight for delivering unique and authentic brand experiences. Consumers find themselves looking for brands that add experiential value to their daily life, from a sensory, behavioral, intellectual and relational perspective (Brakus et al., 2009). Moreover, there is a growing demand for brands that are able to deliver their brand promise authentically (Morhart et al., 2015; Schallehn et al., 2014). On this background, our research was conducted in order to examine the role of brand experience and brand authenticity in generating brand love. In addressing this issue, the present study attempts to perform a test on research hypotheses by empirically validating the proposed conceptual model in a cross-country context (Japan and Portugal) for the brands Apple and Samsung. Additionally, it analyses the moderating effect of self-authenticity in relation to brand experience and brand authenticity. Data collection was done using a structured questionnaire to final consumers, who are owners of Apple and Samsung devices. A total of 574 valid questionnaires were collected regarding Apple brand (Japan = 300; Portugal = 274). Following the testing of the structural equation model, results demonstrate the correlation between brand authenticity and brand experience and show that the greater the self-authenticity, the higher is the effect of brand authenticity on brand love. It is worth noting however that the direct and moderating effects are different for Apple and Samsung in Japan and Portugal. This accounts for the cultural differences in how consumers perceive the experiential and authentic brand value propositions and how they relate emotionally to brands. Our study also provides important managerial implications by helping brand managers to understand how to drive passionate and intense feelings towards brands and to target consumers who are looking for compelling, meaningful and authentic brand experiences.
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| 9. |
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| 10. |
- Rodrigues, Paula, et al.
(författare)
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The importance of self in brand love in consumer-luxury brand relationships
- 2018
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Ingår i: Journal of Customer Behavior. - : Westburn Publishers. - 1475-3928 .- 1477-6421. ; 17:3, s. 189-210
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of this paper is to investigate the influence of selfcongruencyand self-brand integration on three dimensions of luxury perceptions:prestigious perception of a brand, luxury brand perception, and overall luxurybrand perception. It also aims to investigate the moderating effect of these threedimensions of luxury perceptions on brand love. Data collection was done using astructured questionnaire completed by end-users of luxury brands. A total of 304valid questionnaires were collected and the data was analysed using a structuralequation modelling methodology. The data confirms all the hypotheses raised inthe proposed conceptual model. This study is the first to empirically demonstratethat luxury brand perceptions positively mediate the effect of self-congruencyand self-brand integration on brand love. The results of this study will helppractitioners to understand how to approach consumers in the luxury fashionsegment and how to strengthen consumer-brand relationships.
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| 11. |
- Brandão, Amelia, et al.
(författare)
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A Dynamic Approach to Brand Portfolio Audit and Brand Architecture Strategy
- 2020
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Ingår i: European Business Review. - : Emerald Group Publishing Limited. - 0955-534X .- 1758-7107. ; 32:2, s. 181-210
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Tidskriftsartikel (refereegranskat)abstract
- Purpose This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign. Design/methodology/approach Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to brand portfolio audit and brand architecture strategy was developed, and later applied and tested in three B2B and B2C companies. Findings The paper suggests an eight-step framework to guide practitioners when auditing a specific brand portfolio and designing a revised brand architecture strategy. Additionally, a Brand Audit Scorecard was developed to enable and sustain brand portfolio audits, divided into three dimensions (brand equity, brand contribution and strategic options). Originality/value This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static.
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| 12. |
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| 13. |
- Rodrigues, Clarinda, et al.
(författare)
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An eye tracking study of the effect of sensory and price in-store displays
- 2020
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Ingår i: Emotional, sensory, and social dimensions of consumer buying behavior. - Hershey, PA, USA : IGI Global. - 9781799822202 - 9781799822226 - 1799822206 - 9781799822219 ; , s. 23-49
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- Using eye tracking, this chapter investigates if the visual attention varies according to the in-store displays message content (price, sensory, and price-sensory). Results show that participants are more responsive to cognitive content messages (price) than affective messages (sensory) alone. Nevertheless, it is demonstrated that participants are prone to devote more time processing in-store displays messages if prices (cognitive stimuli) are combined with sensory messages (affective stimuli), which increases the likelihood of choosing low involvement products. Finally, it was demonstrated that total fixation duration is predictive of low involvement product choice for all home décor products. This study suggests that shoppers might spend more time and effort searching for low involvement products if in-store displays captivate their visual attention and elicit their sensory imagery. Sensory messages can be used by retailers to highlight product intrinsic characteristics. At the same time, they are inducing positive feelings towards low-involvement products.
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| 14. |
- Rodrigues, Clarinda, et al.
(författare)
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Brand sensuality : does it affect brand experiences?
- 2014
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Konferensbidrag (refereegranskat)abstract
- Purpose – The purpose of this paper is to analyze the relationships between brand sensuality, in terms of sensory cues and sensations, and its effect on consumers brand experiences of cars.Methodology – A quantitative study based on a survey with convenience sampling was used to collect the data. A structural equation modeling technique was used to test the proposed model.Findings – The study supports the hypotheses that brand sensuality has a positive effect on brand experiences. Moreover, the empirical findings on car brands demonstrate that sensory cues, as a dimension of brand sensuality, yield the highest coefficients, thus accounting for the significance of sensory cues in expressing brand sensuality to consumers. On the other hand, the standardized coefficients from sensations to brand experiences were slightly lower thus indicating a weaker direct relationship though significant, between sensations and brand experiences.Theoretical implications - Firstly, the presented research conceptualizes and proposes a research model in explaining the significant role of sensory cues and sensations as constructs of brand sensuality in relation to brand experiences. Secondly, it has also been given evidence that the concept of brand sensuality, through sensory cues and sensations, has a significant effect on brand experiences.Practical implications – The study shows that brand managers are advised to develop sensorial strategies based on sight, sound, taste, smell and touch, in order to express brand sensuality in facilitating consumer brand experiences.Originality/value – The proposed model makes a theoretical contribution by investigating brand sensuality in relation to brand experiences for car users.
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| 15. |
- Rodrigues, Clarinda
(författare)
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Brand Sensuality and Consumer-Based Brand Equity
- 2014. - 1
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- Contemporary branding and sensory marketing literature stresses the significance and positive impact of sensory dimensions through brand sensuality in relation to brand experiences within a value-generating process. Moreover, it also accounts for the need to fulfill a research gap concerning how sensory dimensions contribute to enhance consumer-based brand equity when consumers experience products and services.Therefore, the main objective of this thesis is to explore, analyze and explain the relationship between brand sensuality and CBBE by answering the overarching research problem: Is the construct of brand sensuality an antecedent to CBBE in a B2C context? In this context, three research questions are raised and discussed in the three Essays compiled in this thesis, namely: (1) From a strategic point of view, how can brands express their sensuality to consumers in the value-generating process?; (2) Which is the relationship between brand sensuality and CBBE within a sensory branding framework? and (3) From an empirical point of view, does brand sensuality impact directly or indirectly on CBBE?Three main conclusions are derived from aforementioned research questions, namely (1) brand sensuality can only be expressed to consumers using sensorial strategies along the value-generating process; (2) brand sensuality, as a construct, is a key driver of brand value in the focus of service provision and (3) brand sensuality impacts directly on brand experiences and indirectly on CBBE.The main contribution of this thesis consists in integrating brand sensuality for the first time into a CBBE context, along with traditional branding constructs such as brand personality, brand relationship and brand experience, identified in literature as key drivers of brand value. Furthermore, this thesis is the first to explore the direct and indirect impact of brand sensuality on CBBE. Finally, the empirical research uses a sample of real consumers and was conducted online with the collaboration of ACP – the Portuguese Automobile Association. In this regard, it is the first study on car brands, which incorporates brand sensuality as a construct within a sensory-branding framework.
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| 16. |
- Rodrigues, Clarinda
(författare)
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Branding Porto : An Authentic-Based Approach to Place Identity Theory
- 2019
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Ingår i: Strategic Perspectives in Destination Marketing. - Hershey : IGI Global. - 9781522558354 - 9781522558361 - 1522558357 ; , s. 198-219
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Bokkapitel (refereegranskat)abstract
- Departing from the Porto brand case study, this chapter discusses the concept of destination brand identity from the supply-side perspective. Consequently, it proposes an authentic-based approach to place identity theory, in which destination authenticity is pointed out as a key driver to create a strong place brand identity. Moreover, it is suggested that destination managers should follow an eight-step approach to branding a destination. This dynamic view of place identity, which is supported by a continuous co-creation process involving local and external stakeholders, allows destination brand managers to mirror and reinforce the destination authenticity.
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| 17. |
- Rodrigues, Clarinda, et al.
(författare)
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Brands that do good with brand aversion
- 2016
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Ingår i: Proceedings of the Academy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group (SIG). - : Greenleaf Publishing Ltd. ; , s. 382-388
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Konferensbidrag (refereegranskat)
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| 18. |
- Rodrigues, Clarinda, et al.
(författare)
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Co-creation of multi-sensory brand experiences : a manufacturer perspective
- 2022
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Ingår i: Research Handbook on Brand Co-Creation. - Cheltenham : Edward Elgar Publishing. - 9781839105418 - 9781839105425 ; , s. 138-152
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Bokkapitel (refereegranskat)abstract
- While brands are among the most valuable assets for companies and serve as a basis for competitive advantage, limited research exists on how manufacturers in the luxury car segment interact with their stakeholders in the value co-creation process. A review of the main theories on brand co-creation, value creation, and sensory marketing is used together with a case study of a global car manufacturer in the premium segment to explore the co-creation of multi-sensory experiences within the car’s interior. Our findings show that co-creation of these experiences is achieved by employing a brand heritage theme in designing a value proposition. Suppliers contribute with competence, knowledge, and skills in ideating the car´s interior, while consumers assist the manufacturer to identify which factors contribute to an outstanding multisensory experience. A framework for understanding the co-creation of multi-sensory brand experiences is proposed reflecting the contribution of stakeholders in this process.
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| 19. |
- Rodrigues, Clarinda, 1971-
(författare)
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Falling in love with a city : a sensory place branding framework
- 2016
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Ingår i: Conference proceedings of the Inaugural Conference of the International Place Branding Association. - : Middlesex University - International Place Branding Association. - 9781911371618 ; , s. 87-87
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Konferensbidrag (refereegranskat)abstract
- Summary of aimsThe paper aims to present a sensory place branding framework, integrating concepts of multisensory placeexperiences and brand love. Such a model has the potential to provide a new perspective within place branding domain, by showing how multisensory place experiences, conveyed by meta and individual experiences, can enhance positive emotions and generate city brand love. Moreover, it lays the foundation for understanding the role of human senses in developing and implementing creative and innovative placebranding strategies.Main ApproachThe author depicts from relevant theories in sensory marketing and branding, place branding and brand love to develop a sensory place branding framework, in which multisensory place experiences are key drivers of city brand love.Key argumentsCities like London, Paris and New York project themselves as highly experiential and invest millions of dollars to spur tourists´ senses continuously and make them passionate about their cities. Moreover, extant research on sensory marketing and branding stress the significance of the experiential dimensions of consumption such as fantasies, feelings and fun (Holbrook and Hirschman, 1982) and acknowledges the importance of brand experiential value in creating emotional resonance with consumers (Lindstrom, 2005,Hultén, 2015). Interestingly, a recent study from Barnes et al. (2014) suggests that tourists are primarilydriven by sensory experiences when travelling. Hence, it can be argued that multisensory place experiences can elicit strong and passionate emotional attachment (Carroll and Ahuvia; 2006) towards place-sensescapes (Berg and Sevón, 2014). The question remains: How can cities create and implement compellingmultisensory place experiences that turn tourist into cities advocates and enhance brand love?ReferencesBarnes, S.J., Mattson, J. and Sorensen, F. (2014). “Destination brand experience: Testing a scale in thetourism context”, Annals of Tourism Reearch, Vol. 48, pp. 121-139.Berg, P.O. and Sévon, G. (2014). “Food-branding places – A sensory perspective”, Place Branding and Public Diplomacy, Vol. 10, No 4, pp. 289-304.Caroll, B.A. and Ahuvia, A.C. (2006), “Some antecedents and outcomes of brand love”, Marketing Letters,Vol. 17 No 2, pp. 79-89.Holbrook, M.B. and Hirschman, E.C. (1982). “The Experiential Aspects of Consumption: Consumer Fantasy, Feelings and Fun”. Journal of Consumer Research, Vol. 9 No 2, pp.132-140.Hultén, B. (2015). Sensory Marketing: Theoretical and Empirical Grounds. Routledge:NY.Lindstrom, M. (2005), Brand sense: Build powerful brands through touch, taste, smell, sight and sound, NewYork: Free Press.
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| 20. |
- Rodrigues, Clarinda, et al.
(författare)
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How the Creative Class Co-creates a City’s Brand Identity : A Qualitative Study
- 2021
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Ingår i: Journal of Creating Value. - : Sage Publications. - 2394-9643 .- 2454-213X. ; 7:1, s. 19-43
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: Place branding is a discipline with high relevance for a city's policymakers and for hospitality and tourism management, and this is even more true in the context of creative cities. This article explores how the creative class contributes to a city’s brand identity and, by doing so, delivers valuable advice for marketing representatives of creative cities.Design/methodology/approach: Our study builds on a qualitative study, interviewing 18 members of the creative class in 3 diverse European cities. Our methodology was based on grounded theory: We simultaneously collected and analysed data and created analytic codes and categories.Findings: This article suggests that the creative class is an important enactment stakeholder in the identity formation process of a place, as well as destination marketing organizations (DMOs) and other stakeholders. Additionally, it is demonstrated that the creative class co-creates a city’s brand identity by bringing new rhythms and forms of expression to the cityscape.Originality: This article contributes to the fast-growing place brand identity literature by exploring the role of the creative class in the context of cities. It also intends to provide a better understanding of how the creative class co-creates and contributes to their city’s brand identity. Since similar studies do not exist, our article fills an important research gap.Research limitations/implications: Our study shares the limitations of qualitative studies, but the resulting conceptual model of brand management in the context of a creative city offers a springboard for future research in this regard.Practical implications: City representatives and tourist managers need to understand what is the value-in-use generated by the creative class in the brand identity process and must be aware that the creative class plays a key role in delivering the brand message.
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| 21. |
- Rodrigues, Clarinda, et al.
(författare)
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Marketing sensorial : o marketing dos sentidos
- 2014. - 1
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Ingår i: Novos horizontes do marketing. - Alfragide : Dom Quixote. - 9789722054089 - 9789722054096 ; , s. 100-116
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Bokkapitel (övrigt vetenskapligt/konstnärligt)
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| 22. |
- Rodrigues, Clarinda, et al.
(författare)
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Measuring the effects of retail brand experiences and brand love on word of mouth : a cross-country study of IKEA brand
- 2021
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Ingår i: International Review of Retail Distribution & Consumer Research. - : Taylor & Francis Group. - 0959-3969 .- 1466-4402. ; 31:1, s. 78-105
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Tidskriftsartikel (refereegranskat)abstract
- This paper aims to investigate, for the first time, the mediating effect of brand love on word of mouth through brand experience, by using a comparative study of the IKEA brand in Sweden and Portugal. It also explores how the perceived functional and hedonic brand values mediate the effects of brand experience and brand love. The data collection was done via an online survey of real users of the brand IKEA in Portugal and Sweden. The paper suggests that brand love mediates the relationship between brand experience and word of mouth in both countries. This study also identifies differences in the effects of the sensory, affective, behavioral and intellectual brand dimension in brand love. Additionally, it is suggested that consumer-brand relationship duration, genre, and education levels influence brand love. This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of retail brands. It also intends to provide a better understanding of how to build and nurture effective brand experiences in order to elicit intense and passionate feelings towards retail brands.
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| 23. |
- Rodrigues, Clarinda, et al.
(författare)
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Multi-sensory brand-experience : towards a strategic sensorial approach
- 2011
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Konferensbidrag (refereegranskat)abstract
- This paper is mainly conceptual in nature. It aims at developing a strategic sensorial brand approach for firms on the basis of three issues: 1) branding as a process of value co-creation, 2) the multi-sensory brand-experience, and 3) sensorial strategies in relation to brand experiences and brand as image.
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| 24. |
- Rodrigues, Clarinda
(författare)
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Multisensory brand communications : capturing the hearts and minds of consumers
- 2018. - 1
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Ingår i: Brand touchpoints. - : Nova Science Publishers, Inc.. - 9781536135664 - 9781536135671 ; , s. 115-140
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Bokkapitel (refereegranskat)abstract
- Multisensory brand communications are an emerging concept in the field of sensory branding. In order to create emotional ressonance with consumers and build a strong brand identity, brands need to provide sensory gratification and amusement through engaging and compelling marketing communications. The success will lay in how much brands are able to capture the hearts and minds of consumers by activating the human senses in multiple touch points. Departing from anedoctal evidence provided by well-known and sucessful global brands, examples are discussed in the field of multisensory advertising, multisensory events, and digital sensory storytelling.
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| 25. |
- Rodrigues, Clarinda
(författare)
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Multisensory brand experiences and brand love : myth or reality?
- 2018. - 1
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Ingår i: Driving customer appeal through the use of emotional branding. - : IGI Global. - 9781522529217 - 1522529217 - 9781522529224 ; , s. 1-21
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Bokkapitel (refereegranskat)abstract
- In this chapter, the author examines the most important research in the field of sensory marketing, brandequity and brand love, that has been published over the past thirty years. Firstly, the author accounts forthe significance of the five senses and sensory marketing which is regarded as a new marketing paradigmfor the 21st century. Secondly, brand equity is discussed as a multidimensional concept, highlightingthe pivotal role of emotional and sensory associations in creating a positive brand image and strongbrand equity. Thirdly, brand love is analysed as an emerging brand-relationship concept in the field ofexperiential consumption. Fourthly, the significance of multisensory brand experiences is discussed asa means of making brands stand out in a competitive environment and inducing feelings of love towardsa brand. Finally, brand sensoriality is pointed out as central to conveying experiential brand valuesthrough multisensory brand experiences, in several encounters.
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| 26. |
- Rodrigues, Clarinda
(författare)
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Multisensory brand experiences and brand love : myth or reality?
- 2020
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Ingår i: Global Branding. - : IGI Global. - 9781522592822 - 1522592822 - 9781522592839
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Bokkapitel (refereegranskat)abstract
- In this chapter, the author examines the most important research in the field of sensory marketing, brand equity and brand love, that has been published over the past thirty years. Firstly, the author accounts for the significance of the five senses and sensory marketing which is regarded as a new marketing paradigm for the 21st century. Secondly, brand equity is discussed as a multidimensional concept, highlighting the pivotal role of emotional and sensory associations in creating a positive brand image and strong brand equity. Thirdly, brand love is analysed as an emerging brand-relationship concept in the field of experiential consumption. Fourthly, the significance of multisensory brand experiences is discussed as a means of making brands stand out in a competitive environment and inducing feelings of love towards a brand. Finally, brand sensoriality is pointed out as central to conveying experiential brand values through multisensory brand experiences, in several encounters.
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| 27. |
- Rodrigues, Clarinda, et al.
(författare)
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Sensorial brand strategies for value co-creation
- 2011
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Ingår i: Innovative Marketing. - Sumy : Business Perspectives. - 1814-2427. ; 7:2, s. 40-47
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Tidskriftsartikel (refereegranskat)abstract
- This research investigates the potential benefits of a fair co-branding operation. Two major corporate brands are fictitiously allied with a Fair Trade labeling organization brand. The sample for the first study is composed by 540 interviews, and by 350 for the second study; it is representative of the French population. Besides showing that the paradigm of co-branding is consistent to evaluate brand alliances between corporate and Fair Trade brands, the PLS model implemented in this research first investigates how do classical variables (attitudes, fit, similarity) are antecedents of co-branding relevancy and customers’ evaluation of the alliance. Second, this study introduces a new explicative variable based on the similarity-dissimilarity of the brands on FairTrade related aspects. The results obtained through the test of a PLS (Partial Least Square) model are a first step to better understand co-branding between corporate and labeling brands. This study also provides findings concerning the whole paradigm of cooperation between profit and non-profit organizations. In this type of brand alliance, the corporate brand provides the alliance with its leading position, and the Fair Trade brand provides the ethical attribute.
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| 28. |
- Rodrigues, Clarinda
(författare)
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The Destination Branding through Multisensory Experiences : Case Studies from Sweden
- 2018
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Ingår i: The Branding of Tourist Destinations. - Bingley : Emerald Group Publishing Limited. - 9781787693746 - 9781787693739 - 9781787693753 ; , s. 61-82
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Bokkapitel (refereegranskat)abstract
- This chapter examines the significance of multisensory experiences in the branding of the Swedish tourist destinations. Firstly, it provides a critical review of the relevant literature in the field of nation branding. It discusses about the tourism branding strategies that are intended to attract more visitors to Stockholm and in other areas in Sweden. Secondly, this contribution suggests that the destination marketers are engaging with tourists and are providing them with multisensory experiences to drive their emotional resonance for the Swedish destinations. Thirdly, it analyses how the ‘Swedishness’ could be expressed through the destinations’ attractions and from creative marketing campaigns. In conclusion the author provides four case studies on ‘The Swedish Number Campaign’, ‘ICEHOTEL’, ‘The ABBA Museum’ and ‘IKEA Museum’ to better explain how the Swedish destinations are providing the mentioned multisensory experiences to tourists.
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| 29. |
- Rodrigues, Clarinda, et al.
(författare)
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The mediating role of perceived brand authenticity between brand experience and brand love : a cross-cultural perspective
- 2023
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Ingår i: Journal of Brand Management. - : Springer. - 1350-231X .- 1479-1803.
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Tidskriftsartikel (refereegranskat)abstract
- This research investigates the mediating role of perceived brand authenticity (PBA) between brand experience (BE) and brand love (BL) of global high-tech brands Apple and Samsung. A quantitative study was conducted in Japan, India, and Portugal. The research found evidence that PBA is a multidimensional, reflective-formative higher-order construct composed of two lower-order components namely PBA Core and PBA Peripheral. The findings also contribute to understand how consumers are impacted by different BE and PBA dimensions using the lens of consumer culture theory and how BL is formed as a social-cultural phenomena. Finally, the study demonstrates for the first time that relationship intensity and self-authenticity moderate the effect of BE on PBA. Although limited to three countries and high-tech brands, the findings are of relevance to global brands by raising awareness that culture plays a key role in how consumers perceive authentic brand experiences and how passionate feelings for global brands can be strengthened.
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| 30. |
- Rodrigues, Clarinda, et al.
(författare)
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Towards a theoretical framework on sensorial place brand identity
- 2020
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Ingår i: Journal of Place Management and Development. - : Emerald Group Publishing Limited. - 1753-8335 .- 1753-8343. ; 13:3, s. 273-295
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Tidskriftsartikel (refereegranskat)abstract
- PurposeThe purpose of this paper is to propose a new framework on sensorial place brand identity.Design/methodology/approachThis conceptual paper draws from sensory marketing and brand identity theories to propose an integrative model to develop sensorial place brand identity.FindingsBy relying on a broad spectrum of the literature, the study supports the notion that sensorial place brand identity is a bottom-up approach to branding that involves several enactment stakeholders and key influences as co-creators in the process of delivering sensory place branding messages based on a strong and unique place brand identity. This leads to the presentation of a provisional framework linking sensorial place identity, experiencescapes and multisensory place brand image.Originality/valueThis novel approach to place brand identity follows a holistic approach by considering several enactment stakeholders and key influencers as co-creators in the process of branding a place through the senses.
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| 31. |
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