| 1. |
- Aagerup, Ulf, 1969-
(författare)
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To sell or not to sell : Overweight users’ effect on fashion assortments
- 2010
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Ingår i: Journal of Brand Management. - Basingstoke : Palgrave Macmillan. - 1350-231X .- 1479-1803. ; 18:1, s. 66-78
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Tidskriftsartikel (refereegranskat)abstract
- Overweight people claim to be mistreated by the fashion industry. Fashion companies disagree. Despite the controversy, actual research has been scarce. This study compares the sizes of clothes that the four leading mass-marketing fashion retailers in Sweden offer to the body sizes of the population. Although branding theory would support the idea of rejecting fat consumers to improve user imagery for fashion brands, such practices were not evident. The main contribution of this article is that it provides the first quantified empirical evidence on the theory of typical user imagery. In the discussion, it is posited that, although mass-market fashion brands should be susceptible to negative user imagery related to overweight and obese users, the companies avoid such problems by making garments that are not directly attributable to a specific brand, thus mitigating the negative effect of overweight and obese user imagery. © 2010 Macmillan Publishers Ltd.
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| 2. |
- Altshuler, Liliya, et al.
(författare)
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Branding Capability of Technology of Technology Born Globals
- 2010
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1479-1803 .- 1350-231X. ; 18:3, s. 212-227
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Tidskriftsartikel (refereegranskat)abstract
- Born globals – young, rapidly internationalising small and medium enterprises – face the signifi cant challenge of building an international brand with scarce resources. In this article, we study international brand strategy and implementation of such fi rms, and defi ne the components of brand value to customers in technology B2B markets, which many born globals operate in. On the basis of the fi ndings, we discuss specifi c branding capability of technology born globals. A longitudinal in-depth case study of a Danish technology born global has been undertaken. The richness of data collected over 2.5 years (25 per cent of the firm's history) allows for the observing of strategies, activities and discussing related organisational capabilities. We fi nd that superior technologies and the founder's strong brand vision are the enabling factors for building an international brand. Continuous technological leadership and focused marketing activities lead to customer pull for building an ingredient B2C brand. In our brand value model for technology B2B markets, tangible performance-, price- and distribution-related components have shown to be of the highest importance. The study provides evidence of the possibility of building an international technology brand based on technological excellence and without expensive marketing communication campaigns.
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| 3. |
- Anisimova, Tatiana
(författare)
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Corporate brand : The company-customer misalignment and its performance implications
- 2010
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1350-231X .- 1479-1803. ; 17:7, s. 488-503
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Tidskriftsartikel (refereegranskat)abstract
- Fit or co-alignment between company and customer perspectives is an important theoretical proposition in corporate branding theory. Utilizing three corporate brands in the Australian automobile industry, this research conceptualizes co-alignment as profile deviation and examines the effects of deviation from the company-specified corporate brand on customer loyalty and satisfaction. Management practice tells us that organizations invest significant resources to encourage customer satisfaction and loyalty. From the comparison of congruence models, this study demonstrates that in addition to the quantum of spend, alignment of company and customer corporate brand perspectives can be an important source of customer satisfaction and loyalty. The ideal corporate brand, as specified by senior management was used as a benchmark. The corporate brand construct included corporate associations, corporate personality and customer benefits. The results, which were robust across three corporate brands, generally support the hypotheses of negative performance impact of company-customer misalignment. However, positive performance implications of customer deviation on corporate personality suggest that the effects of misalignment are complex and that it is useful to explore corporate brand dimensions individually.
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| 4. |
- Bergkvist, Lars, 1966-
(författare)
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Two Studies of Consequences and Actionable Antecedents of Brand Love
- 2010
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1350-231X .- 1479-1803. ; 17, s. 504-518
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Tidskriftsartikel (refereegranskat)abstract
- Brand love is a recent marketing construct, which has been shown to infl uence important marketing variables such as brand loyalty and word-of-mouth. Although this knowledge is academically interesting, its managerial relevance depends on the identifi cation of actionable antecedents of brand love. This study adds to the understanding of the managerial potential of brand love by proposing and testing two actionable antecedents of brand love: Brand identifi cation and sense of community. The study uses the Partial Least Squares approach to structural equation modelling to analyze data from two survey-based studies. The study tests two conceptual models using data for six different brands. The results show that brand dentifi cation and sense of community both have a positive infl uence on brand love, which in turn has a positive infl uence on brand loyalty and active engagement. These findings form the basis for a discussion of the use of image extensions and market shielding to strengthen brand identifi cation and sense of community – with the purpose of elaborating and building brand love.
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| 5. |
- Biedenbach, Galina, 1978-
(författare)
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Brand equity in the business-to-business context : Examining the structural composition
- 2012
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Ingår i: Journal of Brand Management. - : Palgrave Macmillan. - 1350-231X .- 1479-1803. ; 19:8, s. 688-701
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Tidskriftsartikel (refereegranskat)abstract
- The main aim of the study is to examine the structural composition of brand equity and the interrelationships between the dimensions of brand equity in the business-to-business (B2B) context. A total of 647 customers of one of the Big Four auditing firms in Sweden served as respondents in this study. Structural equation modeling was used to examine a one-dimensional model and a multidimensional model of brand equity. The multidimensional model was based on the hierarchy of effects between brand awareness, brand associations, perceived quality and brand loyalty. The findings indicate that the multidimensional model of brand equity considering the hierarchical effects between the four dimensions of brand equity performs better in the B2B context. The study contributes to branding research by providing empirical evidence about the multidimensionality of B2B brand equity and the existence of hierarchy of effects between the four dimensions of brand equity.
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| 6. |
- Biedenbach, Galina, 1978-, et al.
(författare)
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The impact of customer experience on brand equity in a business-to-business services setting
- 2010
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Ingår i: Journal of Brand Management. - : Palgrave Macmillan. - 1350-231X .- 1479-1803. ; 17, s. 446-458
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Tidskriftsartikel (refereegranskat)abstract
- The main purpose of the study is to investigate the impact of customer experience on brand equity in a business-to-business (B2B) services setting. The conceptual model illustrates the impact of customer experience on the formation of brand equity, which is assessed through a hierarchy of effects between brand awareness, brand associations, perceived quality and brand loyalty. Structural equation modeling is used to test the proposed model in the B2B setting. The findings of the study indicate that customer experience has a positive effect on the four dimensions of brand equity. The study provides marketing managers with a clear understanding of how customer experience affects brand equity in the B2B context. The study portrays the importance of creating a positive customer experience through a direct interaction of customers with the company and its brand. The study advances the current state of knowledge by analyzing the impact of customer experience on all dimensions of brand equity and by including a hierarchy of effects between different dimensions in one conceptual model.
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| 7. |
- Reyneke, Mignon, et al.
(författare)
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Managing brands in times of economic downturn: How do luxury brands fare?
- 2012
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1350-231X .- 1479-1803. ; 19:6, s. 457-466
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Tidskriftsartikel (refereegranskat)abstract
- Spending in virtually every category of non-essential offerings declines during economic downturn. The recent global recession has confronted the luxury goods industry with questions of how well luxury brands do in times of economic downturn, and what kinds of strategies luxury brand managers implement in order to deal with economic asperity. In this article we address the relationship between the performance of luxury brands and the economic cycle, specifically the effect that recessions have on luxury brands, by means of an exploratory qualitative study. We evaluate the luxury goods industry as well as changes within it in recent years. We further consider luxury consumers and the effect the recent recession has had on their behavior, and outline a study of executives within the luxury goods industry designed to capture their impressions of the effects of an economic downturn on the brands they manage. The conclusions and managerial implications of the article afford managers of luxury brands some insight into strategies followed by luxury brands during the recession, as well as some interesting elements of consumer behavior during this time.
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| 8. |
- Rindell, Anne, et al.
(författare)
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Towards a conceptual foundation of 'Conscientious Corporate Brands'
- 2011
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Ingår i: Journal of Brand Management. - Basingstoke : Palgrave Macmillan. - 1350-231X .- 1479-1803. ; 18:9, s. 709-719
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Tidskriftsartikel (refereegranskat)abstract
- This article develops a conceptual foundation for Conscientious Corporate Brands (CCBs) by exploring the role that (i) environmental and (ii) climate change issues, and that (iii) internal and (iv) external corporate codes of ethics play as dimensions of CCBs. The article's aim is to extend previous research in ethical branding by proposing an empirically grounded conceptual foundation of the conscientious dimension of a corporate brand. The empirical context is based on Nordic business-to-business relationships. © 2011 Macmillan Publishers Ltd.
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| 9. |
- Sasinovskaya, Olga, et al.
(författare)
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From brand awareness to online co-design : How a small bathroom provider turned interactive on the web
- 2011
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1350-231X .- 1479-1803. ; 19:1, s. 33-44
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Tidskriftsartikel (refereegranskat)abstract
- The role of virtual communities in marketing development and brand management is gaining growing attention both from scholars and practitioners. Small and medium enterprises (SMEs[1]) often lack organizational readiness and pre-adoption awareness related to new tools available online. This article presents an in-depth case study on how a small company transforms itself into an interactive platform on the web from merely a provider of online information to help customers participate actively in bathroom design. Online design community hosted by the small bathroom supplier combines social network features and toolkits for 3D bathroom design, attracting both hobbyists and professionals. The study shows that the company benefits from the its move to interactivity with the community perceiving and providing a brand strengthening tool. However, the study also shows relative reluctance on the part of the company towards exploiting the full range of possibilities available online.
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| 10. |
- Silver, Lars, 1966-, et al.
(författare)
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The Close relationship strategy
- 2010
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Ingår i: Journal of Brand Management. - : Macmillan Publishers Ltd.. - 1350-231X .- 1479-1803. ; 17:4, s. 289-300
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of the paper is to analyze how different dimensions of the relationship between banks and small to medium-sized enterprises (SME) influence the SMEs’ loyalty towards the banks. A survey was administered to 1024 CEOs of Swedish SMEs. In the questionnaire, a number of aspects of the relationship with the bank were examined, especially how banks contribute to the development of the SMEs, and how this affects the SMEs’ loyalty. This paper posits The Close Relationship Strategy, which implies that by being more active in the relationship, banks could create more satisfied and loyal SME customers. The study has relevance for banks that are trying to develop their corporate brands through a closer relationship with SMEs. The paper provides a framework for understanding how banks can achieve customer loyalty and develop their brands by focusing on important aspects of the relationship with their SME customers. This study provides important insights into SMEs’ perceptions of their banks’ capacity to deliver meaningful advice, and how a positive relationship can create more loyal customers.
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