Purpose – The purpose of this paper is to investigate how value‐based messaging affects brand associations within a durable goods category.Design/methodology/approach – Brand associations are conceptualized in this paper as brand image, brand attitudes, and consumer quality perceptions. A 2×2 factorial design was employed with cognitive involvement (high/low) and advertising message (brand/value) as the experimental factors.Findings – Results suggest that promotional‐based messaging is detrimental to all three brand associations, with quality ratings witnessing the most significant declines. In addition, the current study observed no significant effects of involvement, as measured by attention to the message, on brand association measures for value‐based messaging when compared with brand messaging.Originality/value – The current study suggests that promotional‐messaging can be detrimental to brand association measures, compared with non‐value‐based brand messaging within a durable goods category. More re...
This paper establishes a theoretical and empirical basis that shows the impact of marketing communications and price promotion on brand equity. The theoretical review supports applying analysis techniques based on structural equations models to confirm empirically the relationship between marketing communication efforts and the dimensions of brand equity: perceived quality, brand loyalty, brand awareness and brand image. This measurement model is verified on a sample group of families which purc...
#1George S. Low(TCU: Texas Christian University)H-Index: 14
#2Charles W. Lamb(TCU: Texas Christian University)H-Index: 24
The purpose of the research reported here was to test empirically a conceptualization of brand associations that consists of three dimensions: brand image, brand attitude and perceived quality. A better understanding of brand associations is needed to facilitate further theoretical development and practical measurement of the construct. Three studies were conducted to: test a protocol for developing product category specific measures of brand image; investigate the dimensionality of the brand as...
#1Boonghee Yoo(SCSU: St. Cloud State University)H-Index: 19
#2Naveen Donthu(GSU: Georgia State University)H-Index: 55
Last. Sung-Ho Lee(SNU: Seoul National University)H-Index: 6
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This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity. The empirical tests using a structural equation model support the research hypotheses. The results show that frequent pric...
The authors examine the link between advertising and price effects and propose that this relationship depends on the specific advertising positioning strategy employed by an advertiser. The authors...
Abstract For nearly 200 products evaluated by Consumer Reports we calculated rank correlations between brands' quality ratings and prices and advertising outlays. These correlations are related in cross-section to novel measures of buyers' information portfolios. Quality-price correlations increase with the scope for vertical differentiation and decline for innovative and “convenience” goods. Positive quality-advertising associations mainly reflect verifiable information about “quality” attribut...
Last. Arun Sharma(UM: University of Miami)H-Index: 37
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Brand equity is very important to marketers of consumer goods and services. Brand equity facilitates in the effectiveness of brand extensions and brand introductions. This is because consumers who trust and display loyalty toward a brand are willing to try to adopt brand extensions. While there have been methods to measure the financial value of brand equity, measurement of customer‐based brand equity has been lacking. Presents a scale to measure customer‐based brand equity. The customer‐based b...
Consumers' sensitivities to price changes are an important input to strategic and tactical decisions. It has been argued that price sensitivities depend on factors such as advertising. Prior studies on the effect of advertising on consumer price sensitivity have found seemingly conflicting results. We analyze the characteristics of previous studies in marketing and generate a set of three empirical generalizations. These are (1) an increase in price advertising leads to higher price sensitivity ...
Prior work on the economic effects of advertising has presented conflicting views. Some authors have suggested that advertising creates market power by artificially differentiating brands and thereby lowering price elasticity. Others have viewed advertising as an efficient source of information about the existence of substitutes, arguing that advertising increases price elasticity. The present research proposes a unifying theoretical model in which advertising affects price elasticity through it...
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, "Managing Brand Equity, " managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been create...
This research develops a generic framework that matches celebrity associations with various product categories and finds an ideal set of celebrity associations for each product category. Three stud...
Purpose: The research study aims at exploring the effectiveness of online marketing strategies of packaged health food brands w.r.t. income of the customers. The study aims to investigate the relationship between buyer satisfaction and buyer recommendation w.r.t. the income of the customers. For the research, both primary data and secondary data were used. The researchers have conducted the pilot study on 105 respondents to investigate the effectiveness of online marketing strategies on packaged...
Measuring and understanding brand image is crucial for both branding research and practice. Empirical studies focusing on brand image reveal a large number of techniques for measuring brand image, highlighting the need to organize them. However, no comprehensive review of brand image measurement techniques can be found in the existing literature. Therefore, this article seeks to contribute to the extant knowledge of brand image by systematically reviewing the related literature, providing a comp...
#1Somesh Kumar Sinha(NIT-B: Maulana Azad National Institute of Technology)H-Index: 2
#2Priyanka Verma(NIT-B: Maulana Azad National Institute of Technology)H-Index: 4
Sales promotion is known for providing additional benefits to the consumers and these benefits may have an impact on the development of consumer-based brand equity. Although previous studies have reported a positive influence of sales promotion on brand equity, but the impact of sales promotion’s benefits (i.e., hedonic and utilitarian benefits) on brand equity is less understood. This study examined the possible influence of sales promotion’s hedonic and utilitarian benefits on four compone...
Purpose This research aims to investigate the impact of incorporating product shadows in brand advertising on consumer brand evaluations. Design/methodology/approach Three studies were designed using experimental approach to demonstrate how the presence of a product’s cast shadow in a brand’s promotional frame implicitly influences brand evaluations differently for experiential vs functional brands. Findings The presence of a product’s cast shadow in a visual frame implicitly complements abstrac...
Purpose Sport teams not only compete with other teams for the ultimate prize but also for a share of customer mind space. For winning fan loyalty and resultant economic success, management of sport teams need to focus on team-branding, and thus, developing and measuring a team’s brand equity becomes essential, which is the core purpose of this paper. Design/methodology/approach Current work builds upon previous efforts to develop a reliable and, more importantly, a parsimonious sport team brand-...
Purpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility on endorsed brand equity. Design/methodology/approach – A cross-sectional survey of 382 consumers of sports drinks in the USA was conducted to estimate the conceptual model. Stimuli, devised on the basis of ...
Last. Robert J. Thomas(Cardiff Metropolitan University)H-Index: 101
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Purpose – The purpose of this paper is to explore the role of brand associations and the formation of attitudes towards a new sponsor. Specifically, the paper evaluates the Under Armour brand and its anomalous position in the Barclay’s Premier League. Design/methodology/approach – The research design is longitudinal, qualitative and interpretivistic, utilising 26 online focus groups with 213 participants over a 24-month period encompassing the 2012/2013 and 2013/2014 Premier League seasons. Find...
Brand equity is a marketing strategy and can be created and maintained for the benefit of an organisation. Building brand equity entails promotional activities that create value for the brand and increasing the ability to recall or recognise it. Advertising has the ability of changing the favourability and strength of a brand. This study sought to establish the effect of advertising on brand equity. The study adopted a descriptive survey research design with the target population being the staff...
#1Erik Modig(HHS: Stockholm School of Economics)H-Index: 6
#2Sara Rosengren(HHS: Stockholm School of Economics)H-Index: 18
Purpose – This paper aims to investigate the impact of advertising creativity on consumer perceptions of product quality, value, retailer brand attitude and purchase intention. Design/methodology/approach – Two experimental studies were conducted. Study 1 shows the impact of creativity (high/low) for two product categories (mineral water and chewing gum) and one known retailer. The findings are replicated and extended in Study 2 for four categories (mineral water, chewing gum, batteries and dete...