Hartline, Michael D. and O. C. Ferrell (1996), The Management of Customer-Contact Service Employees: An Empirical Investigation, Journal of Marketing, 60 (4), 5270. Part of Springer Nature. This negative effect of brand anthropomorphism, however, is contingent on the brands positioning strategybrand-as-supporter (supporting consumers desires to be different) versus brand-as-agent (communicating unique brand features instead of focusing on consumers needs) versus brand-as-controller (limiting consumers freedom in expressing distinctiveness). Such statements, however, presume that consumers are empowered, enlightened, and engaged with respect to brands and branding. McAlister, Leigh (1982), A Dynamic Attribute Satiation Model of Variety Seeking Behavior, Journal of Consumer Research 9, 141150. Aaker, Jennifer L. (1997), Dimensions of Brand Personality, Journal of Marketing Research (JMR), 34 (3), 347356. - 167.71.228.152. Mansur A nation has a brand image with or without nation branding. Shocker, Allan David (1995), Positive and Negative Effects of Brand Extensions and Co-Branding, Advances in Consumer Research 22, 432434. Kevin Lane Gaining a clearer understanding of empowerment, enlightenment, and engagement across the customer franchise for a brand is crucial, as suggested by the following questions: In what ways do consumers think they can influence brand strategy? Rosier, Eleri R., Robert E. Morgan, and John W. Cadogan (2010), Marketing strategy and the efficacy of procedural justice: The mid-level marketing manager in industrial service firms, Industrial Marketing Management, 39 (3), 450459. KL Keller. Walchli, Suzanne B. This is attributed to its practical business implications and being a strong predictor of many favourable organizational outcomes. , Gutchess Angela H., Feinberg Fred, Polk Thad A. access via Can affective information be shared by consumers as effectively as more cognitive information? Fang, Xiang and Sanjay Mishra (2002), The Effect of Brand Alliance Portfolio on the Perceived Quality of an Unknown Brand, Advances in Consumer Research 29, 519520. New York: The Free Press. Morgan, Neil A. and Lopo L. Rego (2009), Brand Portfolio Strategy and Firm Performance, Journal of Marketing, 73 (1), 5974. There is a managerial side to branding that can benefit from principles and insights gleaned from more practically minded consumer research. Chair and Department of Business Administration, Public & Nonprofit Management, University of Mannheim, 68131, Mannheim, Germany, HSH Nordbank AG, Gerhart-Hauptmann-Platz 50, 20095, Hamburg, Germany, Department of Marketing, University of Groningen, P.O. Against this background, this paper reviews relevant literature on brand strategy implementation and introduces a theoretical framework and propositions for future research. And when I do, I head straight for Google Scholar to check out marketing and branding articles there. These are complex phenomena that will require new theoretical development as well as the careful adaption of concepts from consumer psychology originally developed with humans. Wong, Yo Hin and Bill Merrilees (2007), Closing the marketing strategy to performance gap: the role of brand orientation, Journal of Strategic Marketing, 15 (5), 387402. Wieseke, Jan, Christian Homburg, and Nick Lee (2008), Understanding the adoption of new brands through salespeople: a multilevel framework, Journal of the Academy of Marketing Science, 36 (2), 278291. Fashion Style & Popular Culture, 4(1), 124-126. On the other hand, Brick et al. Consumer research in branding is expansive in nature and has investigated a wide range of topics in terms of how different kinds of consumers respond to different types of brands and branding activities in various contexts (Schmitt 2012). Understanding how consumers respond to brandswhat they think and feel and how they act toward themis a critical aspect of consumer research. Samu, Sridhar, H. Shanker Krishnan, and Robert E. Smith (1999), Using Advertising Alliances for New Product Introduction, Interactions between Product Complementarity and Promotional Strategies, Journal of Marketing 63, 5774. This research merges insights from the communications literature with that on the self-brand connection to examine a novel question: how does speaking versus writing about a liked brand influence the communicators own later reactions to that brand? Kennedy, Karen Norman, Jerry R. Goolsby, and Eric J. Arnould (2003), Implementing a Customer Orientation: Extension of Theory and Application, Journal of Marketing, 67 (4), 6781. As a cornerstone of marketing, branding is critical for success on many markets. Schrter, Rolf and Jan Waschek (1996), Wenn Marken zueinanderfinden, Werben & Verkaufen 21, 7273. How colors act as a medium in influencing the psychology of customers, contributing towards their branding, advertising, marketing and sale, based on a comprehensive review of literature and some noted case studies? Kevin Lane (2006), Berger Brand meaning is a core branding conceptwhat consumers know, think, and feel about a brand (John etal. Studying the James Bond film franchise, Preece, Kerrigan, and O'Reilly (2019) take an evolutionary approach to study brand longevity. 75. In what ways do feelings and emotions affect consumer decision-making? Does It Affect Loyalty?, Journal of Marketing, 73 (3), 5268. Kinnear et al. (1990), Brand Extensions: The Good, the Bad, and the Ugly, Sloan Management Review 31, 4756. One fundamental question is the role of consumers in setting strategies for brands. Menon, Anil, Sudar G. Bharadwaj, Phani Tej Adidam, and Steven W. Edison (1999), Antecedents and Consequences of Marketing Strategy Making: A Model and a Test, Journal of Marketing, 63 (2), 1840. Rao, Vithala R., Manoj K. Agarwal, and Denise Dahlhoff (2004), How Is Manifest Branding Strategy Related to the Intangible Value of a Corporation?, Journal of Marketing, 68 (4), 126141. Brand purpose relates to the higher-order mission of brands and their broader social goals. (1996), Building strong brands. 2022. John, Deborah Roedder, Barbara Loken, and Christopher Joiner (1998), The Negative Impact of Extensions, Can Flagship Products Be Diluted? Secondly, understanding how consumers and brands areor want to bedistinctive is a fundamental element of branding that can yield interesting insights with a variety of branding phenomena. All themes reflect conceptual rigor and practical relevance. Category: Branding Read Time: 1 minutes I don't know about you, but I often get frustrated with the same old same old marketing/branding regurgitation that's out there on the web. Brands and branding: Research findings and future priorities. Consumer Research 21, 342353. Ensuring that brands are relevant and differentiated, however, is a challenging managerial priority in todays fluid and fast-changing marketplace. Researchers have explored how consumer responses to brands vary by factors such as knowledge, experience, gender, attitudes, and cultural background. 4 0 obj <>stream Our conceptualization argues that because oral communication involves a greater focus on social interaction with the communication recipient than does written communication, oral communicators are more likely to express self-related thoughts than are writers, thereby increasing their self-brand connection (SBC). What is a useful taxonomy of brand engagement? Noble, Charles H. (1999), The Eclectic Roots of Strategy Implementation Research, Journal of Business Research, 45 (2), 119134. , Nuez Sandra, Castao Raquel (, Schmitt Although feeling crowded motivates consumers to avoid interacting with others, it leads them to become more attached to brands as an alternative way of maintaining their basic need for belongingness. 2. Although trademarks and brands are usually studied jointly and . How actively invested are consumers with a brands fortunes? Ind, Nicholas (2007), Living the brand: how to transform every member of your organization into a brand champion (3 ed.). Tauber, Edward M. (1981), Brand Franchise Extension: New Product Benefits from Existing Brand Names, Business Horizons 24, 3641. Copycats are evaluated more positively in a related category, because consumers appraise the similarity between copycat and imitated brand more positively than in the core category, independent of the perceived similarity itself. Enjoy! Different communication channels have different properties, however, that require careful analysis and planning. What is the significance and importance of colors in daily life (with special reference to marketing)? We also assess the implications of this conceptualization, including the identification of theoretically derived boundary conditions for the speech/writing difference, and the downstream effects of heightened SBC. Branding means more than just giving name and signaling to the outside world that such a product or service has been stamped with the mark and imprint of an organization. From the variety of topics received, two distinct but clearly related research lines emerged, leading to these two special issues: this one, focused on brand's legal and practical issues; that is, the trademark; and the other, on cross-cultural factors in international branding. (2002), Gaining and sustaining competitive advantage. Hao How do different marketing activities create brand feelings and emotions? When can positive brand feelings overcome product deficiencies? AudioEye.smartRemediations = []; x]y'Gu6=1@o c k{ ^']ap N8e%N@(8 l@0$("U].VUGfq]{QfioC]tc5K(t}\5M'eD2(gUQD}h+(*_[H(bbb,z~u*iy^_6$QUtXEq%UmuY52=ZN(l`ki-QYSgHT/$f6'XH(LC}n,"QYgnO2}HTqUJ^JE3&)~^%yU~^qTyKXY_5w:e0?Ns4ZLLeV|\^qE! Puzakova and Aggarwal, Brands as Rivals: Consumer Pursuit of Distinctiveness and the Role of Brand Anthropomorphism(2018). & Leeflang, P.S.H. van Osselaer, Stijn M. J. and Chris Janiszewski (2001), Two Ways of Learning Brand Associations, Journal of Consumer Research 28, 202223. open access The paper deals with the results of the primary research which purpose was to examine the impact of brand on influencing consumers to purchase a product. Bergen, Mark and George John (1997), Understanding Cooperative Advertising Participation Rates in Conventional Channels, Journal of Marketing Research 34, 357369. New York. Understanding situational and contextual influences on consumer behavior with respect to brands offers much practical value to marketing managers who must make many different types of decisions based on assumptions about how consumers will behave in particular places or at particular times. Argyris, Chris and Donald A. Schn (1978), Organizational Learning: A Theory of Action Perspective. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Copyright 2008 - 2023 Paradux Media Group Custom Web Design by Paradux Media Group. Consumer research in branding is expansive in nature and has investigated a wide range of topics in terms of how different kinds of consumers respond to different types of brands and branding activities in various contexts ( Schmitt 2012 ). Contrasting oral and written speech, as in the referenced article, will have important implications for social media usage and marketing communications more generally. Huang et al., The Influence of Social Crowding on Brand Attachment(2018). The author thanks the editors for the opportunity to write this research curation and for their helpful feedback. [Google Scholar] Meiner, M., Pfeiffer, J., Pfeiffer, T., & Oppewal, H. (2019). Yet relatively little is known about the role brand preferences play in relationships. In the present research, the authors explore how the novel concept of brand compatibility, defined as the extent to which individuals have similar brand preferences (e.g., both partners prefer the same brand of soda), influences life satisfaction. Box 800, 9700 AV, Groningen, The Netherlands, You can also search for this author in In part due to this changing marketing environment, a host of other branding concepts have been put forth in recent years to guide marketing strategies (e.g., brand purpose, brand stories and narratives). Ailawadi, Kusum L., Donald R. Lehmann, and Scott A. Neslin (2001), Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gambles Value Pricing Strategy, Journal of Marketing, 65 (1), 4461. Two main search strings were used initially with combination of key words in order to cover the . Across multiple studies and methodologies, including experimental designs (studies 2, 3, 5) and dyadic data from real-life couples (studies 1, 4, 6), the authors test and find support for their hypotheses. How do consumers view political stances by brands (Horst 2018)? In many ways, brand-building can be thought of in terms of painting a picture of a brand in consumers minds and hearts. Not all brands have the same importance to consumers, and understanding why some brands take on special meaning has much theoretical and managerial importance. Additionally, this research reinforces one of the most central considerations in brandingcompatibility, or fitwhich manifests in different ways with many different branding phenomena (e.g., brand extensions, leveraged secondary associations from cause marketing or sponsorship). van Horen andPieters, Redefining Home: How Cultural Distinctiveness Affects the Malleability of In-Group Boundaries and Brand Preferences(2017). She has been named a member of the Global Gurus Top 30 Brand Gurus. Washburn, Judith H., Brian. Shen and Sengupta, Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More than Writing Does(2018). . 1. Participants paid most attention to brand presence cues and the paid partnership label, while least attention was paid to the #ad label at the end or start of a post caption. Beer, Michael and Russell A. Eisenstat (2000), The Silent Killers of Strategy Implementation and Learning, Sloan Management Review, 41 (4), 2940. In its most crude form, gamification refers to applying game mechanics to non-game activities and contexts and is primarily used in motivation and engagement (Hamari & Koivisto, 2014 ). Copycats typically operate in the core product category of the imitated brand under the assumption that such in-category imitation is most effective. Download preview PDF. , Dhar Ravi (, Paharia Hadjicharalambous, Costas (2001), Show Me Your Friends and I Will Tell You Who You Are: A Consumer Evaluation of Cobranding Extensions Using Structural Equation Modeling, New York, NY. Yet the reality is that only some consumers seem to want to get involved with only some brands and, even then, only some of the time. Brakus, J. Joko, Bernd H. Schmitt, and Lia Zarantonello (2009), Brand Experience: What Is It? Gaeth, Gary J., Irwin P. Levin, Goutam Chakraborty, and Aron M. Levin (1991), Consumer Evaluation of Multi-Product Bundles: An Information Integration Analysis, Marketing Letters 2, 4757. Nicole Eagly, Alice H. and Shelly Chaiken (1993), The Psychology of Attitudes, Fort Worth: Harcourt Brace Jovanovich. (, Fournier , Ahluwalia Rohini, Cheng Shirley Y. Y., Olson Nicholas J., Stoner Jennifer L. (, Torelli How do they make the product or service? Keller, Kevin Lane and David A. Aaker (1992), The Effects of Sequential Introduction of Brand Extensions, Journal of Marketing Research 29, 3550. How should brand purpose relate or be aligned with other aspects of the brand positioning and strategy? Although past research has shown that anthropomorphism enhances consumers attraction to a brand when social-connectedness or effectance motives are active, the current research demonstrates that anthropomorphizing a brand becomes a detrimental marketing strategy when consumers distinctiveness motives are salient. Are they ever unhelpful or even counterproductive? Our results demonstrate that an anthropomorphized brand-as-supporter enhances consumers sense of agency in identity expression, compared to both an anthropomorphized brand-as-agent and an anthropomorphized brand-as-controller. Slater, Stanley F. and John C. Narver (1995), Market orientation and the learning organization, Journal of Marketing, 59 (3), 6374. Hickson, David J., Susan J. Miller, and David C. Wilson (2003), Planned or Prioritized? Park, C. Whan, Bernard J. Jaworski, and Deborah J. Maclnnis (1986), Strategic Brand Concept-Image Management, Journal of Marketing, 50 (4), 135145. H.-Y. We conclude with commentary on other future research directions for brands and branding. In a desire to connect with home and not feel as distinctive, consumers broaden how they actually think of home. By expanding their in-group boundaries in that way, they exhibit preferences to include culturally related brands that are merely similar in geographic proximity or sociohistorical or cultural roots. Brand and Branding Authors: Tanya Sammut-Bonnici University of Malta Abstract and Figures A brand can be defined as a set of tangible and intangible attributes designed to create awareness and. Susan Having a great product without a strong identification is not enough. In what ways are they stored and later activated? Copyright 2023 Journal of Consumer Research Inc. Although one common industry research technique has been consumer surveys, as consumers have become more difficult to contact and less willing to participate, the viability of surveys has diminished in recent years. How deep and broad is consumer brand knowledge? Meanwhile, brand health is the evaluation from digital audiences about the brands and products. The use of co-branded products as a form of brand management has gained increasing attention from managers and scientists, as evidenced by the practitioner-oriented articles and empirical studies published since the mid-1990s. Hurley, Robert F. and G. Tomas M. Hult (1998), Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination, Journal of Marketing, 62 (3), 4254. This curation was invited by editors J. Jeffrey Inman, Margaret C. Campbell, Amna Kirmani, and Linda L. Price. , Boksem Maarten, Smidts Ale (, Chang Coupland Milberg, Sandra J., C. Whan Park, and Michael S. McCarthy (1997), Managing Negative Feedback Effects Associated With Brand Extensions, Journal of Consumer Psychology 6, 11940. Givon, Moshe (1984), Variety Seeking Through Brand Switching, Marketing Science 3, 122. More generally, adopting a legal perspective to branding research, as with this article, should be encouraged given its increasingly significant role in managerial decision-making. Lafferty, Barbara A., Ronald E. Goldsmith, and G. Tomas M. Hult (2004), The Impact of the Alliance on the Partners, A Look at Cause-Brand Alliances, Psychology & Marketing 21, 509531. Bigler, William R. (2001), The new science of strategy execution: how incumbents become fast, sleek wealth creators, Strategy & Leadership, 29 (3), 2934. London: Kogan Page Limited. Brand/story: Cases and explorations in fashion branding. Varadarajan, P. Rajan (1985), Joint Sales Promotion: An Emerging Marketing Tool, Business Horizons 28, 4349. (2010). How easily can feelings and emotions be linked to a brand? Marina One crucial consideration, building on past research and worthy of further study, is how brands are embedded in consumer lives and part of their identities in profound ways. [1] Rosengren A, Standoft A and Sundbrandt A 2010 Brand Identity & Brand Image: A case study of Apotek Hjrtat Indonesia International Jurnal 12 1-10 Go to reference in article Google Scholar [2] Keller K L 2002 Branding and brand equity Handbook of marketing 151 1-10 Go to reference in article Google Scholar [3] Yagci M I, Biswas A and Dutta S 2009 Effects of comparative advertising format . Understanding what, when, where, how, and why consumers decide to share information or opinions about brands is a research priority that will likely continue to drive research activity for many years to come. Importantly, the authors predict that the effects of brand compatibility on conflict and life satisfaction will depend upon relationship power. Increasingly, brand intangibles are playing a bigger role in creating, or at least strengthening, differentiation. Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes, Journal of Marketing Research 35, 3042. Wernerfelt, Birger (1988), Umbrella Branding as a Signal of New Product Quality: An Example of Signaling by Posting a Bond, RAND Journal of Economics 19, 458466. Reimann, Nuez, and Castao (2017) show the remarkable power of brands to insulate consumers from physical pain. ), Co-Branding The Science of Alliance, Basingstoke: Macmillan, 121. This is a preview of subscription content, access via Washburn, Judith H. Brian D. Till, and Randi Priluck (2000), Co-Branding: Brand Equity and Trial Effects, Journal of Consumer Marketing 17, 591604. While its true that they can be a little dense and, in some cases, difficult to get through, pay particular attention to the abstract (summary), and the conclusions at the outset, then loop back through the research if youre interested. Blackett, Tom and Nick Russell (1999), What is Co-Branding?, in Blackett, Tom and Bob Boad (ed. By exploring how a potentially unique form of compatibility influences life satisfaction, including identifying a key moderator and an underlying mechanism, the current research contributes to the literatures on branding, close relationships, consumer well-being, and relationship power. Most consumers appear to have little to no interest in having any kind of relationship beyond purchase and consumption for most of the brands in their lives. Three primary streams of research are identified: (1) characteristics that distinguish the 'real thing' from the fake, (2) the legitimizing function of authenticity and (3) emotional and moral aspects of authentication. In addition to managerial implications, we provide a critical assessment of research, identify research questions, and offer a research agenda for cobranding. Kostova, Tatiana and Kendall Roth (2002), Adoption of an Organizational Practice by Subsidiaries of Multinational Corporations: Institutional and Relational Effects, Academy of Management Journal, 45 (1), 215233. Fortunately, as much as any area, branding research has benefited from a full range of quantitative and qualitative methods that go beyond surveys and other traditional data collection methods (e.g., focus groups). , Sternthal Brian, Tybout Alice (, Khamitov Norris, Donald G. (1992), Ingredient Branding: A Strategy Option with Multiple Beneficiaries, Journal of Consumer Marketing 9, 1931. It will either help you to justify your position on branding and brand management, or cause you to question it. Shrivastava, Paul (1983), A Typology of Organizational Learning Systems, Journal of Management Studies, 20 (1), 728. ), Affect and Cognition, Hillsdale, NJ: Lawrence Erlbaum Associates, 336. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. All rights reserved. Martin volume60,pages 359377 (2008)Cite this article. Stremersch, Stefan and Gerald J. Tellis (2002), Strategic Bundling of Products and Prices, A New Synthesis for Marketing, Journal of Marketing 66, 5572. In a practical sense, in todays intensely competitive marketplace, firms are going to greater and greater lengths to try to forge strong bonds with consumers and build mutually beneficial relationships. (, Yoon Part of Springer Nature. In other words, consumers have the motivation (engagement), ability (enlightenment), and opportunity (empowerment) to actually impact brand strategies. Brands are a fact of everyday life and an omnipresent reality for consumers. Jennifer Co-branding: The State of the Art. (, Huang Slater, Stanley F., G. Tomas M. Hult, and Eric M. Olson (2010), Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness, Industrial Marketing Management, 39 (4), 551559. Gupta, Anil K. and V. Govindarajan (1984), Business Unit Strategy, Managerial Characteristics, and Business Unit Effectiveness at Strategy Implementation, Academy of Management Journal, 27 (1), 2541. Two Options in Managing the Implementation of Strategic Decisions, Journal of Management Studies, 40 (7), 18031836. Google Scholar . Baumgarth, Carsten (2003), Wirkungen des Co-Branding, Wiesbaden: Gabler. Vlckner, Franziska and Henrik Sattler (2006), Drivers of Brand Extension Success, Journal of Marketing 70, 1834. Homburg, Christian, Marko Grozdanovic, and Martin Klarmann (2007), Responsiveness to Customers and Competitors:The Role of Affective and Cognitive Organizational Systems, Journal of Marketing, 71 (3), 1838. Levin, Irwin P. and Aron M. Levin (2000), Modeling the Role of Brand Alliances in the Assimilation of Product Evaluations, Journal of Consumer Psychology 9, 4352. Swaminathan, Vanitha, Richard J. Yet, in todays data-rich world, both brands and consumers can be too easily reduced to online and offline statistical footprints. Understanding the basic forcespositive and negativeassociated with brands is an enduring consumer research priority. Miles, Sandra Jeanquart and Glynn Mangold (2004), A Conceptualization of the Employee Branding Process, Journal of Relationship Marketing, 3 (2/3), 6587. Femke Managers make numerous decisions on a daily basis related to building, measuring, managing, and protecting their brands with significant short- and long-term consequences. 2006. What is a useful taxonomy of brand feelings and emotions? What assumptions do they make about consumer behavior? King, Ceridwy and Debra Grace (2005), Exploring the role of employees in the delivery of the brand: a case study approach, Qualitative Market Research: An International Journal, 8 (3), 277295. Carolyn Google Scholar Kurennaya, A. They have explored branding as applied to products or services, people, countries and other geographical locations, and the like. , Kerrigan Finola, OReilly Daragh (, Puzakova
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