When communication challenges brand associations: a framework for understanding consumer responses to brand image incongruity

10.1002/cb.44 ◽  
2006 ◽  
Vol 5 (1) ◽  
pp. 32-42 ◽  
Author(s):  
Henrik Sjödin ◽  
Fredrik Törn
Keyword(s):  
Brand Image ◽  
Brand Associations ◽  
Consumer Responses ◽  
Communication Challenges

The effects of brand associations on consumer response

2001 ◽  
Vol 18 (5) ◽  
pp. 410-425 ◽  
Author(s):  
A. Belén del Río ◽  
Rodolfo Vázquez ◽  
Víctor Iglesias
Keyword(s):  
Brand Image ◽  
Positive Influence ◽  
Consumer Response ◽  
Social Identification ◽  
Personal Identification ◽  
Brand Extensions ◽  
Brand Associations ◽  
Consumer Responses ◽  
Willingness To Recommend ◽  
Sports Shoes

This paper studies the dimensions of brand image, focusing on the functions or value of the brand as perceived by consumers. In this way, four categories of functions are identified: guarantee, personal identification, social identification and status. By way of hypotheses, it has been proposed that these functions have a positive influence on the consumer’s willingness to recommend the brand, pay a price premium for it and accept brand extensions. The hypotheses have been tested in the Spanish sports shoes market and were partially supported. The results obtained confirm the convenience of analyzing brand associations separately and enable the ascertaining of the brand associations that are the most relevant in order to attain certain consumer responses.

ANALISIS EKUITAS MEREK MINUMAN TEH HIJAU DALAM KEMASAN SIAP MINUM NU GREEN TEA TERHADAP FRESTEA GREEN DAN JOYTEA GREEN DI KOTA BENGKULU

2013 ◽  
Vol 12 (1) ◽  
pp. 19-30
Author(s):  
Burenida Sartika
Keyword(s):  
Green Tea ◽  
Brand Equity ◽  
Brand Image ◽  
Secondary Data ◽  
Primary Data ◽  
Brand Associations ◽  
Test Analysis ◽  
Brand Recall ◽  
Switching Matrix ◽  
Cochran Test

The research was conducted during April to June 2012. Primary and secondary data were used in this research. The primary data related to respondent demography and brand equity.   One hundred respondents were selected accidentally around Bengkulu city.  Data were analysed quantitatively and qualitatively.  Quantitative data were processed using Test of Validity, Reliability Test (Hoyt), Cochran Test Analysis, Importance Performance Analysis (IPA), and Brand Switching Matrix Pattern.  The result of the research showed that the NU Green Tea brand is the highest one, and 48% Top of Mind value. Brand Recall in Frestea Green get 45,8%.  Brand Recognition asserts 75% among respondences to the existence of  Joytea brand. The result of Unaware Brand reveals the research doesn’t seem to know Joytea Brand. Analyzing of Branded Association declares that NU Green Tea has 12 brand associations, Frestea Green brand has 10 brand associations, and in other side Joytea Green brand has 7 brand associations which each made brand image. More results for associations Cochran testing, means the consumers aware to the attributes of the product. It’s included that NU Green Tea brand of drinking package has most of the brand image than  Frestea and Joytea Green. Consumer’s perceptions analyzing reveals that NU Green Tea has a good effort as to the respondents want to. Frestea Green must to get more effort to satisfy consumers. At least Joytea Green brand should be awared enough to increase their ability to get more result in consumer satisfying.  Consumers’ loyalty analysis showed that the Frestea brand has good consumers loyalty than NU Green Tea and Joytea Green brand.Keywords: brand equity, ready to drink green tea

scholarly journals BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE

2009 ◽  
Vol 8 (1) ◽  
Author(s):  
Idris Gautama So ◽  
Ishak Ismail
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Associations ◽  
Brand Association ◽  
Service Brand ◽  
Private Values ◽  
Brand Attributes ◽  
The Creation ◽  
Cochran Test

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

scholarly journals Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands

2020 ◽  
Vol 12 (5) ◽  
pp. 1703 ◽  
Author(s):  
Yunjeong Kim ◽  
Kyung Wha Oh
Keyword(s):  
Network Analysis ◽  
Brand Image ◽  
Brand Associations ◽  
Fast Fashion ◽  
Female Consumers ◽  
Fashion Brand ◽  
Depth Analysis ◽  
Sustainable Fashion ◽  
Depth Interviews

Since fast fashion is often considered the opposite of sustainable fashion, this study was conducted to clarify the consumer brand associations with sustainable fashion by analyzing three fast fashion brands. Our research included two studies. First, we conducted in-depth interviews with 20 female consumers in Korea who had purchase experience with the sustainable fashion of three selected brands, H&M, Zara, and Uniqlo, to identify sustainable keyword associations. We then structured the keyword data using network analysis. The keyword associations for the three brands resulted in a network of 60 nodes and 629 links with the term “eco-friendly” as the most meaningful keyword. Second, we surveyed 200 women and quantitatively confirmed the association of “eco-friendly fabric” among the keywords suggestive of “eco-friendly” as the most important factor in building a sustainable fashion brand image. In addition, keywords, such as “marketing” and “campaign”, were ranked in the top ten in H&M and Zara, which may imply the opportunistic use of greenwash. This study contributes to the literature by applying in-depth analysis of consumer associations of fast fashion brands from a sustainability perspective through network analysis. We expect our findings to help fashion companies strategically build a sustainable fashion brand image.

scholarly journals Modelo Conceptual integrativo de Destination Branding: teste empírico no Porto e Norte de Portugal

2015 ◽  
Vol 13 (4) ◽  
pp. 865-874
Author(s):  
Pedro Costa Carvalho ◽  
◽  
Ana Maria Pinto Lima Vieira Brites Kankura Salazar ◽  
Paulo Matos Graça Ramos ◽  
◽  
...  
Keyword(s):  
Conceptual Model ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Identity ◽  
Brand Associations ◽  
Destination Branding ◽  
Tourist Destinations

The current study aims to develop and test a new conceptual model for destination branding, including and integrating the concepts of brand identity (brand associations), brand image, perceived quality, satisfation and loyalty. This study hypothesizes relationships among this constructs. This article aims to contribute to the conceptualization of destination branding that is identified as critical concept to the competitiveness of tourist destinations

scholarly journals Pengaruh Kepuasan Konsumen terhadap Brand Image Kopi Cap Bunga Flamboyant (Kajian pada masyarakat Desa Landih, Kecamatan Bangli, Kabupaten Bangli)

2019 ◽  
pp. 70
Author(s):  
NI WAYAN WITRI WIJAYANTI ◽  
KETUT BUDI SUSRUSA ◽  
PUTU UDAYANI WIJAYANTI
Keyword(s):  
Customer Satisfaction ◽  
Consumer Satisfaction ◽  
Brand Image ◽  
Descriptive Analysis ◽  
Linear Regression Analysis ◽  
Analysis Data ◽  
Equation Model ◽  
Brand Associations ◽  
Quantitative Descriptive Analysis ◽  
A Value

Effect of Consumer Satisfaction on Brand Image of Cap Bunga Flamboyant Coffee (A Study in the Village Community of Landih, Bangli District, Bangli Regency) This study aims to determine the magnitude of the effect of consumer satisfaction on a brand image and the magnitude of the effect of customer satisfaction on the strength of brand associations, the uniqueness of brand associations, and the superiority of brand associations on Cap Bunga Flamboyant Coffee in the Landih Village, Bangli District, Bangli Regency. The analytical method used was quantitative-descriptive analysis. Data collection was done by observation,interview, and documentation. Selection of key informants and number of sample determination were done by purposive method. The sample used in this studyamounted to 50 samples. The variables in this study were the effect of consumer satisfaction on the brand image of Cap Bunga Flamboyant Coffee with theindicators used were customer values, customer responses, and customer perception using simple linear regression analysis. The results of the analysis ofthe equation model formed was Y = 0,149 + 0,919X indicating the value of customer satisfaction on the Cap Bunga Flamboyant Coffee gave a positiveimpression so that placing a strong brand image and brand image of Cap Bunga Flamboyant Coffee would always be remembered, and ultimately consumeropportunities for repurchase the Cap Bunga Flamboyant Coffee brand became very large, which was followed by the strength of the increasingly strong brandassociation with a value of +0,875, the uniqueness of the brand association which was getting higher with a value of +0,921, and the superiority of the brandassociation which was getting better with the value of +0,952 assuming ceteris paribus or other factors that affect the brand image of Cap Bunga FlamboyantCoffee to remain constant.

Associative Networks: A New Approach to Market Segmentation

2011 ◽  
Vol 53 (2) ◽  
pp. 187-207 ◽  
Author(s):  
Caroline Brandt ◽  
Charles Pahud De Mortanges ◽  
Christian Bluemelhuber ◽  
Allard C.R. Van Riel
Keyword(s):  
Market Segmentation ◽  
Brand Image ◽  
Image Management ◽  
Brand Associations ◽  
Image Perception ◽  
Associative Networks ◽  
New Approach ◽  
Competition Analysis ◽  
Brand Reputation ◽  
Picture Analysis

This paper aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods. This paper then argues that these networks may differ from one individual to another, depending on the cultural background and/or the experience with the brand. Accordingly, the authors introduce a methodology of clustering consumers with similar perceptions into distinct segments, which can be targeted differently. Using picture analysis and metaphor-based elicitation techniques, Lipton's Ice Tea brand associations are extracted and utilised as an input for the creation of 160 individual associative networks. These networks are first aggregated to measure the brand reputation and subsequently clustered into six segments. This paper provides clear arguments for using associative networks as the preferred method to capture the complete brand image. The paper discusses implications of perceptual segmentation for image management, brand positioning, perceptual competition analysis and brand communication.

scholarly journals PENGARUH BRAND IMAGE TERHADAP LOYALITAS WISATAWAN BERBELANJA DI TOKO OLEH-OLEH RAMA KRISNA TUBAN

Jurnal IPTA ◽  
2020 ◽  
Vol 8 (1) ◽  
pp. 83
Author(s):  
Anggun Raswati ◽  
I Wayan Suardana ◽  
NGAS. Dewi
Keyword(s):  
Multiple Regression ◽  
Significant Influence ◽  
Sampling Method ◽  
Brand Image ◽  
Sample Selection ◽  
Industrial Sector ◽  
Regression Analyses ◽  
Brand Associations ◽  
Purposive Sampling ◽  
Statistical Version

Increasing number of tourist will directly give impact to the tourism supporting industrial sector, one of them is Balinese souvenir industry. There are many Balinese souvenir shops in Bali, which make a competition among them becomes more intense, so every company will try to give a better impression for the tourists and try to make them satisfied and make them to visit again. One of the famous Balinese souvenir shop is a souvenir shop of Rama Krisna Tuban. This research aims to determin the influence of Brand Image on tourist loyalty. Respondents in this study amounted to 185 respondents, sample selection using the Purposive sampling method, the data in the study was analyzed using multiple regression analyses assisted by the SPSS statistical version 17.0 for Windows. The results of this research there are three factors that forms the Brand Image and it was found that there was a significant influence between the strength of brand associations on tourist loyalty, there was a significant influence between favorability of brand associations on tourist loyalty, and there was a significant influence between uniqueness of brand associations on tourist loyalty).

Examining consumer responses to cross-border brand acquisitions

2018 ◽  
Vol 52 (7/8) ◽  
pp. 1727-1749 ◽  
Author(s):  
Xiang Fang ◽  
Xiaoyu Wang
Keyword(s):  
Design Methodology ◽  
Home Country ◽  
Brand Image ◽  
Hierarchical Regression ◽  
Chinese Consumers ◽  
Content Type ◽  
Consumer Responses ◽  
Cross Border ◽  
Practical Implications ◽  
Different Levels

PurposeThe purpose of this study is to investigate the effect of cross-border acquisitions on brand image dimensions (functional, symbolic and global image) of the acquirer brand from a consumer’s perspective.Design/methodology/approachThe authors measured Chinese consumers’ perceptions of eight fictitious cross-border acquisition scenarios and tested the hypotheses by using multiple hierarchical regression.FindingsFirst, the acquisition significantly improves functional, symbolic and global image of the acquirer brand. Second, both image perceptions of the acquirer and the acquired brands before acquisition significantly impact post-image of the acquirer. The effect is greater for pre-image of the acquirer (dominance effect). Finally, brand fit, product fit and country-of-origin fit influence attitude toward the acquisition significantly.Research limitations/implicationsThere are limitations in the generalizations of the findings due to its reliance on a single country (China) and one industry (home appliances).Practical implicationsFirst, engaging in cross-border acquisitions significantly enhances the brand image of the acquirer brand. The global image has the largest improvement. Second, practitioners should carefully consider different levels of fit before the acquisition.Originality/valueThis study contributes to the extant literature by investigating brand acquisitions from the perspective of home country consumers (acquirer) and integrating multiple brand image dimensions and various levels of fit simultaneously.

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