scholarly journals Claiming a family brand identity: The role of website storytelling

2019 ◽  
Vol 37 (1) ◽  
pp. 68-81 ◽  
Author(s):  
Bonnie F. Canziani ◽  
Dianne H.B. Welsh ◽  
Léo‐Paul Dana ◽  
Veland Ramadani
Keyword(s):  
Brand Identity

scholarly journals Peran Music Director Terhadap Identitas Brand Radio Geronimo FM Yogyakarta

2020 ◽  
Vol 2 (1) ◽  
pp. 240-248
Author(s):  
Guntur Eko Prasetyo
Keyword(s):  
Qualitative Methods ◽  
Electronic Media ◽  
Brand Identity ◽  
Case Study Approach ◽  
Study Approach ◽  
Fm Radio ◽  
The City

Radio is one of the electronic media that has survived until now, although radio only produces entertainment in the form of sound but there are quite a lot of radio enthusiasts. There are quite a lot of radios operating in Indonesia, especially in Yogyakarta. In this case, one example is Geronimo FM radio, the radio has good credibility in the city of Yogyakarta. This article describes what the role of the Music Director on radio and how they work in shaping the brand identity. This study uses qualitative methods with a case study approach. The result is Music Director has the full right to determine the music that will air on the radio. Music Director also oversees the running of music played when the broadcast takes place so as not to get out of the provisions. Thus Music Director determines music, then radio brand identity is formed through songs that are played so as to form the perceptions of listeners in determining the identity of a radio

Brand creation of the shopping center as a tool of strategic marketing

Servis plus ◽  
2015 ◽  
Vol 9 (4) ◽  
pp. 33-39
Author(s):  
Алина Чеснокова ◽  
Alina Chesnokova
Keyword(s):  
Market Segmentation ◽  
Commodity Markets ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
Brand Identity ◽  
Shopping Center ◽  
Shopping Malls ◽  
Successful Operation ◽  
Shopping Centre

The article shows the problems of brand identity of the shopping malls. The competition of commercial enterprises increases in the context of globalization of commodity markets. There is a need to develop marketing strategies for each individual shopping center. The main goal and the key to successful operation of a shopping center is the creation of a positive reputation and promote customer loyalty to the brand of the shopping center. It depends on the ability of companies-the tenants of this shopping center to attract consumers and promote their products to the market. The shopping center acts as an intermediary between the tenants and consumers. Its intermediary function is to establish a common loyalty to the shopping centre, covering the company’s tenants and creating conditions for their development. Unfortunately, in today’s market it becomes more difficult to separate one business from another and shaping the brand identity of the company. This situation, i. e. the transition from mass to individual marketing, is the cause of strengthening the role of strategic marketing, creating a more serious theoretical and practical base for market segmentation.

15. Brand identities, search engines, and secondary markets

2019 ◽  
pp. 390-408
Author(s):  
Andrew Murray
Keyword(s):  
Search Engine ◽  
Search Engines ◽  
Brand Identity ◽  
Web Browser ◽  
Secondary Markets ◽  
Domain Names ◽  
Online Branding ◽  
Counterfeit Products ◽  
The Impact

This chapter examines brand identities, search engines, and secondary markets and their operation in the information society. It considers jurisdiction and online trademark disputes, as well as search engine optimization and the role of Google and the impact of its search engine services on brand profile and market presence. The chapter goes on to examine secondary markets and the liability of sellers of counterfeit products for the abuse of trademarks. The chapter concludes with a summary of the changing nature of online branding and the diminishing impact of domain names to cement brand identity, as well as the growing influence of developments to web browser functionality on consumer behaviour.

The Role of Design for the Brand Identity of Jewellery

2017 ◽  
pp. 253-260
Author(s):  
Alba Cappellieri ◽  
Livia Tenuta ◽  
Seçil Uğur Yavuz
Keyword(s):  
Brand Identity

Brand identity fit in co-branding

2014 ◽  
Vol 48 (7/8) ◽  
pp. 1239-1254 ◽  
Author(s):  
Na Xiao ◽  
Seung Hwan (Mark) Lee
Keyword(s):  
Brand Image ◽  
Product Category ◽  
Underlying Mechanism ◽  
Brand Identity ◽  
Content Type ◽  
Image Fit ◽  
Biased Assimilation ◽  
The Relationship ◽  
Practical Implications

Purpose – This paper aims to introduce brand identity (BI) fit as an important factor that influences co-branding success. Based on motivated reasoning theory, the authors propose consumer-brand (C-B) identification moderates the effect of BI fit on co-branding attitudes. In addition, they investigate the role of consumer coping and perceived BI fit on consumers’ attitude toward co-branding. Design/methodology/approach – Two experiments were conducted to test the research hypotheses. Findings – Study 1 results reveal that when C-B identification is low, consumers’ co-branding evaluations and the loyalty of the focal brand are higher in the low BI fit condition than those in the high BI fit condition. When C-B identification is high, such effects are not observed. Study 2 results reveal that when the BI fit is low, decoupling is more effective than biased assimilation at defending the positive evaluations of the focal brand. Research limitations/implications – First, while the authors focus particularly on BI fit, it may be fruitful for marketers to combine BI fit with other types of fit such as functional dimension fit and product category fit. For example, while the results suggest marketers should co-brand with low BI fit pairs when targeting at low C-B identification consumers, this recommendation should be taken in conjunction with how consumers respond to other co-branding fit strategies. Second, the authors encourage future researchers to explore deeper into the consumer coping in other contexts. As these elements are critical to consumers’ attitudes, it will be beneficial to see how decoupling or biased assimilation strategies differ in other co-branding fit contexts. Practical implications – The authors advise marketers to consider both the level of BI fit and the level of C-B identification when looking for a co-brand partner. When targeting low C-B identification consumers, it is better for marketers to find a co-branding partner with a low BI fit than high BI fit. This is a counterintuitive finding given that higher fit (e.g. product category fit and brand image fit) is often associated with positive evaluations. For high C-B identification consumers, BI fit does not adversely affect consumer attitudes (and loyalty). Thus, these consumers are safer targets for marketers in terms of maintaining attitudes. Second, the authors find that when perceived BI fit is low, decoupling strategy is more effective than biased assimilation strategy at defending the positive evaluations of the focal brand. However, when perceived BI fit is high, the two coping strategies have little difference in influencing co-branding attitudes. Thus, the authors advise marketers to encourage their consumers to cope using a decoupling strategy to garner higher attitudes. Originality/value – The authors introduce BI fit as an important abstract dimension of brand image fit when facing co-branding decisions. Overall, our results demonstrate C-B identification moderates the effects of BI fit on co-branding attitudes. Counter-intuitively, the results suggest that low BI fit co-branding can also generate higher attitudes depending on consumers’ level of brand identification. Moreover, marketers must also be wary of how consumers cope with co-branding, as coping explains the underlying mechanism of how consumers deal with high or low perceived BI fit. Specifically, our findings suggest that consumer coping moderates the relationship between perceived BI fit and co-branding attitudes.

Effect of Social Media Marketing and eWOM on Willingness to Pay in the Etailing: Mediating Role of Brand Equity and Brand Identity

2021 ◽  
pp. 227853372110249
Author(s):  
Milad Farzin ◽  
Marzie Sadeghi ◽  
Majid Fattahi ◽  
Mohammad Reza Eghbal
Keyword(s):  
Social Media ◽  
Willingness To Pay ◽  
Brand Equity ◽  
Word Of Mouth ◽  
Theory And Practice ◽  
Brand Identity ◽  
Social Media Marketing ◽  
Electronic Word Of Mouth ◽  
Mediating Role

The spread of social media has created a new era for companies and brands and forcing them to explore new interactive ways to achieve and engage their consumers. The main purpose of the present study is to investigate the impact of social media marketing and electronic word-of-mouth on consumers' willingness to pay a premium due to the mediating role of brand equity and brand identity. The data were collected through a survey by simple random sampling method. Questionnaires were distributed among people who had experience in buying leather products from social networks. Structural equation modeling technique was applied to test the research hypotheses. The results exposed the process that transforms social media marketing and electronic word-of-mouth to the willingness to pay a premium. Moreover, the findings showed that electronic word-of-mouth can indirectly affect consumer behavioral responses through brand equity and brand identity and also have a direct impact on consumer decisions such as willingness to pay a premium. The study has important implications for both theory and practice. This insight could be utilized by marketers and advertisers in the formulation and implementation of effective and coherent marketing and advertising strategies.

scholarly journals Structural Model of the Role of Brand Trust on Brand Identity through the Mediating Role of Brand Love among Fans of Futsal Premier League Clubs in Iran

2018 ◽  
Vol 6 (1) ◽  
pp. 65-74 ◽  
Author(s):  
Mohammad Keshtidar ◽  
Kianoosh Shajie ◽  
Mahdi Ebrahimian Besharat ◽  
Mahdi Yousefi ◽  
◽  
...  
Keyword(s):  
Structural Model ◽  
Brand Identity ◽  
Brand Trust ◽  
Brand Love ◽  
Mediating Role ◽  
Premier League
Sign in / Sign up

Export Citation Format

Share Document