Effects of green brand communication on brand associations and attitude

2006 ◽  
pp. 217-236 ◽  
Author(s):  
Patrick Hartmann ◽  
Vanessa Apaolaza Ibáñez
Keyword(s):  
Brand Associations ◽  
Brand Communication

Proposal of a method to identify recall ability and brand associations

2019 ◽  
pp. 147078531986513
Author(s):  
Masao Ueda
Keyword(s):  
Reaction Time ◽  
Item Response ◽  
Bayesian Model ◽  
Reaction Time Data ◽  
Brand Associations ◽  
Time Data ◽  
Brand Communication ◽  
Brand Association ◽  
Proposed Model ◽  
Two Parameter

The purpose of this research is to develop a method to identify the ability to recall brand association and clarify which brand association is able to discriminate the recall ability. To achieve this purpose, in this research, the reaction and reaction time data to the presented brand association were collected via smartphone, and the data were analyzed by a hierarchy Bayesian model based on the idea of two-parameter model of item response theory (IRT). The result of description data showed that it was the significance to utilized reaction time. The analysis result by a hierarchy Bayesian model indicated that this method enables to efficient brand communication as the proposed model can estimate both the recall ability and the parameter to utilize in brand communication. This research contributes to both academic and business areas by proposing a convenience and effective method to identify consumers’ brand recalling ability.

scholarly journals Combining online market research methods for investigating brand alignment: the case of Nespresso

2021 ◽  
Vol 123 (13) ◽  
pp. 37-58
Author(s):  
Silvia Ranfagni ◽  
Monica Faraoni ◽  
Lamberto Zollo ◽  
Virginia Vannucci
Keyword(s):  
Text Mining ◽  
Brand Image ◽  
Brand Identity ◽  
Research Approach ◽  
Brand Associations ◽  
Brand Communication ◽  
Content Type ◽  
Beverage Industry ◽  
Online Brand Communities ◽  
Digital Environments

PurposeThe purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-generated content (FGC) are explored to measure the alignment between brand identity and brand image. The selected context of research is the beverage industry wherein companies are called on to develop appropriate digital websites and brand communication strategies to enhance the consumers' brand experience.Design/methodology/approachThe authors introduce a research approach that integrates netnography with text mining analysis. Since brand associations were the basis of the study’s analysis, the authors focused on text mining procedures, providing data (co-occurrences) corresponding to brand associations that consumers perceive and that the company communicates. Data were used to develop the measurements of brand alignment.FindingsThe main findings of this research highlight the importance for both scholars and practitioners of determining brand alignment of beverage products in online communities. Knowing the alignment between the way a company communicates its brand identity and how this is perceived by consumers allows for effectively reviewing brand communication.Originality/valueAlthough the combined analysis of the alignment between brand image and brand identification has received attention in marketing literature, most scholars have neglected how to measure brand alignment. This is a need for many marketing managers in the coffee industry who are now moving in digital environments where the role of consumers is not that of receivers of brand communication but rather that of cocreators of brand value.

HARNESSING THE INFLUENCE OF SOCIAL MEDIA IN ONLINE LUXURY BRAND COMMUNICATION

2019 ◽  
Vol 2019 ◽  
pp. 105-128
Author(s):  
Xiaoming Lu ◽  
◽  
Raffaele Filieri ◽  
Mizan Rahman
Keyword(s):  
Social Media ◽  
Brand Communication ◽  
Luxury Brand

B2B ONLINE BRAND COMMUNICATION AND BRAND LOYALTY

2016 ◽  
Author(s):  
Wolfgang Fritz ◽  
Benjamin Wille-Baumkauff
Keyword(s):  
Brand Loyalty ◽  
Brand Communication

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

The study of brand associations for building strategic brand maps

2019 ◽  
Vol 2 ◽  
pp. 116-130
Author(s):  
Сергей Старов ◽  
Игорь Гладких ◽  
Даниил Муравский
Keyword(s):  
Brand Associations

Got to be real: An investigation into the co-fabrication of authenticity by fashion companies and digital influencers

2021 ◽  
pp. 146954052110336
Author(s):  
Mariachiara Colucci ◽  
Marco Pedroni
Keyword(s):  
Communication Strategies ◽  
Brand Communication ◽  
Inductive Research ◽  
Cultural Intermediaries

This article investigates how fashion companies build their relationships with digital influencers (DIs), a new group of cultural intermediaries who are increasingly central to brand communication strategies. Scholars have mostly studied DIs’ role in influencing the market, but largely neglected the process through which they build their work. Through a qualitative inductive research directed at 21 Italian fashion companies, we describe the process through which companies fabricate the authenticity work, while collaborating with DIs. By taking the overlooked perspective of the company brand owner, we identify the underlying dynamics of achieving co-fabricated authenticity, unpacking the mechanisms through which companies select DIs, shape the connections and regulate the reciprocity with them. Our findings highlight how companies and DIs’ practices become intertwined, with the commodity of authenticity being constructed at the crossroads between the former’s commercial needs and the latter’s grassroots narratives and practices. ‘Co-fabricated authenticity’ ultimately emerges as the result of the work of those actors who are engaged in managing the authenticity or processes of authentication of marketable goods: the intangible and ephemeral value of authenticity is made tangible and co-produced through the collaboration between brands and cultural intermediaries such as DIs.

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