scholarly journals The Impact of Brand Familiarity, Branding and Distribution Strategy on Luxury Brand Dilution

2017 ◽  
pp. 100-103 ◽  
Author(s):  
Fanny Magnoni ◽  
Elyette Roux
Keyword(s):  
Luxury Brand ◽  
Distribution Strategy ◽  
Brand Familiarity ◽  
Brand Dilution ◽  
The Impact

Luxury brand dilution: investigating the impact of renting by Millennials on brand equity

2018 ◽  
Vol 26 (4) ◽  
pp. 473-482 ◽  
Author(s):  
Areti T. Vogel ◽  
Sasikarn Chatvijit Cook ◽  
Kittichai Watchravesringkan
Keyword(s):  
Brand Equity ◽  
Luxury Brand ◽  
Brand Dilution ◽  
The Impact

Slogans With Negations’ Effect on Sustainable Luxury Brand

2021 ◽  
pp. 183933492110466
Author(s):  
Felix Septianto ◽  
Joya Kemper ◽  
Gavin Northey
Keyword(s):  
Cognitive Flexibility ◽  
Communication Strategies ◽  
Experimental Studies ◽  
Effective Communication ◽  
Brand Attitudes ◽  
Luxury Brands ◽  
Consumer Responses ◽  
Luxury Brand ◽  
The Impact

The integration of sustainability within luxury brands is of increasing concern to practitioners and academics alike. Thus, it is important to consider how brands can develop effective communication strategies to promote sustainable luxury brands, particularly among an increasingly skeptical consumer base. This research thus investigates the impact of advertising slogans with negations (vs. affirmations) in this regard. Three experimental studies show that advertising slogans with negations (vs. affirmations) increase brand trustworthiness (Studies 1 and 3) and favorable brand attitudes (Studies 1 and 2) among consumers with high levels of skepticism. Notably, this effect is driven by an increased cognitive flexibility (Study 3). The findings of this research can assist sustainable luxury brand managers in developing effective communication strategies to increase favorable consumer responses to sustainable luxury brands.

The impact of religiosity on luxury brand consumption: the case of Saudi consumers

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tagreed Saleh Abalkhail
Keyword(s):  
Saudi Arabia ◽  
Design Methodology ◽  
Positive Relationship ◽  
Muslim Women ◽  
Capital City ◽  
Luxury Consumption ◽  
Content Type ◽  
Luxury Brand ◽  
Islamic Countries ◽  
The Impact

Purpose The purpose of this study was to examine the impact of religiosity on luxury brand consumption among Muslim women. Design/methodology/approach A total of 322 women were surveyed. Data was collected in the capital city of Saudi Arabia and assessed using SEM. Findings The findings revealed that religion impacts consumers’ attitudes towards luxury brand consumption. A positive relationship was found between attitude towards luxury and luxury consumption. Also, attitude towards luxury mediated the relation between religiosity and luxury consumption. Originality/value The study’s findings serve to remind the retailers in Islamic countries to keep in mind the importance of religion in consumers’ preferences and selections.

Connecting the dots between brand logo and brand image

2019 ◽  
Vol 11 (1) ◽  
pp. 68-87
Author(s):  
Harsandaldeep Kaur ◽  
Kanwalroop Kaur
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Brand Personality ◽  
Equation Modeling ◽  
Personality Dimensions ◽  
Content Type ◽  
Brand Familiarity ◽  
Sphere Of Influence ◽  
The Impact ◽  
The Relationship

Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? Design/methodology/approach The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. Findings The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. Practical implications The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. Originality/value This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.

Changing channels: The impact of the internet on distribution strategy

1999 ◽  
Vol 42 (2) ◽  
pp. 19-28 ◽  
Author(s):  
Leyland Pitt ◽  
Pierre Berthon ◽  
Jean-Paul Berthon
Keyword(s):  
The Internet ◽  
Distribution Strategy ◽  
The Impact

scholarly journals Surprise! We changed the logo

2016 ◽  
Vol 25 (3) ◽  
pp. 239-246 ◽  
Author(s):  
Julien Grobert ◽  
Caroline Cuny ◽  
Marianela Fornerino
Keyword(s):  
Design Methodology ◽  
Current Model ◽  
Brand Attachment ◽  
Content Type ◽  
Brand Familiarity ◽  
Brand Values ◽  
The Impact ◽  
A Company ◽  
Practical Implications

Purpose This paper aims to investigate the impact of brand attachment and familiarity on perceived congruence between the logo and the brand. It explores the role of an under-researched factor, surprise, on perceived congruence in the case of a radical logo change. Design/methodology/approach A study was conducted with 220 students following a university logo change. Perceived congruence between the logos (old and new) and the school brand values was measured for two kinds of students, current and future (i.e. applicants). Findings Results show the importance of surprise in the acceptance of a logo change. Brand familiarity and brand attachment affect surprise in opposite ways, such that higher familiarity increases negative surprise, whereas higher attachment enhances positive surprise. Research limitations/implications This research used a school logo. Because schools represent a particular type of company, brand attachment to another type of brand could be different. The current model needs to be tested in different contexts. Practical implications Companies must pay special attention when communicating with their most attached consumers. In particular, companies that aim to change their logos must prepare for the change by relying on communications that can lead to positive surprise. Originality/value This study was conducted in a real context of logo change. It is the first study to focus on the link among familiarity, attachment and surprise when a radical logo change takes place within a company.

scholarly journals Internet food marketing on popular children’s websites and food product websites in Australia

2008 ◽  
Vol 11 (11) ◽  
pp. 1180-1187 ◽  
Author(s):  
Bridget Kelly ◽  
Katarzyna Bochynska ◽  
Kelly Kornman ◽  
Kathy Chapman
Keyword(s):  
Food Preferences ◽  
Food Product ◽  
Food Marketing ◽  
The Internet ◽  
Traffic Data ◽  
Marketing Environment ◽  
Brand Familiarity ◽  
Related Information ◽  
Use Of The Internet ◽  
The Impact

AbstractObjectiveThe aim of the present study was to describe the nature and extent of food marketing on popular children’s websites and food product websites in Australia.MethodsFood product websites (n119) and popular children’s websites (n196) were selected based on website traffic data and previous research on frequently marketed food brands. Coding instruments were developed to capture food marketing techniques. All references to food on popular children’s websites were also classified as either branded or non-branded and according to food categories.ResultsWebsites contained a range of marketing features. On food product websites these marketing features included branded education (79·0 % of websites), competitions (33·6 %), promotional characters (35·3 %), downloadable items (35·3 %), branded games (28·6 %) and designated children’s sections (21·8 %). Food references on popular children’s websites were strongly skewed towards unhealthy foods (60·8 %v. 39·2 % healthy food references;P< 0·001), with three times more branded food references for unhealthy foods. Branded food references displayed similar marketing features to those identified on food product websites.ConclusionsInternet food marketing uses a range of techniques to ensure that children are immersed in brand-related information and activities for extended periods, thereby increasing brand familiarity and exposure. The relatively unregulated marketing environment and increasing use of the Internet by children point to the potential increase in food marketing via this medium. Further research is required to investigate the impact of Internet food marketing on children’s food preferences and consumption, and regulatory options to protect children.

scholarly journals Amidst COVID – 19 Pandemic: How to Gain Customer Advocacy for Indonesian Online Marketplaces Selling Luxury Products?

2021 ◽  
Vol 1 (3) ◽  
pp. 199-210
Author(s):  
Ignatius Agus Suryono ◽  
Aryono Yacobus ◽  
Michelle Yoanna Franscisca Brigitta
Keyword(s):  
Market Share ◽  
Brand Loyalty ◽  
Sampling Technique ◽  
Significant Positive Effect ◽  
Brand Attachment ◽  
Luxury Brand ◽  
Online Marketplaces ◽  
The Impact ◽  
Positive Effect ◽  
Brand Satisfaction

Amidst the prolonged COVID - 19 Pandemic, Indonesian online marketplaces selling luxury brand products have been experienced a decrease in their market share, while on the other side, Indonesian online marketplaces selling standard products have been experienced a bullish position with their extraordinary increase of market share. In this research, we tried to examine the impact of brand satisfaction on customer advocacy with brand loyalty as both mediating and moderating variable and luxury brand attachment as mediating variable. Our focus in this research was on Indonesian marketplaces selling luxury brand products during this terrible pandemic, COVID - 19 Pandemic. We examined 108 customers who had purchasing experiences on luxury-brand sports shoes at Indonesian online marketplaces. In choosing our respondents, we used a non-probability sampling technique, the purposive sampling method. To analyze our hypothesis, we used a qualitative approach, which is path analysis. The results show that luxury brand attachment has a significant positive effect on brand loyalty, brand loyalty has a significant positive effect on customer advocacy, both mediated by brand loyalty and luxury brand attachment, and brand loyalty strengthens the impact of luxury brand attachment on customer advocacy. From that findings, we suggest that Indonesian online marketplaces that sell luxury brand products should increase their brand satisfaction through customer loyalty and luxury brand attachment to gain higher customer advocacy during and post COVID - 19 pandemic

Impulsive purchasing and luxury brand loyalty in WeChat Mini Program

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Qianhui Rao ◽  
Eunju Ko
Keyword(s):  
Brand Loyalty ◽  
Business Models ◽  
Perceived Usefulness ◽  
Related Factors ◽  
Research Attention ◽  
Content Type ◽  
Luxury Brand ◽  
Positive Effects ◽  
Perceived Enjoyment ◽  
The Impact

PurposeThis study aims to explore the impact of the use of the WeChat Mini Program by luxury brands on consumers' fashion impulsive purchasing and brand loyalty.Design/methodology/approachThe stimulus–organism–response (S–O–R) model is adapted to construct a model (i.e. stimulus: patron status, informativeness and entertainment; organism: perceived enjoyment and perceived usefulness; responses: impulse buying behavior and luxury brand loyalty). An online survey was conducted by 200 Chinese participants who experienced WeChat Mini Program and luxury brand purchase.FindingsThe results indicate that luxury consumption related factors, task-related factors and mood-related factors in WeChat Mini Program have positive effects on consumers' impulsive purchasing behavior through perceived enjoyment and perceived usefulness.Research limitations/implicationsThis study provides a new understanding about factors influencing consumers' behaviors and brand loyalty in WeChat Mini Program.Originality/valueThe mobile social platform has been considered as an advanced tool for advertising. As the most popular mobile social media used by over 1 bn monthly active Chinese users—WeChat, little research attention has been attracted by researchers. To stress the WeChat Mini Program's role in the S-commerce background can fill the gap between the literature of the utilization of new marketing tools in retailing, marketing and the whole fashion industry. In terms of marketing management, the paper conducted research that participated by new generation consumers and offers some practical managerial implications for brands, retailers and marketers to generate new business models and marketing strategies.

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