An examination of the role of internal brand management: impact of contractual models

2019 ◽  
Vol 29 (4) ◽  
pp. 503-525
Author(s):  
Bonhak Koo ◽  
Catherine Curtis
Keyword(s):  
Brand Management ◽  
Internal Brand Management

scholarly journals Store Brand Purchase in the Italian Market

2018 ◽  
Vol 13 (7) ◽  
pp. 126
Author(s):  
Guido Cristini ◽  
Cristina Zerbini
Keyword(s):  
Brand Management ◽  
Store Brand ◽  
Product Evaluations ◽  
Telephone Interviews ◽  
Italian Market ◽  
Significant Difference ◽  
Managerial Implications ◽  
The Difference ◽  
Structured Questionnaire

The paper analyzes the degree of importance of Store Brand purchase determinants for the consumer. In particular, the research focuses on two specific shopper segments (hypermarket shopper and supermarket shopper) in order to evaluate the existence of any significant differences between their product evaluations. Telephone interviews, based on a structured questionnaire, were conducted with a sample of consumers responsible for family purchases and buyers of Store Brand products. For the majority of the purchasing determinants investigated, the results show a significant difference in opinion between those buying Store Brand products in hypermarkets and those in supermarkets. The difference found between shopper profiles has significant managerial implications that could be useful for determining Store Brand management policies. This paper also contributes to the academic debate on the role of Store Brand in the retail market.

Amazon India’s “Apni Dukaan”: branding strategy

2018 ◽  
Vol 8 (3) ◽  
pp. 1-15
Author(s):  
Neetu Yadav ◽  
Mahim Sagar
Keyword(s):  
Brand Management ◽  
Subject Area ◽  
Current Status ◽  
Branding Strategy ◽  
Content Type ◽  
Global Brand ◽  
Branding Strategies ◽  
Fierce Competition

Subject area Brand Management, Branding Strategy, Strategic Management. Study level/applicability The case study is suitable for postgraduate management programs, such as MBA, Executive MBA and executive development programs. Case overview This case study provides a detailed analysis of Amazon India’s branding strategy by way of analyzing popular branding campaigns such as “Try to kar”, “Aur Dikhao”, “Kya Pehnu” and “Apni Dukaan” that enabled the global brand to reach to the masses of Tier-II and Tier-III cities in India. Facing fierce competition from existing market leaders such as Flipkart and Snapdeal, Amazon India strategizes to attract Indian consumers by rightly capturing their behavior in terms of demanding “highest power of options”, “fashion choices”, “originality” and “trust” with its local flavored advertisement campaigns enabling it to create a “trusted, reliable and local” brand identity. With the help of sufficient data and numbers about the industry, company and competitors, the analysis presents a clear picture of the current status of Amazon in the Indian e-commerce space and leaves the readers with food for thought concerning whether this “culture-specific” branding strategy will enable Amazon to become the number one choice for Indian online shoppers in the near future. Expected learning outcomes This case study helps students to understand how global MNCs use unique branding strategies to capture mass-markets in e-commerce business, the role of culture-specific aspects in developing differentiation strategies and the role of local flavors in branding strategies and internationalization. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code: CSS 8: Marketing.

Luxury Business

2017 ◽  
Author(s):  
Pierre-Yves Donzé ◽  
Rika Fujioka
Keyword(s):  
Brand Management ◽  
Production Systems ◽  
Value Chains ◽  
Grey Zone ◽  
Luxury Brands ◽  
Services Research ◽  
Goods And Services ◽  
Definition Of ◽  
Clear Idea

The luxury business has been one of the fastest growing industries since the late 1990s. Despite numerous publications in management and business history, it is still difficult to have a clear idea of what “luxury” is, what the characteristics of this business are, and what the dynamics of the industry are. With no consensus on the definition of luxury among scholars and authors, the concept thus requires discussion. Luxury is commonly described as the high-end market segment, but the delimitation of the lower limit of this segment and its differentiation from common consumer goods are rather ambiguous. Authors use different terminology to describe products in this grey zone (such as “accessible luxury,” “new luxury,” and “prestige brands”). Despite the ambiguous definition of “luxury,” various companies have described their own businesses in this way, and consumers perceive them as producers of luxury goods and services. Research on luxury business has focused mostly on four topics: (1) the evolution of its industrial organization since the 1980s (the emergence of large conglomerates such as Moët Hennessy Louis Vuitton SE or LVMH, and the reorganization of small and medium-sized enterprises); (2) production systems (the introduction of European companies into global value chains, and the role of country of origin labels and counterfeiting); (3) brand management (using heritage and tradition to build luxury brands); and (4) access to consumers (customization versus standardization). Lastly, new marketing communication strategies have recently been adopted by companies, namely customer relations via social media and the creation of online communities.

Understanding customer brand engagement in user-initiated online brand communities: antecedents and consequences

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jorge Matute ◽  
Ramon Palau-Saumell ◽  
Nicoletta Occhiocupo
Keyword(s):  
Affective Commitment ◽  
Brand Management ◽  
Cross Sectional ◽  
Content Type ◽  
Brand Communities ◽  
Brand Engagement ◽  
Online Brand Communities ◽  
Community Identification ◽  
Antecedents And Consequences

Purpose The purpose of this study is to provide a better understanding of customer brand engagement (CBE) by proposing and empirically testing a model of antecedents and consequences of CBE for user-initiated online brand communities (OBCs). Design/methodology/approach The model is tested using a sample of 584 participants in two relevant OBCs created and managed by brand fans. Specifically, data were collected from two communities in the photography products category: Nikonistas and Canonistas. Findings The results indicate that community and brand identification positively and significantly influence CBE. Furthermore, the supporting role of OBCs’ moderators facilitates CBE and moderates the influence of community identification on CBE. Regarding the outcomes of CBE, the results show that higher levels of engagement are positively, directly and significantly associated with favorable intentions towards the brand and the community. These effects are then mediated by brand affective commitment. Research limitations/implications The study has been conducted in two Spanish OBCs of two specific high-involvement products category: it is cross-sectional and focuses on a limited number of antecedents and consequences. Practical implications Evidence from this research supports and emphasizes the potential that these platforms have for brand management such that firms’ resources could be best allocated on those elements that lead to superior CBE. Originality/value The study endorses the role of CBE in fostering brand and community-related favorable outcomes in the context of user-initiated OBCs. It shed lights on the potential that these online platforms have for brands and on the role that brand management should play in digital contexts that are outside the direct control of the company.

scholarly journals The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay

2015 ◽  
Vol 33 (1) ◽  
pp. 78-91 ◽  
Author(s):  
Rose Du Preez ◽  
Michael Thomas Bendixen
Keyword(s):  
Job Satisfaction ◽  
Financial Services ◽  
Brand Management ◽  
Three Dimensions ◽  
Brand Commitment ◽  
Intention To Stay ◽  
Content Type ◽  
Internal Brand Management ◽  
Service Staff ◽  
The Impact

Purpose – The purpose of this paper is to examine the extent to which internal brand management (IBM), a subset of internal marketing, impacts on the three dimensions of job satisfaction ( JS), brand commitment (BC) and intention to stay (IS). Design/methodology/approach – A financial services company in Southern Africa was selected using convenience sampling. Exploratory factor analysis (EFA) was used to identify the dimensions of IBM, BC, JS and IS. Partial least squares path modeling was used to test the model and the hypotheses. The Mann-Whitney test was used to identify any statistically significant differences between frontline staff and management/support staff. Findings – The EFA of the components of IBM did not yield the three expected dimensions. For service staff, IBM significantly contributes to JS, BC and IS. Internal brand communication is the most important contributor to IBM. Research limitations/implications – In common with others, this research uses a limited sample size in a specific geographic location. The results may differ if replicated in other geographies or organizations. Practical implications – Executives and managers of financial service firms are advised to drive focussed IBM practices rather than waiting for it to become the passive consequence of human resource management. Originality/value – Given the paucity of research into the practical application of IBM, the purpose of this research is to explore the impact of IBM on frontline employees in the financial services industry.

Religio-centric product strategy on marketing performance

2020 ◽  
Vol 22 (2) ◽  
pp. 181-203
Author(s):  
Hendar Hendar ◽  
Moch. Zulfa ◽  
Alifah Ratnawati ◽  
Mulyana Mulyana
Keyword(s):  
Brand Management ◽  
Customer Relationship ◽  
Marketing Capability ◽  
Product Strategy ◽  
Content Type ◽  
Marketing Performance ◽  
Management Capability ◽  
The Relationship ◽  
Positive Effect

Purpose The purpose of this paper is to investigate and test the role of religio-centric product strategy (RPS) in mediating the relationship among marketing innovativeness (MI), market sensing capability (MSC), customer relationship management capability (CRMC) and brand management capability (BMC) with marketing performance (MP) in a religious-based industry. This is in accordance with the conditions of Indonesian religious people and the increasing demand for Muslim fashion products. Design/methodology/approach This paper selected 330 small fashion businesses in Indonesia and tested the regressive relations of the 6 constructs. Findings The findings showed that MI, MSC, CRMC and BMC have a positive effect on RPS and RPS also has a positive effect on MP, so that RPS acts as mediation in the relationship among MI, MSC, CRMC and BMC with MP. Research limitations/implications In-depth research on other dimensions of the role of antecedent variable of RPS, such as NPD capability, specialized marketing capability, resource reconfiguration marketing capability, architectural marketing capability and marketing resources that are interesting to discuss (Morgan, 2012), has not been done in research. Originality/value By examining the literature on dynamic capability, marketing strategy, entrepreneurship and business performance, this paper offers a unique analysis of dynamic marketing capability and its impact on product strategy and MP in religious-based industries.

Employee champions an inside job

2015 ◽  
Vol 31 (6) ◽  
pp. 33-35
Keyword(s):  
Financial Services ◽  
Design Methodology ◽  
Brand Management ◽  
Brand Identity ◽  
Brand Communication ◽  
Content Type ◽  
Internal Brand Management ◽  
Service Staff ◽  
Pertinent Information ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Internal brand management was a major contributor to job satisfaction, brand commitment and intention to stay for service staff at a Southern African financial services company. While brand identity and external brand communication play important roles in creating sound internal brand management, internal brand communication is the most important contributor. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Vodafone marketing communications

2012 ◽  
Vol 2 (8) ◽  
pp. 1-8
Author(s):  
Namita N. Kumar
Keyword(s):  
Brand Management ◽  
Emerging Market ◽  
Communication Strategies ◽  
Subject Area ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Marketing Department ◽  
Content Type ◽  
Customer Base

Subject area Integrated advertising, promotion and marketing communications. Study level/applicability The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for. Case overview The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage. Expected learning outcomes The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand. Supplementary materials Teaching notes are available. Please consult your librarian for access.

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