Brand awareness: revisiting an old metric for a new world

2017 ◽  
Vol 26 (5) ◽  
pp. 469-476 ◽  
Author(s):  
Jenni Romaniuk ◽  
Samuel Wight ◽  
Margaret Faulkner
Keyword(s):  
Market Share ◽  
Brand Management ◽  
Brand Awareness ◽  
Underlying Structure ◽  
Cross Sectional ◽  
Content Type ◽  
Country Level ◽  
Global Brand ◽  
The Impact ◽  
Over Time

Purpose Brand awareness is a pivotal, but often neglected, aspect of consumer-based brand equity. This paper revisits brand awareness measures in the context of global brand management. Design/methodology/approach Drawing on the method of Laurent et al. (1995), this cross-sectional longitudinal study examines changes in brand awareness over time, with sample sizes of approximately 300 whisky consumers per wave in three countries: United Kingdom, Taiwan and Greece. Findings There is consistency in the underlying structure of awareness scores across countries, and over time, extending the work of Laurent et al. (1995). Results show that a relevant operationalisation of brand awareness needs to account for the history of the brand. Furthermore, the nature of the variation of brand awareness over time interacts with a brand’s market share. Research limitations/implications When modelling the impact of brand awareness researchers need to consider two factors – the brand’s market share and whether a more stable or volatile measure is sought. This avoids mis-specifying the country-level contribution of brand awareness. Practical implications Global brand managers should be wary of adopting a “one size fits all” approach. The choice of brand awareness measure depends on the brand’s market share, and the desire for higher sensitivity or stability. Originality/value The paper provides one of the few multi-country investigations into brand awareness that can help inform global brand management.

Financial integration and macroeconomic volatility: evidence from Asia

2019 ◽  
Vol 35 (2) ◽  
pp. 94-112
Author(s):  
Inder Sekhar Yadav ◽  
Phanindra Goyari ◽  
Ram Kumar Mishra
Keyword(s):  
Financial Integration ◽  
Trade Openness ◽  
Generalized Method Of Moments ◽  
Cross Sectional ◽  
Content Type ◽  
Macroeconomic Volatility ◽  
Advanced Economies ◽  
Asian Economies ◽  
The Impact ◽  
Over Time

Purpose The purpose of this paper is to empirically examine the impact of financial integration on macroeconomic volatility for developing and emerging economies of Asia. Design/methodology/approach The effects of financial integration and dynamics of macroeconomic volatility over time and across different groups of Asian economies vis-à-vis advanced economies are investigated using four different variables such as consumption, output, income and the ratio of consumption to income. Further, an empirical link between the degree of international financial integration and macroeconomic volatility for Asian economies is econometrically investigated using generalized method of moments (GMM) system one-step estimator. Findings Macroeconomic volatilities of per capita output and consumption growth tend to be lower for advanced economies compared to Asian economies. The computed cross-sectional median of the volatility of consumption, output, income and the ratio of consumption volatility to income suggested that the volatility of advanced economies is lower compared to all the regions of Asia. GMM results suggested that the financial openness, trade openness and broad money are negatively and significantly associated with macroeconomic volatility whereas inflation is positively and significantly associated with macroeconomic volatility but the magnitude of trade openness is found to be negligible. Research limitations/implications The present study has not included the effects of other country-specific variables (such as fiscal policy volatility) and other external factors to understand macroeconomic volatility. Practical implications High integration of economies promote economic growth, reduce macroeconomic volatility and reduce vulnerability to external shocks. This implies that policy makers should thrive to reform and create institutional infrastructure to deepen the integration. Originality/value The paper is an important empirical contribution toward examining the effects of financial integration on dynamics of macroeconomic volatility for a large number of Asian developing and emerging economics over time and across different groups using recent data and latest analytical framework and techniques.

IPO initial return in Pakistan: influence of country-level institutional quality

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Waqas Mehmood ◽  
Rasidah Mohd-Rashid ◽  
Abd Halim Ahmad ◽  
Ahmad Hakimi Tajuddin
Keyword(s):  
Stock Exchange ◽  
Significant Risk ◽  
Institutional Quality ◽  
Political Stability ◽  
Least Square ◽  
Cross Sectional ◽  
Content Type ◽  
Country Level ◽  
Initial Return ◽  
The Impact

PurposeThe present study investigated the influence of country-level institutional quality on IPO initial return using World Bank Governance indices.Design/methodology/approachThis study analysed 84 IPOs listed on Pakistan Stock Exchange between 2000 and 2017 using cross-sectional data. The impact of country-level institutional quality on IPO initial returns was examined using ordinary least square, robust least square, stepwise least square and quantile regression.FindingsEmpirically, the values of political stability, government effectiveness and regulatory quality were positively significant, whereas rule of law and control of corruption were negatively significant in explaining the intensity of IPO initial return. The results also show the presence of significant risk in the market. Hence, investors were compensated with higher initial returns for weak country-level institutional quality. The results also reveal that improving country-level institutional quality would improve the financial market transparency, thereby reducing IPO initial returns.Originality/valueNo studies have been conducted regarding the influence of country-level institutional quality on IPO initial return in Pakistan. This study is a pioneering study that seeks to give insights into the link between these variables in the context of Pakistan.

Changing realty: altering paths of brand discovery for real estate websites in India

2019 ◽  
Vol 37 (3) ◽  
pp. 346-366 ◽  
Author(s):  
Smitha Vasudevan ◽  
F.J. Peter Kumar
Keyword(s):  
Real Estate ◽  
Search Engine ◽  
Brand Management ◽  
Keyword Search ◽  
Television Advertising ◽  
Brand Awareness ◽  
Brand Experience ◽  
Content Type ◽  
Starting Point ◽  
The Impact

Purpose Brand awareness is a key cognitive metric and a vital component of consumer-based brand equity. Generating and maintaining brand awareness has been an important metric for brands and a significant outcome of advertising and promotional activities. Brand awareness has been studied over the years in the context of market share and mind share and is considered to be the fundamental starting point of a brand relationship. Most branding variables are challenged in their linear definitions by the multi-dimensionality of the connected online world. Consumers may start their brand journey with brand awareness and then proceed to explore higher options in a non-linear fashion. This challenges traditional advertising and brand salience models. In the web context, brand awareness could even happen with little prior cognitive processing. The purpose of this paper is to explore the little researched area of brand awareness in the context of Indian websites. Design/methodology/approach The study leveraged technology to study the brand discovery behaviour of real estate website users in India. The authors looked at essentially modified processes such as the brand experience journey, specifically, the sources and antecedents of brand awareness for real estate websites. Considering the fact that direct and indirect traffic to a website is indicative of the brand awareness metrics, the authors analyse the metric as a basis of the comparison. Findings Brand awareness in the digital world can be attributed as firm generated, user generated and, as the authors also discover, experience initiated. The altered dimensions have a profound impact on the brand advertising spends of not just digital brands, but all marketers who will find digital technology increasingly central to their brand communication efforts. Research limitations/implications Burgeoning websites and media proliferation have increased the source set for website discovery. Customers do not rely solely on advertising or chance encounter to discover a new brand. Usage of search engines remains the key point of discovery for brand awareness. Some of the respondents recognised websites from prior advertising exposure and selected the brand from the consideration set offered in the search results for their keyword search. In other cases, brand awareness followed brand experience as the users did not process the brand information or, in most cases, were not aware of the brand name prior to website visit. The quality of brand experience created brand awareness and had further implications, including brand visit intent. Practical implications While mass media television advertising and ubiquitous online advertising can build brand awareness, the impact of search engine advertising and search engine optimisation is equally significant, if not more important. Brand managers can additionally focus on branding on the search channel in the light of increasing search intensity. Beyond traditional keyword planning, this can be an enhanced branding platform for reaching out to specific behavioural or character traits of the target audience. Brand experience can mature from task completion to brand awareness and higher level values if the website includes key brand messages and goals. Originality/value This paper offers insight into the little known field of online brand management. Information intermediary websites are unique in their value proposition, and brand building is challenging. Real estate websites have grown in popularity, but have not merited researcher attention. This paper offers a unique perspective on branding websites, specifically in the context of emerging markets like India.

scholarly journals The Impact of the Private Sector Co-Payment Mechanism (PSCM) on the Private Market for ACTs in Nigeria: Results of the 2018 Cross-sectional Outlet and Household Market Surveys.

2021 ◽  
Author(s):  
Hannah M. Edwards ◽  
Rubaiyath Sarwar ◽  
Parvez Mahmud ◽  
Shekarau Emmanuel ◽  
Kolawole Maxwell ◽  
...  
Keyword(s):  
Private Sector ◽  
Market Share ◽  
Market Competition ◽  
Household Survey ◽  
Green Leaf ◽  
Cross Sectional ◽  
Payment Mechanism ◽  
The Cost ◽  
The Impact ◽  
Over Time

Abstract BackgroundThe private sector plays a large role in malaria treatment provision in Nigeria. To improve access to, and affordability of, quality-assured artemisinin combination therapies (QA-ACTs) within this sector, the Affordable Medicines Facility - Malaria began operations in 2010 and transitioned to a private sector co-payment mechanism (PSCM) until 2017. To assess the impact of the scheme on the ACT market, cross-sectional household and outlet surveys were conducted in 2018 to coincide with the final stockages of ACTs procured under the PSCM. MethodsAn outlet survey was conducted targeting private pharmacies and Proprietary and Patent Medicine Vendors (PPMVs) across different regions of Nigeria to assess supply-side market factors related to availability and cost of antimalarials, including ACTs subsidised under the PSCM (called green leaf ACTs on account of their green leaf logo) and those not subsidised (non-green leaf ACTs). A concurrent household survey was conducted to determine demand-side factors related to treatment seeking practices, ACT brand preference and purchase decision. Data were compared with previous ACTWatch surveys to consider change over time.ResultsAvailability of ACTs increased significantly over the PSCM period and was almost universal by the time of the 2018 market survey. This increase was seen particularly among PPMVs. While the cost of green leaf ACTs remained relatively stable over time, the cost of non-green leaf ACTs reduced significantly so that by 2018 they had equivalent affordability. Unsubsidised brands were also available in different formulations and dosages, with double-strength ACTs reported as the most frequently purchased dosage type, and child ACTs popular in suspension and dispersible forms (forms not subsidised by the PSCM).ConclusionsThe PSCM had a clear impact on increasing not only the reach of subsidised QA brands, but also of non-subsidised brands. Increased market competition led to innovation from unsubsidised brands and large reductions in costs to make them competitive with subsidised brands. Concerns are drawn from the large market share that non-QA brands have managed to gain as well as the continued market share of oral artemisinin monotherapies. Continued monitoring of the market is recommended, along with improved local capacity for QA-certification and monitoring.

Women MSMEs in times of crisis: challenges and opportunities

2020 ◽  
Vol 27 (7) ◽  
pp. 1069-1083
Author(s):  
Suhail Sultan ◽  
Wasim I.M. Sultan
Keyword(s):  
Structured Interviews ◽  
Chi Square ◽  
Cross Sectional ◽  
Female Entrepreneurs ◽  
Content Type ◽  
Country Level ◽  
Road Map ◽  
Challenges And Opportunities ◽  
Innovation Strategies ◽  
The Impact

PurposeThis study addresses the impact of the corona crisis on the performance of women small- to medium-sized enterprises (MSMEs) and explores the adopted innovative strategies by these women to stay in their businesses.Design/methodology/approachBoth quantitative and qualitative methods are used in this cross-sectional country-level survey. A representative sample of 260 Palestinian women businesses completed the questionnaire. As well, semi-structured interviews have been conducted with 15 female entrepreneurs who succeeded to survive to collect qualitative data. Frequencies, cross-tabulations and Chi-Square tests are used to analyze quantitative data and thematic analysis is used to analyze the qualitative one.FindingsThe main findings show that the corona crisis harms the performance of many women MSMEs in terms of production, turnover profit. To reduce their lost sales during the crisis, women are more likely to benefit from social media and promotions than other methods. This study highlights the innovation strategies applied by the women MSMEs who managed to survive such as, among others, cash management and digital marketing.Practical implicationsThe innovation strategies could be a road map for other women struggling MSMEs businesses to re-enter businesses again.Originality/valueSo far, little research has focused on women MSMEs in developing countries. The identified innovation strategies will potentially help aspiring women MSMEs to survive during the economic crisis.

scholarly journals Home-based telework: usefulness and facilitators

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Andrea Ollo-López ◽  
Salomé Goñi-Legaz ◽  
Amaya Erro-Garcés
Keyword(s):  
Technology Acceptance ◽  
Multilevel Models ◽  
Ease Of Use ◽  
Cultural Dimensions ◽  
Cross Sectional ◽  
Family Responsibilities ◽  
Content Type ◽  
Country Level ◽  
Home Based ◽  
The Impact

PurposeThis article aims to analyze individual-, organizational- and country-level factors that determine the use of home-based telework across Europe according to the technology acceptance model (TAM) and the technology–organization–environment model.Design/methodology/approachTo examine the impact of individual-, organizational- and country-level factors on telework, multilevel models are estimated to prevent problems derived from biased standard errors when micro- and macro-level data are combined.FindingsThe main findings show that, according to the usefulness side of the TAM, employees with family responsibilities, those that live away from their work and highly qualified workers use more home-based telework. Additionally, and according to the ease of use side of the TAM, empowerment in firms facilitates home-based telework. At the country level, lower power distance, individualism and femininity, better telework regulations and technology developments are also facilitators of home-based telework.Research limitations/implicationsThe study is limited by the cross-sectional nature of the data. This prevents the estimation of causal effects. Additional research would benefit from the use of panel data and from a more detailed analysis of the effects of country dimensions.Practical implicationsFrom an applied perspective, politics related to cultural dimensions are suggested to stimulate home-based telework.Originality/valueThe research contributes to previous literature by: (1) considering a large sample to conduct an empirical analysis of the use of home-based telework across Europe, (2) including micro and macro factors, (3) providing a theoretical framework to explain home-based telework, (4) applying a rigorous definition of home-based telework and (5) focusing on employees who are able to adopt home-based telework.

Clients’ means of influence on mortgage valuation in Nigeria

2015 ◽  
Vol 33 (4) ◽  
pp. 367-385 ◽  
Author(s):  
Chukwuma C. Nwuba ◽  
Uche S. Egwuatu ◽  
Babatunde M. Salawu
Keyword(s):  
Risk Mitigation ◽  
Hierarchical Linear Model ◽  
Firm Characteristics ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Content Type ◽  
Mortgage Valuation ◽  
Research Designs ◽  
Client Pressure ◽  
The Impact

Purpose – The purpose of this paper is to investigate client influence on mortgage valuation in Nigeria to establish and rank the means of influence clients employ, and the impact of firm characteristics on client influence. Design/methodology/approach – A combination of cross-sectional survey and focus groups research designs was adopted. Questionnaire structured on five-point Likert format was used to collect data from a sample of valuation firms in five Nigerian cities. Descriptive statistics, χ2, and moderated hierarchical linear model were used for data analysis. Findings – Clients’ means of influence on valuation are more of subtle approach than threat or coercion. The most prevalent means are respectively, plea for assistance, promise of continued retainership on banks’ valuer panels, and disclosing the loan amount. Client influence differs across cities; firm characteristics have no influence on client pressure. Practical implications – The research provides basis for valuation bodies to review practice rules and standards and seek for legislation for valuer independence. It can serve as material for teaching and training in professional ethics. Social implications – Biased valuations jeopardises credit risk mitigation process with potential for destabilising banks, finance sector, and consequences for the economy. Originality/value – The study provides empirical evidence of the nature of client influence across several major Nigerian cities. In contrast to existing Nigerian studies that focus on single cities, the study covers several cities. It therefore provides a broad basis for problem-solving and decision-making.

Leader positive humor and organizational cynicism: LMX as a mediator

2014 ◽  
Vol 35 (4) ◽  
pp. 305-315 ◽  
Author(s):  
Panagiotis Gkorezis ◽  
Eugenia Petridou ◽  
Panteleimon Xanthiakos
Keyword(s):  
Mediating Effect ◽  
Hierarchical Regression ◽  
Public Employees ◽  
Cross Sectional ◽  
Content Type ◽  
Organizational Cynicism ◽  
Member Exchange ◽  
Sectional Analysis ◽  
The Impact ◽  
The Relationship

Purpose – Leader-member exchange (LMX) has been proposed as a core mechanism which accounts for the impact of various antecedents on employee outcomes. As such, the purpose of this paper is to examine the mediating effect of LMX regarding the relationship between leader positive humor and employees’ perceptions of organizational cynicism. Design/methodology/approach – Data were collected from 114 public employees. In order to examine the authors’ hypotheses hierarchical regression analysis was conducted. Findings – As hypothesized, results demonstrated that LMX mediates the relationship between leader positive humor and organizational cynicism. Research limitations/implications – Data were drawn from public employees and, therefore, this may constrain the generalizability of the results. Also, the cross-sectional analysis of the data cannot directly assess causality. Originality/value – This is the first empirical study to examine the mediating effect of LMX in the relationship between leader humor and employees’ perceptions of organizational cynicism.

scholarly journals Firm’s strategic choices and network knowledge dynamics: how do they affect innovation?

2018 ◽  
Vol 22 (1) ◽  
pp. 1-20 ◽  
Author(s):  
Jose Antonio Belso-Martinez ◽  
Isabel Diez-Vial
Keyword(s):  
Absorptive Capacity ◽  
Knowledge Networks ◽  
Knowledge Network ◽  
Strategic Choices ◽  
Network Growth ◽  
Content Type ◽  
Endogenous Factors ◽  
The Impact ◽  
Innovative Capacity ◽  
Over Time

Purpose This paper aims to explain how the evolution of knowledge networks and firms’ strategic choices affect innovation. Endogenous factors associated with a path-dependent evolution of the knowledge network are jointly considered with a firm’s development of international relationships and increasing internal absorptive capacity over time. Design/methodology/approach In a biotech cluster, the authors gathered data on the firms’ characteristics and network relationships by asking about the technological knowledge they received in the cluster in 2007 and 2012 – “roster-recall” method. Estimation results were obtained using moderated regression analysis. Findings Firms that increase their involvement in knowledge networks over time also tend to increase their innovative capacity. However, efforts devoted to building international links or absorptive capacity negatively moderate the impact of network growth on innovation. Practical implications Practitioners have two alternative ways of increasing innovation inside knowledge networks: they can increase their centrality by developing their knowledge network interactions or invest in developing their internal absorptive capacity and new international sources of knowledge. Investing in both of these simultaneously does not seem to improve a firm’s innovative capacity. Originality/value Coupling firms’ strategic options with knowledge network dynamics provide a more complete way of explaining how firms can improve their innovative capacity.

The effects of corporate brand symbolism on consumer satisfaction and loyalty

2016 ◽  
Vol 28 (3) ◽  
pp. 481-498 ◽  
Author(s):  
Tatiana Anisimova
Keyword(s):  
Social Life ◽  
Consumer Satisfaction ◽  
Single Point ◽  
Social Aspects ◽  
Consumer Loyalty ◽  
Cross Sectional ◽  
Corporate Brand ◽  
Content Type ◽  
Strategic Role ◽  
The Impact

Purpose – The purpose of this paper is to test the effects of corporate brand symbolism on consumer satisfaction and loyalty on a sample of Australian automobile consumers. Design/methodology/approach – Survey research was employed to test the study hypotheses. The regression analysis was used to evaluate the relationships between an independent variable (corporate brand symbolism) and dependent variables (consumer satisfaction and loyalty). Findings – Support was found for all hypotheses formulated in this study. Regression results reveal consistent favourable and significant effects of corporate brand symbolism on both consumer satisfaction and loyalty. Research limitations/implications – Although this paper makes contributions in international marketing, the cross-sectional nature of the data collection method limits the information gained to the single point in time. This research studied the impact of corporate brand symbolism on consumers of one original equipment manufacturers (OEM). Having a larger number of participating car manufacturers/OEMs would have provided a wider insight. However, time and resources limitation did not allow to study a larger sample. In the future, practitioners are recommended to further understand the relationship between self and social aspects of brand symbolism in order to formulate more targeted communication strategies. Practical implications – The findings of this study point to the strategic role of the brand in generating both satisfaction and loyalty. In the light of increasing advertising costs and decreasing consumer loyalty, strengthening corporate brand symbolism makes a lot of economic sense. The findings suggest that managers need to take into account consumer need for identity expression and consider this in their branding strategies. Social implications – Humans are social beings by nature. However, international brand research has paid relatively little attention to how products are used by consumers in everyday life, including their social life. Consumer behaviours increasingly depend on social meanings they imbue brands with beyond products’ functional utility. It is argued the focus of symbolic consumption needs to be broadened and integrated more with social science concepts. Originality/value – This study captures a construct of corporate brand symbolism by including self and social aspects of symbolism. The current study also comprehensively measures consumer loyalty, including cognitive, affective and behavioural types of loyalty.

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