Brand orientation, brand-building behavior and brand identity in SMEs: an empirical evaluation

2020 ◽  
Vol 38 (7) ◽  
pp. 813-828
Author(s):  
Christian Nedu Osakwe ◽  
Nikolina Palamidovska-Sterjadovska ◽  
Martin Mihajlov ◽  
Anita Ciunova-Shuleska
Keyword(s):  
Structural Equation ◽  
Empirical Evaluation ◽  
Evidence Base ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Orientation ◽  
Content Type ◽  
Brand Building ◽  
Building Behavior ◽  
Research Propositions

PurposeThis study aims to facilitate the understanding of brand building among owners/managers of SMEs by highlighting the relationships among the multidimensionality of brand orientation, brand-building behavior and brand identity.Design/methodology/approachIn addressing the research issue, the study uses responses from 158 domesticated SMEs in North Macedonia, afterwards relying on structural equation modeling to test the research propositions.FindingsThis study validates brand orientation as a multidimensional term that is underlined by brand artefacts, norms and values. This study also validates the assumptions that brand orientation, brand-building behavior and brand identity are significantly related.Research limitations/implicationsWhile it is possible that our evidence base is limited to the context studied, the research findings nevertheless contribute primarily to the emergent scholarship on SMEs' brand building.Practical implicationsThis study has practical consequences for SMEs' brand building. More specifically, it enriches the understanding of the interrelationships between brand orientation, brand-building behavior and brand identity.Originality/valueThis study provides an advanced perspective of brand orientation as a complex phenomenon and further provides understanding of its relations to brand-building behavior and brand identity of the domesticated SMEs.

scholarly journals B2B service brand identity and brand performance

2015 ◽  
Vol 49 (7/8) ◽  
pp. 1139-1162 ◽  
Author(s):  
Darren Andrew Coleman ◽  
Leslie de Chernatony ◽  
George Christodoulides
Keyword(s):  
Significant Influence ◽  
Structural Equation ◽  
Brand Management ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Performance ◽  
Content Type ◽  
Visual Identity ◽  
Service Brand ◽  
The Uk

Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach – Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose. Findings – Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance. Research limitations/implications – Data were only collected from executives in the UK. This research would benefit from replicative studies. Practical implications – This research empirically establishes the brand management activities that drive brand performance. Originality/value – This is the first empirical study to assess the influence service brand identity has on brand performance.

Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Junyun Liao ◽  
Xuebing Dong ◽  
Ziwei Luo ◽  
Rui Guo
Keyword(s):  
Community Engagement ◽  
Structural Equation ◽  
Online Survey ◽  
Identity Theory ◽  
Theoretical Framework ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Community ◽  
Brand Identification ◽  
Content Type

Purpose Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on identity theory, this study aims to propose that oppositional loyalty is a brand identity-driven outcome and provides a unified framework for understanding the formation and activation of brand identity in influencing oppositional loyalty. Design/methodology/approach Structural equation modeling was used to test the theoretical framework based on an online survey of 329 brand community members. Multigroup analysis was used to test the moderating effect of inter-consumer brand rivalry and brand community engagement. Findings The results show that self-brand similarity, brand prestige and brand uniqueness lead to consumers’ brand identity (i.e. consumer-brand identification), which, in turn, facilitates oppositional loyalty. Furthermore, the results indicate that inter-consumer brand rivalry and brand community engagement are identity-salient situations that strengthen the relationship between consumer-brand identification and oppositional loyalty. Practical implications Identity has great power in shaping consumer behaviors. Fostering consumer-brand identification is critical for firms to prevent consumers from switching to competing brands. Inter-consumer brand rivalry and brand community engagement can help firms consolidate their customer base by evoking consumers’ brand identity. Originality/value This investigation makes theoretical contributions by providing a unified theoretical framework to model the development of oppositional loyalty based on identity theory.

scholarly journals From brand identity to brand equity: a multilevel analysis of the organization–employee bidirectional effects in upscale hotels

2020 ◽  
Vol 32 (7) ◽  
pp. 2285-2304 ◽  
Author(s):  
Andy Xiaofeng Liu ◽  
Cathy H.C. Hsu ◽  
Daisy X.F. Fan
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Transformation Process ◽  
Brand Identity ◽  
Multilevel Structural Equation Modeling ◽  
Equation Modeling ◽  
Content Type ◽  
Bidirectional Relationship ◽  
Multilevel Structural Equation ◽  
Employee Responses

Purpose This study aims to examine the mechanism of how hotel executive brand identity influences physical facility quality, customer-based brand equity (CBBE) and employee-based brand equity (EBBE). Design/methodology/approach The study introduces a multilevel model and collects 925 executive and 1,978 employee responses from 62 upscale hotels in China. Findings Executive brand identity positively affects employee brand internalization, which leads to positive EBBE. Meanwhile, executive brand identity positively influences the physical facility quality, which leads to positive CBBE. Originality/value This study considers the tangible (physical facilities) and intangible (employees) elements of hotel services to comprehensively investigate the brand equity formation. By applying multilevel structural equation modeling, the study examines the bidirectional relationship between organizations and employees in the brand value transformation process.

Stakeholder value-based place brand building

2018 ◽  
Vol 27 (7) ◽  
pp. 807-818 ◽  
Author(s):  
Mechthild Donner ◽  
Fatiha Fort
Keyword(s):  
Structural Equation ◽  
Local Development ◽  
Place Identity ◽  
Brand Identity ◽  
Brand Value ◽  
Measurement Scales ◽  
Content Type ◽  
Brand Building ◽  
Place Brand ◽  
Value Measurement

Purpose The purpose of this study is to investigate the place brand building process based on multi-stakeholder perceived value. It contributes to an understanding of how place brands are developed, providing diverse benefits, and proposes a conceptual framework for place brand building and value measurement scales. Design/methodology/approach The study is based on the place brand Sud de France. Qualitative data from stakeholder interviews is used to investigate the main place brand value dimensions. A survey of consumers from the Languedoc-Roussillon region is conducted to measure consumer place brand values. Quantitative data is analyzed using structural equation modelling. Findings Results indicate that place brand value is a multiple-perspective and multidimensional construct that includes new measurement scales related to dimensions such as quality of life, a common local identity and local development. Brand identity is not only constructed on place identity, but should also incorporate stakeholder values and provide value to consumers. Practical implications For place brand managers, this study provides a methodology that helps identify the main place image and stakeholders values to be integrated into place brand identity construction. The place brand value measurement scales can be used to ensure a permanent match between brand identity and consumption trends. Originality/value Literature dealing with place equity has focused mostly on country-of-origin or destination image effects from a non-local consumer or tourist perspective. The originality of this study lies in analyzing the perceived benefits of a regional brand by its local stakeholders, leading to a new brand building framework and value measurement scales.

The influence of brand color identity on brand association and loyalty

2019 ◽  
Vol 28 (1) ◽  
pp. 50-62 ◽  
Author(s):  
ChangHyun Jin ◽  
MoonSun Yoon ◽  
JungYong Lee
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Color Image ◽  
Positive Impact ◽  
Critical Role ◽  
Brand Identity ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Association ◽  
Group Interviews

PurposeThis study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other factors, including brand loyalty.Design/methodology/approachFocus group interviews and open-ended questions were used initially to create items for the survey. After excluding insincere responses, 781 responses to the questionnaire were used for the analysis. Structural equation modeling was performed to test the hypotheses.FindingsThe results reveal that sub-factors that comprise the color identity construct are closely related to the components of brand association. All components of brand association, including brand attribution, brand benefits and brand attitude, were shown to have a positive impact on brand self-identification. In turn, brand self-identification was shown to have a positive impact on brand loyalty.Research limitations/implicationsThe generalizability of the study’s findings is limited insofar as only three components of the visual identity of the airline company under study – its logo, airplane exteriors and cabin attendants’ uniforms – were used for the color image analysis.Practical implicationsIn marketing, color choices play a critical role in building brand identity as they positively affect a company’s brand association in consumers’ minds. Previous studies on airline brands have focused mainly on systematic factors related to service, prices and scheduling.Originality/valueRegarding brand identity, color is an important factor in visual communication. Among the psychological functions of color, it has a communication function that can most directly and effectively deliver message and meaning of a company to consumers.

Promoting consumer loyalty and resilience to negative information through brand identity sub-components: an empirical investigation in the luxury electronics goods

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Azim Zarei ◽  
Davood Feiz ◽  
Hadi Moradi
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Identity Management ◽  
Brand Management ◽  
Negative Information ◽  
Brand Identity ◽  
Equation Modeling ◽  
Content Type ◽  
Study Results ◽  
Brand Attractiveness

Purpose The strategic importance of brand identity management has been emphasized in the brand management literature, but studies that examine brand identity sub-components effects on customer resilience to negative information are very few. In this regard, this study aims to examine the effect of brand distinctiveness and prestige as sub-components of identity on young customers’ loyalty and resilience to negative information through the mediating variable of brand attractiveness in the luxury electronics market. Design/methodology/approach Using a structured questionnaire, data were collected. Based on a five-point Likert scale were asked of consumers and owners of electronic products (mobile phone, tablet and laptop) to indicate their level of disagreement and agreement with series of statements. After an analytic process, 422 valid questionnaires were obtained. The hypotheses were tested by using structural equation modeling. Findings The results showed that brand prestige and distinctiveness have direct effect on brand attractiveness, which prestige had more influence than distinctiveness. The results indicated that brand loyalty was strongly affected by direct brand attractiveness, and that the effect of brand attractiveness on the resilience to negative information was not significant. Finally, the study results showed that resilience to negative information is affected by brand loyalty. Originality/value This study is significant because it is one of the few studies that examines the effect of brand identity on brand attractiveness and consumers’ extra-role behavior, which results in the development of branding literature in the field of luxury products.

Extending the knowledge on cause-related marketing (CrM) campaign with focus on skepticism

2019 ◽  
Vol 50 (2) ◽  
pp. 329-348
Author(s):  
Madhurima Deb ◽  
Vibhas Amawate
Keyword(s):  
Structural Equation ◽  
Brand Identity ◽  
Equation Modeling ◽  
Content Type ◽  
Campaign Evaluation ◽  
Cause Related Marketing ◽  
Confirmatory Factor ◽  
Patronage Intention ◽  
Hedonic Utilitarian ◽  
Practical Implications

Purpose This study aims to gain insight on evaluation of cause-related marketing (CrM) campaigns by the millennial with focus on skepticism, brand identity and patronage intention. Design/methodology/approach To attain the above objective a conceptual model was developed and tested using structural equation modeling and confirmatory factor analysis. Findings The finding suggests that sub-segments exist among millennial segments. They can be classified into hedonic, utilitarian, individualistic and collectivists. Compared to utilitarian and individualistic customers hedonic and collectivists were found to evaluate CrM campaign more favorably. Utilitarian and individualistic depict skepticism toward CrM campaign. Practical implications The in-depth knowledge gained about millennials is expected to benefit academicians and marketers alike. Academicians will be enriched by the knowledge of the micro-segments that exists among the millennial and how that had differential impact on their skepticism while evaluating CrM campaign. The marketers involved in the designing and implementation of the CrM campaign will be benefited from the in-depth knowledge of segments with lower and higher levels of skepticism. Such knowledge gained will help them develop more effective CrM campaign. Originality/value One of the contributions of the present study is that it extends the existing knowledge about millennials, particularly in the context of CrM campaign evaluation integrating it with other important variables such as skepticism, brand identity and patronage intention.

Adoption of green practices throughout the supply chain: an empirical investigation

2019 ◽  
Vol 26 (6) ◽  
pp. 1650-1675 ◽  
Author(s):  
Kailash Choudhary ◽  
Kuldip Singh Sangwan
Keyword(s):  
Factor Analysis ◽  
Supply Chain ◽  
Supply Chains ◽  
Structural Equation ◽  
Structural Model ◽  
Performance Measure ◽  
Equation Modeling ◽  
Content Type ◽  
Green Practices ◽  
Research Propositions

Purpose There is a dichotomy in the actual and expected environmental performances of the Indian enterprises even though the Indian enterprises have aligned their businesses with intended nationally determined contributions (INDC) targets. The purpose of this paper is to analyze the supply chain of Indian enterprises to understand influences to adopt green practices throughout the supply chains, and how these green practices influence economic, operational and environmental performances to reveal the underlying currents explaining difference in actual and expected performance. Design/methodology/approach Five research propositions are developed based on the existing literature. Data are collected from 233 ceramic enterprises in India. Exploratory factor analysis has been done to test construct validity and correlation. Confirmatory factor analysis is used to check unidimensionality of constructs. Structural equation modeling is used to test the strength and direction of the relations between the constructs and to develop the model. Findings The findings of the study suggest that the Indian companies have aligned their businesses with INDC targets but they have not adopted the green practices in inbound and outbound supply chains; therefore, the actual environmental performance is not as expected. Other major finding is that the enterprise and government are not focusing on the informative pressure and instead the focus is on coercive techniques which are not yielding positive results. The statistical results show that the adoption of green practices led to the improvements in environmental and operational performances but reduction in economic performance. Originality/value This paper has analyzed green supply chain management pressure, practice and performance measure for Indian ceramic enterprises and proposed a structural model with their interrelation.

SME brand identity: its components, and performance effects

2017 ◽  
Vol 26 (1) ◽  
pp. 52-67 ◽  
Author(s):  
Timo Muhonen ◽  
Saku Hirvonen ◽  
Tommi Laukkanen
Keyword(s):  
Financial Performance ◽  
Service Industries ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Positioning ◽  
Brand Performance ◽  
Brand Orientation ◽  
Content Type ◽  
Performance Effects ◽  
Brand Values

Purpose The purpose of this paper is to examine the performance effects of brand identity in small- and medium-sized enterprises (SMEs). Design/methodology/approach The authors examine whether brand identity mediates the relationship between brand orientation and brand performance, and further, whether brand performance leads to better financial performance. The authors also study whether these performance effects are moderated by customer type and industry type. Differing from earlier research, this study analyzes brand identity through its constituent components: brand values, brand vision and brand positioning. The data include altogether 721 effective responses from Finnish SMEs. Structural equation modeling is used for testing the research hypotheses. Findings Brand positioning and brand vision have a direct positive effect on brand performance, which in turn, positively affects financial performance. Brand orientation drives the components of brand identity. Importantly, there is variation in some of the relationships between brand orientation, brand values, brand vision and brand positioning across business-to-business firms and business-to-customer firms, and across firms in service industries and in production industries. Research limitations/implications The research is based on a single-country sample. Including additional factors for the model with the potential to moderate the described relationships is also called for. Future research could also consider new potential brand identity components currently not addressed in the paper. Originality/value This paper contributes to the literature by increasing the knowledge of SME branding.

scholarly journals National Brand Identity: Pilot Study on Perception of Croatian Student Population

2021 ◽  
Vol 7 (1) ◽  
pp. 221-236
Author(s):  
Sara Horvat ◽  
Sanja Seljan ◽  
Berislava Starešinić
Keyword(s):  
Structural Equation ◽  
Brand Identity ◽  
Equation Modeling ◽  
Digital Form ◽  
National Brand ◽  
Creative Commons ◽  
Visual Identity ◽  
Research Propositions ◽  
Types Of Information ◽  
The Relationship

A message sent to a specific market or an audience contains certain types of information that affect the audience. For this reason, brand identity, nowadays increasingly in a digital form, plays an important role. Each state wants to create a robust, attractive, and different brand identity that will set it apart from other states and thus augment its reputation. This research aimed to determine the elements of brand identity that respondents mostly associate with Croatia and to examine their attitudes towards the belief that the brand identity that influences emotions is essential in the creation of national visual identity, as well as their attitudes towards the assumption that the brand identity of Croatia should be liked first by the inhabitants of Croatia, and only then by foreign tourists. Two research propositions were tested using the structural equation modeling, measuring the relationship between the emotional and formal elements of brand identity with the attitudes towards the emotions concerning the brand identity and the relevance of the brand identity to the country residents. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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