Managing omni-customer brand experience via augmented reality

2020 ◽  
Vol 23 (3) ◽  
pp. 427-445 ◽  
Author(s):  
Maria Teresa Cuomo ◽  
Debora Tortora ◽  
Giuseppe Festa ◽  
Francesca Ceruti ◽  
Gerardino Metallo
Keyword(s):  
Augmented Reality ◽  
Brand Management ◽  
Research Question ◽  
Customer Behavior ◽  
Brand Value ◽  
Brand Experience ◽  
Store Brand ◽  
Chain Store ◽  
Content Type ◽  
Customer Segment

Purpose The adoption of augmented reality (AR) settings represents an extraordinary opportunity to enrich the value of the omni-customer brand experience, especially in fashion retail. AR enhances the brand of extra-contents, both informational and sensorial, amplifies its significance toward consumers and inflects its commercial and emotional charm through new dimensions in the store. In this light, the purpose of this paper is to verify whether AR affects customer behavior toward brands in the retailing system. Design/methodology/approach By means of a qualitative approach, a preliminary research question linking technological settings of the store/brand and customer informational eagerness has been analyzed in a fashion retailing chain store. To frame the research question, the omni-customer segment perspective has been assumed, taking into consideration two main dimensions as follows: implementation of in-store AR settings; and affective/cognitive/functional structure of the experiential brand value. Findings Preliminary findings suggest that AR can create extra brand value by simplifying the decision-making process and engaging customers. In the sum four “realms” in terms of augmented brand experience can emerge and be managed by retailers. Originality/value Even though the contribution of AR is easily understood in selling activities from a marketing perspective, very few retail applied studies can be found to-date. The present analysis aims to narrow this gap. It also contributes to brand management, stimulating the integration of the AR dimension as an additional facet of a brand tool kit in the “project” for value co-creation.

The use of social media by South African organisations

2018 ◽  
Vol 15 (2) ◽  
pp. 198-210 ◽  
Author(s):  
Nomusa Nomhle Dlamini ◽  
Kevin Johnston
Keyword(s):  
South Africa ◽  
Social Media ◽  
South African ◽  
Quantitative Research ◽  
Brand Management ◽  
Research Question ◽  
Management Tool ◽  
Content Type ◽  
Quantitative Research Methods ◽  
Main Research

Purpose The purpose of this paper is to present how organisations in South Africa are using social media. The paper further explores the value of social media to South African organisations and if it is important for an organisation to have a social media presence. Design/methodology/approach The study used quantitative research methods to answer the main research question and sub-questions. Findings The data collected revealed that most organisations in South Africa are using social media for free advertising, CRM and marketing. The popular social media sites used by these organisations are Facebook and Twitter, with LinkedIn increasing in popularity. The data further revealed that social media is important in organisations for relationship building, contact keeping advertising, marketing, attracting customers, brand management and information gathering. Research limitations/implications The role of social media is changing, it was initially a marketing tool, but the findings revealed that majority of organisations are using social media for free advertising, CRM and marketing. Social media is an easy CRM tool that offers effective and efficient capabilities. Practical implications It is important to use integrate social media with the organisations processes to market and advertise new products, it is an instant and cost-saving way of communicating with customers, and helps in reaching and attracting new customers. Social implications Social media is important for keeping contact and building relationships with customers, advertising and marketing, way to attract customers, brand management tool and gathering information. Originality/value The study provides guidance to how organisation can use social media, identifying the value of using social media and highlighting the importance of social media in an organisation in the South African context.

Retail store community and its impact on store success

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cara Peters ◽  
Charles D. Bodkin
Keyword(s):  
Research Question ◽  
Retail Store ◽  
Grocery Shopping ◽  
Store Brand ◽  
Content Type ◽  
Brand Communities ◽  
Employee Trust ◽  
The Usa ◽  
Community Strategy ◽  
Shopping Enjoyment

PurposeThe purpose of the study was to examine the potential outcomes of consumers' intention to engage retail store community. The research question focused on: what impact will intention to engage retail store community have on store satisfaction, store commitment, shopping enjoyment and store employee trust?Design/methodology/approachSurvey data were collected from a national panel of 232 adult consumers in the USA. The theoretical model and hypotheses were tested using path analysis in AMOS.FindingsThe model was supported. Intention to engage retail store community had a significant impact on store employee trust, shopping enjoyment, store satisfaction and store commitment. In addition, store employee trust and store satisfaction had a significant impact on store commitment.Research limitations/implicationsThe study identified a breadth of outcomes that result from an intention to engage with retail store community. Furthermore, the study is limited to a grocery shopping retail store context and only outcomes are identified.Practical implicationsManagerially, retailers want to find innovative ways to compete in the marketplace, and the findings of this study highlight the benefits that can accrue to retailers who want to pursue a community strategy.Originality/valueFew papers have examined retail store brand communities, and none has identified the outcomes of intention to engage with retail store community.

Brand management in the era of fake news: narrative response as a strategy to insulate brand value

2019 ◽  
Vol 29 (2) ◽  
pp. 159-167 ◽  
Author(s):  
Adam J. Mills ◽  
Karen Robson
Keyword(s):  
Brand Management ◽  
Management Strategies ◽  
Emotional Engagement ◽  
Brand Value ◽  
Fake News ◽  
Content Type ◽  
News Stories ◽  
Narrative Response ◽  
Conceptual Paper ◽  
Insight Into

Purpose Brand value is increasingly threatened by fake news stories; the purpose of this paper is to explain how narrative response can be used to mitigate this threat, especially in situations where the crisis is severe and consumers are highly involved. Design/methods This conceptual paper derives recommendations and guidance for the use of narrative response based on storytelling and brand management literature. Findings This paper highlights authenticity and emotional engagement as keys to effective storytelling. Practical implications Current managerial approaches to dealing with misinformation are insufficient, as they presuppose an audience that can be convinced based on facts; this paper can be used to help brand managers respond to fake news stories when rational appeals fail. Originality/value This paper provides insight into brand management strategies in the era of fake news.

How previous positive experiences with store brands affect purchase intention in emerging countries

2017 ◽  
Vol 34 (4) ◽  
pp. 536-558 ◽  
Author(s):  
Mbaye Fall Diallo ◽  
Jose Ribamar Siqueira Jr
Keyword(s):  
Latin American ◽  
Cultural Context ◽  
Purchase Intention ◽  
Emerging Countries ◽  
Previous Experience ◽  
Brand Experience ◽  
Store Brand ◽  
Store Brands ◽  
Mediation Effects ◽  
Content Type

Purpose Brand experience is a key factor that helps elucidate why consumers choose a given brand among others. The purpose this paper is to investigate how previous experience with store brands affects store brand purchase intention in two emerging markets and whether the cultural context moderates the relationships between store brand positive or negative cues and store brand purchase intention. Design/methodology/approach A store-intercept survey undertaken in the Latin American context generated 769 usable responses from consumers of two metropolitan cities (Brasilia and Bogota), respectively, in Brazil and Colombia. The questionnaires were collected in four well-established retail chains by professional investigators. Structural equation modelling was used to test a series of proposed hypotheses. Findings Overall, this paper reveals that consumers in Latin America do care about brand experience when shopping. More specifically, the results indicate that previous positive experience with store brands has a positive effect on consumer purchase intention in both countries investigated. In Brazil, store brand price perceptions mediate rather strongly the relationship between previous experience with store brands and purchase intention. In contrast, this effect is weak in Colombia. Store brand perceived risk has significant mediation effects in Brazil, but no mediation effects in Colombia. The authors also underline heterogeneous moderation effects of the cultural context, suggesting that common perceptions of Latin America as a culturally homogeneous region are stereotypical. Research limitations/implications Respondents were consumers of only two Latin American emerging countries (Brazil and Colombia) and shoppers of two retail chains in each country. Caution should therefore be exercised when generalising the results to other emerging markets. Practical implications The paper offers recommendations on how to standardise/adapt brand experience management in different Latin American markets. Overall, retailers should go beyond the transaction itself and establish true differentiation using different store brand ranges. However, due to differences in cultural contexts, marketing communication should adopt different approaches to each country: emphasise the price advantages of store brands in Brazil, but focus on other factors such as quality in Colombia. Because they are culturally bound, risk perceptions towards store brands should also be managed carefully. It would be possible to target premium consumer segments with standard store brands in Colombia while a more sophisticated approach is necessary in Brazil (e.g. co-branding or launching more premium store brands). Originality/value By employing three theoretical frameworks (learning theory, cue utilisation theory and culture theory), this research investigates the effect of previous experience with store brands on purchase intention in two emerging countries that are geographically close but culturally different. It highlights direct and indirect processes of brand experience and underlines significant structural path differences between the two Latin American countries investigated in terms of consumption behaviour towards store brands.

Brand management in a situation of an economic crisis

2016 ◽  
Vol 28 (4) ◽  
pp. 743-758 ◽  
Author(s):  
Rafał Drewniak ◽  
Robert Karaszewski
Keyword(s):  
Emerging Markets ◽  
Brand Management ◽  
Good Time ◽  
Brand Value ◽  
Content Type ◽  
Secondary Sources ◽  
Course Of Action ◽  
Starting Point ◽  
The World ◽  
Marketing Activities

Purpose The purpose of this paper is to present modern marketing tools used by today’s businesses to maintain or strengthen the value of their brands in the conditions of deteriorating economic situation. The specific purpose is an analysis of activities that might be attempted by companies in emerging markets in order to increase the strength of their brands. Design/methodology/approach The paper presents the determinants of the development of brand value. An analysis has also been made of activities connected with the development of the brand based on the experience of the best brands in the world. Considerations are based on secondary sources, from national and international journals, books, magazines and specialist reports, as well as were supported by research results of the most valuable brands in the world. Findings The paper provides the insight of marketing activities, that may favor building brand value in the time of recession. It was suggested that recession may be a good time for some companies to invest in the brand. However, today’s competition conditions are forcing companies to used more modern marketing techniques in order to build a positive brand image. In addition, customers increasingly expect to be able to engage in brand and wish to influence its image. Practical implications The paper includes implications for companies in emerging markets, through which it is possible to effectively manage brand value in the time of crisis. These proposals are an important course of action for companies from emerging markets, which tend to increase the strength of its brand. Originality/value Due to the fact that the considerations in the paper relate to general proposals for action, the results can constitute a starting point for in-depth research in the future. An interesting issue would be to assess the effectiveness of the proposed activities in emerging markets.

scholarly journals Corporate branding and value creation for initiating and managing relationships in B2B markets

2020 ◽  
Vol 23 (4) ◽  
pp. 627-661
Author(s):  
Sena Ozdemir ◽  
Suraksha Gupta ◽  
Pantea Foroudi ◽  
Len Tiu Wright ◽  
Teck-Yong Eng
Keyword(s):  
Value Creation ◽  
Corporate Branding ◽  
Brand Management ◽  
Brand Value ◽  
Brand Relationships ◽  
Corporate Brand ◽  
Content Type ◽  
Relationship Initiation ◽  
Business Customers

Purpose This study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business (B2B) context. The objectives of this study can be framed in the following three questions: what are the main constituents of a corporate brand; how does a corporate brand generate tangible and intangible brand value for their business customers; and how do tangible and intangible brand benefits influence relationship initiation and management practices of the case companies? Design/methodology/approach The study adopts a qualitative multiple cases study design by using archival data and both in-depth telephone and online interviews with senior representatives of the case study companies to investigate corporate branding and associated issues in a B2B context. Findings From a managerial perspective, this study reveals that corporate business culture, brand relationships, products and corporate identity and personality as the main constituents of a corporate brand in a B2B context. The results show that a corporate brand can generate intangible and tangible brand value benefits for business customers. The findings also note the importance of brand value in enhancing relationship initiation. Originality/value The study contributes to the branding literature by developing a conceptual model that explains the development and role of the corporate brand in a B2B context with its associated value creation and brand management outcomes. The findings advance brand management literature on business relationships, which addresses a gap in B2B contexts rather than mainly about product brand management and value creation in business-to-consumer contexts.

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.

Integrating risk literacy into brand management

2016 ◽  
Vol 26 (2) ◽  
pp. 204-218
Author(s):  
Dorian-Laurentiu Florea ◽  
Claudiu-Catalin Munteanu ◽  
Alexandra-Elena Postoaca
Keyword(s):  
Risk Management ◽  
Brand Equity ◽  
Brand Management ◽  
Evaluation Methodology ◽  
Brand Value ◽  
Brand Strength ◽  
Content Type ◽  
Implementation Model ◽  
Mathematical Formulas ◽  
Risk Literacy

Purpose The purpose of this paper is to integrate brand equity into companies’ overall risk assessment by suggesting a methodology of evaluating the relevant aspects of brand risk. Design/methodology/approach Based on a theoretical framework which discriminates between brand assets, brand strength and brand value, this paper set two alternative directions that can be followed to assess brand risk: a financial direction, which accounts on brand value, and a marketing direction, which stresses on brand assets and brand strength. Following the latter one, this paper provides mathematical formulas which contain specific factors of volatility that can be integrated in a future scoring system. Findings This paper proposes four major risks that need to be considered when evaluating brand assets risk: reputational risk, presence risk, loyalty risk and halo effect risk. This paper provides an evaluation methodology for each one. In addition, a 12-step implementation model is proposed as a managerial guideline for integrating brand risk in the companies’ risk management. Originality/value This paper emphasizes the importance of considering brand equity as a potential source of risk and thus integrating it into risk management. Also, we continue Abrahams’ pioneer work on adding risk literacy into brand management.

Determinants of store brands’ success: a cross-store format comparative analysis

2014 ◽  
Vol 42 (7) ◽  
pp. 595-612 ◽  
Author(s):  
Cristina Calvo-Porral ◽  
Jean-Pierre Lévy-Mangin
Keyword(s):  
Comparative Analysis ◽  
Structural Equation ◽  
Positive Influence ◽  
Equation Modeling ◽  
Brand Value ◽  
Store Brand ◽  
Store Brands ◽  
Content Type ◽  
On Line ◽  
Price Image

Purpose – The purpose of this paper is to focus in customer-based store brand value by comparing three different retailing formats – supermarkets, hypermarkets and discounters – in order to assess how store brand value stems from and to understand the store format influence. Design/methodology/approach – Respondents were randomly selected and data were collected using an on-line structured questionnaire, focussing on Spanish large retailers. Then, hypotheses were tested performing structural equation modeling. Findings – The results suggest that perceived quality, price image along with store commercial image have significant positive influence on store brand value and purchase intent. Moreover, store brands’ performance in the marketplace depends on different variables across the analyzed retailing formats. Research limitations/implications – These variables may be managed by retailers in order to enhance their own brands’ value proposition. These research implications should be considered within the context of a geographical limitation, despite providing the basis for further research on the topic. Originality/value – The study adds to the growing literature in retailing a cross-store format comparative analysis, remaining a deeper understanding on how store brands create value from the consumers’ standpoint, based on an empirical research in a European developed market.

E-store brand personality congruence for multichannel apparel retail brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jae Youn Chang ◽  
Wi-Suk Kwon
Keyword(s):  
Online Survey ◽  
Brand Management ◽  
Negative Impact ◽  
Brand Personality ◽  
Store Brand ◽  
Content Type ◽  
Image Congruence ◽  
Store Patronage ◽  
Patronage Intention ◽  
Brand Personality Congruence

PurposeThis study aims at examining the role of the e-store brand personality congruence/incongruence of a multichannel apparel retailer in the formation of consumers' perceived e-store brand fit and e-store patronage intention, based on the concept of image congruence.Design/methodology/approachAn online survey was conducted with a US national sample of 458 female consumers (20–50 years old) who had shopped for clothing online.FindingsResults revealed that e-store brand personality incongruence in three personality dimensions had a negative impact on consumers' e-store patronage intention directly as well as indirectly by reducing the consumers' global perception of the e-store brand fit. Further, the retailer's relevance to the consumer moderated the relationship between the perceived e-store brand fit and e-store patronage intention in that this relationship was significantly greater among consumers with a high (vs low) perceived self-relevance of the retail brand.Practical implicationsThe findings highlight the importance of symbolically integrated cross-channel brand management for multichannel apparel retailers by clearly identifying their brand personality and carefully crafting it into their e-store interface design and e-store visual merchandising to convey the brand personality.Originality/valueThis study expands the application of image congruence to the cross-channel image congruence phenomenon in multichannel retailing environments by examining the e-store brand image congruence employing both direct and indirect approaches.

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