Exploring Brand Positioning in a Sponsorship Context: A Correspondence Analysis of the Dew Action Sports Tour

2008 ◽  
Vol 22 (6) ◽  
pp. 734-761 ◽  
Author(s):  
Mauricio Ferreira ◽  
Todd K. Hall ◽  
Gregg Bennett
Keyword(s):  
Correspondence Analysis ◽  
Soft Drink ◽  
Demographic Characteristics ◽  
Target Market ◽  
Brand Positioning ◽  
Action Sports ◽  
Managerial Implications ◽  
The Cross ◽  
Tabulated Data ◽  
Target Markets

In this study, we used correspondence analysis (Greenacre, 1984; Hoffman & Franke, 1986) to examine connections between the title sponsor, brand competitors, and consumer targets exposed to a sponsorship. Demographic characteristics and self-reported use of 20 soft drink brands were collected from 1,138 attendees of four of the five inaugural events of the Dew Action Sports Tour. The analyses consisted of decomposing the cross-tabulated data into latent dimensions and graphically portraying brands and consumer targets in joint preference maps. Results revealed that consumers differentiated the 20 soft drink brands based on two latent dimensions: energy/diet and convenience. Furthermore, based on proximity of the target market to the title sponsor in the maps, it appears that Mountain Dew has been relatively effective in positioning the brand for key target markets in only one of the four cities examined. Theoretical and managerial implications of the findings are discussed.

scholarly journals Stakeholders’ perceptions and reputational antecedents

2015 ◽  
Vol 12 (3) ◽  
pp. 314-329 ◽  
Author(s):  
S. M. Riad Shams
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Target Market ◽  
Brand Positioning ◽  
Case Study Approach ◽  
Content Type ◽  
Stakeholder Relationships ◽  
Study Approach ◽  
The Impact

Purpose – It is recognised that reputation is a relational construct; however the impact of stakeholders’ various relational dimensions on their perceptions to influence reputation is not widely understood. The purpose of this paper is to add to the current understanding of stakeholders’ relationships, interactions, their subsequent relational dimensions and its impact on stakeholders’ perceptions to further influence relational reputation. Design/methodology/approach – This paper takes a case study approach. Findings – The findings of this study recognise the impact of relationship marketing (RM) on the influence of stakeholders’ perceptions. It discusses how RM substantiate the pertinent authenticity (symbolises reputation), relevance and differentiation (represent brand positioning) of an organisation’s profile and/or their market offerings, in relation to the interest of the target market through the cause and consequence of stakeholder relationships and interactions to influence their perceptions. The findings acknowledge 11 RM dimensions that have relational implications to nurture stakeholders’ perceptions and subsequent relational reputation, which appear viable across industries and markets. Originality/value – Underlying the cause and consequence of stakeholder relationships and interactions; these 11 RM dimensions emerge as antecedents to form/reform relational reputation. Further academic and professional implications of the findings are briefly discussed.

scholarly journals Prevalence of workplace bullying of South African employees

2012 ◽  
Vol 10 (3) ◽  
Author(s):  
Leanri Cunniff ◽  
Karina Mostert
Keyword(s):  
South African ◽  
Workplace Bullying ◽  
Demographic Characteristics ◽  
Negative Effects ◽  
Cross Sectional ◽  
Demographic Groups ◽  
Diversity Experiences ◽  
Managerial Implications ◽  
Value Add ◽  
Survey Approach

Orientation: Workplace bullying has negative physical and psychological effects on employees and several negative effects on organisations. Research purpose: The purpose of the research was to determine the prevalence of workplace bullying in South Africa and whether there are differences in employees’ experiences of bullying with regard to socio-demographic characteristics, sense of coherence (SOC) and diversity experiences.Motivation for the study: This study intended to draw attention to the implications and negative effects of workplace bullying and to determine whether employees with certain socio-demographic characteristics, SOC levels and diversity experiences experience higher levels of bullying than others do.Research design, approach and method: The researchers used a cross-sectional field survey approach. They used an availability sample (N = 13 911). They computed frequencies to determine the prevalence of workplace bullying and used a multivariate analysis of variance (MANOVA) and analyses of variance (ANOVAs) to determine the differences between the groups.Main findings: The results showed that 31.1% of the sample had experienced workplace bullying. The researchers found significant differences between all the socio-demographic groups. Participants with higher levels of SOC, and who experienced diversity positively, reported lower levels of workplace bullying.Practical/managerial implications: Employers need to realise that workplace bullying is a common problem amongst South African employees and should ensure that they have the necessary prevention methods.Contribution/value-add: This study contributes to the limited research on the prevalence of workplace bullying and its relationship with SOC and diversity experiences in the South African workplace.

scholarly journals Study the Effect of Culture on Customer Loyalty on the Target Markets for Successful Export

2017 ◽  
Vol 9 (2) ◽  
pp. 148 ◽  
Author(s):  
Farzad Tarhani ◽  
Solmaz Janfadaei
Keyword(s):  
Cultural Values ◽  
Customer Loyalty ◽  
Cultural Beliefs ◽  
Foreign Market ◽  
Structural Equations ◽  
Cultural Dimension ◽  
Target Market ◽  
Validity And Reliability ◽  
Wide Range ◽  
Target Markets

Export deals with a wide range of environmental factors, customers and competitors that are different with the domestic market. That’s why market research and export promotion require management plans and appropriate procedures to their target markets and audiences. Exporter before entering a foreign market requires that by doing the necessary research on the marketrealizethe type of information required and how to collect it from a country other than their country and study about the cultural dimensions.In fact, differences in the environment, cultural, legal, political, economic, financial, geographic, multinational markets, free trade zones and economic agreements include the level of economic development and the risks and major exporter that they should do an investigation to consider the conditions of satisfaction and thus increase customer loyalty.This applied research was done aims to determine the effect of culture on customer loyalty at target markets for successful export using a descriptive method by a questionnaire that its validity and reliability was calculated. To analyze the issue of structural equations and correlation test was used. Based on the results, this study found a relationship between the cultural dimension, cultural beliefs and cultural values and traditions with customer loyalty at target market.

scholarly journals Designing a Promotional Video as a Tool to Promote Swiss-Belinn Airport Hotel Surabaya to its Target Market

K ta Kita ◽  
2020 ◽  
Vol 8 (2) ◽  
pp. 201-211
Author(s):  
Nathalia Cindy Cindy
Keyword(s):  
Target Market ◽  
Creative Thesis ◽  
Project Report ◽  
Final Project ◽  
Close Proximity ◽  
Short Video ◽  
Promotional Video ◽  
Potential Customers ◽  
Target Markets

This is a Creative Thesis Final Project Report on a problem at Swiss-Belinn Airport Hotel Surabaya (SAHS). SAHS is a hotel that is located strategically in close proximity to Juanda Airport. The hotel has three types of rooms and provide various facilities, such as restaurant, pool etc. The target markets for these products are people who need meeting rooms, and are away on business trips, vacations, and transit. However, the hotel is struggling to reach out to individual guests. Thus, in order to effectively introduce and inform the hotel to a wider population, a tool is needed. A Promotional Video (PV) is a short video or movie to promote a product or service to potential customers. PV can highlight the USP of the hotel. However, due to the current pandemic, creating the promotional video is unattainable. Thus, this thesis would cover interviews for the data and/until the act of creating the plotline for the promotional video.Keywords: Promotional tool, promotional video, USP, target market

scholarly journals Exploration of Methods for Small Businesses in Determining The Brand Positioning through Marketing Mix Concept

The Winners ◽  
2018 ◽  
Vol 19 (1) ◽  
pp. 1
Author(s):  
Irene Teresa Rebecca ◽  
Anita Maharani
Keyword(s):  
Social Media ◽  
Quality Assurance ◽  
Small Businesses ◽  
Research Method ◽  
Marketing Mix ◽  
Product Line ◽  
Business Owner ◽  
Brand Positioning ◽  
Managerial Implications ◽  
Depth Interviews

The purpose of this study was to show how small business owner reconstructed brand for its products through the concept of 7Ps. The research method used was qualitative, with in-depth interviews with the owner of the brand Keona. The results show that Keona products keep producing an updated model that is able to compete, supported by price and after-sales service. Then, consumers can find the products through the variety of channels. Results of this study encourages managerial implications that the business owner of bag Keona should keep up the quality assurance of its products, referring to standard operational procedures for service. Moreover, the owner should also optimize the features of social media as a means of marketing, and produce product line for any segments.

Correspondence Analysis: Graphical Representation of Categorical Data in Marketing Research

1986 ◽  
Vol 23 (3) ◽  
pp. 213-227 ◽  
Author(s):  
Donna L. Hoffman ◽  
George R. Franke
Keyword(s):  
Correspondence Analysis ◽  
Categorical Data ◽  
Graphical Representation ◽  
Dimensional Space ◽  
Soft Drink ◽  
Marketing Research ◽  
Data Matrix ◽  
Soft Drink Consumption ◽  
Analysis Technique ◽  
Low Dimensional

Correspondence analysis is an exploratory data analysis technique for the graphical display of contingency tables and multivariate categorical data. Its history can be traced back at least 50 years under a variety of names, but it has received little attention in the marketing literature. Correspondence analysis scales the rows and columns of a rectangular data matrix in corresponding units so that each can be displayed graphically in the same low-dimensional space. The authors present the theory behind the method, illustrate its use and interpretation with an example representing soft drink consumption, and discuss its relationship to other approaches that jointly represent the rows and columns of a rectangular data matrix.

You are what you wear: examining the multidimensionality of religiosity and its influence on attitudes and intention to buy Muslim fashion clothing

2020 ◽  
Vol 24 (1) ◽  
pp. 121-136
Author(s):  
Daniel Tumpal H. Aruan ◽  
Iin Wirdania
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Muslim Women ◽  
Equation Model ◽  
Target Market ◽  
Muslim Country ◽  
Research Subjects ◽  
Content Type ◽  
Five Dimensions ◽  
Managerial Implications

PurposeMuslim fashion clothing has become an attractive market both for marketers and fashion designers. When it comes to faith, religiosity factor becomes important; thus, it should be incorporated as a predictor for consumers' attitude and purchase intention. The purpose of this research is to examine the extent to which religiosity influences consumers' decision making when buying Muslim clothes. This research also examines whether religiosity could be observed from the type of clothes consumers wear.Design/methodology/approachThe research was conducted in Indonesia as it was the most populous Muslim country in the world. Research subjects were Muslim women who wear Muslim clothes, both sharia and non-sharia.FindingsA total of 379 Muslim women respondents participated in the survey. Using the structural equation model, the analysis finds that religiosity has a significant effect on consumers' buying decision, but the mediating influence of affective attitude and self-presentation is only found partially for specific types of clothes. The managerial implications of these findings are discussed in this paper.Practical implicationsFindings of this research would benefit Muslim clothes marketers and designers to correctly approach their target markets. Marketers can infer the religiosity level of consumers from the clothes they wear so that marketers need to provide communication programs with religious messages that could arouse consumers' affective attitudes that ultimately lead to buying decision. Marketers can focus more on handling their target customers based on the type of clothing segment: sharia and non-sharia.Originality/valueThis study discovered that, with respect to Muslim clothes, the five dimensions of religiosity promoted by Faulkner and De Jong (1966) can be reduced to two factors, namely faith and deeds. In addition, this study revealed that religiosity is strongly correlated with the type of clothing consumers wear so that marketers can implement strategies that are suitable for their target market.

An INDSCAL-Based Approach to Multiple Correspondence Analysis

1988 ◽  
Vol 25 (2) ◽  
pp. 193-203 ◽  
Author(s):  
J. Douglas Carroll ◽  
Paul E. Green
Keyword(s):  
Survey Data ◽  
Correspondence Analysis ◽  
Multiple Correspondence Analysis ◽  
Demographic Characteristics ◽  
Data Set ◽  
Principal Axes

Current methods of multiple correspondence analysis (MCA) provide configurations that are expressed in terms of principal axes. These solutions are not invariant over rotations. The authors propose an approach to MCA that entails an INDSCAL analysis of normalized Burt matrices (as commonly obtained from MCA). The resulting configuration is uniquely oriented and dimension weights also are obtained for each contributory data set. The method is applied to survey data describing relationships among respondent demographic characteristics and recent car purchases.

Typology of advertising music components and consumers’ responses to the brand

2019 ◽  
Vol 34 (3) ◽  
pp. 47-82
Author(s):  
Alice Zoghaib
Keyword(s):  
Classical Music ◽  
Brand Management ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Managerial Implications ◽  
Preliminary Study ◽  
The Cross ◽  
Brand Perception ◽  
Cross Fertilization

The present research aims to explore the effects of advertising music components (MCs) on brand perception, attitude, and purchase intentions using the cross-fertilization between research in marketing and musicology. Previous research has shown that the MCs (e.g. tempo, mode, and timbre) of advertising music can influence brand perception. However, few MCs have been studied and without controlling the influence of all MCs. In addition, existing categorizations of MCs are not applied to advertising music and mainly focus on classical music. A preliminary study analyzing 125 advertising music pieces with musicologists provides a typology of advertising MCs and of induced brand perceptions. Four experiments then explore the effects of advertising MCs in different contexts (music in the foreground, music in the background with a neutral message, music in the background with a non-neutral message, and replication with a real, well-known brand). The research indicates the influence of each advertising MC on brand perception while controlling for all MCs. In particular, some MCs induce the same brand perception. Their perceptual influence remains the same when they are in the background or when they are incongruent. They can even change the perception of a well-known brand, as well as influence brand attitude and purchase intentions. Conceptual and methodological implications for research on music and brand management as well as managerial implications are discussed.

Keeping It Real or Bridging the Gap? Brand Positioning of U.S. Sport Teams in Germany and China

2021 ◽  
pp. 1-13
Author(s):  
Anton Behrens ◽  
Yanxiang Yang ◽  
Sebastian Uhrich
Keyword(s):  
Customer Orientation ◽  
Team Sport ◽  
International Markets ◽  
Target Market ◽  
Brand Positioning ◽  
Local Adaptations ◽  
Foreign Brand ◽  
Sport Teams ◽  
Underlying Mechanisms ◽  
The U.S

Professional team sport brands are increasingly striving to conquer markets abroad. However, little is known about promising brand positioning strategies in international markets. In the context of U.S. team sport brands’ efforts to attract satellite fans in two different target markets (i.e., Germany and China), this research uses three experimental online studies to test the relative effects of two foreign brand positioning strategies (purely foreign vs. locally integrated foreign) on satellite fans’ attitudes toward the strategy and brand interaction intentions. Findings suggest that fans’ responses depend on the target market. While German fans respond more favorably to purely foreign brand positioning, Chinese fans prefer local adaptations of the U.S. brands to Chinese customs. These diverse effects can be explained by different underlying mechanisms: purely foreign brand positioning increases perceptions of authenticity among German fans, while locally integrated foreign brand positioning increases perceived customer orientation and pride among Chinese fans.

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