A Brand Like a Friend—How Brand Likeability Influences Brand Perception

2021 ◽  
pp. 147078532110391
Author(s):  
Martin Ohlwein ◽  
Pascal Bruno
Keyword(s):  
Product Quality ◽  
Brand Management ◽  
Price Premium ◽  
Price Fairness ◽  
Advantageous Position ◽  
Brand Attributes ◽  
Brand Perception

Being the customer’s friend is considered an advantageous position for a brand. To achieve this position, brand likeability, that is, the degree of perceived appeal a customer has for a brand, plays an important role. Research suggests that satisfaction and loyalty are outcomes of likeability. However, little is known about its influence on perceptions of objective brand attributes. The present study uncovers that brand likeability positively influences both product quality and price fairness. Moreover, likeability affects loyalty, both directly and mediated by the constructs of product quality, price fairness, and satisfaction. Thus, achieving likeability as a brand can be regarded as a key task of brand management. If a brand is perceived as likeable, the chances that customers will be willing to accept a price premium and overlook qualitative shortcomings of a product are higher.

scholarly journals Pengaruh Kualitas Produk, Price fairness, Citra Merek dan Kepercayaan Merek Terhadap Kepuasan Pelanggan Handphone Merek Samsung di Banjarmasin

2021 ◽  
Vol 8 (1) ◽  
pp. 1
Author(s):  
Abul Hasan Asy’ari ◽  
Anthonius Junianto Karsudjono
Keyword(s):  
Customer Satisfaction ◽  
Product Quality ◽  
Mobile Phones ◽  
Brand Image ◽  
Correlational Study ◽  
Brand Trust ◽  
Price Fairness

This study aims to determine the effect of Product Quality, Price Fairness, Brand Image, and Brand Trust variables on Customer Satisfaction of Samsung brand mobile phones. This research is a correlational study with the population is all people who own and use Samsung mobile phones that meet the requirements for respondents. The sample in this study was 125 respondents. The results showed that (1). Simultaneously the Product Quality, Price Fairness, Brand Image and Brand Trust variables significantly influence Customer Satisfaction (2). Partially, Product Quality and Price Fairness variables have no significant effect on Customer Satisfaction. Whereas the Brand Image variable, Brand Trust has a significant effect on Customer Satisfaction.

scholarly journals DO TAGLINES HAVE A POSITIVE IMPACT ON BUILDING THE BRAND PERCEPTION? A CASE STUDY ON KIT KAT

2016 ◽  
Vol 12 (1) ◽  
Author(s):  
Farooq-E Azam Cheema ◽  
Keyword(s):  
Brand Management ◽  
Positive Impact ◽  
Geographical Area ◽  
Strong Impact ◽  
Brand Associations ◽  
Brand Perception ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

Purpose: This study, focusing on the relationship of tagline and brand image, finds the impact of the Kit-Kat’s tagline on the product’s popularity. Methodology: For the purpose, a correlational test and regression analysis have been conducted. The data was collected by preselected enumerator through shoppers’ intercepts method by collecting the responses of 378 consumers of KitKat. Findings: Findings of the study suggest that taglines not only have strong impact on brand perception, but they also help in creating strong brand associations. Kit Kat is a famous brand that has various attributes and has gained popularity among the customers not just because of its tagline but because of various other elements. The Study has concluded that the tagline of the brand has a strong impact on building positive brand perception about Kit Kat. Practical Implications: This study contributes to knowledge development on brand management, and it might be helpful to other companies in designing their products’ taglines around correct parameters. However, limitation of this research is that it is based on the respondents of one area of Karachi. Hence, results may differ if this study is conducted in a wider geographical area with bigger sample size.

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.

How sales promotion display affects customer shopping intentions in retails

2020 ◽  
Vol 48 (12) ◽  
pp. 1337-1355 ◽  
Author(s):  
Mohammadbagher Gorji ◽  
Sahar Siami
Keyword(s):  
Product Quality ◽  
Sales Promotion ◽  
Price Fairness ◽  
Cross Sectional ◽  
Content Type ◽  
Repurchase Intentions ◽  
Perceived Product Quality ◽  
Cross Sectional Design ◽  
The Impact ◽  
The Relationship

PurposeThe purpose of this paper is to examine the impact of sales promotion display on customer intentions to purchase and repurchase, focusing on the moderating roles of perceived product quality and price fairness.Design/methodology/approachThis study employs a descriptive, quantitative, non-experimental research method using a cross-sectional design with a self-administered questionnaire. In total, 415 department store customers responded to the survey through an online research panel provider in Australia.FindingsThe results indicated that sales promotion display significantly affects the purchase and repurchase intentions. The findings also highlight the moderating role of perceived product quality and price fairness on customer shopping intentions. Lastly, it is confirmed that the joint moderating effects of perceived product quality and price fairness in the relationship between sales promotion display, purchase and repurchase intentions are significant.Practical implicationsBased on the study findings, managers could drive customer purchase and repurchase intentions using suitable visual objects in sales promotion and their appropriate in-store placement.Originality/valueThe present study introduced sales promotion display as a new dimension of store physical environment. This is the first study to investigate the relationship between sales promotion display and customer shopping intentions and incorporates customers' cognitive perceptions of price and quality in the conditioned effect of sales promotion display on shopping intentions. Moreover, this study brings up new insight into retailing literature by applying the classical conditioning theory in examining the links between sales promotion display and customer shopping intentions.

scholarly journals Exploring brand associations: an innovative methodological approach

2014 ◽  
Vol 48 (5/6) ◽  
pp. 1092-1112 ◽  
Author(s):  
Belinda Crawford Camiciottoli ◽  
Silvia Ranfagni ◽  
Simone Guercini
Keyword(s):  
Text Mining ◽  
Online Community ◽  
Brand Management ◽  
Methodological Approach ◽  
Interdisciplinary Approach ◽  
Computer Assisted ◽  
Brand Associations ◽  
Content Type ◽  
Brand Association ◽  
Brand Attributes

Purpose – The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consumers of fashion to determine the degree of matching with company-defined brand associations. Design/methodology/approach – The methodology is two-pronged, integrating qualitative market research techniques with quantitative text mining. It was applied to determine types and perceptions of brand associations among fashion bloggers with reference to three leading Italian fashion houses. These were then compared to brand associations found in company-generated texts to measure the degree of matching. Findings – The results showed consistent brand associations across the three brands, as well as substantial matching with company-defined brand associations. In addition, the analysis revealed the presence of distinctive brand association themes that shed further light on how brand attributes were perceived by blog participants. Practical implications – The methods described can be used by managers to identify and reinforce favourable brand associations among consumers. This knowledge can then be applied towards developing and implementing effective brand strategies. Originality/value – The authors propose an interdisciplinary approach to investigate brand associations in online communities. It incorporates text mining and computer-assisted textual analysis as techniques borrowed from the field of linguistics which have thus far seen little application in marketing studies, but can nonetheless provide important insights for strategic brand management.

Consumer response to retail performance of organic food retailers

2014 ◽  
Vol 116 (2) ◽  
pp. 212-227 ◽  
Author(s):  
Edward Shih-Tse Wang ◽  
Bi-Kun Tsai
Keyword(s):  
Service Quality ◽  
Product Quality ◽  
Behavioral Intentions ◽  
Risk Perceptions ◽  
Organic Food ◽  
Consumer Trust ◽  
Price Fairness ◽  
Content Type ◽  
Food Retailers ◽  
Performance Dimensions

Purpose – Understanding how retail performance can reduce risk perceptions and influence behavioral intentions remains a key issue for researchers. Consumer evaluations of a retailer's performance may form their risk perceptions and positive behavioral intentions toward the retailer. This study aims to extend previous research by proposing an integrative model that examines how three retail performance dimensions (product quality, service quality, and price fairness) influence consumer trust, risk perceptions, and repatronage intentions in the context of organic food retailing. Design/methodology/approach – Empirical data were collected from face-to-face interviews guided by a structural questionnaire. Consumers of organic food retailers located in Taiwan were asked to participate in the research and 416 usable questionnaires were collected. Structural equation modeling (SEM) through LISREL 8.70 was used to analyze the data. Findings – Results show that both product quality and price fairness have direct effects on consumer trust, risk perceptions, and indirect effects (through trust in retailer and transaction risk perceptions) on the intent to revisit an organic food retailer. Service quality only affects consumer trust directly, but not perceived transaction risk. In addition, service quality does not have a significant indirect effect on revisit intention. Originality/value – This study is the first to research essential issues for understanding the role of retail performance dimensions on transaction risk perceptions in organic food marketing practices in Taiwan.

scholarly journals Factors Influencing Online Repurchase Through Satisfaction

2020 ◽  
Vol 16 (2) ◽  
pp. 129-145
Author(s):  
Faris Saputra Saplina ◽  
Nazwirman Nazwirman ◽  
Anis Byarwati
Keyword(s):  
Data Analysis ◽  
Product Quality ◽  
Structural Equation Model ◽  
Structural Equation ◽  
Quantitative Research ◽  
Equation Model ◽  
Price Fairness ◽  
Purposive Sampling ◽  
Factors Influencing ◽  
Positive Effect

This research examines the influence of price fairness and product quality on satisfaction and repurchase on Tokopedia. This is a quantitative research that used Structural Equation Model (SEM) with SPSS and Lisrel software for data analysis. Purposive sampling is used to select samples, though it is limited to certain respondents. The minimum sampling size is 10 times the number of research indicators, with a total 149 respondents analyzed. Findings. The results showed that Price Fairness and Product Quality had significant and positive impacts on satisfaction. Furthermore, Product Quality and Satisfaction have significant and positive effect on repurchase, while Satisfaction mediates price fairness to Repurchase and Product Quality.

scholarly journals Hermeneutics as innovative method to design the brand identity of a nanotechnology company

2018 ◽  
Vol 12 (2) ◽  
pp. 181-205 ◽  
Author(s):  
Davide Settembre-Blundo ◽  
Alfonso Pedro Fernández del Hoyo ◽  
Fernando Enrique García-Muiña
Keyword(s):  
Business Strategy ◽  
Brand Management ◽  
Corporate Identity ◽  
Brand Identity ◽  
Content Type ◽  
New Business ◽  
Brand Perception ◽  
Main Input ◽  
Interpretative Approach ◽  
Industrial Branding

Purpose The purpose of this paper is to develop an innovative branding method based on the hermeneutical approach and interpretive theory, to respond to the need of a simple and effective tool to build corporate identity through an industrial brand identity design and, being a new business, has been considered the brand perception of their stakeholders as the main input to analyze. Design/methodology/approach The case study of a small- and medium-sized enterprise (SME), that produces nanomaterials for the business-to-business (B2B) industrial market, is used to design the new hermeneutic branding method. The methodology process has been structured in four phases that have marked the investigation and that correspond to four different levels of knowledge that, in succession, between them, constituted the so-called hermeneutic circle. Findings This new approach allowed us to understand the social phenomenon related to the brand: its characteristic, context and the brand itself. Though hermeneutic analysis has confirmed that business strategy is only part of a more complex system of brand management, it must also consider the competitive environment and the views of the stakeholders. Practical implications This paper contributes to research on industrial branding by adopting the hermeneutical approach in managerial practice. This paper is the first of its kind in detail modelling the design phases of a B2B brand, providing an operational tool for marketing specialists. Originality/value There is a lack of research studies in the methods for designing industrial brands. The contribution of this paper lies in proposing a new interpretative approach that, acknowledging the different expectations of the stakeholder in the supply chain, allows to draw a B2B brand that communicates the system values of the product and company.

scholarly journals Comparison of Luxury Brand Perception: Old (UK) vs. Modern (Russia) consumers’ perception toward Burberry Brand

2014 ◽  
Vol 1 (1) ◽  
pp. 7
Author(s):  
Irina Ivanovna Skorobogatykh ◽  
Olga Saginova ◽  
Zhanna Musatova
Keyword(s):  
Brand Management ◽  
Marketing Strategies ◽  
Fashion Industry ◽  
Luxury Brands ◽  
The Social ◽  
Brand Perception ◽  
The Uk ◽  
Luxury Industry ◽  
Brand Consistency

With globalization and increased mobility consumers can easily access the same brand in different markets, interpreting the meaning and the social statuses they represent. That is why maintaining brand consistency across countries should be of great importance for companies’ brand management and marketing strategies, especially in the luxury industry where profitability and long-term success rely on consumers’ perceptions of luxury brands. This paper examines brand image consistency of luxury brands in the fashion industry, through an exploratory study of consumers’ perception of the Burberry brand in the UK and Russia.

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