The influence of brand symbol and brand name matching on brand preference - Focusing on the differences between product types and symbolic expressions -

Abstract Introduction: Advertising plays a major role in smoking behavior and forming brand preferences. Additionally, the most advertised tobacco brands have also been the most preferred. Maintaining brand loyalty in Latin America remains a priority for the tobacco industry. Objective: The purpose of this study was to explore tobacco brand preference trends from 2003 to 2006, and explore marketing and advertising factors that might be associated with these trends. Study group: Data for this study came from Mexican adolescents residing in cities that participated in the Global Youth Tobacco Survey in both 2003 and 2006 and reported smoking either Marlboro or Camel cigarettes in the past 30 days. Methods: Respondents reported the brand name of their preferred cigarette during the past 30 days. Multivariate regression analysis was used to determine differences by brand preference and exposure to tobacco marketing and advertising, which was assessed using six items. Results: In 2003, most adolescents preferred Marlboro. By 2006, older boys preferred Camel cigarettes to Marlboro, while girls’ preference for Camel was similar to their preference for Marlboro. Adolescents that preferred Camel cigarettes in 2003 also reported greater exposure to tobacco marketing and advertising. Conclusion: Findings indicate that there are ongoing shifts in youth brand preference in Mexico, and that these shifts might be related to marketing and advertising practices. There is an ongoing need for monitoring marketing and advertising practices in an effort to protect adolescents from tobacco company exploits.

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Corporate rebranding and brand preference

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-10-2013-0120 ◽

2014 ◽

Vol 26 (4) ◽

pp. 602-620 ◽

Cited By ~ 3

Author(s):

Angelina Nhat Hanh Le ◽

Julian Ming Sung Cheng ◽

Hadi Kuntjara ◽

Christy Ting-Jun Lin

Keyword(s):

Undergraduate Students ◽

Evolutionary Strategies ◽

Consumer Attitude ◽

Brand Preference ◽

Brand Name ◽

Research Subjects ◽

Content Type ◽

Research Findings ◽

The Impact ◽

Corporate Rebranding

Purpose – The purpose of this paper is to investigate the moderating roles of brand name attitude and product expertise on the impact of different corporate rebranding strategies on consumer brand preference. Rebranding strategies include evolutionary and revolutionary rebranding strategies, while brand name attitude is consumer attitude towards a firm's original brand name and consumer product expertise refers to the consumer knowledge related to the brand's product or service. Design/methodology/approach – A 2×2 factorial experimental design is used to examine the proposed hypotheses. In total, 220 undergraduates from a public university in Taipei of Taiwan participate in the experiment. Findings – The findings indicate that given brand repositioning is preferable, the use of evolutionary rebranding strategies is superior in enhancing consumer brand preference in the case of pleasant original brand name attitude, while the use of revolutionary strategies is superior when consumers hold less pleasant attitude. In addition, expert consumers show similar responses towards the two rebranding strategies, whereas evolutionary strategies seem to be more effective than revolutionary ones in enhancing consumer brand preferences in the case of novice consumers. Research limitations/implications – A convenient sampling method was employed and undergraduate students were the research subjects. Besides, a fictitious brand was used in the experiment design. As a result, the generalisability and applicability of the current research findings should be considered and carried out with cautions. Practical implications – The findings of the research provide empirical understanding on the use of rebranding strategies to generate higher levels of brand preference under contingencies, thus helping brand managers apply a more appropriate type of rebranding strategies when necessary. Originality/value – The current study is the preliminary causal-oriented work to provide guidance with appropriate rebranding strategies under the contingencies of consumers’ original brand name attitude and product expertise.

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The Development between Brand Name Linguistic Characteristics and Brand Preference

International Journal of Business and Economic Affairs ◽

10.24088/ijbea-2019-46003 ◽

2019 ◽

Vol 4 (6) ◽

pp. 282-292

Author(s):

YASUKO KOSHIKAWA

Keyword(s):

Brand Preference ◽

Brand Name

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BRAND NAMING: SOUND SYMBOLISM, BRAND PREFERENCE AND BRAND PERFORMANCE

STUDIES AND SCIENTIFIC RESEARCHES ECONOMICS EDITION ◽

10.29358/sceco.v0i20.275 ◽

2015 ◽

Author(s):

Alina Catalina Duduciuc ◽

Loredana Ivan

Keyword(s):

Applied Research ◽

Brand Names ◽

Sound Symbolism ◽

Brand Preference ◽

Brand Name ◽

Brand Performance ◽

Front Vowel ◽

Experimental Purpose ◽

And Performance

The aim of this study is to highlight the importance of sound symbolism for Romanian marketing and advertising applied research. Previous research showed that the phonetic structure of brand name communicates its characteristics, i.e. it drives consumers to assess certain features and performance of the product. We assumed that when consumers encounter an unknown brand name, they automatically infer characteristics from the meaning conveyed by the sounds (e.g. phonemes). Therefore, we supposed that a brand name for a shampoo (artificially created on experimental purpose) containing back vowels is evaluated better by consumers when they compare it to another brand name with front vowels. Furthermore, we tested the influence of the stops and fricatives consonants in inferring certain attributes of product. To this end, fifty nine students (N=59) participated in a research based on questionnaire. The results revealed that subjects evaluated better the brand names containing back vowels than brand names with front vowel. No effect was obtained regarding the presence of stops and fricatives consonants in assessing the brand performance.

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