scholarly journals Modelo Conceptual integrativo de Destination Branding: teste empírico no Porto e Norte de Portugal

2015 ◽  
Vol 13 (4) ◽  
pp. 865-874
Author(s):  
Pedro Costa Carvalho ◽  
◽  
Ana Maria Pinto Lima Vieira Brites Kankura Salazar ◽  
Paulo Matos Graça Ramos ◽  
◽  
...  
Keyword(s):  
Conceptual Model ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Identity ◽  
Brand Associations ◽  
Destination Branding ◽  
Tourist Destinations

The current study aims to develop and test a new conceptual model for destination branding, including and integrating the concepts of brand identity (brand associations), brand image, perceived quality, satisfation and loyalty. This study hypothesizes relationships among this constructs. This article aims to contribute to the conceptualization of destination branding that is identified as critical concept to the competitiveness of tourist destinations

scholarly journals BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE

2009 ◽  
Vol 8 (1) ◽  
Author(s):  
Idris Gautama So ◽  
Ishak Ismail
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Associations ◽  
Brand Association ◽  
Service Brand ◽  
Private Values ◽  
Brand Attributes ◽  
The Creation ◽  
Cochran Test

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

scholarly journals Conceptualisation of Nation Brand Image

2013 ◽  
Author(s):  
Bintang Handayani ◽  
Basri Rashid
Keyword(s):  
National Identity ◽  
Literature Review ◽  
Conceptual Model ◽  
Brand Image ◽  
Brand Identity ◽  
Future Research ◽  
National Brand ◽  
Theoretical Relationship ◽  
Nation Brand

This paper examines the nation brand image notion. Literature review is employed as the method to develop the conceptual model. This paper suggests that the multifaceted nature of a nation can be covered in the nation brand image. In addition, the theoretical relationship between national brand identity, national identity, tourism brand and nation brand image and is also explored. This paper eventually proposes a conceptual model of nation brand image and suggests that future research include the multi elements of national brand identity and national identity as the components of nation brand image.   Keywords: Conceptual model, nation brand image.  

scholarly journals Combining online market research methods for investigating brand alignment: the case of Nespresso

2021 ◽  
Vol 123 (13) ◽  
pp. 37-58
Author(s):  
Silvia Ranfagni ◽  
Monica Faraoni ◽  
Lamberto Zollo ◽  
Virginia Vannucci
Keyword(s):  
Text Mining ◽  
Brand Image ◽  
Brand Identity ◽  
Research Approach ◽  
Brand Associations ◽  
Brand Communication ◽  
Content Type ◽  
Beverage Industry ◽  
Online Brand Communities ◽  
Digital Environments

PurposeThe purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-generated content (FGC) are explored to measure the alignment between brand identity and brand image. The selected context of research is the beverage industry wherein companies are called on to develop appropriate digital websites and brand communication strategies to enhance the consumers' brand experience.Design/methodology/approachThe authors introduce a research approach that integrates netnography with text mining analysis. Since brand associations were the basis of the study’s analysis, the authors focused on text mining procedures, providing data (co-occurrences) corresponding to brand associations that consumers perceive and that the company communicates. Data were used to develop the measurements of brand alignment.FindingsThe main findings of this research highlight the importance for both scholars and practitioners of determining brand alignment of beverage products in online communities. Knowing the alignment between the way a company communicates its brand identity and how this is perceived by consumers allows for effectively reviewing brand communication.Originality/valueAlthough the combined analysis of the alignment between brand image and brand identification has received attention in marketing literature, most scholars have neglected how to measure brand alignment. This is a need for many marketing managers in the coffee industry who are now moving in digital environments where the role of consumers is not that of receivers of brand communication but rather that of cocreators of brand value.

The integration of event management in promoting tourist destinations based on co-branding principles

2015 ◽  
Vol 2015 (6) ◽  
pp. 135-162
Author(s):  
Anna Aleksandrova
Keyword(s):  
Brand Identity ◽  
Brand Experience ◽  
Event Management ◽  
Tourist Destination ◽  
Destination Branding ◽  
Holistic View ◽  
Tourist Destinations ◽  
Brand Building ◽  
Event Marketing ◽  
Destination Brand

The article focuses on event marketing potential in branding tourist destinations. It examines destination branding through new conceptualization - destination brand experience, which provides a more holistic view of the tourist destination brand. The study identifies events portfolio for a destination as a brand building tool and provides a conceptual model of creating a brand identity for tourist destination with the use of events.

Luxury and Twitter: an issue of the right words

2019 ◽  
Vol 22 (1) ◽  
pp. 33-49 ◽  
Author(s):  
Valentina Mazzoli ◽  
Laura Grazzini ◽  
Raffaele Donvito ◽  
Gaetano Aiello
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Online Communication ◽  
Brand Identity ◽  
Luxury Brands ◽  
Brand Associations ◽  
Content Type ◽  
Luxury Brand ◽  
The Right ◽  
The Relationship

Purpose This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand identity and luxury brand image in online communication, taking into consideration firm- and user-generated content (UGC) in the form of bloggers’ contents. This paper introduces new tools that luxury brand managers could use to manage and adapt the way they communicate and interact with their customers. Design/methodology/approach The study adopts a qualitative approach based on a content analysis of Twitter posts of six luxury fashion brands (1,334 posts) and the related Twitter electronic word-of-mouth of fashion bloggers (329 tweets). Findings The results show a match between luxury brand identity and luxury brand image on Twitter. Specifically, the findings indicate that both brands and bloggers stress the same dimensions of luxury (aesthetic, desirable, symbolic, restricted accessibility and hedonistic experience) confirming that the ways they communicate luxury brands to consumers are aligned. Moreover, the results suggest that luxury brands could reinforce their brand value by making more use of words that are semantically related to luxury. Originality/value This study approaches the relationship between social media and luxury brands in a novel way and provides scholars and managers with a tool for monitoring the gap between desired and perceived brand associations.

scholarly journals Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

2020 ◽  
Vol 12 (8) ◽  
pp. 3391 ◽  
Author(s):  
Yanhui Mao ◽  
Yao Lai ◽  
Yuwei Luo ◽  
Shan Liu ◽  
Yixin Du ◽  
...  
Keyword(s):  
Conceptual Model ◽  
Purchase Intention ◽  
Brand Image ◽  
Brand Personality ◽  
Critical Role ◽  
Brand Identity ◽  
Purchase Behavior ◽  
Equation Modeling ◽  
Flow Experience ◽  
Brand Communication

The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers’ purchase behavior, it is crucial to understand the driving force behind their choice of one specific brand among various competitors. A few prior researches have demonstrated that not only the optimal experience of flow, but also identity features (i.e., self-identity, social identity, brand identity) facilitate a customer’s purchase intention. Previous studies also indicate that brand-related constructs (e.g., typically brand image but sometimes also brand personality and communication) predict purchase intention. As the first study combining flow, which focuses on investigating the consumer purchase behavior through identity and brand-related constructs, we propose a conceptual model that combines flow theory, brand image, brand communication, brand identity, and brand personality to investigate purchase intention. We have empirically tested the conceptual model based on the data collected from 1377 Chinese smartphone users. Results via the structural equation modeling with AMOS software indicated that flow experience, brand image, brand communication, brand personality, and brand identity all directly or indirectly explain purchase intention. Flow experience serves a critical role in mediating the path from brand communication, brand personality, and brand identity to purchase intention. The research focuses on the strategic implication of the various brand features management and aims to harmonize economic, social, and environmental sustainability.

Destination@-Branding and Re-Branding of Ten European Capitals

2021 ◽  
pp. 1690-1708
Author(s):  
Elena Bocci ◽  
Annamaria Silvana de Rosa ◽  
Laura Dryjanska
Keyword(s):  
Brand Image ◽  
Social Representations ◽  
Research Programme ◽  
Place Identity ◽  
Brand Identity ◽  
Structural Elements ◽  
Destination Branding ◽  
The Social ◽  
Graphic Elements

This contribution is a part of a broad research programme on Place-identity and Social Representations of European Capitals in first visitors of six different nationalities. In accordance with the model of “destination branding” including: brand identity, brand image and brand element mix (name, logo, sign, design, symbol, slogan…), this contribution focuses on the institutional stems and commercial logos and compares these iconic structural elements of the brands of ten historical European Capitals. The research also compares the social representations evoked by the brands among potential first-visitors. Moreover, this chapter analyses the recent transformations of some commercial brands in a longitudinal perspective (re-branding). Finally, this contribution integrates the results of the analysis of the main graphic elements of the branding in the framework of the more complex research programme, suggesting a preliminary overview of the Destination@-Branding focused on the iconic social representations.

scholarly journals Pengaruh Country Of Origin, Brand Image dan perceived Quality terhadap minat beli Smartphone OPPO

2021 ◽  
Vol 1 (1) ◽  
pp. 22-34
Author(s):  
Made eka Kesuma ◽  
Sulhaini Sulhaini ◽  
Baiq Handayani Rinuastuti
Keyword(s):  
Brand Image ◽  
Country Of Origin ◽  
Perceived Quality ◽  
Brand Identity ◽  
Purposive Sampling

Penelitian ini bertujuan untuk mengetahui pengaruh Country Of Origin, Brand Imagedan Perceived Quality terhadap minat beli smartphone OPPO. Jenis penelitian ini adalah penelitian kuantitatif. Populasi pada penelitian ini adalah mahasiswa yang mengetahui negara asal OPPO. Metode pengambilan sampel adalah purposive sampling dengan jumlah responden sebanyak 115 orang. Data dikumpulkan dengan kuesioner yang telah di uji validitas dan reliabilitasnya. Teknik analisis data yang digunakan adalah regresi berganda menggunakan SPSS versi 23.Hasil penelitian ini menunjukkan bahwa terdapat dua dari tiga variabel independen yang mempunyai pengaruh positif dan signifikan terhadap minat beli smartphone OPPO, dua variabel itu adalah Country Of Origin dan PerceivedQuality sementara satu variabel menunjukkan hasil positif tetapi tidak signifikan yaitu variabel Brand Image. Adapun rekomendasi yang dapat diberikan adalah Perusahaan OPPO disarankan meningkatkan image dari merek OPPO tersebut dengan cara membangun dengan baik brand identity (indentitas merek) yaitu identitas fisik dari merek OPPO tersebut seperti logo, warna dan kemasan . Kata kunci: Country of Origin, Brand Image, Perceived Quality, Minat Beli

scholarly journals What Drives Brand Equity? The Perspective of Malaysian Consumers

2020 ◽  
Author(s):  
Norjaya Mohd Yasin ◽  
Mohd Nasser Noor ◽  
Osman Bin Mohamad
Keyword(s):  
Conceptual Model ◽  
Survey Data ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Management ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Associations ◽  
Kuala Lumpur ◽  
Air Conditioners

Considering the importance of brand equity in brand management and the role played by brand equity in the success of the firm, this study examines the factors that influence the formation of brand equity particularly the equity of brands of household electrical appliances namely televisions, refrigerators and air-conditioners. In the conceptual model of brand equity, the dimensions of brand awareness, brand loyalty, perceived quality, and brand associations are postulated to affect the formation of brand equity. On the basis of an analysis of a survey data of 501 respondents taken from consumers of household electrical appliances in the state of Selangor and the Federal Territory of Kuala Lumpur; this study found that the dimensions of brand equity comprised of three elements, namely, brand distinctiveness, brand loyalty, and brand awareness/associations. These three elements were found to have positive and significant influences on the formation of brand equity of electrical goods.  

scholarly journals The Importance Of Events On Destination Brand Image Enhancement –The Case Of Bukhara

2021 ◽  
Vol 3 (05) ◽  
pp. 106-117
Author(s):  
Bektosh Negmurod Ugli Norov ◽  
◽  
Egamberdi Bobokul Ugli Karimov ◽  
Keyword(s):  
Brand Image ◽  
Destination Branding ◽  
Cultural Events ◽  
Tourist Destinations ◽  
Public Events ◽  
Cultural Festivals ◽  
Event Tourism ◽  
Destination Brand ◽  
The Impact ◽  
Tourist Flow

Festivals and cultural events have become an important part of the of destination branding strategies. More and more places are increasingly using events and cultural festivals to enhance their image positively and boost tourist flow. Cultural events and festivals have always had a special place in society. Although event tourism has not emerged recently, interest in cultural events in tourism literature has grown tremendously over the last few decades as they have become a key element in attracting tourist destinations. Destinations have also begun to see strategic destination branding as one of the ways to attract a large number of tourists. Therefore, the research in this area can be considered very relevant for the industry. This article examines the importance of various public events in the branding process of destinations and analyzes the impact of “Silk and spices” festival on image and brand of Bukhara tourism destination. The purpose of this study is to explore how visitors evaluate the impact of cultural events and festivals on enhancing the tourist image. The Silk and Spices Festival is undoubtedly one of the most popular Uzbek cultural festivals held annually internationally. Methodological questionnaires were developed to conduct the research. Questionnaires in the form of paper surveys were taken from international and local tourists who visited the Silk and Spices Festival to learn about the impact of this festival on the image of Bukhara. The findings show that there is a positive link between this cultural event and the city’s image.

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