What Drives Sustainable Brand Awareness: Exploring the Cognitive Symmetry between Brand Strategy and Consumer Brand Knowledge

The explosive development of social media has given great opportunities to academic and industry research on consumer brand knowledge. Particularly, the brand associative network has been most frequently used to describe consumer brand knowledge structure. However, few researchers have examined the embedded connotation of the brand knowledge structural measurement in regard to sustainable brand performance and adjusted their brand strategies accordingly. Combining psychological cognitive theory and the network analytic method, this paper aims to extend this area by investigating the relationship between brand structural position in consumers’ associative knowledge network and sustainable brand awareness. Using a monthly dataset of around 130 million user posts, we find that compared to a prior determined brand strategy, brand network centrality in consumer’s brand associative knowledge network shows a much more significant positive effect on sustainable brand awareness. Importantly, we further examined the symmetric matching of brand positioning strategy and consumer’s brand knowledge structure for sustainable brand awareness. We find that sustainable brand awareness will be promoted by a symmetric matching brand positioning strategy with its position in the associative knowledge work. Our study facilitates an understanding of brands based on consumer perceptions for managers and enables businesses to adjust their relevant strategies for the achievement of sustainable brand performance.

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Generic medicine brand knowledge structure, relationships and purchase

International Journal of Pharmaceutical and Healthcare Marketing ◽

10.1108/ijphm-10-2018-0054 ◽

2020 ◽

Vol 14 (4) ◽

pp. 493-512

Author(s):

Helen Inseng Duh ◽

Chuma Diniso

Keyword(s):

Young Adults ◽

South African ◽

Knowledge Structure ◽

Generic Medicine ◽

Brand Awareness ◽

Generic Medicines ◽

Content Type ◽

Brand Knowledge ◽

Brand Satisfaction ◽

Brand Knowledge Structure

Purpose Cheaper generic anti-retroviral medicines are encouraged and often prescribed in South Africa for HIV/AIDS treatment. However, the medicines’ acceptance rate is relatively low. This has been attributed to inadequate brand knowledge of the bioequivalence of generic medicines. Studies have examined how brand knowledge structure lead to purchase. The contributions of brand relationship builders (i.e. trust and satisfaction), which are indicators of sustainable purchase, are rarely considered. This study aims to adapt Esch, Langner, Schmitt and Geus’ (2006) brand knowledge structure and relationship model to examine the impact of South African young adults’ brand knowledge structure (brand awareness, brand image and brand beliefs) and trust on brand satisfaction and purchase. Design/methodology/approach Cross-sectional data was quantitatively collected from 207 young adults through self-administered, paper-based questionnaires. Data was analysed with structural equation modelling. Findings Brand awareness, image, trust and belief in efficacy positively influenced purchase. All these factors, except brand awareness, positively led to satisfaction. The tested adapted model explained 53.0 and 58.5% variances of purchase and brand satisfaction, respectively. Practical implications Considering how much brand knowledge structure and trust explained purchase and satisfaction from the tested model, South African government, pharmaceutical marketers and consumer interest groups should educate young adults about the bioequivalence, safety and efficacy of generic medicines. With greater knowledge of these qualities, satisfaction is gained from purchase decision. Originality/value Instead of the usual examination of demographic differences in generic medicine beliefs and perception, this study contributes by revealing brand-related drivers of purchase and satisfaction.

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The Effect of Message Consistency and Destination-Positioning Brand Strategy Type on Consumer-Based Destination Brand Equity

Journal of Travel Research ◽

10.1177/0047287519881506 ◽

2019 ◽

Vol 59 (8) ◽

pp. 1447-1463

Author(s):

J. A. Castañeda-García ◽

D. M. Frías-Jamilena ◽

S. Del Barrio-García ◽

M. A. Rodríguez-Molina

Keyword(s):

Brand Equity ◽

Online Communication ◽

Brand Strategy ◽

Brand Positioning ◽

Branding Strategy ◽

Destination Branding ◽

Strategy Type ◽

Positioning Strategy ◽

Online Communication Tools ◽

Destination Brand

Today, communication is a key factor of destination competitiveness. The aim of the present study is to examine the effect of message consistency between different online communication tools on the formation of consumer-based destination brand equity (CBDBE), within two distinct brand positioning strategies (single-destination brand vs. multiple-destination brands). An experimental design is applied to manipulate message consistency (high vs. low) and the type of brand positioning strategy implemented by the destination (single vs. multiple brands). The results demonstrate that when the messages received by the tourist are highly consistent across different channels, branding strategy type exerts no differential effect on CBDBE. By contrast, when the messages present low consistency, a single destination branding strategy generates higher CBDBE than a multiple destination branding strategy. The study makes an original contribution to the literature, showing the interaction between destination branding strategy type and degree of consistency in the messages received by the tourist.

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PENGARUH BRAND KNOWLEDGE TERHADAP BRAND PREFERENCE CALON MAHASISWA PASCASARJANA: BUKTI EMPIRIS PADA PROGRAM MAGISTER MANAJEMEM UNPAR

Jurnal Riset Manajemen dan Bisnis ◽

10.21460/jrmb.2014.92.98 ◽

2014 ◽

Vol 9 (2) ◽

pp. 127

Author(s):

Ronald Chandra Fattama

Keyword(s):

Higher Education ◽

Multiple Regression ◽

Brand Image ◽

Brand Awareness ◽

Brand Preference ◽

Public And Private ◽

Brand Knowledge ◽

Marketing Program ◽

Catholic University ◽

Result Show

One of nicknames that given to Bandung is city of students. It called that way, because of many institutions both public and private in Bandung. Some study estimates that higher education’s demand will increase about four times in 2025. Students that sign up to Parahyangan Catholic University Master of Management had a declining tendency. That delcining tendency is allegeldy because marketing program and promotion that used by Parahyangan Catholic University didn’t go well. The purpose of this research is generally to determine the effect of Parahyangan Catholic University’s brand knowledge on prospective student’s brand preference.The analysis of this research using multiple regression to determine the effect of Parahyangan Catholic University Master Management’s brand awareness and iamge on prosprective student’s brand preference. The findings of this result show that Parahyangan Catholic University Master of Management is recommended to enhance their marketing program and promotion. Marketing program and promotion need to be increase in order to enhance prospective student’s brand awareness and brand image, which leads to increase number of student that sign up for Master Managemen itself. Keywords: brand knowledge, brand image, brand preference, higher education

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A PRÁTICA DE POSICIONAMENTO DE MARCA EM AGÊNCIAS DE COMUNICAÇÃO

Revista de Negócios ◽

10.7867/1980-4431.2007v12n4p55-70 ◽

2008 ◽

Vol 12 (4) ◽

pp. 55

Author(s):

Aléssio Bessa Sarquis ◽

Ana Akemi Ikeda

Keyword(s):

Key Words ◽

Empirical Research ◽

Communication System ◽

Service Marketing ◽

Service Organizations ◽

Brand Identity ◽

Brand Positioning ◽

Santa Catarina ◽

Identity Strategies ◽

Positioning Strategy

This article is about the brand positioning of service organizations. The aim of the paper is to inquire about the practice of brand positioning of communication agencies, and it entails the following subjects: brand identity, strategies for positioning, types of communication, system of identification, and views about the importance of positioning. The empirical research done is of the exploratory type, being qualitative, not probabilistic, and the method used for collecting data is personal depth interviewing. The data was collected from the eight most important agencies in Santa Catarina State. The results suggest that some of these communication agencies use the brand positioning strategy, but that they lack the appropriate methods, and their investment is not sufficient to communicate the positioning desired. Key words: Service Marketing. Brand positioning. Communication agencies.

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The impact of brand positioning and knowledge on attitude towards brand and purchase intention: A study of organic rice in Ho Chi Minh City

HCMCOUJS - ECONOMICS AND BUSINESS ADMINISTRATION ◽

10.46223/hcmcoujs.econ.en.10.1.225.2020 ◽

2020 ◽

Vol 10 (1) ◽

Author(s):

Hoang Thi Phuong Thao ◽

Lu Van Bao Long ◽

Nguyen Le Thai Hoa

Keyword(s):

Factor Analysis ◽

Purchase Intention ◽

Structural Equation ◽

Ho Chi Minh City ◽

Equation Modeling ◽

Consumer Attitude ◽

Brand Positioning ◽

Brand Knowledge ◽

Organic Rice ◽

The Impact

The purpose of this study is to measure the effectiveness of factors of brand, including Brand Positioning, Brand Knowledge, Attitude towards Organic Rice Brand, and Organic Rice Purchase Intention. The survey was conducted with a sample of 224 consumers shopping at four organic rice shops in Ho Chi Minh City. The research was performed by quantitative research methods: Cronbach's Alpha Reliability Analysis, Exploratory Factor Analysis (EFA), Confirm Factor Analysis (CFA), and Structural Equation Modeling (SEM). The research results were conducted in two direct models and the indirect models in which the indirect model was supported. This means that brand positioning and brand knowledge had no direct impact on the Intention to buy organic rice, but only an indirect one through the consumer attitude towards the organic rice brand.

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A Consumer-Based Branding Process

Brand Culture and Identity ◽

10.4018/978-1-5225-7116-2.ch016 ◽

2019 ◽

pp. 272-287

Author(s):

Orhan Duman

Keyword(s):

Product Performance ◽

Brand Preference ◽

Brand Performance ◽

Sequential Order ◽

Brand Attachment ◽

Brand Knowledge ◽

Brand Engagement ◽

Main Factors ◽

The Relationship ◽

Related Process

The branding process can be classified as business- and consumer-based branding. The current study introduces a model proposal to the consumer-based branding process. The model focuses on identifying and analyzing the process between consumers' perceptual benefits and emotional brand attachment. The related process focuses on the relationship between product performance, brand preference, subjective brand knowledge, self-based brand engagement and emotional brand attachment factors. The basic assumption of the model is that a consumer first benefits on the basis of brand performance, this benefit triggers brand preference, then this preference turns into subjective brand knowledge, brand knowledge supports consumer's self-based brand engagement, and eventually leads to emotional brand attachment. The analysis is based on the assumption that the consumer performs five main factors modeled in branding perception in the chain / sequential order.

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The E-Mode of Brand Positioning

Contemporary Research in E-Marketing, Volume 2 ◽

10.4018/978-1-59140-824-6.ch012 ◽

2011 ◽

pp. 304-321

Author(s):

S. Ramesh Kumar

Keyword(s):

Rapid Development ◽

Brand Strategy ◽

Brand Positioning ◽

Community Orientation ◽

Marketing Managers ◽

Online Strategies

Brand positioning is a crucial strategy to any brand’s strategy. Given the rapid development of technology and its impact on online strategies, changing lifestyles of consumers, and the consumer interaction required as a part of contemporary brand strategy, there may be need for brands to synergize their positioning strategies with online positioning strategies. This would enable brands to adapt to an environment that is increasingly becoming digital. This chapter, after taking into consideration the published literature on brand positioning, attempts to formulate online positioning strategies using different aspects of brand positioning, price, customer interactivity, and consumer community orientation. Implications for marketing managers are provided.

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Go local or go global: how local brands promote buying impulsivity

International Marketing Review ◽

10.1108/imr-10-2018-0292 ◽

2019 ◽

Vol 37 (1) ◽

pp. 1-28 ◽

Cited By ~ 1

Author(s):

Eline L.E. De Vries ◽

Bob M. Fennis

Keyword(s):

Local Food ◽

Psychological Distance ◽

Construal Level ◽

Brand Positioning ◽

Content Type ◽

Global Brands ◽

Mediating Role ◽

Global Brand ◽

Positioning Strategy

Purpose Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity, as well as the mediating role of construal level. The findings add a psychological argument to the array of reasons for firms to opt for a local instead of a global brand positioning strategy: local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Design/methodology/approach Five experiments use student and nonstudent samples, different construal level indices and generic and brand-specific buying impulsivity measures to test the hypotheses. Findings Local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Because local brands are proximal to consumers’ lifestyles, values, preferences and behaviors, they decrease the psychological distance between the brand and the consumer, compared with global brands. The smaller psychological distance lowers consumers’ construal level and renders the immediate, concrete, appetitive attributes of the product more salient, thus making consumers more prone to impulsively buy a local brand than a global one. Practical implications For the choice between a global or local brand positioning strategy, this paper argues in favor of the latter. Local (food) branding is a concrete brand positioning mechanism that can influence and benefit from consumers’ buying impulsivity. Originality/value The research reveals heretofore unknown but important implications of local vs global brand positioning strategies for consumers’ construal level and buying impulsivity.

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