A Consumer-Based Branding Process

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.

A Consumer-Based Branding Process

2018 ◽  
pp. 209-224
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.

The Role of Customer Engagement in the COVID-19 Era

2021 ◽  
pp. 91-116
Author(s):  
Sara Santos ◽  
Pedro Espírito Santo ◽  
Luísa Augusto
Keyword(s):  
Social Media ◽  
The Other ◽  
Customer Engagement ◽  
Special Role ◽  
Brand Attachment ◽  
Brand Engagement ◽  
Brand Relationship ◽  
The Relationship ◽  
Multidimensional Concept

Costumer engagement is a multidimensional concept which develops over the time and is widely studied in the literature of marketing. Consumers attached to the brand tend to be more involved in behaviors that support the brand. On the other side, brand-self connection is an important element in consumer-brand relationship being part of brand attachment, where social media have a special role. Playfulness and informativeness of video have a significant impact on the value of social media ads, and the authors present the relationship between these two variables and customer engagement. The study will present an investigation with 235 Portuguese individuals during the months of confinement justified by the pandemic COVID-19. The results show that customer engagement depends on informativeness, playfulness, and brand-self connection. Throughout this empirical study, they show that social media brand engagement is explained by these variables. This chapter enhances knowledge on costumer engagement, brand-self connection, and video informativeness and playfulness, supporting new researches in this topic.

scholarly journals Influence of Electronic Word of Mouth (eWOM) and Relationship Marketing on Brand Resonance: A Mediation Analysis

2021 ◽  
Vol 13 (12) ◽  
pp. 6833
Author(s):  
Sufyan Habib ◽  
Nawaf N. Hamadneh ◽  
Mohammed Arshad Khan
Keyword(s):  
Relationship Marketing ◽  
Research Work ◽  
Marketing Strategies ◽  
Online Questionnaire ◽  
Brand Attachment ◽  
Brand Engagement ◽  
Tangible Rewards ◽  
Managerial Implications ◽  
Brand Resonance ◽  
The Relationship

This study investigates how electronic work of mouth (eWOM) mediates the relationship between marketing relations and brand resonance. Based on the information obtained from 473 customers using an online questionnaire, this study analyses the relationship between eWOM, relationship marketing practices and the brand resonance of lifestyle products in an Indian context. The results from the multiple regression analysis indicate that the proposed hypotheses are valid, that relationship marketing significantly affects brand resonance, and that eWOM significantly mediates the relationship between the relationship marketing and brand resonance of branded apparel. The findings suggest that personalized attention and tangible rewards are effective relationship marketing strategies, and that these relationship-marketing practices—in association with eWOM—build up the strong brand resonance of branded apparel. The present study recommends that marketers should place emphasis on effective online and offline relationship marketing strategies, and should design appropriate eWOM strategies to enhance brand loyalty, brand attachment, brand community and brand engagement. Some of the managerial implications and the future scope of study based on the empirical findings are also highlighted in the present research work.

scholarly journals Social media brand engagement practices

2019 ◽  
Vol 33 (4) ◽  
pp. 1235-1254 ◽  
Author(s):  
Kofi Osei-Frimpong ◽  
Graeme McLean ◽  
Samuel Famiyeh
Keyword(s):  
Social Media ◽  
Social Pressure ◽  
Consumer Participation ◽  
Brand Trust ◽  
Content Type ◽  
Brand Knowledge ◽  
Brand Engagement ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to deepen the understanding on social media brand engagement (SMBE) practices by exploring the impact of consumer brand knowledge, perceived social pressure, perceived social relatedness (PSR) and the role of brand trust. Design/methodology/approach A model is proposed to suggest the influence of consumer-level antecedents and moderators of SMBE. Following a survey design approach, data collected from 687 respondents on Facebook are examined through structural equation modelling using AMOS 23.0. Findings The findings reveal significant relationship between the examined antecedents (brand knowledge, perceived social pressure and brand trust) and SMBE. Examination of the moderation role of PSR revealed significant interaction effects on the relationship between brand knowledge and SMBE, as well as perceived social pressure and SMBE. The findings also suggest a lack of interaction effect of PSR on the relationship between brand trust and SMBE. Research limitations/implications This research provides empirical evidence in support of understanding SMBE practices by testing theoretically grounded hypotheses. The study focussed on technologically savvy respondents and only Facebook users in Ghana, which could limit the generalisation of the findings reported. Practical implications This study illustrates a need for managers to integrate multi-communication channels to enhance brand interactions and engagements. Firms must also adopt strategies that would enhance the sharing of interesting information about their brands on their social media platforms to attract others through customer networks. Originality/value The conceptualization of SMBE in this study zooms out our understanding of online SMBE by examining pertinent variables that drive or moderate consumer participation in SMBE activities. The integration of these variables brings out new empirical understanding and extends our knowledge on SMBE.

Numerical Simulation and Process Optimization of Automotive Friction Materials in Warm Pressing Forming

2013 ◽  
Vol 788 ◽  
pp. 57-60
Author(s):  
Chun Cao ◽  
Chun Dong Zhu ◽  
Chen Fu
Keyword(s):  
Process Optimization ◽  
Heating Temperature ◽  
Maximum Energy ◽  
Heating Time ◽  
Product Performance ◽  
Forming Process ◽  
Friction Materials ◽  
Forming Technology ◽  
The Relationship ◽  
Temperature Heating

Warm pressing forming technology has been gradually applied to the forming of automotive friction materials. How to ensure product performance to achieve the target at the same time achieve the maximum energy saving is the research focus of this study. In this paper, by using finite element method, the field of automotive friction materials in warm pressing forming was analyzed, reveals the relationship between the temperature field and the heating temperature/heating time. Furthermore, the energy consumption was analyzed and compared it with hot pressing forming process. The results will have significant guiding to the process optimization in warm pressing forming.

Finding Brands and Not Losing Your Religion? Exploring the Relationship Between Brand Engagement in Self-Concept and Religious Commitment

2021 ◽  
Vol 18 (3) ◽  
pp. 201-217
Author(s):  
Wiktor Razmus ◽  
Beata Zarzycka
Keyword(s):  
Religious Commitment ◽  
Past Research ◽  
Cross Sectional Study ◽  
Self Concept ◽  
Sectional Study ◽  
Grandiose Narcissism ◽  
Cross Sectional ◽  
Brand Engagement ◽  
The Relationship

Past research links a decrease in religiosity with the development of marketing and, in particular, with the growing role of brands in consumers’ lives. Building on James's (1920) theory of the self, we propose that focusing on brands as a strategy for self-expression (brand engagement in self-concept; BESC) does not exclude religious commitment and may even be related with higher levels of religious commitment. We also suggest that this relationship is moderated by grandiose narcissism. The hypotheses were tested on a sample of 306 individuals in a cross-sectional study. The findings provide evidence that BESC is positively related to religious commitment and the higher an individual’s narcissism is, the stronger the positive relationship between BESC and religious commitment. These findings suggest that using brands as a strategy for self-expression is not a substitute for religious commitment.

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

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

The Moderating Effect of Attachment Styles on the Relationship Between Celebrity Credibility and Brand Attachment

2021 ◽  
pp. 097215092110443
Author(s):  
Namrata ◽  
Yadvinder Parmar
Keyword(s):  
Attachment Style ◽  
Attachment Styles ◽  
Structural Equation ◽  
Study Data ◽  
Brand Attachment ◽  
Celebrity Endorser ◽  
Associative Network Theory ◽  
The Relationship ◽  
Triadic Relationship

The current study aims to address the triadic relationship among the celebrity endorser, consumer and brand. The objective of this study is to investigate the influence of moderating role of attachment style dimensions on the relationship between the celebrity endorser traits and brand attachment. This study applies associative network theory and attachment theory to build the theoretical framework of the study. Data were gathered using a sample of 484 respondents. AMOS was used to employ structural equation modelling to test the hypotheses of the study. The results of the study reveal that celebrity expertise and trustworthiness are likely to enhance consumer brand attachment, whereas celebrity attractiveness does not lead to building brand attachment. It also discloses that both the dimensions of attachment style, namely anxiety and avoidance, have a moderating impact on the relationship between celebrity endorser traits and brand attachment. This study provides multiple implications for the marketing practitioners and academicians.

Intelligence Selection System for Honing Parameter Based on Genetics and Artificial Neural Networks

2010 ◽  
Vol 102-104 ◽  
pp. 846-850
Author(s):  
Wen Yu Pu ◽  
Yan Nian Rui ◽  
Lian Sheng Zhao ◽  
Chun Yan Zhang
Keyword(s):  
Neural Networks ◽  
Artificial Neural Networks ◽  
Selection System ◽  
Process Data ◽  
Replacement Strategy ◽  
Machining Quality ◽  
Main Factors ◽  
Artificial Neural ◽  
Neural Networks Optimization ◽  
The Relationship

Appropriate selecting of process parameters influences the machining quality greatly. For honing, the main factors are product precision, material components and productivity. In view of this situation, a intelligence selection model for honing parameter based on genetics and artificial neural networks was built by using excellent robustness, fault-tolerance of artificial neural networks optimization process and excellent self-optimum of genetic algorithm. It can simulate the decision making progress of experienced operators, abstract the relationship from process data and machining incidence, realize the purpose of intelligence selection honing parameter through copying, exchanging, aberrance, replacement strategy and neural networks training. Besides, experiment was performed and the results helped optimize the theories model. Both the theory and experiment show the updated level and feasibility of this system.

scholarly journals The impact of brand concept on brand equity

2017 ◽  
Vol 11 (2) ◽  
pp. 233-245 ◽  
Author(s):  
Joo-Eon Jeon
Keyword(s):  
Brand Equity ◽  
Emotional Attachment ◽  
Brand Performance ◽  
Brand Relationships ◽  
Content Type ◽  
Customer Commitment ◽  
Brand Relationship ◽  
Brand Concept ◽  
The Impact ◽  
The Relationship

PurposeResearches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance. This paper aims to empirically test the relationships between brand concepts and brand equity, while exploring the mediating roles of emotional attachment and customer commitment. Design/methodology/approachThe research investigates the effect of brand concept on the customer–brand relationship and brand performance. Additionally, it examines how the relationship between brand concept and brand equity is mediated by customer–brand relationships such as emotional attachment and commitment. FindingsThe results empirically demonstrate the important contribution of the three brand concepts to brand equity. The results empirically demonstrate the important contribution of the three-brand concept to customer commitment and to brand equity that has been predicted by prior research. Originality/valueThe main contribution of this study is to demonstrate the effects of the brand concepts related to aesthetic, functional and symbolic benefits on brand equity. From this, brand equity may be viewed as a link in the path of effects that indirectly connects brand concepts with market performance. Brand concept, emotional attachment and customer commitment are relevant constructs underlying brand equity, and commitment and loyalty are key mediating variables in relational exchanges.

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