Recall vs. Recognition: How the Strength of Sponsor Awareness Influences the Perceived Brand Personality

Aim: The aim of this paper is to investigate whether remembering a sponsor actively (recall) or passively (recognition) has an influence on the perceived brand image. Because brand personality is a psychological and multi-dimensional construct, it is worthwhile to investigate the influence of information retrieval from the long-term memory. Study design: The study contains two independent samples. On the one hand spectators were interviewed at different sports events that were sponsored by the same brand (field sample). Additionally, a representative sample of the population was drawn and questioned about the same brand outside the environment of sports events (online sample). Place and Duration of Study: Both samples were collected in the federal state of Rhineland-Palatinate in Germany within a period of four months. Methodology: In total, 2761 questionnaires from spectators and 1000 questionnaires from representative online sample of the population in the same region were collected. Regression analyses were conducted to compare the influence of sponsor awareness on brand image with other drivers of image transfer found in literature. Results: Both tests (recall and recognition) show a significant influence on brand image, but they defer in the extent and the addressed dimensions of brand personality. Logistic regressions show that a low sponsor awareness is sufficient to strengthen some general positive brand associations, whereas it requires a higher sponsor awareness to raise intended associations successfully. Conclusion: The strength of sponsor awareness should be considered when selecting the test procedure (recall or recognition test) for measuring image outcomes – both in marketing research and sponsorship controlling. Depending on the type of objectives the sponsor wants to achieve, this can be crucial for a sponsor in strategic management.

The Role of Brand Equity in Building Fan Loyalty: an Application on Football Fans

Aim: The concepts of branding and sport marketing have begun to gain importance along with the current developments in sport industry. The fans have great importance on teams’ branding in the world, especially in our country. As the importance of fans increases on teams’ branding, the number of studies carried out on these subject increases, as well Methodology: These research studies are especially carried out within the framework of the Fan-Based Brand Equity model. This study investigates the impact of the brand equity dimensions (brand awareness, brand associations and perceived quality) on fan loyalty in football teams. Structural Equation Modelling (SEM) was used to reveal the relationship between the factors affecting fan loyalty and to evaluate the fit of model. This research was administered to 502 volunteer fans of Atiker Konyaspor Club, one of the leading clubs of Turkey Sport Toto Super League, in the 2018-2019 season of Lefter Kuçukandonyadis in Turkey. Results and Conclusion: As a result, it was observed that while two of the brand equity dimensions, brand associations and perceived quality, had positive effects on fan loyalty, the third dimension, brand awareness, had no effect on the model, concerning fan loyalty. Upgrading sports clubs’ attributes and giving importance to the brand association had statistically significant influence on fan loyalty. Key Words: Brand Equity, Fan Loyalty, Football Clubs, Sports Marketing, Structural Equation Modelling.

EFFECT OF CORPORATE BRANDING ON SALES PERFORMANCE OF SELECTED MANUFACTURING FIRMS IN ENUGU STATE, NIGERIA

The study focuses on effect of corporate branding on performance of manufacturing firms in Enugu State, Nigeria. The objective of the study is to: determine the effect of brand awareness on performance of manufacturing firms in Enugu State, Nigeria; ascertain the nature of the relationship between brand associations and sales performance of manufacturing firms in Enugu State, Nigeria and determine the influence of perceived quality on performance of manufacturing firms in Enugu State, Nigeria. The population size was 1168 out of which a sample size of 369 was realized using Cochran’s sample size at 5% error tolerance and 95% level of confidence. Instruments used for data collection were primarily questionnaire and interview. Out of 369 copies of the questionnaire that were distributed, 385 copies were returned while 11 were not returned. The descriptive survey research design was adopted for the study. The hypotheses were tested using Pearson Product Moment Correlation Coefficient t and Simple Linear Regression Statistical tools. The findings indicate that brand awareness significantly affect performance of manufacturing firms in Enugu State, Nigeria (r = 0.864; t = 33.536; p < 0.05). That there is a positive relationship between brand associations and performance of manufacturing firms in Enugu State, Nigeria (r = 0. 812, p < .05). That perceived quality significantly influences performance of manufacturing firms in Enugu State, Nigeria (r = 0.883; t = 36.848; p < 0.05). The study concluded that branding enable customers to distinguish between different products and services and recognize what they perceive satisfies their needs the most. The study recommended that manufacturing firms should adopt brand awareness so as to ensure that customers’ recall and recognize the brand as reflected by their ability and to identify the brand under different conditions which will promote firms’ performance. <p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0859/a.php" alt="Hit counter" /></p>

Pengaruh Brand Equity Terhadap Loyalitas Nasabah Menabung Tabungan Marhamah Mudharabah Pada PT. Bank Sumut Syariah Kantor Cabang Pembantu Stabat

This study was conducted to determine the effect of brand equity on customer loyalty in saving marhamah mudaraba savings at PT. Bank Sumut Syariah KCP Stabat. The research method used in this study is a quantitative approach. The data collection technique used is the distribution of questionnaires. The analytical technique used in this study is validity, reliability, classical assumptions, multiple linear regression, and hypothesis testing using SPSS version 25. Brand Awareness has a significant and positive relationship with customer loyalty in saving marhamah mudharabah savings. So that if brand awareness increases, customer loyalty in saving marhamah mudaraba savings will increase, and vice versa. Brand Associations have a significant and positive effect on customer loyalty in saving marhamah mudaraba savings. So that if brand associations increase, customer loyalty in saving marhamah mudaraba savings will increase, and vice versa. Brand Loyalty has a significant and positive relationship with customer loyalty in saving marhamah mudaraba savings. So that if brand loyalty increases, customer loyalty in saving marhamah mudaraba savings will increase, and vice versa. Perceived Quality has a significant and positive relationship with customer loyalty in saving marhamah mudaraba savings. So that if perceived quality increases, customer loyalty in saving marhamah mudaraba savings will increase, and vice versa. Brand awareness, brand associations, brand loyalty, and perceived quality together or simultaneously have a significant effect on customer loyalty in saving marhamah mudaraba savings.

An Examination of The Relationship of Green Brand Affect and Other Determinant Factors Towards Green Purchase Intention in Skin Care Industry

Climate change is a troubling issue in the world and one of the main causes is plastic production, while the personal care industry is one of the industries that contributes the largest plastic waste and businesses in Indonesia have not contributed to reducing waste. According to a study, many small businesses face several challenges in implementing environmental values including unawareness of the potential presented by applicable green practices, a lack of understanding of the necessity to address their environmental consequences, and the lack of understanding how to integrate green practices into basic business planning, in other words they don’t little exposure to green practice information and they don’t know how to communicate & implement the environmental values, thus small businesses need to understand how to communicate their business through green brand and to communicate their brand business need to know what drives the customer to buy green brand. While "green purchase intentions” is the likelihood of consumers purchasing specific products or brands owing to environmental concerns, thus to support waste reduction from the personal care industry and increase implementation of environmental value, the researcher analysed what factors could influence green purchase intentions to understand the market needs and drivers to purchase green brands. Using the PLS SEM, this study investigates the relationship of green brand affect on green purchase intentions, as well as the mediation effects of green brand attitude and green brand associations in the skin care business. Refers to prior study to define ‘green brand affect’ as “consumers’ positive emotional response towards a brand in consequence of the brand’s environmental performance” because in the process of customer buying decision-making, brand affect is a critical aspect. The study's research focus is on Indonesian consumers aged 14 to 39 who have purchased green skin care brands in Indonesia. A total of 218 respondents were chosen. In addition, to verify the research framework, this study was done by utilizing a questionnaire survey. The findings show that the impact of a green brand can have a direct impact on green buying intentions. Furthermore, this research shows that green brand associations have no influence on green purchasing intention means this variable fails to mediating green brand affect toward green purchase intention and that green brand attitude mediates the relationship between green brand affect and green buy intents to partially. While businesses tend to enhance their customers' green purchase intentions, they must also increase their green brand impact and green brand attitude. Hopefully this research could help small businesses to understand how to communicate and implement environmental value through the understanding of the relationship between green brand affect, green brand attitude, and green brand association toward green purchase intention.

The inter-generational arts branding of the Star Wars saga: may the myth be with you!

PurposeEmploying the Star Wars brand as a case study, this paper seeks to critically discuss the importance of comparative mythology for inter-generational branding and consumption practices within arts related markets.Design/methodology/approachSecondary data have been gathered focusing on the analysis of material in the form of books, academic journals, films, videos, television programs, websites and media reports related to the interface between comparative mythology, the Star Wars brand.FindingsFirst, this paper indicates how the long-standing success of the Star Wars brand mirrors and reflects the power of monomythic storytelling in creating a platform for arts and place building branding associations and extensions for numerous products and services. Second, this study shows and highlights the potential of monomythic structures/storytelling and comparative mythology in acting an underlying cultural platform whereupon several arts brand associations, narratives, extensions and overall strategies can emerge. Finally, this project suggests how arts marketing scholars could further explore the infusion of mythological narratives within branding practices in the areas of performing/visual arts, museums, entertainment and arts related tourism campaigns.Originality/valueFocusing on the most successful film franchise of all times, this study argues that comparative mythology constitutes an endless source for common templates of artistic, cross-cultural and inter-generational marketing practices focusing on universal moral codes and archetypes.

EXPRESS: Relative Effectiveness of Print and Digital Advertising: A Memory Perspective

The exponential growth in digital media has recently challenged the value of print media in the overall marketing mix. Across three studies, we evaluated the relative effectiveness of print ads versus digital ads. In Study 1, using eye-tracking and biometric measures during exposure, we found stronger encoding and engagement for print ads over digital ads. A week later, participants showed no significant difference in recognizing ads across format, though print ads showed better memory for the encoding context. Notably, using fMRI, we found greater activation in hippocampus and parahippocampal regions for print ads relative to digital ads. Extending these insights, Study 2 demonstrated better memory for print ads across contents, context, and brand associations when using snippets as retrieval cues. In addition to establishing the robustness of earlier findings, Study 3 provided further evidence that the observed memory advantage for print ads is primarily due to superior encoding during initial exposure. From a practical perspective, these findings suggest that marketers should not discount the value of print media in advertising, despite the rapid growth of digital media and communications.

Greek sport fans' evaluation of football leagues' brand associations and their influence on brand loyalty. The case of UEFA champions league

PurposeThe purpose of this research was to develop a scale to measure the football league brand associations such as the “UEFA Champions League” and to investigate their influence on brand loyalty.Design/methodology/approachA questionnaire was developed and tested through a pilot test (N = 120) and the final questionnaire was administered among Greek sport spectators (N = 460). The factor structure was tested through an exploratory factor analysis and a regression analysis was used to examine the predictability of fans' brand loyalty by the league brand association dimensions.FindingsSix brand association factors were revealed through the exploratory factor analysis: elite management, entertainment, elite-sportsmanship participants, escape, elite refereeing and corporate identity. In addition, new brand associations and elements were found: elite refereeing which included fast football and the league anthem was found to coexist with logo. Elite management, entertainment, escape and corporate identity were found to influence brand loyalty variables.Practical implicationsThe study revealed a useful tool to measure sport leagues' brand associations, to measure their influence on Greek fans' loyalty and build strong, unique and favourable consumer-based brand associations.Originality/valueThe paper contributes to the sports brand associations research by examining brand associations in the context of European leagues and elite-level football competitions. It also contributes by identifying and revealing new brand associations and new elements to co-exist with other already known sports brand associations. Finally, it examines the influence of the new brand-specific associations to the brand loyalty of the “UEFA Champions League” competition for Greek sport fans.

Measuring a multidimensional green brand equity: a tool for entrepreneurship development

PurposeThis study analyses the dimensions of the brand equity of organic agri-food products using a multidimensional approach. It also examines the direct and indirect relationships of this brand equity with consumers’ green satisfaction and the green image of organic agri-food products. The green brand can be understood as a tool for entrepreneurial development.Design/methodology/approachThe researchers develop a conceptual framework highlighting the dimensions of the green brand equity focusing on five constructs (green brand loyalty, green perceived quality, green brand associations, green brand awareness and the new dimension of green brand emotion), green satisfaction and green brand image. The sample consisted of 392 people aged over 18 who were occasional or habitual consumers of organic agri-food products. Partial least squares (PLS), a structural equation modelling (SEM) tool, was used in the analyses.FindingsThe results of this study show that the different dimensions of green brand equity (except for green brand awareness) reflect this variable and are important factors in its perception by consumers. This study differs from others in that it treats green brand equity as a truly multidimensional variable made up of different dimensions with different measurement scales. The study also demonstrates the importance of green satisfaction and green brand image as antecedents of green brand equity.Practical implicationsThe measurement scale for green brand equity developed in this study provides entrepreneurs of organic agri-foods with a method for evaluating consumer perception of green brand equity based on those dimensions that are truly significant.Originality/valueThis is the first study to explore the relationships of green brand equity—as a multidimensional concept—with other variables, such as green satisfaction and green image.