Factors Influencing Core Brand Attitude and Consumer Perceptional Fit in the Pandemic Era and Their Implications for Purchase Intention Toward Extended Product

Challenges faced by people in today's pandemic conditions are the dependence on the internet and communication tools because all the processes of work from home or school from home activities are done online. In addition to the stable and strong internet connection, the use of reliable communication equipment tools became a must and people were looking for a brand that suited this need. However, it turns out that a strong brand in the electronics industry has not guaranteed success when doing brand extension in the category of communication tools. This is experienced by Sharp, a leading electronics manufacturer from Japan.This research aims to find out whether core brand image, core brand attitude, brand association, product connection, use experience, and consumer perceptional fit, have an influence on purchase intention toward extended product in the case of Brand Sharp on its communication device product, the Sharp Aquos Zero 2 Smartphone. Quantitative research methods have been conducted using online questionnaires to respondents who are over 17 years old and know sharp electronic products, have owned their products and have seen sharp Aquos Zero 2 reviews but have never bought the product. The structural equation model (SEM) method was used to analyze these 6 research hypotheses.The result was a positive relationship between core brand image, core brand attitude, brand association, product connection, use experience, and consumer perceptional fit on purchase intention toward extended product smartphone. However, on the other hand, the core brand image and use experience variables have no influence on core brand attitude.

The Dynamics of Brand-Driven Quality Improvement Decision-Making in Multi-Small-Supplier Agri-Food Supply Chain: The Case of China

This paper develops a system dynamics framework for the closed-loop agri-food brand supply chain (AFBSC) with multiple small farmer suppliers and one core brand manufacturer, and investigates the influences of various factors including brand effort, quality elasticity, price elasticity, revenue sharing, and the number of suppliers on the system behavior. The results show: (i) food quality is determined by all farmer suppliers, who might choose hitchhiking with the prisoner’s dilemma game in a decentralized decision-making mode; (ii) brand effort to improve brand value for food quality is mainly made by the core brand manufacturer, who presents a goal-seeking system dynamics (SD) manner with oscillation behavior around the expected quality of consumers; (iii) whether farmer suppliers or brand manufacturers, the centralized decision-making mode is more useful for them to increase revenue than the decentralized one; furthermore, the shared centralized decision-making mode is most useful for them to obtain more revenue, and the brand manufacturer is still the biggest beneficiary.

In Plain Sight: Online TV Interfaces as Branding

Industrial discourses surrounding subscription video on demand (SVOD) services are deeply embedded in the rhetoric of viewer choice and control. However, these discourses are often misleading, with viewers given only nominal amounts of agency in their viewing experience, most often circumscribed by the limited affordances of the service’s interface. This article takes online TV interfaces as its object of study and interrogates to what ends SVODs use them. In particular, it examines how the interface can operate as a part of an SVOD’s larger branding campaign. Using Netflix as a case study, the article argues that the interface is discursively positioned as empowering viewers to easily find what they want to watch, yet the actual operation and affordances of the interface significantly delimit viewer agency. Instead, the interface works to guide viewers to Netflix original content to strengthen the core brand values of abundance, personalization, and exclusivity.

Old Spice: Repeating Success in the Face of Competitive Threat

In 2009–2010 Procter & Gamble’s Old Spice brand had to respond to two important challenges. First, after a successful rebranding of the Glacial Falls scent into Swagger (see Kellogg Case #5-411-752), Old Spice’s core brand team had to determine its next step in advertising. The options being considered included continuing to advertise Swagger, switching to advertising a different scent, advertising the umbrella brand, or placing an emphasis on body wash instead of on deodorant. This decision also involved proposing both the messaging and the media buy for the option selected. Second, in conjunction with this issue, the brand team had to decide whether the messaging of its advertising should respond to competitor Unilever’s new advertising for Dove for Men, which would be kicked off in an upcoming Super Bowl spot. Students will step into the shoes of Mauricio O’Connell—one of the assistant brand managers of Old Spice—as he and his team brainstorm how to position the brand for another big success.After reading, analyzing, and discussing the case, students should be able to: Ask critical questions to help decide among multiple advertising strategies Describe issues for a brand that relate to managing advertising across its portfolio Understand how competitive behavior can affect a brand's decision

The Valuation of Brand Architectures: An Empirical Investigation in the Wine Sector

<p>In recent years, consulting firms and academics have developed a plethora of methods to place a monetary value on brands. The models used in practice either focus on product brands - the commercial trademarks used to target specific client segments, or on corporate brands - all the intangibles that come under an umbrella name. However, the current marketing strategies reveal that few companies use commercial brands and corporate brands separately, as they are typically integrated into complex brand architectures that combine product brands and corporate brands in different flavours. This study critically reviews the brand valuation literature to assist practitioners in choosing appropriate methods to estimate different brand architectures. The analysis is carried out applying the Brand Finance valuation process to two Italian wineries. The findings suggest that whenever wineries use strong umbrella brand strategies, it is feasible to bundle the product brands into one comprehensive brand. The latter can be measured either by splitting the incremental benefits from the core brand, as suggested by Anson (2000), or by assembling the core brand and the incremental benefits together, as proposed by the Excess Earnings Method. For integrated wineries producing high quality wines, it is proposed that brand strength analysis be combined with the relief from royalty method.</p>

Brand Name Distinctiveness of Star Hotels in Bali

A brand name is an important feature for a brand, serving as an identifier for a product and simultaneously attempting to shape consumers’ perception as a distinctive trademark. The present study explores branding in light of Peirce’s triadic model of signs in linguistics, using summary statistics and cross tabulation to empirically show trends in the choice of brand name and descriptor for 224 star hotels in Bali. The data shows that five trademark distinctiveness strategies are present in the core brand names of star hotels in Bali: generic, descriptive, suggestive, arbitrary, and fanciful—with arbitrary names being the most popular. Additionally, several trends are shown in regards to descriptors used in property names. The use of ‘Bali’ as a descriptor is still popular, while the use of descriptors ‘beach’ and ‘grand’ is declining. Using definite article ‘the’ as a descriptor is increasingly popular, as well as using descriptors ‘private’, ‘luxury’, and ‘collection’ to convey exclusivity and intimacy.

Online customer engagement

Purpose – The emergence and success of online brand communities in the marketplace have attracted considerable interest; this study seeks to determine the conditions in which people create social environments by investigating the drivers of connections to a focal online brand community and other brand communities. The purpose of this paper is to investigate the composition of multi-community networks, focussing on the density and centrality of brand communities. Design/methodology/approach – On the basis of insights from prior literature, the proposed model examines customers’ social relationships with multiple brand communities. A survey of 290 participants spans eight brand communities. The modeling process used structural equation modeling; the analysis of the social relationship among brand communities relied on an ego network approach. Findings – Two drivers prompt connections to other online brand communities. First, personal identification with a core brand community enhances connections to other communities. Second, some core brand members choose a functionality-driven approach in creating social environments. Practical implications – For marketers, this study highlights the importance of positioning the brand community as part of a social environment. To strengthen customer-brand relationships, marketers should focus on community members’ multiple memberships. Originality/value – This paper extends understanding of online brand community members’ motivations to participate in a focal brand community. It also explains the creation of a social environment, through a careful consideration of participation in different brand communities and their relationships.

Brandscapes: contrasting corporate-generated versus consumer-generated media in the creation of brand meaning

Purpose – The purpose of this paper is to add to the growing literature addressing whether, and to what extent, brand meaning is determined by corporate and consumer-generated processes. To do this, the authors compared the expression of brand meaning across three key sources i.e. first, brand strategy (i.e. traditional marketing mix); second, corporate-generated media (i.e. web site); and third, consumer-generated media (Facebook). Design/methodology/approach – To address the research question of this study, the authors conducted an in-depth investigation into consumer co-creation experiences in the context of Facebook brand communities. The authors then interpreted the findings in relation to the brand strategy (i.e. marketing mix) and brand meaning expressed via corporate-generated online media (i.e. corporate web site). The authors achieved this by applying a narrative discourse analysis to textual data. To effectively handle the high quantity of textual data spawned via consumer-generated media (i.e. Facebook), the authors used a computer-assisted content analysis application (i.e. Leximancer). Findings – In the analyses the authors found that brand expressions varied considerably across the chosen retail brands, but in all cases strong integration and alignment were present between the corporate and consumer-generated media. Specifically, the authors found that Facebook interactions echoed the brand meanings espoused on the corporate web sites. The findings indicate that online marketers can define the nature of brand co-creation, especially in the context of Facebook interactions. Practical implications – For marketers who are eager to take advantage of Web 2.0 to build their brand, the findings of this research are highly significant. The authors showed that the brands developed their own interaction profiles, which allowed them to align the Facebook content with their core brand values. The results indicate that sound brand governance is articulated through the effective management of social media touchpoints by providing interactive, content rich, and relevant Facebook sites that echo core brand values. Originality/value – Even though businesses have now started to penetrate the online social networks and offer direct links from corporate web sites to social networking sites like Facebook and Twitter, little is known regarding the relationship between social media and traditional media in brand building. This research addresses this gap by undertaking an exploratory study of Facebook brand communities with implications for brand co-creation and brand governance.