Effectiveness Of Celebrity Endorsement on Advertisement in Achieving Consumer Brand Preference

The instrument of celebrity endorsement has become a pervasive element in advertising. This paper qualitatively examining the effectiveness of celebrity endorsement on advertisement in achieving consumer brand preference. The study revealed some impacts of acquiring celebrity for endorsement such as building awareness, quick connect, means of brand differentiation and better brand image among others. The study identified some challenges associated with celebrity endorsement which are not limited to celebrity overshadows the brand, conflicting image and influence of celebrity moral violation on brands. The paper concludes by recommending careful choosing of celebrity that his/her value will have close link with the brand been endorsed and improvement on the quality of the product by the producer as possible measures to avert the challenges of using celebrity in advertising. Using celebrities that have moral and are well placed in the society for advertisement is also key.

Understanding message (de)coding in multi-lingual slogans: industrial perspectives from Turkey and Russia

PurposeThe main goal of the study is to investigate how same-brand slogans simultaneously in use in two emerging markets, namely Turkey and Russia, differ semantically. The study further examines in what ways the industrial competition structure impacts the semantic slogan design within these two contexts.Design/methodology/approachThe study uses the method of semantic explication that is based on a 19-device taxonomy. This method is applied to 56 slogan pairs in the Turkish and Russian languages launched for the same brands/products across 6 industries.FindingsResults indicate that same-brand slogans differ semantically between Turkey and Russia. Moreover, firms tend to conform to a shared semantic pattern within a given industry, largely depending on the industrial competition structure. While strong local competition (as in the electronics and cleaning products industries in Turkey and in the personal care and beverages industries in Russia) leads firms to use self-reference, international competition (as in the automotive, personal care and beverages industries in Turkey and in the electronics and cleaning products industries in Russia) promotes them to use hyperbole in their slogan design.Practical implicationsAdopting a common semantic pattern within an industry may carry the risk of restricting brand differentiation and consumers' sense of novelty. Furthermore, the inclusion of brand names in slogans may make slogans sound assertive and lead consumers to overreact to the brand.Originality/valueUnlike many studies exploring different-brand slogans through a syntactic or grammatical lens, this study investigates the semantic features of same-brand slogans launched in two emerging market contexts. It adopts a B2B perspective, unlike many extant studies that often focus on a B2C one.

Response Strategies of the Creative Market Industry in the Post-Epidemic Era in Taiwan-Taking ISHANDS International Creative Market as an Example

The creative market is mainly composed of small and medium-sized and micro-sized enterprises. It focuses on personal creation, as well as face-to-face sales with customers in the market. Affected by COVID-19, customers no longer go out, and markets are canceled due to crowds, which affect the business of market curators, as well as cultural and creative brands. While the epidemic is still raging, how to respond and transform has become the key to survival. This research mainly focuses on comparing and analyzing the situation in 2019 and 2020 of “ISHANDS International Creative Market”, which is a creative market regularly held, as well as seven cultural and creative brands participating in this creative market in Taiwan. Through on-site observation and in-depth interviews, it interviews with curators of the creative market and operators of market brands, analyzes the creation and development process and planning of the “ISHANDS International Creative Market”, as well as key factors for cultural and creative brands to participate in creative markets, brand entrepreneurship and development, and difficulties they face at present. It sorts out the business interactions between the creative market and cultural and creative brands through case studies, summarizes them, and analyzes various interactions with business models, so as to understand the current situation of the creative market facing COVID-19 and possible future development in response. This research finds that: (1) the success of the creative market lies in brand differentiation and persistence; (2) the brand image building of the creative market and cultural and creative brands are key factors for each other; (3) the problems faced by the creative market under the influence of COVID-19; (4) it should accelerate the marketing and application of technologies in response to COVID-19; (5) it needs to master key resources in response to the post-epidemic era; (6) it explores the future development trend of Taiwan’s creative market industry.

The influence of brand experience on satisfaction, uncertainty and brand loyalty: a focus on the golf club industry

PurposeUnderstanding the advantages of brand experience is important for brand managers to more effectively grow satisfied and loyal customers. To date, little research has examined the relationship between brand experience and customer satisfaction, uncertainty, and brand loyalty with sport products. Therefore, this study examined these relationships with golf club products in the golf industry.Design/methodology/approachData were collected from golf players in South Korea (n = 386) through online surveys. Structural equation modeling (SEM) was utilized to examine the relationship between the variables.FindingsThe results revealed that brand experience influences golfers' uncertainty toward other brands. In other words, doubts about the brand will decrease when consumers experience sensory, affective, behavioral, and intellectual interactions with a brand. Interestingly, brand experience does not influence golfers' satisfaction as indicated by previous studies. Also, findings showed that just having experience with a brand does not lead to golfers' loyalty.Originality/valueThis study helps to understand how consumers' direct experiences influence brand beliefs and attitudes. Moreover, this study is significant for sport marketing practitioners since it explores an alternative marketing approach to brand differentiation, which has the potential to attract and retain more customers.

Identity-based brand differentiation : Brand Identity Prism application in South African banks

Background: Branding serves two (2) fundamental purposes - brand differentiation and identification. Firms need to differentiate their brands in the market while consumers identify brands to satisfy their needs. The basis of brand differentiation is the development of coherent brand identities. However, due to scant empirical information, extant brand identity models remain largely conceptual, hence their robustness is questionable. Purpose of study: The current study explored the applicability of the Brand Identity Prism (BIP) in selected South African banks. The study sought to construe brand identity dimensions that differentiate banks in the sector. Design/Methodology/Approach: An interpretivist qualitative research design was adopted. Accordingly, indepth interviews were conducted with banks’ marketing executives who are instrumental in brand strategy formulation, whereafter, banks’ brand identities, as contained on websites and in media releases, were analysed. Results/Findings: Findings revealed that the BIP’s physique, personality, and culture dimensions were used as bases for brand differentiation. Relationships were found important but did not serve differentiation purpose. Reflection and self-image were found to be inapplicable. Managerial implication: The study makes a unique contribution to brand management literature and practice in two ways; (i) it explored the applicability of an existing model in a new context (ii) and concurrently established the sources of brand differentiation in the South African banking sector.

Strategi Corporate Social Responsibility Dompet Dhuafa dalam Membangun Brand Differentiation Lembaga

The research aims to determine the Dompet Dhuafa Foundation's CSR strategy in building brand differentiation through the establishment of the Smart Ekselensia Republika school. It also concerns the dynamics of the Dompet Dhuafa Foundation's business paradigm which focuses on CSR programs to form brand differentiation. This type of research is case study with a qualitative descriptive method. It aims to describe the establishment of a school accompanied by an explanation of the process of occurrence, development and changes in various aspects of the dynamics of its CSR. Thus, there are peculiarities of cases which the researcher describes descriptively based on dynamic and contextual chronology. The results showed that the Dompet Dhuafa Foundation's CSR strategy in building brand differentiation is based on social awareness, that business contributions are social benefits; economic awareness, that the maximum profit from business is the maximum benefit in increasing charity in society; and legal awareness, that justice efforts that have been criticized by the pudblic can be maximally fulfilled because the efforts being carried out have a segment of the dhuafa. Differentiation is an achievement that combines the shared value business context in the three intelligences. Intellectual intelligence is proven in the provision of education, emotional intelligence by building social service businesses for the poor, as well as spiritual intelligence with the principles of trust, worship and Islam. So, business differentiation is a business that presents God in its operations.

Factors influencing for the marketing of branded generic drugs - A study on possible strategies in the Indian pharmaceutical market

The competition in the Indian pharmaceutical sector is high and the success of a company depends on the ability of Research and Development. A lot of scope exists for the smaller companies as well as larger companies to focus on branded generic drug market for the generation of prescription. The space for product differentiation is less in this segment as all the companies market the same medicine and performance is also the same. Hence, the companies emphasize on various other factors for brand differentiation. Data were collected from 107 doctors for 13 different factors which can influence the prescription generation of the branded generic drugs. It was then run through factor analysis to understand more influencing factors. It was found that two sets of factors, namely, company-related factors and environmental-related factors influence doctors to write the prescription. The company-related factors were found to have more influence compared to environmental-related factors for brand recall while writing the prescription.

ACHIEVING CUSTOMER LOYALTY THROUGH A HOTEL BRAND DIFFERENTIATION

Understanding the hotel guests' needs and providing a hospitality service that delivers on their expectations is crucial for achieving guest satisfaction and - eventually - for creating customer loyalty. This is why the hotel operators, along with their constant efforts to deliver consistent services by unifying the operating standards and procedures, also try to know their guests better, so that they can align their services with the guest's preferences and deliver more personalized experience. This is why the major hotel operators develop portfolios of various hotel brands, positioning them to different market segments and thus targeting travelers with specific needs. However, in the modern world the guest expectations are not just of a nice experience. Nowadays the hotel guests are more and more interested in the way the hotel operators do their business. They follow their words and actions and expect that the brand shares (or at least aligns with) the client's personal values. But these expectations also present an opportunity for the hoteliers to establish a long-lasting, authentic relationships with the client. Also, by aligning their behavior and brand purposes with the guest expectations, the hoteliers are now able to build a collective sense of brand belonging with their clients.

An integrated model for customer equity estimation based on brand equity

Brand equity (BE) and customer equity (CE) are the two crucial and closely linked concepts in marketing research. This research outlines a new conceptual framework to explore the relationship between the critical elements of BE and CE. Furthermore, using marketing activities, the study quantifies the effect of these activities on CE. The value of CE is computed based on a customer lifetime value (CLV) model in which linear, logistic, and beta regression are used to predict BE, customer acquisition, and customer share of wallet, respectively. We conducted an empirical analysis through questionnaires in an elevator company. The results reveal that brand knowledge and brand differentiation positively relate to customer acquisition. Also, for both existing customers and prospects, brand differentiation plays an important role in the share of wallet. The findings also show that marketing activities have a positive and significant impact on brand knowledge and brand differentiation, and consequently, through the mediating role of BE between marketing activities and CE, on customer acquisition and share of wallet.