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Enlightening the brand building–audience response link
In an era where brands try to generate strong and positive consumer responses in an uncertain, complex, unpredictable, and fast-changing environment, understanding the mechanism that brand signals turn to external audiences’ responses has become ever more important. Using as a context service brands, given their complexity, this work aims to update and inform existing knowledge on brand building practices, audience-processing and the brand-related action link. The proposed conceptual brand building and audience response framework is based on an extensive review of existing brand management and services marketing academic knowledge collected and examined aiming to: (a) synthesise the somewhat dispersed literature on firms’ brand building and audience-processing and brand-related action link reported in both literature streams and (b) identify relevant trends on brand building and audience-processing/responding. The introduced framework comprises three components (the chain, the influencing factors and the feedback loops), provides a good, contemporary overview of the full brand identity co-creation process and potential audience behavioural responses and unfolds avenues for future research.
Journal Article
Branded lives : the production and consumption of meaning at work
\"Branded Lives explores the increasingly popular concept of employee branding as a new form of employment relationship based on brand representation. In doing so it examines the ways in which the production and consumption of meaning at work are increasingly mediated by the brand. This insightful collection draws on qualitative empirical studies in a range of contexts to include services, retail and manufacturing organizations\"--Page 4 of cover.
Book
How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities
To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 elasticities from 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countries) reveals that the aggregate brand relationship elasticity is .439. More importantly, results demonstrate under what conditions various types of brand relationships increase loyalty. For example, while elasticities are generally highest for love-based and attachment-based brand relationships, the positive influence of brand relationships on customer brand loyalty is stronger in more recent (vs. earlier) years, for nonstatus (vs. status) and publicly (vs. privately) consumed brands, and for estimates using attitudinal (vs. behavioral) customer brand loyalty. Overall, the results suggest that brand relationship elasticities vary considerably across brand, loyalty, time, and consumer characteristics. Drawing on these findings, the current research advances implications for managers and scholars and provide avenues for future research.
Journal Article
The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management
Purpose
By outlining the evolution of brand management research over the past 25 years, as reported in the Journal of Product and Brand Management (JPBM), this paper aims to analyze the changes in the way branding has been approached in research, highlight the current challenges the discipline faces and suggest future research avenues that will hopefully further enrich brand management knowledge.
Design/methodology/approach
This paper includes internal historical literature review and commentary.
Findings
After a thorough analysis of the journal’s content, the contribution that the JPBM has made in the development of brand management knowledge over the past 25 years is highlighted. Eight major shifts in brand management research and thought, and three overarching difficulties and challenges, are identified.
Research limitations/implications
By solely focusing on the contributions published in the journal, by no means this review is exhaustive and includes all the contributions to the discipline. Its contribution is limited to the analysis of the work, and the evolution of brand management thinking, recorded in the JPBM.
Originality/value
The paper highlights the evolution of brand management thought and presents imperatives and challenges to guide future research in brand management.
Journal Article
Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research
Purpose
– This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the development of an improved instrument to measure brand equity. The brand equity paradigm and its importance for marketing theory have been in the research focus for more than two decades. There is no agreement in the literature how to develop a unique measure of brand equity, neither what are the sources, drivers or determinants.
Design/methodology/approach
– The authors develop the relating conceptual study through the differentiation and integration as specific conceptual goals. The authors present a taxonomic framework of brand equity grounded on a synthesis of contemporary approaches to the theme.
Findings
– The authors identify gaps in the brand equity literature. The analysis and development of the conceptual study in this paper shall serve as beacons for future research and provide valuable theoretical insights on the determinants of brand equity formation and the development of better brand equity measurement tools.
Originality/value
– The authors synthesized contemporary approaches in the field, identified research gaps and proposed open questions that should be tackled, as well as provided avenues for future research. The authors argue that creation of a unifying brand equity theory should be based on three pillars: stakeholder value, marketing assets and brand financial performance outputs.
Journal Article
Putting the Person Back in Person-Brands
This article provides insight into the management of brands that are also people by unpacking the interdependencies that exist between people and brands and focusing on the qualities that make person-brands human rather than on the qualities that make them brands. Using the extended case method to examine 20 years of public data about the Martha Stewart brand, the authors highlight the interdependent relationship between the person and the brand—in particular, consistency and balance—and identify four aspects of the person that can upset these interdependencies: mortality, hubris, unpredictability, and social embeddedness. Mortality and hubris can cause imbalance, but with the right skills and structures, these factors can be proactively managed. Inconsistency in the meanings of the person versus the brand can derive from the person's unpredictability and social embeddedness and compromise brand value, but it may also enhance brand value by adding needed intimacy and authenticity. This two-bodied conceptualization suggests renewed management principles and contributes to branding theory through identification of the doppelgänger within, new brand strength facets, and emphasis on risk versus returns.
Journal Article
The role of brand gratitude in consumer relationships with cool brands
Purpose
This study aims to explore and extend the consumer–brand relationship literature by integrating the relatively new construct of brand coolness with a growing body of work on gratitude. Specifically, gratitude is explored alongside emotional brand attachment as an additional mechanism affecting the relationship between cool brands and the loyalty outcome of repurchase intention. Consumption context is examined as a boundary condition to the effect of gratitude.
Design/methodology/approach
Data was collected from an online survey of a Qualtrics panel of 356 US consumers. A moderated mediation model is used to explain the effects of brand coolness on repurchase intention via emotional brand attachment and brand gratitude in the moderating presence of consumption context.
Findings
Brand coolness significantly increases repurchase intention. Furthermore, emotional brand attachment and brand gratitude are established as parallel mediators of the relationship between brand coolness and repurchase intention, with brand gratitude exhibiting a significantly stronger mediated effect. The impact of brand coolness on brand gratitude is moderated by social visibility, with publicly consumed cool brands stimulating greater brand gratitude than their privately consumed counterparts.
Originality/value
Brand gratitude is shown to influence repurchase intention independent of the impact exerted by consumers’ emotional brand attachment. Cognitive appraisal theory is used to distinguish brand gratitude from other mediators studied in consumer–brand relationships. Findings establish the moderating influence of the social visibility of the brand on the relationship between brand coolness and gratitude.
Journal Article
Brand love and customer brand engagement for masstige: a cross-cultural perspective
Purpose
Masstige (mass-produced and affordable luxury) goods are receiving increasing literature-based attention. However, despite existing advances, insight into how different cultural backgrounds shape consumer perceptions, attitudes and behaviors toward masstige goods remains tenuous. Correspondingly, this study aims to examine the association of masstige luxury with customers’ love for and brand engagement with masstige products across cultures.
Design/methodology/approach
This study used a sample comprising 342 Indian and 354 Canadian masstige customers. Partial least squares structural equation modeling was used to analyze the data.
Findings
The results corroborate brand prestige and identification as key antecedents to customers’ love for masstige brands, which in turn impact their brand engagement. Surprisingly, the authors find that the effects of brand prestige and brand identification on brand love and customer brand engagement do not significantly differ between Indian and Canadian customers. However, the positive effect of brand identification and brand love on customer brand engagement is stronger for Indian customers than for Canadian customers.
Research limitations/implications
This study addresses an important literature-based gap in understanding how cultural backgrounds shape consumer perceptions of masstige brands. It offers key theoretical and practical implications for masstige marketing.
Practical implications
Identifying differential effects among Indian and Canadian customers provides a foundation for tailoring marketing approaches in the masstige sector.
Originality/value
This study addresses a critical literature-based gap in understanding how cultural backgrounds shape consumer perceptions of masstige brands, offering key theoretical and practical implications for masstige marketing.
Journal Article
The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective
PurposeThis research investigates the effects of multidimensional brand experiences (i.e. behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the Asian consumers' perspective.Design/methodology/approachThis research collected primary data from 418 consumers on global brands, and it tested the proposed hypotheses by using partial least squares structural equation modeling (PLS-SEM).FindingsThe findings indicate that sensory and affective experiences have direct significant impacts on brand love, while intellectual and behavioral experiences have nonsignificant impacts on brand love. Overall, intellectual, behavioral, affective and sensory experiences positively influence brand authenticity, which in turn have substantial positive impacts on brand love.Research limitations/implicationsThis study investigated consumer behavior in a broader sense, and consumers from 13 Asian countries participated in this research. Future research may collect data on a larger scale from Asian countries to generalize the results.Practical implicationsBy following brand authenticity as an essential positioning tool and implementing several experiential marketing strategies, global managers can develop brand-loving consumers in Asia.Originality/valueUnder the parasol of attribution theory, this research explores the relationships among the multidimensional brand experiences, brand authenticity and brand love from the Asian perspective.
Journal Article