Author : 邱莉婷
Publisher :
Page : 80 pages
File Size : 23,38 MB
Release : 2011
Category :
ISBN :
Author : Dilip Doraiswamy
Publisher :
Page : 150 pages
File Size : 33,46 MB
Release : 2011
Category : Branding (Marketing)
ISBN :
"Over the past two decades, the retail landscape has experienced remarkable changes due to macro- and micro-environmental forces. Many industries, including textile and apparel businesses have shut down their facilities and some have modified their strategic plan to withstand the global economic recession. One of the important marketing strategies utilized by major retailers to sustain in this economy is brand extension. While several studies have examined the effect of brand extension on brand equity, very few have investigated the parent core brand concept once the brand extension has been introduced. Considering both the paucity of research and potential financial maximization to be gained from such efforts, the overall purpose of the study is to enrich our understanding of the impact of brand extensions on the parent core brand concept and brand equity in the context of apparel. Specifically, the current study also seeks to examine whether consumers' perceived fit moderates the effects of different types of brand extensions and consumers' evaluations of the parent core brand concept and brand equity after the extension. Data were collected from a convenience sample of undergraduate students between the ages of 18 to 26. The final sample consisted of 240 college students. Of these, approximately 91% were female, approximately 65% were Caucasians, and the average age category was 18 to 23 years old. Different statistical analysis techniques (e.g., multiple regression, paired sample t-test, one-way analysis of variance) were employed to test all hypotheses. Results revealed that there are positive relationships among consumers' initial evaluations of the parent brand equity, their attitudes toward the extensions, and their post extension evaluations of the parent core brand concept and brand equity. Results further showed that brand extension strategies (horizontal vs. vertical) have an impact on consumers' post extension evaluations of the parent core brand concept and brand equity. The study's findings also advance the brand literature in that consumers' perceived fit moderates the relationship between brand extension strategy (regardless of the types of extension) and consumer' post extension evaluations of the parent core brand concept and brand equity. Implications are provided. Limitations and future research directions are also discussed."--Abstract from author supplied metadata.
Author : M. Fetscherin
Publisher : Springer
Page : 294 pages
File Size : 28,41 MB
Release : 2015-05-07
Category : Business & Economics
ISBN : 1137427124
Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.
Author : Babu Singh
Publisher :
Page : 0 pages
File Size : 41,18 MB
Release : 2023-05-25
Category : Business & Economics
ISBN : 9781805290698
This book delves into the fascinating world of branding, exploring how companies can create long-lasting relationships with their customers through building strong brand equity and nurturing brand relationship quality. It presents a comprehensive analysis of the impact of brand equity and brand relationship quality on brand resonance, which is the ultimate goal of any successful branding strategy. Drawing on extensive research and real-world examples, the author provides a step-by-step guide to creating brand resonance, from understanding the drivers of brand equity to developing effective brand management strategies. This book emphasizes the importance of establishing emotional connections with customers through brand personality, brand image and brand loyalty. It also discusses the role of digital marketing and social media in building brand resonance, highlighting the challenges and opportunities that arise from the changing landscape of branding in the digital age. With its clear, concise writing and practical insights, this book is a must-read for marketers, branding professionals and anyone interested in the power of branding to shape consumer behavior and drive business success.
Author : Deborah J. MacInnis
Publisher : Routledge
Page : 536 pages
File Size : 30,41 MB
Release : 2014-12-18
Category : Business & Economics
ISBN : 1317469186
Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.
Author : Susan Fournier
Publisher : Routledge
Page : 477 pages
File Size : 34,71 MB
Release : 2015-06-12
Category : Business & Economics
ISBN : 1317662350
From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people’s relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline. A range of different brand relationship environments are explored in the collection, including: online digital spaces, consumer collectives, global brands, luxury brands, branding in terrorist organizations, and the brand relationships of men and transient consumers. This book attends to relationship endings as well as their beginnings, providing a full life-cycle perspective. While the first volume focused on positive relationship benefits, this collection explores dysfunctional dynamics, adversarial and politically-charged relationships, and those that are harmful to well-being. Evocative constructs are leveraged, including secrets, betrayals, anthropomorphism, lying, infidelity, retaliation, and bereavement. The curated collection provides both a deeper theoretical understanding of brand relationship phenomena and ideas for practical application from experiments and execution in commercial practice. Strong Brands, Strong Relationships will be the perfect read for marketing faculty and graduate students interested in branding dynamics, as well as managers responsible for stewarding brands.
Author : C. Whan Park
Publisher : Now Publishers Inc
Page : 50 pages
File Size : 44,18 MB
Release : 2008
Category : Business & Economics
ISBN : 1601981007
The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.
Author : Jana Defontis
Publisher :
Page : 28 pages
File Size : 22,25 MB
Release : 2020-07-21
Category :
ISBN : 9783346230751
Seminar paper from the year 2019 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,3, University of Kaiserslautern, language: English, abstract: The purpose of this seminar work is to give an overview of existent research findings on brand extension and cognitive style and to examine what impact style of thinking has on consumers evaluations of brand extensions. Brand extension constitutes a common marketing strategy for entering into new segments and leveraging brand equity by expanding a brand, both, within and beyond the parent brand's product category. This strategy is often employed by management for leveraging existing brand beliefs and the overall image of the parent brand towards the newly launched product and thereby it is saving expenses with respect to measures for market launch considering advertising or price promotions, for example. Considerable effort in research has been conducted in exploring and understanding the success factors of brand extensions, with brand extension fit being identified as one of the main drives for an extension to succeed. In this context, a high brand elasticity is likely to result in more favorable evaluations for brand extensions in distant product categories. However, these findings cannot be generalized. Instead, it was found that the brand concept of the parent brand can significantly influence the elasticity and thus also the evaluation of the brand extension . In this respect, a distinction is generally made between two different brand concepts, namely prestige and functional.
Author : Francisco J. Martínez-López
Publisher : Springer
Page : 159 pages
File Size : 50,87 MB
Release : 2016-06-16
Category : Business & Economics
ISBN : 3319399462
This book presents the latest research on national brand and private label marketing, in the form of original, rigorous and relevant contributions from the 2016 National Brands and Private Label Marketing conference in Barcelona. It covers retailing-related topics, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer behavior, economic crisis, strategies in growth, and mature private labels.
Author : Ji-Yeon Park
Publisher :
Page : 16 pages
File Size : 50,63 MB
Release : 2017
Category :
ISBN :
Most brand extension literature usually focus on consumers' evaluations of brand extensions from the perspective of the parent brand or the extensions product characteristics, or the interaction of the parent brand and the extensions. However, little brand extension research, as well as even consumer behavior research attempts to find the critical determinants as characteristics on the newly emerging consumers' behavior. Therefore, this research aims at examining on the distinctive consumers' traits of today as a moderator in the brand extension evaluation. More specifically, we investigate whether consumer dynamics (CD), named on the basis of two concepts, that is, innovativeness and variety seeking, and prior experience (PE) may moderate the relation of the attitude toward the parent brand (PBA) and the attitudes toward the extensions (EBA). The results show that the impact of PBA on EBA is greater when CD and PE, respectively, is high than when CD and PE is relatively low. Moreover, the sign of the interaction is negative, indicating the decreasing effect of PBA in high CD and PE situation, respectively. The research findings suggest many implications for marketers and researchers. Limitations and future research ideas are also discussed.
