Brand Image

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The Moderating Effect of Customer Engagement on the Brand Image – Brand Loyalty Relationship

The Moderating Effect of Customer Engagement on the Brand Image – Brand Loyalty Relationship

Several interesting insights and managerial indications can be derived from our findings and can help address management's need for gaining knowledge about the effects of customer engagement. First, active as well as passive engagement activity has an impact on brand loyalty. This finding is in line with Jahn and Kunz (2012), and it makes sense, considering that even visiting without any furter enagement and e.g. only reading posts of other fans can lead to a higher brand loyalty. Second, we find that the brand image is negatively moderated by engagement activity. This means that a higher level of engagement can diminish the predominant link of brand image on brand loyalty. Thus, this result can give managers guidance how to allocate scarce marketing budgets. Instead of investiting into costly image campaigns, managers should foster enagement opportunities for their customers. This might be achievable at lower cost.
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Retweeting brand experiences : factors motivating receivers to proliferate brand image disruptions

Retweeting brand experiences : factors motivating receivers to proliferate brand image disruptions

As social network site users increasingly use microblogs to share their positive and negative experiences with brands, there is a surprising dearth of research on the receivers of MeWOM brand image disruptions (electronic word-of-mouth brand image disruptions that take place in a microblog) to determine the factors that motivate them to re-share them. 372 Twitter users in the United States were exposed to six positive and negative MeWOM brand image disruptions in an online experiment which replicated the Twitter environment. Two PLS Structural Equation Models were created to determine the factors which motivated receivers to retweet the MeWOM brand image disruptions. The results demonstrated that ‘relevance’ and ‘issue involvement’ were significant positive predictors of receivers’ retweeting both positive and negative valence MeWOM brand image disruptions.
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Impact of Brand Extension on Parent Brand Image  An Empirical Retailers Opinion

Impact of Brand Extension on Parent Brand Image An Empirical Retailers Opinion

This project is to know awareness about Products ofMaharaja Soaps and Detergents Industry (P) Ltd.., Extended their brand in the name of Shashi brand by introducing new different Products will they get success or not Retailers and Consumers will buy their Product. Used Descriptive method with 100 retailers of MSD have been considered as a Sample Unit. Primary objective is to understand whether retailer like to Purchase Extended Products with the name of Shashi Brand also they will ready to Give Preference for New Products of that Brand. There is a huge amount of background information in this thesis provided to get readersfamiliar with the event of brand extension, as well as some marketing theory and modelsto justify the action and make sure it is clear that brand extension is a concise businessdecision. A comprehensive literature review identifies six elements which are crucial to the success of brand extension. These elements are Parent Brand Image, Parent Brand Fit, Parent Brand Strength, Marketing Support, Quality of Parent Brand and Parent Brand Consumer Experience The Result Shows that Launching of a New Product with Brand Extension Strategyof Shashi Brand Will have a positive impact that will helpful to them in the form of their own developmentProcess with getting a more Profit, fame and also the consumers also get more optional to buy a Products from parent brands
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Selling When Brand Image Matters

Selling When Brand Image Matters

The consumers’ complete experience of the product depends on both in- trinsic product quality and “brand intangibles” (Keller and Lehmann, 2006). Intrinsic product quality is described by the real-valued index v that summa- rizes the various aspects of quality (Lancaster, 1966). Brand intangibles b in contrast reflect image attributes such as either accompanying advertising (“ac- tive branding”) or the consumption of the product by others (“passive brand- ing”). We assume that consumers’ valuations θ of product quality v are uni- formly distributed on the interval [0, 1]. We also assume that consumers differ in their perception of brand image b, captured by a taste parameter σ that fol- lows a uniform distribution on [σ, σ], with σ < 0 and σ > 0. The expectation of σ is denoted by μ σ ≡ (σ + σ) /2.
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Branding Through Nature: Effects of Spaciousness and Unpredictability on Brand Awareness and Brand Image

Branding Through Nature: Effects of Spaciousness and Unpredictability on Brand Awareness and Brand Image

An ecological brand image was enhanced via nature exposure with a benefit of non-spacious nature. Since ecological awareness was integrated as a factor in this study to control for ’green’ brand perceptions affected by pleasant nature scenery (Hartmann & Apaolaza-Ibáñez, 2009; Schmuck et al., 2017), this finding contributes to knowledge in the field of ’greenwashing’ research. The indication that not only (pleasant) nature but specifically non-spaciousness as a characteristic may convey an ecological brand image, strengthens and expands previous assumptions. The bene- fit of low over high spaciousness can possibly be explained by perceptions of higher presence of nature in the scenery (compared to open space) and more dense impres- sions of nature. It is also possible that spaciousness is linked to an inefficient use of nature resources which contradicts ecological awareness. Yet, it is noted that the other assessed dimension of green brand traits, sustainability, was not significantly affected by the type of imagery or type of nature displayed. Possibly, sustainability may in general not be as strongly connected to nature as ecological awareness, but spread over a wider range of concepts (next to the environmental aspect, social or economical sustainability are established terms).
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The effects of expected and unexpected experiential marketing promotions on brand image and brand loyalty

The effects of expected and unexpected experiential marketing promotions on brand image and brand loyalty

surveyed for their opinion on the event as a whole. After, attitudes of the primary sponsoring brand, Coca-Cola, the cosponsor and then the attitudes toward the event were evaluated on three seven-point bipolar semantic differential scales. Attitudes were measured with anchors such as negative/positive, bad/good, etc. For example, "Overall, my attitude toward the parade sponsored by Coca-Cola and Marlboro is negative/positive" (Ruth, 2003). The study revealed that the image of one sponsoring brand might transfer over to the other sponsoring brand, meaning, that one image might be shared between both brands. In this example, Coca-Cola received a more negative attitude after it was paired with Marlboro. However, it was revealed that this might not be consistent over all types of sponsorships. Instead, what was more important was the relevance of the brand to the event. This is because during a typical sponsorship, brands do not have the opportunity to showcase their products or services but rather just advertise their name overall (Ruth, 2003). This further enforces the idea that to influence positive brand image, the pairing must make sense.
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A sport celebrity brand image: a conceptual model

A sport celebrity brand image: a conceptual model

The increase in the use of celebrities as sponsorship properties can be attributed to the commercial potential of the celebrity, which is defined by their popular image drawn from previous achievements (McCracken 1989). A celebrity endorser is any individual who savours public acknowledgement and who uses this acknowledgement on behalf of a product by appearing with the product in an advertisement (McCracken 1989). McCracken further explains that the image from the celebrity transfers to the sponsor when the two are paired during sponsorship. As such, the role of the celebrity endorser is to create credibility and aid in brand recognition and brand image to generate greater customer choice for the specific sponsored product (Kamins 1990; Madrigal 2000). To illustrate, Nike, a sportswear and equipment supplier, sponsors sport celebrities such as Tiger Woods, Roger Federer and LeBron James. Nike Golf, introduced as a separate business in 1998, has been using Tiger Woods as its flagship spokesperson with great success. For example, Tiger Woods used the Tour Accuracy golf ball and a set of high-performance Nike clubs when he won Grand Slam majors. Nike’s marketing communication strategy to sign Tiger Woods to a sponsorship deal has proven successful and is widely viewed as contributing to making Nike Golf one of the fast growing brands in the golf industry (Fullerton 2010). With an annual sales figure of $600 million, Nike Golf continues to grow, lately opening 75 stores in China and entering new developing markets (Belch & Belch 2009). Nike and Tiger Woods both profited from the success of Nike’s Golf Division, Nike Golf, when it reached record sales of $725 million in 2008 (www.forbes.com).
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Volume IV Issue IV
                            2018
                            IMPACT OF BRAND IDENTITY ON BRAND LOYALTY WITH BRAND IMAGE AS A MEDIATOR

Volume IV Issue IV 2018 IMPACT OF BRAND IDENTITY ON BRAND LOYALTY WITH BRAND IMAGE AS A MEDIATOR

Mental images are “ symbolic process ” which relates to consumer perceptions. The image provides a “ a mental representative of the meaning ” Paivio 1969 . Kotler (p 197) defines brand image provides “ a set beliefs which is attached to a particular brand ” Gardner and Levy (1955) in their classic article proposed brands have an overall personality or character which may be more important to consumers as compared to the technical facts of the product. Herzog (1963 ) defined brand image as the sum total of all the impressions that the consumer receive from many sources and all them combine to form
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Understanding the factors that influence brand-image of a business school brand: a recruiters prospective

Understanding the factors that influence brand-image of a business school brand: a recruiters prospective

This research paper is based on the research study by Agrawal & Swaroop (2009). The study starts by appreciating that all organizations need to highlight their distinct functionalities in market places; and that the primary goal behind a brand image is that customers purchase a certain good or service alongside its associated image (Argawal and Swaroop 2009). It describes brand imaging as one of the ways organizations depict their distinct functionality in global markets and offers various definitions of brand image (Balmer and Wang 2016). The most elaborate among these definitions of brand image depicts it as ‘the mark left on the heart and mind of consumers when they regard a certain product or service’. This definition conveys the essence of a brand-image as the influencer on the hearts and minds of the consumers anytime they interact with products and services produced and presented by a certain brand. Therefore, brand-image is associated with influencing the consumers’ consciousness and attempting to make the brand-image comprehensive and recognisable.
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Impact of Brand Extension on Parent Brand Image – An Empirical Retailers Opinion

Impact of Brand Extension on Parent Brand Image – An Empirical Retailers Opinion

IJSRR, 7(4) Oct. – Dec., 2018 Page 804 Brand transfer, or brand extension is an act of creating a new product using the samebrand within the same company. Various examples include attempts of all kinds ofcompanies from small start-ups to giant industry leaders to include the existing logo andvisual features in a completely new product in a different category. The action has itspositive moments as well as negative ones. For instance, extending the product linecould attract new customers, it allows companies to enter new markets, increaseawareness, or saves resources that could have been spent on creating and developing anew brand. The obvious disadvantages of the brand extension are brand image decrease;the new product can confuse customers. Soap is surfactant used in conjunction with water for washing and cleaning that historically comes in solid bars but also in the form of a thick liquid, especially from soap dispensers in public washrooms. Soap are useful for cleaning because soap molecules Handmade soap differs from industrial soap in that usually, an excess of fat is used to consume the alkali (super fatting) and in that the glycerin is not removed. Soap is an item of daily necessity as cleaning agent. It is mass consumer item in both rural and urban areas. Soap may be divided into toilet soap and washing soap. In the toilet soap market, new product innovations such as liquid soap, soap free synthetic detergents and no-wash soap have taken an increasing share of the market from traditional soap bars. While there are large companies manufacturing soap including toilet and washing soap, it is an ideal product to manufacture in Small scale industries sector.
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The influence of brand preference on brand image transfer : a research on brand event congruity in sponsorships

The influence of brand preference on brand image transfer : a research on brand event congruity in sponsorships

Past research on the schema theory has shown the effect of product schema on consumer responses. Batra and Homer (2004) have put forward in their research that brand image beliefs have a great impact on brand preferences when the consumer product schema fits the product category. They used in their research two celebrities as endorsers to test their impact on image beliefs (fun and sophisticated), and found that the effect of image beliefs on brand preferences were reflected in the purchase intentions, but only when the image beliefs were relevant and schematically fitted with the product category. This implies that categorization of information facilitates an understanding of stimuli aroused by the sponsorship. Sujan, Bettman, & Sujan (1986) use this theory to show that prior consumer beliefs and expectations significantly affect selling outcomes. According to Sujan (1985), when a person encounters a stimulus, their product schema tries to integrate the stimulus with categories of information (brand attributes) stored in memory. And, according to Smith (2004) consumers use this schema to judge if the image beliefs transferred from an event in a sponsorship matches with the product and their expectations of the product category. Also Goodstein (1993) supported that these product schemas can influence consumers’ attitudes and behavioural intentions toward advertised brands and their marketing communications.
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THE EFFECT OF BRAND COMMUNICATION, BRAND IMAGE, AND BRAND TRUST ON BRAND LOYALTY IN ENERGEN CEREAL BEVERAGE PRODUCTS IN TANGERANG CITY INDONESIA

THE EFFECT OF BRAND COMMUNICATION, BRAND IMAGE, AND BRAND TRUST ON BRAND LOYALTY IN ENERGEN CEREAL BEVERAGE PRODUCTS IN TANGERANG CITY INDONESIA

Licensed under Creative Common Page 122 which created a perception of a brand. Whereas Low and Lamb (200) define brand image as a logical or emotional perception that customers attach to a brand. In other words brand image is seen as a representation of a brand in the mind of customers and is connected to the presentation or perception about the brand by the customers as reflected in brand association (Cretu and Brodie, 2007). So brand image is the core of service or product. In the business market brand image can also be expected to play an important role, especially in situations where it is difficult to differentiate quality-based products or services that are real (Mudambi, Doyle and Wong, 1997; Shankar, Azar, and Fuller 2008). Brand images are usually communicated to customers that make them believe their products are of a certain level and make them decide to buy (Torres and Bijmolt, 2009). Marketers usually assume that the brand image is the basis on which the customer evaluates the quality of the product or service, namely the physical guess about the product (Cretu and Brodie, 2007). The understanding is that customers will use brand image to take a conclusion about a produt or service, or to maintain awareness of the quality of a product or service (Bibby 2011). Also, brand image could be seen as a set of relative localization, standard identical quality guarantee and functional attribute of the product or service which resulted in customers view their own self image and assist them in making their purchase decision (Aghekyan-Simonian, Forsythe, Kwon and Chattaraman, 2012). Furthermore, in literature there is a mention that products with strong brand image can reduce cognitive risk and increase the value of product or services for customers (Kwon and Lennon, 2009). In this instance customers often use brand image to make conclusion about the quality of the product or services and influence customers behavior (Salinas and Pérez, 2009). Thus quality of the brand image indirectly make customers recognize the quality of the product or services (Sääksjärvi and Samiee, 2012). Ideal use of brand image not only help companies to have position in the market, but also to defend the brand from competitors (Cretu and Brodie, 2007). That is why companies these days work very hard to maintain brand image and invest effort and money into develop a good image (Shankar, Azar, and Fuller, 2008). Because the importance of brand image is well known, it is no wonder that brand image is considered to be prime topic in marketing (Torres and Bijmolt, 2009).
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Pengaruh country of origin image terhadap brand equity melalui

brand knowledge dan brand image produk pakaian Nike di Surabaya

Pengaruh country of origin image terhadap brand equity melalui brand knowledge dan brand image produk pakaian Nike di Surabaya

In this study used is the conclusive research on experimental research studies or cause and effect. Sampling technique used isa non- probability sample sampling. The type of method used is the purposive sampling. The example used is 200 prospectiveconsumer products brand Nike apparel in Surabaya. Data were collected using a questionnaire. The technique used is the analysis of SEM program LISREL with assistance. The results of this analysis indicate that the country of origin image can enhance brand knowledge and brand image that would eventually give the impact on brand equity Nike clothing products in Surabaya.
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The Effect of Destination Brand Awareness on Destination Brand Loyalty Through Brand Image, Perceived Brand Quality, Brand Value and Brand Satisfaction in Banyuwangi City As a Tourism Objective

The Effect of Destination Brand Awareness on Destination Brand Loyalty Through Brand Image, Perceived Brand Quality, Brand Value and Brand Satisfaction in Banyuwangi City As a Tourism Objective

This research is about the Influence of Destination Brand Awareness on Destination Brand Loyalty Through Brand Image, Perceived Brand Quality, Brand Value and Brand Satisfaction in Banyuwangi City as a Tourism Destination. The study population was tourists visiting Banyuwangi City in East Java from March to May 2018. Using SEM rules, the sample size was 250 respondents. Test models with Generalized Least Square Estimation (GLS), structural equation model analysis (SEM), Purposive sampling method in incidental sampling and assistance with Amos 24 software, on 250 respondents. The test results show the model (fit) seen from the values of GFI, AGFI, TLI, CFI, RMSEA and CMIN / DF, respectively at 0.916, 0.902, 0.951, 0.954, 0.074 and 0.977 all of which are within the range of expected values so that the model can be accepted. The results of the study show that: 1). Destination brand awareness affects the destination brand image. 2). Decination of brand awareness has an effect on destination brand value. 3). Destination brand image has no significant effect on destination brand quality. 4). Destination brand image affects destination brand value. 5). Destination brand image influences destination brand loyalty. 6). Destination brand quality affects destination brand value. 7). Destination brand quality affects destination brand loyalty. 8). Destination brand value influences destination brand satisfaction. 9). Destination brand value affects destination brand loyalty. 10). Destination brand satisfaction affects destination brand loyalty.
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Brand Image Formation

Brand Image Formation

The problem. The conception of brand image com- bines the identification of brand image with intangible assets of the company that needs to be managed in order to use it efficiently. Under the conditions of globalization brand becomes one of the core tools in competitive mar- ket. It is extremely important to increase brand’s equity due to the fact that consumer’s attitude towards a particu- lar brand influences consumer’s behaviour. Seeking to get consumer’s attention and make him/her choose a good of the company from many other provided in the market, companies should single out their goods among other competitive goods by performing theoretical and empirical studies. Therefore, the article analyzes the problem of how a positive brand image should be formed. The object of the article is the process of brand im- age formation.
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The Relationship between Brand Image and Brand Trust in Sporting Goods Consumers

The Relationship between Brand Image and Brand Trust in Sporting Goods Consumers

DISCUSSION AND CONCLUSION The descriptive findings showed that the mean age of the buyers of foreign sports brands in city of Qom among both men and women was less than 25 years old. They were also single and 34% of them had high school diploma. This finding indicated the interest of young single boys and girls in foreign sports brands that can be considered by these brands in attracting customers and providing marketing programs. The results showed that the foreign sports brand image among the consumers of sports goods in city of Qom was favorable and, with the score of 3.63, it obtained a significantly higher score than the mean. The mean score of brand trust among the consumers of foreign sports goods in city of Qom with the score of 3.62 was significantly higher than the mean and in good conditions. Although both components of brand image and brand trust were at favorable levels among consumers and buyers of sports brands, there was still a chance for improvement and development in both components in terms of achieving very favorable levels. This issue means that although foreign sports brands have a favorable image among costumers, these brands image can improve the brand image as well as costumers’ brand trust to a higher level via using new programs and strategies and continuously increasing the quality of products and services, which could promote their competitive advantage in the market in a long run and guarantee their sustainability in the market which is full of competition for sports
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Impact of “Cause Related Marketing” on Brand Image

Impact of “Cause Related Marketing” on Brand Image

In this paper attempt has been made to study Impact of Cause Related Marketing on Brand Image through questionnaire cum interview schedules & from secondary data sources like website, Journals & Magazines. The paper reveals that factors that influence the customers were found to be brand name, availability, price, quality & cause related marketing concept. Results obtained show that cause related marketing results in increased sales, visibility, consumer loyalty & enhanced company imaged along with positive media coverage.

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Impact of Print Advertising on Brand Image and Consumer

Impact of Print Advertising on Brand Image and Consumer

In recent years, Facebook has one of the smart social media advertising networks where millions of people are globally associated with each other, most of the companies or organization group are also linked on Facebook (Giles , 2001). They are playing the role of their brands, products and services advertised with the help of virtual marketing for brand switching, regarding social media advertising web services so many researches has been already done. Facebook, MySpace and Twitter etc., is enhancing the use by latest news of these companies or organizations to screen news updates through community. A number of businesses and different organizations are using print advertising services to advertise the brands, products and services for brand switching and their feedback information delivered to stakeholders or owner of the organization or company. (Jansen, Zhang, & Sobel, 2009). The relationship among these variables is considered as positive. The concept of this study is based on brand image in the mind of consumer while purchasing their brands through print advertising, change and switching of brands reflect consumer behaviour through print advertising and effectively utilization of graphical designing of brands for attraction more consumer with the help of print advertising.
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The influence of vlogging communities on brand image and loyalty

The influence of vlogging communities on brand image and loyalty

The attractions of online community sites may result in users becoming attached to the community and potentially, to the brands discussed by the community (Balakrishnan, Dahnil & Yi, 2014:180). Yet despite their popularity and undeniable potential business value, a review of literature reveals that only few studies have empirically examined the influence of online communities, and vlogging communities in particular, on brand loyalty. Dessart, Veloutsou and Morgan-Thomas (2015:38) and Kamboj and Rahman (2017:307) call for further research on this topic due to its practical pertinence. This study addresses this need by exploring the influence of vlogging communities on brand image and brand loyalty for colour cosmetics among Generation Y women. As noted by Ruane and Wallace (2013:316), despite its value, Generation Y has been a largely neglected segment in online research studies, especially those that focus on a specific gender of Generation Y consumers.
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Explicating industrial brand equity: integrating brand trust, brand performance and industrial brand image

Explicating industrial brand equity: integrating brand trust, brand performance and industrial brand image

First, a key finding in this paper is that both tangible and intangible components appear to be equally important in explaining brand trust, however, the tangible aspect – brand performance – appears to explain even more. So, although industrial brand image is not a necessary condition for buyers’ commitment, due to the insignificant relationship found herein, through brand trust, the industrial brand equity has been explained. Brand performance, referring to product and service quality, price, distribution and competence, is a clear touch point for differentiation and helps to explain the brand values including industrial brand image. We thus confirm that business-to-business purchase decision making is a rational process, where customers are less influenced by emotions (e.g. Bendixen et al., 2004), extending the previous single dimensional approach that only explained a partial impact. By examining both brand associations in a comprehensive model, the study has helped to clarify industrial brand equity leading to clearer strategic corporate (industrial) brand positioning (Abratt and Kleyn, 2012; Chi-Shiun et al., 2010).
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