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Articles 1 - 10 of 10
Full-Text Articles in Business
Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith
Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith
Masters Theses
This project seeks to inform corporate marketing efforts, as well as add to the growing body of literature on social media marketing. The purpose of this project is to assess consumer perceptions of a brand’s social media marketing. Participants were obtained from the PetSafe® brand Facebook fan page, and a total of 195 respondents completed all measures and were included in the study. The results show that brands must be actively engaging their consumers via social media in order to compete in a competitive marketplace. Engagement can be promoted through entertaining and interactive posts, useful and relevant content, word of …
Marketing Mutuality: Boundary Spanning Approaches To Marketing Strategy, Alexander Scott Rose
Marketing Mutuality: Boundary Spanning Approaches To Marketing Strategy, Alexander Scott Rose
Graduate Theses and Dissertations
This dissertation, arranged in three essays, is grounded firmly in the crossroads of sociology and marketing. Theories of the former inform phenomena of the latter. In particular, the sociological theory of the gift and the rich tradition of anti-utilitarian social science inform contemporary debate regarding the rise of the sharing economy and its much-heralded potential to alter the landscape of the market. Through an ethnography of brand and retail service settings in the particular context of American craft beer festivals, the concept of mutuality is used to provide a line of demarcation between effective and ineffective forms of the sharing …
Measuring Political Brand Equity In Ireland', Ewan Mcdonald, Roger Sherlock, John Hogan
Measuring Political Brand Equity In Ireland', Ewan Mcdonald, Roger Sherlock, John Hogan
Articles
This article will apply cognitive mapping techniques to understand the manner in which political brand equity is formed, and how it differs, across the four largest Irish political parties, from the perspective of citizens. It assesses the fundamental aspects of branding and brand equity in the marketing and political marketing literatures. Primary data were generated in spring 2012 through the participation of 232 citizens in the political brand elicitation stage and a further 75 citizens were involved in creating cognitive maps of brand equity. From the mapping process, we see that Irish political party brands are plagued by a number …
Attitude Formation Online: How The Consumer's Need For Cognition Affects The Relationship Between Attitude Towards The Website And Attitude Towards The Brand, Maria Sicilia, Salvador Ruiz, Nina Reynolds
Attitude Formation Online: How The Consumer's Need For Cognition Affects The Relationship Between Attitude Towards The Website And Attitude Towards The Brand, Maria Sicilia, Salvador Ruiz, Nina Reynolds
Nina Reynolds
This paper applies traditional models of attitude formation, based on the elaboration likelihood model, to the internet. Specifically, the dual mediation hypothesis and the affect transfer hypothesis are tested on an interactive website. The paper also considers whether the consumer's inherent need to think about things (need for cognition) impacts on which model applies. Findings suggest that the traditional model dominant offline (dual mediation hypothesis) is not dominant online, unless the consumer has an intrinsic tendency to think. The implications of the findings on transferring offline models to the interactive environment online, and on website design, are discussed.
An Oreo With Chinese Characteristics, Srinivas K. Reddy
An Oreo With Chinese Characteristics, Srinivas K. Reddy
Research Collection Lee Kong Chian School Of Business
In late 2005, Shawn Warren, head of biscuits, Asia Pacific for Kraft, was in desperate need of a quick turnaround strategy. Oreo, after nearly 10 years in the China market was facing the imminent disaster of being completely pulled from the shelves. Local retail channels, along with company headquarters near Chicago, had finally grown impatient of the iconic product's lacklustre sales. When Warren described the turnaround in March 2012, he said, "The first step to solving a problem is to admit you have one. We are committed to have this brand and put resources behind it."
"Pick-Any" Measures Contaminate Brand Image Studies, Sara Dolnicar, John R. Rossiter, Bettina Grun
"Pick-Any" Measures Contaminate Brand Image Studies, Sara Dolnicar, John R. Rossiter, Bettina Grun
John Rossiter
Brand image measures using the typical "pick-any" answer format have been shown to be unstable (Rungie et al., 2005). In the present study, we find that the poor stability results are mainly caused by the pick-any measure itself because it allows consumers to evade reporting true associations. Using a forced-choice binary measure, we find that stable brand attribute associations are in fact present with much higher incidence (70%), thus outperforming both the measures predominantly used in industry (pick-any, 41%) and academia (7-point scale measure, 59%). Under simulated optimal conditions the forced-choice binary measure leads to 90% stability of brand-attribute associations …
Indigenous Identity In The Nation Brand: Tension And Inconsistency In A Nation's Tourism Advertising Campaigns, Alan Pomering
Indigenous Identity In The Nation Brand: Tension And Inconsistency In A Nation's Tourism Advertising Campaigns, Alan Pomering
Alan Pomering
The purpose of this paper is to discuss one nation's attempts at tourism branding in which elements of Indigenous identity featured as a key element of the brand, arguably impairing persuasion results. The methodology follows a qualitative and interpretivist approach. A recent tourism advertising campaign for Australia is described; observations are made regarding Indigenous Australian identity in relation to the broader national identity; recent international tourist arrival trends are discussed; and connections between this triad are proposed. The campaign under study is also compared with proximate campaigns. The study raises questions about tapping a contested national identity for tourism branding …
Managing Sub-Branding Affect Transfer: The Role Of Consideration Set Size And Brand Loyalty, Yi He, Qimei Chen, Wing Yin Leona Tam, Ruby Lee
Managing Sub-Branding Affect Transfer: The Role Of Consideration Set Size And Brand Loyalty, Yi He, Qimei Chen, Wing Yin Leona Tam, Ruby Lee
Sydney Business School - Papers
Although the essential role of affect transfer has been evidenced in the brand extension literature, scant research has focused on affect transfer when a firm attempts to add sub-brands into its brand portfolio. We conducted a series of four experiments to demonstrate that affect associated with a family brand does in fact transfer to its sub-brand, and the effect is more pronounced for a sub-brand that is closer to (vs distant from) its family brand. Further, the transfer of affect is contingent upon consideration set size and brand loyalty. While affect transfer is observed when consideration set is small, this …
Brand Analyses Of Global Brands Versus Local Brand In Indian Apparel Consumer Market, Aniket Sengupta
Brand Analyses Of Global Brands Versus Local Brand In Indian Apparel Consumer Market, Aniket Sengupta
Theses and Dissertations--Retailing and Tourism Management
The purpose of this study was to conduct brand analyses on global brands in comparison to local retailers in India taking into account the regional differences and Indian consumers’ affinity towards global brands. The study has derived its conceptual framework from previous work done by Lee, Knight, and Kim (2008) and Bhardwaj, Kumar and Youn-Kyung (2010) with some added attributes. Quantitative data included a sample of 194 subjects where the sampling was conducted randomly as well as the involvement of convenient method to analyze the brands in real-world scenario. The survey involved the questionnaire which was utilized in previous researches …
'Branding' Explained: Defining And Measuring Brand Awareness And Brand Attitude, John R. Rossiter
'Branding' Explained: Defining And Measuring Brand Awareness And Brand Attitude, John R. Rossiter
Faculty of Business - Papers (Archive)
Writing in the very first issue of this journal, the present author proposed a comprehensive model of 'branding', a managerial process that requires the marketer to establish, in the consumer's mind, two essential communication effects: brand awareness and then brand attitude. In the present article, he expands this model from two to now three types of brand awareness (brand recognition, category-cued brand-name recall and brand recall-boosted recognition) and from three to now five levels of brand attitude (reject, unaware, acceptable if on special, one of my several preferred brands and my single preferred brand). Also, he shows how to most …